If the fast food giant can achieve its newly announced target, they will have slashed 90% of the amount of virgin fossil fuel-based plastic it used in the toys in 2018.
McDonald’s is pledging to offer sustainable Happy Meal toys made with dramatically less plastic by the end of 2025.
Happy Meal toys have grown into a marketing mechanism for movies, TV series and other toys through partnerships with powerhouses like Disney, Warner Brothers and Hasbro. McDonald’s sells more than a billion toys a year, according to Amy Murray, McDonald’s vice president of global marketing enablement.
Some toys, like board game pieces, will be made with plant-derived or recycled material. Others will have more significant changes to their appearance. Superheroes and movie characters will be 3-D cutouts rather than plastic figurines. The company is also looking into switching from plastic wrapping to plant-based and certified fiber packaging.
The newer options will also be “cost neutral” for franchisees because the effort was designed with the existing price in mind, Murray said. In the past, lower-plastic options have included Pokemon cards and books.
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