Toy World finds out what lies in store for fledgling business Toynamics UK & Ireland following a fantastic first year.

Having undergone a major rebrand at the start of last year, Toynamics UK & Ireland enjoyed double digit growth in its first full year of trading. MD David Allan and head of marketing Emma Damarell tell Toy World’s John Baulch and Rachael Simpson-Jones about what lies ahead for the toy distributor in the latest issue.

Toynamics, part of parent company Hape, is expanding its portfolio of brands all the time with innovative audio brand Timio most recently joining such other brands as Hape wooden toys, DinosArt and construction range Nanoblocks.

Despite the challenge of having a pandemic to contend with in its first year, sales surpassed all expectations, which came as a huge relief – and surprise – to David, who was expecting the move to online shopping to to impact the business. Also boosting the company during such uncertain times was the appointment of Emma as head of marketing – a move, he says one one of the most important decisions made during the pandemic.

“We’re a transformed company, with professional marketing in place and the appointment of Playtime PR, a new sales team, new products which have been freshly categorised, and the addition of new brands that will give us a firm foothold in new and expanding categories. We’ve massively improved our structure over the past few months, and our position with it,” he says.

The company is also seeking new opportunities in the marketplace, recently adding Hobbycraft, Next and Studio to its ever expanding list of retailers. David explains how Toynamics is totally committed to helping retailers on an individual basis, working to create bespoke plans to drive the promotion of products, while its customer service team will also follow up with retailers to find out how products are performing.

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