This year will be our third time attending the Toy Fair and as the years tick by, we look forward to it more and more.
The Toy Fair is always a fantastic opportunity to discover the ever-growing – and rather fascinating – range of toys delighting kids across the world, as well as meet the creative minds behind each invention.
Most importantly though, for us here at SnapDragon, the Toy Fair is our opportunity to raise awareness of a growing issue within the sector – counterfeit goods.
All children deserve the real deal, but sadly children’s toys are some of the most commonly targeted by criminal counterfeiters.
Our founder, Rachel Jones, remembers all too clearly the devastating impact that counterfeiting had on her own children’s brand, the Totseat. An award-winning washable, squashable child’s high-chair for ‘babies who lunch’, the Totseat became a global phenomenon. But in 2013 it was hi-jacked by brazen counterfeiters eager to make a quick buck from a stolen idea.
Having worked tirelessly to ensure the integrity and safety of the product she had designed, Rachel couldn’t bear the thought of fake goods being sold to customers who were expecting a high-quality and safe product for their children.
Unfortunately, at the time she could not afford the expensive lawyers and sophisticated brand protection technology. So she fought back herself, learning all that she could about IP protection in order to take down the fakers. And she did so very successfully, defending her brand, business and most importantly, her young customers.
Rachel then spent the following few years helping other SMEs with similar problems. The gap in the market was clear, and in 2015 SnapDragon was born.
Since our inception, we have gone from strength to strength, helping brands across multiple industries quickly and easily take control of their counterfeiting problem with our online brand protection services. In 2018, we launched Swoop, our intelligent, affordable self-service technology that puts brands back in the driving seat.
We believe that every manufacturer should have access to the tools and knowledge it needs to defend itself from the devastating impact of counterfeiting. SnapDragon enables brands to continue to do what they love: bring toys to the market and into the hands of children and families.
We are thrilled to be at Toy Fair once again to meet with manufacturers and suppliers, and to take this opportunity to strike up some new relationships. We will also be providing brands with lots of practical hints and tips on the simple measures they can take to protect their products when selling online.
The Toy Fair sees the UK toy community really come together in a show of support and solidarity. It is a fascinating industry, and we want to do everything we can to protect those within it.
We’ll see you there!
Mary Kernohan, Head of Business Development