PBS Kids, Whole Foods partner to launch sustainable, non-toxic toys

Arlington, Va.-based PBS Kids and Whole Foods Market, Austin, Texas, said they are partnering to offer PlanToys, a new line of sustainable, safe and educational toys. Beginning this week, shoppers can find the PBS Kids holiday toy collection, including PlanToys, at Whole Foods Market stores nationwide.

The PlanToys line uses every piece of wood — down to the shavings on the factory floor — from rubber trees that are felled past their prime. These wooden toys are assembled using certified formaldehyde-free E-zero glue in place of traditional wood glue, and do not use chemical dyes containing lead or other heavy metals. Additionally, all materials for PlanToys items are sourced within a 40-mile radius of its factory, which runs on bioenergy, PBS Kids said.

One-hundred percent of net proceeds from the purchase of the toys in this holiday partnership will support PBS Kids’ mission to empower children to succeed in school and in life. Additionally, Whole Foods Market will donate 1 percent of total sales, up to $25,000, to Whole Kids Foundation, an organization dedicated to improving children’s wellness and nutrition.

“Our partnership with Whole Foods Market allows us to provide families a diverse array of resources that foster play, which is essential to a child’s learning and healthy development,” said Lesli Rotenberg, general manager of children’s media at PBS. “Along with PlanToys, PBS Kids is proud to offer holiday gift-givers a meaningful toy option that is safe, educational and fun.”

Appropriate for children ages 1 to 5, this year’s collection features a variety of classic wooden toys that encourage active play, including a camera with a kaleidoscope lens, colorful bath and water-play boats, fruit-shaped musical instruments, moving animal pull-toys and mini golf and ring toss game sets, PBS Kids said.

“Working with PBS Kids allows us to focus on our shared brand values of supporting education and child development,” said Jeanne Tamayo, global lifestyle buyer at Whole Foods Market. “We’re so proud to carry PlanToys this holiday season — their modern-classic designs are unique and beautiful. Most important, their production standards are incredible. These toys are made in a way that is good for the environment — that’s great for the kids who get to play with them and for the people making them.”