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Israeli oomph at international toy fair
Posted By Viva Sarah Press On February 14, 2011 @ 6:26 am In | No Comments
Thirty-four Israeli toymakers recently showcased at the Spielwarenmesse International Toy Fair Nuremberg, the leading intercontinental fair for toys, hobbies and leisure.
This year’s focus was on environmentally friendly playthings and educational toys.
Some 75,000 manufacturers and visitors from across the globe came to see what the 2,600 exhibitors from 64 countries had on display.
Israel’s toy industry sent veteran representatives including Tiny Love, Theora Design, Taf Toys, and Halilit. There were also six new Israeli companies making their debut including Scotchi and The Purple Cow.
“Visitors to the exhibition like the innovation, inventiveness and fresh ideas the Israeli companies have to offer,” said Adi Shina, CEO of Scotchi.
Scotchi is trying to break into the educational toy market with its hook and loop fastener board games. “People from all over liked the idea and took home samples but the real work starts now, building brand awareness and inspiring children all over the world,” said Shina.
In addition to educational toys, environmentally friendly games were a hit at the fair. Today’s toy makers hope to encourage children to think about how energy is produced and the environment. Among the green toys on display was a hydroelectric powered toy car, a doll house with a wind turbine and rain catcher and a space station where the inner atrium has a fan powered by a solar cell.
“Energy is the question of the future and we are definitely thinking about this as we move ahead. It is increasingly being brought into our play concept” said Judith Schweinitz from Playmobil.
Presently, interest in green toys is low and they make up only a sliver of the nearly $84 billion international toy market. But studies indicate that awareness in green toys is growing, and research firms predict that green toys will account for about $1 billion, or 5 percent, of U.S. toy sales in the next five years.
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