Bath-based family-run toy firm Buddy & Barney is looking to generate £350,000 in sales over the next five years in the US after tapping into the country’s lucrative educational toys market.
The firm was founded four years ago by toy industry veteran Jeremy Boreham and named after his two children – who he says act as its chief product testers. His wife Ling joined the team two years ago.
The coronavirus pandemic hit the firm hard at first – but it has since recovered on the back of the global post-lockdown e-commerce boom and exports now account for 60% of its revenues.
This came on the back of a 35% growth in sales last year when it secured deals with large retailers in Australia and New Zealand.
And with its busiest season yet to come, preparations are underway for Christmas orders, with the Buddy & Barney range heading for shops in Singapore, Malaysia, South Africa and across Europe.
The firm’s educational toys and books include make-your-own unicorn, llama and flamingo kits and neon pebble and glow-in-the-dark rock painting sets.
Since 2017, the firm has received support from the Department for International Trade (DIT), including funding to attend trade shows overseas, such as the Nuremberg International Toy Fair in 2019 and 2020.
These events enabled the business to establish important relationships in several countries.
Jeremy Boreham, pictured, who was international sales manager at Bath-based book publisher and toy and gift firm Robert Frederick for seven years and founded the Meadow Kids toy firm – also based in Bath – said: “The past few months have definitely been challenging for us. In the early days of the Coronavirus pandemic, our business almost completely shut down.
“However, we have seen increased sales to the US post-lockdown, particularly through e-commerce which we are currently looking to grow further.
“We have also used this time to develop new products and are now really excited to take these to our retail partners overseas.
“Without the important connections forged through trade fairs, supported by the Department for International Trade funding, we might not have gained footholds in these crucial markets.”
Last year the UK exported toys worth £46.1m to the US, an increase of 11% on the previous year, and 7% of the UK’s total toy exports.
Exports minister Graham Stuart, said: “Buddy & Barney’s fantastic success in the US demonstrates the strong demand for high-quality UK goods overseas, and it’s fantastic to see them thriving and helping to educate children all over the world.
“Trade will play a vital role in our economic recovery and businesses like Buddy & Barney are a great example of how British SMEs can benefit from increased export opportunities, which ongoing US negotiations aim to create.”
