Golden Bear on the runaway success of its Ninky Nonk Musical Activity Train

2014 has been a year to remember for Golden Bear in the pre-school space, most recently thanks to the runaway success of its Ninky Nonk Musical Activity Train. Barry Hughes, general manager, Golden Bear Toys, tells Billy Langsworthy why In the Night Garden has been such a good fit for the Telford pre-school specialist.
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How has 2014 been for Golden Bear?

2014 has been a very good year for Golden Bear.

We have a very strong product range which has seen the company grow considerably. In September we were showing a 44 per cent increase YTD on NPD, which we are all very pleased with.

How has your In the Night Garden range performed this year?

In the Night Garden is one of our jewels. We have some exceptional lines within the range both in plush and plastic.

As a property, NPD shows that by end of September In the Night Garden had increased by 119 per cent this year to date.

It’s fair to say that it is Golden Bear sales that have driven this growth.

What about your range has resonated with the brand’s pre-school audience?

Our product development team really understand the audience and the brand. It was important from the outset that we did not produce just another toy range, but bring to the fans a collection that truly represents the show.

Our team has ensured that the product reflects the qualities of In the Night Garden and everything that young pre-schoolers love about the property.

Why do you believe The Ninky Nonk Musical Activity Train has been such a hit this year?

This is a very special toy. There is absolutely tonnes of play value incorporated into it.

This means that young children play with it for hours on end. It incorporates a pull along engine, spinning shape sorter, peek a boo, squeaker and lots more.

The pull along engine can also be used at bedtime to help soothe little ones to sleep with its soft glowing light and iconic lullaby from the programme.

Importantly the quality and play value is there for all to see even when on shelf, a fact that has
made it hugely successful since launch.

Is there more to come from Golden Bear with regards to In the Night Garden?
Of course. We are very excited about our new In the Night Garden Carousel which comes out in autumn/winter, some delightful wobble toys and, of course, exciting new plush. There are new lines for spring too; all of which have the important ‘spring’ price point.

What is set to be your biggest seller this Christmas?
That’s an easy one. The Ninky Nonk Musical Activity Train – although we do have many other key pieces within the portfolio that are doing exceptionally well.

What’s in store for 2015?
There are many new
brands coming to Golden Bear, which will perfectly complement our
existing ranges.
New licences include Anne Wood’s new property Twirlywoos and CBeebies’ Hey Duggee along with a new Forever Friends Nursery range.
We are also looking forward to the reception our new developments for Something Special
will receive.


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