After four years of intensive research, the international toy manufacturer Schleich has unveiled its first three recyclable, Cradle to Cradle Certified Bronze figurines – marking a world first for the toy industry.
With further Cradle to Cradle Certified figurines expected to launch from 2025, the initial launch – which features a turtle, a lion, and a bonobo – marks a significant milestone for the toy maker which, in 2022, made clear its ambition to ‘produce the majority of its figurines in line with the Cradle to Cradle circular economy by 2027.
Under this design and manufacturing principle, the certified Schleich figurines can be recycled at the end of their life without any loss of quality of materials.
“Schleich figurines are made to bring joy to many generations of children. This longevity is the most sustainable form of consumption, and it has an emotional value too: our figurines are more than just toys. They are loyal friends and companions for years and years, said Schleich ceo, Stefan De Loecker.
“Children look after them and protect them. But we want to go even further. If a character does end up abandoned by its owner eventually, it can take on a new shape without losing its high quality.
“We are very proud to be the first brand to offer Cradle to Cradle Certified toy figurines, and we are convinced that this approach is the way forward.”
The three figurines in the Certified range are each made from recycled materials, the result of an intensive period of research into suitable materials that are Cradle to Cradle Certified.
“We faced a range of challenges in this process: the material needs to hold the figurine’s’ paint, for example,” said Dr Philipp Hummel, head of sustainability at Schleich. “There are many safety regulations for toys that must be met, and of course, the figurines need to satisfy our own Schleich quality standards.
“We have found a material that meets all these criteria and can be returned to the cycle in its entirety.”
In Germany, Schleich current recycling programme allows customers to send in their old toys for free where Schleich will take care of the recycling process. By 2027, the take back programme will be rolled out to all Schleich’s core markets.
The Cradle to Cradle design principle was created to help achieve a sustainable, circular economy. Its aim is to design products in a way that allows their constituent materials and substances to be returned into the cycle that created them.
“We deliberately chose the Cradle to Cradle approach. It is a system based on positives, which makes it an encouraging concept for a future that is in line with our goals as a toy manufacturer,” said Philipp.
As well as recyclability, the certification requires material health, production processes that protect the air and climate, responsibility for clean water and soil, and social accountability in the company and the entire supply chain.
“The same applies to our suppliers and strategic partners with whom we have been working on the sustainability of our value creation chain for many years,” continued Philipp. “For instance, we are shortening transport routes by increasingly moving our production to markets where our toys are sold. We increase the amount of renewable energy in our supply chain, and we commit ourselves and all our partners to the highest standards in the area of occupational safety and working conditions.”
This month will also witness the launch of Schleich’s Circular Stories campaign in which children will explain the concepts of recyclability and the Cradle to Cradle design principle in their own words. The purpose of the initiative is to harness children’s imagination and creativity to present the complex topic in a positive way.