23 minute read
STEM Toys - a look at new products in this core sector
Galt
The science of STEM Toys
After a pandemic and home schooling inspired surge in recent years, the STEM market is still enjoying a post-Covid-19 surge, and is, many believe, set to grow even further
If there was one category in the toy market that benefited from the ongoing lockdowns during the dark pandemic days of 2020 and 2021, then it’s STEM.
For as children were forced to stay at home as Covid-19 took hold and school gates were shuttered, increasingly fraught parents were forced into home schooling and teaching their children.
And a desire to make it as entertaining as possible and to encourage children to play and learn at the same time, STEM – the acronym, of course, for Science, Technology, Engineering and Mathematics – really came into its own.
As Debra Tiffany, marketing manager at Brainstorm, says: “STEM Toys proved their worth during periods of lockdown as parents looked for more unique ways to supplement their home schooling. For Brainstorm this has always been our territory; offering fun and educational items to help inspire kids to learn more about their environment.”
The feeling that an unlikely beneficiary of the global pandemic was STEM toys is further backed by regular TnP contributors at The Insights Family, which, working with the BTHA, announced at the start of the year within its annual report in to the toy business that 2021 had been “the year of STEM”.
As the company’s Nick Richardson (and TnP columnist) noted at the time: “The speed of change is significant and it has never been more important for brands to understand the changing attitudes, behaviours and consumption patterns of their audience. Although Covid has caused significant disruption to all of our lives, it has also
Without doubt there “
Geomag’s Nikki Jeffrey “
Bandai
caused significant innovation in the education sector, which no doubt represents an exciting opportunity for the toy and edutainment industries.”
The figures presented in the report showed just how much of an increased impact STEM toys were having. For children aged between three and 12 years old, popularity of STEM toys had increased by 122% over the 12 months. Much of that increase, it further noted, came from girls, who were increasingly moving towards STEM-based toys.
And as the pandemic and restrictions have slowly eased, with some semblance of normality returning, it does appear as if that increased interest and popularity of STEM hasn’t waned. Although the fears that Covid and accompanying lockdowns would return have proved largely unfounded, STEM is still enjoying growth, proving it was no fluke.
As Geomag’s Nikki Jeffrey says: “Without doubt there were real concerns that 2022 would be the continuation of the last two years, but thankfully we seem to be seeing the back of Covid finally. That said the pandemic pushed families to be together more than usual which led to them indulging more in games
that stimulated children’s creativity and learning by playing. Even postcovid we are thrilled to see that trend continuing. ”Without a doubt, the postpandemic love of play and the importance of learning through play is continuing. Covid had an immeasurable amount of negative side effects on families and businesses, but it did also bring families together and for many it was a time they could reconnect, play and, get involved in their children’s learning. We hear many wonderful stores from our consumers that they still like to get their Geomag sets out that were bought to help with maths in lockdown. That’s just so heartwarming to hear. “
Jeffrey and Geomag say what’s happened to STEM toys in recent years has been nothing short of revolutionary. But wih this increased interest, comes increasing responsibility too. For the company believes that STEM should mean STEM and that less scrupulous suppliers shouldn’t try and jump on the STEM bandwagon. “The STEM TOYS market has evolved over the years and has become a global revolution,” says Jeffrey. “It is indeed to be expected that this growth will have an impact on even the most remote regions of the globe. However, it is critical that the industry that does its bit to ensure it protects consumers within this category and is responsible with marketing of STEM toys? Who decides if a toy truly STEM? The manufacturers? Should it be allowed to be marketed as STEM if it only ticks one of those boxes? As the market continues to grow, we should all be conscious and responsible to protect our consumers. We are thrilled that Geomag products have been awarded the STEM™ certification by stem.org so consumers can trust that our products are genuinely STEM products.”
The STEM.org truystmark is, it says, key. “The STEM.org Authenticated™ trustmark streamlines consumer’s ability to identify goods that conform to the organisation’s vetted standards, thus assisting with quick decision-making in favour of quality,” says the organisation. outlining its plans. “When parents and educators observe the STEM. org Authenticated™ Seal, they know products will integrate seamlessly into STEM friendly homes and programs; align to Science, Technology, Engineering, and/or Math standards; support the development of student’s 21st Century Skills; engage students through hands-on learning and collaboration and ensure a secure, third-party review and evaluation process.”
Suppliers say that the continued growth in the sector in 2022 is heartening. Brainstorm’s Debra Tiffany says: “Exceeding our expectations; we are very pleased with domestic and international results with all our core brands performing well.
