Exclusive: Getting smarter about Science

Published on: 7th March 2023

In a special Science & Nature feature, Toy World examines the role of toys in helping children to understand more about the world we live in.

Acknowledging that children learn best when they are fully engaged with the topic, many suppliers in the Science & Nature space are now using technology to enhance play and fully immerse kids into a journey of discovery.

Clementoni’s Paul Fogarty tells us that the brand has started to introduce the concept of ‘worlds’ to its science kits and, this July, the company will launch a completely new platform – The History of Life on Earth – which incorporates hands-on science experiments and the digital experience of Augmented, Virtual and Mixed Reality in the same box, giving kids the ultimate interactive experience while having fun.

He also states the importance of introducing the fundamentals of science at an early age and tapping into children’s natural curiosity as they progress through childhood.

Brainstorm Toys is another company enjoying great success in products which spark curiosity, and marketing manager Debra Tiffany explains that most of the company’s Science & Nature kits are aimed at 3 to 8-year-olds who are increasingly learning more about the planet and the environment at school. She talks about one of its biggest sellers, the Eugy range of eco-friendly craft collectibles, that also provide an educational element, as well as toys which teach about space such as the My Very Own Moon and a range of Planetariums and Projectors.

“What happens beyond our planet continues to fascinate children and parents alike,” she says.

Learning Resources has also designed products, including its best-selling Primary Science Lab Set, to capture the curiosity of children from an early age, and commercial director Simon Tomlinson tells Toy World how many families are now introducing STEM learning at a younger age and looking for fun and exciting ways to make science learning appealing and more accessible.

Justin Clasby, director International Marketing at PlayMonster UK, adds that parents are looking for kits that get their kids away from devices and exploring the outdoors and discusses the appeal of the company’s My Living World range, which has become a staple brand in the UK over the last 20 years.

To read the full article in the March issue of Toy World click here.



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