The construction of high-rise apartment buildings has deprived many children of their playgrounds. At the same time, the trend toward smaller families has cut down the number of playmates. As a result, children of working mothers in today's commercial environment spend more time on their own. One of the solutions to this problem is toys, which can help to dispel a child's loneliness.
With the sustained increase in per capita income in the Republic of China, more and more people can afford to buy toys for their children. In department stores, thousands of toys are on display, ranging from dolls to teddy bears. Parents as well as children are captivated by the diversity and versatility of modern toys, many of which are remote-controlled.
Domestic demand initially stimulated a thriving toy industry in Taiwan, but more recently exports have been the main driving force. Taiwan-made toys enjoy strong sales, particularly in the United States. Many overseas Chinese bring toys from the U.S. for their relatives in Taiwan, only to find out that they have been made on the island in the first place. Even few people in the ROC realize that their country is the world's second largest toy supplier, after Hong Kong. Exports last year were worth US$400 million, and this year, the figure is expected to rise to US$600 million.
During the agricultural period of Taiwan's development, children made their own toys, such as knives, bows and arrows, dolls and model animals out of such readily available raw materials as bamboo, clay and paper. As industrialization got under way, some cottage toy plants were established, but the products were limited to simple items made out of metal or wood. Today, these plants have grown to become medium and specialized enterprises whose products are mainly for export.
During the first year of exports in 1962, sales value was only US$70,000. Two years later, some toy factories started to make plastic guns based on models taken from magazines, which earned millions of dollars in exports to Southeast Asian countries. In 1967, a toy industrial association was organized by scores of manufacturers, but products were still limited to guns.
In 1971, manufacturers started to import mini-motors from Japan to make electric toys, and by 1974, the first mini-motor plant had been erected in Taiwan, making the mass production of electric toys possible. At present, Taiwan has two mini-motor plants whose products are exported and consumed in the local community. In recent years, electric toys have become the biggest export item, and despite the worldwide economic recession, sales growth has been maintained.
The invention of remote-controlled toys has promoted toy manufacture into the category of a technology-intensive industry. After microcomputers were incorporated into toys, Taiwan started to make electronic toys in 1975, but had to rely on imports of the main integrated circuit part from Japan at first, and this put Taiwan in a weak competitive position.
Currently, the number of toy factories has expanded to exceed 500, of which some 50 export their products. An example of a large-scale factory which was set up as a joint venture is the Universal Manufacturers.
Established in 1967, the company made wooden toys at first, but now the main line is electric and electronic toys. With a work force of 500, Universal produces a million pieces of toys a year for supply to such reputed overseas firms as Tomy, Parker, Kenner, LTN and KTC.
The company has entered into long-term cooperative relations with famous toy manufacturers overseas. Because of strict quality control, Universal can always meet buyers' requirements in terms of specifications, safety and packaging. Color pigments and paints, for instance, must pass thorough laboratory tests before they can be used.
Despite the boom in electrical and electronic toys, traditional cloth dolls still maintain a moderately strong position in the market. One of the leading doll makers is the Chuanli Toy Manufacturer, whose president Hsu Hung-hsun says: "As soon as the company was established, the orders came in like snowflakes. The result was a money-making concern which paid little attention to quality."
Soon afterwards, Hsu, now a wealthy man, made a business tour of the U.S. Though he visited many department stores, he never saw any Taiwan-made toys on display. Eventually, he did find some products of his own company-on the bargain basement counter.
Even more embarrassing, he saw that the products were being presented to customers in lieu of small change.
Although this happened more than 10 years ago, it is still a source of embarrassment to Hsu. "I wanted to crawl into a hole, and vowed there and then that I would never make such shoddy goods again."
Hsu decided to overhaul his factory and emphasize quality control, with particular attention paid to the stuffing. Despite the additional cost, the products of his company are still popular among more discerning members of the public. The products lost their competitive edge at the beginning, but profits have begun to pick up this year.
The Republic of China is expected to move up to first position as a world supplier of toys. Recently, however, manufacturers have begun to feel pressure from the Korean industry. They are determined to maintain their leading position by continuing to improve quality and assure the safety of their products.
