11 minute read
Sector Focus: Garden Play
Inset: Simba Smoby Toys UK has seen its playhouse offering grow substantially in the past 18 months
CUE GARDENS
No matter how big or how small, people have really come to appreciate their outside spaces over the past 15 months. And part of this has been a considerable investment in garden play items – from trampolines, playhouses and teepees, through to sand and water play, mud kitchens and gardening tools for preschoolers. PPS chats to some of the companies which have been enjoying strong demand for their products and finds out why they expect this to continue.
An Englishman’s home may be his castle, but for his children, the garden is the real winner – big, small, grassy, paved or decked… over the past 15 months, we’ve really come to appreciate the extra space that gardens have afforded us.
And, with the summer now here and many families choosing to remain at home this year, garden play is likely to remain a strong category when it comes to preschool toy sales.
“In the past 18 months, we have really grown our Smoby playhouse offering,” begins Mayur Pattni, head of marketing at Simba Smoby Toys UK. “There has been a huge appetite for the Smoby brand as a whole, with YOY sales up by 24% in 2020 (NPD Group, December 2020). This year, that momentum has only continued to build. In part, that’s thanks to the strength of our incredible selection of playhouses and slides.”
The Smoby Nature Playhouse + Kitchen has been a top seller for the company, along with the Smoby Chef House. New additions for 2021 – including the Smoby Garden Playhouse and Smoby Teepee – have also been “flying off the shelf”, says Mayur, and he expects demand to continue to grow.
“We have good stock cover, but we strongly encourage our retail partners to order now, so that they can take full advantage of the huge demand that we’re currently seeing for garden play products,” he adds. “Ultimately, good garden play products need to be really great quality, they need to be sturdy and built to last – and they should be based on timeless play patterns that can be enjoyed time and time again. Parents are going to be keen to see the value for money that these toys offer, as well as their play value.”
Below: The Growing Garden range launched in spring from Little Tikes and has been performing well.
@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.
Brought to you by the publishers of
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.uk Jo Pilcher jop@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
EDITORIAL AND CONTENT Sam Loveday saml@max-publishing.co.uk Katie Roberts-Mason katierm@max-publishing.co.uk
BEYOND SUMMER
Little Tikes saw a “huge spike” in its core active play lines during the first lockdown last year (including slides, playhouses, Cozy Coupes, sand and water tables), says the company’s head of marketing UK, Michelle Lilley. “While outdoor active play has always been a key offering for us, it’s safe to say it plays an even more important part in children’s development during a pandemic,” Michelle tells PPS. “With all our outdoor toys at Little Tikes, the aim is to get little ones moving, encouraging active and imaginative play.”
Little Tikes launched its Growing Garden range in the spring and Michelle believes that it adds something different into the mix of its current outdoor portfolio, while also expanding its seasonal retail offer. Michelle explains: “Sustainability is an important message that we want to convey in our toy ranges and we’re really happy to see little ones getting involved from an early age with this one.”
She continues: “People are investing in toys that their children will play with for seasons to come. We’ve seen a huge demand for our core range, as well as new items like the T-Rex truck. Families are investing in outdoor products that can be used in summer and beyond - particularly our giant slides, Water Tables, Turtle Sandboxes and Cape Cottages.”
IMAGINARY WORLDS
Wilton Bradley has reported an upwards trend towards role-play products and has added new product lines into its Playhouse brand.
“Last year, we had success with our award-winning Mucky Mud Kitchen and the larger Marvellous Mud Kitchen as families had additional time and money to improve on their homes and gardens and spend quality time outside,” Scott Eden, product director at Wilton Bradley tells PPS. “The Playhouse Marvellous Mud Kitchen provides hours of exciting fun for all kids who love mucking around in the garden, especially playing in the mud. Pretend play is a brilliant way for children to develop their creativity and imagination, while having masses of fun.” 2021 has seen the company introduce two new offerings to the Playhouse brand – the Make ‘N’ Mend Workbench and the Ice Cream Van. In addition, Wilton Bradley also has a range of gardening tools in its Little Roots brand, specifically designed for little hands so that children can become involved in gardening from a young age.
