FEATURE
WOODEN TOYS
Welcome to good wood! Wooden toys are enjoying a resurgence. Is it millennial parents or grandparents pushing the charge - and is it to cut back on plastic or simply to enjoy nostalgia?
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here’s nothing more traditional than a wooden toy, and the nostalgia of wooden toys is a strong selling point, says Mark Standen, sales manager at Rainbow Designs, The Home of Classic Characters: “The popularity of traditional toys, and especially wooden toys, has always been strong but as today’s parents take comfort in the familiarity of what they knew and loved as children, we have certainly seen a growth in demand.’’ Child psychologist, author and founder of The Good Play Guide Dr Amanda Gummer comments: “Wooden toys are often a stylish, eco-friendly robust addition to a child’s toy box, that parents and grandparents are more likely to engage with as they relate them back to their own childhoods. “The play patterns that wooden toys facilitate are often more imaginative, creative and even social.’’ For MV Sports & Leisure sales & marketing director Phil Ratcliffe, “it’s the ‘back to nature’ and sustainability elements that truly drive this category. With modern living becoming increasingly eco-conscious, this is the perfect way to bring children’s toys into the modern world.’’ Toynamics UK & Ireland managing director David Allan believes that a major appeal is their durability. “Wooden toys have a collectability status and are a great investment piece to be passed down through generations. In the current climate there’s the added benefit that wood is the sustainable choice - and they also look stylish in the playroom.’’
AUGUST 2021
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For me it’s the ‘back to nature’ and sustainability elements that truly drive this category. With modern living becoming increasingly ecoconscious, this is the perfect way to bring children’s toys into the modern world Phil Ratcliffe, MV Sports & Leisure
Demand is high, and suppliers are responding. At MV Sports & Leisure, Phil Ratcliffe says: “Earlier this year we added a range of sustainable mud kitchens to our Hedstrom brand, encouraging active play and realistic cooking skills in an effort to make that perfect mud pie!’’ Over at Marvin’s Magic, Tom Hudson comments: “After the amazing response to the Marvin’s Treasured Magic Tricks - a collection of keepsake wooden magic tricks - we’re planning to introduce other wooden magic sets to the range, such as the Deluxe Rabbit and Hat.’’ The same is true at Toynamics. David Allan confirms that “our Hape wooden toy sales continue to grow. Reflecting that, we’ve continued to grow our ranges.’’ Rainbow Designs has also seen interest increase, says Mark Standen: “We have always had wooden toys in most of our classic ranges including Peter Rabbit and The Very Hungry Caterpillar but this year we have added beautiful wooden toy selections to two of our most-loved character collections, including Guess How Much I Love You.’’ It seems that despite its long heritage, the future still looks bright for the wooden toys arena. Marvin’s Magic’s Tom Hudson certainly thinks so. “There is definitely a growing demand and future for sustainable, quality toys that last,’’ he says. So what might we expect to see next? “Already we are seeing an increase in demand for sustainablysourced wooden toys, primarily outdoor-based,’’ says Phil Ratcliffe at MV Sports & Leisure.
Ask the retailers Is demand for this category growing? Yes, it’s definitely getting more popular. Traditionally wooden toys were bought by grandparents but that’s not the case any more. Younger people are buying them now, as they know they are long lasting and durable. Sharon Sheehan, manager, Kellihers Toymaster, Tralee, Co. Kerry, Ireland
We have always had a demand for wooden toys - from grandparents because the items are well made and last longer, and from Millennial parents because of environmental reasons. Nostalgia and durability are possibly the main reasons for this, and the [BBC wildlife documentary series] Blue Planet II effect has also come into the mix. Sarah Borastero, owner, Kids Stuff Toymaster, Wells, Somerset
MV Sports
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