dantoy: A Nordic Swan Ecolabel and global success

Dantoy, a toy manufacturer based in Hobro, has been developing and manufacturing quality toys in Denmark for over 50 years. For many years, dantoy has been committed to delivering products that give children opportunities for educational and imaginative play, while ensuring durable products that are respectful of the environment.

This is why, ten years ago, as the first ever toy manufacturer, dantoy achieved certification of some of their toys under the Nordic Swan Ecolabel, and today the entire range is certified. Dantoy’s Sales Manager, Anne Krogh Harding, says:

Coming change of focus abroad

Today, dantoy sells to 60 countries worldwide. However, many foreign buyers are still more focused on price than on chemicals and sustainability, and according to dantoy, it can be difficult to compete against inexpensive toys from China.

Dantoy is therefore committed to explaining the many factors that make dantoy’s prices higher – and their products better – to their customers, sales executives, wholesalers and distributors. This also seems to be having a good effect.

"Things seem to be starting to evolve. In the UK, for example, there hasn't been so much focus on chemicals in toys before, but when we make British customers aware of the harmful things that bad toys can contain, they really listen," says Anne Krogh Harding.

Nordic Swan Ecolabel and “Made in Denmark"

The emerging development abroad also brings increased interest in ecolabels.

"Our sales are increasing in the UK, for example, and British consumers are also starting to show more interest in the ecolabel. So even though the Nordic Swan Ecolabel itself is not so well known abroad yet, it does have a positive effect when we explain to people what the label means and entails," says Anne Krogh Harding.

Another benefit for dantoy is that they are Danish, since dantoy finds that Scandinavia has a special status in relation to both more sustainable lifestyles and children.

"We come from a part of the world where we have a lot of focus on children and their development and well-being – and we receive a lot of recognition in that area. We're a role model for the rest of the world, and far more than we would think," says Anne Krogh Harding, adding:

"There are two particular reasons why dantoy sells so well abroad: The Nordic Swan Ecolabel and that we are 'Made in Denmark'. This just sells!"

Innovation and development are important

Yet success does not cause dantoy to rest on its laurels. Staying relevant requires hard work and innovation. While dantoy’s colourful scooter from the 1970s is still popular, dantoy also makes sure to develop its products. This includes focusing on new materials for both products and packaging.

"Packaging is very important. In the past, we packed our products in plastic bags because this was inexpensive and we were better able to match the Chinese products in price terms. For our new biotoys, however, we have created special packaging, made from recycled cardboard, which contains a lot of information, our logo and the Nordic Swan Ecolabel. This gives us a lot of brand value," says Anne Krogh Harding, adding:

“It shows that we are innovative and willing to take risks while still taking the lead in the fight for the environment.”

dantoy’s innovative abilities are being rewarded. Recently, dantoy won a silver award in the sustainability category of the Play for Change Awards, organised by Toy Industries of Europe, for their innovation within sustainable toys.

Increasing green public procurement grows revenue

In recent years, there has been greater focus on ecolabelling within public procurement. Two years ago, the City of Copenhagen – with the support of 36 municipalities and two regions – focused on promoting the supply of ecolabelled toys. According to Anne Krogh Harding, this was an important milestone:

"The City of Copenhagen’s initiative put more focus on delivering quality products, without harmful chemicals, that can last for several years. This does entail higher costs, so it’s good that people higher up in the system require procurement to also consider the green aspect and not just the purchase price."

At dantoy, they can note the effect of the enhanced focus on green public procurement. CEO Marck Højbjerg Matthiasen says:

Most recently, with its green public procurement strategy, the Danish government has made a greener choice mandatory for the central government by requiring procurement in certain specific areas to be ecolabelled, just as the government’s vision is for all public procurement to be ecolabelled by 2030.

"The last few years’ development in this area is important to us. Three years ago, when we focused on sustainable initiatives and had been Nordic Swan Ecolabelled for seven years, we sometimes wondered whether this was worth it. But then came the focus from governments and municipalities and that helped. Our hard work suddenly started to be to our benefit," says Anne Krogh Harding.

December 2020