News Opinion Events Pre-School A monthly guide dedicated to the biggest sector in toys
LEGO Duplo enjoys 10% growth in 2013
By Samantha Loveday
LEGO DUPLO is looking to build on the growth it achieved in 2013, with a raft of marketing activity planned for this year as well as ten new sets due in the first half. The brand was up ten per cent in 2013 (FY2013 NPD EPOS data, value growth), with Number Train being the best selling product, ranking at number two in the junior construction market (FY2013 NPD EPOS data, value). Duplo Town products
performed well, particularly My First Construction Site,
while strong pre-school licences – such as Disney Princess – also contributed to the growth. The plan for 2014, says
brand manager Genelle Holton, is focused on recruitment, which simply means getting more toddlers involved and playing with LEGO Duplo. “Our comprehensive
marketing plan falls under the campaign umbrella ‘A World of Play’,” Holton explained to ToyNews.
HOLTON: “There’s a lot more activity to come” “We will be bringing this
to life through our LEGO Duplo World of Play Roadshow, digital and social media touch points, plus we will be working with pre-school nurseries. There is a lot more activity to come in the second half, so watch this space.” LEGO Duplo will be launching ten new sets in the first half of 2014. Each set features a
range of multi-functional
New Baby Lotto to cater for expectant parents Fresh game from Orchard Toys prepares pre-schoolers for a baby sibling
By Billy Langsworthy
ORCHARD TOYS believes its New Baby Lotto will address the growing demand for products aimed at expectant parents. The game sees players
match cards showing objects such as rattles and bottles, with the board demonstrating scenes including dinnertime and bedtime. New Baby Lotto aims to educate children about these activities, as well as provide a talking
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point between mother and child about the prospect of a baby sibling. Orchard Toys’ MD Simon
Newbery believes the game will appeal to a wide section of the market, despite it targeting families expecting a newborn. “It is targeted at parents
expecting a second child, but it still has broad appeal to children and parents who just enjoy family role- play and that have interest and engagement in what babies do.”
And when asked if
expectant families have been ignored by the trade so far, Newbery instead feels the demand is just now more visible. “I think it’s more a case of
a growing demand in this specific market. We are aware of a number of books that address the arrival of a new baby, however we are not aware of any other games that actually address the activities that will happen when a new baby enters the family.”
Newbery added: “We are optimistic that there is a demand in the market for such a product, however we are fully prepared for this to take time to filter and raise awareness amongst
consumers. We have received good feedback from the trade and we are supporting it with marketing so we are
hopeful of good results.” Orchard Toys: 01953 859525
March 43
bricks and cute elements. Key lines will include Creative Ice Cream (£12.99), Creative Picnic (£19.99) and Creative Animals (£12.99), all
Sponsored by:
Marketing push, Disney Junior sponsorship and success of Number Train all attributed to lift
building on the success of the Creative Cakes range. Three new brick boxes have also arrived.
These include the All-in- One Gift Set (£14.99), All- in-One Box of Fun (£24.99) and All-in-One Pink Box of Fun (£24.99). Focusing on role-play will be My First Police Set (£19.99), My First Shop (£19.99) and Farm Tractor (£16.99). Meanwhile, joining LEGO Duplo’s Disney Princess line will be Sleeping Beauty’s Fairy Tale (£29.99). LEGO Duplo: 01753 495000
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