FEATURE PRESCHOOL
Flair Rainbow Designs
Perfect for preschoolers Many preschoolers will have lived as much as half of their lives during a lockdown, so how are toys helping them deal with this new world? We ask retailers and suppliers
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the child will play and interact with the toy hese are unusual times, and one is at the forefront of our minds. We look to of the differences for parents of ensure that our products have something younger children is that there is less extra to extend the length of time the interaction for little ones. No baby child is engaged, such as roleplaying with and toddler groups, no cousins or friends removable coats or poseable figures.’’ popping round - and less time spent at Fun is the key, say Charlotte Rodgers and nurseries and preschools. Iulia Toader, marketing managers for the Just Parents are concerned about this lack Play brands & GP portfolio, Flair. “Preschool of social interaction, so they are on the toys that are education-led are great, but lookout for sensory/development toys, kids also need some good old traditional fun! according to a survey of 4,000 parents in For preschoolers, our heritage the Your Baby Club network. brands Stickle Bricks and More than three-quarters Fun! Plasticine, which tick the box for of mums now consider that Everything should both creative and educational playing and toys are ‘vital’ play, have proved hugely for their child’s development, start here for popular amid lockdown.’’ and even more (79%) preschoolers “Preschool toys have provided consider educational and Mayur Pattni, entertainment, education, developmental potential as Simba Smoby Toys physical wellbeing, and more,’’ the most important feature says Mayur Pattni, head of of a toy. Creativity and marketing/UK marketing manager, Simba interactivity also rank highly. Smoby Toys UK. “But no one toy can do all So how do suppliers feel about this shift of these things at once, and our portfolio towards more educational and STEM toys reflects these different needs. Take Smoby and will it affect their offering going forward? - the playhouses, introductory ride-ons and “Our collections feature some of the mostrole-play products are not only heaps of loved nursery preschool characters, all fun; they’re also great for supporting early designed to encourage sensory exploration, development. Then there’s our Masha and aid the development of fine motor skills the Bear master toy collection, which remains and encourage learning through play,’’ super popular with preschoolers, but for very says Alys Dawson, head of product different reasons.’’ development and creative services at “When we talk about learning and Rainbow Designs. education in the early years, it’s important “In the design and creation phase, how
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to recognise that we’re not just looking at traditional school subjects,’’ points out Phil Cassidy, joint managing director at Casdon. “Children need to learn about the world around them, and role-play toys offer kids a fantastic opportunity to explore their environment. They also have the added benefit of supporting early development, helping to improve motor skills, planning and more.’’ Creative subjects are also key, says Amy Wildman, national account manager at Halilit. “Collections such as Halilit Music have always been popular with parents who are aware of the many developmental benefits widely associated with music making, while Edushape toys have evolved from a background supplying education and so are perfect for parents eager to aid their child’s cognitive as well as physical development. Over this past year we have certainly seen a boom in consumer demand for these more educational styles of toys.’’ Licensed toys are also popular, especially when they link to TV characters. But how important are they in preschool ranges? For MV Sports’ joint MD Phil Ratcliffe, they are “of critical importance for preschoolers, as they involve characters that they are familiar with, can identify with and can roleplay their adventures with.’’ Charlotte Rodgers & Iulia Toader at Flair agree: “In fact, licensing accounts for a huge
toysnplaythings.media 01/03/2021 11:24
