Activity Toys & Crafts
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Since its creation, the Company has produced approximately 5,000 different toys. It started with wooden toys in the 1930s and progressed to plastic toys in the 1950s when the advantages of durability and ability to produce brighter coloured, detailed toys became apparent. The last decade has seen an increase in the toys incorporating electronic parts producing moving toys and pre-school gadgets such as phones and tablets. Throughout, its toys have maintained their whimsical nature, aimed to fascinate, develop, enrich and stimulate a child's imagination.

In 1993, Mattel acquired Fisher-Price, sparking remarkable sales growth in the international markets and through product acquisitions, including Thomas and Friends (2009). Disney toys are also marketed under the Fisher-Price brand including lines Frozen, Cinderella and Toy Story. Baby Brands Direct is a recommended supplier of Fisher-Price nursery products in the UK to independent retailers. Fisher-Price continues to make early childhood more fun and enriching the brand challenges itself to strive for excellence and to exceed parents’ expectations.

It’s no surprise that activity toys are so popular when they represent such an important part in a child’s development from physical to mental aspects. Combing educational value with lots of fun, the toys ensure engagement, repetition and therefore advancement in ability.

A good activity toy can help children learn fundamental skills such as colour recognition, music appreciation, numbers, letters, critical thinking, communication, sharing and more. Purchases of toys continue to take place as each milestone is passed and further skills are built upon. Not only this, some are purely for the fun factor, gifting and excitement sparked by online and T.V Advertising!

For such an important toy category, Baby Brands Direct stocks a wide selection of the best quality toys from internationally recognised manufacturers ranging from construction toys to role-play toys!

Activity Toys & Crafts

The Fisher-Price logo is one of the most recognisable baby and children’s brands across the globe and synonymous with quality, safety, heritage, value and play. The comprehensive nursery portfolio provides practical and stylish solutions for baby from newborn to toddler including toys, gyms, baths, potties, bouncers, entertainers and swings. It's philosophy is ‘to believe in the potential of children and in the importance of a supportive environment during the preschool years.’

Nominating the infant sector sales, the household name continues to be a highly trusted brand by parents. Since 2009, registered retailers have been able to obtain stock of the Fisher-Price baby gear products from multi award winning wholesaler Baby Brands Direct.


Why activity toys sell so well

Activity toys is Baby Brands Direct’s largest toy category – we literally have something for everyone! From activity tables, pull-along toys, building blocks, and stacking toys to toy cars and trains, learning tablets, and musical instruments. The big activity toys are higher-ticket items that grandparents will love to buy as gifts. A baby activity table or chair can encourage the development of motor skills, critical thinking, communication and more. Most have lots of lights and sounds that encourage babies to interact. They can also keep them busy while adults are close by making dinner or checking emails so are ideal for busy parents. There are so many activity toys that keep babies and younger children enthralled. Everything from toys that encourage crawling, to highchair toys that keep little hands and eyes busy until lunch is ready.

Child-friendly technology

Parents are looking to develop their children’s STEM (science, technology, engineering and maths skills) abilities from an early age. And with schools and nurseries closed during the 2020 Covid-19 lockdown, there has been a greater focus on educational toys that can be accessed at home. Our activity toys all have some educational benefits. Technology is a part of life, and toys do reflect that, bringing sensory satisfaction and stimulation. Look to VTech and Leapfrog for little laptops that offer age-appropriate tech time. Toy phones, cameras and remote controls that look just like mummy’s or daddy’s are another attractive toy for children. We even have the Fisher Price Laugh n Learn Controller, so little ones can pretend to be just like an older sibling who likes to play on a games console. While the toys reflect the technology around us, they still help to teach little ones important skills, such as number, letter and colour recognition, cause and effect and fine motor skills. For slightly older children, we have working versions of the technology favoured by parents and older siblings. VTech’s Kidizoom cameras and Smart Watches will make younger kids feel they are just like the older ones, while parents will be happy that the gadgets are storyland the technology is safe and child friendly.

Role-play

Role-play toys are enormously important in child development. They encourage creativity and imagination, help them to understand emotional and social situations, improve communication and language, and promote problem-solving skills and critical thinking. We have a choice of some wonderful role-play sets, such as Janod’s Little Miss Vanity case and Shaving Set to Leap Frog's Ice Cream Cart and Smart Sizzling BBQ grill. Sounds tasty!

Our activity toys make great gifts for birthdays, Christmas – and just because. Gift buyers will be looking for quality, so it’s important that retailers stock a good range of the quality brands that Baby Brands Direct prides itself on supplying – leading brands such as Fisher-price, Janod, Vtech, Infantino, Leap Frog, Taf Toys, Tiny Love, Tomy and more.