Toys 'R' Us goes green with new eco line
By Staff -- Playthings, 3/31/2008 8:55:00 AM
WAYNE, N.J.—Toys “R” Us will launch a proprietary line of environmentally friendly wooden toys, dolls and plush this month.
The first toys in the collection—Natural Wooden Toys, Natural Cotton plush animals and Organic Cotton Dolls—will be available exclusively at TRU stores nationwide and online at www.Toysrus.com by Earth Day, April 22. Additional items in the line will be introduced later this year.
The toys will be packaged in earth-tone colored boxes that bear a stylized “R” seal featuring a green leaf, encircled by the words “Recycle, Renew, Reuse, Re-think,” and signifies for parents that the toys are eco-friendly. The packaging itself will be made from no less than 70 percent recycled materials, according to the company.
“We know that kids are becoming more environmentally conscious and are curious about how they can do their part to help protect the planet,” said Karen Dodge, chief merchandising officer, TRU U.S. “Going green is more than just a trend. It’s becoming a lifestyle. This is just our first step in offering our customers the best selection of eco-friendly and organic products in all of our Toys ‘R’ Us stores nationwide.”
The line’s debut Natural Wooden Toys are decorated using a “unique” wood-burning technique. The eight-SKU assortment includes a fire engine, utility crane, shape sorter, trailer truck, racing car, formula car, alphabet blocks wagon and stacking train, all designed for kids 2 and up.
All of the wooden toys have been given Forest Stewardship Council (FSC) certification, testifying that materials used in the toys were sourced from well-managed forests, using a system of 10 rules that define responsible forest management. Each toy will be marked with an identifiable FSC logo.
TRU’s Natural Cotton plush animals and Organic Cotton Dolls are colored using natural or water-based dyes and made with unprocessed, unbleached and untreated cotton. The plush assortment includes four designs: lamb, monkey, bunny and teddy bear. The dolls, designed with “a natural feel,” are available in pale pink and light brown. Both assortments are age rated for birth and up.
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