Mattel Launches Sugarcane-based Toys for Earth Day

Mattel continues to make headway on its sustainability initiatives with the release of its latest toys made from sugarcane-based plastics.

The plant-based Fisher-Price Rock-a-Stack and Fisher-Price Baby’s First Blocks that made their debut at Toy Fair New York are now available as a presale bundle exclusively at Walmart.

Released in time for Earth Day’s 50th anniversary, the new products represent the latest steps toward Mattel’s ultimate goal: to achieve 100% recycled, recyclable or bio-based materials in both its products and packaging by 2030.

“At Mattel, our purpose is to empower the next generation to explore the wonders of childhood and reach their full potential, and creating a more sustainable world is a key part of that,” says Mattel President and COO Richard Dickson. “Our materials goal is just the beginning. We will continue to actively advance our sustainability efforts through additional improvements to our products, packaging, and operations.”

Related: Now, More Than Ever, Play is Essential

Earlier this year, Mattel launched three new Mega Bloks First Builders sets made from sugarcane-based plastics that come packaged in sustainable boxes. The company sources 93% of its paper and wood fiber from recycled or Forest Stewardship Council (FSC) approved content. The How2Recycle label is included on all Mattel products to better inform consumers of the recycling options available.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC), New York Comic Con, Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.