Exclusive: Laying the foundations in Pre-School Toys

Published on: 12th April 2023

Content continues to play a huge role in the Pre-School space, as Sam Giltrow discovers when chatting to a selection of suppliers about their plans and new launches for 2023.

You only have to look at the success of the likes of Bluey and CoComelon to see that content is still a huge driver for the Pre-School category. Multiple new toys have been released under the Bluey licence, including Moose Toys’ latest release, the Bluey Treehouse Playset. Launching this spring, the set is inspired by the Poinciana tree from the Heeler family’s backyard. Another strong licence for Moose Toys is Octonauts, a brand that has so far attracted over 2.9b content views on YouTube globally: Kim Bell, global & US director of Marketing – Pre School at Moose, says the property will only gain strength when it arrives on CBeebies later this year.

Also capitalising on a popular pre-school animation series, Jazwares is following the success of its Spidey and His Amazing Friends vehicles and plush ranges, by expanding into die-cast vehicles in AW23 with the introduction of Amazing Metals.

Jazwares is also boosting its popular CoComelon line with new additions. CoComelon HugMees by Squishmallows features beloved CoComelon characters wearing their pyjama onesies, including fan-favourite JJ and his best friends Cody, Nico, Nina, Cece and Bella.

Flair GP says it is excited for the launch of its new Pinocchio & Friends toys based on the CBeebies show, and for AW23 it is launching Gigantosaurus product, based on the show on Tiny Pop. “Content, whether it is a TV series on kids channels or digital content, is extremely important to drive growth within the Pre-School category,” explained Flair GP’s UK country manager, Julia Cake.

Away from animated content, Mattel introduces My First Barbie this year, the first-ever Barbie doll specifically designed for Pre-School children. “The My First Barbie doll features the same look and feel that Barbie fans know and love but is updated with large accessories, easy-to-dress fashions and a larger, softer doll body made for smaller hands and growing imaginations,” states Kelly Philp, marketing director, Mattel UK.

To find out what else is new in the Pre-School sector this year, including KidKraft‘s award-winning dollhouses and play kitchens, new Bildo launches coming to market via Flair GP and much more, read the full article published in the April 2023 issue of Toy World by clicking here.


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