Feature - Wooden Toys

Tree-mendous toys for tots

Wooden Toys offer consumers a reliable and quality-driven product, standing the test of time as one of the most resilient toy categories. Toy World’s Caroline Tonks speaks to leading suppliers to learn more about how the category maintains its appeal, as well as how sustainability is a large contributor to its success.

The Wooden Toys category is full of history, nostalgia and depth, and remains a go-to choice for parents and grandparents alike. These toys quickly often become family heirlooms, passed down through the generations thanks to their timeless appeal and strong quality.

While Wooden Toys are seen as traditional products, they can sometimes be perceived as a little old-fashioned. To combat this, suppliers are bringing a modern twist to appeal to today’s market. According to Anna Vaughan, Marketing manager at A.B.Gee, many people associate Wooden Toys with a bygone era, however, suppliers have become increasingly innovative, blending heritage charm with modern themes and usability. A.B.Gee looks for ranges that incorporate up to date colour palettes and timeless aesthetics, introduce modern role play themes and incorporate STEM or tech-lite features without compromising the aesthetic of wood.

Anna says: “When it comes to marketing, visual content is key. High-quality lifestyle photography works best. We also encourage our retailers to emphasise giftability, as Wooden Toys are often purchased for birthdays, baby showers and holidays by customers seeking thoughtful, lasting presents. These approaches resonate with modern consumers who are looking for something that is not just a toy, but a meaningful and high-quality item.”

Elaine Connell, Ravensburger’s Product Marketing manager, believes that ‘traditional’ and ‘old-fashioned’ are semantically two very different concepts. She explains: “‘Traditional’ evokes nostalgia and timeless quality, which applies happily to our Brio brand in a very positive sense. On the whole, I think today’s consumer views Wooden Toys as classic toybox staples that will truly stand the test of time, and they can feel good about the purchase for a wide spectrum of reasons, from sustainability to play value and shared family traditions.”

The aesthetic of Wooden Toys plays a huge role in driving purchasing decisions. A.B.Gee’s key wooden toy range, Tooky Toy, has rebranded several times over the years to keep pace with evolving market expectations. From colour palettes to packaging design, its ranges are constantly updated to align with modern interior and lifestyle trends. Clean, neutral tones and natural finishes give strong visual appeal that not only enhances shelf presence, but is also a proven driver of online conversion.

Drawing inspiration from the popular Japandi trend, Inside Out Toys’ Jumini Giftable Collection showcases a blend of minimalist Scandinavian design and Japanese influences. A muted, stylish colour palette featuring soft sage greens, warm taupes, blush pinks and ivory tones creates a modern look that fits seamlessly into any nursery or play space and doubles as décor items that parents and gift buyers will love.

“In this insta-age, toys with high aesthetic appeal can perform strongly. However, those offering little play value alongside will soon be relegated to the bottom of the toy box,” states Elaine.

Leading trends within the Wooden Toys sector start with modern role play lines like kitchen sets, barista coffee bars and cleaning kits that are all ideal for imaginative play. Hippychick says a standout from its latest collection is the Classic World Ice Cream Cart, with its soft pastel tones, realistic accessories and durable build offering hours of imaginative role play. Toynamics UK & Ireland distributes Hape, a leader in high-quality, wooden baby and children’s toys. Launching in September is Hape’s thoughtfully designed Smart & Wooden Supermarket, which includes a rotating conveyor belt, a till which allows children to record their own messages, a chip and pin machine, a realistic sounding price gun, cash drawer and an educational board with product prices for the 12 food products included in the set.

Another leading trend is trains and railway systems. Ravensburger’s Brio World has expanded with the launch of the new Dinosaur Attack set. Designed to sit across the wooden tracks, the set features a chunky Ankylosaurus complete with moving parts and swishing tail. The set complements other items in the Brio World Dinosaur collection, including the Deluxe Dinosaur Railway Set. Meanwhile, from Toynamics and new for 2025 is the Portable Train Station Set. This 40-piece, all-in-one playset features a conductor, passengers, two trains and lots of scenery accessories. The set can be combined with others and packs away into its own storage box, which features a convenient carry handle.

Sustainability plays a huge part in the Wooden Toys category, with suppliers making constant strides to become more eco-friendly. “Sustainability isn’t just a bonus anymore, it’s an expectation, especially from millennial and Gen Z parents,” states Anna. As distributors, A.B.Gee increasingly prioritises brands that use FSC-certified or sustainably harvested wood, avoid plastic in both product and packaging and utilise non-toxic paints, natural dyes and eco-friendly adhesives. “These efforts are important not just ethically, but commercially. Retailers want to align with brands that reflect their values, and wooden toy companies that lead with sustainability tend to outperform others. It’s also a significant factor in school and educational supply markets, where eco-credentials are often an important requirement.”

Commotion has over 100 FSC-certified wooden lines at its UK warehouse, reflecting the company’s ongoing commitment to responsible sourcing and sustainable practices. All wooden lines under the Tickit brand are developed with repeated use in mind, made to withstand years of active handling.

Longevity has always been at the heart of the Brio brand. Right from its foundations, there has always been an emphasis on compatibility and the intention that families will keep and grow their collection for many generations. Elaine says: “Our track pieces have remained the same from day one and apply across the collections, including our My First series, for that very reason. Of course, this is just one facet of our vision of sustainability.” The company’s internal operations have been carbon neutral for a number of years, with ambitious targets for more in this area.

As readers continue through the following pages, they will find the latest products that the Wooden Toys category has to offer for the rest of 2025.