Nursery Today August 2014

The U.K. nursery trade’s no. 1 magazine

www.nursery-today.co.uk

Month: August 14 Issue 9 Volume 17

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The NEW Nipper V4 Range The Out ‘n’ About Nippers are an excellent solution for parents who require a multi-purpose pushchair.

With an array of new features such as individual sun hoods on the Nipper Double and sleek black chassis’s.

Ideal for everyday use, the single has a range of travel system options and both the single and double have the option to attach a bespoke carrycot.

Contact us for more information on the Out ‘n’ About range

www.outnabout.com info@outnabout.com 01234 344230

Regular

CONTENTS

August 2014 Issue 9 Volume 17

the team Editor Penny Franks penny@lemapublishing.co.uk Penny Franks

Assistant Editor

Page 18 Baby Carriers

Caroline Eyles caroline@lemapublishing.co.uk

Caroline Eyles

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Page 30 Feeding and Accessories

Design Production Director Paul Naish paul@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk Mark Naish

Page 50 Baby Gifts

Mark Naish mark@lemapublishing.co.uk

Managing Director

Leader

6

News

8

Gfk

14

BPA

26

Nigel Plested

38

Dr Fin

44

Retailer Profile

46

New Products

64

Colin Pattison

66

Nursery Natter

66

New Products

68

NSG

Product Features

Christine Contreras

Publisher

5

Paul Naish

Malcolm Naish malcolm@lemapublishing.co.uk

18

Baby Carriers

30

Feeding & Accessories

50

Baby Gifts

58

Branded & Licensed

Product Profiles 16

Out ‘n’ About

24

Littlelife

28

Cosatto

56

Kooltrade

Malcolm Naish

Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nursery-today.co.uk

Special 9

Page 58 Branded and Licensed

We take a break with Baby Brands Direct

42

Malcolm Naish reports from the annual Nursery Today Golf

Subscription per annum: UK £40, Europe £50 (surface), £60 (airmail)

A member of the Audit Bureau of Circulation

Day 48

Chicco

a hand to hold. a hand to fold meet mimzy snacker™ I’m light and compact because it’s the small things that matter most. I fold with one hand because everything should simply make life easier.

One hand, compact fold!

Frame folds with one easy motion—pull strap in seat, and presto—it’s folded.

simply brilliant.

bring the kids™ Share the joy at joiebaby.com For all sales enquiries, please contact Joie UK on: 01889 808 900 or email: uksales@joiebaby.com

message from the editor...

I

think we can now all confidently state that Summer has finally arrived.

By all accounts, July was a busy month. For example,

we held our annual Nursery Today Golf Day, which was a fantastic event for all those who attended (and shame on all you golfers out there who didn’t!). Not to worry however, you can jump on board next year as the event has again been scheduled – put Thursday 2nd July into your diaries! You can read all about it on page 42 of this issue.

July also saw the announcement of Endless (a private equity firm) acquiring kiddicare for an alleged £2 million. The country’s fourth largest supermarket group (Morrisons) said it would retain the liabilities relating to 10 Kiddicare store leases but was confident the 163 million pounds provision it announced in March would cover all costs associated with its exit. I

am sure we’ll have more to report on this over the coming months.

CBME, Shanghai also took place during July. And by all accounts, what an event! From news delivered to us ‘direct from the show floors’, the BPA UK Pavilion was a huge success, illustrating that we truly live in a global world. With UK pavilions already established at Kind Und Jugend and ABC Kids Expo, this was the first time that the BPA staged a UK Pavilion at CBME Shanghai and participants included East Coast Nurseries, Yoomi, Fill n Squeeze, OBaby, Jakabel, BabyStyle, Harrison Spinks and Good Health Consulting Services.

Robert Anslow, BPA managing director, said: “I can honestly say that I had never seen such a large quantity of trade visitors at a show before – the stands were literally rammed with people from across Asia including China, Korea and Singapore from the time the

doors opened at 9am until they closed at 5pm. BPA chairman, Jonathan Feingold visited the UK Pavilion during his visit to the show and commented that he was gobsmacked by the intensity of traffic passing through the halls too.”

The BPA will again host UK Pavilions at both Kind Und Jugend and ABC Kids Expo. We will bring you a full preview of these in our next issue. However, you can pre-register to attend both shows in advance and find further information on their websites: www.kindundjugend.com and www.theabcshow.com – or simply visit the BPA website. www.thebpa.eu So, what can you find in this issue of Nursery Today? We take a look at a number of product categories this month. Firstly, we focus on baby carriers. This is a growing category and is one of the fastest growing categories

according to data research from Gfk. With a current annual value of £6million, it is said to be growing 15 per cent year on year, with £1 in £3 spent on Baby Transportation, 3 per cent of this attributed to Baby Carriers/Slings. Turn to page 18 to read more.

Next we look at the feeding and accessories sector. Research suggests that in Value terms, Feeding products was a fast growing category in the nursery sector over the last 12 months with Bibs & Breast Feeding leading the growth. Find out why by turning to page 30.

And finally, just to ensure we’ve crammed enough in to keep you all busy, you’ll also find Baby Gifts (page 50) and Branded & Licensed Products (page 58)!

Remember, our next issue will contain all you need to know when visiting Kind Und Jugend and ABC Kids Expo – so listen out for that ‘thud’ through your letterbox!

Leader 5

NEWS

sponsored by hardenbergco.co.uk 01785 503 305

Aiden Hill joins Joie It’s been a fantastic year for Joie so far and they are proud to announce another great appointment. Aiden Hill is the latest addition as Sales Trainer and Merchandiser for the Northern Region and brings a wealth of nursery sector experience. We’re sure that many of you will meet him as he visits retail partners and offers key Joie product training to the staff. Aiden is passionate about the Joie products and his role ensures that each and every salesperson is as passionate about Joie as he is and this is then passed on to the customer.

David Welsh, Managing Director of Joie UK says: “We are delighted to welcome Aiden to the team. His knowledge developed from his previous role in the industry means that he has very quickly become an invaluable part of the Company and the excellent feedback we’ve had from retailers is testament to this.”

Endless acquire Kiddicare

Argos stocking 27 of the B Kids collection

UK Private Equity Firm, Endless acquired Kiddicare. com from Morrisons Endless is a leading turnaround investor, which has successfully improved many retail businesses such as Bathstore and The Works.

“Kiddicare has an opportunity to succeed: it is a trusted brand with a strong on-line presence.

Given time, investment and focus on what it does best, Kiddicare has a good long-term future and can regain its market leading position,” stated Garry Wilson, Endless.

“In order to seize this opportunity in what remains a competitive market for Kiddicare, some important changes to the business will be needed.”

B Kids Toys are delighted to announce the new collection is now available online Argos. With parents looking for fun, safe, interactive toys for Summer entertainment and Summer Holidays the Argos listings could not have come at a better time. You will find a wide selection of B Kids Toys now available www.argos.co.uk.

Argos will be stocking 27 of the B Kids collection including the award winning Bobee Snuggle Bear, Race ‘N Drop Track, Blink n Bling Ball, Pop n Learn train to name but a few.

Web: www.bkids.co.uk

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Boon partners with Hello Fresh Boon has teamed up with Hello Fresh, provider of home delivered fresh food boxes, to ask parents to share their own favourite toddler meal recipes. A selection of the best entries will be put into a handy leaflet as inspiration for all parents.

The campaign will reach out to families with small children to encourage them to look again at toddler mealtimes and how there is no better way of ensuring that your child gets a balanced, nutritious and fresh meal than by preparing it yourself. Leaflets will be placed in Hello Fresh Family boxes which are hand delivered to customers across the country.

Boon, a leading innovator, designer and manufacturer of premium contemporary baby and toddler products continues to set new standards with it’s simply genius feeding range. Items include edgeless, non-skid plates which are spot on for keeping food where it belongs and a range of cutlery that is perfect for little hands to hold when making the transition to self-feeding. For food on the go, the silicone dispensing spoon, Squirt, offers easy, one-handed feeding with no mess.

The campaign will run from July onwards across the summer period and will be showcased on social media where winning recipes will be available to download. http://www.tomy.co.uk/eng/category/ booncompetition

TOMY launches hunt for Britain’s Super Tots.

TOMY will launch a search to find five youngsters with ‘super-human’ play “powers” to become official toddler representatives for the brand.

The campaign will celebrate “kid-powered play” and how the right toys can provide endless play possibilities with the child in control of the play, coming back to play again and again in different ways.

Following a survey run on Facebook in which over 800 parents responded, TOMY found that over 50% of responses chose ‘highly involving’ as the most important feature for a toy. Parents want a toy that will expand the imagination of their child and one that has longevity which means providing multiple ways to play. Watching children at play is the best indication of whether a toy lives up to its reputation or not. It also provides important insight for toy designers when considering future developments and new lines.

TOMY know that Super Tots will put toys through their paces using their unique imagination and range of unique skills. Whether they are pretending to fly through cavernous mountains, or deep sea diving in the bath, whatever the type of play, toys need to be durable, fun and create inspiration.

Children that show astonishing skills and a knack for having fun are being urged to come forward and showcase their talents in one of the five Super Tot categories by sending in a few action photos. In return the chosen Super Tots will have the opportunity to try out some great toys and work closely with the brand.

Cosy little slipper socks!

Carte Blanche launch new ‘Me to You’ website

Protecting babies knees!

Carte Blanche Group launches the new ‘Me to You’ website, www.metoyou.com, offering fresh and exclusive content with a dedicated Tiny Tatty Teddy platform sitting alongside the iconic brands My Blue Nose Friends and Tatty Teddy.

The investment in the new website, with a clear focus on the expanding Tiny Tatty Teddy range, sees a brighter and more engaging design that targets consumers and offers fans original content. The full nursery and baby range of Tiny Tatty Teddy is displayed attractively, showcasing the brand to fans that have grown up with ‘Me to You’ and now have children or grandchildren of their own. The extensive collection of Tiny Tatty Teddy products comprises of nursery furniture, buggies, baby clothes, cards, bears and gifts with direct online links to retailers.

Catherine Lawrence, ‘Tiny Tatty Teddy’ brand manager at Carte Blanche comments: “We’re thrilled to launch the new ‘Me to You’ consumer website with a clear focus on Tiny Tatty Teddy. The Tiny Tatty Teddy brand is integral to our overall brand development and it is great to have one space for our fans to engage.”

MUNCHKIN ANNOUNCES ITS ‘PEEK-ABOO’ WINNING FACES Inspired by the company’s tag line ‘It’s the little things’; the competition’s aim was to find three new faces to be the brand’s ‘Peek-a-Boo’ faces for 2015. Synonymous with the Munchkin brand and at the core of the brand’s design and identity, the ‘Peek-a-Boo’ faces feature across all Munchkin packaging, marketing materials and online and social media channels, and the three winners will join the existing Peek-a-Boo faces in 2015 material.

Winners will also receive a framed version of their favourite photograph from the photoshoot and a bundle of Munchkin products.

Winning the 0-6 months category – seeing off very stiff competition - was Isla.

Luca - whose food covered smile was a winning shot – is the winner of the 6-12 months category, and Lorenzo was chosen as winner of the 12-24 months category - his look of happiness during a messy dinner time shone through.

Matthew Wilson, EMEA Marketing Director at Munchkin says “We’ve had some excellent entries and the fun nature of many of the entries really reflects the Munchkin brand. It’s been difficult to choose just one winner in each category, however, after much deliberation, we’ve chosen our three winners and we’re looking forward to seeing them as part of our 2015 collection.”

...Become a stockist of our award winning range...

info@sockons.co.uk 0208 451 1516 www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

nursery today 7

NEWS

Focus GFK

£1 out of every £5 is spent on a Feeding item

T About GfK GfK is one of the world’s largest research companies, with more than 11,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2011, GfK’s sales amounted to EUR 1.37 billion.

To find out more, visit www.gfkrt. com/uk or follow GfK on Twitter: www.twitter.com/ gfkrtuk

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he Feeding category constitutes of both the Baby & Toddler feeding items including Bottle & Breast Feeding, Tableware, Highchairs and Bibs.

Research suggests that in Value terms, Feeding products are the fastest growing category in the Nursery Industry over the last 12 months with Bibs & Breast Feeding leading the growth.

Baby Highchairs The total Highchairs market was worth just over £25 million in 2013 with over 650k units being sold across the UK market.

Highchairs continue to grow in 2014 as volume sales have continued to grow by 3.5% in the first five months (vs Jan-May2013). Buying a highchair became more expensive by £1 this year but that has improved the value growth by over 5%.

Let’s go online Consumers continue to prefer purchasing 2 out of 5 Highchairs from Mass Merchandiser outlets. However, when it comes to value spend Mother & Child specialists get just under £1 out £2 spent.

The share of Internet sales has also grown in the last year with over £2 out of £5 being transacted online which

equates to an 18% growth. However, this does not necessarily equate to consumers looking for cheaper deals online. Customers are paying £10 more on their online purchases which indicates the online platform as being a trade-up platform.

Looks New As an integral part of any new parent’s dining arrangement, it is important for manufacturers to keep up with trends and refresh their ranges. 59 new Highchairs were introduced in the 12 months of 2013 whereas in the first five months in 2014 alone there have been 66 new items launched. The increase in items launched shows manufacturers current challenge to keep up with the constantly changing needs from customers.

GfK spokesperson, Tullika Bhalla, comments “Value for money and functionality are the key features that parents seem to be looking for when it comes to their Highchairs purchases.

One of 2 highchairs sold in the last 5 months has been in the £20-£50 range. At present, this is the only price range which has agrowing share. Well designed, robust highchairs seem to be the order of the day.”

sponsored by

Mothercare to stock Maguari Skip Hop range Maguari is pleased to announce that selected Mothercare stores across the country are now stocking a comprehensive range of Skip Hop Zoo travel and feeding accessories.

Providing parents with practical, friendly-faced products that little ones will love, a total of 14 stores are currently taking the Zoo range, and this number is likely to grow once the initial roll-out is complete.

Participating stores range from London, Romford and Richmond in the South, to Manchester, Leeds and Gateshead in the North.

Debbie Grant, Sales & Marketing Director at Maguari who distribute Skip Hop within the UK commented, “We were thrilled when Mothercare made the decision to offer the Skip Hop Zoo products in store, following the success of the range on its online site, Mothercare.com. We’re confident that the items will be equally popular in store, especially as we’ve designed tailor-made display units that will give the colourful Zoo products maximum presence on the shop floor.”

The Skip Hop range now available in selected Mothercare stores consists of the Zoo Pack backpacks; mini Zoo-Let backpacks; insulated Zoo Lunchies; spill proof Zoo Straw Bottles; Zootensils toddler-sized spoon and fork set; Zoo Tabletop Collection consisting of a matching plate and bowl; and last but not least, the fold-out plush Zoo Travel Blanket.

The Zoo designs on offer will be the Owl, Monkey, Cat, Giraffe and Dino, providing a friendly face to suit all tastes.

Tel: 01293 774924.

Web: www.maguari.com

Secure a prime position at the UK’s only nursery trade show Exhibition space at the UK’s only nursery trade show is now on sale and numerous new companies in the baby products industry are confirming stands for Harrogate International Nursery Fair which takes place from 29th to 31st March 2015.

Adrian Sneyd, show organiser, comments: “We always give previous exhibitors first option to confirm their stand space and we are delighted to confirm that the majority of these will be returning next year. However, with a number of requests for new positions in different locations we now have some prime spots available at the show.”

Companies booking early will not only snap up the best positions in the halls of the Harrogate International Centre, but will also reap the benefits of free marketing activities which take place in the run up to the show. This includes promotion on the Harrogate International Nursery Fair website, inclusion in regular e-bulletin newsletters which go out to a database of almost 6,000 nursery buyers; and an invitation to get involved with the show’s new Facebook page www.facebook.com/ nurseryfair Full information can be found on the website at www.nurseryfair.com

Promotional Opportunities on the Stunning Rio The Rio nursery range from East Coast is modern and stylish, in a striking combination of fresh white paint and dark wood with a nod to mid-century design.

The Cot Bed features a full-width storage drawer, while the chest of drawers can be stacked, or used as two separate cubes, making this range a versatile addition to the nursery.

East Coast Nursery currently have promotional opportunities available on this stunning range, so please contact your agent for more information.

Tel: 01692 408802 Web: www.eastcoastnursery.co.uk

NEWS

sponsored by

2 Sided BreathableBaby Cot Liners in Stock!

Those of you that attended Harrogate this year saw the launch of the NEW 2 sided cot liner from BreathableBaby, the perfect liner for solid ended cots without any sacrifice on safety.

These new liners are now in stock for the UK and are available in traditional White, or Aqua Mist and Soft Grey Mist to match any Nursery interior.

BreathableBaby was born in 2002 after concerned parents Susan and Dale Waters developed the original 4 sided BreathableBaby Mesh Cot Liner which utilises a patented airflow fabric to maximise air flow keeping temperatures regulated while eliminating the risk of suffocation and re-breathing of air. The liner also prevents risk of entanglement, protecting baby from knocks and bumps and keepingbabies dummies and toys in the cot.

In addition to the original Cot Liner, BreathableBaby have extended the range into essential sleep items for baby – PocketSwaddles, On the Go Blankets and adorable toys - all of which carry the same ‘breathable’ principle and use materials which allow air flow and help to prevent overheating.

To find out more about BreathableBaby, contact Rachelle on: rachelle.harel@ breathablebaby.com or +44 7976 773486

CBME Shanghai surpasses all expectations The doors closed to business at CBME, Shanghai at the end of July with the BPA team and a group of its members reporting an absolutely outstanding show.

Robert Anslow, BPA managing director, said: “I can honestly say that I had never seen such a large quantity of trade visitors at a show before – the stands were literally rammed with people from across Asia including China, Korea and Singapore from the time the doors opened at 9am until they closed at 5pm. BPA chairman, Jonathan Feingold visited the UK Pavilion during his visit to the show and commented that he was gobsmacked by the intensity of traffic passing through the halls too.”

This is the first time that the BPA staged a UK Pavilion at CBME Shanghai and participants included East Coast Nurseries, Yoomi, Fill n Squeeze, OBaby, Jakabel, BabyStyle, Harrison Spinks and Good Health Consulting Services.

Robert continues: “Everyone involved had an amazing show and we can’t thank the UKTI enough for its financial support, which made exhibiting here possible. We look forward to an even bigger UK Pavilion at CBME next year.”

A full after show report can be seen on the BPA website at www.thebpa.eu

Century Reach the top In just 12 hours they hiked 15 miles, biked 25 and paddled for 3 miles and all for a good a cause…

On Saturday 7th June 2014 the Century Logistics team of eight completed the Ben Nevis Charity Challenge. The challenge involved hiking 15 miles up to the summit of Britain’s highest peak before a 25 mile cycle involving some nasty uphill sections, and a 3 mile canoe around a loch. The team of Eight from the Bury St Edmunds based logistics company Century Logistics, completed the challenge in a mere twelve hours. Exhausted but very proud they raised over £6,000 for EACH, the East Anglian based children’s charity.

“It was a fantastic event and I’m very proud of our team for not only for completing the challenge so well, but for raising over £6,000 for EACH. It’s way more than the £4,000 we set ourselves, so a great effort all round” said Stephen Basey-Fisher, Century Logistics’s Managing Director.

Stephen and his wife Ann were both took part along with 2 other directors, Stuart Wilson (Finance Director), Neil Springall (Director of Operations) and four from the operations team, Andrew Bullent (General Operations Manager), Christy Parker (Finance Assistant), Becky Smith (Customer Care) and Richie Veall (Warehouse Supervisor).

COFFEE BREAK Time for us to grab a coffee. Here we pose questions to the team at Baby Brands Direct.

Tell us a little bit about Baby Brands Direct?

We are an award winning wholesaler supplying leading and innovative baby products to independent retailers in the nursery, pharmacy and gift industry. Our unique product line is regularly updated so retailers can stay at the cutting edge of the market. We have a comprehensive range of advanced and inventive products ranging from feeding and weaning products, breast pumps, nursery furniture and gifts to bouncers and rockers, activity toys, bathing equipment, clothes, safety equipment and so much more.

How many brands do you currently hold?

Our buying department research the market with diligence to select brand leaders in the industry. We currently stock over 50 brands, each brimming with their own personality and individuality. Fisher-Price, a predominant and well known company is one of the brands we stock, along with trusted household brands including Tomy, Philips Avent, Disney and Milton. We’re also recognised for supplying modern brands defined by their contemporary, sleek styles such as Beaba, Boon and MAM. Many brands are exclusively wholesaled by us too, including Taggies, Bright Starts, Munchkin, Lindam, Baby Einstein, Little Bird Told Me and more.

How easy is the ordering process?

We know that retailers are busy offering their customers a great service, so we have developed a quick and simple way for them to order stock. Customers can search products by brand and category or search by product code, view product demonstrations, check stock availability and gain product knowledge through our informative product descriptions.

After completing our user friendly online registration form, you’ll have access to your account where you can view your order status, add to backorders, download invoices, credit notes, statements and price lists. Our helpful customer service team is also on hand to assist you with your orders.

Do you have a minimum order requirement?

We have no minimum order requirement except for on a retailer’s very first order which needs to be £200. In addition, delivery is always free to all UK mainland addresses on orders above £200.

