The global toy industry is worth more than $120 billion a year. It is one of the largest consumer goods markets on the planet. But behind the bright packaging and the birthday-morning excitement sits a waste problem that most families never think about.
The numbers are stark. And once you see them, it becomes hard to look at the toy aisle in quite the same way.
What percentage of toys end up in landfills?
According to research cited by the Ellen MacArthur Foundation, an estimated 80% of all plastic toys eventually end up in landfill, incinerators or the ocean. Not 80% of broken toys. Not 80% of cheap toys. 80% of all of them.
That figure accounts for toys across their entire lifecycle, from the moment they leave the factory to the point they are finally discarded. And it paints a picture of an industry where the vast majority of products are designed for short-term use, not long-term value.
To put it in more tangible terms: a survey by the British Heart Foundation found that 28% of UK parents admitted to throwing away toys that were still in perfect working order. The same research revealed that the average child loses interest in a new toy within just 36 days. One in five parents said their child lost interest within 11 hours.
Perhaps the most surprising finding? UK children have an average of four toys they have never played with at all. Across the country, that adds up to roughly 162 million completely untouched toys sitting in homes right now.
Why plastic toys are such a big environmental problem
Around 90% of toys currently sold worldwide are made from plastic. That is a staggering concentration of a single material in one product category. And it matters because of what happens at the end of a plastic toy's life.
Unlike a plastic bottle or a food container, most plastic toys are made from mixed materials. A single toy might combine several different types of plastic with metal screws, electronic components, fabric, paint and glue. That cocktail of materials makes them almost impossible to recycle through standard household collections. Most local councils in the UK will not accept rigid plastic toys in kerbside recycling.
So the realistic end-of-life options for the majority of plastic toys are limited: landfill or incineration. In landfill, plastic can take anywhere from 200 to 500 years to break down. During that process, it releases microplastics and potentially harmful chemicals into the surrounding soil and water. The United Nations Environment Programme (UNEP) estimates that only 9% of all plastic waste ever produced has been recycled. The rest, roughly 79%, has accumulated in landfill or the natural environment.
The plastic toys environmental impact extends beyond disposal, too. Manufacturing plastic requires petroleum extraction, energy-intensive processing and global shipping. The World Counts estimates the toy industry uses around 40 tonnes of plastic for every $1 million in revenue it generates. For an industry turning over $120 billion a year, that is an enormous volume of virgin plastic entering the system annually.
The UK's toy waste problem in numbers
The UK is one of the largest toy markets in Europe, and the waste figures reflect that. Based on Statista data, approximately 318 million individual toys were sold in the UK in a single year. With 90% of those being plastic, that equates to roughly 200,000 tonnes of plastic toys entering UK homes annually.
Here is where the 80% figure becomes really tangible. If four out of every five toys sold will eventually end up in landfill, incineration or the environment, that is around 160,000 tonnes of plastic toy waste generated from UK sales alone, every single year.
And this is not just about the toys that break. The British Heart Foundation's research confirms that a significant proportion of discarded toys are in perfectly good condition. They are simply unwanted. Outgrown, duplicated, forgotten about or replaced by the next new thing.
Two-thirds of UK children's toys are predominantly made of plastic. That is a lot of material flowing in one direction: from factory, to home, to bin.
What about recycling and donation?
It is worth acknowledging the positive side. Over two-thirds of UK adults say they would be willing to buy a second-hand toy for their child. Charity shops, toy swaps and resale platforms are growing. Organisations like the British Heart Foundation actively encourage toy donation, and their campaigns have helped divert tens of thousands of tonnes of items from landfill each year.
But the structural problem remains. Most plastic toys are not designed with reuse, repair or recycling in mind. Mixed materials, glued components and integrated electronics mean that even well-intentioned parents face limited options when a toy reaches the end of its useful life.
Some manufacturers are starting to address this. LEGO has committed to making all of its pieces from renewable or recycled materials by 2030 and has already introduced elements made from sugarcane-derived polyethylene. Mattel has launched recycling programmes for select product lines. These are steps in the right direction, but they represent a small fraction of the overall market.
The reality is that for most families, the easiest and most impactful change is not finding better ways to dispose of plastic toys. It is choosing better toys in the first place.
A different approach to buying toys
This is not about guilt. Every parent has bought a plastic toy that seemed like a good idea at the time. The point is that when you understand the scale of the problem, even small shifts in how you choose toys start to add up.
Here are some things worth considering when it comes to sustainable gifting for children:
- Choose toys made from natural, sustainable materials. Wood, cork, organic cotton and natural rubber are all durable, renewable alternatives to plastic. FSC-certified wood, for example, comes from responsibly managed forests and can last for decades with proper care. When these materials do eventually reach the end of their life, they biodegrade far more readily than plastic.
