15 minute read
Construction Toys - check out these hands on toys and kits
Spin Master
Still building after all these years
The construction market has been one of the foundations of the modern toy market, the building blocks on which the entire business is built. And it’s only set to
Trends may come and go, but construction toys are timeless.
The construction toys sector is a perennial favourite and one with a history stretching back across decades – one of the undisputed leaders in the field, LEGO, is celebrating its 90th anniversary in 2022, while Meccano has been a mainstay of the UK toy market for more than 120 years since Frank Hornby first dreamt it up in Liverpool at the end of the 19th century. And while it has always welcomed change and technological upgrades, the fundamentals are the same.
The global market for construction toys, analysts believe, is set to grow in 2022, rising by more than 6% to a mammoth $9.6 billion (up from just over $9 billion last year).
The expected growth this year and beyond – the annual increase of around the 6% mark is set to continue for some time and will see the worldwide construction category rise to a total value of more than $12 billion by 2026 – is being partly fuelled by a move to more sustainable toys and a warmer, “Constructive play is a developmental process that eco-friendly structure. As experts at Reaearch and Markets outlined in their most recent report into the construction arena: “The introduction of ecofriendly construction toys is the continues and key trend gaining popularity in should be the construction toys market. Key encouraged, for several year “ players are coming up with ecofriendly and sustainable products as concerns over the safety of the raw materials used in construction toys have grown and to maintain a competitive edge over the other players.” It is this innovation and ability to adapt to current trends that marks the development of the construction sector. Innovation and a refusal to stand still is helping take construction forward, agree many of those involved in the business. As Mattel UK marketing director Kelly Philp notes: “Innovation is a key development and business driver when it comes to creating all toys and we are constantly innovating to create construction toys that will evoke children’s senses and encourage development and creating products from durable materials, so our toys can be passed down to future builders.”
Mattel has gone even further, not just using sustainable materials, but also using its construction sets to highlight the imprtance of green values.
Marketing firector Philp explains: “As sustainability has become an important factor in people’s everyday lives, and the Mega Green Town line was designed to help teach kids to respect and care for the environment, which reflects the changes in the market of making sure brands and products are taking a step forward to
being sustainable!
“Each toy teaches different green behaviours like waste sorting, using electric transportation, protecting the honeybees, choosing renewable energy sources and more. The playsets also help teach kids to respect and care for each other by increasing representation through the use of diverse and inclusive characters in each set.”
Developments such as this only further enhances the educational aspect of the toys themselves. Chief among the benefits of construction sets is their educational ability. Young users may not realise it – their urge is to build and develop – but construction sets, from the most basic building blocks upwards, are encouraging all sorts of positive benefits and have a huge educational value.
“Construction play is an important part of a child’s healthy development,” says Tanja McIlroy of website Empowered Parents. “The child explores the materials and objects around him and learns how to create intentionally with them. Children learn so much while constructing that the focus should always be on the process, not the product.
“Construction play often leads to pretend play, as children bring their ideas to life in a physical form and then use them as part of a game of ‘acting out’ life scenarios.”
And it starts early too, as McIlroy at Empowered Parents notes. She says: “There are different stages of construction play but it begins as soon as toddlers start creating intentionally, at about two years of age. There are also levels to their maturity and understanding of intentional building and creating.
“Let’s take the example of building a tower. A 2-year-old may begin to start intentionally stacking blocks to make a tall ‘tower’ but is not yet trying to construct an actual building of a tower – she has learned this word by hearing an adult use it to describe her constructions. Her intention is to see if she can successfully stack them without the tower falling, and how many she can stack. Sometimes the intention is just to stack the blocks in order to knock them over. An older child may decide to build an actual tower to keep a princess inside, complete with windows, a moat, a bridge, etc.
“Constructive play is a developmental process that continues and should be encouraged, for several years.
As the child gets older, the more sophisticated the play becomes. The sets get more complex and, as Mattel’s Philp notes, not only are they more ambitious, but as a child gets older, licensed product comes into play even more. She says: “For the older builders we are constantly looking for great licenses to partner with that appeal across the ages and we are excited to continue making great strides in 2022 and look forward to sharing our AW2022 range!”
Toy giant LEGO similarly starts off with basic sets – under its Duplo banner – and then enhances and develops these themes for older children, adding licenses and going right through to adult fare.
The company also recognises not just the educational ability of construction, but its social aspects too. Julia Goldin, Chief Product and Marketing Officer, the LEGO Group, says: “Play has always been the cornerstone of humanity. It’s not only fun, but it’s crucial to helping children develop essential life skills, strengthening family bonds and building communities. But with competing pressures on the lives of parents and children, play is often deprioritised.”
LEGO is currently celebrating another milestone in its storied history, as it marks 90 years in the business.