“The value of learning through play is huge and toys that teach children via stealth is key to our product development. We want kids to be entertained and learn at the same time. Brainstorm Toys products are educational, but they are often room décor, comforting nightlights, torches or fun room guards. The Insights Family said that STEM toy popularity was up 122% in 2021 so we think that trajectory will continue.”
Meanwhile, those involved in the business can only see the STEM category growing. While part of this will be technology driven, as you’d expect from a category with the T-word at its very heart, traditional STEM toys will also provide impetus and, in keeping with the rest of the industry, there’s a further move towards sustainability.
Brainstorm’s Tiffany says: “Although some products are very technology focused, such as robots or connected toys, Brainstorm Toys items tend to focus very much on a traditional play pattern. Even our StikBot and KLIKBOT items, that have an app allowing you to make stop frame animation, also have strong pretend play and collectability element.
“We foresee that the appetite for STEM toys will continue to grow. This interest in science and nature is fed by broadcast and online news full of technological progress and projects, such as rewilding. However, parents also look to Brainstorm Toys to take them back to their own childhood, where they have fond memories of discovering the world through the lens of a microscope or being fascinated by the stars. They hope to recreate these experiences and inspire their own children in a love of science and nature.”
Geomag’s Jeffrey concurs. “Whilst technology has a part in STEM toys, at Geomag we much prefer the traditional play approach. All our products are free from batteries and electronic connections. Magnetism is the key to our philosophy of play and learn.
“Without question, the market has and will increasingly continue to move towards sustainability. Simply having a STEM association will not be enough for consumers. Producing in a more responsible way for the environment will be the heart of the industry. Distributors, retailers, buyers and consumers alike will dig much deeper to find out under what conditions the toys were produced. How can we spend time caring about the healthy development of children and not be responsible for the health and future of the environment they live in? The answer is: we can’t! For this reason, Geomag has made sustainability and social responsibility the two pillars of our company philosophy.”
The value of learning “
Fiendish fun
GALT
0161 428 9111 www.galttoys.com
The Science and Construction ranges from Galt Toys allow children to think outside the box and create fun-filled home laboratories with enriching handson activities.
With the Explore & Discover range designed for ages five and up, budding scientists can discover chemistry, biology, astronomy, and more. The Giant Science Lab is a bumper science set, compatible with the National Curriculum, and features 30 fascinating experiments. Curious children can explore chemistry by powering a clock with an apple, investigate biology by examining their fingerprints and discover fantastic physics using mysterious magnets! All of which are sure to provide hours of educational and rainy-day fun. Several smaller sets are ideal as gifts or party favours, such as the roarsome Dino Lab and leafy Nature Lab, with seeds to grow and fun activities to teach children about the natural world.
The new and engaging Create and Discover range offers plenty of opportunities for hands-on learning. With these stimulating sets, children can explore a world of knowledge as they craft. These fun kits for creative thinkers include a full-colour project book with themed activities around prehistoric Dino Craft, cosmic Space Craft, and nautical Ocean Craft. Create and Discover Craft Kits for children aged five to eight encourage early STEAM learning, problem-solving, and creativity.
The Horrible Science range is science with a terrible twist, guaranteed to turn your stomach and blow your mind! Based on the bestselling books written by Nick Arnold and illustrated by Tony De Saulles, these gruesome sets such as Ugly Bugs, Creepy Crystals, and Bouncy Eyeballs are perfect for children looking to expand their gnarly knowledge.
The Bulging Box of Experiments is simply bubbling over with fiendishly fun activities, including a 52-page lab notebook and a Horrible Science lab coat and safety goggles. Learn how to make chaotic chemical cocktails, dig up some ferocious fossils, investigate how planes fly, blow up a volcano and create a beastly bar of soap with a creepycrawly surprise! The Sneaky Spies kit teaches young detectives to hone their sleuthing skills by learning to lift fingerprints and memorise freaky facial features with this pocket money science set.
The very first Horrible Science game, Germ Attack! challenges players to beat germs in a ruthless race to the heart. It’s an exciting game for two to six players, designed to teach children fun and foul facts about germs and the human body and is Good Toy Guide recommended. Play as shrunken scientists or gruesome germs and be the first team to race through the body to reach the heart, answering questions for bonus moves along the way.
The Construction range has had an exciting redesign and repack for 2022. The Octons and Marble Run sets have received all-new box designs that feature brighter colours and a uniform look across the range. These engaging and educational construction sets assist STEM learning and the development of logical thinking, problem-solving and patience.
