Mattel rolls out first bioplastic toy sets

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In California, toy giant Mattel is set to begin selling building block sets made from bioplastics. The Mega Bloks line for pre-schoolers now includes Polar Friends, Safari Friends, and Woodland Friends block sets made from bioplastics.

“Environmental sustainability is a corporate priority and we are proud to announce Mega’s first product made from bio-based materials,” says Richard Dickson, president and chief operating officer.

In Europe, Argos and Sainsbury will be the first stores to offer the toys. Amazon Europe will also offer online sales in Germany, France, Italy, and Spain.

“We know sustainability is an increasingly important consideration for our customers so being able to exclusively launch the new Mega range in the UK is a really exciting step as we continue to respond to consumer demand,” says Andrew Hartley, buying manager for toys at Sainsbury’s Argos.

Mattel has set a target to use 100% recycled, recyclable or biobased plastics for all its toys and packaging by 2030.