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Evidence of sustainability in company reports – Mattel
Ocki’s foundation article on leisure products, showed that labour rights, materials used, packaging and supply chain information are the most important sustainability issues related to the manufacture of toys.
To show people how they can find out information about these topics for one of the world’s most iconic toys, Barbie, we have looked for information on the website of Mattel, which makes the doll.
There is nothing obvious about sustainability on Mattel’s homepage, but clicking the Corporate option at the bottom of the page, brings up Citizenship, which is where sustainability topics are covered..
There are three pillars to the company’s strategies and goals for Environment, Social and Governance (ESG) work:
- Sustainable design and development, paraphrased as ‘what we do’
- Responsible sourcing and production, or ‘how we do it’
- Thriving and inclusive communities, that is ‘those we impact’
Materials information
Under the first heading, sustainable design and development, the company tackles the materials used to make Barbie (along with other toys). Plastics in the environment is a hot topic. The Barbie Loves the Ocean line is claimed to be the first fashion doll made from ocean-bound plastic. According to the company, this means plastics recovered from waterways where there is no formal waste collection within 50km.
Overall, Mattel has the goal to use 100% recycled, recyclable, or bio-based plastic materials in its products and packaging by 2030.
On 1 August we asked Mattel what these options actually mean in terms of its products’ material make up. They could be 99% recyclable…but this means nothing, if they are not actually collected and recycled. Further, data in the company’s 2021 Citizens Report shows that none of its products currently used bio-based plastic.
We also asked Mattel if bio-based is an aspiration, considering concerns about these types of materials? We’ve also asked Mattel what percentage of total Barbie sales the Ocean Barbie line represents? And for all Barbie sales, what portion is made from virgin plastic, and what its target is for reducing use of virgin plastics, if it has one?
We’ve asked the company what other chemicals are used in the materials used to make its Barbie line, including plastics additives, and whether the company supports full material disclosure for its product lines?
If the company responds, we’ll update this article.
Sourcing and production
For responsible sourcing and production, Mattel focuses on greenhouse gas (GHG) emissions and waste.
It aims to reduce absolute Scope 1 + 2 GHG emissions by 50% between 2019 and 2030 (scope 1 GHG emissions come from on-site fossil fuel consumption and fleet fuel consumption, scope 2 GHG emissions come from purchased electricity, steam, heat, or cooling at all Mattel-owned and/or -operated sites, over a certain size).
The company also aims to achieve zero manufacturing waste by 2030, but the small print says this means that 90% of manufacturing waste will be diverted from landfill or incinerated with energy recovery, except where otherwise directed by local regulations.
According to Mattel’s 2021 Citizenship Report, the amount of waste being generated is currently increasing. It would be interesting to know the company’s ambition to reduce waste (and to note, waste from manufacture isn’t highlighted in our foundation article on toys, so something to look into more in the future).
|
Waste by Type (GRI 306-3) (tonnes) |
2019 |
2020 |
2021 |
|
Total Waste Generated in Operations by Type |
21,243 |
16,538 |
20,243 |
|
Non-Hazardous Waste |
19,054 |
14,331 |
17,161 |
|
Hazardous Waste |
2,189 |
2,207 |
3,082 |
Responsible sourcing
Details of what responsible sourcing means to Mattel comes under the Ethical sourcing heading.
The company introduced a Responsible Supply Chain Commitment (RSCC) in 1997 covering management, ethics, labour practices, worker health and safety and environmental protection. It says what you’d expect it to say – although people in high-income countries might raise their eyebrows at the requirement that suppliers shall not require workers to work more than 66 hours/week, or more than the local legal requirement, whichever is fewer. And suppliers shall allow workers at least one day of rest within every seven-day period.
An audit system checks suppliers. We have asked Mattel what percentage of suppliers pass, what happens if they fail. The company has positions on human rights, including child labour, and product standards. We also asked Mattel about: negative media reports about its suppliers’ practices; what portion of its toys are made by third parties; and if its RSCC and associated auditing/checking are fit for purpose for delivering the 2030 SDGs?
Packaging targets
Regarding packaging, the company achieved nearly 98% recycled or FSC-certified content in the paper and wood fibre used in its products and packaging in 2021, which was validated by the Rainforest Alliance. For plastics it seems harder. By 2030 it aims to reduce plastic packaging by 25% per product, compared to 2020. (We have asked it how much plastic packaging it uses each year, and why it can’t reduce virgin/non-circular plastic packaging to zero.)
At present use of plastics packaging is increasing, according to data reported in Mattel’s 2021 Citizenship Report.
Plastic Packaging Materials Per Unit of Production
|
Packaging Materials (GRI 301 -1) - Plastic |
2020 |
2021 |
|
Total Plastic Packaging Materials (in tonnes) |
21,669 |
21,665 |
|
Total Product Production (in number of units) |
722,288,300 |
751,388,512 |
|
Plastic Packaging Materials/Unit (in grams/unit) |
30.0 |
32.8 |
Mattel provides some good information on various business models it is exploring to extend the use of products, such as repair and take back, and improve circularity.
Mattel uses play to raise awareness among children about sustainability issues. The Future of Pink is Green campaign is one example, including this Youtube video of sustainability hacks such as: advice to turn devices off when they are not in use; turning the tap off while scrubbing your teeth; avoiding waste and composting food waste; carpooling; reusable bottles for water; and getting involved in community projects. Barbie says: “Together we have the power to do anything.”
Overall, Mattel provides some information on materials, packaging and labour issues, as well as climate, along with water use and other social issues. In Ocki’s opinion, it is not possible to know the overall impacts on people and the planet of its activities, as certain data is missing.
It seems like the company is being selective in its sustainability activities, and the data it is happy to publish, rather than adopting the principles of sustainability throughout its operations. As such, it look as though sustainability is an add-on for a handful of products to keep conscious consumers happy, while it is pretty much business as usual for the bulk of Mattel’ operations?
This is the first of a series of articles digging into what businesses say they are doing on sustainability, especially aligned to issues identified in Ocki’s foundation articles, and their targets.
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