CBI Product Factsheet: Stuffed Toys in Europe | Market Intelligence Product Factsheet Stuffed Toys...
Transcript of CBI Product Factsheet: Stuffed Toys in Europe | Market Intelligence Product Factsheet Stuffed Toys...
CBI Product Factsheet
Stuffed Toys in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 2
Introduction
Exporters from developing countries can profit from the growing European market for stuffed toys with customers that are
always on the lookout for unique and innovative products The market extends beyond the toy market as stuffed toys are
becoming increasingly popular as gifts and articles of decoration
Exporters from developing countries can take advantage of this opportunity by supplying products to Europersquos middle and
high-end markets which promote experiences (eg identities or stories)
Product Description
Product Theme HS codes PRODCOM codes
Stuffed toys
Celebration
Sharing and showing
Refer to CBI
Trendmapping for
more information on
this theme
95021090
Representing only
human beings whether
or not clothed (excl of
plastic)
95030041
Stuffed toys
representing animals
or non-human
creatures
95034100
Stuffed toys
representing animals
or non-human
creatures
95039037
Toys of textile
materials NES
32 40 11 00
Dolls representing human
creatures
32 40 12 00
Animals or non-human
creatures
Stuffed toys are products made out of textile fabrics and stuffed with a soft material designed or
intended for use in play by children Stuffed toys are made in many different forms often
resembling animals human beings legendary creatures cartoon characters or inanimate objects
They are often used as comfort objects for display or collecting and given as gifts such as
birthdays Although stuffed toys are designed for children the product does not have to be
exclusively intended for playing purposes in order for it to be considered as a toy it can have a
decorative function as well Stuffed toys are also known as plush toys plushies stuffed animals
and soft toys or cuddly toys
Quality o The function of stuffed toys is predominantly to play with but they can also be
used for decorative purposes making it also interesting for adults to buy
stuffed toys
o The quality and finishing of the material is very important especially for the
mid-range and high-end market as this largely determines the appearance of
the product The finishing of your products is of utmost importance
Materials o Common textiles used for stuffed toys are plain cloth and pile textiles such as
plush or terrycloth Common stuffing materials are synthetic fibre batting
cotton batting straw wood wool plastic pellets or beans
Labelling o Labels for transport normally include information on the producer consignee
composition of the product and the size of the product number of pieces box
identification and total number of boxes and net and gross weight
o Most important information on the product or packing labels for stuffed toys is
composition size origin and care labelling For more information and
illustrations of product labelling please refer to Labelling of home textiles under
Legal requirements
Packaging o All products should be packed in agreement
with the importer This usually consists of
plastic wrapping to protect the product
from water solar radiation and staining
Proper packaging minimises the risk of
damage through fluctuations in humidity
Packaging dimensions and weight should
make it easy to handle Ideally it should be possible to place packaging
together on pallets meaning that they should be stackable and if possible of a
convenient size
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 3
Source Amazoncom 2013
Segmentation
Basic (low-end)
Fashionable but
basic (mid-low)
Trendy (mid-high)
Classic or high-end
fashionable (high-
end)
What is the demand for stuffed toys in Europe
Developing countries are Europersquos main source of stuffed toys Although imports from the leading supplier (China) are
fluctuating imports from other developing countries are performing strongly with steady growth Avoid competition from
China by focusing on added value and niche markets The United Kingdom and Germany are especially interesting focus
markets
Figure 1 European imports of stuffed toys by main origin in euro millions
Source Trademap
0
100
200
300
400
500
600
700
800
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 4
Figure 2 Leading European importers of stuffed toys by main origin (2014) in euro millions
Source Trademap
Figure 3 Absolute growth in imports from developing countries (2010-2014) in euro millions (countries in order of import volume)
Source Trademap
Suppliers from developing countries are dominating trade
European imports of stuffed toys increased from euro 884 million in 2010 to euro 979 million in 2014 with an average annual
growth rate of 26 This growth is expected to continue
Developing countries are Europersquos leading supplier of stuffed toys providing 70 of European imports Fluctuating imports
from China caused some general fluctuations in European stuffed toy imports from developing countries which increased
from euro 645 million in 2010 to euro 687 million in 2014 with an average annual growth rate of 16 Interestingly European
stuffed toy imports from developing countries other than China increased from euro 267 million in 2010 to euro 338 million in
2014 with an average annual growth rate of 61
0
50
100
150
200
250
Intra EU Developing Countries Rest of the world
Tip
The United Kingdom and Germany are the largest importers of stuffed toys in Europe Their strong presence of
suppliers from developing countries makes them especially interesting focus markets
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 5
With imports amounting to euro 219 million in 2014 the United Kingdom is Europersquos main importer of stuffed toys followed
by Germany (euro 180 million) and France (euro 101 million) With regard to imports from developing countries the United
Kingdom is also in the lead at euro 196 million (accounting for 89 of its stuffed toy imports) followed by Germany (euro 139
million)
The strong performance of stuffed toy suppliers from developing countries is further evidenced by its strong increase
between 2010 and 2014 (euro 15 million in Germany and euro 14 million in the United Kingdom) In the Netherlands imports
from developing countries also exhibited an impressive growth of euro 13 million In France however stuffed toy imports from
developing countries have decreased by euro 10 million making European countries the leading supplier in France
European imports of stuffed toys are dominated by China (euro 589 million) Other leading suppliers from developing
countries include Indonesia (euro 42 million) Vietnam (euro 25 million) Tunisia (euro 10 million) and Sri Lanka (euro 85 million)
The United Kingdom does not import much from Tunisia and Thailand is its sixth leading importer
Figure 4 European exports of stuffed toys by main destination in euro millions
Source Trademap
0
50
100
150
200
250
300
350
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
Tip
Benchmark your products against the competition from China Indonesia Vietnam Tunisia and Sri Lanka Factors
to consider include the market segments served perceived price and quality and countries served One source
that can be used to find exporters by country is ITC Trademap
Tip
Unless you have a mechanised production system focus on added-value and niche markets where you can
distinguish yourself from competitors Your promotion strategy will play a major role in distinguishing yourself
your identity and local character should be emphasised and be resonant in all your products
Tip
Invest in long-term relationships with your buyers giving them less incentive to switch to a competitor In this
highly competitive market buyer power is relatively strong They want to market the stories behind the products
If you have a special production story to tell (for example made by womenrsquos groups or fairly traded) make sure
to actively approach potential buyers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 6
Figure 5 Leading European exporters of stuffed toys by main destination (2014) in euro millions
Source Trademap
Growing (re-)exports of stuffed toys
With an annual growth rate of 30 European exports of stuffed toys increased from euro 336 million in 2010 to euro 378
million in 2014
European exports of stuffed toys are dominated by trade within Europe
With exports amounting to euro 81 million Germany is Europersquos leading exporter of stuffed toys followed by Belgium (euro 68
million) the United Kingdom (euro 57 million) and the Netherlands (euro 51 million)
Figure 6 European production of stuffed toys (2009-2013) in euro millions
Source Prodcom
0
10
20
30
40
50
60
70
Intra EU Developing Countries Rest of the world
0
100
200
300
400
500
600
2009 2010 2011 2012 2013
Tip
Be aware of your European buyersrsquo markets and their requirements This will allow you to develop new ideas for
the buyersrsquo other European markets as well
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 7
Figure 7 Apparent European consumption of stuffed toys (2009-2013) in euro millions
Source Prodcom
