MGA Entertainment’s LOL Surprise! Expands Recycling Program

MGA Terracycle

L.O.L Surprise! kicked off the first day of Nuremberg Toy Fair with a surprise announcement:  MGA Entertainment Inc. (MGAE), in partnership with international recycling company TerraCycle, announced the expansion of the L.O.L. Surprise! Recycling Program, which will now include nine countries around the world.  MGAE is also planning for a year of more eco-friendly product surprise announcements, including news related to packaging, product, and more.

“As a leader in the toy and entertainment business we understand that we must lead the industry,” said Isaac Larian, CEO and Founder of MGA Entertainment. “Not only are we looking to make products more sustainable, but we’re giving parents an easy and free way to recycle LOL Surprise! packaging and products around the world.  We need to look to our products to help keep the world healthy and alive for the next generation of fans — this is critical for the company and one that we are focused on as it relates to all aspects of the product lifecycle.  Sustainability is a personal priority and a MGAE commitment.”

In early 2019, MGAE entered into a partnership with TerraCycle after hearing how frustrated fans were regarding differences in recycling programs, which vary from municipality to municipality.  While the L.O.L Surprise! packaging was 100% recyclable, the new L.O.L. Surprise! Recycling Program, launched in conjunction with TerraCycle, removed all the barriers to fans. In addition, MGAE arranged for free shipping on all shipments and opened the program to any interested individual, school, office, or community organization. The program allows fans to send all L.O.L. Surprise! packaging and products directly to a knowledgeable source, ensuring items are properly disposed of and recycled. Once collected by TerraCycle, the items are cleaned and melted into hard plastic that can be remolded to make new recycled products.

On the heels of the program launch in the United States, the L.O.L. Surprise! Recycling Program will be implemented globally, including the following countries:

  • Australia
  • Belgium
  • Canada
  • China
  • Germany
  • Ireland
  • Netherlands
  • United Kingdom

The global program launch with TerraCycle is the beginning of an eco-friendly program that MGAE will be introducing throughout 2020.