10 minute read
Wooden Toys - a look of what’s popular in this traditional sector
Welcome to good wood!
There’s nothing more traditional than a wooden toy, and the nostalgia of wooden toys is a strong selling point, says Mark Standen, sales manager at Rainbow Designs, The Home of Classic Characters: “The popularity of traditional toys, and especially wooden toys, has always been strong but as today’s parents take comfort in the familiarity of what they knew and loved as children, we have certainly seen a growth in demand.’’
Child psychologist, author and founder of The Good Play Guide Dr Amanda Gummer comments: “Wooden toys are often a stylish, eco-friendly robust addition to a child’s toy box, that parents and grandparents are more likely to engage with as they relate them back to their own childhoods.
“The play patterns that wooden toys facilitate are often more imaginative, creative and even social.’’
For MV Sports & Leisure sales & marketing director Phil Ratcliffe, “it’s the ‘back to nature’ and sustainability elements that truly drive this category. With modern living becoming increasingly eco-conscious, this is the perfect way to bring children’s toys into the modern world.’’
Toynamics UK & Ireland managing director David Allan believes that a major appeal is their durability. “Wooden toys have a collectability status and are a great investment piece to be passed down through generations. In the current climate there’s the added benefit that wood is the sustainable choice - and they also look stylish in the playroom.’’
Demand is high, and suppliers are responding. At MV Sports & Leisure, Phil Ratcliffe says: “Earlier this year we added a range of sustainable mud kitchens to our Hedstrom brand, encouraging active play and realistic cooking skills in an effort to make that perfect mud pie!’’
Over at Marvin’s Magic, Tom Hudson comments: “After the amazing response to the Marvin’s Treasured Magic Tricks - a collection of keepsake wooden magic tricks - we’re planning to introduce other wooden magic sets to the range, such as the Deluxe Rabbit and Hat.’’
The same is true at Toynamics. David Allan confirms that “our Hape wooden toy sales continue to grow. Reflecting that, we’ve continued to grow our ranges.’’
Rainbow Designs has also seen interest increase, says Mark Standen: “We have always had wooden toys in most of our classic ranges including Peter Rabbit and The Very Hungry Caterpillar but this year we have added beautiful wooden toy selections to two of our most-loved character collections, including Guess How Much I Love You.’’
It seems that despite its long heritage, the future still looks bright for the wooden toys arena. Marvin’s Magic’s Tom Hudson certainly thinks so. “There is definitely a growing demand and future for sustainable, quality toys that last,’’ he says.
So what might we expect to see next? “Already we are seeing an increase in demand for sustainablysourced wooden toys, primarily outdoor-based,’’ says Phil Ratcliffe at MV Sports & Leisure.
Wooden toys are enjoying a resurgence. Is it millennial parents or grandparents pushing the charge - and is it to cut back on plastic or simply to enjoy nostalgia?
For me it’s the ‘back to nature’ “
Phil Ratcliffe, MV Sports & Leisure
Ask the retailers
Is demand for this category growing?
Yes, it’s definitely getting more popular. Traditionally wooden toys were bought by grandparents but that’s not the case any more. Younger people are buying them now, as they know they are long lasting and durable.
Sharon Sheehan, manager, Kellihers Toymaster, Tralee, Co. Kerry, Ireland
We have always had a demand for wooden toys - from grandparents because the items are well made and last longer, and from Millennial parents because of environmental reasons. Nostalgia and durability are possibly the main reasons for this, and the [BBC wildlife documentary series] Blue Planet II effect has also come into the mix.
Sarah Borastero, owner, Kids Stuff Toymaster, Wells, Somerset
MV Sports
Janod teams up with WWF
JANOD 020 8878 2133 | www.janod.com French wooden toy brand Janod has launched a collaboration with WWF (World Wide Fund for Nature) to educate children on the importance of protecting our planet. The partnership comprises more than 30 sustainably made toys created using 100% eco-responsible materials (FSC-certified wood and cardboard from sustainably managed forests, organic cotton and water-based paints). Janod will donate a percentage of the proceeds from every WWF product sold to support the actions of this charity. For the littlest of explorers the collection includes the Forest Stacker: a wooden game that helps babies get to grips with objects specifically designed for their age, with bright colours giving them their first taste of mother nature. To help little ones develop their motor skills and ignite their imaginations, the Push Along Rhino and Pull Along Elephant will be firm favourites. For growing minds, aged two and above, the Balancing Coloured Sloths will not only provide hours of fun but also teach children about these important little animals.
For larger adventurers, the collection comprises various imaginative games, sure to spark the interest of any budding zoologist. These include two 3D puzzles - an adorable Koala and uber-cool Whale - which will encourage children to explore their construction capabilities with hours of fun. Moving towards testing the balancing skills of children, the Animal Stacking Game consists of 28 wooden pieces representing animals, trees and other objects, which will educate youngsters about precious forests that make up the most important habitats on earth.
