Skip to main content

Look what Santa put under Whole Foods' tree


Whole Foods has a tendency to zig when other retailers zag and it is doing just that with a new line PBS Kids branded toys this holiday season.

No bright shiny plastic toys will be found on Whole Foods shelves. Instead, the natural grocer struck a deal with PBS Kids to offer a line of educational and sustainable wooden toys and plush products for kids ages six months to three years. Each item in the PBS Kids line is made with safe, non-toxic materials and inks, and all packaging is made from recycled materials, according to the companies.

Many of the toys are produced in the U.S. from sustainable materials, responsibly harvested from local communities. For example, products include race cars made from recycled milk bottles; colorful, wooden vehicles assembled by hand from local wood in Vermont; shape sorters and stackers that inspire a love for fruits and veggies; super soft plush animals made with phthalate- and PVC-free materials; and organic t-shirts and infant onesies with vintage designs.

“PBS KIDS is known for creating fun, educational content that encourages kids to learn by exploring the world around them,” said Jeanne Tamayo, Whole Foods Market’s global lifestyle buyer. “And that's the exact goal behind this new line of toys – to help our shoppers find new, exciting ways to teach their children through play. Whole Foods Market is proud to offer these toys to families exclusively this holiday season."

The new line of products is designed to inspire creative curiosity, while supporting the development of healthy, happy kids with 100% of net proceeds benefitting the brand’s mission of empowering children through knowledge, critical thinking and imagination. Whole Foods Market will donate 1% of total sales, up to $25,000, to Whole Kids Foundation, an organization dedicated to improving children’s nutrition and wellness.

“We are excited to work with Whole Foods Market on a program that fosters our shared commitment to education and child development, while giving holiday shoppers an opportunity to give a more meaningful type of gift this holiday season,” said Lesli Rotenberg, general manager, children’s programming, PBS. “Open-ended play is an integral part of a young child’s development, and the new PBS KIDS toy line provides children with the opportunity to explore and learn in a safe and fun way.”

This ad will auto-close in 10 seconds