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bio!TOY conference happens every 2 years, and this year focused on both bio-based and recycled plastics (and how to choose between them)! WiT Sustainability Learning Community co-founder Sharon Keilthy was one of the organizers and has some buzzwords and take-home ideas to share from the event. The buzzwords and take-home themes Why: it’s personal I was encouraged by speakers referring to a fossil-fuel-free future as, “it will be.” Every speaker showed an eagerness to see toys become sustainable, and their motivation is personal: their children. “My daughter asked me, “Daddy, why are you making toys from petroleum? Our planet is in crisis!” And I didn’t have a good answer. She was right. So I went into the office and told my team, “We need to change.” - Steven van Bommel, founder of BiOBUDDi “I wanted my children to grow up in a thriving world. So I had two choices: raise them without toys, or make toys sustainable.” - Sonia Sánchez, Sustainable Toys Action Consulting and fellow WiT Sustainability Learning Community committee member They are right: the toy industry is the world’s most plastic-intensive industry, with 90% of products using virgin petro-plastic. The industry has a carbon footprint so big we’d have to plant 1 billion trees to absorb it! Defining ‘sustainable toys’ "Sustainability means the reduction of emissions – all the rest is blah-blah, it's nothing." - Filippo Gallizia, GeoMag World. The vast majority of presenters agreed with him and focused on the importance of making toys carbon-neutral. Yet, toy recyclability appeared in many questions, and even one toy maker’s sustainability strategy. But as many said, it’s a red herring — potentially even greenwashing. For my eco toy store Jiminy, our strict standards focus on carbon footprint (a real, immediate benefit to the world), not on recyclability in today’s recycling systems (a theoretical benefit customers won’t realize). That’s because a quality toy will be played with for 25 years before it’s too worn or broken for the next child. And in 25 years (nearly 2050), recycling technology will be completely different (better). Selling a benefit that won’t be realized is greenwashing, say the FTC Green Guides, (the EU equivalent of which is due for approval this year). And the waste hierarchy tells us, it’s usually better to recycle than biodegrade. It takes far less electricity/water/chemicals to recycle existing paper into a new sheet, than to biodegrade it, grow a new tree, and make paper. So although our society currently associates “biodegradable” with “sustainable,” actually we’d only want a toy to be biodegradable if it frequently ends-up in nature — like Nerf darts! Bio-based vs recycled “There's an ecological limit to the quantities of bio-based plastics, so recycled plastics will be key.” - Alexander Kronimus, Plastics Europe. The importance of recycled plastic was a strong theme at bio!TOY. But any recycling risks contamination. Industrial waste is safer — we know better what’s in it. Post-consumer waste is riskier (imagine a mobile phone full of heavy metals being mixed-in). Separating toy-safe plastics (by resin and colour) from post-consumer waste is expensive — meaning they are not widely available in quantities, nor at prices, needed, especially by bigger toy manufacturers. The main source of toy-safe recycled plastics is food containers, especially PET drinks bottles, but there is controversy about breaking the bottle-to-bottle closed recycling loop to divert material into toys. Bio-plastic, (renewable) virgin material, is more readily toy-suitable, but it will be a small percentage of the “fossil-free end-state” for plastics. The bio!TOY policy debate with Toy Industries of Europe, Plastics Europe, the European Commission, and Hasbro, considered how policy could make toy-suitable recycled plastic more available, by encouraging growth of supply. Mass balance Mass balance means putting a mixture of plants (biomass), and/or waste (trash), into the same processing equipment together with fossil feedstock — tracking the percent of each going in — and allocating that same percent to the outputs. Floris Buijzen of Borealis used a helpful analogy: renewable electricity flows through the same electricity distribution grid as fossil electricity — we just attribute the renewable to the customers who buy it. “Mass balance is probably the most complex technology to communicate, but in my point of view, it is the quickest solution to save CO2 emissions.” - Christian Ruthard, Product Manager at INEOS Styrolution Safety It felt like half the speakers said something like, “we want to be sustainable but we can’t compromise child safety.” The main concern is recycled plastics contamination (see above). But I think Sonia Sánchez made the entire room stop breathing with this powerful counterpoint: "Many seem to say 'sustainability is important but don't push me too much because we cannot compromise on safety.' I think we need to reframe this mindset – sustainability is safety in the long term…The truth is that for some children in countries affected by climate change, it is not even a long-term consideration of safety – it is a matter that affects them today". Cost Some toy makers reported no increase in cost switching to recycled materials. GeoMag, for example, attributed this to having chosen a widely-available recycled polymer. But most reported higher costs — such as Fischertechnik who saw 40% higher final costs switching one playset to bio-PA6. Ulrich Betzold reported that after extensive e-commerce testing, they learned customers will pay up to 10% more (full retail price) for sustainability. By my calculations, if materials are only 10% of a toy maker’s costs, they can pass on up to two times higher material costs before retail price increases by 10%. Overall take-home I left bio!TOY feeling very encouraged that so many people with so much influence on our industry are so committed to sustainability. But I was also conscious that as an industry that exists for children, we should be leading among other industries on sustainability.We have much work to do to get from here to there.

