Magic and Cardboard: Learn More About the Chilean Sustainable Toy Company That Is Expanding into Spain
The company, part of the Made by Chileans program, is entering the European market with a concept based on creative play, sustainability, and design with a national identity.
June 22, 2026.
The Chilean company Magia y Cartón, which specializes in sustainable toys made primarily from cardboard, began its international expansion by entering the Spanish market, bringing abroad a model that combines creativity, design, and environmental awareness. Founded in 2013 by Trinidad Jove, the initiative grew out of a simple idea: to restore the value of free play and imagination. “Magia y Cartón was inspired by my childhood, when a box could become the best toy of all. The initial goal was to return to that simple form of play—without rules, but full of creativity,” explains its founder.
Since its inception, the company has embraced an approach that combines design innovation and sustainability, establishing itself in the local market and expanding its reach abroad. In this context, its entry into Spain represents not only a business move but also an opportunity to showcase products with a distinct identity and purpose. Its participation in specialized trade shows, such as the Spielwarenmesse in Germany—one of the world’s leading toy industry events—has been key to identifying opportunities for expansion.
“There, we saw not only the rapid growth of the sustainable toy segment, but also that there was no offering like ours. People were very surprised by the versatility of our products and by all the things you can do with cardboard,” says Jove.
The brand’s entry into Spain is being facilitated by a distributor with a nationwide presence, which will allow it to expand its reach in a market where, according to the organization, there is an affinity for its values. “Our pillars—sustainability, quality family time, and creative play—are deeply rooted in Spain’s play culture,” he adds.
Games with a Positive Impact
When it comes to sustainability, Magia y Cartón has developed a model based on the use of recyclable materials and waste reduction. Its products are made from 100% recyclable cardboard, and their design prioritizes minimizing excess packaging and avoiding non-reusable components. “We also seek to educate families about recycling once the product has reached the end of its useful life, helping to foster more conscious consumers,” explains the founder.
This approach has been reinforced by the company’s B Corporation certification, which it first obtained in 2020 and renewed in 2024. “It has been very important because it formalizes a belief that has always been there: that it is possible to generate economic value while also having a positive impact on people and the environment,” says Jove.
The company is also part of the“Made by Chileans”program, an initiative that promotes Chilean talent and creativity in international markets. “This label allows us to emphasize that our products are designed in Chile and that they are part of a community that is bringing unique creations to the world,” he notes.
