Meccano Part 1: „A better way to build“ brought back to the United Kingdom with Addo Play

By Peter Thomas

Ten years after its founding, British toy company Addo Play has signed a multi-year global licensing agreement with Spin Master to relaunch the iconic Meccano brand. In autumn/winter 2025, Meccano will return to the UK market with a revamped website and reactivated social media channels. In the first part of our interview, Addo Play founders and CEOs Mary Price and David Martin talk about the brand’s history, the motivation behind the comeback, and the initial strategic steps to make Meccano fit for the future.

Mary, David – what is your personal connection to the Meccano brand?

David: We have over 25 years of experience at some of the world’s leading toy and retail companies such as Mattel and Woolworth. During our time at Mega Brands, we have gained first-hand experience about what it takes to build a successful worldwide toy brand. That means that as co-founders and CEOs of Addo Play, we bring a wealth of industry knowledge with us. This background equips us with a unique understanding of product development, retail strategy, and global toy trends for Meccano.

Mary: Becoming the custodians of a construction brand such as Meccano, with its rich heritage and global recognition, is a natural fit for both of us. Meccano will provide us with a platform to reimagine construction play for today’s generation – while honouring the legacy that has inspired builders for over a century. Even a modest share of this market represents a significant opportunity for growth which is something we are uniquely positioned to deliver.

Could you describe the history of Addo Play and the company’s current activities in the toy market?

David: We founded Addo Play in 2015. It was established with a vision to create a fresh, dynamic British toy company offering trustworthy toys at outstanding quality and value. Now celebrating its 10th anniversary, Addo Play has grown into an award-winning, fast-paced business with a diverse and ever-expanding portfolio of toys. Through its core Addo and Early Learning Centre brands, as well as a range of beloved evergreen licenses, the company continues to captivate children and parents alike across multiple toy categories.

Mary: Addo Play’s strategic partnership with The Entertainer, the UK’s largest independent toy retailer, has been key to expanding our reach and visibility. By leveraging the wider Entertainer Group’s extensive retail network, including Tesco, M&S, Matalan, and Moonpig, Addo Play has been able to significantly broaden its customer base across multiple channels. Beyond the UK, Addo Play has established an international presence, with its products now available in over 20 markets, including the USA, Canada, Australia, Western Europe, and Japan. 

When did your cooperation with Spin Master begin?

Mary: In 2021, we entered into a licensing agreement with Spin Master, a global leader in children’s entertainment, to manufacture and distribute the official master toy line for the Fuggler™ brand. Over the course of our four-year partnership, Addo Play developed and launched more than 200 Fuggler lines, achieving record-breaking sales across major global retailers. 

David: The Fuggler™ brand also saw its first collaborations with Paramount in this time, featuring Teenage Mutant Ninja Turtles and SpongeBob SquarePants. Building on this remarkable success, Addo Play and Spin Master have continued to collaborate closely and explore opportunities around brand partnership.

What exactly inspired Addo Play to take on the relaunch of the iconic Meccano brand? And how would you describe Meccano’s potential in the modern toy market?

David: We were simply fascinated by Meccano’s extraordinary 125-year legacy of engineering, creativity and innovation. The brand’s timeless mission of “inspiring builders around the world to bring innovations to life” resonates deeply with our own values of imaginative play and purposeful learning.

Mary: We saw a unique opportunity to breathe new life into this iconic brand and reintroduce it to a new generation of builders. In the category of construction toys, that is largely dominated by a single player, Meccano stands apart with its distinctive metal-based construction system. It offers a tactile, hands-on building experience that fosters both creativity and STEM learning.

David: Our vision is to reposition Meccano as a key player in the global construction toy market, one that not only honours its rich heritage but also evolves to meet the needs of today’s curious and inventive children, kidults and adults. By modernising the brand while staying true to its core, we aim to solidify Meccano’s place in the construction category and inspire the next wave of young innovators around the world.

What were your first strategic steps after licensing the Meccano brand?

Mary: Following the signing of our long-term global licensing agreement for Meccano, our immediate priority was to immerse ourselves in the brand’s rich heritage and understand its deep emotional connection with consumers. We knew that to honour Meccano’s heritage while preparing it for the future, we had to listen closely to those who know and love it best.

David: We focused on understanding how Meccano connects with today’s children and families. Through internal play days, family focus groups, and hands-on sessions with children, we explored how the brand could continue to inspire play across generations. Building on this foundation, we’ve taken careful steps to reenergise and refresh the brand. Our Autumn/Winter product catalogue reflects this balance, featuring a curated selection of fan-favourite lines with strong community support, alongside refreshed classics and an exciting new item that showcases the innovation and energy we hope to bring to Meccano.

Mary: We engaged directly with classic Meccano fans, including a memorable visit to the annual SkegEx Meccano exhibition. There we had various discussions with lifelong enthusiasts where we gained invaluable insights and knowledge about the brand. Kidults play a very important role for Meccano. Their passion and dedication help us appreciate the timeless appeal of the toy system and the importance of preserving its core identity.

David: Looking further ahead, we’ve mapped out a comprehensive roadmap spanning the next 2 to 5 years, with a vision extending up to 8 years. This includes new product segmentation launching in Autumn/Winter 2026 and a pipeline of collaborations designed to expand Meccano’s reach and relevance for future generations.

About the author

Telling stories about technology and people: This has fascinated Peter Thomas, the journalist, author, cultural scientist and lecturer for more than 30 years. Technical toys are always in focus, from construction kits to interactive digital educational toys. After studying and working as a research assistant at university, Peter Thomas writes for daily newspapers, magazines and corporate publications in German and English-speaking countries. In addition to the world of games, his focus is on mobility, security, energy and medical technology.