We are super excited to have won 6 LovedbyParents Awards 2019 including a platinum award for our Out of the Box Amazing Aqua Playmat in the Best Art category.

Here is a summary of all of our 2019 wins:

PLATINUM Best Art Toy = OOTB Amazing Aqua Playmat

GOLD Best Role Play Toy = Busy Me Medical Case

GOLD Best Interactive Toys 1-3yrs = PPP Walk Along Dog

GOLD Best Toddler Toy = OOTB Amazing Aqua Playmat

SILVER Best Interactive Toys 3-6yrs = Busy Me Medical Case

SILVER Best Activity Toy 1-3yrs = OOTB Amazing Aqua Playmat


Addo Play are super excited to announce we have won 2 awards at the Right Start Awards 2019 for its Nick.Jr Ready Steady Dough Super Duper Dough Set and Snuggle Buddies Friendship Bunny.

Details of which specific award (Gold, Silver, Bronze) will be announced on 3rd October 2019.

Winning 2 awards means our products will feature in the printed issue of the Right Start Awards 2019 guide. This printed guide goes to all Tumble Tots franchisees who in turn distribute to its members. In addition, both products will appear online at

Addo at Distoy 2019

This year at Distoy, Addo Play will again be showcasing its Autumn Winter lines in their ‘inspiring play’ showroom at St Ermins Hotel (Room 114) from the 28th -31st May.

As well as exhibiting key new products from core brands such as Pitter Patter Pets, Nick. Jr Ready Steady Dough, Busy Me, Nickelodeon Experimake and its 3 craft brands (Out of the Box, Out to Impress & Out There) Addo will also be revealing a number of all new and refreshed brands. These include:

Nickelodeon Liquid Lava Sand – A brand new compound. A super fluffy & soft versatile colourful sand. Just squeeze it to stretch it!

Sandsational – Squeeze, shape, sculpt with Sandsational, mouldable, mesmerising sand. Encouraging creativity, it never dries outs so you can create again and again.

Nickelodeon Cotton Cloud – Softly scented, super stretttttttttttttttchy fluffy foam.

Woodlets – A range of traditional wooden toys carefully crafted for little hands. Meet the Woodlets: Oggy, Roxy, Snowy and Cheeks who will help little one’s imagination run wild!

Ryan’s World – A range of super hot, fun collectible products that Ryan loves & believes in. Suitable for all the family.

B Friends Expansion – Meet and play with your new best friend! Dress her in all the latest fashion styles and trends and don’t forget to accessorise!Welcome to the World of B friends with 24 NEW skus including deluxe dolls, outfits, accessories & furniture playsets.

Finally, Addo staff will also be able to briefly update customers about the recent acquisition of ELC which now proudly sits in the Addo portfolio of brands. More news to come here….


Addo Play are thrilled to announce winning 4 awards at The Dadsnet Awards in April 2019.

GOLD: Nickelodeon Experimake Explosions & Eruptions in the Best Science / STEM Toy category

SILVER: Out of the Box Foil & Sequins in the Best Arts & Crafts Toy category

BRONZE: Be My Baby Soft Doll in Best Baby Toy (0-12m) / Best Soft Toy category
Snuggle Buddies Friendship Teddy in Best Soft Toy / Best Toddler Toy (1-3yrs)category

“Winning 4 awards is just fantastic especially across various award categories, for different Addo products and knowing we have gone up against the very best brands and products in the toy market. This award is so unique too in the way that the judging panel is made up of normal dads, dad influencers and dad toy experts and then once their testing has been done it is thrown open to the public” said Pete Fuller Marketing Manager.

These 4 awards add to the ‘Finalist’ Award received in the Brand & Lifestyle Licensing Awards (B&LLA’s) for our Nick Jr. Ready Steady Dough in the Best Brand Licensed Children’s Product or Range.

Addo announces bright future for Early Learning Centre


As part of a group acquisition we are delighted to announce the Early Learning Centre (ELC) will be joining the Addo Play portfolio of brands.

Mary Price Co-founder & CEO of Addo Play said “We cannot wait to utilise our expertise and start working on product sourcing, development and wholesale to modernise this great British, heritage brand. With new investment, we aim to take this cherished brand forward into its next chapter putting it firmly back in the minds of todays and future consumers.”

“This is absolutely great news for us all at Addo Play. It fits perfectly within the group and is a truly transformative and wonderful opportunity. Addo’s mission is to inspire hundreds of ways to play, every day and will shape our approach to re-energising the ELC brand commented David Martin Co-founder & CEO.