Toys are not just a source of entertainment for kids — they’re a means of nurturing their creativity, imagination, and cognitive skills. However, it's crucial to ensure that toys available for purchase are fun and safe for kids. With so many toy trends emerging in recent years, keeping track of potential hazards associated with them can be overwhelming. That's where “human factors” experts come in — they assess how children interact with toys and identify potential hazards. In this blog post based on the WiT webinar “Safe Play: Human Factors’ Impact on Toy Safety,” you’ll learn about the latest toy trends and their associated hazards. Overview of Human Factors Have you ever wondered how toy manufacturers ensure their products are safe for children to play with? “Human factors” is an area of psychology that focuses on the relationship between people and their environments. Experts in human factors use child development and anthropometric data to assess how children interact with toys, aiming to reduce the risk of injury and potential product recalls. By taking into account a child's developmental milestones, physical abilities, cognitive understanding, emotional skills, and more, human factors professionals can identify potential hazards and prevent harm. Read on to dive into recent toy trends, and corresponding hazards. Social Environmental Good Over the past few years, sustainability and ecological impact have become front-and-center concerns regarding our consumption habits. Naturally, this trend has also infiltrated the world of toys, and nowadays, you can find many environmentally friendly and entertaining toys. However, when buying these types of toys, keep in mind the various hazards they can introduce. For example, wooden toys are prone to splintering. Additionally, toys made of natural rubber can break down when exposed to heat, becoming a choking hazard for younger kids, or the chemical additives to the rubber may irritate the skin. Sensory 2.0 Sensory toys typically have light-up playthings that let children express their changing moods. These toys may also include fidget play. Some hazards here may be accessible batteries that become choking hazards or cause chemical burns. If the toy makes sounds, it could have sound levels that are too high, potentially causing hearing damage. And lastly, plush toys are prone to breaking, and the stuffing or parts can be a choking hazard. Great Escape The Great Escape category includes travel-ready toys, international-themed toys, and augmented and virtual reality products. Oftentimes these toys have small parts that can detach, or even powerful magnets that children may swallow, which can cause intestinal blockage. There are also potential privacy and cybersecurity concerns that may arise with using augmented and virtual reality toys. It's essential to consider how the data collected by these products is handled and secured to ensure child safety and privacy. It’s important to consider whether the toy companies assoicated with these prodcuts use encrypted storage or sell information to third parties. Entertainment When it comes to toys inspired by TV shows, movies, or social media influencers, it's important to keep in mind the age range that the toy is designed for. While it may be tempting to buy a toy that your child has seen on their favorite streaming service or from a social media influencer, it's crucial to consider the potential risks. Choking hazards can be a major concern with these types of toys, especially for younger children. Next Generation Creators This category of toys empowers children to unleash their creativity and share their own unique creations. However, it's important to be mindful of potential safety hazards. For example, some art supplies may contain toxic chemicals or paints that may have lead. Additionally, some kits may come with tools that are not suitable for young children or could be mishandled, leading to injuries. Finally, when it comes to sharing photos and videos of their creations, it's important to consider who has access to their content and how their data is being stored and used. While toys are an essential part of childhood, it's crucial to ensure that they are not only fun but also safe. Different toy trends bring their own unique risks, from choking hazards to toxic chemicals. By being aware of these risks and considering your child's age, developmental stage, and abilities, you can make informed decisions when selecting toys for your little ones. This blog is inspired by WiT Webinar ““Safe Play: Human Factors’ Impact on Toy Safety” Watch it on WiT’s Video Library HERE.

Amazon’s Brand Protection Report details how the company’s industry-leading technology and experts have increasingly deterred bad actors and prevented millions of counterfeit products from entering the global supply chain. SEATTLE--(BUSINESS WIRE)-- Amazon (NASDAQ: AMZN) today released its third annual Brand Protection Report, highlighting how the company's efforts to protect customers, brands, and selling partners from counterfeit products has resulted in more criminal referrals and industry partnerships than ever before. The report also demonstrates how the strategic combination of industry-leading technology and experts are successfully stopping bad actors and making an impact beyond Amazon’s store—identifying, seizing, and appropriately disposing of over six million counterfeit products in 2022, preventing them from reaching customers and being resold elsewhere in the global supply chain. “We take pride in the progress our organization has made this past year, specifically further evolving our technology to stay ahead of bad actors and doubling down on our criminal referral and litigation efforts,” said Dharmesh Mehta, Amazon’s Vice President of Worldwide Selling Partner Services. “We’re appreciative of the growing industry-wide collaboration in this space, and look forward to continuing to innovate and work together to drive counterfeits to zero.” Amazon’s Brand Protection Report highlights progress in four key areas: 1) robust proactive controls to protect its store, 2) powerful tools to protect brands, 3) holding bad actors accountable, and 4) protecting and educating customers: Increasingly Deterring Bad Actors: Our robust seller verification, including connecting one-on-one with prospective sellers through video chat, coupled with continued advancements in our machine learning-based detection, are deterring bad actors from even attempting to create new Amazon selling accounts. In 2022, we stopped over 800,000 attempts to create new selling accounts, preventing bad actors from publishing a single product for sale—down from 2.5 million attempts in 2021, and 6 million attempts in 2020. Expanded Adoption of Brand Protection Tools: We continued improving our automated protection technologies which leverage our partnership with brands enrolled in Brand Registry and the data they provide us, reducing the need for brands to find and report infringements. In 2022, adoption of our brand protection programs continued to grow—and at the same time, the absolute number of valid notices of infringement filed by brands in Brand Registry decreased by over 35%. Holding Counterfeiters Accountable and Stopping Them From Abusing Our Store and Others: Our efforts to identify and dismantle counterfeit organizations are working and making a positive impact. In 2022, Amazon’s Counterfeit Crimes Unit sued or referred for investigation over 1,300 criminals in the U.S., UK, EU, and China. We continued to partner with brands and law enforcement to not only stop these bad actors, but we also worked to go upstream from the counterfeit signals we detected to identify, seize, and appropriately dispose of over six million counterfeit products. This prevented them from being resold anywhere in the supply chain. Strengthening Consumer Education: In partnership with the U.S. Chamber of Commerce and U.S. Customs and Border Protection, we built marketing campaigns that helped educated consumers about how to shop safely and ensure they were purchasing authentic products, while also ensuring they understood the harm and dangers of purchasing counterfeits. These campaigns reached over 70 million consumers in the U.S. To view the full Amazon Brand Protection Report, click here. About Amazon Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews. Amazon.com, Inc. Media Hotline Amazon-pr@amazon.com www.amazon.com/pr Source: Amazon.com, Inc.

