Feature - Construction Toys

Feature Piece by Piece

The Construction category is arguably one of the most varied. While bricks, blocks and pieces lie at its heart, finished creations range from military air and sea vehicles to mechanical marble runs, and core play patterns span everything from STEM learning to artistic creativity. Toy World speaks to some leaders in the space to find out how they are building on their ranges this year.

The recipient of Silver, Gold and Platinum accolades in the recent Loved by Parents awards, and a finalist in the 2022 TOTY Awards, Australian company Connetix says it has seen its STEAM-certified Connetix range become a first choice among parents, educators and allied health professionals since its launch in 2019. With a focus on creative innovation, and made from non-toxic, food grade plastic, Connetix has become known for its internationally safety rated product line, which includes the signature Pastel Range, best-selling Ball Run Packs and the Transport Pack with its large, reversible transport base.

The company tells Toy World that the building process with Connetix magnetic tiles comes naturally and intuitively, allowing children to become leaders of their own play and take it in any direction they choose. Strong magnets and a unique bevel design inspire kids to build bigger, more elaborate designs as they design vehicles, ball runs, castles, coin drops, mandalas, animals, robots, rockets and much more. A spokesperson adds: “Connetix tiles are inclusive and accessible to all abilities, meaning everyone can experience the joy of construction while gaining exposure to the benefits of open-ended play and STEAM learning.”

While open-ended construction play encourages kids to build anything they like, any way they like, other construction specialists engage kids with structured, step-by-step builds. Designed to encourage families with children aged six and over to immerse themselves in the world of models, Airfix is loved by families seeking fun and rewarding construction experiences. The company continues to bolster its expansive product range with new additions. This year alone has already seen the introduction of the Folland Gnat T.1, Messerschmitt Bf110 Trop, Messerschmitt Me262A-1a/2a, de Havilland Vampire FB.5/FB.9, Vintage Classic Auster Antarctic, Mitsubishi A6M2b Zero, Brewster Buffalo, and Fokker Dr.1 & Bristol F.2B Dogfight Double (those are all aircraft, if you didn’t already know).

Airfix model kits are available at a range of skill levels, making the brand popular among kids and kidults of all ages. Airfix is also committed to providing a platform on which modellers can connect, share their work and inspire one another. The brand leverages forums, social media engagement and events to create a welcoming environment that encourages active participation from enthusiasts of all levels. This inclusive approach is particularly beneficial for beginners who can seek guidance and advice from experienced modellers, while seasoned enthusiasts find a space to showcase their skills and inspire others.

Fans of military models are also likely to enjoy Cobi’s range of scaled military brick models, which includes tanks, planes, ships and other vehicles spanning everything from WWI and WWII to modern day military within its Armed Forces range. This unique line, according to UK & Ireland country manager Lee Crocker, is ideally placed to help retailers bridge the gap between plastic model kit brands and mainstream brick brands. Like Airfix kits, they also appeal to a wide age range, from kids to older military enthusiasts and everyone in between.

“Historically, the licences held were focused on WWII, but more recently we’ve ventured into other areas and properties such as Top Gun, with Paramount; Company of Heroes 3, with Relic; and Maserati, Opel, Skoda and Citroen,” explains Lee. “But we’ve not moved away from the areas that we’re best known for. Our partnerships include Boeing, The Tank Museum in Bovington, Brooklands, Lockheed Martin, Northrop Grumman, The Imperial War Museum and many more. Cooperation with museums is a very important to us. On the one hand, it's a stamp of approval in terms of the historical accuracy of Cobi military brick models. On the other hand, licence fees help historical vehicles survive into our times for the enjoyment of this and future generations.”

Mattel’s Mega brand also leans heavily into licences, targeting kidults just as much as kids. Pokémon continues to enjoy both a loyal kid following and strong interest from collectors, so the company is expanding the Pokémon range with the Pokémon Dragonite. This 388-piece set, once complete, comes to life thanks to an innovative Motion Brick: turning the crank activates the Pokémon’s flapping wings. Other licensed Pokémon builds include the Pokémon Piplup and Sneasel Chill Out set and the Pokémon Windy Town set, which comes with Pikachu, Pidgey and Wooloo figures.

Kelly Philp, marketing director, Mattel EMEA, adds: “We’re really excited to also be launching a new Mega Barbie range, timed to the July launch of the upcoming Barbie movie, which introduces three new kid-targeted play sets and the first ever Mega Barbie collector item. The new sets let kids use their imaginations to build, create and customise Barbie’s most iconic themes in brick form. A refreshed brand look and feel has been worked into the latest releases, with new buildable Barbie micro dolls featuring more articulation and customisation plus fresh Barbie fashions and accessories. The launch of Mega Barbie will benefit from our own Barbie Franchise marketing activity, including a tag of our Mega Barbie DreamCamper on kid-targeted Barbie campaigns this autumn/winter.”

