Products of Change hosted a discussion with Moose Toys’ Wendi Wing, about Moose’s sustainability strategy at Licensing Expo 2025.
The session revealed a multi-faceted approach to environmental responsibility and detailed the importance of committed partnerships, such as between Moose and BBC Studios, another POC Member.
Net zero commitment
The challenge with beginning a committed sustainability journey is often knowing when to start. Wendi revealed that the first thing Moose did was decide on its timeline and commit to achieving net zero by 2040. “We started honestly with deciding on our timeline. First thing just committing to zero by 2040, and then working back on the system.”
Organisational culture
A key differentiator for Moose Toys is its family-owned culture. Wendi noted, “The one thing that I’ve learned about Moose in my almost five years of being here, when they are committed to something they will go all the way.” This cultural commitment extends beyond business metrics to genuine environmental stewardship.
Packaging innovations
The company focused initially on packaging sustainability. Wendi highlighted their approach: “Instead of being able to go 100% plastic free… we’re looking at key roles like easy separation of materials, no contamination, ensuring consumers can recycle.” The design stage is an essential part of this, and an opportunity to ask: is there a way the packaging can be reused? To be made dynamic and interactive enough that it can be repurposed in some way? This poses an alternative if the materials cannot be yet switched to a more sustainable option.
Other comprehensive changes include limiting the amount of air in packaging, as that can have a huge impact on material usage and shipping, leading to extensive cost savings. Looking for the economic opportunities in sustainability is a route towards longevity in these changes.
Collaboration and transparency
The discussion emphasised the importance of industry collaboration. Partnerships play a big part in this journey too. “The BBC has their own huge sustainability goals – just even that simple partnership has helped to encourage progress,” said Wendi, referring to the work Moose has undertaken with BBC Studio’s Bluey brand.
Wendi continued, “The reason we started was transparency… folks from all of our competitive companies sitting there talking about challenges and work.”
Anita from BBC reinforced this point, stating: “We need to be able to access the brand… The collective power of our collective actions is what’s right.”
Key sustainability strategies
- Signed Science Based Targets in January 2023
- Implemented solar panels in offices
- Created employee incentives for sustainable practices
- Focused on recyclable and reduced packaging materials
- Exploring recycled material alternatives
Challenges and opportunities
“There’s a passion for making sure that whatever we do, whatever Moose does, we’re aware of what we’re leaving behind. It’s not just about making kids happy with toys,” said Wendi.
But Moose, like every other company, is navigating the challenge of communicating what it is doing in the right way – debating whether it has enough evidence to back up its work to avoid the feared accusations of greenwashing. With more legislation on its way regarding greenwashing, it is a challenging area, with most greenwashing accusations being made by company competitors rather than consumers. But the focus must be on getting the product right, and then telling the right kind of story.
For more on the sustainable changes being made by Moose Toys and other major toy companies, check out the feature ‘Beyond the toy box’ in the latest issue of POC Magazine here.
