Across the Smoby portfolio, sales in 2020 were up 24% YOY according to NPD figures, with momentum continuing in 2021.
Following a major investment into the Smoby brand in 2020, Simba Smoby Toys UK has reported significant impact at retail.
Across the Smoby portfolio, sales in 2020 were up 24% YOY (according to NPD figures), while momentum at retail is increasing this year, with Smoby sales already +74% YTD, as reported by the NPD Group (NPD reports, February 2021).
Having launched dedicated Instagram and Facebook channels last summer, Smoby UK now has a five-figure social following, and has already reached hundreds of thousands of social accounts in 2021.
The brand has also established numerous partnerships with high profile parents and celebrities, who have also been telling their fans and followers all about Smoby, with a series of posts about key lines.
In an Instagram post, Helen Flanagan told her followers: “Matilda and Delilah have been having so much fun in the sun (and the garden) with the fab Adventure Car from @SmobyUK!”
Meanwhile, Amy Childs was excited to share with her fans that: “Polly has been busy making me lots of food in her @SmobyUK Tefal French Touch Kitchen!”
And Nathan Massey also engaged with @SmobyUK on his Instagram channel: “With staying inside being the best option for us at the moment, (wife) Cara and I have roped in (son) Fred to help us out with those odd jobs around the house! With his new @SmobyUK Black & Decker Tool Box he can fix any job!”
Retailers can also expect more high-profile engagement throughout 2021, kicking off this month with Greg Shepherd’s endorsement of the Smoby Teepee.
The activity has certainly had an impact on sales, too.
Smoby’s role-play collection was up 86% YOY last year (NPD Group, December 2020), driven by the Black & Decker and Maxi Cosi ranges, with significant uplift also seen across Smoby’s playhouses, slides and kitchens.
This year, that momentum continues, with Smoby +74% YTD (NPD February 2021), including significant uplift in sales of kitchens, playhouses and slides, and role-play. Further SS21 launches – including the Smoby Garden Playhouse and Teepee – are also planned.
“2020 was a pivotal year for us in heightening awareness and loyalty for Smoby, which we achieved by opening-up the Smoby UK social media channels, reaching out to parents through influencers, celebrities and online media,” commented Martin Whitaker, md of Simba Smoby Toys UK. “Smoby was already a household favourite, but this marketing drive is now delivering phenomenal sales for the brand.
“We are so proud to have supported this incredible uplift in sales for our retail partners, and we are committed to investing in this programme for the foreseeable future, helping to promote further brand loyalty and support for our retail partners. In 2021, Smoby will benefit from pre-roll support and retailers can also expect more celebrity endorsement, social media and mums’ activity.”
