Exclusive: Family focused at Little Tikes

Published on: 8th March 2021

Michelle Lilley, head of marketing UK for Little Tikes, discusses how this year will unfold for the Outdoor Toys category and what the company’s ranges have to offer.

“Coming into 2021, Little Tikes is in a strong position as we continue to expand our portfolio and sub-brand offering, launching new products and categories,” Michelle told Toy World. “Little Tikes is No.1 for outdoor and sports, and our core line continues to go from strength to strength. We are increasing marketing investment for 2021 – this will be our biggest investment yet in my seven years at MGA – and we’re directing a large proportion of this to our core outdoor and ride-on categories throughout spring.”

Michelle went on to discuss how the recent lockdowns, though far from ideal, proved a boon for Outdoor toys, and revealed how she sees the category performing going forward. She highlighted the products from the Little Tikes range that are going to be a key focus for the company in 2021, and also stressed how MGA is taking steps to minimise any logistical and freight challenges the UK is experiencing. “We’re ensuing our UK and European hubs are ready to support consumer demand,” said Michelle.

The company is currently working on an outdoor campaign to support retailers in early summer, and there are range developments aplenty, including the Growing Garden range, the dino-inspired T-Rex Truck and a re-launch for Little Tikes’ Inflatables collection. “As an established brand with over 50 years of play experience, our aim is to continue to innovate across all categories,” Michelle explained. “We’re constantly looking at ways to extend our brand in ways that inspire and engage young minds.”

The company has been busier than ever with retail previews, and Michelle tells us the team is preparing for ‘a record year’.

With more on the latest product introductions and range developments, plus marketing plans and retail support on offer, read the full interview, which featured in the March edition of Toy World, by clicking here.


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