Nursery Today August 2025

The new look of luxur y.

Editor

Penny Franks penny@lemapublishing.co.uk

Sales Director

Claire Naish clairenaish@lemapublishing.co.uk

Sales & Media

Danni Gomes danni@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

This month Christy Foster, Managing Director of The Nursery Store, welcomes new Chief Marketing O cer Racheal Tansey-Brown.

Jonathan Feingold Jonathan Feingold shares his ndings while visiting The Children Baby Maternity Expo (CBME) in Shanghai. 36

Pramland’s John Barker re ects on the upcoming Harrogate show, shares his thoughts on industry pricing, and o ers valuable tips on how independent retailers can boost performance through smart brand selection, strategic marketing, and creative incentives.

editor’s letter

It’s almost here, the doors to Kind + Jugend are about to swing open! This year promises to be bigger and better, with a stellar line-up of top brands including BabyStyle, BIBS, Angelcare, Cozy n Safe, Bambino Mio, VTech, Cybex, Emmaljunga, Hauck, Joie/Nuna, iCandy, Nuby, Peg Perego, Skip Hop, Done by Deer, Tutis, Thule, Tutti Bambini, Karibu, Plastmetic, WonderFold… and that’s just for starters.

From 9–11 September, Cologne will once again play host to more than 800 exhibitors from over 40 countries. This year also marks the long-awaited return of the official UK Pavilion which provides a dedicated showcase for homegrown brands, giving

KIND UND JUGEND: Check out our full Kind + Jugend preview starting on page 26.

buyers from the UK and beyond an easy, inspiring space to discover new products. If you haven’t booked your tickets yet, head to www.kindundjugend.com and get in quick, this is one event the global nursery industry has firmly circled in its diary.

We kick off our preview of the show on page 26, then from page 28 you’ll find our interview with the show’s Director, Jörg Schmale, who shares his insight into what makes Kind + Jugend such a must-attend fixture. Starting over on page 30, we’ve also rounded up some of the exhibitors you’ll want to seek out and the gems you won’t want to miss once you get there.

Of course, September’s not the only big month for shows. Fresh from his travels, Jonathan Feingold has returned from The Children Baby Maternity Expo (CBME) in Shanghai with plenty to

report. You can find his write-up starting on page 16.

In this issue, we’ve also packed in a rich mix of product features and interviews. Our Gift and Compact Folds sections are brimming with clever, stylish solutions for today’s parents, while our industry interviews shine a spotlight on both categories. You can gain helpful insights from Aurora World’s Creative Director Alanna Slocombe, Rainbow Designs’ Senior Brand Manager Zara Hynes, iCandy’s Director of Product Design Paul Walker, Joie’s Head of Product Management Damon Marriott, and Tutis Innovation Lead Vaidotas Staškūnas.

Our contributors have been busy too. On page 14, The Nursery Store’s Christy Foster introduces their new Chief Marketing Officer, Racheal Tansey-Brown, while over on page 36, Pramland’s John Barker looks ahead to the Harrogate show, shares his take on pricing trends, and offers practical advice for independent retailers, from picking the right brands to marketing smarter and creating incentives that drive results. Speaking of Harrogate, once Kind + Jugend wraps up, all eyes will turn to our own UK trade event in October. Harrogate International Nursery Fair, running 12–14 October 2025 at the Harrogate Convention Centre, is shaping up beautifully. Harrogate represents the only UK trade event and it’s the perfect one-stop-shop to discover the latest launches and innovations our industry has to offer. If you’re thinking of exhibiting, there’s still time, simply contact Adrian Sneyd at

Adrian@nurseryfair.com or visit  www.nurseryfair.com for all the details. And finally, if you happen to spot me in the aisles at Kind + Jugend, don’t be shy, stop me and say hello. These shows are about people as much as products, and I can’t wait to catch up with familiar faces and meet new ones. See you in Cologne!

Folk & Thread appoint bébélephant as UK distributor

Folk & Thread, the purpose-driven brand behind a new generation of organic baby sleep products, is proud to announce the appointment of bébélephant as its official UK distributor.

This exciting partnership marks a significant step in Folk & Thread’s mission to bring safer, more sustainable sleep solutions to families across the UK.

Founded by a team of baby sleep product experts with over 25 years of combined experience, Folk & Thread is built on a shared passion for safe, sustainable sleep and a deep commitment to supporting families. Their thoughtfully designed sleep essentials are made from certified organic, sustainably sourced cotton, crafted to provide long-lasting softness, strength, and comfort through countless washes and years of use.

More than just a brand, Folk & Thread is a movement of kindness. Through its Better Sleep Project, the company has already delivered over 1,200 essential sleep products to families facing hardship—because every baby needs a safe, comfortable place to sleep, and every parent needs support.

bébélephant, a well-respected distributor in the UK nursery sector, is known for representing innovative, high-quality brands with a strong focus on safety and integrity. With deep industry knowledge and a proven track record of connecting thoughtful products with trusted retailers, bébélephant is the perfect partner to represent Folk & Thread in the UK market.

Lisa Joyce, Co-Founder of Folk & Thread, said: “We’re so pleased to be working with bébélephant—an organisation that shares our energy and passion for safe, quality products. As we expand into the UK trade, it was essential to find a partner who truly understands the heart of our brand and the importance of what we do for families. With bébélephant, we’ve found just that.”

Commenting on their appointment, Elliot Bishop, Managing Director of bébélephant noted, “We are absolutely thrilled by this. What struck us was not just the unrivalled quality of the product, but also the brand’s commitment to the use of ethically sourced, eco-friendly materials which is very much at the fore of retailers’ and consumers’ current demands. Combined with their charity partnerships and initiatives, this is a brand we are truly proud to represent.”

Folk & Thread’s UK retail rollout will begin in Autumn 2025, with bébélephant handling all trade distribution and retail partnerships.

For trade enquiries in the UK, please contact: bébélephant – info@bebelephant.com

Haven extends poolside retail contract with Splash About

Children’s swimwear brand Splash About, has signed an exclusive 3-year contract to supply all 39 Haven Holiday parks with its range of family fun products for their poolside retail spaces. The contract builds on the existing 3-year relationship which has seen Haven’s poolside retail grow exponentially year-on-year during this period.

“There is an unparalleled opportunity to increase revenue in poolside retail, and we’ve seen forward thinking brands such as Haven tap into this,” commented Lesley Beach Managing Director at Splash About International.

Simon Palmer, Head of Activities & Leisure at Haven added, “Working with Splash About for the past three years has been a gamechanger for our pool retail concepts; their product range is not only spot on for our holiday makers but managing our inventory is facilitated by their operational approach. It is a collaboration which is offering more choice for guests and will take Haven retail to the next level.”

www.splashabout.com

BabyStyle’s Andy Crane Completes Epic 100 Holes Golf Challenge

On 22nd June, Andy Crane, Managing Director of BabyStyle, took on a monumental “100 Holes Challenge” at Birstall Golf Club to raise funds for Children With Cancer UK – and emerged victorious after an incredible day of golf.

Starting at 4am and finishing at 8:30pm, Andy was part of an eight-strong team that completed over five and a half rounds of golf in a single day – totalling around 33 miles on foot and 71,000 steps each. The team hit approximately 3740 shots between them, with every player sinking the final putt together in a special moment at sunset.

The challenge has so far raised over £10,000, with Andy personally contributing more than £2,000 to the total.

Reflecting on the experience, Andy said: “When I first agreed to the challenge, I didn’t fully grasp how physically demanding it would be – it truly hit me the night before. But the support and generosity from everyone kept me going. I’m incredibly proud of what we achieved and want to thank everyone who donated, and Nursery Today for helping raise awareness for such an important cause.”

www.babystyle.co.uk

Pramworld debuts Amaati

Pramworld, one of the UK’s most trusted names in nursery retail, is proud to announce the launch of its very own brand, Amaati – a thoughtfully designed collection of baby essentials crafted to meet the needs of modern families.

Newly launched, Amaati will make its debut with three hero products: the Orla High Chair, the Perla Stroller, and the Aria Travel System.

Building on over 60 years of experience, Amaati is Pramworld’s latest expansion to provide families with baby products that combine style, practicality, and great value – without compromise.

David Winstanley, Director at Pramworld, commented: “Our customers trust us to help them choose the best for their growing families. With Amaati, we’re taking that trust one step further. These products are designed by parents, for parents – combining everything we’ve learned over the past 60 years.”

Pramworld has been a trusted partner for families across the UK since 1963, earning a reputation for quality, expertise, and outstanding customer service. With Amaati, the brand brings its industry knowledge directly to product design – offering parents thoughtfully crafted essentials at accessible prices. The Amaati range launched online and in store at the end of June, with exciting new additions being revealed throughout the year.

For updates and sneak peeks, visit www.pramworld.co.uk

Looking for inspiration? It’s right on your doorstep!

With the summer holidays almost over, time is ying and before you know it October will be on our doorstep and the majority of the nursery industry will be hot footing to Harrogate to attend the UK’s only trade show speci cally for the baby products industry. Harrogate International Nursery Fair, which takes place at the Harrogate Convention Centre from 12th to 14th October 2025, o ers a one-stop-shop to see rst hand some of the newest and most innovative products that the industry has to o er.

This year sees the return of many favourite brands including Whitestep exhibiting for the rst time in 11 years and bringing its range of innovative lifestyle brands to the show. Throughout the years, the company has partnered with leading names such as BABYZEN, bibi, mifold, Simply Good, A Really Cool World, Citron, Morphee, SmarTrik – all designed to make life easier and more enjoyable.

Another great return is Sweet Dreamers which will be introducing the all-new ewan Deluxe – the same gorgeously soft and utterly adorable sheep but with a brilliant twist. The iconic sleep aid, that has helped millions of parents and babies get a peaceful night’s sleep, is now available with a new improved removal control pod that’s fully rechargeable.

The original British nursery brand Silver Cross also returns, loved by families worldwide for almost 150 years and will be welcomed by retailers seeking great British engineering and innovation combined with quality, meticulous craftsmanship, unsurpassed safety and forward-thinking design.

New companies include Membantu - a Danish brand trusted by thousands of Nordic families and dedicated to improving sleep for babies and parents: MUUVO o ering high-quality strollers and prams distinguished by exceptional comfort and functionality, all combined with a fashionable and stylish design: Plus My First Book with books tailored for children from birth to six years

addressing the developmental needs of infants, toddlers and preschoolers.

Of course, all of the show’s regular and much-loved exhibitors will be at the show with their latest launches too including Alison Baby, Nuna, Joie and Graco, BabyStyle, CuddleCo, Cybex, Chicco, Dorel, Hauck and iCandy, to name just a few. A full list of exhibitors can be found on the website at www.nurseryfair.com

Harrogate International Nursery Fair is your home grown show and is free to attend for all trade visitors and there is still space available for companies wishing to exhibit. Visit the website for full information. www.nurseryfair.com

Babytech startup, Dote, hosts exclusive preview event

Dote, the world’s rst in-and-out of home integrated AI-powered smart baby monitor for the pushchair, car and home held an exclusive preview event ahead of its o cial launch in the Autumn.

Providing a rst glimpse into what the rm has been developing, An Evening with Dote marked the rst opportunity to experience the Dote products, and hear from the team already disrupting the baby industry.

Dote’s Managing Director, Denise Namakando, introduced the vision for the brand – to make early parenthood better through thoughtful design, innovative technology and ideas that empower parents.

“We know from our research, that parents want to feel the peace of mind that comes from tracking their baby’s developmental progress and health, in real-time,” said Denise Namakando. “Our purpose is to bridge the gap between parental intuition and clinical insight by giving every parent the tools they need to recognise their child’s unique patterns.”

The brand’s hero product, Dote Buddy, has been designed to provide parents with comprehensive, real-time insights into their baby’s health and wellbeing. Equipped with a 1440p HD wide-angle camera, an AI Imager module, smart cry detection, surface and ambient temperature sensors, and humidity monitoring, the Dote Buddy utilises AI to analyse various critical data streams.

With its innovative product ecosystem, a recently expanded technical and senior leadership team, and a funding round underway, Dote is poised to signi cantly accelerate its global reach and growth trajectory, in what is expected to be a landmark year for the tech scaleup.

For more information on Dote’s investment round contact investors@dotebaby.co.uk.

For more information on Dote, please visit www.dotebaby.co.uk

MadeForMums Toy Awards 2025: Entries now open!

Whether you’re a toy brand, distributor or PR, this is your moment to get involved in one of the UK’s most trusted toy awards – tested by real kids and loved by parents everywhere.

Celebrating the very best in play The MadeForMums Toy Awards are designed to help parents cut through the noise and nd toys that genuinely delight children, from newborn sensory toys to STEM kits for curious tweens.

Why enter the MadeForMums

Toy Awards?

For brands and retailers, these awards aren’t just about the kudos – they’re a proven way to boost visibility, clicks and sales at exactly the right time: the lead-up to Christmas.

Shortlisted and winning toys will be featured in the dedicated Toy Awards hub on madeformums.com, with click-to-buy links, newsletter roundups and social media buzz to get your product in front of toy-buying parents.

Plus, award-winners can license the o cial 2025 badge to use on packaging and marketing – a trusted mark many parents actively look for when shopping.

And this year’s good news? All entry and licensing fees are frozen from 2024.

Key dates for your diary

Entries close: Midnight, Monday 8 September 2025 (no extensions!)

Toys must be on sale by: 13 October 2025

Winners announced: Mid-October (date TBC)

Shortlisted entrants will be noti ed before the winners are revealed – but make sure you send in three product samples per toy or your entry won’t be judged.

Head to the MadeForMums Toy Awards hub at madeformums.com to nd the entry form and full T&Cs.

Got a question? Email the team at toyawards@madeformums.com

Visit the UK Pavillion at Kind + Jugend

The Baby Products Industry Association is once again hosting a UK Pavilion at one of the world’s largest industry trade shows, Kind + Jugend, which takes place at Koelnmesse, Cologne, Germany from 9th to 11th September 2025.

