Business plan for the production of plastic toys. Overview of the Russian plastic toy market. Workshop equipment: equipment for the production of plastic products

The interest of entrepreneurs in this direction commercial activities, as the production of toys, can be explained not only by the conclusions of analysts about the good prospects for this business, but also by the fact that they have their own small children. But, regardless of the reasons that made you pay attention to this direction entrepreneurial activity, for the successful organization and development of your enterprise, it is necessary to study in detail all the nuances of the business, including production technology and promotional activities.

In this regard, the presented article is an indispensable assistant, both for experienced small and medium-sized businesses, and for beginner entrepreneurs who have firmly decided to please the kids with beautiful and high-quality toys. own production. This information will be of interest not only to business representatives (entrepreneurs, investors and bankers), but also to theorists of economic disciplines, university students who plan to organize their own business after receiving a diploma, as well as young mothers and fathers who want to know how and from what toys for their kids.

Toy production - a general plan for organizing your business

Despite the optimistic forecasts of experienced analysts regarding the production of toys in Russia, you should be guided by the market situation in this segment, which has developed in your region.

This means that the initial stage of this commercial project includes detailed marketing research:

level of demand for children's toys;

the most popular types of these products;

how many firms are engaged in the production and sale of toys;

whether there are companies from other regions on the market (what they offer, what prices they set, etc.);

study of representatives of the target audience (income level, average number of children in the family, what part of the family budget is spent on the purchase of toys).

Based on the data obtained, you can plan your future business: draw up an approximate range of products for children, calculate the optimal volume of production of toys, make a list of the necessary raw materials and consumables, and also determine what specialists are needed for the effective operation of the company. We can say that at this stage your task is to draw up a general “picture” of the future enterprise.

Starting from the assortment range compiled by you, you need to think about the production technology. A big plus for the organizer of the presented direction of entrepreneurial activity is the presence of experience in this industry. In extreme cases, you will have to invite a specialist to work, who will begin to perform his duties even before the start of production activities.

He must choose the optimal technology for manufacturing products for children, find high-quality equipment for the production of toys from different types of raw materials: soft, wooden, plastic, etc., and also help with the selection of personnel.

In addition to purchasing necessary equipment, You need to find a room in which the production of products for children will be carried out. Be prepared for decent expenses for repairs and compliance with the requirements of fire inspectors and representatives of Rospotrebnadzor. Without them, you will not receive all the necessary permits.

One of the most important points is the creation of a real business plan, which should take into account all the costs associated with the organization and development of your commercial project. In the main financial document, it is necessary to record not only one-time costs and monthly production costs, but also the risks that exist even when the most reliable project is planned. Be sure to think about advertising your company and products, which you want to do even before the start of toy production.

If you decide to engage in entrepreneurial activity, but you are not a full-fledged businessman, then you need to register with the tax office, statistical authorities and relevant funds. Many novice businessmen are most afraid of this procedure, but such fears are completely unfounded these days. It will take no more than ten days to complete the documents, and, unlike the situation in the 90s, you will not have to visit many offices in state institutions every day. Registration, both IP and legal entity carried out in one place, quickly and without additional costs.

Selection of priority types of products and technologies for their production

In order to cover all segments of the children's toys market, large financial injections are needed.

As a rule, at the "start" each entrepreneur begins his activity, focusing on one direction:

wooden Toys;

plastic products;

Stuffed Toys;

production of goods for children from different materials.

The main criteria that novice manufacturers need to consider are the safety of products and the interest of little “experts” in them. Experienced business entities who have been working in this industry for more than one year recommend developing toy designs using the advice of child psychologists. They will help to create not just a bright and beautiful toy, but also make sure that the product contributes to the development of the child. The result is safe, beautiful, attention-grabbing and educational toys for children.

In process new products the following factors must be taken into account:

the age of the children for whom the toys are intended;

offers of similar (or very similar) products of competing firms;

the cost of production of this product;

its competitiveness.

Many in this line of business test their products with the help of their children and their friends. Large companies first produce a trial batch to test the reaction of children, and then make changes (if necessary) and launch full-scale production.

After choosing a priority direction and forming a product range, you need to choose the optimal production technology. In this case, the size of the starting capital plays a decisive role. Some entrepreneurs start their activities by organizing the production of wooden toys, which are made 50-80% by hand. Naturally, the cost of these products will be high, and the volume of production will be small. Such workshops often work to order, and the mechanism for generating profit in this case differs from traditional ones; many craftsmen work not to increase production, but to improve the toy itself. They will make 5-10 unique items that will bring him more money than a hundred toys made in a conveyor way.

For the production of children's goods in large volumes, it is necessary:

find a room;

purchase equipment;

get all permissions;

hire staff;

start the process of making toys.

Legal Issues

To organize a new line of business, you must have all the permits, first of all, you must register with the tax office, statistics authorities and special funds. But, before that, you need to choose the legal form for your future business. If you plan to work in a small workshop, using the labor of 2-5 employees, then it is quite enough to complete the IP documents and write an application for choosing a simplified taxation regime.

Entrepreneurs who decide to produce large volumes of children's toys in order to cover not only the local market, but also please children from other regions of Russia, it is best to register an LLC. This legal form may be the only possible option for registering a business if you have partners participating in the case on equal terms; if you plan to expand your activities and conquer foreign markets; when you need to get a business loan. In addition, there are individual factors that influence your choice in this matter. But do not forget that the cost of registering a toy business should be recorded in your business plan.

Given the fact that the products in question are intended for children of different ages, it is necessary that they be certified. The received document will be one hundred percent confirmation that this toy is of high quality and safe for children's health.

Novice businessmen need to know that the production of toys that copy cartoon characters, TV shows, etc. not possible without a special license that confirms your right to manufacture these products.

Another set of documents is required for production premises. All fire safety requirements must be observed in your workshop (availability of fire extinguishers and fire shields, emergency exits, etc. is mandatory). All these issues are controlled by the fire inspector and provide the appropriate permission. In addition, the room must have a working plumbing, sewerage and electricity, and you must also take care of ventilation and maintaining a normal temperature.

Personnel, advertising and sales of toys

The issue of forming the staff of the company directly depends on the scale of production and the availability of sophisticated equipment.

In addition to ordinary workers who will be directly involved in the production of toys for children, it is necessary:

equipment adjuster;

• Shift Supervisor;

technologist;

• Foreman.

The next category of employees of the enterprise consists of: the head of the entire company, the chief accountant, the designer, the sales manager, the office manager, as well as other employees who contribute to effective work firms. But do not forget that in each individual case there are certain points that can affect the formation of the state.

Considering the production of toys as a business, it must be remembered that any line of commercial activity will not be profitable if you do not engage in advertising. In this situation, it is possible to carry out promotional activities even before the production workshop starts working. It is best to simultaneously engage in advertising in the media, distribute leaflets and create a company website, develop pages on social networks, as well as post relevant ads on all available resources.

The effectiveness of promotional activities will show the process of selling the first batches of products. By this time, young mothers and fathers living in your area should already know the name of the company and the range of toys offered.

The sale of goods for children can be organized as follows:

using the World Wide Web, focusing on small wholesale parties;

sell toys to specialized stores, supermarkets and other retail outlets in small wholesale lots;

sign agreements with private kindergartens and other childcare facilities;

open your store right next to the production hall.

Economic indicators

As you may have guessed, it is impossible to give some general example to demonstrate this area of ​​\u200b\u200bcommercial activity (a workshop where thousands of toys are produced per month cannot be compared with a small workshop). But if we take the average statistical data based on the information provided by real entrepreneurs, then we can say that about 1,500 thousand rubles are needed to open a workshop (one-time costs). Such a business should pay off in a year or two of normal operation. That is, your average monthly profit will be at the level of 100 thousand rubles, which is a good indicator even for a steadily developing economy, and in this case we are talking about unsatisfactory macroeconomic indicators.

If organize this business at home, then you need much less money, the main items of expenditure:

purchase of raw materials;

• salaries of employees.

Profitability, gross income and net profit in this case depend on your skill and ability to sell. But today you can find a lot of examples when a home business for the production of unique toys allows you to make a decent profit.

