Made in the UK?
Four years ago, Antony and Carla Brown looked at the pile of presents their children had just unwrapped on Christmas morning and realised that only one toy out of 16 (a wooden puzzle) had been manufactured in the UK.
This isn’t that surprising when you consider than an estimated 80% of all toys are now made in China, but it does highlight the decline of the UK toy manufacturing industry.
Where once we had major names like Hornby, Kiddicraft and Meccano manufacturing in the UK, time has eroded the list as many have relocated their manufacturing base and others have been consumed by bigger companies.
It was the Americans who first succumbed to the lure of cheaper manufacturing costs. They began outsourcing to Japan in the 1960s, followed by Taiwan, Hong Kong and, by 1987, China.
The UK followed this trend and by the time Harrogate hosted its 1994 Toy Fair, Cassidy Brothers was one of only a handful of toy companies that still manufactured in the UK. Now called Casdon, it has since joined the exodus to China.
UK toy manufacturing is now almost exclusively the preserve of small, family-owned businesses 
producing hand-crafted rocking horses, wooden toys and teddy bears, often as much for collectors as for children.
Almost exclusively, that is, because a few hardy companies continue to battle the odds — and they have been joined by Antony and Carla Brown, who were so appalled at the lack of British-made products on that Christmas morning four years ago that they decided to set up their own company.
Dice Maestro now produces two card-and-dice games entirely in the UK. Jurassic Wars, released last year, recently earned a place in the ToyTalk Fun Hundred, listing the best 100 toys and games available in the UK.
“We did not take the decision to manufacture in the UK lightly,” explains Antony. “First, without the overseas outsourcing, toy and game prices in the shops are approximately double.Manufacturing in the UK means we are trading at a huge price disadvantage.
“Secondly, sourcing UK-based manufacturers for quality components is not easy because the UK’s manufacturing base has dwindled.
“For example, when we were sourcing quality boxes for our games, a major UK supplier went out of business, leaving just one producer.”
Media attention comes and goes on the issue, but the underlying decline continues and the demand for cheap toys remains the dominant influence, despite a steady stream of toy recalls and safety issues related to products produced in China.
A 2007 story in The Telegraph told how Hamleys was aiming to increase the range of UK-produced toys and games on its shelves following a string of safety scares over imported toys.
“It is a pretty difficult thing to do,” Hamleys chief executive Nick Mather admitted at the time, “because the vast majority of the UK toy industry has come to a grinding halt.”
The stark fact Hamleys had to deal with was that there was very little to choose from. David Plagerson, who makes superbly crafted wooden toys, was reported as being approached by Hamleys in the Telegraph article, but that contact led to a commission for just two of his Noah’s Arks.
“I think the Hamleys story was really just a damage-limitation exercise following bad publicity from China,” David says.
Hamleys’ hands may have been tied to a large extent, but with the increase in costs associated with UK manufacturing, how can any company avoid the temptation of switching to the Far East? Antony Brown feels there are benefits as well as pitfalls in the British approach.
“In-sourcing, as we call it, does have advantages,” he claims. “We receive excellent service using UK suppliers, which tend to be flexible and responsive.”
This is backed up by Orchard Toys, which makes a range of puzzles and games entirely manufactured in the UK.
“We are proud that we produce in the UK and believe that doing so has enabled us to maintain absolute control over the product from design through to delivery,” says managing director Simon Newbery.
“We have control over the quality, shorter lead times and longstanding relationships with our suppliers. We are also able to react to sudden demand. We aim to be in stock 100 per cent of the time and are very close to that. On the rare occasions when we do run out of stock it is only for a matter of days.
“Also, exchange rate fluctuations don’t impact upon us. Have we been tempted to manufacture abroad? No. Have we kept options open and been aware of how we would cope if it became impracticable or impossible to manufacture here? Yes.
“Do we plan to continue to produce in the UK? That is a resounding yes!”
This confidence is echoed by Merrythought, a famous name in the field of teddy bears and celebrating its 80th anniversary this year.
Once the manufacturer of a diverse range of cuddly animals from its Ironbridge factory (pictured is a Fox Terrier from 1962), pressure from imports has resulted in the company now focussing on its core product, the traditional English mohair teddy bear.
“There have been times when it’s been almost touch and go,” says Merrythought’s Sarah Holmes, “but there is still room for upper-market, quality products.
“The collectors market was once quite key for us but now there is probably a half-and-half split between collectors and people looking for a classic teddy bear for their children and we are about to launch a new traditional catalogue, not aimed at collectors, which is something we haven’t done for many years.”
In Merrythought’s experience there remains a demand for British-made toys, although it doesn’t always come from where you might expect.
“We supply a range for Harrods souvenir shops,” Sarah explains, “and they have reported a steady demand for British-made toys, especially from tourists, who don’t want to come all the way to London to buy something made in their own country!”
For Merrythought, the decision to retain its manufacturing base in the UK is partly a matter of tradition, and partly business driven. Being so closely associated with its Ironbridge factory, the only teddy bear factory remaining in the UK, the company fears its customer base might evaporate if production was switched overseas.
“Our products don’t lend themselves to mass production anyway,” says Sarah.
For newcomers Dice Maestro, the challenge will be to remain in business for 80 years, as Merrythought has managed.
“For us, it is touch and go,” admits Antony. “If we had more publicity and interest in the ‘Made in the UK’ concept it might tip the balance in favour of manufacturing here.
“At the moment we are sticking to our principles but for future print runs we will look more closely at manufacturing overseas in order to remain competitive.
“Although many consumers still don’t care where a product is made, increasing numbers of people are realising that buying British helps support a vital sector of our economy.
“Our biggest gripe is that the UK government does not have an official ‘Entirely made in the UK’ logo which we can put on our packaging.
“If this logo was available and also backed up by advertising and support, this would be the biggest single thing to help us.”
Let us know what you think about the state of toy manufacturing in the UK. Would you be more likely to buy a toy or game if it was made in the UK or is price the overriding consideration? Leave a comment below!
Visit our Top Toys section for our list of the best UK-made toys and games.
Visit the British Toymakers Guild website for more information on UK toymakers.
