is good T
Wood
Wooden toys are a perennial favourite for toy retailers with their timeless appeal and natural feel. Toy World sees how the wonder of wood can still be a key line for any toy shop.
here’s something about the humble wooden block that communicates the essential nature of toys. How can something so basic, so square be such a powerful driver of a child’s imagination?
The answer is probably the material. Wood
is tactile, warm and reassuring to the touch – something kids always respond to. Which is why wooden toys remain a key
attraction for parents and kids and a solid performer in-store and in many ways really define what a toy shop should be all about. Shouting loudly about the benefits of wooden
toys is increasingly important in a price-driven marketplace and is essential to underline the key benefits of wooden toys and also develop brand credentials. John Crane Limited has embarked on an ambitious programme of marketing and promotion to get the message out there about its Tidlo range. “Earlier this year, at Toy Fair, we launched the
newly re-branded Tidlo Collection and since then it’s been a tremendous success,” says PR and marketing manager, Helen Davis. “Retailers have loved the clean and fresh lines
of the new packaging and point of sale material, whilst consumers have really got on board with the brand. A substantial amount of marketing and PR surrounded the launch which has lead to a much greater brand awareness of both the new brand and John Crane.” A point proved most recently with John Crane
Ltd joining the Top 50 most talked about brands online.
Back in August John Crane sponsored the MusicBugs tent at the Edinburgh Fringe providing fun and stimulating music and singing classes to babies, toddlers and preschoolers plus hosting 90 minute taster sessions throughout the Festival. “MusicBugs mums already love John Crane and use their award winning musical toys for their classes,” added Helen. “We’re the sole media partner for the Edinburgh Fringe event with each participant taking home a goody bag with John Crane goodies inside plus information about where to purchase John Crane toys in order to continue to practise their melodies at home!” John Crane was also named as one of the 50
most talked about brands on social media sites in the UK according to Tots 100 (a parental blogger forum and resource). Due to a highly successful High Tea Shape Matching campaign with retailer
Dillons ToyBox, plus the launch of a photography competition in partnership with Bonusprint and retailer When I Was a Kid the mummy and daddy bloggers went wild for John Crane toys. The use of Twitter, Facebook fan pages and the
company blog all swelled visitors to the company website, and promoted chat across a wide range of social media platforms. Head of Marketing, Helen Davis said: “We’ve invested a lot of hours into social media and formed
excellent relationships; this is testament to our hard work and fantastic that we’re now seeing the rewards of our efforts. There is certainly more to come from John Crane Ltd! “With activities including photographic
competitions with household names, sponsorship of companies at the Edinburgh Festival and a huge amount of competitions and promotions both on and offline retailers have all benefited from increased traffic, with many placing John Crane
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