If you have a child who's a fan of the hit LOL Surprise toys you've no doubt noticed that the tiny surprises come wrapped in a lot of plastic packaging. LOL Surprise toys are available in a wide range of price points, and the more expensive the product the more tiny plastic toys it contains. The thing with LOL Surprise toys is that each toy inside the packaging tends to be wrapped in its own plastic shell, making for a lot of plastic garbage once a child is done opening everything up.
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As most consumers are making a concerted effort to reduce the amount of plastic they use, MGA Entertainment, which owns LOL Surprise is also making an effort to do something about the massive amount of plastic waste their hit toys create. MGA Entertainment's CEO Isaac Larian exclusively told CNN Business that his company is actively working towards a better packaging solution. "We are working on a brand new biodegradable plastic for 2020," Larian explained while adding that the company is working to replace the plastic inner packaging on the toys with paper.
MGA Entertainment knows that LOL Surprise toys are creating massive amounts of plastic waste, and now they're trying to do something about it https://t.co/kgswE3fOQO— CNN (@CNN) November 25, 2019
MGA Entertainment has also teamed up with recycling company TerraCycle, the same company that Target partnered with for their car seat recycling initiative to help cut down on the waste created from the LOL Suprise sets. In addition to being able to recycle the packaging of the LOL Surprise! toys, they're also recycling the actual toys as well. It's not as easy as putting your toys and packaging in your recycle bin at home, but if you're serious about recycling the waste created by these toys it is possible.
Consumers simply sign up on TerraCycle's website, package up the products to be recycled and ship it for free using the packaging label that will be prepared in advance. MGA Entertainment's CMO Hailey Wu Sullivan told CNN Business that they also have a "bigger plan in place with TerraCycle," going forward but haven't released any details yet.
There doesn't seem to be any end to the popularity of LOL Surprise! toys so it's refreshing to see the company is working hard to ensure they are doing all they can to create more environmentally friendly packaging and recycling alternatives for consumers.