Just announced, Toys 'R' Us is premiering its own line of earth-friendlier toys, dolls and plush creatures in its stores before Earth Day. The earliest items launched also include wooden toys certified through the Forest Stewardship Council (FSC) and the packaging on this new brand category will be at minimum 70% recycled paper.

Some intriguing questions remain: will other large toy retailers such as WalMart or Target follow suit? Will the expansion plans for Toys 'R' Us green category include toys and games beyond the toddler age group?

From all appearances, this new line can be beneficial in educating consumers on authentic sustainable choices. Doing so, I believe this new knowledge can carry over into shopping choices in many other product and service categories. For example, their choice to burn characters into various wooden toys rather than using the more common paints or dyes must surely encourage some uninformed shoppers to learn the reason why, or how, a simple color could be harmful. Encouraging dialogue like this will have a great affect for other socially responsible or environmentally ethical producers, large and small.

What are other recent announcements that you think are significantly of positive influence from the mass market? Are there any other news pieces in which you question an authentic motivation for the greater good?