Barbie named top offender for 'greenwash' at eco awards

by Staff, Brand Republic 13-Aug-08, 15:50

LONDON - Mattel's Barbie "Bcause" campaign has been named the worst example of cynical 'greenwashing' by the Green Web Awards.

The range was launched in May to coincide with Earth Day, with Mattel saying that the "playful and on-trend" collection was made from excess fabric and trimmings from other Barbie doll products, which would otherwise be thrown away. The range included handbags, hats and pillows.

It was awarded the Wooden Spoon for Worst Greenwash at the awards, with the the company held up for being "guilty of the most cynical PR greenwash to cover up crimes against the environment".

Barbie comes in for criticism because the dolls are made of plastic and for the non-recyclable packaging in which they are sold.

Other companies slated for their green marketing efforts were Shell, for an ad that showed an oil refinery emitting flowers rather than smoke, and ExxonMobil, which was criticised for running a green advertising campaign after arguing against the existence of climate change.

The awards focused mostly on sites that are offering consumers "green" goods and services.

Among the winners were People Tree, which was named best fashion website; and Freecycle, which was named best online community.

The awards were set up by Nigel Berman of Nigel's Eco Store, and judges included Metro journalist Mark Harris and Bonnie Alter, from eco website Treehugger.

A full list of the awards can be seen here.