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Well, that’s fitting. Hasbro’s iconic Mr. Potato Head to be made with 100% plant-based or renewable materials by 2024.

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Hasbro today announced that the company plans for its wildly popular Mr. Potato Head to be made with plant-based or renewable materials by end of 2024. Hasbro’s has committed to use more sustainable materials across its product portfolio and reduce its reliance on virgin plastic and their latest news is another step in that direction.

Potato Head already uses plastic-free packaging and Hasbro is on track to transition all new products in its portfolio to plastic-free packaging by end of 2022 – an industry-leading move that will reduce the company’s use of virgin plastic by an estimated 19.5 million pounds annually. The company also offers its consumers the ability to recycle well-loved toys for future uses in play spaces through its industry-first toy recycling program.

Kathrin Belliveau, EVP and Chief Purpose Officer said:

“At Hasbro, purpose is at the center of our Brand Blueprint, guiding us as we work to make the world a better place for children, fans and families and use our business as a force for good. One way we do that is by developing more environmentally sustainable products, including this important step for the beloved Potato Head brand. Our product engineers and designers are the best in the business, and they have been hard at work on plastic innovations for many years, which remains a top priority for us. We’re deeply committed to transitioning to primarily plant-based, renewable or recycled materials in our products, eliminating plastic from packaging, and ensuring we continue to contribute to a lower carbon, more sustainable economy.”

Potato Head, a classic, childhood toy for almost 70 years, is sold in more than 25 countries and has long been a trailblazer, paving the way for the industry as the first toy in a TV advertisement in 1952 and being redesigned using 20% less paperboard in its packaging than previous designs in 2016.

Eric Nyman, Chief Operating Officer, Hasbro Consumer Products & Chief Consumer Officer said,

“Our goal to make the iconic Potato Head toy line from plant-based or renewable materials by end of 2024 is an important step forward in our journey to ensure our beloved toys and games continue to bring joy to future generations in a more sustainable manner, without sacrificing the quality consumers expect from Hasbro. This move for Potato Head will be followed by others in our portfolio as we carry out our commitment to provide children, fans and consumers around the world with engaging and sustainable ways to play.”

Hasbro estimates it will remove approximately 155 million pounds (70,000 MT) of virgin materials from its supply chain per year, as part of its commitment to transition all other existing toys and games to recycled or renewable materials by 2033. As part of the Company’s commitment to reduce the environmental impact of its products, supply chain and operations, Hasbro supports the renewable energy sector and offsets the footprint of its owned and operated operations with investments in renewable projects like wind farms.

In addition to designing products for sustainability, Hasbro offers end-of life solutions through its Hasbro Toy Recycling Program – the first national recycling program for toys in the U.S.. The program provides a free-of-charge solution for consumers looking to give their well-loved toys and games a “new life” by converting them into new uses like playground surface, flowerpots and park benches.

In its original form, Mr. Potato Head was offered as separate plastic parts with pushpins to be attached into a real potato or other vegetable. When parents began complaining about kids leaving rotting potatoes around the house, Hasbro began including a plastic potato body with the toy set in 1964. Hasbro updated the brand in 2021, marketing the toy simply as Potato Head, while retaining the individual characters of Mr. and Mrs. Potato Head.

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