Feature - Stationery

Getting to the point

Stationery has long sparked creativity with its array of products and licences, becoming a valuable category for many toy retailers. Toy World’s Caroline Tonks spoke with suppliers within the Stationery space about their current ranges, how they support retailers, their advice on maximising the category and more.

Stationery has come a long way since Cai Lun, who lived in China during the Han Dynasty, invented paper around the year 105 AD. The term ‘Stationery’ came to Europe almost 1,400 years later, as papermaking developed across the continent. In the middle of the 15th century, with the establishment of the Gutenberg printing press, Stationery took off, with the mass production of books and writing materials becoming available to the public. Nowadays, it is a successful category in many toy stores, with the addition of colourful and characterful elements to appeal to kids. Across the category, suppliers are developing ranges to inspire consumers, whether that be through favourite licences or Back-to-School must-haves.

In summer 2024, Maped Helix is set to launch a brandnew Harry Potter Stationery range, further adding to its licensed collections. The range offers numerous pens and pencils, like the Colourful Gel Pens and colouring pencils with break resistant lead, as well as high quality highlighters and Pyramid Erasers. There is a plethora of characters to choose from, including favourites like Dumbledore, Hermione and Luna, as well as the four Hogwarts houses’ logos embossed on different products. Elsewhere on the licensed Stationery front, Pilot

Pen and Naruto Shippuden have created a licensed partnership that merges writing instruments with anime. This collaboration combines Pilot Pen's erasable FriXion pens with the iconic Naruto Shippuden series. Fans can choose from six designs, each capturing the core characters like Naruto, Sasuke, Sakura, Kakashi and Itachi.

Love Writing Co.’s integrated writing packs are ergonomically designed and scaled to fit a child’s hand, making it quicker to learn how to write. The company continues to expand its presence within the early learning literacy sector with two new licensed partnerships - Paw Patrol and Paddington - developing ranges containing workbooks, handwriting practice books, tripod grip writing pencils and erasable coloured pencils. “New partnerships with children’s favourite characters Paw Patrol and Paddington have proven to be immensely popular with parents and little learners,” says Surlender Pendress, co-founder of Love Writing Co. “By bringing the on-screen narrative of playful learning to real life, it inspires a love of learning in young minds.”

Sambro International offers a wide range of Stationery products across popular TV and film licences, including Disney Stitch, Disney Princess, Marvel Spidey & His

Amazing Friends, SpongeBob SquarePants, Paw Patrol, Barbie and Monster High. Sambro products with a licence appeal include the Stationery Filled Reusable Cups, the Surprise Activity Craft Sets and its own-IP collectibles, Puzzle Palz and Bops N’ Tops. Sambro’s long-standing relationships with major licensors, like Disney, Hasbro, Paramount and Mattel, help the company to produce innovative products which appeal to kids across its broad Stationery portfolio.

Not all brands use licensed products however, and instead find other ways to stand out on shelves. Stabilo offers several feature products with unique selling points: “The distinctive features and the practical design of Stabilo's products help them to stand out, even alongside popular licensed ranges,” says Stabilo’s marketing manager, Vanya Hunter. “The Easyoriginal handwriting pen and the Easygraph handwriting pencil are particularly noteworthy.” Designed by scientists, these products feature ergonomic grips that encourage the recommended tripod grip, crucial for children starting their writing journey.

“Recently, Stabilo has also launched an innovative whiteboard marker in pencil form, addressing common issues with traditional markers,” continues Vanya.

The Stabilo Markdry can be used on whiteboards, glass, flipcharts and chalkboards, and lasts up to five times longer than a normal whiteboard marker. “This product eliminates the problem of dried-up markers and accidental marks on clothing, offering a practical and durable solution for classrooms and offices.”

From Clementoni, the Pen Creator Studio allows children to make colourful pens with choices of ink colour, plastic nib and housing, as well as personalised embellishments and charms. With a high level of customisation, children can make each product their own, creating pens that represent themselves, unleashing

their inner artist. “We combined craft and creation with a quality end result, knowing that our audience enjoys making their own unique designs,” explains Paul Fogarty, country manager UK & Ireland, Clementoni. “To add the creation element is a great way to cross over into Stationery in a subtle but exciting way that will appeal not only to children, but also to teens due to the rise in social media content of people making and creating.”

To showcase Stationery ranges in-store, suppliers have come up with a number of innovative ways to support retailers. Maped Helix produces displays for every stockist, from small independents up to large national retail accounts. “We have standard metal FSDUs to FSDUs that have school children carved into the side,” says Jay Guest, commercial director at Maped Helix. “One of my favourites is a large, illuminated display which lights up all of the products.” He adds that Maped Helix is dedicated to in-store marketing materials and displays, with a trade marketing department that works on new ideas throughout the year.

Clementoni has a full POS programme across all its ranges to help retailers optimise display and communication. “We have a full consumer marketing campaign targeted across all the digital and social media channels planned from Back-to-School onwards,” says Paul. “We will also have a dedicated FSDU for our Creative Idea! and Crazy Chic brands.”

In terms of marketing support, suppliers are targeting multiple audiences, looking to target both the parents buying the products and the children who will be using the Stationery.

Stabilo understands the importance of pester power, so drawing kids into the purchase is key. “Our products are designed to be visually appealing and engaging for children, capturing their interest and enthusiasm,” says Vanya. “However, we also recognise the importance of

appealing to parents. The unique USPs of our products ensure that parents see the value and quality in what we offer.” This dual approach ensures that both children and their parents are drawn to Stabilo’s ranges, creating a compelling purchase decision for the whole family.

At Clementoni, Instagram and Facebook are used to appeal to the gift givers for younger children. Paul adds: “We also create marketing plans focused on TikTok and YouTube which targets kids aged thirteen and above. The appeal of our kits means we can clearly focus on both, as younger children enjoy creating our designs for fun just as much as the older teens do who spend their time watching content online.”

When contemplating the advice they’d give to toy specialists who are looking to start offering a Stationery selection or maximise on the opportunities the category offers, Maped Helix’s Jay Guest highlighted that the key to a strong Stationery product offering leading up to Backto-School is ranging the brand-leading products from all the leading brands. “These will drive footfall,” says Jay. “Ranging the brand leaders will add a great deal of credibility to a new Stationery range.” It is also important to add in products with a point of difference from the larger retailers.

Surlender Pendress from Love Writing Co. believes that it is important to carry Stationery that is inclusive to all abilities and caters to all children. “These resources help children to discover a love for learning,” says Surlender. “At Love Writing Co., we are dedicated to leaving no child behind, developing SEN and left-handed friendly products. These tools are more than just resources, they are designed to make an impact on a child’s life, their education and their future.”