|
 |
Barbie goes for sustainable packaging
6 October 2011
"Barbie, it's over. I don't date girls that are into deforestation". Those were the words displayed by Greenpeace activists at Barbie producer Mattel's headquarters in El Segundo, USA, as they were campaigning for Mattel to change its packaging sourcing policy earlier this year.
 The issue was the fibre contents of Barbie's packaging which according to Greenpeace might derive from tropical rainforest. Among several events and inventions, Greenpeace's campaign included a hilarious movie showing how Ken's concern's over Barbie's possible contributions to rainforest destruction led him to break up his long-standing relationship with the world's most famous doll.
According to Greenpeace, the campaign resulted in over 500,000 e-mails being sent to Mattel, asking the company to disengage from suppliers involved in rainforest destruction.
Barbie makes it up
Now Ken may likely re-consider his sad decision and team up with his beloved Barbie again. On Wednesday 5 October, Mattel announced its new sourcing principles, committing itself to maximise the post-consumer recycled fibre content, avoid virgin fibre controversial sources, and Increase the use of wood/fiber that has been verified/certified by a credible third party.
 Mattel has further established the following Sustainable Sourcing Goals:
- By the end of 2011, 70 percent of Mattel's paper packaging is to be composed of recycled material or sustainable fiber.
- By year-end 2015, goal increases to 85 percent.
- Mattel will show preference, when feasible, for fiber certified by the Forest Stewardship Council.
Mattel has further announced that it is committed to report on activities and progress made to reach these goals.
"We are committed to advancing the use of sustainably sourced paper and wood fiber across our business, beginning with packaging," said Lisa Marie Bongiovanni, vice president corporate affairs at Mattel, in a press release.
Mattel is working with the Rainforest Alliance to create these changes. "Mattel has established a clear purchasing policy for how to address sustainable sourcing that will help prevent deforestation," said Mark Comolli, director of the market program for sustainable forestry at the Rainforest Alliance. "We're looking forward to working with them to implement a credible sourcing program that will enable them to make steady progress toward achieving their goals."
In related press release from Greenpeace, Bustar Maitar, head of Greenpeace’s campaign to save the forests in Indonesia, said:“The rainforests of Indonesia should be for species like the Sumatran tiger, not for throw-away toy packaging. That’s why it is such good news that Mattel has developed a new paper buying policy".
Mattel's decision follows a similar annnouncement made on 7 July by another giant toymaker, LEGO.
The Mattel family is a world leader in play and comprises several global toy brands including Barbie. Mattel employs approximately 31,000 people in 43 countries and territories and sells products in more than 150 nations.
Related articles
LEGO adopts forest-friendly packaging policy (8/7 2011)
McDonald's gives preference to FSC for packaging (1/6 2011)
Maersk Line launches responsible container flooring (29/5 2011)
FSC consumer packages spread in European supermarkets (19/10 2010)
Duro Bag brings FSC and the frog to consumers worldwide (13/10 2010)
Study unveils strong business case for responsible forestry (11/12 2010)
Mass launch of FSC-labeled newspapers in Denmark (13/8 2010)
Leading UK companies set sail towards responsible wood sourcing (4/6 2010)
Big brands disclose their forest footprint (15/2 2010)
|
 |
|
|
|
