Selfridges adds over 90 new lines to sustainable toy offering as part of its Project Earth campaign

Selfridges is throwing its weight behind the sustainability movement, having added in over 90 new lines to its sustainable and eco-friendly toy ranges as part of the retailer’s ongoing Project Earth initiative. The department store brand voiced its support of the wide-reaching sustainability movement last month.

Project Earth is the retailer’s commitment to change the way we all shop by 2025. It builds on the steps that Selfridges has taken over the last decade to put sustainability at the centre of its business. The movement aims to address the materials used in products, launch and explore new retail models such as repair and resell, and engage with teams, partners and customers to inspire a shift in mind-sets.

Highlighting the importance of the role that the toy industry has to play in the global-spanning sustainability mission, Selfridges has welcomed a number of new toy partners and product lines to the fold this year, including the likes of Green Toys, Keel Eco, Le Toy Van, Carioca Eco, and Play for Future.

Selfridges toy buyer, Kristie Walker, said: “As part of our Project Earth initiative, we’ve added over 90 new lines to our sustainable toy offer, with the objective being to grow and build on this each season. Toys are one of the first touch points in childhood education, and sustainable toys allow children to start to interact and understand the importance of the environment through materials and play.

“When built upon throughout development, sustainable toys can play a part in making earth conscious decisions later on.”

Leading the line up, Green Toys has launched a range made entirely from recycled plastic milk bottles at Selfridges. While creating inspiring and long-lasting toys for little ones, Green Toys ensure that they are also earth-friendly, BPA free and come in fully recyclable packaging.

Meanwhile, the traditional toy maker Keel has now launched it new range of sustainable soft toys at the retailer. Keel Eco products are made from 100 per cent recycled materials and stuffed with polyester made from plastic waste. Each toy depicts an endangered species that is weighted with recycled glass beads.

British makers Le Toy Van joins the fold with a collection of wooden toys that are hand finished and made ethically from sustainable materials. Le Toy Van use and replant a by-product of the rubber industry, rubberwood, which they recycle into eco-friendly, high quality wooden toys.

By re-purposing Rubberwood trees that have reached the end of their rubber-giving lives, Le Toy Van aims to reduce the omission of greenhouse gasses that would otherwise be made during the burning of these ‘waste’ trees.

Next up, Carioca has launched its first range of stationery products made with 70 per cent post-consumer recycled plastic. The range of felt-tip pens, crayons, and jumbo pens are made from EcoAllen – a plastic material obtained from recycled food and drinks packaging made of polylaminates (usually used in milk and juice packaging).

These materials are largely made of cellulose, plastic and aluminium that would otherwise go into landfill and make the ultimate back-to-school staple for any young trend-setter.

Finally, Play for Future’s range of sustainable toys and puzzles are made from 100 per cent recycled materials. Not only do they encourage environmental care in young people, but they also stimulate visual perception skills from a young age. Each of their products are made from recycled materials like paper and are 100 per cent sustainable.

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...

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