US-based manufacturer of Barbie toys, Mattel is set to launch environmentally friendly packaging materials for its toys.
Mattel said the company hopes to source 70% of its paper packaging from recycled material or sustainable fiber by the end of the year, with the goal rising to 85% by the end of 2015.
Mattel vice president Lisa Bongiovanni said beginning with packaging the company is committed to advancing the use of sustainably sourced paper and wood fiber across its business.
"In developing these sourcing principles and setting goals, we applied a thoughtful and rigorous approach in evaluating our supply chain and identifying meaningful opportunities for continuous improvement," Bongiovanni said.
Mattel has already launched efforts to implement the new sustainable sourcing principles and established goals to measure progress on packaging as the focus of the company's initial implementation phase.
