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Mattel Introduces Brand Blueprint for the Future

Mattel Introduces Brand Blueprint for the Future

Today, Mattel, Inc. announced Drive Toward a Better Future, its commitment to make all Matchbox die-cast cars, playsets and packaging with 100% recycled, recyclable or bio-based plastic. Featuring innovative electric vehicles and environments that model the real world, the toys are designed to engage kids in a greener future of driving.The commitment supports Mattel’s goal to achieve 100% recycled, recyclable or bio-based plastic materials across both its products and packaging by 2030.

To illustrate these principles, the brand is unveiling the Matchbox Tesla Roadster, its first die-cast vehicle made from 99% recycled materials and certified Carbon Neutral*. Built from 62.1% recycled zinc, 1% stainless steel and 36.9% recycled plastic, the Matchbox Tesla Roadster will be available in 2022.

The reimagined broader Matchbox brand includes new product lines and packaging that feature:

  • More environmentally friendly and innovative materials across vehicles, playsets and packaging
  • Enhanced consumer recycling through product design and packaging labeling
  • An overall eco-friendly approach to play, with more e-vehicle product offerings and e-vehicle chargers in fuel station playsets

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.”

Fans will see the brand’s commitment realized through products with zero-plastic packaging, using Forest Stewardship Council® (FSC)-certified content in the paper and wood fiber, on shelf starting now. The first die-cast to have zero-plastic packaging includes the popular Matchbox Power Grabs® assortment featuring a variety of licensed and original 1:64 scale Matchbox die-cast vehicles.

An EV-themed five-pack is available this Spring with a paper foam inner tray. The Electric Vehicle & Hybrid 5 car assortment includes the Nissan Leaf, Toyota Prius and BMWs i3 & i8 die-casts.

Electric vehicle charging stations will feature in 2 Action Drivers playsets this year encouraging environmental consciousness with a new generation – the Matchbox Fuel Station Playset in Spring and the Matchbox Park & Play Garage Playset this Autumn.

In addition to introducing zero-plastic packaging, the brand is promoting proper recycling and waste recovery. Designed for recyclability with recyclable parts, electronics in playsets are consolidated into a single, easily removable module to help make the local e-waste recycling process easier. How 2 Recycle labeling guides consumers on the proper disposal of packaging materials. The brand is also exploring ways to reduce energy use, carbon emissions and waste in operations, while delivering the same standard of excellence across Matchbox products.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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