Articles: http://www.huffingtonpost.com/2011/10/05/greenpeace-mattel-barbie-deforestation_n_996291.html

http://latimesblogs.latimes.com/greenspace/2011/06/greenpeace-campaign-targets-mattel.html

While deforestation is certainly a serious environmental issue today, the methods used by Greenpeace in “shaming” Mattel into dropping its destructive rainforest packing are questionable in terms of ethics as Mattel was targeted for its standing as the largest and most influential toy company in the world. Despite Greenpeace’s campaign video of Ken “breaking up” with Barbie being proven effective in garnering an outcry of 500,000 emails by the public, one should not forget the tone of mockery employed in the video. Even though this can be attributed to Mattel’s active online marketing (2.2 million followers on Facebook), one must wonder if this would be the “downside” of being a powerhouse brand name in the industry and perhaps if other powerhouse brands should have to “take precautionary measures” should they be targeted by the rising number of environmental activist organisations who are willing to use radical campaigns and methods along with the ever environmental conscious consumers (from a business standpoint – under Threats and Weakness of a SWOT analysis). Along with their new global policy whereby Mattel’s suppliers are instructed to avoid wood fiber from controversial sources, comes a message sent to other companies that “to be a responsible business, [one] must be vigilant about keeping deforestation out of their products”.