Addo Play sees 'stellar third year' amid The Entertainer's record year's trading

“Addo Play, our exclusive branded toy range enjoyed strong growth over the last 12 month period, placing them as our fourth biggest supplier.”
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Addo Play is celebrating a ‘stellar third year of sales,’ following the news last month that its retail partner The Entertainer had issued a record year’s trading.

The Entertainer posted an increase in total sales of 6.8 per cent in the 12 month period from February 1 2017 to January 27 2018, compared to the same period last year.

Gary Grant, founder and managing director of The Entertainer, said: “Addo Play, our exclusive branded toy range enjoyed strong growth over the last 12 month period, placing them as our fourth biggest supplier.”

The team at Addo Play has put its success in part down to the increase in the number of brands within their portfolio, increasing from six brands in 2016 up to 15 at the end of 2017. By offering key sellers in multiple categories, it was able to incease its sku count from 60 products beng sold at The Entertainer and offered internationally early 2017, up to 200 by the end of the year.

Its Nick Jr Ready Steady Dough brand had its 4 Jumbo Pots of Dough end the year as the fifth bestselling toy.

Within its new offering, Addo focused on key trend items within the toy industry – slime, putty and JoJo Siwa. Its licensed Nickelodeon Liquid Lava Putty brand launched in September and was an ‘instant success’, selling through quickly meaning more stock was air freighted to get it back on the shelves during the key retail season.

Sales are still very strong within the putty/slime category and slime has been 2018’s number one volume item so far.

Mary Price and David martin, joint managing directors of Addo Play, said: “We are looking forward to pushing continued growth internationally and opening up new markets for our existing brands.

“Our success with our retail partner has helped encourage new markets to see the value in our products and increased exposure due to TV commercials airing during key retail periods has meant that we ended 2017 on a real high.

“With multiple products receiving award wins and nominations, a growing team at our offices in the UK and Hong Kong and lots of new items in development we are certain that 2018 looks to be even more successful for Addo Play than 2017.”


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