IMAGINATION STATIONS

“Creative play is so important for preschoolers as it’s tactile and openended,” explains Grant Gie, md at Creative Kids. “It drives imagination, creativity, shared play and role play. I believe it teaches them to explore their own imagination and to create unique designs. There are no rules to follow, no instructions, no start and no finish. There is also a calming element found within creative play and huge sense of achievement.”

Creative Kids is just one of the companies that has been reaping the benefits in the creative play and role play space, as parents and retailers continue to consider the category as one which is essential for children’s development.

Grant says that Creative Kids has been enjoying success with its Play Doh Air Clay range, which has driven business significantly in the past eight months on top of its existing core arts and crafts and compound business with Kiddy Dough. New innovation will come in the form of Kiddy Dough Shape N Learn Sound Tablet, which brings together colours, shapes and sounds with the dough allowing children to learn phonetics and the letters of the alphabet.

For Neil Montgomery, UK commercial director at Juratoys, creative play is a key category which sees growth year after year. Joining the popular Janod Doctor’s Suitcase, there is now a Dentist Set, Hairdresser Set and a Shaving Kit (complete with pretend razor, brush and aftershave), while there are also high hopes for the new Muddy Lab Outdoor Kitchen.

“Children love to imitate mum and dad's daily activities,” says Neil. “They have fun cooking, tinkering, making music - it's fun for them and for us. Janod has developed an entire range of wooden role play toys ideally suited to their age and needs. They can create their own stories and, in the process, develop their own motor skills, language proficiency and imagination.”

The last 12 months has seen Trends UK launch a completely new brand called Paint Pop Paint Sticks, as well as Crayola Silly Scents Dough & Sand products, which have all proved a hit with parents and preschoolers. Summer will see the arrival of Paint Pop Paint Pens – which are slim twist and paint sticks – plus Spin & Create, which is a paint spinning set which doesn’t require batteries.

“Children love to make things to give to other people,” says Trends UK marketing director, Lindsay Hardy. “It’s a great outlet for selfexpression and to articulate their love for members of the family before they can even write. Also to make decorations in preparation for special events and celebrations throughout the year makes them feel included and that they have contributed to the event or season.”

‘ROLE PLAY HELPS TO IGNITE THE IMAGINATION OF PRESCHOOLERS’

For dress-up specialist Smiffys, preschool remains a strong category with demand continuing year-round. Top sellers include animals and career-based costumes, with parents seeing role play as part of educating their children around key subjects. Licences such as the Teletubbies are popular throughout the year, while top sellers surrounding World Book Day included The Tiger Who Came to Tea, Where’s Wally? and Bing costumes.

The company will be launching a range of Gigantosaurus costumes later this year including all the colourful characters. The animal range will also be expanded for 2023, featuring hooded tabards and capes that allow preschoolers to easily change into costume. The Julia Donaldson costume range remains a top seller and Smiffys is adding to the collection this year with new characters Princess Pearl, Mouse & The Gruffalo’s Child.

Little Tikes has seen retailers and consumers reacting positively to its Learn and Play and First Appliances ranges over the past 12 months.

The First Appliances collection features a series of realistic home appliances including the Little Tikes First Washer-Dryer and the Little Tikes First Fridge. Meanwhile, the new hands-on and interactive Little Tikes Learn & Play 100 Words Spell & Spin Pencil allows children to turn letters and spell up to 100 different words. Further new launches include the Shapes & Sounds Paintbrush which develops colour recognition and teaches shapes to children from nine months old.

“Creative play is essential for children’s development - it allows them to stretch and develop their imagination while discovering more about the world around them, all while learning skills like empathy and responsibility,” says Alaina Cornish, senior brand manager at Little Tikes UK and Ireland.

“Since the pandemic, consumers are valuing quality time with their families and encouraging active and creative play. As the UK’s number one play brand, Little Tikes has the right toy for every stage as children grow, helping them to develop their minds and bodies through both indoor and outdoor play.”

Casdon ended 2022 on a high, launching almost 10 new skus, refreshing almost 20 existing skus and introducing a new licence to its portfolio.

“We currently hold seven of the top 10 bestselling role play toys in the UK,” says md Phil Cassidy. “Our Henry and Hetty lines are firm favourites, as well as our Dyson vacuum cleaners. We’re also delighted that our Dyson Supersonic and Corrale Deluxe Set has recently made an appearance into the top 10, too.”

2023 will see some new Joseph Joseph lines launching – making it Casdon’s biggest licensed collection to date – as well as adding some updates on existing lines, while the year’s hero item will be the De’Longhi Barista Coffee Machine.

“It’s important to us that our toys are both fun to play with and help to support development in young children,” Phil continues. “Our toys give little ones (and adults) the tools to learn through play – helping to develop social and language skills, core motor skills as well as coordination and numeracy. Role play has, and will continue to be, a vital component of children’s learning and development for the future.”