Greenpeace campaign targets Mattel

Activists rappelled down the face of the 15-story El Segundo headquarters of Mattel, the world’s largest toy company, on Tuesday and hung a giant banner of a frowning Ken doll look-alike with the message: “Barbie, it's over. I don’t date girls that are into deforestation.” The protest marked the launch of a global campaign by Greenpeace against Mattel in connection with paper packaging allegedly derived from Indonesian rain forests.

El Segundo police arrested eight protesters, including a woman dressed as Barbie in pink and blue Spandex, who was driving a bright pink bulldozer half a block from the scene. Fire trucks descended on the area, as it was cordoned off, and Mattel employees crowded around the windows, taking photos with cellphones.

The theatrics were only window dressing for what promised to be an all-out assault on one of the nation’s iconic brands as it geared up for a sales campaign centered on a reunion between its Barbie and Ken dolls.

“Barbie’s dirty secret is that her packaging is made from the rain forests of Indonesia,” said Rolf Skar, senior forest campaigner for Greenpeace USA. “Mattel has shown no due diligence. It buys paper without asking where it’s coming from.”

In recent years, Greenpeace, with 2.8 million members and offices in 41 countries, has waged successful campaigns against multinational corporations such as McDonald’s, Kimberly Clark, McDonald’s, Nestle, Unilever and Burger King concerning links to deforestation in their supply chains.

On Tuesday, the company issued a statement saying, “Playing responsibly has long been an important part of Mattel’s business practices. … We have been in communication with Greenpeace on a variety of papersourcing issues. We are surprised and disappointed that they have taken this inflammatory approach. … We will continue to assess our paper sourcing and packaging improvements as we move forward.”

Indonesia’s rain forest, the third largest in the world after the Amazon and the Congo, is home to orangutans, tigers, elephants, clouded leopards and scores of other endangered plants and animals. In the last half-century, about 40% of the country’s forests have been cleared, mainly for palm oil plantations and pulp and paper operations. Despite a partial moratorium announced last month, Indonesian government plans suggest, by some accounts, that nearly half of the remaining natural forest could be cut in the next two decades.

Apart from their unparalleled biodiversity, rain forests store a vast amount of carbon in their trees, leaves and soil, which is released into the atmosphere when the forest is cleared or burned. Experts say that Indonesia’s deforestation has made it the world’s third-largest source of man-made greenhouse gases, after the U.S. and China, and thus a major contributor to global climate change.

The ultimate target of the Greenpeace campaign is not Mattel, with $5.9 billion in annual sales, but a supplier to Mattel’s Chinese packaging printers: Asia Pulp and Paper (APP), one of the world’s largest producers of wood products, which has leveled vast swaths of rain forest over the last two decades.

Greenpeace hopes that by shaming APP customers into cancelling contracts, the Singapore-based company will renounce its claim to millions of acres of Indonesian forest.

“Corporate brands are silent partners to forest crime,” the environmental group asserted last year in a report titled “Pulping the Planet.” Staples and Office Depot stopped buying paper from APP, the report noted, and it called on other APP customers to “introduce a zero-deforestation policy” along their supply chains.

Implicit was the threat that if companies don’t rework their operations, their brands could face the sort of tactics launched last year against Nestle’s Kit Kat candy bar.

During that campaign, a Greenpeace video showed an office worker opening a Kit Kat, and spewing blood as he bit on an orangutan finger. The video garnered 1 million Internet views worldwide in two weeks. Nestle critics inundated the company with phone calls and letters, and posted tens of thousands of angry messages on its Facebook fan page. The strategy worked: The world’s largest food-and-drink company announced that it would no longer source palm oil from Golden Agri-Resources (GAR), APP’s sister company, and would ensure its suppliers were not contributing to deforestation.

The campaign against Mattel also features a video (above) in which an animated Ken doll is spattered with blood as he watches footage of Barbie slaughtering orangutans and tigers at “a shoot in some rainforest.” As Ken preens in his pastel mansion, a narrator asks: “Did you ever think of Barbie as a serial killer?”

Both APP and GAR are subsidiaries of Sinar Mas, a giant conglomerate of more than 100 companies controlled by the Indonesian-Chinese family of Eka Tjipta Widjaja, a politically connected billionaire.

In February, after several years of pressure from customers, GAR announced that it would stop clearing new rain forests for palm oil and instead focus on improving supplies from existing plantations. APP officials say the company is on its way to sourcing all of its pulp from renewable plantations in the next five years. Environmental groups say the company has repeatedly violated promises of sustainability.

