By the time Earth Day rolls around on April 22, Toys "R" Us will have launched a new line of organic and natural toys that is exclusive to the chain. The initial toy collection will feature natural wooden toys, natural cotton plush animals and organic cotton dolls, with additional products to be introduced later in the year.

"We know that kids are becoming more environmentally conscious and are curious about how they can do their part to help protect the planet," said Karen Dodge, Chief Merchandising Officer, Toys"R"Us, U.S. "Going green is more than just a trend. It's becoming a lifestyle. This is just our first step in offering our customers the best selection of eco-friendly and organic products in all of our Toys"R"Us stores nationwide."

Parents will be able to identify the eco-friendly toys by the neutral-colored boxes containing an "R" seal. The green "R" will be reversed to mirror the "R" in the company logo and the seal will display the words "Recycle, Renew, Reuse, Re-think." The packaging will be made from a minimum of 70 per cent recycled material and the toys themselves will use earth-conscious materials such as natural or water-based dyes and unprocessed, unbleached and untreated cotton. The wooden toys will also carry the Forest Stewardship Council (FSC) logo to show the wood is certified as coming from well-managed forests that follow strict guidelines outlining responsible forest management.

Animal-loving kids will be able to choose between a lamb, monkey, bunny or teddy bear from the Natural Cotton Plush Animals collection. The Natural Wooden Toys will feature a fire engine, utility crane, shape sorter, trailer truck, racing car, formula car, alphabet blocks wagon and a stacking train. As the name suggests, the Organic Cotton Dolls provide a natural feel because they are made from organic cotton, and will be available in pale pink or light brown.

For those looking for safe alternatives to the lead-tainted products aimed at children that are making their way over from China, check out the new eco (and kid!) friendly line from Toys "R" Us.

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