The UK Pavilion’s slogan for 2025 is ‘Nation of Innovation’ and is located in Hall 10.2 joining exhibitors from 42 countries including Germany, other European countries, the US, Australia and the UK. The Pavilion is located next to BPIA member BabyStyle, which works tirelessly with the very best factories and designers from around the globe to bring innovative and contemporary designs, along with some more traditional and classical looking designs and has kindly sponsored the UK Pavilion.

Participants include My Carry Potty which is loved by over a million parents globally and is the UK’s best-selling potty; Cardea Solutions providing safety products from nger guards for schools and nurseries to award-winning adjustable stair handrails; Albani Baby with BabyUp, which keeps babies in the perfect position to help digestion to avoid re ux; and Penny and Kids, winner of the 2024 Concept & Innovation Awards with its beautifully designed, engineered and crafted Home System.

Marc Hardenberg, chair of the BPIA, comments: “Prior to the covid pandemic, the BPIA had a huge presence at Kind + Jugend with more than 70 participants in its UK Pavilion. Our return to the show is on a smaller scale this year, but we hope that participants will enjoy a successful event which will encourage further members to join us in future years.

“We encourage manufacturers and suppliers attending the show to pop along to the UK Pavilion in Hall 10.2  to nd out more about joining us next year – and invite retailers and buyers to visit and see our exhibitors. A warm welcome will be extended to all and we invite you to join us for drinks on the rst day of the show from 5pm onwards.”

Retailers and international distributors who would like to participate in a ‘meet and great’ event should contact Marc Hardenberg directly – marc@majuma.co

Mattress Reliability You Can Measure

More than a mattress supplier - Prestige Sleep proves its reliability as a manufacturing partner through rigorous testing, ethical audits and certi ed British craftsmanship.

In the nursery sector, reliability is about more than just timely delivery. It’s about trust, consistency, and accountability. That’s where Prestige Sleep leads the eld. As the only UK nursery mattress manufacturer to hold the Made in Britain mark, their products undergo intense scrutiny and are underpinned by a full suite of independently veri ed standards.

Every mattress is handcrafted in Kent, tested every six months to BS EN 16890, BS 18700 and BS 7177 standards. They only use OEKO-TEX certi ed fabrics and GOTS-certi ed organic cotton and as SEDEX members, their own supply chain also undergoes ethical and environmental audits year after year.

Is that extent of administration necessary? Prestige Sleep is adamant that it is. Owner Jack Nijjar says: “These certi cations aren’t just badges. They’re

important proof of how serious our commitment to excellence is. Our retail partners get more than just a quality product, they gain a partner who can reassure them that the highest standards will always be met.”

In nursery retail, reliability means everything. And at Prestige Sleep, they have clearly built it into every layer.

Visit www.prestigesleep.co.uk

Why the UK’s leading nurser y retailers choose Prestige Sleep

• Craftsmanship - ever y mattress is hand-assembled in the UK

• Quality - locally-sourced premium materials from the UK & Europe

• Innovation - double -sided designs to adapt as babies grow

• Sustainability - chemical-free, natural materials

• Unparalleled suppor t - tailored, comprehensive approach from pack aging to sta training

Welcome to a new era of Joie

Earlier this year Joie welcomed in a new era of its luxury range, Joie Signature, with a completely refreshed and elevated fashion collection for 2025 that is the epitome of understated elegance.

At the heart of this fashion collection are the little details that set the Signature range apart. Inspired by the latest interior design trends, a sleek vertical stitching motif is featured throughout the collection to create refined texture and subtle focal points. ”

The Joie fashion team has brought to life this new and improved collection, purposely crafted for parents who value aesthetics, subtle details, high quality craftsmanship and are willing to invest in baby gear that compliments their personal style.

Inspired by subtle details, monochromatic fabrics and timeless design elements, this updated fashion collection will appeal to the most fashion forward parents.

At the heart of this fashion collection are the little details that set the Signature range apart. Inspired by the latest interior design trends, a sleek vertical stitching motif is featured throughout the collection to create refined texture and subtle focal points.

All of the fabrics have been hand

selected in earthy, neutral tones leading to a refined and timeless overall style. To finish off the look, tasteful vegan leather touches are applied on Joie Signature logos, badges, touchpoints and zippers.

Creating a feeling of understated elegance, this collection will allow fashion savvy parents to extend their style from their wardrobe right the way through to their baby gear – so even in those early days of parenthood, you can still feel like yourself.

One of the most popular pieces from the collection is the finiti pushchair. Featuring the collections classic, neutral pallet with on trend earth tones and statement stitching, the finiti’s deluxe fabrics and super soft knits will keep little one’s cosied up in the lap of luxury. Sleek accents, including the powder coated

Signature

chassis are combined with tasteful vegan leather details that really makes the niti stand out from the crowd.

From a practical perspective, niti leads the charge for Joie’s Signature range, with 4 options in 1, this pushchair gives you plenty of ways to roll and a fast way to fold.

Adjusting to little one’s changing needs is e ortless for this hardworking multitasker that is compatible with carry cot, infant carrier and forward or rearward facing seat all in one sweet ride. Finiti is compatible with the recently updated ramble XL which is due to hit shelves this summer.

The new look carry cot boasts a wind shield that fastens to the canopy to keep little one safe from the elements, as well as an extended canopy that is not only UPF 50+ but also water repellent and has a zipped ventilation panel. So, no matter what the weather, new arrivals can be kept safe and comfortable.

If storage space is an issue, then the finiti is the perfect choice – whether the seat is fastened forward or rearward, this pushchair tucks closed and stands ready to store in a flash.

From a practical perspective, finiti leads the charge for Joie’s Signature range, with 4 options in 1, this pushchair gives you plenty of ways to roll and a fast way to fold.

“ ”

The bumpier the better for niti, with a springy ex comfort seat that smooths out uneven rides right in the seat and right where it matters most. Finiti will take on the toughest terrain with foam- lled and Puncture-Proof runner tyres.

Finiti is perfect for snoozing on the go thanks to the lie- at recline that creates a cosy haven for new babies and energetic toddlers a like. When out and about, little one is shielded from the rays with niti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

Weighing in at just 11.21kg, this featherweight pro manages the heavy lifting on every adventure, deftly transporting kiddos and all their excursion essentials.

Finiti is also compatible with the one of the most recent additions to the collection, the sprint infant carrier. Sprint

is the perfect addition for newborns –the slim, baseless pro le provides an easy backseat t for families with small vehicles or multiple children in car seats. Sleek and stylish, sprint comes with all the Signature styling you would expect, as well as the most up to date R129 safety compliance, including side impact testing.

Not only does sprint slot on to your back seat with its own ISOFIX connectors, but it is also compatible with the i-Base Encore, allowing parents the added advantage of a spinning seat, making those ins and outs even easier.

Also featured in this timeless and premium fashion assortment are favourites, ramble XL, i-Harbour E, i-Traver, i-Spin XL, i-Plenti, calmi R129 and i-Prodigi as well as new kids on the block i-Level Pro, parcel LX, estrella, versiti and sprint.

Little Bubbas Grows with insight

Since opening her Ipswich store, Katie Warne of Little Bubbas has focused on sustainable growth, deepening customer engagement, and staying ahead of nursery product trends, all while navigating a changing retail landscape.

Katie, since we last caught up, how have things been going at Little Bubbas? What’s changed most in the business landscape for you recently?

Little Bubbas is progressing well, and we’ve built a sustainable base at our new shop in the centre of Ipswich.

Over the past year, I’ve been working hard to grow our online presence, as engagement is crucial to converting our expertise into meaningful connections with potential customers. Fortunately, even with the change in government, the business landscape has remained relatively stable, allowing us to grow steadily.

Have there been any particular challenges this year, and how have you and your team overcome them?

The biggest challenge in the retail space continues to be the impact of the cost of living on people’s spending. We work hard to stay competitive, and I like to think we strike a good balance, merchandising products in a way that helps

customers feel they’re getting real value for money.

Have you noticed any shifts in how your customers shop? For example, are they researching more online before visiting the store?

It’s completely unpredictable! There’s a real mix, and we’ve had a large proportion of well-informed customers. That said, given the regulatory landscape, many parents understandably want reassurance and come in for advice. Awareness around car seat safety is de nitely growing, but slowly. I think the government could do more in that area.

Do you nd that today’s parents are more product-savvy than they used to be?

I’d say they’re more productdiscerning than brand-discerning which I think is a good thing.

What trends have caught your eye lately, whether in product categories, styles, or customer preferences?

Wagons have become popular lately, and I can see the appeal - my boys love being wheeled around in the Out ‘n’ About! For me personally, extended rear-facing car seats with higher weight limits using ISOFIX are very exciting particularly the Besafe Beyond, Axkid One 3, and Avionaut Stardust.

Are there any nursery product categories that are really outperforming others at the moment?

Car seats are always my core category. Of course, it’s hard for me to answer that fully given the focused range I o er.

Do you feel supported by the brands you stock, or is there more they could do to assist?

Most brands are supportive, but more could be done. Many are now selling directly to consumers online, o ering discounts or price matching. We’re essentially their showrooms, yet customers often shop around online for the lowest price. I’m currently working with 27 other

stores and BabyStyle on an exclusive in-store offer that customers can’t get online, which is a great initiative to drive footfall.

How do you go about sourcing new products? What do you look for when bringing something new into the store?

I like to get a hands-on feel for products before deciding to stock them. Quality and longevity are key, especially for higher-ticket items. For

I like to get a hands-on feel for products before deciding to stock them. Quality and longevity are key, especially for higher-ticket items. For car seats, I also like to see the safety test certificates. I’ll be attending trade shows in Cologne and Harrogate this year to spot trends and discover what’s coming for 2026. It’s also a great way to find new brands and products.

car seats, I also like to see the safety test certificates. I’ll be attending trade shows in Cologne and Harrogate this year to spot trends and discover what’s coming for 2026. It’s also a great way to find new brands and products.

Is there anything exciting coming up for Little Bubbas that you’d like to share with Nursery Today readers? Yes! I’m expanding later this year, which is really exciting. It means I won’t need to move premises,

even though we’ve been outgrowing the current space. I’ll be able to keep my high street presence and window display, which is a real advantage for us.

Retail matters

This month Christy Foster , Managing Director of The Nursery Store , welcomes new Chief Marketing Officer Racheal Tansey-Brown .

As The Nursery Store continues to grow and evolve, we’re thrilled to announce the appointment of Racheal Tansey-Brown as our new Chief Marketing Officer. With a wealth of experience across retail, lifestyle, and family-focused brands, Racheal brings a powerful blend of strategic insight and authentic storytelling to the team. In this interview, Racheal shares her excitement for the role, her approach to marketing, and her perspective on what matters most to today’s parents and caregivers.

Racheal, firstly a warm welcome! What excites you the most about joining The Nursery Store?

Thank you! What excites me most is the incredible opportunity to help shape the brand and its future direction. As a family-run business, we understand that high-quality products, great value, and consistently excellent service aren’t just important to our customers they’re values that matter deeply to everyone on the team too.

We already have a strong foundation of trust and care, qualities that are like gold dust in today’s market. I’m passionate about building emotional connections between brands and customers, and this space is full of opportunity to do just that.

From a strategic perspective, I see a lot of untapped growth potential, especially when it comes to digital storytelling and community-driven campaigns. I can’t wait to elevate our voice and build even stronger bonds with our audience, one meaningful moment at a time.

Can you share a bit about your marketing background and approach?

Absolutely. I’m a data-driven marketer with a deep passion for storytelling, the kind that helps brands stand out for all the right reasons. In a crowded market, trust and meaningful differentiation are essential. Compelling USPs aren’t just “nice to have” they’re business-critical.

My approach is sector-agnostic; I thrive on understanding diverse audiences and

translating insight into impactful campaigns. Over the years, I’ve worked with a broad range of brands, including Regatta, Scandiborn, Hope Early Years, Bupa, Stagecoach, and Adidas helping each one discover and amplify its unique voice.

As you settle into your new role, what projects are you most excited to sink your teeth into?

Honestly - everything! I’m so happy to be back in the nursery world.

This sector is uniquely rewarding. It blends purpose, creativity, and meaningful impact in ways that few industries do. What excites me most is the chance to support families during such a pivotal and emotionally rich time in their lives.

This space isn’t just about products it’s about trust, value, care, and nurturing relationships. The stakes are deeply personal, and that gives every marketing decision real weight. There’s also huge potential for innovation, especially as millennial and Gen Z parents look for brands that reflect their values and lifestyles.

How do you see today’s parents and caregivers making purchasing decisions for nursery products or services?

Most begin their journey online, often on social media or search engines. They’re scrolling Instagram for nursery décor

inspiration or watching TikTok for product demos and peer reviews. It’s less about traditional ads and more about relatable, real-life stories.

Blogs and expert content also play a big role, articles on developmental milestones, for instance, help parents feel informed, not just sold to. Today’s parents want brands that support their parenting journey, not just fill their baskets. Reviews and independent accreditation are also absolutely crucial.

But unlike buying jeans or a new gadget, nursery purchases carry much deeper emotional and ethical weight. Safety and trust are paramount. Parents know these products are for the most vulnerable members of their family so they research extensively.

When I think back to my own parenting journey ten years ago, it’s probably one of the only times I’ve ever visited page two of Google! And I’d lose hours on forums during my pregnancy reading, comparing, learning. That mindset still holds true for so many new parents today.

Christy Foster, Managing Director

Racheal Tansey-Brown

UK Baby Retailers Embrace ARkid’s 3D & AR Technology

Baby product visualisation hasn’t seen much of an upgrade in e-commerce for many years. But with the recent adoption of ARkid’s technology in online shops, 3D and augmented reality (AR) are set to transform the global baby product industry and change the paradigm.

Product Detail Pages (PDPs) have become somewhat boring - image galleries with multiple photos and long product descriptions are no longer state-of-the-art. Amazon and IKEA have embraced 3D and augmented reality experiences, presenting many products in a more informative and naturally memorable way through real time interaction.

Speciality retail in baby gear is a natural t for these spatial experiences. Added to PDPs, they o er a more intuitive way of experiencing products by exploring furniture, strollers, or car seats in 3D from every angle and placing them directly into the nursery through a smartphone.

“That is what ARkid was made for,” says their CEO Stefan Eipeltauer. “We offer a large 3D product catalogue with world-leading brands to support speciality retail. The UK market is embracing it quickly, with over a dozen retailers now utilising the technology, from Natural Baby Shower to Babyplanet, Baby & Co., or Newbie and Me.”

