Slow Toy Award winners star at Selfridges

'Alternative' toy awards celebrated at the London department store; Seven winners on display.
Publish date:
5_slow toy awards.jpg

The winners of the Slow Toy Awards have been revealed at a special media event at London's Selfridges this morning.

The Slow Toy Movement, which describes itself as “undoubtedly one of the most inspired movements to challenge the toy industry”, was set up to celebrate toys which are not made of plastic, do not use batteries and encourage traditional play.

The seven winners were decided by a judging panel comprised of Peter Jenkinson from Toyology, Al Boxall-Gordon from IzziwizziKids, and three prominent mummy bloggers – Nicola from ‘Monsters Funhouse’, Fiona from ‘Mummys Little Stars’ and Kate from ‘What me and the Boys say’.

Here’s the winners – all of which are on sale and on special display in Selfridges today...

Wonderworld Eco House (DKL Toys)

Rory’s Story Cubes (Coiledspring)

Triangular Activity Centre (Bigjigs)

Totseat (Oobico)

Multi Solution Puzzle (P’Kolino)

Wondercube (My Wonder)

Stacking Hoops (Play to Z)

Founder of the Slow Toy Movement Thierry Bourret, said: “I have always longed for this level of appreciation for good quality, well-made toys that encourage traditional play and stimulate a child’s imagination. I am overwhelmed that not only have we found seven wonderful products, we have also managed to team up with one of the country’s most prestigious departments stores to help spread the word.”

He continued: “I am delighted to say the first ever Slow Toy awards have been a huge success. I would like to thank everyone who took the time to enter but, most importantly, a big thanks to the judges who generously gave their time to review all the products.”

Selfridges’ buying manager for Toys Lynne Crook, said: “Having relaunched our Kidswear and Toys offering earlier in the year, we were eager to find a collection to champion this Christmas that would offer a real point of difference for visitors to our store. The Slow Toys project absolutely does that. It’s exciting to be able to offer an alternative to the hype around the usual commercial toys – as fun, and as popular as they are.

She continued: “Confidence in the quality and integrity of a product in incredibly important, I think especially when shopping for children. These are products which are beautifully crafted and carefully considered, and indicative of a very touching return to simple values.”

Peter Jenkinson from Toyolgy added: "It was a pleasure to be involved in the Slow Toy Awards, the quality and visual nature of this toy category is truly impressive and, without batteries, the interaction with adults is increased.”

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.


Featured Jobs


Marketing Director UK

Gameplan I Southeast of England I Salary: Competitive I Date Published Monday 7th January 2019

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019