The construction game Kojo, launched for direct sale on the Internet, is seeking its place on the shelves of toy stores. The three co-founders rely on their eco-responsible positioning to convince buyers from large retailers.
Kojo is an eco-responsible wooden construction game for children from 3 years old. It was imagined by three friends who became parents and launched at Christmas 2021 for direct sale on the Internet after two years of development. Some 500 units have already been sold.
“Made in the West”, gender-neutral and above all accessible in terms of price (from 30 euros per kit), Kojo is made up of large poplar construction pieces from French forests. They are printed and laser cut by Microlinx in Rennes. The clamps that connect them are injected at MCplast in Nantes from yoghurt pots and plastic scraps. The storage bag is made by Esiam de Mauléon with recycled fabrics.
Already referenced at Leclerc and Fnac
To make their concept better known, the co-founders of the company based in La Roche-sur-Yon (Vendée) now want to offer it in toy shops. “Direct selling requires time and communication and marketing budgets to be and remain visible. And the sales volumes are still confidential,” says Morgan Sotter, one of the three partners.
Each of the partners has for the moment retained his professional activity: Jimmy Lefort has founded a design office for the design of industrial products in La Roche-sur-Yon; Morgan Sotter is director of the web design agency JoliPixel in Saint-Nazaire and Charlotte Coutan is financial manager in a large industrial group manufacturing offshore wind turbines.
Kojo made contacts at the Viva Natura show in La Roche-sur-Yon and then at the Made in France show in Paris with the aim of quickly doubling its sales. “The toy stores will bring us visibility and volume even if the margins are lower”, specifies the co-creator.
A good hundred stores have been prospected with an entry-level kit (between 10 and 15 euros) and the game is now referenced at Leclerc in Rezé (south of Nantes) and at Fnac in La Roche-sur-Yon. “Buyers in supermarkets are looking for local, sourced and original products,” says Morgan Sotter. Labeled Remarkable Initiative by Initiative France, the start-up from Vendée is already imagining small furniture for dollhouses using the same idea.