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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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There has been no new nuclear construction in the U.S. since Vogtle, but the workers are still plenty busy.
The Trump administration wants to have 10 new large nuclear reactors under construction by 2030 — an ambitious goal under any circumstances. It looks downright zany, though, when you consider that the workforce that should be driving steel into the ground, pouring concrete, and laying down wires for nuclear plants is instead building and linking up data centers.
This isn’t how it was supposed to be. Thousands of people, from construction laborers to pipefitters to electricians, worked on the two new reactors at the Plant Vogtle in Georgia, which were intended to be the start of a sequence of projects, erecting new Westinghouse AP1000 reactors across Georgia and South Carolina. Instead, years of delays and cost overruns resulted in two long-delayed reactors 35 miles southeast of Augusta, Georgia — and nothing else.
“We had challenges as we were building a new supply chain for a new technology and then workforce,” John Williams, an executive at Southern Nuclear Operating Company, which owns over 45% of Plant Vogtle, said in a webinar hosted by the environmental group Resources for the Future in October.
“It had been 30 years since we had built a new nuclear plant from scratch in the United States. Our workforce didn’t have that muscle memory that they have in other parts of the world, where they have been building on a more regular frequency.”
That workforce “hasn’t been building nuclear plants” since heavy construction stopped at Vogtle in 2023, he noted — but they have been busy “building data centers and car manufacturing in Georgia.”
Williams said that it would take another “six to 10” AP1000 projects for costs to come down far enough to make nuclear construction routine. “If we were currently building the next AP1000s, we would be farther down that road,” he said. “But we’ve stopped again.”
J.R. Richardson, business manager and financial secretary of the International Brotherhood of Electric Workers Local 1579, based in Augusta, Georgia, told me his union “had 2,000 electricians on that job,” referring to Vogtle. “So now we have a skill set with electricians that did that project. If you wait 20 or 30 years, that skill set is not going to be there anymore.”
Richardson pointed to the potential revitalization of the failed V.C. Summer nuclear project in South Carolina, saying that his union had already been reached out to about it starting up again. Until then, he said, he had 350 electricians working on a Meta data center project between Augusta and Atlanta.
“They’re all basically the same,” he told me of the data center projects. “They’re like cookie cutter homes, but it’s on a bigger scale.”
To be clear, though the segue from nuclear construction to data center construction may hold back the nuclear industry, it has been great for workers, especially unionized electrical and construction workers.
“If an IBEW electrician says they're going hungry, something’s wrong with them,” Richardson said.
Meta’s Northwest Louisiana data center project will require 700 or 800 electricians sitewide, Richardson told me. He estimated that of the IBEW’s 875,000 members, about a tenth were working on data centers, and about 30% of his local were on a single data center job.
When I asked him whether that workforce could be reassembled for future nuclear plants, he said that the “majority” of the workforce likes working on nuclear projects, even if they’re currently doing data center work. “A lot of IBEW electricians look at the longevity of the job,” Richardson told me — and nuclear plants famously take a long, long time to build.
America isn’t building any new nuclear power plants right now (though it will soon if Rick Perry gets his way), but the question of how to balance a workforce between energy construction and data center projects is a pressing one across the country.
It’s not just nuclear developers that have to think about data centers when it comes to recruiting workers — it’s renewables developers, as well.
“We don’t see people leaving the workforce,” said Adam Sokolski, director of regulatory and economic affairs at EDF Renewables North America. “We do see some competition.”
He pointed specifically to Ohio, where he said, “You have a strong concentration of solar happening at the same time as a strong concentration of data center work and manufacturing expansion. There’s something in the water there.”
Sokolski told me that for EDF’s renewable projects, in order to secure workers, he and the company have to “communicate real early where we know we’re going to do a project and start talking to labor in those areas. We’re trying to give them a market signal as a way to say, We’re going to be here in two years.”
Solar and data center projects have lots of overlapping personnel needs, Sokolski said. There are operating engineers “working excavators and bulldozers and graders” or pounding posts into place. And then, of course, there are electricians, who Sokolski said were “a big, big piece of the puzzle — everything from picking up the solar panel off from the pallet to installing it on the racking system, wiring it together to the substations, the inverters to the communication systems, ultimately up to the high voltage step-up transformers and onto the grid.”
On the other hand, explained Kevin Pranis, marketing manager of the Great Lakes regional organizing committee of the Laborers’ International Union of North America, a data center is like a “fancy, very nice warehouse.” This means that when a data center project starts up, “you basically have pretty much all building trades” working on it. “You’ve got site and civil work, and you’re doing a big concrete foundation, and then you’re erecting iron and putting a building around it.”
Data centers also have more mechanical systems than the average building, “so you have more electricians and more plumbers and pipefitters” on site, as well.
Individual projects may face competition for workers, but Pranis framed the larger issue differently: Renewable energy projects are often built to support data centers. “If we get a data center, that means we probably also get a wind or solar project, and batteries,” he said.
While the data center boom is putting upward pressure on labor demand, Pranis told me that in some parts of the country, like the Upper Midwest, it’s helping to compensate for a slump in commercial real estate, which is one of the bread and butter industries for his construction union.
