CBI Product Factsheet:
Stuffed Toys in the UK
‘Practical market insight into your product’
Exporters from developing countries (DCs) can profit from the
stable UK market for stuffed toys with customers that are
always on the lookout for unique and innovative products. DC
exporters may tap into this opportunity by supplying products
to the UK middle and high-end market that promote an
experience (e.g. identity or story). Macro-economic indicators
look positive in the UK, stimulating the UK demand for home
articles in general.
Although this factsheet focuses on the UK market, most of the information also
applies to other mature European markets. A mature market is a market where
a product’s life cycle has passed both the emergence and growth phases. Sales
and earnings increase more slowly in mature markets than in emerging markets.
Mature market consumers are more experienced through years of intense
marketing efforts and expanding number of choices. Whereas any segment can
be targeted, most opportunities are currently in the higher market segments.
Design, hand-made products and branding are of utmost importance when
targeting these segments. Mature European markets include Austria, Belgium,
Denmark, Finland, France, Germany, Italy, Luxembourg, the Netherlands,
Norway, Spain, Sweden, Switzerland and the United Kingdom.
Product Definition
Product
Stuffed toys
Theme
Celebration
Sharing and showing
Refer to CBI
Trendmapping for more
information on this
theme.
HS codes
9502.10.90
Representing only
human beings whether
or not clothed (excl. of
plastic)
PRODCOM codes
32 40 11 00
Dolls representing human
creatures
9503.00.41
Stuffed toys
representing animals
or non-human
creatures
32 40 12 00
Animals or non-human
creatures
9503.41.00
Stuffed toys
representing animals
or non-human
creatures
9503.90.37
Toys of textile
materials, N.E.S.
Stuffed toys are products made out of textile fabrics and stuffed with a soft material, designed or
intended for use in play by children. Stuffed toys are made in many different forms, often
resembling animals, human beings, legendary creatures, cartoon characters or inanimate objects.
They are often used as comfort objects, for display or collecting and given as gifts, such as
birthdays. Although stuffed toys are designed for children, the product does not have to be
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CBI Product Factsheet: Stuffed Toys in the UK
exclusively intended for playing purposes in order for it to be considered as a toy; it can have a
decorative function as well. Stuffed toys are also known as plush toys, plushies, stuffed animals,
and soft toys or cuddly toys.
Product Specifications
Product
specifications
Quality
o
o
The function of stuffed toys is predominantly to play with, but they can also be
used for decorative purposes, making it also interesting for adults to buy
stuffed toys.
The quality and finishing of the material is very important, especially for the
mid-range and high-end market, as this largely determines the appearance of
the product. The finishing of your products is of utmost importance.
Materials
o
Common textiles used for stuffed toys are plain cloth and pile textiles such as
plush or terrycloth. Common stuffing materials are synthetic fibre batting,
cotton batting, straw, wood wool, plastic pellets or beans.
Labelling
o
Labels for transport normally include information on the producer, consignee,
composition of the product and the size of the product, number of pieces, box
identification and total number of boxes, and net and gross weight.
Most important information on the product or packing labels for stuffed toys is
composition, size, origin and care labelling. For more information and
illustrations of product labelling, please refer to Labelling of home textiles under
Legal requirements.
o
Packaging
o
All products should be packed in agreement
with the importer. This usually consists of
plastic wrapping to protect the product from
water, solar radiation and staining. Proper
packaging minimises the risk of damage
through fluctuations in humidity. Packaging
dimensions and weight should make it easy
to handle. Ideally, it should be possible to place packaging together on pallets
meaning that they should be stackable and if possible of a convenient size.
Source: Amazon.com, 2013
Segmentation
Fashionable but basic
(mid-low)
Trendy (mid-high)
Classic or high-end
fashionable (high-end)
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CBI Product Factsheet: Stuffed Toys in the UK
Legislative requirements
Product safety
All home textile products, including stuffed
toys, introduced to the EU market should be
safe when used as intended. The EU has
regulated product safety in the General Product
Safety Directive, which applies to all consumer
products marketed in the EU.
The Liability Directive states that the EU
importer is liable for the products put on the
European market. The EU importer, however,
can in principle pass on a claim to the
producer/exporter.
CE marking is the most important legal
requirement for stuffed toys imports entering
the EU. The CE marking ensures that the
product is assessed before being introduced to
the market and thus satisfies the legal
requirements to be sold in the EU. It also
means that the manufacturer has verified that
the product complies with all relevant essential
requirements of the applicable Directive:
Directive 2009/48/EC on the safety of toys.
Chemical substances
The use of several chemicals is restricted in
stuffed toys. Chemicals that are likely to be
carcinogenic, that may change genetic
information or may harm reproduction, socalled CMR (Carcinogenic, Mutagenic or toxic
for Reproduction) substances, are no longer
allowed in stuffed toys. For certain substances
such as nickel, the tolerable limit values have
been reduced and those heavy metals which
are particularly toxic, for example lead or
mercury, may no longer be intentionally used in
toys.
Packaging
Packaging and packaging waste: EU
packaging legislation restricts the use of certain
heavy metals, among other requirements.
Considerations for action

