A theatre showing the Barbie movie. Photo by SI Live.

Greta Gerwig’s Barbie movie is undoubtedly the movie of summer 2023 – the iconic shade of pink has been seen on buses, in stores, and all over social media. The film made a mind boggling $162 million domestically in its opening weekend alone. The film is expected to bring a surge in demand for Barbie dolls, with a Margot Robbie inspired Barbie doll becoming the number one selling doll on Amazon the day it went on sale. This surge in popularity has also revived the conversation amongst environmentalists about the impact toy making has on the environment, because the reality is that life in plastic isn’t so fantastic.

Ask anyone about their favorite toy during childhood, and it is likely to bring a smile to their face as they reflect on the memories. In the KKB office, favorite toys included Barbies, Playmobil, Beanie Babies, and Polly Pocket. According to a 2011 study, 90% of toys are made from plastic. This is evident even in the KKB staff’s favorite childhood toys. Toys weren’t always made of plastic, though. Before World War II, toys were made out of glass, metal, wood, and dolls were usually made of cloth. But when plastic was invented, it was cheap and easy to mass produce, leading to the widespread use of plastic, especially in toy making. This didn’t just apply to dolls like Barbie, but also toys like Lego, GI Joe, and Mr. Potato Head. Plastic soon became the norm for toy making.

As the environmental movement has emerged and people are becoming more cognizant of the impacts of climate change, the conversation has shifted to the impact of toys on the environment. Mattel, the creator of Barbie, has reduced the amount of plastic packaging that accompanies their dolls, and LEGO has developed prototype bricks made out of recycled plastic. While these are steps in the right direction, a 2021 report from Reuters predicts that emissions from the plastics industry could overtake those from coal as soon as 2030, and toy making is a significant aspect of the plastic industry. The responsibility for creating and selling environmentally friendly toys is undoubtedly on the toymakers and the government to regulate plastic use, but the burden often falls on the consumer to make responsible and environmentally conscious decisions about how they spend their money.

The reality is that when buying a toy for a child, the buyer isn’t often thinking about sustainability; they are thinking about what could bring joy to a beloved child. We encourage toy shoppers to consider these sustainability tips when looking to buy a toy that is environmentally friendly while still bringing joy to the recipient:

Shop secondhand.

Many thrift stores have a whole section dedicated to kids’ items, such as toys. If there is a toy that a child wants, check out the local secondhand stores first to see if they have that toy or an equivalent one. Online resell sites like Poshmark, Kidizen, and Mercari also have toy sections on their website.

Hand-me-downs.

It is a go-to as old as time. If you have or know of anyone with older kids, you can see if they would be willing to give any toys they no longer play with.

Handmade toys.

My favorite doll growing up was a Raggedy Ann doll made by my great-grandmother. As well, my mom built homemade play tables for our toy animals and dolls. Handmade toys are not only low waste (and often are not made out of plastic), but they are something special and meaningful to give to a child, even if they might not appreciate it until they're older!

Buy toys made to last.

If it is a financially viable option, prioritize purchasing toys that are well manufactured over something that is meant for short-term use, such as stocking stuffer items.

Blocks. Photo by Susan Holt Simpson on Unsplash.

Buy toys based on consistent interest.

As kids grow older, they often show more concentrated interest, whether that be on a book series, toy brand, or hobby. Buying toys that align with consistent interest helps ensure that the toy will be played with and enjoyed on a longer term basis.

Donate toys that are no longer played with.

Help out others who are looking to find eco-friendly toys. If a child is no longer interested in playing with a toy, instead of throwing it away, donate it to a secondhand store or to another child that has an interest in playing with it.

Life in Plastic Isn’t So Fantastic: Barbie and Toy Plastic Waste