Toys that can kill are not toys to be feared.
But in a world that’s becoming more and more violent, the toys that are dangerous aren’t toys.
And the toy industry is trying to get a handle on the new dangers.
“There’s this misconception that they’re toys, and they’re a substitute for the real thing,” says Jim Fadiman, founder of the Toy Violence Coalition.
“It’s not true.”
A few decades ago, toys were toys.
But they didn’t come cheap.
Today, we’re seeing a new wave of toys that cost far more than they were in the ’80s, when they cost $5.
But these are still toys that were created and manufactured to sell.
They’re not toys for a child’s imagination or a child with ADHD.
The toys are toys designed for adult entertainment.
They are often designed to be difficult to control, and in some cases they can be deadly.
The industry is struggling to understand the difference between these toys and guns.
The toy industry has long been at the forefront of this shift.
In the ’90s, it was the only industry that allowed its product to be marketed to kids.
But this year, the toy manufacturers are starting to embrace a new approach to creating and marketing these toys.
They’ve developed a new marketing strategy called Toy Violence.
The strategy involves creating videos and other promotional materials that can be used to market the toy as a way to promote healthy lifestyles.
In recent years, the industry has been increasingly willing to acknowledge the toys are dangerous and the products they contain are dangerous.
And it’s become clear that some companies, including Disney, are trying to push back against these efforts by creating more sophisticated marketing and packaging that can warn parents about the potential dangers.
But the industry is still largely a consumer product company.
Its focus is on the children.
But it doesn’t have the resources to fight back in the courts.
That’s why it’s trying to work with state and local governments to get more information about toys.
It’s trying, for example, to get the FDA to approve more toys that use more chemicals than they used in the past.
“Toy violence is part of an emerging trend in our industry that’s addressing the issue of toy safety and the problem of childhood obesity,” says Mary Ann Marini, president of the International Toy Industry Association, which represents toy manufacturers and distributors.
Marini says this is just the beginning of an industry effort to get these toys off the shelves, to develop safer toys, to help children understand the risks.
The Toy Violence coalition wants to see this work.
In addition to getting the FDA’s blessing, the group wants to push state governments to enact policies that include warnings about the toys.
“We want them to take action, not just to pass the legislation, but to actually get their legislators to take the initiative,” says Fadaman.
“And if they’re not, we need to take their legislation to court.
And we can’t do that if we don’t have our own lawyers.”
So far, the Toy Violent coalition is trying all the avenues it can to educate the toy makers.
It launched a new website, http://www.tsvcoalition.org, that has a database of toy recalls and is seeking donations to keep it updated.
It also launched a website that allows toy manufacturers to share information about toy recalls with the public.
“The Toy Violence Alliance is a great organization and has been helping us out on this front,” says Marini.
“This is a real coalition of the toy producers, toy retailers, toy manufacturers, and consumers.”
But even as they’re working to get toys off store shelves, the companies are struggling to figure out how to make them safer.
“In the toy world, the way you can stop a problem is by putting it away and not having it,” says Robyn McLean, executive director of the Consumer Product Safety Commission, which is part, part, and ultimately responsible for enforcing consumer product laws.
“If you’re in the market, if you’re buying something, it’s the same thing as putting it out the door.”
And that’s where the Toy Crime Prevention Alliance comes in.
It was formed in 2003, and it’s been involved in many other toy-related initiatives.
But McLean says Toy Crime has focused specifically on the issue.
“They’ve really focused on the product safety aspect,” she says.
The group is also trying to make toys that have fewer safety issues.
This is a big step in that direction.
And its not easy.
“You can’t take away the toys from a child,” says McLean.
“I think it’s very hard to do that.”
But there’s also another area of toy violence that has become much more apparent in recent years.
And that is the prevalence of lead in toys.
In 2010, the CDC issued a report showing that one in five children in the U.S. was at risk for lead poisoning.