Indie opinion – Maggie Tibbenham outlines her hopes and fears for the last few months of the year

Paul Chattaway is positive about the future: “I do think the typical nursery retailer space is a growing area of the market, with businesses looking at infant toys to broaden their offering to customers. I also think the area of personalisation in toys will continue to grow, with retailers expected to offer a more customised approach to a customer’s journey. For example, creating your own named Barbie Doll or designing your own custom Lego range. We have seen our core user group start even younger, from birth up, and we expect this segment to continue to grow (there are a lot of lockdown babies out there!).’’

Sambro is looking at value to counter the current economic landscape, says Clare Rix: “With restricted wages and rising living costs, high-ticket items will struggle. Sambro offers value toys with strong play-patterns, which offer great gifts at competitive prices.

“Plush is a growth market, as are creatively designed arts and crafts toys, both seeing growth for licensed ranges. For example, Sambro’s own brand, Love & Hugs, a creative play cosmetic and pamper range which operates in the £5 to £20 category price points has seen great success.’’

Value is key at VTech too, says Rebecca Lazarus: “More than ever consumers want to buy high-quality toys, from a reputable brand like VTech, that have added value with the electronics. Not only are the toys fun to play with, but they are also good value for money as they are durable and have longevity.’’

Paul Chattaway also has his eye on value: “Like retailers, we have been trying to offer our customers value and savings where possible. We have rolled out a customer referral scheme and offered alternative payment options with Klarna. Retailers we work with have been locking in price promises of buy now pay later or split payment schemes to give their customers the products they want at prices they can afford right now.’’

So, as we enter the Golden Quarter what can we expect from the infant toys sector?

Clare Rix says: “We would expect online growth to continue across our most successful brands, with increased competition in all infant toy categories. As disposable income becomes less readily available, we would also expect to see the value toy trend to grow. Sambro is wellpositioned to succeed in this sector.’’

Tonies’ Paul Chattaway, meanwhile, has his eye on consumer behaviour: “With energy bills rising it will be an interesting time to see how customers shop for

Christmas. We have seen “some customers shopping very early before bills were raised and we expect lots of consumers to hold out for discount offers around Black Friday, which has become more of a month of offers versus the traditional one day of discount. The increase in delays at ports and in the postal services making headline news will also probably force customers to shop earlier and retailers to offer items on longer delivery lead times.’’

And with consumers being ever more careful of how they spend, marketing is going to be key. For Sambro “online growth with price-savvy consumers will ensure that social media marketing is as important as ever. In-store experiences will need careful planning and budgeting to encourage shoppers back into the high street. Promotional space will also continue to grow in importance,’’ believes Clare Rix.

Paul Chattaway says tonies is “striving to get customer footfall in stores to engage with our products through to point of sale. We call it ‘Tonies in Hands’, so parents and children can experience and demo our product before they purchase. With our online offering, we have recently rolled out new content on the tonies website to give a digital walkthrough of how our product works and how it can be incorporated into many events throughout the day, from breakfast time to bedtime routines.

‘’You really have to try to cover every aspect of how people shop too, from in-store to apps. We partnered with a company called Zapp this year, where you can order Tonies to your front door on demand in 15 minutes (perfect for busy parents who need that last-minute birthday gift or Christmas present).’’

Digital channels are also key for VTech, says Rebecca Lazarus: “While we still use linear TV to target our audience, we know that 64% of house keepers with children aged three and under visit social networking sites more than five times a day and 76% will refer to the internet before making a purchase (TGI GB 2022 September August 2021 – July 2022.) Therefore, it is important for VTech to also have a presence on social media and online channels, creating content that consumers engage with on platforms they are comfortable using. ‘’

So, with new products appearing all the time, concentrated marketing and an eye on both sustainability and value, where do our suppliers see the market in the next year?

