The reality of the world's largest toy fair

BanyolesLast week we were in Nuremberg, at the world's largest toy fair (2,300 exhibitors from 71 different countries), and perhaps the most contrasting, with 14 themed pavilions. You can find everything from dolls and stuffed animals to technological toys, bicycles, construction games and materials for early childhood. An unmissable event for the toy market.

But quantity does not translate into quality

Despite their magnitude, there is one aspect that does not change: most of the toys on display are not, in our opinion, suitable for children, as they do not respond to their real needs. The reasons are diverse: they perpetuate gender stereotypes –even the presenters and entertainers at the fair, on the networks, make presentations in which the girl plays with pink things and the boy with blue things–, others prioritize noise and visual impact over play, and many are of low quality and have little impact.

Our way of selecting

We look for toys that put the child at the centre. Materials that encourage independent play and exploration and respond to their real needs. Our criteria may seem strict, but for us they are simply the essence of a well-thought-out toy. And it should not be a question of demand, but of responsibility on the part of those who make, sell and buy them.

When fashions overshadow quality and the needs of children

The toy market, like fashion, is obsessed with novelty. Every year, new products appear that follow the latest trends, and we are not just referring to technological ones with lights, sounds and functions that are quickly consumed and expire even faster. Wooden toys are also beginning to see a trend in colours and aesthetics that changes from time to time.

Sustainability remains a pending issue

In an era in which there is so much talk about sustainability, it is surprising to see how most toys are still made from low-quality plastic or wood of dubious origin and that the packaging is often oversized for the contents. Little can be expected from toys when brands, to decorate their stands, use balloons that will surely end up in the sea. The toy industry seems to be lagging behind in this matter, and even more so when, considering that it is aimed at a child audience, it should lead an educational change towards more responsible materials.

Small discoveries that make sense

Despite the big picture, there are always small oases at the fair: manufacturers committed to quality play, beauty and sustainability. These are the ones we come to look for. Because our job is not just to select toys, but to claim play as a right and to remember that a toy is not a simple consumer object, but a tool that accompanies children's growth, expression and imagination.

Conclusion

It makes no sense that, in order to put a toy on sale, it must undergo super-strict laboratory tests regarding physical safety, but that, on the other hand, no one looks at everything that the product says. The laboratories themselves should stop a toy if it promotes gender stereotypes or a sedentary lifestyle, or if it belittles a child's abilities or violates their right to beauty. Shouldn't this be a regulated sector? Just as we approve a driving license, toy manufacturers should be examined at least on childhood issues.