Mattel Inc. just took a huge step toward a sustainable future.

In an expansion of its Environmental Sustainable Sourcing Principles that were announced in 2011, Mattel plans to use 100% recycled, recyclable, or bio-based plastics materials in both its products and packaging by 2030. Next year, the company will debut its first product aligned with the goal: a new version of the iconic Fisher-Price Rock-a-Stack made completely from sugarcane-based plastics and packaged in 100% recycled or sustainably sourced material. The Rock-a-Stack was first introduced in 1960.

“Environmental sustainability is a corporate priority at Mattel and creating sustainable products and packaging is an important part of our commitment to the planet,” says Mattel Chairman and CEO Ynon Kreiz. “Our dedicated cross-functional team made sustainability a key priority throughout the product and packaging design and production process. Today, we are delivering on that priority by announcing our first product made from sustainable materials and we look forward to expanding our efforts to all Mattel brands.”

As of today, Mattel sources 93% of the paper and wood fiber used in its packaging and products from recycled or Forest Stewardship Council (FSC) content. Additionally, the company adopted the How2Recycle label, the standardized labeling system that clearly communicates recycling instructions to the public.


Related: Play for Today, Play for Tomorrow: The Shift Toward Eco-friendly Toys and Sustainable Production


“Innovation is part of our DNA, and it is central to our work in environmental sustainability,” says Richard Dickson, president and COO, Mattel. “Our world-class designers have consistently created products that can be passed on to generations and, today, we are continuing this proud tradition with our new sustainable Rock-a-Stack, one of the most iconic and best-selling toys in the toy industry.”

Next year, Mattel will celebrate its 75th anniversary as Fisher-Price celebrates its 90th anniversary. Fisher-Price has been a subsidiary of Mattel since 1993.