Brand Profile - Play+

On the plus side

Ravensburger is preparing for the launch of its new infant toy range Play+, which comprises a carefully curated assortment of toys and books suitable from birth. Toy World spoke to Alexander Loehr, international category director Infant/Toddler, Ravensburger, to find out what the collection offers infants and their parents, and what’s gone into the development of the Play+ line-up.

How has the range been received since it debuted at Toy Fair?

Toy Fair was hugely exciting for our team. Seeing the whole Play+ range presented after years of planning, research and development was a major landmark. We had a fantastic response at the show, and we’ve continued to enjoy a really positive response from retailers in the months since.

When it comes to themes, play patterns etc., what have you drawn on for inspiration for Play+?

We started the research and development of this range with no preconceptions. We consulted a variety of experts in child development and education, as well as parents themselves, to really get inside what makes the ideal product for this age group – and which products work together to create an offering that families are looking for. We added our own expertise as a trusted brand among families to the mix, and our experience in creating quality products that endure, entertain and educate. The result was Play+, a collection of toys and books that not only offer fun and engaging developmental play but also add longevity, added functionality and practical features that parents are looking for.

We aimed to create a holistic collection looking at all aspects of development and play in this age group, and we were open to creating the line with a variety of materials, opting for those that best met the needs of the children and introduced a wealth of multisensory features. This, too, was the start of our introduction of books to Play+. We’re already the No. 1 board book publisher in Germany, and our research indicated that parents felt books and toys fit together as a rounded play offering. However, these are not often seen merchandised together in a single range. Play+ has provided the perfect opportunity for our first launch of books in the UK, a step we’re all very excited about.

The animal theme you’ll see in the launch range was a popular choice in our research, but this is just the start of our journey. Watch this space for more themes and play patterns to come.

What are the standout SKUs within the launch range?

They all have so many plus points – hence the brand name! Our 3-in-1 Stacking Cups Bird’s Nest is such a clear demonstration of the benefits of Play+, so that’s one that springs to mind. This product takes the classic infant staple – the stacking cups – and introduces the ‘plusses’ of Play+. The textured cups are crafted in silicone, offering lots for babies to explore, they’re easily stacked and squished, and are great for both indoor and outdoor play. The top cup has a suction cup, reducing the frustration factor as babies learn to place the cute bird inside. The bird features a rattle for added discovery and storytelling opportunities and there’s a handy play mat as well, which doubles as a storage bag.

I must mention our books too; there are six different book series in the collection at launch. In keeping with our Play+ philosophy, we’ve integrated toyetic touches that add play value - and some practical touches too, of course. Our Flip & Pop book series, for example, features untearable, waterproof pages that are ideal for the robust and varied play enjoyed by this age group. They’re even suitable for the bath. The Play+ story doesn’t end there: we’ve also added a silicone teething bar and fun pop-its to the books, adding to their functionality, play and development opportunities.

What sets the Play+ range apart from other Infant toy ranges currently available?

The depth of consideration that went into creating Play+ means it really offers something special to parents and children. Each item demonstrates our dedication to detail throughout the development process: they’re full of fun, engaging developmental and multisensory opportunities; they reflect current trends, but also always keep in mind established pedagogy; they will endure in the toy box thanks to their quality and the integrated grow-with-me features; and they address practical features that recognise the reality of life with small children.

We know from our research that the combination of books and toys as one complete play proposition is something that parents were keen to see. We’re offering that in a collection that celebrates the joy of early childhood through inviting characters and colours that will really stand out in-store. We recognise that Play+ could well be consumers’ first handshake with our brand, and in providing toys and books with so many plus points we aim to create relationships with families that will endure throughout the years.

How will Ravensburger be supporting the Play+ range in terms of marketing and retail activations?

In the UK, there is an extensive marketing programme planned that will introduce the brand to parents through a variety of touchpoints. Digital will of course play a big part, but we’re also looking forward to providing opportunities for parents and children to get hands-on through a variety of other marketing initiatives too. Our PR campaign will include brand ambassadors, events and third-party activity.

We’re looking forward to supporting our retailers with a library of digital assets to bring the range to life online, while for in-store, we’ve created a range of bright, inviting merchandising materials including an impactful FSDU that will make the range truly pop.

How will the range develop post-launch?

Our launch collection will be available from September this year, and we have many plans for the development of the line. For example, in our next launches you can expect to see a focus on further milestones such as language development and social/emotional skills. And, while our first collection is celebrating the animal kingdom, you may well see new themes coming through. We’ll continue to take an open-minded approach that doesn’t put limitations on where Play+ could go.