[Update:Weds. June 8; 10:46: In a statement, Aida Greenbury, Managing Director, Asia Pulp & Paper, said. “Despite Greenpeace’s unsubstantiated allegations, the facts are that our packaging materials contain more than 95% of recycled paper sourced from around the world... We are happy to share the scientific analysis of our packaging materials with anyone who wants to review it. “]

In turning its attention to the pulp-and-paper industry, Greenpeace chose the toy sector as its target “because children value wildlife and animals,” Skar said. “What sort of story does that tell when the Sumatran tiger is on the brink of extinction and Mattel is looking the other way?”

According to a Greenpeace report released Tuesday, “How APP Is Toying With Extinction," forensic tests performed for the group by IPS, a leading independent laboratory, show that packaging for Barbie dolls, as well as for toys sold by Disney, Hasbro and LEGO, contains Indonesian mixed tropical hardwood (MTH), a rain-forest-derived product. Only APP and one other company produce MTH pulp. Packaging can also be made from acacia and eucalyptus plantations after rain forests are cleared, but forensic tests distinguish the difference.

Greenpeace’s investigation uncovered certification documents, licensing agreements, contracts and trade data linking printers for the toy companies to APP pulp mills. Two APP mills on the island of Sumatra supplied printers making Mattel packaging in Indonesia and China, where the company manufactures many of its toys, including some sold under Disney’s label.

But Greenpeace is focusing its campaign on Mattel, rather than on the toy industry as a whole, “because it is the biggest and most influential company,” Skar said.

“Mattel is very active in online marketing,” he added, noting that Barbie has her own Facebook page, with 2.2 million followers. “That is where we hope to be as well.”

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-- Margot Roosevelt

Photo: Top: Two Greenpeace activists rappel down the Mattel building in El Segundo after unfurling a banner denouncing deforestation. Middle: Environmental activist Elise Nabor in a Barbie outfit, driving her "Barbiedozer" is stopped by an El Segundo police officer a half block away from the Mattel building in El Segundo.Bottom: Greenpeace activist Jared Cobb dangles past a cutout of Barbie after nearly three hours of helping to unfurl the banner. He was later arrested. Credit: Mark Boster / Los Angeles Times

Comments

[jason]

imho the vast majority of people, negative posters on this article included, want to drink clean water, breath clean air, and eat clean food. But while we shrug our shoulders and obediently attach our corporate ID badges in the morning, Greenpeace members are willing to put their lives and freedom at risk to push the agenda. I've just signed up on their website for monthly contributions and I won't buy Mattel until the matter is resolved.

[pet preforms]

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[Justin]

Shame on all you people who have any problems with this protest! That's what the First Amendment is all about. Greenpeace activists are heroes for bringing truth to unchecked corporate power.

And don't believe the update, that APP uses 95% recycled paper. If that's true then why is the Indonesian rainforest being depleted so quickly?

[glenn grab]

what a waste of time and effort for nothing!!...get a life, Greenpeacers!!

[Alan Bravender]

I worked at Mattel back in the early 1990's when we were in the recession of post- Gulf War time period. Mattel was doing great when everybody else wasn't. Before there was China in the WTO - there was "Most Favored Nation" status for all of Mattel's Asian manufacturing operations. So it's pretty clear that their concern - then as well as now - has always been about the bottom line. They have a relentless PR machine ( just try to use the name Barbie for anything - they sick the suits on ya ! ) I doubt that their latest press release is little more than lip service. You weren't expecting the truth, now were you ?

[A.]

Greenpeace targets Mattel and promotes sexism:
http://www.facebook.com/help.greenpeace.respect.women

Why does Ken say to Barbie “oh it’s over, that f***ing b*tch!” in the campaign spot? Is it really necessary to promote sexism in ecological actions?

[Maria]

I love how some people only think in terms of business/economy over the environment. The two do NOT have to be separate. Think outside of the box, for godsake! So Greenpeace sacrificed some resources for a greater good!

Sure we're all part of the problem but we can minimize our contribution and global footprint -- that's the point. Some of us make those decisions everyday without sacrificing the luxuries some of you people take for granted as part of modern living.

But you people who wish damnation and hellfire on Greenpeace activists who are truly doing some great work are truly frightening.

[abcd124]

Great! I wish more people had the guts to do this kind of stuff and stick up for wildlife that has no voice.