Did you know?
Science
delves deep
VIVID GOLIATH
01483 449944 | vividtoysandgames.co.uk
A key focus for Science4you is the growth of its Eco-Science range, which puts the environment, sustainability and learning to the fore. Children can learn about renewable energy, plants, weather, climate change and much more. To expand the range further into the eco-verse for A/W22, the brand will introduce Ocean Rescue, allowing a child to become a sea guardian and embark on an adventure to save the ocean. Discover more about the effects of pollution on marine life and how it affects the future of the planet.
The Science 4 You range continues to balance STEM education with a play experience for kids and parents alike by delivering educational science kits across a variety of classic and new themes. New introductions for 2022 include Be A Tiktoker Pranks Lab - kids can fool their friends and family with scientific tricks as they become the true TikTok prank master.
To infinity and beyond, Science 4 You is launching into space! Become a spatial engineer and lead your own space mission. Watch as your rocket flies 15m in the air with Super Rocket Launch, and learn about how chemical reactions cause blastoff. Or, pop it, spin it or flip it with DIY Fidget Toys. Create your own fidget toys, including the TikTok reversible octopus and ASMR relaxing slime and learn why the world is fidget toy crazy!
Fact!
Tap into the TikTok trends with Be A Tiktoker Pranks Lab. Kids can fool their friends and family with scientific tricks as they become the true TikTok prank master
Building on success
BASIC FUN!
0118 925 3270 | www.BasicFun.com
For a construction range that readily supports learning at all stages of development and helps to teach STEM-based concepts, look no further than K’nex from Basic Fun! With the brand celebrating its 30th anniversary this year, there are some very exciting developments to discover.
K’nex Classics, the multi-build sub-category, helps to underpin classroombased learning at home. Each Classics set includes an easy-to-follow, colour-coded instruction manual to build multiple models. Sure to excite is the Beginner Builds set, a 10-model build 125-piece kit. Or, for a competitively priced set that lets kids build multiple, motorised creations, there’s the 325-piece/25 Model Motorised Creations Set.
Kids can see engineering and physics in action with the K’nex Rollercoasters. Basic Fun! has brought back two best-selling, spiralising rollercoasters: the Amazing 8 Roller Coaster, as well as the Typhoon Frenzy – a two-in-one build, with 19ft of track.
Monster learning fun
TOYNAMICS
0116 4785230 | www.toynamics.co.uk
Toynamics UK & Ireland offers retailers a range of STEM toys for a mix of ages and price points, from its Hape brand portfolio.
Monster Math Scale teaches children aged three-plus the basics of math and gravity. The toy is a monster-themed scale with a variety of fun shapes and coloured weights, which can be placed on each of the monster’s arms. Children can join this funny monster family to learn about basic mathematics including addition and subtraction, weights, measurements, and balance.
Bestseller, the Hape Discovery Scientific Workbench, lets children explore the basics of physics and learn how scientific principles apply to the real world. The workbench features child-friendly pieces, which are simple to assemble, alongside components and tools designed for a range of skill levels.
Cute, cuddly and cool!
FLAIR
0208 643 0320 sales@flairplc.co.uk
Flair’s educational ranges include a cute and cuddly mindfulness buddy, cool construction toys and heritage favourites.
Mindful Lil Minds Breathing Meditation Plush teaches little ones how to practise an everyday meditation exercise. This soft and cuddly sensory feature plush is designed to help manage stress levels and anxiety, through play. Kids can press the toy’s paw to begin a five-minute guided meditation – the perfect amount of time to allow the child to calm down without losing interest.
Flair’s heritage brand Stickle Bricks is a fun first toy that packs a host of educational benefits. Ideal for children aged 18-months-plus, an exciting development within the range is the addition of new lines under the Explorer range, which are designed to widen the appeal of Stickle Bricks, introducing the brand to a new consumer. The Stickle Bricks Little Builder set is a perfect entry point into the range, with its fun assortment of brightly coloured bricks. The Stickle Bricks Farm Set comes with themed pieces to build a chunky colourful tractor project.
For a more nostalgic educational brand, there is Plasticine. Two new licensed lines include the Plasticine Shaun the Sheep Model Maker Farmyard Fun set and the Plasticine Morph Animation Maker, designed for budding stop -motion film directors. Children can model their very own Morph and Chas characters, create a scene, and then download the app to begin the film shoot.
Look Smart!
