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She’s made of (recycled) plastic. Is that fantastic?

Renewable Energy Engineer Barbie has bright blue eyes, a bouncy blonde ponytail that fits neatly beneath her hard hat, and a solar panel that clicks into her plastic hand. Her pink shirt and safety vest are certified CarbonNeutral. Her job is to “reduce the use of fossil fuels and improve energy use,” according to the back of her FSC-certified, 100% recycled cardboard box.
The Barbie is also — in keeping with the four-doll “2022 Career of the Year: Eco-Leadership Team” set she’s a part of — made of “recycled plastic” (except, an asterisk notes, for her head and her hair). You’ve got to wonder what her colleague, Environmental Advocate Barbie, would think of that, though. Fossil fuel companies and major plastic polluters like Coca-Cola have honed in on using and endorsing “recycled plastics,” a material that activists say is a giveaway of greenwashing because it can be highly energy intensive (one type of plastic recycling emits “more greenhouse gases than fossil fuel-fired power plants,” the National Resources Defense Council says), gives the illusion that plastic is more recyclable than it is, and frequently needs to be combined with virgin plastic, anyway.
Poke around Mattel’s recent press releases and website, and you’ll notice a trend. Mega Bloks’ Build & Learn Eco House is “made from … a minimum of 56% plant-based materials” and has added a “Build & Learn Eco House” and the “Grow & Protect Farm” to its line. There is a Matchbox Tesla Roadster (made from 99% recycled materials) and a Recycling Truck (made from “80% ISCC-certified bio-circular plastic”). UNO Cards are now recyclable (they weren’t before?). You can also send old Barbies back to the company to be recycled and buy Barbie Loves the Ocean and Dr. Jane Goodall dolls made from recycled plastic as replacements. The release of each new “sustainable” toy is a further occasion for Mattel to reference its ambition of using “100% recycled, recyclable, or bio-based plastic materials in all its products and packaging by 2030.”
That's a laudable ambition. Yet of all of Mattel’s countless number of toys, only 33 use recycled plastics of some kind right now. And even the few certified as carbon neutral seem to have attained the designation from carbon offsets the company purchased to preserve forests in British Columbia, although, as Bloomberg reports, the auditor general of the Canadian province “questioned the validity” of such offsets back in 2013. The offsets are also very cheap — Bloomberg estimated they cost about $3,000 for one entire product line.
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Plastic toys are ubiquitous: Children in Western nations are estimated to own an average of about 40 pounds of plastic toys, with some 90% of the toys available on the market being made out of plastic. “The toy industry uses 40 tons of plastic for every $1 million in revenues,” The World Counts reports, “and is the most plastic-intensive industry in the world.” But an estimated 80% of toys ultimately end up in landfills, incinerators, or the ocean.
Consumers — and particularly Millennial parents — are aware of the plastic crisis and might feel buyer’s remorse when coming home with yet another landfill-destined doll. “Parents want to know that the products they buy will not harm the environment,” The Toy Association, a trade group, said following a 2019 report. “Offering a toy that is biodegradable or an initiative that encourages toy sharing will appeal to today’s environmentally-conscious consumers.” Another marketing survey concluded that wooden toys — which, anecdotally speaking, are all over my friends’ baby registries and momfluencer feeds — are expected to grow to a $34 billion business by 2031, up from $24.5 billion in 2022.
But plastic toys have dominated for decades both because they’re cheap and easy to make and also, historically, because of their implicit hygiene: They’re easy to clean, durable, and hand-me-downable, without the ick factor of dirty stuffed animals. Their forms can also be more intricate than wood, their colors more eye-catching, and their weight less likely to injure a tiny toe. Plastic is increasingly viewed by modern parents as a potential health risk, though, thanks to headlines about the dangers of microplastics. “Some children are breathing in up to 7,000 microplastic particles a day,” one terrifying study found.
