A new collection model was designed and tested in Catalonia (Spain) to foster the separate collection and recycling of electrical and electronic toys, with the participation of selected primary and secondary schools, as well as waste collection points and municipalities. This project approach is very original and important because small household WEEE has low rates of collection (16-21% WEEE within the EU or 5-7% WEEE in Spain) and no research on new approaches to enhance the collection of small WEEE is found in the literature. The project was successful in achieving enhanced toys collection and recycling rates, which went up from the national Spanish average of 0.5% toys before the project to 1.9 and 6% toys during the two project years, respectively. The environmental benefits of the campaign were calculated through a life-cycle approach, accounting for the avoided impact afforded by the reuse of the toys and the recycling of the valuable materials contained therein (such as metals, batteries and circuit boards) and subtracting the additional environmental burdens associated with the establishment of the collection campaign.