The UK based international toymaker, Addo Play has detailed a significant shift of focus on sustainability across its business and product portfolio, committing to circularity in its product and packaging design and responsible business operations.

The Amersham-headquartered team has already targeted reduced packaging waste and the use of more sustainable materials in its range of Addo Nick Jr. Ready Steady Dough, Busy Me, and Craft brands, while a new materials database will help advance continued improvements across its portfolio.

“Designing for a circular economy is one of our key objectives,” said Mary Price, co-founder and ceo of Addo Play. “Alongside selecting recycled or sustainable raw materials for our products, we are building recyclability and repair into our design principles.”

Several workstreams within the business now support Addo Play’s strategy to place sustainability as a key business objective that not only encompasses its product output but the company culture and its engagement with stakeholders up and down the supply chain.

This includes retailer engagement in the UK and around the world. For example, the team has now shared objectives and plans with the leading independent toy retailer, The Entertainer as it works closely with its team to collaborate on initiatives like packaging reduction and Addo Play’s people development agenda.

Within the business, Addo Play has also implemented various energy-saving and recycling while targeting company culture through new initiative.

“We have developed our travel policy so we are working harder to minimise carbon emissions through car sharing schemes and encouraging rail travel rather than flights,” said Roger Panton-Kent, Addo Play’s head of quality assurance and compliance. “We continue to build on these steps by taking more actions to reduce emissions and raising awareness within our supply chain.”

Earlier this year, Addo Play took home no fewer than 15 wins at the Loved by Children Awards, including Best Eco Toy.

“This was extra special,” said Roger. “It’s not always about producing the most on-trend toy. Caring for the future through sustainable design and awareness is important to customers too. This win just motivates us to continue our ambitious journey.”