Janod UK said: “This collaboration is something we’re really proud of. Not only does it reflect the ethos at the very heart of our brand, it’s truly been a privilege to create a range of toys that will help educate children on the importance of looking after planet earth, as well as directly support WWF’s efforts. We hope this range will inspire the next generation and encourage them to stand up for wildlife and the natural world in the future.’’
Muddy fun
MV SPORTS & LEISURE
01217488000 | www.mvsports.com
New for 2021 are eco-friendly and sustainably sourced wooden mud kitchens. The range features three sturdy kitchens to cater for a variety of styles, space and availability.
The Grove mud kitchen is the flagship model, with a fillable sink with pretend taps for inspiring water play, and realistic hobs and knobs to bake the perfect mud pie! Underneath is a make-believe oven, with shelves inside and a windowed door to see when that pie is ready. To the right-hand side sits a cupboard for additional storage space.
A range that’s built to last
FLAIR
0208 643 0320 sales@flairplc.co.uk
For a premium wooden toy range from a company that understands the value of heritage brands, look no further than Flair’s brand Sevi. Like Flair’s luxury plush brand Trudi, the range was founded in Italy, where it has earned a reputation for developing quality toys to help stimulate learning, early development and creativity.
Perfect for both play and display, the Sevi range comprises a wide range of toys, decorations and accessories, including a wooden Doctor’s Set to inspire the medics of tomorrow.
The Smart sets
RAVENSBURGER
01869 363830 www.ravensburger.co.uk
Brio’s The Smart Tech Sound Action Tunnel Deluxe Set features 91 pieces to immerse children in the ultimate Smart Tech Sound experience. The set includes highlights from the interactive Smart Tech Sound range.
Meanwhile, the new licence for Brio - Disney Princess - provides the opportunity to integrate vehicle play with character play. The 18-piece Disney Princess Castle Set ncludes a castle, trains, tracks, wagons and three Disney princess characters.
Classic characters see new lines
RAINBOW DESIGNS
01329 227300 www.rainbowdesigns.co.uk
The Home of Classic Characters has added many new wooden toys to some of its much-loved preschool character collections.
New to the Guess How Much I Love You collection is a new Wooden Pullalong featuring Large Nutbrown Hare and Little Nutbrown Hare, as well as a new Wooden Shape Puzzle and Wooden Building Blocks Set. Another addition to the wooden range is the new Guess How Much I Love You Balancing Toy with printed wooden pieces, including the little nutbrown hare, for little ones to try to stack up, creating entertainment for everyone when they all fall down.
Meanwhile, new wooden lines are joining the ever-popular Fun with Spot range. Along with a Wooden Shape Puzzle and Wooden Building Blocks Set, there is a Spot Wooden Pull along and a colourful Spot Wooden Bowling Set to keep little ones learning through play.
The Home of Classic Characters also welcomed the We’re Going on a Bear Hunt brand to the Rainbow family this year and, as part of the new range, a colourful Wooden Shape Puzzle is now available, featuring the animals from the muchloved children’s storybook to play along with.
Unlock the cure for cabin fever!
BASIC FUN UK!
Tim.Ives@basicfun.com | 0118 925 3270
For a wooden construction toy brand that will ignite the imaginations of young children, look no further than Lincoln Logs. Invented by John Lloyd Wright, son of the well-known architect Frank Lloyd Wright, this 100-year-old classic American wooden toy brand is a proven seller across the pond, having earned its status as America’s National Toy. Now, from autumn, Lincoln Logs will be available to purchase within the UK, thanks to the team at Basic Fun UK!.
The Lincoln Logs 100th Anniversary Tin includes 111 maple wood pieces, each with indentations that can be used to connect one piece to another. This set, which is packaged in a collectable tin, also includes a roof, roof façade, walls, chimney, porch, bonfire and more, which bring a realistic appearance to the final creation.
A whole new wooden world
CHARACTER OPTIONS
0161 633 9800 | sales@charactergroup.plc.uk
Following a successful launch in A/W20, Character Options has continued to grow its World of Wooden Toys with the addition of new lines and licences. New for this second half are some large playsets and pieces of activity furniture. Just like the other eco-conscious items in the range, each piece is crafted from FSC certified wood.
Big news for the Disney Princess Wooden Toy collection is the autumn launch of the Disney Princess Enchanted Royal Castle Wooden Playset. Home to all the Disney Princesses, this castle features themed rooms for Snow White, Aurora, Cinderella, Jasmine, Merida and Moana. There’s also the Castle Kitchen, Grand Staircase, and a spinning dance floor. The set comes with six wooden figures and a selection of accessories.
Meanwhile, in its Peppa Pig Wood range, there is an allnew Peppa’s Wooden Playhouse.
