- September 22, 2021 / 8 min readThis transition to more renewable, recycled or certified materials for toys is already underway and will result in an approximately 90% reduction in virgin fossil fuel based plastic use against a 2018 baseline.
McDonald’s has announced its ambition that by the end of 2025, every toy, in every Happy Meal sold around the world, will be more sustainable.
As ever, the smiles, fun and safety associated with Happy Meal toys over the past 40 years remain. This transition to more renewable, recycled or certified materials for toys is already underway and will result in an approximately 90% reduction in virgin fossil fuel based plastic use against a 2018 baseline.
Since 2018, Happy Meal toy innovations already underway in markets around the world such as the UK, Ireland and France have already resulted in a 30% reduction in virgin fossil fuel based plastic use.
“Our next generation of customers care deeply about protecting the planet and what we can do to help make our business more sustainable. We’re always exploring where we can drive greater impact, including the transformation of beloved icons like the Happy Meal,” said Jenny McColloch, McDonald’s Chief Sustainability Officer by adding that with this transition they are working closely with suppliers, families, and play experts and engineers to introduce more sustainable, innovative designs and help drive demand for recycled materials, to keep McDonald’s communities and beyond smiling for generations to come.
Since launching in 1979, the Happy Meal has undergone unique menu, ingredient and play innovations. Today’s announcement is the first global environmental sustainability milestone for our beloved toys.
As with previous transformations, fun remains at the forefront and some of McDonald’s biggest entertainment partners are part of the journey. “Creating magical moments for kids in a way that helps protect the planet for their future has inspired some incredible new thinking, like the incredibly popular Space Jam: A New Legacy Happy Meal Happy Meal in the UK,” said Louise Soper, SVP Global Brand Partnerships at Warner Bros. Pictures.
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