In an effort to hit European Union-imposed recycling targets, the British government is asking toy and household product manufacturers in the UK to make a pledge that they will make long-term cuts in packaging.

Following its upcoming waste review in February, the government will be encouraging companies to sign a voluntary agreement to reduce waste by 4% over a four-year period. Food retailers and supermarkets have already signed on to the agreement.

“There's a big difference between what's required to make sure that goods don't get damaged, and what's actually more about marketing,” Environment Secretary Caroline Spelman told the The Daily Telegraph. “All the thick packaging, polystyrene and cardboard that’s been put on the toys to make them extra attractive soon piles up,” she added.

About six million of the 29 million tons of household waste generated by Britain annually are classified as packaging – 30% of which comes from toys, mobile phones and household appliances.