Great Gizmos – celebrating 25 years

We focus on what we know

Malcolm Naish visits the Great Gizmos team, who are celebrating their 25th Anniversary

L-R Sarah, Ian & Judith Dayus

It is always a pleasure to visit a company that is celebrating an important milestone in their history and even more so when it is a family-run company. So it was that I drove around the M25 and M23 to visit Great Gizmos at their H.Q. in Crawley, close to Gatwick Airport.

Ian and Judith Dayus began in a small way back in 1997. Both of them had worked for major PLCs and had plenty of experience in both selecting product and selling to retail customers.

While their three children were growing up, Judith had been exhibiting at small charity-run Christmas markets, where her choice of products met an enthusiastic audience, giving her the confidence to join Ian in running Great Gizmos. As Ian told me: “Rather than work hard for an employer, why not do this for ourselves and reap the benefit of all our hard work”, and so it was that Ian contacted the Hong Kong Trade Development Council to ask if any of their members would be interested in UK representation.

Among the companies who contacted them was 4M – an

Interacting with customers and “ giving them a personalised experience is something online shopping cannot replace ”

established art and craft manufacturer, who sent them samples and then very quickly stock, all of which sold out before Christmas and so it was that they embarked on their first show at Spring Fair 1998 and Toy Fair in 1999 in the ‘New to Show’ section at Spring Fair with a 2 x 1.5 metre stand. Annie Lin came over from 4M to the show; so impressed was she that 4M gave Great Gizmos the exclusive UK and Ireland distributorship which has blossomed over the years with the two companies growing together, very content with their partnership. Orders taken and full of hope, it wasn’t long before Ian was flying out to Hong Kong with his first trip flying in to the old Kaitak airport – who remembers the landing through all the buildings surrounding the runway?

With an excellent eye for product Great Gizmos began to build up the product ranges, but throughout the years 4M have remained their major range with not only toy and gift stores stocking the products, but also stately homes, leisure parks along with historic buildings open to the public.

Not only were 4M very creative in the products they supplied, but their team also had an excellent eye for design.

Judith describes the increasing

We focus on what we know

product range rather like an octopus. Remaining true to the core products, but adding strands that explored new areas of science and the arts.

Judith told me “We were in many ways, way ahead of the times with our many ‘green’ projects that encourage children to both learn and create earth-sustaining working models.” While many suppliers have suffered with their sales since Covid struck in 2020, Great Gizmos has enjoyed terrific sales, due primarily to parents investing in home-based arts, crafts and science projects to keep their kids fully engaged. Judith believes that parents spent far more time engaging with their children in making these scientific craft kits rather than simply allowing them to play with their tablets, laptops and PlayStations. Items such as the ‘Buzz Wire’ kit’ have been most popular. In 2012 daughter Sarah joined the company. Sarah had worked for Harrods for two years after completing the Graduate scheme at this famous store. Sarah heads up sales and marketing, initially toy companies are the backbone cutting her teeth of the British toy trade and have with the German been for many years and long may Nicci plush it continue. and stationery Ian Dayus commented “We ranges. have had 25 phenomenal years of Popular supplying award-winning science products within and craft kits that kids love to play the Great with, and learn from too! We are Gizmos range include their very proud of everything we have Mould & Paint, KidzLabs and achieved and look forward to the classic metal pedal cars. the future.''

Other ranges that ran I left Great Gizmos delighted to for a number of years were find the company in great shape and the Zoob construction sets looking forward to the next 25 years, and Damert puzzles such to face the vagaries of the M25 in as ‘Triazzle’. late afternoon.

With an early warning of the problems to come with For more information on the Covid, Great Gizmos ordered and Great Gizmos product range paid for stock early, ensuring that call 01293 543221 or email they could supply all orders during website@greatgizmos.co.uk lockdown, so while Boris was enjoying partying at Number Ten, Great Gizmos was busy supplying demand!

The 2022 Toy Fair was an appropriate affirmation of what great business links Sarah, Judith and Ian have with their many customers. “All the buyers we intended to see, came to the stand to place orders. Being able to meet face to face and show them our new ranges was really brilliant.” Judith concluded.

Family-owned

New 25th Anniversary logo

We try to carry products “ that give kids a sense of accomplishment that they’ve learned, built or created something that they can be proud of ”