woodentoys
Who ‘wood’
part in why they are so popular. Parents are also looking for value for money and see wooden toys as longer lasting, educational and ultimately, fun and stimulating. We at Bigjigs think that Wooden Toys will continue to rise in popularity as parents become more savvy with their toy purchases.” Sam Ireland observed that the
Wooden Toys category remains perennially popular because it is so diverse. He explained that Bigjigs offers over fourteen different ranges including wooden rail and road systems, cooking and role-play items, heritage playsets, and puzzles and educational toys. “Our favourite range however has to be Bigjigs Rail. It’s one of the most extensive and complete wooden railways systems available, and we have worked hard to offer consumers a varied range of products that both aids a child’s physical and mental development, and provides fun and entertainment.” Also positive, Jon Thorpe of
John Crane T
he Wooden Toys category is a consistent performer for retailers and manufacturers alike through its ability to encourage consumers to buy products through nostalgia, and the toys tactility and durability.
The popular view of wooden toys is that they
represent a classic, traditional play pattern. Rather than being a negative, however, the very things that wooden toys don’t do are exactly what makes them so benefi cial to a child’s development. They are lovely to touch, and can take plenty of abuse without falling apart; a major plus point in today’s economic climate. Wooden toys are often seen as an investment in a
child’s future, becoming family heirlooms, and will probably have most parents reminiscing about their fi rst wooden toys. Because images and concepts are not fed to them, the child has an opportunity to develop their own stories using wooden toys. Sam Ireland of Bigjigs Toys said: “The category remains so popular because it has history. If you go back fi fty years, Wooden Toys were pretty much the only toys on the market. Mum, Dad, Grandad and Grandma remember these toys and so the nostalgic factor certainly plays a big
66 Toyworld
John Crane told Toy World that his company’s in-house design capabilities are allowing it to design and produce a more targeted
product for the consumers, and this is already paying dividends. He said: “We look forward to the launch of new products in late August which will see the Country Play Kitchen and Tidlington House hit the shelves. The launch of our Tidlo products has been very successful, and we are really looking forward to the launch of the Country Play Kitchen, for which we have already received strong forward orders.” There are many new developments happening every day in the toy industry, and even the often termed “traditional” sectors are beginning to experience an infl ux of technology into their core offerings. Take Brio as an example: its classic wooden train sets now incorporate electronics as part of the play experience. Phil Nelson of Marbel, distributor of Brio in the UK, said: “Brio is really pushing the boundaries of play value in the Wooden Toys category at the moment with the addition of electronics and battery-operated trains into the sets. The company has worked hard to create a whole world for kids to play with from farm sets with animal carriages, and an exciting new monorail train set with tracks that are also fully compatible with all the other sets that they offer.” Phil believes that the integration of technology into Wooden Toys
have thought it?
Wooden Toys continue to enjoy popularity with consumers and retailers alike. With many of the companies that supply wooden playthings experiencing year-on-year growth, there’s never been a better time to jump on board. Tom Roberts reports.
was inevitable, “but there will always be a market for a standard wooden toy. Look at Brio’s new range of motorised wooden trains, it’s an addition that enhances the traditional playing experience, it doesn’t replace it.” And what about other growing trends in the
category? Scott Kenworthy of K-Play International told Toy World that he has observed “a big increase in interest in wooden gardening products, something we’re going to be focusing on throughout next year. As a company, we endeavour to keep our ranges fresh, which can involve everything from modernising production methods, to improving product quality, to refreshing packaging. Gollnest & Kiesel, whom we represent, offers a huge range and is currently embarking on an extensive refresh of its products.” On the retail side of the category, Wooden Toys
remains a core offering of most independent retailers. Toy World’s own columnists, owners of independent retailer Toy Barnhaus, Mark Buschhaus and Stephen Barnes commented that Wooden Toys has proved itself such a reliable category that they have increased space for it in their shops over the last 12 months. Looking at what retailers can do with Wooden Toys
in-store, Sam Ireland said the advice he would offer is to consider aesthetics: “This can mean re-arranging products to ensure they are all front facing, or simply by using merchandising materials such as display stands, shelf talkers, shelf strips, etc. According to Mintel (2010), 24% of consumers are more likely to purchase a toy if they can play with it before they buy. Parents love being able to see the quality of the wood, and the paint work, so by offering them the opportunity to touch, feel and even play with a sample product may help towards maximising sales on the ranges stocked.” Scott Kenworthy commented: “The category appears to be performing consistently well at retail, because consumers want natural products. The Himis range of all-wood products have been very successful in particular. Picking what works at retail will come down to knowing what your customers want; it’s key to success.” Phil Nelson agreed, adding that it’s really important
that retailers research the brands they consider stocking. “We try to help our customers as much as we can. The brands we look after, Brio and Hape for instance, have strong heritage, and we refl ect that on the website. We also support retailers with POS materials, leafl ets, posters, and it really allows them to create branded areas in their shops. All of our offerings are designed to be taken as a range in depth to create merchandised areas.” All of this helps Wooden Toys to stay such a core
part of a retailer’s product offering: consumer demand is constant, and the ranges of products available are plentiful. Over the following pages we present a selection of the wooden ranges currently available.
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