About Us

Sustained Fun is a B Corp certified, multi-award winning toy company whose mission is to develop children’s toys which address climate change and build confidence through play. Our toys are designed to be more fun for longer, minimise waste, encourage a love for the environment and incorporate S.T.E.M.

Today's kids are bombarded with negative information about climate change and it's making them anxious. 84% of children are worried about climate change and many feel powerless, helpless and guilty. 

Toys influence how children see the world and are a tool that determines how they will shape the future. Today's kids are the decision makers of 2040 and 2050 - the politicians, teachers, scientists, parents and business leaders. What do we want them to have learnt about the world through play?

At Sustained Fun we want kids to be able to approach their future with hope, not fear, and to be equipped with knowledge and understanding about climate change and biodiversity. Too serious for a toy company? We don't think so because we also want toys that are more fun, better quality, inspire awe and wonder about the environment and bring kids and adults together.

Sustainability is embedded in everything we do.

  • 100% recyclable packaging.
  • All orders shipped plastic-free.
  • We get around in electric vehicles.
  • We're powered by 100% renewable and carbon zero certified electricity.
  • We offset 120% of the carbon we produce.

Our Team

Established by Helen Townsend and Anthea Madill in 2021, Sustained Fun is founded on the environmental principles that are an integral part of their lives. A ecologist and a marine biologist by training, Helen and Anthea entered the toy industry after nearly a decade of establishing high impact, award-winning businesses that disrupt the status quo.

Helen Townsend Sustained Fun co-founder smiling at the camera
Helen Townsend 

After living in Nepal and witnessing how much plastic ends up in their rivers, Helen realised that in NZ we produce so much more rubbish but because it's collected every two weeks we never have to confront it. Her previous business, The Rubbish Whisperer was twice recognised by KNZB as NZ's most sustainable business.

Anthea Madill Sustained Fun Co-Founder smiling at the camera
Anthea Madill

Anthea has always had a passion for the environment. She has studied marine biology and trained as a SCUBA instructor. After 4 years of running her sustainability education business, Remix Plastic, she wanted to apply her sustainability, business, marketing and creative skills to make a difference in the toy industry. Anthea is a finalist for Australian Toy Association’s Rising Star 2023 award.  

Advisory Board

Tim Jones sales advisor for Sustained Fun Limited
Tim Jones - Sales

Tim is The Grow Good Guy. He delivers inspirational, motivational, memorable and impactful consulting, training and coaching to individuals and organisations. He helps them achieve meaningful goals in life, and work, by tapping into the potential of their purpose-fueled performance.

Trudi Bishop
Trudi Bishop - Toy Industry
Trudi has more than 15 years of European-wide product marketing experience primarily from the toy and licensing industry. After witnessing first-hand the waste generated by these industries she began highlighting their environmental impact. Trudi believes a sustainable company should aim to do more good not be less bad. 


 Women in Toys, Licensing & Entertainment logo Sustainable Ōtautahi Christchurch logo New Zealand Association for Environmental Education logo Aotearoa Plastic Pollution Alliance Logo
Australian Toy Association logo