Feature
Dress Up & Role Play
Copy that! With films and audiences alike returning to cinemas, parties and annual celebrations to look forward to, and a summer of shopping on the cards, the dress-up and role play category is set to enjoy a good year. Rachael Simpson-Jones looks at what’s driving trends in the marketplaces and speaks to a number of suppliers about their latest product offerings.
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ole play remains an essential element of childhood growth and development. It helps kids engage their imaginations, assists in the understanding of social constructs, and introduces day-to-day tasks necessary for adult life in a fun and enjoyable way. Over the past year, kids have spent an awful lot of time at home, and more time than perhaps they’d otherwise have had in the presence of their parents or caregivers. It’s therefore fair to assume that there might be a renewed demand for role-play toys that let kids emulate household chores, for example, or gardening tasks. “The pandemic and subsequent lockdowns have meant that families have been forced to spend a lot of time indoors together and in doing so, have rediscovered the joys of spending time and playing
together,” notes Phil Cassidy, managing director of role play specialist Casdon, which this year celebrates its 75th anniversary. “Families are looking for toys that promote togetherness as well as having educational benefits. We know that children love to imitate the grown-ups and help out in the home, and so even day-to-day chores have been inspiring play. Products such as our Henry and Hetty Vacuum Cleaners and Cleaning Set turn cleaning the house or doing the laundry into a fun activity. Our products are childsized versions of items adults may use in the home and so it makes them feel like they are using the real thing. Imaginative and creative play has always been an essential part of childrens’ development; however, over the past year this has become even more important. Role play allows children to come up with their own rules, games and stories, and, most importantly, to have fun. At Casdon, we want
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to continue to create products that help children do exactly that.” Casdon isn’t the only company to offer role play toys that allow kids to replicate what they see going on in their own homes. Little Tikes’ First range includes a fridge and a washer-dryer, while Toynamics offers one of the youngest age-range play kitchens on the market, the Hape Toddler Kitchen, suitable for kids as young as 18 months. David Allan, managing director, Toynamics UK & Ireland, says: “Role-play is a brilliant way for children to utilise all those little things they pick up and learn in everyday life. Recreating real-life scenarios is a valuable way for children to develop their imagination and social skills. We are pleased with our strong offering in the role play category, which has developed a multitude of best-sellers for the Hape brand.”
