Special Feature - BTHA

Where would we be without it? The BTHA

The British Toy & Hobby Association, the voice of reputable UK toy makers, is celebrating its 80th anniversary this year. Against the backdrop of ever-evolving standards, retail platforms, consumer concerns and industry challenges, the association champions the UK toy industry and advocates for play as a crucial part of kids’ lives. In the first part of this two-part special, current BTHA representatives discuss their roles and what it’s like to work for such a beloved organisation.

Roland Earl - Director general at the BTHA

What is your favourite part about being director general of the BTHA?

It’s an honour and a privilege for me to work with the team at the BTHA, both at the HQ and in the wider context of this marvellous and friendly industry in the wonderful world of toys. Toys, games and hobbies bring learning and joy to children, families and adults every day of every year. I’m lucky to be part of an organisation which supports that. A friend and former colleague once said to me she had a post-it note on her desk, reminding her that thousands of others would love her job and how lucky she was. I feel the same.

What can members expect from the BTHA in future years?

The association is all about its members, in every aspect of our work. The challenges we tackle, with members’ support and through our team, ultimately change and evolve: the association is known not only for trying to prepare for future challenges, but for successfully adapting to them in a measured and effective way. Elsewhere, the BTHA helps members with business development through our well-organised Toy Fair and is a staunch advocate of the value of play.

The association is all about its members, in every aspect of our work. The challenges we tackle, with members’ support and through our team, ultimately change and evolve: the association is known not only for trying to prepare for future challenges, but for successfully adapting to them in a measured and effective way. Elsewhere, the BTHA helps members with business development through our well-organised Toy Fair and is a staunch advocate of the value of play.

The loyal support of members, the diligence of the team working with the association at HQ, and the huge contribution of our valued advisers has been key to the BTHA’s work to date and will continue to be so. We love thinking about the future in the same way this incredible industry loves thinking of new toys and games for kids of all ages, and we look forward to both the opportunities and challenges that lie ahead.

Fundamentally, the association is here to move forward with its members and to do its utmost to help them steer a course to success - in whatever seas we find ourselves. Thank you to our members, the team, and all our advisers and partners for making my role so easy and so enjoyable.

Simon Pilkington - Current BTHA chairman and managing director, John Adams Leisure

How does the BTHA support its members?

The BTHA offers a vast array of support for its members by providing guidance in the form of webinars, seminars and documents spanning a range of topics including toy safety, responsible marketing, sustainability, data protection, connected toys and many more.

The association also runs some great events, including the annual Toy Industry Day, which is perfect for networking with industry colleagues and hearing from inspirational keynote speakers, as well as organising many events through the Toy Trust, raising money to support disadvantaged children. Of course, the BTHA also organises Toy Fair, which kickstarts the business year.

What do you enjoy the most about being BTHA chairman?

Since being chairman, I’ve thoroughly enjoyed getting to work more closely with BTHA staff and council representatives and exploring in greater detail varying trade issues, in support of the toy industry and BTHA member companies. There’s a real sense of community amongst the BTHA and its membership, which has been incredibly rewarding to experience.

Majen Immink - Director of Fairs & Special Events at the BTHA

How important is Toy Fair for the industry and what do you enjoy the most about organising the show?

Toy Fair is the first opportunity of the year in the UK for visitors to get hands-on with thousands of new products from more than 250 exhibiting companies across 23,000 square metres of exhibition space. We welcome exhibitors of all sizes. As well as the large brands, we’ve seen many start-ups thrive and expand their space over the years. Our objective is to create a platform upon which the industry can network productively and achieve a successful three days of business. BTHA full members benefit from a 24% discount on exhibiting space.

I’m fortunate enough to have been organising Toy Fair for 10 years now, with just one fallow year due to Covid. To be able to bring the whole toy industry together under one roof is a really satisfying and rewarding job. I’m very grateful to work with such a fantastic team at the BTHA as well as a very experienced, hardworking team of wider suppliers. It’s thanks to the continuous support of our loyal exhibitors and visitors that Toy Fair is such a successful key event in the industry’s calendar.

Jerry Burnie OBE - Head of Toy Safety at the BTHA

Can you provide an overview of the work you do for the BTHA?

I am a member of the BTHA Council and chair the Technical Committee and Sustainability Committee, as well as run the BTHA Toy Safety Advisory Service for all members. I also assess new member applications.

