ToyFair2014 The year in review T
he BTHA has been busy in a year which has proved to be a difficult one for our members. Responsible manufacturers are finding it increasingly difficult to meet the demands of consumer and retailer price pressures in a depressed market
with increasing costs for materials, safety and other regulatory and best practice costs. As an association we try to alleviate some of those pressures by helping members with advice, guidance, tools and lobbying to try to reduce the burden on each individual company. In 2013 we have been active in a number of key areas.
Toy safety, regulation and best practice The first, and most important, area of work for the BTHA is in the area of toy safety. Toy safety legislation is some of the toughest of any consumer products in the world and needs expertise to be able to conform. Many members have their own toy safety experts in-house, and the BTHA has four safety consultants. As an association we work together on producing advice and guidance for members which we often share with the wider industry so that we are all working towards the same interpretation and understanding of the toy safety regulations. The toy safety team has been busy in 2013 with the introduction of the chemicals restrictions part of the Toy Safety Directive (which came into force in July) and has helped members with this complex piece of legislation with advice on risk assessing their toys and designing a unique tool to help in this process – the Toyograph. Toyograph has been developed by the BTHA in association with Bureau Veritas as a ‘chemicals toolkit’ exclusively for full BTHA members. It has been designed to help identify the restricted substances that are likely to be present within commonly used toy materials so members can decide on appropriate, targeted compliance routes. The BTHA also has an active role in defending and positively representing its members in areas of importance such as environmental practices, responsible marketing and communications with children and their families, and ethical trading. 2013 has been a busy year on each of these topics and the BTHA will continue to lobby for fair and balanced discussions on these topics going forward into 2014.
The Association tries to lead the industry,
where necessary, towards best practice either by developing tools and advice for members or by working with other organisations to help members. In 2013 the BTHA has been developing a best practice guide on sustainable practices which will be launched during 2014 to support the many examples of good practice that members are currently achieving in the area of environmental sustainability themselves.
232 Toyworld
Natasha Crookes, director of communications and public affairs for the British Toy and Hobby Association (BTHA), presents a round-up of the work carried out by the organisation in 2013.
Make Time 2 Play The BTHA has continued to run the pro-active play campaign, Make Time 2 Play, with support from members and media organisations. In 2013 the campaign examined the role of play in positively influencing children’s attitudes to their body image and launched a paper with Dr Linda Papadopoulos examining the role of play for children in this area of growing concern. The campaign has adverts running on children’s channels thanks to the support of the media partners who give this time for free and has a dedicated website and Facebook page which reflect the many benefits that play has for children’s development. There is also a useful free app for parents to download with hundreds of free play ideas to fill children’s time. The campaign will continue with new adverts into 2014.
Toy Fair 2014 An important addition to the core work of the BTHA is the organisation of the Toy Fair and Toy Industry Awards in January of each year. The Toy
Fair in 2013 was sold out once again, and in 2014 Toy Fair has expanded into the whole of the new space in the upper west hall of Olympia. The awards have moved to a new venue for 2014, the Science Museum. The event will start with a reception in the stunning setting of the Making of the Modern World gallery with entertainment and food. The awards presentations will be complemented by an IMAX theatre setting which will see the presentation of the Toy of the Year and Retailer of the Year awards in front of industry colleagues. The evening brings the industry together for a chance to network and meet with friends after the busy first day of the fair. There are a few tickets still available from
matt@btha.co.uk.
The Toy Trust Finally, in a round-up of the year, mention must go to the Toy Trust. The industry helped to raise more than a quarter of a million pounds in 2013. The Special Bikes for Special Kids bike ride in June 2013 raised £153,000 of which £90,000 was pledged to providing special needs tricycles to over 80 children with disabilities. The children, for various reasons, are unable to ride normal bicycles but by providing these specialised trikes the children now have independent movement and improved quality of life. As well as the main beneficiary, the money helped more than 70 charities throughout 2013. In 2014 the Toy Trust has pledged to help two main beneficiaries, Disability Africa and Whizz Kidz, as well as the usual smaller charitable pledges. More details on how to get involved and where the money has been spent can be found at
www.btha.
co.uk/toy-trust/recipients.
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