08/06/2024
Erik Quam, vice president of new product and business development at Smart Toys and Games, gives us a look at the innovation behind – and importance of – creating products that promote critical thinking.
How would you describe Smart Toys and Games’ products? What skills do they promote?
What a great question to start the conversation. I’m glad you asked, as the skills our toys and games promote are paramount to our growing brand and continue to be at the forefront of everything we develop today.
Smart Toys and Games consists of single-player, multi-player and family games that promote and encourage critical/cognitive thinking skills in a fun and playful way. Our GeoSmart and SmartMax lines are truly revolutionary. These durable, magnetic-based construction toy sets encourage creative thinking and visual-spatial skills and teach children as young as 1 year old both fine and gross motor skills, as well as many aspects of STEAM.
Our newest category of toys for infants through preschool are Krumples and HangaTangs (both new for Fall 2024). These captivating new brands are made from 100 percent food-grade silicone and focus on the development of cognitive skills while bringing colorful, sensory-based play to an entirely new level.
Smart is very excited to be in a position to grow this category substantially over the coming years as we look to continue our mission of encouraging the development of these important skills at even younger ages.
Why are creative, logic games and toys important for kids and families?
We understand and respect the fact that everyone learns differently and at their own pace. Whether you have purchased a Smart game that focuses on logic, sequencing or spatial recognition, one of the first things you’ll discover is the thoughtful manner in which our challenges are presented on levels ranging from beginner to wizard.
Our resident puzzle writer/creator of more than 27 years, Raf Peeters, carefully constructs puzzles that introduce concepts that can be taught and then applied to the next subsequent puzzle. The knowledge gained from beginner puzzles is applied to intermediate-level puzzles, and so on. These types of play patterns are incredibly important to so many crucial cognitive milestones not only during the development of our brain but also paramount to keeping us sharp as we age.
When was Smart Toys and Games founded? What was the inspiration behind it?
The Smart Toys and Games story began in Belgium more than 30 years ago with the vision of founders Rolf Vandoren and Ariane Van den Bossche. They started as a distribution company making a strong selection in toys and games that were not only fun to play but also challenged individuals to encourage the development of cognitive skills.
Soon, the brand was found on the shelves of small, independent toy shops throughout Europe. Demonstration of these unique games was pivotal, as it allowed consumers a taste of the challenging multi-level aspect of the games.
What products did the company start with?
Way back in 1998, Smart Toys and Games started with a line called SmartFrames. This was a collection of classic wooden toys with metal wires and beads. While Smart did not invent the concept, the company designed and developed more than 30 different models for what became a wildly popular collection.
What is your most popular product? What do you ascribe to its popularity?
We have been fortunate enough to publish dozens of popular games and toys over the years, including Quadrillion, Penguins On Ice and Little Red Riding Hood, to name a few. In 2023, we released Cats and Boxes which quickly caught the attention of not only puzzle lovers, but cat lovers around the globe. The game quickly skyrocketed in popularity and continues to be incredibly strong.
It’s safe to say the success of these games can be attributed to their demonstrable nature. As soon as you see and understand the concept of how a puzzle needs to be set up for solving, you immediately want to roll your sleeves up and get to work solving the challenge.
What age ranges are your products geared towards?
Our new line, Krumples and HangaTangs begin at ages 10 months and up. SmartMax focuses on skill building for ages 1-5. From there, GeoSmart picks up for those wanting building toys. Likewise, our line of Preschool Puzzle Games start as young as 2 years and up with Peek-A-Zoo and gradually age into more advanced puzzles for ages 8 through adult.
How many SKUs do you provide?
We currently offer more than 200 items in the Smart Toys and Games line. That number continues to grow each year.
What recent trends have you seen in educational games? How does Smart Toys and Games stay abreast of current trends?
The social aspect of playing a game or solving puzzle challenges together (either in person or through platforms such as social media, apps, etc.) seems to be a driving force in games. While it definitely should not be considered a trend, sustainability (which has been at the forefront of Smart’s mission since its inception) has become increasingly important to our industry as a whole.
At which shows do you exhibit?
Hong Toys and Game Fair, London Toy Fair, Nuremburg, The American International Toy Fair (New York), ToyFest, Astra Marketplace and Academy, and many regional toy and gift shows throughout Europe and the U.S. This past year, we also attended the new Northeast Toy Show (NETS).
How far do you distribute?
Smart is indeed unique in this perspective. We have home offices in Belgium, Germany, France, the UK and here in the U.S. Additionally, our toys and games are distributed in more than 80 countries worldwide.
How often do you introduce new products?
To date, in 2024 we have released more than 30 new items in the puzzle, game and toy categories with many more to come!
What factors are considered when creating a new product?
One word: innovation. What makes a game, puzzle or toy fresh, exciting and, most importantly, how is it innovative?
When reviewing concepts, our product development and sales teams work together to identify needs and gaps in our lineup while constantly asking what can we give our customers next.
Overall, how’s business?
Last year proved to be a very positive year, filled with several successful launches. As we find ourselves more than halfway through 2024, we are very excited to see the overwhelmingly positive reaction to our new, mid-year launches at Astra in St. Louis this past June.
Why does Smart Toys and Games’ products belong in specialty toy stores?
We design, create, produce and promote our product line with the specialty toy retailer in mind. We have created programs, such as Smart Week which are catered specifically toward the specialty market. As a company, Smart Toys and Games has been a staunch supporter of independently owned and operated toy stores since its inception.
How can retailers and distributors order your products?
They can order through our network of independent manufacturer sales representatives, or by contacting Smart Toys and Games directly at sales@smarttoysandgames.com or calling us at 800-542-6375.
What tips do you have for retailers to best sell your products?
Talk with your customer to determine if there is a specific skill they are shopping for. Sit down and play a Smart Game with your customers. Demonstration is key. If you need a sample for your store, let us know. We are always happy to provide retailers with any tools they need to be successful.
