This is what “being ethical” can be about!

Whilst we strive for the ultimate in ethics we forget that there is no such thing as ”perfection”. Many will say that being ethical means a healthy or green or cause related product, but I’m not sure; yes these are important but to me they are the symptoms, the result. In my book ethics is about the intention; the integrity of the brand or company; it’s honesty.

No-one or thing is perfect and therefore we should bear this in mind when judging ethics and look at the ethos of the company who is presenting you with a product which they want you to consume.

I have been at the Toy Fair in the UK for the last 2 days and I’m of the opinion that in general this is a great advert for ethics and “doing the right thing” with children and how the industry is marketing their brands. 

It wasn’t always so and there are those that still market with a mind to make as much money as possible with no regard to how and are happy to just deceive the consumer. But I couldn’t find much, if any, of that this year and you have to applaud the toy industry for the way it has adapted and grown in the marketplace over the years. Olympia’s show for 2010 was a fantastic advert for the industry. It appears to me that brand owners have matured and are presenting their wares in a positive light, they are developing products with a view to how children will play with them and they are accentuating the positive, rather than hide the negative. I firmly believe that if there’s something to be “careful” of with your product, then be honest about it, don’t hide it; consumers will ultimately thank you and admire you for it. It may mean a more “long term” strategy, but the climate is right for this now, as we climb very slowly out of recession. Brands will have an eye to being strong when the market gets strong and those that build a rapport with consumers now will benefit the most when things get moving.
The UK toy industry is taking a lead in this type of business ethics and I’m delighted to highlight it! 

There was even one company who’s product ranges are all “ethical” in some way or another. As I said it is not about being ”perfect” but about making positive strides and distributor Asobiare a great example of what can be achieved alongside the right attitude and owner Thierry certainly has a great philosophy, which is gaining its just reward. Mind you he is a Frenchman who spent many years working in Japan – so work that one out!

As for the rest of the show, I found it a tightly knit community of stands and people, with many familiar faces buzzing around, all stopping for a hello or a chat. It was relaxed, friendly and businesslike, which is just the right mix, and there were some great brands to be seen. My favourite: Kung Zhu from Character, which is a the boys version of their runaway “Hamster” success of 2009. I also think Corinthian’s “Ocean In My Pocket” will be a star throughout this year. My favourite display: Marbz. OK. I’m biased but it did look great:  

Marbz, looking great

Role on 2010 and everything it brings; may the honesty continue to prevail.

It’s a shame I’m not going to New York in February as the buzz there is always great and maybe this year it may be a bit special; I’d love to be reporting that for you!

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