Wooden toy specialist Le Toy Van believes it has a "big role to play" in shaping the toy industry's future in eco-sourcing and sustainability.
The message from the company this year is that it is now "ready to finish what it started some years back" in the promotion of sustainability and ethically-sourced materials in the manufacture of toys today.
The firm has told ToyNews that it plans to be plastic free by 2020, having already made sweeping advances towards the goal with major changes to its packaging and swathes of its toys.
The changes have been made amid the growing consumer awareness around the impact of plastics upon the environment. The firm believes that while consumer habits have kickstarted a changing mindset, it is up to company's like themselves to lead from the front in order to bring the biggest changes.
Marie Bureau, Le Toy Van's marketing director told ToyNews: "Sustainability is something we have always done but now we are really highlighting that fact.
"It is my belief that there is an alternative to all plastics. We have made some big changes that includes removing all plastic packaging and all plastic from our products, where we can.
"Recent concern around the topic has also highlighted that we have a big role to play in fighting plastic waste. Shoppers can change the way they buy, but the companies need to be changing too.
"If I use my time to remove plastics from our ranges and packaging, that will have a far greater impact than one consumer deciding to go plastic free.
"We have put a lot of investment into this movement while keeping our product prices down. Le Toy Van is absorbing the costs of going plastic free so our customers don't have to.
"It is such an important cause to be acting on. We want to finish what we started."