The ARkid Catalogue software, a global platform for brand authorised 3D and AR models for baby products, is growing rapidly. Numerous brands like Maxi-Cosi, Britax, BeSafe, Hauck, Venicci, Swandoo or TFK are represented with high-quality digital twins. Integration is easy and works through simple code snippets or e-commerce extensions for popular shop systems like Shopify or Magento.

But ARkid doesn’t stop there. The software includes marketing and sales tools for integrating enhanced product visualisations across social media and physical

stores. From an integrated 3D & AI-based virtual photo and video studio to 3D product collections for tablets, working much like a digital version of the traditional paper catalogue. Imagine: when a product colour isn’t available in-store, customers or sales personnel can place a digital twin on the POS module using a smartphone, tablet or even a touch screen. Once the sale is made, the order can be processed or dropshipped afterwards.

With 18 years in the baby products industry, the ARkid team has a great understanding and an open ear to its speci c needs. “3D creates a whole new value chain – use it!” they say.

For brands and retailers it’s a good time to look for competitive advantages in the market, and ARkid is de nitely one of them.

For more information email: hello@arkid.app www.arkid.app

At ARkid we o er a large 3D product catalogue with world-leading brands to support speciality retail. The UK market is embracing it quickly, with over a dozen retailers now utilising the technology, from Natural Baby Shower to Babyplanet, Baby & Co., or Newbie and Me CEO, Stefan Eipeltauer

A Sweltering Spectacle of Strollers-Carseat and Choices: Inside

By Jonathan Feingold, Special Correspondent – Shanghai

The Children Baby Maternity Expo (CBME), which bills itself as the 25th annual edition, opened, Wednesday 16the July at Shanghai’s immense National Exhibition and Convention Centre (NECC). While organisers count from its 2001 inception, one wonders whether those lockdown years under Covid were quietly skipped. No matter billed as the 25th Expo, the 2025 event has returned with unstoppable energy and overwhelming scale.

Set against a furnace-like Shanghai summer - 37°C sweaty by day, a muggy 29°C by night, the expo unfolds within the sprawling steel and glass leviathan of the NECC. Arriving via the immaculate metro is the only civilised option; those caught in the hot and bothered taxi crush outside quickly regret it. The exhibition centre, shaped like a colossal four-leaf clover and tted with an integrated hotel, hosts they claim over 100,000 visitors - more than a Wembley Cup Final, crammed into eight cavernous halls over three days.

“This is not just the biggest baby and maternity expo in Asia. It is, without exaggeration, the largest of its kind in the world. Over 3,000 exhibitors are spread across themed pavilions that include everything from feeding bottles to foldable bathtubs, heated stroller pads, and even camel milk formula.

”Security is airport-grade. Queues are everywhere - for bag checks, even for escalators. Inside, the air is heavy, the crowds constant, and the ow of people behaves more like a fast-running river than foot tra c. If you spot something you like on the way past, forget returning, it’s already swept away behind you.

This is not just the biggest baby and maternity expo in Asia. It is, without exaggeration, the largest of its kind in the world. Over 3,000 exhibitors are spread across themed pavilions that include everything from feeding bottles to foldable bathtubs, heated stroller pads, and even camel milk formula - a curious favourite among niche nutritionists. Not something there might be much chance with in the UK but who knows, perhaps the next trend?

Hall 3 is where the action truly begins, a stroller lover’s heaven or a market analyst’s nightmare, depending on your mood. Hundreds of brands compete for attention, many showcasing the kinds of lightweight, travel-friendly models familiar in Western markets. A pattern quickly emerges strollers aimed at the West’s taste are unmistakable - sleek, neutral-toned, compact, self-folding. These mirror the styles of Egg, iCandy UPPAbaby, Inglesina, Bugaboo, etc.

But turn a corner and suddenly you’re in another world. Chinese, Korean, Japanese, and Malaysian brands lean heavily into a completely di erent design ethos. Many

the World’s Biggest Baby Fair

adopt an unusual central support column - a vertical spine reminiscent of an office tower’s lift shaft - with narrow limbs and T-bar handles. Think Daddy Long Legs, not Silver Cross. These models are angular, upright, and minimal in padding or fabric. Through Western eyes, they seem jarringly utilitarian, even alien. Yet here, they are the height of aspirational modernity and definitely a norm.

This divergence isn’t limited to strollers. Across the expo, the same East-West design split appears in highchairs, cribs, car seats, even baby walkers. It’s not a question of better or worse, just a different worldview on how babies should be transported, fed, and raised. And with China’s seemingly infinite manufacturing capacity, the sheer variety on display is head-spinning.

The international presence is more pronounced this year than last, with national pavilions from the UK, France, Germany, Japan, and South Korea making a strong showing. The New Product Launch Pavilion in Hall 4.1 draws particular attention, serving as a laboratory of innovation—from wearable infant thermometers to smart sterilising cupboards and even Pulse Oximeters.

Final Say - CBME Shanghai 2025 is not for the faint-hearted. It is a baptism by sweat into the world’s most diverse and dynamic baby products market. If you’re in the business of buggies, bottles, or bibs this is your Everest. Just don’t forget to bring water, patience, and very, very comfortable shoes.

You can contact Jonathan by email: jonathan@cls-intelligence.co.uk For more information on CBME visit: www.cbmexpochina.com

Exhibition Highlights at a Glance:

100,000+ visitors over three days

3,000 exhibitors

8 exhibition halls packed with products from strollers to camel’s milk Formula

New Product Pavilion for innovations and global trends

National Pavilions: UK, Germany, France, Japan, South Korea

Temperature: 37°C and humid—pack deodorant

CBME Shanghai 2025 – Hall Layout Summary

1st Floor (Ground Level):

Hall 3: Strollers, Car Seats, Baby Bikes

Hall 4.1: New Products, International Pavilion, OEM/ODM

Hall 5.1: Clothing, Shoes, Accessories, Textiles

Hall 6.1: Toys & Educational Products

Hall 7.1: Infant Formula, Nutrition

Hall 8.1: Baby Snacks & Foods

2nd Floor (16M Level):

Hall 5.2: Feeding Products, Smart Baby Appliances

Hall 6.2: Diapers, Toiletries, Daily Essentials

Visible gulf in design ethos

Given with love

Celebrating a new life is a joyful occasion, and gifts for babies are a cherished way to mark signi cant milestones from baby showers and births to christenings, rst birthdays, and festive holidays. These thoughtful tokens are often chosen by close family, friends, and even colleagues, each gift carrying with it the giver’s excitement, love, and hopes for the little one’s future.

From the practical to the sentimental, baby gifts take many forms. Essentials like clothing, blankets, and bibs are always appreciated, while toys that encourage early learning, for example rattles, teething rings, and soft fabric books all spark curiosity and comfort in equal measure. Plush and soft toys, in particular, hold a special place in many hearts; not only are they cuddly companions for baby, but they often become treasured keepsakes well into childhood. Aurora World’s Creative Director, Alanna Slocombe would agree, telling Nursery Today “Nursery plush holds a special emotional connection, it’s much more than just a toy. It o ers comfort, familiarity, and supports early sensory development.” Adding “Those precious moments shared between a baby and their parent, sibling, or grandparent while playing with a soft toy are priceless and help create lasting memories. From soft textures that soothe to characters that inspire imagination, plush plays a vital role in a child’s early world.”

Licensed plush toys featuring beloved characters from storybooks, lms, and TV also prove especially popular. As Rainbow Design’s Senior Brand Manager Zara Hynes comments “Nostalgia drives connection, and connection drives sales. Soft toys

naturally bring the ahhh factor, but characters found within the nursery sector are not only irresistibly cute but many have stood the test of time, playing a key role in childhoods of previous generations.” For many gift givers, these characters are a bridge between generations, evoking fond memories of their own childhoods and allowing them to share a piece of that nostalgia with the newest member of the family.

Keepsake items also remain timeless choices. Personalised blankets, engraved silverware, or baby handprint kits create mementos that grow in meaning over the years. Meanwhile, eco-conscious trends are shaping the nursery market, with organic cotton clothing, sustainably sourced wooden toys, and ethically made soft toys gaining momentum among parents who value both beauty and responsibility. Ultimately, whether the gift is chosen for practicality, sentimentality, or pure cuddle factor, the act of giving is as much about the emotions of the giver as it is about the joy of the recipient. Every blanket, teddy bear, or storybook is more than just a present - it’s a gesture of love that becomes part of a child’s rst memories and furthermore, the gift category can bring additional footfall instore or clicks on websites!

Best bunnies

These plush bunnies are part of the Simply Scandi range, ideal for small hands to carry and suitable for 12 months old and beyond

Cuddle up to these oppy-eared Rabbit Plush toys. Available in a large or small size, these sensationally soft plush rabbits are perfect for toddlers to wrap their arms around. Adorably dressed in striped t-shirts, these white u y bunnies feature patterned yellow feet and ears to keep little ones engaged. The cute rabbit teddies have smiling, friendly faces to help children recognise emotions and develop empathy skills. As children roleplay with their soft toys, they will learn how to look after their teddies and communicate well with others. Burrow these soft rabbit plushies into a cot or child’s bed as a cosy nighttime comforter, or keep in the playroom for hours of imaginative play.

Parents can be assured that these Rabbit Plush toys are safe to snuggle up to as the toys are made from premium-quality and environmentally-friendly GRS Certi ed materials so that little ones can enjoy years of plush playtime. Part of Bigjigs Toys’ Simply Scandi range, these plush toys are ideal for small hands to carry and squish them everywhere they go for maximum comfort. The Rabbit Plush Toys make a great gift for any child from 12 months old and beyond.

TEL: 01303 212691

help@bigjigstoys.co.uk

Tummy time

The new Tummy Time rollers from Red Kite are lled with lots of fun play activities whilst baby will be learning vital skills.

Encouraging babies to be on their tummy will help develop back and neck strength and support their necks. A soft rounded shape is perfect to help support baby when they are propped up, while boasting lots of sensory and crinkle toys to keep them entertained.

The Tummy Time roller is available in Rose & Ivy and Woodland Walks colour ranges, making it a great gift choice. TEL: 01454 326 555 www.redkitebaby.co.uk

Gift of comfort

The Play+ My First Snuggle Friend gift set from Ravensburger will make a wonderful present for any new arrival.

Key item in the set is a multisensory plush Zebra comfort blanket, featuring contrasting colours and textures including knots, ribbons and fuzzy arms.  Also included is an easygrip rattle ring toy along with two interlinking rings for take-along time.

The set is part of the Play+ infant and toddler toy and publishing collection from Ravensburger which includes over thirty items.  www.ravensburger.co.uk

CuddleCo’s playful additions for the nursery

Bring the nursery to life with CuddleCo’s standing animals, including charming gira es in three sizes and two magical unicorns, Rainbow and Gold Dust.

Designed to spark creativity, these playful statement pieces add a sense of wonder and personality to any nursery or playroom.

With child-led design and standout appeal, they’re ideal for enhancing displays and make a perfect gift too. sales@cuddleco.co.uk

Beautiful Baby Gifts from Rainbow Designs

In the world of nursery gifts, Rainbow Designs offer a wonderful collection of beautiful and thoughtful gifts for babies and infants, featuring many of the mostloved classic story time characters.

The Rainbow Designs prestigious portfolio that includes Peter Rabbit, Guess How Much I Love You and Disney’s Winnie the Pooh, brings these characters to life, in classic yet contemporary, soft and playful infant toys, brimming with developmental features, to create treasured baby gifts for any special occasion.

The exquisite Peter Rabbit Signature Collection features Beatrix Potter’s much-loved characters Peter Rabbit and Flopsy Bunny. The range of soft toys, comforters and ring rattles, also features the beautiful Signature Peter Rabbit and Flopsy Bunny Gift Sets, that include a baby soft plush toy and knitted blanket beautifully packaged in an illustrated keepsake box.

Equally enchanting is the Disney Classic Pooh Always and Forever collection. Capturing the timeless charm of A.A. Milne’s treasured bear, this range includes luxuriously gift boxed soft toys, comforters, and ring rattles. This summer, the collection welcomes a delightful new arrival: the Winnie the Pooh Muslin Comforter, designed to provide comfort and cuddles in equal measure.

Rainbow’s popular collection of adorable Guess How Much I Love You soft toys and gifts make the perfect present for any special occasion. New additions to the range this summer include the super soft and cute Nutbrown Hare star-shaped Comforter and Activity Cube, as well as the adorable Soft Toy and Milestone Cards and Soft Toy and Muslin Gift Sets – these heart-felt gifts make a beautiful way to express just how much you love them.

TEL: 01329 227300 sales@rainbowdesigns.co.uk www.rainbowdesigns.co.uk

Aurora World Welcomes Mary Meyer

In June 2024, Aurora World announced the acquisition of the much-loved plush toy brand, Mary Meyer - a respected name in the world of soft toys and baby gifts for over 90 years. As a result of this exciting development, Aurora World is now proud to o er the Mary Meyer range as part of its growing portfolio in the UK.

At Aurora World, they are thrilled to bring this cherished brand closer to home. Mary Meyer’s emphasis on warmth, softness, and simplicity complements their own values and product range perfectly.

While Mary Meyer has already enjoyed a presence in the UK market for several years, this new chapter allows for an even closer connection between the brand and its UK customer base. With Aurora World now supporting the range directly, retailers and buyers will bene t from streamlined access, enhanced availability, and the trusted service they’ve come to expect from Aurora.

Founded in Vermont in 1933, Mary Meyer is celebrated for its thoughtful craftsmanship, gentle aesthetics, and unwavering commitment to quality. Its best-loved lines including the ultra-soft Putty plush collection and the award-winning Taggies blend sensory engagement with beautiful design. Each piece is created with comfort, safety, and emotional connection in mind, making the brand a favourite among parents, gift buyers, and nursery specialists alike.

At Aurora World, they are thrilled to bring this cherished brand closer to home. Mary Meyer’s emphasis on warmth, softness, and simplicity complements their own values and product range perfectly. The collection sits naturally alongside their existing o erings, adding depth and variety while maintaining the quality and charm their customers know and love.

