With Walmart, the biggest toy seller, now stocking its store shelves with more toys made from natural or recycled materials, industry analysts expect other big retailers to follow. Reyne Rice, a trend specialist for the Toy Industry Association, told Reuters that about 25 percent of retail buyers at last year’s American International Toy Fair wanted to see and consider more eco-friendly products. Thus, the Toy Fair earlier this year featured a green pavilion, exclusively showcasing such toys for the first time.

It’s a step toward propelling green toy sales toward an anticipated $1 billion market in the next five years, representing some 5 percent of overall toy sales. While sustainable toys tend to cost a bit more than traditional ones, many are priced at less than $25 retail. Meanwhile, even though many major manufacturers aren’t yet on board, several are making moves to green and reduce the amount of packaging they use.