Advertisements for children's toys are an environmental nightmare - here's how parents can deal with it

As Christmas approaches, many children experience the "gimme-gimmes" and write a list of toys they hope Santa will bring. That is to be expected. Toys give children a chance to learn and be curious, engage their imagination in play and socialize with others. unfortunately, 80 % of all toys it ends up in landfills, incinerators or the ocean. The toy industry consumes 40 tons of plastics for every $1 million it generates in revenue, and has excessive carbon footprint . Toys can contribute to a child's development and at the same time threaten his health and well-being through pollution. Advertisers perpetuate this paradox and children are vulnerable to their persuasive tactics. Advertisers know that children are an essential part of the consumer decision cycle and persuade them to nag their parents to part with their hard-earned money. Creating an emotional connection to toys in children's minds is key – the association with food, entertainment, clothing and music creates a spiral of desire associated with the brand. ( Michelle Cowley-Cunningham, Dublin City University)