The market has shown growth during recent years
European production of stuffed toys increased from euro 373 million in 2009 to euro 520 million in 2013 with an average annual
growth rate of 87 European consumption of stuffed toys also increased from euro 15 billion in 2009 to euro 18 billion in
2013 such that Europersquos demand for stuffed toys greatly exceeds its production
With production amounting to euro 162 million the Netherlands is responsible for 31 of all European stuffed toy production
followed by France (euro 141 million) and Germany (euro 70 million)
The United Kingdom is Europersquos leading consumer of stuffed toys (euro 397 million) followed by France (euro 311 million) and
Germany (euro 217 million)
Stuffed toys are mainly marketed within the lower and middle market segments of the European market Stuffed toys for
the low-end market are characterised by volume supplies allowing low prices and margins Stuffed toys in the middle
market are fashionable products (mid-low) or added-value products (mid-high) European production focuses on the mid-
high and high-end segments of the market
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013
Tip
The high production output in the Netherlands France and Germany provides suppliers from developing countries
with interesting opportunities for possible sub-contracting with local manufacturers in these countries
Tip
As described in CBIacutes Market Channels and Segments for Home Textiles the traditional middle market is
polarising towards lower and higher ends The mid-high segment is advised for exporters from developing
countries who offer added-value products showing your skills and story The mid-low market can be addressed
with fashionable yet basic stuffed toys In general the segment in which your stuffed toys fit depends on the
amount of work invested in the production finishing and materials used
Tips
Consider offering specific marketing and logistics services to your customers thus providing them with a
convenient offer In a highly competitive industry European importers choose the most convenient and complete
suppliers which keep their promises and deliver on time
Consider the middle market segment which is expected to offer the most opportunities to smaller stuffed toy
producers from developing countries in particular especially if you use natural fibres for example bamboo The
lower end of the European stuffed toys market is dominated by Chinese high-volume suppliers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 8
Figure 8 Real GDP (2014-2016) change from previous year
Source Eurostat (2015)
Figure 9 Real private consumption expenditures (2014-2016) change from previous year
Source Eurostat (2015)
Economic indicators are promising
Predictions of GDP and private consumption expenditures are important indicators for the European stuffed toy market
The home textiles sector which consists predominantly of non-essential items is closely linked to economic conditions
When money is tight consumers can easily postpone replacing non-essential items until they once again have sufficient
disposable income
Between 2014 and 2016 European GDP and private consumption expenditures are expected to increase This suggests
that the consumption of luxury and decorative products is likely to rise as well Increases in GDP create room for this type
of spending especially in emerging markets Due to saturation growth in consumption will be moderate for mature
markets
Which trends offer opportunities on the European market for stuffed toys
Consumers of stuffed toys in emerging markets generally follow the same trends as those observed in Western Europe
especially the upcoming young and Westernised consumers in the middle market
-10
00
10
20
30
40
50
2014 2015 2016
-10
00
10
20
30
40
50
2014 2015 2016
Tip
Monitor GDP and private consumption expenditures as expenditures on stuffed toys and other home textiles can
be expected to increase when these indicators are positive
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 2
Introduction
Exporters from developing countries can profit from the growing European market for stuffed toys with customers that are
always on the lookout for unique and innovative products The market extends beyond the toy market as stuffed toys are
becoming increasingly popular as gifts and articles of decoration
Exporters from developing countries can take advantage of this opportunity by supplying products to Europersquos middle and
high-end markets which promote experiences (eg identities or stories)
Product Description
Product Theme HS codes PRODCOM codes
Stuffed toys
Celebration
Sharing and showing
Refer to CBI
Trendmapping for
more information on
this theme
95021090
Representing only
human beings whether
or not clothed (excl of
plastic)
95030041
Stuffed toys
representing animals
or non-human
creatures
95034100
Stuffed toys
representing animals
or non-human
creatures
95039037
Toys of textile
materials NES
32 40 11 00
Dolls representing human
creatures
32 40 12 00
Animals or non-human
creatures
Stuffed toys are products made out of textile fabrics and stuffed with a soft material designed or
intended for use in play by children Stuffed toys are made in many different forms often
resembling animals human beings legendary creatures cartoon characters or inanimate objects
They are often used as comfort objects for display or collecting and given as gifts such as
birthdays Although stuffed toys are designed for children the product does not have to be
exclusively intended for playing purposes in order for it to be considered as a toy it can have a
decorative function as well Stuffed toys are also known as plush toys plushies stuffed animals
and soft toys or cuddly toys
Quality o The function of stuffed toys is predominantly to play with but they can also be
used for decorative purposes making it also interesting for adults to buy
stuffed toys
o The quality and finishing of the material is very important especially for the
mid-range and high-end market as this largely determines the appearance of
the product The finishing of your products is of utmost importance
Materials o Common textiles used for stuffed toys are plain cloth and pile textiles such as
plush or terrycloth Common stuffing materials are synthetic fibre batting
cotton batting straw wood wool plastic pellets or beans
Labelling o Labels for transport normally include information on the producer consignee
composition of the product and the size of the product number of pieces box
identification and total number of boxes and net and gross weight
o Most important information on the product or packing labels for stuffed toys is
composition size origin and care labelling For more information and
illustrations of product labelling please refer to Labelling of home textiles under
Legal requirements
Packaging o All products should be packed in agreement
with the importer This usually consists of
plastic wrapping to protect the product
from water solar radiation and staining
Proper packaging minimises the risk of
damage through fluctuations in humidity
Packaging dimensions and weight should
make it easy to handle Ideally it should be possible to place packaging
together on pallets meaning that they should be stackable and if possible of a
convenient size
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 3
Source Amazoncom 2013
Segmentation
Basic (low-end)
Fashionable but
basic (mid-low)
Trendy (mid-high)
Classic or high-end
fashionable (high-
end)
What is the demand for stuffed toys in Europe
Developing countries are Europersquos main source of stuffed toys Although imports from the leading supplier (China) are
fluctuating imports from other developing countries are performing strongly with steady growth Avoid competition from
China by focusing on added value and niche markets The United Kingdom and Germany are especially interesting focus
markets
Figure 1 European imports of stuffed toys by main origin in euro millions
Source Trademap
0
100
200
300
400
500
600
700
800
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 4
Figure 2 Leading European importers of stuffed toys by main origin (2014) in euro millions
Source Trademap
Figure 3 Absolute growth in imports from developing countries (2010-2014) in euro millions (countries in order of import volume)
Source Trademap
Suppliers from developing countries are dominating trade
European imports of stuffed toys increased from euro 884 million in 2010 to euro 979 million in 2014 with an average annual
growth rate of 26 This growth is expected to continue
Developing countries are Europersquos leading supplier of stuffed toys providing 70 of European imports Fluctuating imports
from China caused some general fluctuations in European stuffed toy imports from developing countries which increased
from euro 645 million in 2010 to euro 687 million in 2014 with an average annual growth rate of 16 Interestingly European
stuffed toy imports from developing countries other than China increased from euro 267 million in 2010 to euro 338 million in
2014 with an average annual growth rate of 61
0
50
100
150
200
250
Intra EU Developing Countries Rest of the world
Tip
