Casdon is confident its new Annabel Karmel collection offers kids something more than just role-play, as the products can be used for real baking.
The collection, from baby food expert Annabel Karmel, will include baking sets with cake moulds, baking accessories, mixing bowls and decoration tools for children.
“This range adds an additional focus to our licensed portfolio in that we are offering real life baking as opposed to role play,” said Phil Cassidy, joint MD at Casdon Toys.
“The range allows children to not just pretend to cook, but create actual mixes and use our cookery range to bake them in the oven, creating real and edible treats.
“To be able to add Annabel Karmel to our collection was a unique opportunity that would add the personality of a renowned name in the world of kid’s cookery to the Casdon ‘Little Cooks’ range.”
The firm has embraced licensed lines with brands like Henry, Dyson and Morphy Richards, and Cassidy told ToyNews that “working with household names and high-profile brands under licence” remains the focus.
The range will hit shelves from mid-July and Casdon believes it will be a success.
“The Annabel Karmel collection has already received some great listings and the feedback has been very positive wherever it has been shown,” said Cassidy.