The Walt Disney Company has announced it will no longer use paper products sourced from endangered forests.
Environmentalists are calling the initiative a "big win" for the world's rainforests, which are disappearing at a rate of 500,000 trees per hour.
The move towards more eco-friendly paper products will be carried out at all of Disney's 25,000 factories in more than 100 countries.
In addition to preserving woodlands, the new policy aims to minimize paper consumption and maximize the use of recycled fibres.
“The world’s forests are facing multiple pressures. Disney’s actions to better understand its paper usage and supply chain send a positive signal that the company recognizes the seriousness of this issue,” said Ruth Nogueron, an associate of the World Resources Institute, in a statement.
“This is a welcome step that reflects Disney’s commitment to support responsible forest management.”
Since 2009, Disney has invested more than $27 million in forest preservation projects.