Ekaterina M about Allegro Terra LLC

Manufacturer rating:

I ordered toys, mix China 8 pcs and mix Russia 1000 pcs. Liked both of them. I wanted to order Russia, unfortunately only from 10,000 pieces. No less. And when I asked why on January 9, they accepted an order for a mix of 1000, they answered, the rest. I liked Russia more because the size of the toys is 20-22 cm. The price is up to 41 rubles. China is bright, 15-18 cm. So far, according to our capabilities, we are forced to buy China :(. And everything is super, I recommend

Evgenia about BabyDomiki

Manufacturer rating:

BabyDomiki products, beyond any competition, are confirmed by all necessary tests, including toxicity, which is confirmed by a quality certificate. Made exclusively from high quality materials produced in Russia and neighboring countries with love for children!

Vika45 about Polipharm LLC

Manufacturer rating:

We bought toys for the whole group. We were terribly worried whether our kids would like them at graduation. But the kids were so excited! Thank you for the idea!! We now buy regularly for graduations and holidays. Inexpensive and interesting, as the toys are different all the time.

Andrey Reutov about IP Generalov

Manufacturer rating:

There are no complaints. There are delays in delivery for 1-3 days. But this is not critical. The manager Ruslan is very competent. Always answers all questions. A guarantee is provided, marriage is replaced, Certificates are provided, videos and promotional materials are freely available. They work openly.

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In any business related to the production and sale of goods for children, as a rule, they do not come by chance. Entrepreneurs usually choose this direction when they themselves have children. And often the idea of ​​organizing this or that type of business comes when newly-made dads and moms cannot find something necessary and corresponding to their needs for their kids. This is how new private kindergartens and development centers, countless online stores of children's clothing, toys, food, diapers and art supplies are emerging. From there, various productions of products for children usually originate.

In this article, we will consider in more detail the specifics of the business associated with the production of children's toys. Here you will not find specific calculations for costs and profits, a description of the necessary equipment and the specifics of the production of a particular product. All this information is presented in other articles on our portal. In this article, we will consider the main problems faced by domestic toy manufacturers.

There is another problem that Russian toy manufacturers face - the difficulty of competing with Chinese products. It is widely believed that Chinese goods are by default of worse quality than European ones. However, over the past few years, the situation has completely changed. The largest Chinese factories adhere to European quality standards, and the cost of their products is very low, even taking into account transportation costs and processing all necessary import documents. Often, placing orders for production in China is much more profitable than organizing your own production. First of all, this concerns labor-intensive and complex products (for example, radio-controlled toys, dolls, etc.). But some large domestic manufacturers prefer to outsource production and use independent Chinese factories, even when it comes to producing relatively simple wooden toys. This is due to several reasons. Firstly, wooden toys are made in our country only in certain regions (mainly in the central and northern parts of Russia, where there are forests and there are no problems finding raw materials). Secondly, these are, as a rule, private individual entrepreneurs and artels - the so-called folk craft. Almost all work from turning to painting and varnishing is done by hand, which, on the one hand, significantly reduces productivity, and on the other hand, does not allow to “unify” the assortment. Toys from different batches of the same name can sometimes differ dramatically from each other in the manner of painting (which depends entirely on the artist, even if there are approved samples and templates) and in colors (calm colors can be used in the first batch, and bright, “acid” colors in the second batch). "). The quality of wood processing can also vary greatly. In principle, wood is considered an environmentally friendly material, and toys made from it are usually intended for children from 0 to 6-7 years old. However, the products of domestic manufacturers are mostly positioned as souvenirs, as they are notable for poor processing (the presence of poorly polished parts with splinters, sharp elements, outgoing paint and varnish, etc.).

There are several manufacturers who make beautiful original toys designed specifically for children and pay special attention to quality. It would seem that this is the best option, but such a business can hardly be called highly profitable. The higher the quality, the more time it takes to make one toy, the lower the productivity and the higher the cost of the product. And Russian consumers have an idea of ​​wooden toys as cheap products. Therefore, they are not ready to pay several thousand rubles for a set with high-quality wooden components (play sets, construction sets, etc.). At the same time, the same price for a plastic designer of a well-known brand does not surprise them, although they understand that the cost of the first and second goods is very different.

