MGA Entertainment Expands L.O.L. Surprise! Recycling Program with TerraCycle

MGA Entertainment (MGAE) is moving forward toward its sustainability goals with an expansion of its L.O.L. Surprise! Recycling Program in partnership with TerraCycle.

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.

About the author

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.