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TOTAL LICENSING
By Reyne Rice, Trend
Specialist for the Toy
Industry Association
Green Toys Now a Sustainable Market
Why Green? Why now? Many toy and turing techniques, low-impact packag- games use all-wooden components,
game companies have been quietly and ing or reusable packaging. Multiple cat- and are packaged in wooden boxes.
successfully producing earth-friendly egories include dolls, infant/preschool, They plant two trees for every tree
toys for years. Other companies are plush, games and puzzles, arts & crafts, used to create their games. Toy Quest
just starting to branch out into this building and construction, activity toys has partnered with Small World Toys
segment. Why Green? Why now? The and science and discovery toys. to distribute a new environmentally
answer is simple. Green products rep- Eco-Friendly Learning: Some products friendly 40-product line, Planetcare
resent a strong consumer focus, and focus on the educational component Toys, to the specialty market. The line
retailers are actively seeking expansion by teaching kids about endangered consists of organic plush, wooden toys,
within the segment to meet consumer species, nature and the exploration of hand-crank electronic toys and toys
needs. science. Planet Earth licensed products made from recycled plastic materials.
In fact, kids are likely to be the most use the HDTV visual imagery by the Mattel has initiated their Barbie B-
Reyne Rice is a seasoned
vocal advocates for family action on BBC for Imagination Entertainment Cause line of girls’ cloth fashion acces-
toy industry professional
environmental issues. Simmons Kids DVD Planet Earth Game, USAopoly sories by recycling fabric end cuts and
with over 25 years’
USA National Consumer Survey con- Planet Earth Monopoly, and Canadian remnants from the Barbie doll clothing
experience in marketing,
firms that nearly three-quarters of US Group Planet Earth
researching and
kids in their surveys encourage their puzzles. Other
analysing the toy
families to buy recycled paper prod- manufacturers fo-
industry. She has an
ucts, and more than half of the sur- cus on how kids can
encyclopedic knowledge
veyed 6-to-8 year olds ask their par- make an impact on
of toy products and
ents to buy green products. A recent their little corner
works with the Toy
Packaged Facts report “The Kids and of the world, such
Industry Association as
Tweens Market in the US” concludes as IdBids plush and
their Toy Trend Specialist.
that US consumers spent over $123 mini-books. Trad-
billion on products for 36 million 3-to- ing card company
For more details visit:
11 year-olds in annual 2007. By 2012, XEKO, has expand-
www.toyassociation.org
total spending on this age group is ex- ed their collectible
pected to rise to $138 billion, with kids trading cards range
wielding an even greater monetary in- to cover additional endangered species
lines. Funrise has introduced the Tonka
fluence for their preferences. in Mission: China, as well as Indonesia,
Go Green Recycling truck to encour-
How does the toy industry take on Costa Rica and the original Madagas-
age kids to role-play their part in the
the challenge in 2008? The greening car Series. DIY solar-powered kits, hy-
recycling effort.
of the toy and game industry will take drogen model cars by Corgi and other
Safe and secure for infants and tod-
on many forms in 2008. The spectrum science and discovery kits encourage
dlers: Aurora’s Eco-Plush line has two
ranges from completely green manu- tactile first-hand learning experiences.
targeted age segments, one designed
facturers who use sustainable products ToyQuest’s Mad Science line, Jakks
for infants and another created for
and processes in their manufacturing Pacific’s Discovery Kids range, Uncle
older kids. They are manufactured from
and packaging to mainline manufactur- Milton’s astrology and exploration
organic and natural soy and kapok ma-
ers who have begun to incorporate se- products, and Thames and Cosmos’
terials, portraying endangered species
lect product line launches, that repre- hands-on science kits, encourage kids
animals such as the penguin, panda and
sent a green alternative line. Products to learn and expand their creativity in
polar bear. The Kids Preferred Peter
incorporate wood, quality high-grade fun, meaningful ways.
Rabbit Naturally Better plush range is
natural materials, soy and bamboo ma- Sustainable manufacturing using wood-
made of eco-friendly certified organic
terials, organic fabrics and vegetable or en products from re-planted forests,
cotton. The plush bunnies mesh with
soy-based dyes, low-impact manufac- or other recycled materials: Plan Toys
the World of Beatrix Potter Initiative,
has manufactured their wooden toy
with the aim of developing products
products in Thailand since 1981. Their
which are better for the environment,
motto has always focused on Green,
better for consumers, and better for
Safe, Smart. They create eco-friendly,
the people who make them.
natural wooden toys that respect the
There are many shades of green in
environment. Non-toxic colored paint
2008, and enough options for retailers
and glues adhere to the products, and
to choose from, as they plan their own
all packaging and promotional materi-
green in-store merchandising, both in
als are recyclable. A newer entry into
the toy aisle and as a broader state-
this sustainable segment is award-win-
ment for their eco-friendly focused
ning Blue Orange Games. Many of their
consumers.
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