SHOW GUIDE TOY FAIR 2012 171 ORCHARD TOYS
Orchard Toys is known for its British-made games and jigsaws for children aged 18 months to 12 years, designed to help children learn basic skills while having fun. In an average year the company aims to launch at least ten new products, each of which can take three months, or more, to reach production. The development process takes ideas through to mock-ups that are tried and tested with local schools and families, long before they enter the production stage. Orchard Toys designs each game and jigsaw around a simple theme. Often, this can be a children’s nursery rhyme or well-known tale that will introduce simple skills, such as colour matching/recognition, counting, etc. within the gameplay, or design, for children to learn while they are playing. New products launching at this year’s
Toy Fair include Rocket Game, Teddy Bear Game, Dinosaur Race, Football Game, Rhyme Robber and the jigsaw Animls Four in a Box. Also new to the show are Giant Road Jigsaw, Shopping Trolley, Farm Snap and Monster Bingo,
WORLDS APART B12
all of which were launched in late 2011. In its usual location at stand B12,
Orchard Toys will reflect the Giant Road Jigsaw theme, with zebra crossings and other road signs and
images.The Giant Road Jigsaw aims to challenge both children and parents alike, as there is no right way to put the pieces together. All 20 of the thick and chunky
illustrated pieces will fit into each other, allowing the assembly of many different tracks and circuits. When the circuit is ready, it’s time for the cars and trucks to come out of the toybox for added play value.
B130
With its biggest stand to date, Worlds Apart is looking to create major noise at Toy Fair.
It has three distinct divisions and will
see rapid growth in its play category, revealing a new range of girls’ collectibles for the Me to You, Tatty Teddy and My Blue Nose Friends. Love My Street is a new introduction to the Dream Town range, offering a playhouse collection that packs away into a smaller role-play structure to play big or small encouraging multiple purchases through a structured range of price points and activities. It is backed with TV and PR. With the Go Glow range growing year
on year, new licences include the amazing Spider-Man Go Glow Pal, which incorporates light up eyes and
sucker pads. The Go Glow Lights will also see a new refresh in styling, characters and new features for 2012. Both Go Glow lines will be supported by TV advertising.
Also new for 2012 is Skoot, a ride-on
toy that doubles as a suit case. The Italian Scooter inspired toy has tough, practical rubber wheels for rugged pavement riding as well as an airport or railway concourse. Retailing around £39.99, Skoot will be supported with TV and PR.
Building on the previous success of
its active games, it will also be introducing a new version of its best- selling Wobble Deck game. The firm will be breaking the £1m barrier on marketing, doubling its TV spend in 2012 with over 3,500 TVRs.
FEBRUARY 2012
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