Addo Play has announced a stellar third year of sales after its retail partner, The Entertainer, issued a record year’s trading last month.
Gary Grant, founder and managing director of The Entertainer, commented: “Addo Play, our exclusive branded toy range, enjoyed strong growth over the last 12-month period, placing its as our fourth biggest supplier.”
Addo Play says its success is, in part, down to the increase in the number of brands within the Addo Play portfolio, which has increased from six brands in 2016 up to 15 at the end of 2017. By offering key sellers in multiple categories, the company was also able to increase its SKU count from 60 products to 200 by the end of the year.
Within its new offerings, Addo focused on key trend items within the toy industry – slime, putty and JoJo Siwa. The licensed Nickelodeon Liquid Lava Putty brand launched in September and was an instant success, while Addo’s Sludge and Slime science kit, from the Nickelodeon Experimake range, gained bronze at the Made By Mums Awards.
JoJo Siwa is a hot property for Nickelodeon, and Addo launched eight products to market for the key holiday season. The success of these items means that a further five toys and trend items are being added for 2018.
Mary Price and David Martin, joint managing directors of Addo Play, commented: “We are looking forward to pushing continued growth internationally and opening up new markets for our existing brands. Our success with our retail partner has helped encourage new markets to see the value in our products, and increased exposure, with TV commercials airing during key retail periods, has meant that we ended 2017 on a real high.”