Consider implementing a management
system or code of conduct in order to show
to your buyer that you have taken
appropriate measures to assure product
safety.

See the CBI Buyer Requirements database
for more information: EU legislation:
product safety

Make sure your products are safe, in order
to avoid product liability claims for
defective products.

Make sure that the products you introduce
to the market comply with the applicable
requirements of CE marking and do not
present a risk to the European consumers.
As importers have final responsibility for
products on the EU market, they will ask
you for written assurance and may require
permanent communication to make sure
that contact with the manufacturer can
always be established.

Allergenic fragrances are either completely
forbidden if they have strong allergenic
potential, or must be labelled on the toy if
they are potentially allergenic for some
consumers
Make sure that your stuffed toys do not
contain any of the chemicals that are
prohibited in the EU.

 Reduce the amount and diversity of your
packing materials by:
partitioning inside the cartons with the
help of folded cardboard,
matching inner boxes and outer cartons
better and standardising the sizes of
each,
already considering packing and
logistical requirements at the design
stage of the products
asking your buyer for alternatives
Consider using biodegradable materials
which may form a market opportunity or
may even be required by your buyer.
Wood packaging materials used for
transport: The EU sets requirements for wood
packaging materials (WPM) such as packing
 Avoid wooden crating and packaging
materials. They are increasingly banned by
importers due to their high cost of disposal,
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CBI Product Factsheet: Stuffed Toys in the UK
cases, boxes, crates, drums, pallets, box pallets
and dunnage (wood used to wedge and support
non-wood cargo).
are often unsustainable and costly.
Investigate and source alternative packing
materials that are economical and
sustainable.
 If you do need to export products wrapped
with or supported by wood packaging
materials during transport, you have to
make sure that your WPM complies with
requirements.
Non-legislative requirements
Social and environmental responsibility on
the rise
Consumers are increasingly aware of the social
and environmental circumstances in production.
As a consequence, requirements regarding
sustainability and certification are increasingly
important to buyers.
Implementing a management system (e.g. ISO
14000 on environmental aspects or SA 8000 on
social conditions), or using sustainably
produced (e.g. organic or okotex certified)
products may be a competitive advantage.
Considerations for action

Think about sustainable production
methods, covering both social and
environmental aspects. You can also
consider certification (for example fair
trade or organic) because it adds value to
your products. This is useful when
targeting the higher market segments.

Keep in mind that implementing
management systems can be expensive.
Make a proper cost calculation before you
start the certification process.
Codes of conduct
EU buyers may expect you to comply with their
supplier codes of conduct, which are often
based on the ILO labour standards. This can be
the importer’s own code of conduct or a code of
conduct as a part of an initiative in which the
importer is participating (e.g. ETI or BSCI).
The Ethical
Trading Initiative
(ETI) is an
alliance of companies, trade unions and
voluntary organisations that partner up to
improve the working conditions of poor and
vulnerable workers across the globe who make
or grow consumer goods.

