Families are seeking toys that do more than entertain. They want products crafted with care for the environment, using thoughtful materials and offering lasting value. In response, brands across the industry are rethinking how they design, source, and package their products. From plant-based building materials to responsibly harvested wood and recyclable components, sustainability is becoming a core part of modern play.
At Spin Master, we’re committed to creating magical play experiences for children and their families while also being responsible custodians of the world these children will one day inherit. To that end, we are exploring opportunities to reduce the use of virgin materials in toys through innovative methods or by incorporating recycled or responsibly-sourced content. Our goal is to maintain the best play experience while also finding ways to reduce our impact on the environment.
For Spin Master, that means 100% recycled toys, like its Rubik’s Re-Cube, GUND plush, and numerous wooden toys. An updated Etch A Sketch consists of 75-85% recycled plastic, and its PAW Patrol line features vehicles made from recycled plastic. “All of the claims are called out on packaging or hang tags on the items to make it known to the consumer,” Smitham says.
Bio-Based Materies and Dissolvable Designs
A key area experiencing significant growth is the use of bio-based materials. Schylling’s S’noodles utilize a corn-based formula that is biodegradable, lightweight, and easy for young builders to manipulate. The pieces stick together with water, creating a sensory-rich alternative to traditional construction play while reducing reliance on plastic.
“They’re safe for kids and gentle on the planet,” says Schylling president Paul Weingard, noting that the pieces use food-safe dyes and a cutting tool made of paperboard. “We wanted an activity line to be something kids (and parents) could feel good about using while not compromising on play value.”
Developing S’noodles was as natural as the toy itself. “At Schylling, we love creating fresh and memorable products that deliver a whimsical surprise. The inspiration for S’noodles came from watching how kids naturally gravitate toward tactile, open-ended materials,” he says. While S’noodles are better for the planet and great for kids, Schylling also wanted to create great toys. “Choosing a sustainable material wasn’t just a trend decision — it aligned with our efforts to and better for the environment, to be more than just another construction toy,” Weingard shares.
Meanwhile, brands like Tiger Tribe focus on compact, low-waste kits that minimize materials without compromising creativity, and offer plastic-free packaging. The company removed shrink wrap, plastic ties, and plastic insert trays and bags from toys in 2022. Its stationery no longer has acetate windows. The company also developed a line of eco-friendly products manufactured with sustainable materials, including a Stack & Pour Bath Egg ($15), Waterslide Marble Eco Run ($30), and Rainbow Roller Xylophone ($50).
The Durability and Appeal of Eco-Conscious Builds
Wooden toys remain a significant pillar of sustainable design. Companies like Tenderleaf Toys and Goki use responsibly sourced timber for long-lasting construction that families can pass down for years. These toys emphasize craftsmanship, tactile play, and durability, offering an eco-conscious option that aligns with Montessori-inspired learning.
“Sustainability and responsibility aren’t just buzzwords at Goki,” says President Thomas Bellizzi. “They’ve been core to our company culture from day one, shaping every process from material selection to final production.” The family-owned business has been operating for more than 40 years, providing durable wooden toys for generations.
“Our goal is to create toys that delight children, make their world more colorful, and respect the world they’re growing up in,” Bellizzi says. Noting that toys like 3-D Tic Tac Toe ($26.95), Ball Tower Puzzle ($42.95), and Balance Board Labyrinth ($79.95) are educationally valuable, built to last, and “manufactured under socially and environmentally responsible conditions.”
Goki is committed to sourcing materials responsibly, relying on sustainably managed forests managed with responsible forestry practices. The company collaborates with regional partners to establish short supply chains, thereby reducing its carbon footprint. “In production, we emphasize longevity, quality, and fair working conditions,” Bellizzi says.
The Sort Box ($31.96), part of the Goki 66 collection, celebrates peace, love, and harmony. | Source: Goki
He adds that Goki has removed plastic packaging and continues to optimize its process to continuously support climate-friendly production. “We give back more than we take. What began over 20 years ago has become part of our DNA,” he says. The company plants more trees every year than it harvests, and utilizes solar panels to power its facilities.
Recently, the company launched Goki66, inspired by the colorful Flower Power movement of the 1960s. “The 1960s were a time of change, protest, music, and joy,” Belizzi says. Inspired by Founder Gerhard Gollnest’s experiences, the company offers bold toys for today’s kids.
Spin Master acquired Melissa & Doug in 2024, a brand known for its wooden toys. Spin Master remains committed to the brand’s dedication to 100% paper products. The company sources more than half of its wooden toys from responsibly managed forests. “These timeless toys are built to last and often become heirloom items being passed from one generation of children to the next, Smitham says. Beauty Vending Machine, Blockables Dinosaurs Play Set, Simmer & Stir Stovetop Play Set With Water Wow! Color Reveal, Flip & Fry Grill Play Set With Water Wow! Color Reveal ($27.99-79.99), all in The Toy Insider’s Holiday Gift Guide, are among Melissa & Doug’s newest toys this year, and are made from sustainable wood.