What are your biggest strengths as a company?

We pride ourselves on being a modern wholesaler and our easy to use website means retailers can browse and shop on-line in their own time. We have a wellstocked dispatch centre and are always

up to date, launching new products and brands quickly. All this backed up with a next day delivery service, a helpful customer services team along with a strong and efficient warehouse team ensuring our customers stay loyal to us. We also offer a drop ship service available for delivery to consumer or retail addresses. At Baby Brands Direct, we also love rewarding our regular customers so have a fantastic customer loyalty scheme offering annual free credit of up to 4%.

What type of offers/promotions do you run?

We are one of the first wholesalers to have a promotions page on our website which makes it easier for retailers to become more creative with their own price promotions. We do regular package promotions and BOGOF deals from reputable brands including Munchkin, Fisher-Price, Lamaze, Boon, Beaba and so many more. These offers are updated on a regular basis and we also have many cross brand promotions. In addition to this, we run frequent competitions where retailers can test their knowledge of brands to win bundles of prizes. On top of this, we send out exclusive voucher codes for big discounts on fantastic brands!

How brand focussed are you?

Very. Stocking the most leading-edge brands is important to us and we are especially proud to have been selected to exclusively distribute some of the top brands in the business. We have chosen to stock well-known brands that meet customers various needs- whether it’s a brand specialising in educational play or a brand focused on providing breastfeeding solutions for mothers.

Alongside big name brands such as Philips Avent and Fisher-Price, you’ll discover a bustling group of unique and characterful brands, such as Just Add a Kid and Oball, each with something special to offer.

Do you have any plans on the horizon that would interest our readers?

We have been inundated with queries recently about expanding our clothing line, so we’re excited to launch a new brand, Rockabye Baby, that’s sure to create a real buzz and complements our existing clothing line. We are always on the lookout for inspiring clothing designs, and the Rockabye Baby line is music themed and completely different from anything on the market. We are also excited to launch new competitions from brands such as Bright Starts and Baby Einstein and have loads of promotions planned for the upcoming season.

Web: www.babybrandsdirect.co.uk nursery today 9

Focus ABC Kids Expo

ABC Kids Expo 7th - 10th September 2014 The Board of Directors of All Baby & Child Corporation and the staff of the ABC Kids Expo look forward to welcoming the juvenile products industry to Las Vegas from September 7 - 10, 2014 and their 12th annual event

E

very year the ABC Kids Expo staff rolls out a new feature, specialty pavilion or showcase. New for 2014 will be the Made in the USA showcase. Much like the New Product Showcase provides space for manufacturers to display their newest product introductions, this area will display products that are proudly made and manufactured here the USA by our participating manufacturers. “We realised that certain retail markets have growing demand for products that are made here in the United States.” says Larry Schur show manager for the ABC Kids Expo. “This new showcase will make it easier for retailers to review products and locate companies that provide products made here in the U.S.” Returning for its second year will be an enhanced ABC Invention Connection. Launched at the 2013 ABC Kids Expo as a platform for allowing inventors, who have a product in development, to explore and interact with established members of the juvenile products industry. Judi Sunden, exhibitor account manager with the Expo and coordinator of the ABC Invention Connection had this to say: “We are excited to have over 20 inventors participating in our 2014 showcase. This is a great opportunity for the inventors to get feedback on their products, discuss packaging and merchandising with retailers, and to learn more about the rigorous testing requirements required by the federal government”. This showcase will be located in the lower level exhibit hall near the Made in the USA showcase and together the two will host and opening day breakfast reception on September 7, 2014.

Maternity Square continues to grow with many returning maternity lines being joined by new exhibitors from around the globe. “Pickles and Ice Cream” will again be served on the afternoon of Monday 9/8 and Tuesday 9/9. Retailers and media members can stop by any Maternity Square exhibitor to pick up a ticket for a free ice cream or pickle. David Rice, CEM and coordinator of the Maternity Square Pavilion and Runway Event says

12 nursery today

“This year’s runway event will be held Monday, September 8th at 2:00 p.m. in the upper level concourse. We are excited to announce that Hilary Billings, Miss Nevada 2013, will be the Emcee and Mistress of Ceremonies”. You will want to make sure you have a good seat for the event, so be sure to arrive early.

Naturally Kids and Modern Child pavilions will be located on the upper and lower level respectively. Sarah Kokernot coordinator of the Modern Child pavilion indicated “Retailers from around the world that serve consumers looking for clean simple esthetic with high functionality in their baby products are sure to find what they are looking for in this year’s Modern Child Pavilion”, while Jessica Cash, coordinator of the Naturally Kids pavilion added “The manufacturers that exhibit in the Naturally Kids Pavilion deliver finished products that meet the stringent requirements of the natural and organic product industries. Retailers who serve consumers in those markets have a lot to choose from in our pavilion.” Both of these great pavilions will have specialised service featuring either: smoothies, coffee or wine. Stop by a participating exhibitor to pick up a wooden nickel for a free beverage.

Everyone is invited to industry reception at the Westgate Las Vegas Resort & Casino (formerly the LVH). This year’s event will feature the W.C. Project, a high energy dance band that will cover the best from the 80’s, 90’s and today. All confirmed attendees for the expo are invited and attendance is FREE. Of course everything kicks off, as in years past with a Wine and Cheese reception in the New Product Showcase. This exclusive event for confirmed media and independent retailers begins at 4:30 p.m. on Saturday, September 6th in the New Product Showcase.

It’s a World of Juvenile Products – from Baby to Teen and All The Children In between. You will see it all at the 12th Annual ABC Kids Expo.

Make your plans now to attend!

For information and registration: www.theabcshow.com

BPA Notice Board Doors opening to Asian markets A team of BPA members is heading to China at the end of July to participate in CBME Shanghai 2014, looking forward to exploring Asian markets for the very first time with significant help from UK Trade and Investment.

Simon Anslow, UK Pavilion Shanghai organiser comments: “For many companies, the Chinese market is relatively unknown and quite an exciting prospect. This is such a high growth sector, the opportunities are huge and the UKTI has offered significant support to make this possible. All eight participating companies will receive Trade Access Programme (TAP) grants of £3,000 and Enhanced Activity Funding will provide eye-catching UK Branding, a networking event and a coffee and meeting area within the UK Pavilion. In addition, the BPA team will be on hand at all times to ensure that any cultural or language barriers can be overcome quickly.”

The UK Pavilion Shanghai includes East Coast Nursery with its extensive range of nursery furniture, highchairs, walkers, swings and play mats; Yoomi with its innovative bottle warmer; Fill

14 nursery today

Roobert R rtt Ansloow Managi ann ing ng D Dir Di ireect ir ctor or

Many companies are unaware that the UKTI’s service is generally free of charge, or heavily subsidised, offering confidential support to help get British companies exporting

n Squeeze refillable food pouch system; OBaby with a huge catalogue of products from car seats and pushchairs to furniture; Jakabel baby swimwear; BabyStyle with a range of pushchairs and nursery furniture; Harrison Spinks with its brand new range of baby cot mattresses and Good Health Consulting Services with bath and skincare products, feeding and nursery equipment and numerous other baby care items.

Simon continues: “We are delighted that the UK Pavilion in Shanghai will offer a diversity of great British products and anticipate an excellent reception from the Asian market. We look forward to reporting our experience to the industry after the event, and hope to encourage more companies to join us in 2015.”

There are still a few stand spaces available in the BPA’s UK Pavilions at Kind und Jugend in Cologne and ABC Kids Expo in Las Vegas in September, so companies interested should get in touch as soon as possible with Adrian Sneyd (adrian@nurseryfair.com) or Simon Anslow (simon@nurseryfair.com) respectively.

Information-sharing and networking

BPA members attending the trade association’s AGM, which took place in central London in June, not only received an industry update, but also gleaned important information on a number of pertinent subjects as well as the opportunity to network.

Feedback after the event has been hugely positive.

Jane Wilkinson of Babyprice Ltd commented: “Thank you for organising such an informative and useful set of speakers - all three were really relevant to me and I shall be following them up in coming weeks. You couldn’t have picked better subjects!

Do please let me know if any other similar events are planned.”

Roope Aaltonen is an international trade advisor

for the UK Trade & Investment’s south east region and explained the service and support provided by the government organisation. Many companies are unaware that the UKTI’s service is generally free of charge, or heavily subsidised, offering confidential support to help get British companies exporting.

Sara Ludlam, senior associate at law firm Lupton Fawcett Denison Till, gave a clear distinction between appointing a sales agent or distributor and the pros and cons of each relationship. It was an eye-opening revelation that whatever is written in a contract between a company and sales agent can be legally overturned according to European law and she stressed the importance of including terms of final payment when the relationship ends.

Finally, Vince Shiers of RQA Group discussed unexpected scenarios that could suddenly change a company’s fortune if not handled quickly and effectively and the risks that social media can pose to business reputation. Vince explained the importance of identifying all potential risks, preparing an effective response plan and empowering a dedicated team with the skills to deal with all eventualities.

Luke Burns, retiring BPA chairman, gave an overview of the trade association’s activities over the last year including important ongoing work with the Department for Business Innovation & Skills (BIS); involvement with the European Nursery Products Confederation (ENPC); and participation in worldwide events with its UK Pavilions. He explained that the BPA has experienced a 28% increase in membership in the last four years primarily due to its co-operation with international trade shows and Harrogate International Nursery Fair, all of which offer added value to members.

Luke also welcomed the new BPA committee – Jonathan Feingold of CuddleCo Ltd as chairperson; Daniel Lucas of BabaSlings Ltd as vice chairperson and Andrew Ratcliffe of Dorel UK Ltd as treasurer.

For more information about joining the BPA and participating in future events, visit the website at www.thebpa.eu

THE TRADE SHOW FOR KIDS' FIRST YEARS

11. –14.9.2014

Curiosity pays off !

We can certainly learn a lot from our children. Set off on a journey of discovery at the leading international trade fair for the baby and toddler sector, take a long look at the diverse and extraordinary range of products on show, and use this opportunity to secure new and exciting business contacts. It’s well worth a visit – and we look forward to seeing you there !

www.kindundjugend.com International Business Media Services 42 Christchurch Road | Ringwood | BH24 3JU | United Kingdom | Tel.: +44 1425 486830 | info@koelnmesse.co.uk

Focus Out ‘n’ About

Nippers are

Out ‘n’ About are elated to announce the launch of the NEW Nipper V4. Available as a Single, Double and Sport buggy there is a Nipper to suit all family lifestyles.

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ith the much loved vibrant colours now available on a black chassis, an auto lock catch and the double now with individual sun hoods, the Nipper has evolved to be one of the must have pushchairs.

Out’n’About are a family run company that have grown over the years and have sourced a range of quality products and developed them here in the UK to meet the specific needs of various markets. The three-wheeled stroller has now firmly established itself as being one of the most versatile and stylish ways for busy modern parents to transport their little ones.

The Nipper is a much loved buggy and a popular choice for parents whether being pushed around town or going off the beaten track. Winner of several awards, with the Single & Double V4 already shortlisted for a Pushchair Trader Best Baby & Toddler Gear Award 2014.

Always well reviewed by customers, the Nipper range is best known for being lightweight, versatile and very practical.

An adjustable handle and multi-position reclining seats ensures comfort for both parent and child. With an extensive list of features and fine attention to detail on all Nipper Models such as an easy lock pedal brake, rear wheel suspension for a smoother ride, handy storage pockets in the hood as well as a large shopping pouch on the rear seat, removable seat liner with a padded 5 point harness and a hinged, padded bumper bar we ensure every journey is made to be enjoyed.

The Nipper Single is the perfect choice for anyone who requires a multipurpose Pushchair.

Ideal for everyday use, with a range of travel system options and a bespoke carrycot a comfortable ride is offered from newborn to toddler. With a lightweight aluminium frame the Nipper Single weighs only 9.8kg!

The NEW Double V4 is superior to the previous model, not only is there now individual sun hoods, the double is also carrycot compatible. Capable of comfortably seating two children of different ages or sizes, there is the choice to attach either one carrycot or two. At a slimline width of 72cm the double will glide though any standard doorway. Weighing only 12.8kg, it is one of the lightest double buggies in the market today.

Out ‘n’ About have the perfect solution for parents who want to get fit with their little one- The Nipper Sport, now on a sleek black chassis with black wheel rims. Perfect for use in off –road conditions as well as being suitable for jogging. With large 16” wheels, a handle bar mounted brake, and fixed front wheel a smooth ride is ensured with extra control. One of the lightest sport buggies in the market, the Nipper Sport weighs only 9.8kg!

A wide range of accessories are available for all models. From matching footmuffs to coordinating changing bags, Out ‘n’ About have thought of every aspect when buying for a little one.

Out ‘n’ About pride themselves on providing high- quality products at affordable prices.

A 2 year warranty is provided on all buggies, with an efficient, friendly and comprehensive back-up service.

Keep an eye out later on this year for the release of the Little Nipper from Out ‘n’ About.

An ultra compact, lightweight stroller with a quick fold. A revolution for parents who require the benefits of a three-wheeled buggy which is ideal for use in urban environments and perfect for transportation.

For more information please contact Out ‘n’ About on:

Tel: 01234 344230 Email: info@outnabout.com Web: www.outnabout.com 16 nursery today

29th - 31st March 2015 Harrogate International Centre

The UK’s only international nursery industry trade show!

Online stand booking now available over 100 exhibitors already confirmed!

“Thank you for such a great show. We were overwhelmed and probably had our best show to date!” Lia Murrain, 2012 Ltd

www.nurseryfair.com

Focus Sun, Focus Sand Carriers & Sea

Carry on baby Assitant Editor Caroline Eyles takes a look at the latest developments within baby carriers and slings

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Pic courtesy of Manduca

he baby carrier and sling sector of the nursery industry is one of the fastest growing categories according to data research from GfK. With a current annual value of £6million, it is said to be growing 15 per cent year on year, with £1 in £3 spent on Baby Transportation, 3 per cent of this attributed to Baby Carriers/ Slings. And with this growth comes a wide array of choice for parents, from the more traditional carrier with a firmer form proven popular thanks to its back support, and also the growing trend of the sling, an option that allows baby to be close to Mum (or Dad), and said to act as a ‘transitional womb’ for the infant.

But whichever a consumer decides, either options enable parents to shop and, running errands or even do the housework with their baby carried along for the ride.

So what are the key aspects a consumer is looking for? First off, the main feature for any type of carrier or sling largely comes down to comfort, both for the infant and the parent. Furthermore, the length of time it can be used is a consideration, allowing the product to ‘grow’ in size along with the baby.

Janice Cleary Head of EU Marketing Communications at Tomy comments: “Both babies and parents come in all shapes and sizes and having one size that fits all means the carrier can be adjusted for a comfortable fit. A good fit means that baby is secure and 18 nursery today

the adult has peace of mind.”

Sheena Woods, Director at MaByLand adds: “A baby carrier is one of the essential products to have, as it provides a hands free solution to settling the baby at home or simply travelling out and about in the city or tight spaces. Size is important, as it is often used by both parents.Since babies’ weights and sizes vary, MaByLand produces different types of carrier options, lasting at least 1 year up to 3 years, to fit the needs of each family.”

But what makes a carrier comfortable?

While all carriers clip on, what additional support makes a carrier stand out from its competition?

Sheena explains: “To be able to carry the baby comfortably, the carrier must be able to adjust to fit different body shapes and sizes properly. All of the new MaByLand baby carriers (launching in Cologne this September) have been specifically designed with an adjustable cross buckle, whereby it can be adjusted to tailor fit across the individual’s shoulders, to ensure an even distribution of the babies’ weight.

MaByLand Snuggle and Luxury Carrier range also have a waist belt to provide additional support for the parent and further enhance their comfort.”

With many more options on the market and dads carrying the infant as much as the mum, this is one reason for the recent increase of sales within this sector.

Sheena at MaByLand says: “The baby carrier category has definitely grown within the last few years in the industry; there are a lot more options available now, whether that is style, features or price driven. We believe dad is just as important as mum in making a decision on what to buy, particularly when it comes to baby carriers, they can sometimes perceived as a fun gadget for the dads! MaByLand has therefore designed a baby carrier style with a dad’s viewpoint in mind.”

Tomy’s Janice Cleary adds: “This is definitely a growing category and in fact it is more likely to be dad rather than mum that carries baby this way when parents are out together so with this in mind, designs that incorporate simple lines and classic colours ensure that carriers appeal to both mums and dads.”

Infantino XXXX Infantino love babies, adore kids, and admire their mums and dads.

Infantino work hard to create a lot of really cool stuff to keep them happy and help them grow together.

Infantino always put safety first, using harm-free materials in all of their products. They’ve been innovating and inventing for decades, always putting the health and happiness of their little customers above all.

The Infantino Flip carrier is a bestselling baby carrier with an array of great features and offers a sleek design that both mum and dad will love to wear. With an innovative, flexible design, the Flip allows you to comfortably carry your baby in an inward-facing, forward-facing or backpack carrying position.

Built with comfort in mind, the Flip is constructed out of BreatheMesh material to let your baby’s body breathe. Stress or strain on the wearer is also minimized by the carrier’s structure, which provides back, shoulder and lumbar support and can be adjusted to fit any wearer. The Flip also comes equipped with Infantino’s very own WonderCover, a protective bib which helps to protect your clothes when you need it most!

Tel: 0844 8800 740 Web : www.step2uk.com

Ergobaby TTTT Ergobaby have launched some new styles just in time for summer. The new Teal Carrier is a refreshing pop of color to the Original Ergobaby Carrier, with a beautiful, rich teal exterior with a soft steel grey lining and hood.

The Original Collection has the comfort and ergonomics that made the Ergobaby name.

The award-winning design holds your baby in an ergonomic, natural sitting position.

The padded waist belt ensures baby’s weight is evenly distributed between your hips and shoulders while the adjustable, cushy padded shoulder straps provide you with ultimate comfort. The perfect choice as you embark on everyday adventures.

New designs just out and coming soon include Teal (pictured), Purple, Marine, Starburst and Dewdrop in the Original Collection, Quartz in the Organic Collection, Ventus Graphite and Purple in the Performance Collection and Chai Mandela and Blue Lotus in the Designer Collection.

This season also sees the launch of the the new Ergobaby 4 Position 360° Carrier. It’s innovative design features a structured bucket seat to support baby in an ergonomic seated position and maintain ideal hip and spine positioning. The carrier seat is designed with an adjustable width to ensure comfort for baby and healthy hip positioning in all four carry positions. The carrier features an adjustable back panel and hood to adapt better to babies of all sizes and weights.

Web: www.ergobaby.co.uk

A pick up and go carrier which features an adjustable backsystem, making it even easier to use on walks to the shops, the park or the local beauty spot. The kick out leg offers stability whilst on the ground and allows the carrier to collapse for storage, making it ideal for travel.

check out our full child carrier range at: www.littlelife.co.uk/products/child-carriers

Sometimes you just need to get up and go. That’s when the Ranger comes into its own. It’s perfect to throw on at a moment’s notice for short walks in town or country.

Despite it’s pared down design it still finds room for an adjustable back system and two handy, hip pockets.

check out our full child carrier range at: www.littlelife.co.uk/products/child-carriers

Chicco TTTT

Slumber-Roo XXXX With 5 baby wrap and carrier brands, totaling 12 baby wearing options, Slumber-Roo offer the UK’s widest selection of ergonomic carriers delivered from one warehouse, ensuring your store can offer the best quality and choice for your customers.

With the baby wearing sector expanding at a rapid rate in Europe, parents are increasingly looking for recommended and trusted brands such as Boba, who offer the award winning Boba Wrap and Boba 4G Buckle Carrier, a range of complimentary accessories including the Boba Hoodie, and the Boba Air, perfect for carrying on the go!

Slumber-Roo can offer you: • No minimum order quantity • Drop ship (start in-store with samples only) • Fast delivery, dispatch within 24 hours* direct to your customer or retail location • Dedicated customer service team for aftersales support • Point of sale and display materials • Demonstration packs (1 of each product type included) • Free product training in conjunction with practicing GP, Dr Rosie Knowles and respected training school Slingababy. *Subject to status (bricks and mortar outlets only) Slumber-Roo baby wearing brands include Boba, Beco, Moby, Babyhawk and Scootababy, in addition to Jellystone Designs and Rock-A-Thigh accessories.

The Chicco You & Me carrier has been developed with ergonomic experts to offer great safety for baby and maximum comfort for parents.

It has been especially designed to alleviate strain on the wearer’s back, especially for the lumbar region. The design of the harness also aids air circulation and breathability, reducing perspiration to allow both parties to stay happy and comfortable for longer.

The You & Me offers a choice of two carrying positions allowing the baby to face inward from birth and face out from 4 months up to a maximum child weight of 11kgs.The carrier is also well padded with adjustable seat height, meaning it can be tailored to offer the optimum position for both parent and baby. In addition it can be adjusted while being worn, simply and easily, to get correct support for wearer and baby.

