The toymaker is also releasing a “green” line of Little Tikes rides.

  MGA Entertainment, the maker of the wonderful world of L.O.L. Surprise!, is promising to make the L.O.L. Surprise! collection more sustainable and eco-friendly as it announced that it will be creating biodegradable balls for the toys’ packaging.   The announcement was made in the lead up to the annual Toy Fair in New York, which is kicking off tomorrow, February 22.   The compostable balls will be made with a new patent-pending compound that takes care of the degradation of plastic in landfill conditions, MGA Entertainment said.   The company’s founder and CEO Isaac Larian, in a statement, said: “I have assembled an in-house team that is 100 percent focused on identifying the best innovative and eco-friendly options to use in our toys.”   Additionally, MGA Entertainment has also expanded its existing partnership with innovative waste management company TerraCycle by adding nine new countries to the program.   Under MGA Entertainment’s partnership with TerraCycle, which was announced last year, allows consumers to sign up to a recycling program for free in order to obtain a free shipping label where they can send their L.O.L. Surprise! waste to TerraCycle.   “Beginning 2021, the entire L.O.L Surprise! packaging line will be completely degradable,” Larian said. Ahead of that, the company said starting this summer, all L.O.L Surprise! accessory bags will be paper based, and any packaging made from resin will be degradable and include new compound.   In addition to its green initiative for the L.O.L Surprise!, MGA Entertainment has also announced that it will be rolling out a new product line from another company-owned brand, Little Tikes.   Little Tikes will be unveiling a new line that will be 100% made from post-consumer and post-industrial resin. The Little Tikes "Go Green" product line will be available starting in the fall, particularly on Earth Day.       Little Tikes Go Green will initially have four products to mark its launch before rolling out new additions throughout 2020 and beyond. Little Tikes has created a new logo for the Go Green collection.   “Beginning 2025, MGAE will only manufacture products that will degrade when disposed of properly,” Larian said.   The New York Toy Fair will run from February 22-25, 2020 at the Jacob K. Javits Center in Manhattan.   For more updates on the 2020 New York Toy Fair, stay updated at I4U News. We will report about the highlights and all the hottest new toy releases that will be showcased at the Toy Fair 2020. Follow our dedicated 2020 New York Toy Fair News Hub.

MGA Entertainment, Inc. announced, as the kick off to Toy Fair New York City, new, eco-friendly initiatives focused on L.O.L Surprise!, which delivered on the CEO, Isaac Larian’s promise in late 2019 to create a bio-degradable ball. The company also announced a new product line from brand Little Tikes, which is made entirely from post-consumer and post-industrial resin. MGAE is manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions.   “I have assembled an in-house team that is 100 percent focused on identifying the best innovative and eco-friendly options to use in our toys,” said Isaac Larian, CEO and Founder of MGA Entertainment. “We now have a degradable L.O.L Surprise! ball and a Little Tikes “Go Green” product line. Sustainability is a personal priority and a MGAE commitment. We will have product at retail this fall.”   MGAE extended its L.O.L Surprise! partnership with TerraCycle, a waste management company with a mission to eliminate the idea of waste, last month adding nine new countries to the program. More information about this initiative can be found here. Further, beginning summer 2020, all L.O.L Surprise! accessory bags will be paper based, and any packaging made from resin will be degradable and include new compound.   Added Larian: “Beginning 2021, the entire L.O.L Surprise! packaging line will be completely degradable.”   Little Tikes has a new “Go Green” product line, created entirely from post-consumer and post-industrial resin, which now includes a new patent-pending compound, ensuring the products are not only recyclable but also more degradable in landfill conditions. The “Go Green” line will launch with four products and will continue to evolve and incorporate other Little Tikes items throughout 2020 and beyond. The “Go Green” products will have a new and different logo, but the quality and durability of products will remain the same. The “Go Green” products will be available at retail beginning Earth Day.   Added Larian: “Beginning 2025, MGAE will only manufacture products that will degrade when disposed of properly.”  

  Plastic packaging creates a lot of waste and this is especially true within the toy industry, which is a major creator of plastic-heavy toy packaging waste. In 2019, MGA Entertainment's popular L.O.L Surprise! brand promised to create a bio-degradable ball and at the New York Toy Fair, it was recently revealed. As the unboxing experience is one of the most important parts of the L.O.L Surprise! toys, this solution helps to keep plastic from taking up space in landfills. In the future, paper-based accessory bags will be introduced, along with more degradable packaging. As part of its vision for a sustainable future, L.O.L Surprise! is working with TerraCycle so that toy packaging waste—including notoriously hard-to-sort materials—can be properly disposed of, recycled and even remolded into new products. Image Credit: MGA Entertainment

