Mattel has unveiled a new range of Mega construction blocks made from bio-based plastic in its drive to greater sustainability.
The brand has set a goal to be 100 per cent recycled, recyclable or bio-based plastics materials in both its products and packaging by 2030. This new launch is a major step towards that, using a material made from sustainable bio sources, often sugarcane-derived ethanol, rather than oil-based plastic.
Richard Dickson, President and COO of Mattel, says the firm is placing great emphasis on environmental sustainability.
“We are proud to announce Mega’s first product made from bio-based materials,” he says. “Our Mega team is deeply committed to bringing the best products to their loyal consumers and they are driving innovation to do this in the most sustainable way.”
Mega Bloks will now feature three pre-school building sets – Polar Friends, Safari Friends and Woodland Friends – derived from bio-based resins. The building sets have Forest Stewardship Council (FSC)-certified packaging that is fully recyclable.
The first retailer to market the line in the UK – and, in fact, Europe – will be Argos and Sainsbury’s, launching the new building sets as part of its January 2020 catalogue.
Andrew Hartley, Buying Manager for Toys at Sainsbury’s Argos, explained: “We are delighted to be the first UK retailer to offer this innovative product. We know sustainability is an increasingly important consideration for our customers so being able to exclusively launch the new Mega range in the UK is a really exciting step as we continue to respond to consumer demand.”
Meanwhile online, Amazon Europe is launching a pre-sale of the product in Germany, France, Italy and Spain.