Focus on Eco Toys

As the interest in eco-friendly and sustainable product continues to grow, TnP finds out how retailers and suppliers are joining the green revolution

When we think about eco-friendly and sustainably-sourced toys, we probably consider what parents are looking for, and if you read the comments from our retailers on these pages you’ll see that the eco-trend appears to be led by parents in their 20s and 30s. However, according to Kids Insights, experts in kids market intelligence, the environment also rates highly among kids’ concerns. Over the past 12 months, Kids Insights has seen the environment rank as the fifth biggest concern among three to 12-year-olds (15 per cent). And a whopping 53 per cent of under 13s think about their effect on the environment. According to the Toy Association of the US, ‘woke’ toys will be bigger than ever this year, with parents looking to engage their children in socially conscious play (eco-friendly toys and toys that promote both diversity and inclusion).

So what is driving this trend?

“TV programmes such as Sir David Attenborough’s Our Planet have very much highlighted the effects of climate change and how it is impacting the future of the young generation,’’ says Julia Loeser, science kit sales, marketing & PR manager at Thames & Kosmos. “Young activists such as Greta Thunberg have also highlighted the plight of our planet, and children are more aware and curious on such issues as they are brought home through social media, YouTube and other channels. Thames & Kosmos has long had an Alternative Energy series, which enables children to learn about how to harness energy without using fossil fuels, and will always support the learning of science that empowers the next generation to make the changes necessary for the planet’s survival.’’

Keel Toys UK sales director Steve Cox agrees: “People are becoming increasingly concerned about the planet and starting to make positive changes to buying behaviours to reduce personal impact on the planet. They are actively looking for the eco option.’’

“The green conversation is going on everywhere,’’ adds Judith Dayus, director at Great Gizmos. “Green technology is the industry of the future and kids are excited to be a part of it today. They feel proud to be green, proud to solve eco-problems and proud to do it themselves. Our Green Science range teaches the principles of renewable solar, hydro, magnetic, gravity, and wind power and teaches kids to build cool, clean machines that really work!’’

Debra Tiffany, marketing manager at Brainstorm, agrees: “As a sector we are already seeing a reduction in plastic in toys and packaging and this quite naturally leads buyers to look for more alternative sustainable product ranges as well as how they market them. Our Eugy range [cardboard model kits] comes with a selection of eco-friendly POS options so that retailers can even display them in a sustainable format in store.’’

So what else can retailers looking to source products in this category look forward to?

“As with all Gibsons jigsaws, we use 100 per cent recycled puzzle board, and FSC paper,’’ says marketing executive Rebecca Hersee. “We now use biodegradable clear labels to secure the lid instead of shrink-wrap and no longer pack our Little Gibsons puzzle pieces in a plastic bag. Also, our game, Rockpool, helps children to understand the impact of littering on beaches and the destructive effect of plastic waste in our oceans.’’ Alternative energy is on the menu at Thames & Kosmos, says Julia Loeser. “Along with our Alternative Energy series, in 2020 we introduced the Solar Powered Rovers into our FEAK range. The aim was to create a kit that enables children aged eight-plus to understand the importance of alternative energy, such as solar power, while making it a fun experience. We’ve integrated bamboo into many kits in place of plastic and wood, which is highly sustainable and sourced in an eco-friendly way.’’ There’s more science on offer from Great Gizmos, as Judith Dayus explains: “All of our Green Science range teaches children how to look after their environment. Salt Powered Robot, Clean Water Science, Wind Turbine and any of the Solar Hybrid powered items are all selling very well, especially as parents look for ideas to teach and engage with their children during homeschooling.’’ There’s less science but more hugs at Keel Toys, which makes Keeleco, dubbed the 100 per cent recycled, 100 per cent huggable soft toy brand. “They are selling exceptionally well as they are beautiful sustainable soft toys without a premium price,’’ says Steve Cox. There’ll be messy fun in the garden, says MV Sports’ joint MD Phil Ratcliffe: “We are launching some exciting new eco-friendly FSC certified mud kitchens, perfect to encourage active play and develop key motor skills. The range features fillable sinks, hobs and other realistic kitchen features to bake the perfect mud pie!’’ Over at Bigjigs, it’s not just the toys that are eco-friendly. “We are continually working towards improving our environmental credentials,’’says managing director Liz Ireland. “From the generation of our own power derived from the 216 solar panels on the roof, down to recycling the waste milk bottles from the kitchen, we limit our environmental impact wherever we can within our operation. “Much of the wood we use in production is from a sustainable source. Rubberwood, a by-product from latex production, is used extensively, and now, FSC accreditation allows the ply, birch and beech to be sourced from a traceable and sustainable source. We don’t stop there! The vast majority of Bigjigs packaging is printed onto 90 per cent recycled board using soy ink and each box can be recycled.’’ Packaging is also a focus for Gibsons, says Rebecca Hersee: “All of our new puzzles are now in planet-friendly boxes. We use vegetable-based inks, too. The gloss coating on the boxes gives extra protection and the puzzle pieces are stored in a plastic bag that can be recycled by most councils. Our puzzles are made from thick, durable puzzle board that is 100 per cent recycled, and we use FSC paper too.’’

So how are our toy suppliers joining the green revolution?

Rebecca Hersee at Gibsons says: “We are working on getting more of our puzzles and games made in the UK to reduce our carbon emissions. These include some Little Gibsons Floor Puzzles and several new designs for our White Logo Collection of contemporary puzzles, which are coming in the spring and summer. We are also looking at making it easier for consumers to identify which parts of our products can be recycled.’’ There’ll be more cuddles from Keel toys, which is, says Steve Cox, “launching Keeleco Baby to coincide with a possible lockdown baby boom!’’ Green travel is under the microscope at MV Sports, says Phil Ratcliffe: “With many individuals seeking a more cost-effective and eco-friendly way to travel, the e-scooter certainly is the better way to commute. Already ongoing trials in major cities are proving successful, becoming ever popular with the eco-conscious. “Our new e-scooter brand LIFE incorporates both kids and adult models, and more models will be coming on stream in the second half of the year.’’ There are two new Green Science lines for S/S21 from Great Gizmos - Techcraft Pneumatic Arm and Paper Making - with more ideas for later in the year to be revealed, while Brainstorm is launching Christmas Eugy models - which will be ready to order from May. Finally, Liz Ireland promises more additions to the Bigjigs FSC and sustainable range later in the year. So it appears that this market is really on the rise. Is this upward trajectory going to continue? “I believe that we will see far more in the eco-friendly market over the coming years. When consumers shop, sustainability will be an expectation rather than an extra, and this will determine what brands they buy into,’’ concludes Gibsons’ Rebecca Hersee.