Web: www.chicco.co.uk

Stokke TTTT

Tel: 01992 554045

The award winning Stokke MyCarrier grows with the child, without compromising on comfort and ergonomics for both baby and parent. The unique 3 in 1 carrier allows the parent to keep baby close from newborn stage through to toddler in a comforting familiar rhythm. For the newborn baby, the adjustable seating position supports the bottom, thighs and pelvis using the healthy, natural wide “Happy Hips” position when in parent facing position. In one easy step, the harness can be adjusted to a narrower leg position when baby wants to face the outside world. From approximately 12 months Stokke MyCarrier can be used on the back where an older baby is then again seated in the “Happy Hips” position. The creative design allows baby to be fastened in the carrier before the parent puts it on thus making it a safe and comfortable solution. Made from organic textiles and available in six colours including brand new deep blue and black.

Also new to the range is the MyCarrier Cool which uses the same breathable mesh technology used for many types of sportswear. Breathable textiles allow better airflow for cooling and transporting moisture away from the body. This helps both parent and baby to stay comfortably close.

Email: graham@closeparent.com

Tel: 0049 7031 611580

Tel: 01803 782 959 Web: www.slumber-roo.co.uk

Close Parent WWWW Caboo: (urban definition: to be close to someone) is the UK’s premier soft carrier…Close think that it’s the perfect way to bond with your little one from day one and provides a gentle introduction to the busy world around them.

Now with three carriers in the range, parents can choose the carrier that best suits their lifestyle, needs and pocket. Our tried and tested Caboo system has set the benchmark for soft carrying, it goes on quickly and easily over the head and will adjust to fit you and baby exactly with very little effort thanks to our unique ring system.

Caboo + organic (RRP £59.99) is our original carrier, recent Gold winner of Best Ethical Product in the 2014 Loved by Parents Awards, it gives you the luxury of beautifully soft organic material next to your little one.

Caboo DX (RRP £84.99) is the daddy of soft carriers...this great hybrid offers all the same closeness as our tried and tested +organic but with some urban styling, modern materials and oodles of structured support for both you and baby.

Caboo NCT (£44.99) is the result of Close and NCT working together, inspired by the shared desire to make easy, intuitive, soft carrying accessible to every new parent. With some new modern materials and a flexible ‘light’ design.

nursery today 19

Focus Sun, Focus Sand Carriers & Sea

Cheeky Rascals - Manduca XXXX

BabaSlings theBabaSling is an eminently stylish and practical hammock style sling that allows parents to wear their baby from birth to two years in five different positions, including two for discreet breastfeeding.

It is an incredible product for any parent who wants to reap the benefits of babywearing and keep baby close.

Great care has been taken to ensure that theBabaSling is very comfortable for both baby and parent. The sling’s Unique Adjustment System (UAS) makes it quick and easy to resize for any member of the family, while the safety buckling system makes it easy to take off without disturbing a sleeping baby. The railings and shoulder straps have a thick cushion to provide extra support and comfort for parent and baby.

Not only is it very practical, theBabaSling looks great on Mum or Dad and is available in a fantastic selection of colours and patterns, so there truly is a sling to suit every family. The team at BabaSlings Ltd. have some very exciting developments in the pipeline. Make sure to visit their stand at Kind +Jugend (Hall 11.1 Aisle A, Stand 050) in September where all will be revealed! BabaSlings Ltd. are yet again going to change the face of babywearing!

Manduca has launched its first stretchy sling. Available in eight colours, the sling is made from high quality jersey, which is supportive and suitable from newborn age.

It is longer in length than many comparable products, which makes it great for sharing as it will easily accommodate all shapes and sizes. For added strength and support, the sling is finished with a stylish overlocking stitch in a contrasting colour.

RRP £54.99 Manduca Limited Edition True Diamond and True Emerald are two new Limited Edition 3-in-1 carriers that feature an attractive geometric print. True Diamond is a muted grey and white finish and True Emerald is a mid grey colour with a green pattern.

RRP £120 Blackline Special Edition Lovin Lilac is a new version of the ever popular Special Edition carrier. Made in black with a Lilack piping finish, this carrier also included free Fumbees for protecting the straps from dribbles and chews!

RRP £120.

Tel: 0800 310 1547

Tel: 01730 895761

Web: www.thebabasling.com

Web: www.cheekyrascals.co.uk

Product Profile

MaByLand takes onboard customer feedback MaByLand is renowned for their multi-award winning baby carriers that offer simplicity, comfort and style for modern parents.

Building upon the success of their award winning range and taking on board all customer feedback throughout the last few years, they are now expanding their carrier range by adding extra features, whilst keeping them at the same price or lower; delivering excellent value, making them an irresistible buy.

What makes their Trek Snuggle Carrier successful and a best seller are the simplicity and great value, being the only brand offering a free soft blanket and large storage pocket. The new Snuggle Comfort carrier retains all of the existing features with three additional perks, an adjustable cross buckle on the back to fit all size of parents, the carrier can be used longer until 18 months with an extendable leg/thigh room for baby and an additional waist belt to increase support for parents’ comfort.

The popularity of the stylish Luxury Comfort Carrier has been confirmed with a recent siting of celebrity Peter Andre enjoying the added features. Using the same 20 nursery today

fabric and print, the new Luxury Duo carrier will be MaByLand’s first carrier that offers a back position, distributing the child’s weight evenly for parents’ comfort when they are one year or above.

Further to these additional features, MaByLand will also rebrand their packaging box design to offer a fresher and distinctive look for retailers’ shop floors, drawing attention from their customers. To view their new range, be sure to visit them at the Kind & Jugend Nursery fair this coming September where they will be launched!

Contact: Email: enquiries@mabyland.com Tel: 0208 879 0080 Web: www.mabyland.com

Choose a Carrier that's Right for You!

Every mum is different, that's why we make a collection of carriers & wraps featuring different fits, fashions and function

gaga over this fresh new collection Mums will Go gogaga of fashion forward, functional toys!

Now you can create fresh, personalised baby foods in a snap and take them anywhere!

Unique textures, wood and latex materials create a strong visual at retail, so you can’t help but touch, try and buy.

Our new Fresh Squeezed feeding line is the simplest way to create, store and serve your own delicious baby food.

See these and other great new products at Infantino in Hall 11.1, Booth G31

Focus Sun, Focus Sand Carriers & Sea

BABYBJÖRN WWWW For more than fifty years BABYBJÖRN has been developing products for families, and understands that simplicity is all-important.

With the launch of this year’s baby carrier, the Baby Carrier We, BabyBjörn are taking the next step in meeting the needs of parents’ for their baby carrier. The BabyBjörn Baby Carrier We is one of a “new generation of baby carriers” designed by the family-owned Swedish company, that pioneed babywearing in the 60’s. The We is suitable from birth all the way to three years old, with carry your baby on your front close to your heart, and when they are one year old you can carry them on your back , turning the carrier with one simple movement.

With the BabyBjörn We, you are guaranteed: Ergonomic baby carrier offering maximum comfort – adjustable with padded shoulder straps and waist belt.

Three front and back carrying positions (special inward-facing option for newborns) Long usage time, from birth to 3 years with support for the child’s head, back and hips.

“Today’s parents have an active lifestyle and a baby carrier needs to be practical and fit into all parts of family life. It should be just as easy to put on and wear at home in the middle of the night, as it is in a queue at the airport,” says Björn Jakobson, founder and CEO of BabyBjörn.

Tel: 0844 8154813 Web:www.babybjorn.co.uk

Clippasafe XXXX The Carramio, from child safety experts Clippasafe, comes with clear instructions, making it easy to use. It’s been specially developed to provide proper support for the baby’s spine and hips and the padded headrest provides support for the baby’s head and neck. New born babies should face inwards, but once the baby has developed good head control and can sit up, usually around five to six months; they can then turn outwards enabling them to take in their surroundings.

The lightweight, soft fabric lining of the Carramio helps keep the baby cool and contented. Its padded leg holes are loose enough not to constrict the baby’s thighs.

Wide padded straps provide extra comfort and the integrated lumbar support ensures an even distribution of weight across the wearer’s body. A detachable, machine washable dribble-bib keeps both baby and wearer dry, with extra packs of two bibs available to purchase if needed.

Suitable for babies weighing 3.5kg to 9kg (approximately 7lbs 11oz to 19lbs 13oz), the Clippasafe Carramio meets British and European safety standards and is available in black and oatmeal. It retails at £29.99

Tel: 0115 921 1899 Web: www.clippasafe.co.uk

22 nursery today

JJ Cole XXXX The JJ Cole Bundleme collection is ideal for keeping baby comfortable and snug when you’re out and about, whatever the weather. It is designed for use with any buggy or car seat, with handy slots for the straps to keep baby secure.

It has a plush inner shearling for warmth and a soft outer cover and is available in two sizes – infant and toddler.

New in this range for A/W is the Urban Bundleme Neptune , which has a wind and water-resistant quilted cover. All Bundleme items are fully machine-washable.

RRP £54.99

Tel: 0208 7227300 Web: www.tomy.co.uk

The Red Kite Baby Company XXXX The 3 way and 4 way carriers from The Red Kite Baby Company have always been a popular product and the reason why is no secret.

Both are multi-position carriers that are fully washable and provides excellent lumbar support.

Also featured are adjustable padded shoulder straps and easy side opening for convenient access. The 4 way carrier is a fantastic multi-functional all weather carrier that provides extra protection in wet and cold weather with the included multi weather cover. The cover goes over the baby to keep them nice and warm during cold spells. The 3 way and 4 way baby carrier provides a choice of different positions to carry your baby, forward, rear facing , parents back position.

The 4 way carrier in particular includes a further option for a nursing positions which is perfect for breastfeeding. Red Kite’s baby carriers make travelling with baby, safe, easy and comfortable.

Web: www.redkitebaby. com

GO FAR, STAY CLOSE. Ergobaby’s award-winning ergonomic design evenly distributes baby’s weight between your shoulders and hips, letting you enjoy life’s adventures in true comfort.

View more styles and designs at www.ergobaby.co.uk

COMPLETE

WWW.LILLEBABY.CO.UK

NOW AVAILABLE IN UK 02830 848 020 trade@lillebaby.co.uk

FocusFocus Sun, LittleLife Sand & Sea

LittleLife will extend its multi-award winning child carrier range for 2015 with the introduction of the versatile, new Adventurer carrier. A ‘pick up and go’ model developed with urban trips, walks in the park and travelling in mind, the Adventurer weighs just 1.9kg and has a compact design that is easy to store.

Family adventures are easy with LittleLife

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he lightweight carrier offers no compromise in terms of comfort for either parent or child. A fully-adjustable backsystem ensures optimum carrying comfort while padded shoulder straps and a pivoting hip belt help guarantee the carrier’s weight is evenly distributed.

Children can sit comfortably inside the Adventurer’s anatomically shaped child seating area complete with LittleLife’s patented X-Buckle harness and a soft printed face pad.

LittleLife’s unique Anchor Point enables parents to hold the carrier securely while loading their child and a practical kick-out stand provides extra stability. Once the little one is safely strapped in, top grab handles ensure putting on the carrier quick and easy.

The new Adventurer’s kick out leg design also offers the additional benefit of folding flat when not in use, ideal when space is at a premium. A large pocket in the carrier’s base easily accommodates all of a family’s day to day essentials and can be quickly accessed without disturbing the carrier’s occupant.

Perfect for longer walks or when tackling more difficult terrain, LittleLife’s top of the range All Terrain S2 carrier continues to

24 nursery today

prove a popular choice amongst outdoorsy families. Awarded a Mother & Baby Gold Rosette shortly after its launch, the fullyfeatured model has been designed to offer maximum functionality and performance.

An advanced, fully adjustable mesh backsystem and pivoting hip belt promise maximum carrying comfort, while the carrier’s anatomically shaped child seat complete with LittleLife’s patented X-Buckle harness guarantees a comfortable ride for the passenger.

A removable daysack and large base pocket provide ample room for extra layers or accessories and Hypalon® toy loops are ideal for keeping children entertained while inside the All Terrain S2. In addition to LittleLife’s signature Anchor Point and optimally positioned grab handles, a whole host of outdoors-inspired features such as a stretch pocket bottle, hydration system compatibility and a durable Vibram® rubber base, all add to the carrier’s technical credentials. Rain and sun are no match for the All Terrain S2 either thanks to the carriers convenient Easy-Pull Sun Shade and detachable Rain Cover.

LittleLife’s complete 2015 carrier collection will be displayed at Kind + Jugend or email sales@lifemarque.co.uk to find out more.

www.littlelife.co.uk

Trust your own precious cargo to the logistics experts

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Special Feature Nigel Plested

Carry on carrying!

By: Nigel Plested

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Nigel Plested is a designer and a creative director.

He is the founder of narrative studio, a strategic design business, which brings together a specialist and experienced team of designers with a rich expertise in new family culture, parenthood, and babyhood; creating award winning products and brands.

Prior to setting up the business Nigel was on the board of directors at Mamas & Papas, and alongside narrative, he now writes and lectures on the subject of parenting and product culture. Nigel can be contacted through the company website www. narrativestudio.com or he can be found on LinkedIn.

26 nursery today

e have had mixed fortunes with baby carriers over the years. We have used them quite extensively, and doing the job that I do, it has meant that we have tried more models than most. Charlie, our first child was happy in a carrier, and we tried a good few different models and types, but he quickly outgrew our physical ability to haul him around. Our second child was bigger still (a lot bigger,) so big that trying to carry him became impossible from early on and not only that, George disliked them so much that we avoided the temptation to try and carry him at all costs. Then we had number three, and Ted absolutely loves being in a carrier or sling. He is smaller and lighter, and all of a sudden we are carrying again with confidence.

It made me realise at first hand, that many of the governing factors in carrying are over and above the design, the function or the fit of the product. Instead the hurdles can be multi faceted and range from confidence to wear (especially if those first wearing experiences were overwhelmingly fraught) or the physical match between adult, carrier and baby. It reminds me that although we can design smart, technically intelligent and well constructed baby carriers, what we are unable to do is design the users from a physical or emotional point of view. We can’t design the perfect baby, or the perfect adult to tailor the designs around.

I remember when I was at university and sat in a lecture hall listening to a talk on human factors & anthropometry. For those of you who are new to the word, it simply means body sizes. The guy who was talking worked in the automotive industry and he was frustrated that the car brands of the early 1990’s were still using flawed approaches to designing car seats and cabins. The rule of thumb, and common approach at the end of the 20th century was to design around a 5th, a 50th and a 95th percentile male and female

ergonome. Well that seems to make So when designing a baby carrier, sense. A person who has all their physical this complexity is then multiplied by two, criteria set out at the lowest 5 percent of married with the reality that babies are not body sizes (arm reach, head circumference, all born at just over 7lbs, and neither can buttock to popliteal (bum to back of the they all be categorised as small; they too knee to you and me…) surely represents also come in many shapes and sizes, from all the small people in the world, and one large and heavy heads and skull structures that is 50th must represent the all the to long, thin and gangly. average people, and one at 95th to represent all the The knock on effect is that a global but local really big people.

But what we find in marketplace has meant that baby carrier brands reality is that these body are no longer trying to innovate by fitting more “standards” just do not exist people, body sizes or adjustability. Instead they in the real world. Take me for are creating new types of carrier, simplicity over example, at 5ft 8 (ish) I was technicality or more specific agendas to market always going to fail in my rather than “best fit” ambition to play rugby at a professional level. Yet, when I sit in a car you would think I was bigger It seems as I write this that I am writing than I am, with my head invariably rubbing a case study or excuse for the ‘hit and miss’ on the roof fabric, and yet my seat is quite success or failure rates of baby carriers, but close to the pedals. In real anthropometric this is not the case. There are admittedly terms I have an 88th percentile torso length, poorly designed carriers in the marketplace and I have just a 32nd percentile leg length like any other product, but many more (And no, I am not bad at maths – it does wonderfully considered and constructed not need to add up to 100). In real terms, products that work extremely well. What I am a tall man perched on the legs of a there isn’t, is a perfect fit or feel for every much smaller individual, and before you mum, dad and baby. Instead I am trying all begin to ridicule my physical makeup, to highlight the complexities in designing you will probably find that your own a baby carrier and also acknowledge that anthropometric equilibrium is similarly it is this unpredictability that has in turn mismatched. The outcome of this is that spawned a revolution in carriers during the although these body sizes provide a “range” last 5 years, so much so that both Kind & for which we can design within, they do Jugend and ABC last year were awash with not cater for actual physical difference and new entrants to the market. the relationships, between large and small, So why so many new entrants into a wide and thin, or this point and that point. category where the complexities to meet That one Thursday morning in that everyone’s need, fit and frame are so one university has lived with me for the complex? rest of my professional practice. Not Well I think it is down to several because I was used an as human guinea factors, which are empowering businesses pig and measured in front of 200 hungand brands to make a foray into the over students, but because it is a constant marketplace. They are being forced to reminder that there is far more variation in innovate beyond fit, and work harder designing for people than you would ever to counterbalance the inherent flaws in assume. making them fit large physical ranges.

www.obaby.co.uk 0845 078 0290 www.o

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®

The Chase seat unit is suitable from 6 months to 15kg which is both forward and rear facing. You can also make it suitable from birth by adding the carrycot which is suitable up to 6 months or the Group 0+ car seat to turn your pushchair into a travel system.

Not only is the Chase versatile as it accommodates the carrycot, seat unit and car seat but you also have the option of an Isofix car seat base too.

The Chase comes in a stylish chrome look, aluminium chassis. The chassis is one of the most up to date on the market today. It folds neatly and compactly and then goes back up using an ingenious pneumatic system.

$n 2ptional &ar Seat can be ɏtted, or you can use the Maxi Cosi adaptors that are included with the stroller making the Chase a complete travel system!

It’s now available in Fresh ZigZag Lime or Zesty ZigZag Orange

The Chase is available in a three wheeled chassis, which folds nice and compact and opens quickly using an ingenious pneumatic system. For total piece of mind the Chase comes as standard with a full 5 Year Extended Guarantee.

of environmentally and emotionally aware parents at one end, and physically aware and active parents at the other. They provide a wonderfully intelligent, flexible and dynamic alternative to strollers, and empowered parents to get out and maintain a manoeuvrability that unrestricted by the inclusion of baby.

The emotional opportunity to bond has played a significant part in underlining the central narrative that runs through baby carriers and their benefits above and beyond transportation. This is an international story, and one that translates into every culture, society and demographic.

Finally the last influence in this wave of innovation is related to the low thresholds governing the entry to market in relation to mid to high price points. As we have already established, they are difficult products to perfect, but at the same time an easy product to develop to market without the challenge of large tooling costs, and obstructive budgets. Carriers are usually defined by textile technologies and fabrication, rather than the intensive costs of mass manufacturing processes; where unit costs might be low but order quantities are high.

This climate of choice and stretch, innovation and new materials is set to continue. With more developing countries growing in terms of market and populace, and with the real barriers to entry shrinking, we will see more and more brands look towards this category as a an area of incremental opportunity. Such competition is good for retailers, consumers and the brands themselves, as many start to look towards a category becoming more about personal carrying experiences and expectations and less about popular fit.

The Chase is the dynamic and exciting future of the Pram & Seat Unit.

I think that the initial impetus is that the world really has started to shrink, and brands can both market and distribute themselves far wider than ever before. This is not a theory, or a trend, nor is it a prediction. Instead brands are now crossing the Atlantic with ease, in both directions. New markets are embracing this category, from China to India, and the potential market has grown beyond territories, and language barriers. Baby carriers have had a mini global revolution and become a serious alternative and partner to infant car seats, travel systems and buggies.

The knock on effect is that a global but local marketplace has meant that baby carrier brands are no longer trying to innovate by fitting more people, body sizes or adjustability.

Instead they are creating new types of carrier, simplicity over technicality or more specific agendas to market rather than “best fit”. This can be seen in two clear ways. The emergence of “Hybrid”, carriers has been rapid. In just 24 months both sling brands and active carrier brands have looked at the space in between them, sat at polar opposite ends of the same category, they have both moved into this space as a new opportunity to bridge the simplicity of slings with the fit and feel of active products. The other innovation thread is being driven by material properties and performance criteria, seen in the inclusion of Nasa fabrics through to new laminated processes and welded fabric technologies.

Thirdly this is a category that has seen an uplift, and exponential growth, not just because of new markets, but rather in tougher economic times baby carriers began to resonate in a different way. They stepped out of the shadows and stretched their appeal beyond that

Back with your Future We’ve seen the future and it’s beautiful. In a ground-breaking experiment, Cosatto the brand on a mission to Save the World from Boring Baby Stuff, have crossed the space-time continuum to bring back design scoops to make you woop. On returning, they channelled that future fabulousness into their AW14 collection.

You read it here first.

Go see for yourself. Find your future fly-out stuff in Koln. Cosatto will be landing at the Kind und Jugend show, hall 11.1 stand A040 from 11th – 14th September. They’re dancing to meet you. Just follow the bright and you’ll be right.

Cosatto have Done it Again With a new range that rocks, Cosatto - the mavericks of the nursery industry, want to take you with them on their mission. Don your sunnies and check out the extraordinary new pushchairs, highchairs, car seats and furniture flying out of stores and up wish lists everywhere.

Cosatto Fever A new Cosatto range is always a blast and they’ve really outdone the crazy with these must-haves. From new highchairs fresh out the kitchen to a host of new Giggle travel systems, from new category car seat to the ever-so exquisite new Ooba 3 in 1 colourway for little ladies – AW14 is bursting out all over. Get your sales bursting into the new season with these future faves.

