My ToyFair Blog – Casdon Toys
- Please introduce yourself and your company:
Hello there! I’m Phil – Managing Director of Casdon Toys. We are a third-generation family business that I run with my brother Peter.
- What products are you launching at Toy Fair?
Where to start… for the first time in over four years we have some amazing new product to showcase at London Toy Fair 2022. We have three brand new SKUs on one of our best-loved licenses – Dyson, and we also have a brand-new license to add to our portfolio this year which is a very well-known household brand – Joseph Joseph! We have six new SKUs in total for this collection but seeing is really believing so I’d encourage you to pop by the stand (E30) and one of the team will show you around!
- How did you get into the toy industry?
It’s in my DNA! Casdon is a family business set up by my grandfather in 1946. We celebrated our 75th birthday in 2021 which was a momentous occasion.
- What was your favourite toy growing up?
Well, as we’ve already covered – I’m third generation Cassidy Brother – so Casdon Toys were as much a childhood staple as food and clothing were in our household… There are so many favourites to choose from but my most memorable would have to be the Bobby Charlton Casdon Soccer Game (we’re talking circa 1975 here). We still have one knocking around the office which I believe is now classed as ‘vintage’.
- What is the one “special ingredient” that makes a great toy?
At the risk of sounding cliché – any toy which ignites a child’s imagination and supports them on a journey through play is a winner in my books. Most of our Casdon Toys are miniature versions of real-life house-hold items – something which children all too often show and interest in but can’t play with. Our toys are the answer to this – not only do they ignite the imaginations of children but they’re a great tool for connecting parents, grandparents, and carers into play too!
- Other than your own, what toy brand really stands out to you today?
There are many – the toy industry is an incredibly creative and innovative space however the one brand which has really stood out to me is Tonies Audio Boxes. They capture that ‘imagination’ piece so perfectly – really encouraging children to lose themself in play and storytelling.
- What was your best memory of Toy Fair?
I’d say my best memory is yet to come… Toy Fair 2022 not only marks the launch of some fantastic new product we have at Casdon, but it’s also the official unveiling of the brand’s new look and identity. We’ve been working really hard this year to understand our audience and our customers, and so we’ve had a total refresh including a new logo and colour palette and of course our brand-new strapline – live playfully. It encompasses everything our customers and team know and love about the Casdon brand and we’re very proud to be showing it off at this year’s Toy Fair.
- What’s your top tip for surviving Toy Fair?
Having a brilliant team around you to support and drive energy and excitement so that visitors can be totally immersed in Casdon’s product and people.