The problem with the word “sustainable” is that it’s been flattened.
It’s often used to mean wooden, neutral coloured, or plastic-free. None of those things automatically makes a toy sustainable.
A genuinely sustainable toy holds up across four areas. If one of them is missing, the claim usually falls apart.
1. Materials, but with context
Wood is only sustainable if it comes from responsibly managed forests. FSC® certification matters because it tracks where the wood comes from and how it’s replaced. Without that, “wooden” is just a surface detail.
Equally important is what else is used. Non-toxic paints, finishes that don’t chip, and materials that can handle moisture, teeth, and repeated handling all affect how long a toy realistically survives in a family home.
A toy that looks beautiful but can’t cope with real play isn’t sustainable, even if the raw material sounds good.
2. Longevity, not first impressions
This is the part most brands avoid talking about.
The most sustainable toy is the one that stays in use. That means it survives drops, being stood on, being dragged across floors, and being used in ways it wasn’t perfectly designed for.
Toys that only suit a narrow age window, rely on novelty, or break once the child plays independently tend to disappear quickly. They’re replaced, stored, or thrown away. That cycle matters more than the original material choice.
If a toy can be used across ages, adapted into different types of play, or passed or sold on to another family, its footprint shrinks dramatically. Keep in mind, known and trusted brands are also likely to resell better on marketplaces.
3. Safety and regulation as a baseline
Sustainability without safety isn’t really sustainability.
European toy safety standards exist for a reason. EN testing, chemical compliance, and proper construction reduce the risk of breakage and harm. Toys that cut corners here often don’t last, either physically or legally.
A toy that fails safety standards rarely stays in circulation for long. It gets removed, recalled, or binned.
Longevity and safety are linked.
4. The brand behind the toy
This is the least visible part, and often the most important.
Does the brand design toys to be repaired or replaced, or are they disposable by default. Do they produce small, considered collections or endless variations designed to chase trends? Are they transparent about where things are made and how?
Sustainability isn’t just a product attribute. It’s a company behaviour.
A toy from a brand that values durability, fair production, and long-term use will almost always outperform a trend-led alternative, even if the materials look similar on paper.
What sustainability is not
It’s not a colour palette or a buzzword, and it’s not a guarantee that a toy will be loved. (Hello, pointless beige toy you received as a birth gift).
A bamboo toy that breaks is less sustainable than a well-made alternative that lasts five years. A plastic-free toy that frustrates a child into abandoning it quickly hasn’t achieved much.
How this shows up at Sāaru
This is why Sāaru doesn’t rely on labels alone. Every toy is assessed on how it’s made, how it holds up, how it’s likely to be used, and whether the brand behind it is thinking beyond the sale. We want to do this thinking for you, because we've been there ourselves!
Sustainability, in practice, is about choosing things that earn their place over time.
