6 minute read
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
These are unusual times, and one of the differences for parents of younger children is that there is less interaction for little ones. No baby and toddler groups, no cousins or friends popping round - and less time spent at nurseries and preschools.
Parents are concerned about this lack of social interaction, so they are on the lookout for sensory/development toys, according to a survey of 4,000 parents in the Your Baby Club network.
More than three-quarters of mums now consider that playing and toys are ‘vital’ for their child’s development, and even more (79%) consider educational and developmental potential as the most important feature of a toy. Creativity and interactivity also rank highly.
So how do suppliers feel about this shift towards more educational and STEM toys - and will it affect their offering going forward? “Our collections feature some of the most-loved nursery preschool characters, all designed to encourage sensory exploration, aid the development of fine motor skills and encourage learning through play,’’ says Alys Dawson, head of product development and creative services at Rainbow Designs.
“In the design and creation phase, how the child will play and interact with the toy is at the forefront of our minds. We look to ensure that our products have something extra to extend the length of time the child is engaged, such as roleplaying with removable coats or poseable figures.’’
Fun is the key, say Charlotte Rodgers and Iulia Toader, marketing managers for the Just Play brands & GP portfolio, Flair. “Preschool toys that are education-led are great, but kids also need some good old traditional fun! For preschoolers, our heritage brands Stickle Bricks and Plasticine, which tick the box for both creative and educational play, have proved hugely popular amid lockdown.’’
“Preschool toys have provided entertainment, education, physical wellbeing, and more,’’ says Mayur Pattni, head of marketing/UK marketing manager, Simba Smoby Toys UK. “But no one toy can do all of these things at once, and our portfolio reflects these different needs. Take Smoby - the playhouses, introductory ride-ons and role-play products are not only heaps of fun; they’re also great for supporting early development. Then there’s our Masha and the Bear master toy collection, which remains super popular with preschoolers, but for very different reasons.’’
“When we talk about learning and education in the early years, it’s important 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 part of the toy industry as a whole, and year-on-year we see growth in licensed toys. 2020 highlighted the power of licences. With kids spending more time at home, they also consumed more TV, video on demand and digital content.
“In the preschool licensing sector, Blue’s Clues & You was recently named the number one new licence globally (source: The NPD Group YTD Dec-20). As Master Toy Partner for Blue’s Clues & You, we’ll be rolling out our master toy line trade-wide from 1 July, and we can’t wait to see Josh and Blue take the UK market by storm!’’
“There’s certainly a place in the toy box for licensed ranges,’’ agrees Simba Smoby Toys UK’s Mayur Pattni. “Pairing certain play patterns, such as imaginative play, with a child’s favourite licence, can really support engagement.’’
Alys Dawson at Rainbow Designs adds: “Licences do hold a very significant draw and TV properties certainly - but not only. Parent and grandparent influences and purchases are very much driven by brands they have grown up with, know and trust.
“Coupled with associations that are driven from both early years literacy and entertainment, little ones form strong bonds with much-loved characters.’’
The same is true for Spin Master’s Paw Patrol toys: “The Paw Patrol pups, with their different personalities and abilities, allow children to connect and relate to their favourite characters and also understand that despite the different abilities among them, the team always works together to complete their missions,’’ explains Phil Hooper, senior commercial director.
Casdon toys manage to combine the two, says Phil Cassidy. “We consider it our job to provide the toys that make it safe for kids to do as the grown-ups do, and we work hard to make sure our toys look as authentic as they can be. In fact, we’re often told that our replica appliances have been mistaken for the real thing – even by the parents!’’
So, we’ve covered education and STEM, and familiar characters from TV, films and online, but what is the most important feature of a preschool toy?
“Our role-play toys are typically bought by parents, grandparents and gift buyers – purchasing isn’t particularly influenced by pester power. So, when it comes to important features of pre-school toys, it’s not just the things the children are going to love - it’s the things that adults are going to love too! One of the biggest selling-points of preschool toys is value for money,’’ says Phil Cassidy at Casdon.
Casdon
For Rainbow Designs’ Alys Dawson, it’s the bond that a child creates with a particular toy “and that is the special spark created between a trusted brand and a really special toy. The connection that little ones form with classic characters is unmistakable - and the joy of playing and learning with their favourite cuddly friend inspires little minds and is key to development.’’
At Spin Master, most important is a toy that “inspires imaginative and active play for children,’’ says Phil Hooper.
Flair
When Flair develops preschool toys they must have “lots of play value to retain and entertain those shorter attention spans. Toys that offer great play value also represent great value for parents and gift givers too. We love preschool toys that have plenty of lights, sounds and features to play with,’’ say Charlotte Rodgers and Iulia Toader.
At MV Sports & Leisure, with its ride-on toys and new Musical Toddler Swing, Phil Ratcliffe says: “It has got to be correctly sized, built to last, and fit for purpose.’’
