17 minute read
Sector Focus: Imaginative Play
Inset: Janod has seen a rise in demand for its imaginative and role-play products.
ACTIVE IMAGINATION
The pandemic has brought about a huge shift in how a day looks for a preschooler – spending months without their peers, they have been forced to look to other forms of play and other people to play with, meaning they’re missing out on some significant social experiences. As things begin to open up again, PPS discovers why imaginative and creative play is more important than ever.
“P lay is a child’s work,” declares Gary Pope, co-founder and ceo of family marketing agency, Kids Industries. “What children have done is swap peers for parents and this is the first time in modern history – since WW2, in fact – that children have gone without a structured, formal day, whether in nursery or the early years unit, for such an extended period. And that means they’ve not been socialising. And this is perhaps more important for preschoolers than any other group.”
Gary continues: “Creative and imaginative play allows the children to be in the moment, to make sense of the world they are experiencing and to be whatever and wherever they can imagine. This is one of the most important ways our understanding of the world around us develops. Now more than ever we need to give our children creative and imaginative play opportunities.”
RISE IN DEMAND
This is good news for those suppliers which have a healthy roster of imaginative and creative play lines.
Janod has launched over 200 new products this year, with Neil Montgomery, UK commercial director at Juratoys, telling PPS that imaginative play is key for children’s development and confidence. “The milestones children achieve are always at the forefront of the designer's mind when inventing new toys,” he says. “Over the last year we have seen a rise in the demand for imaginative and role-play products. Janod has a wonderful range of cookers, market
stools, DIY tools, doctors’ kits and many To help keep this momentum, the more to keep little ones entertained and company ran a campaign to encourage educated while having fun. Children have children to get creative during the third missed out on so much over this unusual lockdown, making thank you cards for time and parents are working hard to teachers, home-schooling parents and replace what they may have experienced pictures for Easter. The campaign coincided at school, nursery and playgroups.” with the launch of Little Brian Chunkie Phil Cassidy, md of Casdon, says that imaginative play “Now more than ever we Paint Sticks range. “Children love to make allows children to come need to give our children things for other people up with their own rules, games and stories at a time creative and imaginative and this was a simple way of helping them make when they’re out of their usual routine and may be play opportunities.” something that might be sent to people they haven’t feeling anxious or unsure. “Imaginative play has Gary Pope, ceo, been able to see for a long time, like grandparents for a varied range of benefits for young children - from Kids Industries example,” says Lindsay. Le Toy Van, meanwhile, encouraging creativity to helping with problem has further strengthened its selection of imaginative solving and communication skills,” he offers. “Casdon play products – including its Honeybake collection products are child-sized versions of items that - all of which are in gender neutral designs and are adults may already use within the household. They made to inspire “free and creative play”, says Alice allow the children to imitate the grown-ups and King, the company’s digital marketing manager. ‘help out’ in the home through role-play while also “At a time when we’ve been confined indoors more developing their imaginative and practical skills. than ever, we believe it’s more important for children
“If retailers can show that they relate to and to be able to escape, imagine and still be able to understand the role that parents have in their find the magical moments in the everyday that children’s play at home, and place emphasis they would be missing out on,” Alice tells PPS. on how this kind of play can benefit children’s “Imaginative play is a wonderful way to teach development too – perhaps through enhanced children about the world around ‘home-corner’ categories and sections them, particularly preparing them – parents and give-givers will be able for social interactions later in life. to clearly see the benefit of having Simple acts such as interacting products such as these in their home.” with the shopkeeper during play time teaches children the nuanced social FINDING MAGICAL MOMENTS interactions we have daily and builds Lindsay Hardy, marketing director confidence for these scenarios.” at Trends UK, says that demand for The final word goes to Kids creative products such as Little Brian’s Industries’ Gary, who concludes: Paint Sticks “went through the roof” “Play prepares us, continually during the first lockdown, as parents in fact, to be the people we searched for ways to keep children are destined to become and entertained that didn’t involve screens. nowhere is this more important than in the preschooler.”
Left: Le Toy Van is further growing its Honeybake imaginative play collection this year. Above: Casdon’s products allow children to imitate their parents with lines such as the Henry and Hetty Cleaning Trolleys. Right: Demand for Little Brian’s Paint Sticks went ‘through the roof’ during the first lockdown.
