French retailer King Jouet has just launched a label to highlight eco-responsible products in its Christmas toy catalog. Called Jouet Score, this environmental label is a first in the toy sector. But what makes it even more so is that the container, i.e. the packaging, plays an important role in obtaining the brand's label.
Headquartered in Voiron, Isère, France, the company has developed this label with the support of Ecomaison, a government-approved eco-organization.
How does Jouet Score work?
King Jouet's Jouet Score label takes three criteria into account: the origin of the game or toy (max. 4 points), its material (max. 3 points) and its packaging (3 points). An overall score, divided by two, ranging from 0 to 5 is awarded.
The ideal game or toy according to these criteria will be French-made, made from FSC or recycled wood and without packaging or with functional barrel-type packaging containing building blocks .
If the packaging consists of more than 95% recycled materials will receive 2 points out of 10.
Only 1 point will be awarded if packaging is partly recycled or reduced (removal of plastic windows, plastic fasteners, etc.).
And if the packaging isn't neither recycled nor reduced no points will be added.
In terms of graphics, the Jouet Score resembles its food cousin, the Nutri-score. It's presented without letters, but with a series of numbers from 0 to 5 appearing in squares on a gradient background from yellow to green.
King Jouet has chosen to display this label on items rated 2 to 5 in its Christmas catalog. Only 400 of the 1,600 toys in the catalog are concerned.
The company has announced that it will eventually extend this label to items sold in stores and online.