“Licensing is renting an idea or a brand or intellectual property to a third party for some type of compensation.” Licensing is a vital component of many businesses' growth strategies. It enables companies to expand their product lines, reach new customers, and generate additional revenue streams. However, licensing can also be complex, with legal and financial considerations that must be carefully navigated. In this blog — based on a presentation by Stephanie Pottick, a former toy industry exec and attorney — you’ll learn how licensing works and how you can use it to add to your bottom line. Licensing In Vs. Licensing Out Licensing is when one company allows another company to use its intellectual property, like a brand or a product design, for a fee. There are two types of licensing: licensing in and licensing out. Licensing in describes when a company wants to use someone else's intellectual property. For example, a game company like Hasbro might want to make a Star Wars version of its popular game Monopoly. In this case, Hasbro would be licensing in the Star Wars brand from Lucasfilm. On the other hand, licensing out describes when a company allows another company to use its intellectual property. For example, Hasbro might allow a shoe company to make shoes using the Monopoly brand. Licensing can be a great way for companies to expand their product lines and reach new customers. By licensing in someone else's intellectual property, a company can create new products that appeal to a wider audience. And by licensing out its own intellectual property, a company can earn money without having to do the manufacturing and sales itself. But licensing also comes with risks. If someone claims that the licensed intellectual property infringes on their own intellectual property, the licensee may be on the hook for legal fees and damages. That's why companies need to protect themselves with strong contracts and legal guidance. Licensing Agreements A licensing agreement is a legal contract that outlines the terms of a deal between two parties. It is important to thoroughly understand the agreement before signing it, as anything you don't know about the agreement can potentially harm you. Take this example: A designer signs a licensing agreement with a company, allowing them to use her designs on their products. However, she later discovers that the contract includes a clause that gives the company the exclusive right to use any new designs she creates during the term of the contract. This prevents her from entering into any other licensing opportunities until the contract is over, leaving her stuck for the term of the contract. To avoid situations like this, working with someone who understands licensing and can review the contract before signing it is crucial. Every company has different concerns, and negotiating terms can be challenging, especially when dealing with larger companies. However, understanding the agreement's terms is essential to ensure both parties comply. Important Terms If you're considering licensing your brand or intellectual property, knowing some key terms can be helpful. These terms include royalty rates, net sales, exclusivity, territory, contract term, renewal, guarantee, advance, and termination. Royalty rates are the percentage or amount you will get for sales using licensed property. The royalty could be a flat fee or a percentage based on net sales. Net sales are the gross sales minus allowable deductions, including retail or rebates, discounts, platform fees, returns, and more. As a brand owner, you should try to cap allowable deductions to a certain amount whenever possible to make more money. However, if you are the licensee or manufacturer, you may want to deduct the full amount. Exclusivity refers to whether the license will be exclusive or non-exclusive. If you are the licensee or manufacturer, you probably want an exclusive license to reduce competition for your licensed goods. On the other hand, if you are the licensor or brand owner, you may want a non-exclusive license so you can license your brand to multiple companies for similar products. Having an exclusive license can give you a competitive advantage in the marketplace. Territory refers to where the licensed products can be sold and not sold, and this can vary by region, i.e. North America, the U.K. etc. Contract term refers to how long the contract will last. Remember that products take time to design, manufacture, and sell, so the contract term should account for this. Renewal refers to how renewal will be handled or addressed. Some contracts may include automatic renewal if a certain sales benchmark is hit. If there’s nothing in the contract about renewal, then it is not automatic. Guarantee and advance refer to the amount guaranteed to be paid by the licensee to the licensor over the contract term, and the amount paid upfront by the licensee to the licensor upon execution of the contract. Termination refers to the reasons or causes for which a party can terminate the contract. It is important to think about things that can go wrong during the course of working with the other party and then think of ways to address those that are amenable to both parties. A licensing agreement is like other contracts — it is a way to manage expectations in the business relationship. Even though each agreement is different, paying close attention to the details during the negotiation process can help avoid problems in the future. Whether you're a brand owner or a manufacturer, having a good grasp of the basics will help you succeed in the licensing industry.

