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TOTAL LICENSING
Emma Sherski: “Children defi� tion in sales.”
nitely need to be hooked on a Emma Sherski: “Toyy safetyety isis always ys
show or movie to then want to buy top of any manufacturer’s agenda and
products. However toys still need to this continues to be a huge focus.
deliver all the excitement and person� The toy industry has remained static
ality of the show”. during all the recalls and surrounding
publicity which indicates that con�
How do you think that the recent, sumers remain confident about toy
well publicised, spate of toy recalls safety.”
will affect the industry in the short
term? Will it have an impact in the Eco-issues and fair trade issues
long term? have a very high profile. How do
Natasha Crookes: “As a product you think the toy industry can or
sector, toys are safe: the numbers should help in this?
prove that. More than 243.3 million Natasha Crookes: “The toy indus�
toys were sold in the UK in 2006 and try will do everything it can to help
Anna Hewitt
the Chinese toy recalls of 2007 were these causes. For example, factory
the ‘C’mons’ from the Vauxhall Corsa the first in forty years!” conditions must meet strict stand�
ads are examples of characters that Initially, after the first recalls, I’m sure ards with the International Council of
have been generated from non�tradi� some people were nervous but the Toy Industries (ICTI) being set up to
tional platforms and these particularly toy industry responded quickly and standardise the audit process.
appeal to the 8+ kids. I expect we’ll will continue to keep safety at the Disposing of materials is another
see more and more content/charac� heart of every process of toy design concern the industry
ters coming from non�traditional plat� and production. is taking seriously as
forms in the future”. If anyone wants to see first hand manufacturers are re�
Emma Sherski: “LicensingLicensing isis alwaysys the stringent test that toys must go sponsible for the end
a very vibrant part of the toy devel� through, Toy Fair will be hosting a toy of each product life.
opment and helps allow children to safety area where visitors can see The industry works
connect with their favourite TV or some of the tests and watch a new closely with WeeeCare
movie characters. As long as there are safety film, produced by the British Toy and Registration Evalu�
fresh and exciting new characters be� & Hobby Association (BTHA)”. ation Authorisation of
ing developed the toy industry will be Anna Hewitt: “II expectexpect it it will will have e Chemicals Directive
able to respond and develop product some impact on the toy industry, how� (REACH) who both
based on the properties”. ever it will be interesting to see the deal with the collection,
Christmas sales figures in the New treatment and recycling
In terms of licensed toys, do you �ear and whether it has really made of all materials.
believe that it is the character, or consumers think twice about the Toy companies also
Emma Sherski
the actual product, that is the most products they buy. In the longer term continue to look for
important in terms of retail poten- I think the toy industry will increase ways of packaging products efficiently
tial? their quality checking processes to do that are created and disposed of as
Natasha Crookes: “Both are impor� their best to avoid a similar situation environmentally friendly as possible”.
tant for retail success, but the strong� which is likely to increase costs and Anna Hewitt: “II absolutelyy believee
est products are those that marry consequently may result in a reduc� that the toy industry should embrace
both the character and product well. both environmental and fair trade is�
The best toys are the ones that sues (along with other industries),
take elements of the license and collectively the industry could
enhance an already strong prod� make a difference in the manu�
uct”. facturing processes they use as
Anna Hewitt: “Absolutely well as assist in educating con�
needs to be a combination sumers”.
of the two. The initial de� Emma Sherski: “Manufactur�
sire to purchase is likely to ers along with retailers contin�
be for the love of a character ue to focus on environmental
however it is important that concerns and great strides
the toy doesn’t disappoint the con� have already been taken on
sumer through the lack of quality or all elements of production
fun and innovation”. from the product through
to the packaging.”
61
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