Feature
Eco friendly/sustainable toys
Oh so
eco! Scrutiny on our impact on the environment continues to grow, as do the calls for meaningful change that can lessen it in the form of innovative new materials, packaging solutions and play patterns. Rachael Simpson-Jones investigates how the toy industry is playing its part and speaks to some of those leading the way.
I
f, like me, you closely followed the goings-on at the 2021 United Nations Climate Change Conference (COP26) late last year, you’re probably already the sort of consumer to whom eco-friendly, sustainable and renewable products, technologies and resources appeal. Our apparently snoozing PM aside (one too many Downing Street parties, perhaps?), COP26 certainly drew its fair share of attention. The resulting agreement has been widely criticised as being far too lax on the issue of fossil fuels - it was reported that there were some 500+ fossil fuel lobbyists at the climate summit- while other issues viewed as particularly pressing, such as the role of food production on the climate, were left off the table. Still, as frustrating as the outcome may have been, there remains a growing, optimism-inspiring demographic of consumers keen to reduce their individual and familial impact on the planet via more thoughtful, responsible purchasing decisions, and toys are very much part of that picture. “It’s no secret that we are seeing increasing consumer demand for better sustainability within the toy industry,” notes David Allan, managing director Toynamics UK & Ireland. “As customers are becoming more conscious of their eco-footprint,
Keelco Adoptable World (Keel Toys)
we’re noticing the trend for ‘quality over quantity’, with customers looking for toys they can pass down through the generations.” Toynamics UK & Ireland distributes eco-friendly toys from Hape. The brand makes use of the more obvious renewable and sustainable materials, such as FSC-certified wood, alongside less common ones such as rice husk and bamboo. Putting its money where its mouth is, Hape China manages a substantial bamboo forest in Gongtong, in the Beilun district of Ningbo, and runs workshops and competitions that inspire design students to explore the merits of bamboo as a construction material. Not only are rice husk and bamboo better for the environment than virgin plastics, they also add unique characteristics to Hape’s toys. David explains: “For example, our Japanese rice teething toys, which are made using the outside husk of rice, possess a natural and appealing rice smell. This soothing scent increases sensory development when playing.” Of course, it’s naive to imagine that, as it stands, the majority of toys can be made from renewable natural plant-based resources. Wood, for example, though beautiful and tactile and perfect for creating everything from skittles and shape-sorters to dolls houses and themed play sets, cannot be moulded like
Toy World 74
plastic can, reducing its potential for intricate parts and interlocking pieces, and in terms of weight, tends to sit at the heavier end of the spectrum. Plastic, on the other hand, is light, durable and hugely versatile – but if we’re talking virgin plastics, not that great for the environment. Happily, a number of toy companies are opting for recycled or biobased plastics that offer all the pros of virgin without the big con. In 2020, STEM and construction specialist Geomag launched its first 100% recycled plastic lines, converting two mainstays of its portfolio: Geomag Classic and Geomag Magicube. In 2021, the new recycled Mechanics line was launched, meaning 100% of Geomag products are now made from 100% recycled plastics. Following extensive efforts by the company’s Research & Development teams, Mechanics offers all the same qualities as before, which MD Clive Wooster says Geomag is very proud of. This year sees the launch of new recycled sets within the Magicube Shapes Line, the addition of Glow and Glitter ranges to the Geomag Classic collection, and the brand-new eMotions range. Mechanics also welcomes a new multiplayer challenge game. While the widespread adoption of recycled plastics is clearly a big step for Geomag, Clive is keen to
