New York-based Creative Kids Group has broadened the scope of its partnership with MGA Entertainment’s Little Tikes brand to bring their line of wooden toys to the UK and Ireland.

The two companies teamed up earlier this year to produce and launch a range of wooden kitchens, vehicles, puzzles and early-learning games for kids up to age six in the US and Canada. Made from wood materials certified by the Forest Stewardship Council, some of the products will move into the UK and Irish markets next spring, along with several new SKUs spanning gear puzzles, music play sets, lacing toys and activity boards that are currently in production.

The Little Tykes agreement marks MGA’s first foray into the wooden toy category, where Creative Kids Group has an established track record of creating toys for brands such as Sense & Grow and Blippi. 

Wooden toy sales are expected to hit US$28.11 billion by 2027, up from US$23 billion in 2021, according to a Maximize Market Research report. The firm cites the durability and environmentally friendly nature of these products as key factors driving growth in the category.