One of them is a special LOL Surprise Recycling Program. The company now expanded this program even more, The Toybook reports.
MGAE announced at the start of the 71st Nuremberg Toy Fair that it’s growing its recycling program to 9 countries. And it’s also forming a partnership with TerraCycle. Following its launch in the U.S., the L.O.L. Surprise! Recycling Program will be implemented globally in Australia, Belgium, Canada, China, Germany, Ireland, the Netherlands, and the UK.
“As a leader in the toy and entertainment business we understand that we must lead the industry,” says Isaac Larian, CEO and founder of MGA Entertainment. “Not only are we looking to make products more sustainable, but we’re giving parents an easy and free way to recycle L.O.L. Surprise! packaging and products around the world. We need to look to our products to help keep the world healthy and alive for the next generation of fans — this is critical for the company and one that we are focused on as it relates to all aspects of the product lifecycle. Sustainability is a personal priority and an MGAE commitment.”
TerraCycle allows families to easily package and ship the 100% recyclable packaging and products used in L.O.L. Surprise! toys. The company then uses the materials for play spaces, flower pots, park benches and a lot of other items.