Sector Focus

Inset: Orchard Toys is seeing a good performance for its new 2022 lines.

EARNING THROUGH LEARNING

PPS chats to a number of companies currently enjoying success within the education and electronic learning aids categories.

“A good educational toy is one that sparks a child’s curiosity, encourages them to explore and engage with the toy, is fun to play with, keeps a child entertained and has an educational purpose,” begins Chris Beardmore, UK sales manager at Learning Resources.

The educational category continues to be a solid seller for retailers, with Chris just one of the executives reporting strong demand, increased product listings and engagement from consumers across social media channels.

Learning Resources has been enjoying success with the Numberblocks brand, with demand from trade customers and consumers proving “robust” says Chris. New Numberblocks toys are also due to launch under the global master toy licence.

Chris continues: “Early years developmental toys is another highly successful preschool category and sales of our fine motor skills toddler toys continue to grow. Building on the success of the bestselling and awardwinning Spike the Fine Motor Hedgehog, we have launched another seven early years toys in this range.”

Right: Trends UK says its Numberblocks ELA has enjoyed a “great reaction” at retail.

The company has also welcomed preschool coding robots the Coding Critters MagiCoders Blazer the Dragon and Skye the Unicorn to its STEM and coding range.

For Geomag, its Magicube educational range is growing significantly. “The idea behind Magicube of magnetic blocks that connect on all six sides, has been with us for a couple of years but since our launch of Magicube Shapes, it’s really taken off and is now forming 25% of our business,” says Geomag’s UK country manager, Clive Wooster.

Indeed, Clive says that the brand continues to get “bigger and bigger and better and better” as we head towards 2023. “It now allows kids to learn to build with shapes with the addition of the blocks and card set,” he says. “The set provides progressive play activities which will guide children on how to build shapes, and to combine different shapes and colours, developing creativity and space vision skills. “The Blocks & Cards Set allows for more educational content thanks to the six cards with 1:1 scale matching with the block’s real size. Spring 2023 will see the introduction of the 16-piece set which will include 10 magnetic blocks and six double sided cards providing 12 fun activities.”

Far left:Happy Little Doers began life during the first lockdown in 2020. Left:Music and sensory lines dominate Halilit’s top selling lists of preschool toys. Below: Learning Resources continues to grow its range of STEM and coding toys which includes preschool coding robot, Skye the Unicorn.

Happy Little Doers began life during the first lockdown in 2020 with its aim being to help families come up with fun, educational, screen-free activities for when nurseries and schools were closed. During the last 12 months, the business has seen continued growth, says founder and md, Ollie Stott. “Both online and offline, there is a clear indication that retailers are recognising that sustainable, gender-neutral, educational toys are growing in popularity and are becoming more featured within stores,” Ollie tells PPS.

The company’s flashcard products are designed to work with one another, with Ollie saying that it receives a really varied combination of products with its orders. “This is one of the reasons why we decided to create our ‘Bundle’ range. 'Starting School Bundle’, ‘Read & Write Bundle’, ’Maths Bundle’ and others, tend to be the most common way that customers purchase our products,” he says. “In terms of individual product sales, we have had more frequent purchases recently for our Phonics & Writing cards. Our Times Tables have always been incredibly popular, as are our dinosaurthemed products.”

Orchard Toys became one of the ‘go-to’ brands for helping parents with home schooling during the pandemic and for keeping children entertained. Its number one bestseller, Shopping List, leads the way while other firm favourites include Farmyard Heads and Tails, Smelly Wellies, Rainbow Unicorns, Match and Spell, Giraffes in Scarves, Dino-SnoreUs, Dinosaur Lotto and the Little Bug Bingo mini game.

“Good educational toys are engaging, based on a simple idea and deliver a fine balance between learning (whether it’s numeracy or literacy) and fun,” comments Simon Newbery, md at Orchard Toys. “‘Learning Made Fun’ sits at the heart of all our products, ensuring they strike the perfect balance between education and fun.” Educational toys is also a sector which continues to grow for Halilit, with music and sensory lines in particular dominating the company’s top selling lists. New launches this year include Melody Tubes which children can tap to create different notes, while the Taf Toys collection is also growing at a fast pace, with new arrivals including XL Domino Rally Set and Magic Box. “It is essential that the toy is targeted at the correct developmental stage and is age appropriate – for younger children it needs to be robust enough to deal with their demands and the activity needs to be tailored with the right amount of challenge IN-STORE HEROES to make this achievable When it comes to how retailers can really make the most of educational toys in-store, one of the pieces of advice is to and not de-motivating,” says Amy Wildman, sales have a dedicated area. and marketing director at

