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 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

Addo Play Win Six Loved By Parents Awards

Addo Play are thrilled to announce winning several Platinum Loved By Parents Awards for the Busy Me Electronic Cash Register and the Out To Impress Make Your Own Cat Cushion.

Addo Play Busy Me Electronic Cash Register – Platinum
Addo Play Busy Me Electronic Cash Register – Platinum
Addo Play Make Your Own Cat Cushion – Silver
Addo Play Busy Me Electronic Cash Register – Gold
Addo Play Busy Me Electronic Cash Register – Platinum
Addo Play Make Your Own Cat Cushion – Platinum

Amelia Naylor, Product Development and Marketing Executive at Addo Play said “We are thrilled to know that the Loved By Parents Awards panel love our ‘Make Your Own Cat Cushion’ and ‘Electronic Cash Register’ so much. To receive one award would have been lovely but to know we won Platinum is 4 categories was such a wonderful surprise. To be included alongside so many well-established brands in such prestigious awards means a great deal to the team here at Addo Play. 2018 has been a truly incredible year for Addo and the Loved By Parents Awards is a real accolade and acknowledgement of all of the hard work done this year.”

These 6 Awards are added to the growing collection of Awards Addo have received during 2018 including the ‘Outstanding Partner Initiative’ alongside The Entertainer at the Nickelodeon UK Achievement Awards, a Highly Commended Right Start Award for the Out To Impress Make Your Own Owl Cushion, a Platinum Loved By Children’s Award for the Nick Jr. Ready Steady Dough Supreme Ice Cream Set and Silver for the Busy Me Electronic Cash Register in the Best Toy for Pretend Play in the Made For Mums Awards.

Addo Play Company Profile in Toy World Magazine

Resonating globally

Founded in April 2015 by Mary Price, a self-confessed ‘retailer at heart’ with a background in toy buying for the likes of Woolworths, and David Martin, who spent 13 years in sales and marketing at Mattel before moving to Mega Brands, Addo Play has grown into an internationally recognised and respected name in the toy market. Rachael Simpson spoke with Mary and Dave to find out the factors behind the company’s success, and what the toy community can look forward to seeing from Addo over the coming months.

How has 2018 been for Addo Play?
Mary: We’ve doubled last year’s turnover, making it our best year to date – but we would expect that in a business three and a half years old. Things are happening so quickly, in terms of the expansion of our range, of our licensor partnerships and of our team. We’re hugely ambitious, with a real start-up mentality. While we are bucking the trend, we’re very aware we couldn’t do it without our brilliant team supporting us.
David: Timing has been incredibly fortuitous in terms of our business model. The Entertainer is doing really well, and Gary Grant stated recently that the exclusive Addo programme is a certainly part of this. We feel very fortunate, and very positive about the road ahead.
Do you feel that the business model – which has worked so well here in the UK – translates across the globe?
David: Addo started with just Mary and myself and now we have 30 Addo employees across the UK, Hong Kong and Europe. The Entertainer team backed Addo Play right from the start, as we began to create it an exclusive programme of toys across multiple categories. We then make these ranges available to likeminded retailers in locations where The Entertainer doesn’t have a footprint.
The Entertainer has very strong criteria for listing products, and if it works for that particular retailer, there is every chance it will be an attractive proposition for others.
Because of our partnership, everything is designed with the retailer in mind. Our range is modular and fits on retail shelves efficiently, with well designed, contemporary packaging which features very clear consumer information. All the design is done here in the UK, and it’s certainly resonating with others in the global market. Our products also offer great retail margins; when you combine our carefully curated ranges, great packaging and strong British design, Addo Play really strikes a chord with international retailers.
Mary: Every single box we make is designed in-house by our small but very talented design team. Our product, merchandising and QA teams do a fantastic job sourcing each item so the blend of great product in well-designed packaging is really working. We genuinely care about what goes in each box, and we want the customer experience to be an enjoyable one.  Of course we are obsessed by the growth of the company, but we are equally obsessed about the sell-through of the product and keeping those customers coming back time and time again. Spend time in any department of Addo and you’ll see this passion and enthusiasm first hand.
How many countries do you now have a presence in?
David: At the moment 20, in a variety of markets all around the world. We gained good traction early on in English speaking markets – Australia, New Zealand, South Africa – but we are also selling in Asia, with Toys R Us Asia being a good supporter of our line. We have good business in northern- and eastern-European territories too.
And have you added any notable new territories recently?
This year we’ve added the US. It’s a very big focus for us going forward because of its scale. A few weeks ago we launched one of our ranges in Walmart across America in the run up to Christmas – the Liquid Lava Nickelodeon Putty line is now in 2000 stores. To be supplying the world’s largest retailer in only our third year of shipping is not what we were expecting, but we’re delighted. We are hoping to announce  announce another big long-term North American direct retail partnership across multiple Addo ranges, and we’re shipping outdoor/summer to Argentina for Spring too.
Mary: We started in The Entertainer with English- and Arabic-only packaging, but because of our global success we are launching international packaging for autumn/winter 2019. This will be a complete multi-lingual suite comprising 16 languages. This approach makes it much easier for the markets we are looking at to access our products.
How many ranges and products are you currently offering retail partners?
Mary: We have over 300 products and over 18 sub-brands, mostly in-house brands such as our mechanical plush range Pitter Patter Pets, our 18” doll range B Friends, and our Snuggle Buddies soft toy range. We also have strong licensor partnerships. Our portfolio with Nickelodeon won the Outstanding Partner Initiative award. It includes the Liquid Lava Putty which, as Dave mentioned earlier, is now in Walmart; it’s been simply phenomenal since launching 12 months ago. Our dough brand Ready Steady Dough, under Nick Jr., has performed incredibly well so far, as has our science range Experimake.
What has been the biggest success story this year?
Mary: We’re a top three supplier to The Entertainer, and we have serious ambitions to build on this next year. Everything we’ve launched has exceeded our expectations, but if I had to highlight one range in particular it would have to be B Friends. The dolls launched in early November with incredibly strong support from The Entertainer in the form of fantastic retail execution, along with a strong marketing campaign. We can’t take all the credit for its success; it’s been a combination of great product, launched in the right way.
What new lines can we look forward to in 2019?
Mary: We have five new ranges which we will be launching over the next few months, and we can announce that we will be launching a Pink Fong arts & crafts line aimed at pre-schoolers. Pink Fong is the company behind the viral hit Baby Shark.
David: WowWee, as the master toy partner, will be taking our product to the North American market, while we will be overseeing European territories. Pink Fong will be running the Asian business along with its partners, giving us multiple supply routes. Whilst core everyday toy categories are our bread and butter, these licences are the icing on the cake. Our partnership with The Entertainer allows us to access these licensed brands early in their lifecycle, and gives us the opportunity to open up the international platform too. The Pink Fong product line will be our most accelerated piece of development yet, with product available very early next year – while we are launching a lot of other product in January, Pink Fong is hot right now.
Where can international retailers see your 2019 ranges over the coming months?
David: Our Hong Kong showroom will be open from the 4th January, and we will be there for the full two week period, when all the international trade is there. We’re not showing in Nuremberg but we will be attending and meeting our partners. Our international customer base comprises distributors and direct to retail partnerships, so we’ll also be going on the road to ensure that everyone can see the whole range.