After half a million emails were sent by supporters, “Barbie has realised that toying with deforestation is no game,” declares Greenpeace. The activist group launched a Ken and Barbie-themed campaign in June to convince toy giant Mattel to break up with its packaging supplier Asia Pulp and Paper (APP) over logging in Indonesian rainforests, including the habitat of the endangered orangutan and Sumatran tiger.
Greenpeace’s Slideshow Tells the Full Barbie-Ken Deforestation Breakup Tale
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Victory for Rainforests, Orangutans, and Tigers
“We are committed to advancing the use of sustainably sourced paper and wood fiber across our business, beginning with packaging,” said Lisa Marie Bongiovanni, vice president of corporate affairs at Mattel in a press release. “In developing these sourcing principles and setting goals, we applied a thoughtful and rigorous approach in evaluating our supply chain and identifying meaningful opportunities for continuous improvement.”
While some news outlets reported early victory when Mattel first responded to Greenpeace this summer, the experienced campaigners at Greenpeace were still pushing for a specific commitment from the toy giant. Besides dropping APP and other companies with questionable logging practices as suppliers, Mattel has committed to:
- using recycled material or sustainable fiber in 70 percent of paper packaging by the end of 2011; and
- increasing the recycled or sustainable content of its packaging to 85 percent by the end of 2015.
- Finally, “Mattel will show preference, when feasible, for fiber certified by the Forest Stewardship Council.”
Missed the Earlier Installments of the Ken and Barbie Rainforest Packaging Conflict on Care2? Catch up with these stories: