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The Gro Company enjoying toy sector success

Toy and comforter business has performed ‘beyond expectations’ thanks to Ollie the Owl sleep aid.

The Gro Company is looking to expand its Grofriend sleep aid range after enjoying significant success in the toy space with its first product.

The introduction of Grofriend sleep aid Ollie the Owl has meant the company’s toy and comforter business has performed “beyond our expectations this year”, group commercial and marketing director, Rob Pascoe, told Progressive Preschool.

“Ollie’s plush cute character and sleep aid is proving a hit with consumers and he has won over nine awards since launching, including the prestigious Mother and Baby Gold award for Best Baby Toy,” Rob enthused.

The Grofriend sleep aid range will now expand later this year with further animal characters. The first of these will be Percy the Penguin, which will also have a coordinating comforter.

Rob continued: “Animal characters are a perennial favourite with parents of young children, but we make sure that the design and styling of the latest characters fit with current themes.

“Focus on soft tones, on trend greys and Skandi influences means they are bang up to date with consumer preferences.”

Rob is also a big advocate on ensuring retail staff have a good grasp of product to help them further engage with parents in-store.

“Making sure retailers really understand the benefits and features of a product can really help parents understand how it could be useful to them and to understand the value of a product,” Rob commented.

“We have an in-store trainer who visits larger retailers to give product training which we’ve found extremely beneficial in building relationships with retailers and making sure they know our products and will happily recommend them to parents.”

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