MGA Entertainment aims to introduce a “brand-new biodegradable plastic” to its L.O.L Surprise! as early as next year.
MGA boss Isaac Larian spoke of his ambition to CNN, saying the company is “working hard” on the new material and is hoping to add it to the line in 2020.
The chief executive also revealed plans to swap out unnecessary plastic packaging components for paper, mainly on the interior of the surprise collectables.
Currently the dolls come packed in shrink-wrap plastic and a more durable plastic ‘shell’, though some of these elements have been designed to become part of the play experience itself, such as acting as a display case.
The initiatives will help cut back on plastic waste and reduce the amount of L.O.L-branded flotsam in landfill, adding to current projects the company has in place to be more sustainable.
Earlier this year MGA struck up a partnership with third-party specialist TerrCycle to make the process of recycling packaging and unwanted L.O.L toys simple in major markets such as the US; consumers simply print off a label, pack the waste up and send it off to be processed and reused.
A more comprehensive scheme with TerraCycle has also been mooted, but has yet to be detailed.