IMAGINATIVE PLAY
HABA
Children will love bringing their HABA dolls with them wherever they go! Whether attending a party, strolling around the park, or going to bed, these dolls are perfect for children who like to pretend play and let their imaginations roam. They will love dressing the dolls in various clothes or taking them around in a doll stroller. HABA have a wide variety of dolls available, so there’s something for every child - soft fabric dolls, cute baby dolls, and lifelike play dolls. Distributed in the UK by Amaroni.
Tel: 01205 260384 www.amaroni.com
BIGJIGS
This Veterinary Set from Bigjigs Toys has everything young veterinarians need to nurse sick teddies or poorly animals back to health. Using the stethoscope, children can listen to their patient’s heart, check their temperature with the thermometer and even take a look in their ears with the otoscope. This extensive pretend play set comes completely plastic free in an easy to store carry bag.
Tel: 01303 212691 www.bigjigstoys.co.uk
LITTLE BRIAN
A very exciting new line joins the award-winning Little Brian Paint Sticks range this spring. At four times the size of a regular Paint Stick, Chunkie Paint Sticks are ideal for outdoor artwork including pebble painting which is a craze that is set to continue. Perfect for larger art creations, they can be used on concrete, flagstones, pavements and pebbles and they easily wash off outdoor surfaces with water. Available in 12 colours.
Tel: 01702 208175 www.trendsuk.co.uk BIGJIGS
This wooden doughnut box full of delicious, realistic looking wood doughnuts, is perfect for sharing! Ideal for introducing the concept of choice and sharing and great for tea parties. It encourages creative and imaginative role play. The set is made from high quality, responsibly sourced materials and conforms to current European safety standards.
Tel: 01303 212691 www.bigjigstoys.co.uk
INFANTINO
Infantino introduces the brand new 3-in-1 Grow with Me Tummy Time Piano, a musical masterpiece that will have little ones kicking for joy. Suitable from birth, this sensory stimulating piano has three ways to play, including in the cot, kick and play piano and tummy time sit and play, this toy truly grows with the child. It features 20 melodies and sounds and encourages sensory exploration and tactile development, as well as promoting gross motor development and early crawling.
Email: nivi@infantino.com www.uk.infantino.com
Please visit www.orangetreetoys.com to view the full range, or if you would like one of the sales team to contact you, please call 01242 244500
Orange Tree Toys is so excited to announce the upcoming release of its brand new, completely sustainable collection. The wooden range is themed around a favourite for all preschoolers - Jungle Animals! The eco-friendly Jungle Animal range has been designed with sustainability in mind, to ensure that the beautiful animals and plants of the jungles are protected. The toys are made entirely out of wood from sustainable forests, and the packaging is all fully recyclable using minimal plastic, and where plastic is used, it is PET, 100% recyclable plastic. The collection of toys includes all the favourites from Orange Tree Toys, including skittles, pull alongs, and puzzles, as well as plenty of new additions, such as the delightful Stacking Jungle Animals! The Stacking Jungle Animals is a beautiful set of brightly painted wooden Jungle Animals, perfect for stacking up and knocking back down, as well as imaginative play. The animals come with a handy drawstring bag, perfect for storing away. The range is packaged in beautifully designed boxes to compliment the collection. With bright colours and lovely illustrations, any of these toys would make a perfect gift for a little one, and look absolutely gorgeous on any shop shelf! Sure to be best sellers, this range is available for preorder now, for delivery from May.
HIPPYCHICK
The latest products available from Hippychick
DUSKY PINK CELLULAR BLANKETS
Brand new from the end of April 2021, Hippychick has expanded its 100% natural cotton cellular blanket offering. Dusky Pink is the latest colour to be added to the collection giving parents an overall choice of five stunning tones. An essential for all new babies, the blanket makes a perfect gift and is beautifully presented in simple, 100% recyclable packaging.
BLUE MYCUDDLY
myHummy has taken a child’s favourite comforting cuddly toy and paired it with the sleep saving humming heart. It’s shaped like a classic newborn comforter, ideal for soothing and snuggling up to brand new little ones, but with a piece of hidden magic to help babies sleep. The myHummy Humming Heart is hidden in the myCuddly’s head and operates just like the classic myHummy bears, with Sleep Sensor and Bluetooth options. The myCuddly features sensory details and even a handy tie on one of the corners so a dummy or teether can be attached.