- Prioritise durability over novelty. A well-made wooden toy can be handed down through multiple children and even multiple generations. Investing slightly more upfront in something built to last almost always works out cheaper (and less wasteful) than replacing cheap plastic alternatives every few months.
- Look for open-ended play value. Toys that encourage imagination, creativity and problem-solving tend to hold a child's interest far longer than toys that do one thing. Building blocks, role-play sets, art materials and construction toys all fall into this category. They grow with a child rather than being outgrown.
- Think about packaging too. Eco friendly toys are not much use if they arrive wrapped in layers of plastic blister packs and foam inserts. Look for brands that use recyclable or minimal packaging as part of their overall commitment to sustainability.
- Ask what happens at end of life. Can the toy be repaired? Donated? Composted? Recycled? If the answer to all of those is no, it is worth questioning whether it is the right purchase.
Why we started Tollers Toys
We built Tollers because we believe the world does not need more toys. It needs better ones.
As a dad to three children, I spent years watching toys arrive, flash, beep, break and end up in the bin. The frustration was real. So many toys claimed to foster creativity, but so few were made with genuine care for the planet or built to actually last.
Tollers Toys is a curated collection, not a manufacturer. We do not design or make toys ourselves. Instead, we travel the market to find and select the very best sustainable, robust and beautiful toys available. Every single item in our collection has been handpicked because we vouch for its quality, its origins and the joy it brings.
Our selection criteria are simple but strict: no screens, no batteries, sustainable materials, recyclable packaging, and full compliance with UKCA and CE safety standards. We prioritise suppliers based in the UK and Europe, and we work exclusively with brands that share our commitment to ethical production, responsible sourcing and long-term durability.
We test products in real homes with real children. We want to know that a toy will stand up to everyday play, not just look good on a shelf.
Our founding inspiration? Tollers himself, a wooden rocking horse that has been lovingly passed down through four generations of our family. Over twenty children have ridden him, painted him, had him mended and inevitably squabbled over whose turn it was. He is still going strong today. That is the kind of toy we believe every child deserves.
Read more about our story, our ethos and how we choose what makes it into the Tollers collection.
Small changes, real impact
None of this requires perfection. You do not have to overhaul your children's entire toy collection overnight. But understanding the data helps you make more informed choices going forward.
If 80% of plastic toys end up in landfill, every toy you choose that is built to last, made from sustainable materials and designed for genuine play is one less toy in that statistic. Multiply that across birthdays, Christmases and "just because" moments, and the compound effect is meaningful.
Sustainable gifting for children is not about deprivation. It is about choosing quality over quantity, imagination over gimmicks, and craftsmanship over convenience. The best toys are the ones that get played with for years, not weeks.
Browse the full Tollers Toys collection and find toys that are made to be loved, played with and passed on.
Frequently asked questions
What percentage of toys end up in landfills?
Research cited by the Ellen MacArthur Foundation estimates that around 80% of all plastic toys end up in landfill, incinerators or the ocean. This is largely because most plastic toys are made from mixed materials that cannot be processed through standard recycling systems. Even toys in good working condition are frequently discarded, with British Heart Foundation research showing that 28% of UK parents have thrown away toys that still work perfectly.
How long does it take for a plastic toy to decompose?
Plastic toys can take between 200 and 500 years to fully decompose in landfill. During that process, they gradually release microplastics and potentially harmful chemicals into the surrounding soil and groundwater. Unlike natural materials such as wood or cotton, plastic does not biodegrade in any meaningful human timeframe.
Are eco friendly toys more expensive than plastic ones?
Eco friendly toys often have a slightly higher upfront cost than mass-produced plastic alternatives. However, they are typically built to be far more durable and tend to hold a child's attention for longer. A high-quality wooden toy that lasts years and can be handed down to siblings or other children represents significantly better value over time than a plastic toy that breaks or gets discarded within weeks.
What materials should I look for when choosing sustainable toys?
Look for FSC-certified wood, natural rubber, organic cotton, cork and other renewable materials. Avoid toys that combine multiple plastics with electronics, metal and glue, as these are virtually impossible to recycle. Packaging matters too. The best sustainable toy brands use recyclable or compostable packaging and avoid unnecessary plastic wrapping.
How can I make gift-giving more sustainable for children?
Sustainable gifting for children starts with choosing fewer, better toys. Prioritise items made from natural materials, designed for open-ended play and built to last. Consider experience gifts, toy swaps, or second-hand options alongside new purchases. When buying new, look for brands with transparent supply chains and a genuine commitment to ethical production. Fewer, more thoughtful gifts often create more meaningful play experiences than a large volume of disposable items.