Gary Grant, founder and executive chairman of The Entertainer Group, also commented: “We are delighted to add ELC to The Entertainer family. It comes with a rich history as a much-loved British brand, supporting parents and grandparents with their children’s early years’ learning, development and play. We will look to bring new life to the product offering whilst maintaining the high level of quality ELC is renowned for. By combining our experience with that of ELC’s passionate and capable partners around the world, we look forward to re-invigorating the brand for generations to come.”

If you would like to know any more please email





Addo Play and The Entertainer release Limited Edition toys designed by children!

What could be more exciting as a child than designing your own toy and seeing it being sold in the UK’s fastest growing toy retailer?

Well that is exactly what the team at Addo Play thought when they approached The Entertainer marketing team about a competition idea at the end of 2017.

A few weeks later Addo and The Entertainer launched their ‘Design your own Wiggle Jiggle Pet’ competition during February half-term 2018. During half term forms were available in store and to download online, with a basic shape for the children to use as a starting point. With over 200 entries in a week the Addo Marketing and Design team had a very hard time choosing the winners. Designs ranged from multi coloured unicorns, to fluffy fish, to farm yard favourites and popular pets.

Part of the process involved speaking to the product development and QA team about how different shapes/tails/weight of plush could affect the movement of the mechanical plush toy. Once a top 10 were chosen it then went to a very democratic vote in the Addo Play head office, and from that vote there were three clear winners- a hedgehog, a dragon and a bumble bee.

Once the decision was made about the winners the three toys went into product development and the Limited-Edition Wiggle Jiggle Pets landed in store just before Christmas 2018! The three winners were thrilled to hear they had won and even more excited to go to their local The Entertainer shop in January this year to receive their framed designs along with their own Wiggle Jiggle Pets.

Amelia Naylor, Product Development & Marketing Executive at Addo said “It really amazed everyone at Addo how creative and inventive the children’s entries into the Wiggle Jiggle Pets competition were. To narrow it down from several hundred to just three was incredibly hard but it was wonderful to see three children’s designs come to life throughout the development process.”

Addo Play Announces Exclusive Agreement with Toys”R”Us Canada

The retailer has announced a multi-year exclusive supply agreement with Addo Play Limited, a vertical division of The Entertainer UK Limited. 

The multi-year deal is expected to significantly step-up Addo Play’s global trading footprint, making Toys”R” Us Canada a pivotal part of the UK start-ups growth trajectory and plans. 

Melanie Teed-Murch, President of Toys“R”Us Canada, commented: “We’re truly excited to be partnering with Addo Play to enhance our exclusive selection of toys for our customers. The company’s toy range is impressive and customer focused, so being able to offer this exclusively in Canada is an achievement and partnership we are proud to reveal. Addo Play’s toys inspire fun, imagination and wonder, which truly reflects our ongoing mission to bring joy to children and their families here at Toys“R”Us Canada.” 

Toys“R”Us Canada, now proudly 100% Canadian-owned and operated, acquired by Fairfax Financial Holdings Limited, has been looking for new innovative routes of supply to augment its differentiated and exclusive offerings in toys. Nick Jr Ready Steady Dough, Pitter Patter Pets, B Friends and Nickelodeon Liquid Lava Putty among many others; Addo Play’s ranges offers outstanding value for money and are designed with intelligence and care, presenting a meaningful, differentiated solution for the Canadian toy authority.

“We are absolutely thrilled to be able to share this news and cannot wait to help Toys“R”Us Canada to build upon its complementary range of exclusive toys,” commented Mary Price and Dave Martin, Co-Founders of Addo Play. “Addo Play’s uniquely curated range of toys offers consumers a high-quality choice of products through our design led categories which include compounds, craft, mechanical plush, science and dolls to name a few. We’re in the midst of planning the creation of many new lines that will be developed exclusively for Toys“R”Us Canada. We look forward to building a strong, long-term, mutually beneficial partnership.”

Gary Grant, Founder and Chairman of The Entertainer, added:“Our customers simply love the Addo Play toy range, which has been established as one of our leading brands in a very short space of time. Securing a strategic partnership with Toys“R”Us Canada is a true recognition of this success,” says Gary Grant, Founder and Chairman of The Entertainer.

The Addo Play range will be exclusively available in Toys“R”Us Canada stores across the country, as well as online, from January 2019. For further information on Toys“R”Us Canada visit, and on Addo Play, visit