Toy company Hasbro is making the iconic children’s toy G.I. Joe more eco-friendly.
There will be a reduction in the use of non-recyclable materials used in packaging, and Hasbro will completely eliminate the use of PVC in packaging by the start of 2013.
In the past, Hasbro has replaced all wire ties in its packages with ties made from bamboo mix, eliminating 34,000 miles of wire.
Hasbro released a Paper and Forest Procurement Policyoutlining its procurement decisions for product packaging, as well a 2011 goal to source at least 75 percent of paper packaging from either recycled material or sources that practice sustainable forest management.
By 2015, the company aims to achieve 90 percent usage of these materials and sources for all of paperboard packaging and in-box game content, Hasbro said.
Many believe Habro’s movements were in response to brand attacks on competitor Mattel for using illegally sourced timber in its packaging. The attack included a brilliant creative social media campaign staging the break-up of another iconic toy brand, Barbie and Ken (see video below), over Barbie’s deforestation habits, and a banner drop on the Mattel headquarters.
Story via 3BL’s CSR minute.
