OUTSIDE EDGE

With lighter nights and warmer weather on the way, families will be spending more and more time outdoors – be that in their own gardens, trails or local parks and green spaces. Having enjoyed a purple patch through the pandemic – with several ranges selling out at retail – the focus on mental health and the benefits of being outside are also helping to drive outdoor product sales. PPS finds out more from some key suppliers.

Recent weather may have told a different story, but spring is most definitely on its way, and with it a chance for suppliers and retailers to further build their outdoor ranges. The past few years has seen a bumper time for the category – with many of the suppliers that PPS spoke to confident that this will continue for 2023.

“We have enjoyed good growth and interest in the outdoor wheeled category online and via the high street in the last 12 months,” Ben Gibson, md at Micro Scooters UK tells us. “Searches for scooters continue to grow year on year –although not quite at the highs of the pandemic - as does footfall in our trade partners’ stores. Families still like to invest in products kids can use outdoors or in the garden.”

Top sellers for Micro include its eco scooter and accessory range, along with its light up and foldable range of two and three-wheeled scooters. “We were the first scooter brand to introduce an eco-range of scooters and accessories nearly four years ago now,” Ben continues. “We did so because our customer insight work showed us today’s parents want to make ethical choices. Micro Scooters becoming a B Corp and being awarded Carbon Neutral Status has only strengthened our eco proposition and it is one customers seem to value.”

The company will further be building its eco credentials with the launch this year of vegan satchels, made with a combination of vegan leather and recycled glass taken from the automotive industry.

For Neil Montgomery, UK commercial director at Juratoys, outdoor toys should be “fun, educational and durable”. He comments: “We understand that playing outdoors is essential for developing skills such as selfconfidence, independence and selfesteem and our outdoor collection is designed with this in mind.”

Janod unveiled the Muddy Lab during Toy Fair in January – which includes a functioning tap, sink and tools – while success last year came with outdoor games such as kites, stilts, skittles and the classic Egg and Spoon race, which was the company’s stand out product. Neil continues: “We are lucky to experience very good stock levels across our ranges, however it’s always best to plan ahead and order stock around April time to ensure retailers don't miss out on the best sellers before summer kicks in.”

MV Sports has been busy growing its domestic offering over the past 12 months to include more products and more licences. Top sellers last year were based around classic licences such as Peppa, PAW Patrol, Spider-Man and Batman, as well as its evergreen Hedstrom and Kickmaster brands. Newer preschool brands CoComelon and Bluey also made a significant contribution, while a highlight among new launches in 2023 is Gabby’s Dollhouse.

Phil Ratcliffe, joint md of MV Sports, tells PPS: “Parents are looking for value and choice without compromising quality and our 2023 pricing reflects this. We have extended our domestic ranges across all our preschool brands and have reduced prices to mitigate against the challenging economic background faced by consumers.”

When it comes to avoiding sell outs on key lines, Phil says: “Customers need to make commitments early and commit to volume to avoid disappointment. We offer a flexible sales approach to all our customers whether it involves stocked in, FOB or DD. However, a reliance on DD can’t always mitigate against an early heatwave or an exceptional product or property. My advice would be to commit to stock of the key lines where possible.”

As well as not waiting until the last minute to place orders for outdoor lines, Glenn McGrath, ecommerce digital marketing coordinator, EU at United Wheels UK, also recommends monitoring trends in the category to stay one step ahead. “Keep an eye on the latest trends in outdoor play toys to identify which products are popular

Right: The classic Egg and Spoon was a stand out seller for Janod last year.

Below: Huffy is launching the Minnie Mouse Convertible later this year.

Wheeled Delights

Wheeled toys have long been a specialism of Wilton Bradley with the team boasting many years of experience in developing premium products.

The company refreshed its Xootz brand of ride-on electric wheeled toys last year, centring it around ‘attitude’ and ‘breaking boundaries’ with a mission to ‘promote, inspire and encourage’ children to get outdoors. As well as ride-ons, the brand also has offerings for older children (including go-karts and drift trikes), plus licensed vehicles from BMW, McLaren and Land Rover Discovery. Recent launches include the Bubble-Go trike, plus a new plastic free range as part of the ecofriendly Yello collection of seaside classics. The Playhouse Waterwall also continues to sell well, with Wilton Bradley looking to adapt the design for smaller balls next year.

with consumers. Analyse your sales data from previous years to get a sense of which products are likely to sell well in the coming year,” he suggests. “Offer a variety of outdoor play toys at different price points to appeal to a wider range of consumers, and ask customers for feedback on which outdoor play products they are interested in, and use this feedback to inform your ordering decisions.”

Top sellers in the past 12 months for the Huffy brand include the Lightning McQueen battery rideon car, as well as its wide range of bikes across the ages. For 2023, the battery ride-on line-up expands with the introduction of the Minnie Mouse Convertible.

When it comes to outdoor play product, parents are looking for a variety of factors, Glenn continues. “The product should be safe for children to use and play with, with no sharp edges, sturdy construction and appropriate weight limits; it should be durable and able to withstand regular use and exposure to the elements; it should be engaging and entertaining for children, with features that encourage imaginative play and physical activity; age appropriate; easy to use; and value for money, with features that provide long-term entertainment and use.”

Micro Scooters’ Ben concludes with this advice for retailers:

“Consider the outdoor toy market as not a toy. Scooters are far from being an occasional toy. It’s the passport to adventure which will accompany a child through every stage of their development. When retailers position their outdoor products in this way every barrier around price, etc falls away. Unlock the true value of the product. Talk about the benefits not just the features.”