Special Feature - Science & Nature

Discovery channel

As the toy industry continues to adapt to emerging technologies and new consumer demands, the Science & Nature category likewise finds itself embracing innovative new play patterns and products that cater to those with an interest in the subject, whatever their age. Toy World speaks to a selection of leaders in the space to find out how suppliers are branching out into new areas.

At the end of January, twitchers across the UK took part in the RSPB’s annual Big Garden Birdwatch, which invites the nature-loving public to monitor the birds they see visiting their garden or local park and report back the results, painting a picture of current species numbers and population health, region by region. Now in its 46th year, the Big Garden Birdwatch is the largest garden wildlife survey in the world and in 2024, over 600,000 people took part – that’s a lot of bird fans.

Mojo Fun feels there’s a gap in the market for collectible figures that appeal to these more niche (and perhaps more mature) nature fans and is addressing this with two of its new ranges for 2025: Garden Birds and Koi Carp. The former features eight of Europe’s most beloved birds, including the Robin and European Goldfinch, all scaled down to a charming size, with all of the detail and accuracy you’d expect from the company.

“Whether you live in the countryside or in a town or city, you’re more than likely to see or hear a bird on a daily basis, and for most of us, we genuinely have a soft spot for them too,” explains MD James Connolly, when asked why he decided to develop the Garden Birds and Koi Carp ranges. “Birds are great for putting a smile on people’s faces, whether it’s the sight of a robin in the garden or the sound of a sparrow chirping in the park. It’s no surprise that birdwatching is incredibly popular in the UK, with an estimated 6m people regularly engaging in this hobby. And there are also millions of households that own fish, so again, it’s a very interesting and relatable topic for so many of us.”

Both Mojo’s new ranges were exceptionally well received at London Toy Fair and Spielwarenmesse, according to James, who says that while he was ‘quietly optimistic’ going into show season, his expectations were surpassed by the reactions from new and existing customers alike.

“Buyers have been very complimentary about the colourful look and feel of all the products, and whilst the Robin was the undoubted star of the show in London, the Kingfisher proved particularly popular in Germany,” he notes, highlighting how the Garden Birds range lends itself to different regional marketplaces. “We’re delighted to have opened several new accounts based on the uniqueness and wider consumer appeal that these ranges offer, and they have also opened customer’s eyes to the wider Mojo range and a greater appreciation of its product quality, authenticity and attention to detail.”

Of the back of this early success, Garden Birds Series 2, introducing a further eight birds, will launch in the second half of 2025, followed by Series 3 in early 2026. The Koi Carp and wider fish offering is also likely to expand.

James adds: “At Mojo Fun, we pride ourselves on making all our figurines to the highest possible quality and level of authenticity, whether it’s a lion that ends up in a young child’s hands or one of our new garden birds that appeals to an adult enthusiast. We are passionate about ensuring that all our figurines are as lifelike as possible, so that they help to educate and inform children, and at the same time appeal to the most discerning of adult collectors.”

Collectible figures also continue to perform well for Brainstorm, with its Eugy range – a standout best-seller from recent years – now joined by the rather unique Halftoys brand for pre-schoolers. Available in a variety of themes, including Animal, Ocean and Dinosaur, each toy comes with a fact file and make-it-yourself diorama based upon the creature’s real-life habitat. The dioramas can also be joined to create truly impressive backdrops against which kids can role-play nature-based scenarios. But it’s where the name Halftoys comes from that’s most innovative: each figure is magnetised and splits in half down its centre, revealing a 3D skeleton puzzle within, making these toys an ideal introduction to basic anatomy and physiology for even the very youngest kids.

I asked Debra Tiffany, Brainstorm’s marketing manager, if she feels that ranges like this, which provide education by ‘stealth’, are the best way to inspire curious young minds early on. “Oh absolutely – especially in products designed for pre-schoolers just beginning to explore the world around them,” she replies. “Toddlers play with toys in a different way, and there are so many ways to learn from Halftoys, from learning about different species and anatomy to role-play and collectability. Eugy, one of our most popular ranges, is a well-known example of this play pattern in action and we are hoping to replicate its success with Halftoys.”

Galt’s new Unlock Science range also leans heavily into stealth education, by putting kids in charge of an environmental investigation. We all know how popular the true crime and amateur sleuthing category has become as an entertainment genre; what makes Unlock Science so clever is that it brings the most popular elements of such products, including cracking clues, solving puzzles and eliminating suspects, together for kids as young as eight via the medium of science. As the investigation progresses and kids seek to unravel the answer to their mystery, they’ll learn scientific principles involving chemical reactions as well as how to handle scientific equipment safely.

