L.O.L. Surprise! Launches Recycling Program with TerraCycleL.O.L. Surprise! Launches Recycling Program with TerraCycle

L.O.L Surprise! has announced a new U.S. recycling program in partnership with TerraCycle.

The program allows fans to send all L.O.L. Surprise! packaging and products directly to TerraCycle, which ensures items are properly disposed of and recycled. Fans can take part in the program by signing up online, printing a shipping label and shipping the items directly to TerraCycle. Once collected, the packaging is cleaned and melted into hard plastic that can be remolded to make new recycled products.

“TerraCycle is a leader in this field, and we are excited to partner with them as we continually look to push for more sustainable and environmentally friendlier products,” says Isaac Larian, chief executive officer and founder, MGA Entertainment. “Our new partnership with TerraCycle is one example of our commitment to leaving a healthier planet for kids–this initiative will cost MGA, but it’s worth it. We are also working on and testing other sustainable initiatives to take this even further. I hope other leaders in the toy industry will follow suit.”

International programs will launch in the U.K. in July, and other countries will roll out items later this year. Along with the new program, MGA and CultureFly also recently launched a subscription box service based on the L.O.L. Surprise! collectible toys.