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Mattel launches Barbie made from recycled ocean-bound plastic

Mattel has launched a new collection called Barbie Loves the Ocean, its first fashion doll line made from recycled ocean-bound plastic.

barbie loves the ocean mattel

Sustainability is increasingly important to consumers, and Mattel aims to achieve 100 percent recycled, recyclable or bio-based plastic materials across all of its products and packaging by 2030.

“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,” said Richard Dickson, president and chief operating officer at Mattel.

“At Mattel, we 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.”

Sustainable products from Mattel

Barbie Loves the Ocean is a collection of three dolls made from 90 percent recycled ocean-bound plastic. It includes a Beach Shack play-set and accessories, also made from more than 90 percent recycled plastic.

In addition, Mattel hopes to achieve 95 percent recycled or FSC-certified paper and wood materials in Barbie’s packaging by the end of 2021.

Mattel is also launching a new brand campaign called ‘The Future of Pink is Green’ to educate children on the importance of sustainability.

“Our 62-year legacy is steeped in evolution, as we consistently drive forward initiatives designed to better reflect the world kids see around them,” said Lisa McKnight, senior vice president and global head of Barbie and dolls at Mattel.

Barbie joins forces with 4ocean

“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 added.

Moreover, Barbie has joined forces with 4ocean to launch the 4ocean x Barbie bracelet, made from post-consumer recycled materials. For every bracelet sold, 4ocean will remove one pound of waste from oceans, rivers and coastines.

Earlier this year, Disney unveiled new plastic-free packaging for its classic dolls, available on and at Walt Disney World Resort and Disney stores in North America.

Meanwhile, Crystal Lagoons Island Resort has teamed up with Mattel to open an adventure park with branded experiences including a Hot Wheels-themed coaster.

Images: Mattel

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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