By Gary Symons
TLL Editor in Chief
A new survey conducted for Spielwarenmesse shows sustainability will be a key factor for toy makers and licensors in coming years.
The world’s largest toy fair commissioned research by the Spanish AIJU Technological Institute for Children’s Products and Leisure, which surveyed roughly 2,800 households with children aged 0-11 years. The resulting consumer study Sustainability and Toys shows that the issue of sustainability is playing an increasingly important part in purchase decisions.
The survey reveals that 60% of respondents consider toys, alongside clothing and food, to be among the most important categories in relation to sustainability. Moreover, a majority (62%) believe that sustainably produced toys are not a passing fad but will continue to be a permanent element in the range of goods available. The study was conducted in Germany, Italy, France, China, Spain, the UK and the USA.
The research also shows that to be successful in a consumer market that is increasingly aware about sustainability practices, toy makers and licensors will have to make changes in packaging, the materials used, and the ability to recycle products.
According to the findings, the material used is a particularly important indicator of whether a toy is sustainable. For 74% this means wood, followed by bamboo (64%), recycled plastic (63%) and bioplastics (60%). More than two-thirds of respondents have had previous positive experiences with ecologically produced and environmentally friendly toys. The durability and safety of the products were contributory factors here, alongside high quality.
A positive aspect of the research is that consumers don’t expect more sustainable toys to be the same price as non-sustainable toys, and they are generally willing to pay higher prices.
The majority of the consumers surveyed said they perceive sustainable toys as more expensive than other toys, but they’re prepared to pay more for environmentally produced toy goods. It was found that 27% of respondents indicated they would pay 5% to 10% more for such products, while 26% would be prepared to accept a price premium of up to 5%.
Quality marks are persuasive
In addition, this international study shows the sources of information that consumers rely on. The most frequently used are online sources such as websites (28%), social media (23%) and the internet more generally (22%). For 20%, the on-site retailer is an important point of contact. When making the purchase decision, 56% of respondents are guided by quality labels and certificates. Manufacturers’ information is also trusted by 55% of consumers, while 41% rely on recommendations from retailers.
A short and compact version of the consumer research is available on the website www.spielwarenmesse.de/en/toysgogreen and can also be downloaded from the Toys go Green Special Area on Spielwarenmesse Digital.