US toy brand Shelcore to launch in UK

US toy manufacturer Shelcore Toys is to launch its own-branded toys in the UK pre-school market. Until now, Shelcore Toys has only had a presence in the UK as a private label brand for retailers such as the Early Learning Centre and Mothercare.

“Shelcore Toys has been very successful in the US and we wanted to extend outside America,” says chief executive Richard Greenberg. The company is testing sales of its own-brand products in Asda and Woolworths.

Shelcore Toys sells basic pre-school toys, such as building blocks, shapes and bath toys. The company says it will continue to sell private label products to existing retailers, but it plans to push its own-branded goods through new toy buyers.

But one industry source says Shelcore has only decided to promote its own-branded goods because it has been cornered out of the private label market – a market it effectively created, but which has since become overcrowded. “This is probably the worst reason to go back to the brand because it is why the company left it in the first place,” he says.

Shelcore Toys is not planning an ad campaign to back the launch of its own-branded goods, but may consider using TV advertising in the future. When it does, it will use its US ads.