Loyalty Reads: Mars Wrigley Australia Invests in Sustainable Packaging, Barbie Launches Immersive Customer Experience, and More

Mars Wrigley Australia Invests in Sustainable Packaging 

Mars Wrigley Australia announced a new facility to further develop sustainable packaging solutions. The company will invest $19+ million in the facility, adding to $44+ million in investments since 2021. 

The investment follows the Ballarat factory’s paper-based packaging rollout in retail stores. The new facility will increase the brand’s sustainability efforts, with Mars, Snickers, and Milky Way bars in Australia all switching to recyclable packaging. 


Barbie Launches Immersive Customer Experience 

Barbie parent company Mattel partnered with Kilburn Live and IMG to launch the World of Barbie immersive customer experience. The experience allows guests to visit a life-size Barbie Dream house in Santa Monica, CA. 

The World of Barbie pilot in Toronto drew in 100,000 guests during a three-month period. The experience will travel on tour, eventually moving to New York, Chicago, and other cities. 


Starbucks’ Odyssey Loyalty Program Plans Second Round of NFTs 

Starbucks’ beta loyalty program Odyssey is planning a release of its second collection of NFTs. The new collection will feature a staggered release, following issues from the first collection. 

The Web3 loyalty program launched its first collection with a limited 2,000 NFTs — called Stamps — which faced such high demand it crashed the Odyssey website. The second collection of Stamps will be available to members with two or more Stamps already in their possession. 


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