Plush toy specialist Aurora World has revealed a Green Initiative which aims to have all of its products made from eco-friendly and sustainable materials by the end of 2020.
Aurora said its products will be produced using fibre fill made from 100% recycled plastics. Cloth labels will be made from 100% recycled materials, plastic pellets from recycled plastics and the brand will use recyclable hang tags and shipping materials.
By going green, Aurora estimates it will save over 3 million pounds of recycled plastics, cut down paper usage by over 30% annually, and reduce its carbon footprint.
Aurora World Travel Retail Manager Garry Stoner said: “Consumers are becoming highly in-tune to the current eco crisis affecting the world and, given the choice, a growing number of consumers would rather spend their money on an eco-friendly product.
“So this move is highly relevant for our business in travel retail as travellers increasingly make informed choices based as much on sustainability as quality and value.”
Aurora World noted a +45% increase in sales in 2019 compared with 2018, with new listings and increased sales by existing customers key to its success.
Strong performers include the YooHoo collection (boosted by the YooHoo and Friends Netflix series) and the Sparkle Tales range.
“Retailers are now taking the plush toy category more seriously in travel retail and this is reflected in our year-on-year growth,” Stoner added.
“We have high expectations that our business will continue to grow and prosper in the years to follow, especially with our Green Initiative now in place.”
Stoner said plans to expand the Aurora World travel retail team and further projects are in the pipeline.