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Our Mission

TIE’s mission is to promote the values of TIE to all stakeholders to establish the most positive environment for the toy industry to grow and continue to play its part in the psychological, physical and social development of children.

TIE’s work is centred around six values which its members are fully committed to:

  • Prioritising the safety of the toys we produce;
  • Ethical manufacturing;
  • Tailoring our marketing to respect children’s sensitivities and advertising responsibly;
  • Reducing or eliminating barriers to trade;
  • Respecting intellectual property rights in their broadest sense;
  • Encouraging environmental sustainability.