The Slow Seven and Slow Craft Toy will be unveiled at a press event at the Oxford Street store, while winners will have their product on sale at

John Lewis becomes official partner for Slow Toy Awards 2014

UK department store John Lewis has become the official partner for the Slow Toy Awards 2014.

To celebrate the latest development, the Slow Toy Team has extended the entry deadline by a further five days, until Friday, August 22nd.

The Slow Toy Award’s Slow Seven and Slow Craft Toy will now be unveiled at a press event at the Oxford Street store later this year, while individual winners will have their product on sale at

“Having the retailer on board marks a significant milestone for the campaign as it reaches new heights,” read a statement from the Slow Toy Team.

“The 2014 Slow Toy Awards are now well underway and the reaction so far has been fantastic. There has been an unprecedented response already, but the team is prepared for an influx of entries following the latest news.”

The partnership with the retailer will also see Ian Ellis, toys and books buyer at John Lewis, join the judging panel for this year’s event.

Ellis will now sit alongside Kate Carter, the life and style editor at the Guardian online, Liat Hughes Joshi, parenting journalist and author, Alison Canavan, parenting specialist, Sally J. Hall, editor of B magazine and Jennie Henley, parenting blogger.

“We are delighted to be involved with the Slow Toy Awards and I am looking forward to being on the judging panel,” said Ellis.

“We aim to cater for all ages and provide toys that children can really engage with, so I’m looking forward to seeing toys that really help bring this to life.”

Founder of the Slow Toy Movement, Thierry Bourret, added: “I couldn’t be more excited to have John Lewis on board for this year’s awards.

“John Lewis represents a name consumers can trust when making their purchasing decisions. With the support of John Lewis I know that the 2014 Slow Toy Awards will be a huge success.

“Looking at the entries we have had already, deciding the eight winners will be a difficult task.”

To enter the awards, email for an entry form.

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