As many in the green blogosphere have commented on, Mattel recently hopped on the greenwagon releasing Barbie BCause collection. The items are all made from re-purposed fabric that the toy company would otherwise have thrown away. But from lead paint to underpaid workers, Mattel doesn't exactly have a true green history.
" 'Barbie is always a reflection of current cultural trends and issues, and girls are increasingly aware of making a green statement,' said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Worldwide, Mattel Brands. 'Barbie BCause is for eco-conscious girls who believe that being environmentally-friendly is the right thing to do, and we are thrilled to give extra meaning and extra style to what was once just extra Barbie doll fabric.' "
Smells like a load of greenwash, but the framing of the company's motives with the controversial product line are interesting. Shaping young minds is an important aspect of creating a culture of sustainability, but encouraging this kind of green consumerism doesn't seem like the right direction.
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