For open-ended makers, Makedo prioritizes recyclable cardboard construction, empowering kids to transform everyday materials into creative builds. Its kid-safe, reusable tools reduce waste while encouraging imaginative problem-solving. Kids can use the Starter Kit ($9) or Safe-Saw, Scru-Driver, and Fold-Rollers ($6-9) to upcycle existing cardboard, including the items’ packaging, to create new toys.
Squeezable Plush Without Compromise
Plush is also evolving. GUND’s sustainable Bluey plush shifts toward recycled fabrics and fillings, offering fans of the series a softer footprint without sacrificing quality or collectibility. Each plush takes 10 recycled water bottles to manufacture. GUND began producing its 100% Sustainably Soft Plush in 2022 and offers Sustainably Soft Plush Bingo and Sustainably Soft Plush Bluey ($27.99) for kids of all ages. New this year, Bluey and Bingo are super soft with true-to-show details and countless hugs to offer. Spin Master, which owns GUND, described the collaboration as a “strategic choice” to offer kids these beloved characters in an eco-friendly way. “Giving it was for the infant category, it made perfect sense to offer a soft, sustainable option,” Smitham says.
GUND’S Sustainaby Soft Plush ($27.99) offer kids beloved characters in an eco-friendly way. | Source: GUND
GUND began producing Sustainably Soft Plush in 2022. | Source: GUND
The plush offers endless hugs with true-to-show details. | Source: GUND
Each plush is made from 10 recycled plastic bottles. | Source: GUND
Although this move reflects a broader trend toward responsible manufacturing in character-based products, GUND’s initiative is not solely dedicated to Bluey. Smitham says even a standard teddy bear is traditionally made with 10 recycled water bottles.
The Future of Greener Toy Design
From plant-based compounds to reusable tools and responsibly sourced wood, sustainable design is integral to the toy industry’s long-term outlook. These innovations show how brands are working to reduce waste while supporting meaningful, hands-on play.
These companies plan to move forward with more eco-friendly play in 2026. Spin Master plans to make more recycled plastic toys, while Schyilling sees a future it calls mindful and earth-friendly. “There’s a lot of room to play,” Weingard says. “The response so far tells us that S’noodles have struck a chord, and we’re excited to keep building on that momentum.”
“Well-crafted wooden toys often become lasting companions, passed down from child to child and generation to generation — an approach that’s both ecologically responsible and emotionally meaningful,” shares Bellizzi. For Goki, the present is the future. He adds, “Today’s consumers expect more than sustainably produced toys — they expect genuine commitment. …It’s a conviction we’ve lived for decades.” For Bellizzi and Goki, it’s simple: “Everything we do, we do for children.”
S’NOODLES
Kids can dampen, dab, and stick the colorful S’Noodles together to make unique creations with this low-mess craft kit. The eco-friendly S’Noodles are made from corn and are biodegradable. Choose from four themes: dinosaur, lion, robot, or unicorn.
Product Facts
- MSRP:
- $9.99
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STACKING LITTLE MAN PRINCE
This hand-painted stacking tower features a rounded bottom, adding an extra challenge for kids as they move it back and forth. It promotes motor skills and coordination, and is manufactured sustainably.
Product Facts
- MSRP:
- $19.95
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GUND BLUEY AND BINGO SUSTAINABLY SOFT PLUSH
The GUND Sustainably Soft Bluey and Sustainably Soft Bingo plush are 13-inch, ultra-soft versions of the beloved characters, crafted with 100% recycled fabrics, fiber filling, and beads. Featuring Bluey’s and Bingo’s signature colors, embroidered details, and huggable design, it’s perfect for snuggling or display. Sold separately.
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BEAUTY VENDING MACHINE
This wooden vending machine comes wth play coins, nine beauty items, and a reusable activity card. Kids can sort, stock, and “purchase” play cosmetics while building early skills through hands-on pretend play.
Product Facts
- MSRP:
- $79.99
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BLOCKABLES DINOSAURS PLAY SET
This 69-piece wooden block set features snap-together dinosaur pieces. It supports fine motor skills, problem-solving, and imaginative play. The packaging converts into a play space.
Product Facts
- MSRP:
- $39.99
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SIMMER & STIR STOVETOP PLAY SET WITH WATER WOW! COLOR REVEAL
This stovetop playset uses water-based, color-change technology to “cook” play food. It includes a stovetop, water tools, a pot, veggies, proteins, sauce cards, and an activity card.
Product Facts
- MSRP:
- $31.99
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FLIP & FRY GRILL PLAY SET WITH WATER WOW! COLOR REVEAL
This playset includes a grill, a griddle, and a fryer with water-based, color-changing food for pretend cooking. Accessories like a spatula, a fryer basket, and condiments support hands-on, skill-building play.
Product Facts
- MSRP:
- $27.99
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RUBIK’S RE-CUBE
Source: Spin Master
Source: Spin Master
Source: Spin Master
This 3×3 cube is made with 100% recycled plastic, features a classic design, and comes with 100% sustainable packaging. There are 43,252,003,274,489,856,000 of arranging the squares, can you solve it?
Product Facts
- MSRP:
- $12.99
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Author: 360 Technology Group
