Kids at Play

Kids@Play is a manufacturing and Design Company who have become the market leader in children’s powered ride-in vehicles. They design and manufacture own branded (OEM) toy products for top retailers: Argos, Toys R Us and Wilkinson’s. They also design and manufacture outdoor play and battery powered toys under their own brand Kids@Play. After a long and successful career within the Toy Industry, Malcolm founded the company together with his wife Catherine after they had noticed many fantastic products on visits to the Far East. After realising that they would all fail the Essential Toy safety standards for Europe, they approached these factories and built up strong working relationship and went on to develop their own blow moulded plastic toy designs. They also assisted and aided the companies to improve their quality and ethical policies to those of European Standards'. They have just launched a unique after sales and service centre: Kids@PlayExtra based in Caerphilly, which provides a service and spares for all their toys. They operate this service on a minimum cost to consumer policy, to ensure that all their toys and spare parts are great value. They also take pride in the fact, uniquely, all UK waste materials – plastic, metal and card - are re-cycled.

Origins

It was really an alternative to taking early retirement. Both founders started a consultancy company, moved to Italy and worked for an Italian bicycle manufacturer for a year. On their return, they founded their own toy manufacturing company. Kids@Play was a typical small start up company in 2006 and was started from home in a small office. The business is a family affair and the founders’ son, Richard, joined the company in 2010 and has been a key player in developing websites, databases, packaging design and Kids@PlayExtra customer support scheme as well as IT support. The major challenges has been gaining access to major retailers although because of his background of 38 years in the toy Industry, Malcolm had sustained good contacts with the toy buyers of all the major UK retailers. They also had problems with finance to secure payment for goods, which was solved through the support of HSBC. Finally, and like all growing firms, cashflow was an issue which was solved when Catherine's parents gave them some money at a very critical time and they were able to manage until their products began to sell.

Success factors

First of all, knowing the sector really well, researching where the gaps are in the market and developing toys/products for a specific price points and age groups. Secondly, developing new and innovative toys such as the Ride-in Dalek under licence from BBC Worldwide, which was heavily featured in all the major newspapers and on TV?

The future?

This year has seen the company secure a deal with Lucas Films to produce the first Ride-in R2D2 for Christmas 2012. Next year, it will be expanding its customer base worldwide with an improved stand at Nuremberg Toy Fair in February 2012 where it will be launching the R2D2. It is also in the process of concluding deals to manufacture toys, under licence, for Bob the Builder, Fireman Sam and the new TV series Mike the Knight, as well as expanding its workforce here in the UK and in the showroom in Hong Kong.

Sector: Toy manufacturer

Established: 1996

Growth: 347.5%