These new Barbies are made of plastic that would have ended up in the ocean

(CNN Business) – Mattel is launching a new line of Barbies made from plastic that would otherwise become ocean waste.

The “Barbie Loves the Ocean” collection, which has a summer theme, comes with three dolls, a beach hut set and a play pack.

The toy company is partnering with plastics recycling company Envision Plastics, a major recycler of HDPE products, and the material will be sourced from areas on the Baja California peninsula, Mexico, where they are trying to mitigate pollution by plastic waste.

“Our sustainability efforts represent the next step in Barbie’s mission and social evolution,” Lisa McKnight, Mattel senior vice president and global director of the company’s Barbie and dolls division, told CNN Business. “To truly show the next generation that they can be anything, we must do our part to protect the planet, reduce our environmental impact and promote sustainable everyday behaviors,” he added.

Launch

Each doll in the “Barbie Loves the Ocean” game costs US $ 10, while the beach hut game costs US $ 20 and the starter game pack costs US $ 10. As part of the Barbie vlogging series on YouTube Mattel will combine the launch of the dolls with a new video called “Barbie Shares How We Can All Protect the Planet.”

The new Barbie line and Barbie educational initiatives are Mattel’s latest step in meeting its sustainability goals. The 76-year-old toy company previously committed to using 100% recycled, recyclable or bio-based plastic materials in all its products and packaging by 2030.

In May, the toy company announced that it was launching a program called “Mattel Playback,” which encourages consumers to send their old toys back to Mattel, and the company can reuse the materials for future Mattel products. The program started with Barbie and two other brands, Matchbox and MEGA toys, will be added to the program in the future.

The pandemic created an unexpected increase in the demand for toys when parents had to confine themselves with children at home.

Mattel is not alone in its green efforts, as many big toy companies They are trying to go greener after decades of relying on environmentally destructive plastic in their products and packaging.

Finding alternatives to plastic is crucial to tackling climate change, and the adoption of ‘green’ products and advertising campaigns is important for businesses as consumers are increasingly aware of how their choices affect the planet.