Company Profile
Casdon
Casdon keeping it real At the start of 2022, role-play specialist Casdon announced a new licensing deal with the aspirational homewares brand Joseph Joseph. The new partnership has seen Casdon develop a range of beautiful new toys featuring truly innovative new elements that bring even more realism to role-play, and both companies are excited for their launch. Rachael Simpson-Jones spoke to Phil Cassidy, managing director at Casdon, as well as the Joseph brothers themselves - Antony and Richard - to find out more. Phil Cassidy
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oseph Joseph is one of the world’s leading homeware brands with a global presence spanning over 100 countries, and many readers will have seen Casdon’s soon-to-launch Joseph Joseph range on display at Toy Fair 2022. Those familiar with the brand will appreciate its modern aesthetics, bold and intelligent use of colours, and the way its products maximise on space around the home. It’s a hugely popular range, for good reason, and that the two companies have partnered – each a leader in its field - shouldn’t come as a surprise. While many may have assumed it was Casdon who made the first move in pitching their ideas to Joseph Joseph, it was actually the brothers who reached out to Casdon about working together, not vice versa. Once again, I am reminded not to make assumptions.
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Both Antony and Richard have quite young children, Richard explains when asked how the deal came about, and Casdon toys have been a feature around their respective houses for years. “I love the functionality of Casdon toys, particularly the Dyson Vacuum Cleaners – I’ve bought all of them,” he says. “I’m an ex-Dyson design engineer, so it’s lovely that my kids can play with their own versions of the real things I worked on. However, my kids have also taken a keen interest in playing with the real-life Joseph Joseph products we have at home. Antony and I therefore thought it would be good to talk to Casdon about creating a line that was suitable for children and allowed for maximum play and learning.” The approach was music to Phil’s ears, who tells me