A detailed study of all aspects of the production and sale of toys shows that this is a promising and interesting area of ​​​​commercial activity that can be organized without huge capital and other resources to “start”.

The production and sale of children's goods for entrepreneurs has long been considered promising activities. The situation has not changed in our time. A vivid confirmation of this is the huge selection on the market of toys intended for children of various age categories.

On the other hand, the quantity is not the main indicator, since modern people prefer to buy useful and high-quality things for their child. In this regard, we can safely say that the production of wooden toys is a promising type of entrepreneurial activity.

Market Review

As the analysis of the domestic market of children's goods shows, its lion's share belongs to cheap products of Chinese origin. If a few decades ago, goods from the Middle Kingdom were considered a real curiosity, now in the vast majority of cases they are nothing more than consumer goods, from which our consumer is frankly tired. As a rule, these products are made of poor quality materials.

Now the market has developed such a situation when domestic consumers increasingly prefer more expensive, but high-quality and environmentally friendly goods. This is especially true for parents. In this regard, the business plan for the production of wooden toys looks very relevant now.

Advantages

Toys that are made of wood have a number of advantages over plastic counterparts. First of all, in this case we are talking about the environmental safety of such products for the child. In addition, they are more durable and have an original design.

As a business, the production of wooden toys looks very attractive due to the need to invest a not very large amount of financial resources at the initial stage.

As practice shows, usually about 50 thousand rubles are enough to purchase equipment and organize this kind of activity.

The entire manufacturing process in this case is quite simple and consists in the preparation of blanks, their processing, coloring and packaging.

Wooden toys are not inferior to their competitors in such an aspect as modernity. The fact is that, in addition to the usual classic models (pyramids, cubes, cars), a wide range of modern varieties is now on the market. Among them, toys with electronic elements, as well as educational models, have recently become the most popular.

Necessary equipment and personnel

A factory for the production of wooden toys should consist of several rooms. Each of them will specialize in certain types of work, which were discussed earlier - processing, assembly and coloring. As for tools, at the initial stage it will be enough to acquire a milling machine with program digital control, as well as drilling, edge banding and grinding devices, a chisel, a hacksaw and a planer.

Knowing the main characteristics of future products, as well as the potential scale of production, one can draw conclusions about the need for certain tools. Among the consumables, in addition to the wood itself, packaging means (bags, boxes), as well as varnishes and paints are needed, which must be chosen for reasons of their environmental friendliness.

The production of wooden toys cannot be organized without hiring appropriate specialists. At the initial stage of business development, part of the work can be done independently, but two or three more people will still have to be called for help.

It is desirable that they have some experience in this field. In the future, subject to the achievement of certain success, it will be possible to additionally hire artists, designers or other specialists. In order to save money and the delivery of goods at first, it is better to do it yourself.

Sales of finished products

Having organized such a type of entrepreneurial activity as the production of wooden toys, it is necessary to first consider ways to sell finished products. As practice shows, the best option is to open a website.

In addition, you can try to establish cooperation with specialized stores. Such products are quite highly valued abroad. On the other hand, one cannot fail to note the fact that there production wooden products set up properly. In this regard, in order to interest foreign consumers, it is necessary to create exclusive author's handmade models.

conclusions

In order to successfully establish the production of wooden toys, a novice entrepreneur needs to master a number of professions, from a sales manager to a company director. It is recommended to hire additional staff only after the appearance of a stable number of orders and an increase in sales revenue. Based on the experience of many similar companies, this occupation has every chance of becoming the main business of life and bringing a stable profit.

If you look closely at modern toys, these are mainly plastic and polymers. Yes, these are light and durable materials, but their chemical components harm the child. For this reason, mothers began to give preference to toys made from natural materials, in particular, from wood. And the production of wooden toys has become a very popular niche in the business.

Assortment of toys

It only at first glance seems that toys carved from wood are boring and uninteresting. But if you approach the matter with enthusiasm and creativity, you can come up with original models that will interest the most capricious young buyer.

Video from the factory World of Wooden Toys (MDI)

Our business valuation:

Starting investment - 450,000 rubles.

Market saturation is average.

The complexity of starting a business is 9/10.

So, what kind of toys can be made from wood?

1. Transport (car, tractor, etc.).
2. Railway with wooden rails and a train (it sounds strange, but such sets are very popular today).
3. Educational toys made of wood (for the smallest - pyramids, and for older children - puzzles, puzzles, constructor).

DIY

If you know how to make unpretentious toys with your own hands right at home, or you have a small workshop, then you can register an individual entrepreneur and start selling your work. You can start with friends and acquaintances who will pass on information about your mini-business through word of mouth.

Making wooden toys with your own hands often takes a lot of time, but the finished product can be safely called the proud and fashionable word hand-made today. Such products will be willingly bought up by those who want their children to have everything unique. Also, such a business makes it possible to make some specific toys to order, because a real craftsman can cut even Smesharikov, even Transformers, out of wood.

Universal woodworking machine Enkor Corvette-320

large production

If your goal is a real mini factory for the production of wooden toys, then you will need:

1. Production room. It is good if it has several rooms (workshops) in which various technological processes: woodworking, painting, assembly, etc.
2. Machine tools for the production of wooden toys (at least milling, drilling, grinding, facing) and other tools (planers, chisels, hacksaws, etc.).
3. Equipment and consumables for painting works. It will be impossible to save on the quality of paints and varnishes, because. products are intended for children.
4. Package. Wood will do better in plastic than in a cardboard box. Although the latter is more environmentally friendly.

Staff

The production and sale of wooden toys is not only equipment and materials, but also personnel. There must be a division of labor, i.e. it is undesirable for one person to be both a sawing master and an artist at the same time.

For the production of better and more diverse products, you can purchase special computer programs, thanks to which it will be easier to develop original models of toys. The technology for the production of wooden toys is not difficult. The process consists in cutting out parts, painting them and assembling them. But no matter how simple the process, you can not do without specialists. At the initial stage, one person for each workshop is enough. Subsequently, the business can be expanded and attract additional employees.

Potential competitors

The manufacture of children's wooden toys as a business in Russia interested many enterprising people who opened the following companies:

• "MDI" - World of wooden toys (manufactured in China).
• "Tomik" (Tomsk).
• "Cog and Shpuntik" (manufactured in China).
• "Pinocchio" (manufactured in China).
• "Krasnokamsk toy" (Perm).

Before starting your own wooden toy business from scratch, take a look at the product range of the listed companies and take note of some ideas. You can choose a specific type of wooden toys and make it your thing. Or produce a variety of products for children of all ages.

Marketing methods

Finished products can be sold in a variety of ways. The first option: sell in bulk to toy stores. It's simple, but often the wooden toys in the windows are overshadowed by soft "singing" cats or colorful transformers. Therefore, there is a second option: to open your own small store based on production. It can be located near the workshop.

Third option: online store. To do this, you just need to develop a website and fill it with content containing information about toys and their photos. The development of an online store is another plus of 50 thousand rubles towards the initial capital.

The best home business ideas for women.

Business idea: production of toothpicks with a logo.

How to write a business plan for the production of socks?

Initial investment

Small expenses are not enough here, because there are a lot of cost items:

• rent (purchase) of large premises;
• hiring specialists;
• purchase of a computer program and training of employees to work with it;
• rent (purchase) of equipment;
• purchase of consumables.

Buying equipment for the production of wooden toys is not cheap. Machines must be new to exclude marriage. Hooks, bumps - all this threatens with microtrauma for the child, which is unacceptable.

If we take the approximate amount, then the starting capital will be 400-500 thousand rubles. If you draw up a competent business plan for the production of wooden toys and how to protect it, you can get a grand or just a bank loan. The payback of the project begins after the sales of the first batches, because the price tag for wooden toys is usually quite high. It will be possible to fully "recapture" the invested funds in a year and a half, depending on the success of the enterprise.

Benefits of wooden toys

Many entrepreneurs, choosing a direction in business, start not only from financial, but also from ethical considerations. They want to receive from the enterprise not only profit, but also moral satisfaction. Wooden toys for kids are perfect for this, because you create safe, natural products that bring joy.

It should be immediately taken into account that toys made of wood are products for a narrow circle of consumers. Parents whose children are used to playing modern Transformers and tablets will not buy a wooden train or car for their child. It will just be pointless.

