Header Info and Dates

4-7 FEBRUARY 2024

Keel Toys Ltd

Hall: Hall 5 Stand: 5H20-J21

Keel Toys celebrated their 75th Anniversary in 2022 and their ongoing commitment to creating a sustainable future has never been more important. Keeleco is a beautiful eco-friendly collection of toys manufactured and filled with 100% recycled polyester made from plastic waste. In the two and half years since launching this range they have recycled in excess of 100 million water bottles in the manufacture of these beautiful toys.

The Keeleco range now offers business partners a complete sustainable soft toy collection of over 350 products, including Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Seasonal and a new Fashion range – Keeleco Adoptable World.

Keel Toys also offers extensive experience with bespoke toys, providing a fully managed service from design to delivery.

Keeleco - 100% Recycled 100% Huggable


United Kingdom



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  • Keeleco Adoptable World is the newest part of the Keel Toys sustainable soft toy range and the first fashion eco soft toy! The collection now features 12 adorable animals that are waiting to be adopte ...
  • Keeleco Dinosaurs are exquisitely designed featuring beautifully textured exclusive fabrics and embroideries. Brand new arrivals are the magnificent Spinosaurus, Dilophosaurus & Ankylosaurus. Keeleco ...
  • In 2020 Keel Toys designed and launched Keeleco, a 100% recycled range of soft toys. These beautiful eco-friendly toys are manufactured and filled with 100% recycled polyester made from plastic waste. ...
  • Keeleco Baby launched in 2021 has been an instant success with new Marcel Monkey, Ezra Elephant recently added to the super cute natural range of white and grey bears. To convey the Eco awareness all ...
  • Keel Toys are delighted to announce that just three years after launching Keeleco we have recycled the equivalent of more than 30 million water bottles in the manufacture of the range. We can also now ...

    02 Nov 2022 KEEL TOYS
  • Sustainability Role in overall company's strategic plans
    It is our main company focus going into 2023, both in terms of new product with Keeleco and also within the infrastructure of the organisation.
    Sustainability initiatives
    Keeleco 100% recycled, 100% huggable sustainable soft toy range manufactured from plastic waste. Keel Toys have signed up to the Global Recycling Scheme that audits and authenticates the recycled raw materials used in the making of the soft toys.
    Pledges for the year
    Keel Toys are recognised around the world by the iconic red disc in the ear of each toy, our seal of quality and value. As the first step of our new sustainability initiative, we are delighted to announce that starting from our November 2019 factory shipments, all our items will now carry a new Keel Toy icon formed from FSC cardboard, saving plastic on the millions of toys we sell each year. We are proud to say that we have already phased in the 100% use of recycled polyester stuffing in all our toys.
    Sustainable Products
    With the launch of Keeleco in 2020, Keel Toys has become leaders in the toy industry for the development of recycled and sustainable soft toys manufactured from plastic waste. Having joined the Global Recycling Scheme we will audit trail for the authentication of the use of post-consumer waste plastic; your assurance of our commitment to sustainability. Exciting new designs for 2023 are the Keeleco Mini Adoptable World Collection. With happy expressions and wide expressive eyes, the collection of 24 characters simply beg to be picked up and adopted by a loving new owner. The luggage label feature on the toy and supporting point of sale depicts sustainable world travel by sailing boat, hot air balloon and bicycle. Keeleco is the most comprehensive range of endangered wildlife and indigenous animals available. Soft toys that do not cost earth.
    Keeleco Christmas
    Keeleco will be at the heart of the Christmas Soft toys launching at the Spring Fair in 2023. The range will feature favourite Christmas characters including Reindeer, Husky, Snowman & Polar Bear aswell as Keeleco Adoptable World Christmas in 100% recycled fabrics. Our aim is that our customers can promote a sustainable Christmas in 2023.
    Keeleco Baby
    Keeleco Nursery launched in 2021 and has been an instant success with a new Marcel Monkey & Ezra Elephant to be added in 2023 to the FSDU collection of Lamb, Koala, Giraffe and Zebra. The nursery range also features a super cute teddy bear and bunny in variations of Pink, Blue and White.
    Social equity at your company
    Our factories are regularly independently audited for social equity.
    Certified sustainable products by third party

    Certified by
    GRS by Control Union Certifications B.V.
    Our packaging is plastic free
    Our packaging is made with recycled content
    We are in the process of making our packaging plastic free
    Our shipping cartons, paper tape, hangtag and red Keel disc are all from sustainable FSC or recycled sources.
    We have products made from recycled materials
    We have created products that provide an alternative to single use plastic
    We have products made from sustainability sourced raw materials
    Keeleco is the NEW 100% recycled range from Keel Toys. These eco-friendly toys are manufactured and stuffed with 100% recycled polyester from plastic waste.
    Ethical Considerations
    Fair wages are paid to the people who make our products
    Our products are made by people employed in good working conditions
    We have mapped our entire supply chain
    We challenge our suppliers to report any ethical issues they identify
    We have an ethical policy
    Within the workplace where our products are made there is commitment to Non-Discrimination Gender Equality and Freedom of Association
    Our factories are regularly independently audited for social and ethical compliance.
    Enviromental Impact
    We consider the environmental impact when creating our products
    Some of the processes we use to manufacture products are energy efficient
    Some of the processes we use to manufacture products are water efficient
    Recycled polyester used in the Keeleco range, also known as rPET, is obtained by first collecting bottles and other plastic waste and cleaning them. The cleaned bottles and then shredded into pellets. To create the yarn the pellets are crushed and melted which are spun into thread. This process gives plastic a second life and uses 59% less energy to produce than virgin polyester. Just to give an example, 16 water bottles will produce enough fibre to make a 30cm toy.
  • Keel Toys are delighted to announce that three years after launching Keeleco we have recycled more than 30 million water bottles in the manufacture of the range.  Keeleco 100% Recycled 100% Huggable

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