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Spielwarenmesse® press releases

Toys go green! The International Toy Fair 2011 inspires the toy industry with its green special

• Prof. Dr. Nicole Koschate from the University of Erlangen-Nuremberg presents consumer and trader study on sustainable toys

• TÜV Rheinland Group available in the Toys go green theme area to answer questions on sustainability.

The Spielwarenmesse International Toy Fair Nürnberg tracks down green developments in the toy industry from 3–8 February 2011. With its Toys go green special in the central (Mitte) entrance area of the exhibition centre, Spielwarenmesse eG offers traders and manufacturers a multi-faceted knowledge programme on sustainable toys. Theme islands present the findings of the study on sustainable toys and examples of sustainable products from 59 exhibitors. These show either the use of ecological materials and environment-friendly packaging or play ideas that promote environmental awareness among children. The participants present their sustainable toys live in the new central entrance area from 10 a.m. onwards, Thursday to Sunday, and from 12.55 p.m. on Friday. The TÜV Rheinland Group provides professional support for Spielwarenmesse eG for the organization of Toys go green. Specialists from the TÜV Rheinland Group are available at the fair to offer extensive advice on ecological aspects and environmentally compatible standards.

Sustainability is also a focus at other ToyKnowHow events organized by Spielwarenmesse eG. The 2nd Global Toy Conference on 8.2.2011 tackles this subject with lectures on “Sustainability – Learning from the Green Revolution”. The Toy Business Forum in the InnovationCenter in hall 4 deals with “Toys go green – the Megatrend for Manufacturers and the Trade” as its topic of the day on Saturday, 5.2.2011. The Toy Business Forum is also the setting when Prof. Dr. Nicole Koschate, GfK Chair of Marketing Intelligence at the Friedrich Alexander University of Erlangen-Nuremberg, presents the findings of the study on “Toys go green – Sustainability in Toys” at 1 p.m.

Study on Toys go green – Sustainability in Toys
Prof. Dr. Koschate directed the scientific study on Toys go green on behalf of Spielwarenmesse eG. In personal interviews in November 2010, 450 consumers  supplied information about their understanding of sustainability, their purchasing and information behaviour, and their assessment of future development in this segment. In a comparison, the study analyses the experiences and ordering behaviour of 150 traders with toys in their range.

Sustainability from the consumers’ viewpoint
The survey clearly shows that consumers have quite different ideas of what the term sustainability means in terms of toys. Whereas 54 per cent of the buyers associate sustainability with natural and renewable raw materials and ecological manufacturing processes, 44 per cent see it as a long product life, and another 21 per cent as the pedagogical value. It is clearly shown that sustainability is important for consumers when buying toys, and they only attach more importance to this factor in the case of food. In reply to the question of what materials do buyers perceive as sustainable, 89 per cent of those interviewed put wood at the top of their list. 22 per cent think cotton is sustainable and 13 per cent each decide on paper and recyclable plastic.

Sustainability from the traders’ viewpoint
Altogether 98 per cent of the traders stock sustainable toys in their range. This segment is particularly attractive for specialist toyshops, as 61 per cent of the consumers say they buy these products mainly from specialist retailers. Only 15 per cent buy sustainable toys on the Internet. The traders’ assessment of the willingness to pay more for sustainable products differs totally from the consumers’ view. The traders think only 35 per cent would accept a 10 per cent higher price, but 65 per cent of the consumers are prepared to pay at least 10 per cent more. This information shows sales potential for the traders, more than half of whom expect the demand for sustainable toys to grow in the future. The findings of the study are available in the knowledge brochure “Success with Sustainable Toys”, which is laid out in the theme islands and is available at www.toysgogreen.de.

27.1.2011 – km



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