Slow Toys Go National with John Lewis

The anticipation is finally over as the team behind the inspired Slow Toy Awards unveil John Lewis as the official partner for 2014.

Having the retailer on board marks a significant milestone for the campaign as it reaches new heights! The exciting partnership will ensure the 2014 Slow Toy Awards capture a national audience and ensure the Slow Toy Movement is shared with even more families across the UK.  To celebrate this exciting announcement, the Slow Toy Team have extended the entry deadline for a further five days until 5pm on Friday 22nd August.

The 2014 Slow Toy Awards are now well underway and the reaction so far has been fantastic. There has been an unprecedented response already, but the team are prepared for an influx of entries following the latest news! Teaming up with John Lewis will not only see The Slow Seven and Slow Craft Toy be unveiled at a press event at the prestigious Oxford Street store later this year, but the individual winners will also have their product on sale at

The iconic department store is not stopping there, as the team announce a new judge.  Joining our panel is Ian Ellis, Toys and Books Buyer at John Lewis. Ian will sit alongside Kate Carter, the life and style editor at the Guardian online, Liat Hughes Joshi, parenting journalist and published author of ‘What to Buy Your Baby’, Alison Canavan, parenting specialist and international model (, Sally J. Hall, Editor of B magazine and published author and Jennie Henley, the top parenting blogger behind It is fair to say that this year’s awards truly offers a diverse range with each judge bringing a different level of expertise!

With John Lewis on board the search to find the 2014 Slow Toys just got even more exciting! The team are passionate about making these toys more desirable and accessible to children today and therefore it is fantastic to have secured the commitment and interest from one of the world’s biggest names in retail!

Speaking about the stores involvement Ian Ellis said: "We are delighted to be involved with the Slow Toy Awards and I am looking forward to being on the judging panel. We aim to cater for all ages and provide toys that children can really engage with, so I’m looking forward to seeing toys that really help bring this to life."

Founder of the original Slow Toy Movement, Thierry Bourret said: “I couldn’t be more excited to have John Lewis on board for this year’s awards. Having recently celebrated its 150th anniversary, John Lewis represents a name consumers can truly trust when making their purchasing decisions. With the support of John Lewis, I know that the 2014 Slow Toy Awards will be a huge success. Looking at the entries we have had already, deciding the 8 winners will be a difficult task!”

The deadline for entries for the 2014 Slow Toy Awards is 5pm on 22nd August. Simply email ENTER to for the entry form.

To ensure we do not alienate anyone and welcome all brands both big and small, the awards are free to enter. However it should be noted that 6 non-returnable samples will be required for those who are shortlisted and there is also a small fee to pay if you win to contribute to publicity.

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