The United Kingdom and Germany are the largest importers of stuffed toys in Europe Their strong presence of
suppliers from developing countries makes them especially interesting focus markets
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 5
With imports amounting to euro 219 million in 2014 the United Kingdom is Europersquos main importer of stuffed toys followed
by Germany (euro 180 million) and France (euro 101 million) With regard to imports from developing countries the United
Kingdom is also in the lead at euro 196 million (accounting for 89 of its stuffed toy imports) followed by Germany (euro 139
million)
The strong performance of stuffed toy suppliers from developing countries is further evidenced by its strong increase
between 2010 and 2014 (euro 15 million in Germany and euro 14 million in the United Kingdom) In the Netherlands imports
from developing countries also exhibited an impressive growth of euro 13 million In France however stuffed toy imports from
developing countries have decreased by euro 10 million making European countries the leading supplier in France
European imports of stuffed toys are dominated by China (euro 589 million) Other leading suppliers from developing
countries include Indonesia (euro 42 million) Vietnam (euro 25 million) Tunisia (euro 10 million) and Sri Lanka (euro 85 million)
The United Kingdom does not import much from Tunisia and Thailand is its sixth leading importer
Figure 4 European exports of stuffed toys by main destination in euro millions
Source Trademap
0
50
100
150
200
250
300
350
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
Tip
Benchmark your products against the competition from China Indonesia Vietnam Tunisia and Sri Lanka Factors
to consider include the market segments served perceived price and quality and countries served One source
that can be used to find exporters by country is ITC Trademap
Tip
Unless you have a mechanised production system focus on added-value and niche markets where you can
distinguish yourself from competitors Your promotion strategy will play a major role in distinguishing yourself
your identity and local character should be emphasised and be resonant in all your products
Tip
Invest in long-term relationships with your buyers giving them less incentive to switch to a competitor In this
highly competitive market buyer power is relatively strong They want to market the stories behind the products
If you have a special production story to tell (for example made by womenrsquos groups or fairly traded) make sure
to actively approach potential buyers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 6
Figure 5 Leading European exporters of stuffed toys by main destination (2014) in euro millions
Source Trademap
Growing (re-)exports of stuffed toys
With an annual growth rate of 30 European exports of stuffed toys increased from euro 336 million in 2010 to euro 378
million in 2014
European exports of stuffed toys are dominated by trade within Europe
With exports amounting to euro 81 million Germany is Europersquos leading exporter of stuffed toys followed by Belgium (euro 68
million) the United Kingdom (euro 57 million) and the Netherlands (euro 51 million)
Figure 6 European production of stuffed toys (2009-2013) in euro millions
Source Prodcom
0
10
20
30
40
50
60
70
Intra EU Developing Countries Rest of the world
0
100
200
300
400
500
600
2009 2010 2011 2012 2013
Tip
Be aware of your European buyersrsquo markets and their requirements This will allow you to develop new ideas for
the buyersrsquo other European markets as well
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 7
Figure 7 Apparent European consumption of stuffed toys (2009-2013) in euro millions
Source Prodcom
The market has shown growth during recent years
European production of stuffed toys increased from euro 373 million in 2009 to euro 520 million in 2013 with an average annual
growth rate of 87 European consumption of stuffed toys also increased from euro 15 billion in 2009 to euro 18 billion in
2013 such that Europersquos demand for stuffed toys greatly exceeds its production
With production amounting to euro 162 million the Netherlands is responsible for 31 of all European stuffed toy production
followed by France (euro 141 million) and Germany (euro 70 million)
The United Kingdom is Europersquos leading consumer of stuffed toys (euro 397 million) followed by France (euro 311 million) and
Germany (euro 217 million)
Stuffed toys are mainly marketed within the lower and middle market segments of the European market Stuffed toys for
the low-end market are characterised by volume supplies allowing low prices and margins Stuffed toys in the middle
market are fashionable products (mid-low) or added-value products (mid-high) European production focuses on the mid-
high and high-end segments of the market
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013
Tip
The high production output in the Netherlands France and Germany provides suppliers from developing countries
with interesting opportunities for possible sub-contracting with local manufacturers in these countries
Tip
As described in CBIacutes Market Channels and Segments for Home Textiles the traditional middle market is
polarising towards lower and higher ends The mid-high segment is advised for exporters from developing
countries who offer added-value products showing your skills and story The mid-low market can be addressed
with fashionable yet basic stuffed toys In general the segment in which your stuffed toys fit depends on the
amount of work invested in the production finishing and materials used
Tips
Consider offering specific marketing and logistics services to your customers thus providing them with a
convenient offer In a highly competitive industry European importers choose the most convenient and complete
suppliers which keep their promises and deliver on time
Consider the middle market segment which is expected to offer the most opportunities to smaller stuffed toy
producers from developing countries in particular especially if you use natural fibres for example bamboo The
lower end of the European stuffed toys market is dominated by Chinese high-volume suppliers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 8
Figure 8 Real GDP (2014-2016) change from previous year
Source Eurostat (2015)
Figure 9 Real private consumption expenditures (2014-2016) change from previous year
Source Eurostat (2015)
Economic indicators are promising
Predictions of GDP and private consumption expenditures are important indicators for the European stuffed toy market
The home textiles sector which consists predominantly of non-essential items is closely linked to economic conditions
When money is tight consumers can easily postpone replacing non-essential items until they once again have sufficient
disposable income
Between 2014 and 2016 European GDP and private consumption expenditures are expected to increase This suggests
that the consumption of luxury and decorative products is likely to rise as well Increases in GDP create room for this type
of spending especially in emerging markets Due to saturation growth in consumption will be moderate for mature
markets
Which trends offer opportunities on the European market for stuffed toys
Consumers of stuffed toys in emerging markets generally follow the same trends as those observed in Western Europe
especially the upcoming young and Westernised consumers in the middle market
-10
00
10
20
30
40
50
2014 2015 2016
-10
00
10
20
30
40
50
2014 2015 2016
Tip
Monitor GDP and private consumption expenditures as expenditures on stuffed toys and other home textiles can
be expected to increase when these indicators are positive
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 3
Source Amazoncom 2013
Segmentation
Basic (low-end)
Fashionable but
basic (mid-low)
Trendy (mid-high)
Classic or high-end
fashionable (high-
end)
What is the demand for stuffed toys in Europe
Developing countries are Europersquos main source of stuffed toys Although imports from the leading supplier (China) are
fluctuating imports from other developing countries are performing strongly with steady growth Avoid competition from
China by focusing on added value and niche markets The United Kingdom and Germany are especially interesting focus
markets
Figure 1 European imports of stuffed toys by main origin in euro millions
Source Trademap
0
100
200
300
400
500
600
700
800
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 4
Figure 2 Leading European importers of stuffed toys by main origin (2014) in euro millions
Source Trademap
Figure 3 Absolute growth in imports from developing countries (2010-2014) in euro millions (countries in order of import volume)
Source Trademap
Suppliers from developing countries are dominating trade
European imports of stuffed toys increased from euro 884 million in 2010 to euro 979 million in 2014 with an average annual
growth rate of 26 This growth is expected to continue
Developing countries are Europersquos leading supplier of stuffed toys providing 70 of European imports Fluctuating imports
from China caused some general fluctuations in European stuffed toy imports from developing countries which increased
