Tiny Love
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Tiny Love is a brand of soft developmental toys and developmental activity gyms for infants and children. In 1993, Tiny Love introduced a product called the "Gymini", a portable, collapsible sensory environment for floor playtime for small babies. This has become very popular, and is their flagship product. The brand competes well with established rivals such as Fisher-Price, even though Tiny Love markets only around 70 toys and accessories. As of 2004, the Tiny Love brand accounted for about 3 percent of the global market in baby toys, with annual exports of $50–60 million. It held a 25 percent global market share for musical mobiles and activity gyms. The company's revenues were growing by 25 percent a year at that time, with the most dramatic growth in the Far East, particularly in Japan."Not just baby's play"
''ISRAEL21c'', May 16, 2004, accessed April 25, 2010.


Corporate profile

The Tiny Love brand was created by the Shilav Group, Israel's leading baby supply / toy store chain.Shilav Group website
"The Tiny Love Success Story Limit"
accessed April 25, 2010; see als
this archived page from 2011
At the time it was associated with the Maya Group Inc., a privately owned toy supply company headquartered in
Garden Grove, CA Garden Grove is a city in northern Orange County, California, United States, located just southwest of Disneyland (located in Anaheim, CA). The population was 171,949 at the 2020 census. State Route 22, also known as the Garden Grove Freeway, ...
. In 2014 the brand was acquired by the Canadian company Dorel Industries, under its "Dorel Infants" division which also owns the popular brands Safety 1st , Quinny, and Maxi-Cosi. The brand is still headquartered at Tiny Love, Ltd., a small company located in
Tel Aviv Tel Aviv-Yafo ( he, תֵּל־אָבִיב-יָפוֹ, translit=Tēl-ʾĀvīv-Yāfō ; ar, تَلّ أَبِيب – يَافَا, translit=Tall ʾAbīb-Yāfā, links=no), often referred to as just Tel Aviv, is the most populous city in the ...
,
Israel Israel (; he, יִשְׂרָאֵל, ; ar, إِسْرَائِيل, ), officially the State of Israel ( he, מְדִינַת יִשְׂרָאֵל, label=none, translit=Medīnat Yīsrāʾēl; ), is a country in Western Asia. It is situated ...
, where the toys are conceived and developed, and the website is managed. The company has an American subsidiary, "Tiny Love, Inc.", based in New York City. The toys are manufactured in China, and sold through partner retailers all over the world. Half of the sales are in the United States and the rest are in Europe, Japan, South Africa and Australia.


Product development

Toy development at Tiny Love is guided by scientific principles of child development."Patent application title: Infant activity mattress"
patent application number 20090253342, ''Patentdocs'', accessed April 25, 2010. This patent application states in part: "The activities which an infant carries out in the first months of its life plays an important role in the infant's acquisition of basic motor skills and in its ability to recognize differences in the shapes, colors and sizes of various objects, as well as differences between musical tones and other sounds. It is only by experience that the infant learns how to properly manipulate its arms and legs and to understand the nature of what it sees and hears. An infant whose activities in this crucial period are restricted, may suffer from an arrested development which may interfere with his future progress. In order to stimulate an infant into activities that will advance its development during the earliest period of its life, it is known to provide for this purpose an activity center designed to induce the infant occupying the center to turn around, to raise its head, to move its arm and leg appendages and to engage in other beneficial activities."
The Tiny Love team includes psychologists, child development experts, quality assurance specialists, parent groups and babies themselves. These contributors participate at every stage of product development. Toys are developed beginning with the premise that "babies are intelligent, creative, and unbiased human beings with spontaneous and individual reactions."Tiny Love website
"Product Development"
accessed April 25, 2010.
Research for new toy development includes: *An understanding of babies' unique perspective on the world *Long-term observation of babies in play situations *Studies and observations of babies' responses to various stimuli and environments *Professional knowledge of psychological and physiological theories on infancy *Parent focus groups *Analysis of market needs and trends


Recall of wind chime toys

On February 10, 2010, the
U.S. Consumer Product Safety Commission The United States Consumer Product Safety Commission (USCPSC, CPSC, or commission) is an independent agency of the United States government. The CPSC seeks to promote the safety of consumer products by addressing “unreasonable risks” of inj ...
and Health Canada, in cooperation with the firm, initiated a voluntary recall of Tiny Love's wind chime toys, some of which are included in the company's popular "Gymini" product. The company had received five reports of babies pulling apart the wind chimes, exposing sharp metal rods. There was one report of a minor injury to a 24-month-old baby who punctured his cheek with the rods.U.S. Consumer Product Safety Commission
" Tiny Love Recalls Wind Chime Toys Due to Puncture and Laceration Hazards"
press release, February 10, 2010 (accessed April 25, 2010).
About 800,000 of the toys were sold in the U.S. and Canada. The toys were made in China, at a factory that Tiny Love has since ceased working with.Tiny Love website
"Recall Information"
accessed April 25, 2010.


External Links

Tiny Love's official website
www.tinylove.com


References

{{Reflist Toy brands