Melissa & Doug’s infant and toddler range a Toy Fair hit

Published on: 28th January 2022

The reaction to Melissa & Doug’s new infant and toddler toys has been ‘extremely positive’, according to the company, which unveiled its new range at London Toy Fair. 

Known for creating screen-free, imaginative toys for kids of pre-school age and older, Melissa & Doug has, for the first time in its 30-year history, developed a range of toys specifically for the nursery sector. The range will be ready to launch at retail in the UK for autumn/winter.

Each product in the new infant and toddler range incorporates the familiar Melissa & Doug DNA that encourages open-ended play. In addition, the range features a variety of innovative SKUs designed to engender one of the developmental skills that babies and toddlers learn as they grow, including fine motor and sensory skills, empathetic play and hand-eye coordination.

Thanks to his expertise and research as head of the Baby Development Lab at the University of East London, child psychologist and star of Channel 4 TV series ‘The Secret Life of…’, Dr Sam Wass was able to explain to retailers on Melissa & Doug’s Toy Fair stand exactly how and why these new toys help babies’ neuro and physical development.

Melissa & Doug also used London Toy Fair to update its customers on the company’s accelerated sustainability strategy: Project Restore. In addition to its participation in the global initiative ‘One Tree Planted’ – which sees a tree planted for every tree used in manufacture – Melissa & Doug will also ensure all new products released in 2022 will be made from FSC-certified paper and cardboard. In addition to this, by 2025, more than 50% of its wooden toys will be FSC-certified. Meanwhile, across Europe, the company is seeking partnerships with nature conservation charities to help offset its carbon footprint and to underpin its mission to produce timeless toys for a thriving, inclusive world.


Friday Blog

Community spirit…it’s the Friday Blog!

Mattel promotes Sanjay Luthra to executive VP and MD for EMEA

Moonbug names Just Play as master toy licensee for raft of hit properties

Yoto cooks up new audio baking collection with GBBO winner

Hasbro named in 100 Best Corporate Citizens List for 11th year

Barbie joins Rubies’ licensed costume portfolio

The Noble Collection celebrates E.T.’s 40th anniversary with special range

Accolades aplenty at Toymaster Awards Dinner

BTHA presents six Golden Teddy Awards

A.B. Gee launches 2022 Mattel Autumn/Winter catalogue