Slime specialists, Zimpli Kids has joined the war on ‘toy tat’ covermounts.
The company has reaffirmed its own position on sustainability within the industry and calling out many of the giveaway toys used with children’s magazines for ‘having very little play value.’
According to the firm that now boasts a 100 per cent degradable product portfolio, the use of cheap plastic toys on the cover of children’s magazines are not only bad for the environment, but have very little play value.
Zimpli Kids, the company behind products like Slime Play, Gelli Play and Glitter Slime Play has been working closely with Egmont, Immediate Media and DC Thomson to deliver a series of slime-themed issued featuring its Slime Play covermount, but believes efforts to introduce more eco-friendly toys to initiatives like this needn’t end there.
‘Sustainability really is a hugely important factor to us at Zimpli Kids,” Jessica Coy, head of marketing at Zimpli Kids, told ToyNews.
Up until recently, 99 per cent of Zimpli Kids’ products were biodegradable with the exception of the Glitter in its Glitter Gelli Baff. However, the firm has now sourced and put into use a cosmetic Bio Glitter made from a biodegradable film that dissolves in sea water.
It’s in accordance with the standard ASTM D7081-05.
“We are now proud to say that 100 per cent of our entire product range is degradable and we will continue to be committed to reducing our environmental impact,” added Coy.
A release from the firm has highlighted Zimpli Kids’ continued work to provide covermount solutions for magazine publishers ‘with excellent play value and no bulky plastic waste in sight.’
‘We have created unique covermounts bags of our most popular products to bring 100 per cent safe, degradable slimy fun to children’s magazines worldwide,’ it stated.
“Gelli Baff and Slime Baff have over four billion views on YouTube from independent reviewers worldwide, a figure which proves the popularity of our products. The ‘Just add water’ covermounts have been a huge success for us so far, especially the Slime, which is still a hot trend.
‘We have been working closely with Egmont, Immediate Media and DC Thomson to bring their magazine readers a slime filled issue, with our Slime Play covermount.”
Plastic ‘toy tat’ covermounts have become hot topic and the focus of a campaign run by Authors4Oceans and children’s author Horatio Clare to purge children’s magazines of ‘landfill, single use’ toys.
According to Clare, more than 3,000 tons of plastic waste is generated through discarded toy giveaways via children’s magazines each year.
Egmont responded to calls from the campaign group stating that tackling the issue was ‘at the top of its agenda.’