Toys Biobased toys The
Toys Biobased toys The right communication is key By: Gabriele Peterek Consultant Public Relations Agency for Renewable Resources (FNR) Gülzow-Prüzen, Gremany More than 2,000 enthusiastic kindergarten children and many motivated educators took part in the kindergarten competition “Sustainable Playing” promoted by the German Federal Ministry of Food and Agriculture (BMEL) and implemented by the Agency for Renewable Resources (FNR). Ten kindergarten groups were pleased to be among the winners with their particularly innovative approach to the topic and to have won a voucher worth EUR 500 for the purchase of biobased toys. Inspired by the call for entries, the children and educators explored the possibility of making toys from biobased plastics. In the process, they learned that the use of biobased plastics – instead of fossil-based plastics – has positive effects on the environment and the climate. It is precisely this gain in knowledge that is the focus of the BMEL and FNR with their communication measures around biobased toys. As the BMEL’s project management agency, the FNR has the task of informing consumers about what is meant by the bioeconomy and how the politically desired transformation from a fossil-based to a biobased economy can work. In order for consumers to be taken along on the path to a biobased economy, they need to understand what biobased plastics are, for example. What are the benefits of biobased plastics, and what role do they play as a building block for a sustainable bioeconomy? The best way to understand the underlying complex interrelationships is to look at examples from everyday life. Toys are among the everyday products with which a lot of people come into direct contact. High demands are placed on children’s toys in terms of both health safety and sustainability. In addition to wood, children’s toys are mainly made of plastic. This makes children’s toys a good practical example for informing consumers about biobased plastics and the bioeconomy. The communication measures implemented by the FNR in recent months have focused not only on educators in children’s facilities but also on the parents of younger children. Therefore, in addition to the classic communication channels, social media were also used to disseminate information and messages. This includes cooperation with bloggers from the field of “Children and Child Education”, who published short articles on the topic of “Sustainable Giving” via their social media channels and reached young parents in a targeted manner. The topic is gaining attention, as major toy manufacturers in particular are in the process of making their production more sustainable. However, caution is sometimes called for in the headlines produced in this way. Terms are not always used in a technically correct manner. This makes objective communication on the subject all the more important. The FNR will continue its efforts in this regard in the future. On its website, the FNR provides extensive basic and background information, press articles, videos, and radio reports on the topic. www.nawaro-spielzeug.de (all photos courtesy FNR) 34 bioplastics MAGAZINE [01/23] Vol. 18
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