If you still want to get into the production of wooden "environmentally friendly" toys, then there are two options: either become one of the few workshops that produce a limited range of small editions, relying on quality, beauty and originality (the productivity of such a workshop is no more than forty toys per month per worker) or place orders with Chinese factories. In the latter case, it is highly desirable that you have extensive experience working with business partners in the Middle Kingdom and know all the nuances of running such an international business. If you do not have special experience and special knowledge, seek the help of an intermediary who will help you avoid many problems and unnecessary costs.

What toys are considered the most popular? There is no single answer to this question. It all depends on the age of the child and the preferences of the parents (which often determine the tastes of the baby). It is widely believed that toys that carry not only gaming, but also educational functions are in the greatest demand. This is only partly true. Indeed, the word "educational" in the name of a children's toy attracts the attention of parents. Few people do not want their child to develop and learn through play. However, most parents do not find time to play together with their children, and when the child plays with himself on his own (when he is not shown or explained the principles of the game), the entire learning effect practically disappears. The number of “educational and educational” toys is increasing, they are collecting dust on the shelves and cause a feeling of guilt in busy parents. Objectively speaking, any correct toy has certain educational functions. Even a simple rattle teaches a child to navigate in space, to control his movements, to distinguish shapes and colors, to establish connections between cause and effect. Therefore, regardless of what exactly and from what materials you produce, if your toys are intended for preschool children, then they can be positioned as educational. But only if not only designers, but also qualified teachers and psychologists took part in the development of the design of your product.

Once upon a time, any children's toy was created with the obligatory participation of specialists in the field of child psychology and development. In the 1990s, these requirements ceased to be mandatory, and few people complied with them. In the 90s - 2000s, toy manufacturers rarely involved narrow specialists in the development of new products (basically, these are a few large enterprises that have survived since Soviet times). At the same time, in addition to the tradition of consulting with teachers and psychologists, they “inherited” all the features of the work of Soviet factories, including inflexibility, inability to quickly respond to consumer demand, unwillingness and / or inability to modernize equipment and production technologies, and weak marketing.

Now, gradually, modern toy companies are resuming the tradition of joint development of their products. Moreover, specialized organizations have appeared that are accredited by Roskomnadzor to conduct an examination of information products for children, which include, in addition to printed publications, feature films and "cartoon films, also toys, games and game materials." Of course, such an examination is paid and is very expensive, but these costs are fully justified. The conclusion of experts is a guarantee of the quality and usefulness of the toy for parents.

The participation of specialists will help to make your products as safe as possible for children. This seems obvious, but not all manufacturers of toys, including those intended for babies, follow this rule, ignoring what seems to them trifles, but plays a very important role when parents choose a toy. For example, the core of such a traditional children's toy as a pyramid should be rounded and perfectly smooth (especially when it comes to wood). It is best if the base of the pyramid is made with rounded legs. Then if the child falls on the pyramid, it will roll over on its side and will not cause any harm to the baby.

There is another problem in the "toy" business associated with the development of the design of the future toy. A few decades ago, the toy industry was very developed in our country. Many universities trained designers-constructors, including those for this industry, so there were no problems with personnel. Now the situation is the opposite. The profession of "toy designer" in Russia is extremely unpopular, it is almost impossible to get an education in this specialty, and people who work in this field are, as a rule, self-taught. Most of their work has no applied value and is intended mainly for adult collectors, not for children. The same few specialists who have been working in toy factories since Soviet times are true to old traditions, do not take into account modern fashion, so their products are not in great demand. It is bought mainly by parents who are nostalgic for their childhood. Of course, there are also domestic designers who develop modern and original toys designed specifically for children, but most of them work independently. Moreover, they prefer to use not traditional plastic, plastisol and vinyl, but natural materials - fabric and wood.

