Mattel Inc, one of the world’s largest toy makers, has agreed to stop buying paper and packing products that lead to rainforest destruction after a campaign by Greenpeace.
Mattel has instructed suppliers to avoid wood fibres from companies that are associated with rainforest deforestation, one being Asia Pulp and Paper, which has five pulp mills throughout Canada. The Jakarta-based company said in a statement that they applaud Mattel’s commitment to conservation and recycling.
This move by Mattel follows an awareness campaign by Greenpeace that featured a YouTube video of Ken dumping Barbie after discovering she’s been destroying rainforest. It’s racked up more than 1 million views since its release in June, resulting in more than 500,000 emails sent to Mattel urging them to change their practices.
Another part of the campaign had Greenpeace activists dressed as Ken dolls and visiting the Mattel headquarters to hang a giant banner that said “Barbie: It’s Over. I don’t date girls that are into deforestation.” Pretty darn clever, huh?
Greenpeace says they will still monitor the company closely to make sure they honor their commitments. They also plan on encouraging other toy makers, particularly Hasbro and Disney, to take similar actions in eliminating activities leading to rainforest destruction.
Mattel has launched some new sustainable sourcing principles, including a commitment to have 70% of their packaging made from recycled material or sustainable fiber by the end of this year, and at least 75% by 2015.
Good move, Barbie.