from euro 645 million in 2010 to euro 687 million in 2014 with an average annual growth rate of 16 Interestingly European
stuffed toy imports from developing countries other than China increased from euro 267 million in 2010 to euro 338 million in
2014 with an average annual growth rate of 61
0
50
100
150
200
250
Intra EU Developing Countries Rest of the world
Tip
The United Kingdom and Germany are the largest importers of stuffed toys in Europe Their strong presence of
suppliers from developing countries makes them especially interesting focus markets
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 5
With imports amounting to euro 219 million in 2014 the United Kingdom is Europersquos main importer of stuffed toys followed
by Germany (euro 180 million) and France (euro 101 million) With regard to imports from developing countries the United
Kingdom is also in the lead at euro 196 million (accounting for 89 of its stuffed toy imports) followed by Germany (euro 139
million)
The strong performance of stuffed toy suppliers from developing countries is further evidenced by its strong increase
between 2010 and 2014 (euro 15 million in Germany and euro 14 million in the United Kingdom) In the Netherlands imports
from developing countries also exhibited an impressive growth of euro 13 million In France however stuffed toy imports from
developing countries have decreased by euro 10 million making European countries the leading supplier in France
European imports of stuffed toys are dominated by China (euro 589 million) Other leading suppliers from developing
countries include Indonesia (euro 42 million) Vietnam (euro 25 million) Tunisia (euro 10 million) and Sri Lanka (euro 85 million)
The United Kingdom does not import much from Tunisia and Thailand is its sixth leading importer
Figure 4 European exports of stuffed toys by main destination in euro millions
Source Trademap
0
50
100
150
200
250
300
350
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
Tip
Benchmark your products against the competition from China Indonesia Vietnam Tunisia and Sri Lanka Factors
to consider include the market segments served perceived price and quality and countries served One source
that can be used to find exporters by country is ITC Trademap
Tip
Unless you have a mechanised production system focus on added-value and niche markets where you can
distinguish yourself from competitors Your promotion strategy will play a major role in distinguishing yourself
your identity and local character should be emphasised and be resonant in all your products
Tip
Invest in long-term relationships with your buyers giving them less incentive to switch to a competitor In this
highly competitive market buyer power is relatively strong They want to market the stories behind the products
If you have a special production story to tell (for example made by womenrsquos groups or fairly traded) make sure
to actively approach potential buyers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 6
Figure 5 Leading European exporters of stuffed toys by main destination (2014) in euro millions
Source Trademap
Growing (re-)exports of stuffed toys
With an annual growth rate of 30 European exports of stuffed toys increased from euro 336 million in 2010 to euro 378
million in 2014
European exports of stuffed toys are dominated by trade within Europe
With exports amounting to euro 81 million Germany is Europersquos leading exporter of stuffed toys followed by Belgium (euro 68
million) the United Kingdom (euro 57 million) and the Netherlands (euro 51 million)
Figure 6 European production of stuffed toys (2009-2013) in euro millions
Source Prodcom
0
10
20
30
40
50
60
70
Intra EU Developing Countries Rest of the world
0
100
200
300
400
500
600
2009 2010 2011 2012 2013
Tip
Be aware of your European buyersrsquo markets and their requirements This will allow you to develop new ideas for
the buyersrsquo other European markets as well
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 7
Figure 7 Apparent European consumption of stuffed toys (2009-2013) in euro millions
Source Prodcom
The market has shown growth during recent years
European production of stuffed toys increased from euro 373 million in 2009 to euro 520 million in 2013 with an average annual
growth rate of 87 European consumption of stuffed toys also increased from euro 15 billion in 2009 to euro 18 billion in
2013 such that Europersquos demand for stuffed toys greatly exceeds its production
With production amounting to euro 162 million the Netherlands is responsible for 31 of all European stuffed toy production
followed by France (euro 141 million) and Germany (euro 70 million)
The United Kingdom is Europersquos leading consumer of stuffed toys (euro 397 million) followed by France (euro 311 million) and
Germany (euro 217 million)
Stuffed toys are mainly marketed within the lower and middle market segments of the European market Stuffed toys for
the low-end market are characterised by volume supplies allowing low prices and margins Stuffed toys in the middle
market are fashionable products (mid-low) or added-value products (mid-high) European production focuses on the mid-
high and high-end segments of the market
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013
Tip
The high production output in the Netherlands France and Germany provides suppliers from developing countries
with interesting opportunities for possible sub-contracting with local manufacturers in these countries
Tip
As described in CBIacutes Market Channels and Segments for Home Textiles the traditional middle market is
polarising towards lower and higher ends The mid-high segment is advised for exporters from developing
countries who offer added-value products showing your skills and story The mid-low market can be addressed
with fashionable yet basic stuffed toys In general the segment in which your stuffed toys fit depends on the
amount of work invested in the production finishing and materials used
Tips
Consider offering specific marketing and logistics services to your customers thus providing them with a
convenient offer In a highly competitive industry European importers choose the most convenient and complete
suppliers which keep their promises and deliver on time
Consider the middle market segment which is expected to offer the most opportunities to smaller stuffed toy
producers from developing countries in particular especially if you use natural fibres for example bamboo The
lower end of the European stuffed toys market is dominated by Chinese high-volume suppliers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 8
Figure 8 Real GDP (2014-2016) change from previous year
Source Eurostat (2015)
Figure 9 Real private consumption expenditures (2014-2016) change from previous year
Source Eurostat (2015)
Economic indicators are promising
Predictions of GDP and private consumption expenditures are important indicators for the European stuffed toy market
The home textiles sector which consists predominantly of non-essential items is closely linked to economic conditions
When money is tight consumers can easily postpone replacing non-essential items until they once again have sufficient
disposable income
Between 2014 and 2016 European GDP and private consumption expenditures are expected to increase This suggests
that the consumption of luxury and decorative products is likely to rise as well Increases in GDP create room for this type
of spending especially in emerging markets Due to saturation growth in consumption will be moderate for mature
markets
Which trends offer opportunities on the European market for stuffed toys
Consumers of stuffed toys in emerging markets generally follow the same trends as those observed in Western Europe
especially the upcoming young and Westernised consumers in the middle market
-10
00
10
20
30
40
50
2014 2015 2016
-10
00
10
20
30
40
50
2014 2015 2016
Tip
Monitor GDP and private consumption expenditures as expenditures on stuffed toys and other home textiles can
be expected to increase when these indicators are positive
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 4
Figure 2 Leading European importers of stuffed toys by main origin (2014) in euro millions
Source Trademap
Figure 3 Absolute growth in imports from developing countries (2010-2014) in euro millions (countries in order of import volume)
Source Trademap
Suppliers from developing countries are dominating trade
European imports of stuffed toys increased from euro 884 million in 2010 to euro 979 million in 2014 with an average annual
growth rate of 26 This growth is expected to continue
Developing countries are Europersquos leading supplier of stuffed toys providing 70 of European imports Fluctuating imports
from China caused some general fluctuations in European stuffed toy imports from developing countries which increased
from euro 645 million in 2010 to euro 687 million in 2014 with an average annual growth rate of 16 Interestingly European
stuffed toy imports from developing countries other than China increased from euro 267 million in 2010 to euro 338 million in
2014 with an average annual growth rate of 61
0
50
100
150
200
250
Intra EU Developing Countries Rest of the world
