Interview
gameplay, but that doesn’t exclusively rely on the app to enable people to play the game,” states Newbury. “During development, it was imperative that the game could be played on its own, as well as with the app.” So if it’s not digital that is making the most impact on the UK’s educational play sector at the moment - not enough for Orchard Toys to shift gear in this sector, in any case -what is? Put the question to Newbury and you’ll likely get the same answer: visible results. “Parents are wanting products they can visibly see help their child’s educational development,” he says. “It’s an indicator that parents are becoming more focussed on their child’s education from an earlier age.Lines that have been successful over the past few years have been targeted at a key learning skill." Orchard Toys keeps its recipes simple. It’s all about engaging play, with key educational themes and current trends.
“We've worked hard building the brand in recent years, with the visual appeal that consumers trust,” says Newbury.
"We appreciate how difficult retail is for indies, and appreciate the support they provide to us, and will always support them." Simon Newbury, Orchard Toys
“Staying true to our values of quality and learning made fun means that customers will repeat purchase throughout any season, giving the independent customer a bread and butter brand all year round.” That’s most likely music to the ears of the independent toy retailer. Orchard Toys has always had quite the affinity with
the indie toy shop; remaining a perennial favourite among this population of stockists for the best part of its 50 years. And since its inception in 1968, when founder Keith Harvey and his wife decided to start making building blocks and tracing sets for the local nursery school, this relationship between Orchard and the independent toy seller has been maintained harmoniously. “We appreciate how difficult retail is for indies at the moment, and appreciate the support they provide to Orchard Toys, which is why we do all that we can to support them,” explains Newbury. “We believe that there is a great symbiosis between us and independents, and they will always play an important part in our landscape. Looking to the future for the Orchard Toys business, Newbury adds: “We are very proud of the way that the Orchard Toys brand is perceived in the UK, and we have exciting plans to replicate this internationally.” June 2019 | toy news | 13
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