Data centers, Pranis said, aren’t the best projects for his members to work on. They really like doing manufacturing work. But, he added, it’s “a nice large load and it’s a nice big building, and there’s some number of good jobs.”
A conversation with Dustin Mulvaney of San Jose State University
This week’s conversation is a follow up with Dustin Mulvaney, a professor of environmental studies at San Jose State University. As you may recall we spoke with Mulvaney in the immediate aftermath of the Moss Landing battery fire disaster, which occurred near his university’s campus. Mulvaney told us the blaze created a true-blue PR crisis for the energy storage industry in California and predicted it would cause a wave of local moratoria on development. Eight months after our conversation, it’s clear as day how right he was. So I wanted to check back in with him to see how the state’s development landscape looks now and what the future may hold with the Moss Landing dust settled.
Help my readers get a state of play – where are we now in terms of the post-Moss Landing resistance landscape?
A couple things are going on. Monterey Bay is surrounded by Monterey County and Santa Cruz County and both are considering ordinances around battery storage. That’s different than a ban – important. You can have an ordinance that helps facilitate storage. Some people here are very focused on climate change issues and the grid, because here in Santa Cruz County we’re at a terminal point where there really is no renewable energy, so we have to have battery storage. And like, in Santa Cruz County the ordinance would be for unincorporated areas – I’m not sure how materially that would impact things. There’s one storage project in Watsonville near Moss Landing, and the ordinance wouldn’t even impact that. Even in Monterey County, the idea is to issue a moratorium and again, that’s in unincorporated areas, too.
It’s important to say how important battery storage is going to be for the coastal areas. That’s where you see the opposition, but all of our renewables are trapped in southern California and we have a bottleneck that moves power up and down the state. If California doesn’t get offshore wind or wind from Wyoming into the northern part of the state, we’re relying on batteries to get that part of the grid decarbonized.
In the areas of California where batteries are being opposed, who is supporting them and fighting against the protests? I mean, aside from the developers and an occasional climate activist.
The state has been strongly supporting the industry. Lawmakers in the state have been really behind energy storage and keeping things headed in that direction of more deployment. Other than that, I think you’re right to point out there’s not local advocates saying, “We need more battery storage.” It tends to come from Sacramento. I’m not sure you’d see local folks in energy siting usually, but I think it’s also because we are still actually deploying battery storage in some areas of the state. If we were having even more trouble, maybe we’d have more advocacy for development in response.
Has the Moss Landing incident impacted renewable energy development in California? I’ve seen some references to fears about that incident crop up in fights over solar in Imperial County, for example, which I know has been coveted for development.
Everywhere there’s batteries, people are pointing at Moss Landing and asking how people will deal with fires. I don’t know how powerful the arguments are in California, but I see it in almost every single renewable project that has a battery.
Okay, then what do you think the next phase of this is? Are we just going to be trapped in a battery fire fear cycle, or do you think this backlash will evolve?
We’re starting to see it play out here with the state opt-in process where developers can seek state approval to build without local approval. As this situation after Moss Landing has played out, more battery developers have wound up in the opt-in process. So what we’ll see is more battery developers try to get permission from the state as opposed to local officials.
There are some trade-offs with that. But there are benefits in having more resources to help make the decisions. The state will have more expertise in emergency response, for example, whereas every local jurisdiction has to educate themselves. But no matter what I think they’ll be pursuing the opt-in process – there’s nothing local governments can really do to stop them with that.
Part of what we’re seeing though is, you have to have a community benefit agreement in place for the project to advance under the California Environmental Quality Act. The state has been pretty strict about that, and that’s the one thing local folks could still do – influence whether a developer can get a community benefits agreement with representatives on the ground. That’s the one strategy local folks who want to push back on a battery could use, block those agreements. Other than that, I think some counties here in California may not have much resistance. They need the revenue and see these as economic opportunities.
I can’t help but hear optimism in your tone of voice here. It seems like in spite of the disaster, development is still moving forward. Do you think California is doing a better or worse job than other states at deploying battery storage and handling the trade offs?
Oh, better. I think the opt-in process looks like a nice balance between taking local authority away over things and the better decision-making that can be brought in. The state creating that program is one way to help encourage renewables and avoid a backlash, honestly, while staying on track with its decarbonization goals.
The week’s most important fights around renewable energy.
1. Nantucket, Massachusetts – A federal court for the first time has granted the Trump administration legal permission to rescind permits given to renewable energy projects.
2. Harvey County, Kansas – The sleeper election result of 2025 happened in the town of Halstead, Kansas, where voters backed a moratorium on battery storage.
3. Cheboygan County, Michigan – A group of landowners is waging a new legal challenge against Michigan’s permitting primacy law, which gives renewables developers a shot at circumventing local restrictions.
4. Klamath County, Oregon – It’s not all bad news today, as this rural Oregon county blessed a very large solar project with permits.
5. Muscatine County, Iowa – To quote DJ Khaled, another one: This county is also advancing a solar farm, eliding a handful of upset neighbors.