The plush toy specialist, Keel Toys is using London Toy Fair 2024 as the platform from which to propel its message of sustainability across the UK and European toy industry.

Having seen major success with its Keel Eco range of plush toys, the specialist has expanded its sustainable credentials across it product offering. Today, 85% of the company’s collection is manufactured from recycled materials such as plastic bottles.

Beyond the product, however, Keel Toys has been active in driving sustainable development across its day-to-day operations having launched major projects such as the installation of solar panels at its UK head offices, introducing charging points in its officer car park and switching its company vehicles to electric or hybrid.

It’s within the company’s sustainable strategy that all power will be self-generated at its UK office over the summer months this year. It’s a major coup for the conversation of sustainability in the UK toy industry and one that has been met with enthusiasm and encouragement from Keel Toy’s network of stakeholders and vendor partners.

“Since the introduction of our Keel Eco collection, with which we introduced recycled material content into the stuffing of our plush toys, we have been really encouraged along this journey of development through partners like Chester Zoo,” Patrick Downs, head of design at Keel Toys told Products of Change.

“Sustainability has become so much more for us than what goes into the product, it has become an integral part of the day to day operations here at Keel Toys, from the recycling of our waste materials to the energy we use to power our productivity. It’s also brilliant to have the support of our network of stakeholders and partners which gives us the encouragement to keep pushing forwards.”

Keel Toys is showcasing its development with sustainability through a new video proudly on display at the company’s stand at London Toy Fair this week.