Tip
The United Kingdom and Germany are the largest importers of stuffed toys in Europe Their strong presence of
suppliers from developing countries makes them especially interesting focus markets
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 5
With imports amounting to euro 219 million in 2014 the United Kingdom is Europersquos main importer of stuffed toys followed
by Germany (euro 180 million) and France (euro 101 million) With regard to imports from developing countries the United
Kingdom is also in the lead at euro 196 million (accounting for 89 of its stuffed toy imports) followed by Germany (euro 139
million)
The strong performance of stuffed toy suppliers from developing countries is further evidenced by its strong increase
between 2010 and 2014 (euro 15 million in Germany and euro 14 million in the United Kingdom) In the Netherlands imports
from developing countries also exhibited an impressive growth of euro 13 million In France however stuffed toy imports from
developing countries have decreased by euro 10 million making European countries the leading supplier in France
European imports of stuffed toys are dominated by China (euro 589 million) Other leading suppliers from developing
countries include Indonesia (euro 42 million) Vietnam (euro 25 million) Tunisia (euro 10 million) and Sri Lanka (euro 85 million)
The United Kingdom does not import much from Tunisia and Thailand is its sixth leading importer
Figure 4 European exports of stuffed toys by main destination in euro millions
Source Trademap
0
50
100
150
200
250
300
350
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
Tip
Benchmark your products against the competition from China Indonesia Vietnam Tunisia and Sri Lanka Factors
to consider include the market segments served perceived price and quality and countries served One source
that can be used to find exporters by country is ITC Trademap
Tip
Unless you have a mechanised production system focus on added-value and niche markets where you can
distinguish yourself from competitors Your promotion strategy will play a major role in distinguishing yourself
your identity and local character should be emphasised and be resonant in all your products
Tip
Invest in long-term relationships with your buyers giving them less incentive to switch to a competitor In this
highly competitive market buyer power is relatively strong They want to market the stories behind the products
If you have a special production story to tell (for example made by womenrsquos groups or fairly traded) make sure
to actively approach potential buyers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 6
Figure 5 Leading European exporters of stuffed toys by main destination (2014) in euro millions
Source Trademap
Growing (re-)exports of stuffed toys
With an annual growth rate of 30 European exports of stuffed toys increased from euro 336 million in 2010 to euro 378
million in 2014
European exports of stuffed toys are dominated by trade within Europe
With exports amounting to euro 81 million Germany is Europersquos leading exporter of stuffed toys followed by Belgium (euro 68
million) the United Kingdom (euro 57 million) and the Netherlands (euro 51 million)
Figure 6 European production of stuffed toys (2009-2013) in euro millions
Source Prodcom
0
10
20
30
40
50
60
70
Intra EU Developing Countries Rest of the world
0
100
200
300
400
500
600
2009 2010 2011 2012 2013
Tip
Be aware of your European buyersrsquo markets and their requirements This will allow you to develop new ideas for
the buyersrsquo other European markets as well
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 7
Figure 7 Apparent European consumption of stuffed toys (2009-2013) in euro millions
Source Prodcom
The market has shown growth during recent years
European production of stuffed toys increased from euro 373 million in 2009 to euro 520 million in 2013 with an average annual
growth rate of 87 European consumption of stuffed toys also increased from euro 15 billion in 2009 to euro 18 billion in
2013 such that Europersquos demand for stuffed toys greatly exceeds its production
With production amounting to euro 162 million the Netherlands is responsible for 31 of all European stuffed toy production
followed by France (euro 141 million) and Germany (euro 70 million)
The United Kingdom is Europersquos leading consumer of stuffed toys (euro 397 million) followed by France (euro 311 million) and
Germany (euro 217 million)
Stuffed toys are mainly marketed within the lower and middle market segments of the European market Stuffed toys for
the low-end market are characterised by volume supplies allowing low prices and margins Stuffed toys in the middle
market are fashionable products (mid-low) or added-value products (mid-high) European production focuses on the mid-
high and high-end segments of the market
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013
Tip
The high production output in the Netherlands France and Germany provides suppliers from developing countries
with interesting opportunities for possible sub-contracting with local manufacturers in these countries
Tip
As described in CBIacutes Market Channels and Segments for Home Textiles the traditional middle market is
polarising towards lower and higher ends The mid-high segment is advised for exporters from developing
countries who offer added-value products showing your skills and story The mid-low market can be addressed
with fashionable yet basic stuffed toys In general the segment in which your stuffed toys fit depends on the
amount of work invested in the production finishing and materials used
Tips
Consider offering specific marketing and logistics services to your customers thus providing them with a
convenient offer In a highly competitive industry European importers choose the most convenient and complete
suppliers which keep their promises and deliver on time
Consider the middle market segment which is expected to offer the most opportunities to smaller stuffed toy
producers from developing countries in particular especially if you use natural fibres for example bamboo The
lower end of the European stuffed toys market is dominated by Chinese high-volume suppliers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 8
Figure 8 Real GDP (2014-2016) change from previous year
Source Eurostat (2015)
Figure 9 Real private consumption expenditures (2014-2016) change from previous year
Source Eurostat (2015)
Economic indicators are promising
Predictions of GDP and private consumption expenditures are important indicators for the European stuffed toy market
The home textiles sector which consists predominantly of non-essential items is closely linked to economic conditions
When money is tight consumers can easily postpone replacing non-essential items until they once again have sufficient
disposable income
Between 2014 and 2016 European GDP and private consumption expenditures are expected to increase This suggests
that the consumption of luxury and decorative products is likely to rise as well Increases in GDP create room for this type
of spending especially in emerging markets Due to saturation growth in consumption will be moderate for mature
markets
Which trends offer opportunities on the European market for stuffed toys
Consumers of stuffed toys in emerging markets generally follow the same trends as those observed in Western Europe
especially the upcoming young and Westernised consumers in the middle market
-10
00
10
20
30
40
50
2014 2015 2016
-10
00
10
20
30
40
50
2014 2015 2016
Tip
Monitor GDP and private consumption expenditures as expenditures on stuffed toys and other home textiles can
be expected to increase when these indicators are positive
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 5
With imports amounting to euro 219 million in 2014 the United Kingdom is Europersquos main importer of stuffed toys followed
by Germany (euro 180 million) and France (euro 101 million) With regard to imports from developing countries the United
Kingdom is also in the lead at euro 196 million (accounting for 89 of its stuffed toy imports) followed by Germany (euro 139
million)
The strong performance of stuffed toy suppliers from developing countries is further evidenced by its strong increase
between 2010 and 2014 (euro 15 million in Germany and euro 14 million in the United Kingdom) In the Netherlands imports
from developing countries also exhibited an impressive growth of euro 13 million In France however stuffed toy imports from
developing countries have decreased by euro 10 million making European countries the leading supplier in France
European imports of stuffed toys are dominated by China (euro 589 million) Other leading suppliers from developing
countries include Indonesia (euro 42 million) Vietnam (euro 25 million) Tunisia (euro 10 million) and Sri Lanka (euro 85 million)
The United Kingdom does not import much from Tunisia and Thailand is its sixth leading importer
Figure 4 European exports of stuffed toys by main destination in euro millions
Source Trademap
0
50
100
150
200
250
300
350
2010 2011 2012 2013 2014
Intra EU Developing Countries Rest of the world
Tip
