Exclusive: Toynamics on the success of Hape and its latest introductions

Published on: 3rd August 2022

Toynamics UK & Ireland, part of Hape Holdings, is enjoying strong growth and has unveiled a new sustainable range set to add to its success.

Rachael Simpson-Jones paid a visit to managing director David Allan and EU Brand & Campaign manager Emma Damerell at Toynamics’ Leicestershire office to find out more about the company’s latest developments.

Toynamics is a subsidiary of the 37-year-old Hape Group, headquartered in Germany. Hape is the biggest wooden toy manufacturer in the world, with a range spanning a wide variety of toy categories.

Toynamics UK & Ireland keeps a very close eye on emerging wooden toy brands, and says Hape’s huge growth and sales figures bear testament to its good standing among consumers. David Allan tells us: “Our marketing is so much more polished now: Emma has reconfigured our whole strategy and Hape is far more recognisable and in-demand than it’s ever been before.”

The brand is currently enjoying particular success with Baby Einstein, one of Hape Group’s joint ventures. Nebulous Stars, an aspirational arts & crafts and stationery brand has recently been joined by on-trend DinosArt, while new brand, Beleduc is also launching this year with puzzles, games and educational products that all focus fun as well as learning.

With Nanoblock microconstruction sets and the Skip Hop collection rounding out its extensive portfolio, one would assume the Toynamics team had plenty to keep it busy, however everyone is excited for the introduction of Korko; a creative and educational Hape own brand range offering products made from 100% Portuguese cork. This brand is not just carbon neutral but carbon negative, highly unusual even with all the toy industry’s sustainability efforts.

“These are exciting times, and the company is in a very strong position at the moment,” David enthuses. “Yes, there are challenges caused by inflation and the cost of materials, but there will always be Christmas and birthdays and other celebrations, and there will always be money for toys, as long as it’s the right toy. Toynamics has all the right toys, backed up with a full marketing package that will ensure they are a success at retail.”

The company is keen to support retailers and encourages them to get in touch to discuss this. To find out more on what Toynamics has to offer, read the full article, which appeared in the August edition of Toy World, here.

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