A Fresh Gaggle of Giggles Giggle, the “pram with a plan” has hatched out big plans this season - big patterned plans. The travel system that brings everything parents need from day one is constantly evolving and taking influences from upcoming trends. From colour-block lines flowing off the fabric to oversized dots, new Giggle is bringing even more choice for the self-expressive stylista this season. Reports are coming in of some mums owning as many as 20 pushchairs - nowadays choosing a pushchair, “like they choose a handbag”. From the street-wise New Wave to the Parisian pavement pleaser Oh La La!, there’s a Giggle for every style-savvy family unit. It’s all about choice and parents are demanding more and more personalisation. Giggles are the vehicles of self-expression du jour. It’s a statement thing.

With a wider choice, parents are connecting with their own chosen Giggle early in the purchase process. Seeing themselves reflected in a particular design is proving addictive. With so many looks and so little time, busy mums are loving Cosatto’s great sales assets such as the Giggle Pattern Picker which has been a real catalyst in Cosatto conversions.

Welcome to the New Wave Cosatto’s head-turning Giggle New Wave travel system has cleared a space on the dancefloor and parents are agog. New Wave is set to ride out of stores double quick.

From the moment you step out the door, New Wave leaves stripes wherever you roll.

Go faster-stripes become go-bendier stripes in orange, blue, yellow and white against scribble grey – all on a glossy pale blue chassis. Get on the New Wave wavelength.

Giggle New Wave keeps b-boys and b-girls snug in the handiest and most thoughtful way. There’s a cool co-ordinating changing bag for their kit and the odd mixtape.

Trendsetting parents can make tracks to your store and drive a new wave of sales.

Follow the stripes into supersonic sales. Ring: 0800 014 9252

News Flash: The Bow is Back Big news. The bow is back and this time it’s patently Parisian.

Dancing joyfully in the tracks of Cosatto’s beloved Golightly comes their new Oh La La! design. Swapping monochrome stripes for outsized polkadots, both the Giggle travel system and Yo! pushchair are decked out in the red patent bow that has given rise to ‘sneak-peek’ swoons. Golightly has done a red-carpet pirouette and come out all continental for parents with je ne sais quoi. Already an in-demand diva, new Oh La La! is poised to outdo Golightly. Whether Golightly will surrender her stardom easily remains to be seen. Get ready for changing bags at dawn… and soaring sales in your store.

28 nursery today

Their Wish is Cosatto’s Command Keep flying high with the brand that doesn’t stand still. Not just with their trendsetting designs, but with state-of-the-art solutions. Cosatto bring the quality, technology and experience to the party. Listening to customer feedback constantly, they branch out into new product developments and categories. AW14 sees the award-winning nursery brand diversify further into the 0+/1 car seat arena. Cosatto are always bringing something new.

Have you Heard the Hootle?

Parents asked. Cosatto delivered a Group 0+/1 car seat. Bringing 2 stages in one, Hootle 0+/1 car seat gives tiny travellers rearward-facing protection all the way up to 13kg.

Safety-obsessed Cosatto are meanies to their car seats, putting them through way more gruelling punishment than standard requirements before they give them the green light. They ensure their stuff exceeds EU standards by miles; then add in their own wear and durability testing too. Basically, if a test doesn’t exist, Cosatto invent it. Hootle car seat is no exception. Thanks to this tough love, Hootle’s a real tough transformer.

Initially rear-facing, then front-facing, helpful Hootle has a one-handed multi-recline for the quickest route to snooze, pop-off washable covers, newborn nest and Group 1 squidgy liner. With all the comforts of a 0+ car seat, Hootle is all about the best fit for both stages. No initial need to buy separates with Hootle. This burly bodyguard is stacked with squidgy extras. Parents are demanding gear-shifting pattern from day dot. With Hootle you’re on it.

Coming in two flavours, these in-car cuddles have been causing love at first sight with their traffic-stopping pattern. C-Rex is the cosy cubbyhole with crazy dinos dancing. Poppidelic blooms around parents’ little petal. These tough guys bring the bright to the car seat world.

Honk for your Hootles: 0800 014 9252

Freshly-Squeezed Spinners Give Cosatto oranges - they make a statement supper spinner. 3sixti² highchair, the mighty kitchen icon, is back again by popular demand in 3 new high-fashion flavours - Orange Squash, Strudel and Macaroon. However tots take their tea, there’s a trendsetting spinner to suit.

3sixti² is the easy-wean, easy-clean highchair all other highchairs look up to, bringing an instant makeover for the design-conscious household. This intuitive icon brings mealtime bonding magic too; revolving so little’uns can communicate with parents wherever they are in the room. The up-to-table mode means they can also join the dinner debates.

With an appetite for adjusting, 3sixti² makes life easy with the feeding features of the future. Features such as multiple height smooth gas lift and 6 position swivel el minimise stretching and bending for grown-ups when mini-mouths are on the move. With a 3 position seat recline for after-dinner chill and adjustable 2 part tray for mid-dinner spill, 3sixti² makes weaning a breeze.

The removable, padded wipe-clean cushioning and easy-wash pop-off trays ensure sparkle no matter the splatter.

This sociable spinner is a friendly, intuitive, easy-wean,, easy-clean magician – and a real lunchtime looker.

Bring on mealtime bonding and high dining with 3sixti² - spinning out of your store 365.

This is just a taster of the full AW14 menu.

Find the whole banquet of bright for design-hungry parents at www.cosatto.com Get involved where your customers hang out at www.clubcosatto/facebook.com Get your order in quick for the eye-popping collection you need in your store 0800 014 9252 nursery today 29

Focus Feeding & Accessories

£1 out of every £5 is spent on a feeding item The Feeding category constitutes of Baby and Toddler feeding items including Bottle and Breast Feeding, Tableware, Highchairs and Bibs. Research suggests that in Value terms, Feeding products are the fastest growing category in the nursery sector over the last 12 months with Bibs & Breast Feeding leading the growth.

W

hile breastfeeding is widely advocated within the UK, unfortunately this isn’t always possible for some Mums.

So companies work hard to come up with feeding options and products that provide both mum’s and babies with a pleasurable bonding experience, as close to the act of breastfeeding as possible. From the shape of the bottle and even the teat through to the convenience of repeated use are all important factors that Mum’s will be looking out for, not to mention easy to keep clean and where possible, as with everything these days, design and style play and important part.

Chris Clarke, Marketing Manager of Babycare and Healthcare at NUK says: “There are so many things to think about as a new parent, feeding is top of that list but unfortunately it’s not always that straightforward. It is widely communicated that breastfeeding is best for baby, which is of course true but unfortunately not all mothers can achieve successful, pain-free breastfeeding, all of the time.”

“However help is at hand!” Chris continues, “The NUK First Choice+ Teat, was designed to mimic the shape of a mother’s nipple during breastfeeding, its shape combined with extremely soft silicone makes it the next best thing to the real thing and clinical testing has proved that with a NUK Teat mothers can easily alternate between breast and bottle feeding. So now there is backup plan for those situations when breastfeeding isn’t possible. And because NUK Teats are orthodontic, parents can be rest assured that they promote the healthy development of the teeth and jaw in the same way as breastfeeding.”

It seems across the board that there is a strong ambition amongst companies to help Mum’s choose a bottle that imitates the breast as best as possible. Matthew Wilson, Marketing Director EMEA at Munchkin reveals that they have tried to create a bottle that enables a Mum to be able to swap between the two, if possible, making the transition as smooth as possible.

Matthew comments: “Our company aim is to create products that make parents’ lives easier. Our company ethos is ‘it’s the little things’ and it’s those extra details that are important when creating a product. We also make sure that we put time and research into a product before bringing it to market. The LATCH system took three years to develop and throughout that time we were working alongside Lactation Consultants, Midwives, Health Care Specialists and a panel of Experienced Mums to make sure that the product met their needs and specifications. The end result is a bottle that can be introduced into a mother’s breastfeeding routine which can ultimately help her achieve her feeding goals.”

“The LATCH bottle range is a bottle that truly functions in the same way a breast does,” continues Matthew, “so there is an easy transition between breast and bottle and back again.

This, combined with the unique anti-colic valve and design within our bottles, offers a winning solution to issues faced by some parents when choosing a bottle feeding system.”

30 nursery today

But as mentioned earlier, it’s not just about the design of the product when it comes to convenience and function, but also style. The Boon feeding range by Tomy makes feeding time fun with a wide range of colours and textures, keeping children’s interest as they move onto feeding themselves.

Janice Cleary Head of EU Marketing Communications at Tomy says: “The Boon feeding range continues to set new standards with its premium contemporary baby and toddler products that align both form and function. Designed to make toddler feeding as stress-free as possible, the range really addresses the issues that parents come across on a daily basis such as keeping food in the bowl and the plate on the table.

“Brightly coloured utensils assist toddlers as they move to self-feeding, the Benders range for example can be positioned to accommodate any grip in any direction, perfect for small hands to hold. The items are all easy to clean and they look great too. Boon continue to move with the times, researching new trends and the key needs of parents which enables them to offer products which are both relevant and on trend.”

And it’s not just about breastfeeding either, as children get older high chairs become a leading category and money maker within the nursery market. In fact, according to data supplied by Gfk, the total Highchairs market was worth just over £25 million in 2013 with over 650k units being sold across the UK market. Highchairs continue to grow in 2014 as volume sales have continued to grow by 3.5 per cent in the first five months compared to 2013.

GfK spokesperson, Tullika Bhalla, comments: “As an integral part of any new parent’s dining arrangement, it is important for manufacturers to keep up with trends and refresh their ranges. 59 new Highchairs were introduced in the 12 months of 2013 whereas in the first five months in 2014 alone there have been 66 new items launched. The increase in items launched shows manufacturers current challenge to keep up with the constantly changing needs from customers.

“Value for money and functionality are the key features that parents seem to be looking for when it comes to their Highchairs purchases,” continues Tullika, “One of two highchairs sold in the last 5 months has been in the £20-£50 range. At present, this is the only price range which has a growing share. Well designed, robust highchairs seem to be the order of the day.”

We also wanted to talk to an independent retailer to find out what their experience of consumers coming in and asking for advice is. What is most popular amongst the parents who purchase high chairs?

Interestingly midwife and retailer Becky Elliott at Bababoom.co.uk comments: “Our Stokke Trip Trap high chair has to be one of our most popular products, what other highchair gives a 7 year warranty and is designed to last your child a lifetime? This is definitely an appealing factor.”

For more information about Gfk, contact: Tullika.bhalla@ gfk.com

LittleLife LittleLife has meal times taken care of with its new range of Animal Lunch Packs and matching Water Bottles.

The Animal Lunch Packs feature a spacious, insulated interior that has plenty of space for keeping sandwiches and snacks pleasantly chilled throughout the day. Making it easy to quickly deal with any mess or spills, each Lunch Pack is lined with a hygienic, wipe-clean fabric that helps to ensure it remains clean and fresh. A name and address label at the back helps avoid confusion and prevents the lunch pack from going astray. For parental peace of mind, the Animal Lunch Packs are 100% free from BPA, Phthalate and PVC fabrics.

To complement the cute and practical Animal Lunch Packs, LittleLife will also introduce matching Tritan Bottles. A durable and impact resistant material that doesn’t retain tastes or odours, Tritan is an ideal choice for kids’ water bottles. Finished with a tactile, rubberised hand-feel that’s comfortable for children to hold, each bottle also includes a handy wrist strap. To ensure it is easy for children to drink from without spilling, the new bottle’s robust, leak-proof lid has a handy pop-up drinking spout.

Email: sales@lifemarque. co.uk

Further information at http://www.nuk.de/de_en/about-nuk/nuk-medical.html

and bottle feeding. Moral et al. BMC Pediatrics 2010, 10:6.

*Clinically Proven: For an optimal combination of breast

Worcester, WR4 9ZS. NUK is a registered trademark of MAPA GmbH/Germany

NUK is distributed in the UK by Mapa Spontex Ltd., Berkeley Business Park, Wainwright Road,

You accepted it immediately.

NEW NEW NUK First Choice+ Teats – The next best thing to the real thing Mother Nature sets the best example. That is why the NUK First Choice+ Teat replicates a mother’s nipple while breastfeeding. It’s shape combined with an extremely soft silicone tip that Ĵts a baby’s mouth perfectly maNes it the next best thing to the real thing.

Clinical testing proved that with a NUK Teat mothers can easily alternate between breast and bottle feeding*. First Choice+ Teats also feature an improved vent to ensure a natural Äľow of liTuid and a reduced risN of colic.

To Ä´nd out more please visit www.nuN.co.uN Ä´rst choice plus or contact mail#nuNbaby.co.uN

NUK. Understanding Life.

Focus Feeding & Accessories

Baby Brands WWWW Baby’s first forays into the world of new food is an exciting milestone but can also be daunting.

Baby Brands Direct has a fantastic selection of feeding essentials that help to make the process as smooth as possible. From easy to hold cutlery and catch it all bibs, their feeding range is colourful, fun and helps to make mealtimes stress free! Included in the range is Beaba’s Babycook, a unique, trendy appliance that steams, blends, warms and defrosts homemade baby food, allowing children to enjoy fresh, healthy food. The wholesaler also has a huge variety of Munchkin weaning essentials from spoons that are soft on baby’s gums and dining sets decorated with Disney characters.

As a leading wholesaler, they also have a varied range full of truly sensational innovations such as Tommee Tippee Exlora Sippy cups that assist children with first time drinking and unique Aeroplane spoons.

Baby Brands Direct is a key distributor of award winning products to retailers in the nursery, pharmacy and gift industry. To access some of the most trusted and best brands, simply register online at www.babybrandsdirect.co.uk. You’ll receive exceptional service, an easy buying experience and next day delivery with minimum carriage paid orders at £200.

Tel: 0845 370 8370 Web: www.babybrandsdirect.co.uk

Tel: 01293 774924 Web: www.maguari.com

Summer Infant – Born Free TTTT

Pocket Snack is a colourful and fun travel high chair that offers the perfect practical solution to enable children to eat with their parents.

Feeding your child is one of the most precious moments you will share on a daily basis, a time to connect, a time of peace…and for the times when it isn’t as calm there’s Born Free!

Born Free were the first feeding brand to produce BPA free bottles and incorporate the ActiveFlow venting system, clinically designed to reduce colic symptoms. These advantages stem across all of Born Free feeding products including training, drinking and straw Cups, and both the glass and classic bottles. Feeding will always mean a mess to clear up afterwards, and there is no easier way than with Born Free’s range of accessories. Included in the range are great items like the Tru-clean Sponge bottle cleaning system with integrated teat cleaner, soft silicone or gum brush teethers, nighty night nursing lights, feeding pillows, microwave steriliser, formula dispenser, multi-level teats, 2 pack venting system, deco bottle gift set which represents amazing value for money. For all the toddlers out there Born Free also range training cups and drinking cups which also come with the Active Flow system for easy transition. Head over to www.babybornfree.co.uk for the full range.

The Pocket Snack is extremely versatile with a removable and adjustable tray making the seat suitable for children from 6 months through to 3 years. It also boasts an adjustable height and tray including an option to fully remove the tray ensuring that whether you are having an evening at a restaurant or a dinner in with friends your baby can comfortably join you at the table.

Practical The seat is both light, weighing 2kg, and compact measuring 32cm x 36cm x 11cm when folded.

In addition when folded it can be carried by the handle on the seat or the safety belts double up as a shoulder strap making it easy and seamless to carry around.

Safe You can always be reassured that your child is safe and secure thanks to the bottom and rear belts that anchor it to the chair. The 4 anti-slip rubber feet keep the chair securely in place. The chair also boasts a 3 point safety harness to keep your child safe and comfortable throughout their meal, so you can enjoy yours know that they are out of harm’s way.

Stylish Pocket Snack comes in 2 bright stylish colours (orange and green) and has aesthetic graphic details on the backrest, which features spoons and forks to compliment the theme of eating and snacking. The tray also features fun cutlery and plate shapes, as well as the rear side of the back rest, making the chair even more engaging to look at and help your little one understand more about mealtime.

32 nursery today

Maguari’s range of high quality feeding equipment continues to grow with the addition of the Skip Hop Zoo Sandwich & Snack Bag Set. Ideal for transporting lunches and snacks when on the go, the Snack Bag Set consists of two reusable pouches in two different sizes; the sandwich pouch is ideal for snack lunches, while the snack pouch makes snacking simple in the park or playground, at preschool, or on long journeys. The snack pouch stands up on its own and includes a slide-through handle that’s sized just right for little hands. Both of the Snack Pack pouches have food-safe, water resistant interiors and zip tops to control spills. The Sets come in two of the popular, friendly-faced Skip Hop Zoo designs, Owl or Monkey and coordinate with the rest of Maguari’s comprehensive Skip Hop Zoo feeding range. For example, the Zoo Straw Bottle is a handy spill proof drinks bottle that helps toddlers move on from sippy cups; the Zootensils encourage little ones to start feeding themselves with a toddlersized spoon and fork in each set; the Zoo Tabletop Collection gives children their very own special plate and bowl featuring their favourite animal, while the lightweight, water-resistant Zoo Bibs are fun to wear and will help keep little ones clean at mealtimes.

Chicco WWWW Versatile

Web: www.chicco.co.uk

Maguari TTTT

Tel: 01442 505000 Web: www.summerinfant.com

Focus Feeding & Accessories

TOMY TTTT

Red Kite XXXX

Platter and Plate from Boon, are edgeless, non-skid plates, spot on for keeping both the food and the plate on the table, where it belongs. The slip resistant base and edgeless design make it difficult for the toddler to lift it from the table. Platter has four large divided sections for separating food items. Both designs come in a pack of three, in two colourways - blue/ green/orange or pink/purple/blue.

Platter RRP £11.99 Plate RRP £11.99

The Red Kite Baby Company have continued to add style and sophistication to their already popular range of Feed Me highchairs.

The Feed Me Deli Yummy is a fantastic unisex Hi-Lo chair that is sure to complement many interiors themes. Suitable from 6 months, the Feed Me Deli features a multi height adjustable seat, removable and washable tray with cup holder and a reclining seat for tired babies. The Deli is foldable for easy storage and features a fully padded seat with a practical wipe clean vinyl eliminating the stress from messy meal times.

Featuring alongside the Feed Me Deli, is the new Feed Me Ultimo in the ‘Polar’ colourway. The Ultimo is suitable from 6 months and features a reclining seat that includes 3 lie back positions. The Ultimo also includes a practical and handy storage basket as well as an easy compact fold system for space conscious people.

Tel: 0208 7227300 Web: www.tomy.co.uk

Web: www.redkitebaby.com

Fill n Squeeze TTTT Multi award winning Fill n Squeeze pouches are perfect for all ages for on-the-go pureed baby food to yoghurt in school lunch boxes.. It is a simple and cost effective food preparation system that offers parents the ultimate solution to provide their little ones with fresh and healthy food in an instant whether it is at home, or on the go. The complete system, which is 100% BPA free, is ideal for parents who want to prepare homemade, healthy food but without too much complication.

Parents using Fill’ n’ squeeze won’t need to worry about the extra cooking and will be able to incorporate preparation in two simple steps. Having prepared the family meal, pop it in the Fill n Squeeze jug, prepare it using the masher provided or a hand blender, fill the pouch, and then squeeze when the time is right! What’s even better is that the pouches can be washed and used time and time again, making this a much more cost effective option than buying pouches. Not only will parents know exactly what their child is eating, but they will be able to tailor the meals for little ones needs.

Pouches are freezable, microwavable and reusable. www.fillnsqueeze.co.uk. Made in the UK.

Tel: 07980 853446 Web: www.fillnsqueeze.co.uk

Ickle Bubba SSSS Ickle Bubba, the brand passionate about making high quality and stylish parenting products affordable, is delighted to unveil the Orb highchair. This unique highchair is not only contemporary in design, but packed full of enhanced features, which are sure to make the Orb a number one choice for families.

The Orb highchair has recently been quoted as one of the ‘six best new products for 2014’

by Prima Baby magazine and it is no surprise why. True to it’s name, the Orb provides easy access 360° seat rotation. This is sure to provide convenience whilst trying to get your little one to pay attention at mealtimes. Another handy feature parents will love is the tilt back mode, which has been designed to provide back support for babies from birth up to six months. It is also ideal for little ones that like to take a nap after their meal.

The Orb highchair is suitable from birth up to 17kg, which will last to approximately 3 years, making it a fantastic investment. Parents can choose a black or white base with a choice of six colour inserts including pink, yellow, lime, purple or red. What’s even better, the inserts are made from memory foam, making the Orb an extremely comfortable highchair.

The two piece fold function allows the highchair to become very compact so it is easy to store away or transport, which is perfect for smaller homes and trips to see the grandparents.

Tel: 01554 707022 Email: fran.vaughan@icklebubba.com

34 nursery today

EAT IT UP BENDERS

SQUIRT

We can feed you loads of reasons why Boon rocks at making feeding time easier. SQUIRT takes baby food, removes the jar and the mess, packs it into a single utensil and with one squeeze – boom! You get easy, one-handed feeding.

