Eco-Friendly Toys Market Size - By Product Type, By Material, By Age Group, By Price, By End User, By Distribution Channel and Forecast, 2025 - 2034

Eco-Friendly Toys Market Size

The global eco-friendly toys market was valued at USD 1.2 Billion in 2024 and is estimated to grow at a CAGR of over 12.5% from 2025 to 2034.
 

The eco-friendly toys industry is growing rapidly, driven by rising consumer awareness of sustainability, eco-conscious parenting, government regulations, and innovations in materials. Consumers are increasingly avoiding plastic and non-biodegradable materials, opting for toys made from sustainable, recyclable, or biodegradable options. Parents are prioritizing environmentally responsible products to teach children sustainability from an early age. Manufacturers are using materials like bamboo, organic cotton, and recycled plastics to create eco-friendly toys. Improved manufacturing processes, including waste reduction, lower carbon emissions, and renewable energy use, are making these toys more affordable and accessible.
 

For instance, as per the World Economic Forum, 90% of children’s toys are still made of plastic, but the toy industry is working to become more sustainable. Mattel, known for Barbie, Fisher-Price, and Hot Wheels, aims to use 100% recycled or bio-based plastics by 2030. Playmobil has made 90% of its toddler range plant-based, while its Wiltopia range averages 80% recycled and bio-based materials.
 

Eco-Friendly Toys Market Trends

Natural materials like wood, bamboo, organic cotton, and rubber are gaining popularity for their sustainability and ability to reduce plastic waste. Manufacturers are also repurposing recycled plastics and paper to create durable toys, cutting down on landfill waste. Minimalist toys that inspire imaginative play are trending. These simple, electronics-free toys encourage creativity. Eco-friendly brands are also prioritizing sustainable packaging, using recyclable, compostable, or plastic-free materials. Technology is influencing eco-friendly toys with features like solar power, sustainability apps, and energy-efficient designs. Handcrafted wooden toys, free of harmful chemicals, are making a comeback as safer, natural alternatives to plastic, appealing to eco-conscious parents.
 

Eco-Friendly Toys Market Analysis

The eco-friendly toy market faces challenges such as high production costs, limited eco-friendly materials, consumer price sensitivity, competition from traditional manufacturers, and restricted retail shelf space. Eco-friendly materials like organic cotton, bamboo, and recycled plastics are more expensive than traditional options, raising toy prices and limiting affordability. Large traditional toy companies dominate the market with economies of scale, established distribution, and strong branding. Some may struggle to adopt eco-friendly practices or resort to greenwashing, falsely marketing products as sustainable. Smaller eco-friendly brands face intense competition and struggle to stand out. Additionally, eco-friendly toys remain a niche, with retailers often prioritizing mainstream products, reducing visibility and consumer access in stores.
 

Based on product type, the eco-friendly toys market can be segmented into building sets, action figures, games and puzzles, sports and outdoor toys and others. The building sets segment accounted for revenue of around USD 300 million in the year 2024 and is estimated to grow at a CAGR of 13.1% from 2025 to 2034. Eco-friendly building sets use sustainable materials like wood, bamboo, and recycled plastics, replacing traditional plastic while ensuring durability. Modular designs let children create new structures over time, reducing waste and extra purchases.
 

On the other hand, action figures are adopting materials like plant-based plastics, organic cotton, and sustainable rubber. Brands focus on reducing environmental impact while introducing diverse characters that promote inclusivity and serve as positive role models. Puzzles and board games use recycled cardboard, paper, biodegradable plastics, eco-friendly inks, and non-toxic dyes. Sports and outdoor toys are made from recycled rubber, biodegradable plastics, and natural fabrics. These toys are designed to be reusable, recyclable, and long-lasting, reducing the need for frequent replacements.
 

Based on the material, the market is categorized as wood, bamboo toys, paper and cardboard toys, wool and cotton and others. The wood segment held around 39% of the total market share in 2024 and is anticipated to grow at a CAGR of 12.9% from 2025 to 2034. The eco-friendly toy market is shifting toward sustainably sourced wood, often FSC-certified, ensuring minimal environmental impact. Wooden toys feature non-toxic finishes, making them safe for babies and toddlers to chew on, and are free from harmful chemicals like BPA and phthalates.
 

On the other hand, bamboo is a rising favorite due to its fast growth, low water needs, and pesticide-free cultivation, offering a sustainable alternative to wood and plastic. Recycled paper and cardboard are also gaining traction for their recyclability and biodegradability, used in board games, puzzles, and playhouses. Organic cotton, grown without harmful chemicals, is increasingly used for soft toys like dolls and stuffed animals, benefiting both the environment and workers.
 

In terms of the country, the U.S. dominates with an overall North America eco-friendly toys market and valued at USD 300 million in 2024 and is estimated to grow at a CAGR of 12.7% from 2025 to 2034. The U.S. eco-friendly toy market is growing rapidly, driven by rising consumer awareness of environmental issues, a focus on sustainability, demand for STEM toys, adoption of sustainable materials, and regulatory pressures for environmental responsibility.

