Up Close: Earth-friendly fuzzies
Plush makers snuggle up to 'green' products
By Karyn M. Peterson -- Playthings, 5/1/2007 3:46:00 PM
Of all the recent trends in plush these days, one of the most refreshing is the number of manufacturers that are embracing the environment, and producing plush that is organic, ecologically friendly or both. Retailers are taking note and are beginning to offer more of these products to their customers in recent years.
According to Laura Perks, a founding member of the Kids Preferred plush company, Dayton, N.J., “going green” is definitely a burgeoning trend in the plush arena.
Mark Gross, director of marketing for the Seattle-based Matter Group, agrees. The company’s Eco-Pals are a new line of realistically-detailed plush modeled after its Xeko game’s rainforest animal characters. “There’s a growing demand from consumers for organic products, and we see Xeko as ‘organic entertainment’ for kids—products that are good for people, good for the planet, and of the very highest quality,” Gross tells Playthings. “Xeko is perfectly positioned to serve that demand. Our game and plush toys are extremely ‘on trend,’ in retail speak.”
Mission possible
“Our company’s mission is to foster sustainable business practices while inspiring the next generation of eco-leaders,” Gross says. “Xeko is a multi-platform brand, and plush is a logical extension of our eco-adventure game. Eco-Pals are an integral part of our strategy to bring endangered animals to life in our players’ imaginations.”
Xeko is unique in that the Matter Group donates 4 percent of sales of both the game and the plush toys to Conservation International, and Gross encourages other companies to get involved in similar ways. “Don’t underestimate the power of a non-profit partnership in terms of boosting morale and improving consumer acceptance of your products,” Gross says. "The main thing is to just plunge in and do it—find a non-profit that aligns with your particular interests and values.”
Gross also notes that demand for Eco-Pals so far has been “astounding.” Most of the company’s existing Xeko game retailers have expressed interest in carrying them, “including those that have never carried plush before,” he says. Future plans for Xeko include a new game collection in the fall, periodic introductions of new Eco-Pals, and a partnership with National Geographic Kids. 
And for Kids Preferred, the company’s new Asthma Friendly line of plush is one of its bestsellers at both specialty stores and at Target, according to Perks, “because it offers plush toys for people with allergies and asthma, which is needed in today’s environment.” The company also offers developmental baby plush and several lines of plush tied to popular book properties.
Impact of innovation
Tempe, Ariz.-based Biltmore World Trade (BWTI), and Hosung N.Y., based in Brooklyn, N.Y., are also both making strides at retail with the SoySilk Pals and the MiYim organic plush lines, respectively. Whether their products are being sold at independent toy and gift stores, museum/zoo stores or larger eco-friendly chains like Whole Foods, the impact of their participation in this sub-category of plush is widening, the manufacturers say.
“BWTI is dedicated to bringing Earth-friendly products to the toy and plush industry,” Jonelle Raffino, president of BWTI, tells Playthings. “All of us want to do our share for the environment and BWTI believes that offering consumers yet another opportunity to make Earth-friendly and kid-friendly choices is important and rewarding. As parents and citizens, we also love the idea of having more natural choices for our children.”
Raffino, like Gross, encourages other companies to get involved in the environmental movement, but cautions that it takes commitment. “Every company can improve their awareness of environmental issues and incorporate more ‘green’ products into their product lines and how they do business—but it has to come from the heart,” she says. “You have to live it to sell it.”
The company’s newest release, the Soyphia goat, has already been very well received, and will be joined by a new character, LanceSoylot, that will hit the market soon, Raffino says. “We have a waiting list for this duo. Bears move over—there are new favorites,” she adds. “We’ve seen a core interest from gift stores and from the baby products segment.”
Also on the horizon for the company is the introduction of plush with a new “cutting-edge, Earth-friendly” fiber, Raffino says. “We are pioneering the ‘green’ trend in plush toys.”
In fact, BWTI’s innovations actually have helped the Matter Group enter the plush category, Gross says. “We met the makers of SoySilk and Tofu Bear at Toy Fair in 2006...we felt so strongly that a plush line made from tofu was a perfect fit for Xeko,” he says. “We would never have done a plush line if it weren’t for the availability of new, eco-friendly materials.”
Committed to change
Hosung N.Y. takes its commitment to the earth just as seriously, according to Serah Chae, director of business development and strategy. Hosung, which has been in the plush business for over 25 years, is now consciously creating organic products as an investment in the future, Chae says, noting that it’s also integral to creating a successful product in today’s marketplace.
“Using organic cotton grown without pesticides or herbicides for our toys is not just for the purpose of conserving the environment but also to offer a product line that is 100 percent free of toxins, chemicals or any harmful substances by using a natural dye process,” Chae says. She adds, “Some of our ingredients used in dye process are also anti-bacterial by nature, making our toys completely safe for babies and kids.”
Hosung is creating for its MiYim plush line a customized factory in Shanghai, which currently complies with toy industry standards for the U.S., Europe and Asia; the company also hopes to obtain certificates from the Organic industry to confirm that the facility meets low-eco impact manufacturing standards, Chae says. “The actual process of making miYim toys is as important to us as the materials we use,” she says.
“With that said, I’d urge those who are considering entering into organic/natural manufacturing to make sure the program is driven by a team of true believers,” Chae says. “If you do have the passion and financial support to drive the program, I’d strongly recommend getting connected with organic industry advisors and gain their perspectives for product positioning.”
Chae also notes, however, that, “While the organic factor is pretty compelling, first and foremost, the toy must be soft to touch and stylish in design. We quickly learned that consumers do not purchase miYim toys only because they’re made with organic materials.”
“Consumers are first attracted to miYim for its design and style, when they realize it’s also environmentally friendly, it adds value as a feel-good factor,” Chae adds. “It is critical to realize organic is not a main driver here. People care about the environment more so than ever. But they do not want to sacrifice style or personal taste during purchase.”
Hosung hopes to partner “with companies and brands who share our vision,” Chae says. “Our mindset is very much community based.We’re looking for ways to spread the message.”
[Editor's Note: For more on the plush market, see "The Future of Fuzzy" in the May 2007 issue of Playthings magazine.]Talkback
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