Ravensburger has unveiled a new preschool range under the play+ banner, almost three years in the making, which sees it publishing books for the first time in the UK.
The range, which is for children from 0 to 36 months, has been extensively researched across Europe to see what parents and their children really want and need.
Prices go from £6.99 up to £49.99 and, as well as books – both board variations and innovative water- and tear-proof pages – it contains a pull along shape-sorting chameleon, stacking cups and more, combining a variety of materials to provide a multisensory experience
The range was launched by TV expert Dr Zoe Williams on the company’s stand at Toy Fair, the first part of the campaign that will run well beyond the launch later this year.
Together we are looking forward to making the brand more accessible to the British audience, with our 140 years of experience, combined with extensive market research and a new team we’re excited to launch a portfolio that can offer so many ways for children and parents to make discoveries together.”
Alexander Lohr
Ravensburger’s Elaine Connell who is looking after the marketing for the range in the UK, said: “Our focus at Toy Fair and in the coming months is on showcasing and demonstrating the full breadth and depth of the Play+ range and then we’ll have a heavyweight marketing campaign, including digital and social.” The campaign will also involve opportunities for parents and carers to get hands on with the product.
Alexander Lohr and Christine Meier, from the German team who extensively researched Play+ before the launch, were also on hand at Toy Fair to discuss the thinking behind it. Lohr said: Together we are looking forward to making the brand more accessible to the British audience, with our 140 years of experience, combined with extensive market research and a new team we’re excited to launch a portfolio that can offer so many ways for children and parents to make discoveries together.”
The team conferred with parents across territories in the UK to see what they wanted from a range and what they were looking for. And books were among the things that they were keen on. Ravensburger is the market leader for board books in Germany, but has never published them in the UK.
Alexander Lohr said: “Parents shopping for this age group are inspired by what they see,whether it’s a book or a toy.”
All added that the response from retail at Toy Fair – the first time the full range has been shown off to the trade – has been strong. ‘We’re really excited to introduce the range for the first time at London Toy Fair and the response has been fantastic. ” said Elaine Connell.
