The firm has enjoyed success with the National Geographic range over the last three years as a mainstay of Toys R Us’ Universe of Imagination section and in the Argos catalogue.

Trends Marketing Director Lee Clowes, told ToyNews: “The last three years have represented an incredible journey, for Trends UK, on the back of the success of the number one branded presence within Science toys - UK and International. For those who have noticed, some might even argue that National Geographic truly represents the first, ever, genuine 'brand' within science

“2006 sees a major milestone being achieved. It’s a significant investment by Trends, but one that will ensure those retailers who have backed the range will really capitalise on some profitable volume sales, both in 2006 and beyond. We will continue to invest heavily in support and new product development and are really raising the barrier in Science by being the first company to invest in Science toys in this way.

“What was once perceived as a safe, commodity based category, that only really performed during the last two months of the year, has now been reinvigorated by a brand which now offers all year round price points aligned with innovative product development. As important, we have now attracted some clever competition - always a sign that you are moving in the right direction - which can only make the category more attractive and, ultimately, stronger as a whole.”