IDEO’s Michelle Lee on why the choice between fun and sustainable isn’t an either/or for toy designers

As a designer, I find myself in an interesting new era, one where we have to think beyond how and when a product will be used, considering what happens before and after.

While changing an entire industry won’t happen overnight, I’ve found hope partnering with individuals across toy companies driven to explore alternative solutions.

I’m also appreciative of practices – already in line with a circular economy – that simultaneously create fun and meaningful experiences for kids. Some of these have been around for years… Consider how American Girl gives kids the opportunity to bring their beloved dolls to the Doll Care Center… This not only enables them to refresh their dolls but also teaches that repair can and should be a natural part of product ownership.

Recently, the IDEO Play Lab team ran a four-week internal project to explore how circular design principles might shift toys and toy making. We spoke with experts across the industry – as well as kids and parents – to understand their perspectives on more environmentally sustainable toys, experiences and business models. In the process, we sketched early concepts for a platform to encourage toy repair, ways to facilitate second-hand toy purchases, models for extending the life of physical toys through digital enhancements, and alternative materials that are more durable, biodegradable and recycled – or recyclable.

We took a human-centred approach. Solutions not only had to be planet-friendly, but fun and desirable. We tested concepts like toys with backstories that celebrate the more environmentally friendly materials they’re made from.

While we’re excited to see what’s possible, we’re aware of the significant barriers we still need to overcome. Alternative materials are more expensive than virgin plastics. Too few people hold the expertise on how to work with new materials – and we do not yet know enough about their unique properties to make the most of them.

We also have yet to design robust systems for repair and reuse – though many informal channels do exist. There are plenty of opportunities for toy companies to be part of this ecosystem, ensuring the quality and safety of toys as they’re passed from family to family, while creating new touchpoints to deepen relationships with kids and families.

As we move from a linear economy to a circular economy, we don’t need to be caught between delivering joy or preserving our planet. It’s possible to do both, but it requires us to understand the circular strategies we can employ. We need to work together to drive down the costs of new materials, optimise new manufacturing processes and collaborate across companies to develop new systems for recycling, repair and reuse.

This is an exciting opportunity to reimagine decades-old processes and evolve them into something better, both for people and planet. Let’s work together to meet this challenge.

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