Top Ten Tips on Buying Toys As Promotional Items

Grant Morgan is CEO of Louis Kennedy, Europe's leading Cause-Related Marketing agency, which has expertise in creating promotions aimed at children, as well as in other specialist sectors. The agency is acknowledged by The Institute of Sales Promotion, The European Federation for Sales Promotion and The BBC for a unique approach to partnership marketing and creative fundraising. Grant's skill sets have augmented over £50M for a raft of national UK charities.

Engage with an ethical toy manufacturer where worker's rights and Health & Safety are high on the list of the facility's priorities. In the first instance obtain a copy audit carried out on the facility, which is no more than 12 months old.

Understand exactly what can and can't be achieved using your chosen materials (ie: plastic, plush). Toys can be complicated products to manufacture and knowledge of your subject and the process will help the process greatly.

Contract an independent Quality Assurance company to random batch test pre-shipment. Your company will need to pay for this service.

Contract an independent testing house to ensure that the toy complies with all necessary UK safety requirements. The facility should pay for this service.

Buying into a successful toy trend is all about timing. Visit toy fairs both locally and overseas to understand those trends and what the market has to offer short, medium and long term.

Invariably, licensing is crucial to a successful toy promotion so again, carry out due diligence at local and overseas licensing fairs.

Ensure that your toy choice is put through rigorous focus groups. Children are brutally honest when it comes to spinning tops playing the 'Crazy Frog' theme.

If your toy incorporates a battery, ensure that the battery is a quality unit, has a minimum life of a year and remains sealed on arrival into the UK.

Take time to develop the packaging for your toy. If budget allows, even a small plastic figurine can be enhanced by well-designed and styled packaging.

Like most things, cheap can be very expensive. There is no shortage of inexpensive plastic and plush manufacturers in China. However beware, if you buy solely on price then the quality will be poor, the maker's ethics questionable and limit your chances of your toy arriving both compliant and on time. If you have little experience in this area you can always contact a specialist supplier.

Share this page