Scott continues: “It’s no secret that when it comes to outdoor play, kids love to create their own, imaginary worlds. Playhouse complements their desire to imagine and dream thanks to our range of kid’s garden play furniture.
“Lockdown has reminded parents of the importance of outdoor play which has been reflected in demand in this sector over the past year and looks set to continue into 2021. Roleplay is the perfect stimulant for young imaginations and is a great way to keep kids away from the screen.”
EMBRACING THE SPACE
“From the first lockdown we have been playing catch-up trying to keep up with demand - thankfully our factories have gone above and beyond to service our requirements, we have worked incredibly hard to make this happen,” says Adam Pearson, key account manager at Geemac about its outdoor sales. “We already have established outdoor ranges but we found as holidays were cancelled, investment back into garden/outdoor play drastically increased.”
Adam says that trampolines remain the company’s number one in terms of sales, however its wood teepee, eco playhouses and outdoor easels, along with pools/inflatables, super palace and garden games have also seen considerable growth.
Adam continues: “Partnering with Mattel on our Fisher-Price Toddler trampoline was a great opportunity, combining the number one infant and preschool brand with Sportspower, the largest trampoline manufacturer globally, has resonated perfectly with consumers. Retailers sold out early last year so it’s hard to put a number on growth but based on the success, we are increasing the range considerably with this brand for SS22.”
One of Geemac’s best selling playhouses retails at £500, something the company didn’t expect, but it shows the level of investment which is being made in this category by parents, says Adam.
“Outdoor products/toys are becoming part of the ‘garden’ trend - instead of a traditional trampoline that sits on top of the lawn consumers are digging a hole and putting them in-ground to make them a feature, then posting on social media. I think the same can be said for a number of toys - where a single swing has been popular for years, consumers have invested in a larger multi-play set and built in a designated area of the garden with wood chippings or rubber matting… they are embracing the space they have and active play for the kids,” Adam concludes.
Below: Wilton Bradley’s mud kitchen range has proved a hit, with the company believing pretend play is a brilliant way for children to develop creativity and imagination. Below right: Geemac has found that investment back into garden and outdoor play has drastically increased.
GARDEN PLAY
SIMBA SMOBY
The Garden Playhouse from Simba Smoby is perfect for budding gardeners aged two years and upwards. This playhouse comes with 15 accessories for lots of greenfingered fun. Also available is the fully-customisable Neo Friends House, which can be purchased individually or with a kitchen.
Tel: 01620 674778 www.smoby.com
WILTON BRADLEY
The Playhouse Marvellous Mud Kitchen will provide hours of exciting fun for all kids who love playing in the garden, especially in the mud. This high quality, ready varnished, solid FSC Canadian Hemlock wood play kitchen will last for years and is ideal for year round fun in the garden. The set includes stainless steel pans and utensils and there is a preparation area at the side and storage tray above and below the sink, providing plenty of space for storing all ingredients and utensils.
Tel: 01626 835400 www.wiltonbradley.com MICRO SCOOTER
The Micro Hopper 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. The Hopper’s inflatable main body connects simply to a lightweight chassis with 360-degree nonmarking PU wheels. Lightweight and easy to transport so it can accompany the family wherever they go.
Tel: 0333 3201030 www.micro-scooters.co.uk WILTON BRADLEY
Wilton Bradley has developed a range of wooden garden games to its Toyrific brand. Its garden games sub-brand creates fun for the whole family through a selection of popular games and encourages kids to enjoy playing outside in the garden. Products ranging from giant wooden stack and fall, classic limbo to mini golf, there’s something within the range for all families.
Tel: 01626 835400 www.wiltonbradley.com
CHICCO
Forming part of Chicco’s new sustainable Eco+ range, the new Balance Bike is the first to be made of recycled plastic. Suitable from 18 months to five years, the bike has soft anti-puncture wheels and ergonomic handles, helping little ones acquire the necessary balance on two wheels before moving onto a bicycle with pedals. Inspired by nature, the bike has a strong focus towards sustainability and is suitable for both indoor and outdoor use.
Tel: 0208 9536627 www.chicco.co.uk
