The latest from the BTHA

Flair’s fair for Lionel

With Argentina recovering from a shaky start at this year’s World Cup and, not entirely unpredictably, Lionel Messi proving to be their star player on the field, Flair GP is using the tournament and the star’s skills to highlight its Messi Training System.

As part of the ongoing marketing for the system, which features assorted training balls and poop-up goals, Flair GP and Tigerhead Toys arranged for one lucky fan to meet and greet arguably one of the greatest footballers ever to try out the system in person.

Seven-year-old Kasper got to travel from the UK to Paris just before the World Cup kicked off to meet his idol in a once-in-a-lifetime opportunity after winning a competition on social media.

It was part of the ongoing efforts to market the system and Verity Page, head of marketing at Flair, commented: “The Messi Training System has been part of our portfolio for a number of years and its appeal continues to grow. The products are well designed and offer plenty of play value for fans of the sport. It was an honour to join forces with Tigerhead and organise this meet and greet for Kasper, who I’m sure will cherish this memory for the rest of his life.

“This year’s World Cup was an important marketing opportunity for us and we are thrilled that our plans to capitalise on the tournament have paid off. Sales have risen and retailers are happy with how Messi Training System has performed this year, proving that our marketing activations have been effective in influencing people to shop the range. We’re looking forward to building on this momentum throughout 2023 and encourage customers to visit us at London Toy Fair to hear more.”

LEGO figures

in fundraising drive

Just as the industry was gearing itself up for next year’s big Toy Trust fundraising activity – see elsewhere on this page – one young LEGO fan was carrying out his own charity efforts for the organisation.

Ten-year-old Bodi Clark was planning to spend almost the whole of December – from the first of the final month of the year right up to Christmas Eve on the 24th – walking at least a mile a day to help raise cash after getting up at 6am while it was still dark.

What’s more Clark, from Cornwall, decided to do his daily walk, which will add up to a marathon’s worth of mileage of more than 26 miles, while dressed as a LEGO figure.

The keen building block fan came up with the idea to help less fortunate kids while writing his Christmas list.

He has been covering some of Cornwall’s most famous landmark while walking and doing the additional mileage by covering further distances at weekends, even heading to London to pound the pavements; all the while updating on his progress via Strava.

He said: “There are so many children who aren’t as lucky as me, not just at Christmas, but all through the year. Lots won’t be worrying about what presents they have, but whether they are warm and have food to eat this winter. I’m not a big fan of walking, so thought that completing a marathonlength walk during December would be properly challenging.’’

Focusing on safety and sustainability

BTHA communications & events manager Rebecca Deeming writes:

Last month, we published the findings of the latest BTHA toy safety report investigating the sale of unsafe toys being sold by third-party sellers via online marketplaces to government, MPs, and enforcement authorities. Forty toys were randomly selected and tested, with 100% found to be illegal to sell into the UK, and 90% failing independent toy safety testing against UK regulations. Despite four years of campaigning, which has resulted in the government committing to take regulatory action through its Product Safety Review, this has been delayed several times during the year due to changes in government. The latest evidence is being used to raise the profile of this issue with the new government Minister.

Elsewhere, from January 1 2023, toy companies in scope on the new packaging waste regulations, Extended Producer Responsibility, will have to start meeting their new obligations. Toy companies with more than £1m annual turnover and 25 tonnes of packaging handled will need to act. In recent months, the BTHA has been discussing the new requirements with government on behalf of members and supporting members with further guidance and clarification of the changes. Any BTHA member with questions on the new regulations should contact kerri@btha.co.uk.

We have also just announced the theme for next year’s Toy Trust fundraising initiative, ‘May Mayhem’. Taking place throughout May, under the banner of May Mayhem, the challenge invites members of the toy industry to carry out a month of fundraising collectively, from anywhere in the UK in activities chosen by participants themselves taking part as individuals and/or as part of a team. As part of the initiative, there will be an attempt to circumnavigate the 18,000km coastline of mainland Great Britain (on a virtual basis) by any non-motorised means. There will also be opportunities for non-physical activity as part of the month of fundraising.

The Toy Trust will release further details shortly on how to register along with a catalogue of activity ideas participants designed to inspire budding fundraisers. The event is free to join and will be hosted on exercise tracking app Strava. For any queries please contact Matt@btha.co.uk.