The toy industry, valued at a staggering $109 billion, faces a persistent reliance on plastics such as polyurethane, silicone, spandex, and polyester. Alarmingly, over 90% of toys—including dolls, building blocks, and playsets—are made from these materials, illustrating the deep-rooted plastic addiction within the sector.
As major players like Lego and Mattel grapple with this challenge, they have found reducing virgin petroleum-derived plastics to be a formidable task. In September, Lego extended the timeline for discovering alternative materials after testing more than 600 options without success. Meanwhile, Mattel is experimenting with bioplastics for its Fisher-Price toys and sourcing ocean-recovered plastic for select Barbie dolls.
Looking ahead to 2025, experts assert that toy makers must commit more seriously to bioplastics and recycled materials while exploring innovative business models. A crucial component in this transition involves making eco-friendly choices more accessible to consumers. Sharon Keilthy, a former McKinsey consultant and founder of Jiminy Eco Toys, emphasizes that offering clear choices is essential for consumer engagement in sustainability.
However, the availability of climate-conscious toys remains limited in conventional retail spaces. Despite a growing awareness of environmental issues, sales of non-plastic toys have remained stagnant as consumers prioritize affordability amid economic concerns. Frederique Tutt, a global toy industry advisor, notes that consumer interest exists but is not reflected in sales growth.
Durability also plays a critical role in toy purchases, particularly among parents under 40, who seek longevity in products. This focus on durability is one reason companies like Lego and Mattel are slow to move away from traditional plastics. Many consumers are willing to invest in higher-quality, longer-lasting toys, which are often viewed as more emotionally meaningful.
While the concept of repairability is gaining traction, it largely exists on the fringes of the market. Parents express a desire to fix toys rather than discard them, yet big manufacturers have yet to fully embrace this model. However, several small businesses have emerged to offer toy repair services, showing potential in this niche area.
In response to evolving consumer attitudes, the industry is urged to consider resale initiatives and recommerce services, which could create a circular economy for toys while ensuring safety and quality. As trends like thrifting gain popularity among younger generations, there is a significant opportunity for toymakers to create value in their products long after the initial sale.
As the toy industry navigates these complexities, its future sustainability will hinge on its willingness to innovate in materials, promote repairability, and adapt to changing consumer preferences.
Source: https://trellis.net/article/lego-mattel-toymakers-struggle-replace-plastic/