Smart toys, piracy and voluntary recycling fees

Toys are becoming increasingly digital and interconnected, as well as more sustainable. We consulted with Hans Christian von der Crone, Chairman of the Board of the Swiss Toy Association, to discuss how these trends are affecting the toy industry, what the defining features of smart toys are and what key considerations we should keep in mind when purchasing toys. And we found out why he strongly recommends avoiding cheap suppliers for the sake of the environment.

Mr von der Crone, what toys are currently in vogue among the Swiss?

Interlocking bricks, which can be assembled in a wide variety of ways, are very popular now. However, collectibles such as cards and plush figures are also in great demand. Certain stuffed animals now contain recycled PET filling and are also encased in outer shells made from recycled PET materials. Traditional toys such as board games, puzzles, creativity sets for painting and crafts, and dolls, with or without special features, remain perennial favourites. The classics among electronic toys, including remote-controlled cars and walkie-talkies for children, continue to be highly sought after as well, and wood products are also quite popular. In Switzerland, these are typically crafted from sustainable wood certified by the Forest Stewardship Council (FSC). However, consumers frequently opt for less-expensive products over pricier options. People are currently under financial strain, so price frequently takes precedence over sustainability in purchasing decisions.

What are the defining features of modern, intelligent toys?

We differentiate between smart toys, smartwatches for children, voice assistants and play equipment with network functions. Smart toys include app-controlled robots, talking dolls and cuddly toys. They are typically known for their unique design and interactive features that bring them to life, such as speech, sounds, special lighting effects and movements. The popularity of smartwatches is on the rise. Children’s watches with listening capabilities are also available, but these are (fortunately) not allowed in Switzerland. However, voice assistants that are capable of receiving and forwarding commands are permitted here. Kids can use them to listen to music and audiobooks, as well as to browse the Internet. Toys with network functions include digital racetracks and model railways. They are increasingly equipped with cameras and able to display the number of laps on screens. There are also various electronic extension sets for interlocking bricks that offer even more interactive fun. The networked toys also include learning systems such as Tiptoi pens and books, as well as storytelling loudspeakers with or without small figures to go with them. The latter are typically connected to a streaming service.

What should parents, grandparents or godparents look out for when purchasing toys?

Quality is the most important consideration. Buyers should prioritise purchasing branded products and licensed items, which not only ensures you get high quality and a longer service life but also guarantees essential product safety. We strongly advise against using cheap foreign platforms such as Temu or Shein. In these shops, consumers can find a wide range of products that closely resemble branded items. In most cases, these offers constitute product piracy; that is, they are counterfeit versions of branded products that are manufactured as cheaply as possible and often without proper certification. Test reports consistently indicate that many of these toys contain hazardous substances.

What harmful substances are most commonly found in such cheap toys, and what quality seals can consumers trust?

Time and again, laboratory tests show that cheap products contain banned plasticisers or excessive levels of cadmium, nickel or lead, which can be hazardous to both people and the environment. In addition to these harmful substances, cheap toys also pose a greater fire risk. Nevertheless, we believe that quality seals are unnecessary, as the law mandates that all toys manufactured and sold in Switzerland must meet the most stringent safety standards. Swiss toy retailers also undergo regular audits in this regard. If a product displays an address in Switzerland or Europe, the manufacturer, supplier and retailer vouch for the safety and sustainability of their product with their name.

Are there individual retailers that also offer a repair service for toys, or is this (still) a long way off?

There are companies that offer repair or replacement services, or they at least have contacts in Switzerland or in the local area. Thanks to the advance recycling fee, such companies also offer a free service to take back any defective electronic or electrical toys within their range and then ensure that these products are properly disposed of through the SENS take-back system.

What are the trends that will define the toy industry in the years to come?

Sustainability will play an increasingly important role. Nevertheless, ensuring the safety of features and materials will continue to be a key issue. We are seeing a significant trend in “Kidult” products – games intended for an adult audience. Collecting and swapping certain items will also remain popular. We need to take targeted action to prevent toy piracy, that is, the unauthorised counterfeiting of play equipment. It is also crucial to steer clear of sales channels and retailers that do not charge an advance recycling fee on the devices and appliances they sell, as this undermines our recycling system. They pose a threat to all parties involved, endangering not just consumers but also the Swiss economy and the environment.