Opinion - Eurofins

Eco-friendly fun: The rise of Sustainable toys

Eurofins Sustainability Services brings together a wide range of the Eurofins network’s sustainability offerings in one place, connecting customers with the relevant Eurofins company to provide solutions to their sustainability needs. Here, Jack Mowbray, sustainability analyst at Eurofins Sustainability Services, explains how the forthcoming New Toy Regulation will help improve toys’ sustainability credentials.

The field of sustainability spans almost all industries and is continuing to grow. However, when it comes to the toy industry, sustainability is still in its infancy. Despite efforts to encourage recycling, plastic reduction, durability and circularity, there is more that can and should be done.

Sustainability is rooted in environmental responsibility and social well-being, and although there is no universally accepted definition, these core principles are generally agreed upon.

As understanding of environmental consequences of human activities deepens, a noticeable shift in parental preferences when selecting products for their children has been observed. Consumers are now advocating for the younger generation to be part of a more conscientious future, one that cares for both the planet and the individuals within supply chains. Many parents are striving to make responsible choices from the outset, opting for eco-friendly toys that not only provide enjoyment but also impart subliminal lessons on ecoconsciousness from an early age.

Though the industry has shown a desire and commitment towards sustainability, through the manufacture of products using recycled materials and re-thinking packaging approaches, sustainability is a sum of multiple factors. Whilst recycling is a good place to start, there are many other important aspects to consider improving, especially in terms of chemical use.

Manufacture continues to use precious raw materials with limited consideration towards designing durable or recyclable products. Green claims go unverified, enabling some retailers to benefit from misleading consumers and greenwashing practices. Considering this - and recognising that the primary catalysts for change in the industry are legislation and mass consumer spending - the EU has developed a two-pronged approach aimed at the toy industry.

The forthcoming New Toy Regulation seeks to enhance protection against harmful chemicals, while the introduction of the European Union’s Digital Product Passports promises a more robust enforcement mechanism than previously seen, ensuring the most vulnerable individuals are shielded from hazardous products. Products will soon be required to demonstrate that they have been created with eco-design principles in mind.

Under these new laws, consumers will be provided with verified information about product materials, the presence of harmful substances, production conditions, product durability, repairability, and recyclability. Consumers will be able to compare sustainability credentials between retailers, potentially fuelling sustainability competition in the market. Tough mandatory measures will ban greenwashing, requiring evidence for any green claims made, showing that the whole life cycle of the product is accounted for, and that claims are verified by independent scientific bodies.

Further green legislation will provide financial incentives favouring those aligned with eco-friendly ideology, with eco-modulation for Extended Producer Responsibility (EPR) schemes reduced for those who demonstrate durability, reusability, repairability, fibre-tofibre recyclability, the absence of harmful substances, and mandatory recycled fibre content.

The demand for sustainability, mandated by policymakers, is poised to become a pivotal consideration for brands operating within the European Union. Change is coming for the industry, and it is imperative to understand the proposed requirements now, in order to be prepared.

Given the plethora of new regulations inundating the industry, it can be overwhelming for businesses to discern where to initiate compliance efforts and avoid potential fines imposed by member state authorities. Many legislations work in tandem, meaning achieving compliance with only one is not satisfactory. To help businesses overcome this, Eurofins has developed a new legislative service mapping out the requirements of upcoming legislation, key implementation dates, compliance start dates and ongoing regulatory updates as this landscape evolves at significant pace. For those at the beginning of their sustainability journey, Eurofins has developed a materiality assessment tool which aims to devise a tailored sustainability strategy, through identifying key issues within supply chains and prioritising sustainability targets. Sustainability is a vast and complex concept: however, it is an opportunity, not a challenge, and with our assistance we can help create a strategy that enables toy manufacturers to take that opportunity.

Eurofins can also help achieve chemical compliance using our Chem-ST methodology. Chem-ST tests for a wide range of substances extending beyond legislation, meaning this tool can be used to verify and assess a product’s long-term viability. Chemical compliance is important in protecting environmental and human health and non-compliance can put both at risk, as well as carrying the potential to cause reputational damage to brands and retailers. Cotton origin is another offering Eurofins can provide, a tool that, similarly, can help avoid any reputational damage by pinpointing the region in which the cotton originates whilst simultaneously improving supply chain transparency.

Eurofins has a variety of services to suit the needs of our clients, if you wish to learn more about Eurofins Sustainability Services, or would like to start your sustainability journey now, visit the website at: https:// sustainabilityservices.eurofins.com/ or contact sustainabilityservices@cpt.eurofinseu.com