I can't believe how focused people are on jobs. What will be the point of living if we turn the world into a deserted wasteland? The economy always zooms up to priority number one once the stock market dips even a little bit, but we ignore the fact that everything running the economy is tied to cheap natural resources that we are currently depleting at an unfathomable rate. Anyone capable of planning ahead can see humanity as a whole is not in a good situation here. Then again... it seems like most people think they are not in the same boat as everyone else. They think they are special, entitled, and will somehow remain unaffected by any natural disasters, social unrest, famines, droughts, pestilence, and disease brought on by environmental degradation.

[AnotherAnother]

Greenpeace "targeted" Mattel for maximum publicity. So, Greenpeace wants to blur the fact that Ken is also made by Mattel, and thus engages in the same destructive behaviors. We are all part of the problem, though our consumption of products, our retirement money, and the list goes on. If Greenpeace wants to present some solutions then I am willing to listen. Otherwise, we have to accept thus stunt as just a way of getting more donations, and "feed their bottom line."

[Joseph L Cooke]

It would be wonderful if greenpeace reptiles had to hide in caves fearing the next Hellfire missle in the neighborhood.

[wecare]

It's funny how a lot of people still think just about economic problems, If we find and support sustainable ways of producing materials (such as paper) we would be living in such a better world, with more opportunities, with new jobs. Every problem has a solution and every solution means a new job.

[Linda]

I LOVE IT!!!...LET'S FIGHT FOR WHAT WE STAND ON!!!

[karmabug]

Thank you, Greenpeace! Someone's got to keep massive corporations in check. The only way to do that is to inform the public of their greedy tactics. Keep up the awesome work, Greenpeace!

[ElSegemployee]

As someone that works in the building adjacent to Mattel and had to deal with this today I wonder how Greenpeace justifies the immense amount of resources, police, helicopters and firemen (and all the fossil fuels they were using) that were required to keep their protest safe for the rest of us? and what is that sign made of?

[Kerry]

Do you realize who will pay the price for any type of change in the way Mattel sources its materials? First it will be Mattel employees. Namely, graphic designers, packaging engineers and any other outsourced or staff creative, engineering or managerial talent the company employs to get their products to market.

These jobs are hard to get and even harder to hold onto, especially in a weakened economy.

Changes in the cost of materials, whether it's plastics or paper, will mean hundreds of jobs lost down the line. From El Segundo to Jakarta. Because corporations like Mattel, Nestlé, Disney, etc. choose to source economically not sustainably.

The only thing being sustained is the bottom line. After jobs are cut, consumers will be next in line to pay higher prices. Are consumers willing to pay $40 for Basics Barbie and Ken?

I applaud what Greenpeace has done today to create awareness. But when the mask-wearing rappellers and the news trucks leave the building, who will make sure Mattel makes responsible decisions that don't affect regular folks just trying to make a living?

[bb]

I've done some freelance work for Greenpeace over the past years, and while I don't agree with everything they do, this campaign is important and is NOT putting jobs at risk.

All they are doing is pointing out that with slight shifts in corporate behavior, there is no need destroy pristine rainforest which benefits ALL of us through CO2 absorption and oxygen creation. There are SIMPLE alternatives to sourcing disposable packaging from rainforest wood.

Some of the predictable naysayers here need to wake up and realize that EVERYTHING on the planet is interconnected. Do yourselves a favor and stop eating the bull**** you're being force fed by corporate interests and their Republican minions. I promise, you'll feel better once you stop eating the mouthfuls of s***.

[Ray]

All the apologists for Mattell and the other corporations (who can't seem to write grammatically correct sentences either) simply do NOT get it: There are sustainable ways to create jobs, making products and keeping the economy going. The economy and the environment are not mutually exclusive. That's the whole point of the 21st century.

That's Republican, Chamber of Commerce propaganda. You are the dinosaurs.

All Greenpeace is saying is source your products from someplace other than one of the last bountiful rainforests on the planet (the lungs of the earth, if you will). They're not saying stop employing people, making goods, etc.
Get a grip!

[rationalist]

The problem is not that a corporation is acting badly, but that ALL corporations inherently act badly. The solution is not to reform a corporation but to change the system that allows corporations to exist in their present form.

[Rich]

Otto, satire has its place....except when it's not funny and fails to make a point.

[Jimee Johnson]

jake: Greepeace does not need respect from ignorant, corporate-controlled, reactionary, right wing NUTS. Greenpeace exposes the rapers and pillagers of the Earth who think nature is for humans to destroy in the name of profit. jake: bad news: you're kind of human is on the way out. It's only bad news for you and your pathetic, hateful ilk! It's GRRRRREAT news for the rest of us that those who have no respect for the Earth are on the serious decline.