CLASSIC WORLD – ROBOT LEARNING WALKER
A brand new walker that’s like nothing ever seen before. The new Robot Walker from Classic World will mesmerise little ones endlessly. The magnetic arms can be moulded into any shape, the height can be changed so it grows with the child, and the brake can be adjusted on the wheel to limit walking speed. With many colourful, playful features, this walker is set to be a huge hit. Due at Hippychick towards the end of May 2021.
SASHA THE PENGUIN ROCKER
Part of Nattou’s newest plush pink collection - Sasha the Penguin and Pauline the Bunny - Hippychick welcomes a brand new beautiful Penguin Rocker. Designed to provide endless hours of fun. The Penguin’s wings are ideal for hanging on to, although the seat does come complete with a safety harness. It is a very stable rocking toy and the wooden base has stoppers on it to prevent it from toppling over. Not only will little ones love playing on this rocker it will also help develop their motor skills.
DËNA – NEON SUN
Neon Sun is the latest edition to Hippychick’s Dëna range. Available in neon or pastel, the four piece silicone toy offers limitless unstructured play. It’s made from platinum silicone, making it really hard-wearing and safe to be nibbled on. Toddlers will enjoy seeing what different shapes they can make and the durable design will stand up to any throwing, bending and kicking too! Dëna sun is ideal for playing inside, outside, in the bath, for crafts and even to create shapes while baking.
WHAT’S NEW
NANA’S MANNERS
Nana’s Manners continues to build on its mission to make mealtimes easy. Following the successful launch of its three stages that break down this learning journey into three simple steps, Nana’s Manners is now expanding its feeding range with exciting new product lines. All the ranges have been developed around children’s learning, co-ordination and fine motor skill development, approved by experts and used by paediatric and healthcare professionals.
Email: kathryn@nanasmanners.com www.nanasmanners.com
FIZZ CREATIONS
Youngsters will love this new fun and interactive talking Where’s Wally? plush, from Fizz Creations. Simply hide Wally and let the children listen out for his voice as they try to hunt him down and discover his hiding spot. Pre-order to secure stock today.
Tel: 01903 327006 www.fizzcreations.com
CYBEX
The perfect city stroller or travel companion, CYBEX’s Eezy S Twist is now available in a Lux version featuring a stunning silver frame. The Eezy S Twist can be used as a parent-facing and front-facing stroller from birth up until four years. With just one hand, parents can easily turn the seat to position their little one outward or towards them. Compact and convenient, the seat unit can be used in the full lieflat position from birth without the addition of a newborn pack.
Tel: 0207 4264938 www.cybex-online.com FIZZ CREATIONS
Whole families can have fun with these 150 piece double-sided character puzzles from Fizz Creations. The mystery puzzle sets come complete with two pairs of magic glasses to help players see hidden objects in the image. They are available in a Trolls and a Minions option. Pre-order to secure stock today.
Tel: 01903 327006 www.fizzcreations.com
BEABA
The Babycook Neo baby food maker, from Beaba is now available in a brand new colourway - Eucalyptus. Trimmed with a pale pink and featuring a coordinating white blender, this modern and helpful piece of equipment can enhance any kitchen worktop. It’s currently the only baby food maker on the market that comes with a large glass bowl and increased capacity stainless steel steam basket, which means that parents can prepare 33% more ingredients in one go.
Email: natalie.jackson@beaba.com www.beaba.com
WHAT’S NEW
MAXI-COSI
Introducing the new Maxi-Cosi 360 Family rotating car seat system - the ultimate travel solution for busy parents juggling family life. This family of rotating car seats, suitable from birth up to four years, is designed to help parents get their children into their car seats quickly and easily as the needs of their children evolve. The FamilyFix 360 base allows for quick and easy installation of the Pebble 360 and Pearl 360 car seats.
Tel: 0208 2360707 www.maxi-cosi.co.uk
MICRO SCOOTERS
The Micro Hopper from Micro Scooters delivers twice the fun, converting from an inflatable hopper for bouncing action, to a smart ride-on toy. Its unique ergonomic design means kids improve their balance and coordination as they play. Hopper’s inflatable main body connects simply to a lightweight chassis with 360-degree non-marking PU wheels. Lightweight and easy to transport so it can accompany the family wherever they go.
Tel: 0333 3201030 www.micro-scooters.co.uk KIDCENTRAL
The team at ergobaby are the innovators of natural, organic sleepwear for babies and children up to six years old. Its Cocoon Swaddle Bags are suitable from birth and designed to be easy and safe to use and comforting for baby. The simple zip-up design will keep baby snug and securely swaddled without the need for complicated wrapping. Available in three tog sizes and a variety of colourways. Now distributed in the UK by Kidcentral.
