Mattel - which is known for its plastic toys including Barbie - has unveiled new products made from bio-based plastics which come from renewable resources instead of fossil fuels.
Bio-plastics can originate from corn, potatoes, rice, soy, sugarcane, wheat or vegetable oil.
By 2030 Mattel aims to make all its products and packaging from '100% recycled, recyclable or bio-based plastics materials'.
It today tried to underscore its eco changes by unveiling a new line of pre-school construction products called Mega Bloks featuring 'Polar Friends, Safari Friends and Woodland Friends'.
They are sold through its construction brand called 'Mega'.
The building sets have Forest Stewardship Council certified packaging that is fully recyclable.
The company now sources 93% of the paper and wood fibre used in its packaging and products from recycled or Forest Stewardship Council content - surpassing its 2018 goal of 90%.
Richard Dickson, President and CEO of Mattel, said: “Environmental sustainability is a corporate priority and we are proud to announce Mega’s first product made from bio-based materials.
“Our Mega team is deeply committed to bringing the best products to their loyal consumers and they are driving innovation to do this in the most sustainable way.”
Bisma Ansari, Senior Vice President of MEGA, added: "Creating a more sustainable world is important to our team, our company and our consumers, and our first construction line derived from bio-based plastics is an example of this.
“Our Mega Bloks are the defining product for MEGA, so this next step in innovation allows us to create the high quality products we know families love from more sustainable materials.”
The first retailer to market the line in Europe will be Argos and Sainsbury’s in the UK.
Amazon Europe is launching a presale of the product in Germany, France, Italy and Spain.
Andrew Hartley, Buying Manager for Toys at Sainsbury’s Argos, said: “We know sustainability is an increasingly important consideration for our customers so being able to exclusively launch the new Mega range in the UK is a really exciting step as we continue to respond to consumer demand.”