There are loads of popular toy brands out there.
And if you’re a parent, you can probably name loads of toy manufacturers without breaking a sweat.
But this list isn’t really for the most well-known names in the global toy industry. It’s for lesser-known but still popular companies that produce some of the best toys for kids and really stand out in their marketing.
11 popular toy brands in the UK right now
Check these out:
One. KAP TOYS
Founded in 2005, KAP TOYS is one of the biggest toy companies on this list having worked with top names in the toy industry, including:
- Tomy
- Playmobil
- Hornby
- HTi
- Vivid Imaginations
They’ve made LEGO keyrings for Star Wars and DC Comics, created stuff for Marvel and Hello Kitty and recently worked with Beano to create Dennis, Gnasher, and Minnie the Minx Plush Toys and a line of ‘Build-a-Beano’ kits.
They’re big, yet they’re still lesser known to a lot of parents. They create fun and educational stuff for kids, they’re active on socials and their branding is bright, colourful and lots of fun. Without a doubt, one of my favourite toy companies in the UK to follow online.
Two. BigJig Toys
Initially only making wooden jigsaws out of his shed in Folkstone, Kent, BigJig now makes all sorts of eco-friendly, sustainable wood toys and products, including:
- Trainsets
- Cars
- Toy cameras
- Breakfast and tea sets
- Wellie pegs
- Pencil holders
And loads more. They have a light, chatty tone of voice that’s just so calming to read. Oh, and they use puns too, like:
Wood you believe it? Tree-t your tots to our eco-friendly wooden toys
I bloody love a pun, me!
Three. WOW Toys
WOW makes really cute toys for toddlers that don’t use batteries. Because each toy is compatible with every other one in the range, kids can create an ever-expanding world of fun.
They’re big on how non-toxic their toys are, which is a great stance to have. And their toys all have fun, cute names with product descriptions that go big on wordplay and puns.
Four. Orchard Toys
Specialising in educational toys, games and accessories, Orchard keeps their branding light and fun, but make sure they explain the educational benefits of what you’re buying, whether it’s a colouring book or a board game.
Less silly than some of the other UK toy brands and manufacturers on this list, but that’s okay.
They make sure parents know how it’s going to benefit their little ones.
Visit the Orchard Toys Website
Five. Lanka Kade
If there’s one industry that loves a pun, it’s children’s toy brands, and Lanka Kade loves a bit of wordplay. Their branding, as you’d expect is colourful, but it’s the extra care and attention to their descriptions I love the most:
- Dinosaurs: Our roarsome range of dinosaur toys are loved by children!
- Minibeasts/Insects: Put the hop, skip and buzz into playtime!
Just dead fun stuff that’s easy to overlook in your copy.
Six. Benjamin Pollack’s Toy Shop
It sounds upmarket. It is upmarket. And being based in Covent Garden, this London toy shop boasts Robert Louis Stephenson and Charlie Chaplin among their previous clientele (they have been around since 1856 to be fair), and they really lean into that history in their toys and their copy.)
They sell all sorts of classic toys, including:
- Miniature horse carousels
- Toy theatres
- Music boxes
This is the higher end of kid’s toy stores, but it’s worth every penny. These toys are masterpieces that will stand the test of time.
And their copy?
They say things like ‘discerning adults and children‘ and are big on letting it be known that generations of the same family have returned to them again and again. It’s top tier but not overly snooty to be rude; it’s just very well written and marketed to suit their customers.
Visit the Benjamin Pollock’s Toy Shop Website
Seven. Melissa & Doug
Not just a toy store, Melissa and Doug are real people, the brains behind this fantastic company. Their toys are all about igniting children’s imaginations, inspiring play, and educating them about the world through toys and games.
They’re also made from sustainable products.
And instead of being a faceless business, the couple appears smiling on the homepage, welcoming parents into their world. Parents trust parents, and having parents of six, Melissa and Doug, popping up on the homepage makes this children’s toy brand feel welcoming, homely and human.
Visit the Melissa & Doug Website
Eight. Play Monster
You see a kids’ toy store called Play Monster, and you know it’s going to be a lot of fun.
I mean, they’ve got a game called Pigs on Trampolines, for heaven’s sake, which looks like one of the best toys in the world. And they have a card game called Holey Moley, where you put your fingers through holes to create an elephant’s trunk or donkey’s ears, for example.
Kids love daft stuff like that. Their branding is colourful and funny and their product descriptions – puntastic!
Honestly, their stuff is incredible – they deserve to be one of the most popular toy brands in the world!
Visit the Play Monster Website
Nine. House of Marbles
House of Marbles specialise in marbles and glassware (gasp!), but they also stock loads of wooden toys, games and kites, to name just a few things. Once again, their pun game is wonderful:
- Indoor crazy golf: Tee time anytime!
- Blaze the trail: Essentials for the young adventurer (for products like compasses, binoculars, etc)
- Dinosaur toys: Playing with dinosaur toys is dino-mite fun that will make your imagination roar!
It’s yet another great example of another toy website embracing fun in its descriptions and marketing.
isit the House of Marbles Website
Ten. Play Press
One of the bigger names on this list, Play Press, should easily be in the top ten most popular toy brands in the UK.
They create and manufacture toys and playsets that slot together to create buildings, vehicles, animals, cartoon characters, and more.
They’ve got all sorts of well-known stuff, from Room on the Broom, Shaun the Sheep, and The Gruffalo playsets to ones that celebrate the RSPB and RNLI. And like a lot on this list, their copy is incredible:
- Room on the Broom Playset: Hop on board and get ready for an adventure! Join the witch and cat, along with all of the animals they meet on their journey but just remember to watch out for the dragon
Honestly, their playsets are so good, I really want to buy one for myself!
Eleven. Great Gizmos
Dead fun branding to match their name and an endless stock of educational toys, games and activities for kids?
You bet!
Buried dinosaur bones for your little one to dig up and piece together. Blast off into the heavens with a Water Rocket Kit. Make a motorised paper cup that flips like an acrobat.
There’s loads of stuff to inspire small minds. One of the most popular toy brands for parents of kids who love making and creating.
Visit the Great Gizmos Website
Looking for a toy brand copywriter?
Then let’s have a chinwag! Having worked and been trusted to write copy for brands like Beano, whether you’ve Googled toy brand copywriter or children’s brand copywriter, looking for someone who can help you, look no further.
Get in touch and let’s chat about how I can fun up your written content.
Until next time,
Matt
PS. If you’re a children’s brand and you’re looking for the right writer, check out my post, How to find a toy industry copywriter for kids brands.
PPS. Or, if you fancy trying something yourself, read Why storytelling in toy marketing gets you sales.