by Natalie Barron & Lori Tabb, Momentum Partners, LLC No matter how high you climb in your career or how many years of professional experience you have under your belt, chances are you’ve experienced self-doubt. Those negative little voices in your head telling you you’re not doing enough, you’re not qualified enough, or you’re bound to fail? Those are your inner Saboteurs. They throw up roadblocks that get in the way of you stepping into your full potential. The tricky thing about Saboteurs is that you can’t ignore them — they’re deeply ingrained, and they’ll keep popping up in the back of your mind until you take the time to tame them. Here are five approaches that will allow you to cultivate a more peaceful coexistence with your inner critical voices. Step 1: Give them a name Your inner Saboteur has a name — probably several names, actually. Take some time to consider the ways your inner critic tries to sabotage you. This quick and free assessment will help you identify them specifically. Make a list of your top three Saboteurs. If you can name them, you can tame them. Step 2: Identify and analyze Now that you’ve named them, put them to work in your favor. The truth is, your Saboteurs are born from your strengths. Identify three strengths that your inner critic feeds on. Then identify three challenges or situations that rile up your negative inner voice. Analyze the relationship between these strengths and challenges. Step 3: Find your other inner voice If you have a negative inner voice, you have a positive one in there too: your Sage. Now’s the time to locate your inner Sage — and help it speak louder than your inner critic. Think of a time when you felt truly successful, alive, and empowered. What beliefs did you have about yourself in that moment? Those positive feelings can fuel your supportive Sage voice when a Saboteur rears its ugly head. Step 4: Anticipate success With that positive Sage voice ringing in your head, anticipate specific circumstances that might stir your Saboteurs. Maybe it’s certain people, particular types of meetings, pressing deadlines, or specific interactions. Consider how you might respond to the circumstance without the interference of your inner critic. Envision yourself handling it successfully. Step 5: Acknowledge your power When you subdue your Saboteurs in favor of embracing your strengths, celebrate! Acknowledge the power it takes to change your thought patterns. When you feel grounded and successful, your colleagues, clients, friends, and family all benefit. At the end of the day, take a moment to reflect on a situation where you benefited from taming your inner critic. It takes time and effort to tame Saboteurs, but with regular practice, you can elevate your Sage voice to keep them in check. Even if inner critics emerge from time to time, you’ll have the tools to tame them — and even leverage the opportunity to lean into your strengths. Whether you’re in the C-Suite, climbing the ladder, or building your business, learning to work through your self-doubt guarantees less daily stress and greater success in the long run. Turn insight into action Powerful question: In the next week, what’s one situation you can anticipate igniting your inner Saboteurs, and how can you plan to proactively talk back to them? Want to dive deeper into taming your Saboteurs? Explore coaching, workshops, and programs from Momentum Partners, and follow their LinkedIn page for insights and inspiration!

The world has experienced so much change in the last few years, but one thing remains consistent: Kids are still kids. But with the sudden onset of pandemic-related lifestyle changes and limits on traditional entertainment, our children's behaviors and wants have shifted. Unsurprisingly, screen time across all kinds of devices, big or small, shared or individually owned, has exploded. But what do these changes in kids' behavioral, purchasing, and gaming trends in a post-COVID mean for the industry as a whole? These insights and research from SuperAwesome can help you navigate. How kids spend their time across various devices and platforms Kids are becoming increasingly more content oriented, both in terms of consuming content and engaging with it. Many connect with their friends about fandoms, brands, and even platforms, showing that kids’ lives are still rooted in being social. As kids age, their key influences change and widen. However, many of the same influences show up in the top 10 lists across all age ranges, but they shift in order of importance over time. In the US, YouTube is the most influential app for 6- to 12-year-olds, with TikTok a close second. Most children have at least one device starting at a very young age, with 63% percent of four- to six-year-olds having their own tablet. Kids' increased pester power in the family democracy As kids begin to receive devices at earlier and earlier ages, there is reason for kid-centric messaging across these technologies. Brands must recognize that parents are prioritizing what their children specifically ask for more than ever. Parents primarily buy what their kids want because they fear disappointing them when opportunities for reward are few and far between. Parents aiming to compensate for time or fun lost as a result of COVID gives kids even more power over their wishlists. Children's influence over household spending has also increased steadily over the past few years and is reflected by SuperAwesome’s research that “90% of parents are more likely to sign up to a streaming service if their child asked.” The rise in gaming as kids' top hobby The screen time explosion was reflected in all digital behavior, especially gaming, and has created permanent shifts across all aspects of family life. According to SuperAwesome’s research, “47% of parents see gaming as their kids’ favorite activity,” and “57% of 7 to 9 years olds in the US prefer gaming, regardless of device, to watching any kind of TV.” The increased screen time has led to deep entrenchment in gaming universes eclipsing all other activities and forms of content. Additionally, this is the first generation of kids in the U.S. where their parents also grew up with video games, and 85% of parents in the U.S. with kids under 12 say that “they play video games as one of their hobbies.” Seventy-four percent of US parents reported playing any type of video/PC game with their kids on at least a weekly basis in 2021 alone. According to Jarrod Walczer of SuperAwesome, “You can build brand loyalty and connections through gaming fandoms in a way that you never had the chance to before now,” thanks to co-gaming. If kids aren't playing games, they're watching others play. The majority of kids watch videos of games that they don't even own. Gaming influencers have become mainstream celebrities with a great deal of impact on purchasing trends for children over the age of nine. Gaming should be a non-negotiable part of your kid marketing mix, with gaming influencers a powerful tool to increase engagement across platforms, regardless of whether you are a gaming brand. The post-COVID purchase funnel With so many online hours, consumers are shifting their purchases from physical stores to digital ones. Purchasing within games and game stores outpaces all in-person and e-Shopping, except for Amazon, Walmart, and Target. Reflecting this trend is SuperAwesome’s holiday report stating that “10- to 12-year-old boys were more likely to ask for clothes for their video game avatars than they were for their own bodies.” Games, add-Ons, and g-commerce were some of the top requested items on the holiday shopping lists of 2022 kids. A not-so-surprising find by SuperAwesome showed that friends’ opinions and YouTube outpaced TV in the wishlist influence of kids. Yet Amazon, TikTok, and video games trailed not far behind TV. This research backs the trend forecasts that products must be talkable amongst kids and their friends to ensure that purchases are made. If you have a kids' product, you must create content around it that speaks directly to kids that's fun and engaging for them. Keep in mind that kids 10 and under are part of the most diverse generation to date, and inclusive content is no longer a boon, but a necessity in staying ahead of the competition. Overall, the COVID-19 pandemic has caused a considerable alteration to the kids' toy and gaming market. Kids across all age groups have exhibited a shift towards more digitized fun, from spending increasing amounts of time on their devices to having more influence over their parents' spending. With this shift in dynamics, it will now be even more critical for companies to invest in understanding what drives kids’ behavior and how to effectively engage them online. As we move through 2023, the kids’ gaming and toy sector will continue to develop and innovate rapidly as it adjusts to new customer behaviors and platforms. This blog is inspired by WiT Webinar “Kids After COVID-19: Behavioral, Purchasing and Gaming Trends Unpacked” Watch it on WiT’s Video Library HERE.

