L.O.L. Surprise Dolls To Be Rolled Out In Eco Spheres Instead Of Iconic Plastic
Image via MGA Entertainment / PR Newswire
As one of the most beloved toy brands among young children, L.O.L. Surprise! is hoping to be on the ball with eco-conscious living and is transitioning into heavy-duty paper ball packaging.
While the minimalist new spheres won’t be as colorful as the signature plastic balls, the brand promises that they’ll provide the same joyous unboxing experience that comes with the surprise dolls.
At present, the plastic balls contain pieces also wrapped in plastic, and the company is looking to swap the material out with sustainable, natural alternatives like paper, bamboo, wood, and sugar cane.
The paper spheres, which are compostable and do not include plastic, have made their first appearance with new green-inspired ‘Earthy B.B’ and ‘Grow Grrrl’ dolls, which arrive with their own gardening accessories. The two variations launched just in time for Earth Day as Walmart exclusives.
The original L.O.L. Surprise! Dolls packaging. Photo 111671236 © Tatyana Abramovich | Dreamstime.com
The paper sphere. Image via Walmart
These dolls will pave the way for L.O.L. Surprise!’s pact to make 65% of the line’s packaging sustainable by this fall. That’s equivalent to packaging for 45 million dolls—enough to cover the distance between New York City and Los Angeles when aligned back to back.
Image via MGA Entertainment / PR Newswire
Grownups who wish to soften the environmental impact of dolls at home can also turn in plastic spheres via a free recycling program created by L.O.L. Surprise! and TerraCycle.
