Spielwarenmesse releases study on sustainability as ToyAward winners revealed

Published on: 3rd February 2022

The international study revealed that 60% of respondents consider toys among the most important categories in relation to sustainability. 

The issue of sustainability is playing an increasingly important part in purchase decisions, and the international ‘Sustainability & Toys’ consumer study highlights how this development is manifested in the field of toys. On behalf of the Spielwarenmesse, the Spanish AIJU Technological Institute for Children’s Products and Leisure surveyed some 2,800 households with children aged 0-11 years. The survey reveals 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. The study was conducted in Germany, Italy, France, China, Spain, the UK and the USA.

According to the findings, the material used is a particularly important indicator of how a toy is perceived in terms of sustainability. 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.

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

The study shows the sources of information that consumers rely on to meet their sustainability goals, with the most frequently used being 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 version of the consumer research is available here and can also be downloaded from the Toys go Green Special Area on Spielwarenmesse Digital.

The full results will be presented by Pablo Busó of AIJU on the Toy Business Forum on Spielwarenmesse Digital – the next session is on 6th February at 12 pm.

Meanwhile, at the launch of Spielwarenmesse Digital, the latest ToyAward winners were announced, selected, by a jury of international industry representatives, for their prospect for retail success, play fun, safety, originality, comprehensibility of the product concept, and workmanship & quality.

The winners are as follows:

  • PreSchool (3-6 years) – Emergency Doctor’s Backpack, Legler
  • SchoolKids (6-10 years) – Fabulus Elexus, Hutter Trade GmbH & Co. KG & Dujardin
  • Teenager & Adults (10+) – echoes – The Audio Mystery Game, Ravensburger
  • Startup – Piks, OPPI
  • Sustainability – Animal Friends, Fischertechnik
  • There were no nominees, and hence no winners, in the Baby & Infant category this year.

An overview of all nominees and winners is available in the ToyAward Special Area on Spielwarenmesse Digital, and more information on the jury and the winners from previous years can also be found on the website.



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