Abstract: Is it possible to become more resource efficient in a circular economy framework? A key part of the answer lies in the design of the products. Ecodesign constitutes an opportunity for the innovation, strengthening its position, considering the environmental dimension, besides the economic one. In order to maintain competitiveness of the electrical and electronic toys into green markets, it is necessary to guarantee quality improving the design and environmental performance of the products. In this sense, the aim of this study was to analyze the environmental performance of one electronic toy and to recommend improvement strategies based on ecodesign principles and life cycle assessment methodology. An ex-post analysis of the new version of the toy, modified according to some of the recommended measures, was then performed and compared to the results for the original. The results showed that the environmental impact of the original toy was found to be heavily dependent on the use phase, given the comparatively large impact caused by the life cycle of the employed batteries. Two use scenarios were thus defined: ?single use? and ?continued use?, and the results were compared based on a common functional unit of ?hour of use?. Beside the batteries, the components with the greatest environmental impact were found to be the electrical/electronic circuit and the game board, which represent approximately 50% and 30% of the impact of the game production stage, respectively. The new ecodesigned version of the toy achieved approximately up to 60% impact reductions in the production stage. Finally, this work was for the toy manufacturer of great help in identifying improvement strategies. In particular, it was found that it was possible to apply strategies which only required comparatively small investments, but which resulted in sizeable environmental improvements.

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