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.
"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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The global issues we face are challenging and interconnected. They can seem insurmountable. But if you know where to look, co-operation, positive change and hope are all around us. Build Beyond Even Better is a project that recognises the progress being made, and the amazing people who are making a difference. Share your own hopes, pledges and projects with #BBEB, or become a contributor.
Please read our BBEB Charter PDF.
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