For Build Your Own, creating eco-friendly kits is at the core of the company’s brand ethos, and remains so as new products are developed.
Toy World spoke to Keith Finch, studio and innovation director at Build Your Own, about how the company’s innovative STEM-led range is expanding for 2021, and why eco-friendly credentials matter to the team.
Since launching in January 2020, how has the Build Your Own range been received?
We launched at Toy Fair London 2020 with our first product – the Build Your Own telescope – and have since launched three more: our Paper Plane Launcher, Microscope and Marble Run. We’ve been absolutely delighted with how the range has been received. Our first Christmas far exceeded expectations, particularly as we are new to the toy industry.
Our solid PR and marketing campaign saw Build Your Own featured in numerous publications, television and social media influencers. This built strong brand visibility, drove sales and has opened up many exciting opportunities.
Why does the creation of eco-friendly and sustainable toys matter so much to the team?
I think it’s vital to remember your roots and stay true to your beliefs. Creating eco-friendly kits has always been at the core of our brand ethos, and remains so as we develop new products. We are paper engineers at heart, with decades of experience engineering pop-up books, direct mail pieces, packaging and more. We thrive on working with paper and board and are always striving to be greener in all that we do. Our company ethos is ‘Less plastic, paper fantastic!’
Does BYO’s commitment to sustainability carry through to ‘behind the scenes’ – production, offices etc?
We use FSC paper and board to make BYO products and packaging, and encourage the recycling of our (minimal) packaging waste on-pack. Every part of our packaging can be recycled. Our Hampshire-based studio team is committed to being as eco-friendly as possible too, and all paper and board waste is recycled.
What new products can we expect from BYO this year, and how will BYO be supporting these new products?
Our new Mini-Builds will launch in early summer, four innovative kits that children (and their grown-ups) will love. Each kit comes with an informative, STEM-inspired educational piece. This new Mini-Build format will be a fantastic addition to our current product range and serves to broaden appeal.
A further four new Build Your Own kits will follow, extending the STEM element of our designs and bringing innovation to the toy industry. These launches will be supported with marketing campaigns including digital, PR and social media activity. We will be developing bespoke POS for indie retailers and building on the resources on our website that encourage children to get outside and explore their world.
The team is growing, so, alongside our dedicated sales and after sales support, we can deliver focused, ongoing PR and marketing campaigns to drive brand growth.
Toy World would like to thank Build Your Own for taking part in the February Special Green Issue, which you can read online here.