1Company Presentation

PLAY experienceLEARN

2

Company

‟We are a family business and have a tradition in the toy industry of more than 50 years.

Guided by our motto ‟Play – Experience – Learn”, we create, develop and market educational toys, such as puzzles, games and wall toys made of wood, role play items and handpuppets, outdoor and sport items, classroom equipment, as well as creative and decoration materials. We are loca-ted in Olbernhau in Germany.

We regard ourselves as the partner for creative and outstanding game and product ideas, which support the early childhood development.

Our target group is kindergarten and pre-school children aged two to seven.

Our main customers are kindergarten and school suppliers, wholesalers and retailers in more than 60 countries on all continents.

We distribute our own brand beleduc globally with our partners. For the Hape brand we have the exclusive distribution rights in Germany and Austria for the kindergarten supply market.

In our company head office, we have 20 employees.”

Sabine HandsteinGeneral Manager

3

History in a Nutshell

1960

1963The company Didago was founded in Belgium

1986The company Hape Kinder-garten Service was founded by Peter Handstein in Germany

2010beleduc extended its office capacities in Olbernhau

beleduc started the distribution of the Hape brand in the kindergar-ten market in Germany and Austria

2015 beleduc USA Inc. was founded as a distribution company in North America

2013beleduc celebrated

50 year company anniversary

2007beleduc acqui-

red the German company Fröhling,

which has a long tradition in

wooden toys

1992The company beleduc Lern-spielwaren GmbH was foun-ded in Olbernhau in Germany

The company is under the leadership of the owner Sabine Handstein

1988beleduc was founded as a distribution company for Didago products in Belgium

1978 First presentation at the Nuremberg Toy Fair

1970 1980 1990 2000 2010

2002The company Happy Arts & Crafts changed its name in Hape Interna-tional for the production of OEM products and the creation and development of the Hape brands

1995Happy Arts & Crafts was founded as a production com-pany in Ningbo in China (main supplier beleduc)

2014 beleduc extended the range with outdoor and sport items from the brand “TopTrike“

The company European Edu-cationall Group Ltd., which belongs to the Hape company family, took over all sales acti-vities for the beleduc range in Asia, Middle East and Australia

Hape acquired the traditional brand ‟Käthe Kruse”

2001beleduc Ltd. was founded as a production and distribution company in Ningbo in China

4

Mission

“We believe that children do not play to learn, but they learn because they play.”

This is the guiding principle of our company philosophy. Keeping this in mind, it is our continuous ambition

• to promote the enjoyment of playing together

• to develop educational toys that enable children to call and extend their potential

• to develop educational toys that will find durable use in kindergartens and families alike

• to promote skill development of children between two and seven years of age in a holistic way

• to offer children a good time full of play, fun and excitement which makes them experience and learn as well

5

Philosophy

– strict international requirements– certified by renowned test laboratories

– made for kindergartens– high quality materials (wood, a natural resource)– accurate manufacture

– distribution to more than 60 countries worldwide– presentations at international toy shows

– long term partnerships– more than 50 years of experience in kindergarten business– personal relationships

– safe working conditions– care for social well-being– support of social projects

– co-operation with pedagogues– products tested in kinder- gartens– high educational play value

Internatio-nality

Social Responsibilitystands for ...

Partnership

Safety

Quality and Environmental

Safety

Product Development

6

Play – Experience – Learn Philosophy

• most important activity of a child• play for the play’s sake• freedom, imagina- tion, excitement and relaxation• free play or structured play

beleduc products ...• stimulate creativity and phantasy• have an aesthetic, affectionate and functional presentation• have a high stimulative nature and pique curiosity• allow for experiences with all senses

• allow for incidental learning• convey interdisciplinary knowledge and competence to act• accompany children from toddler to teenager

PLAY EXPERIENCE

PELLEARN

• individually or in play groups• experimentation and reflection• construction and reconstruction of the child’s world• experiencing with all senses

• leaning with body, mind and soul• Incidental learning• holistic learning• skill development

7

Classification of products in areas of education

• music• dance and theatre• visual arts

Art Education

• discovering of regularities• understanding of numbers• geometry

Mathematics Education

• body• physical activity• health

Somatic Education

• nature• ecology• technics

Science Education

• non-verbal communication• speech• writing and media

Linguistic Education

• social Learning• values and philosophy of life• democracy

Social Education

8

Organisation and Logistics

Organisation

beleducOlbernhau, GermanyAt our main office in Olbernhau, we create and develop our pro-ducts in-house and in co-opera-tion with professional designers. From here, we distribute our own brands beleduc, beleduc small kids and TopTrike by beleduc in Europe, South America and Africa. In addition, we distribute the brand Hape in the kindergar-ten supply market in Germany and Austria.

beleduc USA Inc.Duluth, GA, USAOur subsidiary beleduc USA Inc. distributes our products in North America.

European Educationall Group Ltd.Ningbo, ChinaOur partner European Educatio-nall Group Ltd. distributes our products in the emerging Chinese market and Asia-Pacific, Middle East and Australia.

Logistics

Thanks to our capacity of three warehouses, we can deliver to our global customers within short time. So, we deliver efficiently and ecologically reasonably as well.

Central warehouse EuropeNordhorn, Germany

Central warehouse North AmericaDuluth, GA, USA

Central warehouse Asia-Pacific, Middle East, Australia, AfricaNingbo, China

9

0,22 %

Sales Structure

Regional

We deliver our products to more than 60 countries on all continents.

The export share of our total sales turnover is 66 percent.

Europe is our most important market, having a share of slightly more than 50 percent of total sales. Germany, France, the Benelux countries and Scandi-navia contribute the major part to our sales turnover in Europe.

