Cuddly, and sustainable!

Saving the planet, one cuddly toy at a time.

In 2024, Brightside decided to launch a bespoke cuddly toy named Sunny. The objective was to extend our kids’ offer – creating the best possible environment for the little ones with great kids’ menu and engaging activities – by bringing to life some of the characters from our ‘Bright Sparks’ colouring-in menus.

We also wanted an exciting campaign to signpost Brightside to diners in Lounge Café Bars where customers may have come across our shiny logo on their travels.

What we didn’t want was a low value item that was unsustainable and had a limited lifespan.

At this point we came across Custom Toys, pretty much the only UK based company that can create good quality, sustainable toys via their oft-visited factory in China.

Over a decade ago, Custom Toys launched a dedicated sustainability initiative known as “Cuddle Earth.” This ambitious project aimed at significantly reducing plastic usage in both their products and packaging, and more importantly, serving as a platform to educate and engage younger generations about environmental stewardship.

Cuddle Earth quickly proved so successful in promoting sustainability awareness and reducing plastic waste – particularly through initiatives such as beach clean-ups and educational programs – that they decided to embed its principles directly into every aspect of Custom Toys.

They’ve recently introduced a tree-planting scheme, with the option that for every toy produced, a new tree is planted. This practice not only offsets their environmental footprint but actively contributes to global reforestation efforts, reflecting our dedication to a greener future.

Custom Toys’ commitment to sustainability is deeply embedded in their supply chain as well. Through regular visits, they maintain close partnerships with their factory in China, ensuring shared values and consistent progress toward sustainable manufacturing solutions.

Sunny proved a roaring success in 2024, the last toy leaving the building in early January 2025.

That brings us to Sparky, Brightside’s latest character to come to life – they’re built the same as Sunny, but there’s a more playful personality, a dark chocolate coat, and bright orange faux fur ears.

Sparky is due to launch in the middle of June this Summer – Custom Toys will be planting a tree for each toy over the coming months – and another wave of young customers will gain a little friend.

Watch this space for Sparky updates…