Feature - Eco friendly/sustainable toys

Keen to be green

As the years go by, and coverage of climate and environmental issues continues, consumers are enjoying an ever-increasing variety of toys that come with a smaller footprint, without sacrificing the fun. Rachael Simpson-Jones looks at what’s new within the Green category for 2023, how packaging is playing its part, and what companies are doing behind the scenes to improve their sustainability credentials.

It’s endlessly pleasing to witness the launch of new toy ranges developed with the planet in mind, and the past few years have certainly spoiled those of us to whom such launches remain exciting.

John Adams, for example, is this year launching a Rubik’s Eco Cube made from 100% recycled ABS plastic and Flair GP has unveiled its CapStars range of pencil toppers made from recycled plastic bottle tops. Basic Fun has announced that all its 22cm Bean Plush and 35cm Medium Plush Care Bears will be made from recycled materials by the second half of the year, and ToyTopic’s licensed plush is now available as a 100% recycled option. Bladez Toyz and Great Gizmos are both releasing new craft kits made from sustainable materials, Playmobil has expanded its award-winning Wiltopia range for this year and Brainstorm is welcoming lots of new Eugy kits to its offering.

Wooden toys continue to be the face of the Green toy category, thanks to their longevity – something parents are seeking more and more, according to David Lubliner, head of customer marketing, Europe, Melissa

& Doug. He says: “Parents are looking for play that lasts and toys that don’t end up in landfills. Wooden toys are tough, durable and can take a beating for generations of play. More uses mean fewer additional toys to buy down the road, which saves money over the long run. Our classic wooden toys are designed to last and are intended to be passed down or donated to keep openended play alive for years to come.”

Some of the biggest steps being taken by companies looking to lessen their environmental footprint aren’t in the toys themselves, though, but the packaging. Indeed, we’re seeing numerous manufacturers remove single use plastic trays, windows, ties, wrap and more from their packaging in favour of more-easily recycled cardboard and paper. One such company is Zapf, which rolled out its plastic-free packaging a little over a year ago. Kasia Leskow, head of Marketing for Zapf Creation UK, tells Toy World: “Our plastic-free packaging has received a positive response from our customers and we’re proud to be able to share the tangible results of our switch to more sustainable packaging. We know

that plastic-free packaging and longevity of toys will continue to be a big focus for parents moving forward, so we’ll continue to make environmentally conscious choices throughout 2023 and beyond.”

Curious Universe has managed to reduce the plastic packaging content from no fewer than 1m units of its Fun Box range last year and increased the use of FSCcertified materials from 5.4% to 32%. By next year, the target is 100%.

“Our company is committed to making positive changes during every aspect of our product’s creation, so we stand strong in our dedication to produce ecofriendlier products,” explains John Styring, founder and CEO. “All our new products now go through a ‘Sustainable by Design’ protocol that allows us to identify improvement opportunities and ensure they are delivered. Equally, all our team members are able to get involved in our sustainability journey. We host monthly meetings to map out progress across our three pillars: Sustainable Products, Responsible Production and Taking Care of Our Own, in line with the United Nations Sustainable Development Goals.”

Brainstorm Toys has been hard at work removing plastic from its packaging, across ranges including StikBot and Torch & Projectors. Debra Tiffany, marketing manager, tells Toy World that while the new packaging is more costly to produce, the ‘brilliant exercise’ has resulted in boxes that are both better for the environment and more aesthetically pleasing. She adds: “This initiative has been very popular with retailers and feedback has been great. The new designs also afford us the room to get across more messaging about product features.”

Many of Sambro’s best-selling lines are now offered in completely plastic-free packaging. The company, which in April last year appointed Lisa Longley as Ethical & Sustainability manager, continues to work with its suppliers to progress this further, though this is only a small part of the company's efforts to bolster its ESG programme. According to Lisa, Sambro’s ESG committee achieved 15 of the 17 goals set for 2022, including calculating its carbon footprint. The company’s UK headquarters in Bury are now powered by 100% renewable electricity and all its unused samples are donated to charity to give them a second life. It is working with Wastebuster on its Toy Recycling Programme, Recycle to Read, and sustainability learning hub, Products of Change. These efforts are paying off: in its most recent ESG audit, the company went from a score of 34/100 (Learner) to 49/100 (Competent). Now ahead of the sector benchmark, this is an achievement Lisa says the team is very proud of.

Sambro is one of a number of companies at which sustainability efforts are taking place largely behind the scenes. Over at Mattel, the goal is to use 100% recycled, recyclable or bio-based plastic materials in both products and packaging by 2030 while also working

to reduce greenhouse gas emissions, minimise waste, conserve water resources and more. The company’s recycling programme, Mattel PlayBack, also continues to provide guilt-free solutions for toys that have reached the end of their useful life, putting valuable materials back into play and keeping them out of landfills.