Your customers will be modern mothers who understand the benefits of wooden toys:

• environmentally friendly products;
• strength in contrast to analogues made of plastic;
• domestic production (today it has a high prestige among Russians);
• unusual design, original models;
• a return to childhood, because modern parents mainly played with wooden cars and trains.

Practice shows that love for wooden toys is instilled literally after one model that falls into the hands of a child. Therefore, your efforts will not go in vain. Sooner or later, the attention of most children and parents will be riveted to wooden toys, and your enterprise will receive maximum fame and, therefore, profit.

The high interest in such a line of business as the production of wooden toys can be explained not only by the desire of many entrepreneurs to organize a profitable and promising business but also taking care of our children. Modern materials for the production of toys can be compared to a time bomb.

Of course, plastics and polymers belong to the category of strong and reliable chemical compounds, but some of them can harm children, despite the constant control of SES and institutions that issue quality certificates for products for babies. The horrifying picture of infant mortality and the general health of babies makes us look for the causes of such negative phenomena. And toys play an important role in this list.

This article discusses the main points of the organization and development of the production of products for children from environmentally friendly wooden materials. Readers will learn what it takes to create their own company, how to organize the commercial production of toys from natural raw materials with a minimum amount of start-up capital, and also receive information about the main problems that aspiring entrepreneurs face on the way to the implementation of this commercial project.

Production of wooden toys - prospects for this business

Despite the fact that our country has all the prerequisites for the production of wooden toys, this business does not belong to the category of popular commercial activities. In all of Russia, there are less than a hundred factories, factories, workshops and workshops that produce wooden products for kids. At the same time, in Europe this figure is at the level of several hundred, excluding small workshops and individual specialists in the manufacture of wooden toys. So, the first reason why you should pay attention to this line of business is the lack of manufacturers of high-quality toys from natural raw materials.

The main competitors in the domestic market of wooden products are Chinese factories and factories. But they cannot make real competition to domestic producers. Chinese toys are not of high quality, they are difficult to classify as educational products, and the unstable situation in the foreign exchange market has negatively affected their value. The absence of real competitors confirms the fact that the manufacture of wooden toys in our country can be considered as a promising business.

Unstable economic situation and worsening financial situation many citizens of our country have a negative impact on the purchasing power of the population. But even in these difficult conditions, loving parents will not spare money to buy a quality product made from natural raw materials for their child.

That is, this industry will develop even during the period of a general decline in production. And the most important argument in favor of the development of this field of activity is that wooden toys are absolutely safe for the health of your children.

Given all the above facts, we can conclude that the production of children's toys in Russia is a promising area of ​​​​commercial activity, which is of interest to both experienced businessmen and investors, as well as beginners. But do not think that everyone who organizes an enterprise for the production of products from natural raw materials will immediately begin to earn huge sums of money. To do this, you need to work hard and be ready to solve a large number of issues related to the search for talented craftsmen, obtaining permits, renting premises, purchasing equipment, etc.

We'd love to hear from you!

* Calculations use average data for Russia

We have repeatedly written about how to open a business related to the production of toys, including toys made from natural materials and, in particular, from wood. The relevance of this business idea not only does not decrease. On the contrary, the difficult economic situation in the country, the sharp rise in the exchange rate and the restriction of imported products - all this leads to the revival of almost forgotten traditions and an increase in interest in domestic games and toys.

Wooden toys are popular not only in our country. They are one of the oldest and most enduring groups of games and toys in the world. However, at present their production in Russia is rather poorly developed. Several relatively small enterprises and individual entrepreneurs operate on the market. In total, the total number of factories and individual workshops is a little over thirty for the whole country (!). For comparison, several hundred factories (including large enterprises with a large number of employees) and thousands of artistic woodworking enthusiasts are engaged in the production of wooden toys in Europe.

In our country, the wooden toy market is dominated by imported products, mainly made in China. Moreover, most of the Chinese toys are of low quality and not the greatest variety of forms. According to analysts, today there are good prerequisites for new market participants to enter the market. These include the rapidly growing volume of sales of children's goods in our country and, first of all, children's toys (an increase of about 28%), which, in turn, is associated with an increase in the birth rate, an increase in interest in early development children (which is impossible without high-quality and "correct" toys from a pedagogical point of view) and consumers' preference for safe and high-quality products (even if they have to pay a price higher than the market average). As mentioned above, even the crisis had little effect on this market segment. Rather the opposite. Parents are the last to agree to save on their children, but the economic situation forces them to look for alternatives to imported toys that have risen in price among domestic products. Wooden toys are durable and long lasting. High-quality wood products are completely safe for children, perform the function of educational toys and are considered an original gift for any occasion.

Earn up to
200 000 rub. a month, having fun!

2020 trend. Intelligent entertainment business. Minimum investment. No additional deductions or payments. Turnkey training.

However, the business of manufacturing toys in general, and wooden toys in particular, cannot be called simple. The manufacturer needs not only the ability to develop an original concept for their products, establish production, find the best balance between price and quality of goods, but also beat other competitors, create and implement an effective campaign to promote their toys. Moreover, it is the latter tasks that are the most difficult to solve. The very same technology for manufacturing wooden toys, as it is believed, is relatively simple and does not require large investments.

Organization of the production of wooden toys

In order to organize your own small enterprise for the manufacture of games and toys made of wood, you will first need a separate production room. It is best to break the room into several production areas, isolated from one another. In one of these zones, artists will work who create sketches of future toys, in others the production process will be carried out: wood processing, painting, assembly and packaging of toys. The workshop also needs to be supplied with electricity and water supply.

Finding a place is not a problem. For starters, you can get by with even a small area. Someone opens production in a garage or in a summer cottage. But with the equipment, the issue is more complicated. It is widely believed that for the manufacture of wooden toys, general-purpose woodworking machines will be enough. The minimum list includes a chisel and four machines - grinding, drilling, edge banding, CNC milling, painting equipment, packaging equipment (however, you can also pack products manually). Consumables for the manufacture of toys - linden, birch, spruce, pine, beech (the strongest, but at the same time the most expensive raw material). Different types of wood are purchased in different regions of our country. For example, beech is imported from the Krasnodar Territory, and birch is imported from the middle lane. For painting, only high-quality paints are used, which are completely safe for children. However, with them, too, not everything is so simple. There are no more than three domestic manufacturers of completely safe paints in our country. In addition, they do not offer real paints, but rather tinted oils with natural waxes. Although these compounds are completely safe for children, their covering ability leaves much to be desired. Such paints, although environmentally friendly, are too transparent. It would seem that that's all the costs.

The problem is that not everything can be made on a conventional woodworking machine. Of course, if you are going to produce standard products (cubes, balls, counting sticks, etc.), then a four-sided thickness gauge, trimming with a fine cutter, a lathe copier or a template knife for a conventional lathe, screw-cutting lathe will be enough. But for the manufacture of complex copyright (and, therefore, exclusive) toys, special equipment will be required, including machines for high-quality processing of small parts of complex geometric shapes. Unfortunately, there are no domestic machines of this type, in principle. Even in Soviet times, when the production of wooden toys was put on stream, thirty machine-building plants of the Glavdrevstankoprom of the USSR Minstankoprom were not able to produce all the machine tools necessary for the industry. By the way, world-famous Soviet matches and ice cream sticks, which were produced at the Tsentrmebeli enterprises, were made on Swedish equipment.

The technological process for the production of wood products suggests that the smaller it is, the more difficult it is to make. Especially when it comes to large circulations of manufactured products. In the West, even robots are used to make complex wooden toys. Of course, we are still far from such technologies. Most small workshops manage with the simplest and cheapest general-purpose machines. And they can make complex products, but this requires qualified and experienced craftsmen. Unfortunately, there are very few such specialists in our country. In addition, hand-made toys are labor-intensive and therefore cost much more than factory-made ones. It is difficult for them to compete with products manufactured in the countries of Southeast Asia, where world production toys. Chinese factories are constantly upgrading equipment and improving the quality of their products. These factories can employ thousands of workers, engineers and designers. Domestic craftsmen never dreamed of such scales. Russian manufacturers of wooden toys, on the one hand, are trying to revive the traditions that existed earlier during tsarist Russia and later in the USSR, but do not yet have the capacity to implement their ambitious projects. The problem, as usual, is money. Everyone is trying to solve it in their own way. Some companies move production to China, while others simplify the toys they produce in shape or choose one direction for work (for example, the production of designers from geometric shapes), which allows the use of cheaper woodworking equipment. Both options are suitable for organizing mass production.