As the world’s second-biggest toy company, Mattel didn’t get where it is today by ignoring the writing on the wall. “When our toys connect to what’s happening in the world, you see significant growth in the company,” Richard Dickson, Mattel’s chief operating officer, told The New Yorker recently. The comment was made in reference to the progressive professions of Barbie dolls (before she was a Renewable Energy Engineer, Barbie had stints as a Robotics Engineer, Music Producer, and Judge), but “what’s happening in the world” also encompasses global plastics treaties, heightened awareness about greenwashing, and the health concerns of regularly sticking plastic toys in your mouth for three or more years. Mattel has quietly worked to establish its environmental and sustainable credibility before the inevitable plastic toy backlash begins in earnest.
Heading off parental ire is simply good business. But if Mattel anticipated the social and cultural empowerment of women with an astronaut Barbie that predated the actual moon landing and a Dreamhouse before most single women could get a mortgage, it also seems to be making moves that precede a sea change in the toy industry — away from virgin fossil fuel products to ones that at least look good on the packaging.
It’s easy to take a cynical view of this. The best outcome, of course, would be the mass realization that American children probably don’t need 40 pounds of toys, although as any parent knows, that’s easier said than done. But the unfortunate truth of the anti-plastic movement is that getting rid of plastic entirely is a near-impossible goal at this juncture: Without a major innovation, the world simply doesn’t have the resources to replace everything that is plastic with an eco- and socially-friendly alternative, and the material is indispensable in many industries, like health care. Though there are all sorts of ideas circulating for a replacement — from algae to mushrooms to milk — the future of plastic is likely something we haven’t fathomed yet. The future of plastic toys, perhaps, is too. For the time being, anyway, that means Barbie is here to stay.
I don’t doubt, though, that when the tide one day begins to turn on using “recycled plastics” in toys, Mattel will be a step ahead, then, too. I can see it now: Biopolymer Designer Barbie will come with a white lab coat, plastic goggles, and a beaker filled with algae that snaps into her perfect, carbon-offset, sustainably upcycled hand.
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“Additionality” is back.
You may remember “additionality” from such debates as, “How should we structure the hydrogen tax credit?”
Well, it’s back, this time around Meta’s massive investment in nuclear power.
On January 9, the hyperscaler announced that it would be continuing to invest in the nuclear business. The announcement went far beyond its deal last year to buy power from a single existing plant in Illinois and embraced a smorgasbord of financial and operational approaches to nukes. Meta will buy the output for 20 years from two nuclear plants in Ohio, it said, including additional power from increased capacity that will be installed at the plants (as well as additional power from a nuclear plant in Pennsylvania), plus work on developing new, so-far commercially unproven designs from nuclear startups Oklo and TerraPower. All told, this could add up to 6.6 gigawatts of clean, firm power.
Sounds good, right?
Well, the question is how exactly to count that power. Over 2 gigawatts of that capacity is already on the grid from the two existing power plants, operated by Vistra. There will also be an “additional 433 megawatts of combined power output increases” from the existing power plants, known as “uprates,” Vistra said, plus another 3 gigawatts at least from the TerraPower and Oklo projects, which are aiming to come online in the 2030s
Princeton professor and Heatmap contributor Jesse Jenkins cried foul in a series of posts on X and LinkedIn responding to the deal, describing it as “DEEPLY PROBLEMATIC.”
“Additionality” means that new demand should be met with new supply from renewable or clean power. Assuming that Meta wants to use that power to serve additional new demand from data centers, Jenkins argued that “the purchase of 2.1 gigawatts of power … from two EXISTING nuclear power plants … will do nothing but increase emissions AND electricity rates” for customers in the area who are “already grappling with huge bill increases, all while establishing a very dangerous precedent for the whole industry.”
Data center demand is already driving up electricity prices — especially in the area where Meta is signing these deals. Customers in the PJM Interconnection electricity grid, which includes Ohio, have paid $47 billion to ensure they have reliable power over the grid operator’s last three capacity auctions. At least $23 billion of that is attributable to data center usage, according to the market’s independent monitor.
