Activity Toys & Crafts
  • About
  • More Info
  • Resources

Railway enthusiast and children’s author, Reverend W. Awdry was the original creator of character ‘Thomas the Tank Engine’ who starred in his series of 42 books titled ‘The Railway Series.’ First published in 1945, the initial titles were based on tales he repeatedly told his son Christopher as he recovered from measles; the latter of whom later also contributed to the series. Located on the fictional Island of Sodor, the engine characters were predominately based on real classes of locomotives and in the mid-80s led to the popular and award-winning children’s television series.

The icon of children’s entertainment has a 70 year heritage that continues to appreciate in value through its multiple global theme parks, movies, inspiring TV series, theatre performances, ‘Days Out’ with Thomas family events, online apps and entry in Guinness Book of World Records for the longest toy train track. In 2014, ‘Thomas and Friends’ was justly awarded the ‘Best Classic Licensed Property’ at the UK Licensing Awards. Retailers can stock toys and baby gear from this popular license, under ownership of Mattel since 2012, from award-winning 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

Toy giant, Mattel acquired the ‘Thomas the Tank Engine’ licence from Hit Entertainment in 2012 for a reported $680 million. In previous years Fisher-Price had a licensing agreement with the Company to manufacturer some of it toys and was paying Hit Entertainment royalties on them. The partnership was very successful, soaring its property’s toy sales particularly in the US and becoming the number one toy brand in China. At the time, Mattel reported that the Thomas toy sales exceeded $150m a year and planned to ‘continue to expand and grow the product lines into the foreseeable future.’ Commenting on the purchase, Mattel Chief executive Robert Eckert stated, “Mattel is the right home for Thomas and friends," Baby Brands Direct is a UK Mattel distributor, offering trade prices on the Thomas and Friends range of products to its registered retailers.


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.