Many recent studies show that pets have become a popular substitute for parenthood in recent years. According to Ericka Basile of Jazwares Pets, 61% of young people under 40 agree that pets are the new kids. This overwhelming consensus shows how much dependence people place on their animal companions — and it’s especially helpful in understanding global spending growth on pet care, with markets reaching a staggering $261 billion by 2022. Younger generations, particularly Millennials, are turning to pets as an affordable option for companionship and emotional support, with 7 in 10 young adults in Gen Z preferring to adopt a pet over having their own children. While pet ownership remains costly, most owners are willing to pay a significant portion of their incomes for their furry friends in lieu of having children. Some estimates report that millennial pet owners budget $216 a month for their pets and spend roughly $198, which reflects on the broader variety of pet products available online and in brick-and-mortar stores today. But what do pet parents look for when it comes to purchasing products for their cherished animals? Pets need mental and physical stimulation just like kids do, which is why providing them with toys that interest them is so important. Toys give pets the chance to explore, learn, engage their senses, and manage impulses — all activities that are beneficial for pet health and development. Not only do toys invoke a sense of joy in our furry friends, but the best types of pet toys also help strengthen the bond between pets and owners by involving both parties in interactive playtime. Moreover, some pet toy designs are specifically geared towards a specific animal group's instinctive drive, such as prey drive, mental stimulation, and enrichment. Taking into consideration the various benefits that come with playing with proper pet toys, it's easy to understand why supplying our animal companions with well-designed fun is so crucial. Pets have natural play patterns and unique ways they like to interact with toys, so it's important for pet owners to get the correct types of toys for their pets. Some toys are designed for dogs specifically, such as squeaky toys and chew ropes that help promote teeth cleaning and entertainment. There are also active toys meant for fetching and retrieving so owners can engage with their dogs in fun activities outdoors, or even specific plushies designed to be chewed up instead of a pair of shoes. For cats, many models of crinkle balls exist to swat at and rile up their senses during playtime. Other types of pet-friendly toys include those designed for burrowing or foraging activities, as these mimic actions experienced in nature. Even owners who want to go one step further can invest in clothing for their pets! The pet industry is increasingly humanizing pets, and this trend shows no signs of slowing down. As the industry grows, so does the variety of products available for pet owners. When it comes to choosing toys for their animals, pet parents are looking for products that fit their play patterns and provide a fun and safe experience for their beloved pets. Pets are becoming more and more like children to their owners, who want the best for them in every way. The pet industry has done a great job of keeping up with this trend by humanizing pets even further with an ever-growing variety of pet products. As we continue to see our pets as family members, it's important that we also consider their playtime needs and find toys that fit their natural play patterns. This blog is inspired by WiT Webinar ‘Why Pets are the New Children.’ Watch it in the Video Library HERE.

