The new sustainability initiative is focused on both environmental and social measures, says the preschool company.
Melissa & Doug has unveiled a major new sustainability initiative focused on both environmental and social measures.
Project Restore will act as a guide for the preschool company as it continues its existing work in environmental responsibility, social equity and inclusion, as well as its ambitious new plan to make the world a better place.
There are three main pillars to the initiative:
Thriving Forests – the company uses wood as an important component of its toys and, to contribute to thriving forests globally, it is aiming to make several commitments in this space. These include partnering with One Tree Planted, a global reforestation programme which will plant a tree for every tree used by the company each year; ensuring 100% of paper products and more than half of its wood products come from sustainable, responsibly managed forests and be FSC certified by 2025; and further understanding its impact on the planet and making a commitment to become carbon neutral in its operations by the end of 2021.
Timeless Toys – by keeping toys in the hands of children and out of landfills, the company makes it possible to reduce waste. It is also committed to continuous packaging improvements including source reduction, recyclable materials, use of recycled materials and partnering with the Sustainable Packaging Coalition to add How2Recycle information to its labelling in 2022.
Inclusive World – the company has an alliance with the American Academy of Pediatrics to encourage open-ended play and strong parent-child relationships for all children, and inclusivity by race, gender and abilities is a central focus. In addition, it will aim to drive greater representation of all children across its marketing content.
“Children and parents are searching for positivity and hope in the face of environmental and social uncertainty,” explained Fernando Mercé, ceo of Melissa & Doug. “Expanding our brand purpose beyond nurturing children’s imaginations to nurturing the environment is a natural step. By ensuring our products and packaging help forests thrive and contribute to an inclusive world, we lay a better foundation for restoring play and children’s futures for generations to come.”
Fernando continued: “We’re extremely excited about this sustainability journey. It is something that has been part of our DNA as a company for years, and now Project Restore will help us take that commitment to the next level. We know consumers look to Melissa & Doug as a leader when it comes to wooden, sustainable toys and developmental learning and we take that position seriously.”
