NAD toy range wows Olympia

London’s Nad Group, the parent company of specialist toy design consultancy NAD Associates, has launched Wow, its own design-led toy brand aimed at under-fives.

Managing director Nadim Ednan-Laperouse says that the company creates “classic products with a twist, stuff you could never get big companies to make”. He adds: “We’re only interested in innovative products.”

NAD Associates has previously been responsible for a number of big-brand products, including accessories for Action Man.

The initial Wow range was launched at the weekend in time for the Olympia Toy Fair. Ednan-Laperouse says that the show saw Wow “taking orders left, right and centre”, following interest from major retail groups.