Exclusive: Infant Toys – changing with the times

Published on: 12th June 2023

The Infant category remains one of the more stable, traditional sectors of the toy market, but it is still evolving with the times, as Marianna Casal finds out.

In June’s issue of Toy World, Marianna spoke to Mary Wood of Tomy, Nazneen Yasin of Fabula Toys and Jo O’Donoghue of Petit Collage, distributed by Abrams and Chronicle. Tradition, music, sustainability and education emerged as the current biggest trends driving innovation in the Infant toys category.

Tradition remains a strong element within the sector. As Mary points out: “Children still go through the same development stages as they have done for years, so core play patterns and themes for infants are still as relevant today as they always have been.”

Furthermore, the use of music is much in evidence, helping with cognitive development while also keeping little ones entertained. Many new product launches for 2023 continue this trend by incorporating musical functions.

Tomy and Petit Collage both have sustainability at the forefront of their aims this year, with dual goals of to helping toys to last longer and to lessen the effects on the environment for future generations.

At Fabula Toys, Nazneen explains that her products aim to encourage the development of key skills such as vocabulary, imagination, STEM, association, physical movement, bonding, sensory, courage and family ties – all through following the Early Years Learning Goals, determined by the UK Department of Education.

To fond out what else is making waves in the Infant Toys category, the full feature can be found in the June edition of Toy World, here.


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