Producing toys and playthings that are sustainable is a challenge facing us all. In the UK tentative steps are being taken by individual firms, designers, and educators. Researching as both an academic and design consultant, enabled the author to interview and observe those trying to make change in the toy sector and shift to more sustainable practices. The paper looks at the introduction of new materials in the past and present and the challenges involved. It picks up on voices trying change attitudes and behavior. The solutions seem to lie beyond one industry and actions need to be taken across sectors and continents. The conclusions point to the key role of organizations like Products of Change, that enable diverse industry sectors to collaborate and work towards more sustainable practices.