Source: Greenre/The Toy Book

INProduction Licensing‘s Greenre brand inked a new deal with MGA Entertainment (MGAE) to produce an eco-friendly collection of L.O.L. Surprise! stationery items for the Canadian market. The line will span categories including stationery, crafts, activity kits, novelties, back-to-school, and select home products.

MGAE and L.O.L. Surprise! are globally award-winning, have heightened category extension power, and have an unparalleled reach with kids of today,” says Keith Loiselle, president, and CEO of Greenre Brand. “Their forward approach with product creative, innovation, and trendsetting development is inspiring.”

The new collection of products will be manufactured using of a mix of recycled, natural materials, recyclables, bio-fibers, and more. Greenre says that its products use “a variety of post-consumer and post-industrial recycled materials” in addition to bamboo, stone, and corn starch, and biodegradable and natural fabrics such as hemp, jute, and cotton.

Related: State of the Industry Q&A 2021: MGA Entertainment

“Leaving a healthy planet for future generations is an MGAE business priority,” says Sandrine de Raspide, general manager of international sales and licensing, MGAE. “This includes not only looking at the products created by MGAE, like our L.O.L. Surprise! dolls, but also products with our valued licensing partners. Greenre brand’s experience and expertise strategically aligns with our efforts to ensure we are bringing new, innovative products to fans.”

In recent years, MGAE has made numerous moves toward sustainability, including a recycling program with TerraCycle, and the debut of the Little Tikes Go Green line last year. Additional details on the collaboration with Greenre will be revealed in the months ahead.

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.