It has launched a whole brand campaign that not just highlights its own products, but stresses the importance of play of this kind.
A new study commissioned by the company, LEGO Play Well 2022, asked 55,000 parents and children in 30 countries around the world and it again highlights its importance. The study found “almost all parents think play helps children develop lifelong skills like creativity (93%), communication (92%), problem-solving skills (92%), and confidence (91%). Play also makes the whole family happier, builds stronger family bonds and improves their wellbeing according to 95% of parents”.
The 90th birthday campaign further highlights the benefits of play, from a special film, We Are All Builders, through to involving creatives and celebrities to stress the importance of play. It will culminate in the LEGO Group’s World Play Day in August. Julia Goldin says: “To mark our 90th Anniversary this summer, we’re launching our largest ever celebration of play to inspire people around the world to play more; whatever their age, location or interests. We’re delighted to be joined by a host of the world’s most creative brands and personalities that are just as passionate as we are about play and reminding the world how easy, fun and beneficial it can be.”
LEGO’s marketing muscle and clout is not to sniffed at,but pushing the importance of play and construction could have positive spin-offs for other companies in this area too.
How else though, do you reach parents and children with marketing?
Mattel is using digital marketing throughout the year to get its message and products in front of eyes. As marketing director Kelly Philp notes: “Mattel has a strong digital marketing campaign in place for this year. We’ll be talking to parents about how MEGA Bloks is the perfect toy for little hands, helping them to enhance their fine motor skills. How MEGA Paw Patrol offers pre-schoolers the chance to build their favourite characters and recreate their favourite scenes. Then through You Tube and other relevant digital platforms, we will be exciting Pokemon fans with our fantastic new construction sets. Illustrating how they can build the world of Pokemon in stunning detail. Barbie fans will also be thrilled to see they too can build their favourite Barbie locations.”
“LEGO is
marks 90 years in the business. “
One For Fun
Monster Line-up From Meccano
SPIN MASTER
01628 535 000 | www.spinmastertoys.co.uk
Spin Master has an exciting selection of construction toys on offer that can encourage educational play for children of all ages. Construction play offers children multiple educational benefits and can assist in the development of skills such as hand-eye coordination, problem solving and creativity. With a great selection of building sets, children of all ages can enjoy immersing themselves in the world of Meccano.
The Meccano 25 Model Supercar is a great construction toy option for older children and adults alike. For years, Meccano has created imaginative construction sets that inspire the next generation of innovators. This model can be built in 25 different ways, so it encourages decision making and helps children to explore concepts from science, technology, engineering, the arts and maths. This set is also perfect for inter-generational play as younger children can get involved with the help of parents or even older siblings. Also available from Meccano is the Monster Jam Truck. This construction set allows young builders to assemble their own Monster Jam Grave Digger truck from more than 100 different parts. The truck set comes with two tools to help with assembly and includes a pullback motor, BKT tyres and a working suspension system for tricks and stunts.
Younger Meccano fans will love the new playsets on the way from the Meccano Junior range this Autumn/Winter. The new Tractor playset and Police Car RC will have fans building and racing around their living rooms. The motor from the Police Car RC can even be used with other models in the Meccano Junior range, so there’s no limit to the fun this playtime.
Did you know? 2023 will mark 125 years since Frank Hornby first launched Meccano in the UK
Build bigger than the box with K’nex
BASIC FUN!
0118 9253270 www.BasicFun.com
For construction lovers, there is one brand that always builds bigger than the box and has a project for everyone; K’nex. And with K’nex celebrating its 30th anniversary this year, there are some exciting developments, including the recently launched packaging refresh and some awesome new lines.
There’s a fresh new look for K’nex, this year, with vibrant, eye-catching waterfall packaging that will be seen across the range shouting out the multi-build per set ethos.
In other big news, K’nex has brought back two best-selling, spiralising K’nex Rollercoasters. Look out for the Amazing 8 Roller Coaster, as well as the Typhoon Frenzy – a two-in-one build, with 19ft of track.
For a next-level building challenge there is K’nex Classics, the newly launched multi-build sub-segment. An ideal nextlevel building challenge, each set includes an easy-to-follow colour-coded instruction manual to build multiple models. Alternatively, kids can think outside the blocks and build from their imaginations. 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.
These subcategories complement the entry-point Kid K’nex sets, which are aimed at children aged three-plus. These multi-build character sets contain parts that are larger and softer than classic K’nex parts, so little ones will be building and creating in no time.
There are also K’nex Education sets available in the range, which are aligned to national education standards; each comes with hands-on lesson plans that help teach STEAM topics. Plus, don’t miss the all-new K’nex CYBER X. This collection launches with three build and battle unique blasters.
Flair shines in the construction aisle
FLAIR
020 8643 0320 | www.flairgp.co.uk
From a traditional heritage favourite to a fun range that will let kids light up their creations – and their imaginations – look no further than Flair GP’s cool construction portfolio.
