Activity Toys & Crafts
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Husband and wife team, Victor and Rita Bertrand, started the Canadian toy company in 1967 as Ritvik Toys and its most popular line soon became its construction plastic brick toys now known as Mega Bloks. The Company remained under the same family’s ownership until Mattel acquired it in 2014 for an estimated $460million. The brand is universally recognised as the number 2 brand in the $4 billion construction building sets category and was credited in the Honda Element advert where its bricks fell from the sky to assemble a full sized vehicle.

The blocks that snap together, compared to Lego, provide for a larger age group with ranges developed to be specifically appropriate from an age of 1year and are comparably more affordable. The construction toys are marketed for unisex use and offer themes developed specifically for each gender as well as having a licenced range including the Minions, Thomas and Friends and CAT. This reputable property and category of toys distributed by Baby Brands Direct offers retailers immediate access to a new market sector.

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

Mega Bloks state that its ‘mission is to nurture creativity in every child and every family’, however it delivers much more than this. It is well documented and proved that construction toy play is beneficial for building social skills and building trust in others because it acts as a collaborative task where individuals have to cooperate in order to finish the task. In addition, children who complete models using toy building blocks have much better spatial ability than children who do not complete such models. Studies also reveal that autistic children who played with building blocks were motivated to initiate social contact with children their age, they were able to maintain and endure contact with those children, and they were also able to surpass the barriers of being withdrawn and being highly structured. It is therefore understandable that Baby Brands Direct is particularly proud to be able to offer supply of these valued toys to retailers from its wholesale website.

John White, Key Account Manager for Mattel says, 'We are delighted to work with Baby Brands Direct to offer Mega Bloks to independent nursery retailers. Mega Bloks is the only blok size that is suitable from 12 months + allowing children to develop core skills encouraging early learning and development through building, colours, patterns, counting, letters and lots more.  It inspires creativity, imagination and discovery through endless construction play.” 

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 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.