Though Kermit the Frog might think otherwise… being green is actually a snap! So say a number of toy companies—Plan Toys, ImagiPlay, Mrs. Grossman’s and Hosung among them—long involved in the eco movement and who are seeing renewed interest in their green products.

The category is also attracting lots of new toy makers, like Green Toys, Idbids, Sprig Toys, and E-Innovative, who have jumped at the opportunities presented by parents’ heightened awareness of manufacturing’s impact on the environment and, at least in part, due to their concerns about toy safety. That awareness has also inspired companies who produce a mixed toy assortment—like Tomy, HaPe and Cardinal Industries—to introduce new eco-friendly lines, and to devote more efforts to promoting them.

“The toy industry does seem to be joining the green revolution, and that’s really good news, both for the planet and for the consumers that care about it,” says Mark Gross, marketing director for the Seattle-based Matter Group, maker of the Xeko line of games and related Eco-Pals soy-based plush.

Green products are also a big part of the 2008 plans for Newton, Mass.-based Ceaco, Donna Webster, vice president of marketing and product development, says, noting that the company is especially committed to its Planetpals line, which features popular eco-friendly characters created by artist Judy Gorgone.

“More and more companies are finding ways to produce products with materials that are eco friendly,” adds Sandra Leo, senior marketing manager for Tomy Corp., Santa Ana, Calif. Tomy began researching its Eco Angels toddler line two years ago; it’s created with materials derived from corn, sugar cane and other natural substances, instead of plastics. “We knew this was going to be a big trend not only in the toy industry but in all industries,” Leo says.

Robert von Goeben, co-founder of San Francisco’s Green Toys, agrees. “The trend is much larger,” he says. “Consumer products in general are going green … The trend has started with small entrepreneurial suppliers like us, who will subsequently grow to meet the demand.” The start-up, which creates its classic toys from recycled milk jugs, is committed to keeping its supply chain “ultra local,” Goeben says.

Adds Serah Chae Hosung, director of business development for Hosung NY, “This is a movement to reckon with … going green is a movement for a social change and environmental sustainability on a global scale.”

Judging by retailer interest at this year’s Toy Fair and subsequent orders, parents are starting to flock to stores looking for these new green choices.

“We had a great demand for the Anamalz range and our new E-Racer,” says Robin Lehnert, marketing manager for HaPe Intl., Sherwood Park, Alberta. In addition to its own green toys made of bamboo, the company distributes the new wooden Animalz figures, which are crafted of organic maple.

Adds Barbera Aimes, founder of ImagiPlay, Boulder, Colo., “Because of the public’s growing demand for environmentally friendly, sustainable products, the entire green industry has become a $120 billion market … Retailers are now profiting from doing the right thing as well.” The award-winning company’s wooden toys are crafted from sustainable rubberwood and packaged in small, family-run factories.

According to Matter Group’s Gross, “Parents are really driving the movement toward green toys, especially for younger kids. [They] have become incredibly attentive to what they’re giving their kids of late, and, along with safety and quality, many are now buying or rejecting products based on environmental impact.” He adds, “There’s still a ton of non-recyclable plastic out there, but manufacturers will switch to green materials as more and more of their customers demand it ... Consumers are willing to pay more for products that are made well and made sustainably, just as they see value in spending more for organic produce.”

Nittaya Zeugfang, U.S. president of Plan Toys, Palo Alto, Calif., agrees. “With all the recent product recalls, more and more parents are confused and even frightened. They are looking exclusively for green toys and other products that assure safety … Retailers, the media and consumers in general are thrilled and relieved when they learn that companies like PlanToys are offering a safe choice for our children.”

This support from retailers and parents, combined with strong toy design, is critical to green toymakers’ survival, and helps them set—and achieve—some of their loftier environmental goals, they say. And beyond the environmental and health benefits, some toymakers also cite more business-oriented gains of going green, such as cost-effective local supply chains; savings from recycled materials; strategic positioning of product in a crowded toy market; innovative design opportunities; the forging of a loyal, dedicated workforce; and consumer satisfaction, which leads to brand loyalty.

“One challenge with green design and manufacturing is you are constantly proving new ground, whether it’s a new eco-material, or a new way to produce a product,” says Chris Clemmer, co-founder of Sprig Toys, Fort Collins, Colo. Sprig creates its toy vehicles from Sprigwood, a bio-composite material sourced from JER Envirotech. “You don’t have a 60-year-old library of materials and processes in place,” he says. “We are the innovators and Sprig is very happy to be working and competing with some great companies who are pushing the envelope in regards to how toys are both made and played with.”

That’s a sentiment with which Debbie Smith, co-owner of the new Atlanta-based Idbids, can identity. “While green toys are becoming mainstream, this is relatively uncharted territory for many toy manufacturers. It can take time to find the right components,” she says. “It may take a little more 'green’—and a lot more time and attention to detail—but it’s worth it.” Smith created the organic plush Idbids along with partner Sarah Alvarez.

The latest addition to the eco-friendly market is Wayne, N.J.-based Toys “R” Us, which will recently began offering its own private label eco-friendly wooden toys, dolls and plush. According to Karen Dodge, TRU’s chief merchandising officer, “We are uniquely positioned to identify key trends in the marketplace that are driving our customers’ purchasing habits ... We realize that more kids and families are striving to make lifestyle changes that incorporate organic and natural products.”

Notably, everyone Playthings interviewed for this story welcomed the move.

“We really love the idea that green toys ... are becoming a strong retailer segment,” Clemmer notes. “If more and more toy companies began to embrace green philosophies, we see that as a win for all of us.”

Serah Chae Hosung adds, “We do not believe such programs will hinder the specialty market. Sustainability isn’t about market share but a much broader concept to be embraced by all channels.”

Plan Toys’ Zeugfang concurs. “We are delighted … to see that more businesses and organizations are now demonstrating a commitment to preserving the environment,” she says. “That’s a very good thing. Green is, and should be, here to stay.”