Weber Shandwick handled the media strategy and execution of Mattel’s new program, “Mattel PlayBack,” a toy takeback program that will enable families to extend the life of their Mattel toys once they are finished with them. The program is designed to recover and reuse materials from old Mattel toys for future Mattel products.
To participate in the “Mattel PlayBack” program, consumers can visit Mattel.com/PlayBack, print a free shipping label, and pack and mail their outgrown Mattel toys back to Mattel. The toys collected will be sorted and separated by material type and responsibly processed and recycled. For materials that cannot be repurposed as recycled content in new toys, “Mattel PlayBack” will either downcycle those materials or convert them from waste to energy. At launch, the program will accept Barbie®, Matchbox®, and MEGA® toys for recycling with other brands to be added in the future.
The program supports the company’s goal to achieve 100% recycled, recyclable or bio-based plastic materials across all products and packaging by 2030.