Mattel Unveils ‘Drive Toward a Better Future’ Matchbox Sustainability Plan

The Matchbox Tesla Roadster is made from 99% recycled materials and certified CarbonNeutral. | Source: Mattel

Mattel is reinventing its Matchbox brand with eyes toward a sustainable future.

Ahead of Earth Day, the company unveiled its “Drive Toward a Better Future” product roadmap to make all Matchbox die-cast cars, playsets, and packaging with 100% recycled, recyclable or bio-based plastic by 2030. The move comes as part of Mattel’s long-running goal to achieve those same goals across all of its product lines.

“Since the inception of the modern-day die-cast car nearly 70 years ago, Matchbox has been using design and innovation to connect kids with the real world around them through play,” says Roberto Stanichi, global head of vehicles at Mattel. “Matchbox is committing to using 100% recycled, recyclable or bio-based plastic materials to do our part in addressing the environmental issues we face today, and empower the next generation of Matchbox fans to help steer us towards a sustainable future.”

A new Matchbox EV-themed five-pack is now available with a paper foam inner tray | Source: Mattel

For a glimpse at the future, Mattel dropped the curtain on its Matchbox Tesla Roadster — its first die-cast vehicle made of 99% recycled materials, including zinc, steel, and plastic. The Tesla Roadster has been certified CarbonNeutral and will be available next year.

Mattel recently released an EV-themed five-pack of 1:64-scale Matchbox vehicles that ships with a paper foam inner tray. The first product line under the Matchbox brand to ship plastic-free is the current Power Grabs assortment.

An updated Matchbox Fuel Station includes pretend charging stations | Source: Mattel

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An environmentally conscious approach will be taken across the entire brand, not just in packaging materials, but also in the play pattern as well. While the Hot Wheels brand leans largely toward fantastic, imaginary scenarios, Matchbox has long been known for presenting real-world vehicles and locations. Mattel says it plans to offer more e-vehicles in its die-cast lineup while adding pretend charging stations to its fuel station playsets.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, 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) 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.