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Inside Out Toys expands portfolio with Viking Toys

“It is our aim to become the best distributor of sustainable toys in the UK” says md Julian Garner.

Inside Out Toys has added another sustainable toy brand to its portfolio, in the form of Viking Toys.

Based in Sweden, the family-run toy company was founded in 1974 and based around the ethos of creating the ‘safest and most durable’ toys with open-ended play value on the market.

The company commented: “Our mission has always been to produce toys that are a sustainable alternative and an antidote to the prevailing throwaway culture; toys made to withstand play from one child to the next, year after year … these toys are so strong, they are almost indestructible.”

Viking Toys’ Ecoline combines the company’s design of durable non-toxic toys with an oil-free, plant-based material made from sugar cane. They are also 100% recyclable, with packaging made from recycled material. In addition, for every jumbo sized Ecoline product purchased, Viking Toys commits to planting a tree.

The company’s Classic line of toys, meanwhile, are made from virgin raw materials.

Inside Out Toys already distributes two brands of wooden toys – jumini, its own brand of brightly coloured wooden toys launched in 2016, and Studio Circus, a collection of pastel coloured wooden toys, designed in the Netherlands.

Last month, the company confirmed a new partnership with Tikiri Toys in Sri Lanka to distribute its 100% natural rubber and organic cotton baby toys in the UK.

“As it is our aim to become the best distributor of sustainable toys in the UK, we are thrilled to be able to add Viking Toys to our offering,” said Julian Garner, owner and md of Inside Out Toys.

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