Company Profile - Plus Plus

On the plus side

Having set up as a standalone business in the UK & Ireland at the turn of the year, Toy World caught up with Plus-Plus managing director Phil Hooper and sales manager Claire Coekin to find out how the company has fared in its first few months’ trading.

If asked to name a toy company that manufactures a range of building, STEM and activity toys in Denmark, using high-tech automated machinery, powered by 100% renewable energy derived from wind power, I suspect we’d all come up with the same name. But there is another toy company that fits that description – Plus-Plus, named after the shape of its building block (two plus symbols side-by-side). The company’s ‘one shape, endless possibilities’ mantra perfectly describes the versatility of the product range, which was originally developed in the 1980s.

The multi-coloured range comes in two main sizes – a larger size suitable for younger children 2-6, and a smaller size which is principally aimed at kids from 5-12, but also appeals to adults. Parents love it, as it is both engaging and achievable for kids: it is easy for them to make a wide range of 3D designs, while it has extensive educational benefits, helping to develop their fine motor skills, imagination and creativity – intuitive, open-ended play is a key attribute of the brand.

The pandemic proved to be something of a tipping point for Plus-Plus across the globe, as it delivered precisely what parents were looking for in a toy range. The company also realized that its biggest success stories came when it opened a dedicated subsidiary in a territory, so it’s no surprise that it felt the time was right to open a UK operation. Former Spin Master and Mattel stalwart Phil Hooper was chosen to spearhead the UK team, and he has brought on board former colleagues Claire Coekin and Jo Thompson to help him establish the UK business.

Meeting with Phil and Claire in their Slough office, just a stone’s throw from ‘the other’ Danish toy company, it is clear that they are both energized and enthusiastic about the opportunity to build the Plus-Plus brand and scale the business up: “Our goal is to create an evergreen brand with its own identity,” Phil told me, “It’s a surprisingly broad range, with so much potential – and as a Danish company, quality is in its DNA.”

The range is, indeed, far wider than many retailers may perhaps have appreciated. The tubes are the real volume area of the business; visually impactful, they start at an attractive pick-up price point of £6.99 and go all the way up to £22.99. Colour is an integral part of the design; the tubes feature a mix of distinct colour palettes – such as neon, rainbow, pastel and glitter – and themes. The sheer variety of different options that Plus-Plus can supply to retailers helps to keep the brand fresh at point of purchase and allows the company to tailor offerings to different retail customers and channels. The competitive price points and play value very much make it a year-round brand, which is supported by seasonal launches for key times such as Easter and Christmas.

Claire told me: “We’re already in discussion with a diverse mix of retailers, as the broad range means that we can offer differentiation. In addition to the tubes, we also offer a boxed selection in all sizes, which is particularly useful for online retailers, as well as collectible blind bags, travel sets and big storage items. All age ranges are catered for, from kids learning to build through to adults. There is literally something for everyone. “

The company is also extremely flexible and reactivewith its own factory facility in Denmark and a packaging plant in Lithuania, Plus-Plus can react to fluctuations in demand in a matter of weeks, not months. Plus-Plus also puts tremendous effort into supplying point of sale material which helps retailers to showcase the product to its best effects, with Phil pointing out: “The spinner unit, which features a selection of the best-selling tubes, is a proven way of boosting sales for retailers who are new to the brand. The unit also features a demo shelf, so that kids can get handson with the product. We’re also looking to introduce a unit that can mix tubes and boxes, as well as a smaller counter spinner. In-store presence is really important for the brand – it’s key to making a statement and growing the brand at retail.”

This forward-thinking approach to brand-building is also evident in the company’s marketing strategy. Plus-Plus has developed a wealth of bite-sized video content to help raise awareness of the brand amongst consumers. The content is shared on the company’s own official YouTube channel, as well as its Instagram and Facebook pages – and the content can be customized for individual retailers’ sites too.

Phil remains confident that Plus-Plus will find its place in the toy market: “The range has broad commercial appeal. We’re giving the trade what it’s looking for in terms of high-quality affordable product, breadth of range, margin, in-store merchandising and marketing support.” He also believes that Plus-Plus’ appeal takes it into many categories, not just Construction: “Of course, building is at the heart of the range, but it bridges categories. It has strong STEM, activity and puzzle elements too: it’s not limited to where it can sit in-store, it lives in its own space.”

As someone who has spent much of his career working for large, multi-national toy companies, how has Phil found the experience of setting up and running the Plus-Plus UK operation? “As a small team, it has obviously been hectic –but also great fun. We’ve enjoyed working with the Plus-Plus team; they have a very collaborative approach, and we have full back up from their various teams. They’re nimble, flexible and entrepreneurial – and as a one-brand company, very focused. Most importantly, they have soul and heart, and they have given us the opportunity to really shape the business in the UK in the right way.”

Early progress has been encouraging: as well as becoming a BTHA member, Plus-Plus is already an accredited Toymaster supplier and will be showing at the forthcoming May Show in Harrogate. And with Spring Preview Season about to start, Phil and Claire are keen for retailers of all shapes and sizes to visit the showroom to start planning for 2024, while the company is also able to react to retailers who want to start stocking the range this year, or who want to extend their selection from the vast range available.