Handicraft workshops, on the other hand, rely on the exclusive - handmade, complex shapes, careful study of each toy and a limited assortment. This is how extraordinary products are born. True, the prices for these products cannot be called ordinary either. For example, a detailed wooden doll 45 cm in size will cost about 8-10 thousand rubles. How many parents can buy such toys for their children? The entrepreneurs themselves say that with the right positioning, there will always be demand for exclusives, no matter what price they ask for. However, such production can hardly be called profitable: with small batches, even a large margin does not save the situation.

There are also medium options, when a small workshop produces small and not very complex, but, nevertheless, author's toys. Their cost is comparable to the cost of high-quality factory-made plastic toys. Parents are usually willing to overpay a little for environmental friendliness and originality of the toy.

Large companies rely on ease of manufacture, the absence of small parts that a child could break off from a toy, and bright design that attracts the attention of children. Small firms Unusual design, muted colors (pastel colors), "souvenir" orientation of their products and limited edition are called as their competitive advantages.

Regardless of how much you produce your products, you will need special computer programs that will make it much easier and easier to create original toy models and put them into production.

Documents for the production of children's toys

All toys intended for children must be certified. This procedure is mandatory and serves as a confirmation of product quality. In addition, for the production and further sale of children's toys in Russia, it will be necessary to issue a hygiene certificate - the so-called sanitary and epidemiological conclusion (SEZ). Although, according to the law, you first need to issue a free economic zone, and only then go through the procedure for mandatory certification of products, nevertheless, authorized organizations operating on the principle of "one stop shop" usually draw up both documents at the same time.

What exactly belongs to the category "toys for children"? The main distinguishing feature of children's toys is their play purpose. They should be designed for children's play activities. Please note: products with a developmental or educational purpose (puzzles, strategic games, musical instruments, etc.), puppets, souvenirs, equipment for sports games are not children's toys. All children's toys can be classified according to: the age of the child (for newborns, for infants of 3-4 months, for children of 1-2 years, etc.); manufacturing material (plastic, rubber, fur, wood, combined); educational purpose (sound, musical, visual, motor, constructive, figurative); device: electric (a certificate is issued for children's toys in accordance with GOST R 51557-99 and other regulatory documents), soft, simple (cubes), mechanical, collapsible (designers), on wheels (cars), inflatable (balls, balls ); appearance: puppets depicting people, animals, other creatures, imitation weapons, toy cars, toy objects (pots and sets of plates, toy cell phones and glasses), musical instruments, etc.

Ready-made ideas for your business

A certificate for children's toys is issued if the products comply with the mandatory requirements specified in the following standards: GOST 27178-86 Toys. Test methods; GOST ISO 8124-2-2001 Toys. General requirements safety and test methods. Flammability; GOST ISO 8124-3-2001 Toys. General safety requirements and test methods. Isolation of elements harmful to the health of the child; GOST R ISO 8124-3-99 Toys. General safety requirements and test methods. Isolation of elements harmful to the health of the child; GOST R ISO 8124-2-2008 Toys. General safety requirements. Part 2. Flammability.

When passing the certification procedure for children's toys, the material from which the products are made, the functionality of the toys, and their safety for the child are checked. Of great importance is also monitoring compliance with toys for a certain age of children. Therefore, even at the stage of developing the concept of a future toy, it is worth involving teachers and psychologists in this process. Ideally, it is best to give your products for psychological and pedagogical examination in an independent center.

The most difficult situation is with toys for children under the age of three. They must be completely safe (toddler toys should not go down the throat or twist around the neck), strong enough to exclude the possibility of pricks, cuts, designed in such a way that the child cannot tear, disassemble or bite through them. In addition, they should not have rough surfaces or sharp edges. This is especially important when it comes to wooden toys. After all, any defect in surface treatment can be fraught with a splinter or scratch. Rattles and other wooden toys intended for babies are not covered with paint and varnish, but are boiled in a mixture of wax and linseed oil - this is the safest and highest quality wood processing. Only if all these requirements are met will you be able to obtain a certificate for your toys from a certification body.

Keep in mind that you, as a manufacturer of children's toys, must ensure that not only your products, but the entire production process meets the regulatory requirements. The certificate is issued both for a specific batch of products and for the serial production of several types of toys: toy weapons, constructors and prefabricated houses, toy cars, trains (electric and non-electric, as well as accessories to them), airplanes and ships, toy watches, abacus and etc.,

toy musical instruments (pianos, trumpets, drums, gramophones, harmonicas, accordions, xylophones, etc.), dolls, houses, furniture, dishes and clothes for dolls, rattles for babies, etc.

For products manufactured by you, you will need to issue Specifications(TU) and have certificates for all materials used by you in the production of children's toys. If you are planning to import your toys, it is also worth getting a quality management system certificate.

Recruiting staff

Two or three people will be enough to work in a small workshop for the production of children's toys. However, they must be masters in their field, and finding such, unfortunately, is very difficult. The tradition of making wooden toys is almost lost. Good specialists in this area they are found, perhaps, in central Russia and in the north, and not in cities, but in villages and villages. If you can find woodworkers, consider yourself very lucky. Over time, the staff can be expanded (the number of employees in large workshops is 15-20 people, and this is with automated equipment), apprentices can be taken who will learn from the masters all the intricacies of work. A good craftsman can also teach everyone at paid courses for making an author's wooden toy, which will become an additional source of income. Some workshops even arrange excursions for those who want to get acquainted with artistic woodworking and watch the work of masters. Especially such excursions are popular among foreigners.

Wooden toys are a sought-after product, but only if your target audience knows about you. The difficulty lies in the fact that you will have to promote your products not only and not so much to your city or region, but to the whole country. Advertising budget in this case it will be much more. The best way to promote is through the Internet. Actively use social networks, including VKontakte, Facebook, Instagram and other services. To get started, take high-quality and beautiful photos of your products. There is no need to hire a professional photographer for this. It is enough to have a high-quality camera and a good imagination. Try to take photographs that are subjective and varied. Post them regularly on social networks with various comments. They attract attention…and new subscribers (and therefore potential customers). To create original photos, you don’t need to rent a studio - prepare props (you can do it yourself) and provide good lighting. It is worth thinking about creating your own website. Moreover, this does not require large investments. It will be enough for you to have a catalog website with product photos and your contacts.

If you have enough funds, you can open your own online store. A simple option will cost 30-50 thousand rubles. It will also be possible to agree on partnerships with other online stores and regular stores that sell goods for children and, in particular, educational games. But small manufacturers of wooden toys cannot count on large retail chains. The latter take for sale only cheap products at a selling price of up to 200-300 rubles. With semi-manual labor, such a wholesale price for a toy cannot be set. But with large volumes of production, you can sell your products through wholesale companies and retail chains.

Pay attention to the numerous projects with joint purchases. The main audience for such projects is mothers with children, so high-quality wooden toys will be in high demand here. A separate group of potential buyers of such products is preschool educational institutions. It is quite difficult to work with them. They are limited in budgets and financed on a residual basis. Of course, they are unlikely to be interested in expensive exclusive toys, but educational games and various constructors will be relevant. Often, children who liked the "kindergarten" toy, then ask their parents to buy them the same home.

Both large enterprises and small semi-handicraft workshops are advised by experts not to miss the annual thematic exhibitions dedicated to goods for children and, in particular, toys. Such exhibitions are held both in Russia as a whole and abroad. The largest and most famous international exhibition of toys Spielwarenmesse takes place every year in the city of Nuremberg (Germany). Experienced entrepreneurs advise beginners to start with regional and then Russian exhibitions. And only after gaining experience and a more or less wide range of products to present their products at international exhibitions. In Europe, the traditions of making wooden toys are much better developed than in our country. Therefore, it will be quite difficult to hit the European masters. Exhibitions - The best way declare yourself, establish useful contacts, find new partners and ideas for inspiration.

