Infant toys – inspiration for your littlest customers

Vtech

Small wonders

The infant toys supercategory has experienced a few bumps in the road, but with the birth rate up for the first time in 10 years, now could be the time to focus on this sector. We find out what’s flying off the shelves and what the market holds for the next year…

The infant/toddler and preschool toys supercategory makes up 16% of the UK’s total toy market (NPD figures).

However, according to NPD it has lost value since 2017 – with declining birth rates cited as one of the causes. But the good news is that since the pandemic, according to provisional data from the Office of National Statistics for England and Wales, the birth rate has increased for the first time since 2012.

Suppliers confirm that it has been a challenging year for the sector, but they are rising to that challenge.

Rebecca Lazarus, senior brand manager at VTech, says: “2022 has been a challenging year for the toy market in general, and the Infant category is no exception. During these challenging times, VTech has continued to innovate and develop new items in this category, to help maintain its number one Infant & Toddler Manufacturer position (NPD Sterling 2022 YTD.)’’

Newness is also the key at Sambro, says commercial manager Clare Rix: “Despite inflationary pressures, alongside restricted consumer spending over the past few years, the infant toy market has performed strongly for Sambro, with savings more than ever, so growth in infant plush. we’ve worked hard to roll

“We’ve recently launched out bundle offerings, giving new plush ranges to support customers better choice this growth, including our and a chance to save at the new Disney Lil’ Bodz range same time. In terms of toy of cute feature plush with retailers, with the large shift sounds, which have proven to online sales, businesses popular among retailers have had to refresh their and consumers. Exclusively offline and online strategies designed by Sambro, the to make sure they cater to all plush Lil’ Bodz toys consists consumer groups.’’ of 100% recycled plush-filled When choosing what toys with small bodies and products to stock, it’s useful oversized heads, available in for retailers to identify trends Disney Princess and Disney in any sector – and Sambro’s Classics, Disney Pixar and Clare Rix believes that a Marvel character collections. combination of sensory and STEM

“The established preschool elements is proving popular: “Soft properties such as Paw Patrol and sensory toys with STEM elements Peppa Pig are still performing well, are performing well just now. Classic particularly with Sambro’s own licences such as Peppa Pig, Paw developed IP, such as the award- Patrol & Disney characters are winning Felties, also proving popular. which encourages Sambro is launching a creative play with Cosatto baby range that preschoolers.’’ incorporates sensory and

For Tonies sales discovery elements into director UK & Ireland, its toys, which include Paul Chattaway, Play Cubes, Activity value is the key to Toys, Comforters and success: “Customers Spirals in beautiful and and retailers are stylish designs, inspired looking for value and by Unicorns, Woodland

Customers and retailers are looking for “

value and savings more than ever, so we’ve worked hard to roll out bundle offerings, giving customers better choice and a chance to save at the same time

Paul Chattaway, sales director UK & Ireland, Tonies

Creatures and Dragons.

“The features and designs encourage sensory and interactive play to encourage development, all of which we know will be a hit with babies, toddlers and parents.’’

Paul Chattaway at Tonies has noticed a trend both in retailers and in products: “We have recently noticed a current trend for traditional nursery and baby retailers moving into a wider selection of products, particularly infant toys. It has allowed retailers to operate more of an evergreen business. This is positive for us at tonies as we can see our ‘little listeners’ in the nought to three age range becoming tonies customers very early on. The other trends we have noticed developing in the infant sector are the personalisation and customisation of toys, where consumers can add that personal touch to a toy that they are gifting.’’

One trend that is not going away is sustainability, as all our suppliers agree…

“Parents are looking to make more sustainable choices when it comes to toys and that includes everything from packaging, materials used to make toys and even the longevity and quality of the toy itself,’’ says Sambro’s Clare Rix.

“As a business, we’ve invested heavily into the sustainability of our products, including our recent commitment to use only 100% recycled filling across all our plush toys, the introduction of FSC compliant packaging and replacing all plastic tags with recycled thread.

“Consumer education is really important, as it’s our duty as a responsible business to ensure consumers make informed choices, by providing them with the right information to do so.

“Over the past 12 months, we’ve been exploring new ways to help consumers deal with packaging in the best way possible, including QR codes on packaging which link to online recycling guides, which will be introduced later this year.

“We’ve also created new on-pack snipes that clearly highlight the use of materials that have a lesser impact on the environment so retailers and consumers can make conscious and informed purchase decisions.’’

VTech UK, meanwhile, is introducing more recycled

items into the range of “new products for 2022, says Rebecca Lazarus: “The soft fabrics on the Busy Musical Bee and Soft Discovery Turtle are made from recycled PET bottles and the new Touch & Feel Sensory Keys and Stack, Rattle & Link Elephant are made from plantbased plastics. In fact, the soft fabric on the Busy Musical Bee, made from six recycled water bottles, was a London Toy Fair’s Hero Toys winner for 2022.’’

Ask the retailers We asked…

Melissa and Doug

What products do you stock in this category? My shop is always full of beautiful toys from Janod, Djeco, Bigjigs, Inside Out toys, Hape, Hippychick, and Dantoy. Those brands have unique and exceptional quality infant toys that always sell. What is selling well? Everything eco plastic and wood sells for me. What do you think will sell well this Christmas in this sector – and why? I hope more expensive wooden toys such as the Janod Stacking Totem (absolutely beautiful toy), my first train sets, sleep-with-me infant sound and light soft toys. Maggie Tibbenham

Imagine Toyshop, Haworth, Yorkshire

What products do you stock in this category? There are so many different infant toys from stacking cups to shape sorters, first puzzles, soft toys, books, bath toys, teethers, rattles, musical toys, soothers, mobiles. Our favourite brands are Mary Meyer soft books, plush and soothers, and I love the eco range of rattles and blocks from Hape made from rice. What do you think will sell well this Christmas in this sector – and why? For us, any products with eco credentials be it FSC, recycled plastic, bioplastic or made from some alternative sustainable material such as rice will help put them on the best sellers this Christmas. Vicky Brown Just Williams Toys, East Dulwich and Beckenham What is selling well? Our stuffed animals sell well. We stock Steiff, a highquality heritage brand. What do you think will sell well this Christmas in this sector – and why? Tomy’s Johnny Tractor Remote Control is always a bestseller at this time of year. It’s the perfect first radio control for infants. Made from soft-touch plastic with easy-to-use forwards, backwards and spin-around controls. Best of all, it’s a great price! Julia Lowe

Farm Toys Online

More than ever consumers And at Tonies, they are taking recycling to a new level, as Paul Chattaway explains: “We have just want to buy launched a pre-loved Toniebox high-quality scheme in Germany, where used toys, from a Tonieboxes are refurbished and reputable brand like resold into the market at a lower cost. Our outer packaging is also being reviewed, to ensure the VTech that materials we use are environmentally have added friendly and to reduce plastic waste. value with the electronics “ We’re planning on moving to a digital packaged solution, removing booklets to save on paper. ‘’ Rebecca Lazarus, So, it’s clear that sustainability is senior brand here to stay in this sector, but how manager, VTech else is the market set to grow?