The process of creating toys by such author's studios is as follows: first, an idea for a future toy is thought out and a sketch is created on paper. From these sketches, the best options are selected, which are then drawn. Based on these drawings, drawings are created on a computer using special programs. At the same time, the terms for developing a toy design can be completely different - from several days to several weeks. This process is mostly creative and poorly controlled. The same applies to large-scale industries, so the vast majority of the toys they produce are not original: the shortest period from the creation of the design to the release of the toy to the market comes first here (this is partly due to industrial espionage, which is very common in this industry as well). ). Then a prototype is created, in which corrections are made both in shape and in color. After correcting all the shortcomings (sometimes testing is also carried out), the toy is put into production. If we are talking about production abroad (for example, in China), then the production of one batch can take up to three months. As a rule, small industries open their own small workshops first (for example, wooden toys, the production of which requires a lot of time, but little investment) or place orders with domestic enterprises (in the case of plastic or vinyl toys, for the production of which requires expensive equipment). And then they transfer production to specialized factories in China, manufacturing only prototypes in Russia.

Another problem in this line of business is the sale of products. As a rule, large retail chains are extremely reluctant to work with domestic manufacturers, preferring foreign brands, which, admittedly, are in great demand. For this reason, domestic manufacturers mostly cooperate with small stores, including online stores, with small wholesale companies and even joint purchase projects.

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Unfortunately, there are more and more cheap low-quality plastic toys on the market now. And the Rostov market "Diamond" was no exception. Despite the huge selection of children's goods, there are very few wooden Russian toys. More and more often come across Chinese, including those made of plywood. And this despite the fact that the Asians are exporting timber from Russia.
So I decided to make a selection Russian manufacturers of wooden children's toys:

• - wheelchairs, counters, pyramids, doll furniture, sets. Krasnokamsk wooden toy is made from selected wood, painted with safe paints and varnishes. The product is certified and meets the requirements and sanitary rules. GOST 25779-90 "Toys. General safety requirements and control methods".


• - wooden constructors and cubes, wheelchairs, rocking chairs, rattles, educational games by Evgeny Tikhonov, steps to reading Chaplygin, memorials, spinning tops, Christmas nativity scenes, Pinocchio


• - wooden cubes and constructors, pyramids, fairy tale sorters, liners, lotto and dominoes. Tom-Service - mass production of high-quality wooden toys under the trademark "Tomik" using modern technologies. Ecologically clean coniferous wood and especially resistant high-quality paints are used.


• - toys made of natural wood: wooden constructors, labyrinths, figurines of people and animals, puzzles. Toys are presented for both the youngest children and older children.


• - the successor of the Babensky folk craft of a wooden turning toy. The assortment includes wheelchairs, rocking chairs, souvenirs, figurines-twitchers, didactic toys, furniture for dolls, puppets, a swing


• - designers, mosaics, puzzles, lacing, pyramids, games, sets for learning colors, shapes, letters and counting, and many other children's educational toys made of Siberian larch.


• - wooden toys for babies made of linden, painted with water-based dyes. The assortment includes stretch marks and pendants, mobiles, clips for pacifiers, teethers.


• (Novosibirsk) Russian manufacturer of wooden toys. The assortment includes author's wooden constructors and developing wooden toys of the "Teremok" series. All parts of the toys are made of Siberian birch, carefully processed and safe for children.
  House constructors can be supplemented with dolls of small fairy bears sewn by hand, a set of miniature wooden furniture, or a set of safe electrical wiring. The assortment also includes: a wooden railroad, a children's loom, figurines for painting, building sets made of wood, counting sticks, mosaics, puzzles, pyramids and other unpainted wooden educational toys.


• - not only toys, but also wooden sculptures, furniture


• (Barnaul, Altai Territory) manufactures educational toys, construction sets, building kits, children's furniture, wooden sports equipment for children. Factory toys are made of cedar (it is durable, long-lasting and does not cause allergies). Products are processed manually. In the production of toys, water-based paints and varnishes are used. Products are made in accordance with GOST, all products have certificates of conformity.


• (Moscow region) - family workshop. It makes toys only from solid precious woods: oak, beech, ash, maple, cherry, etc. To make expressive, beautiful toys, several different species are used in one product. Impregnated with edible linseed oil. A lot of rattles, rodents, pyramids, cars, laces, developing toys, gift sets of toys.