Cobi retail display at the Bovington Tank Museum

It's not all about licensing though, of course. EcoWood-Art (EWA) produces high-quality wooden classic and mechanical 3D puzzles for the wholesale market, based on generic evergreen themes such as vehicles, animals and gadgets (think gramophones, globes and planetariums). EWA models are eco-friendly and don’t require glue for assembly, meaning builders can started on their construction immediately. Most of the models can also be set in motion after assembly thanks to the inclusion of clever little rubber-mounted motors. The company says the beautiful design, engaging assembly process and quality of its models have already attracted customers from six continents and counting. Part of EWA’s success is also due to its great customer service: the company’s Customer Support Team is available 24/7, while lost and broken parts are replaced free of charge to anyone who needs them.

Vehicles is a strong theme throughout this feature, with Construct It debuting its range of vehicle model kits to Toy World readers this month. The Construct It range covers a variety of price points and piece counts, from the collectible Miniature Constructables to the Platinum X Pro range, where kids can find the company’s most intricate builds. Spin Master is also launching new vehicle builds from Meccano, while Tomy introduces buildable new Johnny Tractor toys and Pat Avenue brings the strongly vehicle themed Biobuddi range to market. Like EWA’s range, the Biobuddi line is also eco-friendlier than construction toys made from virgin plastics, being made from unusable residues of the sugar cane plant.

Other new launches, as with Connetix, keep play open ended by encouraging kids to enjoy free-form building or creative experiences more akin to art than construction. One for Fun has unveiled its highly collectible new Pocket Builds range of egg-shaped capsules containing miniature building blocks and bricks, while Character’s Simbrix range invites kids to create beautiful pixelstyle artwork and Plus-Plus’ Puzzle by Number brand combines paint by number artistry with the satisfaction of puzzle solving, all using its distinctive double-cross shaped pieces. No matter what kind of construction play kids are after this year, there’s no shortage of options to get stuck into.

Clearly, Construction is an increasingly competitive category. With this in mind, we asked Connetix how it goes above and beyond to support its retail partners. A spokesperson told us: “Connetix strongly values and prioritises the relationships it builds with its retailers and supports these relationships in a number of ways. Maintaining open and consistent communication, a balanced pricing model and involving resellers in planned annual sales are just a few of the ways Connetix has garnered a loyal and valued retail network. Retailers can easily find accessible support for all things Connetix through our dedicated, world class Support Team, while also having access to assets to assist their individual marketing needs.”

They add: “Further to this, Connetix nurtures relationships with retailers by taking the needs of small retailers into consideration when making business decisions; this includes ordering stock and stock quantity. With over 1,000 resellers across 70 countries, Connetix also welcomes and encourages feedback to help guide its trajectory and maintain the value of the brand.”

For Cobi, the onus is also on service. Lee tells Toy World service is the first ‘rule’ when it comes to supporting the company’s retail partners. That rule is applied across the board, from him travelling solo in the UK to the whole Cobi team back in Poland. He says: “Our service has to be of a high standard, and we have to be willing to change along with the landscape to ensure we continue to add benefit to our customers. There are hurdles to overcome, especially as we ship our product directly from Poland, but we face everything head on.”

Lee continues: “For many years, we didn’t work with traditional toy retailers, but since the beginning of 2023, when we started engaging with Toymaster and independents, we’ve pulled together a range of new marketing support from traditional posters and shelf strips to display models and dioramas. We can tailor our marketing support to the customer: a great example of this is the Tank Museum in Bovington.”

Airfix, meanwhile, says it understands the significance of marketing support in driving sales for its trade accounts. The brand’s dedicated sales team is not only based in the field but also works diligently out of its headquarters to ensure its trade partners receive the assistance they need. The brand has developed a comprehensive weekly report system that provides crucial information on the latest product arrivals, stock availability and immediate shipping options. By sharing this information promptly, Airfix says, its partners are empowered to make informed decisions, optimise their inventory and meet the demands of their customers effectively.

In addition, Airfix really takes flight at prominent family-oriented events and air shows across the UK. During Q3, the brand will be back on the road offering engaging demonstrations and encouraging children to participate in hands-on make and paint activities.

Airfix Auster Antarctic