In recent news, the iconic French toddler toy “Sophie la girafe”, long seen as a pinnacle of “Made in France”, has come under scrutiny as media outlets reveal that the majority of this touted emblem of local craftsmanship is actually manufactured in China.
For the past 65 years since its debut, “Sophie la girafe” has sold over 70 million units in more than 85 countries worldwide. Its manufacturer, Vulli, has consistently marketed the product as an embodiment of “typical French art of living”. Crafted from natural rubber and paints, this toy has built a reputation for safety and style under the label of “Made in France”, attracting the favor of numerous Hollywood stars such as Madonna and Kim Kardashian. Especially in the American market where there are concerns about Chinese-made toys.
A recent investigation by the French media outlet, Mediapart, on Thursday, May 7, exposed that the giraffes originally meant to be produced in Rumilly, Haute-Savoie province of France, are now largely being manufactured in China.
According to journalist Pierre Jequier-Zalc, in a bid to lower costs and expand production capacity, Vulli shifted its manufacturing to China since the production costs there are only one-fifth of those in France. Reports cite that the relocation of production lines can be traced back to at least 2013, with rumors even suggesting Chinese-made products arriving as early as 2001.
Currently, the factory in Haute-Savoie province acts more like a “showcase”, mainly handling the packaging of semi-finished products shipped from China before being distributed worldwide.
French news channel Franceinfo further reported that many consumers feel misled by this revelation. Though the packaging box bears vague words like “Born in Paris”, the product origin can be discerned through the serial number: those starting with 30 are manufactured in France while 32 or 33 denote Chinese manufacturing.
In response, Alain Thirion, the general manager of Vulli, admitted that the “rubber core” of the giraffe is produced in China, but insisted that all products undergo final touches and quality control in France. However, photos obtained by Mediapart contradict this claim, showing the toys being painted and decorated in China, with only simple inspections and packaging done in France upon arrival.
The annual production of Sophie la girafe is around 700,000 units. The French Directorate-General for Competition, Consumer Affairs, and Fraud Control (DGCCRF) has initiated an investigation into the deceptive commercial practices of this brand.
As of May 4, platforms like Amazon still advertise the product as crafted in Rumilly, France, through 14 manual steps.
Local Member of Parliament, Véronique Riotton, expressed disappointment in this revelation. She visited the factory in 2021 without noticing anything amiss. She emphasized, “Sophie la girafe is an iconic product, and we expect local businesses that boast ‘Made in France’ to set an example. I will closely follow the investigation report.”