“Retail has been so up and down over the past couple of years, it’s hard to predict, but the toy industry keeps on battling through the barriers. I think 2023 will be about giving even more choice to customers in a valued proposition,’’ says Paul Chattaway. “At tonies we have seen success with our custom bundle builder, which allows our customers to choose what they want to purchase while benefiting from volume discount savings.

“As part of a valued proposition, I can also see toy manufacturers partnering up to offer cross-category packages, such as a Toniebox with a teepee, where a traditional toy retailer and nursery retailer combine efforts. There is also a shift into metaverse bubbling, where children can ‘trial before they buy’ in a virtual world. This experience has already begun to take shape in the fashion world where consumers can try on shoes for size and clothes for a certain look or feel before they purchase.‘’ And Sambro’s Clare Rix is equally as positive: “Despite a challenging economy, Sambro expects to see continued growth and development for 2023. Working closely with our top licensors (such as Paramount, Disney, Hasbro & Mattel), we have plans to launch uniquely creative toys into the UK and EU markets. We’re also exploring ways in which we can maximise the opportunities both online and with value discounters, who are gaining strength and seeing growth in the current climate.’’

Online growth with price-savvy consumers will ensure that social media marketing is as important as ever. In-store experiences will need careful planning and budgeting to encourage shoppers back into the high street

Clare Rix, commercial manager, Sambro

“One for Fun

Did you know?

There are two types of Tonies:

Content Tonies include both classic and contemporary tales and popular bedtime songs and educational content. Creative-Tonies play recorded or pre-downloaded content which can be uploaded via the Toniecloud or the free Tonie-App

A corker of an idea

TOYNAMICS UK & IRELAND

0116 478 5230 | www.toynamics.com

Since Toynamics became the exclusive UK distributor of Korko this year, the range of playful educational toys made from sustainable Portuguese cork has had a very successful launch.

The toys give little ones from 18 months the opportunity to explore sustainable products, and stimulate their creativity and early development skills. For example, the cork building bricks, in fun colours and shapes, encourage spatial thinking and fine motor skills. Cork is soft, light, non-slip, durable, sustainable, biodegradable, recyclable and carbon-negative.

Hape has a collection of colourful and fun toys that encourage the development of senses and essential skills for babies. Best seller in the range is the Apple Grab Toy.

Listen up

TONIES

sales@tonies.com | www.tonies.com

Tonies is set to wow little listeners of all ages with must-have releases, just as parents, grandparents and caregivers begin to shop for Christmas.

With a whizz and a bang, Roald Dahl returns to share children’s classic James and the Giant Peach on the magical storybox. Follow the extraordinary journey of an orphaned young boy called James, who finds himself on an unforgettable adventure inside a giant peach.

Disney Pixar fans will jump for joy as huge box-office hit Disney’s Coco arrives at tonies, telling the captivating tale of 12-year-old Miguel on his musical journey to unravel a story of Mexican folklore, family and heritage.

Winter wouldn’t be the same without a little Frozen fever! Everybody’s favourite snowman, Disney’s Olaf arrives to make his debut on top of the Toniebox sharing two irresistible Disney Frozen featurettes together with five memorable songs that Elsa and Anna fans will already know and love.

Preschoolers are in for a huge treat this month as tonies relaunches its Animal Songs Tonie, chock-full of catchy animal-themed songs, the perfect soundtrack to any fun day. And that’s not all. The hit TV show Blue’s Clues & You Tonie takes preschoolers on an interactive adventure, where they’ll solve minimysteries, play games, listen for clues, and sing, tap and clap along to five catchy songs from the Blue’s Beat Band. Aimed at ages three-plus, the softly padded Toniebox is available in six eye-catching colours. Designed to replace bright and over-stimulating screens, the awardwinning audio system helps young children independently play and learn, with its child-safe, wireless and screen-free approach.

Let’s Go Tots!

MELISSA & DOUG

0203 911 7519/7508 www.melissaanddoug.com

Melissa & Doug has expanded its portfolio with the global launch of a new, playfully-designed infant range with adorable, diverse characters.