Are you looking for a glimpse into the future of toys and collectibles? Then it's time to experience the magic of the Nuremberg Toy Fair, known as Spielwarenmesse! For 76 years, this grand tradition has been an incredible way for innovators, creators, and industry professionals to uncover exciting new products from leading brands worldwide. The upcoming International Toy Fair in Nuremberg, Germany, happening Feb 1-5, will feature 2700 exhibiting companies from 70 countries, 62,000 professional visitors, and even some VIPs and celebrities. Spielwarenmesse is sure to be a highlight for journalists and the press, who can look forward to the Tuesday press preview for exclusive presentations of new products. In addition, the Toy Award will be presented at the fair – a little ‘Oscar,’ so to speak – that recognizes innovation in toy design. There is something unique about this year’s expo: For the first time ever, it will be live-streamed so that its reach can extend far beyond those attending in person. This opens up a world of possibilities in terms of experiencing all that Toy Fair has to offer., This year, there is also a new Product Gallery, which provides visitors with an overview of all the new products before they head off to the different exhibitors and stands. Exhibitors themselves also have the opportunity to book glass cubes where they can showcase their wares and products. All these features make for an exciting experience for everyone involved – no matter whether you’re visiting in person or watching from home! Like in previous years, the Nurnberg Toy Fair 2023 will showcase the latest and greatest in toy industry trends, showcasing products from all the key industry fields. Attending is a great way to stay ahead of the competition in the toy industry. Not only can you discover new products— you’ll also gain valuable contacts for partnerships and find inspiration for your own product range. The fair offers an excellent opportunity to meet with experts and network with key players in the industry, giving you access to insider knowledge and allowing you to build relationships that can benefit your business. Additionally, it provides a unique chance to see and touch the products yourself, allowing you to make better decisions when it comes to selecting which items are suitable for your own range. Moreover, attending such an event gives you greater visibility within the industry. It is a great way to showcase your products and services while gaining awareness from potential customers who are already interested in toys. It also gives you the chance to create brand loyalty by interacting directly with consumers, potentially leading to increased sales of your products. Finally, it is a platform for discovering new trends and staying up-to-date with what’s happening in the industry as a whole—an invaluable asset for staying ahead of your competitors. There will also be an array of exciting and interesting special areas and events at this year’s Spielwarenmesse! Lectures by international experts will be available to keep visitors up-to-date on essential topics such as trends, trade, consumer behavior, and marketing. These lectures are free of charge and viewers have the option to access them on-demand after the fair via Spielwarenmesse Digital. The fair will also offer some fun events that focus on education and entertainment. This includes a Toy Art exhibition which showcases artistically painted toys, a 3D Printing Pavilion that displays innovative 3D models and toys made using modeling technology, as well as many other interactive demonstrations throughout. Whether you’re a toy maker, retailer, or buyer, this event is an excellent opportunity to network with other companies and learn about what new trends are happening in the industry. If you are interested in attending, you can learn more and sign up on their website!

Events should be an integral part of your marketing plan, from trade shows to influencer meet-ups. Whether virtual or in person, events can put your products and toy brand in front of media and customers alike. Charlene DeLoach, CEO of The Playroom Chronicles, shared seven ways you can meet your event marketing goals in the WiT Webinar “How to Tell Your Toy Tale and Get the Most Out of Event Opportunities.” Here are the highlights. Create loyalty and connection According to DeLoach, “..connection is the new currency.” Going to events, whether in person or online, will help your customers feel more connected to you, which will encourage them to buy more from you and more frequently from you. With so many products in the market, what can set you apart from competitors is your connection to your audience. Vary your advertising Traditional advertising is a one-way communication tool that often feels impersonal and cold. Take advantage of events to listen to your clients’ feedback and respond to questions they may have. Events open up a two-way communication channel that helps promote your products and brand, allowing potential customers to ask questions and form a more meaningful connection with you and your product. Educate your audience At events, audience education can go beyond simply sharing what your toy or brand features. Events give you the chance to really elaborate on your products’ benefits. You should also let your audience know if you donate a percentage of your profits to charity organizations or help establish community programs with your free time. People are more likely to purchase products that they see have a positive impact socially or on the environment. Establish name recognition Putting a name to a face can humanize your brand and make it memorable, especially when competing against big box brands. When purchasing from a small business, clients see it as an investment in their community, and having name recognition solidifies your brand as part of that community. Choose your events wisely Not all events are created equal, and choosing events that will bring in customers that require your product is important. Once you narrow down what events your product will be received best at, you’re left with choosing in-person or online events, as well as retailer events vs influencer meetups. Deciding which event is better depends solely on your current marketing goals. If you want to spread your company name and increase online visibility, influencer and PR events align more with your goals. If you are selling a toy forages 10 and up, it will not be beneficial to attend baby product conferences. However, buying events could be helpful if you’re attempting to find a retailer to stock your toy. Sell your story Events can also be a great place to really sell the story of how your brand came about. This allows clients to understand your mission and alignment deeper, which fosters more significant connections. You become more than just your toy — you become your “why,” the reason you wanted to start this journey. Often, your story will resonate with clients and engage customers in a way they will remember months down the road. Set goals Setting specific goals not only helps you narrow down which events will be beneficial for your brand or product — it also allows you to measure your success. A plan may be a concrete number of units sold or selling $3,000 worth of product. If more online visibility is your aim, your goal may be to have 10 people write about your product or brand, whether it’s on Instagram or in blogs. Event marketing can help you engage with your customers and get your brand noticed more organically than with traditional marketing. While events can be stressful and require a lot of planning, these tips can help you establish two-way communication with your intended audience.

