Activity Toys & Crafts
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Ever After High is a boarding school located in the Fairy Tale World. Launched by Mattel in July, 2013 the franchise is based upon the children of characters from fairy tales and fantasy stories. The success of it has already led to various web-series, a film and two book series and Netflix has recently announced they are ready to release their own series based on the franchise.

The concept pivots around the teenage children of much loved and celebrated fairy tale characters that attend this High School. Destined to follow in their parents' footsteps and keep their stories alive throughout the generations, the Headmaster Milton Grimm, believes that ‘if the students don't follow their individual destinies, their stories will cease to exist and they will disappear forever.’ This problem is the core conflict of the series. The dolls fulfil the rebellious expressions and role play needs of exploration and questioning of ‘status quo’; providing a niche supply of dolls for retailers to purchase from UK wholesaler Baby Brands Direct.

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

After successes in brands such as Barbie and Monster High, Mattel have continued to use their knowledge and adapt to new trends, drawing on experience in play to bring together well-known fictional characters and enjoyment of the fairy-tale world to create a new dimension for children to explore and enjoy. The Ever After High dolls are available to nursery retailers via Mattel distributor Baby Brands Direct.


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.