Toy industry – Play Fair http://play-fair.org/ Mon, 10 Jan 2022 10:04:02 +0000 en-US hourly 1 https://wordpress.org/?v=5.8 https://play-fair.org/wp-content/uploads/2021/08/cropped-icon-32x32.png Toy industry – Play Fair http://play-fair.org/ 32 32 The 2021 Toy Industry Awards go online this year -Toy World Magazine https://play-fair.org/the-2021-toy-industry-awards-go-online-this-year-toy-world-magazine/ Mon, 10 Jan 2022 10:04:02 +0000 https://play-fair.org/the-2021-toy-industry-awards-go-online-this-year-toy-world-magazine/

The prestigious Toy Industry Awards will be unveiled at noon on Tuesday, January 25, the first day of Toy Fair 2022.

The British Toy & Hobby Association (BTHA) and the Toy Retailers Association (TRA) have announced that the winners of this year’s Toy Industry Awards will be revealed online on January 25, the first day of Toy Fair’s highly anticipated return to Olympia.

This year’s announcement will be made via trade press and BTHA/TRA member news channels and will feature a unique video presentation of this year’s winners. The video will be available for viewing online at any time after the winners are announced.

Results will include winners of this year’s Toy Retailer of the Year awards, presented by the BTHA, and the Toy and Supplier Awards categories, presented by the Toy Retailer Association. (You can see the shortlist here).

In a joint statement, the BTHA and TRA said: “While it had been hoped that an in-person live event could have taken place during Toy Fair 2022, unfortunately this will not be possible in this unique year which continues to grow. be affected by Covid. The decision has been made to help protect the health of all potential attendees of the event. The BTHA and TRA would like to reaffirm that the value of the Toy Industry Awards remains the same and confirm to all attendees , finalists and winners that they are as appreciated as they have always been.

]]> Watch Making it in the Toy Industry podcast season 3 – ToyNews https://play-fair.org/watch-making-it-in-the-toy-industry-podcast-season-3-toynews/ Thu, 06 Jan 2022 09:26:20 +0000 https://play-fair.org/watch-making-it-in-the-toy-industry-podcast-season-3-toynews/

Making It In the Toy Industry, a podcast hosted by The Toy Coach, Azhelle Wade, celebrates the launch of its third season.

MIITTI is the only toy podcast designed to support and inspire corporate toy inventors, entrepreneurs, and people with insider tips and advice on concept development, marketing, sales, and manufacturing.

In its first two seasons, The Toy Coach podcast aired over 100 episodes with expert interviews, information and suggestions to help connect and educate toy makers around the world. The podcast aims to answer the big questions that beginner toy makers are asking themselves while providing a new perspective for seasoned toy professionals. Since its launch in January 2020, Making It in the Toy Industry has racked up more than 43,000 downloads.

Guests to look forward to in the third season include:

  • Tanya Thompson, Senior Director of Design Innovation and Inventor Relations at Hasbro

  • Luke Levene, Vice President of Sales at XRApplied Technologies

  • Emma Warlow from The Playful Den

New Season 3 episodes will be released weekly on Wednesdays.

Host Azhelle Wade has worked in the toy industry since 2010, designing and developing multi-million dollar brands before creating The Toy Coach and this industry podcast. Azhelle has been featured as a Toy Expert on The History Channel, NBC’s Access Daily, Invent Right TV, Entrepreneur.com, The Toy Book !, and more.

In September 2020, she launched Toy Creators Academy, an online program that helps aspiring toy inventors develop, market and sell their ideas. Azhelle shares her experience as a three-time patent and award-winning toy inventor with attendees, offering insight into what appeals to toy makers, retailers and consumers. The program also connects attendees with toy companies, distributors and retailers looking for new product ideas through a biannual pitch event.

Season 3 of Making It in the Toy Industry is now available on Apple Podcasts, Spotify, Google Podcasts, and other podcast platforms.

