The new assortment includes the MEGA Bloks Green Town collection and extensions to the Matchbox “Driving Toward a Better Future” initiative. Mattel is the first toy company to incorporate certified renewable polymers from SABIC’s TRUCIRCLE program into its products.
“At Mattel, we are focused on developing innovative products and packaging that are better for our planet by integrating more sustainable materials and principles of product stewardship and circular design,” says Pamela Gill-Alabaster, head of global sustainability at Mattel. “These new products from MEGA and Matchbox demonstrate our commitment to our 2030 goal to achieve 100% recycled, recyclable or bio-based plastic materials in all our products and packaging and to create a more sustainable future for the next generation.”
The MEGA Bloks Green Town line is hailed as the first mass retail toy line to be certified CarbonNeutral by Natural Capital Partners. Products in this line are made from a minimum of 56% plant-based materials and a minimum of 26% International Sustainability & Carbon Certification (ISCC) certified bio-circular plastics. Mattel purchased carbon offsets from the Darkwood Forests Conservation Project in Canada in order to go truly carbon-neutral. Additionally, all packaging for the line is made with 100% Forest Stewardship Council (FSC)-certified paper or paperboard, with graphics created using soy-based inks and water-based varnishes to enhance recyclability.
The MEGA Bloks Green Town collection includes the Build & Learn Eco House, Sort & Recycle Squad, Grow & Protect Farm, and Charge & Go Bus playsets. Kids can learn green behaviors with each set.
The world’s first CarbonNeutral die-cast vehicle is also rolling out today.
Additionally, the Matchbox brand is continuing along the Driving Toward a Better Future roadmap that was established last year. New toys are being released throughout the year that reflect real-world green scenarios while being crafted using Mattel’s sustainable approach.
The new offerings include a large-scale Recycling Truck made from 80% ISCC-certified bio-circular plastic; Electric Vehicle (EV) die-cast multipacks featuring 1:64-scale EVs from automakers including BMW, Nissan, Honda, and more; and Action Drivers playsets manufactured with at least 40% ISCC-certified bio-circular plastic.
Finally, Mattel launched a digital resource hub for families to learn about greener play patterns and sustainable behaviors.