Nursery Today magazine

New licenses for Aquadoodle

Aquadoodle continues to be a market leader in mechanical design with over 15 years of quality and success in the market. 

Using only water Aquadoodle provides huge developmental benefits by encouraging creativity, drawing ability and learning through play – without the mess! Aquadoodle is the only brand with the technology that brings this type of Arts & Crafts to the 12month+ age group. The mats are perfect for mess-free fun in the home, while doodle bags are perfect for little ones to enjoy on the go. 

For 2017 Aquadoodle will continue its sales momentum with the introduction of exciting new top licensed mats My Little Pony and Cars. The brand will grow its travel range with the introduction of the Mini Travel Range – Dinosaurs/Zoo Animals Assortment and fans of the popular action-adventure preschool series Paw Patrol will love the new Paw Patrol doodle bag. 

Aquadoodle has extended the core range down to 12 months+ with the introduction of its new mat Little Puppy capture the 1st Birthday market and to offer a product that will allow children to begin their creative play journey from 12 months.

Camilla MacQueen, UK Brand Manager said: “2016 was a fantastic year for Aquadoodle including a hugely successful partnership with Virgin Atlantic. Aquadoodle remains innovative and continues to be recognised for its creativity and educational benefits for preschoolers. This year we expect Aquadoodle to continue its success with the acquisition of top licenses like Cars and expansion of our core range into the 12 months+ market.”

Aquadoodle will be supported with a large marketing programme this year, including a TV campaign for the Super Colour Deluxe and licensed mats, which is set to build brand awareness amongst target consumers. TOMY will continue to develop its strategic partnerships to strengthen its travel range through sampling activity at nurseries and home parties as well as experiential events. The brand will also continue sales momentum and remain market leader in its category with engaging POS and in-store demonstrations.

The brand enjoyed a prosperous 2016 with a positive increase in sales year on year and a hugely successful partnership with Virgin Atlantic. The ‘Summer of Aquadoodle’ campaign with Virgin Atlantic saw a wealth of activity including on-board advertising and sampling, a digital partnership with Virgin Atlantic Flying Club’s Well Red newsletter, and a complete Aquadoodle takeover at Gatwick airport.  As part of the campaign Aquadoodle collaborated with family vloggers, sending them on a once in a lifetime trip to Disney World Orlando where they documented all the action with their Frozen and Colour Doodle Bag. Aquadoodle also hosted 100 home parties throughout the UK last year which strengthened brand awareness through word of mouth and allowed preschool parents the chance to trial products and build their knowledge of the range.

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