Hasbro expands recycling scheme to Europe

Partnership with third-party TerraCycle launches today in France and Germany, with plans for roll out in Brazil later this year

Written by Rhys Thomas

Posted 14.08.2019 | Products

Hasbro expands recycling scheme to Europe thumbnail

Hasbro is expanding its toy and game recycling programme to France and Germany, with additional plans to launch in Brazil later this year.

Through the programme, which launched last year in the US, consumers can send well-loved Hasbro toys and games to TerraCycle, a global third-party leader in product recycling, which will turn them into materials to be used in the construction of play spaces, flower pots, park benches, and more.

“Since launching the Hasbro Toy Recycling Program in the U.S. in 2018, we’ve been planning to expand into additional markets to offer more consumers around the world a sustainable solution for recycling their well-loved toys and games,” said John Frascotti, president and chief operating officer, Hasbro, Inc. “We deeply believe in taking care of our planet for future generations, and we see this expansion as the next step in our sustainability journey.”

The programme is open to all Hasbro toys and games, including face-to-face games, toys, action figures, dolls, plush, and more.

“We want our consumers to know when they choose Hasbro toys and games, they can feel good that our products are of the highest quality, responsibly made, and recyclable through TerraCycle,” says Kathrin Belliveau, senior vice president of Global Government, Regulatory Affairs and Corporate Social Responsibility, Hasbro, Inc.

Similar to the US programme, once French and Germany residents sign up, they can collect and box up their toys and games, print out a free shipping label and send their box to TerraCycle, who will sort and recycle the products. Consumers in France can also bring toys and games to participating Picwic locations.

The scheme will roll out in South America for the first time later this year in Brazil.

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