Smiffy's moves into the toy sector

Dress-up specialist unveils Time 4 Fun range; Over 400 toys to feature in launch catalogue.
Publish date:
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A division of Smiffy’s is to launch a new toy line, Time 4 Fun. 

The firm has seen a significant change in the market over the past few years, with an increasing demand for toy and novelty products. As such, it has been working to fill what it sees as a gap in the market, by providing a well branded and packaged range of affordable products.

It will feature a wide range from light-up and novelty accessories to a daytime range of toys, including pocket money items, jokes, magic tricks, outdoor, girls and boys-themed toys.

Initially the brainchild of leisure sales manager, Richard Pickworth, it became apparent that the new range’s retail potential was greater than previously thought, so Smiffy’s decided that expertise from the toy industry was required to help develop and expand the range and sales channels.

This expertise came in the form of Louise Bielby (pictured), who joined as toy channel manager, with over ten years experience in the industry.

Smiffy’s will launch the Time 4 Fun range with a catalogue devoted to the 400 plus lines.

Bielby explained: “What really makes the range stand out from the crowd is the branding, packaging, point of sale and merchandising solutions which it offers. A tailored approach is given to each new customer regardless of size.”

Time 4 Fun will initially be targeted at customers who can assist Smiffy’s in developing the range and who understand the specific needs of the toy industry, which in turn will help develop relationships with toy retailers and the leisure industry.

2013 will see the firm branch out into other customer bases in the UK and internationally.

Smiffy’s: 0800 590599




Smiffy?s has recently branched out of its dress-up comfort zone, into the toy sector with the Time 4 Fun range. Katie Roberts visited the Gainsborough head office to find out more?

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