Sustainable Toys: What Every Parent Needs To Know About Choosing An Eco-Friendly Toy
In recent years, sustainability has become more apparent across industries, with consumers increasingly demanding eco-friendly products and practices. However, the toy industry has been slower to adapt compared to other industries. This slow movement is partially due to consumer sensitivity to the price points of toys and games, and partially due to safety concerns and restrictions of production materials that can be used in toys. In an interview on the “Making It In The Toy Industry Podcast", Helen Townsend, the co-founder of Sustained Fun whose company creates climate-focused toys, shares valuable insights on what makes a toy sustainable, how companies can reduce their carbon footprint, and the future of eco-friendly play.
The Current State of Sustainability in Toys
Many might assume that the toy market has taken precaution in making sustainable toys but you would be surprised at how far behind the toy industry is when it comes to sustainability. Comparing it to the household products industry, the toy sector is about a decade behind in terms of sustainable options and consumer awareness. While it's easy to find eco-friendly household items in many supermarkets today, sustainable toys require much more effort to locate, presenting both a challenge and an opportunity for toy manufacturers and retailers.
What Makes A Toy Sustainable?
When discussing sustainability in toys, it's easy to focus solely on materials. However, true sustainability encompasses much more. Here are some key factors:
1. Longevity of Play:
The most important aspect of a sustainable toy is whether children want to play with it for a long time and hold onto it for years or use it for a couple of months and toss it away forever. Kids lose interest in 25% of their toys after just one week. A truly sustainable toy keeps children engaged long-term, reducing the need for constant new purchases.
2. Durability:
A toy's ability to withstand repeated use is important. If a toy breaks quickly, it doesn't matter what it's made of – it will end up in the trash. Durable toys last longer, reducing waste and the need for replacements.
3. Open-Ended Play:
Toys that can be used in multiple ways compared to toys that can’t have more value. Can a toy be used to play in more than one way? For example can a puzzle be colored on like a coloring book and then put together as a puzzle activity. Is the toy able to adapt to the different imaginative scenarios a child might have? Can the child play with the toy along with their siblings or their parents or their friends in diverse ways? The more versatile a toy is in play time, the more sustainable it becomes.
4. Materials:
The composition of the toy is important. You can use materials such as wood, cotton and even some specific types of plastics to help reduce your carbon footprint. However there are many challenges in sourcing alternative materials and it is crucial that toy manufacturers push for more recycled plastic or bioplastic options.
Carbon Footprint and Offsetting
Reducing carbon emissions is a crucial aspect of sustainability that toy companies need to address. Here are important steps that businesses can use to measure and reduce their carbon footprint:
1. Measure Your Impact:
The first step is to quantify your company's carbon emissions. Businesses should begin to track:
Electricity usage
Waste sent to landfill
Shipping distances and methods
The 2030 Calculator is a useful tool for estimating the embedded carbon in various materials.
2. Reduce Where Possible:
Once you've measured your impact, look for areas where you can reduce emissions. A business can start by:
- Choosing local production to reduce shipping distances
- Optimizing packaging to reduce waste and shipping volume
- Using recycled or alternative materials as much as possible
3. Offset Remaining Emissions:
For emissions that can't be eliminated, carbon offsetting is an option. A major reason certified carbon offset programs are important is to avoid greenwashing. Green washing is a marketing strategy used to persuade the public that a company’s policies or products are eco-friendly.
Certifications to Look For
When it comes to verifying sustainability claims, third-party certifications are necessary. They are several certifications for the toy industry:
1. FSC (Forest Stewardship Council):
This certification applies to paper, cardboard, and wood products. It ensures that materials come from responsibly managed forests and include a proportion of recycled content.
2. B Corp:
B Corp certification measures a company's overall social and environmental impact. It's a rigorous process that covers not just environmental factors, but also worker treatment, customer relations, and corporate governance. There are only 15-18 B Corp certified toy companies worldwide, indicating significant room for growth in this area
3. ICTI Ethical Toy Program:
This program focuses on factory standards and worker welfare. It certifies factories for ethical and environmental standards, ensuring no child labor, pollution control, and other factors.