This development also o ers new opportunities for retailers across the UK to expand their ranges with fresh product lines and trusted favourites from the Mary Meyer brand, all backed by Aurora’s reliable UK-based support, logistics, and customer care.

Aurora World are proud to be part of the next phase in Mary Meyer’s story and look forward to seeing the collection continue to ourish across the UK. Whether you’re seeking thoughtful baby gifts, sensoryfriendly plush, or stylish additions to your nursery o ering, Mary Meyer brings heart, heritage, and design excellence to every product.

To nd out more or explore the full Mary Meyer range, please contact the Aurora World UK team on the below. info@auroraworld.co.uk www.auroraworld.co.uk

Soft Toys with Heart & Heritage

Aurora World’s Creative Director, Alanna Slocombe, shares how the brand’s plush o ering continues to charm the nursery sector through innovation, emotional appeal, and a commitment to quality. From acquiring the beloved Mary Meyer brand to prioritising sustainability and sensory development, Aurora World remains a trusted name for nursery retailers and families alike.

Can you give Nursery Today readers an overview of Aurora World and how the brand has evolved in recent years?

Aurora World is a South Korean company with over 40 years of plush manufacturing experience. We have grown to become a global leader in plush toys, with o ces around the world. We are proud to have built a reputation for creating plush that delights both children and adults alike. Quality is at the heart of everything we do, alongside a focus on innovation and irresistibly soft designs.

Most recently, Aurora acquired Mary Meyer - a respected and trusted name in baby plush. This exciting addition enhances our nursery o ering with a heritage brand celebrated for its thoughtful design, premium quality, and deep-rooted family values.

Plush products are at the heart of the business and continue to be a favourite in nursery retail. Do you have any insights into this category that you could share?

Our company’s Mission Statement is “To deliver Gifts of Smiles to our customers,” and we hope to bring a smile to everyone who receives one of our plush toys.

Nursery plush holds a special emotional connection, it’s much more than just a toy. It o ers comfort, familiarity, and supports early sensory development. Those precious moments shared between a baby and their parent, sibling, or grandparent while playing with a soft toy are priceless and help create lasting memories. From soft textures that soothe to characters that inspire imagination, plush plays a vital role in a child’s early world.

Are you seeing any trends in this category, and how do you ensure your collections stay relevant and desirable?

We keep a close eye on market trends and continue to see strong demand for both nostalgic, traditional plush designs and modern, gender-neutral styles.

Sustainability is a growing priority for today’s consumers, and we re ect that in our materials and processes. All our products are made to the highest standards, with embroidered eyes, 100% recycled lling, and 100% recycled or recyclable packaging. Our Ebba Eco range goes even further, using 100% recycled or natural materials. By combining quality with conscious design, we ensure our collections stay fresh, relevant, and appealing. Many plush items are bought as gifts or keepsakes. How do Aurora’s ranges help retailers tap into that emotional purchase journey and drive both footfall and online engagement?

We’re all consumers searching for the perfect gift for a new baby or toddler and that’s where our products truly shine. Instantly appealing, irresistibly soft, and huggable, they invite you to reach out and touch them. Whether

displayed in-store or online, our plush toys have that special emotional pull, making them perfect for cuddles and ideal as thoughtful gifts.

How frequently do you refresh your product ranges, and what drives your decisions around updating designs or introducing new lines?

We launch our main catalogue at the beginning of the year, unveiling all our newest designs at the Spring Trade Shows. This is a key moment for us to introduce fresh ranges and connect with our retail partners. Additionally, we hold a mid-year launch, which includes our seasonal o erings.

Our company’s Mission Statement is “To deliver Gifts of Smiles to our customers,” and we hope to bring a smile to everyone who receives one of our plush toys.

Behind the scenes, our Product Development teams continuously review our collections and track market trends to generate new ideas. Whether it’s evolving existing lines or introducing something completely new, we’re always looking for ways to keep our plush o ering relevant, appealing, and aligned with what today’s families are looking for.

You recently brought Mary Meyer products into the fold. What makes this addition signi cant, and how has the Taggies range resonated with UK retailers and parents?

We are very excited to be adding Mary Meyer to the Aurora family. Founded in Vermont in 1953, Mary Meyer is a third-generation family business with a long-standing reputation for creating high-quality plush toys for babies. This is a signi cant step for our nursery business, enriching our portfolio with a heritage brand known for its soft, safe, and developmentally thoughtful designs.

Mary Meyer’s Taggies range has been very well received by our customers. The character designs are delightful, colourful, playful, and very suited to little hands. The soft, tactile tags encourage babies’ sensory exploration and support ne motor skill development, making Taggies a popular choice for early development and comfort.

Mary Meyer also o ers a wide variety of character-led plush designs, from Hetty the Highland Cow to Bella Bunny. These collections include plush toys, character blankies, and rattles with adorable and detailed designs. The Putty range, in particular, is a beautifully soft and tactile collection, known for its muted colour palette and

luxurious textures, making it a favourite for modern nurseries. What kind of marketing, merchandising, or pointof-sale support do you o er to your retail partners to help them succeed with your products in-store and online?

We o er a wide range of support to

We o er a wide range of support to help our customers maximise sales both in-store and online. From oor stands and countertop displays to tailored point-of-sale materials, we ensure our ranges are presented in the most engaging way. Whether our retail partners are selling through physical shops or e-commerce platforms, we provide the tools they need to showcase our plush collections e ectively. Looking ahead, what’s next for Aurora World in terms of product innovation, retail partnerships, or broader growth within the nursery market?

As we look to the future, our focus remains on creating soft, cuddly, and beautifully designed plush that connects with today’s families while continuing to support our retail partners across all channels.

We’re especially excited to expand the Mary Meyer o ering in the UK, bringing even more trusted, babyfocused plush into our portfolio. With strong foundations and a continued commitment to quality, care, and emotional value, we’re proud to grow this part of our nursery range.

On the retail side, we’re strengthening our partnerships with both independent stockists and national accounts, o ering exible support for instore merchandising and helping retailers present our products in the best way, wherever their customers choose to shop.

There’s lots to look forward to, and we’re excited for

Nostalgia Drives Gifting

Zara Hynes, Senior Brand Manager at Rainbow Designs, shares her insights with Nursery Today into the buoyant baby gift market - highlighting the growing importance of emotional connection, licensed characters and premium presentation in helping nursery retailers maximise sales and strengthen customer loyalty.

Can you share any insights into the size and growth of the baby gift category, and what opportunities it presents for nursery retailers?

The baby gift category continues to show strong year-round demand, driven by key occasions like baby showers, births and rst milestones. For nursery retailers, this presents a valuable opportunity to o er thoughtful, high-quality gifts that cater to both practical needs and emotional moments, such as our beautiful Signature Peter Rabbit Knitted Blanket with Soft Toy Gift Set or the adorable new Guess How Much I Love You Soft Toy with Muslins Gift Set. With consistent consumer interest and a growing emphasis on meaningful gifting, it’s a resilient and rewarding category to invest in.

Have you experienced any key trends in baby gifting? Do you feel today’s consumers are driven more by emotional appeal, practicality or nostalgia?

the Pooh have stood the test of time across multiple generations, and we are very fortunate that these beloved characters have also played a major part in Rainbow’s portfolio for many decades.

Today’s parents and grandparents grew up with these characters rmly by their side, and the deep emotional connection they evoke - through memories of comfort, storytelling and strong family values - makes them a natural choice when selecting meaningful gifts for new arrivals. These characters represent more than just familiarity; they embody trust, warmth and timeless values that resonate across generations.

Licensed characters are a cornerstone of our range

“Ultimately, nostalgia, combined with character integrity and emotional resonance, continues to be a key driver in the success of licensed baby gifts. We’re seeing today’s consumer lean toward products that not only feel meaningful but also evoke cherished memories, especially from their own childhoods. While practicality plays a role, emotional appeal and nostalgic connections often tip the scales when choosing a special gift. Classic characters like Peter Rabbit, Guess How Much I Love You and Disney Winnie the Pooh remain popular because they offer that perfect blend of familiarity, sentiment and timeless charm.

How in uential do you feel nostalgia is in the purchasing decision? Are consumers drawn to classic characters they remember from their own childhoods? Licensed characters are a cornerstone of your range - what makes them so commercially e ective in the baby gift market, and how do you approach selecting the right licences?

Nostalgia plays a hugely in uential role in the purchasing decisions of today’s consumers, particularly in the baby gift market. Many of the classic characters such as Paddington, Peter Rabbit and Disney’s Winnie

Packaging and presentation play a crucial role in enhancing shelf appeal and driving sell-through, especially in the baby gift market. With time of the essence, ‘gift-ready’ presentation has become a key selling point, with consumers increasingly drawn to products that feel special and thoughtfully presented.

”because they o er instant recognition and emotional appeal, especially in gifting where sentiment plays a major role. When selecting new licences, we focus on characters that o er those same nostalgic values and are a natural t alongside our existing brands. Our new and already super-popular 2025 licences, Mr. Men Little Miss and Bing, are perfect examples. Both have strong nostalgic roots and are now enjoying renewed popularity with today’s families, making them commercially e ective additions to our range.

From a retail perspective, how important is packaging in enhancing shelf appeal and driving sell-through? Is ‘gift-ready’ presentation now a key selling point?

Packaging and presentation play a crucial role in enhancing shelf appeal and driving sell-through, especially in the baby gift market. With time of the

essence, ‘gift-ready’ presentation has become a key selling point, with consumers increasingly drawn to products that feel special and thoughtfully presented.

Attractive, high-quality packaging not only elevates perceived value but also makes gifting easier, appealing directly to time-pressed shoppers looking for something beautiful and meaningful straight o the shelf, such as our Signature Peter Rabbit or Always and Forever Winnie the Pooh Deluxe Soft Toys, both of which come in beautifully illustrated gift boxes that double up as perfect keepsake boxes for baby trinkets and memorabilia. What guidance would you o er nursery retailers looking to maximise sales of baby gifts in-store, particularly when it comes to merchandising and positioning plush and licensed products?

Nostalgia drives connection, and connection drives sales. Soft toys naturally bring the ‘ahhh’ factor, but characters found within the nursery sector are not only irresistibly cute, many have also stood the test of time, playing a key role in the childhoods of previous generations. Plush is wonderfully tactile, and all these qualities are a big draw, so it’s important to create eyecatching, emotive displays that deliver that important in-store theatre. To support this, our dedicated UK-wide sales team works closely with our retailers to create merchandising solutions, both temporary and permanent, to help them maximise sales.

Kind + Jugend set to impress

With Kind + Jugend 2025 taking place next month, excitement is building for one of the world’s leading trade fairs for premium baby and toddler products.

Happening in Cologne from 9–11 September, the event will welcome companies from 42 countries, including Germany, the USA, Australia and the UK. Signi cantly, 2025 also marks the much-anticipated return of the o cial UK Pavilion.

Exhibitors range from top-tier international players to specialist SMEs, re ecting the show’s status as a must-attend platform for industry innovation and global networking. “We’re delighted by the strong response from across the industry and by the return of many prominent names who haven’t exhibited with us since 2019,” says Jörg Schmale, Director of Kind + Jugend. “Their renewed participation con rms that our show is once again rmly established as the key event in the global nursery industry calendar.”

Visitors can expect a stellar roster of renowned exhibitors, including BabyStyle, BIBS, Angelcare, Cozy n Safe, Bambino Mio, Vtech, Cybex, Emmaljunga, Hauck, Joie/Nuna, iCandy, Nuby, Peg Perego, Skip Hop, Done by Deer, Thule, Tutti Bambini, Haakaa, WonderFold and many others. A full provisional exhibitors list is available on the Kind + Jugend website.

New for 2025 is the Trend Space Playground for Innovation, Networking & Knowledge, located in Hall 11.2. Designed as a vibrant hub for future-focused thinking, the Trend Space will feature a Consultation & Knowledge Hub set in a relaxed lounge environment. Here, attendees

2025

can access high-calibre presentations, panel discussions and expert consultations on the most pressing topics impacting the industry today. An integrated food and beverage area creates a comfortable setting for informal networking and peer-to-peer connections.

Central to the Trend Space will be the Innovation Award Exhibition, highlighting the nominees and winners of the prestigious Innovation Awards 2025, which celebrate outstanding product design, functionality and sustainability across multiple categories.

Elsewhere across the show, several dedicated features offer additional touchpoints for inspiration and product discovery. In Hall 10.2, the New Product Trail will guide trade visitors to some of the standout product launches of the year, offering participating brands an extra opportunity to reach key buyers and media. The always popular Start-Up Area (Halls 10.1 and 11.2) offers young international companies a cost-effective way to make their mark at the show.

Complementing this, the Young Innovators pavilion, supported by the German Federal Ministry for Economic Affairs and Climate Action (BMWK), will shine a spotlight on emerging German talent.

The UK Pavilion also make a return in 2025, providing a dedicated showcase for British brands and giving international buyers an easily navigable destination to source innovative UK-designed products.

Tickets for Kind + Jugend 2025 are now available at  www.kindundjugend.com, with early booking advised due to high global interest. www.kindundjugend.com

Reflecting the Future

Ahead of Kind + Jugend 2025, Nursery Today caught up with the show’s Director, Jörg Schmale, to gain an exclusive insight into what visitors can expect. With more than 800 exhibitors from over 40 countries preparing to gather in Cologne this September, the world’s leading baby and toddler trade fair is set to spotlight breakthrough sustainability, multifunctional design, digital innovation and emerging consumer trends - all re ecting the evolving priorities of modern families.

Kind + Jugend 2025 is around the corner, what are the standout themes or innovations shaping this year’s edition of the show?

This year’s Kind + Jugend is very well positioned. We are looking forward to welcoming over 800 exhibitors from more than 40 countries to the trade fair in Cologne this September.

Several key themes are already emerging, re ecting both societal developments and shifting consumer needs. Sustainability remains a top priority for the industry - whether in terms of materials, production methods or durable, resource-saving products. It is no longer just about meeting regulatory requirements, but about developing genuine innovations that combine a sustainable approach with marketable design. Parents increasingly value products that are safe, high-quality and responsibly produced.

