The toy company says that it’s new principles focus on three steps: Maximizing post-consumer recycled content; avoiding virgin fiber from controversial sources and seeking to increase the percentage of fiber that is certified by a credible third party.
By the end of 2011, Mattel has pledged that 70 percent of its paper packaging will be composed of recycled materials or sustainable fiber. Mattel is aiming to increase this figure to 85 percent by the end of 2015. The company has said it will show preference for fiber certified by the Forestry Stewardship Council and that it is communicating this preference to its suppliers.
Mattel began reviewing its sourcing principles following pressure from Greenpeace.
In July, the environmental group unfurled banners on the side of Mattel buildings in several cities that featured a picture of Mattel doll Ken and read “Barbie, it’s over. I don’t date girls that are into deforestation.”
In March, Mattel was named as one of America’s top five companies in Corporate Responsibility Magazine’s 2011 “100 Best Corporate Citizens List.”