The world’s first climate change focused toy company, Sustained Fun was established by Helen Townsend and Anthea Ibell in 2021. It is founded on the environmental principles that are an integral part of their lives. Sustained Fun’s mission is to invent children’s toys, games and activities that reduce rubbish, address climate change and catalyse sustainable change in the toy industry. Their brands are EcoSplat and Wild Fixes. In 2022 they launched World Sustainable Toy Day, a global campaign to work together for a more sustainable toy industry.
Anthea and Helen believe that SŌC aligns with their vision of educating on the issues with single-use products and the potential that individual actions have on bringing circular economy changes.