Simba Smoby Toys UK sees major sales spike as social media drives awareness

Simba Smoby Toys UK has reported a significant increase in retail sales, with 2020 figures up 24 per cent on last year with momentum continuing into 2021, that the firm has attributed to the ‘huge investment’ it made into the Smoby brand last year.

According to the team, Smoby sales are already up 74 per cent year to date, as reported by the NPD Group and its February figures.

Having launched the dedicated Instagram and Facebook channels last summer, Smoby UK now has a five-figure social following, and has already reached hundreds of thousands of social accounts in 2021. Smoby has also established numerous partnerships with high profile parents and celebrities, who have been spreading the word for Smoby among their followers.

A recent Instagram post from TOWIE’s Amy Childs, pictured her daughter Polly rustling up an appetising meal using the Smoby UK Tefal French Touch Kitchen, while Nathan Massey also engaged with @SmobyUK on his Instagram channel, posting a picture of his wife and son attending to jobs around the house using the Smoby UK Black & Decker Tool Box.

The toy firm has confirmed that retailers can expect more high-profile engagement throughout 2021, kicking off this month with Greg Shepherd’s endorsement of the Smoby Teepee. 

The social media activity has helped the firm raise consumer awareness of the SMoby range, with what the company has called a ‘massive impact on sales.’

Smoby’ s role-play collection was up 86 per cent year on year last year, (NPD Group, December 2020) driven by the Black & Decker and Maxi Cosi ranges, with significant uplift also seen across Smoby’ s playhouses, slides and kitchens. This year, that momentum continues, with Smoby up 74 per cent year to date (NPD February 2021), including significant uplift in sales of kitchens, playhouses and slides, and role-play.

The firm believes this will continue to build, with the SS21 launch of the Smoby Garden Playhouse, the super cool Teepee, and more.

Martin Whitaker, managing director, Simba Smoby Toys UK, said: “2020 was a pivotal year for us in heightening awareness and loyalty for Smoby, which we achieved by opening-up the Smoby UK social media channels, reaching out to parents through influencers, celebrities and online media. Smoby was already a household favourite, but this marketing drive is now delivering phenomenal sales for the brand. 

“We are so proud to have supported this incredible uplift in sales for our retail partners, and we are committed to investing in this programme for the foreseeable future, helping to promote further brand loyalty and support for our retail partners.

“In 2021, Smoby will benefit from pre-roll support and retailers can also expect more celebrity endorsement, social media and mums’ activity.” 

About Robert Hutchins

Robert Hutchins is the editor of 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, 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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