Advancing Circular Solutions

At Mattel, we are moving toward a waste-free future for our toys, games and packaging. First and foremost, our products are designed to be durable, repairable, and kept or passed down. Using circular design principles, we also try to reduce material in our toys, and are working to keep those material in use as recycled content in new toys.


In addition, Mattel uses life cycle assessment (LCA) tools to optimize our toy design and development choices. And through partners like the Ellen MacArthur Foundation, we work pre-competitively in collaboration with other companies to help identify and drive solutions to advance a circular economy.


When a toy has met the end of its life, we have created a solution for it to be recycled or responsibly disposed of – the Mattel PlayBack program. Consumers can return their toys to us, at no charge, and we will recover and when possible, reuse these valuable materials so that fun can come full circle.

Guiding Principles for the Circular Economy

Mindful of Materials

We design our toys and packaging with renewable, recycled and recycle-ready materials that are safe for people and the planet.

Built to Last

Our products are designed to be durable and to withstand the pressures of play so they can be passed down to younger family members and friends. We design with modular components and repairable parts so that our toys can be refurbished and kept in play even longer. 

Recycle Ready

We aim to make our packaging and toys from materials that are recyclable in regular waste streams and curbside recycling and have programs that inform consumers on how to responsibly recycle, like the How2Recycle labeling program.

Responsible Recovery

Our toys’ end of life is just the beginning for the materials we use to make them. Through closed loop design and the Mattel PlayBack program we are diverting toys from landfills and extending their material value.