• Slavic toy


• - board games (mosaics, pyramids, laces, serpentines, insert frames, etc.), cars and wheelchairs, magnets.


• is a small company that invents and manufactures wooden toys in Russia that develop attention, fine motor skills, logic, imagination and taste. The basis of the range - designers. The toys are made of natural wood, the drawing is applied with non-toxic paints. Russian and European certificates are available.


• - Yaroslavl workshop of wooden toys. The assortment includes constructors, cars and wheelchairs, puzzles, pyramids, lacing, swords, axes, game sets, pendants, puzzles,...


• (Yoshkar-Ola, Republic of Mari El) is a Russian wooden toy factory that has been operating since 2009 and produces birch toys. The assortment includes: educational toys according to the Montessori method, bodyboards (boards with doors and locks), constructors, laces, puzzles, wooden xylophones and educational sets. Environmentally friendly materials and hypoallergenic Finnish paints are used in production.


• - Musical noise, percussion and wind Russian folk instruments (including for children)


• - Slavic swords, shields, bows, handmade wooden equipment


• (Voronezh) - an online store from a manufacturer of educational wooden toys. Wholesale and retail. The assortment includes toys for free play (animals, shields, swords, horses, ...) and toys that already have a specific goal of the game (acrobatic dolphins, mosaics, fairy tales, puzzles, ...) The last group of toys is developed in children certain skills, fine motor skills. The toys are painted in natural, eye-pleasing, but at the same time bright colors. The manufacturer takes the ideas of the form for their creation from nature and folk tales, in which the wisdom of many generations is collected.


• (Moscow) develops toys and manufactures them in Russia. The assortment includes over 400 toys of our own production: wooden beads, shifters, dominoes, kitchen utensils, pyramids, mosaics, fruits, vegetables, musical instruments (pipes, xylophones, whistles, rattles, maracas), laces,... Only wholesale for legal entities and IP.


• (Kirov) produces wooden construction sets, educational games for children made of wood (tops, figurines, pyramids) and wooden utensils. Toys for children from natural, environmentally friendly wood.


• (Mozhga) produces constructors and collapsible wooden toys (pyramids and houses). Products have the necessary certificates, indicating compliance with sanitary and epidemiological standards.


• offers wooden pyramids, cubes, figurines.


• OOO "Maxima" offers educational toys under the brand name "Toys from Andryushka". The assortment of the company is small, but all toys are made according to the latest methodological developments from high-quality wood and painted by hand.


• (Yekaterinburg) - wooden toys (rocking chairs, rolling ropes, wooden cars, educational construction sets, tops, wooden cubes), counting materials (abacus, counting sticks, ...), children's wooden furniture.


• - Russian folk toys of the Polezhaev family. The range includes rattles, throwing toys, wheelchair toys, intellectual toys, box boxes, construction toys, etc.


• (Barnaul, Altai Territory) is a manufacturer of wooden educational toys, floor and table construction sets under the brand name Karapuz. All toys and construction sets are a completely natural product made from solid birch. Products comply with the requirements of TR TS 008/2011, GOST 25779-90, TU 9632-001-38753825-2013, are made without nails and staples and are safe for a child of any age. In terms of reliability, wear resistance and quality of the paintwork, products made in China are an order of magnitude superior.


• (Lipetsk) - dollhouses in a fabulous style made of natural wood. Houses, a bathhouse, a mill, etc. are made in Russian traditions.


• (St. Petersburg) - Russian manufacturer of wooden toys made of beech. The assortment includes cubes, dominoes, pyramids, board games, shovels, nets, swings, counting sticks. The toys are made from wood and painted by hand using environmentally friendly and safe foreign-made paint materials, as well as using safe water-based varnishes and natural woodworking oil.


• (Yekaterinburg) - Russian manufacturer of wooden houses-constructors "Domikom" made of birch. Details are not covered with varnish or paint.


• (Podolsk) - wooden toys made of beech. The range includes active games, wooden weapons, board games, doll houses and doll furniture.


