Exclusive: parents seeking sustainability in Infant Toys

Published on: 13th June 2022

When choosing infant toys, parents are becoming more selective, in a bid to protect the world they have just brought them into. Sam Giltrow finds out more.

More and more parents are taking on the mantle of protecting the planet for their newborns and toddlers by seeking out sustainable infant toys that will last and not end up in landfill, as Mitch Levene, MD of toy and nursery company Chicco, part of the Artsana Group, tells us.“We are seeing an increased demand for sustainable products, with parents wanting to buy toys that are eco-friendly but also affordable,” he says.

We hear more about the company’s Eco+ toy range, which Chicco is looking to further develop, as well as its First Dreams and Next2Me ranges. Rainbow Designs has also embraced a commitment to sustainability in its soft toys and gifts for babies and young children based on classic and much-loved story book characters. “This is not something to be followed for a while until something new comes along,” MD Anthony Temple tells Toy World. “Sustainability is a call to inspire continuous change for a better future.”

Melissa & Doug’s 0-2 range debut is an important launch for the company this year; two new ranges, Rollables and Go Tots, both use FSC certified wood, while the core infant range is made of textured fabrics.

Mary Wood, general manager, UK & Ireland at Tomy, says that with consumers returning to bricks and mortar stores, it is important that the company’s Toomies and Lamaze products are in store and well presented to give the best chance of pick up. She adds: “One, the product has to deliver smiles, two, it has to be fairly priced and then three, it has to be in wide distribution so consumers can actually find it and see all of the above for themselves.”

Despite the difficulties posed over the last couple of years by the pandemic, Anthony Temple says nursery sales are continuing to reflect what a strong and stable category it is.

To read the full article, which appeared  in the June edition of Toy World, click here.


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