The material for the collection will reportedly be sourced from areas in Mexico's Baja peninsula that are trying to mitigate plastic waste pollution.
Barbie is getting her next big makeover and this time, she's going green! On Thursday, Mattel announced a new line of dolls, Barbie Loves the Ocean—the first of its kind made from plastic that would otherwise become ocean waste. The summer-themed collection includes three dolls whose bodies are made from 90% recycled ocean-bound plastic parts, and a beach shack playset and starter assortment playset made from over 90% recycled plastic. According to CNN, Mattel has teamed up with plastics recycling company Envision Plastics, a major recycler of High-density polyethylene (HDPE) products, for this particular initiative and will source the material required from areas in Mexico's Baja peninsula that are trying to mitigate plastic waste pollution.
Barbie Goes Green! Mattel Launches First Doll Collection Made from Recycled Ocean-Bound Plastic https://t.co/h7qAR908tR— People (@people) June 10, 2021
The Barbie Loves the Ocean collection, which ranges in price from $9.99-$19.99, aligns with Mattel's commitment to use 100% recycled, recyclable, or bio-based plastic materials across all of its products and packaging by 2030. "Our sustainability efforts represent the next step in Barbie's social mission and evolution," said Lisa McKnight, senior vice president at Mattel (MAT) and global head of the company's Barbie and Dolls portfolio. "To truly show the next generation they can be anything, we must do our part in protecting the planet, reducing our environmental impact, and promoting sustainable everyday behaviors."
"Barbie Loves the Ocean is a prime example of sustainable innovations we'll make as part of creating a future environment where kids can thrive," McKnight said in a statement, reports PEOPLE. "We are passionate about leveraging the scope and reach of our global platform to inspire kids to be a part of the change they want to see in the world." Richard Dickson, the president and chief operating officer of Mattel, also issued a statement which said: "This Barbie launch is another addition to Mattel's growing portfolio of purpose-driven brands that inspire environmental consciousness with our consumer as a key focus."
"At Mattel, our commitment is to empower the next generation to explore the wonder of childhood and reach their full potential. We take this responsibility seriously and are continuing to do our part to ensure kids can inherit a world that's full of potential, too," Dickson added. In addition to the new doll line, Mattel has also vowed to continue promoting sustainability through its Forest Stewardship Council (FSC) Goal and The Future of Pink is Green brand campaign. According to the toy company, the FSC goal focuses on achieving 95% recycled or FSC-certified content in the paper and wood fiber materials used in packaging by the end of this year.
Meanwhile, The Future of Pink is Green brand campaign aims to leverage Mattel's iconic use of the color pink alongside the color green—often associated with environmental protection efforts—to promote a "greener future" and "educate kids on the importance of sustainability in an easily digestible way." Along with the new collection's launch, Mattel has also released a new Barbie Vlogger episode titled "Barbie Shares How We Can All Protect the Planet" that teaches young fans how to care for the planet.
Furthermore, a limited-edition line of bracelets created in partnership with for-profit company 4ocean and made with post-consumer recycled materials and hand-assembled by artisans in Bali will be rolled out. For each pink 4ocean x Barbie bracelet sold, 4ocean has promised to pull one pound of trash from oceans, rivers, and coastlines, while simultaneously using their voice to empower younger generations. These new initiatives come exactly a month after Mattel announced the launch of its "Mattel Playback" program which encourages consumers to send their old toys to the company to reuse the materials for future products. While the program kicked off with Barbie, Matchbox, and MEGA toys, other Mattel brands will be added to the program going forward.