It’s a big clink of the Stein glasses and a ‘Herzliche Glückwunsche’ (which Google Translate reliably informs us is German for ‘warm congratulations’) to Spielwarenmesse this week for not only once again delivering Europe’s largest toy trade fair (and what a feat of logistical engineering that is) but for giving such a prominent and proud platform to the topic of sustainability in toys.
Trade shows being the marker by which an industry can be measured, it’s been so encouraging to see sustainability now move well-clear of the realm of ‘trend’ or ‘mega-trend’ and find its true place in the mentality of the toy sector. And that is ‘business critical’.
Of the big three, Spielwarenmesse is currently the only toy trade show giving such room to the sustainability conversation, guided no doubt by the European Green Deal that continues to make itself felt across the Union and its trading partners. And it’s been fantastic to see the topic platformed in such a way.
If you missed the show this year, let us tell you – the topic was difficult to escape. For starters, Spielwarenmesse 2024 played host to a revamped Toys Go Green destination where pioneering brands found the chance to showcase and – importantly – talk about the measures they’ve taken to produce more responsibly, reduce their impact, and deliver the toys that will go on to educate the next generation around sustainability.
And what a wildly innovative and exciting collection of companies this was. A favourite for us among them is Weirdoh – a new modelling dough compound from the food waste management company Shachar Group. We absolutely cannot wait to tell you their fascinating story in a forthcoming newsletter.
Nuremberg’s international toy fair also went lengths to spotlight sustainability in its annual ToyAward ceremony in which Giochi Preziosi was named the Sustainability category winner for its wonderful Feber Recycle Eco House – a playhouse developed under its Famosa brand and made from 90% recycled plastics. Beyond that, its play value embraces the concept of a sustainable lifestyle, enabling children to collect rainwater to grow their plants, learn about the separation of waste and recycling, and discover more about the production of green energy with the aid of a built-in wind turbine and solar panel.
This is just an example of not only the innovation the international toy industry can deliver but the role it can adopt in empowering its young audiences, sharing crucial knowledge, and fostering the skills and awareness needed for a healthy future.
Spielwarenmesse even hosted some fantastic sessions, including that delivered by none other than Products of Change member and toy industry activist, Sharon Kielthy who offered up some fascinating insight wrapped in the crucial message that sustainability in toys is about to go mainstream – so you’d better be ready.
And ready, Spielwarenmesse certainly is. Cheers again to the team for leading the conversation on the toy industry trade show circuit, there’s plenty to be inspired by.
From Nuremberg to Birmingham, next week the industry descends upon the NEC for Spring Fair 2024, where you will all be able to dive into a very exciting programme of talks and educational sessions. Okay, maybe not what you need directly after such an intense season of ‘networking’ so here are a couple really worth sticking in the diary:
It Takes Two to Tango, at the Masterclass Studio at 11am, Tuesday February 6 – Products of Change’s very own Helena Mansell-Stopher will unpick the crucial role of the retailer and buyer when it comes to conscious consumerism while exploring the need to educate and understand end consumers when it comes to sustainability.
Sustainable Trends Unwrapped, on the Trend Talks stage at 01.00pm, Tuesday February 6 – This session will see Helena return to the stage to delve into the cutting-edge trends and emerging products currently shaping the future of retail while reducing its environmental impact.
If you’re at the show next week and fancy taking some time off the show floor, do come and listen in – it’d be wonderful to see your smiling faces and grab time for a catch up.
On top of that, those of you who attended the Products of Change Sustainability Conference in November last year will have spotted some very familiar faces among Spring Fair the line-up, including that of Barry Kane, md of Upcycle Labs – a company on a mission to start closing the loop on fashion waste by transforming it into unique home products.
His is a story well worth dropping in for a listen to.
Now, would you believe – there is still more to talk about? While we’re busy having our own ‘trade show season’ over here in Europe, our friends in the US have too been getting the year off to a frantic start. And, fuelled by her usual trade show diet of Diet Coke and ‘candy’, POC’s US Ambassador, the wonderful Andrea Green took time out herself to visit the Las Vegas Sports & Tailgate show.
With a nose for sustainable development, Andrea reports that amid the ‘more business as usual than we’d really like to see’ there were some exquisite diamonds operating against the grain of a juggernaut of an industry to think differently. Chief among them were UScape (with a new line of apparel called Renew made with recycled materials) boasting what Andrea affectionately calls ‘terrific old school charm’; and Refried Apparel which uses deadstock to reformat their licensed goods. Both offer fantastic stories to delve in to and we cannot wait to wrap our brains around them and deliver them to you in some upcoming newsletters.
Amid the clamour you can reasonably expect to find at such a show, the Sports & Tailgate Show did also offer up a glimmer of an industry evolving. Andrea tells us how great it was to see so many women-owned businesses emerging in the space while there was a real indication that many companies in the market are now starting to look closer at their processes and materials.
And while we can happily picture Andrea charging across the show-floor, maxed out on sugar, we are reliably informed she managed to find time to catch up with a great number of our Products of Change members taking part in the event, too – including the UCLA, NFL players Association, Octane 5, Sega, and FOCO. Andrea will now be making the journey towards Kidscreen for when that gets underway next week and where we are sure she will land in her usual manner – the fizz of excitable energy – that she is known on each side of the Atlantic for.
For now then, and with what has become a new record length for a Products of Change Friday Thoughts, we think it’s best we let you all embrace the coming weekend because, guess what – January is finally over. Next stop – spring!