To organize a small workshop, taking into account rent, preparation of premises, registration, purchase of equipment and raw materials, registration of licenses, it will take from 500-600 thousand rubles, which is a relatively small amount. Many regions have programs to support start-up entrepreneurs. For example, you can receive a subsidy to reimburse a certain percentage of the cost of purchasing equipment, subsidies to reimburse part of the costs of exhibition activities, or even rent a production facility. These programs are especially relevant for entrepreneurs who invest more than 1 million rubles in their business.

The circulation of finished toys produced by one workshop is usually small - up to 500 pieces of each item. The cost of even the most complex toys usually does not exceed 1.5-2 thousand rubles. At the same time, its selling price starts from 3 thousand rubles and above. On cheap toys, the margin is higher. With a cost of up to 100 rubles, a toy can be sold for 400-500 rubles. The payback period of a business depends on many factors. A small workshop reaches the level of self-sufficiency during the first 1.5-2 years of operation. The profitability of such a business is estimated at 18-20%. The business of manufacturing and selling wooden toys is not seasonal, but demand increases on the eve of the New Year holidays and decreases markedly by the summer.

31 people are studying this business today.

For 30 days this business was interested in 43703 times.

Profitability calculator for this business

A business related to the production of goods for children, with the right development strategy, is doomed to success. Every parent will agree that they do not save on children now, so any children's products are a success in the domestic market. If you correctly assess the market capacity, determine the key factors for the development of the company and develop an original concept, you can build a profitable and quickly payback business for the manufacture of toys.

Market analysis

Monitoring of the domestic toy market is rather contradictory. On the one hand, the variety of goods is large and there is clearly no shortage. On the other hand, the share of Russian entrepreneurs in this area is very small - about 15%.

Such firms differ in their specifics - from small individual entrepreneurs who assemble toys by hand and sell them via the Internet to large enterprises with a large production base and retail outlets.

The rest of the share falls on high-quality but expensive European products and Chinese toys, with the share of the latter predominating. According to the survey, many parents want to buy toys from a domestic manufacturer, but do not see what they want on the shelves. The problem of Russian factories lies in the meager assortment, limited color range and design, unwillingness to follow the novelties of the children's market.

Another trend Russian market- Gradually, consumer demand shifts from cheap goods to the sphere of high-quality expensive toys due to the growth of living standards and incomes of citizens. No crisis phenomena affect such demand. This should be taken into account when planning a business.

Stages of building a business

The success of any project depends on good planning. For the production of toys, a clear business plan is needed, which will include the following:

1. market monitoring, consumer demand study;
2. development of the concept and development strategy;
3. review of competitors;
4. building an assortment range, choosing a production technology;
5. selection of premises;
6. purchase of equipment;
7. registration of permits;
8. marketing plan;
9. financial calculations;
10. risks.

Choice of business direction

To launch a full-scale production with a wide range of products, impressive investments are needed. As a rule, at the start choose one of the directions:

1. wooden toys;
2. plastic products.

After choosing a direction, you need to develop an assortment range. Children want to see relevant and bright novelties, their parents want safe and educational toys.

One of the most important organizational moments is the development of a sketch design. For this you need:

• determine the age-old category of your customers;
• analyze the range of competitors;
• consult with teachers, child psychologists.

Large companies then organize a testing phase in which a small group of 5-10 people as users give their opinion.

Also, large firms are working on creating a corporate identity, some even create books or cartoons. The smaller the company, the narrower its range.

Technology Choice

Production technology depends on the investment that you are willing to invest in the development of your business. You can make toys:

• with your own hands;
• organize large-scale production.

If you have an idea of ​​how to make various toys that might be of interest to the public, you can organize a business in a small workshop by registering an individual entrepreneur.

This option takes a lot of time to produce one unit, but the resulting product can be safely called the now popular word hand made. Such goods are bought by parents who want to give their child everything unique or as a gift. It is also possible to make toys to order, because a real master can make both Luntik and Fixik.

If you are interested in large-scale production, you must:

1. Room. It is desirable that it consists of a number of workshops for the process of manufacturing parts, their assembly, storage, etc.
2. Machine tools for production (drilling, facing, grinding) in the manufacture of wooden toys, molds for casting (for plastic products), sewing machines for soft toys, as well as additional equipment and tools - chisels, planes, etc.
3. Packing material.

Business registration

Even when working at home, it is recommended not to delay the issuance of permits. For a small workshop, you can open an individual entrepreneur with a simplified form of taxation. OKVED code - 36.50 "Manufacture of games and toys". If you are planning a large-scale production, it is recommended to register a limited liability company.

For the sale of manufactured products, both individuals and retail outlets and networks need certificates confirming quality and safety. To do this, you must contact the SES authorities for an examination.

If you want to produce toys in the imagery of famous cartoons or TV shows, you need to take a special license from the copyright holders.

Competitor analysis

Main competitors:

1. Chinese factories - acceptable or low quality, reasonable prices;
2. Western firms are well-known brands that sell a wide range of high-quality products, the range of which is constantly updated;
3. domestic manufacturers, which are mainly engaged in the production of plastic toys (sand sets, vehicles without mechanisms, etc.).

Sales of products

The main distribution channels for toys are:

1. sales through retail outlets (shops, supermarkets, stalls, etc.);
2. sale through Internet resources;
3. creating your own store (suitable for large-scale projects).

Financial plan

The level of capital investment depends on the scale of the business. For example, to organize a small workshop at home, 60-100 thousand is enough. If you plan to open a large-scale production, the financial costs will be different. Consider an example of organizing a workshop for the production of wooden children's toys:

1. rent of premises - 20,000 rubles;
2. paperwork - 10,000 rubles;
3. purchase of materials, packaging - 80,000 rubles;
4. purchase of equipment - 140,000 rubles;
5. wages to employees - 40,000 rubles;
6. expenses for utility and transport payments - 10,000 rubles.

As you can see, to open a workshop for the production of toys, investments from 300 thousand rubles are required.

• 1 Pros and cons of this business
• 2 Manufacture of wooden toys
  • 2.1 Business registration
  • 2.2 Finding a room
  • 2.3 Procurement of equipment
  • 2.4 Purchase of raw materials
  • 2.5 Engagement of personnel
• 3 Production of wooden toys - business plan
• 4 Manufacturers of wooden toys in Russia
• 5 Frequently Asked Questions
  • 5.1 Where to sell finished products?
  • 5.2 What are the requirements for wooden toys?

At all times, the manufacture of goods for children (especially toys) was a promising type of entrepreneurial activity. This business has not lost its relevance even today - a huge amount of all kinds of products for kids (both foreign and domestic production) are presented on the shelves of stores.

Despite the abundance of children's products, consumers prefer to buy high-quality and safe products, because the health of the child depends on it. Wood is an environmentally friendly raw material that does not contain harmful toxins, and therefore products made from it are harmless. This gives the right to assert that the production of wooden toys in Russia is a promising type of business that brings a stable income to the owners. Let's analyze its features competitive advantages and disadvantages.

What is the article about:

Pros and cons of this business

If we consider the situation in the domestic toy market, it becomes clear that most of the products are imported from friendly China. This approach is beneficial for businessmen, since the goods are inexpensive, they sell well, and accordingly, the money turns around quickly. But "Made in China" products for children have become low-grade consumer goods. Despite the cheapness of the goods, consumer demand for products from the Middle Kingdom is gradually decreasing, since low-quality materials are used for their manufacture, and besides, they are often unsafe for health. Parents are willing to buy good products for their children, and many are willing to pay significant sums in favor of material safety and workmanship.

The production of wooden toys as a type of entrepreneurial activity has certain advantages and disadvantages. The benefits of this business include:

• environmental safety of manufactured products;
• high consumer demand for wooden toys;
• average level of competition in the niche;
• ease of manufacture;
• release of products of any complexity;
• low investment to open a business.

Unlike plastic and polymer products, children's toys made of wood have excellent strength and a long service life. Since natural raw materials are easy to process, products can be given any shape and original design. The significant advantages of the business in the production of wooden toys include the possibility of installing big margin. This is due to the high class of product quality and environmental safety of raw materials.

