What is World Sustainable Toy Day?

World Sustainable Toy Day was established in 2022 by the team at Sustained Fun. The goal is to showcase ecofriendly toy options for families and create a more sustainable toy industry.

The date falls one week before Black Friday each year, calling consumers to consider their purchasing behaviours going into the busy Christmas season. There is a different theme each year, promoting different ways that toys can be used as a tool for climate action!

Get involved and support the movement!

Why we need World Sustainable Toy Day

The global toy industry is the most plastic intensive in the world with a linear business model based on high consumption of disposable plastic toys. It is on track to produce 1 million tonnes of waste annually. At the same time 75% of kids are worried about their future because of climate change and the oceans are in a plastic-waste crisis..Toys shape how kids see and interact with the world, which gives us the opportunity and responsibility to use play to help them become more climate confident. I think we can leave them a better legacy than ocean waste and toys they lose interest in after just one week!

How did WSTD start?

One day in September 2022, Helen Townsend, from the climate change focused toy company Sustained Fun, was walking her dog when she suddenly thought 'there should be a world sustainable toy day'. So as soon as she got home, she rang Anthea, her co-founder at Sustained Fun, who thought it was a great idea.

6 weeks later on the third Friday in November (one week before Black Friday) the inaugral World Sustainable Toy Day was launched with global supporters including organisations, companies and stores in the toy industry.

  • "IETP congratulates the team behind World Sustainable Toy Day. A day which brings the industry together to inform consumers is a wonderful idea and we hope to see this community grow over time."


    Carmel Giblin, CEO, ICTI Ethical Toy Program

  • "We have a shared vision and objective to promote safe, fun, sustainable play for all children. We very much look forward to a continued relationship, and joint advocacy of a carbon neutral toy industry.”

    Lauren Lincoln, National Coordinator, Toy Library Federation of New Zealand

The team behind WSTD

  • Anthea Ibell

    Anthea Ibell is a sustainability educator, marine biologist, and co-founder of Sustained Fun—the world’s first toy company dedicated to raising awareness about climate change through play. Based in Christchurch, New Zealand, Anthea is also the creator of Remix Plastic, a circular design initiative that transforms plastic waste into educational, purposeful products.

    With a background in marine biology and environmental conservation, Anthea is passionate about using creativity and education to inspire positive change. Through World Sustainable Toy Day, she advocates for reducing waste in the toy industry and sparking important conversations with kids and adults alike—proving that play can be both fun and future-focused.

  • Helen Townsend

    Helen Townsend is a passionate waste reduction advocate and co-founder of Sustained Fun and World Sustainable Toy Day. With a background in botany and over 10 years experience running businesses, Helen creates playful, impactful ways to engage people in sustainability.

    Before launching Sustained Fun, Helen founded The Rubbish Whisperer, a pioneering social enterprise that tackled single-use plastic through reusable alternatives and public education. Her work has consistently blended environmental action with creativity and entrepreneurship, making sustainable living more accessible and fun for all ages.

    Through World Sustainable Toy Day, Helen continues to champion thoughtful design and conscious consumption—encouraging families and toy-makers alike to rethink the role of play in building a better future.
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