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 | 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 | 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 | 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 | 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 | 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 | 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