Benchmark your products against the competition from China Indonesia Vietnam Tunisia and Sri Lanka Factors
to consider include the market segments served perceived price and quality and countries served One source
that can be used to find exporters by country is ITC Trademap
Tip
Unless you have a mechanised production system focus on added-value and niche markets where you can
distinguish yourself from competitors Your promotion strategy will play a major role in distinguishing yourself
your identity and local character should be emphasised and be resonant in all your products
Tip
Invest in long-term relationships with your buyers giving them less incentive to switch to a competitor In this
highly competitive market buyer power is relatively strong They want to market the stories behind the products
If you have a special production story to tell (for example made by womenrsquos groups or fairly traded) make sure
to actively approach potential buyers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 6
Figure 5 Leading European exporters of stuffed toys by main destination (2014) in euro millions
Source Trademap
Growing (re-)exports of stuffed toys
With an annual growth rate of 30 European exports of stuffed toys increased from euro 336 million in 2010 to euro 378
million in 2014
European exports of stuffed toys are dominated by trade within Europe
With exports amounting to euro 81 million Germany is Europersquos leading exporter of stuffed toys followed by Belgium (euro 68
million) the United Kingdom (euro 57 million) and the Netherlands (euro 51 million)
Figure 6 European production of stuffed toys (2009-2013) in euro millions
Source Prodcom
0
10
20
30
40
50
60
70
Intra EU Developing Countries Rest of the world
0
100
200
300
400
500
600
2009 2010 2011 2012 2013
Tip
Be aware of your European buyersrsquo markets and their requirements This will allow you to develop new ideas for
the buyersrsquo other European markets as well
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 7
Figure 7 Apparent European consumption of stuffed toys (2009-2013) in euro millions
Source Prodcom
The market has shown growth during recent years
European production of stuffed toys increased from euro 373 million in 2009 to euro 520 million in 2013 with an average annual
growth rate of 87 European consumption of stuffed toys also increased from euro 15 billion in 2009 to euro 18 billion in
2013 such that Europersquos demand for stuffed toys greatly exceeds its production
With production amounting to euro 162 million the Netherlands is responsible for 31 of all European stuffed toy production
followed by France (euro 141 million) and Germany (euro 70 million)
The United Kingdom is Europersquos leading consumer of stuffed toys (euro 397 million) followed by France (euro 311 million) and
Germany (euro 217 million)
Stuffed toys are mainly marketed within the lower and middle market segments of the European market Stuffed toys for
the low-end market are characterised by volume supplies allowing low prices and margins Stuffed toys in the middle
market are fashionable products (mid-low) or added-value products (mid-high) European production focuses on the mid-
high and high-end segments of the market
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013
Tip
The high production output in the Netherlands France and Germany provides suppliers from developing countries
with interesting opportunities for possible sub-contracting with local manufacturers in these countries
Tip
As described in CBIacutes Market Channels and Segments for Home Textiles the traditional middle market is
polarising towards lower and higher ends The mid-high segment is advised for exporters from developing
countries who offer added-value products showing your skills and story The mid-low market can be addressed
with fashionable yet basic stuffed toys In general the segment in which your stuffed toys fit depends on the
amount of work invested in the production finishing and materials used
Tips
Consider offering specific marketing and logistics services to your customers thus providing them with a
convenient offer In a highly competitive industry European importers choose the most convenient and complete
suppliers which keep their promises and deliver on time
Consider the middle market segment which is expected to offer the most opportunities to smaller stuffed toy
producers from developing countries in particular especially if you use natural fibres for example bamboo The
lower end of the European stuffed toys market is dominated by Chinese high-volume suppliers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 8
Figure 8 Real GDP (2014-2016) change from previous year
Source Eurostat (2015)
Figure 9 Real private consumption expenditures (2014-2016) change from previous year
Source Eurostat (2015)
Economic indicators are promising
Predictions of GDP and private consumption expenditures are important indicators for the European stuffed toy market
The home textiles sector which consists predominantly of non-essential items is closely linked to economic conditions
When money is tight consumers can easily postpone replacing non-essential items until they once again have sufficient
disposable income
Between 2014 and 2016 European GDP and private consumption expenditures are expected to increase This suggests
that the consumption of luxury and decorative products is likely to rise as well Increases in GDP create room for this type
of spending especially in emerging markets Due to saturation growth in consumption will be moderate for mature
markets
Which trends offer opportunities on the European market for stuffed toys
Consumers of stuffed toys in emerging markets generally follow the same trends as those observed in Western Europe
especially the upcoming young and Westernised consumers in the middle market
-10
00
10
20
30
40
50
2014 2015 2016
-10
00
10
20
30
40
50
2014 2015 2016
Tip
Monitor GDP and private consumption expenditures as expenditures on stuffed toys and other home textiles can
be expected to increase when these indicators are positive
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 6
Figure 5 Leading European exporters of stuffed toys by main destination (2014) in euro millions
Source Trademap
Growing (re-)exports of stuffed toys
With an annual growth rate of 30 European exports of stuffed toys increased from euro 336 million in 2010 to euro 378
million in 2014
European exports of stuffed toys are dominated by trade within Europe
With exports amounting to euro 81 million Germany is Europersquos leading exporter of stuffed toys followed by Belgium (euro 68
million) the United Kingdom (euro 57 million) and the Netherlands (euro 51 million)
Figure 6 European production of stuffed toys (2009-2013) in euro millions
Source Prodcom
0
10
20
30
40
50
60
70
Intra EU Developing Countries Rest of the world
0
100
200
300
400
500
600
2009 2010 2011 2012 2013
Tip
Be aware of your European buyersrsquo markets and their requirements This will allow you to develop new ideas for
the buyersrsquo other European markets as well
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 7
Figure 7 Apparent European consumption of stuffed toys (2009-2013) in euro millions
Source Prodcom
The market has shown growth during recent years
European production of stuffed toys increased from euro 373 million in 2009 to euro 520 million in 2013 with an average annual
growth rate of 87 European consumption of stuffed toys also increased from euro 15 billion in 2009 to euro 18 billion in
2013 such that Europersquos demand for stuffed toys greatly exceeds its production
With production amounting to euro 162 million the Netherlands is responsible for 31 of all European stuffed toy production
followed by France (euro 141 million) and Germany (euro 70 million)
The United Kingdom is Europersquos leading consumer of stuffed toys (euro 397 million) followed by France (euro 311 million) and
Germany (euro 217 million)
Stuffed toys are mainly marketed within the lower and middle market segments of the European market Stuffed toys for
the low-end market are characterised by volume supplies allowing low prices and margins Stuffed toys in the middle
market are fashionable products (mid-low) or added-value products (mid-high) European production focuses on the mid-
high and high-end segments of the market
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013
Tip
The high production output in the Netherlands France and Germany provides suppliers from developing countries
with interesting opportunities for possible sub-contracting with local manufacturers in these countries
Tip
As described in CBIacutes Market Channels and Segments for Home Textiles the traditional middle market is
polarising towards lower and higher ends The mid-high segment is advised for exporters from developing
countries who offer added-value products showing your skills and story The mid-low market can be addressed
with fashionable yet basic stuffed toys In general the segment in which your stuffed toys fit depends on the
amount of work invested in the production finishing and materials used
Tips
Consider offering specific marketing and logistics services to your customers thus providing them with a
