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.

The 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.

“While a developmental toy should certainly aid little ones in their journey towards meeting their milestones, it is also essential that the toy actually entertains little ones to ensure that they will want to engage with the toy,” Amy adds.

GETTING SMART

“A combination of lockdowns and parents having to take on some home-schooling duties has led to parents spending more time with their children and perhaps understanding more than ever how simple activities can promote learning and skill development,” says Halilit’s Amy. “There seems to be a bigger appetite for a little less technology where younger children are concerned, and we are delighted to see this movement towards more traditional play.” For Geomag’s Nikki, there has been an “unprecedented surge” in interest in more ethically produced and environmentally friendly products. Smart Toys & Games is “Today’s consumers - both young and older - are another company which becoming more and more aware of the damage cheap has seen significant growth and unnecessary plastics are causing our environment and during the past year. oceans and are specifically looking out for products that

“Families have certainly are more environmentally conscious,” she says. “This is enjoyed playing Smart’s games and puzzles over the past year and our SmartMax brand something that will continue to grow and grow over the coming years. We are delighted to be taking our social and environmental responsibilities so seriously by committing to producing all new products using only recycled plastics.” had a particularly strong year attributes a good developmental toy outperforming the construction should have. “Parents/guardians sector growth by some way,” says seek good quality educational toys/ Karen Clarke, brand director at games that have been designed the company. “The SmartMax My for the appropriate age, but with First collection continues to sell longevity so the item can be extremely well - leading the way with played with time and time again to My First Safari Animals, My First support the child’s development.” Dinosaurs and the new addition to the range My First Acrobats which SHAPE SHIFTING has already scooped four awards Geomagworld’s Magicube range this year. From the Smart Games has been gradually building over the bestselling fairy-tale collection, little last few years, and its new Shapes ones are enchanted with Three range has been a “game changer” Little Piggies, Jack and the Beanstalk says the company’s Nikki Jeffery. and Little Red Riding Hood.” “Major retailers which have

A further three new SmartMax been hesitating to stock Magicube sets will arrive in the next few have seen Shapes and gone for it,” months including the special she says. “The biggest swing in the edition, My First Reindeer. last 12 months has probably been Below: Geomag has seen a surge in listings

“A colourful, fun, engaging, tactile this surge in listings and sales.” and sales for the Magicube range. toy/game encouraging learning and creative play,” comes Karen’s reply when PPS asks about the key The range has a variety of price points – from £15 up to £70 – and numerous themes, all of which are interchangeable. To help retailers really make the most of the range in-store, Geomag offers a number of POS items to help with demonstrations including ‘Try Me’ packs and the Magicube Floor play area which consists of building block seats, floor mats and 128 free pieces of stock. The range is also endorsed by Dr Gummer’s Good Play Guide, which Nikki says further underlines its developmental benefits. The shape sets provide an opportunity to use creativity and problem solving, while also teaching children about magnetism, and – for younger children – building and then taking apart the bricks again is good for developing hand-eye coordination and logical thinking skills. “For us 2022 will see the expansion of our recycled line; our priority is to ensure that by the end of next year our full Magicube collection is made only using 100% recycled plastic,” continues Nikki. “Our commitment to the environment and inspiring future generations of this importance is first and foremost our priority going forwards.”

Left and below: The SmartMax My First collection will welcome new sets in the coming months.

DEVELOPMENTAL TOYS

LITTLECONCEPTS

This wooden Animal Puzzle from Plan Toys comes with an elephant, rhino, penguin, gorilla, orangutan, panda and leopard. These animals need help finding their correct home on the puzzle board. For additional play, children can incorporate the figures into storytelling time, or free-play scenarios. Launching October 2021.

Tel: 07870 132595 www.littleconcepts.co.uk

HABA

The new Clever-Up! 4.0 building block system from HABA consists of clear, simple, shapes that allow many different combinations and inspire imagination and creativity. It comes with perforated slats and brightly-coloured spherical blocks bringing new building ideas to life. The triangular prism permits more complex construction – even roof designs can be recreated. Offering construction play, creative learning and digital thinking, the system opens up a new building block universe for children.

Tel: 01205 260384 www.amaroni.com GEOMAG

What started out as the Original Magicube system has now become a world of magnetic building blocks with Magicube Shapes Line. The construction possibilities are boundless, and childrens’ imaginations will fly higher and higher! The range includes characters, animals and structures, with a new vehicles option with real wheels that magnetically attach to the blocks. A simple, magical system, just like all the magnetic construction sets from Geomag.

Tel: 07577 371545 www.geomagworld.com HIPPYCHICK

New to the Classic World range is the new Robot Walker that boasts all the criteria for STEM toys. It operates as a walking aid, which can be height adjusted, for children who are just getting into their stride. This unique toy also includes a range of engaging developmental activities, from a 3D shape sorter; to gears; to a mirror, and even a xylophone.

Tel: 01278 434440 www.hippychick.com

HALILIT

The Taf Toys Savannah Super Size Foam Playmat is a high quality, ultra-soft mat with the added benefit of being waterproof and easy to fold. This easy-care mat covers 150cm x 200cm with colourful, lovable illustrations on one side and a stylish pattern on the reverse, plus six double-sided age cards to capture each monthly milestone.

Tel: 01254 872454 www.halilit.co.uk