scienceandnature
more infl uential in purchasing decisions. Lee Clowes said that Trends is certainly “more conscious” of the type of products it develops. He added: “Quite rightly, we’re introducing more innovation than ever before in 2013. On the whole, I suspect the category will continue to evolve with the usual mix of good product, innovation and strong licensing, but I also expect that there will be a further consolidation of space in a particularly tough trading climate.” We like to talk to our key players to fi nd out
more about how the sector can be used by retailers to maximise its impact on their businesses. Ross Ainsworth believes that retailers should give the category its own section within a shop, and stock quality kits from reputable suppliers. He said: “It’s not a huge category within the total toy market, but there will always be demand for products like microscopes, telescopes chemistry sets, and especially fun-based science activity kits, like our Wild Science range.” Ross also suggested that nature study kits make for great Spring and Summer activities. On the other hand, Nick Saunders thinks it’s
important to select a good range of items within a brand. He spoke about how Brainstorm has been working hard to develop a strong image for its core brands of Brainstorm Toys and The Original Glowstars Company. Nick confessed that he feels disappointed when retailers cherry pick just a few items because it can cause them to look lost on the shelf among a deluge of other products. He said: “We have some fantastic independent retailers in the UK who have committed to a strong science and nature section, and when you see the impact of our branding you know it can’t fail to attract attention. We also have some strong merchandising solutions available, such as the black-lit illuminated stand available for The Original Glowstars Company range.” It’s clear that most retailers no longer seem to view the category as a niche and have given more focus to this growth area in recent years. Lee Clowes commented that for too long there was an infl ux of cheap commodity product, with no real brand identity, and certain retailers were going down this route (or via own label) treating the category almost as an
afterthought. He said: “There now appears to be a good balance between licensed product and proprietary ranges and, in fact, we’ve made a conscious effort to strike that balance within our own portfolio. Discovery and Haynes provide for a strong licensed offer both in the UK and export markets and, alongside this, we continue to develop and invest in our own Trends science range.” Speaking from a consumer’s point of view, Joanna
Drage said that she’d love to take her three young boys to visit an “enchanted land toy store”, where staff are dressed up as storybook characters and there are demonstration models, because this really adds to the experience for children. She said: “Thames and Kosmos has quite a few products that really lend themselves to being demonstration models, and if this is done well, I think it really helps to both pull the consumers in and to sell the product.” And as Joanna points out, having staff interacting with the children and experimenting with the toys on offer makes a visit to a local toy shop “more of a fun activity than just a shopping experience”.
Interplay
01628 488 944 |
www.interplayuk.com The award-winning My Living World collection has a new look for 2013 and covers both science and nature in one range. Endorsed by TV nature specialist and wildlife authority Nick Baker, My Living World is packed full of supplies and equipment. Each kit includes everything required to learn about the creatures found in gardens, parks and fi elds, plus a highly informative guide written by Nick himself. These notes, suffi cient as standalone publications, have been combined with the professional quality instruments and equipment inside each kit to give children a hands-on experience. For 2013, Ladybird World, Snail World and Spider World join the collection. The My Living World range has a full PR and marketing campaign behind it. Science range, Wild Science for Girls, is further bolstered with the addition of a new kit, Magic Nail Lab. This kit will sit alongside hero lines Perfume Lab, Bath Bomb Factory and Luxury Soap Science, with the added benefi t of heavyweight TV and press campaigns; Interplay has a planned 25% increase in its TV budget for this classic range. The existing Wild Science for Boys collection includes kits such as Weird Slime Laboratory. The Rivetz range is a construction activity system which uses a patented Rivetz Gun to snap and fi x pieces of decorated pre-cut card together, to create 3D models of a Dragon, Giant Hornet, Racer, and now two new kits for 2013; the prehistoric Pterodactyl and Stealth Fighter.
Thames and Kosmos
01883 730 122 |
www.thamesandkosmos.co.uk Thames and Kosmos introduced 20 new lines in 2013, three of which have already reached the UK with the Scope Constructor, Air and Water Power Plus, and Air-Stream Machines being brought across in May. Water, Magnets, Bubbles and Optical Illusions have all been added to the best-selling Little Labs range, and they are now being sold in new, sleeker, smaller boxes, and can be bought with a POS display stand. Also new this year is the introduction of the company’s ‘Kids First’ range,
starting with a Biology Lab and a Chemistry Set. There are six new kits in the construction range; the building pieces are compatible throughout the Thames and Kosmos 60-product catalogue. There will be 13 kits arriving in August, and the Future Car, which has been seen on the Gadget Show, listed as one of the Metro’s ‘Top 10 toys of the future’, will be added in Autumn/Winter.
78 Toyworld
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