[El Guapo]

Keep up the great work Greenpeace! I wasn't aware of Mattel’s total disregard to the environment. I'm joining the boycott.

All the naysayers here clearly work for Mattel.

[Richie]

Um, you mention McDonald's twice after the video.

[alursula]

Greenpeace is the only global environmental NGO that is truly independent and does not take funds from any corporation. This enables them to be bold enough to stand up to giants like APP and Mattel. This is a hilarious and effective tactic! Bad ass.

[Gabe]

@Socorro Varela - Ha! At no point was anything you've said factually accurate! It's hard to write that many sentences and still not manage to get at least one thing right, but you've risen to the challenge. Congrats!

[No More Money]

yeah, let's boycott Mattel...screw up another California company so people can sit in their homes, using all their products and gadgets that are made from oil, but they can 'feel good' about their stance.

If you live in LA, you are as guilty as Mattel. It is impossible to live in a major city and not contribute to the problem, so get off of your high-horse.

We all can do the best we can but unless our society is going to return to nothing but farming communities, without all of the high tech gadgets we are all addicted to, then nothing will change.

Do we have any hunter-and-gatherer's in the group today? Didn't think so.

[savvydude]

Just for that I am going out today, in my carbon-based vehicle, and buy anything made by Mattel.

Leftist goons with no class. What is that sign made from anyway? And what kind of ink was used? I demand answers!

[Zonker]

So when are they going to arrest these wack-jobs for vandalism?

[Steve Gonzales]

I can not believe the nut jobs who are commenting and supporting these law breakers here. These people trespassed on private property. I hope they get the book thrown at them. The good people of this country honor the rule of law but it seems that for extreme liberals, the rule of law is for everyone else except themselves!

[No More Money]

Hey, Get Real 73...are you living a planet-crushing free lifestyle? Somehow i doubt it. Apparently you have a computer if you are posting on this site...what do you think it takes to make your computer? Your iPod, iPad, clothes, shoes, etc, etc, etc. Trees for packaging, oil for the plastic, not to mention the energy needed to run servers, etc.

People like you need to get real...treating the planet better is all well and good...but we need to live as well. The problem with Greenpeace is they only see things as they are in front of their noses. They have no idea what it actually takes to make the world go around, create jobs, make a living, and use and produce the products they use...i wonder if any of them communicated by cell phone today?

Let's save a bunch of trees and put more people out of work. Get real. Also, i would like to know what the products are that went into making the huge sign that those tree-huggers hung on that building...

[Aristotle]

You'd think they would at least know that their poster is grammatically incorrect. It implies that girls are objects rather than humans, "I don't date girls THAT are into deforestation . . . " Hmmm?

[amiskulin]

with jobs in such short demand I dont think there message will be heard, this is nothing then a leftist agenda... a bunch of College kids who dont have a job expect of course Green Peace... where they work part time.

[Otto Von Abbatoir]

Where do I get an orangutan steak?

[Ali in PP]

I'm joining the boycott. Mattel, grow up, wake up. Join the 21st century and source sustainably. No more toys for my kids from you guys.

[Elizabeth]

I'm more than happy to join a boycott of Mattel and all other related companies.

[sarah]

AWESSSSOMMMEEE!

[jake]

whacko environmentalist are at it again. Green Peace gets no respect from me. They know nothting about the earth it's all about bring down capitalism.

[Rich]

Thanks to Greenpeace for raising awareness. (I give my girlfriend a hard time for eating Oreos, which allegedly use non-sustainable Indonesian rain forest produced palm oil, by calling her an orangutan killer. Hasn't changed her behavior.) I hope Greenpeace keeps it up.

The Indonesian government is so freakin' corrupt, and APP flat-out doesn't care about the beautiful creatures that inhabit the rain forest. Sadly this story's statement, "...government plans suggest that nearly half of the remaining natural forest could be cut in the next two decades" may just become a fact if more worldwide efforts don't affect change.

Pisses me off.

[John Coonis]

Once again, the animals {no pun intended} are running the zoo.

[Socorro Varela]

Mattel should hang greenpeace with its main money source which is Saudi Arabia and OPEC since they (OPEC)are the beneficiaries of greenpeace's American agenda of no drilling. Green peace's campaigne is bordering on treason.

[Phillip]

That is freaking awesome!

[Phillip]

I knew that tramp was behind all that deforestation.

I'll join the boycott.

[GetReal73]

Corporations trashing the planet to create garbage that trashes the planet-- and making millions on it. Unbelievable. I'm glad groups like Greenpeace are around to call these jokers out.