The Power of Authenticity: How Toy Companies are Promoting Sustainability

globe-made-of-bricksApril 21, 2023 | The Toy Association named “Be Authentic” as one of the top toy trends of 2023, reflecting the rise of conscious consumers seeking toys that offer deep play value while supporting companies that are enacting positive change in the world.

As part of this trend, expect to see a demand for toys that not only teach social responsibility, diversity, and sustainability, but are also made by companies that engage in these practices behind the scenes.

These values align well with Earth Day (April 22), a time to promote environmental protection and emphasize the importance of corporate social responsibility.

“As shoppers become more aware of the impact of their purchases, companies that prioritize environmentally friendly practices are likely to see increased demand for their products,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “Toy companies will also seek to form meaningful partnerships to ensure that their toys reflect these values as they create a more sustainable and equitable world for future generations.”

Toy Association members have launched new initiatives and products that demonstrate their commitment to sustainability and the environment. The following are just a few examples of the many ways companies are working to invest in a more sustainable future and promote eco-friendly practices through play.

  • Spin Master released its first-ever Climate Action Plan that maps pathways to reduce the company’s carbon emissions. Goals include reducing emissions by 70 percent by 2030 and achieving net-zero emissions by 2050; and waste reduction targets of 85 percent in owned and leased facilities by 2025 and achieving zero waste by 2035.
  • Moose Toys committed to target net-zero greenhouse gas emissions by 2040. The company is also investing in 100 percent renewable energy, working to reduce its reliance on air freight, and reimagining packaging to rely on less plastic.
  • Newly launched in time for Earth Day this year, Playmobil’s Wiltopia: Tropical Jungle Playground and Wiltopia: Paddling Tour with River Dolphins are animal-themed playsets that teach kids about creatures and natural habitats. The Wiltopia line is the first Playmobil product range to be made from an average of more than 80 percent sustainable material.
  • IMC Toys introduced Cry Babies Little Changers, which are made from plant-based materials. In this latest Cry Babies storyline, the characters learn to adopt environmentally friendly habits that help them to create a more sustainable routine in their everyday lives, which encourages kids to care about the planet.

This report is part of a Toy News Tuesday series that explores trends and how they can serve as brand-building tools and inspiration for the toy industry. For more Toy Association trend coverage and information, visit

To have your company's sustainability efforts and environmentally-focused products featured by The Toy Association, contact Maddie Michalik.