Sustainability in Toys: How the Industry is Building a Greener Future
- womenintoys
- 5 days ago
- 2 min read
As consumers demand more eco-conscious products, the toy industry is stepping up its sustainability efforts. From sourcing sustainable materials to reducing carbon footprints, companies are recognizing that the future of play must also consider the future of the planet.
In honor of Sustainability Month, we’re taking a closer look at how the toy industry is evolving—and how brands like LEGO are leading by example.
The Need for Sustainable Innovation in Toys
The toy industry has long relied on plastic as a primary material, but with growing environmental concerns, companies are exploring alternatives. The shift isn’t just about using recycled materials; it’s about rethinking the entire lifecycle of a product—from production to packaging to what happens when a child outgrows their toys.
Studies show that more than 90% of toys are made from plastic, much of which is not easily recyclable. This makes sustainability a critical conversation for brands, especially as parents and kids alike demand more environmentally friendly options.
So, how are toy companies responding?
LEGO: A Case Study in Sustainability
One of the most well-known toy brands tackling sustainability head-on is LEGO. The company has made bold commitments to reduce its environmental impact, setting a high bar for the industry.
Sustainable materials. LEGO aims for all products to be made from sustainable materials by 2032, testing over 600 alternatives to traditional plastics. (LEGO Sustainability)
Renewable energy investments. LEGO has increased its solar energy capacity by 61% and is committed to achieving net-zero greenhouse gas emissions by 2050.
Keeping bricks in play. Rather than letting bricks go to waste, LEGO encourages reusing and repurposing through programs like LEGO Replay, where used bricks are donated to kids in need.
While LEGO’s efforts are worth celebrating, they represent just one piece of the puzzle in the broader movement toward sustainability in toys.
Other Toy Brands Making an Impact
LEGO isn’t alone in this mission. Many toy companies are implementing sustainable practices, including:
Mattel’s Playback Program allows consumers to send back old Barbie, MEGA, and Matchbox toys for recycling.
Hasbro’s Sustainable Packaging Pledge is the company’s commitment to eliminating plastic from packaging by 2025.
Green Toys is a brand built entirely around sustainability, using 100% recycled plastic for all products.
These initiatives signal a positive shift in the industry, proving that sustainability isn’t just a trend—it’s the future of toy manufacturing.
The Role of Consumers in Driving Change
While toy brands are taking action, consumers also play a key role in shaping the future of sustainability. Parents and gift-givers are increasingly looking for eco-friendly toys, pushing companies to prioritize sustainability. Here’s how you can support this movement:
Choose eco-friendly brands that use recycled materials or sustainable packaging.
Extend the life of toys by donating or reselling instead of discarding them.
Support companies with strong sustainability commitments, ensuring your purchase aligns with your values.
Sustainability isn’t just about what brands do—it’s about what we demand as consumers.
A Message from WiT
At Women in Toys, Licensing & Entertainment (WiT), we believe that innovation and sustainability go hand in hand. As the toy industry continues to evolve, companies that prioritize eco-friendly initiatives will shape the future of play.
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