Rachael Simpson-Jones looks at the Green category in 2023, and how companies are improving their packaging and sustainability credentials.

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. It’s endlessly pleasing to witness the launch of new ‘green’ 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 Melissa & Doug.

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: “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.”

With more from Curious Universe, Brainstorm Toys, Sambro, Schleich, HTI, Geomagworld, Paper Engine and others, in this feature, readers will find the latest toys from companies keen to be green, working hard to lessen their impact on the environment, while still going big on the fun.

You can read the full article, which appeared in the February edition of Toy World, here.