It might be known for its jigsaws and games, but swift growth has seen Coiledspring embrace the pre-school and plush categories in style.
It now supplies the ThinkFun Hello Sunshine hide and seek learning game and Sorgenfresser Worry Eater Dolls. The latter allow children to write down their worries and zip them up in their plush monsters' mouths. Parents can then remove the 'worries' overnight, encouraging communication with their child.
“The move into plush is a really exciting one for us,” MD Roger Martin told ToyNews.
“The products have had a great response from parents and we’ve got some great marketing resources to share with retailers, so we’re confident of the continued success of the [Schmidt] brand.
“We recently worked with BumpPR to launch Sorgenfresser. As well as a survey on children’s worries (which was backed up with a press and social media campaign) we took to the streets of London with a life size walking Sorgenfresser. What was supposed to be an hour taking some photos in London turned into three hours being mobbed by anyone who saw us. Clearly there’s a need for Sorgenfresser Worry Eaters in London.
“The multi-language Sorgenfresser website launches later in the year, so we’re doing some work with Schmidt on that at the moment. Obviously we’re going to continue the success with Schmidt, but we’re also growing our other partner ranges too.”