Toy Industry up-to-play with Content Standard (Register for the Event on Sept 7, Utrecht)

Laura van der Blom
Lego toys

To inform the toy industry, brands and channel partners, about the new global data standard for Toys products and the importance of better product information,, FUN, Wehkamp, Carrefour, Toychamp, BrandUnit, Oku Business Partners, Van der Meulen, Beeusaert and Icecat are inviting toy brands and channel partners for an event on September 7, 2017 (14.30) in CitySense Utrecht. If you wish to participate, please don’t hesitate to register below.

Global Toy Data Model

Proper and complete product information for toys is essential for customers, driving their purchase decisions. For this reason, and the Belgian toy retailer “FUN” developed, last year, together with global content syndicator Icecat, a content standard for toy brands, the Toy Data Model. This standard has been already adopted by major industry partners, both in the Benelux countries. In collaboration with Icecat, it has been optimized further to fit the global e-commerce market. (NL: see emerce Speelgoedbranche werkt samen voor betere productcontent)

Marco de Vries, Senior Manager Content Solutions at, says: “The standardized delivery of toy product information through Icecat, delivers a lot of efficiency. Customizing product information, cost a lot of time to both supplier and retailer. By providing standardized product information through the Icecat platform, we can quickly display products optimally online, also we can easily make changes and update the information. I look forward to telling our toy suppliers on September 7 about the usefulness and importance of it, so that we can develop a better toy store for consumers together. ”

Berend Sikkenga, Director of E-Commerce & Grocery at LEGO, says: “Shoppers value content and experience and reward it with higher conversion. Scalable and flexible solutions like Icecat make it easy for us to offer the wide range of LEGO content through the webshops of our retail partners. ”

Almost all brands and retailers in the toy industry recognize the need of offering standardized product information and have started to adopt the new toy data standard. “It’s important that product information is accurate and up-to-play. The adoption of the Toy Data Model, enables you to have quality product information both as brand and as retailer. This not only saves time and money in the supply chain, but also helps consumers to make well-informed purchase decisions” states René Rozendal, Business Development Manager at Icecat. “We expect that after the event, more industry partners will be up-to-play with the Toy Data Model”.


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