Asobi

Make Way For The Slow Toy Movement!

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 traditional 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, maybe it’s time for a change thanks to some of the most significant individuals in the toy sector.

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. 

Thierry Bourret, Managing Director of Asoibi toys and the inspiration behind this concept comments:
 “Our launch today 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!

He continues: “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@asobi.co.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.

Let’s get the slow toys movement going.

About Asobi:
Asobi was set up in January 2009 by owner Thierry Bourret, a father himself. Frustrated at being unable to find quality natural toys for his own son that looked good, felt good and had no batteries but were still fun to play with, Thierry began sourcing suitable toys to share with like-minded parents. He also wanted to demystify the belief that green toys are expensive. As a leading UK and European distributor of high quality toys that don’t cost the earth in more ways than one, Asobi stocks a fantastic range of products that are beautifully made and built to last including brands such as Baghera retro cars, Boikido, Calafant, Uncle Goose, etc…