There’s something about wooden, eco-friendly toys.
They’re simple, sturdy, sustainably made and, let’s be honest, manage to charm the pants off you in a way plastic doesn’t. Yeah, flashy toys, games and gadgets have their place, but they’re as capable of creating a time tunnel in your mind and transporting you back to your days as a toddler.
Parents love them, retailers love them, and if you’re a manufacturer or supplier, there hasn’t been a bigger boom time to get involved in making wooden toys than there is right now.
Don’t believe me?
A study by Grand View Research in 2023 valued the global wooden toys market at $26.21 billion and is projected to reach $35.56 billion by 2030.
But why is that?
Why are eco-friendly toys so popular?
It is probably an obvious answer in the modern era, but consumers are way more conscious than ever about sustainability.
Searches for “eco-friendly toy materials” and “sustainable toy brands” are rising in search rankings because parents want toys that are safe, durable and planet-friendly.
Wooden toys tick those boxes, with the added bonus that they tend to last longer, look beautiful and feel like a premium purchase.
The benefits of using wood for toy brands and manufacturers
So, if you’re in the toy industry, while you’ll still sell plastic toys (they’re going nowhere anytime fast, regardless of worries about plastic), here’s why you need to think about toys made from our tree-y friends:
One.The perception of premium goods
Wooden toys scream quality, which means toy shops and manufacturers can charge higher prices.
Two. Eco-friendly toys are good for the environment
Temperatures are rising and the world feels like it’s on fire permanently. But wood is a sustainable material and easy to recycle. For retailers, customers are looking for quality, eco-conscious toys and manufacturers can improve their green credentials with real, actual proof.
Wins all round!
Three. They’re more durable and last a lot longer
When something plastic breaks, it ends up in the bin, but consumers are more likely to look for ways to fix a wooden toy. If that’s not possible, they’re easy to recycle and can be turned into something else.
Oh, and they last longer than plastic toys, so you don’t have to keep rebuying the same toys like you do when plastic snaps off.
How to find the right wood suppliers
If you’re won over by now, then you might jump online and Google “wooden toy suppliers” or something similar. But knowing if they’re reliable, ethical suppliers is critical to delivering consistent quality.
Here is what you need to look out for:
- Have an FSC (Forest Stewardship Council) certification
- Experienced craftsmen or manufacturers specialising in toys
- Flexible minimum order quantities (especially for small toy brands)
- Have transparent production practices
If they’re vague or unwilling to disclose where they source their wood or the process it goes through during shipping and manufacturing, you’ve got to ask yourself why.
If everything is above board, they’ll be only too happy to tell you.
What are some reputable wooden toy distributors adn sellers?
To give you a hand in finding some fab wooden toy specialists, check out my list of top retailers:
One. littleCONCEPTS & Co
littleCONCEPTS & Co. are a UK-based distributor offering sustainable, educational wooden toys. They sell brands like PlanToys, Candylab and CreateIt and are well worth checking out if you’re looking for some top-quality kids’ toys with a retro feel.
Two. Le Toy Van
Le Toy Van sells dead cut, award-winning wooden toys made from responsibly sourced wood and, just as importantly, they’re finished with non-toxic, water-based paints.
Be honest, you wanna play with that coffee shop playset as much as I do!
And wait until you see the chicken coop and piano toys – I wish I were tiny again!
Three. Jacques of London
JoL sells lovely wooden toys made from 100% sustainably sourced wood, with fun items in their store, including activity mazes, fishing games, colouring pencils and puzzles.
Four. Eric & Albert
Oh my God, these handmade, eco-friendly wooden toys by Eric & Albert are lovely – and not just because they’re made from sustainable wood and natural finishes.
Anyone who sees their Veg Patch toy and doesn’t immediately want it is a liar!
Five. ThreadBear Design
ThreadBear specialises in eco-friendly wooden toys and textile gifts, including Montessori-inspired toys designed to inspire learning and imagination. They’ve got toy figures in different ethnicities and big wooden washing machines and household items.
Gorgeous stuff with a lot that’s affordable for small budgets too – they’ve thought of everything!
How toy brands can jump on the wooden trend
Call it bandwagon jumping (as long as it’s made of wood, obvs!) if you want, but the eco-friendly toy trend isn’t just about materials. It’s about creating a story that resonates with buyers and parents.
Not sure how to do that?
Try this:
- Showcase the craftsmanship: Create content or descriptions that highlight the handmade aspects and the attention to detail this brings
- Storytelling is a must: Share stories about where the wood was sourced (whether you do it or your supplier does), so you can show your buyers where it came from and how it became a toy.
- Promote educational benefits: Parents don’t want to spend money on a 5-minute play thing, so tell them how they’re educational, sensory and how they help children with disabilities
- Big up the sustainability credentials: Certifications, responsible sourcing and eco-friendly production methods matter to buyers, so don’t forget to shout about them from the rooftop of your Nan’s bungalow
Why wooden toys matter for manufacturers and suppliers
For suppliers and manufacturers, the shift toward eco-friendly toys represents both a challenge and a massive opportunity. By sourcing responsibly, highlighting unique qualities and educating clients and customers, you can position yourself as a wooden toy industry leader.
They’re not going away and if you’re not manufacturing, supplying or selling them, you’re missing out big time.
Make your toy company copy and SEO better
Then I can help!
As a toy industry copywriter, I’ve written for loads of kids’ brands including LEGO, Beano and Toymonster.
Whether it’s product descriptions, website copy, newsletters, blog posts or something else, if you’re a toy company trying to improve their SEO or sell more products, I’d love to help you write about your eco-friendly toys.
Until next time,
Matt
PS. For more articles about the toy industry, check out, 5 social media strategies for toy brands and The power of storytelling in toy product descriptions.