CHARACTER OPTIONS
0161 633 9800 | sales@charactergroup.plc.uk
Guess what…
The smART sketcher 2.0 brings together technology and creativity to help kids hone their drawing and handwriting skills
Character Options has a host of tech toys to support children’s learning journeys as they play (offline).
A must-have for educational toys is the Smarty PAD, which offers children aged three to five an interactive approach to education by gamifying the standard curriculum. Smarty PAD is an LED tablet, which contains 12 Smart games and an educator-vetted curriculum. Motion sensors give Smarty PAD an innovative spin, encouraging sensory play. Vibrant LED visuals complement activities, including colours, coding, ABCs, and numbers up to 25. With more than 100 different responses, kids rarely play the same way twice! Smarty PAD is bilingual, empowering kids to play and learn in two languages.
There’s also the smART sketcher 2.0, which brings together technology and creativity for some fun art and handwriting classes. A reimagining of the original smART sketcher, which was developed to encourage kids to project, sketch, and hone their drawing and handwriting skills, the 2.0 model has improved quality, usability and technology.
Kids can work with both pre-loaded ‘learn to draw’ pictures and their own photos, thanks to the free smART sketcher app. Once a picture has been selected, they can move through the drawing steps, using the buttons on the device.
Up, up and away!
THAMES AND KOSMOS
This old faithful STEM kit continues to be one of Thames and Kosmos’ best sellers. It teaches how wings provide lift and how planes stay up in the air. Ultralight Airplanes contains all that is needed to construct five awesome flying gliders each with a different wing configuration, all made using ultralight plastic and bamboo parts. This STEM kit was the winner of the Outdoor Toy Awards 2019 in the Flying Toys category.
GEOMAGWORLD
www.geomagworld.com
The folk at Geomagworld aim to encourage learning through play with magnetic construction platforms and the magic of invisible forces. Inspiration comes directly from teachers who spontaneously over the years have used Geomag products as teaching tools, creating a unique educational experience.
The fun, challenging and engaging play platforms aim to create enthusiastic learners by providing creative and imaginative play for all ages, encouraging logical thinking and stimulating resourceful solutions.
All three platforms, Magicube, Geomag, and Mechanics encourage hands-on activities that perfect fine motor skills and hand-eye coordination as well as concentration, making them perfectly aligned with the STEM concept.
Did you know?
The canal-inspired AquaPlay range was introduced almost 50 years ago Making a splash
SIMBA SMOBY TOYS UK
01620 674 778 | sales@simbasmoby.com
The exciting world of AquaPlay, from Simba Smoby Toys UK, offers children a wealth of fun and educational toys to enjoy.
First introduced almost 50 years ago, the canal-inspired AquaPlay collection has been making a splash in children’s learning journeys for generations. Offering an exciting array of sets that deliver splishy, splashy fun, the AquaPlay brand lets kids see and experience engineering in action in a superfun and engaging way. Thanks to the ingenious AquaPlay designs, children can gain an understanding of how water moves, and how it lifts and climbs, while also learning the correlation between cause and effect.
Unmissable sets from within the collection include the AquaPlay LockBox, which can be folded up and packed away once playtime has ended. Other more detailed sets include the AquaPlay Adventureland and the AquaPlay MountainLake sets – both presenting plenty of opportunities for wet, watery adventures.
Monkeying around
BANDAI
020 8324 6160 | www.bandai.co.uk
Bandai continues to develop and evolve its portfolio of evergreen STEM toys brands. One of its most successful long-term licensed partnerships – National Geographic – remains a focus for the company, with seasonal introductions to maintain a fresh and competitive range.
Bandai’s National Geographic sets offer children aged eight years-plus the opportunity to engage with real-life specimens while learning through hands-on experiments. Committed to supporting work within the areas of science, exploration, conservation, and education, Bandai’s partnership sees National Geographic give back 27% of all its licensing proceeds to the National Geographic Trust.
A robust collection of Dig, Large, Experiment, Crystal, Rock & Mineral, Sand, and Slimebased kits are available within the range. Product lines have undergone a packaging refresh to remove all plastic, with new, optimised retail packaging designed for greater impact on shelf, while clearly displaying kit contents, allowing for immediate and informed consumer consideration. Each of these highly educational kits includes genuine samples of the natural world – from shark’s teeth, and dino poo, to gemstones, and fossils – tools, equipment, and learning guides full of facts and inspiration for children to learn new skills and interests.
