MGA Entertainment (MGAE) is kicking off Toy Fair New York by confirming the next phase of its sustainability efforts. Following a promise by MGAE founder and CEO, Isaac Larian last year, the company has developed a bio-degradable ball for its L.O.L. Surprise! line which will debut alongside other major product and packaging changes.
The company’s Little Tikes division will debut its Little Tikes Go Green collection which is made entirely from post-consumer and post-industrial resin. Additionally, MGAE is manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions.
“I have assembled an in-house team that is 100% focused on identifying the best innovative and eco-friendly options to use in our toys,” says Larian. “We now have a degradable L.O.L Surprise! ball and the Little Tikes Go Green product line. Sustainability is a personal priority and a MGAE commitment. We will have product at retail this fall.”
Beginning this summer, all L.O.L. Surprise! packaging bags will be paper-based, and any packaging made from resin will be degradable and include the new compound.
“Beginning next year, the entire L.O.L Surprise! packaging line will be completely degradable,” adds Larian.
The Little Tikes Go Green product line will also include the new compound to ensure that the products are both recyclable and degradable. The line will debut with four products this spring and continue to evolve in the years to come. Little Tikes Go Green toys will be available beginning on Earth Day.
In addition to further expanding its relationship with TerraCycle, MGAE is also looking ahead to a total overall of its manufacturing with sustainability in mind.
“Beginning in 2025, MGAE will only manufacture products that will degrade when disposed of properly,” Larian says.