Important: to open his own enterprise, a businessman does not need to rent large production areas. At the start, it is enough to have your own garage or outbuilding, where you can place a minimum set of equipment.

Unfortunately, this business is not without its drawbacks. First of all, it is worth highlighting the high prices for wood products in comparison with cheap Chinese plastic toys. This fact significantly reduces the number of potential buyers. It is also worth understanding that toys are not essential products, therefore, if the economic situation in the country worsens, the demand for them will decrease significantly (unlike such activities as, for example, the sale of vegetables and fruits).

Important: toys from China are presented in huge quantities in all regions of the Russian Federation. These products occupy almost 90% of the entire market. Nevertheless, toys made of wood are of high quality, and the demand for them is gradually increasing. With the right organization of the business, this line of activity will eventually allow you to reach a stable profit.

Production of wooden toys

Consider the main stages of starting a business.

Business registration

To begin with, a businessman who wants to open a production of wooden toys should register his activity. It is necessary to contact the Federal Tax Service at the place of residence and register individual entrepreneurship. To do this, you will need to write an application, submit a passport and TIN. During the registration of the enterprise, the OKVED code should be indicated: 36.50 - "Production of games and toys." As for the choice of taxation system, the USN will be optimal.

To open production, it is necessary to obtain permits from Rospotrebnadzor, the fire inspection and the sanitary and epidemiological station. To register a business as an individual entrepreneur, an entrepreneur needs to pay a state duty of 800 rubles. Since children will use wooden toys, buyers must be sure of their quality and safety, for which they will have to obtain a hygiene certificate from the SES.

The procedure for obtaining permits can take up to several days. This is due to the fact that toys are tested in specialized laboratories for the absence of toxins, moreover finished goods must fully comply with GOSTs and other requirements. Please note that, depending on the category of toys, you need to determine the age of the children for whom they are intended. This can be done in psychological centers that carry out an independent examination. It is most difficult to obtain quality certificates for toys designed for children under 3 years old, since only safe materials are allowed for their manufacture. In addition, the design of the product must be designed so that the child cannot be injured during handling.

Important: each batch of wooden toys produced by the carpentry workshop is subject to mandatory certification. In addition, the entrepreneur needs to obtain documents confirming the quality of raw materials. The cost of acquiring certificates on average is about 20 thousand rubles.

Room search

How to choose the right production area in order to effectively organize the activities of the enterprise? This issue is one of the most important, and its solution should be given Special attention. First of all, you need to find small industrial buildings with a total area of ​​at least 70 m? and a ceiling height of 3 m. This will allow the location of woodworking machines and provide the necessary free space for the work of personnel. It is desirable to divide the room into the following sections:

• woodworking shop;
• staff room, sanitary zone;
• paint shop;
• parts assembly area;
• finished goods warehouse.

To start production, it is necessary to check the availability of a working power supply, water supply, sewerage, as well as a ventilation system. To receive clients and store documentation, you can organize an office space at the factory, for which about 10 m² should be allocated to arrange furniture, shelving and office equipment. Monthly expenses for the lease of production space amount to about 30 thousand rubles.

Purchase of equipment

The entrepreneur will need to buy machine tools, a dyeing machine and professional tools. It is undesirable to purchase equipment from China if the supplier is not verified, since in the future you will probably have to pay a lot of money for repairs.

Equipment production is the most costly part of organizing a business in the manufacture of wooden toys. In the shop you need to buy:

• milling machine (with a set of cutters and CNC) - 170 thousand rubles;
• painting apparatus - 50 thousand rubles;
• drilling machine - 60 thousand rubles;
• carpentry tools - 20 thousand rubles;
• belt grinding machine - 65 thousand rubles;
• consumables - 5 thousand rubles;
• edge banding machine - 45 thousand rubles.

In total, it will take 415 thousand rubles to equip the carpentry shop. When choosing production assets, whether it is a machine for making screws or milling equipment, it is advisable to find European manufacturers. This will ensure high product quality and minimize depreciation costs.

Purchase of raw materials

Quality wood is the basis of the toy business, and the scale of production does not matter here. For children's goods, species such as beech, pine and alder are best suited.

Important: beech is considered the best option, but it belongs to expensive varieties. This material is imported mainly from the Krasnodar Territory, which will periodically lead to an increase in the cost of raw materials if production is organized in remote regions of our country.

The technology for making toys from wood provides for the use of paints and varnishes that must be safe for children. Here, most entrepreneurs face some difficulties. First of all, it should be noted that among the domestic products of LKP there are only a few brands that meet the requirements. In addition, in most cases, these are simply oils for tinting. various surfaces that are not suitable for decorating children's wooden toys. For this reason, Russian businessmen are forced to buy paint and varnish products abroad, which significantly increases the company's costs.

Personnel attraction

How to choose the right staff for the company? First of all, you need to find carpenters who can professionally process wood, as well as carvers. They make parts, assemble or paint solid toys according to a specific pattern. Specialists must master the technology of working with wood and be able to produce various products.

You can not do without a person who will develop the design of toys. As practice shows, the workload of such a staff at the enterprise is minimal, so it is not always profitable to keep it in the state. As needed, entrepreneurs can seek the help of remote workers. Before entrusting the task to such a specialist, it is recommended to study his portfolio and examples of work. The cost of freelance services ranges from 8-10 thousand rubles. This should also include the remote work of an accountant to minimize costs.

You will also need an employee who will perform the duties of an administrator of a manufacturing company. He must be able to promote his organization on the market, look for suppliers of raw materials and paints and varnishes, find distribution channels for finished products and attract customers. As a rule, such specialists have higher education and work experience in a managerial position.

Calculate the costs associated with staff salaries. They will make up:

• foremen (3 people) - 75 thousand rubles;
• manager-administrator - 35 thousand rubles;
• outsourcing - 10 thousand rubles.

Total - wage costs are in the region of 120 thousand rubles. If a person wants, for example, to make money on needlework, he will not have to maintain a staff and buy expensive equipment. Today, hand-made is in great consumer demand, so such services will always be in price.

Production of wooden toys - business plan

Start-up entrepreneurs who want to make money in the production of toys, making business cards, the maintenance of a private bakery and other activities, it is necessary to draw up a business plan. This will allow you to determine the required amount of initial investment, regular expenses of the enterprise, as well as possible profit.

Let's calculate capital investments:

• rent - 30 thousand rubles;
• equipment - 415 thousand rubles;
• purchase of the first batch of raw materials - 70 thousand rubles;
• registration of the enterprise, certificates - 20 thousand rubles;
• advertising campaign - 30 thousand rubles;
• additional expenses - 5 thousand rubles.

Thus, to open own business in the manufacture of wooden toys are needed starting investments in the amount of 570 thousand rubles. Also, the entrepreneur needs to calculate the amount of monthly expenses. They will include:

• rent of premises - 30 thousand rubles;
• tax deductions - 25 thousand rubles;
• salary of employees - 120 thousand rubles;
• depreciation - 10 thousand rubles;
• utility bills - 15 thousand rubles;
• other expenses - 5 thousand rubles.

Total - monthly maintenance costs small production amount to 205 thousand rubles. Typically, the cost of a wooden toy ranges from 60-80 rubles (with market value products 150-200 rubles). The net profit of an enterprise can reach about 100 thousand rubles a month. If you make author's exclusive toys, the income will be significantly higher. To recoup the investment, it will take approximately 7-10 months of operation of the enterprise.

Manufacturers of wooden toys in Russia

There are a lot of large domestic manufacturers of wooden toys. Consider the features of the work of only some of them, which will allow novice entrepreneurs to navigate the competitors' market and understand what products are in demand now:

1. Rus Toy. The Russian Toy Factory was established in 2000. The main production facilities are located in St. Petersburg. Today the company produces over 500 items of products. The main specialization of RT is the production of models of cars, buses, soft toys and children's play modules. All products of the factory are certified and are in high consumer demand.
2. Insect. Since 2020, the Bukashka company has launched the production of author's toys made of natural wood in Tver. The factory specializes in the production of construction sets, cars, developing puzzles and puzzles, lacing and other goods from birch, maple and beech. Products are certified and meet the requirements of GOST.
3. Fantastic. The company "Fantastic" is located in the city of Aprelevka (Moscow region). The company has its own facilities and is one of the largest suppliers of goods for children. The factory catalog contains:
   • constructors made of natural wood;
   • board games, houses, cars, figurines;
   • pyramids, laces, sorters;
   • wooden scooters.

