VTech becomes number one manufacturer in UK infant toy market

Published on: 19th December 2013

2013 has been a strong year for VTech Baby, with the VTech Toot-Toot Driver range growing by 81% (YTD Nov 2013, NPD).Vtech-Baby-logo300

New playsets such as the Airport, Train Station and the Construction Site have all featured in the Top 10 Infant toys YTD.

This trend looks set to continue into 2014 with new vehicles and playsets, along with refreshed packaging for the individual vehicles with the aim of further increasing the growth of single car purchases throughout 2014.

With this level of growth, VTech has now become the number one manufacturer within the UK infant toy market for the first time, holding a market share of 23% and growth of 1.6%, as well as VTech Baby becoming the number five property within the toy market (YTD Nov 2013, NPD).

With strong marketing plans featuring both ATL and BTL activity, as well as development of free downloadable Toot-Toot Drivers episodes, VTech aims to maintain the Toot-Toot Drivers success and maintain its position in 2014.

Clive Richardson, marketing director, said: “Becoming number one in the Infant category is a landmark for the VTech Baby brand, but there is a lot more growth to come with the product ranges and support plans we have in place for 2014.”

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