GECA News and Events
  • Woolworths’ New GECA Certified Collectibles Give New Life to Old Materials

    Woolworths - Bricks - Edward Lam 9 years old with Bricks Photo credit Morgan Sette - 2021-94
    8 Sep 2021 12:00 am

    We’re delighted to announce that Woolworths has launched its newest and most sustainably focused collectible toy, with Woolworths Bricks set to help Australian families use creativity and play to learn more about good environmental choices.

    Certified under GECA’s Recycled Products standard, this collectible is part of Woolworths’ commitment to growing towards a greener future. Woolworths Bricks are made from at least 80% recycled materials, including refrigerators, swimming goggles and luggage handles.

    Woolworths Bricks will help people at home build a replica of a mini-sustainable Woolworths Supermarket featuring solar panels, Free Fruit For Kids baskets, checkout registers, car charging stations, trolleys and much more.

    Woolworths Chief Marketing Officer Andrew Hicks said: “As Today’s Fresh Food People, we are committed to making changes for a better tomorrow. Through our latest collectible, we’re taking customers on this journey with us by showcasing in a playful and creative way how we’re growing greener, not only in how we operate our business but through the programs we engage with them on.

    “Woolworths Bricks is a fun and interactive way of learning at home that can spark conversations within families about sustainability; whether that’s how materials like plastic or refrigerators can be given a second life, or how solar panels and electric car chargers are making a positive impact on the environment at their local Woolies.”

    Woolworths Bricks Deluxe Pack

    Not only does our Recycled Products standard specify minimum quantities of recycled materials by weight, but it also restricts certain treatments or coatings that would prevent further recycling. And, unlike other recycled-content products, GECA certified products must also meet criteria for a wide range of environmental issues, human health and social impacts while proving that they perform as promised. This means they’re a better choice for people and the planet!

    Paula Clasby, Head of Engagement & Marketing at GECA, said: “GECA is thrilled to announce the certification of the Woolworths Bricks. Congratulations to Woolworths on demonstrating their ongoing commitment to more sustainable practices. We are proud to support them on their journey. GECA certification is a significant achievement, as our ecolabel standards look at impacts across a product’s entire lifecycle, from the extraction of raw materials to the end of its life.”

    Here’s a snapshot of the significant benefits of being certified under GECA’s Recycled Products standard:

    Better for the environment

    avoids the illegal harvest of wood and fibre for raw materials

    reduces the use and subsequent release of environmentally harmful substances to the environment at all stages of the product’s life cycle, including ozone-depleting substances

    encourages recovery, reuse, recycling and responsible disposal of materials and packaging

    Better for human health

    prevents the use of specific hazardous materials and toxic heavy metals such as known carcinogens and mutagens

    Better for social impact

    prevents unsubstantiated claims (greenwashing)

    ensures workers and suppliers through the supply chain can expect fair pay, equal opportunity, and a safe working environment

    Fit for purpose

    to become GECA certified, a product or service must prove that it can perform its intended purpose or application

    Woolworths has also renewed its partnership with TerraCycle, allowing customers to drop pre-loved Woolworths Bricks to any Woolworths store to be recycled. The partnership embraces circular economy solutions by creating new items from the Woolworths Bricks, including park benches and garden beds.

    Jean Bailliard, General Manager of TerraCycle ANZ, said: “We’re pleased to partner with Woolworths to provide a recycling solution for their Woolworths Bricks collection. Our first of its kind recycling program can use materials like pre-loved Woolworths Bricks to make new products for the community, such as park benches and garden beds, supporting our mission to move from a linear economy to a circular one.”

    Madhavi Nawana Parker, Director at Positive Minds Australia, said: “Children relate to and engage well with toys like Woolworths Bricks, which can help kids better understand subjects like sustainability through play.”

    Customers will be able to collect Woolworths Bricks no matter how they choose to shop – via Pick Up, Direct to Boot, online home delivery or in-store. Click here for more information.

    Woolworths - Bricks - Alice Murphy 6 and Edward Lam 9 - Photo credit Morgan Sette - 2021-63


    Featured images: (1) Edward Lam 9 years old with Bricks and (2) Alice Murphy 6 and Edward Lam 9 playing with Bricks credit Morgan Sette.

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