Malte Niebelschuetz reveals three things you can immediately do to become more sustainable

Malte, thanks for making time! For those that don’t know you, who are you and what do you do?
I’m Malte Niebelschuetz and I am your ‘Sustainable Toy Guy’. Besides starting my own sustainable toy brand – Shore Buddies – I advocate for sustainability within the toy industry in general, trying to get the global toy industry to become more sustainable.

Before we get into some of the latter part of that, what is Shore Buddies?
Shore Buddies is a sustainable, educational toy line. From an early age, it helps teach kids about ocean plastic pollution. We became famous for being the first to market a 100% recycled plush line. We’re truly focusing on early childhood education, making sustainability a second language from day one.

Perfect. Then in terms of sustainability, you gave a talk at New York Toy Fair this year. What were your main messages?
First of all, it’s important to recognise that sustainability is an iterative process. Sustainability is not a destination, it’s a process. What people considered sustainable ten years ago may differ from what’s considered sustainable today… Just as what’s sustainable today will likely be different from what we see as sustainable 20 years from now.

Therefore, the big challenge is how to offer more sustainable toys in the current market without neglecting the bottom line. Let me be totally clear about this: there’s no impact without profit. My goal was to show that sustainability and profitability are not mutually exclusive. Totally the opposite, actually… Companies can increase their revenue by focusing more on sustainable products. The demand is there. At the same time, costs and play value remain the most important criteria for a toy when it comes to buying decisions.

Why are those things important?
Sustainability is a megatrend that companies have to get in front of in order to stay relevant. I’m truly convinced that sustainability will become a hygiene factor within the next decade…

Meaning what, sorry? A hygiene issue in what way?
Meaning that customers will no longer accept toys that aren’t sustainably made. It will become as standard as toy safety regulations.

Interesting. It sometimes feels to me, Malte, as though there’s a lot of talk about these issues – but little specific advice on how we can do more. What three things do you think most toy and game companies could do – effective immediately – to support your thinking?
First, I would say: Take inventory… Assess the sustainability of your current product portfolio. Identify materials, packaging, and processes that you can improve or replace with eco-friendly alternatives. Second, Create transparency. Measure and report sustainability efforts. Conduct lifecycle assessments, set clear goals and communicate progress to customers and stakeholders alike.

And third?
Third: leverage market conditions. Use external factors like tariffs, inflation and shifting consumer demand as opportunities to transition to sustainable materials and processes while maintaining profitability.

Interesting answers. Thank you. How did you find yourself in the industry, Malte?
The industry kind of found me! I started Shore Buddies by an inspiration when I learned about Patagonia and how they were making their jackets from recycled plastic bottles. After reading the article, my entrepreneurial spirit kicked in… I was looking for ideas for other products that can be made with rPET materials.

Now, rPET is – and this might be a pronunciation challenge – recycled polyethylene terephthalate…
Exactly right! Well, the first thing I saw made of this was a stuffed seagull. It was dangling from the ceiling in my apartment in San Diego. I literally thought, ‘Why not a stuffed animal?’ This fits perfectly! Later on I realised the power and tremendous opportunity that come with toys and early childhood education. I think toys are a perfect way to improve the world.

Terrific. I believe the Toy Association is set to publish a video of your New York talk. In the meanwhile, Malte, let’s wrap it up with this: what’s the most interesting object in your office or on your desk?
I always have some sort of fidgety toy near me to keep my ADHD in check. While my favourite toy for the last couple of years was my Kendama, I recently switched to a Shashibo.

Noted! Thanks for making time, Malte.

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