Key Market – Toys

BASF Coatings supports sustainable product solutions for coloring toy figurines, contributing our expertise in formulation, color, application, and process integration.



The toy market is experiencing continuous growth. To cope with this development, manufacturers need more efficient processes in their existing factories. Another strategy of several toy brands is to bring manufacturing closer to the consumer. The development of competitive production capacities in Western countries will require a high level of automation.


Climate change and the resulting changes in consumer behavior have led toy manufacturers to focus more on sustainable materials and processes. The products will therefore increasingly consist of Cradle to Cradle® certified materials. The aim is to reduce waste and reuse materials in line with the circular economy.


When selecting toys, consumers usually place great emphasis on design, quality, and increasingly on sustainability.

We have strong expertise in ...

  • Design
    Our core competence is colors. Therefore, our portfolio includes all colors and effects, which can also be used safely for toys (e.g. made of plastic).
  • Quality
    Our paint systems meet the highest quality requirements. Our NovaCoat-P paint system meets all the required standards (e.g. TÜV and EPEA) for the toy industry.
  • Process improvement & automation
    We support our customers in improving their production processes by reducing process steps and offering automation concepts. Our products can be applied quickly and are dried with low energy consumption. Our global team supports our customers on-site. Our service portfolio includes audits, laboratory tests, color development and automation of the application.
  • Sustainability
    Our approach covers the entire value chain – from responsible purchasing and safe and resource-saving production to sustainable solutions for our customers. Our waterborne NovaCoat-P paint system is Cradle to Cradle® certified, enabling circular economy. With its very low VOC content of <40g/l, it sets new standards in terms of environmental friendliness.
Karin Reuter
Dr. Karin Reuter
Business Management

Our solutions for toys