Mattel’s Matchbox Powers Into The Eco-Friendly Toy Space

• by Tony Hardy
• April 15, 2021
• 3 min read

© Credit to Mattel

Today’s the day we wish we had a “Toys” category on the E4TP website.

We all have fond memories of playing with our Matchbox cars on one of those “road rugs” as a kid. Some kids even had entire bedroom carpets made up of pretend road heaven!

Toy giant Mattel (who own the Matchbox brand) have today announced Drive Toward a Better Future, which is their product roadmap to make Matchbox die-cast cars, playsets and packaging with 100% recycled, recyclable or bio-based plastic by 2030.

This works hand in hand with the parent brand’s goal to achieve 100% recycled, recyclable or bio-based plastic materials across all its products and packaging by 2030.

“Since the inception of the modern-day die-cast car nearly 70 years ago, Matchbox has been using design and innovation to connect kids with the real world around them through play,” said Roberto Stanichi, Global Head of Vehicles at Mattel. “Matchbox is committing to using 100% recycled, recyclable or bio-based plastic materials to do our part in addressing the environmental issues we face today, and empower the next generation of Matchbox fans to help steer us towards a sustainable future.”

To unveil these new principles and brand values, Mattel has unveiled the new Matchbox Tesla Roadster:

© Credit to Mattel

The new packaging does away with the plastic window and cover, and features a beautifully retro looking box design. The new packaging supports the company’s sustainability goals, and reimagined vision for the broader Matchbox brand, which includes new product lines and packaging that feature:

• More environmentally friendly packaging design and use of innovative materials across all of their vehicles, playsets, and packaging
• Enhanced ability to encourage consumer recycling through product design and package labelling
• An overall eco-friendly themed approach to play, with more e-vehicle product offerings and e-vehicle chargers in fuel station playsets

The newly announced Matchbox Tesla Roadster has been certified CarbonNeutral® by Natural Capital Partners with carbon offset credits going towards preserving grasslands in Colorado and Montana.

With the rise of electric vehicles, it’s really no surprise toy companies are steering firmly in the same direction as the rest of the world.

Elsewhere in the world of environmentally friendly toys:

• Lego has said it will start replacing plastic packaging with paper bags this year as the toy brick maker aims to become more sustainable.
• Waitrose has said it will no longer sell children’s magazines with plastic disposable toys to help tackle pollution.

The world is changing, and the more we can do to encourage positivity through play will pay dividends for our planet in future generations.

Now, back to the road rug…

Tony Hardy

Tony loves branding, and studying emerging brands. On top of that, he's a bit of a nerd when it comes to "boys toys" - Scalectrix, toys, collectables. Aside from running content for E4TP, he also runs a branding agency. When he's not doing that, he's writing, reading, and learning about branding and SEO, spending time with his family, or watching wrestling.

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