Trends Column - the U.S. Toy Association puts safety first at Toy Fair New York

Mattel launches Playback programmme

A survey of 2,000 British parents conducted by OnePoll last month has revealed that children received an average of 10 new toys each this Christmas - with 57% of parents worrying what would happen to their kids’ pre-loved toys after the festive period.

The study, which was commissioned by Mattel, also showed that 64% of parents wished they had more opportunities to recycle their kids’ toys. In addition, 75% planned to declutter their kids’ bedrooms during the festive break, while 50% have made a New Year’s Resolution to live more sustainably in 2022, with recycling the most popular option to achieve this.

To help parents achieve these goals, Mattel has launched #TaptoRebox with Mattel Playback: a toy takeback programme that enables families to extend the life of their Mattel toys once they have finished playing with them.

The scheme is designed to recover and reuse materials from old Mattel toys, and supports the company’s goal to achieve 100% recycled, recyclable or bio-based plastic materials across all products and packaging by 2030.

Mattel is also teaming up with professional declutterer and life coach Kate Ibbotson, founder of organisational service A Tidy Mind, to provide decluttering, donating, and recycling tips to UK parents.

To participate in the Mattel PlayBack programme, consumers can visit www2.mattel.com/en-gb/playback, print a free shipping label, and pack and mail their outgrown Mattel toys back to Mattel. The toys will be sorted and separated by material type and responsibly processed and recycled.

For materials that cannot be repurposed as recycled content, Mattel will either downcycle those materials or convert them from waste to energy. The programme currently accepts Barbie, Last month Mattel Matchbox and MEGA delivered a lorry-load of toys to its local toys, with more brands to be added in the future. Salvation Army branch in The #TapToRebox Slough for the charitable campaign will also be launched in other organisation’s Christmas European countries Present Appeal. More to encourage than 1,000 toys, including parents to donate or recycle old toys, Barbie, Fisher-Price, Hot with influencers and Wheels and Thomas & parents signing up Friends, were distributed to the scheme in the UK, Germany and to families. France.

TOY FAIR NEW YORK PUTS SAFETY FIRST FOR 2022

With Toy Fair New York just a month away, the show’s organiser the U.S. Toy Association is continuing to work in accordance with all city, state, and venue regulations to ensure a safe environment for attendees to explore and do business, says senior advisor, strategic communications Kristin Morency Goldman

Toy Fair New York, which takes place from February 19 to February 22 at the Jacob K. Javits Convention Center, will follow the city’s indoor activity guidelines and the venue’s own policy requiring proof of vaccination for admission to events.

“We know how eager the global play community is to come back together live and in person at Toy Fair,” said Kimberly Carcone, senior vice president of global market events at the U.S. Toy Association, producer of Toy Fair New York. “And while we are focused on offering our guests even more opportunities to connect, engage, and learn, our number one priority continues to be the health, safety, and security of all Toy Fair participants.”

In addition to adhering to all state and local guidelines and the U.S. Centers for Disease Control and Prevention (CDC) recommendations for masking and other safety protocols, the U.S. Toy Association is providing international guests with the following information to help plan ahead: ■ Upon entry to Toy Fair, all attendees will be required to show proof of vaccination, along with photo ID. Participants are highly encouraged to download the NYC COVID Safe app and complete the Photo ID and Vaccine Verification before arriving at Toy Fair New York to expediate the process. ■ Guests can feel confident in the precautions being taken by the Javits Center, which has received Global Biorisk Advisory Council (GBAC) accreditation for implementing “We know the industry’s highest standards how eager the for cleaning and disinfection of infectious agents like the global play coronavirus. The Center has also community is installed hospital-grade High to come back Efficiency Particulate Air (HEPA) filters to improve air filtration and ventilation. The entire volume of air together live and in person within the building is completely at Toy Fair” changed five times per day. ■ When booking your hotel for Toy Fair New York, be sure to check the Covid requirements with the hotel of your choosing. Many New York City hotels, restaurants, and entertainment facilities have their own requirements regarding proof of vaccination. ■ The New York Marriott Marquis, venue of the Toy of the Year Awards (TOTY), which take place on February 18, will require proof of vaccination (with a valid form of identification) for admission, in accordance with New York City policy. ■ To stay informed about the latest news, programming, and safety protocols at Toy Fair, visit www.ToyFairNY.com. ■ Read our Special Report on Toy Fair New York on page 122.

