How Do We Make Toys More Sustainable?

Consumer CompactToys and Juvenile ProductsMarch 25, 2025

Sustainability is now a key market driver across all industries. Governments and retailers advocate for environmental and social responsibility while consumers prioritize products that align with their personal values and ethical standards. As a result, brands can no longer overlook sustainability in their supply chains, but what strategies and solutions are available for improving sustainability in toy production?

The future of the planet is now a key consideration for many parents – a recent study found that 45% of US parents under 40 consider environmental impact when purchasing toys.¹However, for toy manufacturers the benefits of embracing sustainability extend beyond the environment; it also ensures regulatory compliance, provides a competitive advantage in crowded markets and strengthens reputation and brand loyalty.

The toy industry is in a period of transition. Innovations like recycled and biobased materials in products, along with biodegradable and compostable packaging, are helping brands meet the expectations of eco-conscious consumers while at the same time adapting to the requirements of constantly updating regulations.

Regulatory landscape

The regulatory landscape is evolving as sustainability becomes an increasingly important factor in consumer product markets. In the European Union (EU), toy brands must prepare for the upcoming Toy Safety Regulation, which will replace the existing Directive 2009/48/EC (commonly known as the Toy Safety Directive). Once enforced, this regulation will strengthen consumer protection by reducing the availability of unsafe and non-compliant toys and limiting exposure to hazardous chemicals.

Toy brands must also consider the proposed EU Green Claims Directive, designed to ensure that environmental claims on products are accurate and transparent. This directive aims to protect consumers from greenwashing while encouraging the industry to adopt genuinely sustainable practices.

As part of the European Green Deal, the directive reinforces the EU’s commitment to ecological transition, requiring companies to provide clear, verifiable and scientific evidence for sustainability claims. Any business making unsubstantiated environmental claims will be deemed non-compliant and subject to penalties.

The enforcement of these new regulations will likely involve the EU Digital Product Passport (DPP). Essentially an enhanced digital version of the Declaration of Conformity (DoC), the DPP will introduce additional requirements, including commodity classification codes, CE marking and the listing of allergenic fragrances and substances of concern that are present in the toy.

While some of these initiatives do not yet have a fixed timeline, sustainability is now clearly central to Europe’s consumer product agenda. Brands, retailers and manufacturers operating in Europe should therefore already be preparing for these regulatory changes.

Going green

Significant challenges face manufacturers aiming for sustainability. The toy industry is one of the most plastic-intensive industries on the planet, with most plastics being derived from fossil fuels. In addition, many toys are quickly discarded and replaced, creating further environmental burdens.

A sustainable alternative to virgin fossil-based plastics is biobased plastics. These materials are derived either wholly or partially from renewable biomass, such as plants, fungi or agricultural waste. Because they are renewable, they have a lower environmental impact, although it should be noted that just because a material is biobased does not mean it is necessarily biodegradable.

Common biobased plastic alternatives include:

Aliphatic polyesters – e.g. Polylactic acid plastic (PLA) and polyhydroxy butyrate plastic (PHB)
Bio-derived polyolefin – e.g. Bio-derived polypropylene or polyethylene
Cellulose-based bioplastic
Starch-based bioplastic

A second option is recycling and the use of recycled materials. This is a central part of the circular economy model, with recycled plastics having the potential to significantly reduce our dependence on virgin plastic. One recycled material often used in the manufacture of plush toy bodies and fillings is recycled polyethylene terephthalate (rPET). However, some jurisdictions, such as Massachusetts and Ohio, prohibit the use of recycled materials in plush toys.

Finally, sustainability is not just about the product – it also extends to the packaging. Packaging is one of the most frequently discarded components in any toy product, so for manufacturers looking to make significant improvements quickly, exploring sustainable packaging alternatives is a good place to start. Brands should prioritize minimizing the amount of packaging and consider using biodegradable, recyclable or compostable materials.

Verification

Verification is critical in markets where greenwashing threatens consumer trust. With EU regulations emphasizing transparency and accountability for sustainability claims, and consumers able to verify sustainability claims through the DPP, manufacturers should prioritize verification through independent science-based assessment and audits.

There are several benefits to this approach:

Differentiates products in competitive marketplaces
Demonstrates corporate commitment to environmental, social and governance (ESG) principles
Opens doors to markets and customers who prioritize sustainability
Enhances brand image and builds trust

SGS solutions

Our green marks provide third-party credibility to single-attribute environmental claims. Through product certification, we help brands gain market trust while reducing the risk of greenwashing. All assessments comply with ISO/IEC 17029 and ISO 14065 standards, ensuring reliable verification.

A variety of sustainability-related single-attribute schemes are available for toys, including Biodegradable, Biobased, Recycled Content, PFAS Screened and Product Carbon Footprint. In addition, packaging can be verified as Biodegradable and/or Compostable.

Our experts can use near-infrared (NIR) spectroscopy or differential scanning calorimetry (DSC) to determine the presence of recycled polyethylene (rPE) and recycled polypropylene (rPP). Where their presence is detected, the percentage of content can then be reported.

With sustainability continuing to reshape the toy market, brands taking proactive steps are best positioned for lasting success. With a comprehensive range of solutions, we are ready to support you in achieving your sustainability goals.

Learn more about SGS toy testing and certification services.