Choosing the color for your brand may seem deceptively simple, but there are many underlying aspects to consider when deciding on color schemes. The color palette of your brand can significantly affect how your customers engage with and act towards your content, including your packaging, marketing assets, digital assets, printed materials, and more. To help you think through your color choices and understand how they influence customer behavior, Jessica Korthuis, co-founder & CEO of Her Brand & Co, covered the prominent nine color families and the psychology behind them during our May 3rd webinar “Color Psychology: Guiding Your Audience Using Color.”Read on to learn more about them and how they can affect your audience. Red Red triggers powerful positive emotions, such as energy, passion, and power. However, red is also associated with negative emotions such as anger, pain, and aggression. The color red can create a sense of urgency, making sales very effective. In addition, red encourages appetite, which is why it is frequently used in the fast-food sector. The personality traits of red are bold, adventurous, and energetic — however, 9% of people interpret red as “cheap.” Orange Orange generates a feeling of warmth given its association with the sun, which is considered bright, light, and fun. Darker shades of orange are associated with autumn, which lends itself nicely to “earthy” brands. The personality traits of orange are adventurous, competitive, and disaffected, and some potential negative characteristics of orange are deprivation, frustration, ignorance, and sluggishness. Orange is the color that most people consider “cheap,” with 26% agreeing. Luxury brands tend to avoid orange, with one exception: Hermes. Yellow Yellow is a bold color that can be powerful when used as a highlight alongside a darker color. Yellow has a strong connotation of youthfulness, happiness, fun, and sunshine. The negative emotions attached to yellow are irrationality, caution, and frustration. When considering yellow, keep in mind that printing yellow can be difficult, and frequently the shades change when transitioning from digital to print. In addition, yellow is the second cheapest color, with 22% of people agreeing. Green Green is a calming color that is easy on the eye and often synonymous with health, hope, freshness and nature. Humans have a primitive relationship with green as it represents life, nature, and growth. This is why it’s frequently used amongst “healthy” brands, from pharmaceuticals to organic foods. The negative traits attributed to green include boredom, stagnation, and envy. Blue Blue is seen as calming and is the color of reason, trust, logic, and loyalty, which is why it is widely used across all company types. Blue is a safe option for color; however, it’s important to consider if you will stand out amongst your competitors. In addition, blue is seen as unappetizing as there are no naturally occurring blue foods, so it may not be a good choice for a food-oriented brand. Blue is also considered one of the least “cheap” colors, with just 1% of those polled believing it to be cheap. The color blue is also associated with coldness and emotionlessness, but men heavily favor it. If your brand’s ideal consumer is male, it could be beneficial to include darker tones of blue in your branding. Purple Historically, purple is associated with royalty and can be used by brands that want to position their offer as prestigious. Excess and extravagance are also associated with purple, so it is best not to overindulge in your use of purple in branding. The personality of purple is sensitive, dignified and understanding. Tints of purple can be used for femininity, while darker shades can express moodiness. Magenta Magenta, or pink, is the most widely used color to portray femininity. It is associated with passion, care, and creativity, but on the other side, impulsiveness and rebelliousness. Magenta can be an impactful accompanying color to inspire comfort and give youth to a more formal brand. The personality traits linked to pink are spiritual, innovative, and practical. Pink has been used successfully across a wide range of industries, from food to healthcare to tech. Black Black is a bold color that is synonymous with luxury and power, radiating sophistication, security, and elegance. It can also be seen as oppressive, cold, and menacing or its association with mourning. High street brands are renowned for their simplistic black and white palettes, but the sparing addition of a bright color with black can add energy to sophistication. Black is personified as decisive, confident, and severe, but it is not well suited for specific industries, such as healthcare, due to its connotations with death. White/Silver White has long represented innocence, purity, and cleanliness and can be used for a modern look and feel that capitalizes on simplicity. Using white as a dominant brand color requires restraint in design, and if poorly executed, a white brand can look lazy, sterile, and lacking in personality. The traits attached to white and silver are optimistic, independent, and innocent; however, it can quickly look cheap, with 9% of people agreeing. Color changes everything about your brand and the user experience. Some questions to ask yourself are: “Do my colors intentionally tell the story of my brand?” and “What are my colors communicating to the world at large?” With the guideline we discussed, there are exceptions, and one must be mindful of cultural differences. If you understand your audience and the personality you want to adopt for your brand, picking a color for your marketing will be a breeze. This blog is inspired by WiT Webinar ‘Color Theory: Guiding Your Audience Through Color.’ Watch it on WiT’s Webinar archive HERE.

Email marketing has been around for decades and has evolved into one of the most cost-effective forms of direct marketing. According to the statistics portal Statista, the email marketing industry is worth $9.62 billion, and roughly 320 billion emails are sent daily. Crafting the perfect email to attract customers or increase engagement is critical. If you find yourself floundering to set your emails apart, follow these five simple steps from Lauren Martinez,  Performance Marketing Manager for Baby & Child Care Brands at Kimberly Clark. Create a winning welcome email Your welcome email is the customer’s first exposure to your brand and what you have to offer through the email marketing channel. Unlike mass advertising, email marketing focuses on building engagement and establishing one-on-one communication with your consumer. The welcome email is your first chance to develop that connection and let them know what they can expect from you. Highlight the value you’re planning to bring your consumers, and think about the unique value propositions your brand or product can offer them. But you should not use  your first email only to celebrate your value — you can also utilize the welcome email as a data capture point to allow consumers to teach you a little more about them and their needs from your brand. With so many possibilities for a welcome email, it may be prudent to spread your content over a series of emails to get those consumers to engage and understand the full breadth of the benefit they can get from your brand. Leverage zero and first-party data We’ve all experienced the annoyance of receiving completely irrelevant emails, and it’s an easy way to scare off potential customers. With the welcome email, you can ascertain information from your consumer base, either by zero-party or first-party data. Zero-party data is self-reported, so this data comes directly from consumers. First-party data, on the other hand, is inferred or observed data that is collected based on the actions consumers take within your digital marketing ecosystem. The information you get from your consumers will be vital in creating relevant content, as consumers should see themselves in the