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How 8th Wonder recorded its best year ever despite the pandemic talks to the company’s Andrea Gornall about its successful mix of new preschool licences and existing range refreshments.

Andrea Gornall, senior product and business development manager at 8th Wonder, readily acknowledges that 2020 was most certainly not the year everyone had planned it to be. However, the company adapted and revised its plans and ended up recording its best year ever, seeing significant growth.

“The pandemic made everyone rethink and we planned to increase our investment and bought in additional domestic stock,” Andrea explains. “This plan worked and enabled us to start working with lots of new partners, as well as support our existing customers.”

The company’s top performing brand was Hey Duggee – with its wooden range for the BBC Studios’ property shortlisted for Best Licensed Toys or Games Range at The Licensing Awards 2020. New lines were introduced in Q4 which saw it move up into the higher price points, too, with products including the Hey Duggee Vehicle Block Set (£39.99). Best sellers across the year included the Light and Sound Train, Character Skittles, Carry Along Club House and the new Hey Duggee Plush Chair.

“We have a strong preschool category and other brands also grew, like Bing and In The Night Garden,” Andrea continues. “The new Bing Skittles, Carry Along House and In The Night Garden Activity Cube all performed well.

“In Q4 we also added PAW Patrol to our portfolio and, although we only launched Character Skittles and a Puzzle Clock, both lines had outstanding sales. This range will grow further in 2021.”

To read the full feature, simply click on this link.

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