MGA Entertainment makes the popular toy "LOL Surprise!" and says this fall 65% of the dolls will be in paper-based compostable packaging, instead of plastic. The company estimates the switch will eliminate 3 metric tons of plastic.
MGA Entertainment CEO Isaac Larian says they also adapted their "Little Tikes" race care set. The cardboard box the set is sold in folds out 50 feet and becomes part of the racetrack. "When kids or parents are finished with it, they just put it back in and it becomes storage," Larian says.
MGA is not alone. Mattel, the maker of Matchbox and Barbie, is planning to reduce plastic packaging. So is Hasbro, which has new plastic free boxes for some toys including certain Marvel products.
"This is a trend we're seeing in the toy industry and overall and it's something that consumers really respond to," says Katie Thomas, an analyst with the Kearney Consumer Institute. Thomas says consumers are attracted to recyclable and eco-friendly products and more are on the way.
MGA wants its products to be made from 100% recycled, recyclable or bio-based plastic materials by 2025.