Source: Aurora World/The Toy Book

Following the successful launch of its 100% recycled Eco Nation plush collection, Aurora World is extending the range with new additions earlier than expected.

Eco Nation toys are super-soft plush crafted from fabric and fiber fills made from 100% recycled PET (polyethylene terephthalate) or plastic bottles. Each one features embroidered eyes in lieu of plastic, and they come with labels, hang tags, packaging and displays that are also made from 100% recycled materials.

“Our Eco Nation plush line, made from 100% recycled materials, has received a strong retail sell-through with products flying off the shelves and is becoming increasingly popular with consumers — hence, we released Eco Nation’s mid-year collection sooner,” says Michael Kessler, senior vice president of sales and marketing, Aurora World. “Eco Nation is a comprehensive plush program promoting sustainability with each of its elements. We are proud to be contributing toward making our planet a greener and safer place to live.”

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The mid-year Eco Nation line includes an all-new farm category that adds cuddly farm animals to the range of 20 fresh products that join the original lineup of 24 plush toys.