The toy industry, a realm of joy and imagination for children worldwide, is grappling with a significant challenge: its heavy reliance on plastic. With an estimated 90% of toys being made of plastic, the industry is a major contributor to the global plastic waste crisis. This reliance poses significant environmental challenges and has prompted leading toy manufacturers like Lego and Mattel to rethink their practices and explore sustainable alternatives.
Table of Contents
The Scale of the Problem
The sheer volume of plastic used by the toy industry is staggering. For every $1 million in revenue, the industry consumes around 40 tons of plastic. This translates to a massive amount of waste, as most plastic toys are not biodegradable and can persist in the environment for hundreds of years. It is estimated that approximately 80% of toys end up in landfills, incinerators, or the ocean, accounting for a significant portion of landfill plastics. This poses a severe environmental challenge with many of these discarded toys breaking down into microplastics that pollute ecosystems.
Beyond the waste issue, the manufacturing of plastic toys contributes to carbon emissions and uses chemicals that can be harmful. The toy industry’s reliance on plastic is not only an environmental issue but also raises health concerns for children, who are more vulnerable to the effects of environmental toxins found in plastics. Many of the 13,000 chemicals associated with plastics have not been thoroughly studied and some are known to be harmful.
Lego’s Commitment to Sustainability
Lego, a global icon in the toy industry, has been at the forefront of sustainability efforts. The company has set ambitious targets to reduce its environmental impact, aiming to reduce its absolute greenhouse gas emissions by 37% by 2032, compared to 2019. A key part of Lego’s strategy involves exploring alternative materials to replace traditional oil-based plastics, with the company having experimented with over 600 different materials. Currently, 22% of Lego bricks are made from non-fossil fuel sources, and they aim to increase this to 50% by 2026. Notably, Lego has introduced bricks made from sugarcane-based polyethylene, a significant step towards renewable materials.
Challenges and Innovations
Despite its progress, Lego has faced challenges in its sustainability journey. For example, the company had to halt the use of recycled PET plastics due to high costs and increased emissions from upgrading facilities. This highlights the complexity of balancing efficiency and sustainability in manufacturing. However, Lego remains committed to its long-term vision and has invested significantly, including $1 billion in a sustainable materials center. They also aim to make all their packaging recyclable by 2025. In the first half of 2024, Lego increased the renewable content in its bricks by 83%, demonstrating its dedication to sustainable practices.
Lego is also implementing a Supplier Sustainability Program, which mandates that suppliers set emission reduction targets by 2026 and further targets by 2028, demonstrating a commitment to reducing emissions across the entire value chain. These efforts are not just environmentally beneficial, but also good for business as the company has recently reported strong revenue growth, proving that sustainability and success can go hand in hand.
Mattel’s Path Towards Greener Toys
Mattel, another major player in the toy industry, is also making strides towards sustainability. The company has set a goal to use 100% recycled, recyclable, or bio-based plastics in all its products and packaging by 2030. Additionally, Mattel has pledged to reduce plastic packaging by 25% per product by 2030. They have introduced carbon-neutral toys, including the Mega Bloks Green Town building sets, and the first carbon-neutral Matchbox vehicle, the Tesla Roadster, made from 99% recycled materials.
Recycling and Circular Economy
Mattel has also launched the Mattel Playback program, allowing parents to send old Barbie dolls, Mega Bloks, and Matchbox cars back to Mattel collection sites for recycling and reuse, which has now been expanded to include non-electronic Fisher-Price toys. This initiative promotes a circular economy approach, reducing waste and encouraging the reuse of materials. They are also focused on implementing eco-design and circular economic principles into their packaging, creating packaging with a playtime purpose and considering environmental impact at every step. Mattel believes that sustainable practices not only benefit the environment but also introduce young people to child-friendly reduce, reuse, and recycling schemes, aligning with their goal to reduce the impact of their products on the planet.
The Broader Toy Industry and the Shift to Sustainability
The toy industry as a whole is facing increasing pressure to adopt more sustainable practices. Consumers, especially parents, are becoming more aware of the environmental impact of toys, with a recent survey indicating that 78% of parents consider the sustainability of a toy important. This rising awareness has prompted toy companies to explore alternatives to traditional plastic and to reduce their reliance on fossil fuels.
Challenges in Going Plastic-Free
While the demand for sustainable toys is growing, transitioning to a completely plastic-free industry presents significant challenges. Replacing plastic with sustainable materials is not always straightforward, as materials like wood may not be suitable for all types of toys. Recycled plastics also pose challenges, because of the uncertainty of their chemical composition, making it difficult to use them in manufacturing toys that must meet stringent safety standards. The complexity of toy design and the need for durability and vibrant colors often require specific properties that are difficult to replicate with alternative materials. However, several toy manufacturers are experimenting with bio-based and biodegradable plastics, exploring options such as PLA, PHA, and starch polymers.
Alternative Materials and Practices
As the industry shifts towards more eco-friendly practices, several alternatives to plastic are emerging. These include:
- Wooden Toys: A classic and timeless choice, offering durability and a natural feel.
- Bamboo Toys: A renewable resource that grows quickly and doesn’t require pesticides.
- Natural Rubber Toys: A fantastic material that is both safe and sustainable.
- Wool and Cotton Toys: Soft, cuddly, and safe for babies and toddlers, often made from organic materials.
- Bioplastics and Starch Polymers: Derived from renewable sources like corn starch or sugarcane.
- Recycled Paper and Cardboard: Creating fun toys from recycled materials reducing waste.
In addition to material changes, toy companies are focusing on smart design principles. This includes creating modular designs for easier repair and recycling, prioritizing durable materials to extend toy lifespan, and developing packaging that is smaller, recyclable, and compostable.
The Future of Toys: A Greener Playtime
The toy industry is at a critical juncture, facing the challenge of balancing the joy of play with environmental responsibility. While the transition away from plastic is not easy, companies like Lego and Mattel are demonstrating that significant progress is possible. They are leading the way by investing in sustainable materials, reducing emissions, and implementing circular economy practices. The shift towards sustainability is not just a trend but a necessary evolution for the toy industry. By adopting greener materials, innovative designs, and efficient manufacturing processes, the toy industry can create a future where playtime is not only fun but also responsible and sustainable. Consumers also play a crucial role by making informed choices and supporting toy manufacturers that prioritize sustainability. By working together, we can ensure that today’s toys do not endanger the planet of tomorrow’s children.