Products that grow with the child are also in high demand. Highchairs, beds or clothing that adapt to a child’s age and needs are extremely popular, not least because they save costs in the long term and are environmentally friendly. Closely linked to this is the theme of multifunctionality: parents are seeking practical, exible and well-thought-out everyday solutions. The industry’s creativity is evident in examples such as trolleys that transform into prams, bags that fold out into play mats, double prams with modular extensions, and bicycle trailers that double as handcarts.

Another important trend is the increasing

“ Kind + Jugend is the international platform for the future of the baby and toddler out tting industry and far more than just a classic ordering platform. It o ers a clear picture of the direction in which the industry is headed. Anyone wanting to understand what families will need tomorrow will nd concrete answers here. ”

digitalisation of everyday family life. Today’s car seats can be controlled via an app, rotating automatically towards the door or sounding an alarm if the seatbelt is unfastened. Technology is becoming ever more relevant to child safety in the home too, with new smart cameras detecting hazards such as hotplates or plug sockets and warning users in real time. Finally, the industry is placing strong emphasis on creative design and attention to detail. From playful backpacks and high-quality bath accessories to lovingly crafted textiles, Kind + Jugend 2025 will once again demonstrate that functionality and aesthetics not only coexist, but complement each other beautifully. The trade fair o ers the perfect platform to showcase these innovations - for buyers, visitors and trend experts alike.

With many global brands exhibiting, what kind of variety can visitors expect in terms of products, categories and innovation and can they expect to see newcomers this year?

With its seven theme worlds, Kind + Jugend covers the entire spectrum of the industry: from furniture and textiles, fashion and care products, through to mobility, toys and safety. Visitors will meet both established brands and a new generation of start-ups. We are setting a new record this year with 24 international start-upsclear proof of how attractive Kind + Jugend is for young, innovative companies seeking visibility and market access. We are also delighted to see a stronger international presence in 2025: for the rst time in years, both a British pavilion and a Danish group stand will be back on the oor, a

welcome sign of Europe’s growing participation. It is this combination of experienced manufacturers and young innovators that creates such diversity at the trade fair.

What makes Kind + Jugend a must-attend event in 2025, not only for industry professionals but also for trend forecasters and thought leaders?

Kind + Jugend is the international platform for the future of the baby and toddler out tting industry and far more than just a classic ordering platform. It o ers a clear picture of the direction in which the industry is headed. Anyone wanting to understand what families will need tomorrow will nd concrete answers here. Whether new materials, intelligent products or changing purchasing habits, the trade fair highlights the decisive trends that will shape the market of the future. It is therefore an essential source of inspiration and insight for trend researchers, product developers and thought leaders. What’s more, top management from

of Family Life

exhibiting companies are always on site at Kind + Jugend, enabling high-level conversations.

A further highlight this year is our renewed cooperation with TrendBible, the leading international futures agency covering the Baby & Kids sector. TrendBible will present the most important consumer trends for 2026 at the show.

In brief: Kind + Jugend 2025 is the ideal platform for understanding the market, identifying early-stage developments and networking with the leading minds of the industry.

Can you tell us about any notable growth in the show this year, whether in exhibitor numbers or international participation?

We are pleased that Kind + Jugend 2025 has maintained a stable level despite global challenges. In economically uncertain times, we regard it as a success that the fair will be roughly the same size as in 2024. At 91%, the international share of exhibitors is impressive. New exhibitors include companies from Bangladesh, Malaysia, New Zealand, Slovakia and South Africa - a strong signal of the event’s global relevance. Are there any new event formats, curated experiences or must-see areas debuting at Kind + Jugend 2025?

Absolutely! The new Trend Space – Playground for Innovation, Networking & Knowledge is one of the key highlights. In Hall 11.2, we are bringing together everything currently driving the industry: new products, pioneering ideas and inspiring encounters.

At the heart of this is the Consultation & Knowledge Hub, featuring lectures, panels and one-to-one consultations on topics such as POS design and trend development. The Innovation Award Exhibition is also located here, presenting nominated and award-winning products. A stylish lounge area with integrated food service creates a relaxed atmosphere that’s perfect for networking.

In addition, the New Product Trail in Hall 10.2

will offer an overview of the most exciting new products of 2025. Together, these formats will provide maximum visibility and insight into the year’s biggest highlights.

The Kind + Jugend Innovation Awards are always a major attraction. How do the awards reflect current priorities and what can we expect from this year’s finalists?

With the Innovation Awards, we recognise products that make a real difference through functional design, sustainable materials, new technologies or creative solutions. The awards span eight categories from furniture to textiles, honouring developments that genuinely enhance everyday life for young families. We received an impressive 132 submissions from 22 countries.

The additional Midwives’ Choice award, judged by a panel of midwives, adds extra real-world relevance. This year’s nominated products reflect the core values of the industry: practical use, sustainability and high quality. Once again, we expect exciting entries addressing key issues such as eco-responsibility and smart technologies. What have been the biggest challenges in evolving the event and what are you most proud of for 2025?

Our biggest challenge has undoubtedly been hall planning, as many exhibitors adjusted their stand-size requirements in advance. Organising such a large-scale international event in economically unstable times is also no easy task.

We are particularly proud to have attracted a well-balanced selection of top-class exhibitors across all theme worlds. The development of new formats like the Trend Space shows that we are not just responding to the market, but actively shaping it. And despite everything, we never forgot to keep refilling the team’s coffee mugs! As sustainability and digital innovation continue to reshape the market, how is Kind + Jugend helping drive these conversations on the show floor?

“

We are particularly proud to have attracted a wellbalanced selection of top-class exhibitors across all theme worlds. The development of new formats like the Trend Space shows that we are not just responding to the market, but actively shaping it.

Sustainability and digital innovation are central focuses at Kind + Jugend both in the exhibitors’ offerings and in the event programme. Many brands are showcasing resource-saving materials, modular concepts, digital solutions and smart technologies that support everyday family life while promoting environmental awareness. These themes are spotlighted in the Trend Space – Playground for Innovation, Networking & Knowledge in Hall 11.2. Daily lectures and panels in the Consultation & Knowledge Hub will explore how brands can move beyond regulatory compliance to use sustainability as a genuine USP. One standout example is Plastic Fischer, a company tackling plastic pollution in India and Indonesia while creating local jobs. Recognised by the Global Economic Forum and German Sustainability Prize, Plastic Fischer shows how environmental and social commitment can go hand in hand. In this way, we are helping to drive the discussion and support the industry in shaping a sustainable future.

Further information on the lecture programme is available via our Event Search through our website. www.kindundjugend.com

Exciting new products

Joie: Congress Centre East4th Floor

The Kind and Jugend show will see the unveiling of some exciting new pieces for Joie

Most notably visitors will experience rst-hand the arrival of their new pushchair, mydrift. With its 360-degree rotating wheels, this easy-to-handle ride will make navigating the obstacles of parenting life a breeze.

Joie is also set to launch a new lightweight, compact 4in1 pushchair as well as a compact highchair, so be sure to pay the stand a visit for a rst look of what’s to come.    uksales@joiebaby.com www.joiebaby.com

Bigger and better!

VTech: Hall 11.2, Stand: E018

VTech are really excited by the fastapproaching Kind + Jugend 2025, this year promises to be bigger and better!  They will be showcasing the very latest products set for launch in early 2026, so ensure that you have VTech on your ‘must visit’ list and get a sneak peek from one of the UK’s leading brands in baby monitors!

In addition to all of the exciting newness, they will also have all of the current best-in-class VTech and LeapFrog range of baby care innovations designed to support modern parents and little ones alike.

Find them in Hall 11.2 on stand E-018 – the team can’t wait to see you then!

VTech recommend making an appointment with Joel Lucy, UK Country Manager via email.  joel.lucy@vtecheurope.com

New collections

Love to Dream: Hall 10.1, Stand: C050

Love to Dream are thrilled to unveil their new AW25 collections and exciting plans for 2026 at Kind + Jugend.

Visitors can see their beautiful new prints across their baby & child sleepwear range, and the award-winning Sleep Machine, designed to help families sleep better and longer.

Pop over and say hello on Stand C-050, in Hall 10.1, for an exclusive preview.  UK retailers who are unable to attend can easily browse and order via their NuOrder platform - new customers can enjoy 10% o their rst order.

To book a meeting at K+J, please contact Yasmine & Kerry on the below – they would love to connect.

emeasales@lovetodream.com  www.lovetodream.co.uk

Venicci showcase latest innovations

Venicci: Hall 10.2, Stand: B040

Join Venicci in Cologne from 9th to 11th September 2025 at Kind + Jugend, one of the industry’s premier events for baby and toddler products. Find them at stand B-040 in hall 10.2. Venicci are proud to unveil their latest innovations, designed to blend comfort with style for modern parents.

Alongside these, you can explore their bestselling models that have earned global recognition and trust.

Don’t miss this opportunity to discover what’s new and connect with their friendly team! They look forward to welcoming you! www.venicci.co.uk

Feeling blessed

Karibu: Hall 11.2, Stand: E031

Introducing Parvuli Amati – A Gentle, Faith-Filled Collection for Little Ones.

Plastmetic, the trusted brand behind Karibu, presents Parvuli Amati (“Beloved Little Children”), a tender new line for Catholic families. This thoughtfully designed collection includes baptisminspired bath essentials, Eucharist-themed mealtime items, and saintly keepsakes to nurture babies in God’s light. Launching this September at Kind + Jugend, Parvuli Amati honors parents as their child’s rst faith guides, o ering meaningful ways to surround little ones with love, blessings, and spiritual beauty. Ideal for baptisms, gifting, and everyday grace, it’s a celebration of belonging to God from the very start. info@karibubaby.com www.karibubaby.com

Safe, comfortable, sleep solutions

Hangzhou Zhihui Trading Co.,Ltd: Hall 10.1, Stand: F070a

At Kind + Jugend, AVAANI will showcase its premium range of baby bedding products, crafted with meticulous quality control from the very rst stage of material selection.

Based in Hangzhou, the company focuses on creating safe, comfortable, and stylish sleep solutions for infants, with the capability to handle both OEM orders and customised designs.

By overseeing every production step, AVAANI ensures consistent quality and reliability for its global partners.

Competitive pricing, exible order quantities, and a commitment to innovation make AVAANI a trusted manufacturing partner in the baby products sector.

Find out more by visiting their stand and meeting their friendly team. www.avaani-hzt.com

Hauck to celebrate

Alpha+ highchair 50th anniversary

Hauck: Hall 10.2, Stand: A024 B029

Visitors can nd hauck at Hall 10.2, Stand A024 B029, where the company will present its latest product innovations for the upcoming season.

The exhibition o ers an ideal opportunity to explore new designs, discover functional updates, and learn more about hauck’s comprehensive range of products, from pushchairs and highchairs to toys and accessories.

This year also marks a special milestone for the brand: the Alpha+ highchair celebrates its 50th anniversary. Since its introduction, the Alpha+ has become a trusted choice for families worldwide, combining timeless design with practical features.

Hauck welcomes all trade visitors to discover its innovations and celebrate this milestone together during Kind + Jugend 2025. www.hauck.de

Elevate the

parenting journey

iCandy:

Hall 10.2, Stand: D040

iCandy is driven by a passion to elevate the journey of parenthood through innovation, style, sustainability and the highest standards of quality.

An award-winning, family-run British business since 1933, iCandy takes great pride in its heritage. The brand is excited to announce its return to the Kind + Jugend show this year, warmly welcoming both new and existing retailers and distributors to visit the stand. This is a fantastic opportunity to experience iCandy’s beautifully designed, forwardthinking pushchairs and nursery products rsthand.

Visitors will be able to explore the latest range, see award-winning innovations and discover how iCandy continues to push the boundaries of design and functionality for modern families worldwide. To secure an appointment, please get in touch. sales@icandyuk.com  www.icandyworld.com

Child-focussed engineering

Tutis: Hall 10.2, Stand: A029

At Kind + Jugend 2025, Tutis will be showcasing its latest stroller innovations at Hall 10.2 A029. The spotlight will be on two brand new models: the Tutis Uno6+ and Tutis Viva6+.

Both strollers re ect Tutis commitment to blending modern design with child-focused engineering. Key innovations include an independent absorption system, front wheel suspension, and a completely redesigned folding mechanism - all aimed at improving manoeuvrability, ease of use, and the child’s overall comfort during strolls.

A cleaner, more re ned chassis design also supports easy maintenance and visual appeal. These advancements are not just about convenience, they represent a healthoriented approach to mobility that supports proper spinal alignment, vibration reduction, and sensory comfort for babies.

The friendly team at Tutis look forward to presenting these exciting updates to partners and retailers who share their commitment to quality, safety, and thoughtful design.

Tutis is proudly distributed in the UK by bébélephant. info@bebelephant.com www.bebelephant.com

Kind + Jugend Hall 10.1, Stand: F070a Safe,

Barking Mad

With Harrogate just around the corner, excitement is rising across the industry, but so are hotel prices! In this lively and insightful article, Pramland’s John Barker re ects on the upcoming show, shares his thoughts on industry pricing, and o ers valuable tips on how independent retailers can boost performance through smart brand selection, strategic marketing, and creative incentives. His message is clear: keep pushing, keep adapting, and never settle.

Can you believe it? Harrogate is getting very close, and the excitement is building! However, anyone who has tried to book a hotel for the weekend will con rm that the excitement soon vanishes when you see this year’s prices. Wow, what’s happened there? The same hotel I stay in every year is more than double the price of last year… Maybe I should ask them to price match (LOL).

The irony is that these overpriced hotels will be lled with people who don’t understand the concept of making hay whilst the sun shines. Got an in-demand product or service? Make the consumer pay! The industry could certainly learn a lesson or two here. Sorry, I couldn’t resist.

I’m very pleased to hear that BabaBing! will be in attendance this year, and I would encourage anyone who doesn’t currently deal with them to visit their stand. The Ra 2 is a wonderful product, and the bundles

they o er are fabulous. Best of all, the BabaBing! team is all about independents, and they want you to earn money from their products. A novel approach for this industry and one we should support. So, pop along and say “Hi” to the brothers Robinson.

I’m sure you’ll be impressed.

July was a very successful month for us here in Hull, and it also marked the end of our rst quarter for 2025.

