Spotlight On... Preschool/Children’s Gifts

Sustainability is the clear message that stands out in the preschool and children’s gifting sector, alongside creative, innovative and educational products, ranging from plush to puzzles.

But that’s not all that’s trending as PG&H discovered, with wooden toys, interactive play and licensed giftware all ticking the boxes.

“Like a lot of other sectors, the preschool/children’s space is seeing a movement towards more sustainable, environmentally friendly products, alongside reduced or more recyclable packing which is something we are very passionate about,” says Sue Lockey, owner and director of The Puppet Company. “There is also a shift towards more gender-neutral products, especially at the younger end of the spectrum, which has always been important to us. Dinosaurs, unicorns, superheroes and everything in between should be for children of all ages, and more neutral or unusual colour ways are a great way to encourage this.”

Continues Sue: “As a result of lockdown and the pandemic, we have seen a huge increase in toys and products that help children learn through play and encourage their imagination which is part of our core ethos. We have noticed a movement back to more traditional toys in addition to more tactile fabrics to encourage sensory play and engagement which is an area we hope to see grow further in the future. On the sustainability side we are very excited to be launching our new Wilberry Cuddlies Eco Collection for Spring 2022 - beautifully made, very cuddly soft toys made out of 100% recycled plastic bottles. This collection follows the launch of our sister company The Puppet Company’s Eco Walking Puppets at the end of last year. Also made from 100% recycled plastic bottles, these incredibly functional puppets have hand access into both the arms and the legs so the user can make them walk, dance and more to further increase learning through play.”

Inside Out Toys’ marketing director Nikki Garner highlights a groundswell of awareness for making sustainable choices in all walks of life. “Parents, grandparents and friends are becoming ever more aware of choosing sustainable gifts for children - it’s less acceptable today to give cheap plastic toys, and people are looking for alternatives. 2022 is our 10th anniversary and we are delighted to be celebrating with the launch of our new Jumini Woodland collection. The range,

l Mouse Trap! I loved this game when I was a child, great fun for everyone. We played this with our children when they were little, and I am already looking forward to playing it with my grandchildren in a few years’ time.” Sue Lockey, owner and

l “When I wasn’t digging foxholes for my GI Joe, I loved to while away the time with a Slinky that my parents bought for me at FAO Schwartz in New York, when I was seven years old. Such a cool product!” Anthony Temple, managing director,

l Growing up my favourite toys were Sylvanian Families. I loved being able to decorate the houses and other buildings before playing with the animals! Felicity

created in-house, will be manufactured using FSC-certified materials, with the classic wooden toys featuring a set of British woodland creatures encouraging children to recognise and appreciate our native wildlife.”

At Hippychick, marketing executive Alex Molyneux says that the company is excited about exclusive new weaning lines and a back-to-school range. “It’s a brand new age group for Hippychick,” highlights Alex. “Sustainability appears to be taking centre stage in 2022, with throwaway toys and clothing becoming a thing of the past. Parents want to buy products that last and can be handed down for years to come.”

With innovation the name of the game, PMC’s Felicity Colbert says that the company has seen a huge rise in interactive and educational gifts and toys. “Our personalised gifts are a fun way to introduce home based development and encourage learning through play.” She adds that bright colours and fun, characterbased designs are also proving popular instead of the traditional pink and blue gifts, with these themes being reflected in nursery and children’s gifts for the year ahead. “Additionally, our Animal Alphabet range has been expanded for 2022 to include gifts for mealtimes as well as the nursery and includes a framed print and breakfast items,” Felicity confirms. Of course, puzzles and games continue to be winners in the children’s sector, with Rex London’s marketing manager, Anna Williams confirming that over the last couple of years, there has been a surge in the popularity of children’s puzzles and brain-boosting games, as, during the lockdowns, parents tried to keep children entertained while enhancing their learning at the same time. “With the increase in popularity of STEM (Science, Technology, Engineering and Maths) toys over recent years, Rex is continuing its mission of creating screen-free educational toys with the company’s current offering of construction kits and DIY sets harnessing the power of hydraulics and energy. By allowing children to develop their own curiosity, and satisfy it, it allows them to find enjoyment through the process of discovery and learning,” Anna adds.

With summer holidays in mind, Click Europe is hoping that travel will be back with a vengeance. Comments Click Europe’s marketing director Regan Anderton, “parents will be looking to get their pre-schoolers excited for the journey, and visible in the airports, with our boppi Tiny Trekker range of keychain pouches, backpacks and pullalong luggage, with biodegradable casing, an ideal travel companion. They feature 11 character designs, the most popular being unicorn, dinosaur, strawberry and robot.”

At Plant a Bloomer, Easter is very much a focus for founder Rani Deshpande. “Plant a Bloomer seed paper products are very popular as Easter gifts, because they offer an alternative to chocolate, but are also fun for children,” comments Rani. “Our Plant a Bunny mini gift has been a bestseller for over a decade, and last year we added Plant a Chick to the collection. This Easter we will be completing the trio with the launch of Plant a Lamb, featuring a woolly seed paper lamb, embedded with petals.”

Emphasising the ongoing importance of nostalgia and longevity, Enesco’s marketing & product director, Helen Cottrill, confirms that the company is having great success with its licensed baby gifting collections and has plans to expand this over the next 12-18 months. “With our Peter Rabbit collection having won several trade and consumer awards since its launch, we are expecting to see some great momentum in 2022. In addition, we will see the first shipments of our Disney Baby gift collection in early 2022, with another licensed baby collection in development for launch in the Summer. It’s very on trend with gender neutral bright, bold patterns and designs.”

Additionally, Enesco launched its own plush collection, Kalidou, in January 2022, a global soft toy brand sold by Enesco France for over 20 years. Continues Helen: “we are now expanding to all territories, with this collection of baby, seasonal and pick up plush items featuring many gender neutral designs as well the traditional pink and blue which is also still in demand.” Anthony Temple, managing director of Rainbow Designs, says that over the past two years in particular, parents and those new to parenthood have sought the comfort and security of traditional, much-loved brands. “They feel safe in the knowledge that these brands have stood the test of time and delivered, not only the quality and focus in the products, but the wholesome values that we have all come to know and trust from these heritage brands such as Peter Rabbit, Disney’s Winnie the Pooh and Paddington Bear. “Traditional and wooden toys are very on trend, so we are also introducing some colourful new wooden toys to both the ever-popular Very Hungry Caterpillar and Elmer educational brand ranges. Parents and gift buyers are also becoming more aware of the environmental impact of their purchases so we are constantly working to ensure all our products as sustainable as possible.”