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Selecta relies on traditional toys – reinterpreted for today

Selecta - December 2011

The expert in wooden toys builds new production plant to ensure highest quality “all under one roof”

End of 2011 Selecta’s new production plant in Edling started operating. Their improved infrastructure not only allows Selecta to quickly adapt to the increasing demand on the baby and preschool market but also enables them to comply with highest quality standards. From first draft to ready assembled toys – Selecta is now able to provide all their infant toys, role playing accessories, children’s furniture and decoration items “all under one roof” – that’s how manager Matthias Menzel explains their future-oriented investment in the German production site. Selecta wants to use this newly-achieved closeness to the product to stay one step ahead of their competitors.

Clever design for innovative interpretation


Concentration on their core competences for baby and preschool toys defines the upcoming Selecta product portfolio. Of course, the product portfolio once more features several classics that have been bestselling toys for years. However, Selecta has successfully re-interpreted timeless toys by clever design and a fresh new approach. A good example is the triangular marble run “Hoppala” that makes the marbles jump from one level to the next. Just like they did with their “Variola” system two years ago, Selecta again provides a whole new marble run experience with new innovative ideas. Die Konzentration auf die Kernkompetenzen bei Baby- und Kleinkinderspielzeug prägt das kommende Selecta-Programm. Dieses enthält natürlich die zahlreichen Klassiker, die seit Jahren als "Bestseller" gelten. Dabei hat es Selecta auch mit cleverem Design verstanden, zeitlose Klassiker neu zu interpretieren und ihnen viel Schwung verliehen. Ein gutes Beispiel hierfür ist – fast im Sinne des Wortes – die dreieckige Kugelbahn "Hoppala", bei der die Kugeln von einer Ebene zur nächsten hüpfen. Bereits mit dem Kugelbahnsystem "Variola" hat Selecta schon vor zwei Jahren dieses traditionelle Spielzeug mit neuen Ideen auch neu "erleben" lassen.

With their large portfolio of grasping toys Selecta plays to their key strength in toys for the very young. The name says it all: Discovery Roll. With different elements and different surfaces – rippled, smooth, velvety soft – this toy provides great stimulation for touching and grasping. Different colours and shapes promote the power of observation. Beads rattle insides when baby shakes the toy; a mirror foil on one side and a squeaker on the other top of this versatile roll. A toy to discover!



Selecta designers decided to reduce the new pull-along train to its characteristic basic shapes. With its maple wood body the new train happily wiggles and wobbles its ways through child rooms. Both wagons of the Wobble Train roll on large, colourful wheels and are easily detachable, thanks to sturdy plug coupling. Natural wooden surfaces support the nostalgic look and feel of this classic toy that has been designed to inspire children aged 1+ to walk and pull-along. And it will!

Talking about classic toys in child rooms, we should not forget about wooden building blocks. Selecta has added a new dimension to the popular “square – simple – round” concept: the new “High and Higher Building Blocks”. 56 blocks in eleven different shapes and five different colours can be stacked and connected by a simple coupling system that enables toddlers to build high and higher constructions. Place wooden block upon wooden block – only gravity sets limits to imagination… While children build exciting new constructions, this system playfully promotes creativity, motor skills and a sense of balance.



Little gifts generate excitement! True to this motto, Selecta developed a new Advent Calendar to while away the time before Christmas. 24 wooden pieces – a dwarf family, deer, boars, squirrels, birds, hedgehogs, animal food and a tree – hide behind the flaps of this calendar and wait to be discovered day after day. Thus a loveable and timeless play set grows over the pre-Christmas season. What is more, the Advent Calendar comes with a large and loveably illustrated winter scenery made of sturdy card board.

Selecta releases their last children’s games


For the time being, Selecta presents their last new children’s game at this year’s Toy Fair in Nuremberg. On occasion of the 40th anniversary of the classic children’s book “Das kleine Ich bin ich” the company continues the story of the little animal on the quest for its real self with a “block puzzle”, a “game of pairs” and a “game of dice”. All three games are perfectly fine for play schools and rely on cooperative play concepts with simple rules. What is more, these games promote the power of concentration, patience and children’s memory. While players aged 5+ quickly move their pieces along the large game board and collect puzzle pieces, the new "Das kleine Ich bin ich – Würfelwettlauf" (only available in a German version) playfully inspires strategic thinking and deduction.


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