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Twig from Fat Brain Toy Co Wins Prestigious Slow Toy Award

TOPICS | Education Posted Thursday, October 24, 2013 (692 views)


Twig, the green conscious, open-ended, building toy from Fat Brain Toy Co was one of 7 winners announced today in the U.K. of a Slow Toy Award. Fat Brain Toys is a true advocate of the slow toy movement and this award cements our belief that great toys well made, do not require batteries, and inspire development in children.


The Awards form part of Thierry Bourret's Slow Toy Movement, a campaign championing 'the ‘real’ toys on the market that inspire children, will stand the test of time and offer true play value'.

The winners of the Slow Toy Awards 2013, called the Slow Seven, are:

Moover Dolls Pram
East Coast Activity Cube
Galt Tiny Trike
Haba My First Play World Fire Brigade
Meccano Multi Models Set
Twig by Fat Brain Toy Co
Bigjigs Around the World Train Set

“I was blown away by the success of the 2012 awards and I wasn’t sure we would be able to entice the same interest again, but how wrong was I?," said Thierry Bourret.

"The Slow Toy Movement and it’s awards seemed to have taken on a life of their own, not only has it engaged industry experts but our campaign has been mentioned in articles not only nationally but internationally too.

"It was my dream to have this level of appreciation for good quality, well-made toys that encourage traditional play and stimulate a child’s imagination and I am just overwhelmed that this is now a reality.

“Not only has the 2013 awards uncovered seven wonderful products, we have also managed to team up with one of the world’s most prestigious department stores to help spread the word."

The Awards were judged by life and style editor of the Guardian Kate Carter, parenting journalist Liat Hughes Joshi and children’s TV presenters Angellica Bell and Michael Underwood, director of Harrods home Annalise Quest and mummy blogger Nicola Hinchcliffe.

When voting, judges had to consider the following criteria:

Must be available in independent stores,
Must inspire the mind
Must not require batteries
Must not be solely made from plastic
It has to stand the test of time
It has to promise true play value
It must be a well made toy

Bourret added: "I can only hope that the Slow Toy Awards has established its place firmly in the industry, so we can continue to bring the world’s best toys to the toy boxes of children in the UK."

Children's author and Slow Toy Awards judge, Hughes, added: "The calibre was high this year. The number of entries was huge this year compared to last.

"There were a lot that could well have been on the final list. The winners epitimise what Thierry's message of the awards is."

Manager of Haba, Martin Nield, commented: "We are very happy to have been selected. This is exactly where we are at. It's a recognition that children still play with toys. They don't just get given an electronic gizmo.

"Our ethos is engage with the child and let them play and let them discover. And for this, our winning set is an ideal set."

Contributed by
Fat Brain Toys

Fat Brain Toys is a leading retailer and developer of specialty toys & games.


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