FAQ

Consider the most common questions on the topic.

Where to sell finished products?

The most important stage in the development of an enterprise for the production of wooden toys is competent marketing, because the final profit depends on the number of attracted buyers and the popularity of the brand. Therefore, great attention should be paid to the distribution channels for finished products and to conduct an effective advertising campaign.

In this niche, the word of mouth effect works very well. If the mini-factory produces products of excellent quality, buyers and competitors themselves will disseminate this information among themselves. The activities of the company will be immediately known, and soon people themselves will begin to contact you for cooperation.

As for advertising tools, advertisements in the city media, distribution of flyers and booklets, information in public transport work well. It is also necessary to take part in various fairs, exhibitions, charity events, which will quickly gain fame and reach a new level of development.

Author's products are in great demand on websites for the sale of things and accessories. It is quite difficult to offer your goods to online toy stores, since their owners prefer to cooperate with trusted suppliers, but if there are exclusive things, the chances of success increase significantly. You should also establish distribution channels with:

• wholesale buyers;
• shops selling children's things and toys;
• large retail chains.

A wooden toy factory should have its own website and social media groups. Promotion through Internet marketing also brings very good results in increasing the awareness and profit of the company.

Another interesting distribution channel is the sale of wooden toys to foreign buyers. Do not forget that in many developed countries, as well as in Russia, factories for the production of children's products are successfully operating, nevertheless, a unique handmade author's toy will always be in great demand. You can easily find foreigners who want to buy an exclusive on the Internet.

What are the requirements for wooden toys?

As we have already said, quite high requirements are imposed on wooden toys by supervisory authorities, because we are talking about the health of the child and his safety. In order to be certified for a product, each type of product must meet established standards. They are defined:

• GOST ISO 8124-2-2001;
• GOST R ISO 8124-3-99;
• GOST 27178-86.

As for the production of children's toys made of wood, the finished product should not have chips, cracks, burrs and other flaws that can injure the child. The product should be easy to assemble, without causing any difficulties for small children. Here are a few simple examples. Pyramids are quite popular toys, which are a rod with a base. They should be easy to assemble and be bright so that the baby develops memory. The same goes for small puzzle sets.

It should also be remembered that the presence of small parts in play sets should not be allowed, because children in early age they are inquisitive and often pull various objects into their mouths, which can lead to undesirable consequences. It is also necessary to pay close attention chemicals for surface treatment of products. Varnishes and paints should not cause allergies in a child.

In the sector of plastic toys in the domestic market, a "redistribution" is slowly but surely taking place. Recognized leader - China in recent years has greatly weakened its position. It was pressed by manufacturers of the post-Soviet space. Next in line is the struggle of our enterprises with Western players, whose market share remains unchanged so far.

Easy division

In the last two or three years, there has been a steady growth in the Russian market of plastic toys. Its capacity, according to experts in the gaming industry, annually increases by about 20-25%. At the same time, experts state that the plastic sector is still very, very far from saturation, and they predict no less growth over the next five years. If we talk about the division of the plastic toy market, today the share of post-Soviet manufacturers on it is about 20%. Approximately 40% are occupied by Chinese enterprises, and the same number (40%) by European manufacturers.

According to experts, two years ago, Chinese plastic products occupied almost 70% of the Russian market. So, taking into account today's figure (40%), we can talk about a serious weakening of the position of the Celestial Empire. And the market share of post-Soviet manufacturers is growing every year due to the displacement of goods from China. The main reason is the interest of consumers in high-quality and original toys and the increased well-being of Russians, which allows them not to save on children's goods. “Two or three years ago, buyers purchased mostly inexpensive products: the cheaper the better,” confirms Andrei Marchuk, head of the marketing department at Polesie. - First of all, they were interested in the price. And now they pay more attention to the quality and functionality of the toy.”

“In the next three to five years, the assortment of plastic toys produced in Russia will expand,” says Rustam Kashaev, deputy director of the Sovtekhstrom enterprise. – Domestic goods will become better, their design and packaging will improve. Some toys will be produced under the brands of retail chains. Nevertheless, even all Russian manufacturers taken together will not be able to fully meet the needs of the market in plastic products for games.”

If we take exclusively the post-Soviet production segment of the plastic toy market, then here the alignment of forces is approximately as follows: about 70% were "captured" by three large plants - Nordplast (Russia), Polesye (Belarus) and Stellar (Russia), and the remaining 30% are accounted for by smaller enterprises. Opening a factory for the production of plastic toys is a very expensive business (high cost of equipment and molds, huge costs for the development of new products, etc.). Therefore, experts do not predict the emergence of a new major player in this manufacturing sector in Russia and the CIS countries. “In addition, today all foreign companies are trying to open production in China - it's much cheaper,” Andrey Marchuk notes.

“The main competitor of all Russian manufacturers is China,” Rustam Kashaev supports his colleague. - It is necessary to develop and produce a product that, in terms of quality, price, properties, outperforms the Chinese one. And pursue such a policy that the Russian trade enterprises it was more profitable to buy plastic toys from domestic manufacturers. Today, on the shelves of stores, for example, sand sets, mosaics, medium-sized transport toys without mechanisms are mainly represented by Russian brands. Our task is to make sure that this list expands.”

However, representatives of the manufacturing sector of the Russian gaming industry will sooner or later have to think about competition not only with Chinese, but also with European enterprises. It is much more difficult - after all, the share of European players has been steadily holding at the level of 40% in recent years. On their side are well-known trademarks, high quality, a well-developed system of promotion and sales. And they are clearly not going to give up their positions without a fight.

Unsatisfied demand

The Nordplast plant is the largest Russian manufacturer of plastic toys for children, one of the leading domestic manufacturers. Over the past two years, the assortment of the enterprise has grown three times: from 50 to 150 items. The main product groups are cars, tractors, sand sets, educational toys, sporting goods and construction sets. The company produces products of various price categories: from inexpensive sand sets to elite garages-constructors.

If we talk about the plant's sales leaders, then it is worth noting the Nordica series (6 variants of cars). It appeared in the assortment of Nordplast three years ago and during this time has become a bestseller among other products of the enterprise. According to the specialists of the plant, the main advantages of this series, which helped it to take the first place, are beautiful design, bright colors, high-quality workmanship and affordable price. Nordics are toys for every day, they are miniature and compact, do not take up much space, the average size of one item from the series is 7x12 cm.

Among the latest innovations of the enterprise are constructors, developing games, new sand sets. For example, in the near future will go on sale New episode educational games "TITLE". It helps children learn to recognize colors and shapes of geometric shapes, and also forms elementary mathematical concepts in them. Games will also contribute to the development of fine motor skills and creative imagination of the child.

“Today, the demand for our products exceeds supply: incoming orders are larger than the volumes that we produce,” says Oksana Kondaurova, Commercial Director plant "Nordplast". – Therefore, in 2007 the plant plans to increase the production of toys by at least 20%.

Unfortunately, Stellar specialists declined to comment and did not provide information about the assortment. Therefore, we do not have the opportunity to acquaint readers with the point of view of the market processes of the plant management, as well as with its products.

Indirect competition

Another largest plant for the production of plastic toys - "Polesie" is located in Belarus, it produces more than 350 items. Demand for its products in Russia is also growing every year, which entails an increase in production volumes: for example, in the last quarter of 2006, the average monthly processing volume amounted to 270 tons. Polesie products are divided into 4 main areas: transport toys, educational toys (including construction sets), play and sand sets.

The assortment of the plant also includes eight options for different buckets and four watering cans, plus a variety of shovels, rakes, etc. - thus, due to the different configuration, you can make more than 150 sets for playing in the sandbox. In this group, new items become bestsellers every year. For example, in 2006, the undisputed leader was the original "flower-bucket". This year, the championship, according to the specialists of the plant, will surely go to an unparalleled bucket created using AML technology (the so-called in-mould labeling). The product is very beautiful thanks to full color printing. And high-quality due to the peculiarities of production: the image on it does not deteriorate from water, does not fade or scratch - that is, it is completely protected from exposure external factors. The factory has already produced 16 different designs of this miracle bucket.