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The trends that will guide the toy industry in 2022 https://play-fair.org/the-trends-that-will-guide-the-toy-industry-in-2022/ Thu, 30 Dec 2021 06:01:59 +0000 https://play-fair.org/the-trends-that-will-guide-the-toy-industry-in-2022/

The pandemic restrictions have caused trends to change in the toy manufacturing industry. The nationwide lockdown has confined children to their homes all day. Fear of the virus forced parents to prevent them from going out, cutting off small minds from the social world.

To keep children’s social learning process alive, parents began to rely more on interactive and learning-based toys, causing sales in the toy industry to steadily increase.

India is one of the fastest growing toy markets in the world, and the industry is expected to reach $ 2-3 billion by 2024. What are some of the upcoming trends we can expect in the toy sector in both Indian and global markets?

1. Digital innovation for local brands

The year 2021 marked a milestone for the Indian toy industry as the Indian government hosted its first Indian toy fair from February 27 to March 2. and paved the way for the growth of local businesses. Apart from this, an online toy hackathon, “Toycathon”, was held for innovative toy / game concepts from Indian culture and tradition.

In the coming years, there will be many digitally focused toy exhibitions and events dedicated to innovation and online features to incorporate when creating toys.

Six global toy manufacturers have also set up manufacturing units in Koppal, in northern Karnataka. Toys made there will hit the domestic market around Diwali 2022. Expect plenty of toys with a desi touch over the coming year!

2. Promote inclusiveness

To help children – normal or disabled – become comfortable and confident with their own bodies and identities, many toy companies have released products that include different races, genders, ages, sizes, and physical appearances.

These include toys that children can relate to instead of the usual standardized dolls. The variety of play objects is encouraged to serve as a more accurate representation of the real world, with the aim of introducing children to new experiences. Such play elements cultivate compassion and empathy in children.

3. Reach the pop culture fan base

Now that the entertainment industry is in full swing, many franchises have plans to release their movies, shows, and games. Pop culture trends affect sales tremendously, and reaching out to fan bases can help drastically improve profits.

With the new releases taking a hybrid approach and with the amount of buzz they create on social media, the new content is now accessible to many more people than before. The toy industry will inevitably experience an influx of goods, thanks to the emergence of new communities of fans.

4. DIY kits

Children get bored quickly when they don’t have things that can occupy their hands or mind. With pandemic restrictions preventing them from exploring the world through their own experiences, what better way than to give them something they can experience from home? Craft kits help children discover new hobbies, explore their abilities and harness their creativity.

5. Ecologically sustainable

Most toys are plastic – and people are becoming more and more durable. We are in 2022 after all. In order to keep up with the trend of sustainability and create a greener earth, many new toys are made from bamboo, sugarcane fibers and several other sustainable raw materials. Even the paints used are environmentally friendly. There is going to be a boom in this space as companies become innovative.

6. Go to family

The work-from-home model made parents pay more attention to the needs of their children, which led to families bonding around toys and games. Last year we saw an increase in sales of family board games and this trend is expected to continue.

There is also a growing demand for sophisticated collectible figures, intricate building sets, fun board games, and challenging puzzles. Focused on toys that help explore mentalities and become aware of their physical and mental health, the family becomes closer and more bonded.

As the world returns to normal, trends may change, but rapid digitization has ushered in notable changes. Children today know the Internet and are exposed to a multitude of things on a global scale. A significant number of children are influenced by YouTubers and influencers, which also affects their buying habits.

This means that it is vital for toy manufacturers to continue to keep up with the changing times.

Edited by Teja Lele Desai

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)

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The toy industry’s Christmas stocking this year? An effective strategy against counterfeiting https://play-fair.org/the-toy-industrys-christmas-stocking-this-year-an-effective-strategy-against-counterfeiting/ Thu, 23 Dec 2021 01:23:39 +0000 https://play-fair.org/the-toy-industrys-christmas-stocking-this-year-an-effective-strategy-against-counterfeiting/

In the middle of the holidays, against the backdrop of a changing economy, you might have found something lurking among the ads on shopping sites like eBay and Amazon Marketplace: products that look like real, but who are not.