Igniting a passion for, and an interest in nature and the planet, Original Sea-Monkeys allows children to embrace their curiosity and hatch, grow and nurture their very own ‘pets’ in the form of minuscule hybrid brine shrimp. Encouraging responsibility for other living organisms, the Sea-Monkeys are available in a choice of themed, colourful tanks, bringing a taste of the ocean directly into the home.
One of the latest lines is the Ocean Treasure Tank, which comes complete with LED colour-changing treasure chest feature, for watching the Sea-Monkeys swim day or night.
Introduced in the 60s, the brand has additional kidult and retro appeal, and the range currently consists of a six-tank assortment plus accessory lines to provide a wider choice on shelf and extended brand experience. A new impulse/treat option purchase has been introduced in the form of Mystery Eggs. Allowing consumers to experience and grow their Sea-Monkeys colonies repeatedly, each egg contains everything needed for adding to existing tanks to continue their journey.
Both the National Geographic and Sea-Monkeys brands are supported with full marketing campaigns.
Did you know
Going Science Mad!
TRENDS UK
Trends UK is expanding the award-winning Science Mad brand with a new Science Mad Planetarium Star Globe. Children can learn about the different stars and constellations in the night sky with this rotating, projecting planetarium. Turn out the lights and watch the magical light show of stars and how they move across the night sky in the galaxy. It displays the patterns that the stars make with the names of these constellations clearly shown: Orion, Ursa Major (Big Bear), Pegasus (winged horse) and more.
The popular Science Mad range features educational toys with working features including telescopes, microscopes, digital metal detector, walkie talkies and more, creating a very strong branded presence at retail. For the first time, kids can learn how a hybrid engine really works! Trends UK’s newest launch in the successful built your own engine kit range, the Machine Works 4-Cylinder Hybrid Engine Kit, will reveal what really goes on under the bonnet. This kit creates a working model of a 4-cylinder hybrid car engine and provides a representation of how the internal combustion engine and electric motor work together in a hybrid system. With increasing interest in new eco technology in cars, this hybrid introduction is extremely topical. The best-selling Machine Works engine kit range now comprises 6 engine sets, offering insights into a variety of motor functions & engineering skills. The V8 and 4-Cylinder versions also come with an AR feature. Download a free App and explore machine functions via animated AR features plus several engine components described in detail. Trends UK will be supporting the STEM lines with marketing, PR support and influencer campaigns.
Learning for little ones
MATTEL UK
01628 500000 | www.mattel.com
Fisher-Price continues to showcase a range of educationally led toys, with new launches that enable little ones to experience hours of fun through learning, from musical fun to the alphabet and counting.
The Fisher-Price infant portfolio sees expansion with the new DJ Bouncin Beats - an interactive musical learning toy with a spring bottom for motorised bouncing action, which has three Smart Stages learning levels, teaching the alphabet, colours, counting 1-10, and opposites. Press the music and learning buttons for 75+ songs, sounds and phrases, multicolour lights and fun bouncing action. Press the mic button to record and play back with fun remix effects. Also new to the Fisher-Price infant portfolio is the 2-Sided Steady Speed Walker, an interactive baby walker with two sides of activities and three ways to play as baby grows from sitting to standing to walking all around. Finally, the Linkimals Light Up and Learn Owl is an interactive musical learning toy. Toddlers can press the seven buttons or rock Owl side to side to activate lights, and 90+ songs, sounds and phrases. that teach the alphabet, counting, weather, days, months and emotions.
A Genius collection
LISCIANI (TWO IN 1 DIRECT)
Danny@allin1products.com
From the family-owned, global toy company Lisciani comes an exciting portfolio of science kits that are sure to be a hit with both children and their parents. The company has three decades of experience in designing, developing and manufacturing educational toys, and the team prides itself on being able to make learning fun with its innovative teaching methods.
The I’m a Genius range is one of the firm’s most established and successful brands, and includes a wide range of fun, experimental sets to support learning at home. Aimed at children aged eight- to 12-years-old, who are taking their first steps into the world of science and scientific method, the collection covers all scientific bases: from magnetism and electricity, all the way through to botany, geophysics, meteorology, and more. Super fun and safe, top picks in the range include Science at Home Magnetism, Science at Home Electricity, and The Super Laboratory of 101 Experiments.
With Science at Home Magnetism, children can learn how magnetic fields and magnetism work using objects that can be easily found around the home. The Science at Home Electricity kit teaches children about how electricity works, through 50-plus fun experiments, while the Super Laboratory of 101 Experiments was awarded ‘Best Scientific Game’ in the Italian TG TuttoGiocattoli Toys Awards 2021.