Our share in Asia, with the traditionally strong market in Japan and the dyna-mically growing market in China, amounts to some 40 percent.

North and South America contribute some 8 percent.

EuropeChinaAsia

AfricaAmerica

Kindergarten and School SupplyRetailWholesale

MailorderOnlineOther

19,01 %

21,10 %

51,83 %

7,84 %

14,67 %

0,62 %0,17 %

0,20 %

4,02 %

80,3 %

With a share of more than 80 percent, kindergarten and school suppliers con-tribute the major part to our total sales turnover.

The wholesale businesses account for the second largest share in our overall sales turnover, with some 15 percent, followed by the retailers with some 4 percent.

Sectoral

10

Product Development

1. Idea

5. Producti on

6. Launch

controlling

7. Product

4. Product

safety test2. Test in

3. Enhancement

kindergarten

and sampling

• from and with children • close co-operation with pedagogues and kindergartens • creative co-operation with authors

• intensive test with various institutions of early childhood education• prototype test concerning conceptualisation, areas of education and play value• children decide on the next stage of the product development process for the prototype

• development of the product idea towards a specific concept (P-E-L)• transformation of the idea into a prototype with the help of profes- sional designers• prototype manufacturing with long-term suppliers• securing functionality, safety and quality requirements

• meeting all strict requirements for the safety of toys• certification through renowned test laboratories • highest quality requirements • long-term partnerships with suppliers

• mass production after all relevant product requirements have been met

• enhancement of existing product • extension of the product range

• presentation at major toy fairs (Nuremberg, Hong Kong)• distribution to more than 60 countries worldwide

11

child-appropriate design

products with high play value

high quality materials

high product quality

Puzzles

Games

Roleplay

Layer Puzzles

Colour andMusic Games

Doll’s Prams andWalking Cars

Knob Puzzles

Number, Quantityand Shape Games

Sorting andMatching Puzzles

Motor Skill andReaction Games

Handpuppets

Frame Puzzles

Language Games

XXL Puzzles

XXL Games Play Corners

Product Range

12

Product Range

Classroom Equipment

Outdoor

Creative Worlds

Sand Toys

Classroom Equipment

Painting

Physical Activity Toys

Equipment

Creating

Vehicles and Equipment

Craft Materials

Wall and Floor Elements

Floor Elements Wall Toys Wall Elements

13

beleduc small kids

‟Especially during the first years playing is almost the single activity a child does.

Pedagogues have calculated that a child plays 15,000 hours until the age of 6. That means 7-8 hours a day.

Therefore, it is even more important, that children play in an engaging, socially secure and aesthetic environment and find useful materials, in which they explore the world of objects, causes and phenomena.

The company beleduc is able to provide a demanding and broad offer with the beleduc small kids line for

children under three years of age. The products are manufactured with love and are very aesthetic and encourage children to experience the world, to re-peat the experiences and by doing so to get to know the world.”

Professor Dr. Hartmut WedekindProfessorship for Early Pedagogy and Didactics with a focus onScience, Mathematics and TechnicsAlice Salomon University of Applied Sciences Berlin

14

beleduc small kids

12m+

18m+24m+

1800118002

18003

Friendly Animals Funny Four

Turning Animals

Funny Hippo

Shap

y Tr

ain

Stac

king

Frie

nds

Funny Crocodile

Shapy Sorter

Trip

le S

tack

er

Animal Puzzle

18004

18005

18008

18006

18007

18009

18010

beleduc small kids stands for:

• 10 carefully matched elementary products for holistic early childhood development• training the visual perception and first haptic experiences• different options to play based on age and stage of development

beleduc small kids

developing motor skills sorting, stacking considered action

15

Product Safety and Quality

Children’s safety is close to our heart.That’s why we put high emphasis on the manufacture of our products.

• meeting all international requirements for toy safety:• EU Toy Regulation 2009/48/EC • EN71 • ISO• ASTM • SOR• GB

• certification through independent, renowned test laboratories

• long-term partnerships with suppliers:• ISO9001• ISO14001• ICTI Care Process

16

Awards

Study Group Kinderspiel + Spielzeug e.V.

(Germany)

1st Place CategoryPlay and Learn Bebemania

(Bulgaria)

Reader’s Prize GermanEducational Game Award

2013 (Germany)

German Educational Game Award 2009

(Germany)

Recommendation List ‟Children’s Game of the Year 2013”, Spiel des Jahres e.V.

(Germany)

Nursery World Award 2014(Great Britain)

14

Highly Commended

2nd Place at BDKJ Children‘s Game Test 2015

(Germany)

2. Platz 2015BDKJ

KinderspieletestVon Kindern im Alter von

3-6 Jahren empfohlen

Jokers Award 2015(Belgium)

Our work is not only rewarded by the children smiling.

Game Hit for Children 2013(Austria)

17

Toy Fairs

We present our products at the world‘s most important toy fairs.

• International Toy Fair, Nuremberg, Germany • Hong Kong Toys & Games Fair, Hong Kong, China

In addition we exhibit at many regional toy fairs around the world in co-operation with our partners.

18

Culture and Education Trips

A great contribution in the co-operation with our customers, universities and pedagogues makes our culture and education exchange.

With this event, we would like to establish and maintain an ongoing platform for exchanging views and best practice between academics, practitioners and distribution partners on the subject of early childhood education.

So far, the event took place twice in Germany and once in Chile.

For more informations visit our website:www.beleduc.de

Become our fan on Facebook. Beleduc.Play.Experience.Learn

PLAY experience

LEARN