PlanToys to re-educate kids on food waste and sustainability with latest toy line

PlanToys has taken its sustainability efforts to another level, with the UK launch of a new range aimed at dispelling the perception of wonky fruit and vegetables

The product range of Wonky Fruit and Vegetable toys aim to re-educate children across Europe, following research from Edinburgh University that suggest that over one third of farmed fruit and vegetables never makes it to supermarket shelves.

PlanToys has highlighted the new launch as ‘very important for the UK,’ as it sets out on helping consumers realise the sustainable impact they could be contributing by casting off the perceptions of wonky fruit and veg.

“PlanToys is in collaboration with the Dutch social enterprise Kromkommer to try and change this mindset,” Phil Nelson, co-founder of LittleConcepts, the UK distributor of the PlanToys toy range, told ToyNews.

“We want to educate kids of this fact and hopefully in the future we can reduce this amount of waste.”

The range of PlanToys products will be among a raft of new products to be landing in the LittleConcepts UK warehouse in just under a week’s time. Nelson is already confident that the line will perform well at retail, having seen “fantastic response from retailers,” across the Toy Fair season.

Nelson believes it is perfect timing for the product range and growth of the PlanToys and LittleConcpets brand name here in the UK, as he has witnessed a slow down in the ‘fast fashion’ trend and the desire of consumers to shop for more sustainable products ‘from brands with a clear environmental consciousness in their supply chain.’

Nelson continued: “This year, PlanToys has really pushed through innovation and is now using 100 per cent natural rubber from rubberwood trees in their products, like the new Water Play Set. The founder of PlanToys is really excited about this as it completes his vision of using every part of the tree in production.

“Fast fashion is really slowing down and consumers want to purchase long lasting, quality items. They are making a conscious choice to shop for sustainable products from brands.”

Alongside the new PlanToys items, LittleConcepts is launching new products from brands including MOLUK, Makii and Makedo.

“Yes, 2019 is going to be tough in the industry, but we absolutely love working with our retail partners to bring new and exciting products into the market,” said Nelson. 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

Hasbro named in 100 Best Corporate Citizens list for 11th consecutive year

Hasbro has been named in 3BL Media’s 100 Best Corporate Citizens 2022 ranking, marking the …