John Adams enjoys Sands Alive success

The company’s Sands Alive Castle Set received The Good Toy Guide’s ‘Recommended’ status.
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John Adams is celebrating the success of its Sands Alive Castle Set this month, after it was awarded with The Good Toy Guide’s ‘Recommended’ stamp of approval.

The Good Toy Guide awarded the set, which boasts soft and mouldable Sands Alive modelling sand, with a maximum score of five out of five in the fun and ease of use categories.

Experts at The Good Toy Guide cited that the set was ‘a huge hit with testers’ and was ‘an incredibly versatile toy’.

Others commented saying ‘the sand is a lovely sensory material’, which they thought was ‘good for developing hand and finger strength (known as fine motor control)’ in pre-schoolers.

Lynette Norris, marketing manager at John Adams, said: “It’s fantastic that the Sands Alive Castle Set has achieved ‘Recommend’ status in The Good Toy Guide.

“We know that Sands Alive is a great product, but it’s great to get this independently recognised with such good feedback from the children and parent consumer testers too.”

John Adams’ Sands Alive collection will also be expanding in July, with the addition of a Sweet Dreams Set and a Glow in the Dark Create and Glow Set.


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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.