Building on its success in the arts and crafts category, Hey Clay will be launching in Germany and Austria from summer 2023.

Since its UK launch last May, sales of Hey Clay, from Tomy, have been growing steadily with the air-dry clay winning numerous awards.

Hey Clay, which offers a mix of clay and digital modelling experiences, initially launched in Ukraine in 2017 and has already received a multitude of award wins and nominations in the interactive and game applications industries, including Best Kids App and Best Game Design, as well as Best Arts and Crafts Toy at the Made for Mums Awards and Gold in the Project Baby Awards.

This roll-out in Germany and Austria will be supported by a range of marketing activity including fully-branded in-store video FSDUs, in-store demos, social content and a consumer PR campaign to help leverage its entry into these new markets and emulate the success already achieved throughout the UK and Eastern Europe.

In the traditional category of modelling, Hey Clay manages to find a new perspective on plasticine and comes in bright and engaging colours. In addition to being a tool for creativity and child development, it easily transforms into a toy, a personality-revealing tool and a source of discoveries.

New price points have also been introduced throughout the range, with the addition of a three can single animal assortment and a six can mid-price point. The popular large sets will also receive a product update with the addition of the Forest Animals set.

Mary Wood, Tomy managing director UK & DACH, said: “We’re thrilled to announce the expansion of our Hey Clay range across these two new markets and we’re hoping to replicate the success we’ve seen here in the UK.”

“The arts and crafts category remains an important area of growth for our business, and we’re confident Hey Clay is on its way to becoming a family favourite.”