I’m pleased to say that it was the best Q1 we’ve ever had, so I thought I’d share what we’ve been doing in-store to help drive this level of success.

Firstly, I want to mention our store o ering. Over the last 6 to 8 months, we’ve made signi cant changes and introduced various brands (as I’ve mentioned in previous articles). These additions are driving footfall as hoped, and we’re nding that, with such a comprehensive o ering, people are staying longer and shopping more.

With Harrogate approaching, this is

I’m very pleased to hear that BabaBing! will be in attendance this year, and I would encourage anyone who doesn’t currently deal with them to visit their stand. The Raffi 2 is a wonderful product, and the bundles they offer are fabulous. Best of all, the BabaBing! team is all about independents, and they want you to earn money from their products.

the perfect time to analyse the performance of the brands you stock. If a brand isn’t producing business or drawing people in, it may be time to remove it. Shop oor space is a premium, it must earn its place. If it isn’t, bring in something that will. Harrogate is full of halls and brands,

many of which you may not currently stock. Freshening up your o ering with exciting new names will encourage consumers to visit and once they’re through the door, you have a chance to make a sale. So, use Harrogate to revise your range and reap the bene ts.

Sell yourself, and you’ll see footfall increase, which lets you sell your products. Observe your competitors and tailor your marketing to plug the gaps in their offering. Don’t try to emulate what they’re doing well, find out what they aren’t doing and do it better. Post more often; your followers respond to frequent content.

Next, I’d like to talk about targeting your competitors. I strongly believe your biggest competitor is the store closest to you, not the internet. I know I often say that “local is best” (and I stand by that 100%), but this really is your bread and butter, and it’s far less costly than online sales.

Since we don’t sell online, we focus only on those living in and around Hull. Our marketing is designed to encourage people to visit in person. We constantly promote the virtues of the in-store experience and the benefits of shopping local. Yes, we mention products but from a different angle. We give people a reason to buy from us specifically. We don’t just promote a product for the consumer to go buy it elsewhere online. Sell yourself, and you’ll see footfall

”

increase, which lets you sell your products. Observe your competitors and tailor your marketing to plug the gaps in their offering. Don’t try to emulate what they’re doing well, find out what they aren’t doing and do it better. Post more often; your followers respond to frequent content. Don’t go silent. If you’re away on holiday, use the Meta Business scheduling tool to keep content flowing. Potential customers check your socials, if your presence is patchy, it suggests a lack of effort. Who wants to shop with a business that doesn’t care?

Incentivise people on the fringe of your catchment area to come to you instead of heading to your competitor. We offer a travel discount for those coming from up the coast or across the water in North East Lincolnshire.

It’s amazing how quickly this can establish a foothold in those areas. We’ve done this long enough now that we’re benefitting from repeat customers and many referrals, some driving up to an hour and a half to shop with us.

We’ve always been strong in nursery furniture, but over the past year or so we noticed a decline in people shopping for full sets. We didn’t sit back, we got creative. We now offer an incentive to buy furniture alongside a travel system. After a few revisions, the scheme is working and we’re getting back to our previous numbers. Selling

12-14th October 2025

just one or two sets of mid-range furniture can significantly impact turnover.

As independents, it’s vitally important not to stop pushing forward. When times are good, it’s tempting to sit back and think, “We’re doing everything right,” only for things to dip the next month or quarter. The more you push, the better. You can’t afford to take your foot off the gas. Not everything will work, but that’s okay, you’ll know for next time. And sometimes, revisiting something that didn’t work in the past might yield different results now. Markets shift.

COLOUR UPD A TES

Doona X Slate Green Doona X Terracotta

Compact world

Compact folding strollers have rapidly become one of the most dynamic categories in the nursery market, driven by the needs of modern parents who value convenience, portability, and smart design. As family life becomes increasingly mobile and urban spaces more limited, the demand for products that deliver on functionality without taking up unnecessary space continues to rise.

Lightweight frames, e ortless one-hand folding, and designs that slip easily into a small car boot or an aircraft’s overhead compartment have helped transform these products from a niche choice into a mainstream must-have. Many models now feature adjustable seating, all-terrain wheels, functional features and enhanced safety systems, showing that compact doesn’t mean compromising on quality or style.

For retailers, the appeal goes far beyond in-store sales. Compact strollers photograph well and lend themselves perfectly to social media content, where clean, clever designs paired with lifestyle imagery can capture attention and spark interest instantly. A well-timed Instagram post, Facebook feature, or TikTok demonstration can reach a highly targeted audience of parents, often prompting them to click through to your website, visit in-store or to nd out more details and

to make a purchase. In a category where visual appeal and practical bene ts go hand-in-hand, social media becomes a powerful tool to showcase both.

The constant innovation from manufacturers keeps the category fresh and exciting, o ering regular opportunities to refresh displays and online listings with new models that re ect the latest trends. By stocking a strong selection and pairing it with an active digital presence, nursery retailers can position themselves as go-to destinations for solutions that truly t modern family life. This combination not only drives sales but also strengthens brand awareness and customer loyalty, both instore and online.

Across the following pages, you’ll nd a curated selection of compact folding strollers now available to order.

Engineered for a child’s development, comfort, and safety.

Designed and manufactured in Europe, the Tutis GIO is a lightweight yet durable stroller created with more than just convenience in mind. It features a two-level Adaptive Absorption System, speci cally designed to minimise vibrations and shocks that could interfere with a baby’s developing nervous system, brain function, and overall sensory growth.

Equipped with a lie- at seat to support healthy posture, an extendable UV50+ sun canopy, adjustable handle height, and a spacious storage basket, the GIO meets the demands of daily life without compromising your child’s well-being. The compact one-hand fold and all-terrain All-Road wheels ensure smooth handling across di erent surfaces.

Crafted using eco-conscious materials and re ned details, the Tutis GIO o ers more than mobility: it provides peace of mind for parents who value both function and long-term developmental protection.

Sales enquiries contact: Elliot Bishop at bébélephant. elliot@bebelephant.com

The perfect pair

The Venicci Upline 2 and Venicci Claro prams combine style with smart functionality for today’s parents.

The Upline 2 is an all-terrain pram, built to handle rough paths with ease, while the Claro is perfect for city living—lightweight and easy to manoeuvre.

Both prams fold compactly with just one hand, even with the seat unit attached in rear- or forwardfacing positions, making storage and transport effortless, whether in a car boot or on public transport. They also include a convenient carry strap for easy transportation. Practicality meets modern style in both models.

www.venicci.co.uk

Experience ultimate ease with Doona X

Doona X effortlessly transitions from car seat to stroller in seconds, making it a compact and practical choice for life on-the-go.

It’s innovative design features three adjustable recline positions – Sit, Relax, and Lay Back. It smoothly transitions from an upright sitting position to a near lay flat (or full recline) mode. This adaptable design serves as an all-in-one solution, streamlining the parenting journey.

Doona X meets stringent safety standards and is R129 certified. Along with three recline positions, Doona X boasts a new shock absorbent mechanism for a smoother ride, and a soft release system when moving from car seat to stroller. sales@cuddleco.co.uk

Go withproJoie

It’s time to go pro with the new litetrax pro from Joie, a lightweight, easy-fold stroller that is ready to roll on any adventure thanks to the luxe suspension and PunctureProof tyres.

Packing up is easy even when your hands are full – one quick tug of strap and the litetrax pro easily folds into a free-standing compact fold that’s perfect for tucking into small spaces or carrying on public transport. Transfer sleeping baby or adventure with a busy toddler – with carry cot, infant carrier and pushchair modes, you can create a versatile 3in1 travel system that meets a child’s needs from birth to big kid. uksales@joiebaby.com www.joiebaby.com

Compact. Capable. Coveted.

Nursery Today caught up with Paul Walker, Director of Product and Design at iCandy, who shares the inspiration behind the awardwinning iCandy Pip. He explains how innovation, design, and a deep understanding of modern parenting needs have shaped the brand’s approach to compact fold pushchairs balancing convenience, comfort, and style in one travel-ready solution.

What features and innovations make your newly launched compact fold pushchair, iCandy Pip appealing to today’s parents, and how does this product balance convenience with comfort and durability?

The recently launched (May 2025) iCandy Pip is designed with modern parenting in mind – blending e ortless functionality with premium comfort and long-lasting quality. Its standout one-handed ultra-compact fold and convenient carry strap make it incredibly easy to handle on the go, whether navigating busy city streets or boarding a plane.

Crucially, Pip is suitable from birth thanks to its fully lie- at seat, which supports spinal development and safer sleep from newborn. This thoughtful design means there’s no need for a separate carrycot or newborn insert, o ering both simplicity and value for parents from day one. For even greater exibility, Pip is also car seat compatible, including with the iCandy Cocoon Car Seat (available separately) when used with the matching car seat adaptors - making it easy to transition from car to pushchair without disturbing your baby.

As your child grows, the pushchair comfortably accommodates up to 25kg, providing a long-term travel solution that adapts with your family. Despite its super compact fold, Pip boasts both a tall and wide seat speci cally designed for longevity and comfort - ensuring a spacious, supportive ride for growing children.

With a UPF 50+ extended canopy for sun protection, an exceptionally high handlebar, advanced suspension and large wheels for a smooth ride, Pip is made from durable yet lightweight materials that ensure longevity without compromising portability - making it the ideal companion for everything from everyday errands to international adventures.

How important is the weight compact folds in this sector, is this something that you as a brand consider during the R&D process?

Weight is critical in the compact pushchair category, particularly for parents navigating public transport, travel and city life. During R&D, we prioritised keeping the iCandy Pip lightweight - at just 7kg, without sacri cing structural integrity or aesthetic quality.

Every component, from the chassis to the fabrics and fastenings, was meticulously selected to achieve an optimal balance of strength, portability and visual appeal. Despite its lightweight build, Pip o ers class-

leading load capacities, including a spacious seat that holds up to 25kg and an extra-generous 10kg basket - making it not only compact and easy to carry but also remarkably practical for daily use.

This commitment to intelligent engineering ensures that parents don’t have to choose between convenience and performance; Pip delivers both in a sleek, travelfriendly package designed to support family life from newborn through to toddlerhood and beyond.

Do you look to make any of the compact folds in your range ‘cabin friendly’? Are you seeing a growth in demand for these?

Yes, the iCandy Pip is intentionally designed to be IATA cabin approved for convenient travel (we encourage travellers to always check with individual airlines), making it ideal for families who travel frequently. We’ve seen signi cant growth in demand for cabin-approved strollers, driven by the rise in air travel globally and the desire for multifunctional products that don’t require compromises when ying.

How has demand for compact folds evolved in recent years, and can you share any insights into consumer trends which are currently driving growth in this category?

Over the last few years, compact folds have shifted from not only being a secondary stroller but to a primary solution for many parents. With more families embracing hybrid lifestyles - blending urban living, commuting and travel, the need for space-saving yet comfortable pushchairs has increased.

A key driver of growth in this category is the rising demand for compact strollers that are suitable from birth. Parents no longer want to compromise on functionality in the early months and expect even lightweight, foldable models to o er full newborn compatibility - through a lie- at seat. This shift re ects a broader desire for convenience without sacri cing comfort, safety or long-term value.

There’s also a strong trend towards minimalist design, multifunctionality and travel-readiness. Today’s parents are more design-conscious, favouring brands that fuse aesthetics with practicality and durability. Compact strollers that deliver a seamless blend of newborn suitability, style and day-to-day ease are driving the momentum in this fast-evolving category.

What bene ts can nursery retailers expect from stocking compact folds, both in terms of sales

performance and customer demand?

Retailers can bene t from strong, year-round demand for compact pushchairs such as the iCandy Pip - not just from new parents, but also those looking for a travel or secondary stroller. These products o er excellent upselling potential and are a great gateway into the iCandy brand. With increased footfall driven by travel needs or lifestyle changes, compact folds help diversify a retailer’s range while catering to highly engaged, convenience-seeking customers.

The iCandy Pip recently received the prestigious Gold iF Design Award, with the jury commending its exceptional quality: “This lightweight stroller exceeded our expectations with truly intuitive one-handed, singleaction folding and opening. Its sleek neutral aesthetic balances simplicity and elegance while ensuring longterm hygiene with easily extractable, washable liners. It rede nes convenience for families on the go.” By o ering high-performance, award-winning compact strollers, nursery stores can meet the needs of conveniencefocused customers while diversifying their product range with a proven best-seller.

What role does social media play in raising awareness or in uencing purchasing decisions in this category, and how are you leveraging it?

Social media is a powerful tool for showcasing the versatility and style of compact pushchairs. Through in uencer partnerships such as our long-standing partnership with Molly-Mae, real-parent testimonials and lifestyle-driven content, we’re able to demonstrate the iCandy Pip in action - from airport gates to city strolls.

Instagram and TikTok are particularly impactful, o ering parents bite-sized, visually engaging content that guides and helps inform their decision-making. We use social media not just for awareness, but also for community building and post-sale engagement.

Do you have any upcoming product launches or innovations in the compact fold segment that retailers should be watching out for?

With the successful launch of the iCandy Pip, we’re continuing to explore additional colourway options to suit upcoming new trends. Retailers can expect future innovations that push the boundaries of portability and luxury - always with the signature iCandy design ethos. We encourage partners to stay tuned for upcoming releases that respond directly to evolving parent lifestyles.

Bébécar Bib, Beautifully Cocoa

Bébécar has added a sophisticated new colourway to its travelready Bib stroller range.

Now available in cocoa, this warm, earthy neutral colour pairs e ortlessly with both modern parenting and classic wardrobes, appealing to today’s style-conscious parents who seek both functionality and fashion when selecting a stroller or travel system.

Adaptable from birth, the Bib is designed for parents who want a versatile stroller that o ers convenience and longevity. Featuring a fully adjustable seating unit with multiple recline positions, it provides tailored comfort as children grow. The narrow 52-cm frame makes it ideal for taking on holidays, shopping trips, and use on public transport, while its compact fold ensures easy storage and travel.

Trade enquiries contact Phil Bosher, UK Sales Director. phil.bosher@babycentral.co.uk

Compact range

Nuna’s compact pushchairs feature a signature sleek design, ensuring comfort and portability for smooth rides and e ortless storage, whether navigating busy streets, going on holiday, or strolling with two children in tow.

