Brainstorm sets sights high for 2017 thanks to growing STEM toy sector

Educational toy specialist Brainstorm has cited STEM as an industry leading toy category, following what the firm reports as its best sales year to date.

The line has become somewhat of a sensation among youngsters over the last year, with reports of stock ‘leaving the Brainstorm warehouse as soon as it hit the floor.’

Fans in the UK have been cited as a huge part in driving the popularity of the StikBot toy line across the globe, and Brainstorm is now expecting very big things from the brand as it heads into 2017 with new lines.

“2016 was our best sales year to date,” Debra Tiffany, marketing manager at Brainstorm, told ToyNews.

“We not only extended our own Brainstorm Toy range but also introduced some unique distribution lines to the UK and we will build upon those brands going forwards.

“2017 is a really exciting time for us, not only will we be extending the StikBots range but we are also introducing the totally original Aqua Dragons in Space range.

“We will be investing in marketing and PR support on a national scale as this really is such a unique line that we want everyone to be talking about it.”

Best-sellers for the firm throughout 2016 include the likes of StikBot Zanimation Studio, a line that will be expanded this year with the addition of StikBot Zanimation Studio Pets, featuring a StikBot, junior and pet.

“StikBots launched last year as the first social sharing toy in the world, but it brings so much more to the toy space as it spans so many themed,” continued Tiffany.

“It’s a creative toy, a STEM toy, an action toy and a great collectable. The STEM toy category is one that is seeing the most growth. Not only do children have a thirst for knowledge but parents and key purchasers want to encourage learning.

“STEM products are becoming more sophisticated and we believe our products certainly educate kids by adding that all important fun factor.”

Seizing the opportunity in the growing STEM toy space, Brainstorm is now gearing up to launch a new category and brand of its own, Craft Time, featuring a range of mosaic products.

The new ranges for 2017 will each be supported with marketing and PR campaigns, including TV advertising planned throughout the year.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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