“When a huge gigawatt-scale data center connects to the grid,” Jenkins wrote, “it's like connecting a whole new city, akin to plopping down a Pittsburgh or even Chicago. If you add massive new demand WITHOUT paying for enough new supply to meet that growth, power prices spike! It's the simple law of supply & demand.”
And Meta is investing heavily in data centers within the PJM service area, including its Prometheus “supercluster” in New Albany, Ohio. The company called out this facility in its latest announcement, saying that the suite of projects “will deliver power to the grids that support our operations, including our Prometheus supercluster in New Albany, Ohio.”
The Ohio project has been in the news before and is planning on using 400 megawatts of behind-the-meter gas power. The Ohio Power Siting Board approved 200 megawatts of new gas-fired generation in June.
This is the crux of the issue for Jenkins: “Data centers must pay directly for enough NEW electricity capacity and energy to meet their round-the-clock needs,” he wrote. This power should be clean, both to mitigate the emissions impact of new demand and to meet the goals of hyperscalers, including Meta, to run on 100% clean power (although how to account for that is a whole other debate).
While hyperscalers like Meta still have clean power goals, they have been more sotto voce recently as the Trump administration wages war on solar and wind. (Nuclear, on the other hand, is very much administration approved — Secretary of Energy Chris Wright was at Meta’s event announcing the new nuclear deal.)
Microsoft, for example, mentioned the word “clean” just once in its Trump-approved “Building Community-First AI Infrastructure” manifesto, released Tuesday, which largely concerned how it sought to avoid electricity price hikes for retail customers and conserve water.
It’s not entirely clear that Meta views the entirety of these deals — the power purchase agreements, the uprates, financially supporting the development of new plants — as extra headroom to expand data center development right now. For one, Meta at least publicly claims to care about additionality. Meta’s own public-facing materials describing its clean energy commitments say that a “fundamental tenet of our approach to clean and renewable energy is the concept of additionality: partnering with utilities and developers to add new projects to the grid.”
And it’s already made substantial deals for new clean energy in Ohio. Last summer, Meta announced a deal with renewable developer Invenergy to procure some 440 megawatts of solar power in the state by 2027, for a total of 740 megawatts of renewables in Ohio. So Meta and Jenkins may be less far apart than they seem.
There may well be value in these deals from a sustainability and decarbonization standpoint — not to mention a financial standpoint. Some energy experts questioned Jenkins’ contention that Meta was harming the grid by contracting with existing nuclear plants.
“Based on what I know about these arrangements, they don’t see harm to the market,” Jeff Dennis, a former Department of Energy official who’s now executive director of the Electricity Customer Alliance, an energy buyers’ group that includes Meta, told me.
In power purchase agreements, he said, “the parties are contracting for price and revenue certainty, but then the generator continues to offer its supply into the energy and capacity markets. So the contracting party isn’t siphoning off the output for itself and creating or exacerbating a scarcity situation.”
The Meta deal stands in contrast to the proposed (and later scotched) deal between Amazon and Talen Energy, which would have co-located a data center at the existing Susquehanna nuclear plant and sucked capacity out of PJM.
Dennis said he didn’t think Meta’s new deals would have “any negative impact on prices in PJM” because the plants would be staying in the market and on the grid.
Jenkins praised the parts of the Meta announcement that were both clean and additional — that is, the deals with TerraPower and Oklo, plus the uprates from existing nuclear plants.
“That is a huge purchase of NEW clean supply, and is EXACTLY what hyperscalars [sic] and other large new electricity users should be doing,” Jenkins wrote. “Pay to bring new clean energy online to match their growing demand. That avoids raising rates for other electricity users and ensures new demand is met by new clean supply. Bravo!”
But Dennis argued that you can’t neatly separate out the power purchase agreement for the existing output of the plants and the uprates. It is “reasonable to assume that without an agreement that shores up revenues for their existing output and for maintenance and operation of that existing infrastructure, you simply wouldn't get those upgrades and 500 megawatts of upgrades,” he told me.
