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.”

Related: Play For Today, Play For Tomorrow: The Shift Toward Eco-Friendly Toys and Sustainable Production

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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.