Counterfeit lists have become more problematic for consumers and businesses. But for many organizations, communicating around this has been a challenge, in large part because so many consumers are willing to buy fakes. But the Toy Association has found an increasingly effective messaging strategy to highlight the risks of counterfeit toys: They are often unsafe, use problematic materials like lead paint, and can pose a major risk to consumers.

Steve Pasierb, president and CEO of The Toy Association, said counterfeiting has grown big enough to become a major focus of the business group these days.

“It’s gone from something that was in the mix for our external affairs group to something that is clear in our strategic plan,” he said. “So it’s a policy or an association priority, if you will. “

This increased focus has led to a tactical shift around the way fakes are framed. Here are some lessons the group learned along the way:

1. Develop a comprehensive strategy with room for all stakeholders.

Pasierb says the group has built a strategy around three groups of stakeholders: consumers, industry players and lawmakers.

From there, the organization developed tactics to manage each group, including white papers, webinars, policy statements, industry partnerships, and consumer research. What makes this approach successful, Pasierb said, is close internal collaboration between departments, especially advocacy and communications teams.

“In addition to being a strategic priority throughout the year, it is the active collaboration between our external affairs and communications teams as well as our members on the [intellectual property] committees that make it work, ”Pasierb added.

2. Focus on the effect on consumers, not the cost to businesses.

Pasierb noted that while the increase in counterfeiting is hurting many types of businesses financially, including toy makers, portraying the problem as a financial problem just doesn’t work.

“We don’t take care of the money that companies lose because nobody cares,” he said. “Consumers don’t care if a big business is losing money; what interests them is their product.

Instead, the association looked at product safety risks. This is a strategy particularly suited to toys, as Pasierb pointed out when comparing toys with counterfeit handbags bought online. “It’s not that great, you’re disappointed, but you have an item on Google that looks like a Gucci handbag that costs $ 20,” he said.

On the other hand, counterfeit toys can be dangerous for children.

It went from something that was in the mix for our external affairs group to something that is clear in our strategic plan.

Steve Pasierb, President and CEO of the Toy Association

“It could have lead paint, it could have sharp edges,” he said. “It might contain small parts that a child could swallow. It is a health and safety risk. It’s not just cheap; it’s dangerous.”

As a result, the Toy Association has led with safety in its consumer awareness, notably through its Toy Safety Awareness Month, which launched its first iteration in November and is expected to repeat next year.

3. Find strong external partners, even if they seem like strange bedfellows.

As counterfeiting affects many types of manufacturers, Pasierb said his group often collaborates with other associations dealing with the same issue. She has collaborated with the American Apparel & Footwear Association and the National Retail Federation, as well as with Michigan State University, which helps produce research for the Toy Association through its Center for the fight against counterfeiting and product protection.

“It’s everyone’s problem, it’s just different depending on the industry,” he said.

The security angle has also helped create alliances in places where they may not have appeared in the past. the Public Interest Research Group, which has published an annual list of the most dangerous toys for more than 35 years, has traditionally disagreed with the Toy Association over the report. But the nature of the counterfeit toys, combined with a growing line of dialogue between the two groups, has led the Toy Association to stand with PIRG at its annual convention. Problem in the land of toys press conference this year.

“So what were traditionally enemies found this ground where our combined message was more powerful than either one of us alone or one of us fighting each other,” Pasierb said.

4. Lean into happy accidents.

At times, the group’s focus on consumers saw messages land in areas the association had not anticipated. Such a place is Playsafe.org, the association’s consumer website that highlights the safety concerns of counterfeit toys.

Although it is aimed at consumers, it has proven to be a valuable resource for the media. This is an unexpected benefit as the media has sometimes lumped together non-toy items of known risk, such as hoverboards and fidget spinners, with toys, creating a challenge for the association.