A leader in the science and STEM category, Clementoni adopts a more head-on approach to science learning through the clever use of technology. Paul Fogarty, country manager, UK and Ireland, tells us that as the core science category has grown, the company has witnessed a shift from analogue toys towards toys driven by tech, in alignment with how the world itself is changing around us. He explains: “Tech allows the core principles of play and education to be maintained and for children to learn in an enriching and safe way. Parents are looking for products which benefit their children developmentally and educationally, and children are seeking tech earlier and earlier; Clementoni caters to both parties, while keeping safety front of mind and screen time balanced. The screen debate is something we can’t ignore, so we ensure our connected toys also offer an offline play pattern too.”

Clementoni is certainly making the most of new and emerging technologies with its new AIRO - Artificial Intelligence Robot, which enables kids to train and teach their robot to respond to gesture-based interactions and take part in fun role-play experiences. The company says the inclusion of this technology means the experience kids enjoy is hugely immersive and goes beyond simple coding, adding to the problem solving/educational logic experience while maintaining a strong level of fun.

“Technology has become an essential element in day-to-day life and so we need to absolutely embrace advancements in technology, but also ensure we adopt the right approach that creates a good balance,” says Paul. “As STEM is a core category for us, the research we undertake must be comprehensive to ensure we can create products that elevate both the design and user experience. We always look to include innovative features that enhance learning, engagement and fun, whether that be through coding to teach kids programming, dedicated apps that enhance play, or AI that offers personal interactions. All toys that feature AI or supporting apps will carry our Smart Safe logo to reinforce our key message: that technology is smart when it is educational, maximises learning, can involve friends and family, and helps children discover new interactions, all while being backed by over 60 years’ experience.”

Like Clementoni, Brainstorm’s products often involve an element of constructive screen time. For example, its latest range of STEM kits – Dazzling Dig, Cool Chemistry, Create Crazy Bubbles and Fun with Slime – are supported by online tutorials that enhance learning outcomes and add value for money. Debra Tiffany notes that while the company has long included secret codes on its packaging, which invite children to unlock fun facts about different scientific subjects online (something which has always proved highly popular), the new online tutorials complement the fun facts by acting as a guide for both children and parents on making the most of each kit.

Debra adds. “Our packaging is always designed to show how exciting the contents are with stylised lifestyle photography and callouts showing the key elements and learnings. New, fresh fonts have been used for the product range, and the imagery within creates an exciting educational feel to the kits.”

Elsewhere, kids are being invited to engage with the worlds of science and nature by flexing their green fingers. KAP Toys is distributing the popular Creativity for Kids premium craft kit range, which includes a range of terrarium kits kids can use to grow their own sprouting seeds, and Clementoni is launching its award-winning Science & Play Smart-Tech Greenhouse, which takes a traditionally simple play pattern to new heights by letting young growers control the lights, humidity and growing mediums used to find out what works best. Toys2market is also encouraging kids to get hands on with plants and flowers, albeit in the great outdoors, in a way that’s firmly rooted in tradition. The charming new Small Foot Explore & Discover range equips kids with everything they need for a learning journey in their own back garden or local park, including shovels, magnifying glasses, bug boxes and a compass so they can navigate safely through the wilderness. For kids looking to go a little bit bigger than bugs, Character’s new Ollyball Planet Earth lets them hold the whole world in their hands (literally) as they colour in and learn about earth’s major rivers, lakes and land masses.

At retail, lines will be supported by engaging POS and packaging, as well as marketing campaigns that appeal to kids while also keeping parents informed. Clementoni has upweighted its marketing investment for 2025; digital campaigns, along with social media marketing, content creation and PR, all form part of the strategy for this year, according to Paul. Brainstorm, meanwhile, has redeveloped its FSDUs. The new version allows retailers to display 69 different Eugy models while a sturdy diorama, featuring four of the most popular kits, lets consumers view the finished models in all their glory, without risking the wear and tear caused by repeated handling.

Debra enthuses: “We work with and listen to feedback from all our customers when designing our POS. This enables us to develop impactful point of sale that highlights the benefits of each range which is robust enough to last in store. Our Eugy FSDUs, for example, are hugely successful; our retailers always report that they can't restock them fast enough.”

Over the following pages, Toy World takes a look at some of the new Science & Nature toys hitting the shelves this year.