content you deliver. Prioritize mobile formatting 47% of people use a mobile application to check their email, which is much higher among younger generations. You’ll need to prioritize mobile formatting if you’re targeting younger consumers. The best advice to ensure your emails are appropriately formatted for mobile devices is by testing your emails on phones. You can optimize mobile viewing by focusing on sharp, concise subject lines that are 25 to 30 characters long, and using keywords. It’s also essential to ensure the text and graphics are big enough that a consumer can easily read them on their phone and that the call to action (CTA) and buttons are large enough to engage with easily. Your text and CTA should be at least 15 to 18 pixels in size for optimal viewing. Deliverability Checks Email deliverability is the set of processes that are going to determine whether or not your emails are going to land in your subscribers’ inbox. You can create the best email marketing in the world and have an extensive list of subscribers, but if you don’t have a solid handle on your deliverability, none of those emails are going to be seen. Institute a marketing calendar to ensure you send a consistent volume of emails. This will help to increase your domain reputation and, subsequently, your email deliverability. Avoid spammy subject lines, including words in all caps, exclamation points, and certain trigger phrases, and avoid URL shorteners. Sending relevant content and segmenting your audience will also increase your deliverability and decrease the chances of your emails ending up in spam. Test and learn With technology changing quickly, it is essential to adapt to the changes and continue to create relevant and appealing content for your target audience. Having clear key performance indicators (KPIs) that you track and test, such as the click-to-open rate or click-through rates, will help you optimize your email marketing. Develop a list of tests to improve your email marketing, like testing for mobile optimization by using different fonts or graphics and testing out other subject lines and CTAs. You can even create two formats of the same email and test with different audience segments. As you test more and more aspects of your emails, you’ll find what has a positive impact and optimize it for scale. Maybe you’ll find a particular CTA that is more effective and implement it across all your emails. This continuous process of testing and adapting will help your email marketing grow without stagnation and reach more potential customers. Email marketing is about experimenting with different tactics and determining what works best for your business. You can optimize your subject lines, graphics, send times and more based on your targeted audience, but if you don’t test, re-test, and analyze your results, you won’t be able to compete with the hundreds of emails that flood our inboxes daily. This blog is inspired by WiT Webinar ‘5 Best Practices to Level Up Your Email Marketing.’ Watch it on WiT’s Webinar archive HERE.

Whether you work in an international organization or simply have colleagues from diverse backgrounds, intercultural misunderstandings can happen. In this blog post, based on a webinar from Kristina Albert, Leadership Coach & Business Advisor, you’ll learn three simple steps to help you understand cultural differences, create cultural awareness, and avoid misunderstandings, problems, and conflict. Many intercultural misunderstandings are caused by a closed mindset, creating a mental block. When we have a closed perspective, we allow assumptions, judgements, and stereotypes to dominate our thoughts. Ultimately, this affects how we interact with others and can cause unintentional miscommunications and frustrating situations. The first step to overcoming intercultural barriers is building awareness. Now, this seems incredibly simple, but it is rare that we truly reflect on and understand why we do or say the things we do. You have to ask yourself, “Why do I behave in this certain way? How do people in my culture disagree or show respect?” Reflecting on your thought processes, actions, and cultural expectations can help you realize that people from different walks of life have different perspectives and, thus, may interpret your actions and words differently. Once you fully understand your attitudes, values, and beliefs, you become more open to different viewpoints and cultures. It’s not uncommon to find ourselves in situations where we feel misunderstood, not heard, or even frustrated when communicating with someone from a different background. An easy way to avoid this exasperation is by practicing active listening. Active listening means listening with all your senses, including verbal and non-verbal messages, such as  eye contact and body language. Showing the people you are interacting with that you are making a true  effort to listen and understand them can go a long way in avoiding conflict or misunderstanding. Another way to show genuine interest and strengthen communication is by asking intentional questions. Intentional questions, such as asking about a person’s background or job, can help you learn more about the other person and understand their actions and behaviors. Such questions can also broaden your perspective and facilitate a more open dialogue about differences or expectations. The second step of navigating cross-cultural interactions is understanding the do’s and dont’s. Wherever we are in the world, there’s an unspoken set of rules or expectations that guide how we act and interact with others. In the modern world, we face more people from different backgrounds who may have different values or beliefs that guide their behaviors, and therefore we must avoid assumptions. Often, people hear what they expect to hear due to assumptions, stereotyping, or prejudices, but always give the benefit of the doubt. We must recognize that certain behaviors might be part of the company or individual’s culture. We all have assumptions about how to do things —  assumptions that have been influenced by our culture and that we’ve amassed over our lifetimes. Cultural etiquette, or the codes of behavior that rule different cultures, can be tricky to navigate and requires some compromise. How you want to be treated may not be the same as what someone from another culture wants, and it might take time to drop the “golden rule” of treating others how you want to be treated. Instead, utilize the idea of treating others how they wish to be treated by respecting their cultural etiquette. The final step to collaborating effectively across cultures is finding common ground. Instead of focusing on cultural differences, try to find similarities and leverage them to bridge gaps and earn trust. Try to make a personal connection around everyday work experiences or even more basic things like food or hobbies. Get to know each other as individuals rather than as representatives of your respective cultures or subgroups — we are far more similar than we are different, regardless of where we come from. Showing you are genuinely interested in the other person is an excellent way to break down barriers between groups. . If you’re still struggling to find a standard connection with someone, you can always fall back on shared values and objectives. Having a shared purpose as to what your mission or goal is will allow your working relationship to be more open to dialogue, which altogether can help you overcome any cultural barriers in the workplace and establish long-lasting and fruitful relationships. Anyone can learn how to interact with other cultures successfully and effectively, but ultimately you must always be open-minded and actively listening. Cross-cultural interactions can be easy when you’re intentional with your verbal and non-verbal communication. This blog is inspired by WiT Webinar ‘Cultural Roadblocks: 3 Simple Steps to Avoid Misunderstandings & Conflict.’ Watch it on WiT’s Webinar archive HERE.