• (Biysk) - a manufacturer of toys from Altai birch. The assortment includes a designer, memos, mosaics, sets of vegetables / fruits / products / sweets, a set of tools, caskets. Birch is a hardwood and is able to withstand impact loads without breaking off small particles. In addition, it has a dense, not fibrous, structure. In the manufacture of wooden toys, paints harmful to the child are not used. They do not imprint on hands and napkins, they do not have extraneous odors.


• - toys both for kids and for the whole family: family games, fun toys, for free games, for cute babies, lacing, for contests and holidays, finger toys, cars, wheelchairs, mobiles, creative kits, New Year's toys


• - toys for kids and for the whole family: musical toys, doll houses, dishes, furniture, labyrinths, rocking chairs, wheelchairs, pyramids, games, spinning tops, figurines, toys for kindergarten, spillikins, folk games


• - designs and manufactures wooden toys (and educational games) for both the smallest children (from one year old) and older children (from 3 to 8 years and older). The assortment includes board games, wooden toys, children's houses, dreamarium, gift sets, wooden constructors, wooden rattles, World Wildlife Fund games, souvenirs.


• - Yaroslavl workshop of wooden toys and furniture. The assortment includes trees, animals, planes, trains, cars, sets, pyramids, doll furniture, cradles, irons. The workshop uses wood of various species, linseed oil and safe paints.


• OrangerO (St. Petersburg) - children's wooden toys (shields and swords), educational lacing toys, children's photo frames, children's height meters, children's watches, children's hangers-hooks.


• (Moscow) is a manufacturer of educational games and toys for children, made of wood and other natural materials. The assortment includes puzzles, games with magnets, boards, tablets with various content, split pictures, puzzles, mosaics, skill games, etc.


• (Gatchina, Leningrad region) is a Russian manufacturer of wooden children's toys made of beech and oak. The range includes: cubes, alphabet, constructors, building kits, prefabricated houses, large-sized floor constructors for children's institutions.


• (Moscow region) offers wooden toys from the manufacturer. All toys are primarily aimed at developing fine motor skills of the hands. Made from high-quality, environmentally friendly materials (birch, water-based paints and varnishes), the parts of the puzzles are smooth and pleasant to the touch. Painted by hand. All products are certified. In assortment: laces, insert frames (Segen boards), mosaics.


• Dresser Elephants - educational toys in folk traditional style and wooden toys created on the basis of our own developments: 4D souvenir figurines, 4D puzzles, Kumiki constructors, funny acrobats, fortress constructor, collectible Santa Clauses, wooden postcards, inserts, knockers, sorters - labyrinths, a crib for dolls, three-dimensional pictures - balancing pyramids, magnets, Pinocchio doll, puzzles on magnets, pick up a couple, insert pictures for the smallest, wheelchairs, wheelchairs, horses, geometric cars, doll houses, rattles, wheelchairs - carts, a fishing game, a set of carpentry tools, cubes and pyramids, weapons, alphabets and numbers, custom-made carvings, trains, a wooden constructor Houses, cars, soldiers.


• World of Wooden Toys (MDI) - Manufactured in Russia and China


• Ru-Toys (?)

Products for children, including toys, are a special category of goods. On this, as a rule, they do not save, regardless of the situation on the market. Parents are interested in giving their child everything they need and even more.

Indeed, there is no shortage of toys. A huge number of shops and boutiques are always happy to offer their services. Another thing is that 80% of these goods are imported, while the share of domestic producers accounts for nothing at all. The quality of materials, paints, their harm, toxicity - all this remains a mystery to the consumer.

Is the business of making children's toys worthwhile with such competition? Of course, if the manufactured product:

• qualitative;
• safe for health;
• affordable from a financial point of view;
• colorful, developing and interesting for the child.

Market analysis

The study of the domestic market leads to the following conclusions:

1. There is no shortage of toys in general.
2. The quality is not always up to par.
3. There is an abundance of foreign manufacturers (China, Turkey, etc.).
4. There is no individual approach, continuous mass production prevails.

From this we can conclude that despite the fullness of the children's toys market, the segment remains practically free, which can be occupied by entrepreneurs who produce high-quality goods, handmade from environmentally friendly materials.

