ALADDIN’S Cave has returned from the British Toy Fair with an award and insight into what is going to take the toy market by storm this year. Its toy department was crowned the Melissa & Doug Flagship Store of the Year at the recent trade fair.

Representatives from the shop go annually to keep abreast of developments in the industry.

Managing director Jason Mahy and toy buyer Julie Bennington attended last weekend’s event in the London Docklands Excel Centre.

‘The event is an extremely useful and enjoyable way to keep up with what’s new in the industry and this year we were delighted to be recognised by the makers of one of our biggest-selling products,’ said Mr Mahy.

Melissa & Doug are a successful brand of wooden toys from the USA, which during the last few years have been imported into the UK in increasing numbers by distributor Flair.

Aladdin’s Cave has stocked the range, which includes educational toys and puzzles, for two years.

Mr Mahy said it was quickly becoming the number-one brand of wooden toys in the UK. ‘They make very good-quality, brightly coloured wooden toys which are presented well and represent excellent value for money.’

The toy maker recently provided Aladdin’s Cave with a colourful wooden table which it has incorporated into a play area for children to try out toys while their parents are shopping.

Mr Mahy said that, historically, wooden toys had not been the shop’s best sellers but Melissa & Doug had bucked that trend and had become one of its strongest brands.

‘High-profile state-of-the-art toys such as Robosapian will come and go, but there will always be a demand for good quality traditional toys.’

But at the show, he got a sneak preview of a number of hi-tech toys which he expects will dominate the market when launched later this year.

One such product is Pleo, an advanced animatronics dinosaur.

‘The technology which has gone into this thing is incredible,’ said Mr Mahy.

‘It has motors in every body part, a camera mounted in the nose and lots of sensors. Apparently, it is so advanced, it almost develops a personality.’

He also expected Dr Who merchandise to be very popular again this year.

‘It was the biggest boys’ toys growth sector last year and they are expanding the range with lots of new characters and monster figures.’

Chris Lagadu, manager of 101 Toys in Jersey, which Aladdin’s Cave acquired 18 months ago, also attended the fair.