Or BENDERS that adapt to suit any feeding position so that food arrives at its intended destination. Hungry for more info? Your customers are!

To place your order now contact the TOMY Sales Department on ukcustomerservices@tomy.com or 01392 281928

Focus Feeding & Accessories

Cosatto WWWW Give Cosatto a blank canvas and they make a statement supper spinner. Meet Cosatto’s 3sixti2, the easy-wean, easy-clean highchair all other highchairs look up to.

Dinkies can dine high or low with the multiple-height smooth gas lift. The 6 position swivel gives an all-angles approach. These features minimise stretching and bending for mums and dads when mini-mouths are on the move. There’s a 3 position seat recline for relaxing after feeding, plus padded wipe-clean cushioning and easy-wash pop-off trays to help dislodge the splodge. 3sixti2 allows continuous bonding with parents wherever they are in the room. Pop off the trays for up-to-table mode and it’s a feast for all. 3sixti2 brings the breakfast bonding.

Meet Cosatto’s 3 sixti2 Orange Squash, new for AW14.

The mid-century super-colour, the happiest colour, the most sociable colour on the spectrum is squeezed through a future filter for this Cosatto refresh. Served with the delectable Cosatto FREE 4 Year Guarantee for timeless a-peel…what’s not to love?

Tel: 08000 149252

Great Gizmos XXXX The Bunnykins collection from Great Gizmos has a range of table accessories ideal for helping tiny tots feel like grown-ups at the dining table.

Ideal for everyday use, little ones will love mealtimes with the Bunnykins Three Piece Melamine Set that is available in pastel pink, baby blue or traditional red. Each set includes a plate, bowl and mug and are decorated with Royal Doulton’s beloved Bunnykins characters.

Enhancing the collection, the Bunnykins Feeding Bowl and Spoon and Spoon and Fork Set are classically decorated with bunnies, stars and hearts, ABC blocks as well as seasonal designs such as Easter eggs and Christmas holly.

Great Gizmos’ Bunnykins collection not only caters for little ones at dinner, but also offers a range of gifts perfect for a new baby. The Deluxe Silver Spoon is a beautiful christening gift that is presented in its very own gift box, plus the 5-Piece Dinner Set, complete with bib, beaker and tableware is a special touch to welcome any new baby.

Tel: 01293 543221 Email: enquiries@greatgizmos.co.uk

Web: www.cosatto.com

Joie TTTT

NUK TTTT

There is something in the Joie feeding range suitable for every lifestyle and our highchair choices grow with the child and offer unique features such as a one-handed fold and seven height adjustments so each parent can find the right one for them. The awardwinning Mimzy Snacker is designed and engineered to be sturdy yet simple to use, folding in a flash with the unique one hand fold located conveniently in the seat. It’s compact and ultralightweight making it the perfect travel partner with three seat recline positions, and the tray even stores on the back of the legs. For those searching for a seating solution that allows the child to eat at the dining table with the family then the Mimzy is an ideal choice. Featuring seven height adjustments and three recline and footrest positions, it allows the child to be in the perfect position, and with a frame that folds easily in one easy motion it’s the perfect partner for every stage of development. The smart finishing lets it slot easily into the most chic of homes and the integrated wheels and freestanding when folded position making it the ideal choice for even the smallest of spaces.

NUK gets even closer to Mother Nature with the launch of First Choice+ Teats.

Tel: 01889 808 900 Email: uksales@joiebaby. com

36 nursery today

Natural drinking.

The mouth plays a critical role in the overall development of a child; breathing, feeding, sensory perception all require perfect interaction between the jaw, palate, tongue and lips. Through breastfeeding this is practised from birth and now with the launch of First Choice+, NUK has developed a Teat that succeeds in getting even closer to the example set

by Mother Nature.

NUK First Choice+ Teats are modelled on a mother’s nipple during breastfeeding and are asymmetric as opposed to round and feature an extra soft silicone tip which fits baby’s mouth perfectly. First Choice+ Teats help to train the jaw and provide a natural feeling whilst drinking, just like breastfeeding, which makes it easy to switch between breast and bottle feeding.

Less tummy ache.

If babies drink too quickly they can swallow too much air resulting in tummy pains. This is why the NUK First Choice+ Teat features a newly designed vent which ensures a natural and regular flow of milk which helps prevent colic.

Breast or bottle? With NUK First Choice+ Teats mother and child enjoy both.

NUK First Choice+ Teats are available now in a choice of sizes with different feed holes to cater for different consistencies of feed.

Email: mail@nukbaby. co.uk Web: www.nuk. co.uk

Product Profile

Everything mum needs

W

ith the aim of helping new mums reach their breastfeeding goals, the revolutionary Munchkin LATCH bottle feeding system is designed to offer mum everything she needs to make the transition from breast to bottle feeding (and back to breast again) as natural and comfortable as possible, for mum and baby.

The result of a three year programme of in-depth research and testing, the LATCH feeding system has been developed in partnership with Lactation Consultants, Midwives, Health Care Specialists and a panel of Experienced Mums. The LATCH teat has a truly innovative accordion base that moves, stretches and pumps, just like the breast, ensuring baby establishes and maintains a proper latch and continuous connection to help reduce the symptoms of colic. As

baby grows, grows so does the LATCH teat range; Stage 2 and 3 teats allow Mum to increase the flow as baby’s feeding demands increase. The slow flow rate of the LATCH teat mimics a mother’s breast milk flow for a more natural feed, whilst the unique anti-colic valve on the base of the bottle ensures air bubbles do not pass through the milk, reducing the risk of colic.

The LATCH bottle range is available in a range of variety packs and sizes ranging in price from RRP £6.99 to £29.99. Bottles come in 4oz/120ml and 8oz/240ml sizes. The Newborn Starter Bottle set is also available which includes two 120ml bottles, two 240ml bottles, four Stage 1 teats, two Stage 2 teats and the LATCH bottle & teat brush. Also available are 3 teat stages with advancing flow rates to meet baby’s needs.

www.munchkin.com/latch

On the go feeding made simple!

Multi award winning Fill n Squeeze resuable pouches are perfect for all ages - for on-the-go pureed baby food to yoghurt in school lunch boxes. The pouch filler allows food puree to be prepared in jug using a food masher or a hand blender.

Pouches have the portability and convenience of shop bought pouches without the high cost. Pouches are freezable, microwavable and BPA free. You will wonder how you ever lived without them. Baby food Pouch filler starter pack £19.99, pack of 10 reusable pouches £4.50. Made in the UK

Just fill, squeeze and off you go!

www.fillnsqueeze.co.uk rifat@fillnsqueeze.co.uk 07980 853446 nursery today 37

The Psychology of feeding

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Written by: Dr Fin

ets put it bluntly (I only have 750 words). Successfully feeding a baby, watching them grow and thrive, is one of the most satisfying early experiences of parenting. Putting it another way: trying to mother a baby who has difficulties breastfeeding, bottle feeding, or any kind of feeding is one of the most disheartening feelings in the world. Why? because somewhere in our very base Psyche, we still associate food with love; nourishing with nurturing.

Watch any first-time mum queue up for weighing clinic and the anxiety will be palpable: “Have i succeeded or failed at nurturing my baby?”

Over the last

Baby cookbooks are built on this knowledge. Practically, there is no reason why babies should eat anything different to the food we eat - as long as there is no added salt - but we cook some of the most elaborate foods that we wouldn’t even think to make for ourselves, all in the name of ensuring that our babies and children eat. We get so anxious about food refusal (because subconsciously we associate rejection of food with rejection of love) that our “head trash” can actually create the very thing we fear most: anxiety around mealtimes, and resultant picky eating. It’s also the fundamental factor in obesity: We’ve started to eat for pleasure, for fulfilment, for lost love - more than we eat for hunger.

children in the

Over the last few decades, an increasing amount of research has continued to compound the pressure on parents to make sure they are feeding their children in the right way to avoid allergies, obesity, and promote brain development.

The advice in just the last 14 years (when my first child was born) has changed from 38 nursery today

few decades, an increasing amount of research has continued to compound the pressure on parents to make sure they are feeding their

right way to avoid allergies, obesity, and promote brain development.

weaning with purees at 4 months (shock horror, my son lasted all of 12 weeks before baby rice!) to weaning at 6 months to avoid baby allergies, to baby-led weaning from 6 months to avoid obesity. (for the record, my son is now 6ft 2, allergy free, and theres not an “inch to pinch” anywhere!) It seems that just when we feel like we understand the rationale, the advice changes. No wonder parents are sick of “advice” and there is a movement back to trusting your instincts Hooray!!

My point is, that this is one of the most sensitive and challenging minefields to navigate as a parent: it’s got guilt and judgement written all over it.

So, what should the industry be doing about it to respond to consumer demands, and to be working ethically towards a healthy next generation? Well the Parent Perspectives community are pretty strong in voice about individual differences, instincts, ethics, and “advice” What do they want?

Products that enable them to be flexible: Bottles that work to solve the issue of nipple confusion so mums can continue to breastfeed for as long as they want, without being the sole person who can feed their child, whether at home or returning to work *well done, Mimijumi!* utensils that help parents prepare finger foods in any way other than slippery straight cut! products that help parents who decide to bottle-feed, feel anything other than as though they have failed, and support that eye to eye contact and connection to reassure them - not products that help baby to hold their own bottle from as young as three months!

There is no reason why babies should need food pureed and poured into a cup with a straw that they can then ‘sip’ whilst out and about - this is about feeding children

to keep them quiet - even when they do not need food - and that encourages bad eating habits and associations for the future.

The biggest areas for growth will be areas around transition - usually the most anxious times for parents: starting feeding in the early days, feeding away from the house, Moving from breast to bottle, weaning and baby-led weaning, utensils for preparation, storage, and helping older babies and toddlers into cutlery and dishes, all the while focussing on keeping babies and children in connection with their parents, for this is what helps to develop good eating habits - copying parents, and being involved in table conversation, without the pressure of eating. These products will be sure to gain our Parent Perspectives endorsement as a signifier to other parents of a product that puts the health development of them and their baby first! Get in touch if you think you have a product that meets our high expectations (not many do) and the community will be happy to thoroughly evaluate it for you.

Dr. Fin Williams is a Chartered Clinical Psychologist, Businesswoman and a mother.

She is founder of Parent Perspectives Ltd: A company dedicated to supporting parents to discover and develop their own way of parenting – without the manual. Fin is able bring together the voice of the online parent community, and her expertise in Child Development and Psychology, to work alongside businesses who are really serious about developing their products and brand to nurture better relationships and engagement with consumers. You can contact her through the website at www. parent-perspectives.com, or at fin@parent-perspectives.com

Munchkin re-invents infant bottle feeding with the new Latch™ range.

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see how it works at latchbottles.com

Product Profile

NUK medically approved

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or more than 50 years years, German babycare brand, brand NUK, NUK have been listening to the trusted experts; midwives, doctors, nutritionists and especially mothers and fathers, in order to learn about the needs of parents and baby in those precious early years. NUK teats and soothers are designed based on nature’s perfect model; mother’s breast during feeding, making the transition between breast and bottle feeding easier.

NUK have an extensive range of bottles, teats, soothers and breastfeeding aids, as well as an innovative range of weaning products, cleaning products and accessories, all designed to help make life easier for parents.

Not only is NUK available in over 110 countries worldwide, NUK is the choice of

hospitals too, with over 3 million teats distributed through UK hospitals in 2013 alone!

GP’s also support NUK, through ‘Mother & Child’, a pregnancy guide distributed to all ‘mums-to-be’ in the UK at their first doctors appointment. They also have the backing of the dentists too; NUK is the only brand to have both teats and soothers approved by the British Dental Health Foundation. It’s safe to say that new parents are looking for NUK.

Tel: 01905 450300 Email: mail@nukbaby.co.uk Web: www.nuk.co.uk nursery today 39

Sponsored by

New Products EMMALJUNGA

Poco Baby Poco Baby are delighted to introduce their latest new product, the stylish Poco Baby Crib.

They are passionate about providing products which promote a good night sleep, comfort and security for babies. Moving away from more traditional cots and cribs the Poco Crib is modern with a contemporary style and will compliment any nursery.

Undoubtably parents will appreciate the quality of the Poco Crib which is manufactured from a quality Beech hardwood and finished in either Coco or White.

For convenience and portability the frame can be quickly and easily folded by simply removing the locking mechanism. This makes it simple to move from room to room or to travel with.

The removable and machine washable padded fabric is of the highest quality and comes complete with mattress and cover.

Here at Poco Baby safety is paramount so rest assured that this product has been fully safety tested and complies to BS EN 1130-1: 1997 & 2:1996 Cribs & Cradles for Domestic Use.

Tel: 0845 338 1866 Web: www.pocobabyhammocks.co.uk

Exclusive Swedish brand Emmaljunga’s new collection bursts on to the scene this month with a riot of colour and charisma! Never compromising on the quality and comfort of its products, Emmaljunga’s new colour range proves that yet again, there is also no compromise on style. It really is ‘all in the details’ this year as Emmaljunga has finished its designs perfectly, down to the last zip and shade of piping. Fabulous new design, ‘Madrid’ is a sporty classic in dramatic black with a touch of luxe provided by gold plated zips and a ‘Gold Stars’ lining. However, the new collection’s showstopper is undoubtedly the Mondial de Luxe in ‘Pink Symphony’, a romantic composition of baby pink jacquard fabric combined with quilted white leatherette. Coupled with the De Luxe chrome chassis, this pram is truly fit for a princess. A dazzling array of accessories in a rainbow of colours gives consumers the chance to create a pram that perfectly reflects their personality. And with accessory packages available for all of Emmaljunga’s current models, even the price tag is attractive. Packages include additional hood fabrics, soft seat pads and the new Mood Changing Bag in a choice of eyecatching designs such as Zebra, pretty floral Magnolia, Summer Stripes and classic Navy Dots. View Emmaljunga’s new collection now at www. emmaljunga.co.uk

Tel: 01159 646 979 Web: www.emmaljunga.co.uk

Maguari Child safety experts Clippasafe have made some great updates to their Out & About range this summer, with the new and improved Fun Sun Screens and Baby Neck Supporter; which are available to pre-order now.

The Fun Sun Screens which feature a new safari animal design in either black and white or colour, keep hot rays off little passengers. In packs of two, they’re flexible for easy storage and stick firmly to the inside of car windows with suction cups, preventing the screens from slipping out of place whilst travelling.

The new Baby Neck Supporter is perfect for snoozy babies. It allows them to sleep comfortably in car seats when there is too much space for their heads to rest easily, which results in them flopping to one side. Made from a soft jersey cotton fabric and fluffy padding, the white and grey design with cute safari animal print will keep both boys and girls comfy in style.

Clippasafe’s Fun Sun Screens in Black & White or Colour will retail at £3.49. They are available to retailers for pre-order, with delivery scheduled for August.

Maguari is pleased to announce the launch of the brand new Skip Hop Duo Signature – a stylish redesign of the classic Duo for the next generation of parents. During the design process, Skip Hop listened to feedback from parents and incorporated new features into the Duo Signature that were specifically requested by mums and dads. With a new zip-top closure for the main compartment, belongings stay securely in the bag, and tote handles have been added for versatility and as an alternative to the shoulder strap.

The newly designed front panel holds tablets and laptops up to 15”, and offers more storage and stability while keeping items at the bottom of the bag easily accessible. There are 10 pockets in total, including 2 elasticated mesh side pockets that fit most bottles, plus a handy ‘d-ring’ for attaching toys or pacifier pockets. The Duo Signature retains all the classic components of the original Duo, such as Skip Hop’s patented Shuttle Clips which easily convert it from a shoulder or tote bag to a stroller bag, a contrasting lining for easy visibility and a cushioned changing pad. Available in five smart fabric colours – Black, Charcoal/Lime, Heather Grey, Chevron and Onyx - the newly designed Signature transports the original Duo to a new level of functionality and style.

Tel: 0115 921 1899 Web: www.clippasafe.co.uk

Tel: 01293 774924 Web: www.maguari.com

Clippasafe

The brand that parents trust www.clippasafe.co.uk

Focus Golf Day

Individual Stableford winner with 41 points Dave Brown, 2nd Andy Crane with 39 points and Bubba Naish fine tunes the various prizes Richard Trott with 36 points

16th Nursery Today Golf Day Staverton Park

Written By: Malcolm Naish

Played in fantastic weather conditions at Staverton Park, 36 golfers did battle for the various trophies and prizes that make up this most relaxed of golfing days.

T A general shot proving what a laidback golf day we all enjoyed Both four-ball and Texas Scramble winners were Richard Gill and Ross Hewitt from Jade Logistics with team mates Ross Johnson and Simon Smithers

Nursery Today owner Malcolm Naish along with Neal Leah and Jan and Kelvyn Marketis came Second in the team four-ball

42 nursery today

he morning nine hole Texas Scramble was won by the team of Richard Gill and Ross Hewitt of Jade Logistics – specialists in nursery industry logistics along with team mates Simon Smithers and Ross Johnson on 24.5.

Second was Neal Leah, Malcolm Naish and Jan and Kelvyn Marketis with a score of 26.2.

Following a sumptuous ham, egg and chips the afternoon events began.

Once again topping the team four-ball competition was the Jade Logistics team with 114 points and also second once more on 104 points Neal Leah’s team.

We always through in a yellow ball competition and with a brilliant Stableford score of 44 points was the BabyStyle team of Andy Crane, Dave Brown and Kim Rollinson. Second once again was Neal Leah’s team with 37 points.

It takes some concentration to keep that yellow ball in play for 18 holes and to score 44 points with just three players even more fantastic.

For the second year running we were able to enjoy a barbeque whilst sunning ourselves in the early evening sunshine that meant we didn’t even have to change for the prize giving As organiser to come second in all three events was frustrating, but I bet the England footballers would have settled for beaten finalists in Brazil!

Next year’s date is set for Thursday the 2nd July and I would like to see a greater number of industry golfers taking part.

What can be better than a day’s golf played off full handicap in great company and a barbeque plus the possibility of winning some lovely prizes.

So come on nursery golfers, I know that Silver Cross, Joie, East Coast, Chicco and quite a few more could support the day. After all, this is the last golf day as far as I know run for the Pram & Nursery industry.

Not so long ago, there were three nursery golf days and golfers travelled some considerable distance to take part. Let’s face it, junction 16 of the M1 is pretty accessible to most people unless you live in John o’ Groats or Lands End! End of sermon.

Bubba Naish

INNOVATION

Stokke® Steps™ Chair design: Anders August Kittilsen, Tore Vinje Brustad, Andreas Murray.

Stokke® Steps™ Bouncer design: Anders August Kittilsen, Jon Andre Teigen, Tore Vinje Brustad, Andreas Murray.

Made for each other

NEW

Stokke® Steps™ The All-in-One seating system from birth.

The bouncer and highchair combination - made for each other.

Stokke® Steps™ is an innovative, functional and modern All-In-One seating system, it can be adapted to your child’s needs with a wide range of seating solutions, through every stage of childhood. Allow your baby to join in life around the table, for connection and development. Like you and your baby, each part of Stokke® Steps™ is made for each other.

Check www.stokke.com to see the Stokke® Steps™ highchair modules and colour options.

Focus Regular Sun,Retail SandProfi & Sea le

Fitting well in nursery This issue Penny Franks questions Eloise Hawkins, Assistant Buyer, Halfords.

Halfords is a big name – how do you hold onto your position with the consumer when we consider car seats?

Whether shopping online or in-store our customers are looking for expert advice and quality products that are keenly priced. That’s why we continually invest in training colleagues, our online presence and work closely with suppliers to bring products to market that are backed by a price match promise.

Through RoSPA accredited training we have developed an unrivalled team of highly trained in-store fitters who have both the knowledge and equipment to help customers choose the most appropriate seat for their child.

Our website (Halfords.com) topped last year’s Which? poll of the best online child seat retailers beating John Lewis, Mamas and Papas, Tesco and Asda - with our wide range of seats, useful buying and fitting guidance, reserve and collect from store service being singled out for particular praise.

What type of in-store demonstrations do you offer with regard car seats?

With over 1500 colleagues in our stores

44 nursery today

that are trained to advise customers and fit child car seats, we are able to take the time to discuss how our customers will be using the products – will it be used in more than one vehicle, are there any particular features they are looking for and so on.

Colleagues then use in store height and weight measurement equipment to determine the appropriate seat for the customer’s child. They will the use the child seats on display and a static vehicle demonstration seat to highlight features, benefits, different methods of fixing etc. Our colleagues will also fit seats in customer’s cars since not all car seats fit all cars.

Do you feel that the level of training given by your suppliers is sufficient to your staff ?

Absolutely. Our training is continuous and extremely thorough. From our online training portal to face-to-face, hands-on training in conjunction with child seat manufacturers, we believe our training is among the very best in the industry.

I have personally just returned from a training road show, which involved our suppliers, visited 8 locations and reached more than 450 colleagues. With the help

of our training team and suppliers we are able to offer our colleagues a great deal of support.

What are you most looking for when considering car seats – are your customers putting value against safety for example? Or do you feel that the consumer is well armed with safety information?

