Mattel has pledged that, by the end of 2011, 70 percent of its paper packaging will be composed of recycled materials or sustainable fiber. Mattel is aiming to increase this figure to 85 percent by the end of 2015. Mattel has indicated that they will show a preference for fiber certified by FSC and will take steps to encourage its suppliers to pursue chain of custody certification for their own operations.
The toy company says that it's new principles focus on three steps: Maximizing post-consumer recycled content; avoiding virgin fiber from controversial sources and seeking to increase the percentage of fiber that is certified by a credible third party.
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