European buyers are increasingly taking
responsibility for improving the working
conditions of the people who make the
products they sell. Companies with a
commitment to ethical trade can adopt a
code of labour practice that they expect all
their suppliers to work towards. These
codes address issues such as wages, hours
of work, health and safety and the right to
join free trade unions.
The Business Social
Compliance Initiative (BSCI)
has been developed by
European retailers to improve social conditions
in sourcing countries. Suppliers of BSCI
participants are expected to comply with the
BSCI Code of conduct. To prove compliance,
your production process can be audited at the
request of the importer. Once a company is
audited, it will be included in a database which
can be used by all BSCI participants.

Since more and more European importers
participate in BSCI, you can expect that
complying with the BSCI code of conduct
will be seen as a basic requirement.
Because it can harm your position on the
market if you are far from complying with
this initiative, you are advised to anticipate
by performing a self-assessment, which is
available at the website of BSCI.
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CBI Product Factsheet: Stuffed Toys in the UK
Trade and Macro-Economic Statistics
Figure 1: Total UK production of stuffed toys versus the European
average per country, 2007-2011, value in € million*
Figure 2: Total UK consumption of stuffed toys versus the
European average per country, 2007-2011, value in
€ million*
6,0
180
160
5,0
140
4,0
120
100
Europe Average
3,0
European Average
80
UK
2,0
UK
60
40
1,0
20
2007
2008
2009
2010
0
2011
*Excludes data on Switzerland and UK (2007)
Source: Eurostat Prodcom (2013)
2007
2008
2009
Considerations for action




2011
*Excludes data on Switzerland
Source: Eurostat Prodcom (2013)
The market has shown growth during
recent years
 Apparent demand for stuffed toys in the UK
amounted to € 136 million in 2011, or 23%
of total European demand. The UK market
showed a dip in 2008-2009, but
subsequently recovered. Overall, the UK
apparent demand showed an average
annual decrease of 1.2% during the 20072011 period. Due to positive forecasts for
GDP (Gross Domestic Product), the mature
UK market is likely to grow moderately in
the coming years.
Stuffed toys are mainly marketed within the
lower and middle market segments of the
UK market. Stuffed toys for the low-end
market are characterised by volume
supplies, allowing low prices and margins.
Stuffed toys in the middle market are
fashionable products (mid-low) or addedvalue products (mid-high).
UK production represents 12% of total
European production, and showed an
average annual increase of 9.1% during
2008-2011. This increase was foremost
realized in the latter year. UK is the third
largest producer in Europe, behind Spain
(48%) and Germany (15%), and focuses on
the mid-high and high-end segments of the
market.
Over the next years, production is expected
to increase as consumer confidence and
GDP are rising.
2010