Orchard Toys scores top marks with preschools Mookie Toys

Orchard Toys’ Learning Made Fun education campaign has proved a winner with preschools.

The initiative saw preschools nationwide receive education resource packs designed to help teachers encourage children to engage with the Early Years Foundation Stage (EYFS) education framework. According to postcampaign research, 83% of teachers reported that the packs really helped their classes to do that.

The resources included Orchard Toys games and jigsaws, activity sheets, certificates and stickers. The contents centred around supporting a range of key early years development skills, including number, letter and shape recognition, sequencing, matching and memory, observation and social skills.

All the preschools integrated the games and puzzles into everyday play in the classroom, with nearly two-thirds also creating dedicated Orchard Toys sessions. Asked to rank the products for their relevance to EYFS skills, teachers’ top five Orchard Toys are: Dinosaur Opposites (communication and language), Giant Road Jigsaw (understanding the world), Dotty Dinosaurs Game (mathematics), Big Number Jigsaw (counting), and Crazy Chef’s Game (understanding the world).

Orchard Toys also provided take-home elements for the children, which were positively received by parents according to the campaign feedback.

Orchard Toys managing director Simon Newbery said: “Learning Made Fun is at the heart of everything we do, ensuring our games, jigsaws and activity books strike the perfect balance of education and fun. I’m not surprised that our education resource pack was a hit as the brand is loved by teachers, as well as parents and children - and we’re delighted that all participating teachers would recommend it to others.”

Orchard Toys has confirmed a distribution agreement with Tomy to support its plans to expand the Orchard Toys brand in GAS (Germany, Austria, Switzerland), Belgium and France. Orchard Toys said partnering with Tomy will ‘ensure continued support of existing retail opportunities as well as the development of major businesses within the regions’. Through Tomy, Orchard Toys is looking to replicate the success it has seen in the UK with a company that can offer regional distribution and local infrastructure. Tomy will be featuring the Orchard Toys range at the Nuremberg trade show and will launch products into the markets by April.

reunites with Ecoiffier

Mookie Toys has announced the reinstatement of its long-standing partnership with Ecoiffier. Mookie Toys has been working with Ecoiffier for more than 30 years. However, in the past three years Mookie has had a limited collaboration with Ecoiffier, operating as a distributer for its summer and garden ranges. But Mookie Toys will once again represent the best-selling French brand’s entire collection.

Ecoiffier has a strong focus on sustainability, from production to products and packaging. All its toys are made from four materials that are 100% recyclable, and 100% of energy created from production is reusable energy and used to heat its 6,000sq m factory.

Julie Chaboud, who has succeeded her father Jacques Ecoiffier as the head of Jouets Ecoiffier, commented: “We are very happy that two generations are coming together to continue and drive the commercial relationship established by our two respective fathers over 30 years ago. We look forward to working together and developing our collaboration further towards new horizons, effective immediately: all S/S and A/W orders will be taken by Mookie Toys.”

The Ecoiffier S/S and A/W ranges will be on show on Mookie’s stand (N10) at London Toy Fair.

MGA Entertainment launches new doll brand

MGA Entertainment has revealed details of the latest brand to join MGA Entertainment’s growing portfolio. MGA’s Dream Ella is a range of fashion dolls and accessories aimed at children aged three to five.

Billed as ‘bringing a sprinkle of magic to playtime,’ MGA’s Dream Ella is a hybrid between fantasy and reality - a career woman by day and a fairy by night. The dolls are designed to be young children’s ‘My First Fashion Doll’ and drive inspiration to #BeWhateverYouDream from an early age.

The range includes MGA’s Dream Ella Colour Change Surprise Fairies, MGA’s Dream Ella I am Fashion Doll, MGA’s Dream Ella Unicorn, MGA’s Dream Ella Car Cruiser and MGA’s Dream Ella Majestic Castle.