Feature
Infant Toys
First things
first
Chicco
When choosing toys for their babies, parents are becoming more selective, in a bid to protect the world they have just brought them into, as Toy World’s Sam Giltrow discovers.
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ore and more parents are taking on the mantle of protecting the planet for their newborns and toddlers by seeking out sustainable infant toys that will last and not end up in landfill. “Consumers are becoming increasingly interested in the impact that the products they purchase have on the environment and this is particularly relevant within the toy sector, where the use of plastic is extremely high,” explains Mitch Levene, managing director of toy and nursery company Chicco, part of the Artsana Group. “We are seeing an increased demand for sustainable products, with parents wanting to buy toys that are eco-friendly but also affordable.” Chicco has recognised the important role it can play in making sustainable parenting achievable by placing a firm focus on its Eco+ toy range, which includes a wide variety of products from teethers and rattles to a balance bike and ride-on, all of which are made from recycled plastic or bioplastic. Many of the products in the range are made from either 80% recycled plastic or 50% bioplastic. Mitch says Chicco will be looking to further develop the line, and will be supporting future launches with an integrated digital and PR marketing campaign. Another popular choice among parents has been Chicco’s First Dreams Baby Bear, particularly due to its neutral colour. “The First Dreams range perfectly complements our Chicco Next2Me range and by highlighting the connection of the products, we are
able to capitalise on the success of our sleep-time products and further grow the First Dreams range,” says Mitch. The trend towards more environmentally friendly toys has also been seen by Rainbow Designs, which produces soft toys and gifts for babies and young children based on classic and much-loved story book characters such as Peter Rabbit and Paddington. However, managing director Anthony Temple stresses that sustainability should be more than just a trend, rather an important focus for long-term toy manufacturing. “This is not something to be followed for a while until something new comes along,” he tells Toy World. “Sustainability is a call to inspire continuous change for a better future. Our commitment, as a business, is to continue our commitment to ongoing improvements in the interests of the future of those we design these toys for.” As an example, Rainbow Design’s Always and Forever Winnie the Pooh collection was designed and created with a focus on sustainable materials, FSCcertified and reusable packaging, stuffing made from recycled bottles and recycled plush fabric. Anthony says that along with looking for something that will not harm the environment, consumers are also seeking infant toys that are both contemporary but will stand the test of time, as well as being safe and supporting the child’s development. Melissa & Doug is another company placing a focus on more sustainable materials including fabric and
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wood and its 0-2 range debut is an important launch for the company in 2022. It includes two new ranges, Rollables and Go Tots, which both use FSC certified wood, while the core infant range is made of textured fabrics. David Lubliner, head of Customer Marketing – Europe at Melissa & Doug says that since the Covid lockdowns, parents have also been increasingly looking to buy fun, yet educational, toys for their children, as they have become more aware of the importance of play and the role toys can play in stimulating early developmental skills. “Melissa & Doug’s new 0-2 range of toys has been designed around this premise,” he says. David adds that this year there has also been a positive trend towards sensory toys, resulting from the huge growth of ASMR (autonomous sensory meridian response) and other mood-boosting content on social media. Melissa & Doug’s new 0-2 range will see toys with a mix of textures and different movement dynamics to capitalise on the trend. Marketing will be focused on TV advertising on children’s channels, PR , social media and influencer campaigns – all aimed at reaching parents and potential new customers. Despite the difficulties posed over the last couple of years by the pandemic, Rainbow Designs’ Anthony Temple says nursery sales are continuing to reflect what a strong and stable category it is. “Over the last few years in particular, we have seen well-established, beloved brands such as Paddington Bear, Peter
