The beginning

Is the ideal toy for your child this Christmas really a battery operated dog that poos…seriously?!

What happened to the rocking horse, the educational abacus, the classic wooden toy, the much loved train set or the ever so tradition Jack in a box? Why do the toys of today require multi coloured plastic structures, countless functions and noises going off left right and centre? Well not forever thanks to some of the most significant individuals in the toy sector campaigning for change.

Today sees the official launch of the Slow Toy Movement, an inspired concept that aims to promote well made toys that are sourced ethically and leave plenty to kid’s imagination. Banished are the fast paced, 84 functions plastic monstrosities that are the talk to today’s Dream toys predictions for this Christmas.

The Slow Movement is set to be the next big cultural movement for the toy industry. Much like what Carlo Petrini did for the food industry with his Slow Food Movement that defended good food and the enjoyment of eating back in 1986, this campaign in much the same way aims to support and promote toys sourced ethically and toys that let the child develop at their own pace. Children should never be in a race to talk or walk first, this is not a competition. Development should be left to follow it’s own pace. There should be a time to play and a time to study, work and develop.

Our launch is very much in response to the 2011 Dream Toys announcement where a plastic toy that poos made the top of the selection. This was held as, and I quote here: “amazing technological advancements from the toy industry. This doesn’t mean to say that the toys are ‘techy’; rather that technology has been used to enrich the whole experience of play. Wow, if this is technological advancement, I will eat my hat!

We are on the hunt to produce a list of the best slow toys of this season and want some help!

So can you name 12 toys, launched on the UK market this year that fit in the slow toys definition of:

  • not made of plastic
  • ethically sourced
  • fun to play with
  • without batteries
  • sold in independent toy shops
  • durable
  • without thousands of different functions

Send your entries to thierry (at) asobi (dot) co (dot) uk by the 8th of November. Clearly mark in the title of the email “Slow Toys Nomination”. The list will be published on the 9th of November noon.