There’s also an argument that there’s real value — to the grid, to Meta, to the climate — to giving these plants 20 years of financial certainty. While investment is flooding into expanding and even reviving existing nuclear plants, they don’t always fare well in wholesale power markets like PJM, and saw a rash of plant retirements in the 2010s due to persistently low capacity and energy prices. While the market conditions are now quite different, who knows what the next 20 years might bring.
“From a pure first order principle, I agree with the additionality criticism,” Ethan Paterno, a partner at PA Consulting, an innovation advisory firm, told me. “But from a second or third derivative in the Six Degrees of Kevin Bacon, you can make the argument that the hyperscalers are keeping around nukes that perhaps might otherwise be retired due to economic pressure.”.
Ashley Settle, a Meta spokesperson, told me that the deals “enable the extension of the operational lifespan and increase of the energy production at three facilities.” Settle did not respond, however, when asked how Facebook would factor the deals into its own emissions accounting.
“The only way I see this deal as acceptable,” Jenkins wrote, “is if @Meta signed a PPA with the existing reactors only as a financial hedge & to help unlock the incremental capacity & clean energy from uprates at those plants, and they are NOT counting the capacity or energy attributes from the existing capacity to cover new data center demand.”
There’s some hint that Meta may preserve the additionality concept of matching only new supply with demand, as the announcement refers to “new additional uprate capacity,” and says that “consumers will benefit from a larger supply of reliable, always-ready power through Meta-supported uprates to the Vistra facilities.” The text also refers to “additional 20-year nuclear energy agreements,” however, which would likely not meet strict definitions of additionality as it refers to extending the lifetime and maintaining the output of already existing plants.
A third judge rejected a stop work order, allowing the Coastal Virginia offshore wind project to proceed.
Offshore wind developers are now three for three in legal battles against Trump’s stop work orders now that Dominion Energy has defeated the administration in federal court.
District Judge Jamar Walker issued a preliminary injunction Friday blocking the stop work order on Dominion’s Coastal Virginia offshore wind project after the energy company argued it was issued arbitrarily and without proper basis. Dominion received amicus briefs supporting its case from unlikely allies, including from representatives of PJM Interconnection and David Belote, a former top Pentagon official who oversaw a military clearinghouse for offshore wind approval. This comes after Trump’s Department of Justice lost similar cases challenging the stop work orders against Orsted’s Revolution Wind off the coast of New England and Equinor’s Empire Wind off New York’s shoreline.
As for what comes next in the offshore wind legal saga, I see three potential flashpoints:
It’s important to remember the stakes of these cases. Orsted and Equinor have both said that even a week or two more of delays on one of these projects could jeopardize their projects and lead to cancellation due to narrow timelines for specialized ships, and Dominion stated in the challenge to its stop work order that halting construction may cost the company billions.
It’s aware of the problem. That doesn’t make it easier to solve.
The data center backlash has metastasized into a full-blown PR crisis, one the tech sector is trying to get out in front of. But it is unclear whether companies are responding effectively enough to avoid a cascading series of local bans and restrictions nationwide.
Our numbers don’t lie: At least 25 data center projects were canceled last year, and nearly 100 projects faced at least some form of opposition, according to Heatmap Pro data. We’ve also recorded more than 60 towns, cities and counties that have enacted some form of moratorium or restrictive ordinance against data center development. We expect these numbers to rise throughout the year, and it won’t be long before the data on data center opposition is rivaling the figures on total wind or solar projects fought in the United States.
I spent this week reviewing the primary motivations for conflict in these numerous data center fights and speaking with representatives of the data center sector and relevant connected enterprises, like electrical manufacturing. I am now convinced that the industry knows it has a profound challenge on its hands. Folks are doing a lot to address it, from good-neighbor promises to lobbying efforts at the state and federal level. But much more work will need to be done to avoid repeating mistakes that have bedeviled other industries that face similar land use backlash cycles, such as fossil fuel extraction, mining, and renewable energy infrastructure development.
Two primary issues undergird the data center mega-backlash we’re seeing today: energy use fears and water consumption confusion.