MGA Entertainment, Inc. (MGAE) the largest privately held toy company, announced today, as the kick off to Toy Fair New York City, new, eco-friendly initiatives focused on L.O.L Surprise!™, which delivered on the CEO, Isaac Larian's promise in late 2019 to create a bio-degradable ball.  The company also announced a new product line from parent-trusted brand Little Tikes®, which is made entirely from post-consumer and post-industrial resin. MGAE is manufacturing products and packaging with a new patent-pending compound that facilitates the degradation of plastic in landfill conditions.   "I have assembled an in-house team that is 100 percent focused on identifying the best innovative and eco-friendly options to use in our toys," said Isaac Larian, CEO and Founder of MGA Entertainment. "We now have a degradable L.O.L Surprise! ball and a Little Tikes "Go Green" product line. Sustainability is a personal priority and a MGAE commitment. We will have product at retail this fall."   MGAE extended its L.O.L Surprise! partnership with TerraCycle, an innovative waste management company with a mission to eliminate the idea of waste, last month adding nine new countries to the program. More information about this initiative can be found here.  Further, beginning summer 2020, all L.O.L Surprise! accessory bags will be paper based, and any packaging made from resin will be degradable and include new compound.   Added Larian: "Beginning 2021, the entire L.O.L Surprise! packaging line will be completely degradable."   From the parent-trusted brand, Little Tikes, has a new "Go Green" product line. The line which is created entirely from post-consumer and post-industrial resin now includes a new patent-pending compound, ensuring the products are not only recyclable but also more degradable in landfill conditions.  The "Go Green" line will launch with four products and will continue to evolve and incorporate other Little Tikes items throughout 2020 and beyond.  The "Go Green" products will have a new and different logo, but the quality and durability of products that parents and kids have enjoyed for generations will remain the same. The "Go Green" products will be available at retail beginning Earth Day.

L.O.L Surprise! kicked off the first day of Nuremberg Toy Fair with a surprise announcement:  MGA Entertainment Inc. (MGAE), in partnership with international recycling company TerraCycle, announced the expansion of the L.O.L. Surprise! Recycling Program, which will now include nine countries around the world.  MGAE is also planning for a year of more eco-friendly product surprise announcements, including news related to packaging, product, and more.   “As a leader in the toy and entertainment business we understand that we must lead the industry,” said Isaac Larian, CEO and Founder of MGA Entertainment. “Not only are we looking to make products more sustainable, but we’re giving parents an easy and free way to recycle LOL Surprise! packaging and products around the world.  We need to look to our products to help keep the world healthy and alive for the next generation of fans — this is critical for the company and one that we are focused on as it relates to all aspects of the product lifecycle.  Sustainability is a personal priority and a MGAE commitment.”   In early 2019, MGAE entered into a partnership with TerraCycle after hearing how frustrated fans were regarding differences in recycling programs, which vary from municipality to municipality.  While the L.O.L Surprise! packaging was 100% recyclable, the new L.O.L. Surprise! Recycling Program, launched in conjunction with TerraCycle, removed all the barriers to fans. In addition, MGAE arranged for free shipping on all shipments and opened the program to any interested individual, school, office, or community organization. The program allows fans to send all L.O.L. Surprise! packaging and products directly to a knowledgeable source, ensuring items are properly disposed of and recycled. Once collected by TerraCycle, the items are cleaned and melted into hard plastic that can be remolded to make new recycled products.   On the heels of the program launch in the United States, the L.O.L. Surprise! Recycling Program will be implemented globally, including the following countries:  

• Australia
• Belgium
• Canada
• China
• Germany
• Ireland
• Netherlands
• United Kingdom

  The global program launch with TerraCycle is the beginning of an eco-friendly program that MGAE will be introducing throughout 2020.

MGA Entertainment (MGAE) is moving forward toward its sustainability goals with an expansion of its L.O.L. Surprise! Recycling Program in partnership with TerraCycle.   The company kicked off the first day of the 71st Spielwarenmesse international toy fair in Nuremberg, Germany by revealing that the program will grow to include nine countries around the world. MGAE promises more details on its sustainability plans to be revealed throughout the year.   “As a leader in the toy and entertainment business we understand that we must lead the industry,” says Isaac Larian, CEO and founder of MGA Entertainment. “Not only are we looking to make products more sustainable, but we’re giving parents an easy and free way to recycle L.O.L. Surprise! packaging and products around the world.  We need to look to our products to help keep the world healthy and alive for the next generation of fans — this is critical for the company and one that we are focused on as it relates to all aspects of the product lifecycle.  Sustainability is a personal priority and an MGAE commitment.”   Launched last year, the TerraCycle partnership allows families to easily package and ship the 100% recyclable packaging and products used in L.O.L. Surprise! toys to TerraCycle, where it is cleaned and transformed into materials that can be used in the construction of play spaces, flower pots, park benches, and other innovative uses. Following its launch in the U.S., the L.O.L. Surprise! Recycling Program will be implemented globally in Australia, Belgium, Canada, China, Germany, Ireland, the Netherlands, and the UK.

