While the firm will continue with its educational ranges, Sautier has been encouraged enough by the success of Kidizoom, which has sold 400,000 units in the UK and 1.5m across Europe, to suggest that VTech needs to grow its pure toy offering.
“The electronics category is down by around 24 per cent,” said Sautier, “but we are leading it and we are up by around five per cent. It’s still a strong category. This is the way we want to grow. We want to get away from being 100 per cent educational.”
But VTech will not stray from its core market in children’s electronics, he said.