SGS Looks at the Ways Toy Manufacturers Can Ensure Consumers are Happy

With the Christmas period now over, manufacturers and retailers of
toys are being advised to look at how they can improve their supply chains to
ensure products match consumer expectations to avoid their return.

The toy industry has seen some contraction – globally it is
reported to be down 3% but in certain territories, such as the UK, the figure
is higher at 8%. This is not a universal trend. In China the market grew 3%
between 2017 and 2018.

In Western markets, Christmas is an important time for toy
manufacturers. For example, in the UK 30% of toy sales occur around Christmas
and in the US 42% of all shoppers buy toys at this time.

At a time when markets are under pressure, manufacturers and
retailers need to ensure their products are not only compliant with market
regulations but also match consumer expectations. Periods of higher sales also
correspond to higher returns. A variety of reasons exist for this – for
example, the unwanted gift, which a manufacturer or brand cannot plan against.
They can, however, try to mitigate against the risk of a product not being fit-for-purpose
or failing to match the advertised description. To do this, they need to take a
holistic approach to quality management in the supply chain.

Obviously, manufacturers need to ensure their products comply with
the standards that regulation to marketplace. For example:

  • European Union – Directive 2009/48/EC, the so-called European Toy Safety Directive (TSD)
  • USA – US Consumer Product Safety Improvement Act (CPSIA) 2008
  • Japan – Japan Food Sanitation Law (JFSL)

Most countries operate some form of regulation to protect children
and manufacturers must ensure their products comply with those regulations.

In addition to umbrella regulations, such as those listed above,
manufacturers also need to consider other regulations that may impact their
products. For example, in the EU, suppliers may also need to consider the
regulations such as Cosmetics, REACH, RoHS, and EMC. Failure to meet any of
these regulations will lead to recalls.

Merely complying with regulations is no longer enough in today’s
pressurized marketplaces. Consumer satisfaction must also be considered.
High-quality products that match their advertising are what consumers want.

To achieve this, manufacturers must take a holistic approach to
both quality and safety during product development, with quality assurance along
the whole supply chain. If the product that arrives on the shelf conforms to
market’s regulation and consumer expectations, it is far less likely to be

To deliver a quality toy product to the market, stakeholders must:

  • Establish a robust management system for quality and safety
  • Identify risk at an early stage within the product’s development and production
  • Maintain strong safety and quality protocols throughout production
  • Instigate safe and smooth systems for progressing products along
    the supply chain

If these elements are implemented and maintained along the supply
chain, the end product has a high chance of meeting or exceeding consumer

The important thing for toy manufacturers is to get it right,
first time. In this way they will protect their customers and their brands.

SGS Toy Testing Services

SGS offers a
wide range of services to ensure that products comply with relevant standards
for childcare articles and children’s equipment. They provide consulting,
training, product development, testing, audit and inspection services to ensure
that products comply with strict regulations worldwide, demonstrating the
safety and quality of juvenile products being brought to the market.

protocols include:

  • Physical and mechanical tests
  • Chemical tests
  • Materials tests
  • Food contact tests
  • Flammability tests
  • Performance tests
  • Microbiology or microbiological tests
  • Electrical safety tests
  • Electromagnetic compliance (EMC) tests
  • Environmental safety tests
  • Packaging tests
  • Battery tests
  • Internet of
    Things (IoT) tests

SGS also helps
with product failure analysis and test-to-failure analysis, to help companies
understand why problems occur. Whatever the toy and wherever the market, SGS
has experts who can help. To learn more about SGS Toy

SGS Product Recall Database

SGS also maintains
an at-a-glance, online database for
consumer goods manufacturers and retailers to get instant access to the latest
unsafe product notifications (non-food) from the EU and USA. To see the SGS Product
Recall Database

For more information, please contact:

Sanda Stefanovic

Toy Business Development and Technical

Tel: +31 (0)88 214 45 17



LinkedIn: sgs-consumer-goods-&-retail

About SGS

SGS is the world’s leading inspection,
verification, testing and certification company. SGS is recognized as the
global benchmark for quality and integrity. With more than 97,000 employees,
SGS operates a network of over 2,600 offices and laboratories around the world.

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