Environmentally sustainable version of the iconic Fisher-Price Rock-a-Stack. Credit: Business Wire.

Children’s entertainment company Mattel has committed to ensuring both its products and packaging are 100% recycled, recyclable or made from bio-based plastics by 2030.

As part of the commitment, Mattel will launch an environmentally sustainable version of its Fisher-Price Rock-a-Stack in the first half of next year.

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The product will be made from sugarcane-based polyethene plastic. It will be packed in 100% recycled or sustainably sourced material.

The new commitment enhances the Environmental Sustainable Sourcing Principles announced by Mattel in 2011.

To meet the goal, the ingredients for paper and wood-fibre packaging and products are now sourced from recycled or Forest Stewardship Council (FSC) content.

Mattel has also introduced the standardised labelling system called How2Recycle label across its products to provide consumers with the recycling instructions.

Mattel chairman and CEO Ynon Kreiz said: “Environmental sustainability is a corporate priority at Mattel and creating sustainable products and packaging is an important part of our commitment to the planet.

“Our dedicated cross-functional team made sustainability a key priority throughout the product and packaging design and production process. Today, we are delivering on that priority by announcing our first product made from sustainable materials and we look forward to expanding our efforts to all Mattel brands.”

Mattel established an Environmental Sustainability Council earlier this year.

The council consists of a cross-functional team focused on ensuring the company’s commitment to sustainability.

Mattel president and COO Richard Dickson said: “Innovation is part of our DNA, and it is central to our work in environmental sustainability.”