Whether by using plant-based plastics, recycled materials, or collecting old items from consumers, the toy industry is making efforts to go green. In recent years, major brands in the sector – such as Lego, Hasbro and Mattel – have launched various initiatives as part of a wider move towards environmental responsibility. On May 11, toy-maker Mattel announced the launch of a vast circular economy program across five countries, by which consumers can return old toys from Mattel's Barbie, Matchbox and Mega brands to the manufacturer. These will then be cleaned and transformed into plastic granules, which will then be used to make new products. The initiative forms part of a wider drive towards sustainability for the group. A year ago, for example, the American toy giant presented a collection of plant-based plastic toys for its Fisher-Price and Mega Bloks brands.