Dress-up company unveils Time 4 Fun range of toys Over 400 launch lines to feature in dedicated catalogue... by Katie Roberts
A DIVISION of Smiffy’s is to launch a new toy line, Time 4 Fun. The firm has seen a significant change in the market over the past few years, with an increasing demand for toy and novelty products. As such, it has been working to fill what it sees as a gap in the market, by providing a well branded and packaged range of affordable products.
It will feature a wide range from
light-up and novelty accessories to a daytime range of toys, including pocket money items, jokes, magic tricks, outdoor, girls and boys-themed toys. Initially the brainchild of leisure sales manager, Richard Pickworth, it became apparent that the new range’s retail potential was greater than
Smiffy’s will launch the Time 4
Fun range with a catalogue devoted to the 400+ lines. Bielby explained: “What really
BIELBY: “Branding, packaging, POS and merchandise solutions make the brand stand out”
previously thought, so Smiffy’s decided that expertise from the toy industry was required to help develop and expand the range and sales channels.
This expertise came in the form of Louise Bielby, who joined as toy channel manager, with over ten years experience in the industry.
makes the range stand out from the crowd is the branding, packaging, point of sale and merchandising solutions which it offers. A tailored approach is given to each new customer regardless of size.” Time 4 Fun will initially be targeted at customers who can assist Smiffy’s in developing the range and who understand the specific needs of the toy industry, which in turn will help develop relationships with toy retailers and the leisure industry. 2013 will see the firm branch out into other customer bases in the UK and internationally. Smiffy’s: 0800 590599