We look for a blend of product features and value. Some customers have done extensive research and know the benefits of each seat, whereas other customers seek the expert advice from our store colleagues. However, once parents understand the safety benefits of each seat, they tend to buy the best seat they can afford.

All consumers want value, which is why we have a price match policy to ensure we’re competitive. We range enough products at different prices to cater to different budgets and are pleased that our customers are buying into safety.

I believe there is still a lot that could be done to educate parents about safety because the industry never stays still and it is important that consumers are don’t just understand the law but have enough understanding to make an informed

choice about things like Isofix, i-Size and rearward-facing.

Do you think more of your customers understand the importance of buying a car seat from new and avoiding second hand?

There are probably not as many customers that should be aware of what the dangers are. We recently participated in Good Morning Britain’s ‘Belt-up Britain’ child seat safety campaign – which was intended to encourage parents to get their child seats checked at our stores to ensure they were fitted correctly.

As a result of this activity we found a concerning number of seats were ‘gifted’, inherited or purchased from markets/ boot sales and were wholly inappropriate for the child, car it was being used in, or both.

Have you received sufficient information on the i-Size standard?

Do you need more?

I-Size definitely needs more public awareness and I would expect to see this as more and more cars become i-Size compatible. Our suppliers have been very supportive of training in this area and we have been talking to our fitting team

about it for over a year now – so I believe we are positioned well to move with the market.

We are now ranging our first i-Size products and this is going to become increasingly important for us. We will always require more knowledge as it is crucial for us to understand this legislation as i-size continues to evolve.

What about selling online – how does this work for you?

Halfords has an incredible click & collect proposition which works exceptionally well in our child seat category. We find the overwhelming majority of our customers pick up their child seat from store and have it fully fitted by our accredited fitters. This is fantastic for us as fitting is so important to the safety of the child.

We also provide some great content to assist customers with their purchase, including some really helpful articles & videos to help our online consumer and last year Halfords came top of a Which? poll of the best online child seat retailers.

How does your fitting service work – will you only fit car seats purchased directly from Halfords?

Yes we usually only fit child seats that are purchased from Halfords but occasionally participate in campaigns like ‘Belt-up Britain’ – which offered to check all car seats regardless of where they were purchased and refit those that were found to be installed incorrectly where possible.

The reason we don’t refit seats not sold by us as a matter of course is that our training focusses on those seats in our range and without a proof of purchase the seat could potentially be second hand - in which case the integrity of the seat is in question regardless of who fits it.

Of course, you don’t just stock car seats – what other nursery items do you offer and do you

have a particular product that is performing well?

Halfords proposition is based around helping customers with their life on the move so we stock range of accessories to cater to those travelling with children as well. Our Trunki luggage range is fun and fabulous so very well received by customers of all ages! There are also a lot of functional products – from seat tidies to travel cushions - that perform really well for us because they make journeys easier.

Do you feel social media is important to you as a company?

Communication between a business and a customer has changed so much over these last few years. Social media is a brilliant way of interacting on a more personal level, allowing us to get closer to our customers and removing barriers to interaction, 24hrs a day, 7 days a week no matter where they are or what they’re doing.

It is also important for listening as we get to hear first-hand what our customers are saying - so we can tailor our products and services to help meet more of their needs. We very much believe that Social (media) isn’t about the number of likes, it’s about the people behind the likes - we want our community to talk to us and engage with us, so that together we can build a better Halfords.

And to the future – can we expect to see any further expansion of your nursery offering?

We are constantly reviewing our customer proposition and are currently working on lots of projects to drive our range forward by providing our customers with exciting products. We see plenty of opportunities in this market and will be working hard to develop new as well as existing ranges in the near future. Watch this space.

fabulous new range available summer 2014

01454 326 562 www.redkitebaby.com

Sponsored by

New Products

East Coast Nursery Tiny Tatty Teddy has been given a fresh new look for the Cute As A Button range from East Coast Nursery. The products include printed nursery furniture, feeding, travel and bathtime essentials, all featuring the adorable little blue nosed bear. Many items are now in stock, or due to arrive soon, so please call for more information.

Tel: 01692 408802 Web: www. eastcoastnursery. co.uk

NUK There is hardly anything as delicate as your baby’s skin.

This is why NUK developed the Freestyle Soother which has fewer skin contact points to cause less irritation to baby’s delicate skin. Freestyle features a small surface area with large ventilation zones which help channel saliva away from the mouth; it also features a frame which is strengthened by invisible safety membranes for added safety and peace of mind.

As with all NUK Soothers, Freestyle features a specially designed orthodontic baglet that adapts to the shape of baby’s mouth, helping to exercise the lips, tongue and facial muscles which promotes the healthy development of the teeth and jaw. Freestyle not only ensures that the child calms down but that they also develop healthily all-round so that parents can rest easy too.

Don’t just take their word for it though, in a recent survey of 100 mums, 88% agreed that Freestyle was skin friendly with 92% claiming it perfectly fitted their child’s face.

Email: mail@nukbaby.co.uk Web: www.nuk.co.uk/freestyle

Little Tiger Press One little dog gets very lost in this debut picture book from the hugely popular author, Holly Webb (My Naughty Little Puppy and Magic Molly).

Harry the puppy is out on his first walk with his owner, Evie, when a bright red ball whizzes past his nose. Off Harry races after it, but when he catches the ball he realises he had lost his lead – and Evie! Will he ever find his way home? Maybe with the help of a brand new friend….

Little Puppy Lost is the perfect picture book for all little animal lovers.

With beautiful illustrations from Rebecca Harry, this story is a wonderful way of introducing very young readers to the special world of Holly Webb.

Holly Webb started writing while working as a children’s books editor.

She lives in Berkshire, with her husband and three sons, and is the author of many best-selling books. Find out more about Holly at her website, www. holly-webb.com Rebecca Harry studied design and illustration in Exeter and began her career drawing greetings cards. She has illustrated several books including the Ruby Duckling picture books with Jonathan Emmett. She lives in Cardiff with her two children.

Little Puppy Lost is part of Little Tiger’s summer reading campaign, Reading Rocks!. From an inquisitive toddler to a raccoon searching for his talent, this summer is a great time to celebrate a gorgeous range of picture books. Reading Rocks! brings picture books to life through unmissable competitions, a blog tour, author videos, events nationwide, and more.

There’s never been a better time to share a story with Little Tiger!

Web: www.littletigerreadingrocks.com

The brand that parents trust www.clippasafe.co.uk

Your city life has a new freedom.

It’s a Pram . . .

FEEL FREE to go out from the

first day with the cosy pram body.

The new transformable Pram and Pushchair Travel System.

It’s a Pushchair . . .

FEEL FREE to change point of view with the

FEEL FREE, FEEL THE CITY. reversible seat.

It’s a Travel System . . .

FEEL FREE to go everywhere

with the Autofix Fast car seat.

FEEL FREE to choose your style with the different colour packs

w w w.c h icco.co.u k www.chiccotestedforhappiness.co.uk

Urban is the most versatile Travel System from Chicco, with a reversible seat that easily transforms into a cosy pram. Choose a colour pack to personalise the Urban and make it perfect for every occasion, from the very first day!

sted.

te Happiness

Happiness is a journey that starts when you’re a baby.

For information on these products, contact us at orders.uk@artsana.com, or please call 01623 750870

Focus Chicco

A true passion for People Chicco attracts successful former retailers to bolster existing team

I

t’s smiles all round at one of the leading baby multi-specialists Artsana, parent company of the brands Chicco and Boppy, having celebrated a staggering 18 consecutive months of sales growth at the end of June.

With this growth comes the need for additional staff and in the April issue we looked at the latest news from this unstoppable company and the team who have recently joined the Chicco and Boppy brands.

In particular, two of the new team members have been tempted away from their former roles as successful retailers, with Artsana UK and Eire Managing Director, Mitch Levene, explaining that “we were pleased that high quality retail personnel wish to adopt a gamekeeper-poacher approach, helping us to secure talent with an empathetic perspective on customer development”. With the amazing results that Artsana keeps on delivering, it’s no surprise that it is now a very appealing place to work, so much so that people will change their career path to join the company.

Here, we talk to the two newest Chicco and Boppy colleagues who were formerly retailers; Sinead Sharkey and Cath Needham, who have taken on the roles of Customer Development Managers for Eire & Northern Ireland and Midlands region respectively.

months to complete my exit and although the major part of my business had always been in the Cycle sector, I knew that I wanted to stay within the Nursery Industry. It seemed a sensible thing to do to share all the experience that I had gained within the Nursery sector with others in the industry.

What attracted you to joining the Artsana team?

Sinead: I was already very familiar with the Chicco and Boppy brands and products having both sold and used them myself (My 2 year old is still in his Polly highchair!). I liked what I was hearing about a brand new strategy designed to support the retailer and I knew that there was lots of opportunity to grow the brand in Ireland and I wanted to be part of that growth.

Cath: Having sold Chicco products for twenty years, I knew and trusted the brand and had experienced how well Artsana look after both its retailers and their customers. Knowing I am selling a quality product at the most affordable price with the support of a fantastic company behind me was essential to me when making the decision to join them. I had met most of the team while accompanying them at the consumer shows and during visits to my store. Their company strategy is fantastic and I knew that the brand was going places.

What are you enjoying most in your new role?

Sinead: Besides the sightseeing, meeting the retailers, they are the best brand ambassadors that we have, I love helping them identify the best products for their store, marketing them in the best way and seeing the subsequent results.

Cath: Every day is different but everywhere I go I am surrounded by some of the nicest people you would every care to meet. Sharing knowledge and ideas is important and I gain pleasure from offering guidance and support to my customers. Being part of a team is a great feeling and I feel boosted by the support they offer.

Which product have you enjoyed selling the most so far?

Sinead: The Next2Me would be the obvious choice as it is so innovative but it sells itself. With such a wide range of great products it’s hard to choose just one, but I love the Urban Travel System, its versatility makes it stand out against its competitors.

Cath: The Next 2 Me Crib has to be one of the best products I have seen for a long time. This innovative product has taken the industry by storm and is a pleasure to demonstrate. The crib, along with our fantastic marketing Point of Sale material, means it is easy to say this is my number one favourite product in our current range.

What excites you most about the future at Artsana?

Sinead Sharkey

Cath Needham

Was it always in your plans to move from a retail environment to a sales role?

Sinead: No, I had been with my previous employer, in various roles, for twelve years and I really was very lucky to be in a job that I loved, but opportunity came knocking…

Cath: Making the decision two years ago to exit retailing after over 30 years of working every weekend was a difficult one as I had always loved working in my pram store. It took eighteen 48 nursery today

Sinead: The opportunity for continued growth. We have a great team in place, and that, combined with even more innovative and award winning products means that the future looks good.

Cath: Artsana is going places and to join the company part way through its journey and knowing how much further we can go makes my job rewarding and satisfying. There are always challenges along the way but with all the support behind us I feel confident that we will continue the growth seen over the last 18 months for a long time to come.

www.chicco.co.uk

Explore more!

est Meet the new ions to aquatic addit k range! the PaddlePa

10 Litres

7.5 s Litre

I'm big ger!

7.5 s Litre

Splash RRP: £24.99

6+ Years

Sheldon RRP: £19.99

2+ Years

Tang RRP: £19.99

2+ rs Yea

Splash-proof pal for any adventure PaddlePak is a water resistant backpack that’s perfect for fun-filled days out and trips to the pool or beach. Made from lightweight and durable material, it’s designed to stop wet stuff getting in, or leaking out!

Pioneering children’s travel gear | www.trunki.com

E: sales@trunki.com T: 0117 9542 781

Focus Baby Gifts

A Gifted Baby Assistant Editor Caroline Eyles takes a look at the baby gift sector of the nursing industry and finds out what is available and popular for consumers wishing to pass on their well wishes with a gift

O

ne of the first things friends and family do on the announcement of a new born baby is run out and buy a gift, of course! But the options are no longer as limited as a white babygrow with a hat or a soft toy, instead there is a whole range of popular products all dedicated in helping a parent celebrate the birth, or birthday, of their baby.

Baby products, and all the items needed by a parent are one of the most obvious options for a consumer when buying, particularly if its someone close to the family who might be in the know of what they have already, or don’t.

MaByLand’s managing director Sheena Woods has deliberately created gift packaging for her products, making it a sensible choice when buying for someone expecting since it’s an expensive time for parents-to-be.

Sheena says: “Getting the right baby gifts require a thoughtful process, understanding the prospected parents style and needs is a key factor, but more importantly the gift purchasers’ relations to them could also dictate the appropriate type of gifts.

“One of the key purchases are the essentials, ranging from expensive goods such as buggy and furniture; to softer essentials such as baby carriers and changing bags; these are great gifts from close family and friends.”

“For customers who are buying for baby shower events,” continues Sheena, “these could be products which are often cute and adorable, for example soft toys, baby gros, muslins, etc. All parents-to-be often appreciate any kind of gifts as it’s the thought that counts.”

With the range of NICI luxury soft plush toys, Great Gizmos have a wide selection of gifts available as well as a ‘green’ range of active play toys made from sustainable materials.

50 nursery today

Director Judith Dayus says: “Consumers are looking for exceptional quality and fresh innovative ideas. Items that now have an educational value are very important to parents and with the world becoming more and more ecofriendly our Play Toys range is perfect.

Using lovely colours and the most sustainable materials, the Plan Toys range brings about something special.

“We also have a fabulous range of luxury soft plush toys from NICi that are suitable from birth and include items that help with a child’s development.”

But what about for something different, something a child might keep forever or you want to offer with sentimental value, Lesser and Pavey have thought outside the box when it comes to providing comsumers with choice invariably available in both pink and blue for both boys and girls.

Julian Hunt Managing Director of Lesser & Pavey comments: “It is important that our special gifts are of first class quality as well as being affordable. We present each item in appropriate gift boxes to ensure the gift looks special to the receiver of the gift.

“At present we have a wonderful range under license that brings fun illustrations, in the traditional pink and blue colours to a number of gifts. Other ranges use the pink and blue colour ways to form keepsake boxes and photograph blocks. We are also very well known for silver ware in the form of photograph frames, money boxes and first tooth trinket boxes.”

According to Julian, he is seeing the trend of former keepsakes making a comeback, he says: “A return to traditional values and ways in the form of giving money boxes, first curls and tooth boxes, keep sake boxes, twin handle cups as gifts for newborns, first birthday and Christening naming days.”

Summer Infant SSSS Gifts for baby are always an exciting aspect for both parents and children alike as they bring joy to you both. Summer Infant’s Slumber Buddies are the perfect gift for any occasion and loved by parents everywhere. Summer’s Slumber Buddies are the ideal bedroom companion for your baby acting as an ultra-relaxing night light and soother. This treasurable toy has 3 colour display options – blue, green and amber as well as multiple calming lullabies and nature sounds. There is also an integrated sleep timer, which means the lights and sound will shut off automatically so you can relax knowing it won’t be playing through the night.

The calming moon and star display the Slumber Buddies projects on the ceiling and walls of your baby’s bedroom are soothing to help your baby drift off to sleep. For very young babies the Slumber Buddies also play a heartbeat or nature sound so you can choose to project the sound you know best comforts your child depending on age and preference. The Slumber family continues to be a huge success with new members joining the family all the time.

Watch this space for new and exciting characters.

Tel: 01442 505000 Web: www.summerinfant.com

TOMY TTTT New from Lamaze for A/W, is the See Me Hear Me Photo Album that not only stores photos of your loved ones but you can also record your own voice messages for baby. Lift the peeka-boo flaps to view the photo and trigger the voice. Both items offer a bundle of fascinating textures, fabrics and crinkle for baby to touch, perfect gift items to keep loved ones close and enchant baby as he grows. RRP £19.99.

Tel: 0208 7227300 Web: www.tomy.co.uk

Perfect gifts for newborns, toddlers and children Creators of the original Cuddledry apron towel

Winner of the Mumsnet Best Award for best gift for new parents for the last SIX years!

www.cuddledry.com

T: +44 (0)1823 323363 E: trade@cuddledry.com

Plush toys suitable from birth!

Look online for new exciting characters!

www.ggtrade.co.uk

You can now order online!

With a wide range of unique plush toys from rattles to rocking rabbits the Nici range from Great Gizmos is a must!

Focus Baby Gifts

Mary Meyer Baby XXXX

BreathableBaby SSSS Parents are advised not to place toys in baby’s cot due to risk of suffocation and choking, but BreathableBaby have developed a range of super cute ‘breathable’ toys, all of which are hypoallergenic, machine washable and fast drying ensuring babies sleep safe and sound with a little pal for company.

BreathableBaby was born in 2002 with the launch of the BreathableBaby Cot Mesh Liner, which utilises a patented ‘breathable’ fabric to allow maximum air flow within baby’s sleeping space. This technical fabric helps to allow temperature regulation and eliminates risk of suffocation and re-breathing of air. The liner also prevents risk of entanglement, protects baby from knocks and bumps and keeps dummies and (safe) toys in the cot.

The BreathableBaby toys are just part of the beautiful BreathableBaby range of products, all of which carry the same ‘breathable’ benefit and are guaranteed to compliment any nursery theme.

Email: rhsalesandmarketing@gmail.com Web: www.breathablebaby.com

Lesser & Pavey TTTT 2014 is predicted to see modern parents reviving family names, finding inspiration in literary characters and world leaders, looking to traditional names of years past.

Vintage revival is very much at the heart of Lesser & Pavey ranges, with traditional forms of the Little Bird and Ellie Elephant baby range of fine china wares under license from Cavania.

A return to traditional values and ways in the form of giving money boxes, first curls and tooth boxes, keep sake boxes, twin handle cups as gifts for newborns, first birthday and Christening naming days.

Crafty kids and creative Mums, the illustrations of the Little Bird and Ellie Elephant baby range, under license from Cavania, depicts illustrations of a crafty nature transformed by Lesser & Pavey to produce fine chinawares that make perfect gift sets.

Eye catching and pretty and at prices that suites today’s market place, offering true value and quality another tradition Lesser & Pavey are renowned for.

Plans for 2014 are to continue to further the ranges offered for the baby market with silver for baby and keepsake wooden boxes featuring prominently as well as fine china.

Tel: 01322 279225 Web: www.leonardo.co.uk

Mary Meyer Baby offers contemporary mums a range of baby gifts that help make life with baby more fun, soothing, and stylish. Taggies toys are known for the very popular, interactive and soothing tags that babies love to explore. From blankets and soft toys to chime balls and rattles, the Taggies Signature Collection is recognized as the premium line of Taggies toys.

WubbaNub pacifiers are the baby gift on everyone’s list. The sewn on, latex free Soothie pacifier is BPA, PVC, and phthalate free. Mary Meyer offers well over a dozen styles, each packaged for gift giving.

Family owned and operated for over eight decades, Mary Meyer Baby puts safety first. Then add some style and cuteness and you have to ingredients for a fun and successful baby line that retailers and mums have always trusted.

Web: www.marymeyer.com

Great Gizmos TTTT Now firmly established in the nursery sector, Great Gizmos has a huge selection of gifts for little ones from beautiful plush toys to a timeless range of tableware accessories ideal for christening gifts.

The My First NICI collection of bears and bunnies are perfect for children to enjoy from birth and beyond and are available as different sized plush toys and beautiful soft accessories.

All My First NICI toys are available in beautifully muted and neutral colours so they are perfect for both boys and girls. Each plush features patterns such as stripes and polka dots, as well as rattles and textures making them ideal presents for little ones. The latest additions for 2014 see some vibrant colours added to the range.

For 2014 My First NICI tells the adventures of Fino, Kobi and Maila; cute characters who embark on a journey together. Baby can snuggle next to their Comforter that shows cute images of Tilli on one side and will show Fino once reversed or watch as Rabbit Tilli drifts off to sleep in the Bed-Hanger which hangs in the cot at bedtime.

For a timeless gift that is ideal for a Christening or a birthday, Great Gizmos’ Bunnykins collection has beautiful tableware ranges that suit both boys and girls.

The Three Piece Melamine Set is available in pastel pink, baby blue, or traditional red. Each set includes a plate, bowl and mug; all decorated with Royal Doulton’s Bunnykins characters and is the perfect meal time accessory. For an extra special gift the Deluxe Silver Spoon is presented in its own velvet box and is complete with a rabbit shaped handle – an ideal gift for any new baby.

Tel: 01293 543221 Email: enquiries@ greatgizmos.co.uk

52 nursery today

Now in Stock

Wherever you are, Summer supports baby...

stage 1

stage 2

stage 3

First Floor, North Wing, Focus 31, Cleveland Road, Hemel Hempstead, HP2 7BW Tel: 01442 505000 www.summerinfant.co.uk

Focus Baby Gifts

Galt Toys XXXX

Creeper Crawlers’ revolutionary Easy Grip Crawl Suit is the perfect gift for the new addition to any family. Besides being the comfiest (and cutest) romper for little ones—made from the softest 100% cotton and free of harsh chemical dyes—Creeper Crawlers’ suit is functional, as the suit provides developmental benefits for babies ages 6-12 months. The Easy Grip Crawl Suit, which is complete with adorably whimsical bug-like “grips” on the soles and legs provides traction and increases the chance that children will crawl more happily, more successfully and for longer. A Creeper Crawlers Easy Grip Crawl Suit is a thoughtful and practical present for any parent worried about their baby learning to crawl, particularly in a home with primarily wooden and tile floors, as these types of surfaces make it more difficult for babies to learn to crawl and thus more difficult to create healthy brain and body connections. And you can trust that any parent that receives a Creeper Crawlers crawl suit will love it for their child because it was developed and tested with focus groups of parents like them! The Easy Grip Crawl Suit is available in three colours: cream, pink and blue for €14.99.