Much of my work is related to the safety and sustainability of toys: I work on new legislation analysing what members need to know and when. Working with the Toy Safety Advisory Service team, we provide concise and usable member guidance, wherever relevant. As part of my communication with stakeholders, I also chair the Regulatory Forum, which interacts with Enforcement authorities, and the Retailer Safety Forum, which interacts with non-member retail contacts. Training is provided to Trading Standards and members for free through the advisory service. In addition to the above I run the BS Online service and collaborate with the BTHA Primary Authority to get guidance assured under the scheme. Much of the work involves interacting with and lobbying UK government bodies and with Toy Industries of Europe (TIE). I‘ve also worked for more than five years on a BTHA project to change the law regarding online marketplaces, to see them held responsible for the dangerous products sold by third party sellers. I also sit on standard development committees at BSI for the toy industry.

How would you describe the work of the BTHA committees?

BTHA committee work is relatively unique, in that it sees competitors working together to benefit all BTHA members. Our committee members give their resources and time for free, to produce work that helps many other members as well as themselves. We work as a complete committee, but members also give their time to smaller subgroups working on particular issues. Many committee members also sit on standards development committees and report back on their progress.

How important are the BTHA's relationships with other organisations whose work impacts toys?

The BTHA has always enjoyed a close working relationship with Trading Standards and enforcement bodies. We sponsor events and support Trading Standards with free training, and we also work closely with UK government bodies involved with legislation and product safety, primarily the Office for Product Safety and Standards.

The BTHA is seen as a reputable and capable association that is a key stakeholder beyond toys and into general legislative issues. The BTHA runs the Toy Retailer Safety Forum, which has been a useful place to raise issues that we would otherwise not be able to communicate directly. We have close contact with the British Retail Consortium (BRC) as well. In the course of our work with online marketplaces, we’ve forged relationships with other key associations across the UK that have the same issue with dangerous products in their industry.

Kerri Atherton - Head of Public Affairs at the BTHA

How has the BTHA’s work with governments changed?

An integral part of the association’s activities since the very beginning, the issues the BTHA has had to lobby on in the last 80 years have increased in number and are now much more complex. There has been a vast number of different government decision-makers which the association has engaged with during this time. However, a lot of things remain the same. Governments have always favoured engaging with trade associations which can represent common interests, enabling them to act with confidence on information and evidence given by the whole sector. This is the same today as it was eight decades ago. The BTHA, as an active association, has upheld a good reputation spanning many decades, which has helped the toy industry’s voice be heard. This is down to the trust governments put in the BTHA and its members – these reputable toy companies continually show that they’re committed to making good quality toys in a responsible way.

How has the BTHA promoted the value of play?

The importance of play as part of child development has been discussed by the BTHA from as early as the 1970s. The BTHA has always felt that the benefits of play should be evidenced and recognised, and this has been done through research, events, and even the setting up of the National Toy Council in 1989. More recently, the BTHA launched the Make Time 2 Play campaign in 2010 so it could proactively campaign to raise consumer awareness of the benefits of play and the role of toys in play. This campaigning has also helped promote our members and their products to governments. This is particularly important when legislative proposals threaten the toy business.

Phil Ratcliffe - BTHA president and managing director at MV Sports & Leisure

What are your experiences with the BTHA?

When I first joined the BTHA, I must confess to being a little daunted by all the leading lights of the industry, who had so much more insight and knowledge than myself and from whom I have learned such a lot over the years. It’s been an honour and a privilege to have worked with individuals capable of imparting their views and opinions in such an erudite and passionate way.

I was (and remain) really impressed by how much work goes on behind the scenes to protect, promote, educate and advance the toy industry as a whole, to members, government, media and the wider public. There are a lot of very committed and talented people involved in the various activities of the association and its committees (Toy Fair, Charity, Safety, Sustainability, Public Relations and Finance), from the secretariat - which never ceases to garner my admiration - to the volunteers who give their time freely for the good of the industry.

The BTHA is respected worldwide by similar associations, as I have witnessed first-hand during my many international conferences. To have been involved with association initiatives such as Make Time 2 Play, The Toy Industry Awards and the ICTI programme makes me immensely proud. Thanks to Roland and the team for doing such a fantastic job for the toy industry.

How has the BTHA changed over the years?

It’s changed massively, keeping pace with constant changes in industry practices, legislation, testing, ethical sourcing, consumer trends, digital working, social media and wider changes in society. Today’s association is more adaptable, forward thinking and progressive than ever.