Feature - Science & Nature

Get smart!

As the Science & Nature category continues to evolve, Sam Giltrow discovers how toy technology is immersing children in a world full of discovery and experiments.

Bringing subjects to life is key when it comes to learning, and this is the driving force behind many toy companies coming up with new products to help children discover more about the world we live in.

Clementoni says this is why the brand has started to introduce the concept of ‘worlds’ to its kits, so children can immerse themselves fully into the environment of the product. This July, the company will launch a completely new platform – The History of Life on Earth – which recently won a prestigious Spielwarenmesse 2023 Toy Award under the School Kids (6-10 years) category. A first for Clementoni, the science product incorporates hands-on science experiments and the digital experience of Augmented, Virtual and Mixed Reality in the same box, to give children the ultimate immersive and interactive experience while having fun.

“We are able to really bring worlds to life and allow children to not only have the physical experience of creating, growing and experimenting, but also to enable them to fully explore the concept through fully loaded interactive content,” says Paul Fogarty, country manager UK & Ireland for Clementoni.

“With The History of Life on Earth, we are delving deeper into education and insight, yet providing kids with rich content for their entertainment.”

Children are naturally inquisitive and keen to find out more about the world they live in, how things work and how things grow. The best way to teach them, he says, it to combine learning with fun, so it is important to tap into this curiosity as early as possible and build a positive approach to science. Early years settings, Paul adds, introduce the fundamentals of science, and this can help nurture natural curiosity as children progress through childhood.

Clementoni’s range includes chemistry and experimentation kits targeted at progressive age groups from age five, with increasing complexity as the age grade rises. The introduction of the ‘worlds’ to its products takes its offering to another level of discovery. Last year, its Mars Exploration product, in collaboration with NASA, was extremely popular, allowing children to build a space station, and this year Clementoni will introduce a complete Dino World where children can create volcanoes, lakes and Jurassic landscapes.

Another company seeing great success in products which spark curiosity is Brainstorm Toys, with the brand continuing to grow year on year as it develops its many evergreen product ranges. Marketing manager Debra Tiffany explains that most of the company’s Science & Nature items are aimed at 3-8-year-olds who are increasingly learning more about the planet with the environment high on the agenda at school.

Debra believes a large percentage of consumer purchases in this sector are parent/grandparent driven. “They trust that our brands can help develop interest in the planet and beyond,” she explains.

One of Brainstorm’s biggest sellers is its Eugy range: an eco-friendly craft collectible that allows children to create their own 3D models using environmentally friendly, biodegradable card, each printed with natural eco-friendly inks. It also provides an educational element as children also learn funs facts about the animals as they complete the projects. “At London Toy Fair, we had customers thanking us for convincing them to range Eugy in 2022,” enthuses Debra. “It is flying, with new models released alongside almost every production.”

Other successes include My Very Own Moon, My Very Own Solar System and a range of Planetariums and Projectors, which also double up as room décor. “What happens beyond our planet continues to fascinate children and parents alike,” comments Debra. As with Clementoni’s desire to really engage children and make toys more immersive, many of Brainstorm’s products come with a secret code that allows kids to unlock complementary, educational facts and fun activities from its website.

She adds that many parents are keen to reduce screentime and get kids outside, so any toy that can engage them in nature and outdoors is a welcome addition to the play environment. With this in mind, Brainstorm’s Our Outdoor Adventure range is full of handy products that parents can pack up for a day out or even for just a walk around the block; its new Nature Explorer gives children plenty of animals and environmental features to spot and identify, from animal footprints and wildflowers to clouds and constellations.

Learning Resources has also designed products to capture the curiosity of children from an early age. Commercial director Simon Tomlinson tells Toy World: “We’ve seen that families are introducing STEM learning at a younger age now and are looking for fun and exciting ways to make science learning appealing and accessible for little ones.”

To meet this demand, the company has built on the success of its best-selling Primary Science Lab Set with four new sets in the range including a new colour option for the Primary Science Lab Set and a Deluxe Lab Set, with which kids can set up their own laboratories. Later this year, it will also launch two new themed Pre-school Lab Sets: Fizzy Volcano and Rainbow Reactions, combining imaginative play with science learning. An existing range of science lab equipment for primary school ages is still fun, but more recognisable as the equipment seen in a real laboratory.

“Learning Resources has always been an innovator in the science toy category, particularly with our early years range,” explains Simon. “During the pandemic, when families were spending more time at home playing and learning, they discovered just how much fun hands-on science learning together can be.” During the recent lockdowns, Learning Resources offered free home learning printables on its website which Simon says became a drawcard for parents and teachers. “This added value material is still one of the most effective ways for customers to discover us – and keep coming back.”

“Science and nature toys remain popular because children are naturally curious and full of questions about the world around them,” comments Simon. “A good educational toy is one where children have so much fun playing that they don’t realise they’re learning.”

“Parents are looking for kits that can get their kids away from screens and exploring the outdoors for adventures, whether it’s on long walks or just looking at the miniature world just outside the front door,” adds Justin Clasby, director International Marketing at Playmonster UK. The company’s My Living World range has become a staple brand in the UK, with over 20 years of heritage, and still continues to sell great volumes every year.

“My Living World allows children and parents to observe the world up close indoors and outdoors, “ explains Justin. “The Science and Nature category will always continue to be of great importance to teach children about the world around them in a fun, educational way. My Living World will continue to provide great value sets to aid their curiosity and learn about their world with accompanying fact guides written by Naturalist Nick Baker.”

As more parents helped their children learn through home-schooling during the pandemic, My Living World performed exceptionally well, with strong sales delivered across Ant World, Worm World and the Bug Safari kit. “Parents and grandparents have always been looking for nature kits that are educational and, most importantly, fun,” he tells Toy World. “My Living World continues to engage with parents online and reach children in classrooms nationally via our schools’ campaign.”

To extend its Science and Nature offering, PlayMonster is introducing WWF Wild Scenes to its Grow & Play Category; the company’s first fully sustainable product manufactured from 100% recycled materials with FSC packaging. “Wild Scenes will help teach children how to grow their own habitat for their animals, whilst playing and learning about conservation,” explains Justin. “The sets provide a rewarding experience with carefully selected edible plants that children can use in various recipes, along with a Fact Guide to learn about the fascinating animals.”

PlayMonster’s new Ann Williams Craft-astic range also helps to bring creative play and the magic of nature together. Within the range is the award-winning Scavenger Hunt Potions Kit, which encourages children to explore outside, gathering materials from the environment to create seven different potions, whether they want to make a Sunshine Potion or a Bird Song Potion.

To read more about range, along with many other new offerings across the Science & Nature category, see our special feature on the following pages.