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From playing through to learning

Of high educational value, not posing a health risk, top-grade quality and designed in a unique way: the demands on toys are ever increasing.



Parents, grandparents and others are willing to spend serious money on toys for their loved ones: for baby and toddler toys alone, they invested 458 million Euro in 2013. In the face of a stable birth rate, the industry expects a further positive development.

Early education on the play rug

The willingness to spend money, though, is connected to expectations: today’s toys should feature a unique and carefully crafted design, top quality and most of all a high educational value. After all, parents want to foster their kids’ talents and abilities from the earliest possible age. In order for the little ones to start learning – in a playful way – already at crawling age, a lot of producers offer a variety of activity toys even for the youngest. Among them are soft picture books, shoes with baby rattles or 3 D activity play mats that activate all senses and train haptic as well as movement skills by way of different functions and materials. One example is the “Ocean Club” by babyFEHN which was awarded 1st place in the G+J | Family Consumer Award 2014 within the category “Having fun: good toys”.

Multifunctional trainer for motor activity

It is even better if those toys are multifunctional and cater to different needs, stimulating children’s imagination while at the same time training their motor activity and spatial sense. In addition, toddlers can act out on their urge to move with a multitude of toy cars for pushing, rolling, drawing or pedalling. Another alternative is the space-saving, multifunctional Spielkissenhaus (house made out of cushions) by Nestrocker that can be turned into a gymnastics mat in not time. Made in Europe and produced in a fair way, it scores points thanks to its quality and sustainability and was one of the highlights at the Kind + Jugend Design Park 2014. A trend that is still going strong is the one for electronic toys – from dolls, being able to speak with the help of a chip, through to computer games. Already in the crib, teddy bears or dolls with an integrated MP3 player will sing lullabies.

Stylish support for tidying up

But where to store all the toys that are piling up throughout the entire house over time? The best solution might be to hide cuddly toys, toy blocks and picture books behind a room divider or to put them in practical storage furniture such as the colourful Chillafish boxes which will hold a vast quantity of toys. Their Lego look is not only fun, but does have an additional benefit: thanks to its interlocking connector system, individual boxes can easily be converted into settees, dressers or closets.

Which toys are increasingly requested by your customers and what could be the reason behind it? Do traditional toys have a future or does the world of toys actually become ever more digital and interactive? Let us know about your observations and feel free to discuss them with us. We are looking forward to your posts.

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