convenient offer In a highly competitive industry European importers choose the most convenient and complete
suppliers which keep their promises and deliver on time
Consider the middle market segment which is expected to offer the most opportunities to smaller stuffed toy
producers from developing countries in particular especially if you use natural fibres for example bamboo The
lower end of the European stuffed toys market is dominated by Chinese high-volume suppliers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 8
Figure 8 Real GDP (2014-2016) change from previous year
Source Eurostat (2015)
Figure 9 Real private consumption expenditures (2014-2016) change from previous year
Source Eurostat (2015)
Economic indicators are promising
Predictions of GDP and private consumption expenditures are important indicators for the European stuffed toy market
The home textiles sector which consists predominantly of non-essential items is closely linked to economic conditions
When money is tight consumers can easily postpone replacing non-essential items until they once again have sufficient
disposable income
Between 2014 and 2016 European GDP and private consumption expenditures are expected to increase This suggests
that the consumption of luxury and decorative products is likely to rise as well Increases in GDP create room for this type
of spending especially in emerging markets Due to saturation growth in consumption will be moderate for mature
markets
Which trends offer opportunities on the European market for stuffed toys
Consumers of stuffed toys in emerging markets generally follow the same trends as those observed in Western Europe
especially the upcoming young and Westernised consumers in the middle market
-10
00
10
20
30
40
50
2014 2015 2016
-10
00
10
20
30
40
50
2014 2015 2016
Tip
Monitor GDP and private consumption expenditures as expenditures on stuffed toys and other home textiles can
be expected to increase when these indicators are positive
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 7
Figure 7 Apparent European consumption of stuffed toys (2009-2013) in euro millions
Source Prodcom
The market has shown growth during recent years
European production of stuffed toys increased from euro 373 million in 2009 to euro 520 million in 2013 with an average annual
growth rate of 87 European consumption of stuffed toys also increased from euro 15 billion in 2009 to euro 18 billion in
2013 such that Europersquos demand for stuffed toys greatly exceeds its production
With production amounting to euro 162 million the Netherlands is responsible for 31 of all European stuffed toy production
followed by France (euro 141 million) and Germany (euro 70 million)
The United Kingdom is Europersquos leading consumer of stuffed toys (euro 397 million) followed by France (euro 311 million) and
Germany (euro 217 million)
Stuffed toys are mainly marketed within the lower and middle market segments of the European market Stuffed toys for
the low-end market are characterised by volume supplies allowing low prices and margins Stuffed toys in the middle
market are fashionable products (mid-low) or added-value products (mid-high) European production focuses on the mid-
high and high-end segments of the market
0
500
1000
1500
2000
2500
2009 2010 2011 2012 2013
Tip
The high production output in the Netherlands France and Germany provides suppliers from developing countries
with interesting opportunities for possible sub-contracting with local manufacturers in these countries
Tip
As described in CBIacutes Market Channels and Segments for Home Textiles the traditional middle market is
polarising towards lower and higher ends The mid-high segment is advised for exporters from developing
countries who offer added-value products showing your skills and story The mid-low market can be addressed
with fashionable yet basic stuffed toys In general the segment in which your stuffed toys fit depends on the
amount of work invested in the production finishing and materials used
Tips
Consider offering specific marketing and logistics services to your customers thus providing them with a
convenient offer In a highly competitive industry European importers choose the most convenient and complete
suppliers which keep their promises and deliver on time
Consider the middle market segment which is expected to offer the most opportunities to smaller stuffed toy
producers from developing countries in particular especially if you use natural fibres for example bamboo The
lower end of the European stuffed toys market is dominated by Chinese high-volume suppliers
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 8
Figure 8 Real GDP (2014-2016) change from previous year
Source Eurostat (2015)
Figure 9 Real private consumption expenditures (2014-2016) change from previous year
Source Eurostat (2015)
Economic indicators are promising
Predictions of GDP and private consumption expenditures are important indicators for the European stuffed toy market
The home textiles sector which consists predominantly of non-essential items is closely linked to economic conditions
When money is tight consumers can easily postpone replacing non-essential items until they once again have sufficient
disposable income
Between 2014 and 2016 European GDP and private consumption expenditures are expected to increase This suggests
that the consumption of luxury and decorative products is likely to rise as well Increases in GDP create room for this type
of spending especially in emerging markets Due to saturation growth in consumption will be moderate for mature
markets
Which trends offer opportunities on the European market for stuffed toys
Consumers of stuffed toys in emerging markets generally follow the same trends as those observed in Western Europe
especially the upcoming young and Westernised consumers in the middle market
-10
00
10
20
30
40
50
2014 2015 2016
-10
00
10
20
30
40
50
2014 2015 2016
Tip
Monitor GDP and private consumption expenditures as expenditures on stuffed toys and other home textiles can
be expected to increase when these indicators are positive
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 8
Figure 8 Real GDP (2014-2016) change from previous year
Source Eurostat (2015)
Figure 9 Real private consumption expenditures (2014-2016) change from previous year
Source Eurostat (2015)
Economic indicators are promising
Predictions of GDP and private consumption expenditures are important indicators for the European stuffed toy market
The home textiles sector which consists predominantly of non-essential items is closely linked to economic conditions
When money is tight consumers can easily postpone replacing non-essential items until they once again have sufficient
disposable income
Between 2014 and 2016 European GDP and private consumption expenditures are expected to increase This suggests
that the consumption of luxury and decorative products is likely to rise as well Increases in GDP create room for this type
of spending especially in emerging markets Due to saturation growth in consumption will be moderate for mature
markets
Which trends offer opportunities on the European market for stuffed toys
Consumers of stuffed toys in emerging markets generally follow the same trends as those observed in Western Europe
especially the upcoming young and Westernised consumers in the middle market
-10
00
10
20
30
40
50
2014 2015 2016
-10
00
10
20
30
40
50
2014 2015 2016
Tip
Monitor GDP and private consumption expenditures as expenditures on stuffed toys and other home textiles can
be expected to increase when these indicators are positive
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 9
Focus on trendy eco-friendly products and lsquocollection itemsrsquo
In mature markets such as Western Europe lsquoexperiencersquo (eg a feeling or desire) has become a more important status-
giver to consumers than luxury (eg exclusive fabrics) per se This trend is reinforced by the economic crisis driving
consumer spending away from going out towards spending a bit more on home products
The buy localrsquo trend is visible in all mature markets For example lsquoBuy Britishrsquo is a strong trend in the United Kingdom as
is apparent in food as well as home products including stuffed toys These products are increasingly produced locally
aiming for the mid-high and high-end market This can impact design efforts of local brands and the replacement of
imports by local products
Consumers want to have total control over their interiors and will decorate selectively For stuffed toys this occurs by
lsquomixing and matchingrsquo with other home products
Collecting has been another trend in stuffed toys They are collected and will be used depending on the mood of the
consumer or the occasion (eg Christmas) Consumers may collect various stuffed toys according to style or brand
The social and eco trend is also visible in the market for stuffed toys Although there is no immediate price differentiation
as a result of the green (environmental and social) alternative offered and specific communication of the added value
remains indirect green options do find a ready market