Tel: 01530 569470 www.kidcentral.co.uk JOIE
The Joie multiply 6in1 highchair has every mode imaginable from six months, up to six years. Starting from a baby mode highchair up to a maxed-out highchair, then converting to a mini table with every mealtime milestone in between; finally, converting to a booster seat, portable booster and toddler play table. It features five different height adjustments, three recline positions and a threeposition footrest, allowing parents to easily adjust its fit to varying table or island heights.
Tel: 01889 808900 www.joiebaby.com
ICANDY
Reflecting iCandy’s founding principles of quality, heritage, innovation and style, the British brand has launched the new iCandy Orange. Unveiling new premium fabrics and unparalleled functionality updates, the new iCandy Orange is ready for any family and eventuality. It offers the ultimate single pushchair for first-time parents, a dependable double for a baby and toddler, or a spacious twin that can accommodate two full-sized carrycots.
Tel: 01767 604400 www.icandyworld.com
@Prog_Preschool@Prog_Preschool
PreschoolNews.net is the new online PreschoolNews.net is the new online resource for the preschool product and retailresource for the preschool product and retailsector. From the publishers of Progressivesector. From the publishers of ProgressivePreschool Magazine and the organisers ofPreschool Magazine and the organisers ofthe Progressive Preschool Awards, this the Progressive Preschool Awards, this new website and e-newsflash portal willnew website and e-newsflash portal willprovide the very latest news, views, andprovide the very latest news, views, andanalysis across the preschool productanalysis across the preschool product and retail sector. and retail sector. Launching with an unrivalled emailLaunching with an unrivalled emailsubscriber base of 12,087 readers, a subscriber base of 12,087 readers, atwice weekly newsflash will landtwice weekly newsflash will landdirectly in the inboxes of everyonedirectly in the inboxes of everyonein this fast-paced industry. in this fast-paced industry. A modern, easy to navigateA modern, easy to navigatewebsite will provide a centralwebsite will provide a centralresource for the trade too, offering resource for the trade too, offering news, in-depth articles, an industry news, in-depth articles, an industry jobs board, retail analysis, digital issues ofjobs board, retail analysis, digital issues ofProgressive Preschool, and much much more.Progressive Preschool, and much much more. The magazine and awards do a great job inThe magazine and awards do a great job injoining the dots between toy, nursery, gift,joining the dots between toy, nursery, gift,apparel, publishing, and of course licensing -apparel, publishing, and of course licensing -and this digital offering will further enhanceand this digital offering will further enhanceour position as a trade media partner thatour position as a trade media partner thatoffers a tangible response to advertisingoffers a tangible response to advertising investment. investment.
PreschoolNews.net is the online resource for the preschool product and retail sector. From the publishers of Progressive Preschool magazine and the organisers of the Progressive Preschool Awards, this website and e-newsflash portal provides the very latest news, views, and analysis across the preschool product and retail sector. With an unrivalled email subscriber base of 12,087 All advertising on the website is readers, a twice weekly newsflash lands directly in the All advertising on the website isduplicated to each and every inboxes of everyone in this fast-paced industry. duplicated to each and everynewsflash, giving advertisers A modern, easy to navigate website provides a central resource for the trade too, offering news, in-depth newsflash, giving advertisers huge visibility and direct impact to retail buyers. huge visibility and direct impact to retail buyers. articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more. PreschoolNews.net is published PreschoolNews.net is published by preschool sector experts, for PreschoolNews.net is published by preschool sector experts, for preschool trade experts. by preschool sector experts, for preschool trade experts.preschool trade experts.
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Jacqui Parr jacquip@max-publishing.co.ukJacqui Parr jacquip@max-publishing.co.uk Rob Willis robw@max-publishing.co.uk Rob Willis robw@max-publishing.co.uk ADVERTISING AND COMMERCIAL Sam Loveday saml@max-publishing.co.ukSam Loveday saml@max-publishing.co.ukEDITORIAL AND CONTENT Jo Pilcher jop@max-publishing.co.uk Sam Loveday saml@max-publishing.co.uk Preschoolnews.net is published by preschool sector experts…Preschoolnews.net is published by preschool sector experts…Rob Willis robw@max-publishing.co.uk Katie Roberts-Mason katierm@max-publishing.co.uk