“So it’s kind of a surprise that some of the things we’ve done for consumers really benefited the media and then helped shape the story,” he said.

(SolStock / E + / Getty Images Plus)

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“The Playground Podcast” Presents the Second Annual Roundtable of Toy Industry Thought Leaders • The Toy Book https://play-fair.org/the-playground-podcast-presents-the-second-annual-roundtable-of-toy-industry-thought-leaders-the-toy-book/ Tue, 21 Dec 2021 14:21:41 +0000 https://play-fair.org/the-playground-podcast-presents-the-second-annual-roundtable-of-toy-industry-thought-leaders-the-toy-book/
Clockwise from top left: Chris Byrne, James Zahn, Richard Gottlieb and John Baulch | Source: The Toy Book

After an inaugural chat last December, four of the toy industry’s most visible and vocal figures are back together for another conversation.

In a special edition of “The Playground Podcast” Toy book Associate Editor James Zahn and Toy world Editor John Baulch joins hosts Richard Gottlieb of Global toy experts and The toy guy Chris Byrne to wrap up 2021 and look to 2022 with information from the US and UK.

Source: The Playground Podcast

On the show, the quartet discusses the challenges of the global supply chain, the state of toy retailing, inflation and spending habits, the return of trade shows live – y including Toy Fair New York – and the opening of Toys “R” Us’s new global flagship store at American Dream.

“The Playground Podcast” is presented by Global toy experts, The toy guy, and ChizComm Ltd. The show debuted in 2019 with the aim of combining information about the toy industry with information about the game, products and conversations with some of the most important people in the toy business.

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GST rate on toys: the toy industry has suffered an electronic shock! – Tax https://play-fair.org/gst-rate-on-toys-the-toy-industry-has-suffered-an-electronic-shock-tax/ Thu, 25 Nov 2021 10:18:30 +0000 https://play-fair.org/gst-rate-on-toys-the-toy-industry-has-suffered-an-electronic-shock-tax/

India: GST rate on toys: the toy industry has suffered an electronic shock!

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We all enjoyed playing with different “toys” during our childhood and they are still popular with children today. Toys have evolved a lot over time and nowadays manufacturers are adding new features to make toys appealing to kids. When someone buys toys, the toys are generally seen by buyers under two categories – “electronic” or “non-electronic”. But how do you determine if a particular toy is an electronic toy or a non-electronic toy. In general, a toy that is primarily operated by the use of manual force or that must be pushed manually is considered a “non-electronic toy”. And toys powered by the use of electricity or energy generated by batteries, whether rechargeable or replaceable, are considered an “electronic toy”.

Take for example a simple tricycle on which a child sits. To move the tricycle, either the child will step on the pedal or someone will push the cycle from behind and therefore in both situations manual force is applied to move the cycle. While an electronic tricycle will in all likelihood have a rechargeable battery and the child will simply press a button to move the cycle and no physical force is applied here to move the cycle.

It is interesting to note here that electronic toys are charged 18% GST and non-electronic toys are charged 12% GST. The toy industry has always followed the plain language test mentioned above to collect tax on electronic or non-electronic toys. This may not be the right approach anymore! Or at least that’s what the Tamil Nadu Advance Ruling Authority (TN AAR) held in a recent ruling.

The question posed to the TN AAR to determine whether toys with electronic circuits integrated to provide light, music, horns, etc., which are otherwise manually operated, would be taxed as electronic toys at 18% GST or as non-electronic toys at 12% GST. The toys in question were:

  1. Children’s scooter (operated by applying force to the pedals and manual handlebars to change direction. It has light and music in the handlebars.
  2. Activity Ride on – This is a car that has to be pushed from behind and the steering wheel has to be manually manipulated to change direction. The steering has buttons to operate lights and play music.
  3. Smart Tri cycle – This is a tricycle and must be pedaled for movement. The handlebars are used manually to change direction and have buttons for light, horn and music.
  4. Scooter – This is a tricycle to be operated by standing on one leg in the tricycle and pushing with the other leg. The wheels of this tricycle have lights which are operated by induction force when the tricycle is moving.

