The traditional wooden toys category provides consumers with sustainable options that feature both quality and a timeless appeal. Toy World’s Caroline Tonks speaks with leading suppliers to learn more about how the category preserves its charm.
The Wooden Toys category is full of history, nostalgia and depth, and remains a go-to choice for parents and grandparents alike. These toys quickly often become family heirlooms, passed down through the generations thanks to their timeless appeal and strong quality.
While Wooden Toys are seen as traditional products, they can sometimes be perceived as a little old-fashioned. To combat this, suppliers are bringing a modern twist to appeal to today’s market. According to Anna Vaughan, Marketing manager at A.B.Gee, many people associate Wooden Toys with a bygone era, however, suppliers have become increasingly innovative, blending heritage charm with modern themes and usability. A.B.Gee looks for ranges that incorporate up to date colour palettes and timeless aesthetics, introduce modern role play themes and incorporate STEM or tech-lite features without compromising the aesthetic of wood.
Anna says: “When it comes to marketing, visual content is key. High-quality lifestyle photography works best. We also encourage our retailers to emphasise giftability, as Wooden Toys are often purchased for birthdays, baby showers and holidays by customers seeking thoughtful, lasting presents. These approaches resonate with modern consumers who are looking for something that is not just a toy, but a meaningful and high-quality item.”
Elaine Connell, Ravensburger’s Product Marketing manager, believes that ‘traditional’ and ‘old-fashioned’ are semantically two very different concepts. She explains: “‘Traditional’ evokes nostalgia and timeless quality, which applies happily to our Brio brand in a very positive sense. On the whole, I think today’s consumer views Wooden Toys as classic toybox staples that will truly stand the test of time, and they can feel good about the purchase for a wide spectrum of reasons, from sustainability to play value and shared family traditions.”
To read the full feature, which appeared in the August issue of Toy World, click here.
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