Selfridges deal ‘game-changer’ for toymaker
FAMILY FIRM TO SUPPLY BRAND IN THE RUN-UP TO CHRISTMAS
A LUXURY toy maker has struck a “game-changing” deal with Selfridges to stock its products in the run-up for Christmas.
The family behind Plaay are also selling their children’s gifts through high-end London retailer Dragons of Walton Street, which specialises in interior design for children’s bedrooms and playrooms.
Plaay was launched last year by Ben Sharman and his family, who wanted to redefine the luxury kids gift market with wooden toys that could be given for special events such as christenings and births.
Ben said: “It’s snowballing at the moment and we’ve just done the deal with Selfridges to be in its stores and online before Christmas.
“It is taking the full range, and we are just talking to it about volumes.
“It gives us the exposure of one of the world’s biggest store brands. I had to pinch myself when I got the call. We are also in talks with someone else who is just as big.”
Ben, from Narborough, worked with his brother and parents to design the toys.
They came up with seven animal designs, each with a modern twist and made from Forest Stewardship Council-approved oak.
The gifts are already for sale on the goplaay.com website, retailing from about £46 to £85.
They are made overseas, but the plan is to have production moved to England.
Ben said he heard back from Dragons of Walton – which works with outlets and associate designers in Moscow, Abu Dhabi and Qatar, as well as cities in Europe and the US – a few weeks ago.
He said: “It is a fantastic addition to what we were doing and for a family-run business, just like us.
“It specialises in the interior design of children’s bedrooms and playrooms for clients all over the world.
“Its artists, carpenters and interior designers work seamlessly to transform a favourite story, passing ideas or vibrant colour into a beautiful and functional interior.
“One of Dragons’ unique features is its 40-year-old portfolio of artwork, and it holds three exclusive hand painting licences for Beatrix Potter, Flower Fairies and Paddington Bear.
“It’s exactly where we see our brand’s position.
“It will be stocking our products in-store and online.
“At the moment we are selling through our own website and getting a lot of interest through Instagram and Facebook and now feel we can scale things up.
“We’ve got additional coming in for November.”
He said a £7,000 Kickstarter appeal last year had allowed Plaay to invest in product and tooling.
As interest grows, he said it will continue to be selective about who it works with.
Ben said: “We’ve got enough working capital to spend money on new stock and now it’s about chasing down retailers, getting buyers interested and building the exposure.” stock