Zapf Creation cuts single-use plastic production by 65 tonnes in one year

In the first year of its commitment to plastic-free packagaing, Zapf Creation has cut production of single-use plastic by over 65 tonnes – the equivalent weight of 10 African elephants.

The manufacturer behind Baby Annabell and BABY born, the UK’s two leading nurturing doll brands, committed to plastic-free packagaing in January 2021. It has since banned single-use plastics including cable ties, viewing windows, plastic bags and blister packs from all of its new packaging.

This packaging makes unboxing easier and more fun for children and parents, with fewer fiddly ties and no need for scissors, plus it can be disposed of alongside household recycling to be repurposed again and again.

Zapf’s plastic-free packaging is easily identifiable by the sunflower logo which can be found on the front of their boxes and is being made even more prominent for their on-shelf presence this year.

Sustainability in toys is becoming an increasingly important consideration in purchasing decisions, with a recent study from Spielwarenmesse showing that 60% of respondents consider toys, alongside clothing and food, to be among the most important categories in relation to sustainability.

The study also found that 62% of parents now believe that sustainably produced toys are not just a passing fad and will continue to be a permanent element in the range of goods available. 

Kasia Leskow, Head of Marketing UK at Zapf Creation, explains: 2021 saw us take our first major step in reducing single-use plastic across our Zapf creation brands. Our commitment to going plastic-free with our packaging is in line with both our company beliefs, as well as a growing call for more environmentally friendly solutions from parents and children alike. We are very proud that the changes we’ve made so far have reduced single-use plastic production by over 65 tonnes in just 12 months and we will continue to drive this across our entire product range in 2022.“

Zapf Creation remains on target with its commitment to have all products in plastic-free packaging by the end of 2022, across not only the UK but the whole of Europe.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

Check Also

Mattel unleashes Jurassic World Dominion toy range on London to mark National Dinosaur Day

To celebrate National Dinosaur Day on Sunday 15 May, Mattel has unveiled fun new research …