ToysLab to launch new Meli Dadi tech toy range this week

The range is designed to bring the old family values of traditional toys together with the technology of today.
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ToysLab is launching a new range of toys designed to ‘uphold real family values’ while offering kids the latest in technology development.

The firm will official unveil its Meli Dadi range this week at the Deauville Preshow, before taking the new line to the upcoming Nuremberg Toy Fair in 2015.

Each toy in the product line is made to order and have been designed to build a bridge between young parents of the smartphone generation and their kids.

“In today’s world, where everything is measured by functions, cost and effectiveness, it is very hard to find something filled with emotion,” said Nazar Kovalchuck, marketing manager at ToysLab.

“This is OK for electronics or cars, but not when it comes to toys. And making toys is more than just a business. Modern toys are much like modern gadgets, more about distancing people from the real world and offline communications.

“Meli Dadi is not that kind of brand, and our old family values do not mean the absence of innovation. All of the technology in our toys are used to make the playing process exciting for kids while keeping it fun, easy and comfortable for their parents.”


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Traditional or tech toys?

This month, Robert Hutchins asks our panel of toy retail buyers how they strike the balance between stocking tech-focused and more traditional toys, and if higher-priced tech toys are taking more shelf space

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