MGA Entertainment has detailed a raft of new, eco-friendly initiatives, delivering on CEO Isaac Larian’s promise to create a bio-degradable L.O.L Surprise! ball.
The company also debuted the new Go Green product range from Little Tikes, made entirely from post-consumer and post-industrial resin. The Go Green line will launch with four products and will continue to evolve and incorporate other Little Tikes items throughout 2020 and beyond.
“I have assembled an in-house team that is 100 percent focused on identifying the best innovative and eco-friendly options to use in our toys,” said Isaac Larian, CEO and Founder of MGA Entertainment.
“We now have a degradable L.O.L Surprise! ball and a Little Tikes “Go Green” product line. Sustainability is a personal priority and a MGAE commitment. We will have product at retail this fall.”
MGA is manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions.
The firm has also extended its L.O.L Surprise! partnership with TerraCycle, an innovative waste management company with a mission to eliminate the idea of waste, last month adding nine new countries to the programme.
As of summer 2020, all L.O.L Surprise! accessory bags will be paper based, and any packaging made from resin will be degradable and include new compound.
“Beginning 2021, the entire L.O.L Surprise! packaging line will be completely degradable,” said Larian, adding: “Beginning 2025, MGAE will only manufacture products that will degrade when disposed of properly.”
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