Company Profile - Geomag

Making the difference

Nikki Jeffery, international media relations manager at Geomagworld, tells Toy World how the company is furthering its position as a leading toy manufacturer when it comes to sustainability.

Coming into 2021, how is Geomagworld building on its current eco-friendly credentials?

This year sees the introduction of 20 new items across Geomagworld’s Magicube, Geomag and Mechanics platforms, each one made using recycled plastic.

Our environmentally sustainability mission began quite a few years ago. We started by converting to the use of 100% renewable energy and drastically reducing the industrial waste from our production processes. To reduce already polluted waters, we also installed a recovery plant in the waters of a large Italian marina which collects plastics and micro-plastics. In 2020, when we first presented our revolutionary new green range, we made a commitment that, moving forwards, all new products introduced would only ever be manufactured using recycled plastic. We are delighted to be able to stand by this vision as we move proceed into this new year.

Do you feel that ‘green’ toys are of increasing importance to consumers?

Absolutely. Consumers are looking for toys that are great for their kids as well as kind to the environment. We are all very aware that our planet is at a critical juncture; making even small changes and better purchasing decisions in all aspects of our life will help avert the environmental crisis we are facing. We are just one company in a very big world filled with multiple industries, but we are committed to doing our bit to help. Geomagworld is incredibly proud to have developed a truly holistic eco-friendly range.

There have always been consumers who specifically seek out toys that offer longevity and have strong social and environmental standards. You wouldn’t think plastic toys could tick all these boxes, but we are proud to be able to offer a solution for consumers that does. The Geomag portfolio comprises great toys that are fun, offer longevity, and critically also give consumers a guilt-free purchase option.

Why does Geomag opt for recycled plastics in the main, rather than something like bioplastics?

Considering that a great deal of discarded plastic ultimately ends up in our oceans, it is from the ocean that we decided to begin our journey. It’s fantastic to see other manufacturers addressing their sustainability and trying to improve their environmental footprint just like us. Everything will help - as a combined force we can make long term changes for our planet. Utilising more eco-friendly manufacturing processes, more ecofriendly raw materials and reducing packaging will help address the issues the planet faces, but for Geomagworld, it’s of paramount importance that we do all we can to reduce the physical plastic waste found in our oceans. We are convinced that the road to follow is that of a circular economy, in which we select recycled raw materials. We prefer to exploit the materials that already exist, and are currently widely available, by giving them a second life.

How can retailers best highlight the sustainability benefits of Geomag instore and online?

We’ve created a comprehensive toolkit for retailers containing everything they need to highlight the eco-friendly qualities of the various Geomagworld ranges. New 2021 items will be clearly identifiable as made from recycled plastic; we have added much clearer on-pack messaging highlighting the recycled elements of each set. On the new call-out panel, consumers can also see a picture of the handy new recycled-plastic storage box included with Geomag and Mechanics lines.

Additionally, all ranges within the portfolio - Magicube, Geomag and Mechanics – benefit from a wealth of supporting material that can be provided for use in-store or online. This includes lifestyle images, editorial and tutorial videos, TVC videos, press releases, social media content, demo areas and demo stock, as well as a plethora of POS solutions suitable for any store size or position. There’s something for every retailer, big or small, and if we don’t have it at the moment, just ask and we can look into it.

Looking ahead to future years, how might the Geomag product range become even more environmentally friendly than it is now?

The future will see the continued roll out and use of recycled plastics within our manufacturing process. We have already committed to only ever manufacturing new items using recycled plastic, so we are confident that within the next 12-18 months our entire range will be made of 100% recycled plastic. Geomagworld is aware that today more than ever, innovation must go hand-in-hand with two fundamental priorities: minimising impact on the natural world, and maximising social benefits as much as possible. We are continuously improving our products and our production processes, in the firm belief that great results are obtained with concrete actions.