SECTOR GUIDE: WOODEN TOYS Wood stock
Tech toys may be becoming a stronger force, but the popularity of wooden toys shows no signs of slowing. Billy Langsworthy checks out a range championing the notion that the old ones are the best
WITH THE onset of tech- based toys, there was a real chance that wooden toys would be left behind. While it could be
expected for brands like Furby and Nerf to embrace the latest technology, even more traditional products like the LOGO Billionaire board game and Play-Doh have taken the step and now have their own apps. However, wooden toys
have thrived, remaining one of the most consistently popular sectors in the industry. But how has this happened? “Wooden toys have
remained popular despite the growing demand for technology because they are timeless,” John Crane PR, marketing and office assistant Amy Russo tells Toynews. “I think with wood because of the material there are
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limitations on what can and can’t be done with it and I think that is actually one of the main attractions of wood… it’s warm, smooth and it’s nice to touch and feel, as well as being strong and mainly indestructible. “Techno toys can sometimes be ‘faddy’ and children get disinterested quickly, but with a wooden toy, the possibilities are endless. Children could find a hundred different ways to play with the same toy.” This notion that tech
toys are more prone to fading trends is backed up DKL sales and marketing assistant Megan Cadd. “People will always be able to come back to wooden toys,” says Cadd. “Not every parent wants to buy their child a plastic toy with flashing lights and sounds, sometimes the simplest of toys can spark
hours of imaginative play, which is very important for a child’s development. Wooden toys can last generations which set them apart from all other toys on the market.” And then there is the issue of what is ‘right’ by a child. Just as sitting in front
“Wooden toys have
always been seen as a staple in a youngster’s development; but is being perceived even more so due to the rise of tech- based products,” Bigjigs Toys global marketing and PR coordinator George Poole tells ToyNews.
Not every parent wants to buy their child a plastic toy with flashing lights and sounds.
Megan Cadd, DKL
of a TV gives children square eyes and watching violence turns them into monsters, wooden toys have retained a wholesome ‘good for you’ image. An aspect which has sharpened in focus thanks to its tech- based competition.
“They are seen as
investments in a youngster’s future as images and concepts are not fed to them, but they are allowed to explore and develop at their own pace.” Poole also believes nostalgia is playing a big
part in the healthy state of the sector.
“Consumers are becoming increasingly savvy with their purchasing decisions and are making choices based on their childhood, product benefits and the development of their little ones,” continues Poole. “If you go back 30, 40, 50
years, wooden toys were the equivalent to these modern day tech toys.” Asobi MD Thierry Bourret adds: “Wooden toys are becoming more fashionable. People like the vintage look of these toys and children appreciate their true play value. “Wooden toys are a
growing category as people want to get the kids away from TV and screen-based games and challenge their imagination with something enjoyable and durable.”
October 79
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