What’s the big deal with plastic toys?

There is a thriving second-hand market for them, they are not single-use and quality brands like Lego last for generations, so what's the problem?

In a world overflowing with toys, most are made of plastic—and not without reason. Plastic toys are affordable, widely available, and come in bright, captivating colours. Their designs include familiar characters from movies and TV shows, and they often incorporate lights, sounds, and interactive features to instantly engage children. The convenience they offer parents is undeniable: these toys can entertain, teach basic skills like counting and letter recognition, and give parents a few moments of peace. And if there’s one takeaway from watching The Lego Movie, it’s that some plastic toys can provide seriously creative and open ended play experiences for children. 

One major downside…

The reality is that the toy industry is one of the largest consumers of plastic. 90% of all new toys sold today feature some form of plastic. According to a United Nations report, the toy industry has the highest plastic intensity of any consumer goods sector. It uses around 40 tons of plastic for every $1 million in toy company revenue—equivalent to the weight of about 200 million elephants in plastic each year.

The environmental impact of plastic, particularly microplastics, has become a critical issue. Microplastics now pervade ecosystems worldwide, from the deepest parts of the ocean to the highest mountain peaks, affecting everything from marine life to soil health. Concerns have also been raised about the possible health impacts of exposure to microplastics, as plastics contain or absorb hazardous chemicals that may lead to respiratory, hormonal, or immune system issues. Research is also emerging that shows that plastic continues to emit greenhouse gases (in air and submerged in seawater) for an undetermined and potentially indefinite period  contributing to climate change.

And while recycling is often touted as the solution to plastic pollution, it is broadly difficult and especially hard for toys, which typically contain many types of plastic — hard, soft and multi-coloured — and other materials. Plastic recyclability depends on purity of the product — clear water bottles for instance — which consigns most toys to landfill or incineration. There, they join the estimated 22 million tonnes of plastic waste that enter the environment each year. Plastic pollution is a planetary threat and structural inequities in the plastics value chain make it eight times more expensive to handle for lower-income countries, according to a recent report by the World Wildlife Fund.

There has also been continuing controversy about health risks with the various chemicals and compounds used to make plastic toys bend, twist and soften. Regulations have been introduced over the years in most of the world, but more than 125 out of the 419 chemicals found in hard, soft and foam plastic materials used in children’s toys could potentially harm children’s health, according to a study published in “Environmental International.”

So…what can we do?

When we look at the magnitude of environmental issues like plastic pollution, it can feel overwhelming. It’s easy to think that meaningful change is out of our hands and up to governments or large corporations to fix. And while large scale systemic change is of course crucial, the impact of individual actions shouldn’t be underestimated. 

On a personal level, small steps toward reducing plastic consumption can make a difference, especially when it comes to the choices we make for our children. Opting for fewer, well-made toys crafted from sustainable materials not only lessens waste but also encourages our children to engage with toys that spark open-ended play and creativity. You might even find that opting for quality over quantity brings more value to your family life, teaching children the joys of caring for and appreciating the toys they have.

That’s the approach we’ve taken at StoryBox. We believe that by supporting brands committed to positive environmental practices and rethinking how we approach gift-giving or passing down toys, we can help to create a meaningful ripple effect. As more families shift toward sustainable choices, the demand for eco-friendly alternatives grows, prompting manufacturers to adopt greener practices and reduce their reliance on single-use plastics.

We could have chosen to curate children’s gift boxes with quick-win, low-cost plastic toys, easily increasing our profit margins. But we know these toys, while tempting in the short term, often lack the developmental value we’re passionate about promoting. Instead, we have chosen to prioritise carefully selected items that inspire creativity, encourage open-ended play, and are designed with a mindful approach to sustainability. This decision makes each StoryBox more than a gift – it’s part of a larger commitment to nurturing children’s play in a way that respects their development and our planet’s future.

Real change often starts with small, intentional choices.

So be intentional in your gift giving. Gift a StoryBox.