THE STATE OF PLAY
has become less a narrative and more fact-based,” said Theron. The report previously had narratives on all its initiatives but now is focused on the data; “numbers, they’re not controversial, they’re just data, right?” he said. With such pressures, the question is: “How do we talk about it in a positive way, to make sure that the work is still being done to progress this forward?” asked Theron. And the resounding answer from the numerous toy companies we spoke to was that the ball must be kept rolling since “it is the right thing to do.” Despite all these challenges, the toy industry is indeed persevering with its sustainability journey; more and more companies are pushing it up their priority list, whether through legislative requirements or not, sustainability is not being sidelined – not in the slightest – and has firmly rooted itself into the conversation, whether actioned or not, of almost every company. “It seems the industry is slowly moving,” said Rebecca Tinsey, head of QA and compliance at toy retailer, The Entertainer. And for an industry that exists on the principle of providing joy, discovery, and an understanding of the world around them to the next generation, it could be argued that the safeguarding of the planet for that generation is unreconcilably bound to the toy industry and provides it with a blueprint of both the why and the how. LEFT: The toy industry is exploring new ways of operating to safeguard future generations. Credit: Shutterstock..
BUT DO CONSUMERS REALLY CARE?
DO CONSUMERS CARE?
How much the consumer cares is a topic that gets batted around and conjures varying answers depending on who you ask. The overarching narrative, though, is that they are interested in sustainability, they do of course care, but when what is sustainable and what is affordable goes head-to-head, when it comes to toys particularly, affordability is the priority for the vast majority of consumers. But where they have the option and it is price parable, sustainability is a great selling point, a marker of quality, and provides a ‘halo effect’ to the toy brand they are buying from.
PRODUCTS OF CHANGE I THE TOY CHAPTER 07