Vivid Goliath’s Recyclings answer parents’ plea for more sustainable toys, research shows

Published on: 5th October 2022

Recyclings is using the research to further its mission of making playtime more sustainable with collectibles made from recycled bottle tops.

Off the back of National Recycling Week, research from Vivid Goliath Group’s Recyclings brand has revealed concern among parents over the UK’s lack of sustainable toys, with more than two thirds (69%) of toy-buying parents admitting that they are concerned about plastic waste from playtime.

The research also highlighted that over three-quarters (76%) of parents would prefer to get toys made from sustainable materials such as recycled plastic, but almost all of them (73%) agree that the options for eco-friendly toys are too limited.

With kids’ demands for current products pushing 83% of parents to still buy new rather than pre-loved, Recyclings is on-trend yet environmentally friendly. Made from 70% recycled plastic, each of the 120 plus cute, collectible Recyclings creatures save five bottle tops from going to landfill, while the range’s larger play sets save 241 bottle caps.

The range also actively builds on 79% of kids’ natural interest in sustainability, encouraging them to mix, match and collect characters and play sets to understand the importance of being kind to our planet.

As many families work towards adopting more eco-friendly habits, Hollyoaks star and mum Jennifer Metcalfe took to Instagram to show her support for Recyclings’ mission to make playtime greener, without compromising on fun.

Darrell Jones, marketing director, UK at Vivid Goliath Group, said: “Recyclings was created to combine an eco-friendly ethos with toys that are still engaging and fun for kids – something which simply didn’t exist in the collectibles aisle. It’s clear from the research that parents are looking for these sustainable alternatives on shelves reflected in the demand we’re seeing for the range. Recyclings has already saved 30m bottle caps from ending up in landfill this year alone, and we’re committed to continuing to build the range with sustainability at the heart.”

For more on Recyclings visit


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