Move over Barbie, there are some new players in town. Parents seeking environmentally friendly toy options are a relatively new breed. However as more and more families attempt to make eco-friendly lifestyle choices, as well as the discovery last year that children may be exposed to harmful substances such as lead during playtime, seems to have had an impact and now many are seeking toys that they can guarantee are safe for the their kids and the earth.

Companies such as Green Toys and Anamalz set up booths at the New York Toy Show recently, where over 1,200 exhibits featured the latest and greatest in children's novelties. Green Toys produces toy teacups, bowls and gardening tools that are made from recycled milk containers and packaged in recycled cardboard.

It's not just toy-makers who are seeing the shift; retailers are taking note as well.

“I think we’re at the beginning of a sea change,” says Ed Schmults, chief executive of FAO Schwartz, New York’s most famous toy store. Mr Schmults says that when he joined the company after a career that included working for Patagonia, the outdoor clothing company, he was taken aback by the toy industry’s lack of awareness of environmental issues.

FAO Schwartz stores now list “product safety and environment” as among the five qualities they want the toys they sell to reflect.

“I think the toy business has been out to lunch on the environmental thing,” says Mr Schmults. “If there’s something positive to come out of the China recalls, it is that this is now getting much more attention.”

Wal-Mart, Sears and Target, three leading U.S. retailers, are currently working toward ensuring that the chemical PVC will no longer be contained in their packaging or the merchandise they sell, despite the fact that it is a common substance found in toys.

It's no big surprise to hear that the people behind the Anamalz and Green Toys lines are young parents with small children. There's nothing like the thought of your child unknowingly being exposed to harmful chemicals to drive proactive solutions. It's unfortunate the health and safety of millions of children had to be at risk before anyone noticed or took action. Now that they have though, hopefully this awareness will continue to inspire companies to commit to the safe - and green - production of toys.

» Financial Times