Geomag’s Clive comments: “Our most successful support Halilit. “For parents, an to retailers with Magicube is our Play Area. For around a £300 educational toy should offer order we provide 128 Magicube blocks, a full-size block to sit stages to progress through, on for adult supervision, a full size storage block and floor mat. growing with their child It takes up a small area in-store and we supply stock of five and helping them on their skus to put on shelf next to the Play Area. Once in-store we learning journey whilst see repeat orders every eight weeks.” providing great value for Orchard Toys’ Simon also recommends offering consumers a choice of product, across all age ranges, themes and price points. He adds: “Using the seasonal calendar, such as new school starters, and highlighting products for themed occasions such as National Science Week, World Space Week, World Animal Day can also help drive sales year-round.” the money paid.” With logistics issues and shortages of IC chips holding back some of its new launches in 2021, this year has also been a busy one for Trends UK. Peppa Pig and PAW Patrol continue to perform well, while Hey Duggee is also off to a good start. On top of this, the company’s new Numberblocks ELA has had a “great reaction” at retail, says marketing director Lindsay Hardy, with Alphablocks Phonics Fun joining it on shelves by the end of summer. “The learning play is so integral to these fantastic programmes and translates seamlessly into our toys,” says Lindsay. “We think a good licence provides reassurance for parents that their child will enjoy playing with a learning toy, and the character encourages the child to interact and try again so they keep exploring to find answers.” Left: Magicube continues to get “bigger and bigger and better and better”, says Geomag.

EDUCATIONAL TOYS

GALT

Galt Toys’ Create and Discover range builds on the success of Explore and Discover by offering young crafters STEAM learning centred on the animals and objects being crafted. Play and Learn toys include favourites like Cotton Reels, which promote hand-eye coordination and colour recognition. Marble Run Reactions is part of its Construction range providing challenging hands-on fun. Horrible Science and Explore and Discover sets encourage independent play with exciting experiments.

Tel: 0161 4289111 www.galttoys.com

LEARNING RESOURCES

With reusable stamps and washable inks in the Numberblocks unique colours, children can create their own Numberblocks adventures based on the popular Stampoline Park episode with the new Numberblocks Stampoline Park Stamp Activity Set from Learning Resources. This 32-piece Numberblocks art and crafts kit includes 20 stamps to create the Numberblocks One to Ten, and twelve ink pads with washable inks. Pieces store inside the convenient and durable cardboard case with carry handle.

Tel: 01553 762276 www.learningresources.co.uk ORCHARD TOYS

Orchard Toys’ new Christmas Eve Box is a 3-in-1 Christmas themed set. It includes a festive lotto game, a 30-piece jigsaw and 12page activity book. For shoppers it offers great value for money and is ideal as an Advent or Christmas Eve gift. Also new for the festive season is Orchard Toys Snowman Snap, where players match the fun snow people in this Christmas take on the classic game.

Tel: 01953 859520 www.orchardtoys.com HALILIT

Specially designed to provide essential baby toys for fun and development, the thoughtfully composed Taf Toys Newborn Kit makes a perfect gift. The kit includes twelve developmental products to meet babies’ needs in those first precious months, such as double-sided flash cards and a baby-safe mirror for visual stimulation, a developmental pillow for tummy time and motor development, rattle ring and crinkling lion cub toy to learn about cause and effect and a lion blankie for emotional development.

Tel: 01254 872454 www.halilit.co.uk

GEOMAG

The revolutionary Magicube line from Geomag sees the addition of three new shapes in its Magicube Shapes line - the half cube, quarter circle and the half sphere. These addons to the range allow for a multitude of new opportunities for junior builders! Now also with magnetic wheelbases so Magicube constructions can now free-wheel as well as free-build!

Tel: 07577 371545 www.geomagworld.com

WHAT’S NEW

HAPE

The new Hape Mega Metropolis Bucket Set, an 80-piece wooden railway set, encourages children to create their own metropolis. It comes with rails and bridges, scenery and accessories; including restaurant, shops, construction site, fire station and airport. This fun educational railway set offers endless play scenarios, ideal for imaginative play.

Tel: 0116 4785230 www.toynamics.co.uk

JOIE

The Calmi R129 is a luxurious lie flat car cot from Joie which will let little ones travel in the height of safety and sophistication. Tested against the tough R129 standards, the Calmi R129 provides increased side impact protection by positioning baby’s head at the safest point in the vehicle. It pairs with the newly launched i-Base Encore as part of the Encore System.

Tel: 01889 808900 www.joiebaby.com

ARK

Ingeniously designed and engineered in the UK, the experts at Ark are delighted to offer babies a smooth and cool ride this summer thanks to their innovative pushchair, keeping little ones chilled in comfort and style. Combining environmentally friendly materials and a smart ventilation system, hot weather is no problem for Ark families on the go! Even better, Ark’s naturally breathable fabrics are hypoallergenic, making the award-winning pushchair ultra-caring against baby’s sensitive skin. Available from Cheeky Rascals.

Tel: 01730 895761 www.cheekyrascals.co.uk LALABOOM

Bursting with colour and promising endless play opportunities, the dynamic Lalaboom beads have been designed to grow with baby as they pop, snap, twist, mix, screw, clip, lace, build and stack! The super fun, bright and educational toys will awaken little one’s senses. Truly multipurpose, the unique toys are suitable for both water and sand as well; from bath time, to playtime and days on the beach. Letting children’s imaginations run free, Lalaboom has been thoughtfully developed following the respected Montessori approach of creative education.

