Feature
Outdoor Toys
On active duty The demand for toys that get kids outdoors and active remains high, with parents and caregivers more aware than ever of the benefits of play outside of the home. Rachael Simpson-Jones discusses the breadth of product currently available and the increasing role social media plays in securing sales.
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he Outdoor Toys category is astonishingly varied, encompassing everything from trampolines and go-karts to water tables and bubble machines, scaled-down versions of essential gardening get-up, kidand battery-powered scooters, giant garden games and much more. Wheeled toys of all descriptions remain best-sellers, with many families having experienced the joys of family days out on two/three/four wheels during the pandemic. Bikes such as United Wheel’s Huffy range - now available in the UK following much success stateside - offer one option for getting out and about, but with each passing year the category welcomes a slew of innovative and increasingly high-tech ride-ons. For DGL, bringing cutting-edge technology to market has long been the bedrock of the company’s success in the marketplace, particularly with its Hover-1 hoverboards. Always looking to push things further and explore new areas, DGL continuously freshens up its existing products while also developing fun new lines that take it into new categories. “By far and away the product I am most excited about at the moment is the Hover-1 Trak, an electric motorbike for kids aged 8+,” enthuses Pritesh Dave, EMEA sales manager at DGL. “This is something brand
new not only to our range but this product area as a whole. Our US soft launch garnered some phenomenal feedback – people, as expected, love the product, and we cannot wait to launch it in 2022 across UK & Europe.” E-scooters also remain a popular choice (and, among adult riders, may be even more attractive now following Fuelgate 2021). Within its own brand portfolio, MV Sports’ new range of Li-Fe and wired e-scooters will ‘take the category to the next level’, according to joint MD Phil Ratcliffe. At the time of writing, the use of e-scooters on anything bar private land is still illegal, unless part of a certified hire-scheme being trialled in some major cities, but demand is high regardless. When legislation allows their use on the roads, as is expected following pressure from organisations including climate action groups, sales will likely soar further still. The big wide world also offers plenty of opportunities for outdoor role-play. Wilton Bradley has bolstered its Playhouse brand and built on the strength of its awardwinning range of outdoor Mud Kitchens with the new Make ‘n’ Mend Workbench, which is made from wood and designed to blend perfectly into any garden – ideal if kids want to make and fix along with a DIY/upcyclingobsessed parent during the summer months. Scott Eden, design director at Wilton Bradley, explains: “It’s
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no secret that when it comes to outdoor play, kids need no help in creating their own imaginary worlds. Our Playhouse brand of garden play furniture complements the desire to imagine and dream, and, as they are made from wood, the products also blend perfectly into any outdoor setting. Our Playhouse products provide kids with all the tools necessary, literally and metaphorically, to develop exceptional cognitive skills, co-ordination and more, seamlessly blending learning and play to create a range of stimulating experiences kids will love whilst playing and exploring textures, shapes and colours.” Little Tikes, a leader in outdoor role-play, launched its Growing Garden range in March. Aimed at aspiring mini gardeners, the true-to-life range is designed for little ones with a love of the outdoors and is an ideal range of toys to enjoy alongside green fingered family members. Featuring a Watering Can & Gloves for tending to newly planted seeds, the collection also includes a Garden Hand Tools Bag for storing all the smaller gardening essentials. A Large Tool Set contains all the bigger tools every budding gardener needs, including a shovel, rake and garden hoe, and there's also a Wheelbarrow and Shovel; the wheelbarrow is designed with an easy-rolling front wheel which allows for endless hours of gardening fun. All sets include a
