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TOMY celebrates surge in sales as UK families embrace arts & crafts ahead of National Doodle Day

The international toy firm, TOMY, is preparing to celebrate National Doodle Day in style this September 25th, highlighting the products that it believes will be topping the wish lists of kids and families taking part in the artistic action this year.

The firm believes that National Doodle Day, a day that celebrates the artistic talent of children and adults left free to get creative, will strike a particular chord this year, owing to the surge in popularity of the arts and crafts sector throughout 2020 as an impact of the pandemic and the lockdown measures.

This year alone, TOMY has seen sales of its own Aquadoodle range increase by 42 per cent year to date, compared with 2019.

“Products in the arts and crafts category have continued to be popular among families, with parents opting for products to help keep their little ones entertained whilst staying indoors,” Claire Ridley, head of EU brands at TOMY, told ToyNews.

“As key products in the arts and crafts category, our Aquadoodle Classic Colour and Aquadoodle Super Rainbow Deluxe are a couple of our top selling ranges. We’ve seen sales of our Aquadoodle range increase by 42 per cent year to date, compared with 2019. Offering mess-free play, they’re a big hit with parents as they allow little ones to be creative and explore their imagination, keeping children entertained for hours on-end, without the added stress of cleaning up afterwards. 

“On top of this one of our best selling licensed toy products has been the Peppa Pig Aquadoodle mat. Not only have parents benefited from the mess-free play, but the link to Peppa Pig has meant it’s been a must for fans of the show.”

Having found particular success with its Peppa Pig Aquadoodle mat, TOMY has underlined its strategy to pursue new, evergreen licenses for the brand in the coming years as a means of meeting the continued demand for the range.

Ridley added: “Arts and crafts toys are incredibly important for a child’s development. Not only do they allow little ones to tap into their imagination and creativity, but they can also help the development of key motor skills, improving their levels of dexterity and hand-eye coordination.

“This category also provides a great basis for parent and child bonding, providing them with something they can do together.”

Among the product highlighted by TOMY ahead of this year’s National Doodle Day are the Aquadoodle Super Rainbow Deluxe, and the 25th Anniversary Doodle Bear. The re-imagined take on the classic Doodle Bear  aims to bridge the gap between digital and dimensional play via its compatible app – Doodle Bear Studio, which encourages kids to decorate, animate and share their Doodle Bear creations with friends.

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