It’s the first time the company has expanded its range to include little ones under two.

First up is Go Tots, which offers open-ended play with real-life context as well as relatable characters that come to life through movement, allowing for more enriching play patterns. It comprises six SKUs.

The range features wooden Go Tots discs which, as well as satisfyingly rolling or stacking independently, also slot into the dynamic vehicles and larger sets. The Go Tots Barnyard Tumble brings the discs to life through movement and providing an environment in which the engaging characters (each disc has a different character on both sides) and realistic details encourage storytelling.

Next are Rollables: a range of spherical soft fabric animal characters that introduce the concept of movement and kinetic play. They can be rolled, thrown and caught and are also great for collecting and for promoting storytelling via the themed sets where they really come to life.

Finally, the Wooden Shape Sorting Grocery Cart is a modern take on the classic walker and has already been recognised by Made For Mums as one of its top 15 Editor’s Choice Awards toys for 2022.

Keeping little kids active

MOOKIE TOYS UK

help@mookie.co.uk | www.mookie.co.uk

The beginning of 2022 saw the successful launch of Active-Tots - an exciting product line for nursery and STEM. The Active-Tots range has been designed and developed based on the principles and proven theories of renowned Hungarian paediatrician Emmi Pikler. Helping to transform a child’s indoor space into a beautiful active play area, it is the perfect choice for independent play. Made from FSC certified wood, the Active Tots range has been designed with modular and standalone items. The Fact! Climbing Triangle, Cube and Bridge and Slide can be built to be suit individual homes as well as challenge The Active-Tots range children every time they play. The Active-Tots range has been approved and has been approved recommended by the Good Toy Guide. and recommended by 2023 will see the expansion of the Active Tots the Good Toy Guide range, bringing more challenges to children’s everyday play, helping them to develop and learn at their own pace.

Gym buddy

VTECH

01235 555545 | trade.sales@vtecheu.com | www.vtech.co.uk

VTech has introduced its extensive new VTech baby range, packed with developmental benefits.

VTech says it has launched the market’s very first baby gym to feature seven stages of play. Shortlisted for the Made for Mums and Mother & Baby awards, the 7-in-1 Grow with Baby Sensory Gym caters for every developmental milestone in baby’s first year and more. From tummy time, to kicking play, to sitting up and getting on the move - this gym has it all. Designed to support more than 20 different developmental skills, this gym even features a ball pit and take-along electronic xylophone.

Soothe little ones into a peaceful slumber with My Sleepy Sloth - an adorable snoozing cuddly friend. Sloth’s head gently moves with each soft snore while playing soothing sounds, songs and bedtime stories.

Encourage roleplay and independent play with the Animal Fun Treehouse; four interactive animal friends talk and tell fun facts when placed on the SmartZones. Did you know? My Sleepy Sloth is an adorable snoozing cuddly friend whose head gently moves with each soft snore while playing soothing sounds, songs and bedtime stories

Flipping great!

ONE FOR FUN

sales@oneforfun.com www.oneforfun.com

Tobar’s Animigos range of animated plush animals continues to grow with the addition of family favourites. This year meet the Flipping Panda (he literally does a flip!), the walking Cockapoo with lead, the Walking Maltese dog and the Walking Elephant. The Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals.

This year sees the introduction of a Koala and her cub, a hanging lemur, a hanging sloth and hanging chimpanzee. Other additions will be a non-animated Cockapoo puppy, a Westie and a small rat with a squeak, a small budgie, a rare red panda and a cute black and white guinea pig. From domestic to exotic, the Animigos range has it covered.

One for Fun also has a new range of awardwinning soft toys – Dream Beams. These lovable characters are not just super soft and squishy, they have a unique glow-in-the-dark feature, which provides cuddly comfort day and night. They are specially designed to offer emotional support through cuddling, squeezing and sharing one mission - to help every child have a good night’s sleep and sweet dreams. There are lots of different characters to choose from, each with their own story.