Orchard Toys

What Orchard Toys does

Orchard Toys Ltd. is a UK-based, privately held manufacturer of children's educational games, jigsaw puzzles, and colouring books, founded in 1975 (per company history) and headquartered in Wymondham, Norfolk, with a registered office in Nottingham and an EU Authorised Representative in Maastricht. The company's portfolio spans educational games (number and counting, matching and memory, language and literacy, shape and colour, board and family games), jigsaw puzzles from 2-piece toddler formats up to 150-piece puzzles, colouring books, mini/travel games, licensed product lines (Bluey, Peter Rabbit), and a picture-book sub-brand called Tiberius Books distributed via Tiberius Publishing. Flagship products include the Shopping List Game (described as the company's number one bestseller), the Giant Road Jigsaw Puzzle, Match and Spell Game, and Dino-Snore-Us Game. Products are designed with input from teachers and tested in schools and nurseries, and share a distinctive hand-drawn illustrative style with wipe-clean, durable components.

The business operates a dual-channel revenue model. On the consumer side, Orchard Toys sells directly through its e-commerce storefront at orchardtoys.com with free delivery on UK orders over £30, individual product pricing ranging from £6.00 (mini games) to £14.00 (standard games and jigsaw puzzles), and account registration with order history. On the B2B/trade side, the company supplies retail stockists including toy shops, gift shops, garden centres, and supermarkets through dedicated trade enquiry processes covering the British Isles, Ireland, and international markets. A long-term distribution partnership with Stormin' Studios (announced 2025-09-30) covers North America (US and Canada), distributing 18 initial product lines and tripling prior US availability. The company holds UKCA Mark (UK), CE Mark (EU), ISO 14001:2015, FSC certification (FSC C210138), and PCI DSS compliance, and is led by Managing Director Simon Newbery. Customer segments include parents and families with young children, schools and nurseries, gift buyers, and independent UK retailers.

The underlying technology stack is conventional e-commerce and digital marketing infrastructure: SagePay for payment processing, Google Analytics for traffic analysis, Meta Pixel for advertising measurement, and Hootsuite for social media management across Facebook, Instagram, Twitter, Pinterest, and LinkedIn. The website has no application layer beyond a storefront with account registration. Distribution is the core operational backbone rather than proprietary software: physical product manufacturing in line with a 50-year brand heritage, complemented by a free parts replacement service and charity partnership with East Anglia's Children's Hospices (EACH). Revenue and headcount figures are not publicly disclosed; firmographic headcount sits in the 11-50 employee range.

Name

Orchard Toys

Legal name

Orchard Toys Ltd.

Website

https://orchardtoys.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

UK-based manufacturer of children's educational games, jigsaw puzzles, and colouring books, serving parents, schools, and independent retailers through direct e-commerce, trade wholesale, and a North American distribution partnership with Stormin' Studios.

Ownership category

akta.pro rank

Product category

Children's Educational Games and Puzzles

NAICS

Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)

akta.pro secondary industries

Jigsaw Puzzles Retail (CRALALAJ), Board Game & Puzzle Specialty Retailers (CRALALAA)

Keywords

• Educational games
• Jigsaw puzzles
• Children puzzles
• Board games
• Colouring books

Headquarters

HQ city

Wymondham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Orchard Toys generates revenue through direct sales of educational games, jigsaw puzzles, and colouring books via its e-commerce website. Products are sold at various price points ranging from £6.00 to £14.00 for games, with free delivery offered on orders over £30.
2. Wholesale/Trade Sales: The company supplies products to retail stockists including toy shops, gift shops, garden centres, and supermarkets through trade account relationships. Orders are fulfilled through dedicated trade enquiry processes for British Isles, Ireland, and International markets.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Orchard Toys designs, manufactures, and sells a portfolio of educational games, jigsaw puzzles, and colouring books for children aged 18 months and up. Its offering spans standalone game titles (e.g., Shopping List Game, Match and Spell, Dino-Snore-Us), tiered jigsaw puzzles from 1 to 150+ pieces, mini travel games, and licensed-character ranges. Products are sold both directly to consumers through the company's own e-commerce website and through wholesale trade accounts to retailers in the UK and Ireland, with international and North American distribution handled via partners.