Galt Toys has launched its first ever Baby Gift Set. The collection of Galt’s most popular toys from the Ambi Toys range is the perfect gift pack for any child, containing five brightly coloured toys all designed to encourage learning through play.

Suitable for babies aged from 3 months, the gift set includes a Lock A Block for shape and colour matching; Humpty Dumpty for rolling repetition; a Twin Rattle to encourage hand-eye coordination; four brightly coloured Keys with rattle and teether; and a Trumpet, which produces two clear notes, taking the child on his first musical journey of discovery.

Since the acquisition of Ambi in 2013, the iconic range has become a popular staple in Galt Toys’ brand. Each toy is cleverly designed and reliable, to support a child’s discovery of themselves, others and the surrounding world.

Baby Gift Set retails at £29.99.

Web: www.creepercrawlers.com

Web: www.galttoys.com

Creeper Crawlers SSSS

Product Profile

Six years ‘Best gift for a newborn baby’ says Mumsnet For the last SIX years the coveted Mumsnet Best Award for ‘Best Gift for a Newborn Baby’ has been awarded to Cuddledry. Based entirely on reviews from parents, the original Cuddledry apron towel gets top marks, for giving the gift of an extra pair of hands at baby bathtime. Once a mum or dad has used one of these innovative towels comments include, ‘it’s the best gift we were given’, and the classic Cuddledry becomes a ‘go-to’ gift for all friends who have new babies.

With a beautiful range of colours and patterns to choose from, Cuddledry’s award winning supersoft bamboo baby apron towel continues to be the gift of choice for newborns.

The unique hooded apron towel

54 nursery today

makes bathtime safe, simple and snug - for you and your baby! Simply lift your baby from bathwater easily, while they stay warm and tenderly wrapped, leaving everyone happy and calm. Packaged perfectly for gifting, in reusable packs with clear instructions, simple to display and easy to wrap.

And when Christmas comes it isn’t just about the babies – Cuddledry’s big, soft, warm and fun toddler ‘dress up’ towels will be something special to use at every bathtime, and make a gorgeous alternative to buying yet another toy. For the festive season the clear favourites are the fabulous Cuddleroar dragon towel, and of course, the gorgeous little Cuddledeer.

Tel: 01823 323363 Email: trade@cuddledry.com Web: www.cuddledry.com

Baroo SSSS Baroo nursing pillows make the ideal gift for expectant mums. Great for bump support and a huge help when breast or bottle feeding. They can also be used to provide that added bit of support for baby once they’ve mastered the art of sitting up!

There are various designs to choose from,their classic beige star being one of the favourites at baroo. They have two new gorgeous designs on their way, Tweet Dreams, which has a girly vintage look to it and Ellefunk, which is their new unisex range.

Both of these will be available in September.

All their covers are 100% cotton and zip off easily for a machine wash. All of their current designs are available to view on their website.

Tel: 0845 600 8595 Web: www.baroo.co.uk

nursery today 55

Focus baby jogger

has a stroller to suit everyone!

H

ow do you exercise with a toddler? That was the question baby jogger faced back in 1984 when the brand first started out. They then set out on a creative mission to solve this problem parents were facing and created the first ‘running’ stroller...and they have kept going since, continuously developing the range further to suit a variety of parents with various different interests and hobbies. baby jogger are recognised experts in supplying strollers within the nursery industry. They understand that being a parent isn’t easy - and solving problems to make parenthood that little bit easier is what the brand does. They recognise issues that parents are facing and develop designs that will rectify them.

Finding out what product could make your customers life that little easier is what buying a stroller should be all about. Through careful research and in-depth analysis of individual parent’s personalities and requirements, baby jogger now have a portfolio of strollers that will fulfil every parents need.

When a customer is looking to purchase a stroller, ask yourself this: what do they like/ enjoy doing? The stroller should support their needs and live up to their expectations – ensuring every daily task can be completed as normal (but with a child in tow!)

Find a stroller to suit your customer from the chart below.

Customers look for a stroller that will suit their lifestyle, so make sure you’re ahead of the game and have everyone covered with the baby jogger stroller range.

The Customer Scenario The City Chick:

Great for popping out and about to the shops. Nippy and light to navigate around, so when out and about in busy spaces (like shopping!) it is convenient and hassle-free to move around.

city lite Use from new-born – 15kg stroller weight – 7.3kg One hand fold enabling folding of the stroller in just two quick steps city mini double Suitable from new-born – 30kg Stroller weight – 12kg Patented Quick-Fold

The Traditionalist:

It’s about the ‘look’: Traditional looking stroller that is sturdy and durable and can be used on an everyday basis

city versa Suitable from new-born – 15kg Stroller weight – 11.9kg 8’’ lightweight EVA quick-release wheels

The Fitness Fan:

Get fit or stay fit: Whether a newcomer to running or an experienced athlete – these strollers have any speed covered!

summit X3 single Suitable from birth – 15kg Stroller weight – 11.9kg All terrain 12’’ Forever-Air quick release wheels Patented Quick-Fold technology allows you to fold your stroller in just one step!

The Walker:

Out and about on any ground Stroll through the park or even the woods with a stroller that has special all-terrain wheels to accommodate for even the bumpiest of surfaces!

elite single Large all-terrain tyres High weight capacity Luxurious and comfortable off-road stroller Patented Quick-Fold Technology SPF 50+ sun canopy

city mini GT – single Suitable from birth – 15kg Stroller weight – 9.5kg Same features as the City Mini but includes 8.5’’ Forever-Air quick release all-terrain wheels Front wheel suspension

The Traveller:

Getting away made easy: Make getting away with the family, stress-free with these light strollers designed to make family getaways simple!

city mini – single Suitable from birth – 15kg Stroller weight – 7.6kg Multi-position recline with padded seat that can recline to a near-flat position Patented Quick-fold technology – fold your stroller in just one step! city lite Suitable from birth – 15kg Super light stroller weight – 7.3kg One hand fold – fold your

stroller in just one step!

Multi-position recline with padded seat that can recline to a near-flat position vue Suitable from birth – 15kg Stroller weight: 7.9kg The world’s only reversible umbrella stroller Switches from forwardfacing to outward-facing in an instant 5.5’’ swivel wheels

The Family Planner:

For the forward-thinking parent who wants to expand the brood.

Ideal for the parent who has one child already but would like another in the future and wants a stroller that will grow with the family.

city select stroller - double Suitable from 6 month + 30kg Stroller weight – 15.4kg Patented Quick-Fold Technology allows you to fold the stroller in just one

step!

Has over 16 unique combinations 12’’ Forever-Air quick-release wheels and 8’’ lightweight dual front wheels

For more information: Call: 0161 335 2500 Web: www.babyjogger.co.uk

56 nursery today

Recommendation Technology – fold in just one step! vue Suitable from birth – 15kg Stroller weight: 7.9kg The world’s only reversible umbrella stroller Switches from forwardfacing to outward-facing in an instant 5.5’’ swivel wheels

NEW!

ÂŁ59.99 RRP

Light on the pocket Nimble on the street

Nimbus

by MYCHILD

Easy-fold twist & pull handle / Suitable from birth up to 15kg 5 fixed recline positions / Adjustable calf support / Raincover Available from all good nursery stockists

www.mychild.co.uk

Focus Branded & Licensing

Character licensing dominates Nursery sector Assistant Editor Caroline Eyles looks into the licensing sector of the nursery industry and finds out what exactly all the fuss is about

L

icensing comes in all shapes and sizes, from fashion houses in glasses, music producers in headphones, to celebrity chefs in home baking. The Nursery categories, as one might expect, are dominated more by the Character licenses mainly owned by film studios and entertainment groups.

Looking in particular at the Baby Car Seat category, from information supplied by Gfk we can see that around 7% of sales are licensed in May 2014 – the highest proportion over the last year, representing almost a 50% rise since May 2013.

When shopping for a car seat, safety is of course a major factor. Price then rears its head; a non-licensed Car Seat is averaging around £63 at the moment, and has done for 2014, whilst its licensed counterpart is hovering around the £30 mark.

Data from Gfk is also showing that Baby Strollers are another category where we see some well-known licenses pop up; of all the strollers sold so far this year, around 3% are licensed. Whilst the share is small, we’re still talking sales in five figures. And, after all, it still allows rights’ owners to showpiece their licence not just inside the car, but also for the stroll in the park too.

So what is it about a character licence that appeals to a consumer, and is it the parent or the infant who decides?

According to Tomy, the audience is quite broad when it comes to the consumer of a licensed product, from gift givers through to the children themselves having grown their own relationship with a brand, invariably initiated by the parents from the start.

Janice Cleary Head of EU Marketing Communications at Tomy comments: “With licensed products the target audience is often quite a broad one. For babies and young infants the target audience is the parents, but with gift givers with the children playing a more important role as they get older.

“But also if both parent and child have an affiliation to the brand, from current day to day exposure but also in the case of well-loved brands such as Winnie the Pooh, parents know the brand from their own childhood and it becomes a popular choice.”

Agreeing with Janice above, Hannah Marketing Executive at Baby Brands Direct. reveals that parents and their own favourings towards a character continue to hold a strong impact when it comes to what a child likes, she says: “Many of our licensed products are generational. Disney, for example, has a library of culturally entrenched characters that people have grown up with and then introduced to their children.

58 nursery today

“Other classic characters such as Peter Rabbit and The Very Hungry Caterpillar have a truly unique heritage that engages every family member. So, when we choose licensed products to supply, we take into consideration the interests of parents and their children.”

Catching the eye of the consumer when it comes to character licensing is relatively easy in comparison to a nonlicensed product since it’s the name or recognisable face that helps to encourage the sale, no doubt helped by pester power if the child is of an age.

Hannah at Baby Brands Direct comments: “The images of Mickey Mouse, Cinderella, Elmo and other famous characters are recognised worldwide and are equated with wholesome family entertainment. These characters have come to mean a lot to many people. While children love these characters for their easy to understand and amusing adventures, for parents, these characters have a deeper meaning. The wonderful, warm, classic characters bring back nostalgic childhood memories.”

Janice Cleary at Tomy adds: “Infants can relate to the characters having been introduced to them via a variety of mediums, on television, in books, on clothing, feeding utensils, toys and so on. The characters become a part of their daily routine and they look out for and recognise them wherever they go.

“This then makes them a safe buy as parents or gift buyers know that if the child loves the character, they will love the product,” continues Janice, “Fun and engaging characters can also help to keep children focused on the task at hand and can give the child a sense that this item is especially for them.”

For more information about Gfk, contact Tullika.bhalla@ gfk.com

Obaby SSSS Bring home the magic of Disney with Obaby’s exclusive collection of pushchairs, highchairs, furniture and accessories. The selection features a range of beloved character designs from Minnie and Mickey Mouse to Winnie the Pooh and friends. The variety of colour and motifs means a wide choice for those with Disney in mind.

The licensed nursery collection allows parents to furnish little one’s room with Disney’s most loveable bear, Winnie the Pooh.

The range includes a deluxe cot bed, a choice of wardrobes (Double or single) and gliding cribs, all lovingly adorned with baby’s favourite bear.

Each product is available in country pine or white with pine trim versions, giving Winnie the Pooh a place in any nursery.

The aesthetics and quality of the Disney range is key. The strollers are all suitable from birth and available as a single or as twin (For those expecting double trouble!), while the ultra lightweight highchairs are a breeze to wipe clean and fold easily for storage or travel. All of these are decorated with adorable illustrations of Minnie & Mickey Mouse and Winnie the Pooh & friends, while a variety of accessories are also available for all of the characters, so parents can co-ordinate as they wish.

Tel: 01652 649 538 Web: www.obaby.co.uk

Tiny Tatty Teddy Strollers xx

Tiny Tatty Teddy is a loveable grey bear with a blue nose and a warm heart.

The Tiny Tatty Teddy Strollers, Deluxe Stroller and Deluxe Twin are bursting with features, they’re suitable from birth with a one hand independent recline, 4 position seat unit. The coordinating head hugger, shoulder pads and 2 way ÅLLJL MVV[T\Ɉ JVTWSL[L [OL WHJRHNL [VNL[OLY ^P[O HKKP[PVUHS TLZZLUNLY changing bag included with the strollers.

All round suspension SVJRHISL MYVU[ Z^P]LS ^OLLSZ HUK HKQ\Z[HISL leg rests will ensure that baby is comfortable! With ergonomic foam handles and a parent cup holder [OL Z[YVSSLY VɈLYZ ZVS\[PVUZ MVY parents on the go. ( SHYNL ZOVWWPUN IHZRL[ HUK aPWWLK WVJRL[ PU [OL KL[HJOHISL OVVK ^P[O WHYLU[ ]PL^PUN ^PUKV^ HSS VɈLY Z[VYHNL MVY [OVZL baby and parent essentials. The compact lightweight aluminium chassis, with a simple umbrella fold and carry handle, is ideal for storage & transportation.

Design by Comvito.co.uk Featured products from Obaby

Peace of mind is essential whilst using the stroller or twin, and ^P[O [OLZL WHYLU[Z ^PSS HS^H`Z IL H[ LHZL ^P[O [OL HKQ\Z[HISL 5 point safety harness. Whatever the weather baby will be protected from the elements through the hood and matching PVC raincover.

The Tiny Tatty Teddy Deluxe Stroller and Deluxe Twin have luxurious hard wearing denim fabrics, plus HKKP[PVUHS RL` MLH[\YLZ PUJS\KPUN H Z\I[SL internal zipped pocket and extendable zipped hood to add more shade, together with an extra padded seat unit for even more comfort.

®

www.obaby.co.uk 0845 078 0290 Scan here

Focus Branded & Licensing

Obaby XXXX Tiny Tatty Teddy is a loveable grey bear with a blue nose and a warm heart. Obaby’s licensed Tiny Tatty Teddy collection is ideal for parents looking for personality and style, and offers a range of items including car seats, strollers, highchairs and travel cots.

The selection of car seats covers little one at every stage, from infant car seats for baby up to booster seats for toddler. The range covers all weight categories and features combined versions to offer parents more longevity, meaning better value. Each seat is lovingly emblazoned with adorable Tiny Tatty Teddy designs to keep children huggably safe whilst on their travels.

The strollers are also of the highest standard. All are suitable from birth and feature all round suspension and lockable front swivel wheels, perfect for parents on the go. The highchairs are a breeze to wipe clean and have a compact fold for travel and storage, while the travel cots are quick and simple to assemble and fold and feature a high level bassinette too. All products are adorned with cute and fun designs of baby’s favourite grey bear, giving them warmth and happiness whether time for eat, sleep or play and are available in a choice of colours.

Tel: 01652 649 538 Web: www.obaby.co.uk

East Coast Nursery TTTT

Baby Brands Direct SSSS As one of the UK’s largest and leading wholesale companies, Baby Brands Direct is able to offer retailers some of the world’s best-selling branded baby products and licensed toys.

Their collection of wonderfully soft toys include a host of bashful characters such as Peter Rabbit, Winnie the Pooh and friends, Mickey and Minnie Mouse, the beautiful Disney Princesses and Marvel superheroes. Each boasting plenty of charm and whimsicality, their collection of licensed plush toys by Rainbow Designs and Posh Paws International offer children a rich array of tactile and visual stimulation.

Elmer, the inspiring patchwork elephant along with the well-loved children’s classic character, The Very Hungry Caterpillar are also part of the collection, captured in soft toy form and also available to read in delightful story books.

There are unlimited opportunities for imaginative exploration with toys from wellknown brands including Fisher-Price, Munchkin, Lindam, Beaba, Taggies and many more. The Fisher-Price Little People line is particularly popular at Baby Brands Direct, with a variety of toys, play sets and games.

Retailers can discover a wide assortment of award winning products at exceptional prices at Baby Brands Direct. Simply register online at www.babybrandsdirect.co.uk to access some of the best brands, best products at the best prices and enjoy free loyalty credit against all orders placed.

Tel: 0845 370 8370 Web: www.babybrandsdirect.co.uk

60 nursery today

Under their long-running licence agreement with Disney, East Coast Nursery are launching new Winnie The Pooh products this Autumn, including a changing mat and bedding set in warm neutral colours. More recently, East Coast has added licences for Fisher-Price and Tiny Tatty Teddy to their portfolio, and are excited to be launching new lines for both brands later this year.

The bright and engaging characters of Fisher-Price are ideal for feeding and travel products, and the East Coast range includes highchair insert cushions, splashmats, sunshades, and a Baby On Board sign, alongside a bathmat, and the printed changing mats that East Coast are known for.

Tiny Tatty Teddy has proven to be hugely popular, as fans of the adorable blue-nosed bear are growing with the brand and having children of their own. The instantly-recognisable character with the ‘aah!’ factor has been updated with the new Cute As A Button style guide, and applied to a range of essential products. The range from East Coast Nursery includes a printed cot bed and dresser; a 360 rocker/bouncer; a printed wooden highchair with matching insert cushion and splashmat; a temperature-change bathmat and adorable cuddle robe, plus a changing mat, room thermometer, and travel products.

With exciting new developments such as The Very Hungry Caterpillar in the pipeline, East Coast Nursery are looking at a positive future with their licensors.

Tel: 01692 408802 Web: www.eastcoastnursery.co.uk

LittleLife XXXX The result of a recent collaboration with Disney, the adorable Tigger Disney Toddler Daysack pairs one of ‘Winnie the Pooh’s’ best loved characters with LittleLife’s proven daysack design. Bright orange, with Tigger’s eye-catching stripes and a springy tail, the striking daysack has a fun design that kids will love to wear.

Suitable for children aged between 1 and 4 years old, the Tigger Disney Toddler Daysack features comfortable and fully-adjustable, padded shoulder straps and a chest strap to ensure it fits securely and won’t slip off a child’s shoulders. This, combined with the detachable Parents Safety Rein, helps to encourage a toddler’s sense of independence while also providing parental peace of mind. For occasions where parents don’t want to use the rein, a large grab handle at the top of the daysack adds an additional element of practicality.

The daysack also benefits from a handy, 2litre zipped compartment that allows children to carry a few of their favourite toys or a drink, snack and extra layer. Inside the daysack, an internal name and address label is ideal for ensuring the pack doesn’t go astray at nursery or playgroup.

Web: www.littlelife.co.uk

The Perfect Partner for the local retailer

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nursery today 61

Focus Branded & Licensing

TOMY TTTT For Autumn/Winter, Disney Baby offers a unique way to play with Pooh and his friends – Hide Inside Pooh. Just like Russian dolls, place Tigger, Eeyore and Piglet inside Winnie the Pooh or play with them all individually. Children can also explore the tactile features of each Winnie the Pooh character, with their super-soft ears and textured feet. For extra fun, Piglet, the smallest piece has a weeble feature too! RRP £10.99 suitable from 9 months Keep baby amazed and entertained for hours with the fantastic new Post ‘n’ Roll Hunny Pot floor toy. Post the colourful balls in the top of the Hunny Pot and watch as they roll down and around.

As the Hunny Pot rolls around, where will they pop out?

Try and catch them all! RRP £20.99 suitable from 9 months Add a touch of music to the day, Jiggle with me Pooh, plays two different songs for parent and baby to sway along to. Tap on Pooh’s head and watch as he sways from side to side in time to the music. As baby becomes confident in sitting, encourage them to sway along with Pooh. RRP £32.99 suitable from 9 months.

Tel: 0208 7277300 Web: www.tomy.co.uk

Gro

SSSS

TTTT

The new A/W Anorak Grobag collection sees The Gro Company’s first ever fashion collaboration with iconic British design brand Anorak. These four designer Grobags will hit shelves on the 1st August 2014.

Both British brands have worked together to create a range of four Grobags with iconic Anorak prints inspired by childhood camping adventures. The prints include the bestselling Kissing Rabbits, Rolling Hills, Kissing Squirrels, and new Trundling Tractors all promising to bring the English countryside indoors when the lights go out.

Every Anorak Grobag comes complete in bespoke Anorak packaging and as with all Grobags, is made from 100% premium cotton. All designs available in 0-6 months, 6-18 months and 18 – 36 months with a choice of 1.0 tog and 2.5 tog.

SRP from £33.00.

NUK WWWW Every child loves Winnie the Pooh – the little bear with the big heart. Now every child can admire their favourite Disney character whilst feeding with the Disney Winnie the Pooh Feeding Range from leading German babycare brand, NUK. The Disney by NUK range comprises the most popular bottles and soothers with the same great NUK product features combined with classic Disney designs featuring characters from the much loved Winnie the Pooh series.

Email: mail@nukbaby.co.uk Web: www.nuk.co.uk

62 nursery today

Tel: 0844 557 2985 Email: trade@gro.co.uk

Joie just keeps growing Malcolm Naish had the pleasure to visit David Welsh of Joie UK

C

ast your mind back to this time two years ago. Everybody was eagerly preparing for the annual industry showcase in Harrogate.

