Now the company is expanding them with a new line of bio-plastic toys – Mega Bloks. They look like your typical building toy blocks and are aimed at pre-schoolers.
The first wave of Mega Bloks sets features Polar Friends, Safari Friends, and Woodland Friends. All of them use new bi-based resins instead of traditional plastics. Even the packaging is fully recyclable.
This way Mega Bloks are going to be a lot better for the environment in the long run. The new toys are part of Mattel’s bigger initiative. The company aims to be 100% sustainable in toys by 2030.
This means that all of the toys are going to be made out of recycled or recyclable materials or bio-based plastics. The company already sources 93% of paper and wood fibre from recycled or Forest Stewardship Council content.
“Environmental sustainability is not only a top corporate priority, it is equally important for all of our iconic and generational brands,” said Richard Dickson, president and COO of Mattel. “Mega’s first product was the Bloks so it is perfect way to begin their sustainability journey. It is an exciting day for Mattel and Mega.”
You can expect the first Mega Bloks to reach the stores in the coming weeks. There are already pre-sales for several European countries.