In the transport series, a “super giant car” of 80 cm length stands out, which can withstand quite a lot of weight. The product is available in two versions: with a body or with a seat. In the second case, the child can get into the car - and this is no longer just a car, but a "wheelchair" for children from 3 to 6 years old. The game sets produced by the plant are expensive goods, so it is difficult to single out sales leaders here, everything is sold fairly evenly. Although the set with the "Nanny" doll (changing table, bath for bathing, doll, clothes, bottles, etc.) can still be put in the first place.

Every year, the assortment of the Polesie company increases by 15% due to new products - the company does not replace old products with new ones, but increases the number of positions. “We are trying to develop and produce products that other companies do not have,” says Andrey Marchuk. - This allows you to occupy your niche and avoid direct competition. Our policy is an emphasis on original novelties, we try to produce products that do not intersect with the range of other factories. Today there are about 40 molds in development, in 2007 it is planned to release a large number of new toys in all product groups.

younger brothers

As already mentioned, in addition to the largest factories, there are a number of smaller-scale manufacturers on the Russian market, including Abriko, Kasson, Sovtekhstrom, Plastmaster, Technolog, and others.

The product range of the Technolog company can be divided into board games-constructors and prefabricated models. The company's products are unique in their kind and practically have no analogues both in the domestic and world markets: this is an assembly without glue, the mobility of the assembled models and the possibility of real shooting. The games produced by Technolog are educational in nature, they teach children logic and the basics of strategic thinking. They also stimulate the imagination and provide communication skills.

The Sovtekhstrom enterprise produces more than 300 types of plastic toys: sand sets, kitchen sets, constructors, mosaics, pyramids, game items, sports and outdoor games, goods for children's creativity, etc. Kitchen sets are very popular among buyers. They include more than 50 large items, made with excellent quality and in interesting colors.

The leaders of sales are also products of the sports group and goods for children's creativity. “We try to produce products that have no analogues among the goods Russian production, or there is a clear deficit, - says Rustam Kashaev. “Whenever we launch a new product, we strive not to repeat the size and appearance of existing toys so that we can’t directly compare our prices with the prices of other companies – price wars are not for us.”

Overseas curiosities

Many domestic dealers and distributors who work with the products of well-known foreign companies bring high-quality European plastic toys to Russia, which creates healthy competition in the market and gives post-Soviet enterprises an incentive for further growth and development.

The Orion Group company, for example, started its activity six years ago and during this short time has grown into a powerful trading operator. It operates in the market with a wide range of plastic toys, which is divided into 10 different categories and includes more than 350 items. These are educational games, constructors, cars, goods for girls, summer assortment, bicycles, board games, rocking chairs, children's sports equipment, as well as electronic microdolls. The company is the exclusive distributor in Russia of the products of the Orion (Ukraine), Technok (Ukraine), Maximus (Ukraine), Dolu (Turkey) factories. Orion Group also acts as a distributor soft toys from The Wolt Disney Company and Tomy's exclusive electronic microtoy (the world's smallest interactive dolls - micro-babies and micro-dancers).

“At the moment, the company has four branches,” says Andrey Nazarov, development director of Orion Group. – The central office is located in St. Petersburg, and branches are in Moscow, Yekaterinburg and the Krasnodar Territory. Own vehicle fleet in each of the branches allows us to deliver products to retail outlets and warehouses in the shortest possible time.”

The brightest and most original novelties presented by Orion Group, micro-babies and micro-dancers, toys of the Microworld line from Tomy. This series of electronic toys has already won the hearts of buyers all over the world, and now it has reached Russia. Micro toys are the smallest interactive dolls in the world. For the minimum size (3.5 cm) and great functionality, these products even got into the Guinness Book of Records. Micro-babies can respond to voices, claps, crawl, talk, sing, drink milk from a bottle, and even change their mood. Each character in the series (there are six in total) has its own character and habits. Micro-dancers are small dancing dolls. The style of their dance depends on the melody. The toy can choose the rhythm itself, or it can dance to a given melody.

“I didn’t notice the elephant ...”

Still, there is a sector on the plastics market in which the probability of a new production player appearing is quite high.

“In Russia today, no one produces a large-sized plastic toy,” says Andrey Marchuk. – This segment will develop, it is practically not filled. Bringing large toys from China is not very profitable, their weight leads to high transport costs. Of course, there are Western manufacturers producing large-sized plastic. But they are located in Europe, where everything is becoming more expensive, and the cost of such goods is quite high. An enterprise that starts producing large toys in Russia will have a much lower production cost. In addition, shipping costs are deducted. So large-sized plastic toys of domestic production will be very, very attractive in terms of price.” But until such a new player has appeared, the Polesie company is trying to make the most of all the available opportunities - it introduces a large toy into its assortment: cars, sets, etc. The company's specialists note that these products are in great demand today.

Mastering an unoccupied niche and the company "Sovtekhstrom". “In 2006, we made molds and started manufacturing large-sized toys: Zubr dump trucks and wheelchairs,” says Rustam Kashaev. – Presented the goods to our customers and received positive reviews. Already in the first months, it became clear that sales of new products would go very well.”

Wholesalers are not far behind. For example, Respekt, the exclusive distributor of the South Korean brands Oxford and Haenim Toys, is actively importing large plastic toys to Russia. “Demand for these products began to grow in the last two or three years,” says Irina Semicheva, executive director of Respect. – And in 2006, our sales of large plastic doubled compared to 2005. The niche of large-sized toys is not filled, there is very little gaming equipment on the market. Cottage and suburban construction will grow every year, therefore, demand will increase, but there is practically no supply.”

The advantages of Korean brands represented by Respect are a wide product range, high quality plastic and packaging. These products are especially well suited for Russian frosty winters: Korean plastic has passed the so-called "Arctic test" - it can withstand frosts down to minus 20 degrees Celsius. In addition, toys from Korea are distinguished by excellent thoughtfulness of every detail and safety. For example, their slides are curved or wavy - they dampen speed, and the steps are corrugated so that the baby's legs do not slip. Of the novelties, it is worth noting the play areas - sets of several items, for example, a house, a slide and a swing.

“The main buyers of large-sized plastic toys are kindergartens, game centers and various entertainment complexes,” says Irina Semicheva. - On the second place - online stores. On the third - retail chains that have large retail space (Mega, Hobby Center, etc.). Then there are buyers from the regions who work "on order" for clients from cottages and country houses. In Moscow, products are also bought by Sport and Leisure, Everything for Home and Garden stores and retail outlets on the highway. There are many customers - consumers of large plastic today. It's up to the manufacturers.

So, today the Russian market of plastic toys is in the stage of "redistribution". Here, as in all other segments of children's goods, consumer interest in Chinese products is declining. And the Celestial Empire literally lost about 30% of the Russian market over the past three years. This is a very significant share, which was immediately captured by manufacturers in Russia and the CIS countries. They offer quality products affordable prices, a wide range, constantly introduce interesting new items. Today, they practically do not have to "crowd out" Chinese products - buyers do it for them. In addition, they avoid direct competition among themselves - after all, each has found its niche in the huge domestic market. And the demand for their products still exceeds the supply. But this will not always be the case. Therefore, even now it makes sense for manufacturers in Russia and Belarus to direct their free forces to the fight against Western brands. After all, the next large piece of the pie can be snatched off only at their expense.

Igroprom magazine

 

It might be useful to read:

• Radiation: impact on humans and its consequences;
• Arts and Crafts Download Presentation on Arts and Crafts;
• Presentation on the topic "Addition and subtraction of polynomials" Addition and subtraction of polynomials presentation;
• Radiation: impact on humans and its consequences;
• Open lesson "capacitors" Energy of a charged capacitor application of capacitors presentation;
• Presentation on the topic "Nikolai Nosov "Live Hat"";
• Presentation "globe" presentation for a lesson on the world around on the topic;
• Presentation on the topic: "A walk in kindergarten;