After reviewing the functionality, applicable notifications and safety instructions mentioned in the brochures relating to these toys, the authority observed that the intention of the law does not appear to consider only electronically powered and actuated toys as “toys”. electronic ”. The authority therefore estimated that even the presence of an electronic circuit for flashlights, music or horn would suffice to classify toys otherwise manually operated as “electronic toys” and therefore taxed at 18%.

Surprised!! Now, that’s the puzzle of the interpretation of the law. One person’s reading and understanding may not always be the same for the other person. And authorities can sometimes have a completely different perspective on the intent of the law. It is also interesting to note that while dealing with the matter, the TN AAR also felt that the general language test may not be considered in all situations. Again, this test has been considered by various courts, including the Supreme Court, to be an important aspect when classifying a product under indirect tax laws.

While one might not agree with the observations or reasons given by TN AAR, the decision will certainly cause an electronic shock to the toy industry if the government does not step in in time by issuing a clarification. appropriate or until the matter is not resolved by higher courts. Amid the uncertainty over the classification created by the decision, one thing is for sure – oblivious to the electric shock that toy makers will experience, children will continue to enjoy their toys, playing music and flashing lights. , as we have all done in the past.

The content of this article is intended to provide a general guide on the subject. Specialist advice should be sought regarding your particular situation.

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Intellectual Property Tax Regime in India

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The relevance of intellectual property as an asset has just increased over the past decades and has become a strong foothold for the economic development of nations.

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US toy industry sales increased 11% in third quarter, according to NPD • The Toy Book https://play-fair.org/us-toy-industry-sales-increased-11-in-third-quarter-according-to-npd-the-toy-book/ Mon, 01 Nov 2021 15:51:25 +0000 https://play-fair.org/us-toy-industry-sales-increased-11-in-third-quarter-according-to-npd-the-toy-book/

Source: Adobe Stock

The global supply chain crisis is causing headaches, but it has yet to officially make a financial hole in the U.S. toy industry‘s cash registers.

According to the latest data from The NPD group, the toy industry’s total dollar sales in the United States climbed 11% in the third quarter of 2021. More impressive is the total catch for the first nine months of the year, which saw total dollar sales of the toy industry increase 17% or $ 2.3 billion from January to September.

“While the third quarter of 2021 showed double-digit growth over last year, we saw a slight decline in dollar sales quarter-over-quarter compared to the first and second quarters of 2021, in 6% decline on average, ”says Juli Lennett, US Toys. industrial advisor, NPD. “It could be a consequence of delays in the supply chain.”

The top 10 properties of Q3 were Barbie, Pokémon, Star Wars, LOL Surprise !, Fisher-Price, Marvel Universe, Hot Wheels, LEGO Star Wars, NERF, and PAW Patrol. NPD says these combined brands grew 17% while the rest of the market spiked 9%.

In addition, NPD reports that nine of the 11 supercategories tracked increased in the third quarter, with three of them increasing by more than 20%. Notably, plush grew 39% in the quarter, driven by Squishmallows, CoComelon and Care Bears.

Pokémon, Magic: The Gathering and What Do You Meme? led a 13% spike in games and puzzles. LEGO Star Wars, LEGO Creator Expert and Marvel Universe building sets resulted in a 24% increase in the building sets category. The exploratory and other toys category reportedly saw the biggest dollar gain in the quarter, with NFL and NBA items joined by 5 Surprise from ZURU to lead the charge.

