Activity Toys & Crafts
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The Oball story began in 2001 when its concept was conceived by toy inventor David Silverglate and his wife, Suzanne. The idea of the patented material of the toy was to provide tactile, high performance fun. This is through having a toy ball full of finger holes making the object incredibly easy to catch, grasp and captivating to hold and in particular safe to throw. Shiny, smooth, flexible, durable and virtually indestructible the Oball makes for great early tactile development, inspiring creativity and play value.

Baby Brands Direct is the exclusive appointed distributor of the infant toy range to supply independent UK retailers. Owned by global toy giant KidsII, the range wholesaled has grown from a variety of balls, to now incorporating the dynamic material into toy products including cars, high chair spinners, peg toys and rattles. Most the products are suitable from birth, with others from 3months and strongly encourage baby’s grasping and reaching, leading to an enhanced understanding over its reflexes.

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

From its origins over 15 years ago to now being housed within the impressive portfolio of KidsII, the brand has experienced the benefits of an increase product range, manufacturing capacity and distribution network. The Oball products have been particularly successful and a sought after toy line in many day nurseries for their rich tactile sensory development properties. Fulling the critical need of toys to provide an intriguing physical form and texture, it invites them to touch, manipulate and experience them and in doing so discover their own self-awareness. A spokesperson from KidsII comments, “With a legacy of award-winning toy designs starting with the original, easy-to-grip classic, Oball now offers a full range of unique baby and toddler toys putting a dynamic spin on playtime.” 

Wholesaler Baby Brands Direct, exclusively supplies Oball toys to independent retailers in the pharmaceutical, nursery and gift industry as well as into the NHS and day care nurseries. The distinctive toys are unique and the only brand available that provides such dynamic play material to stimulate sensory awareness from birth. As baby becomes child the same range can help to regulate stress as the sensory play can be used to create rhythmical kinaesthetic movements such as twisting, stretching, squeezing helping to give feelings of calm. These are all important experiences for a child to develop their emotional well-being and ability to regulate their own feelings.


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.