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A thumbs up for our future.

The Green Kid  is a sustainable toy certification ‘kitemark’ to help parents and children identify and avoid toys that damage the environment.

We aim to change parents and children's attitudes to toys through targeted 'toy stunt' campaigns, in-school education and the promotion of sustainable toys. 

90% of the toys that children play with today will end up in landfill, and will take up to 500 years to biodegrade, if at all. 

We want parents and children to become more aware of the future consequences of the toys they buy today, and we aim to help them do that by identifying toys which do not damage the planet for the children of the future. 



DONALD & friends are going straight to landfill.


DESIGNED for landfill.

The toy industry is massive, and so is the negative impact it is having on the environment. It hit $20.36 billion in sales in the US and £3.2 billion in the UK last year, and shows no sign of slowing down.

The environmental issues of toys are many and include:

• Toys are designed to be short-lived and are easily broken and discarded soon after purchase.

• Toys are typically made from plastic, of which oil, a non-renewable resource, is the main component.

• Toys are made of various plastics that may take up to 500 years to biodegrade, if at all, and leak poisons into the earth. 

• Approximately 75% of the world’s toys are produced in China and therefore have travelled great distances from where they are manufactured to our homes.

• Toys generate significant packaging waste (think boxes boxes, ties to hold the toy in place and plastic wrapping) which is discarded as soon as the toy is opened, ending up in our oceans. 

This is not sustainable, and most children are not aware of the environmental impact of the toys they ask for on the planet and their future. This needs to change. 


 SAY HELLO to THE 500 year old dumper truck.



The fact is, we can't just continue as we are and hope someone saves us from plastic. It has to be us that changes, one behaviour at a time, and reduces our reliance on non-biodegradable plastics. 

Toys have managed to keep themselves out of the limelight so far. But we need to change that. There is nothing more depressing than seeing children, prompted by toy adverts, asking for toys that will ultimately poison and damage the environment for them and their children. 

So what can we do?

•Learn your plastics. There are 7 main categories of plastics, and we should be educating our kids on how to identify the different types and avoid the most dangerous ones. 

•Avoid all free toys,  like the ones given out by fast food restaurants and stuck to the front of children's magazines. These last a day and then invariably end up in the rubbish and go straight landfill.

•Help put pressure on fast food restaurants, kids magazines et al to stop offering free toys to entice kids. 

•Join us in lobbying toy manufacturers to reduce packaging and their reliance on non-biodegradable plastics.

•Ask your local schools what they are doing to educate the children on plastics. 

•Bring some of your passion and skills to The Green Kid and help us drive this forward. 


THIS Superman is no ONE'S hero. 





The Green Kid is just starting out. We are looking for help across a few key areas such as marketing and promotion, education, campaigning, chemical engineering (plastics expert). In fact, anyone with passion and time! Contact us on the form below (or offer some of your free time at 20%Green) and we will be in contact. Thanks. 

Your skills
Your passion