Germans spend more than three billion euros on toys every year, and the trend is rising. This means large amounts of waste – and not just because of the packaging. Many toys are made of conventional plastic, break quickly or are only interesting to the child for a short time. The industry is therefore rethinking: it is relying on renewable raw materials and recycled materials, working on the circularity of its products and promoting repairability.

The concept of rental toys extends the life of the toy by returning/passing it on after (short) use. Game publishers produce according to the cradle-to-cradle principle. Major toy manufacturers are starting their own recycling programs to recycle toys into park benches, watering cans or cans. There are many individual initiatives. It is important to promote sustainability, healthy play and circular usage concepts as a counterpoint to the throwaway mentality and mass consumption.

A large proportion of the toys come from global supply chains in which non-transparent working conditions prevail. Even with musical instruments, it is not always clear where, for example, the guitar wood comes from or whether an instrument was manufactured fairly. As part of the supply chain law, the industry is required to create more transparency. The combination of classic toys with digital media requires special attention. The toy industry has the power to communicate sustainability concerns to children and adults in a playful way. This is perhaps where the greatest leverage lies.

The industry includes, for example, the production of toys, leisure items and musical instruments.