Mattel has launched a new toy takeback programme that will see customers return products to be recycled once they are no longer in use.

The programme will recover and reuse materials from old Mattel toys to create new products.

The initiative is part of the company’s aim to achieve 100 per cent recycled, recyclable or bio-based plastic materials across all of its products and packaging by 2030.

“Mattel toys are made to last and be passed on from generation to generation,” said Richard Dickson, president and chief operating officer, Mattel. “A key part of our product design process is a relentless focus on innovation, and finding sustainable solutions is one significant way we are innovating.”

Pamela Gill-Alabaster, global head of sustainability at Mattel, said that the playback programme will help ensure materials stay out of landfills.

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