As described in CBI´s Market Channels and
Segments for Home Textiles, the traditional
middle market is polarising towards lower
and higher ends. The mid-high segment is
advised for DC exporters who offer addedvalue products, showing your skills and
story. The mid-low market can be addressed
with fashionable yet basic stuffed toys. In
general, the segment in which your stuffed
toys fit depends on the amount of work
invested in the production, finishing and
materials used.
Consider offering specific marketing and
logistics services to your customers, thus
providing them with a convenient offer. In a
highly competitive industry, European
importers choose the most convenient and
complete suppliers which keep their
promises and deliver on time.
Consider the middle market segment, which
is expected to offer the most opportunities
to smaller-sized DC producers of stuffed
toys in particular, especially if you use
natural fibres, for example bamboo. The
lower end of the UK stuffed toys market is
dominated by Chinese high-volume
suppliers.
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CBI Product Factsheet: Stuffed Toys in the UK
Figure 3:
0,0
Jan-08
-5,0
Consumer confidence indicator, UK versus
EU27, January 2008-February 2013
Jan-09
Jan-10
Jan-11
Jan-12
Figure 4:
GDP in the UK, % change on previous year, 20102014, including predictions for 2013 and 2014
2,5%
Jan-13
2,0%
-10,0
UK
-15,0
UK
1,5%
EU27
1,0%
-20,0
-25,0
-30,0
EU 27
average
0,5%
-35,0
0,0%
-40,0
2010
Source: Eurostat
(2013)
2011
2012
Source: Eurostat (2013)
British consumer confidence surpassed the
EU average during 2012
 Consumer confidence and GDP expectancy
are important indicators for the British home
textiles market, including stuffed toys.
British consumer confidence shows a similar
development to the EU 27 consumer
confidence (see Figure 3). On the whole,
British consumers are slightly more
optimistic than the average EU citizen,
which may have a positive impact on
consumption patterns for stuffed toys.
 British GDP is forecasted to increase again
at a strong rate towards 2014. This
suggests that consumption of home textile
products, including stuffed toys, is likely to
rise. The market for stuffed toys is sensitive
to developments in income because these
are mostly non-essential items of which
purchases can be postponed. However,
because the UK is a mature market, growth
in consumption will be moderate.
2013
2014
Considerations for action


Consider the UK as a potential export
destination, also during times of economic
adversity, because this mature market
performs relatively well in comparison with
others in Europe.
Monitor consumer confidence and GDP,
because when these turn positive,
expenditure on stuffed toys is expected to
increase.
Figure 5: UK imports of stuffed toys, 2007-2012, value in € million
200
10
180
9
160
8
140
7
120
6
IntraEU/EFTA
100
80
DCs
60
China
Indonesia
Hong Kong
Vietnam
5
Thailand
4
Germany
3
40
2
20
1
Sri Lanka
Ireland
0
0
2007
2008
2009
2010
2011
2012
2007
2008
2009
2010
Source: Eurostat (2013)
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2011
2012
CBI Product Factsheet: Stuffed Toys in the UK
DC supplies dominating trade
 The UK imported € 206 million worth of
stuffed toys in 2012, of which 91% was
sourced in DCs. Imports from DCs increased
by 5.8% annually on average from 20082012. Imports are expected to increase
because UK production cannot keep up with
the growing market.
 DC exporters have dominated UK imports of
stuffed toys during the 2008-2012 period.
Moreover, Intra-European imports show a
clear decrease in the same period,
indicating that this trend is unlikely to
change in the coming years.
Figure 6: Total UK exports of stuffed toys, 2007-2012, value in
€ million
60
Considerations for action
 Unless you have a mechanised production
system, focus on added-value and niche
markets where you can distinguish yourself
from competitors. Your promotion strategy
will play a major role in distinguishing
yourself: your identity and local character
should be emphasized and be resonant in all
your products.
 Invest in long-term relationships with your
buyers, giving them less incentive to switch
to a competitor. In this highly competitive
market, buyer power is relatively strong.
They want to market the stories behind the
products. If you have a special production
story to tell (for example: made by women’s
groups, or fairly traded), make sure to
actively approach potential buyers.
Figure 7: Top 10 export destinations of UK stuffed toys, 2007-2012,
value in € million
18
16
Ireland
14
France
50
40
Germany
12
Spain
10
Italy
30
20
8
Netherlands
6
Belgium
UAE
4
Kuwait
10
2
0
Norway
0
2007
2008
2009
2010
Source: Eurostat (2013)
2011
2012
2007
2008
2009
2010
2011
2012
Source: Eurostat (2013)
Stable (re-)exports of stuffed toys
 UK exports of stuffed toys remained stable
between 2008 and 2012, amounting to € 49
million. The decrease in exports to Ireland is
most notable in Figure 7, indicating that the
role as trade hub for the region has been
under pressure during the crisis years.
Considerations for action
 The regional trade hub function of the UK
has diminished in the last few years,
probably as a result of the economic crisis.
Nevertheless, in recent years, the UK seems
to have a more important role in exports to
the Middle East.
Market Trends
Focus on trendy, eco-friendly products and
‘collection items’
 In mature markets such as the UK,
‘experience’ (e.g. a feeling or desire) has
become a more important status-giver to
consumers than luxury (e.g. exclusive
fabrics) per se. This trend is reinforced by
Considerations for action

