SECTOR FOCUS
GROWTH
SPURT
The developmental toy category – while always key for preschool retailers – has significantly strengthened since the start of the pandemic, with the absence of many parent and baby classes during the lockdowns causing consumers to actively seek out more products in the sector. PPS chats to just some of the companies involved in the space.
T
he developmental toy category has always been a key driver for retailers, however the closure of nurseries, preschools and schools over the past 18 months or so has seen a further rise in popularity. “We’ve seen fantastic growth in our developmental toy brands this past year, with Taf Toys in particular seeing a strong uplift
in demand,” explains Amy Wildman, national account manager at Halilit. “With the absence of many parent and baby classes throughout lockdown, parents have been actively seeking more wholesome and developmental toys for the home.” The company has seen tummy time focused items such as the Koala Tummy Time Book “absolutely
fly out” says Amy, alongside pram accessories like the Mini Moon Pram Arch. The Edushape sensory and developmental items have also seen increased popularity, with both the Textured Pop Blocks and Baby Sensory Ball Gift Set being in strong demand. Product development at Taf Toys is also coming “thick and fast”, with the Easier Learning category welcoming new additions such as the My 1st Magnetic Fishing Set. There will also be Kimmy Koala and Harry Lion Activity Toys and My 1st Tummy Time Cards, while Halilit is launching a Savannah Rhythm collection of a lion, elephant, rhinoceros and giraffe tactile animal shakers, plus further puzzles in the Dodo collection. Inset: Taf Toys has seen a strong uplift in demand over the past year, with tummy time focused items flying out, according to Halilit.
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