Please refer to CBI Trend mapping for Home Decoration amp Textiles for more information on general trends in home textiles
and the Celebration theme in specific
Tip
Consider your strategic options in range development and positioning If your specialisation is producing a specific
type of stuffed toy consider marketing complete collections that fit in a specific theme
Tip
Consider investing in product development or a partnership with a British producer or Designer Co-creation of
producers retailers and marketers can increase your opportunities on the market
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Know your market the main distributers and brands trade fairs and consumer needs and apply your knowledge
to drive innovation in production market development pricing strategies investment in packaging and
communication etcetera
Innovate by combining materials andor hand-made and mechanised processes as this is the way to develop
premium lines in a market that is predominantly mid-end
Tips
Consider developing lsquogreenrsquo alternatives and communicate your added value well to the importer to ensure that
the message comes across at retail level
Source the fair-trade importerwholesalers in Europe through the European and worldwide association of fair
trade retailers online and through trade fairs
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 10
With which requirements should stuffed toys comply in order to be allowed on the
European market
Musts
Product safety
CE marking is the most important legal requirement for stuffed toy imports entering Europe The CE marking ensures that the product is assessed before being introduced to the market thus satisfying the legal requirements to be sold in Europe It also indicates that the manufacturer has verified that the product complies with all relevant essential requirements of the applicable Directive Directive 200948EC on the safety of toys
All home textile products including stuffed toys introduced to the European market should be safe when used as intended The European Union has regulated product safety in the General Product Safety Directive (GPSD) which applies to all consumer products marketed in Europe
The Liability Directive states that the European importer is liable for the products put on the European market In
principle however the European importer can pass on a claim to the producerexporter
Chemical substances
The use of several chemicals is restricted in stuffed toys according to REACH the European chemical legislation
Chemicals that are likely to be carcinogenic that may change genetic information or that may harm reproduction ndash CMR
(Carcinogenic Mutagenic or toxic for Reproduction) substances are no longer allowed in stuffed toys For certain
substances (eg nickel) the allowable limit values have been reduced and heavy metals that are particularly toxic (eg
lead or mercury) may no longer be intentionally used in toys
Packaging
Packaging and packaging waste European packaging legislation includes restrictions on the use of certain heavy
metals
Tip
Make sure that the products you introduce to the market comply with the applicable requirements of CE marking
and do not present a risk to the European consumers As importers have final responsibility for products on the
European market they will ask you for written assurance and may require permanent communication to make
sure that contact with the manufacturer can always be established
Tip
Consider implementing a management system or code of conduct in order to show to your buyer that you have
taken
Tip
Make sure your products are safe in order to avoid product liability claims for defective products
Tips
Allergenic fragrances are either completely forbidden if they have strong allergenic potential or must be labelled
on the toy if they are potentially allergenic for some consumers
Make sure that your stuffed toys do not contain any of the chemicals that are prohibited in Europe
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 11
Additional requirements
Social and environmental responsibility on the rise
Consumers are increasingly aware of the social and environmental circumstances in production As a consequence
requirements regarding sustainability and certification are increasingly important to buyers
Implementing a management system (eg ISO 14000 on environmental aspects or SA 8000 on social conditions) or using
sustainably produced (eg organic Oeko-Tex or GOTS certified) materials may be a competitive advantage
Codes of conduct
European buyers may expect you to comply with their supplier codes of conduct which are often based on the ILO labour
standards This can be the importerrsquos own code of conduct or a code of conduct as a part of an initiative in which the
importer is participating (eg ETI or BSCI)
The Ethical Trading Initiative (ETI) is an alliance of companies trade unions and voluntary organisations that partner up to
improve the working conditions of poor and vulnerable workers across the globe who make or grow consumer goods
The Business Social Compliance Initiative (BSCI) has been developed by European retailers to improve social conditions in
sourcing countries Suppliers of BSCI participants are expected to comply with the BSCI Code of conduct To prove
compliance your production process can be audited at the request of the importer Once a company is audited it will be
included in a database which can be used by all BSCI participants
Tips
Reduce the amount and diversity of your packing materials by
o partitioning inside the cartons with the help of folded cardboard
o matching inner boxes and outer cartons better and standardising the sizes of each
o already considering packing and logistical requirements at the design stage of the products
o asking your buyer for alternatives
Consider using biodegradable materials which may form a market opportunity or may even be required by your
buyer
Tips
Think about sustainable production methods covering both social and environmental aspects You can also
consider certification (for example fair trade or organic) because it adds value to your products This is useful
when targeting the higher market segments
Keep in mind that implementing management systems can be expensive Make a proper cost calculation before
you start the certification process
Tip
European buyers are increasingly taking responsibility for improving the working conditions of the people who
make the products they sell Companies with a commitment to ethical trade can adopt a code of labour practice
that they expect all their suppliers to work towards These codes address issues such as wages hours of work
health and safety and the right to join free trade unions
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI | Market Intelligence Product Factsheet Stuffed Toys in Europe | 12
What competition do I face on the European market for stuffed toys
Please refer to CBI Competition for Home Decoration amp Home Textiles and CBI Top 10 Tips for Doing Business with
European Buyers because stuffed toys do not differ significantly from this general overview
What do the trade channels and interesting market segments for stuffed toys look like
in Europe
Please refer to CBI Market Channels and Segments for Home Textiles because stuffed toys channels and segments do not
differ significantly from this general overview The following Tips should be taken into account for the stuffed toys market
E-commerce is gaining importance Consider targeting online retailers in order to reach a broader range of
customers This means however supplying small batches being prepared to pre-stock and offering more just-in-
time supply concepts Since e-commerce is expected to grow explosively in the coming years this is a strategy for
exporters with the possibility to scale up in a short span of time
In sourcing e-tailers exporters can consider several options brick-and-mortar retailers adding e-commerce to their
concept wholesalers developing an on-line platform e-tailers in other sectors moving into home textiles You are
advised to keep an eye on these developments
Useful Sources
The following trade fairs are useful sources for finding trading partners in Europe
Ambiente (Frankfurt Germany) ndash httpwwwambientemessefrankfurtcom
Maison amp Objet (Paris France) ndash httpwwwmaison-objetcom
Heimtextil (Frankfurt Germany) ndash httpheimtextilmessefrankfurtcom
Spielwarenmesse (Nuremberg Germany) ndash httpwwwspielwarenmessede
Tip
Since more and more European importers participate in BSCI you can expect that complying with the BSCI code
of conduct will be seen as a basic requirement Because it can harm your position on the market if you are far
from complying with this initiative you are advised to anticipate by performing a self-assessment which is
available at the website of BSCI
Source Eurostat
2013
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015
CBI Market Intelligence
PO Box 93144
2509 AC The Hague
The Netherlands
wwwcbieumarket-information
marketintelcbieu
This survey was compiled for CBI by Globally Cool Creative solutions for sustainable business
in collaboration with CBI sector expert Remco Kemper
Disclaimer CBI market information tools httpwwwcbieudisclaimer
September 2015