Product overview

Orchard Toys is a UK-based manufacturer of educational games and jigsaw puzzles for children, operating as a single unified product portfolio spanning multiple interconnected categories. The core offerings consist of Educational Games (including Number & Counting, Matching & Memory, Language & Literacy, Shape & Colour, First Games, and Mini Games), Jigsaw Puzzles (ranging from 1-piece toddler puzzles to 150-piece puzzles), and Colouring Books. The flagship Shopping List Game serves as the company's number one bestseller, alongside other signature products like the Giant Road Jigsaw Puzzle, Match and Spell Game, and Dino-Snore-Us Game. The portfolio extends to licensed Bluey and Peter Rabbit branded products, Tiberius Books picture books, and Baby & Toddler-specific lines. Mini Games function as compact, travel-sized variants of popular formats. All products share a 'learning made fun' ethos, are tested in schools and nurseries, and feature the company's distinctive hand-drawn illustrative style with wipe-clean, durable components.

Differentiator

Problem solved

Functional benefit

Brands

• Tiberius Books: A range of beautifully illustrated children's picture books, brought to you by Tiberius Publishing, distributed by Orchard Toys.

Products and services

• Educational Games A comprehensive range of educational board games for children spanning number and counting, matching and memory, language and literacy, shape and colour, first games from 18 months+, mini travel games, board games, and family games. Designed and tested with input from teachers to combine educational value with play value.
• Jigsaw Puzzles Educational jigsaw puzzles for children ranging from 1 to 150+ pieces, including first puzzles for toddlers, floor puzzles, activity jigsaws, and themed puzzles. Chunky, wipe-clean pieces designed for little hands.
• Colouring Books Children's colouring books featuring fun stickers and designs covering topics from dinosaurs to unicorns, designed to develop creativity and keep children entertained.
• Shopping List Game The company's number one bestseller. A shopping-themed matching and memory lotto game where players collect items by matching cards to their shopping list, with quirky paper and tablet-style lists, encouraging observational skills and imaginative play.
• Giant Road Jigsaw Puzzle A large 20-piece interchangeable road-themed floor jigsaw puzzle with chunky pieces that can be arranged in multiple layouts, promoting hand-eye coordination, problem solving, spatial awareness, and road safety concepts.
• Match and Spell Game A bestselling language and literacy game encouraging letter recognition, phonetic word building, and picture–word matching. Features two ways to play progressing from simple 3-letter to 4-letter words.
• Dino-Snore-Us Game A dinosaur-themed board game where players race to collect eggs without waking the T-Rex, developing number and counting skills, observation, and turn-taking abilities for ages 3–7.
• Rainbow Unicorns Game A magical colour-matching game where players race unicorns over a rainbow to collect gems, developing colour recognition skills for ages 3+.
• Penalty Shoot Out Mini Game A football-themed mini game where players roll dice and match spots to football shirts to score goals. Compact, portable game for young football fans.
• My First Snakes & Ladders Game A child-friendly version of the traditional board game with chunky playing pieces and large visible spaces, designed as an introduction to board games for ages 3–6.
• Farmyard Heads and Tails Game A farmyard-themed matching activity that can be played as a pairing activity or memory game, designed for toddlers. Won Bronze award in Mother & Baby awards 2016 for Best Toddler Toy Under 24 Months.
• Mini Games Compact and portable mini games designed for travel, pocket money gifts, birthday gifts, and Christmas stocking fillers, including titles such as Bug Bingo, Bus Lotto, and Unicorn Jewels.
• Baby and Toddler A specialised product line for babies and toddlers aged 1–2 years, featuring chunky, wipe-clean pieces and developmentally appropriate games and puzzles.
• Bluey Licensed Products A range of Bluey-themed games featuring popular characters from the Australian children's television series, including Fancy Restaurant Game, Grannies Game, and Shopping List Game variants.
