The Play Ethic and the Toy Industry
A fascinating morning recently, delivering a keynote speech to the Toy Industries of Europe 'Toy Safety' conference in Brussels. The toy industry has had its troubles to bear in 2007 - many safety recalls of toys from major manufacturers, largely located in their Chinese factories (80% of all toys in Europe are made in China, 95% in the US). As I said to the audience at the conference, with books like Eric Clark's The Real Toy Story being published (which tries to do for the toy industry what Eric Schlosser's Fast Food Nation does for convienience food), they are an industry which risks a lot by not lining up their ethical business practice, with the trust that parents put in them to provide safe, ethically and sustainably created products. But if they extend 'play ethics' throughout their business - from labour conditions in China to the nature of the toys they produce - the opportunities for their business (exemplified by the turnaround in Lego, whose CEO Jorgen Knudstorp delivered the other keynote) are major, given the general shift of social values in a 'play-friendly' direction.
NOTE: I'm using the embedding function of Slideshare for the first time here - if you go through to the actual link, you can download the PPT of the presentation with extra notes.
