Spielwarenmesse Digital

Spielwarenmesse international consumer study reveals importance of sustainability in toys

According to research conducted on behalf of the Spielwarenmesse, the issue of sustainability is playing an increasingly important part in toy purchase decisions.
Spain-based AIJU Technological Institute for Children’s Products and Leisure questioned some 2,800 households with children aged 0-11 years in Germany, Italy, France, China, Spain, the UK and the USA for its ‘Sustainability & Toys’ survey. The results show that 60% of respondents consider toys, alongside clothing and food, to be among the most important categories in relation to sustainability. Moreover, a majority (62%) believe that sustainably produced toys are not a passing fad but will continue to be a permanent element in the range of goods available.

According to the findings, the material used is a particularly important indicator to parents of whether a toy is sustainable. For 74% this means wood, followed by bamboo (64%), recycled plastic (63%) and bioplastics (60%). More than two-thirds of respondents have had previous positive experiences with ecologically produced and environmentally friendly toys. The durability and safety of the products were contributory factors here, alongside high quality.

As far as price is concerned, the majority of the consumers surveyed perceive sustainable toys as more expensive than other toys. They are, however, prepared to pay more for environmentally produced toy goods. It was found that 27% of respondents indicated they would pay 5% to 10% more for such products, while 26% would be prepared to accept a price premium of up to 5%.

In addition, the study reveals the sources of information that consumers rely on. The most frequently used are online sources such as websites (28%), social media (23%) and the internet more generally (22%). For 20%, the on-site retailer is an important point of contact. When making the purchase decision, 56% of respondents are guided by quality labels and certificates. Manufacturers’ information is also trusted by 55% of consumers, while 41% rely on recommendations from retailers.

A short and compact version of the consumer research is available on the website www.spielwarenmesse.de/en/toysgogreen and can also be downloaded from the Toys go Green Special Area on Spielwarenmesse Digital. The full results will be presented by Pablo Busó, User Research Area Manager at AIJU, on 2 February at 3.45 pm and on 6 February at 12 pm, in the Toy Business Forum on Spielwarenmesse Digital (digital.spielwarenmesse.de).

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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