Susan Wu displays toys at her Learning Curve Toys store on Sukhumvit Soi 24 yesterday.

Located on Sukhumvit Soi 24 and covering 50 square metres of space, the new flagship store will sell a full line-up of educational toys under brands such as Lamaze Infant Development System, Thomas Wooden Railway System, and Bob the Builder.

Over the next two to three months it hopes to franchise its speciality toy store outlets in major cities and tourist destinations including Chiang Mai, Phuket, Koh Samui and Khon Kaen. It will also open a Learning Curve Toys outlet in Vietnam in the middle of next year to capture the fastest growing market in Southeast Asia.

"We are negotiating with Bumrungrat Hospital to open a second stand-alone toy shop at the hospital," said Susan Wu, marketing director of Learning Curve Toys Co Ltd.

Wu said that Learning Curve Toys started selling its products in the King Power duty free shop at Don Muang Airport at the end of last year. The company will expand its outlets through the King Power's retail network, both at its Rang Nam outlet as well as at Suvarnabhumi Airport, which is scheduled to open this year.

The company hopes to play in the domestic toy market which is expected to grow 20 per cent per annum over the next decade. Industry experts point to the increasing purchasing power of Thai parents for the expected increases. Domestic demand for wooden toys is also growing at 15-20 per cent a year.

Wu said the toy industry was valued at Bt3 billion last year, of which imported speciality premium educational products accounted for 30 per cent.

The new outlet contains over 2,000 educational toys.

As the only licensed distributor in the country for Lamaze and Thomas & Friends, Learning Curve Toys yesterday introduced its third imported educational toy brand Bob the Builder. The Bob the Builder collection will engage even the youngest children in constructive play, she said.

 "At Learning Curve Toys we understand that the first years of a child's life are crucial. That is why we only provide quality, classic toys and products that are internationally-recognised and endorsed by child-development experts," she said.

"We provide educational props that enhance the value of play. It is well-documented that interactive and imaginative play is integral to a child's development - it helps them make sense of the world and aids their cognitive growth and gross motor skills," she said.

Learning Curve Toys sells toys that cater to children from infancy to age eight, the fundamental learning curve period of their lives, she said.

"We also plan to diversify our merchandise to natural and organic healthcare and spa products, as well as nutrition and food supplements, to serve both children and parents," said Wu.

Kwanchai Rungfapaisarn

The Nation