Magic moments - ToyNews

Magic moments

Niamh Sherwin Barry explains the mantra behind The Irish Fairy Door Company and reveals why the product has been a hit with children and adults alike
Author:
Publish date:

When we spotted the recent news story about a Somerset council planning to tear down some of the 400 plus fairy doors that had appeared in their local woods, we didn’t just see this as the perfect time to launch in the UK.

Yes, it was an ideal platform for us to offer to re-home evicted fairies and to engage with outraged fairy-fans.

More than that, we saw it as a great opener to a much-needed wider discussion on the power of belief and magic in play.

It is this which is central to everything we do here at The Irish Fairy Door Company.

The imagination is an extremely powerful and wonderful thing. In recent times, imagination use by our children has been on the decline. We’re all for embracing technology at fairy HQ but seeing that the rise in popularity of ‘digital babysitters’ means it becomes more challenging to get kids to ‘just play’.

Our concept and product brings the child right back to basics, making independent decisions from the moment our interactive item arrives.

From ‘where’ (will I put my door?), ‘what’ (will I call my fairy?), ‘who’ (do I want my fairy to be, boy or girl?) – instantly the connection begins to form with this magical little being and gives a child the responsibility of making decisions, which we think is both very powerful and super-important.

Once these decisions are made, the key in the bottle is left out beside the fairy’s door. The next morning when the child sees that the key is gone and that their fairy has arrived, picked it up and moved in, the imagination explodes.

From that moment on, they know that there’s a magical little fairy living behind that door. Communicating with the fairy becomes part of daily life, creating play patterns, imagining adventures, creating stories – it’s truly quite magical what these fairy doors can achieve.

There’s always a new story to tell or activity to do. With the help of the creative team and of course Queen Kate and her Council, the magic continues to flow.

We have online content and supply updated materials via our iOS and Android app for that added touch of technology, which we realise forms a small yet important part of the entire play pattern.

We knew when we started to develop our concept that children would love it. What we didn’t bank on was that the adults would love it too.

We get constant feedback from many a grown-up that the magic of our little doors have brought back so many lovely memories they had of their own childhood. Bringing it back to basics and letting the imagination take over.

We don’t believe there’s any other product on the market at the moment that replicates the magical moment when that key disappears and the child’s imagination ignites instantly. All of a sudden memories are being made that will last forever.

It’s far from a little piece of wood we are selling. We are selling a magical journey. A journey that not only the child can go on, but where the whole family can come too.

Related

The magic of Sooty

Sooty presenter Richard Cadell explains how the core appeal of the golden bear lies in its relationship to an iconic toy.

0 Kiddiwinks.png

Away with the fairies

Adults are not the only ones who suffer from anxiety and it is a clear problem many children suffer with today. Company director, Niamh Sherwin Barry, highlights how The Irish Fairy Door Company can help combat this with some new, creative ideas.

Movie magic

With previously unknown properties like Ant-Man making a splash on the big screen and in the toy aisles, Steve Reece looks at how the relationship between Hollywood and toys is evolving.

The magic of toys-to-life

Jon Gibson, studio head of Gobo Brighton, is currently working with “a daring and ambitious partner” on a brand new toys-to-life concept. Here he takes a look at what the next wave of products in this exciting space needs to offer consumers.

5_Entara_72pg27.jpg

Entara's Magic moment

For a company which was founded in 2001, Entara?s corporate growth puts more established firms to shame. Flagship brand Jakers continues to pull in high audiences, while acquisitions of quirky, non-traditional offerings have given Entara a healthy property mix. And now it?s got The Magic Roundabout, too. Samantha Loveday reports...

Appy days

Jason Krogh, CEO at app company Sago Sago, explains how the digital children’s space is changing and why he feels the debate around young children’s use of technology is finally maturing.

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.