Sustainable Product and Packaging


  • Achieve 100% recycled, recyclable, or bio-based plastic materials in our products and packaging by 2030.
  • Achieve and maintain 95% recycled or Forest Stewardship Council (FSC)-certified content in the paper and wood fiber used in our products and packaging.

Highlights on Progress

  • Achieved 97% recycled or Forest Stewardship Council (FSC)-certified content in the paper and wood fiber used in our products and packaging in 2020. 
  • Transitioned most of our window cartons and blister packs to 25% recycled PET (polyethylene terephthalate) plastic.
  • Changed the design of our master cartons from double-wall to single-wall corrugates, which are sourced from more than 90% recycled fiber.
  • Expanded the use of the How2Recycle label, a standardized labeling system in the United States and Canada, on our packaging.

Examples of our progress toward our product/packaging goals include:

  • Launched Fisher-Price Rock-a-Stack and Baby’s First Blocks toys made from bio-based plastic, both of which are packaged in 100% recycled or sustainably sourced material.
  • Introduced three Mega Bloks building sets made from bio-based plastics and packaged in 100% recycled or sustainably sourced material.
  • Launched UNO Nothin’ But Paper!, a 100% recyclable edition of the card game, in which the cellophane wrapping around the deck was replaced with FSC-certified paper.
  • Achieved zero-waste packaging for Mega Bloks Big Building Bag, MEGA’s top-selling product.
  • Introduced American Girl catalogs on 100% FSC-certified paper, and also started using compostable packing peanuts in direct-to-consumer shipments for American Girl products.

Our Packaging Approach

Improving the sustainability of our packaging is a key priority for Mattel. This priority is in line with our ESG goals, supports communities where we live, work and play, and helps protect the planet for future generations.

We recognize that the linear economic model, where our society takes, makes, and disposes of materials, can create waste that impacts the environment and our communities. That is why we believe that principles of circularity are critical for the future. We also know that when packaging and plastic waste are not recovered or recycled correctly, it can create litter and pollution, and have a negative impact on our planet. Learn more about our approach to packaging: Mattel Packaging Approach and Performance 2021.

The Mattel Sustainable Material Assessment Funnel

Mattel’s Sustainable Material Assessment Funnel is an internal process used to identify new or alternative materials and assess if they meet our quality and safety standards. It is also used to determine if they are sustainable and can replace some conventional materials that are not sustainable. Any new materials must adhere to our technical specifications to ensure the product will meet our requirements for aesthetics (how the product looks), functionality (how the product works), and durability (how the product withstands rigorous play). There are four stages to the Sustainable Material Assessment Funnel: 


Materials Scouting
We aim to source materials to use in our products to reduce the environmental impact associated with using certain conventional materials.


Technical Review
Once a material is identified, we review the technical specifications, perform a regulatory screen, and assess the material’s sustainability, including the environmental impact throughout the material’s life cycle and how the material will perform with existing processes and technologies.


Manufacturing Trial
We evaluate the material and perform extensive quality and safety testing.


Availability for Use
If the material passes our testing, it is approved for use in Mattel products.


After we have evaluated a material and its suitability for use in a particular product, we use LCA tools to evaluate the environmental impact and tradeoffs of conventional and sustainable materials. The LCAs we conduct are aligned with ISO14040/ISO14044 standards and measure five environmental impact categories: greenhouse gas (GHG) emissions, primary energy demand, eutrophication, acidification, and photochemical oxidation potential. 



Learn more about how we practice material mindfulness:

Sustainable Material Funnel and Incorporating Life Cycle Assessments