Feature - Outdoor Toys

The ins and outs of Outdoor Toys

With the nights drawing in, a noticeable drop in temperature and Christmas right around the corner, it’s nonetheless time for Toy World to take its second look at the Outdoor Toys category, with spring summer ’24 in mind. Here, we speak to a number of leading suppliers about our ‘great British summers’, emerging trends, and how they are supporting their products and partners.

The summer of 2023 was one of contrasts. One minute it was bucketing down – July was one of the wettest on record – the next it was sweltering: it might surprise you to learn that the overall season was the eighth warmest on record. However, the highly changeable weather conditions were tricky for some retailers, not knowing from one minute to the next whether to stock paddling pools or blow-up dinghies. This was reflected in data from Circana released at the beginning of October, which showed that sales of Outdoor and Sports Toys declined by -16.5% YTD and -15.5% for June to August, the three summer months in which they represent no less than 16% of European toy sales.

Yet suppliers of outdoor toys feel strongly that our increasingly unpredictable summers won’t keep the category down for long, as consumers continue to adapt to adverse conditions and manufacturers come up with innovative new ways to enjoy outdoor toys whatever the weather. August saw the opening of Europe’s first Nerf family entertainment centre, Nerf Action Xperience (NAX) in Manchester. This thrilling indoor Nerf activity centre boasts a variety of action-packed activities and themed arenas spanning Nerf training, epic blaster battles and sports challenges, all of which have been designed to immerse fans in the exhilarating world of Nerf and boost sales of Nerf products.

Of course, some outdoor ranges are designed for daily use whatever the weather. Scooters and bikes, for example, are a year-round purchase and for many, a necessary part of getting from A to B. This is why Micro Scooters sees itself as an anomaly in the Outdoor category; its products are not just used for outdoor fun, but are an everyday essential for the school run, work commute, weekend adventures and everything in between. United Wheels, which distributes the popular Huffy bike range, takes a similar view. Glenn McGrath, eCommerce Digital Marketing coordinator, tells Toy World that kids want to ride their bikes all year, in all weathers, and that bikes are consistently one of the most popular Christmas gifts from parents and grandparents. The company has seen great demand over the last year for both its licensed and non-licensed bikes (as well as its Disney battery-operated ride-ons). He adds: “Bikes are a staple part of most kids’ childhood, and we want to continue to support them, come rain or shine.”

The rain might explain why Vincent Laciofano, commercial manager at Hy-Pro, is seeing increased demand for outdoor travel products such as the company’s Zinc Flyte Scooter Suitcases – perfect for families with kids heading to warmer climes. The company has introduced a number of playful new products this year, including Luna the Unicorn and Sammie the Spaceman, both of which have been in huge demand over the summer months.

All Zinc Flyte Scooter Suitcases have storage space in the handy 25-litre front-mounted zip-up case, which kids can fill with clothes, books, toys and much more.

Hy-Pro is just one of a number of suppliers introducing new offerings to the competitive scooter category this year. Micro Scooters says it is particularly excited about its new glitter, neochrome and flux finishes on its best-selling kids, teens and adult ranges, while HTI is introducing exciting new items to its Stunt Scooter ranges. One For Fun’s Ozbozz brand welcomes its impressive Three Wheel Scooter with Parent Pole this Q4, which joins the best-selling Unicorn, Dino, Tye Dye and Rainbow Flashing Wheeled scooters, the My First Scooter range, Big Wheel Torq Ruff Scooter and Vyper scooter. Pat Avenue’s Keyriders range currently offers kids two scooter designs, Draky and Perrycornio, and MV Sports is launching a hugely on-trend new Lilo & Stitch Deluxe Tri-Scooter and matching Safety Helmet (sold separately). The latter is part of a wider licensed range that also includes a 2-in-1 Balance Bike and Bobble Ride-On.

Sticking with ride-on outdoor toys, Wilton Bradley has seen big success this year with its Xootz Bumper Car, which has been one of the best-selling new products across the group in 2023. For autumn/winter, the company has added a new 2-seater Big Bumper Car to the range. This was recently on display at The Big Christmas Press Show, where it enjoyed plenty of attention from media, influencers and bloggers, who particularly appreciated its appeal among families with two children (no more squabbling over who gets a go in the bumper car first). Other ride-ons are available from Little Tikes, which has refreshed its iconic Cozy Coupe with new eyes and wheels.

After the summer of 2023, some parents will doubtless be hoping they can make more use of their gardens and outdoor spaces next year. KidKraft, a leader in kids toys and outdoor furniture, offers a wide range of swings, slides, playhouses, active play centres and more, suitable for a range of ages and spaces. The clever Cozy Escape Playhouse, for example, has two-storeys that encourage the fun up rather than out, making it suitable for families with smaller gardens or patio areas. The Ainsley Swing Set is also suitable for more bijou backyards, yet can accommodate up to six boisterous kids at once. Dolu, meanwhile, continues to produce a great-value range of swings, slides, playhouses, sand & water tables and much more, including Mattel licensed products spanning Barbie, Fisher-Price and Hot Wheels.

