CASDON: International expansion eyed

Veteran firm Casdon is looking to expand into new international markets.
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With growth in the UK market limited, veteran firm, Casdon, has taken its role-play items into new international markets, including Europe and the Far East.

Already established in the Australian and US markets, the Blackpool-based firm said its more recent move into Japan, Korea and Russia has contributed to its growth and is now hoping to enter the German market in the near future.

Paul Cassidy, chairman and managing director, Cassidy Brothers, told ToyNews he is "looking forward" to writing the next annual report, as he has done the last three.

"If we want to expand, we have to invest in marketing in other countries. And our growth over the last two years has come from these endeavours," Cassidy added.

As one of England’s oldest manufacturers, having started up in 1946, the publicly listed company made the decision to move manufacturing to China back in 1999 and has since been consolidating its premises and changing its approach to business.

"Since the Far Eastern bite, even though we had the equipment to manufacture and the tools to design, it became not so important to be the engineer, but the marketer," Cassidy said.

"Role-play is essential to Casdon. Kids are always going to want to copy mum and dad, so it’s a matter of us keeping up to date and making sure people know we’re still here and make quality products," he also said.

The firm currently holds the world licence to the Dyson, Henry and Hetty vacuum cleaner models, as well as Hotpoint household goods. Its catalogue also boasts a wide range of shopping and grocery items, dolls and dolls’ accessories for FOB, domestic and wholesale purchase.

"If you look through our product range today, you see iconic shapes. We avoid generic products now, unless it’s a really good pattern and the design has been registered in the Far East, or else it will be copied."

  • A full interview with Casdon appears in the current issue of ToyNews.

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