Registration, documentation, business organization

The first step after choosing the direction of entrepreneurial activity, of course, is its registration, here the following options are possible:

1. Individual enterprise. The purpose of the business is to manufacture and sell toys in small batches. OKVED code 36.50 "Manufacture of games and toys". The form of taxation is simplified.
2. A limited liability company when a large-scale production and marketing process is implied.

It should be noted that in order to sell your product, you must obtain such permits as:

• certificates confirming the quality and safety of products (certificate of conformity, hygiene certificate, etc.);
• in the case of making characters from famous cartoons or fairy tales, you must purchase a license from the copyright holders.

Assortment and material of toys

Children's toys can be made from various materials, therefore, immediately before purchasing equipment, renting a room, it is necessary to decide on the main question - what will serve as a raw material for the production of goods.

So, you can make:

• cubes;
• pyramids;
• dolls;
• animal figurines and more.

• machines;
• pistols;
• constructors.

For a small production, the ideal option would be the manufacture of wooden or soft toys, since the set of tools and fixtures is minimal, the raw materials are cheap, there are few competitors, and the products are exclusive.

You also need to decide on the range. Children love beautiful prototypes of their favorite characters from animated films, and parents are more interested in educational toys. Sales analysis shows that the most purchased items are soft toys and dolls, accounting for about 40% of the total.

room

The choice of premises depends on the production process. For the production of toys with your own hands, a small area (20-25 sq. M) and appropriate equipment are quite enough. Even better, make toys at home, and then export them to the point of sale. At least at the stage of business formation.

Large-scale production will require much more - the lease of a large area with further breakdown into workshops and the establishment of a technological process.

Equipment

If we consider the option of making soft toys, then you will need to buy:

• tools and devices (threads, fabrics, needles, filler, etc.);
• sewing machines;
• iron.

For the production of wooden toys you will need:

• blanks;
• simple equipment (grinder, planer, saw, etc.).

In these two methods of production, first of all, skill is important, and only then equipment.

It is impossible to make metal, rubber, plastic toys by hand. Here you need:

1. Special expensive equipment (furnaces, molds, presses, etc.).
2. A streamlined production process, including the preparatory stage, assembly, grinding, painting.
3. Many other mechanized and manual works.

Staff

A sole proprietorship can be the brainchild of one person if he has the appropriate skills. In the event that an amateur in matters of needlework is engaged in business, the staff may include:

• masters;
• seller;
• cleaning lady.

Sales of products

You can sell finished products:

In any case, the place for sale must be chosen wisely: in crowded places, in close proximity to potential consumers (children's playgrounds, parks, etc.).

The financial component of the business

The profitability of a business depends on factors such as:

1. Product quality.
2. Price.
3. Relevance and peculiarity of the assortment.

The consumer, having come to the store, should be interested in the purchase and be satisfied. This is the simplest law of success.

Cost of opening and maintaining

Ideally, if there is an opportunity to establish production at home. For example, a hired craftsman makes products according to sketches, which are then delivered to the point of sale. This will save about 20,000 rubles on the rent of production premises.

Other costs will be:

Total initial cost items: 170,000 rubles; monthly: 140,000 rubles.

Size of future income

With an average check of 500 rubles and about 15 customers per day:

1. For a month, the income from the sale will be - 500 * 15 * 30 \u003d 225,000 rubles.
2. Minus wages, rent of premises and the cost of raw materials: 225,000 - 60,000 - 30,000 - 50,000 \u003d 85,000 rubles.
3. Net income will be 72,250 rubles (after paying 15% tax).

Payback period

The preliminary calculation once again confirms the relevance of opening a business for the production and sale of children's toys. Properly managing finances and building a marketing system correctly, you can recoup all expenses within 3-8 months.

The increase in income, and with it the acceleration of payback, will have an excellent effect:

• advertising in the media;
• discount coupons;
• flyers;
• interesting promotions (pre-holiday discounts, birthday gifts, master classes, and so on).

Deciding to start manufacturing children's toys, not paying attention to the fullness of the market, you need to act persistently, be original in your products, offer quality goods at a decent price and have fun, giving joy to children.