Burger giant McDonald’s has climbed to the top of the corporate summit in part thanks to single-use plastic.

But of all the plastic items the clown prince of fast food dishes up daily, none are perhaps more iconic to the brand than the cheap little trinkets accompanying every Happy Meal. Coveted by children and adult collectors alike, Happy Meal toys have also inspired Mickey D’s competitors to follow suit, with most near every fast-food chain doling the chunks of plastic that far outlive their allure as plastic pollution. Today, McDonald’s has announced ambitious goals aimed at making Happy Meals more sustainable.