Toy market news

Smoby enjoys significant sales uplift from UK marketing drive

Simba Smoby Toys UK MD Martin Whitaker says that 2020 was a pivotal year for the company in heightening awareness and loyalty for the Smoby brand.

Following investment into the Smoby brand in 2020, Simba Smoby Toys UK has reported significant impact at retail. Across the Smoby portfolio, sales in 2020 were up 24% YOY (according to NPD figures), and momentum at retail is increasing this year, with sales already +74% YTD, as reported by the NPD Group in February 2021.

Having launched dedicated Instagram and Facebook channels last summer, Smoby UK now has a five-figure social following, and has already reached hundreds of thousands of social accounts in 2021. Smoby has established numerous partnerships with high profile parents and celebrities, who have been telling their fans and followers about Smoby with a series of posts about key lines. These include Helen Flanagan, Amy Childs and Nathan Massey. Retailers can expect more high-profile engagement throughout 2021, kicking off this month with Greg Shepherd’s endorsement of the Smoby Teepee.

Helping to raise awareness of everything the brand has to offer at the point of sale, this activity has had a massive impact on sales, and has helped bring to fruition plans for the brand that were set in motion last year. Smoby’ s role-play collection was up 86% YOY last year, (NPD Group, December 2020) driven by the Black & Decker and Maxi Cosi ranges, with significant uplift also seen across Smoby’ s playhouses, slides and kitchens. This year, that momentum continues, with Smoby +74% YTD (NPD February 2021), including significant uplift in sales of kitchens, playhouses and slides, and role-play. This will continue to build with the SS21 launch of the Smoby Garden Playhouse, the Teepee and more.

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