Mattel has announced a new plan to reduce its greenhouse gas emissions by 50% and achieve zero manufacturing waste by 2030. It will use its 2019 metrics as a baseline.

To achieve these goals, Mattel will be more careful about the energy it uses in its building and equipment upgrades, and will also purchase electricity from renewable sources, according to a release. Last year, it reduced its greenhouse gas emissions to 166,097 metric tons, from 186,366 in 2019.

It will also audit the waste from its owned and operated sites, and develop strategies to reduce and recycle that output. In 2020, the company diverted 71% of its waste, compared to 76% in 2019.

The zero-waste pledge builds on Mattel’s sustainability efforts first rolled out in 2019, which included plans to achieve 100% recycled, recyclable or bio-based materials in its products and packaging by 2030. The toyco also hired Pamela Gill-Alabaster as its head of sustainability in 2020. In May this year, the company announced the Mattel PlayBack program, inviting consumers to send in old Mattel toys to be repurpose into new playthings, other plastic products or converted into energy. And last month, the company rolled out Barbie Loves the Ocean, its first fashion doll line made from recycled plastics.

A number of toycos have been setting more aggressive climate goals recently, including The LEGO Group, which last year pledged to lower is carbon emissions 37% by 2023. The environment and climate change are increasingly a concern for kids, with 83% of six to 12s in EMEA saying they would like to do more to protect the planet, according to data from Cartoon Network released last month.