Sustained Fun's Approach to Sustainable Toys:
Sustained Fun, a company that specializes in sustainable toys, can offer a real-world example of how sustainability can be incorporated into toy design and production. Here are some intriguing details about some of their products:
1. EcoSplat:
These reusable water balloons address the waste problem associated with traditional water balloon fights. Made from polyester yarn, they can be used repeatedly, eliminating the need for single-use balloons that create litter and potential hazards for wildlife.
2. Educational Books and Puzzles:
Sustained Fun has created products that teach children about environmental issues through play. For example, their "Whale Poo and CO2" puzzle educates about the carbon cycle in the ocean while providing a fun family activity.
3. Packaging Innovations:
The company has gone against industry norms by creating puzzle boxes that are the exact size of the finished puzzle, rather than the oversized boxes typically used. This reduces material use and shipping costs.
World Sustainable Toy Day
In 2022, Sustained Fun launched World Sustainable Toy Day, an initiative to bring together toy companies, libraries, and retailers to promote sustainability. Held annually on the third Friday of November, this event aims to:
1. Raise awareness about sustainable toy options
2. Encourage toy companies to adopt more eco-friendly practices
3. Provide a platform for sharing ideas and best practices in sustainable toy production
The initiative has gained significant traction, with over 100 supporters worldwide joining in its first year, including major multinational toy companies.
Image below is from the Sustained Fun Website
Advice for Toy Companies Who Want To Make More Eco Friendly Products
For toy companies looking to improve their sustainability practices, Here are five pieces of advice that will help you lower your carbon footprint and make the work environment more clean and sustainable.
1. Start Small:
You don't need to revolutionize your entire product line overnight. Begin by making slight changes and improvements where you can.
2. Research and Improve Gradually:
Look for eco-friendly alternatives in your supply chain. When developing new products, consider sustainability from the outset.
3. Connect with Others:
Join initiatives like World Sustainable Toy Day to connect with like-minded companies and share ideas.
4. Focus on Your Core Values:
If your brand isn't primarily focused on sustainability, find ways to incorporate eco-friendly practices that align with your existing values and mission.
5. Educate Your Customers:
Help your customers understand the importance of sustainable choices and how your products contribute to a better environment.
The Future of Sustainable Toys:
While sustainable options may sometimes come with a higher price tag, there's a growing market of consumers willing to pay for eco-friendly products. The role of parents and consumers is also changing throughout the toy industry. As more people become aware of environmental issues, the demand for sustainable toys is likely to increase.
Challenges and Opportunities for Sustainability in Toys
Despite the growing interest in sustainable toys, several challenges remain:
1. Material Limitations:
Finding suitable eco-friendly materials that meet safety standards and provide the desired play experience can be difficult.
2. Cost Considerations:
Sustainable materials and practices often come with higher costs, which can be challenging to balance with competitive pricing.
3. Consumer Education:
There's still a need to educate consumers about the importance of sustainable toys and why they might cost more.
However, these challenges also present opportunities for innovation in the market. Companies that can successfully address these issues may find themselves at the top of a growing trend in the toy industry.
The Next Steps towards Sustainability In The Toy Industry
As the toy industry continues to evolve, sustainability is becoming an increasingly key factor. By embracing sustainability, toy makers can create products that are not only fun but also contribute to a better future for the children who play with them. The journey towards a more sustainable toy industry may be challenging, but it's also filled with opportunities for innovation and positive change.
As more companies adopt eco-friendly practices and consumers become increasingly conscious of their purchasing decisions, we can look forward to a future where play and environmental responsibility go hand in hand. By taking steps towards sustainability today, toy makers can ensure they remain relevant and responsible in an increasingly eco-conscious world, while continuing to bring joy and learning to children everywhere.