The company kicked off the first day of the 71st Spielwarenmesse international toy fair in Nuremberg, Germany by revealing that the program will grow to include nine countries around the world. MGAE promises more details on its sustainability plans to be revealed throughout the year.
“As a leader in the toy and entertainment business we understand that we must lead the industry,” says Isaac Larian, CEO and founder of MGA Entertainment. “Not only are we looking to make products more sustainable, but we’re giving parents an easy and free way to recycle L.O.L. Surprise! packaging and products around the world. We need to look to our products to help keep the world healthy and alive for the next generation of fans — this is critical for the company and one that we are focused on as it relates to all aspects of the product lifecycle. Sustainability is a personal priority and an MGAE commitment.”
Launched last year, the TerraCycle partnership allows families to easily package and ship the 100% recyclable packaging and products used in L.O.L. Surprise! toys to TerraCycle, where it is cleaned and transformed into materials that can be used in the construction of play spaces, flower pots, park benches, and other innovative uses.
Following its launch in the U.S., the L.O.L. Surprise! Recycling Program will be implemented globally in Australia, Belgium, Canada, China, Germany, Ireland, the Netherlands, and the UK.