Feature
Infant Toys
Baby boom With analysts predicting something of a post-pandemic baby boom, there’s arguably never been a better time for retailers to beef up their infant toy ranges. Rachael Simpson-Jones asks what goes into creating a leading infant brand, and the importance of gift-ability when it comes to securing sales.
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hile many people enjoyed a slower pace of life during the lockdowns, others were slightly busier; since September, the numbers of people booking their first antenatal appointment has gone up by nearly 7% on the previous year. That’s a lot of babies on the way, and a lot of gifts to buy. Gifting accounts for a substantial proportion of the sales of infant toys – there’s a reason you’ll see references to gifting scattered liberally throughout the following pages - and with pre-birth celebratory events now very much an unmissable part of the pregnancy journey, consumers are buying more than ever before. “There are so many gifting opportunities now when it comes to pregnancy and babies,” says Mark Standen, sales manager at Rainbow Designs. “From gender reveal parties and baby showers to celebrating the arrival, naming days and first year celebrations, there is always an occasion that requires a gift. Rainbow, the Home of Classic Characters, has 50 years of experience in developing and creating high quality, joyful toys featuring nostalgic and much-loved characters such as Peter Rabbit, Paddington Bear and Disney’s Winnie the Pooh. We believe it is the magical combination of these adored characters, all of which have stood the test of time and appeal to all generations, coupled with Rainbow’s expertise and knowledge in crafting beautiful forever toys, which appeals to gift buyers.” David Allan, Toynamics UK & Ireland MD, says that when it comes to toys for babies, trust lies at the
heart of purchasing decisions. Consumers want to see brand names they know on products that are safe, age-appropriate, and attractively priced, all qualities that make Toynamics’ Skip Hop and Hape collections particularly popular. Hape’s infant portfolio covers categories including bath, music, pull-alongs, ride-ons, railways and much more, while Skip Hop’s Infant range covers areas such as soft toys, backpacks, books and music, all crafted in the brand’s unique style. The importance of gifting is reflected in the packaging of infant toys. Juratoys, whose Kaloo brand sits particularly well within toy and nursery gifting sections, says it has seen a rise in sales of products displayed in gift boxes, which it is putting down to increasing numbers of baby showers, while Clementoni is careful to produce beautiful packaging containing products in neutral colourways that offer a complementary fit with any décor – perfect if you have absolutely no idea what colour the nursery walls are going to be. In the era of social media, with our lives photographed and shared more than ever before, aesthetically pleasing toys that look good in a variety of settings once out of the box will always be welcome. Regardless of who’s buying the toy, the nature of the intended recipient means developmental benefits are a key consideration when designing infant toys, whether that’s in the form of mirrors and rattles for sensory stimulation of young babies, interactive features for cause-and-effect play as kids get a little older, or movable, stackable parts that hone motor
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skills throughout the major developmental stages. With this in mind, the design team at Juratoys’ HQ constantly invents new toys to make growing up fun. The company’s Lalaboom collection is ideal for improving hand-eye coordination and motor skills, while the Janod range comprises educational games, puzzles, magenti’books and role play toys. The French brand has signed a new licensing deal with WWF that has resulted in the creation of a range of charming toys made from FSC-certified sustainable wood and waterbased paints. Each of the 30 new WWF Janod toys invites infants and toddlers to engage in a different way, either by stacking the wooden pieces, pushing or pulling the toy along, balancing fun animal characters, or sorting them according to shape and colour, aiding infants on their developmental journey through play. “We understand that play promotes children’s physical, cognitive and emotional development,” says Neil Montgomery, UK commercial director, Juratoys. “We help children develop their skills and gain self-esteem and confidence by respecting their preferences, while letting them explore and experiment freely. Children also need opportunities to have exchanges. Without relationships or sharing they cannot grow and build their identity. Via our three fantastic brands – Kaloo, Janod and Lalaboom - Juratoys encourages this sharing through play to create happy moments.” Mattel’s 90+ year old heritage brand Fisher-Price has plenty of experience under its belt when it comes
