Big Interview
sustainable change
Katy Newnham, founder of Wastebuster, sits down with ToyNews Editor Kiran Grewal to discuss its plans for cross-sector cooperation to create a fully circular economy that will safeguard the future of sustainable consumption of toys and games
H
aving witnessed the impact of climate change and pollution on the oceans’ ecosystems, as a professional
underwater photographer, Katy Newnham, the founder of Wastebuster moved into conservation and education. In 2006 Katy created Wastebuster, a not-for-profi t environmental education company on a mission to inform, inspire and empower children to care for the environment using entertainment for social change. With partners and supporters that have
ranged from Pinewood Film Studios, Universal Music and the Jim Henson Creature Shop to Google, and the UN, Wastebuster now supports over 24,000 schools, in 94 countries. Specialising in delivering national and international, cross- sector education and awareness campaigns and recycling reward schemes, that promote responsible production and consumption to young people whilst unlocking considerable social, economic and environmental benefi ts for the societies in which they operate. In 2019, Wastebuster acquired The Pod, an education platform for schools and with 24,000 schools in over 94 countries, they have become one of the largest providers of free education for sustainable development, for young people and schools worldwide. Wastebuster works with partners ranging
from international corporates, local authorities, NGO’s, Governments, and the UN to deliver education and awareness
programmes that support development of the circular economy, in alignment with the UN Sustainable Development Goals.
Do you believe the industry is moving at a fast enough pace with recyclable materials and schemes? Many companies are already taking this issue seriously, especially in terms of packaging and product design, but taking the lead and keeping ahead of both government legislation and consumer expectations is what is really required now to create a really positive news story for the toy industry. People are becoming very aware of
greenwashing campaigns, misinformation and box ticking exercises when it comes to sustainability in business. Working with schools globally, there is a demand for children and young people to understand their role as responsible consumers and as the principal users of toys, the need for this information is clear. There is currently very little join up on the cross-sector research and information sharing on the sustainability agenda (production and end of life options) for toys globally. There is no doubt there are huge challenges being faced by industry – for example, the availability of recycling technologies and infrastructure internationally, and appropriate packaging labelling for toy lines with international distribution considering the diff erent end of
life options in all territories are inconsistent worldwide. However, we believe that by working
together cross-sector (toy and packaging industry, waste and recycling industry, Government/ local authorities, NGOs consumers), to share research, data, and funding, it will cost the industry relatively little to create a robust, fully circular economy for children’s products and packaging. That will safeguard not only the future of environmental education in alignment with the UN Sustainable Development Goals, but the integrity of the licensing industry, whilst giving a whole generation the tools and mindset to work towards a more sustainable future.
Is education for children a big part in creating change? I think the most powerful way we can activate long-term attitude and behaviour change is not with education alone, but by empowering children to make responsible choices [with toys] and showing them the real diff erence this makes. Children are our secret weapons in the
fi ght against climate change and waste. If we teach them well, they will take the right messages home to their families. But, children need to be empowered with the right information to make the right consumer choices. As a large provider of environmental education, we have an
Jan/Feb 2022 | toy news | 19
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