Feature - STEM & Educational

Lessons learned

Sam Giltrow puts the STEM toys category under the microscope to examine why it has become so successful.

You only have to look at the incredible first images recently captured by NASA’s James Webb Space Telescope showing hundreds of billions of stars, to realise there is a whole world out there waiting to be explored. Children can be helped to embark on their scientific discoveries from an early age with a huge variety of STEM-based toys that allow them to explore the whats, the wheres and the whys of our universe.

‘Learning by stealth’ is how Paul Fogarty, country manager UK & Ireland at Clementoni, describes STEM toys, which are seeing a huge surge in popularity, particularly since the pandemic. Now in the 10th year of partnership with the Science Museum, Clementoni has grown its STEM category significantly and is about to launch a NASA Floating Shuttle in its popular Science & Play Build range. Italian-made, its construction range features original models which have been faithfully reproduced to be built and dismantled, giving children a real understanding of the concepts of mechanics and engineering within their own imagination and experimentation. “With our science line, which also includes an element of build, it’s all about having fun while being educated. Good STEM toys are able to do both,” says Paul.

He says the pandemic inspired a huge wave of parents seeking out product that would teach their children in a fun way during the lockdowns, a trend which has continued. “Initially there was a bit of a rush towards things to simply occupy kids’ time, but the notion that we can occupy that time with toys that children can learn from is one that has become increasingly sought after. This trend has continued to build during the pandemic, and we haven’t seen it tail off.”

Clementoni’s range of small and medium sized Science & Play Build kits, which are predominantly vehicle based, are strong sellers at retail and this year the company is extending the line to cover more than just vehicles. The new NASA Floating Shuttle, made in partnership with NASA, uses a display mechanism which makes the shuttle look like it is floating in midair. Clementoni is also launching a Floating Dragon with the same feature in a Science Museum approved kit.

Despite developing more varied sets within the Science & Play Build line, the popular vehicle options will continue to be developed; a new licensing partnership is in place with Lamborghini to introduce a motorised Lamborghini Huracán’s kit at a Christmas price point, supported by a TV marketing campaign. “We are looking to increase our relationships with licensing partners as we develop that side of the business,” explains Paul, “but we will stay true to the STEM core attributes of the product line.”

Debra Tiffany, marketing manager at Brainstorm, believes consumers are now realising that STEM products are not just toys to buy because they have ‘educational’ written on the side of the box. “Rather they see the real play value in these products and how much benefit children get from them,” she explains. “The value of learning through play is huge ,and toys that teach children via stealth are the beginnings of all our product development,” she tells us. “We want kids to be entertained and learn at the same time.”

Brainstorm’s range, she says, has even more added value as many of the toys double up as a room décor, comforting nightlights, torches or fun room guards. Brainstorm recently launched My Very Own Cloud, a mindful 3-in-1 nightlight featuring colour changing light and sounds of soothing rain and claps of thunder. This extends the My Very Own sub-brand of Brainstorm which teaches children about the world around them with My Very Own Moon, My Very Own Solar System and My Very Own Rainbow. All will be supported by an extensive consumer marketing campaign for AW22 to include linear TV, YouTube and social media. The company’s Torch & Projector range also continues to grow through licences with the Natural History Museum and Paw Patrol.

Educating children about the planet is not lip service for Brainstorm as it seeks new ways to safeguard our world with sustainability and recyclability across all its products, with an on-going process to phase out single use plastic packaging. Debra adds that the STEM category will continue to grow as the appetite for learning while having fun shows no sign of abating. “The interest in science and nature is fed by broadcast and online news full of technological progress and projects, such as rewilding – all subjects that are hugely fascinating and inspiring for kids.”

This is also fuelled by nostalgia and kids playing with toys that their parents enjoyed when they were younger, as Debra explains: “Parents love our toys because they take them back to their own childhood, where they have fond memories of discovering the world through the lens of a microscope or being fascinated by the stars. They hope to recreate these experiences and inspire their own children in a love of science and nature.”

This is very much the case for Bandai UK, where tried and tested brands continue to drive the STEM category in its business. Sea Monkeys, which was first launched in 1957, allows children to embrace their curiosity and hatch, grow and nurture their very own ‘pets’ in the form of minuscule hybrid brine shrimp. Encouraging responsibility for other living organisms, the Sea Monkeys are available in a choice of themed, colourful tanks, bringing a taste of the ocean directly into the home. The brand has additional kidult and retro appeal, and the range currently consists of a six-tank assortment plus accessory lines to provide a wider choice on shelf and extended brand experience. The Sea Monkeys Ocean Zoo was the best-selling item in Bandai UK’s STEM category in 2021.

Another popular line for Bandai is its National Geographic Range, a brand which has been in existence since 1888. The National Geographic Volcano Kit continues to be another top performer for the company. “Both our National Geographic and Sea Monkeys range continue to develop as we add new, exciting items to the existing top performing items,” says Nic Aldridge, MD, Bandai UK. “There is definitely a continued upswing in STEM and educational toys in the market overall since the pandemic lockdown, when these toys became of utmost importance to parents struggling to balance home-working and home-schooling. Since this period, parents have come to appreciate products that often extensive play value, with the added benefit of learning through the play activities.”

The National Geographic range has gone though a major evolution, reducing the amount of plastic used so only essential plastic parts remain, while the packaging’s artwork and protective materials are made from paper and cardboard, which is all FSC certified. This underpins the fact that 27% of all royalties paid to the licensor now go to the National Geographic Society, a global non-profit organisation committed to exploring and protecting our planet. “We fund hundreds of research and conservation projects around the world each year and inspire new generations through our education initiatives and resources,” states Nic proudly.

The National Geographic range will be supported with more investment in marketing for AW22 including, for the first time, digital advertising. This will include YouTube pre-rolls targeting parents and gift-givers; pre-Christmas activity in National Geographic’s Kids magazine and on its website; and an influencer campaign.

Kids can also learn about the planet and the rest of the universe with the new Science Mad! Planetarium Star Globe from Trends UK. Expanding on its awardwinning Science Mad! brand, the rotating, projecting planetarium teaches children about the different stars and constellations. Kids can turn out the lights and watch the magical light show of stars and how they move across the night sky in the galaxy, getting to grips with the names of the constellations clearly shown including Orion, Ursa Major (Big Bear), and Pegasus (winged horse).

Trends UK was formed in 2002 by a small number of toy industry professionals with a vision to rescue an old British toy company which had gone into liquidation and initially focusing on science and nature toys. Today Trends UK is a small, but vibrant, business, recognised for bringing exciting and innovative products to the market.

The popular award-winning Science Mad! range features educational toys with working features including telescopes, microscopes, digital metal detector, walkie talkies and more, creating a very strong branded presence at retail. The range offers real experiments based on proper chemistry plus scientific gadgets which encourage exploration of the natural world. Science Mad! items have been designed to continue to inspire future generations to develop their knowledge of, and interest in, science further.