Addo Play keep on growing!

by TnP Staff
Published: 11 May 2018, 07:00
Quick Link: www.toysnplaythings.co.uk/qap5j

Addo Play announce stellar third year of sales after last month’s news that its retail partner The Entertainer, issued a record years trading.

Aftyer announcing yet another year of growth the team at Addo Play say their success is in part, down to the increase in the number of brands within their portfolio increasing from 6 brands in 2016 up to 15 at the end of 2017.

By offering key sellers in multiple categories they were also able to increase their sku count from 60 products being sold at The Entertainer and offered Internationally early 2017 up to 200 by the end of the year. Their Nick Jr. Ready Steady Dough brand had its 4 Jumbo Pots of Dough end the year as the 5th bestselling toy.

Within their new offering Addo focused on key trend items within the toy industry- slime, putty and JoJo Siwa. Their licensed Nickelodeon Liquid Lava Putty brand launched in September and was an instant success, selling through so quickly that more stock was air freighted to get it back on the shelves during the key retail season. Sales are still very strong within the putty/slime category and slime has been 2018’s number 1 volume item so far! With STEM themed products being a growing market to expand into, Addo’s Nickelodeon Experimake range similarly had a very positive launch in September- with the ‘Sludge and Slime’ science kit gaining a bronze award at the Made By Mums Awards and being the top selling item within the range each week. The Experimake range was also shortlisted for a Brand and Licensing Lifestyle Award 2018 for Best Licensed Toys or Games Range.

JoJo Siwa is hot property for Nickelodeon and Addo launched 8 products to market for the key holiday season. The success of these items means that a further 5 toys and trend items are being added for 2018. Reflecting on the last year, (only Addo’s 2nd full year in business) Mary Price and David Martin, Joint Managing Directors of Addo Play say: “We are looking forward to pushing continued growth internationally and opening up new markets for our existing brands. Our success with our retail partner has helped encourage new markets to see the value in our products and increased exposure due to TV commercials airing during key retail periods has meant that we ended 2017 on a real high. With multiple products receiving award wins and nominations, a growing team at our offices in the UK and Hong Kong and lots of new items in development we are certain that 2018 looks to be even more successful for Addo Play than 2017”.

Gary Grant, Founder and Managing Director of The Entertainer commented, “Addo Play, our exclusive branded toy range enjoyed strong growth over the last 12-month period, placing them as our 4th biggest supplier.”