Schleich, meanwhile, has set itself the goal of producing its toys in a more sustainable way and says that by the end of 2027, all of its figurines will be recyclable or biodegradable: readers can find out more about this in our Q&A with Philip Hummel, head of Sustainability at Schleich, on pages 50-51. And HTI has focused on production, deciding to onshore its Bubblz factory in Lancashire. Investing in British manufacturing facilities for its Bubblz products, thereby massively reducing the brand’s transport mileage, has slashed Bubblz’s carbon footprint by 76%.

“Our decision to bring bubbles back to the UK had to be commercially viable, and despite various challenges along the way, we did just that, thanks to a huge team effort,” explains Nancy Fielden, marketing manager at HTI. “The creation of the UK bubble factory has proved that such projects are not only possible but are also financially viable. A massive part of our transport footprint has been reduced, which is positive for consumers, retailers and the environment. Any opportunity to make a difference, no matter how small at first, must be jumped at.”

Nancy adds: “The completion of the UK manufacturing facility was only the beginning of a long-term commitment which will see HTI become a greener toy company. We are currently in the planning stages of moving to purpose built new netzero premises, to further reduce our impact on the environment. The building’s energy requirements will be met by solar energy generated and stored on site, while ground source heat exchange pumps will provide internal heating.”

Geomagworld, manufacturer of recycledplastic magnetic building systems, says it is leading the way in sustainability, moving from a linear economy - which saw the unnecessary use of multiple manufacturing processes and raw materialsto a full circular economy. The company’s ultimate goal is to become zero waste, with each stage of the journey bringing this closer to a reality: 2012 saw Geomagworld switch to renewable energy from Swiss hydro plants for its factory and head office, followed by the adoption of recycled plastics throughout all its product development, avoiding the extraction and processing of crude oil to manufacture its products.

Other toy companies are working with external organisations and/or initiatives. Wooden toy specialist Melissa & Doug last year joined the Sustainable Packaging Coalition and How2Recycle to improve its packaging efforts, and has pledged to help plant 10m trees by 2030 as part of its partnership with the global reforestation organisation One Tree Planted. Additionally, explains David Lubliner, Melissa & Doug is the only global toy manufacturer named as a 2022 FSC Leadership Award winner for Uncommon Excellence by the Forest Stewardship Council. (Readers will see the FSC mentioned a lot throughout this feature, thanks to an ongoing focus by many companies – including Brainstorm, Melissa & Doug, Curious Universe, Paper Engine and many moreon ensuring their paper, cardboard and wood are sourced from sustainably-managed forests).

Working with such organisations is one way in which toy companies can show the public that they aren’t just paying lip-service to the topic of sustainability. As more companies in more industries look to get on the sustainability bandwagon, so we’re seeing more risk of ‘greenwashing’.

“Whilst it is encouraging that so many companies want to gain a foothold in the ‘Green’ sector, it’s important that what they are doing is quantifiable and can lead to meaningful change,” says Sambro’s Lisa Longley. “Currently, there is no clear legislation about sustainable claims; companies are free to add anything they wish to their packaging. This means that labelling something as ‘eco-friendly’ doesn’t necessarily mean it is. There are very few consumer products that have little or no impact on the environment, making them ‘truly eco-friendly’, but there are plenty of ‘more sustainable’ options. It is therefore crucial to be transparent when it comes to product labelling and messaging, ensuring it is clear and easy to understand. All Sambro’s claims are backed by clear information on our website, which can be easily accessed via our on-pack QR codes.”

Communication is also crucial in-store, where consumers are confronted by an ever-growing raft of toys all clamouring to highlight their eco-credentials. Retailers can cut through the noise and guide their customers towards considered purchases by making use of POS solutions, such as Brainstorm Toys’ compact FSC-certified Eugy FSDU, which prominently features the FSC logos. SKUs which support conservation schemes with a proportion of their profits also feature on-pack messaging. Melissa & Doug encourages retailers to share with their customers the company’s FSC Leadership Award win and its status as the UK’s No.1 wooden toy brand (based on NPD sales data), while Sambro’s plush hang tags highlight that the filling used in the company’s plush toys is 100% recycled.

Curious Universe is increasing the visibility of its ecocredentials on its packaging. Additionally, Jon Styring tells Toy World, the company is developing parental guidance icons that will help consumers choose products that suit the wants and needs of their child. These icons will be rolled out across Curious Universe's product lines in 2023.

Jon adds: “We are always looking for ways to communicate effectively with our customers –especially when looking at the life cycle of our products. We recognise that there will be a natural inclination for our consumers to dispose of their products once enjoyed. However, in 2023 we are launching a new ‘Curiously Green’ initiative that includes ‘When you have finished’ guidance on the back of key products to encourage Reuse, Regift and, if required, effective Recycling. We recognise that we are just at the start of our sustainability journey, but these changes for good will ensure that we are kinder to our planet.”

In this feature, readers will find the latest toys from companies working hard to lessen their impact on the environment, while still going big on the fun.