Flair’s heritage Stickle Bricks brand has been a trusted first construction toy brand for generations. An exciting development within the range is the addition of new lines under the Explorer banner, which are designed to widen the appeal of Stickle Bricks, introducing the brand to a new consumer. For kids as young as 18 months old, the Stickle Bricks Little Builder set is a perfect entry point into the range, with its fun assortment of brightly coloured bricks. For bigger builds and more imaginative possibilities, there’s the Fun Tub, which is great for young builders with grand designs in mind. When play time is over the tub doubles as a handy storage container. There’s also the Stickle Bricks Farm Set, which comes with fun pieces that are perfect for a chunky colourful tractor project; complete with tractor wheels, a farmer to drive it along, a field full of crops and a pigpen.
Meanwhile, Laser Pegs offers a fun alternative to traditional construction toys, letting kids light-up their creations. Each Laser Pegs set comes with patented light bricks, allowing builders to illuminate their toy. Not only heaps of fun, creating with Laser Pegs enhances a child’s understanding of spatial relations, creative abstract thinking, problem solving and more. The Laser Peg Multi-Models sets are a great place to start with the range, allowing children to build, play and rebuild over and over again. There are also Laser Peg Micro-Sparks 2-Pack sets that offer great value for money; they come with more than 100 pieces for quick, fast, fun builds.
BIG building fun for little ones with Peppa Pig
SIMBA SMOBY TOYS UK
01620 674778 www.uk.simba-dickie-group.com
The brilliant Peppa Pig Bloxx first construction collection from Simba Smoby Toys UK is packed with preschool appeal.
A new addition to the Simba Smoby Toys UK portfolio for 2022, the Big Bloxx Peppa Pig construction range includes something for all budgets. From Starter Sets to Basic Sets, all the way through to playsets both big and small, little Peppa fans will have great fun building a world of Peppa Pig.
Must-haves are the Big Bloxx Peppa’s House Construction Set and the BIG Bloxx Peppa Pig Campervan Construction Set. The Big Bloxx Peppa Pig Campervan Set comes with 54 pieces, including campervan building blocks, furniture, and accessory pieces, as well as four play figures. Kids will have plenty of fun, as they explore the exciting themes of adventure and camping. Meanwhile, Peppa’s House Construction Set comes with more than 100 exciting building pieces to create a cool three-story house and garden area where Peppa and the whole family can relax and play all day long.
Constructable collectables
MAGICBOX TOYS
01293 222500 www.magicbox-toys.co.uk
Discover the collectable, constructable, mix-and-race T-Racers vehicles from Magicbox Toys.
The T-Racers collection will be zooming onto the mini vehicles scene next month, presenting kids with a new way to enjoy construction play. T-Racers is the collectable brand that lets kids design and build their own cars by mixing and matching parts. Each T-Racer is made up of five different parts, including a driver, which can be mixed and matched to the max.
With its innovative play pattern and interchangeability, kids can collect 16 T-Racers vehicles to unlock 500+ vehicle combinations. No doubt the Fire and Ice vehicles, with their special crystal effect detailing, will be highly sought after. Kids can take on the challenge of racing their T-Racers wheels with the many playsets available. There’s a wide choice across multiple price points that will feed the need for speed, including the XRacer Turbo Truck and Dragon Loop.
Magicbox Toys believes in maximum investment across its brands and T-Racers will benefit from heavyweight TV and digital advertising. Highly entertaining YouTube webisodes will introduce the characters and adventures within the T-Racers brand, plus active PR campaigns and social activity are planned throughout the season.
For budding engineers
ONE FOR FUN
0141 613 2525 www.oneforfun.com
The Junior Engineer’s Workshop from Tobar is a multi-award-winning range of kits graded in difficulty to test the mettle of any budding engineer. Using real nuts and bolts and real steel these kits allow all to design, build and play.
Each kit has a difficulty rating to help consumers choose from the easy to the more challenging. The sets are available in a variety of sizes too, at different price points, starting from the small sets, which include a helicopter, a plane, a racing car and a motorbike. Also available now are the the Pull Back and Go Robot and the Pull Back and Go Digger. The various pieces screw together using the spanner and screwdriver included and fix to a pull back and go motor to make the Robot or Digger. The number of pieces is listed on each box. Kits can also be combined to make bigger models from all of the parts, adding even more to the collectability and play value. The Pull Back and Go range is suitable for children of aged eight-plus. Other items in the Junior Engineer’s Workshop range include an aeroplane, which also has movable parts, and the award-winning Monster Truck, which also has movable wheels.
Moving into even more challenging construction territory there is another multi-consumer awardwinning Action Bot with moving joints. The whole range has a quality finish and vintage styled packaging.
