In Toy World’s June issue, Marianna Casal takes an in-depth look at Wheeled Toys, speaking to leaders of this category about their most popular product ranges and growth opportunities.

Wheeled Toys are the perfect products to take out of the shed for the few weeks of the year it actually feels like summer, to make the most of outdoor play and exercise. However, it’s a common misconception that wheeled toys are purely for the summer. Not only are wheeled products and ride-ons becoming more and more popular as a form of transportation on the school run or days out, but many parents actually look towards Christmas and birthdays to make these big item purchases.

Brian Colgan at MCC Stock Solutions has also found in recent years that wheeled toy purchasing has been moving at a higher rate towards Christmas due to the added expenses families face in summer – from summer camps, day trips and holidays. Faced with ongoing economic challenges, Brian believes that many families are looking to spread out their spending across the year and focus on key gift-giving opportunities.

A main focus for suppliers is to create eye-catching toys for key age groups. Kids can use ride ons even before they turn one, being pushed around as they grow reluctant to use a pram. Then as their motor skills, balance and hand-eye coordination develop, they can progress from balance bikes to four wheels to two, and the most adventurous can even try out more action-fuelled products.

Wheeled toys are not always the easiest products for a retailer to display in their store, particularly if space is limited, but suppliers are ready and willing to provide support to their stockists. HTI is just one supplier that carefully considers box size, dimensions, design and shape of its packaging.

To find out more about the kind of support suppliers are offering to help retailers effectively display their products, click here for the full feature, which appeared in Toy World’s June issue.