Mattel acts on APP criticism

EL SEGUNDO, CA: Under pressure from environmental activists, toymaker Mattel froze its contracts with Asia Pulp & Paper, which continues to face major public criticism.

EL SEGUNDO, CA: Under pressure from environmental activists, toymaker Mattel froze its contracts with Asia Pulp & Paper, which continues to face major public criticism.

Earlier this month, activists from Greenpeace launched a campaign against US toymaker Mattel, which manufactures the Barbie doll and other products, to protest its use of packaging materials supplied by Asia Pulp & Paper (APP).

The Singapore-based company has drawn criticism for its logging practices in Indonesia, which critics claim contribute to local deforestation and endanger rare species.

Greenpeace sent nearly 200,000 emails to Mattel protesting its supply practices and launched a media campaign involving videos and messages across Facebook, Twitter, and other social media outlets to put pressure on the toy company.

Although Mattel does not directly contract with APP, on June 8 it ordered its packaging suppliers to freeze all sourcing from APP while they investigated the allegations of environmental harm. Mattel later announced that it is developing a sustainable procurement policy to ensure its packaging suppliers follow forestry management standards.

Last year, GolinHarris, which formerly represented APP, ended its relationship with the company. According to Scott Farrell, president of global corporate communications at GolinHarris, the agency “separated” from APP. The two “parted ways” in September, he explained.

APP's current agency, Cohn & Wolfe, confirmed that it will continue to represent the company.

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