MGA Entertainment, Inc. announced, as the kick off to Toy Fair New York City, new, eco-friendly initiatives focused on L.O.L Surprise!, which delivered on the CEO, Isaac Larian’s promise in late 2019 to create a bio-degradable ball. The company also announced a new product line from brand Little Tikes, which is made entirely from post-consumer and post-industrial resin. MGAE is manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions.
“I have assembled an in-house team that is 100 percent focused on identifying the best innovative and eco-friendly options to use in our toys,” said Isaac Larian, CEO and Founder of MGA Entertainment. “We now have a degradable L.O.L Surprise! ball and a Little Tikes “Go Green” product line. Sustainability is a personal priority and a MGAE commitment. We will have product at retail this fall.”
MGAE extended its L.O.L Surprise! partnership with TerraCycle, a waste management company with a mission to eliminate the idea of waste, last month adding nine new countries to the program. More information about this initiative can be found here. Further, beginning summer 2020, all L.O.L Surprise! accessory bags will be paper based, and any packaging made from resin will be degradable and include new compound.
Added Larian: “Beginning 2021, the entire L.O.L Surprise! packaging line will be completely degradable.”
Little Tikes has a new “Go Green” product line, created entirely from post-consumer and post-industrial resin, which now includes a new patent-pending compound, ensuring the products are not only recyclable but also more degradable in landfill conditions. The “Go Green” line will launch with four products and will continue to evolve and incorporate other Little Tikes items throughout 2020 and beyond. The “Go Green” products will have a new and different logo, but the quality and durability of products will remain the same. The “Go Green” products will be available at retail beginning Earth Day.
Added Larian: “Beginning 2025, MGAE will only manufacture products that will degrade when disposed of properly.”