Little did we know that the face of our industry was about to change, albeit with a very familiar figure at the helm.

There can be very few people in the nursery industry today who could, from a standing start, build a brand to become a major supplier in the UK in less than two years.

54 nursery today

With impressive listings in Argos, Mothercare, Babys R Us, Halfords, Kiddicare Smyths, SDG, JLP and major independents, it has become clear this is no flash-in-thepan.

That man is David Welsh and the brand is JOIE. I met up with David at the Institute of Directors in London’s Pall Mall to find out more.

David begins; “To date we have built Joie by supplying excellent quality product with great margin for our retailers. So far we have been very successful, but to continue this rate of growth it is clear we need to do more.”

In 2013 Joie grew their business by over 1000% from that of 2012. As unlikely as it is to see that same growth rate for a second year running, it isn’t stopping David and his team from trying.

“There is no point in having worked so hard until now to just rest on our laurels” he said, “our initial impetus on ‘sell-in’ to our retailers has been the corner stone of our success so far, but in 2014 we are altering our focus to consumer ‘sell-out’!”

COL I N

S

G

AR UL

PATTI ON

RE

This issue Colin Pattison takes a look at the impact larger retailers have on the high street

The Times They Are A-Changin’

R

eports of a small dispute over the opening of a new Lidl store in Berkhamsted, home of Nursery Today, may have passed you by. It again prompted me to think about the major and long term changes that have been happening in the retail sector recently. These have been somewhat hidden by the recession, but are now becoming more obvious.

Looking at the big picture first. In food retailing, there is now a clear break down of the traditional ‘race for space’ between supermarket groups. The move to larger and larger units further and further out of town has already decimated many traditional high streets. Big box stores are uniform and bland spaces, with an almost universally boring feel, which is actually fighting against the destination appeal the chains wanted to create. Tesco, who had the most space and the biggest bank of land, has realised big box stores are out of date and is desperately looking for value adders such as restaurants, services and other brands to fill the space, rather than just creating more and more aisles of Cornflakes and F&F clothing. Hence the purchase of the Giraffe restaurant chain, the financial interest in the coffee chain Harris + Hoole and the constant rumour’s of co-operations with for instance, Mothercare, to see Early Learning Centre products in a shop in shop environment.

Alongside this much is still being made of the traditional supermarket tactic of price cuts and lower prices, unfortunately this message is now diluted by price promise themes and the constant lower

64 nursery today

The overall effect is that the large stores are beginning to look boring and out of touch with the modern consumer who expects more than long isles of product with price promise, reduced and promotional price messages hanging above

prices of the value chains.

The overall effect is that the large stores are beginning to look boring and out of touch with the modern consumer who expects more than long isles of product with price promise, reduced and promotional price messages hanging above.

In contrast to this blandness Waitrose have just opened a new store near to us. The store has 2 in-store cafes, lots of fresh food service areas and demonstration points. This has created a true destination store in a relatively small format. A total contrast to the bland big box stores of the large supermarket groups.

Waitrose is leading a group of smaller sized stores at the top ‘quality’ end of the market, who have done very well during the recession. At the same time local, quality producers and products with provenance or small scale point of difference are seeing resurgence.

At the opposite end of the price spectrum the ‘discounters’ (particularly the German Aldi and Netto chains) are also making large market share gains. The offer in these stores is a restricted range of mostly non branded value products, but the quality standards of the product are maintained and in some cases even surpass those of the majors. Many would think this is because of the recession, but who is to say customers will not stay with them as the pressure eases?

The current cry from the major food retailers is all about convenience stores. These are now popping up quicker

than charity shops on every high street and replacing pubs at every opportunity. Ordering on line with doorstep delivery is also growing quickly. It is claimed we now travel out of town or shop on line for bulk food, but prefer to buy fresh and convenience foods locally or from someone we trust.

A similar trend is discernible in the department store sector. John Lewis stores are performing very well. They have moved away from their traditional ageing customer to much younger, but cash rich families. This year’s 150th anniversary celebrations are partly responsible for a sales increase which is consistently in the high teens this season, but everything about the business, from last year’s enormously successful Christmas ads to the rapid development of its on-line offer demonstrate a company that is good and knows it!

Opposite to the John Lewis partnership are the value retailers.

The growth of £1 shops and similar has been phenomenal in recent years. The attraction is obvious, you know what you are going to get, and even if the most popular question in the store is ‘How much is this’ (According to a recent TV documentary) you know how much you are going to pay for it. For anyone who is not interested in the latest, best and shiniest, these stores are now the place to shop.

By contrast Marks & Spencer are still struggling in the wilderness.

Generally variety stores such as WH Smith seem to be cutting costs and relying on more and more offers to keep an out of date retail offer going to the last gasp, ‘would you like some cheap chocolate with your paper this morning?’

Clearly in such a volatile market the hard pressed independents have to work very hard to survive. We have lost some good well established retailers in the last couple of years. I feel very sorry for the remaining independents who have a Kiddicare very close and have had to watch as this massive expansion has pulled consumers in from much of their established market.

The uncertainty before the inevitable closing down sales will not help in the short term, but there is at least light at the end of the tunnel now.

Taking this closer to home, we can only say that retailers in the nursery market are still in a difficult situation.

It is clear from the above that the current focus for the Supermarkets will not be on their Nursery departments.

The problems with Mothercare are now the norm rather than news. The UK continues to perform badly with only the franchise sector keeping the company together. At the same time Early Learning Centre is now in such a bad state that it is apparently more cost effective to close stores and pay rent on an empty unit rather than to continue trading. It is worth noting that ELC products are now offered to independent retailers as well as being in Argos and Tesco. In these environments the product seems to sell well. Much of the Mothercare range is branded products, and of course many of the own brand products are very ‘similar’ to the branded equivalent. So the buying and product development teams must be doing the right thing. This of course is supported by the consistent demand for the range from the franchise operators. How the UK operations guys continue to create a sow’s ear out of this silk purse is a continuing mystery to many in the UK nursery market!

Morrisons bought Kiddicare a couple of years ago and by moving the brand into a chain of massive out of town sheds, previously owned by a now liquidised electrical retailer, it has managed to turn a highly successful and profitable company into a loss maker of apparently huge proportions.

At the time of writing, news is just breaking that the company has been sold to a Leeds based private equity firm. Bought for £ 70 million 3 years ago, sold for £ 2 million! When you factor in the cost of purchasing the store leases and fitting out the 10 stores and the ongoing liability for the leases which Morrison’s is retaining, together with the actual trading loss, this must go down as a ‘mistake’ of epic proportions. Most of the original Kiddicare staff are now long gone. Many of the new breed brought in by Morrisons have also moved on to new ‘challenges’.

What is left of Kiddicare in a couple of years time will be interesting, an internet business with a warehouse and showroom in Peterborough, but without the heart and soul that made it such a pleasure to work with would be my guess, but more to come about this in future articles I suspect.

As far as I know, Babies R Us is doing OK, but that is about as good as it gets. Again referring to news articles, it is difficult to know whether the Mamas & Papas business is in crisis and needs rescue, or the owners are just reducing their equity. Whichever is true, new shareholders with a cash interest will inevitably mean change. Initial rumours include store closures! And I have not even mentioned the independents biggest bug bear – the internet!

Clearly in such a volatile market the hard pressed independents have to work very hard to survive. We have lost some good well established retailers in the last couple of years. I feel very sorry for the remaining independents who have a Kiddicare very close and have had to watch as this massive expansion has pulled consumers in from much of their established market. The uncertainty before the inevitable closing down sales will not help in the short term, but there is at least light at the end of the tunnel now.

It feels like consumers are moving away from small nursery retailers, who offer limited ranges. Consumers are now much better informed and if they are prepared to make a journey to a store rather than just buy on line, they want to see a large range and have choice. So the appeal of a Mamas & Papas store which shows the whole range of M&P products is obvious. Equally consumers still visit out of town stores such as Mothercare and Kiddicare. Another obvious destination is a consumer show such as The Baby Show.

These shows are large, and contain lots of products, many on sale at very competitive pricing. They are events, you have to go ‘today’ or miss the opportunity, and many brands who the consumers still trust for advice and information are represented.

In such a fast moving and volatile market how does the independent retailer and the brand owners supplying him keep up to date and continue to attract the consumer into stores to buy products? Bob Dylan keeps re-inventing himself and surprising his followers with new and unexpected directions.....

Colin has worked in the Toy and Nursery trade for over 20 years both as a retailer and supplier. He is now an independent consultant advising on sales and marketing issues, he can be contacted at colin@colinpattison.com or by phone on 0773 8568 191.

This issue we ask a selection of retailers whether they feel there is a more positive feel when we look at the economy and the consumer.

Jason Heller Huggle, London Whilst we appreciate that London is very different to the rest of the country, we are certainly seeing a more bullish consumer shopping with us at the moment, both online and instore. With a wealth of new products coming to the market and some old ones being updated, this is helping to drive an increased spend for our business. We have spent the last few months trying to put new systems, processes and structures in place to help us continue to grow our business and ensure that we can make the most of this confidence.

Chris Pearson Home and Garden Gifts, Rugby In the last month the first three weeks were slow but now picking up a little, looking forward to the kids being back at school and Christmas starting, it will be all hands on deck.

Liz Smart Baby and Child Store, London For us we are doing well in our wheeled goods category at the moment, probably in particular our Out’n’about. People seem happy with the price point and quality of the product. We feel that it is good value for money.

The Houdini Stop Chest Clip The Houdini Stop Chest Clip is a device which prevents you child from taking their arms out of their harnessing.

It consists of two simple clips joined by a length of material. The Clips connect onto the existing harness straps and holds them firmly in position preventing your child from wriggling out.

Other products in the Houdini

66 nursery today

range. Houdini Cosy, Houdini Nappy, Houdini Shade, Houdini Locks, Houdini Bib and Houdini Door.

Tel: 00353 45 850 998 Mob: 00353 85 8085 255 info@babymoments.ie www.babymoments.ie /babymoments

Becky Elliott Bababoom, Essex Retail definitely has a more positive feel this year than last year and I have no doubt that this is a direct result of the upturn in the economy.

In fact you can almost pinpoint when the media reports an upturn as the customer responds to this and you see a positive effect in your sales.

That’s not to say that people are being flash with their cash as customers are more likely now to try to get a deal than before and we as retailers have to evolve to this new way of shopping.

Adrian Millen Koochie Baby, Athlone Retail is still very tough at the moment especially in smaller towns and those outside the main urban centres like Dublin, Galway and Cork and even in these areas there is still not the consumer spend that would be hoped for. We are also very much in that holiday time of the year which generally does see a slow down in footfall and consumer spending.

Reading papers and listening to the news there would appear to be a more positive slant in favour of the way that the economy is going.

Speaking to those in the industry and talking to consumers we think things are still quite flat and that it will still take some time before that positivity filters through.

Clare Maguire The Goodie Gallery, Ireland In general retail has definitely been one of the slowest sectors to recover, it does seem at last there are signs that the retail recovery is finally underway. I think the baby market is slightly unique, parents have continued to spend money throughout the recession as spending on their babies can be justified as a necessity rather than a luxury. Babies are precious and parents will do almost anything to make their life easier and help and protect their child. In saying that the industry has seen changes, parents are much more aware of their spending and now consider their choices and options much more as they seek out the best value for money products.

It’s good to talk!

Contact Penny Franks for a chat on 01442 289947 penny@lemapublishing.co.uk if you would like to be included in our next issue.

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The new launch from Summer comes at an incredible recommended retail price of just £24.99 and is available in clean fresh colours to appeal to all parent’s tastes. All of Summer’s products are made with parents in mind to make the delights of having a baby as enjoyable as they should be.

Island Giggles Super Seat (188) Summer Infant’s playful Deluxe Island Giggles Super Seat is a new “play” on the multi-function support seat, the next stage of their award winning Super Seat, now with great additional play options including a great jungle theme. The new support seat is available in neutral fun colours and still includes all the fantastic attributes including its 3 adaptable stages: a soft foam support seat to help babies sit up, activity seat with a pivoting toy bar and 6 playful toys, and finally a booster seat with a 3 point restraint harness and chair straps to attach it to a normal free standing chair. It’s colourful and entertaining 360° rotating tray with a variety of activities to keep baby engaged and happy, the six playful toys are on an adjustable and detachable toy bar. The front section of the rotating tray pops out for easy access and also to clear the integrated snack trays. The new Super Seat is available for July and comes with a great manufacturers recommended retail of £54.99.

Summer have taken one of its hallmark products and added yet more fun and function for consumers.

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Talking Shop with NSG Written by: Yasmin Ali, Babyland

H

ey peeps how are you all this month? I see my article last month really hit the ‘spot’ with so many of you! I do say it like it is, and the messages relating to the general angst and frustration coming in from so many of you last month show just how many of us are suffering and why. We know the why but what’s the solution? Make your voice heard. As independent bricks and mortar retailers we have the Nursery Support Group, a lifeline, a collective voice, lifelong friends, united because we have the same aim, we’re all trying to survive.

This month I want some feedback from you all. Second hand. How do we deal with this epidemic in our industry?

People are exchanging strollers, car seats, prams and probably nappies!

Social media has pages left, right and centre - people come into our shops with the guffiest looking things they’ve paid £100 for and don’t know how they work, or need replacement parts - yes charge them for parts and labour but is there an answer? How can we deal with this as retailers and as a trade with this problem?

It’s the consumer - how do educate them? It’s a tough one and I’ve no answers! I’m baffled! On a daily basis I see and hear of how ignorant the general consumer is (generalisation I know) but if they’re thinking a 10 year old car seat from the garage (or loft) is OK then is there any helping them?

People are pulling out all sorts from the family vaults to use for new babies, want an iCandy pram but want to pay £100 for it with everything included, then go home and order something random from someone equally as random, online or through Facebook – it’s absurd!

Personally I’m one of those people 68 nursery today

Yasmin m Ali mi

This month I want some feedback from you all. Second hand. How do we deal with

who doesn’t do second hand. Yuk something about it makes my skin itch.

I wouldn’t put my baby in something second hand - even when Roxy (my fab sis) was giving me things for my little girl I was like...erm...no its OK I’ll buy new. That’s just me. Between us we have lots of strollers, but I wouldn’t ever buy from a stranger. What are these people thinking?

It’s another strain on our businesses that we don’t need. Can you demo this for me please? Yes of course...do the demo...oh well we’ve bought one second hand and I wanted to just see just how it worked. ARGH!!!!!

We are not showrooms! At that point do we see red and rage and ask them to leave? Or look at the fact they might come back? If they are buying their pram and car seat second hand what are the chance of them buying anything from you? How do you keep your temper under control - or more to the point - do you?

They don’t care it’s your livelihood on the line. It’s bad enough we have internet pricing, local competition, nationals and

Internet, don’t go away! Some fade out as new things take over. Therein lies the hope!

We must have hope, and determination! Man, I feel like a politician! But is it working? We need to be determined and work AROUND the issues working against us, whether that’s your local competition, or Internet or grotty 2nd hand strollers!

Remember at the end of Lord of The Rings the wee hobbits go home and there IS a shire! The grass is green and the flowers bloom and there is hope and laughter. We can have that too in the form of chi-ching tills! £££!!

supermarkets to compete with, now this.

Has it affected your sales on wheeled goods and furniture for example? It’s very frustrating for me, hearing almost on a daily basis how people are struggling with all of these issues. What I will say (some guidance from Mrs A) it’s a trend - we see many trends in this trade, some, like the

Products of the month

As always my contact info: yasmin.babyland@babylandfife.co.uk Facebook: I’m Yas Ali NSG Nursery Support Group: for bricks and mortar independents only COME AND FEEL THE LOVE!!!

Nursery Trade: for trade, internet only and the rest of you scallywags!

this epidemic in our industry?

Ok so a big big shout out firstly to Emmaljunga, the whole Swedish team and the lovely Hugh Millar and gorgeous Sarah Carnill. I was honoured

Sponsored by

New Products Baby Moments to fly out to Sweden last month to see the 2015 new colours.

They’ve gone for a sporty feel, with chrome finish and real GOLD finish. I was very impressed and completely in love with the new Pink Symphony pram....every time!

Every time Emmaljunga pull it out of the hat! The pink is going to appeal to the ideal Emmaljunga customer base, it’s a fresh take on a traditional pram with a stunning must feel fabrics throughout the range.

The new bags were innovative and the new packages are guaranteed to be a firm hit. I don’t want to ruin it and post a picture here. I hope reps will be round to you with samples, if not- blind faith it!!

You’re guaranteed a splash of colour and a stunning classy look on your shop floor.

Hugh was a lovely host, he stayed with our group the whole stay, we went around Stockholm - clearly I took Scotland with me because the weather was abysmal, my brolly died but we had such a good time. Can’t

wait to go back again. Thank you Emmaljunga!

Secondly NSG people will know I’m always complaining about bedding. I’ve found a range! Adam Waxman! Mini steps, Isabella Alicia has done it again. Oh my! Simply stunning ranges, gender specific and neutral- competitively priced and so far indies only (I would assume this would be dependent on uptake) please do not hesitate, email Adam and get the info. I’ve already ordered mine and would hate for the nationals and supermarkets to be selling this next to the beans!

Email Adam at: adam. waxman@btinternet.com Let him know I sent you!

Adam is lovely, and a delight to work with, a true lover of the indies and understands our cause - please support those who support us!!

Until next month...Behave you lot! Half as well as me and you’re onto a winner! Love to my NSG family x

The late Houdini, Master of escape. Wiggling out of straightjackets, freeing himself from heavy padlocks, and defying all odds was his specialty - it seemed no challenge was able to hold him down. Many parents have a little Houdini of their owntoddlers making daring escapes from car-seats, bedrooms, and even freeing themselves from their nappies!

Hamilton mum, Bianca Richardson, saw her own daughter, Jessica, perform a stunt of her very own and it got her thinking. Frequently, Jessica would perform daring escapes, pulling her arms out of her car-seat harness and hoisting her whole body out. Bianca was unable to find anything that could hold her little Houdini in so created an after-market accessory prototype - to be used on car-seat straps - out of some braces clips and elastic. Tinkering with this working prototype gave birth to the Houdini Stop, a handy device designed to prevent children removing their arms when harnessed into car seats, highchairs and strollers. It was designed to save two things – a child’s life and a parent’s sanity.

Although the range was designed for Houdini’s aged one to four, parents of special needs children have also been using the Houdini Stop.

Other products within the Houdini range solve other escape issues with the Houdini Stop, Door, Cosy, Locks, Duvet, Shade, Nappy and Bib products making up the full range, Bianca is always designing more, with Houdini Spill in the pipeline. Aligning to her personal ethos, Bianca only continues production of an idea if the product is affordable, effective and produced to the highest of standards. Child safety is paramount, both as a business fundamental as well as personally to her as a parent.

Tel: 00 353-45-850998 Email: info@babymoments.ie

Concord - ABSORBER XT GROUP: I, WEIGHT: 9 – 18 KG, AGE: 9 MONTH UP TO 4 YEARS A highlight in the DRIVING line is the new CONCORD ABSORBER XT child car seat for Seat Group I. Equipped with double-layer safety shells and Isofix system, it offers a high level of travel safety. The height and width of the headrest are adjustable. An additional point in its favour is its very comfortable reclining position with extendible leg rests and a long backrest. CONCORD has also come up with new ideas for the seat design: a step and recessed grips enable children to climb in and out of the seat unaided. This means less work for parents – especially during short trips to town involving lots of stops Dimensions: L 57 x W 42 x H 98 cm VARIOSIZE SYSTEM: height- and width-adjustable headrest, strap adjusts and adapts automatically PROCOMFORT SYSTEM: sitting/reclining angle adjustable to 5 positions using a lever Pressure indicator to ensure safe positioning of the support leg Step and recessed grips give children easy access Comfortable leg rest Extra-long backrest for a long service life or for very big children Soft, padded covers, easy to remove and wash DOUBLE LAYER IMPACT PROTECTION: double-walled safety shells for optimum side-impact protection 5-point harness system for securing the child safely Isofix system with additional brace for extra grip and support: for secure installation in the car Extra 3-point strap attachment for secure installation in the car Optional accessory: COOLY ABSORBER XT

Tel: 01273 724627 Web: www.concord.de

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The brand that parents trust www.clippasafe.co.uk

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Ambassador Textiles manufacturer of Anti Pil Fleece blankets Blankets are made to order, Cot, Pram, Picnic Blankets are made from stock fabric, over 50 plain colours and 20 prints.

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Ambassador Textiles Ltd Ambassador-textiles.co.uk tim@ambassador-textiles.co.uk 0161 624 4167

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The Buggysnuggle Company designs BuggysnuggleTM footmuffs and everything else your customers need to keep little ones warm and cosy!

Find out more at: www.buggysnuggle.com Call 01841 540 044 or email info@buggysnuggle.com to request a trade pack

Do you want to draw attention to the brand or brands you are currently distributing?

Call Christine on 01442 289936 or email christine@lemapublishing.co.uk to discuss the options available.

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Visit MyBoori.co.uk and visualise any of our nursery furniture collections in a room setting tailored to your individual style and colour preference. Easily share your creations with friends and family to help you decide which Boori is right for you.

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