There are also new outdoor games on the way from Character, with its Stay Active Jump-It Wipeout fitness game, Brainstorm is launching a kids’ metal detector for budding young detectorists, and Tomy is welcoming new outdoor role-play toys to its John Deere range. Little Tikes is also launching something new for the role-play category, the Gas ‘n’ Go Mower.

Elsewhere, new partnerships are bolstering the Outdoor category for the year ahead. Reydon Sports remains an exclusive B2B UK & Ireland wholesaler for Franklin Sports, which includes distribution of its Nerf Sports range through support from licensor Hasbro. In 2024, Reydon Sports will significantly extend its Nerf product offerings and trading with nationwide key accounts under this partnership, adding further hero products into the range based on global demand. The 20+ additions to the Nerf product line showcase a superb assortment of sporting products, which fit perfectly into toy, sport, leisure and multiple retailers. Reydon’s most significant best-seller has been the Nerf Vortex Howler, a volume driver sold in the thousands. Going forward, unrivalled availability and distribution will come through Reydon.

Ensuring its products can get into the hands of kids everywhere is vital to Hasbro’s Nerf brand, which continues to stand by its values of innovation, inclusivity and socialisation via playful, competitive activities. Tim Maas, VP Country Marketing at Hasbro, explains: “We take pride in producing the coolest, most innovative active play toys and experiences. For us, Nerf or Nothing is not just a tagline: it embodies what sets Nerf apart in the category - our credibility, quality, range, drip and crew.”

“Nerf has been an inspiration for generations for over 50 years,” Tim adds. “By understanding our consumers' needs and insights, we have continuously invented and reinvented categories through Nerf innovations and aim to bring joy and promote active play through our toys. From being the original creators of the indoor ball to developing the Nerfball sport, we have defined and redefined the industry for half a century.”

Hasbro is strengthening its position as a leading active play brand with a fresh new approach to fostering Nerf love among kids and families. Its new, always-on marketing approach is complemented by best-in-class tentpole events and collaborations with top influencers, aiming to make a lasting impact on consumers during critical buying periods. And the focus goes far beyond blasters, with the company striving to showcase the entire Nerf Franchise.

The company is also working closely with its retail partners to create significant, tailormade category solutions that highlight the overall Nerf experience online and in-store, catering to the diverse interests of its consumers. Tim notes that the Nerf range caters to all its target consumer age groups and their interests. He says: “We are constantly reviewing insights into the category and aim to create impactful displays to educate consumers on the various blaster segments, utilising retailer data and external in-store experts to drill down specific opportunities.” In October, United Wheels unveiled a new partnership

with Moons Toymaster, resulting in a dedicated branded space for displaying Huffy bikes alongside staff training, a large window display and an area to try the bikes out. Paul Bulger, UK Sales manager at United Wheels, commented: “When we had the opportunity to partner with Moons we jumped at the chance. Independent toy shops like Moons and other Toymaster members are perfect to showcase Huffy and Disney bikes within their stores. With the expertise and customer dedication found in store, it made perfect sense to have Moons as an ambassador for United Wheels.”

One of the company’s key marketing drivers in 2023 this year has been building the Huffy brand through experiences. Glenn McGrath tells Toy World that United Wheels has attended a number of events with its innovative Kids Demo Zone, which lets kids come along, ride the bikes and experience the joys that cycling can bring. The company plans to continue this activity throughout 2024. In terms of marketing, United Wheels supports the Huffy brand on its social platforms with exciting content and giveaways that tie in with activations from its licensing partners. It has also recently created its first TikTok account, which will be updated regularly: readers can follow the journey @huffybikesEMEA.

Micro Scooters, meanwhile, is highlighting its position as a trailblazer in ‘helping people get from A-B in a cleaner, greener, healthier, quicker and more fun way’. To this end, the company is going beyond simply supporting its new product launches by ensuring it is a rallying voice when it comes to attracting people into the category.

Ben Gibson, managing director, Micro Scooters UK, tells Toy World: “We want more people to scoot because we know it is better for people and the environment to do so. It’s why we work in collaboration and/or support leaders in the field such as Transport For London, 1% For The Planet, Sustrans, David Lloyd and many more to spread the message and benefits of active travel. As well as growing the category, we also provide a wealth of specific, tailored marketing support to our retailers including SEO optimisation strategies, events, influencer and ambassador word-of-mouth campaigns plus in-store POS support and promotions.”

With that, it’s time to scoot on over the page into our product focused feature on Outdoor Toys, where we bring readers the latest products that’ll have kids enjoying the great outdoors – whatever the weather.