Feature - Wooden Toys

Branching from the traditional

The Wooden Toys category is a staple within the industry with long-established and sentimental products that are now receiving a modern spin. Toy World’s Caroline Tonks spoke with a selection of leading suppliers about the impact of aesthetic, the importance of play value, how sustainability is shaping the category and more.

Wooden Toys have been around for centuries. Some of the oldest Wooden Toys date back to Ancient Egypt, Greece and China, with archaeological evidence of children having played with carved dolls, animals and board games. As time progressed, so did the craftsmanship of Wooden Toys, with dolls houses and rocking horses coming to the forefront of toys within the playroom. Eventually, mass production made Wooden Toys available to children across all backgrounds, evolving in design, but retaining their timeless charm. It is a category that remains popular with parents due to its nostalgic appeal, but also for the products’ durability, alongside educational value and the promotion of creativity and imagination.

There is a plethora of classic Wooden Toys, including puzzles, shape sorters and building blocks currently on the market. One For Fun’s Tobar range offers a classic pre-school collection that focuses on the wonder of wood. The collection is packed full of wooden games and puzzles, including dominoes and shape sorters, and wooden building blocks and stack and play safari animals add a new dimension to the range. At Petit Collage, from Chronicle Books, a highlight is the new Multi-Language Solar System Wooden Tray Puzzle, designed for ages three and above. This 9-piece puzzle of the sun and the eight major planets comes with a guide sheet to position the pieces in order and for children to learn the planets’ names in six languages.

With a long history, Wooden Toys are often thought of as traditional and sometimes even old fashioned, but suppliers have added a modern twist to make their products appeal to present-day children and adults.

Melissa & Doug is breaking the mould of traditional products with its Sort, Stock, Select Wooden Vending Machine Play Set, which will be launching this autumn/winter. Children can sort food items, stock the vending machine, insert coins and press buttons to make selections. Children can mimic the actions of their parents, a common play trend for young imaginations.

At Ravensburger, the Brio team is dedicated to bringing innovation to the category in a variety of ways. “The introduction of Smart Tech Sound to the Brio World system recognises that technology plays a part in all our lives today,” says Elaine Connell, product marketing manager at Ravensburger UK. “We only use it where it genuinely adds something to the play and discovery experience and complements the traditional railway track play that will always be a part of playtime.”

Emma Damerell, Hape EU brand manager for Toynamics, believes that Wooden Toys evoke a sense of nostalgia and quality, appealing to parents and grandparents who remember similar toys from their own childhoods. “Customers are drawn to the natural, timeless beauty of wood,” says Emma. “Vibrant colours, unique shapes and interactive features engages today’s children, and incorporating these with fresh and on-trend aesthetics appeals to the modern parent.”

When considering purchasing decisions, it seems aesthetic is very important. “The classics never go out of style and that’s what makes Wooden Toys so timeless,” says David Lubliner, head of Customer Marketing Europe, Melissa & Doug. “From an aesthetic standpoint, Wooden Toys are attractive for a number of sensory reasons — the feel of smooth edges, the look of the clean lines, the heft the toy has in your hand, the sound it makes during play. Visually engaging Wooden Toys can work in many kinds of home decor and are well suited for stylish playrooms.”

“Wooden toys are not just visually appealing,” adds A.B.Gee’s sales manager, Andrew Hardwidge. Their simple designs often pack big learning opportunities while they blend well with home décor, making them a stylish choice for any household. “With their classic, natural look, they’re an instant hit with parents who appreciate timeless beauty.”

The emerging generation of parents is the target audience for BTL Diffusion’s latest offering, Speedy Monkey. These parents are highly interior-focused and “they seek products that complement their home’s aesthetic,” says Graeme Hargreaves, UK managing director for BTL Diffusion. “Our collection blends modern lifestyle with traditional toy concepts, resulting in products and packaging that are both on-trend and beautiful. The use of pastels and muted tones ensures these toys can easily integrate into modern homes without looking out of place.”

There is often a perception that Wooden Toys are more expensive compared to their plastic counterparts. In turn, suppliers have placed an emphasis on the long-term value and benefits that justify the price point.

“Often being passed down through the generations, we receive a lot of customer feedback on social media and other community channels of older siblings having passed down their Hape toys to their younger siblings,” says Emma. This creates sentimental heritage pieces that families cherish. “Wooden Toys are built to last, providing a safe and reliable option for children.”

Andrew states that Wooden Toys can be perceived as being a bit pricier, but that’s not always the case, as companies strive to offer something to suit every budget. “At A.B.Gee, we highlight Wooden Toys’ long-lasting fun, showing that they are made to last for generations,” he explains. “For most modern families, the eco-friendly nature of Wooden Toys is a big draw, and their durability means they actually save money in the long run.”

Sustainability is an important feature of the category, with suppliers making strides to become ever more eco-friendly. FSC wood, which is sustainably sourced lumber and certified by the Forest Stewardship Council, is used by many companies, as well as other natural alternatives.

Introduced this year as an expansion to its Pre-School portfolio, Mattel’s Fisher-Price Wood is made from responsibly sourced materials that are safe for children and incorporate playful, colourful elements that are both fun and engaging, inspiring creativity and promoting healthy development. Affordably priced, the new range offers a wide variety of play patterns, from puzzles and blocks to role play, music-making and more, so children can explore the world at their own pace. Fisher-Price Wood toys are built to last and be passed down to future generations, with FSC-certified packaging that meets the highest safety standards globally. Fully play tested in the Fisher-Price Play Lab, the collection offers a contemporary take on long-lasting and accessible play, and features playful designs and on-trend themes.

According to Emma, Hape’s toys are now FSC-certified and utilise unique eco-friendly materials such as bamboo from its 65-acre Hape-owned Bamboo Forest. The company also uses rice husk and Green PE as an alternative to plastic. “Hape is committed to plastic-free packaging and uses plant-based synthesised straw and sugarcane extracts for the plastic components, which have a lower carbon footprint,” says Emma. Hape is continuing to improve its sustainability efforts and is currently working towards all its toy production being carbon neutral by 2030.

Ravensburger UK is also working towards becoming even more carbon neutral. “Our dedicated sustainability team continues to set ambitious targets, with our internal operations already carbon neutral and even more goals in place,” says Elaine. “Quality materials are of the utmost importance in our product development. All wood is FSC-certified, and our other materials are always of the highest quality, which means an end product that is designed to last.”

BTL Diffusion recognises that sustainability holds significant importance in today's market. Prior to incorporating any brand into its portfolio, sustainability is considered as a key criterion. “Speedy Monkey shares our commitment to environmental responsibility,” Graeme tells us. The brand adheres to BTL Diffusion's principles by using FSC-approved materials in both its products and packaging. “When consumers purchase a Speedy Monkey toy, they will discover that even the packaging reflects our dedication to sustainability. Paper envelopes replace plastic bags for screws and components, ensuring that every aspect of the toy's packaging can be recycled.”

As readers flip through the following pages, they will find the latest products in Wooden Toys that are hitting the shelves throughout the rest of the year.