My Toy Fair Blog

My Toy Fair Blog – KEEL TOYS



By Patrick Downs, Head of Design

Keel Toys celebrated their 75th Anniversary in 2022 and their ongoing commitment to creating a sustainable future has never been more important.

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. This process gives plastic a second life and uses less energy to produce than virgin polyester, as an example 10 water bottles (500ml) will produce enough fibre to make an 18cm toy. The iconic Keel logo and hangtag are now formed from FSC card and attached to the toy with cotton, even the shipping cartons are recycled. All toys are manufactured in an ICTI ethically audited factory to the highest standards.

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 offer our business partners a complete sustainable soft toy collection, including Wild, Farm, Sealife, Dinosaurs, Teddy Bears, Puppies, Kittens, Nursery, Seasonal and a new Fashion range – Keeleco Adoptable World.

Starting with the original Wild, Farm & Sealife ranges, Keeleco has been extended to over 200 products making it the most comprehensive collection available. Brand new additions include a wonderfully colourful family of snakes and uniquely patterned super soft lobster & puffer fish to name a few. Each and every Keeleco toy is exquisitely designed and our best-selling Dinosaurs are no exception, featuring beautifully textured exclusive fabrics and embroideries. Brand new arrivals are the magnificent mini dinosaurs, spinosaurus & ankylosaurus!

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 Koala, Giraffe, Zebra, and Lamb. To convey the Eco awareness all the ranges are clearly labelled with the sustainable message and offered with a variety of retail solutions and POS.

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 24 adorable animals that are waiting to be adopted by a loving new owner. A feature of the range is the luggage label tag sewn to the toy depicting sustainable world travel by sailing boat, hot air balloon and bicycle. We are excited to launch in 2023 the Mini Adoptable World collection, a range of 24 cute and collectable characters complete with a floor standing display unit.

The Keeleco range now features well over 200 products and Keel Toys commitment to expanding this collection will continue throughout 2023 and beyond. Their UK based Design Team is already working on many new Keeleco products and collections to reinforce their position as the number 1 sustainable soft toy supplier in the market today.

Keel Toys will be showcasing their latest ranges at:

Toy Fair / Stand F10

Connect with KEEL TOYS