With the new Smoby Life Mud Kitchen, crowned Hero Toy at this year’s London Toy Fair, Simba Smoby UK is proud to reveal the expansion of its sustainable collection: Smoby Life.
The Mud Kitchen is part of Smoby’s wider range of eco-conscious outdoor toys which aim to provide families with a greener choice while still delivering the same high quality that the brand is known for. In addition to new items, the range also includes sustainable refreshes of bestselling Playhouses such as the Nature Playhouse & Kitchen as well as its popular range of Slides.
The Mud Kitchen, which is made from 90% recycled plastic, was commended at Toy Fair as one of the hottest new launches for 2025. Kids will be entertained for hours outdoors with the work area which includes two large mixing trays, a lid to extend the work surface or store “food”, a cooking zone, and a low shelf for organising. The slatted backing conveniently holds the water tank, removable containers, hanging pots, utensils and more!
“Smoby has made the commitment to create a range of products that are much more environmentally friendly”
Ben Hogg, head of marketing at Simba Smoby UK, said: “Smoby has made the commitment to create a range of products that are much more environmentally friendly. The Mud Kitchen being awarded a Hero Toy speaks to the fact that Smoby has really hit the sweet spot with this new collection, delivering excellent play value, whilst only using minimal virgin materials. What customers will be pleased to know is that this move absolutely does not come at the expense of the range’s quality, durability or price points.”
Ben added: “To add to its new sustainable credentials, Smoby Life has huge appeal for modern parents with its refreshed colour palette. Featuring more muted and pastel tones, the playhouses and slides are more aesthetically pleasing and will be right at home with trend conscious families. With a strong marketing programme behind Smoby Life, we’re confident it will be a first choice for children and parents in 2025.”
The new Mud Kitchen and Smoby Life range is available now and will be promoted by Simba Smoby UK throughout the year with a programme of celebrity endorsement, print and digital advertising, influencer marketing, social media and events.
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