Taking Steps Towards a More Sustainable Future

Barbie is committed to raising awareness about environmental challenges, and since 2021, we have been developing products that are better for the planet.

Our Biggest Makeover

In 2021, Barbie launched ‘The Future of Pink is Green’ initiative, working towards a goal of achieving 100% recycled, recyclable, or bio-based plastic materials in our products and packaging.

Jane Goodall Barbie Doll

In partnership with the Jane Goodall Institute, we’re honoring the renowned ethologist as part of our Inspiring Women™ Series. Dr. Jane is joined by chimpanzee David Greybeard.

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Roots & Shoots Partnership

Barbie teamed up with the youth activism program of the Jane Goodall Institute to create the "Naturally Curious Jane" Challenge. See how you and your young nature lover can participate.

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Inspire their limitless potential

Kids can be eco heroes with our 2022 Career of the Year dolls! Check out the entire Careers collection for endless roleplay fun.

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Barbie Recycled Plastic Products

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*Mass Balance Approach

† Excludes doll head and hair

†† Excludes doll head, hair, and figure

** Plastic sourced within 50km of waterways in areas lacking formal waste collection systems. Doll head, shoes, tablet and beach lantern accessory excluded.

Our commitment to the environment

Barbie knows we need to do more today to provide a world of possibilities and better future for the next generation. We’re working towards Mattel’s goal of 100% recycled, recyclable or bio-based plastic materials in both products and packaging by 2030. We’ll be leveraging the Barbie platform across these actions:

Sustainable Packaging

Our goal is to reach 95% recycled or Forest Stewardship Council (FSC) certified paper or wood fiber in our packaging by 2021 and by 2030 100% recycled, recyclable or bio-based plastic materials.

Sustainable Products

By 2030, the brand is on track to achieve 100% recycled, recyclable, or bio-based plastic materials in our products — and more than 75% fibers made of sustainable materials in its fashions.†

Impactful Content

We’ll advocate for the environment using our platforms and Barbie as a role model to educate and promote sustainable everyday behaviors that will help inspire action.