Toys appearing in top stores

FAMILY FIRM DOES DEALS WITH HARRODS, FORTNUM AND MASON

THE boss of a family-run luxury toy business says he has secured contracts with some of the biggest names in retail.

Ben Sharman, who set up Plaay toys, said his wooden animals are now being sold by Selfridges, Harrods and Fortnum and Mason.

The business was already selling its children’s gifts online and through high-end London retailer Dragons of Walton Street, which specialises in interior design for children’s bedrooms and playrooms.

In the coming months he hopes to be able to branch out into overseas markets.

Ben, from Narborough, said he had wanted to come up with a toy range which would appeal to shoppers looking for gifts for special events such as christenings, births and birthdays.

His brother and parents helped him design the toys. Together, they came up with seven animals. Each, he said, has a modern twist and is made from Forest Stewardship Council approved oak.

The toys include a bear, a giraffe, an elephant, a unicorn and a snowman.

They retail from about £46 to £85 and although they are currently made overseas, Ben hopes to bring manufacturing to the UK.

The product launch was helped by a kickstarter campaign which allowed the business to invest in tooling, web design, packaging and stock.

Since then it has grown through social media and web traffic, as well as support from high street chains.

Ben said: “We are being very selective on who we partner with, partly down to the unique nature of the toys but also to have the right partner that values and respects the brand and for the toys to be situated in the right environment to grow and become very successful.

“It is with great pleasure to confirm we have now secured contracts with Selfridges, Harrods, Fortnum and Mason, Dragons of Walton Street and Trotters.

“2020 bought both incredible opportunity and challenge to Plaay.

“The pandemic and Brexit has meant long stock delays and we have relied on the patience of our loyal customers.

“However, we are equally pleased and relieved to announce that, despite the challenges, our unique toys are landing in stores and online.

“We’d like to take this opportunity to send a huge thank you to the buyers at Harrods, Selfridges and Fortnum & Mason for their support.

“We are not stopping here. We are also in the early stages of agreeing terms with a number of overseas clients and seeking alternative partners in the UK to support the brand’s growth.

“The idea began following the birth of my third child Parker after realising there was a gap in the market for high-end luxury wooden toys for consumers looking for alternative gifting.

“The finished product feels modern for children and nostalgic for adults and would be a welcome piece in any home.”