IXXA next

The Nuna IXXA next is an ultra-light pushchair with a seat that faces both ways, lie- at recline, and a quick, compact fold in either direction, perfect for city living.

TRVL lx

The Nuna TRVL lx is a premium, lightweight stroller with one-hand fold, shadow reel recline and UPF 50+ canopy - ideal for travel and daily outings.

TRVL dubl

For families with two little ones, the TRVL dubl o ers side-by-side seating, each with independent recline, extendable canopies, and an easy, one-hand fold. www.nuna.eu

One sweet ride

The compact and lightweight tourist cleverly combines carry cot, infant carrier and forward-facing seat, all in one sweet ride.

Joie’s tourist is stylish multi tasker that has been carefully crafted to roll smoothly from baby to big kid.

Little one can snooze on the go with a recline you can customise while the adjustable leg rest and cushy calf support are ideal for relaxing on the roll. Wriggly toddlers are easy to secure with the clever autoclick magnetic clasps that have you ready to ride in a ji .

uksales@joiebaby.com

www.joiebaby.com

Smart Travel Made Simple

The Doona i combines the signature convenience and style that Doona is known for.

This revolutionary system is designed for life on-the-go, allowing you to easily move from car seat to stroller in seconds.

With safety features and improved functionality, R129 certi ed and i-Size compliant, and comes with an ISOFIX base, o ering peace of mind every time you travel. The new Doona SIP (Side Impact Protection) device attaches magnetically for added safety. From running errands to traveling by car Doona is the ideal solution for exploring the world with an infant!  sales@cuddleco.co.uk

Birth to toddler

A super auto fold stroller that is suitable from birth up to toddler age with a wellproportioned seat.

The Push Me Astro is Stylish and eye catching and ticks all the boxes for value, practicality, and functionality. A multi position lie back seat to suit all ages or if baby drops o for a nap.

The Push Me Astro folds down like a dream and can self-stand when folded. The Push Me Astro is available in two colours, Sage and Black.

TEL: 01454 326 555

www.redkitebaby.co.uk

Designed for every journey

Meet pact pro, the newest compact fold to join the Joie portfolio.

Designed for every journey from birth to big kids, the pact pro is three strollers in one, compatible with Joie infant carriers and carry cot (sold separately). Whether little one wants to sit up and take in the sights or lie back and snooze, there is an option to suit, thanks to the multiple recline positions.

Light as a feather, at just 6.3kg, the pact pro is super easy to fold with a quick one hand action, to create a compact, freestanding fold.

uksales@joiebaby.com

www.joiebaby.com

High-Style, Budget-Friendly

Graco’s award-winning Myavo is a stylish, modern stroller available in multiple colourways. Weighing just 5.8kg, it is one of the lightest compact strollers on the market and is suitable for newborns up to approximately 4 years (0-22kg).

Designed with parents in mind, Myavo features an automatic, one-hand, one-second folding mechanism and a convenient stand-alone fold function. It also includes a removable, rotating bumper bar, adjustable calf support, and a spacious, easy-access storage basket. Myavo combines a ordability with style and convenience that modern families crave, making it an unbeatable choice for parents prioritising budget, convenience, and functionality. www.gracobaby.eu

Joie Unfolds Next-Gen Compact Pushchairs

In a market where convenience meets style, Damon Marriott, Joie’s Head of Product Management, reveals how the brand’s compact fold pushchairs are evolving to meet the everyday needs of modern parents without compromising on comfort, durability, or design.

What features and innovations make your compact fold pushchairs especially appealing to today’s parents, and how do they balance convenience with comfort and durability?

Ease of folding is the key feature that makes our models particularly appealing to today’s parents, combined with great prices for the level of comfort and included accessories such as the raincover, car seat adaptors and travel bags. Both of our latest launches, the Pact Pro and Signature Parcel LX, o er comfort and outstanding features. Parcel LX has recently had an upgrade, now sporting larger wheels, which means it can handle rougher terrain - an unusual feature for a compact, one-handed-fold stroller.

How important is weight in compact folds in this sector, is this something that you, as a brand, consider during the R&D process?

Weight is another important factor for compact folding strollers, as portability and size are usually the main considerations for parents seeking this style of stroller. We have developed new recline mechanisms such as our YourTilt recline system, which saves weight while o ering full exibility for di erent sleeping angles.

Do you look to make any of the compact folds in your range ‘cabin-friendly’? Are you seeing a growth in demand for these?

We currently focus our compact fold strollers towards luxury rather than the micro-folded sizes required to accommodate budget airline cabin-approved sizing. Our compact strollers will still t within some long-haul

cabin requirements but not the smaller criteria needed to truly classify them as cabin-approved. Most families only travel abroad once or twice a year, and we prefer to focus on day-to-day use, as this is the primary driver in consumer purchasing criteria.

How has demand for compact folds evolved in recent years, and can you share any insights into consumer trends currently driving growth in this category?

Historically, the umbrella stroller was the go-to option for compact wheels once the main pram was nished with. Since the rst compact at-fold design entered the market, they have evolved signi cantly and now o er all the comfort of the main pram but in a smaller footprint. Many models are now compatible with carrycots and car seats; with the introduction of our Parcel LX and its larger wheels, the compact stroller has taken on a new level of versatility.

What bene ts can nursery retailers expect from stocking compact folds, both in terms of sales performance and customer demand?

Demand is high for these products though not usually from birth. However, savvy retailers can sow the seed that these are an essential piece of equipment, perfectly complementing a main pram, as well as being ideal for holidays. If purchased early on, they can also be left with other caregivers such as grandparents. With many of our range able to utilise the same car seat, dropping o little ones at grandparents can be a quick and painless transition if

they have their own compact stroller ready for use from day one.

What role does social media play in raising awareness or in uencing purchasing decisions in this category, and how are you leveraging it?

Social media is often the rst port of call for parents researching their next purchase. Our dedicated UK Instagram account is full of useful videos that show our product range in use, explain key USPs and showcase the full range of features, including comparisons between models, so that parents can make an informed choice.

Do you have any upcoming product launches or innovations in the compact fold segment that retailers should be watching out for?

Yes - visit us at the K+J and Harrogate trade shows to see our latest launch products, which include an exciting new compact pram set to join the range in 2026.

Electa –designed for city living

The Electa Stroller is ideal for city life. Both incredibly lightweight and compact, the stroller can be taken everywhere.

Thanks to the state-of-the-art chassis, Electa moves around all corners of the city with ease. Its lightness means it can easily be carried up and down stairs and on and o public transport, while parents are carrying their little one.

When closed, the stroller is the size of a travel trolley and can be conveniently stored in the luggage compartment of the smallest city car. Like all Inglesina strollers, Electa features the renowned one-handed closure and opening.

No matter which Inglesina stroller you choose, it comes with a carrycot and the trademarked Welcome Pad as standard, both developed with neonatal pediatricians and compliant with EN 1466:2023 for safe overnight sleep.

sales@cuddleco.co.uk

Lightweight and robust

The Travel N Care Plus in Hazelnut is designed for parents who value style, comfort, and practicality when travelling with their child.

Suitable from birth up to 25 kg, this lightweight yet robust pushchair features a durable aluminium frame and a compact one-hand folding mechanism. Once folded, it stands alone without the handlebar touching the ground and can be carried with the padded shoulder strap for convenience on the go.

Its elegant Hazelnut design combines high-quality stretch fabrics with a leather-look handlebar and bumper bar. Puncture-proof wheels, smooth suspension, and a fully reclining backrest ensure a comfortable ride, whether exploring the city or strolling in the park.

The extendable 3-zone canopy with UPF 50+ and mesh ventilation o ers protection and fresh air, while the spacious basket keeps essentials close at hand. Easy to clean and adaptable with hauck accessories, the Travel N Care Plus is the ideal companion for everyday adventures. www.hauck.de

Reach New Heights with the iCandy Pip

iCandy proudly unveils Pip, a stylish, ultracompact pushchair designed for modern families who refuse to compromise on convenience or design.

Weighing just 7kg, the Pip o ers an e ortless one-handed fold, IATA cabin approved for convenient travel (check with individual airlines before travel), car seat compatibility and exceptional agility thanks to large wheels and advanced suspension.

Despite its ultra-compact size, Pip features a tall, wide seat suitable from birth to 25kg, a lie- at seat and an exceptionally high handlebar for parent comfort. It arrives ready to use out of the box and includes a seat liner, bumper bar, footrest, raincover and carry bag.

With ve stylish colours - Limestone, Black, Sunset, Latte and Sage - Pip is the perfect choice for city life, travel and family adventures. Its UPF50+ extended canopy and practical accessories make it an incredibly versatile option. www.icandyworld.com

Travel ready

Anywhere, anytime, and any mood – the parcel LX is always travel ready with an easily activated compact fold.

The new and improved parcel LX now has larger wheels than the previous model making it even easier to take on those tougher terrains. Foam lled for durability; your wheels will never be the reason for missing out on adventures.

With multiple recline options, you can let snoozy toddlers rest after a busy day on their feet. With an adjustable leg rest ready to support tired legs you can rest assured they will be able to recharge in comfort when out and about.

uksales@joiebaby.com www.joiebaby.com

Compact Comfort Revolution

What features and innovations make your compact fold pushchairs especially appealing to today’s parents, and how do they balance convenience with comfort and durability?

Our compact fold pushchairs, such as the Tutis Gio, are designed with a clear focus on functionality, child comfort, and long-term reliability. Key features like AllRoad wheels, dual suspension, and a two-level Adaptive Absorption System help minimise vibrations, ensuring a smoother, safer ride that supports healthy physical development. Our proprietary No Shake technology adds structural stability and durability over time. Despite their lightweight and compact fold, these strollers maintain strong ergonomic support and premium material quality, o ering a balanced solution for parents who need everyday practicality without compromising their child’s comfort or wellbeing.

How important is weight in the compact fold sector, and is this something you consider during the R&D process?

Weight and compactness are certainly important in this sector, and we recognise that parents value portability and ease of use. However, at Tutis, our R&D process is guided rst and foremost by the baby’s comfort, safety, and developmental needs. If a slightly heavier component o ers greater durability or better support for the child, we prioritise that choice over reducing weight at all costs. While we continuously work to optimise our strollers for parental convenience, we never compromise on the structural integrity or ergonomic features that matter most in a child’s early development.

Do you make any compact folds ‘cabin-friendly’? Is demand growing in this area?

At the moment, we are not actively developing cabinfriendly strollers. While we recognise the growing demand for ultra-compact travel options, our priority remains focused on baby comfort, safety, and proper ergonomic support. Many cabin-sized strollers require signi cant compromises in structure and cushioning - factors that, in our view, do not align with the

In a crowded market of travel-ready strollers, Tutis is taking a standout position by championing child comfort and healthy development over ultra-light gimmicks. Innovation Lead Vaidotas Staškūnas explains how the brand’s latest compact fold pushchair, Tutis Gio, proves that portability doesn’t have to mean compromise and why today’s discerning parents are demanding more than just a small fold. developmental needs of infants. As a brand, we remain committed to creating products that support healthy growth and secure travel, even if that means stepping away from certain convenience-driven trends. How has demand for compact folds evolved, and what consumer trends are driving growth in this category?

In recent years, we’ve seen a clear shift in consumer demand toward smaller, more compact strollers, driven by urban living, travel convenience, and storage limitations. However, at Tutis, we believe it’s important to guide parents beyond size alone. While compactness is desirable, it should never come at the cost of a baby’s comfort, safety, or healthy development. Our approach is to raise awareness about the importance of proper support, shock absorption, and ergonomics in early childhood mobility ensuring that our products meet modern lifestyle needs without compromising on what matters most: the wellbeing of the child.

What bene ts can nursery retailers expect from stocking compact folds?

Stocking compact fold strollers o ers nursery retailers several key bene ts. From a sales perspective, compact models often attract a broad customer base - especially urban families, frequent travellers, and those with limited storage space. These strollers are typically purchased as a second or travel-friendly option, complementing sales of full-size systems. Customer demand for portability and convenience continues to grow, and carrying durable, well-designed options like the Tutis Gio meets those expectations. Additionally, o ering models that balance compactness with real comfort and safety helps retailers position themselves as both practical and quality-focused in the eyes of discerning parents.

What role does social media play, and how are you leveraging it?

Social media plays a signi cant role in raising awareness and in uencing purchasing decisions in the nursery sector, particularly among new and expectant parents.

Platforms like Instagram, TikTok, and Facebook are where our audience actively seeks information, inspiration, and reassurance. Studies show that parents spend an average of 14 hours online weekly, with nearly six of those on social media (Hu Post UK). At Tutis, we leverage these platforms not just through in uencer marketing, but by working closely with physiotherapists, orthopaedists, and parenting experts to share evidence-based content. This approach helps us build trust, communicate our health- rst values, and guide parents toward safe, developmentally supportive choices

Do you have any upcoming product launches or innovations in the compact fold segment?

We recently launched the Tutis Gio, which represents our latest innovation in the compact fold segment. At this stage, our focus is on fully supporting this launch both in terms of product visibility and communicating the core values behind it. With Gio, we’re emphasising what sets us apart: prioritising baby comfort, safety, and healthy development in a lightweight, practical design. Rather than chasing rapid product turnover, we’re committed to building long-term trust through thoughtful innovation and clear communication with our retail partners and consumers alike.

www.b-p-a.org

If your company is a member of the BPIA and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

Join the BPIA for drinks in Cologne

The BPIA is delighted to present a UK Pavilion at Kind + Jugend in Cologne in September with a select group of members participating. The UK’s industry trade association cordially invites colleagues (retailers, buyers and companies wishing to learn more about the BPIA) to join them for a drinks reception in the UK Pavilion in Hall 10.2 on Tuesday 9th September from 1700hrs to 1900hrs.

Kind + Jugend is one of the world’s leading nursery trade events with over 115 countries attending, more than 15,000 trade visitors and over 900 exhibitors.

