Creative play time seriously growing

Welcome to the new house of fun, Left-Field Toys, an early stage producer developing ranges that are strong on engagement and innovation.

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Rare for being British and a small independent in an industry dominated by global brands, “we surprise shoppers with toys that don't play by the rules, break conventions, spark debate and are shareable, unexpected products that have potential to become bestsellers and go viral,” declares co-founder Daniel King.

The company's focus on quality toys that look good, with affordable price tags, has paid off in the two years since its launch - in 2027 Left-Field is aiming for a £5million turnover. A major sales partnership with TGJones, formerly WHSmith, is contributing to its success.

“Having products in TGJones' stores so customers can touch and try before buying really helps,” says King, pictured right.