Sector Focus: Outdoor Play

Inset: Hippychick enjoyed great success with the Trybike last year.

LET'S GO OUTSIDE

The outdoor category was one of the big winners in the toy market last year – the sector grew 15% in 2020 according to NPD data. As the roadmap out of lockdown continues, the weather warms up and holidays look likely to be spent in the UK, this year is shaping up to be another successful one for the category. And demand is already soaring, as PPS discovers.

Writing this with bright sunshine streaming through the windows ahead of the long Easter weekend, the longawaited longer days, lighter nights and warmer temperatures are no longer simply the stuff of dreams… whisper it, but summer is coming and, along with it, a whole host of new outdoor play opportunities.

Whether that’s bikes, trikes or scooters in the park, trampolining or water and sand play in the back garden, all of the signs are pointing towards another bumper period for suppliers and retailers within the category.

REINFORCED VALUE

“I do think lockdown has reinforced the value and importance of outdoor play and this is reflected in last year’s sector demand, with growth significantly ahead of the total toy market,” Phil Ratcliffe, joint md at MV Sports tells PPS. “Outdoor toys (especially wheeled toys) are critical in developing motor skills, balance, hand eye co-ordination and physical development; promoting a healthy, active outdoor lifestyle.

“Outdoor play also fosters a sense of freedom, achievement and well-being among children while stimulating young imaginations via role-play activities.”

All evidence shows that spend increased across the sector last

year and Phil is confident that the trend is set to continue in 2021. MV Sports has developed over 200 new products, many of which fall into the preschool category. In particular, it has added new and innovative ride-ons to classic licences such as Peppa Pig and PAW Patrol including the new Bobble ride-on.

The company’s Hedstrom range of outdoor play equipment has also been updated to include a Musical Toddler Swing with 20 musical pre-set songs and smartphone capability. The uMove preschool wheeled toys range is also going from strength to strength, says Phil.

With sell outs experienced on a number of products last year, possession of stock will be critical this year and with lead times extending, Phil is urging retailers to get their orders in early.

“As an industry we can help encourage children to play outside more,” Phil continues. “I know that BTHA’s Make Time To Play Campaign has been active in making parents and kids aware of the benefits and possibilities of outdoor play. Brand owners and suppliers can also help by launching new and exciting products to entice children outside and reaching out to parents via social media to raise awareness.”

SPARKING CURIOSITY

“Outdoor play has always been a key offering for us, but it’s safe to say it plays an even more important part in our children’s development during a pandemic,” says Michelle Lilley, head of marketing UK for Little Tikes. “With all our outdoor toys at Little Tikes, the aim is to encourage active and imaginative play - getting little ones moving, sparking their curiosity and developing skills like mobility and coordination. During lockdown, this kind of stimulation is essential.”

Little Tikes’ outdoor category saw a considerable uplift in sales last year – indeed, it secured number one category positions across its core outdoor segments.

“We’re expecting 2021 to be another strong year, particularly while families are looking to spend more time together at home,” Michelle continues. “Naturally, families are investing in their homes and gardens, and looking at ways they can keep their kids entertained from there - we’ve already seen above-season demand for our core classic lines this year to date, and we’re looking forward to another busy summer.”

The company has developed its new Growing Garden range for families spending more time in the garden as a result of on-going restrictions and is confident that it will become a strong arm in its outdoor offering. “We know how much kids love getting mucky in the garden and Growing Garden is a great way of letting them feel

part of the gardening fun – all while encouraging the whole family to play,” says Michelle. In addition, Little Tikes has also extended its role-play offering, emerging into new categories with lines such as the Tobi Robot Smartwatch which helps children aged 4+ build their understanding about the importance of being active.

“Outdoor play will encourage children to explore, step out of their comfort zone and build confidence.” Jeremy Minchin, md, Hippychick

Above: Little Tikes’ new Growing Garden range has been developed for families spending more time in the garden as a result of Covid-19 restrictions.

ORDER EARLY, ORDER ENOUGH

For Jeremy Minchin, md at Hippychick, stocking ranges that urge children to play outdoors and get them excited about going on bike rides with their family is a must.

The company’s Trybike was a runaway success last year and this year will see it launch new Classic World products, wooden balancing games, a robot-themed First Walker, Forest Stacking Rings and Bears Tower. The Vilac metal car range is also being expanded and there are new wooden and vintage ride-ons.

“Outdoor play will encourage children to explore, step out of their comfort zone and build confidence,” says Jeremy. “We see spend increasing this year, too, as there seems little likelihood of large scale holidaying overseas.”

Jeremy does, however, have this advice for retailers: order early and order enough. “If you talk to us about your plans and expectations, we have at least a chance of fulfilling them. If you just send a big order in with no prior notification, we cannot be prepared for it in advance and may well not be able to fulfil it. And display products out and in action – nothing sells as well when it is hidden in a box.”

Inset: MV Sports’ Hedstrom range of outdoor play equipment has been updated to include a Musical Toddler Swing.