Q&A
Mattel
Mattel driving positive social and environmental change
Mattel’s VP Global Sustainability, Pam Gill-Alabaster, chats to Toy World about how the company is working to reduce its carbon footprint and its approach to sustainability. responsible forest management. We also launched Mattel PlayBack, a toy take-back programme, to recover and reuse materials from outgrown Mattel toys for new products.
To date, what has Mattel’s overarching approach to sustainability been? Our aim is to contribute to a more diverse, equitable, inclusive and sustainable future. We are committed to being a responsible corporate citizen and actively supporting the communities in which we live, work and play. In 2021, we updated our ESG strategy, goals and priorities, aligning them with three pillars: Sustainable Design and Development (what we do), Responsible Sourcing and Production (how we do it) and Thriving and Inclusive Communities (those we impact).
What major milestones has the company made recently, in terms of initiatives, change of materials etc., in reducing its environmental impact? In 2020, we achieved 97% recycled or Forest Stewardship Council (FSC)-certified content in the paper and wood fibre used in our packaging and products, exceeding our goal of 95%, and were awarded a 2021 FSC Leadership Award for excellence in use of FSC-certified products and commitment to
Last year, we introduced Barbie Loves the Ocean, the first fashion doll line made from 90% oceanbound plastic to a fantastic consumer response. We also announced Drive Toward a Better Future, our product roadmap to make all Matchbox die-cast cars, play sets and packaging, with 100% recycled, recyclable, or bio-based plastic materials by 2030. Additionally, we have launched sustainable products from Fisher-Price and Mega, and introduced Uno Nothin’ But Paper, the first Uno deck that has removed cellophane from its packaging and is now 100% recyclable. In fact, Mattel removed the cellophane from 100% of standard, paper-based Uno decks in 2021. But it is not just our products and packaging that we are working to improve. We aim to optimise resource consumption and reduce absolute Scope 1 and Scope 2 greenhouse gas (GHG) emissions by 50% and, in addition, achieve zero manufacturing waste by 2030. We are proud of the fact that in 2021 Mattel achieved 100% pay equity for all employees performing similar work globally. We remain committed to ensuring we uphold our position on pay equity and to creating a culture of belonging. Today, women comprise 58% of the global nonworkforce and 49% of all management positions. Mattel is leading positive change in an authentic, meaningful way with recent recognition from numerous organisations that recognise best places to work.
How have consumers reacted to these developments? PlayBack has been received very positively in both
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the US and Europe, and it has provided a significant amount of learning in the first six months since launch. Some of that learning will inform product design and material considerations that aim to make products easier to recycle and better for the circular economy in the future. Consumer response to sustainable products like Barbie Loves the Ocean has been similarly positive and we look forward to launching additional sustainable products in 2022.
Is the demand for more sustainable toys there? And how much would you say their appeal depends on the end price? At Mattel we believe sustainability creates value for people, planet and our business. It’s not just a trend, but an opportunity for companies to generate value to society through their corporate values. Earlier this year, we conducted global consumer insights research on attitudes toward sustainable toys. Seven in ten parents claim that sustainability is important in their everyday decision making. Additionally, kids, and specifically ‘Generation Alpha’ continue to gravitate toward purpose-driven brands that stand up for issues they care about. Three in four say that’s important to them. However, the study also revealed that mainstream consumers are not yet willing to pay more for toys that are made with materials that are better for the planet. We are confident however, that this dynamic will change overtime as it has for organic food, sustainable fashion and clean beauty.
