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Safety amendment causes reverb among music toy firms

By September 30th, new toy safety requirements for all music toys will come into effect By Robert Hutchins

AN AMENDMENT to the EU toy safety standard is causing reverb among toy suppliers as a new scope of testing sets out to scrutinise all musical products. From drums to whistles,

all toys that are intended to make a noise will now be subjected to testing to ensure they meet the new acoustic requirements outlined in the EU toy standard, EN71-1. From September 30th 2014, any new toy emitting sounds that does not meet the standard, will be deemed unsafe. Close-to-the-ear toys, tabletop or floor toys, hand-held toys, any toy using headphones

or earphones, pull or push toys, wind and cap firing toys will also all be subjected to the testing. For stock that is already in the country by September 30th, a grace period will be offered to retailers, enabling them to legally sell the product until it has gone. “We don’t want to set alarm bells ringing and have retailers thinking ‘it’s September 30th, I have to take these drums off my shelves,’ because there is a period of grace,” said Judith Stark, MD of Halilit. ‘Some people have

ordered well ahead in order to have stock that covers them up to spring. But no one is going to fall foul of these new regulations.” As the UK supplier

of a vast collection of

acoustic and musical toys for toddlers and children, Halilit is among those to feel the strain of the September 30th deadline. “The new standard affects us because it hits our pockets,” Stark told To


“Halilit have been supplying musical products to the UK for over 30 years now and we are very proud of our impeccable safety record. “Some of the instruments

that are affected [by the amendment] are some of our most popular lines. We quite simply will not be able to sell them in their present form.” Since its announcement last September, Halilit has been working with toy safety experts and the BTHA in order to ensure all new toys meet the

new safety standards. However, despite their assurances, the firm is still perturbed as to how the new requirements have come about.


Stark added: “The fact that kids can make much louder noises banging on the table, or screaming at each other, it just seems like a nanny state gone crazy.” Halilit: 01254 872454

Animin details £300k marketing push

November launch backed by TV, online, print and social media blitz kicking off this month By Billy Langsworthy

THE TEAM behind Animin, a digital pet that uses the latest augmented reality technology, has a marketing spend of around £300,000 to ensure it becomes “the must-have digital toy this Christmas.” The toy will be available in all major UK games, toy and supermarket retail outlets this November and the firm is pulling out all the stops to get Animin on

kids’ Christmas lists later this year. “We have a £300k

marketing spend to help establish Animin as the

digital toy for Christmas 2014,” Ben Paterson, creative producer on Animin, told ToyNews. “The November launch will be

backed by a widespread integrated TV, online, print and social media marketing campaign, running from August this year through to Easter 2015. Away from the marketing campaign, major retailers have already responded well to the concept, and Paterson wants indies to get on board with Animin too. Paterson added: “The

response has been way beyond anything we had hoped for. Every single

toy and game store buyer, supermarket representative and distributor that we have presented and demonstrated Animin to has loved it. “We want as many indie

retailers stocking our product as we can get. This way, kids and parents can go into any of their local or favourite toy and games retailers this Christmas to pick up their Animin packs, which will retail at a highly competitive £4.99.” Animin:

August 07

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