Activity Toys & Crafts
  • About
  • More Info
  • Resources

‘Despicable Me’ is a computer-animated comedy film franchise distributed by Universal Pictures and produced by Illumination Entertainment. The key characters include: Gru, a super-villain (who later becomes a dad and superhero), his yellow-coloured Minions and his three orphan kids, Margo, Edith and Agnes. The characters world-wide popularity began with its 2010 film, Despicable Me, and its 2013 sequel, Despicable Me 2.

The movie ‘Minions’, was released in the summer of 2015 and grossed over $1 billion, making it the 23rd film to gross over $1 billion and the 3rd animated film to achieve this after Disney’s Toy Story 3 and Frozen. The film is about the exciting adventure of the Minions, serving history's most ambitious villains and destroying all the bad guys through their ineptitude. The story picks up in 1968, where they compete for the right to be engaged by Scarlet Overkill, the first stylish and ambitious female super-villain. Baby Brands Direct is a keen distributor of Minions merchandise serving supply primarily to gift and toy retailers.

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

The Despicable Me franchise has catapulted Universal Studios as a major player in the animated movie and game industry. It also houses a simulator ride attraction ‘Despicable Me: Minion Mayhem’ at the Universal Studios Florida and Universal Studios Hollywood. The licence has become a huge success with every child and parent familiar with the cheerful and hilarious personality of the little yellow organisms. With an ever growing Facebook fan page of over 4.5mn followers their posts are regularly seen on social media quoting various jokes and hence the licence continues to grow in consumer’s hearts.

Merchandise sales are expected to be maintained at levels of approximately $70million a year and escalated with promotional campaigns ranging from being starred on McDonald’s Happy Meals to special edition Tic-Tacs! Retailers can be sure that these popular children’s characters will stay ever-green and can stock up on Minions merchandise from multi-award winning wholesaler Baby Brands Direct with confidence.


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.