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Global Baby Electronic Toys Industry Outlook and Forecasted Market Size by Industry Scope, Market Research, Major Regions Analysis, Major Manufacturers with Outlook to 2025 https://play-fair.org/global-baby-electronic-toys-industry-outlook-and-forecasted-market-size-by-industry-scope-market-research-major-regions-analysis-major-manufacturers-with-outlook-to-2025/ Fri, 29 Oct 2021 10:09:29 +0000 https://play-fair.org/global-baby-electronic-toys-industry-outlook-and-forecasted-market-size-by-industry-scope-market-research-major-regions-analysis-major-manufacturers-with-outlook-to-2025/

Global Electronic Baby Toys Market overview by market definition, market segmentation, recent key developments, competitive landscape, and forecast. New entrants in the global electronic baby toys industry are implementing new growth strategies to be successful over their competitors in this market. Hence, the Electronic Baby Toys industry is expected to experience lucrative growth over the next few years in terms of product price, profit, capacity, production, and market growth rate. The report also includes a broad analysis of recent electronic baby toys developments, innovations and trends adopted by potential market players to achieve the business goals and targets for the forecast period 2020 to 2025.

Get an exclusive sample of the report @ https://www.worldwidemarketreports.com/sample/299159

Best players in the industry:
Fisher-Price, Toys ‘R’ Us, Vtech Holdings, Bebe Confort, Brevi, Chicco, Hasbro, Kids II, Kiwi Baby, Mothercare, Newell Rubbermaid

The lack of use of applications related to electronic baby toys and their use during the COVID-19 crisis among the global population is expected to hamper growth opportunities in the future. In addition, it describes the strategy of driving, business development, sales and marketing, and cost management by potential businesses in the post-pandemic period.

Click here, for the updated COVID-19 report @ https://www.worldwidemarketreports.com/covidimpact/299159

On the basis of product, this report displays the sales volume, revenue (USD Million), product price, market share and growth rate of each type, mainly divided into-
Entertainment & Hobbyist Robots, Electronic Games, Virtual Babies & Pets, Others

On the basis of end users / applications, this report focuses on the status and outlook for major applications / end users, sales volume, market share and growth rate of Baby Electronic Toy for each application including –
Under 1 years old, 1-3 years old

Regional classification:
North America (United States, Canada, Mexico)
South America (Brazil, Argentina, Ecuador, Chile)
Asia-Pacific (China, Japan, India, Korea)
Europe (Germany, United Kingdom, France, Italy)
Middle East Africa (Egypt, Turkey, Saudi Arabia, Iran) And More.

Key Covered Data that the Buyer can get from the report:
Detailed market segmentation, regional analysis and industry competitive landscape, proprietary summary (study objective and research scope, methodology and data source), production, revenue (value), price trend, industry chain and raw material sourcing strategy.

Reasons for Buying the Global Electronic Baby Toys Market Report:
1. Current and future prospects of the global electronic baby toys market in developed and emerging markets.
2. Analysis of various market perspectives using Porter’s Five Forces Analysis.
3. The segment expected to dominate the global electronic baby toys market.
4. The regions that are expected to experience the fastest growth during the forecast period.
5. Identify the latest developments, global electronic baby toys market shares and strategies used by major market players.
6. 24/7 customer support
7. 6 months of updates

Ultimately, the buyer, seller, and key suppliers can acquire the quantitative and qualitative data from WMR’s research report.

For any question or specific requirement? Ask our industry [email protected] https://www.worldwidemarketreports.com/quiry/299159

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Website: https://www.worldwidemarketreports.com

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Sex toy industry adopts voluntary safety standards https://play-fair.org/sex-toy-industry-adopts-voluntary-safety-standards/ Sat, 16 Oct 2021 13:00:00 +0000 https://play-fair.org/sex-toy-industry-adopts-voluntary-safety-standards/

The multibillion-dollar sex toy industry has passed its first global safety standards amid a sales boom, but sex experts warn the voluntary program is not enough to protect consumers.

