Aurora goes green

Welcome to Duty Calls. This regular feature aims to shine a light on some of the most laudable examples of altruism and sustainability within the travel retail industry by companies that go beyond the call of duty. In this issue, we see how plush toy specialist Aurora World is expanding in travel retail in an environmentally-friendly way.

Palm of your hand: Palm Pals are not only super-soft, but also super eco-friendly

Plush toy specialist Aurora World has pledged to have all of its products made from eco-friendly and 100% sustainable materials by the end of this year.

It is a lofty goal but one that is achievable – as evidenced by the launch of its first eco-friendly concept this month, called Palm Pals. Named for the way they comfortably sit in the palm of the user’s hand, the Palm Pals range features a selection of super-soft beanie plush made of sustainable and eco-friendly materials.

Aurora has said that all of its products will be produced using fibre fill made from 100% recycled plastics by the end of 2020. Cloth labels will be made from 100% recycled materials, and plastic pellets made from recycled plastics. Recyclable hang tags and shipping materials are also integral to the eco-friendly proposition.

By going green, Aurora is saving over three million pounds of recycled plastics, cutting down paper usage by over 30% annually, and reducing its carbon footprint, in an effort to make the world greener.

“Consumers are becoming highly in-tune to the current eco crisis affecting the world and, given the choice, a growing number of consumers would rather spend their money on an eco-friendly product,” points out Aurora World Travel Retail Manager Garry Stoner.

“So this move is highly relevant for our business in travel retail as travellers increasingly make informed choices based as much on sustainability as quality and value.”

Aurora World noted a +45% increase in sales in 2019 compared with 2018, with new listings and increased sales by existing customers key to its success.

Aurora World has pledged to use 100% sustainable materials for all products by the end of 2020

Strong performers include the YooHoo collection (boosted by the YooHoo and Friends Netflix series) and the Sparkle Tales range.

“Retailers are now taking the plush toy category more seriously in travel retail and this is reflected in our year-on-year growth,” Stoner says.

“We have high expectations that our business will continue to grow and prosper in the years to follow, especially with our green initiative now in place.”

Of the Palm Pals range, Stoner comments: “We have received a lot of positive feedback since the announcement of our green initiative and we are very excited to be launching the first of many sustainable lines.

“As climate-change tension continues to rise, it is imperative that we do our bit to help the planet, and our new sustainable products can be purchased and joyed 100% guilt-free.”

Aurora World says its labels will be eco-friendly by the end of the year

The Moodie Davitt e-Zine Duty Calls feature highlights environmental and socially responsible initiatives around the globe where people and the planet are the priority. If you have CSR projects, big or small, that you would like featured in Duty Calls, please contact Jason Holland at

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The Moodie Davitt eZine

Issue 276 | 7 February 2020

The Moodie Davitt eZine is published 20 times per year by The Moodie Davitt Report (Moodie International Ltd).

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