Starting with energy, it’s important to say that data center development currently correlates with higher electricity rates in areas where projects are being built, but the industry challenges the presumption that it is solely responsible for that phenomenon. In the eyes of opponents, utilities are scrambling to construct new power supplies to meet projected increases in energy demand, and this in turn is sending bills higher.
That’s because, as I’ve previously explained, data centers are getting power in two ways: off the existing regional electric grid or from on-site generation, either from larger new facilities (like new gas plants or solar farms) or diesel generators for baseload, backup purposes. But building new power infrastructure on site takes time, and speed is the name of the game right now in the AI race, so many simply attach to the existing grid.
Areas with rising electricity bills are more likely to ban or restrict data center development. Let’s just take one example: Aurora, Illinois, a suburb of Chicago and the second most-populous city in the state. Aurora instituted a 180-day moratorium on data center development last fall after receiving numerous complaints about data centers from residents, including a litany related to electricity bills. More than 1.5 gigawatts of data center capacity already operate in the surrounding Kane County, where residential electricity rates are at a three-year high and expected to increase over the near term – contributing to a high risk of opposition against new projects.
The second trouble spot is water, which data centers need to cool down their servers. Project developers have face a huge hurdle in the form of viral stories of households near data centers who suddenly lack a drop to drink. Prominent examples activists bring up include this tale of a family living next to a Meta facility in Newton County, Georgia, and this narrative of people living around an Amazon Web Services center in St. Joseph County, Indiana. Unsurprisingly, the St. Joseph County Council rejected a new data center in response to, among other things, very vocal water concerns. (It’s worth noting that the actual harm caused to water systems by data centers is at times both over- and under-stated, depending on the facility and location.)
“I think it’s very important for the industry as a whole to be honest that living next to [a data center] is not an ideal situation,” said Caleb Max, CEO of the National Artificial Intelligence Association, a new D.C.-based trade group launched last year that represents Oracle and myriad AI companies.
Polling shows that data centers are less popular than the use of artificial intelligence overall, Max told me, so more needs to be done to communicate the benefits that come from their development – including empowering AI. “The best thing the industry could start to do is, for the people in these zip codes with the data centers, those people need to more tangibly feel the benefits of it.”
Many in the data center development space are responding quickly to these concerns. Companies are clearly trying to get out ahead on energy, with the biggest example arriving this week from Microsoft, which pledged to pay more for the electricity it uses to power its data centers. “It’s about balancing that demand and market with these concerns. That’s why you're seeing the industry lean in on these issues and more proactively communicating with communities,” said Dan Diorio, state policy director for the Data Center Coalition.
There’s also an effort underway to develop national guidance for data centers led by the National Electrical Manufacturers Association, the American Society of Heating, Refrigerating, and Air-Conditioning Engineers, and the Pacific Northwest National Laboratory, expected to surface publicly by this summer. Some of the guidance has already been published, such as this document on energy storage best practices, which is intended to help data centers know how to properly use solutions that can avoid diesel generators, an environmental concern in communities. But the guidance will ultimately include discussions of cooling, too, which can be a water-intensive practice.
“It’s a great example of an instance where industry is coming together and realizing there’s a need for guidance. There’s a very rapidly developing sector here that uses electricity in a fundamentally different way, that’s almost unprecedented,” Patrick Hughes, senior vice president of strategy, technical, and industry affairs for NEMA, told me in an interview Monday.
Personally, I’m unsure whether these voluntary efforts will be enough to assuage the concerns of local officials. It certainly isn’t convincing folks like Jon Green, a member of the Board of Supervisors in Johnson County, Iowa. Johnson County is a populous area, home to the University of Iowa campus, and Green told me that to date it hasn’t really gotten any interest from data center developers. But that didn’t stop the county from instituting a one-year moratorium in 2025 to block projects and give time for them to develop regulations.
I asked Green if there’s a form of responsible data center development. “I don’t know if there is, at least where they’re going to be economically feasible,” he told me. “If we say they’ve got to erect 40 wind turbines and 160 acres of solar in order to power a data center, I don’t know if when they do their cost analysis that it’ll pencil out.”