• Peter Rabbit Licensed Products A collection of Peter Rabbit-themed educational games and jigsaws including Fish and Count, Heads and Tails, Rabbit Race, Veg Patch Lotto, and Don't Wake Mr McGregor games.
• Tiberius Books A range of 18 beautifully illustrated children's picture books published by Tiberius Publishing and distributed by Orchard Toys, featuring characters Tiberius, Drag the Dragon, Croaky Crow, and Sneaky Cat in adventures set in school, baking, magic, and space.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Stormin' StudioscoreChannel Partner/ Reseller/ Distributor · 25 February 2026Orchard Toys signed a long-term distribution agreement with Stormin' Studios to bring its educational games and jigsaw puzzles to North America. Stormin' Studios will distribute 18 initial product lines, tripling Orchard Toys' current US market availability, while also supporting future product development and brand extensions. The agreement represents Orchard Toys' strategy to build a sustainable long-term presence across the US and Canada through a partner with local retail expertise.
• Tiberius PublishingminorStrategic or Co-development PartnerOrchard Toys offers Tiberius Books, a range of beautifully illustrated children's picture books brought to them by Tiberius Publishing. The Tiberius series features a character who goes on various adventures with friends in settings from school and baking to magic and space.
• TreefominorGTM or Marketing PartnerOrchard Toys partners with Treefo through its Feefo review programme. For every review left through Feefo, a tree is planted with Treefo, supporting environmental sustainability while collecting customer feedback.
• East Anglia's Children's Hospices (EACH)minorOthersOrchard Toys supports East Anglia's Children's Hospices (EACH) as its nominated charity partner for several years. The company organises fundraisers throughout the year including cake sales, music quizzes, and charity bike rides, as well as local fundraising initiatives with schools and nurseries. Customers can also make donations to EACH at checkout.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Clementoni: Italian educational games and puzzles manufacturer with a comparable mix of jigsaw puzzles, children's games, and educational products sold through similar European and international retail channels.
• Galt Toys: UK-based educational toys and games company with a product mix and parent/educator target customer almost identical to Orchard Toys, sold through UK high-street and online channels.
• Learning Resources: US-based educational toys manufacturer whose school-tested, teacher-developed product positioning closely mirrors Orchard Toys' school/nursery testing approach and parent-educator target customer.
• Melissa & Doug: US educational and developmental toy company focused on wooden toys, puzzles, and games targeting young children and parents - directly comparable on product type, age range, and wholesale-to-retail distribution.
• Ravensburger: German games and puzzles manufacturer with a deep children's educational games and jigsaw range directly comparable to Orchard Toys' core product set, serving the same family and education channels globally.
• Janod: French educational wooden toys and games manufacturer serving similar age ranges as Orchard Toys via specialty toy retail and educational channels across Europe.
• The Orb Factory: Canadian manufacturer of children's craft, activity, and educational games including puzzles and games that overlap with Orchard Toys' jigsaw puzzles and activity product categories.

Broad incumbents

• Mattel: Global toy incumbent owning Fisher-Price and a broad educational play portfolio; competes with Orchard Toys at retail across multiple age segments while offering vastly wider distribution.
• Hasbro: Multi-category toy and games giant whose board games and pre-school lines (e.g., Play-Doh, pre-school brands) compete at broader toy retailers stocking Orchard Toys products.

Emerging players

• VTech: Hong Kong-based learning toys maker that combines electronic and educational products for similar age cohorts; competes with Orchard Toys in the parent-driven educational toy segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/OrchardToys
• Facebookfacebook.com/orchardtoys
• LinkedInlinkedin.com/company/orchard-toys-ltd
• Instagraminstagram.com/orchardtoys
• Pinterestpinterest.com/orchardtoys

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Orchard Toys