Feature - Infant Toys

First impressions

As the demand for developmental toys continues, companies are refreshing their infant ranges with innovative new lines that support essential skills. Toy World’s Gabriela Jimenez explores upcoming products and how retailers can best appeal to parents and gift givers as primary buyers.

In the first 12 months of life, babies go through a crucial period of self-discovery and learning about the world around them. As a result, interactive and educational toys are popular within the Infant category, with parents interested in purchasing toys that will aid the development of essential cognitive and physical skills while incorporating play aspects. Mike Lynch, senior brand manager for leading Infant brand VTech, tells us that the increase in demand for toys that promote early development fuels the company to create products that will aid different developmental stages in infants.

“We are seeing a growing trend towards interactive and educational infant toys that promote early learning and development,” says Mike. “By offering a mix of toys that stimulate sensory development, motor skills and cognitive abilities, retailers can provide comprehensive options to meet the needs of parents and caregivers.”

The company boasts a wide portfolio of baby products including baby gyms that feature various activities to help build muscles, mind and senses, as well as electronic products that introduce children to fundamental concepts such as colours, shapes, sounds and melodies. One of its standout products is the interactive Cutie Puppy Carrier, featuring a plush puppy, six removable accessories and a discovery station with nurturing songs and 15 lively melodies.

Julia Minchin, founder and joint managing director of Hippychick, agrees that more and more consumers in this category are seeking toys that will provide babies with educational benefits above all else: “Developmental toys are the way forward within the Infant category,” she says. “Everyone wants to raise the smartest and most creative children, so introducing toys that provide educational benefits whilst simultaneously offering hours of fun is the way to go.”

Of course, while educational and developmental toys are increasing in popularity within the Infant category, let’s also not forget the importance of toys that are simply fun and make a young child smile or laugh, or the toys that they form an emotional attachment to. While every parent or gift giver understands developmental benefits are important, nothing can beat watching the pure joy of a baby having fun with a toy they have just discovered or seeing them return again and again to a favourite item. There are just so many choices for retailers in this category, it’s good to aim for a balanced portfolio. While electronic toys integrating light, sound and movements are highly popular for early cognitive development, many parents still opt for traditional toys such as wooden blocks, pull-along toys and puzzles.

Julia tells us that the team at Hippychick has seen plenty of interest in products such as Busy Boards and First Development Puzzles specifically designed to improve babies’ hand-eye coordination and fine motor skills. Speaking on the different types of developmental infant toys, Julia explains that retailers should opt for diversity and offer a blend of electronic toys that provide interactive learning and traditional toys that encourage screen-free playtime and can withstand the test of time.

Neil Montgomery, UK commercial director at Jura Toys, has also noticed rising demand for wooden toys that offer developmental benefits and can be passed down through generations. “We are seeing great interest in classic traditional wooden toys, but with a modern twist,” he says. This year, the Janod brand is expanding its Sweet Cocoon Collection with 12 new nature-inspired, FSC certified wooden toys designed to encourage infants to learn and discover through play.

Likewise, Mattel is set to expand its infant toy range with new wooden products that aim to meet the growing demand for traditional toys. The upcoming Fisher Price branded collection will feature modern designs and on trend themes and offer a wide range of play patterns for children aged six months and beyond, including puzzles and blocks, role-play items, music-making toys and more. Commotion offers a wide variety of classic wooden toys designed to encourage the learning and development of primary skills. The company’s wide product portfolio includes the Tickit Natural & Rainbow Wooden Loose Parts – a range inviting infants aged six months and beyond to engage with an array of open-ended resources. By incorporating different shapes and seven colours of the rainbow, this diverse line helps with colour and shape recognition while encouraging babies to explore, build, discover and learn at their own pace.

Many Infant toy suppliers have stepped up their game and now offer multi-functional toys that, besides providing educational benefits, will assist with other aspects of infancy. Teething, for instance, can be a difficult process for both babies and parents, and multiple toy companies are now incorporating teethers into their products to ensure that babies can soothe their gums during play and learning time. Ravensburger is one of the companies set to release an innovative book series collection with integrated teethers under its new Play+ brand, which launched on the opening day of this year’s London Toy Fair. The collection will feature six book series, each combining toyetic touches, a unique teething bar and pop-it elements to offer functionality and development opportunities for babies.

Melissa & Doug has also recently refreshed its infant toy portfolio with the multi-featured Peek-a-Boo Berry Take Along Toy. Featuring a strawberry-themed design, this product is equipped with textured slices that reveal a peek-a-boo mirror to help develop visual senses and a silicone teething ring that babies can use to relieve sore gums.

The recent introduction of Zuru Studios earlier this year marked a meaningful expansion into the Infant market for the company, with the debut series, Eggy Wawa, now coming alive in toy form. Forming part of the collection is the Eggy Wawa Learn in the Bath – a toy designed to help children learn and develop during bathtime routines. This range features a fishing net to help with fine motor skills, an electronic musical egg that encourages dance movements, ocean creature bath squirters, bath stickers that teach young children about some of the most popular marine animals and Bubble Bath that helps bridge daily routines with fun and enriching learning experiences.

Zapf Creation is expanding its Baby born portfolio with the Baby born Sleepy for Babies – a soft doll with an integrated rattle and snuggly body, ideal for babies to cuddle when put to bed. VTech’s upcoming release of the cuddly Calming Purrs Kitten - a toy featuring lifelike movements, head sways and rhythmic breathing motions – has also been designed to comfort babies whenever feelings of irritability or uneasiness strike.

As the Infant category is mostly driven by parent and gift giver purchases, many suppliers are leveraging nostalgia as a way to appeal to consumers. This autumn, Rainbow Designs is launching a Wizarding World collection of nursery toys set to captivate Harry Potter fans, as well as the Peter Rabbit Once Upon A Time Activity Toy and the Disney Attachables series, featuring beloved Winnie the Pooh characters. By blending classic licences with practical nursery toys, the company is confident that these new lines will be popular amongst parents and gift givers alike.

“Retailers really can’t go wrong with classic characters, many of which have been around for generations, and which have played an important role in the childhood of many of today’s parents and grandparents,” says Alys Dawson, director of Product, Creative and Marketing Services for Rainbow Designs. “The longevity, popularity and values of much-loved characters such as Peter Rabbit, Paddington and Winnie the Pooh will continue to outshine many of the modern-day brands."

MGA’s Little Tikes brand is certain that nostalgia will prompt parents to remember old-time classic toys from their own childhoods and bring them back for their children to enjoy. “We’re positive that we will continue to see growth in the sector as more millennial parents revert to feelings of nostalgia and re-experience play with their children,” said Little Tikes’ Alaina Cornish. “Products like the Blue Rocking Horse are still fondly remembered by parents and gift givers.”