TOMY builds on Lamaze’s 2020 success by tapping into healthy eating trend

TOMY is building on the 2020 success of its Lamaze brand and its 14 per cent growth over the course of last year, with the launch of a new range of toys that tap directly into the consumer trend for healthy eating.

Ready to hit shelves this spring/summer, the My First Garden Collection has been created to help encourage children to lean and grow through play, featuring a range of five products aimed at strengthening a baby’s fine motor skills, problem solving and visual development.

The line-up has also been created to promote a healthy lifestyle, with characters including Candy the Carrot, Bea the Banana, the Bitty Bug Book, Archer the Apple, and Olive the Orange. Each priced at £7.99, the product range also delivers ‘peek-a-boo features’ and ‘clip and go’ versatility.

Claire Ridley, head of marketing at TOMY, said: “2020 was a very successful year for the Lamaze brand, with a 14 per cent growth. At what was a difficult time, we saw consumers opting for brands they knew and trusted for added piece of mind.

“We hope the brand new My First Garden Collection proves as popular as our bestselling Freddie range which delivered its best year ever in 2020 with £1.5 million sold. With the very cute characters and additional features to help capture baby’s attention, we’re confident that this new range can become just as iconic.”

Suitable from birth, stock available now. Retailers can contact customer services to stock.

About Robert Hutchins

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

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