Asobi boss launches 'Slow Toy Movement'

Thierry Bourret responds to the Dream Dozen with an alternative list for simple, non-plastic and ethical toys.
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Asobi Toys managing director Thierry Bourret has hit out at the 2011 Dream Dozen.

In a statement on the supplier's website, Bourret said: "Our launch today is very much in response to the 2011 Dream Toys announcement where a plastic toy that poos made the top of the selection."

He describes the Slow Toy Movement as "an inspired concept that aims to promote well made toys that are sourced ethically and leave plenty to kid’s imagination".

Thierry Bourret has been a vocal critic of John Adams' Doggie Doo.

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The campaign is inspired by chef Carlo Petrini’s Slow Food Movement, which in 1986 'defended good food and the enjoyment of eating'.

Bourret has challenged the industry to nominate products for the Slow Toy Movement.

To be considered the toys must meet the following criteria:

Not made of plastic
Ethically sourced
Fun to play with
Without batteries
Sold in independent toy shops
Without thousands of different functions

Send your entries to by the 8th of November with the subject "Slow Toys Nomination".

The list will be published on November 9th.


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