The rise of 'fast toys' has mirrored 'fast fashion' leading to a culture of waste and overconsumption in the toy industry. A generation ago new toys weren't being released as often and the toy industry wasn't operating on a buy more, buy now model. Toys shape how kids see and interact with the world, and the rise of 'fast toys' is training them to be over consumers of everything when they are adults.
The slow toy movement
Fortunately, there is a 'slow toy' movement which encourages the purchase of toys that ignites imagination and inspires creativity. It is well made and lasts a long time. 'Slow toys are what play is all about - not forcing kids to play with one toy in only one way, but letting them be free to play how they want. Because slow toys aren't played with only one way, kids don't get bored of them so easily.
How to choose slow toys
There are plenty of ways parents cant prioritise sustainability and quality when purchasing toys. By shifting towards eco-friendly toys, we can reduce environmental harm, support ethical toy companies, and give children sustainable toys that are engaging, durable and more fun. Here’s how you can choose slow toys:
1. Buy quality toys
Purchasing high-quality toys may be more expensive initially, but they are designed to last. Durable toys withstand the wear and tear of active play, reducing the need for replacements. Choose toy brands known for their craftsmanship and long-lasting materials to ensure your purchase provides years of enjoyment.
Sustained Fun toys are made to be played with for years. EcoSplat Reusable Water Balloons are designed to last hundreds of water fights!
2. Choose open-ended play toys
Open-ended toys, such as building blocks, puzzles, or craft kits, encourage creativity and can be used in countless ways. These versatile toys provide longer play value compared to single-purpose toys, ensuring your child remains engaged without constantly needing new toys.
Single use water balloons only have one purpose - a very short water fight. We've designed EcoSplat Reusable Water Balloons so they can be used for more than just water play. They're great for winter indoor play, and we've designed a whole book of science experiments that use them.
3. Support eco-friendly toy companies
When buying new toys, look for toy brands that prioritise sustainability. Certifications like B Corp, carbon-neutral commitments, or the use of recycled and biodegradable materials indicate a toy company’s dedication to environmental responsibility. Purchasing from these toy companies supports ethical toys and encourages industry-wide change.
Sustained Fun is a B Corp, we use PEFC and FSC paper and card in our products. We manufacture in NZ where possible (because we're a NZ toy company!) and our jigsaw puzzle is made in a factory with high environmental standards.
4. Join a toy library
Toy libraries are an excellent alternative to buying new toys. For a small membership fee, you can borrow toys for a set period, allowing your child to enjoy on-trend items without contributing to waste. This approach also helps declutter your home and promotes a sharing economy. Find a toy library near you!
5. Purchase second-hand
Second-hand toys give pre-loved toys a new life while reducing demand for new toys. These toys are often high-quality, as only well-made toys tend to last long enough to be resold. Check local second hand stores, online marketplaces, or community swaps for affordable and sustainable toys.
Many small changes, big impact
By making thoughtful choices when buying toys, parents can combat the wasteful practices of the fast toy industry and set a positive example for their children by encouraging the slow toy movement. Whether through purchasing high-quality, versatile toys or embracing sharing and second-hand toys, every step helps move towards a more sustainable future for play. Let’s create a world where toys inspire joy and creativity without harming the planet.
Check out our movement, World Sustainable Toy Day for more info!