Why Sustainability Isn’t a Feature, It’s Our Foundation
At Rugabub, sustainability isn’t a checkbox. It’s not a trend we’re tapping into, or a ‘green’ label we’ve added for appeal. It’s been a guiding force since day one — shaping what we make, how we make it, and who we make it for.
When you’re creating for babies and children, the people who’ll inherit this world, it feels only natural to consider the future with care. Every product we create, from our signature Puddle Play Mats to our Rugaroo dolls, is born from a deep commitment to doing things differently: slowly, responsibly, and with longevity in mind.
Better Materials, Fewer Compromises
Our play mats are crafted with a considered balance of form, function, and environmental impact. Made from non-toxic TPU (thermoplastic polyurethane), they’re free from PVC, phthalates, and other harsh chemicals, materials commonly used to artificially extend a product’s life, but at great cost to health and the environment. By removing those preservatives, we’ve chosen a safer path, one that puts your baby’s wellbeing first. That what QUALITY means to us.
That said, true sustainability requires partnership. Because we don’t rely on harsh chemical stabilisers, our foam play mats may not be as indestructible as PVC-based alternatives, and that’s okay. Like anything made with care, they benefit from gentle use and thoughtful handling. With a little extra love, they’ll stand the test of time, and hold their beauty long after the baby days are over.
Designed to Be Loved Longer
We believe that beautiful design is sustainable design. Our mats are built to grow with your family, soft enough for tummy time, stylish enough to live in your living room, playful enough to spark imagination. They’re easy to wipe clean, built to last, and thoughtfully designed so they’re not outgrown, just reimagined as your child’s needs evolve.
This philosophy of longevity extends to everything we make. Our Rugaroo dolls, each one stitched with intention, come with their own pouch bag, a nod to the nurturing bond between a mother kangaroo and her joey, and a way to teach children about care, connection, and responsibility from the very beginning. We can't wait to expand with more Aussie mates and different animals.
Rugaroo isn’t just a toy, it’s a story your family can carry forward. Designed to be passed down, collected, and loved across generations, each character brings personality and meaning to play. We hope they become part of your family’s rhythm, quietly marking chapters of growth, adventure, and belonging.
Intentional, Always
We create in small batches to reduce waste, and we work closely with makers and ethical suppliers who share our values. We’re not perfect, and we’re not trying to be. But we are committed. Committed to learning, improving, and doing business in a way that honours people, planet, and the little humans at the heart of it all.
In a world of fast everything, we choose slow. Thoughtful. Timeless.
Because when you truly care, about quality, about the future, about your child’s world, sustainability isn’t a feature. It’s the foundation.