Waitrose is urging publishers to replace "pointless plastic" with sustainable alternatives.
It said the move was inspired by Skye, a 10-year-old from Gwynedd, who launched a campaign to persuade publishers to stop giving away the disposable toys in magazines.
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"I hope all retailers can do the same and then the publishers will realise this is not acceptable anymore. We really like the magazines - we just don't want or need the plastic packaging or the cheap plastic toys."
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