Building trust through transparency – lessons from Micki
As the European Union prepares to introduce requirements for digital product passports (DPPs), companies across Europe are exploring what increased product traceability will mean for production, design and consumer information. Swedish toy manufacturer Micki is one of the companies participating in SwePass, where real products and supply chains are used to develop and test procedures for digital product passports.
Micki develops toys under its own brands – Micki, Lundby, Skrållan, Lillan & Friends and Rubens Barn – as well as characters such as Pippi Longstocking, PAW Patrol, Bluey and Hello Kitty. Founded in 1944, the company remains based in Gemla in the south of Sweden, where it continues to operate its own toy factory. Its products are created with long-term durability in mind, designed to be used by generations of children.
Within SwePass, Micki contributes by sharing product data from an actual toy and supplier relationship, rather than working with simulated information. This provides the project with a realistic foundation for examining what data is needed, how it should be structured and how suppliers can contribute in practice.
The company sees clear value in being involved early. The DPP is expected to become an important framework in future product legislation, and participation helps clarify what type of documentation and traceability will be required for each toy — from material choices and construction to durability considerations.
– This project will without a doubt help us in being more prepared in what’s to come, says Sofie Davidsson, Product Developer & Administrator at Micki.
Micki has begun the process by working with one supplier in China and one product, which has already highlighted practical obstacles. Collecting accurate documentation in English and securing all necessary details requires time and coordination. Scaling this work to the company’s full product portfolio and supplier network is expected to be resource-intensive, but also a natural step as regulations evolve.
Micki views the digital product passport as a detailed checklist that will support responsible design and development. For toy manufacturers, aspects such as material composition, product lifespan and safety are already part of daily work, and the DPP framework may help clarify how such data should be structured and communicated.
The company also notes the value for consumers. Parents increasingly seek reliable information about the toys they buy, including materials, production and durability. Better access to transparent product data could make it easier to compare products and understand how they are made.
– My hope with the DPP is that it will help these parents to make better choices when buying a toy, and that they will see the benefits in more knowledge of the toys, says Sofie Davidsson.
