The award-winning pre-school and bath toy brand has announced an expansion of its range for spring/summer 2020.

Toomies Hide and Squeak Eggs has been a best-selling line for 25 years and was the no. 1 selling toy in its category in the UK in 2018, outperforming its competitors in the category, with over half of the market share.

Easter is an important sales period, and with this in mind the packaging of the products makes the eggs an ideal alternative non-chocolate gift for children. However, the continued success of Hide and Squeak Eggs range gives Tomy hope that this new line will see demand to continue to soar not only seasonally, but year-round worldwide.

The Toomies brand is now looking to build on the success of an evergreen line with the addition of four brand-new products to the Hide and Squeak Eggs range. Already considered a cult favourite with parents and children alike, the expansion of the range presented the opportunity to continue with the best successes in the pre-school category. Having previewed the new additions, parents commented on their originality and appealing price point.

Speaking on the development of the range, Alpesh Patel, vice president of Global Toy Design at Tomy, commented: “The new Hide and Squeak range is designed and play-tested to last and evolve with children through key milestones. The collection encourages a variety of play patterns, including sound, stacking, matching, nesting and role play and each of the toys have features that are of benefit to babies as well as older toddlers as they grow and develop. We are incredibly excited to see the reaction of children and parents as they play together and make amazing fun filled memories with this stunning range.”

Helena Stacey, Tomy Toomies brand manager, added: “We are delighted to announce the expansion of one of our most successful lines. Hide and Squeak Eggs has become a firm favourite amongst parents and children over the past 25 years and we hope that the new range will provide fantastic additions to the original and help babies and toddlers to develop and learn through key play milestones, all whilst having fun.”

These new lines for Hide and Squeak are suitable for babies and toddlers aged 6-36 months and will be available from January 2020 at all major toy retailers.