Toys 'R' Us debuts eco-friendly toy line

WAYNE, N.J. Toys "R" Us has launched an exclusive line of environmentally friendly toys that will be marketed under the Toys "R" Us brand. The first toys in the collection -- Natural Wooden Toys, Natural Cotton plush animals and Organic Cotton Dolls -- will be available exclusively at stores nationwide and online at www.Toysrus.com by Earth Day, April 22. Additional items in the line will be introduced later this year.

According to Toys "R" Us, the toys come packaged in earth-tone colored boxes that bear a special green version of the company's reversed "R" logo with a green leaf, encircled by the words "Recycle, Renew, Reuse, Re-think," and signifies for parents that the toys are eco-friendly.

"We know that kids are becoming more environmentally conscious and are curious about how they can do their part to help protect the planet," said Karen Dodge, chief merchandising officer, Toys "R" Us, U.S. "Going green is more than just a trend. It's becoming a lifestyle. This is just our first step in offering our customers the best selection of eco-friendly and organic products in all of our Toys "R" Us stores nationwide."

The products in the collection are crafted from natural materials, these items come in packaging that is made from no less than 70% recycled material, the company reported.