Waitrose will remove from sale all children's magazines containing disposable plastic toys in a bid to tackle pollution.
The retailer has written to publishers to give them eight weeks' notice of the policy, which has been introduced following a campaign by a 10-year-old from Wales.
It hopes the move will encourage publishers to replace "pointless plastic" toys with sustainable alternatives.
Waitrose said many children's magazines currently contain free plastic toys that cannot be easily recycled.
The ban will not include educational or reusable craft items that are designed to be used many times, such as colouring pens and collectable models.
It is the latest move by the supermarket chain to cut down on single-use plastic.
Partner and director of sustainability and ethics at Waitrose, Marija Rompani, said: “While we know these magazines are popular with children, some of the unnecessary plastic attached to them has become really excessive.
“Many in the younger generation really care about the planet and are the ones inheriting the problem of plastic pollution.
“We urge publishers to find alternatives, and other retailers to follow our lead in ending the pointless plastic that comes with children’s magazines.”
