Brand Spotlight: Keel Toys

In recent years, the environmental impact of single-use plastics has become an urgent global concern. With millions of plastic bottles discarded daily, the need for sustainable solutions has never been more critical. Keel Toys, a leading innovator in the toy industry, addresses this pressing issue with their Keeleco range of soft toys, now available at the Eden Project Shop. These eco toys blend sustainability with comfort, turning recycled materials into beloved companions for children and adults alike. The range is not just about creating toys; it’s about instilling a sense of responsibility and care for our planet in the youngest members of our society.

What materials are used to make Keel Toys?

Each soft toy, including the Eden Project Bear, is made from 100% recycled polyester sourced from plastic waste. This includes the stuffing, fabric, and even the eyes, showcasing the incredible potential of recycled materials. This thoughtful design ensures that these soft toys are 100% recyclable, closing the loop on their lifecycle and promoting a circular economy. The Eden Project Bear is more than just a soft, cuddly friend; it serves as a tangible reminder of the importance of environmental stewardship, making it a perfect gift for those who care about the environment.

Keel Toys uses advanced recycling technologies to ensure their products meet high standards of quality and safety. The recycled polyester comes from post-consumer plastic bottles, which are cleaned, shredded, and spun into thread. This innovative process diverts waste from landfills and reduces the carbon footprint associated with new polyester production. By utilising this process, 10 water bottles can be transformed into enough fibre to create an 18cm soft toy. This remarkable transformation not only highlights the versatility of recycled materials but also demonstrates how everyday waste can be turned into something meaningful and long-lasting.

In addition to using recycled materials for the toys themselves, Keel Toys has taken extra steps to ensure that every component of their products aligns with their sustainability goals. The iconic Keel symbol and hang tag are now formed from sustainably-sourced card and attached to the toy with recycled polyester thread. Even the sew-in label is made from recycled materials, emphasising the brand's commitment to reducing environmental impact at every stage of production. Furthermore, all Keel Toys are manufactured in an ICTI ethically audited factory, ensuring that the workers involved in creating these toys are treated fairly and work in safe conditions. Designed in the UK by Keel Toys, these products reflect a deep commitment to both quality and ethical production practices.

The process involved

The journey of creating a soft toy from recycled plastic is a fascinating and intricate process that breathes new life into discarded materials. Here’s a closer look at the process involved:

Stage 1: Collection and cleaning

The journey begins with the collection of plastic waste, primarily post-consumer plastic bottles. These bottles, which might have otherwise ended up in landfills or the ocean, are carefully cleaned to remove any impurities. This stage is crucial to ensure that the final product is safe, clean, and suitable for use in children's toys.

Stage 2: Shredding

Once cleaned, the bottles are shredded into small flakes. This step is essential for breaking down the plastic into a more manageable form, which can then be further processed. The shredded plastic is still recognisable as its former self, but this is where the transformation really begins.

Stage 3: Pelleting

The shredded plastic is then crushed and formed into small pellets. These pellets are easier to handle and transport, making them the ideal intermediate form for the next stage of the process. Pelleting the plastic also ensures consistency in the material, which is crucial for producing high-quality fabric.

Stage 4: Melting and extrusion

The pellets are then heated and melted to create a thick, viscous liquid. This liquid plastic is extruded into thin strands, which are then cooled and solidified into yarn. This stage marks the transition from plastic waste to a usable, textile-ready material. The yarn created from this process is strong, durable, and remarkably soft, making it perfect for creating plush toys.

Stage 5: Spinning and weaving

Finally, the yarn is spun into thread and woven to create the base fabric for the soft toys. This fabric forms the outer layer of the soft toys, while the stuffing inside is also made from the same recycled polyester. This process gives plastic a second life and uses 59% less energy to produce than virgin polyester, making it a far more sustainable option. The end result is a soft, cuddly toy that not only provides comfort but also contributes to the reduction of plastic waste.

What makes the Keel Toys brand popular?

The growing popularity of Keel Toys reflects a broader shift towards sustainability. Consumers today are more environmentally conscious than ever before, with a strong preference for products that align with their values. Parents, in particular, are keen to introduce their children to the concept of sustainability from a young age, and these sustainable toys provide a perfect opportunity to do just that.



The Keeleco range has been met with widespread acclaim, not just for its environmental credentials, but also for the quality and appeal of the sustainable toys themselves. These eco toys are designed with the same care and attention to detail as any other product from Keel Toys, ensuring that they are just as soft, durable, and beloved by children. The fact that they are made from recycled materials only adds to their appeal, making them a popular choice among eco-conscious consumers.