As concerns about plastic pollution and climate change increase, parents are prioritizing toys made from sustainable materials like wood, bamboo, and recycled plastics. This shift reflects a broader trend of ethical consumerism, with many willing to pay more for sustainably sourced, produced, and packaged products. The toy industry is replacing traditional plastics with eco-friendly materials such as recycled plastics, biodegradable options, organic fabrics, and wood. Manufacturers are increasingly using plant-based plastics, recycled wood, organic cotton, and bamboo to meet consumer demand and reduce environmental impact.
 

North America: In terms of the country, the U.S. dominates with an overall market share of around 76% in North America eco-friendly toys market. The U.S. eco-friendly toy market is growing rapidly, driven by rising consumer awareness of environmental issues, a focus on sustainability, demand for STEM toys, adoption of sustainable materials, and regulatory pressures for environmental responsibility.
 

On the other hand, Canada market expressing notable growth rate of 12.3% from 2025 to 2034. In Canada, the eco-friendly toy market is growing rapidly due to rising environmental awareness, demand for sustainable products, and regulatory support for greener practices.
 

Europe: Europe eco-friendly toys market with a market share of around 29% in 2024 and anticipated to grow with a CAGR of 12.4% from 2025 to 2034. Europe’s eco-friendly toy market is expanding, driven by environmental concerns, changing consumer preferences, and stricter regulations. Plastic pollution, especially from single-use plastics, is a key issue across the region.
 

In terms of country, Germany market expressing notable growth rate of 13.1% from 2025 to 2034. Germany leads Europe in sustainability, enforcing strict regulations to reduce plastic waste and promote eco-friendly practices in the toy industry. This has encouraged manufacturers to adopt sustainable materials and methods.
 

Asia Pacific: Asia Pacific market expressing notable growth rate of 13.1% from 2025 to 2034. The Asia Pacific eco-friendly toy market is growing quickly, fueled by environmental awareness, shifting consumer behavior, and stronger sustainability regulations. Countries like India, China, and Japan are actively addressing plastic pollution, boosting demand for eco-friendly toys.
 

In terms of country, India is emerging as a fastest growing country for the market in terms of CAGR of 14.2% between 2024 to 2032. In India, the market benefits from cultural values of sustainability, a preference for natural materials, global trends, and the rise of local eco-friendly toy brands.
 

Eco-Friendly Toys Market Share

In 2024, key companies like Green Toys, PlanToys USA, Hape, Learning Resources and Pepplay held a combined market share of 6%-10%. These companies are actively engaging in mergers, acquisitions, facility expansions, and collaborations to enhance their product portfolios, reach more customers, and strengthen their market positions.
 

As sustainability gains global attention, demand for recyclable or biodegradable toys is rising. Brands offering such products gain a competitive edge as consumers aim to reduce waste. Manufacturers focusing on ethical sourcing, fair labor, and eco-friendly production are increasingly favored by environmentally and socially conscious buyers.
 

Eco-Friendly Toys Market Companies

Major players operating in the eco-friendly toys industry are:

• Bannor Toys
• BeginAgain
• Bombay Toy Company
• Green Toys
• Haba
• Hape
• Hasbro
• Holler Poller
• Learning Resources 
• Lego
• Mattel
• Melissa and Doug
• Pepplay
• PlanToys USA
• Plasticant Mobilo
   

Eco-Friendly Toys Industry News

• In June 2024, Canspan BMG, a leading marketing agency in the toys and games market, partnered with Hape Toys, known for sustainable children’s toys. The partnership aims to launch Hape’s new products, increase sales at major US retailers, and grow brand awareness in North America. Canspan BMG will manage digital and social media campaigns, influence programs, and content creation.
   
• In April 2024, Learning Resources launched a new eco-friendly toy line made from recycled plastic for preschoolers. The collection includes four toys, such as the Growing Greenhouse Color & Number Playset, featuring color-matching flowers, pots, a working watering can, and a sustainability guide. The Hide & Seek Vegetable Garden promotes color recognition, counting, and memory skills with five pots, four vegetables, a bunny, and a guide. Kids can play a search-and-match game to find the hidden bunny.
   

This eco-friendly toys market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) & volume (Million Units) from 2021 to 2034, for the following segments:

Click here to Buy Section of this Report

Market, By Product Type

• Building sets
• Action figures
• Games and puzzles
• Sports and outdoor toys
• Others (plush toys etc.)

Market, By Material

• Wood
• Bamboo toys
• Paper and cardboard toys
• Wool and cotton
• Others (natural rubber toys etc.)     

Market, By Age Group

• Toddlers (0-3 years)
• Preschoolers (3-5 years)
• School age children (6-12 years)
• Teens (above 13 years)

Market, By Price

• Budget
• Mid-range
• Premium

Market, By End Use

• Individual
• Commercial

Market, By Distribution Channel

• Online
  • E-commerce
  • Company owned website
• Offline
  • Supermarket/hypermarket
  • Specialty stores
  • Others (individual stores, etc.)    

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia 
• Latin America
  • Brazil
  • Mexico
• MEA
  • UAE
  • Saudi Arabia
  • South Africa