Activity Toys & Crafts
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The name ‘Einstein’ notably refers to ‘Albert Einstein’ (1879-1955); a genius, whose intellectual achievements and originality remain an inspiration to us all today. The founding philosophy of the Company is reflected in its name and aspirations to stimulate the intellect of babies and pre-schoolers. This was originally delivered via videos featuring music, stories, numbers, words of many languages, by the company founder, Julie Clark (a former teacher) in 1997. The Baby Einstein Company quickly achieved phenomenal success hitting revenues in excess of $25mn by 2001. The same year, 80% of the company was sold to Walt Disney who then expanded the original concept by introducing the brand’s own education toy line.

The Baby Einstein toys are now manufactured by KidsII, who bought the company in 2013 and wholesaled exclusively in the UK by Baby Brands Direct since January 2011. The innovative toy range continues to incorporate founding principles of music, art, language, nature, shapes and numbers to stimulate and nourish curious minds, aiding their development and improving their awareness.

Baby Brands Direct brings to the nursery industry, a selection of the best branded and quality activity toys and crafts available. As a leading wholesaler direct to trade we take pride in providing award-winning brands including Tomy, Fisher-Price, Oball, Tiny Love, Brights Starts, along with licensed character toys like Thomas, Winnie the Pooh and Peppa Pig, Mega Bloks, Bing, East Coast, Frozen Fashion and the bestseller, Baby Einstein . Clients can browse a wide range of categories including activity centres, phones & gadgets, high chair toys, toddler activity toys, activity toys, cars, trains & planes, shape sorters & puzzles, imaginary play, learn to crawl, understanding music, activity arches, spirals & bars and aqua draw fun.

According to 2014 point-of-sales data from The NPD Group, the Building Sets and Arts & Crafts categories grew by 13% and 3%, respectively, proving that kids love to create interesting structures, designs, inventions and other projects that will set them apart from others and let their talents shine through.

 

Activity Toys & Crafts Categories

Jo Kennedy Senior National Account Manager at Kids II comments, “The Baby Einstein brand started more than 15 years ago, with a mom eager to share her love of the arts and humanities with her baby. It has since expanded to a full line of baby toys and gear designed to enrich baby’s young mind. We are delighted to have Baby Brands Direct exclusively distributing Baby Einstein Toys into UK independent retailers. Their proactive and efficient service provides an excellent match with Kids II and we look forward to continuing to grow a successful partnership together.”

A host of variety of retailers, from baby and nursery specialists to online retailers can benefit from having this globally recognised and affordable brand in their shop displays. An endorsement to the shop’s proficiency in baby toys, the brand truly does impart knowledge and inspire creative thinking of baby and toddlers using its products. With its founding philosophy and brand ethos, of wanting to stimulate thinking and share a love of humanities with baby, the products are designed from a baby's point-of-view and incorporate a unique combination of real world objects, music, art, language, poetry and nature. This encourages interactive experiences and enables parents an opportunity to introduce baby to the world around them in a playful and enriching way, strengthening their bond. Baby Einstein toys are developmentally age appropriate baby and toddler products and therefore offer retailers repeat purchase opportunities.

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Furthermore, the NPD Group’s Retail Tracking Service reports that the total toy market for 2014 was in the $22 billion range and it continues growing. With the exponential growth comes the wide variety of goods that Baby Brands Direct carefully selected to present you with profit driven toys and crafts that will grow your business too.

In the following pages you will find open-ended toys and games to help promote creativity, problem-solving skills and electronics that attract tech-savvy kids. You are also able to access items that follow the mini madness trend of toys that come in small packages at a lower price point. The subcategories include smart play items with educational purposes which have been massively favorited by parents. Retailers can make the most of the ever green aquatic-themed trend or choose from several dolls, games, outdoor toys and more.