By Daniele Caroli

From natural materials to recycled plastics and bioplastics, the toy industry explores various solutions. The companies try to reduce fossil-based plastics which are increasingly seen by consumers as a dangerous pollution factor. 

In order to be sustainable, a toy should possess some meaningful features: being recyclable or reusable, for instance, or designed to be repaired instead of thrown away when broken. Approximately 90% of toys are made of synthetic plastic and the waste of plastic badly affects the environment. Moreover, the manufacturing process releases harmful chemicals into the atmosphere in the form of carbon dioxide emissions. The main issue is the need to transition to eco-friendly, recyclable raw materials. This is not only an ethical approach for the toy industry to take, but also a commercial necessity, given that consumers are increasingly rejecting plastic products. Unfortunately, turning to lower-impact feedstock implies higher costs, which may not be acceptable in a price-sensitive market such as the toy industry.

The toy industry’s effort

Even so, the offer of toys and games manufactured using natural materials or recycled and bio-based plastics is rapidly expanding. This effort is not just carried out by many major companies with the capability to invest in research and development and to run commercial risks, but by small and medium sized companies and start-ups, too. According to Sustainable Toys Action Consulting’s (STAC) report, Sustainable Toys Report – Snapshot 2024, 86% of leaders in the global toy industry now recognise the importance of sustainability and its effect on success. Meanwhile, 90% of participants identified sustainability as a top priority for 2024.

FSC-certified wood, paper and cardboard

In the second half of last century, plastic quickly replaced materials that had previously been used to make toys, since it proved to be cheaper, more durable, safer and easier to work with. However, wooden toys have never ceased to be produced thanks to constant demand. Many wooden toys are now FSC-certified (Forest Stewardship Council, attesting that they come from environmentally, socially, and economically responsible sources.  Even the innovative QubitunesQubitunes by Qubs has such certification. The interactive audio play stage won the 2025 Toy Award in the Startup category. Toys manufactured employing paper and cardboard may also be FSC-certified, for example: 

DJ by Tactic Games, a fun, social music game, is made 100% from cardboard. Mattel's Uno Nothin' But Paper, a version of the world-famous card-matching game, is a 100% paper mix with soy-based ink. The 3D Sculpture Puzzles by Cartonic 3D Puzzles are composed of 100% cardboard and wood.

Additional organic materials

Obtained from the outer layer of the bark of the cork oak tree, cork is exceptionally renewable, recyclable and biodegradable material. Furthermore, cork oak trees store more carbon than other trees in order to regenerate their bark. FischerTiP is an environmentally-friendly toy line launched by fischertechnik in 1998. It allows kids to assemble pieces made of potato starch and dyed with food colouring that stick together without glue, making them safe and harmless. In 2021, Hape International and Amorim, Portugal’s largest cork manufacturer in, founded Korko. Since then, Korkos’ range or cork toys has been expanded to include the Giant Architects Block Set building kit.  KORXX’S building blocks by Ples are also FSC-certified and in natural cork. The PlanSpace dollhouse, introduced by Plan Creations – a company with a long tradition as to sustainability  – is made of 100% recycled sawdust and uses natural pigments.  Yoga for children was a popular trend at the 2025 Spielwarenmesse, with the Healthy Heroes Toy Trend taking centre stage. The start-up company 8samsam exhibited its Yogitier yoga mats for kids designed especially for kids, made of natural rubber and foldable. 

Recycled plastics 

Although recycling plastic waste reduces dependence on landfills, conserves resources, and protects the environment from plastic pollution and greenhouse gas emissions, the process is expensive and complicated. Even the most efficient filtration systems cannot prevent microplastics from being released into wastewater.

GRS-certified products

The voluntary Global Recycled Standard (GRS) certifies products made from recycled materials and manufacturing processes. Many toys have obtained such certification, including the following ones. GRS - Cuddly fun made from recycled PET bottles isa plush line by Heunec contains 100% recycled polyethylene (PE).  The Green-n-Play Sand Play Set by Edx Education is made from 85% recycled polypropylene (PP) from food and drink containers.  The Hide & Seek Vegetable Garden by Learning Resources manufactured using 70% recycled PP.  The Cuddlekins Eco plush line by Wild Republic includes a share of 98% recycled PE.

More recycled plastic lines

Toy lines made from recycled plastic are also available from Androni (70% recycled polypropylene (PP) and polyethylene (PE)), Dantoy (recycled maritime plastic) and Wader and Up International (100% recycled plastic). Usually recycled plastic is typically used for smaller products, Famosa by Giochi Preziosi has introduced the Feber Recycle Eco House, with a height of 1,50 m. The play house won the 2024 Toy Award and is made from at least 90% recycled plastic.  Another interesting option is the Arts & Crafts line by Toyi Oyun, which offers creative building kits designed to encourage children to upcycle everyday objects into toys. The kits contain pieces made from recycled ABS (acrylonitrile butadiene styrene), TPR (thermoplastic rubber) and TPE (thermoplastic elastomer).  Recently, Smoby expanded its range of outdoor toys with the Smoby Life product line, which includes items made from at least 54% recycled plastic.

Bioplastics

Bio-based plastics are made entirely or partly from renewable materials such as wood, corn or sugar beet. They can also be made from waste and agricultural by-products. Bio-PE, derived from waste left after sugar is extracted from sugarcane, is a drop-in plastic because its polymers are identical to those of its fossil-based equivalent, oil-based polyethylene (PE). Costs are definitely higher in comparison with oil-derived plastics, and contrary to common belief, bioplastics are still plastic and should not be disposed of in nature or with food waste. In fact, biopolymers such as bio-PE and bio-PP are not degradable.

Toys made from plant-based plastics

Although bio-based plastics are an effective replacement for oil-based plastics, they are not widely used in the toy industry. For older children, the Green Energy Learning Kit by Genius Toy Taiwan is made of bio-based ABS and uses rechargeable batteries. The 7-in-1 Sand Toys by start-up company compactToys are a practical, travel-friendly, foldable set made from fully recyclable sugarcane. The ECO Shape Sorter Magic House by TIGRES uses a composite of bio-PE and wood. OPPI’s Flot Collection of funny bath toys mixes 40% plant-based plastic (bio-PP) with recycled wood fibre. Made from innovative plant-based plastics, Cinderella's Castle by Playmobil is an attractive Disney-licensed playset that appeals to children aged 1–4. 

The role of the chemical sector

The real challenge lies with the $4 trillion global chemical sector, which provides the essential materials for 95% of all manufactured goods worldwide. The World Economic Forum's report, “Nature Positive: Role of the Chemical Sector”, published in September 2023, emphasises the importance of 'sourcing responsibly and exploring the use of sustainably sourced, bio-based or recycled materials'.

About the author
Italian journalist Daniele Caroli has been editor-in-chief and contributor to international trade magazines in the nursery products and toy businesses since 1994. He was President of BCMI (Baby Care Magazines International) and of ITMA (International Toy Magazines Association). Previously, he had worked as a journalist in music and consumer electronics periodicals.