Executive Profile

Phil Cassidy, md at Casdon, talks growing the business during a pandemic, the need for traditional role-play toys and having toy making in his DNA.

Phil Cassidy.

“ALTHOUGH WE MIGHT BE SMALL, WE ARE MIGHTY”

HOW LONG HAVE YOU BEEN AT CASDON?

I joined the business in 2005 (16 years ago), however I’m third generation Cassidy brother. Casdon Toys was set up by my grandfather back in 1946 - we’ve been a family of toymakers ever since so I guess you could say it’s in my DNA.

WHAT IS YOUR GREATEST ACHIEVEMENT AT

THE COMPANY?

I'd have to say, growing the team from 18 to 38 during the pandemic. When most people were trimming down, we managed to grow which is something I’m exceptionally proud of - both on a personal and professional level.

FAVOURITE PART OF YOUR JOB?

Without sounding completely cliché, it’s the people. Hiring and building an incredible team and then watching all the amazing ideas they bring to life is so rewarding.

WHO IS THE UNSUNG HERO IN YOUR

COMPANY?

It’s a real team effort here at Casdon. Although we might be small, we are mighty and as a company we recognise all the great work which is achieved across every individual, team and department. Everyone has a really important part to play in the success of our business.

WHAT IS THE BIGGEST CHANGE WITHIN THE

PRESCHOOL INDUSTRY THAT YOU HAVE

SEEN SINCE YOU HAVE WORKED IN IT?

Despite the growth in children’s preschool licensing dominating the toy space, there is still an upwards trend for traditional role-play toys (especially those that encourage imaginative play). Casdon was built on my grandfather’s belief that toys should not only be fun, but that they should play a part in a child’s learning and development, too. This belief is still very much at the heart of everything we do at Casdon today and for the future.

WHAT'S THE BEST PIECE OF ADVICE YOU

HAVE EVER BEEN GIVEN?

This is a simple one and advice I have used a lot this past year: take a deep breath, stop and think more before doing.

BIGGEST LESSON YOU'VE TAKEN AWAY

FROM THE PAST YEAR?

Same as above, to slow down, take a breath and think more before actioning anything.

“Everyone has a really important part to play in the success of our business.”

IF YOU COULD CHANGE ONE THING ABOUT

THE PRESCHOOL BUSINESS, WHAT WOULD

IT BE AND WHY?

This is a tough one - as the market is ever changing and expanding it's hard to pinpoint what could change as it's such a moving target. I can tell you that I'm most encouraged that with all the growth within the preschool space there is still a need for the more traditional role-play toys.

WHAT’S NEW

CYBEX

Cybex has introduced the Anoris T i-Size – the first forward-facing car seat with integrated airbag. Thanks to its integrated airbag technology, research shows that the forward-facing Anoris seat offers approximately 50% more protection than conventional forward-facing seats and is at least as safe as rear-facing car seats. The Anoris T i-Size also offers more comfort, legroom and easy entry into the seat, while also being simple to install.

Tel: 0207 4264938 www.cybex-online.com

BÉBÉLEPHANT JOIE

Kiddiwhizz, manufacturer of the Whizzer – the first handheld unisex toilet for kids, has appointed bébélephant as its UK distributor. The Whizzer was launched in 2021 and has already proved to be a great success, with major stores including Robert Dyas set to stock the product.

Tel: 0208 2021467 www.bebelephant.com

BÉBÉLEPHANT

This stunning range of plush soft toys from Paris based, world renowned Doudou et Compagnie are sure to be loved by all. Each product comes beautifully presented in its own, high quality coordinating gift box. There is a full range of products suitable for boys and girls alike. Available from bébélephant.

Tel: 0208 2021467 www.bebelephant.com

Joie is proud to announce its newest arrival, the i-Spin Grow, that has made its grand entrance by scooping a Gold award at the 2022 Mother & Baby Awards. Growing passengers will be set for every journey from that first trip home from the hospital to the very first day at school, along with every important milestone in between and beyond. The easy to use, one- hand 360 degrees spin, turns to the parent to make buckling in even easier than ever.

Tel: 01889 808900 www.joiebaby.com

BEABA

The Dry ‘n’ Snack food dehydrator is the new, must-have piece of kitchen equipment, from innovative parenting brand Béaba. It’s perfect for busy parents who want to make fuss-free batches of healthy, inexpensive dehydrated purees, yoghurts and snacks for the whole family at home, whilst saving both time and money. This indispensable product will become the go-to gadget for making everything from ground fruit to mix with water or to add to porridge as well as strawberry flakes and vegetable crisps.

Email: natalie.jackson@beaba.com www.beaba.com

WHAT’S NEW

EDUK8

As exclusive UK distributor for the Mark Makers range, eduk8 will be showcasing the activity and story books, which are an introduction to a fun pre-writing programme featuring characters Lionel, Archie, Ziggy and Swirlo, who help children develop writing skills through making basic marks. Children aged five months to five years are encouraged to make their mark through play, and Author Rachel Fay will be popping onto the Eduk8 stand during London Toy Fair.

Tel: 01661 831080 www.eduk8worldwide.com

THE SINGING ANT

The Singing Ant team are thrilled to introduce the Hygge collection, a new range in its high quality playmat options.. Further building on the innovative and unisex playmats, the new collection incorporates The Singing Ant’s eye for Scandinavian inspired style, whilst not forgetting the all-important practicalities needed for play. Capturing the essence of the modern nursery, the brand new quilted, earth-toned collection promises maximum comfort, with the bonus of a low allergy risk, vegan leather wipe clean surface.

Email: post@thesingingant.com www.thesingingant.com JANOD

Janod’s Doctor’s Suitcase is sure to spark the light in any child’s imagination and inspire the doctor in any little one. Featuring ten wooden instruments – a syringe, reflex hammer, disinfectant, stethoscope, otoscope, thermometer, tongue depressor plus a prescription notebook, pencil and bandage roll, this extensive kit has got everything kids could possibly need to play doctors and patients and nurture their caring side.

Tel: 0208 8782133 www.janod.com MUSLINZ

Manufactured by MerryGoRound, MuslinZ offer quality, value and a great range of products. These high quality muslins for little ones are reusable, ethical and sustainable. The team take great care to work sustainably and ethically both at its UK base and at the factories it utilises in Pakistan. It uses organic cotton fabrics which are made with GOTS certified thread. New designs are released regularly throughout the year.

Tel: 01295 810008 www.muslinz.com

WILBERRY TOYS

The new giant versions of the popular Wilberry Knitted Dinosaurs have the real wow factor -incredible large T-Rex, Stegosaurus and Triceratops that are sure to put big smiles on lots of faces! Arriving in the Spring in both double and triple the size of the existing styles, these create amazing displays and family groups in gender neutral colours and are very exciting new additions for the preschool space.

Tel: 01462 446040 www.wilberrytoys.com