Consider your strategic options in range
development and positioning. If your
specialisation is producing a specific type of
stuffed toy, consider marketing complete
collections that fit in a specific theme.
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CBI Product Factsheet: Stuffed Toys in the UK


the economic crisis, driving consumer
spending away from going out towards
spending a bit more on home products.
The 'buy local’ trend is visible in all mature
markets. ‘Buy British’ is a strong trend in
the UK, as is apparent in food as well as
home products, including stuffed toys.
These products are increasingly produced
locally, aiming for the mid-high and highend market. This can impact design efforts
of UK brands and the replacement of
imports by local products.
Consumers want to have total control over
their interiors and will decorate selectively.
For stuffed toys, this occurs by ‘mixing and
matching’ with other home products.

Consider investing in product development
or a partnership with a British producer or
Designer. Co-creation of producers, retailers
and marketers can increase your
opportunities on the market.

Know your market: the main distributers
and brands, trade fairs and consumer
needs, and apply your knowledge to drive
innovation in production, market
development, pricing strategies, investment
in packaging and communication etcetera.
Innovate by combining materials, and/or
hand-made and mechanised processes, as
this is the way to develop premium lines in
a market that is predominantly mid-end.
Offer choice – consumers want to develop
their own, personal collections and need
sufficient options to do so.



Collecting has been another trend in stuffed
toys. They are collected and will be used
depending on the mood of the consumer or
the occasion (e.g. Christmas). Consumers
may collect various stuffed toys according to
style or brand.
The social and eco trend is also visible in the
market for stuffed toys. Although there is no
immediate price differentiation as a result of
the green (environmental and social)
alternative offered, and specific
communication of the added value remains
indirect, green options do find a ready
market.



Consider developing ‘green’ alternatives
and communicate your added value well to
the importer to ensure that the message
comes across at retail level.
Source the fair-trade importer/wholesalers
in the UK and EU through the European and
worldwide association of fair trade retailers,
online and through trade fairs.
Please refer to CBI Trend mapping for Home Decoration & Textiles for more
information on general trends in home textiles, and the Celebration theme in
specific.
Market channels and segments
Please refer to CBI Market Channels and Segments for Home Textiles, because
stuffed toys channels and segments do not differ significantly from this general
overview. The following considerations for action should be taken into account
for the stuffed toys market:


E-commerce is gaining importance. Consider targeting online retailers, in
order to reach a broader range of customers. This means, however,
supplying small batches / being prepared to pre-stock and offering more
just-in-time supply concepts. Since e-commerce is expected to grow
explosively in the coming years, this is a strategy for exporters with the
possibility to scale up in a short span of time.
In sourcing e-tailers, exporters can consider several options: brick-andmortar retailers adding e-commerce to their concept; wholesalers
developing an on-line platform; e-tailers in other sectors moving into home
textiles. You are advised to keep an eye on these developments.
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CBI Product Factsheet: Stuffed Toys in the UK
Market competitiveness
Please refer to CBI Market Competitiveness for Home Textiles, because stuffed
toys do not differ significantly from this general overview.
Useful Sources




Ambiente (Frankfurt, Germany) - http://www.ambiente.messefrankfurt.com
Maison & Objet (Paris, France) - http://www.maison-objet.com
Heimtextil (Frankfurt, Germany) - http://heimtextil.messefrankfurt.com
Spielwarenmesse (Nuremberg, Germany) - http://www.spielwarenmesse.de
This survey was compiled for CBI by ProFound – Advisers In Development,
in collaboration with CBI sector expert Steve Pepper
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer
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