When people first see a Cubles character, they're often surprised. "It's made of paper?" Yes. Precision-engineered, beautifully printed, surprisingly sturdy paperboard. And that choice was intentional from day one.
The Problem With Plastic Toys
We're not anti-plastic — it has its place. But in the toy industry, the numbers are hard to ignore:
- 90% of toys are made from plastic
- 80% of toys end up in landfills, incinerators, or the ocean
- The average toy is played with for about 6 months before being discarded
We looked at those numbers and thought: there has to be a better way.
Why Paperboard Works
Paperboard isn't a compromise — it's a feature. Here's why:
- 100% recyclable — when a Cubles character reaches the end of its life, it goes in the recycling bin. Not the ocean.
- Renewable resource — paper comes from trees. Trees grow back. For every tree we use, we plant 100 more.
- Precision engineering — modern die-cutting technology lets us achieve tolerances measured in fractions of a millimeter. Every fold, every tab, every joint is calculated.
- Beautiful printing — paperboard takes ink beautifully. The colors on a Cubles character are vibrant and detailed in a way that molded plastic can't match.
The Durability Question
"But is it durable?" It's the question we get most. The answer: yes, more than you'd expect. Our patented key joint system creates connections that hold firmly under play. Kids pose them, display them, and play with them for months.
Are they as indestructible as a solid plastic figure? No. But that's part of the point — kids learn to care for something they built themselves. And if something does break? It's paper. It recycles. No guilt, no landfill.
Made in Minnesota
Every Cubles character is designed, cut, and packaged in Arden Hills, Minnesota. We're proud of that. It means shorter supply chains, local jobs, and the ability to quality-check every single product that goes out the door.
The Choice Is Yours
We're not asking anyone to throw away their kids' plastic toys. But the next time you're choosing a gift, a party favor, or a classroom activity — consider what it's made of and where it ends up.
We chose paper. And we'd do it again every time.
