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.
For the Amersham-headquartered toy brand, however, this is just the tip of the iceberg when it comes to what it wants to achieve and how it wants to achieve it. Addo Play will be the first to admit that it’s only at the start of its journey of sustainable development, but its commitment is a firm and ambitious one. To explore, Products of Change catches up with co-founders and CEOs, Dave Martin and Mary Price; and Head of Quality Assurance & Compliance, Roger Panton Kent.
Hello Addo Play! We really love the way you’re showcasing your journey with sustainable development on the website and through the product and packaging approach you’re taking. Can you talk us through Addo Play’s relationship with sustainability and what this encompasses?
Dave Martin, co-founder and CEO: Sustainable development is one of Addo Play’s key business objectives and influences our day-to-day decision making. Our strategy aims to deliver this commitment through product and packaging design, responsible business operations, ethical trading principles, community focus and a caring, diverse and inclusive organisational culture.
There are several workstreams supporting our strategy, each one sponsored by a member of our Sustainability Steering Committee. We use the term ‘workstream’ rather than ‘project’ to reflect a longer-term journey that is not restricted by an end date.
Could you tell us more about the steps and initiatives you’ve taken so far across the three pillars of Addo Play’s sustainability journey? When it comes to sustainable packaging, what have been the biggest achievements here?
Mary Price, co-founder and CEO: We have targeted reduced packaging waste and use of sustainable materials which has already been delivered in our Addo Nick Jr. Ready Steady Dough, Busy Me and Craft brands. A new product and packaging materials database is helping us to prioritise and drive forward further improvements. Changes have also included reduced box sizes and removal of plastic bags, trays, acetate windows and security ties. We have also introduced “Made Responsibly” information call-outs for Early Learning Centre branded products to increase customer awareness of our sustainable endeavours.
Under product sustainability, you guys mention – alongside the use of sustainable and bio-based materials – promoting the circular economy. Are you able to tell us more about this? How is this influencing future plans at Addo Play?
Mary Price, co-founder and CEO: Designing for a circular economy is one of our key objectives. Alongside selecting recycled or sustainable raw materials for our products, we are building recyclability and repair into our design principles.
Our packaging designs also aim to minimise the number of different material types within one pack format and select materials that are easy to recycle. Wherever possible, we are also ensuring our on-pack consumer information promotes product & packaging reuse and recycling.
What have been the biggest steps you have taken in reducing emissions and environmental impact so far? It’s great to see how this is front and centre of the messaging and how it’s influencing operations at Addo Play. How are you building on these steps taken so far?
Roger Panton-Kent, head of quality assurance and compliance: Environmental impact has many dimensions to it. To start, we wanted to initiate fast and easily implemented programmes while we worked on more long-term projects.
We have promoted various energy saving and recycling initiatives in our offices, including temperature control and use of electrical equipment. We have also developed our travel policy so that we are working harder to minimise carbon emissions, for example, car sharing schemes and encouraging rail travel rather than flights. We continue to build on these steps by taking more actions to reduce emissions and raising awareness within our supply chain and engage with suppliers about our wider impact.
How are you encouraging this purpose-led-business mind-set across the workforce? How is Addo Play engaging members and stakeholders in the conversation, in the journey, and encouraging them all to take their own actions, too?
Roger Panton-Kent: All team members are encouraged to be part of a sustainability workstream which are linked to their personal objectives. We encourage our team to explore the areas they are most passionate about. Knowledge gained by each workstream is shared throughout the whole company through a variety of workshops, team “huddles” and training sessions. For example, our annual Company Conference included an interactive DEI workshop.
Your Sustainable Packaging Guide sounds really interesting! How are you using this guide to influence change across your partner network?
Mary Price: The packaging guide is intended to optimise material efficiency through packaging reduction and encourages the selection of materials that are recyclable, recycled or from renewable sources. Working closely with our UK & international retail customers, we are able to ensure that their requirements are incorporated within our design guidelines.
Massive congratulations on the Loved by Children Awards win, what does this win mean to the team and what encouragement does it offer to continue driving this journey forwards?
Roger Panton-Kent: Thank you. We are so grateful to receive industry recognition for the hard work and innovation of our teams. It is always a privilege to win an award but winning 15 awards across a significant range of categories including “Best Eco Toy” was extra special. It isn’t 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.
Are we able to talk about Addo Play and your role in bringing the sustainability conversation to the toy retail landscape? How is your work helping shape the Sustainability strategies at The Entertainer and ELC?
Dave Martin: Based on our business model, we have the privilege of working with exclusive retailers in the UK and around the world. This means we are able to establish clear sustainability expectations and align with their own strategies. As an example, we have shared our objectives & plans with The Entertainer and we work closely with their teams to identify and initiate opportunities to collaborate, for example on packaging reduction and our people development agenda.
Where do you see the journey taking you guys next? What are the next measures and milestones to hit?
Dave Martin: We know there are no quick fixes when it comes to doing our bit for the environment. It sometimes feels like a daunting task, but we firmly believe that to be a responsible business we must play our part in helping find sustainable solutions. Net zero emissions will inform all of our business decisions, supported by clear targets and measures. We also want to see 100% of Addo Play toys demonstrating at least one sustainable attribute.
Thank you so much Dave, Mary, and Roger for talking us through everything. Before we let you all return to the day job and the sustainable transformation of the business, is there anything you’d like to leave us with?
Mary Price: Only that we are at the start of our journey. We’re not perfect but we are ambitious to do the right thing. We will strive to make progress and play an active role in the development of the emerging ‘circular economy’. We look forward to this long and exciting journey.
