Matchbox Joins LEGO and Hasbro in Environmental Initiatives Within the Toy Industry


Many toy brands are striving to make their products more eco-friendly. The latest to announce environmental initiatives is Matchbox, which is launching a series of toy electric cars modeled after real vehicles.

Matchbox, a formerly British company, is now owned by Mattel, an American company that also produces Hot Wheels. The company is striving to use 100% recycled material by 2030.

Mattel joins major toy companies Hasbro, which produces toys like Nerf guns, Monopoly, and Beyblade toys, and LEGO in the movement to make toys more environmentally friendly by working on their green credentials.

The first matchbox car in this eco-series to be released will be modeled after the zero-emission Tesla Roadster. The toy version of the Roadster will be made of 99% recycled materials, including zinc and plastic, and is scheduled to go on sale in 2022.

Matchbox’s new series aims to educate children on the environmental impact of cars and motoring, according to the BBC.

“We love this casting of the Matchbox Tesla roadster because it represents two things. It’s not just about the materials and usage of the materials that are more sustainable, but it’s also about the themes that encourage environmental consciousness and really help kids experience greener behaviors in their play,” Roberto Stainchi, senior vice president of Hot Wheels and global head of vehicles at Mattel, Inc. said in an interview with Autoweek.

Not only will the toy car be made of recycled materials, but the packaging it comes in will not be made of plastic. Instead, the company will use biodegradable paper and wood fiber.

“Matchbox has always been about realism. It’s a reflection of the world and the vehicles kids see driving on the road every day. As we were thinking about our brands, and thinking about where to begin, we thought, ‘Well if this world is evolving, so should Matchbox,'” Stanichi said.

Matchbox will also create miniature versions of hybrid and electric cars made by BMW, Nissan, and Toyota. The brand is also incorporating realistic accessories to its new line of electric cars, including electric vehicle chargers.

Audrey Nakagawa is the content creator intern at EcoWatch. She is a senior at James Madison University studying Media, Art, and Design, with a concentration in journalism. She’s a reporter for The Breeze in the culture section and writes features on Harrisonburg artists, album reviews, and topics related to mental health and the environment. She was also a contributor for Virginia Reports where she reported on the impact that COVID-19 had on college students.

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