Tel: 0208 8782133 www.lalaboom.toys

THE PUPPET COMPANY

My First Christmas Puppets which are suitable from birth, machine washable and a great first soft toy will be available from November 2022. A great product feature allows an adult hand to fit into the puppet to enjoy early play sessions. They are perfect for children of all ages and make a fantastic stocking filler. The range has eight classic designs including a Penguin, Polar Bear, Reindeer, Gingerbread Man, an Elf, a Snowman and Mr and Mrs Santa.

Tel: 01462 446040 www.thepuppetcompany.com

WHAT’S NEW

HIPPYCHICK

Hippychick has expanded its successful range of Vilac toys. New additions include beautifully crafted wooden tea sets, educational toys, games that get the whole family involved and even traditional kites. The Vilac range continues to be a top seller thanks to its wide pricing brackets, allowing the range to appeal to a large variety of markets.

Tel: 01278 434440 www.hippychick.com

MUSLINZ

After popular demand, MuslinZ’s product range has been extended to feature brand new practical wet bags in Sea Life and Elephant print. These are an essential for storing any wet nappies, wipes, swimwear and more, conveniently and effortlessly. Made out of high quality PUL and equipped with a zip fastening, MuslinZ wet bags are leak proof and reliable. They are an essential for every parent looking to store items hassle free on-the-go.

Tel: 01295 810008 www.merrygorounduk.co.uk

LILLIPUTIENS

Following the hugely successful UK launch earlier this year, Lilliputiens, is delighted to add to its collection of charming toys as it welcomes the Rose doll. Featuring red hair, the sweetest of smiles and matching accessories, Rose will inspire hours of creative play and is sure to become a new best friend! Suitable from two years, Rose features a matching pink dress and nappy and she also has a magnetic dummy to add to her accessories.

Tel: 0208 8782133 www.lilliputiens.be JOIE

The long-awaited extended rear facing seat from Joie has finally landed. Meet i-Prodigi, the most accessible, extended rear facing seat that will keep children safer for longer, engineered for security and crafted for comfort. Children can now ride in ultimate safety, up to approximately seven years old, thanks to the new i-Prodigi, which comes with the highly regarded Swedish Plus Test certification.

Tel: 01889 808900 www.joiebaby.com

ICKLE BUBBA

New for Summer 2022, Ickle Bubba’s Tenby range boasts a stand-out Scandi style that’s perfect for a modern nursery. With a soft white base that is enriched with rounded corners, this striking two-tone design is bound to make a statement in baby’s first bedroom. Available in Mono or Scandi White, the look can be scaled up, or down as it includes a cot bed, under drawer, changing unit/chest and wardrobe.

Tel: 01554 707022 www.icklebubba.com

WHAT’S NEW

BÉBÉLEPHANT

The countdown is on for the UK launch of the latest product from Elvie – the Stride. The new breastpump will be available as a single or double and arrives on UK shelves this September following a successful launch in the USA. The Stride is described as a miniature pumping powerhouse, combining a small hospital grade motor, with noise reduction technology. bébélephant are taking orders now for what is set to be the most popular Elvie product so far.

Tel: 0208 2021467 www.bebelephant.com

THULE

Thule has launched its newest city stroller for parents on the go - the Thule Shine which is available in four colours. The compact design of the Thule Shine allows parents to smoothly manoeuvre in any space, whether it’s heading for a city day out, or steering through a crowded train platform. Including a padded and reversible reclining seat, ventilated and extendable canopy, and a built-in adjustable leg rest, this is the perfect stroller for secure and pleasant cruising.

Tel: 07850 507393 www.thule.com KALOO

Inspired by the cuddliest of kittens, the Stimuli collection not only offers an abundance of toys that are engaging and ideal for sensory playtime, but are also guaranteed to look stunning in any nursery. With a Scandi inspired colour palette and feline characters with the sweetest smiles, the unisex collection, that is suitable for newborns, is sure to be a hit with little ones and parents alike. The collection makes for a charming addition to any nursery and is the perfect present for any baby shower, newborn or first birthday.

Tel: 0208 8782133 www.kaloo.com JANOD

Iconic French toy brand Janod, is delighted to offer a new and extensive range of super summertime toys to bring hours of fun into the garden this season. Ideal for getting children active in the sunshine, Janod’s creative and colourful toys are great for imaginative play, building on children’s agility and motor skills. With everything from classic Skittles, to loveable character stilts, Janod has something for all ages and abilities to discover as the weather warms up.

Tel: 0208 8782133 www.janod.com

BLADE & ROSE

Blade & Rose, Britain’s iconic children’s fashion brand has launched an exclusive Autumn/Winter 2022 collection. Featuring premium stretchy knitted leggings with quirky nappy bottoms, detailed tops made from sustainably sourced ‘Better Cotton Initiative’ (BCI) brushed cotton, and matching snuggly socks, this collection will keep little ones toasty warm as the colder seasons draw in.

Tel: 01539 730880 www.bladeandrose.co.uk