By Reyne Rice, Toy Trend Expert and Youth Market Specialist
First posted on the YourToyCom.com blog forum and community website serving the toys, games and childrens’ technology industries, on behalf of the Spielwarenmesse. Spielwarenmesse is the leading and largest International ToyFair in the world, held annually in Nuremberg, Germany in early February.
Today, I learned some new facts on sustainability that projected very promising results for the eco-friendly category of products. Professor Dr. Nicole Koschate presented the results of a new German consumer and retailer study at the Toy Business Forum. Did you know that…
- Although retailers projected that only 35% of consumers would pay up to 10% more for sustainable products, 65% of consumers reported that they would pay at least 10% more.
- Consumer’s main expectations of sustainable products were the materials used (89% cited wood products), that they lasted longer, that they were built using environmentally aware manufacturing processes, and used recyclable packaging.
- When asked where they got information on green products, consumers relied upon referrals from friends and family 63% of the time and researched products on the internet 44% of the time. Retailers, however, stated that 90% of their information was received at trade shows, and 75% from the manufacturers directly.
There are many different ways to approach green products, from a sustainability perspective:
- Raw materials used to create the product could use wood from re-forested sources, soy-based inks for color, or organic cotton fabrics.
- Low-impact or minimal packaging or permanent packaging that is a part of the storage solution
- Using environmentally-aware manufacturing practices that also support socially-conscious fair trade manufacturing,
- Educational perspective with games, kits and other products that teach children about upcycling, recycling, or building hands-on models that demonstrate working alternative energy sources. These products are geared toward teaching sustainable action through play.
- Managing the entire supply chain cycle of a product from raw materials and manufacturing resource consumption to use of the products throughout their life cycle to eventual waste management are all part of the cradle-to-grave lifecycle of a product.
If you missed today’s Toys Go Green Business Forum discussions, you can still learn about the topic, and apply the information to your own product development:
- Attend the 2nd Global Toy Conference on Feb 8, 2011 for ”Sustainability-Learning from the Green Revolution”
- Visit the Toys Go Green Special pavilion in Hall Mitte, where nearly 60 products are on display. Ongoing presentations from sustainable suppliers and manufacturers occur daily, every 15 minutes, from 10:00 to 15:00.
- Review the “Success with Sustainable Toys” knowledge study at www.toysgogreen.de website.
If you want to review any of the Toy Business Forum topics this week, go to the Spielwarenmesse.de website to review the presentations, which will be posted there for reference in the coming weeks.