Since its launch in the UK market in May 2022, HEY CLAY has proved to be a firm favourite among consumers, with sales of the air-dry clay reaching growing steadily since launch.
HEY CLAY – an air dry clay which initially launched in Ukraine in 2017 – has already received a multitude of award wins and nominations in the interactive and game applications industries, including Best Kids App and Best Game Design, as well as Best Arts and Crafts Toy at the Made for Mums Awards and Gold in the Project Baby Awards. HEY CLAY owes its recognition to the mix of artistic properties of the clay, digital modelling experiences, and beautifully designed characters. Having in its core world where a child can lead by example and believe it can do anything, HEY CLAY has brought to life entire universes to inspire creativity, guide imagination, and give fans a sense of play.
To build on its success in the arts and crafts category, HEY CLAY is excited to announce that it will be launching in Germany and Austria from Summer 2023. This roll-out will be supported by a range of marketing activity including fully-branded in-store video FSDUs, in-store demos, social content and a consumer PR campaign to help leverage its entry into these new markets and emulate the success already achieved throughout the UK and Eastern Europe.
“We’re thrilled to announce the expansion of our HEY CLAY range across these two new markets and we’re hoping to replicate the success we’ve seen here in the UK.”
Mary Wood, TOMY Managing Director UK & DACH
In the traditional category of modelling, Hey Clay manages to find a new perspective on plasticine. In addition to being a tool for creativity and child development, it easily transforms into a toy, a personality-revealing tool, and a source of discoveries. The new products, which will soon see the light of day, stand out not only due to their professional and perfectionist approach to creating the visual, bright and engaging colours, complimenting the narrative of the characters featured as part of the variety of sets of the Hey Clay brand, but primarily due to the unique experience that fans of the brand have become accustomed to.
New price points have also been introduced throughout the range, with the addition of a three can single animal assortment and a six can mid-price point. The popular large sets will also receive a product update with the addition of the Forest Animals set.
Mary Wood, TOMY Managing Director UK & DACH, said: “We’re thrilled to announce the expansion of our HEY CLAY range across these two new markets and we’re hoping to replicate the success we’ve seen here in the UK.”
“The arts and crafts category remains an important area of growth for our business, and we’re confident HEY CLAY is on its way to becoming a family favourite.”