LOL Surprise toys are some of the hot-selling toys that are preferred by children. They come under the bestseller lists, bringing in huge profits.   However, they are bringing in huge plastic wastes through their plastic bags and wrappings, especially as they are on the top-of-the-wish list item.  Now MGA Entertainment making LOL items is trying to make up for the plastic wastes that come with the packaging.   CEO Isaac Larian of MGA Entertainment says that the company will be bringing down its plastic wrapping usage. Instead, it will wrap the toys with other materials that are more environment-friendly.   MGA Entertainment is pairing up with TerraCycle, a recycling company to cut down on wastage. The plastic paper and the plastic toys will be recycled and used again, says the company. The company has further plans for the recycling, which has not been announced as yet, says CMO Hailey Wu Sullivan.   Larian says that the LOL items are some of the top best-selling toys. They come in varying price ranges with as little as $5 to higher prices like $240. LOL Surprise has seven to 15 best-selling toys, says Larian.   The LOL toys are expected to bring in good revenue of more than $500 million for this year alone, according to analysts. MGA Entertainment owns Bratz too.   The company will be recycling the packaging material and the toys too. Customers can now pack both packaging and toys in a fitting box and ship them to TerraCycle. They will then be melted down and turned into pellets.   From 2020, the plastic packages are expected to be replaced by paper for the inner packaging of the LOL Surprise toys. Biodegradable plastic will be used from next year and the company is working on these plans, says Larian.   The company is planning for a sustainable environment by cutting down on plastic wastage from its packaging and toys.  

  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.     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 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.    

LOL Surprise toys, which are made by MGA Entertainment and include Bratz dolls, told CNN Business that it’s working on a “brand new biodegradable plastic for 2020.” Along with the new plastic, the company has partnered with recycling organization TerraCycle, offering consumers the opportunity to ship their old packaging and toys to TerraCycle or drop them off at one of its locations, where they will be reconstituted as pellets for new uses. The sustainability initiatives are meant to address the large amount of waste LOL products generate. CNN Business reported: The current packaging is essentially the 21st century’s waste-filled Russian nesting doll: The package itself is shrink-wrapped in plastic. Once you open the package, you’re greeted by small plastic bags. Once you open those plastic bags, you’re greeted by another plastic casing that’s filled with sand and trinkets, each individually wrapped in plastic.

MGA Entertainment knows that the toys are creating massive amounts of plastic waste, and now they're trying to do something about it. CNN - LOL Surprise! It might sound like a text you'd get before receiving shocking news, but it's actually the name of one of the hottest toys.   The intricate kits filled with tiny plastic pieces are topping wish lists, but they've also been creating a huge amount of non-recyclable plastic waste. Amazon included five different versions of LOL Surprise kits on its Top 100 Toys list, and they can also be found at the top of multiple bestseller lists.   LOL items, made by MGA Entertainment, which also owns Bratz, are expected to bring in at least $500 million this year alone, according to AdAge. Price tags on LOL toys range from $5 to $240. Some versions include as few as three tiny plastic toys while others include more than 95.   The current packaging is essentially the 21st century's waste-filled Russian nesting doll: The package itself is shrink-wrapped in plastic. Once you open the package, you're greeted by small plastic bags. Once you open those plastic bags, you're greeted by another plastic casing that's filled with sand and trinkets, each individually wrapped in plastic.   MGA Entertainment knows that the toys are creating massive amounts of plastic waste, and now they're trying to do something about it.   "We are working on a brand new biodegradable plastic for 2020," MGA Entertainment's CEO Isaac Larian exclusively told CNN Business. He also shared that the company is planning on swapping plastic for paper for all the inner packaging of the toys.   As for the company's current sustainability initiatives, recycling company TerraCycle paired up with MGA Entertainment to cut down the waste that comes from the toy sets. The company aims to recycle not only the packaging but also the toys themselves when kids are done using them.   Consumers can either put their LOL packaging and toys in a box and ship it to TerraCycle or drop off the items at one of Terracycle's public drop-off locations. Once TerraCycle receives the LOL packaging, accessories and trinkets, the metal gets melted down and the plastic gets turned into pellets.   Stores can't seem to keep LOL Surprise toys on the shelves. "The top seven to 15 best-selling overall toys are LOL Surprise," Larian said. "We could have sold 60 percent more if we had inventory." according to Larian.