It’s no secret that Barbie loves the ocean—she’s been surfing and frolicking in beach-themed accessory settings almost since her inception in 1959.
Now Mattel is adding a green component to Barbie’s ocean love with the launch of doll figures made from 90% recycled ocean plastic. The launch is backed by a new BBH LA ad campaign, titled “The Future of Pink is Green.”
According to the company the campaign will juxtapose the brand’s iconic association with pink with messages about the importance of sustainability.
As part of the effort, Mattel is teaming with 4ocean, a purpose-driven business dedicated to ending the ocean plastic crisis, to launch a limited-edition 4ocean x Barbie bracelet in signature pink made with post-consumer recycled materials and hand-assembled by artisans in Bali. For every bracelet sold, 4ocean will pull one pound of trash from oceans, rivers and coastlines and contribute educational materials about the environment.
“Barbie Loves the Ocean is a prime example of sustainable innovations we’ll make as part of creating a future environment where kids can thrive,” stated Lisa McKnight, Senior Vice President and Global Head of Barbie & Dolls, Mattel.
The Barbie Ocean program is one of a several launches supporting Mattel’s corporate goal to use 100% recycled, recyclable or bio-based plastic materials in all products and packaging by 2030.
Other efforts include the recently launched Mattel PlayBack, a toy takeback program designed to recover and reuse materials from old Mattel toys for future Mattel products and Drive Toward a Better Future, Mattel’s initiative to make all Matchbox die-cast toys and packaging with 100% recycled, recyclable or bio-based plastic materials by 2030.