Caroline PHELIP

Cohorte B

PlanToys | Sustainable play

Corporate Ethics Statements
PlanToys' core mission is to create environmentally friendly toys for children that foster their
development, connect them to nature and encourage their growth in almost every area. In
doing so, the values of social and environmental responsibility-sustainability, fairness and
openness guide the way the company operates.
For the founder Vitool Viraponsavan (VV), companies must contribute positively to society, so
be sustainable is a duty. With the idea that PlanToys and sustainability are one and the same, in
2012 PlanToys incorporated the slogan "Sustainable Play" into its brand message [ CITATION
Pla211 \l 1036 ]. Then, regarding openness and fairness, PlanToys aims to be a driver for diversity
and inclusion. It is within this framework that PlanToys has created the Mom-Made
Project[CITATION Pla \l 1036 ]. In partnership with mothers of children with special needs,
PlanToys designed and produced a series of toys to help enhance the development of children
with cerebral palsy, autism and visual impairment. In this same context, PlanToys promotes
employment for people with disabilities.

An Ethical Leadership
Indeed, in 1981, VV had the ambition to create a company that would have a positive impact on
the planet. From the beginning, it was not about growth but about getting closer to its vision:
"Better Kids, Better World". In other terms, his goal was and still is to support children in their
development by toys while linking them to nature (impact on the environment & earth
warmth).
Also, for him, his role as a leader implies a responsibility towards his employees. With this in
mind, during the COVID crisis, VV and his family also provided fruits and vegetable branches for
employees to replant and harvest at home [ CITATION Pla201 \l 1036 ] .Thus, It is because VV
demonstrates exemplarity, integrity and responsibility that he can be considered an ethical
leader.

An Ethical Corporate Program

PlanToys has been improving the production process year after year to make it more and more
responsible. From the beginning, 25 year old rubber trees (normally burned and thrown away at
the end of their life) are used to make these toys. And the factory is right next to the forest.
Because of this: PlanToys reduces its carbon emissions, avoids insecticide treatments and gives
a second life to waste. Improvements in the production process have been sought to achieve
the same goal (Exhibit 1). In 2012, PlanToys created a biomass gasification plant that allows the
use of all the waste and scraps. The electricity produced supplies the company's premises, but
also some surrounding villages. Also, the packaging is made from recycled materials and printed
with water and soy based inks, more rapidly biodegradable. Then, everything is carefully
Caroline PHELIP
Cohorte B

analyzed to offer better products to children. So, if they are created from recycled wood, they
are above all without toxic products. For example, the wood is not treated with insecticides, the
glue used is formaldehyde-free (E-0 certified) and the colors are obtained using water-based
dyes and natural pigments. Because PlanToys puts its responsibility to society first, it saves more
than 40,000 tons of carbon every year and contributes to the community (toys, electricity,
infrastructure etc.).
PlanToys has also established a corporate culture that is equally responsible. To allow
employees to feed the body and mind of its community, a 48,000 sqm organic rice growing area
was created so that all employees have unlimited access to rice and can harvest it at any time.
In addition to being a social benefit, these projects raise awareness of the value of
resources[ CITATION Pla201 \l 1036 ].

Relevant ethical theory

BP1 - Societal benefit: Ethical marketing puts people first - PlanToys prioritizes child
development and safety (non-toxic products). For example, rubber was chosen because it helps
stimulate children's tactile skills as they experience all types of surfaces. In addition, it helps to
limit the pollution that Thai people are facing.
BP2 - Ethical marketing expectations must exceed legal requirements: Manufacturing standards
go far beyond legal requirements for child safety or environmental standards.
BP3 - Intent, means and end: three essential components of ethical analysis: their mission is to
create environmentally friendly toys for children that enhance their development, connect them
to nature and encourage their growth. To do this, they improve their production process to
reduce their environmental impact, engage in different causes (reforestation, disabled people),
create safe products that promote awareness. And all this without passing on the price to the
consumer, but by assuming the costs themselves - impact on profit.
BP4 - Marketers are distinguished by their imagination and moral development: their creativity
can be seen through waste-free improvements (plant and association), designing toys for
children with disabilities, or encouraging children to engage in extracurricular activities to
enhance their development (Forest of Play, PlanToys Children Museum, Community Club -
Exhibit 2)
BP5 - Ethical frameworks essential for informed marketing: VV has created a true corporate
culture: the values emphasized in the company are a sense of sharing, respect for resources,
inclusion and well-being.
BP6 - Adopt a stakeholder orientation: PlanToys puts its stakeholders first, whether they are its
employees, customers or the organizations it works with. This is evidenced by the fact that in
2003, PlanToys received Occupational Health and Safety Management Certification.
BP7 - Moral Reasoning for Marketers: the way employees operate is more of a philosophy than
a strategy. The moral duty to the company is present at every step.
Caroline PHELIP
Cohorte B

CONCLUSION:
Ton conclude, we can say that their three pillars seems to be: sustainable spirit, sustainable
materials and sustainable manufacturing. This makes PlayToys go always further by proposing
secure and qualitative toys for kids and reducing their impact on the Plant.
I believe that this company could inspire a lot of leader and change the way of doing business
Exhibit 1:

Ehxibit 2
Caroline PHELIP
Cohorte B

Community Club – Extract from their website

Started in Trang Province, Thailand, the club encourages
children to join out-of-classroom activities to gain hands-
on experiences which are beneficial to their learning
developments.

Forest of play – Extract from their website

“PlanToys Founder Vitool Viraponsavan has brought his
vision for a nature-inspired developmental play space to
life in the Trang Province! This Forest of Play Exhibition
spreads across nearly 64,000 square meters —
presenting children 9 play stations and 7 playhouses to
explore freely.
Every play station within the Forest of Play is themed
with pieces of PlanToys' story — including leftover
materials from product origination. Throughout the
development of the space, Vitool felt passionate about
nothing going to waste. Even restroom tiles are made
from leftover materials, and a pyramid is constructed
from leftover cement pipes. The architecture and design
of the play space truly showcase Vitool and PlanToys'
passion for sustainability and green living!

PlanToys Children Museum - Extract from their website

“The PlanToys® "Children's Museum" is designed for
children of all ages, teachers, private sector
organizations, and the general public. The museum is a
happy home that displays a wide variety of toys,
including those from the past and around the world as
well as from our own region. The toys have been divided
into categories according to materials they are made
from such as; zinc, wood, plastic, etc. In addition, the
history and development of Plan Creations Co., Ltd. is
also on display.
Since its grand opening in January 2009, the Museum has
proved highly popular with more than just school
children. To date it has also hosted over 10,000 visits
from government and private organizations, schools,
universities and local communities”
Caroline PHELIP
Cohorte B

Sources :
PlanToys. (2011, July) : https://www.youtube.com/watch?v=Kx85DgntqB4

PlanToys. (2020, September): https://plantoys.com/tips-and-news/12?type=news

PlanToys. (2020, Septembre ) : https://plantoys.com/tips-and-news/12?type=news

PlanToys. (2021, June) : https://plantoys.com/tips-and-news/17?type=news

PlanToys. (2021, June) : https://plantoys.com/tips-and-news/19?type=news