Australian retailers such as Wild Secrets and Adulttoymegastore have reported booming sales of sex toys such as vibrators throughout the pandemic, especially during shutdowns. Globally, the industry was worth $ 33.64 billion ($ 44.86 billion) in sales in 2020, according to Grand View Research, but there were no safety standards so far.

Sales of sex toys have exploded during the pandemic.Credit:iStock

In September, the International Organization for Standardization released its first design and safety requirements for sex toys after a two-year project.

The ISO project was started by Swedish surgeon Martin Dahlberg who realized he was performing more and more operations to remove sex toys lodged in the rectum.

“In our hospital, around 40% of cases of foreign object retention are due to sex toys,” Dr. Dahlberg said in a statement. “I contacted the [Swedish] the consumer protection agency in early 2018 to find out if there was regulation in the sex toy market, but there were none. Yet, several possible injuries can result from improper use of sex toys.

NSW Health does not have injury figures by cause and there has been no increase in the type of injuries that could be associated with sex toys.

To comply with new ISO standards, sex toy manufacturers must use “body-safe” materials when in contact with genital and anal areas, use a design to minimize the risk of injury with reasonable use and predictable, and provide sufficient information.

Vanessa Millie Rose, an Australian clinical sexuality coach certified by the American College of Sexologists International who has worked at large adult retailers in the past, said ISO standards were ‘better than nothing’ – but being voluntary, they aren’t. have done little to protect consumers in general.

“There are large sex toy retailers in Australia who knowingly sell products that are dangerous, either because of their design or materials, and these are some of their best sellers,” Ms. Rose said.

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The toy industry is becoming more and more gender neutral https://play-fair.org/the-toy-industry-is-becoming-more-and-more-gender-neutral/ Fri, 15 Oct 2021 07:00:00 +0000 https://play-fair.org/the-toy-industry-is-becoming-more-and-more-gender-neutral/

Just over a week ago, California passed a law requiring department stores to create gender-neutral sections with a “reasonable selection” of gender-neutral toys and childcare items.

  • To be clear: Stores may still have sections for boys and girls, but they Also need to have an unlabeled section.

Revival and anti-revival clash in Facebook comments on new CA bill, the first of its kind passed in the US, with supporters saying it helps counter gender stereotypes and opponents arguing that this is government overreach. But the fact is…the toy industry has been moving towards gender neutrality for most of the last decade, without lawmakers forcing its hand.

On the retail side:

  • Toys “R” Us (which is back from the dead FYI) announced it was removing gender signage from its stores in 2013 and removed “boy” and “girl” filters from its website in 2015 .
  • Target gender neutral aisles and labels in 2015.
  • Same goes for the aisles of Walmart, except you can still search by gender online.

Even if stores leave their “girl” and “boy” labels…they may have trouble sorting toys into binary aisles:

  • Mattel has a line of asexual Barbies.
  • Easy Bake Oven began selling a silver and black version after a viral petition in 2012 derided the “girly” color scheme.
  • Hasbro has launched a Potato Head family set that lets kids mix and match non-traditional parent combos.

The latest brand to board the sexless toy train is Lego

Lego announced this week that it would remove gender entirely from its smaller blocks – which already don’t discriminate between the soles of the feet – through marketing efforts or otherwise. He based the decision on a large survey which showed girls “remain held back by ingrained gender stereotypes in society as they age”.

Parents of children aged 6 to 14 responded to the first half of the survey and their children to the second half, leading to revealing learnings about entrenched gender stereotypes, such as:

  • 76% of parents said they would encourage their sons to play with Legos, but only 24% would recommend Legos to their daughters.
  • 71% of boys fear being laughed at if they play with female-coded toys, compared to 42% of girls for male-coded toys.

These discrepancies don’t stop at the toy department. Parents said they were more likely to encourage girls to cook and cook than boys, and more likely to encourage boys to play sports than girls.

Zoom out: For proponents of gender neutrality in the toy aisle, this stereotype of what a “girl” and a “boy” can To do limits what children think they can to be when they grow up.—JW

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