Wal-Mart is targeting eco-conscious shoppers with toys made from recycled or sustainable materials, helping to fuel a green-toy boom that could soon steal a $1 billion slice of the American toy market. Researchers say Wal-Mart's sustainable-toy push will likely have a domino effect, prompting other retailers to follow suit and leading manufacturers such Hasbro and Mattel to add eco-friendly toys to their lineup.

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