Marc Hardenberg, chair of the BPIA explains: “Prior to the covid pandemic, the BPIA’s UK Pavilion was the largest country speci c Pavilion at Kind + Jugend with around 60 exhibitors participating. It has taken the industry time to get back on its feet since 2020 and we pleased to return to the show on a somewhat smaller scale; but with the prominence and excellence expected of the British.

The UK Pavilion will proudly display our ‘Nation of Innovation’ branding and welcomes everyone in the nursery industry to come along to the UK Pavilion for a drink, chat and importantly to show support to the British delegation.”

Do you have

an innovative new product idea?

The Baby Products Industry Association’s 2025 Concept & Innovation Awards are now open for entry and the Association invites the nursery industry and wider community including students and budding entrepreneurs to submit interesting product ideas for consideration.

The Association is keen to promote excellence and innovation in the nursery sector and these annual awards encourage this. Over the years, the judges have been presented with numerous interesting and innovative ideas; many of which have proceeded to market.

Julie Milne, General Manager of the Baby Products Association, comments: “The Concept & Innovation Awards highlight the ethos of our industry trade association. It encourages innovative thinking to produce new product ideas which are e ective and safe and make the lives of parents and their babies a little easier. Each year, we are overwhelmed by the creativity and often groundbreaking designs of many entries.”

The winner of the 2024 Concept & Innovation Award was Penny + Kids with a new concept in modern nursery furniture – The Home System. June Pennykid and John Suttie of the company were presented with their prize by BPIA chair Marc Hardenberg (pictured right) and Sara Ludlam (pictured left) of Brabners, sponsor of the awards.

The entry form for the 2025 Concept & Innovation Awards can be downloaded from the website at www.b-p-a.org and the only clause is that the product must not be for sale prior to Harrogate International Nursery Fair which takes place from 12th to 14th October 2025.

Visit the UK Pavilion Participants

Albany Baby – Hall 10.2 |E016

Albani is the creator of BabyUp, an innovative chair designed to ease acid reflux by gently supporting babies in a natural upright position. Developed by a leading paediatric gastroenterologist and inspired by a passion for helping parents. With safety and convenience at its core, BabyUp lets parents care for their little ones while going about their day with confidence. It features two angle settings: 70° to aid digestion and reduce reflux after feeding, and 45° for tummy time. It can also gently rock your baby and play a soothing heartbeat or lullaby via built-in Bluetooth speakers. As your child grows, BabyUp transforms into a highchair suitable for children up to 3 years old (15kg). With built-in wheels for easy mobility and a foldable design for compact storage, BabyUp blends comfort, function, and style.

Baby By U - Hall 10.2 | E018a

Highly mobile multi-function baby furniture (baby chair, bassinet and rocker) designed to reduce anxiety and increase supervision, offering parents and carers a convenient baby mover during the initial months, freeing up hands so everyday chores and tasks can be accomplished, whilst promoting ‘supervision’. Accidents happen when parents are busy, tired, or distracted and the safest place for your baby is by you. The Baby By U is simple to use with its single handed operation of buttons. It moves easily with low friction wheels, and is incredibly stable, due its low centre of gravity pyramidal design. The multi-function design offers ease of transition from Bassinet to Chair, Chair to Lounger, Lounger to Rocker and other combinations. The multi-function design also reduces clutter in the home. Age range – 0 to 12 months, Weight – 3 kg to 15 kg. Saves money and saves space. Supervision is the No 1 safety consideration. Keep your baby close.

Cardea Solutions -

Hall 10.2|E018

With 25 years of unwavering commitment to child safety, Cardea Solutions has become a trusted name in homes and businesses alike. Its flagship Fingershield has found its way into over two million homes across the globe, helping to keep little fingers safe with thoughtful, reliable design. The company takes pride in offering a carefully crafted range of safety solutions—covering doors, windows, sockets, and stairs—that bring peace of mind to families and commercial environments alike. The Cardea team is thrilled to be launching Wren this autumn, a lovingly developed range supporting pregnancy and post-birth care, designed to provide comfort and reassurance during such an important time. The company warmly welcomes discussions about complementary products that would enhance and broaden its offering. If you feel your brand aligns with its values, visit the stand to explore how you can work together to make a positive difference.

My Carry Potty –

Hall 10.2| E014|F015

Over the past year, My Carry Potty has been hard at work developing a range of exciting new products and the team can’t wait to reveal them. The company’s focus has been on creating innovative solutions to make everyday family life easier and more enjoyable.

From smart back-to-school accessories to practical potty training essentials, My Carry Potty has got something for every parent. But the real highlight? A revolutionary new nighttime product that it believes will truly change children’s lives. This product is set to transform bedtime routines and bring new comfort and ease to families everywhere.

My Carry Potty is beyond excited to share these game-changing innovations with you. Whether you’re discovering our brand for the first time or already a fan, the team would love for you to visit them in the UK Pavilion and see how they’re shaping the future of family-friendly products.

penny+kids – Hall 10.2|F019

The Early Years Home System by penny+kids is a stylish, multifunctional and innovative nursery furniture concept that grows with the child and incorporates a moses basket, highchair, junior chair, playpen/cot and a preschool play table and chair. Designed for convenience, efficiency, and sustainability, The Early Years Home System makes parenting easier while delivering a cost-effective, space-saving and long-term furniture solution.

BABYUP

BABY BY U

CARDEA

The Power of PR

In the competitive nursery market, public relations isn’t just an add-on, it’s a driving force behind brand growth, trust, and recognition. Strategic PR helps nursery brands speak directly to the people who matter most: parents, caregivers, and expecting families. The right campaign can turn a new product into a household name, strengthen brand credibility, and spark conversations that lead to loyal customers.

Getting your message seen and heard isn’t always straightforward. This is where an experienced nursery-focused PR agency proves invaluable. From securing features in the right publications to orchestrating online buzz, these specialists know exactly how to place your products and promotions in front of the right audience.

A cornerstone of e ective PR is knowing which platforms will deliver the greatest impact. Digital spaces including social media, parenting blogs, and family-focused forums provide direct access to engaged communities actively seeking trustworthy recommendations. Through these channels, specialist nursery PRs can share insightful articles, run product demonstrations, and build anticipation around launches. This tailored approach not only boosts awareness but also fuels authentic engagement.

Traditional print still plays an important role. Parenting magazines, catalogues, and brochures can reach audiences beyond the digital sphere while reinforcing a brand’s credibility. By combining the immediacy of online channels with the tangibility of

print, nursery brands can create an integrated PR strategy that maximises exposure and trust.

Specialist nursery PR firms often bring more than just media outreach. They tap into extensive networks to host impactful product launches, stage memorable press events, and manage influencer campaigns that resonate with modern parents.

At the heart of it all is storytelling. Well-crafted, targeted content can shape how consumers perceive a brand portraying products as safe, innovative, and indispensable. By blending product education with community engagement, nursery PRs help create meaningful relationships between brands and their audience, ultimately in uencing purchase decisions.

The nursery sector bene ts from having seasoned PR experts who understand its unique demands. Their knowledge, connections, and creativity can turn a single product release into a powerful moment for a brand’s growth. Here, we spotlight some of the leading agencies ready to deliver results.

Expert PR & Marketing Support Under One Roof

Azaria is a multiple-gold-award-winning family specialist PR and digital marketing agency, with a proven track record for building brands and drives sales through targeted creative and engaging multi-platform campaigns.

Well-known amongst the media, in uencers and celebrities, Azaria is the go-to agency for all-things family. Its client portfolio spans big and small including VTech & Leapfrog, Cosatto, ebebek and Baby Central to name but a few. From strategy to content to execution, Azaria handles it all. Now in its 21st year as an agency, the Team’s experience and expertise includes:

Media relations

• Product launches

• Celebrities & in uencers

• Social creative content and advertising

• Digital media content & advertising

• Awards

• Sampling

• Brand & expert partnerships

• Product placements

• …and much more.

Clients can take advantage of Azaria’s comprehensive in uencer database, which combines data-driven insights and innovative tactics to produce meaningful relationships between brands and creators. Whilst its digital marketing service includes Facebook Retargeting, Google Shopping, Search and SEO, to deliver fully-rounded campaigns that drive web tra c and product sales. Azaria’s annual Family Report reveals current UK trends and market insight, con rming Azaria has the knowledge behind its expertise to deliver truly excellent results.  hello@azariapr.co.uk | www.azariapr.co.uk

Making human connections in a digital world

Delivering insights-led brand communications to businesses in the nursery sector. Vista’s PR strategies are smart solutions for today’s ambitious brands.

Looking for a fresh perspective? Vista helps nursery brands to prioritise platforms, join-up content and speak with a resonant, authentic voice to drive sales.

Integrating parent insights with engaging creative, SEO boosting solutions, advertising booking and management, digital marketing and influencer partnerships, Vista is a valued partner, helping brands to make lasting, meaningful connections and drive sales.

Vista’s mission? To operate only with the highest standards of honesty and integrity and always fight off the almost unstoppable forces of mediocrity. Give them a call if you’re on board with that.

“If you need a new PR agency, Jane and her team are incredible.”

Dannielle Barclay, Communications Director, Micro Scooters.

“Vista’s backlinks and written content perform incredibly well for our SEO, with organic visibility currently at its highest ever.”

Kate Piennar, Marketing Manager Start-Rite Shoes

“We are under no illusion of the part Vista has played in our growth. We work with an open and honest dialogue, and absolute trust.”

Luisa Rollins-Svensson, Consumer & Trade Marketing Manager, Graco UK

Contact: Jane Pavia-Davis at  JPD@VistaPublicRelations.com

Bursting with passion

bumpPR’s down to earth, friendly, and enthusiastic approach to PR ensures they remain one of the leading PR agencies in the nursery and children’s sector, working with some truly iconic family brands.

Having supported brands to flourish for over 15 years’, the awardwinning agency, with its vibrant team of 7, is continuing to evolve its services, covering traditional PR, influencer and celebrity outreach, events, social media, copywriting and much more!

Priding itself on having long-standing relationships with many of its clients (some for over a decade!) bumpPR represents a number of iconic brands including Medela, Snüz, The Little Green Sheep, Joolz, and Polarn O. Pyret, to name a few. However, the team, who have more than 50 years PR experience between them, are equally well-versed supporting starts ups in the sector too.

The small, dedicated team ensures each client is made to feel important, with bespoke planners being thoughtfully created to seamlessly support individual brand’s marketing objectives. Whether it’s a long-term, integrated PR strategy, a one-off product launch including an event, or a cheeky social post, bumpPR will ensure that your company, product or service gets credible exposure in all the relevant places. In other words, they’ll get the right people talking about you.

lisa@bumppr.co.uk

www.bumppr.co.uk

Finger on the pulse

Welcome to the award-winning agency The Media Snug, where PR meets personality in the vibrant world of the baby industry!

The Media Snug are not your average PR agency – they’re a fun and dynamic team dedicated to getting your brand noticed in all the right places.

With their nger rmly on the pulse of the industry, they’ve got the contacts, the creativity, and the charisma to make magic happen. From one-to-one chats with journalists to in uencer partnerships, they’ve got your back.

The dynamic team don’t just wait for opportunities; they go out and grab them with both hands! Whether it’s with proactive PR pitches or scoring those coveted spots on online review sites, they’re all about making waves.

But that’s not all! They also o er top-notch marketing services to complement their PR e orts, ensuring your brand shines across all channels. So, if you’re ready to inject some energy and excitement into your brand’s PR and marketing strategy, have a chat with the friendly team at The Media Snug! adeline@mediasnug.com www.mediasnug.com

With busy parents in mind

Amigo from Joie is designed with busy parents in mind, o ering a quick setup and even easier fold – with one quick pull.

Perfect for travel, this full-size travel cot transforms into a compact package that’s easy to pack and store - ideal for any journey. Suitable from birth to 15kg, amigo has both bassinet and travel cot mode, to grow with little one.

uksales@joiebaby.com | www.joiebaby.com

Comfort meets safety

Meet the i-Irvana Max, where customised comfort meets maximum safety.

This R129 extended harnessed booster, has a 5-point harness usage up to 125cm (up to 25kgs/approx. 7 years), and comes complete with a 15-position headrest and simple to use installation.

Built for e ortless travel, i-Irvana Max is suitable from 15 months and 76cm to 150cm, approx. 12 years. The extended use harness will take pint sized passengers from 15 months and 76cm to 125cm (up to 25kgs), which is approximately 7 years old. The soft padded harness covers will keep your child comfortable and protected on every journey. uksales@joiebaby.com www.joiebaby.com

Adapts as child grows

Stylish, versatile, and thoughtfully designed, the Feed Me Orbit from Red Kite Baby is the ultimate 3 in 1 highchair that adapts as your child grows - from their first tastes at 6 months old to mealtimes as a confident 12-year-old.

With its modern wood effect frame and sleek, durable plastic finish, this highchair doesn’t just fit into the home - it elevates it. Whether spoonfeeding purées or exploring baby led weaning, the adjustable feeding tray with removable cover (complete with cup holder) is a practical addition that makes cleanup effortless.

As the child grows, so does the Feed Me Orbit. Use it as a traditional highchair, transform it into a booster seat secured to a dining chair, or convert it into a stylish stool for older kids. It’s not just a highchair - it’s a piece of long-term family furniture.

TEL: 01454 326 555 www.redkitebaby.co.uk

Something exciting is coming!

Inglesina’s innovative nursing pillow is designed to deliver optimal comfort for both mum and baby during every feed.

Crafted with certified ergonomic design, Elysia supports the natural posture of mothers while promoting bonding and relaxation. Made with ultra-soft bamboo fabric, it features dual-density support zones to adapt to different feeding positions and reduce strain on the back, arms, and shoulders. A clever magnetic strap keeps the pillow securely in place, so every moment feels calm and connected.

Launching soon, Elysia is set to become an essential for every new mum seeking comfort without compromise.

sales@cuddleco.co.uk

Make space with CuddleCo’s new storage range

Introducing CuddleCo’s Dutch House Storage Baskets and Country Cottage Storage Baskets – the perfect blend of style and practicality.

These beautifully woven baskets offer a versatile storage solution for everything from toys and books to blankets, making them a charming addition to nurseries, playrooms, or even living spaces. Each set includes three baskets in varying sizes, from small to large, ensuring ample storage while keeping things tidy.

Designed with both function and aesthetics in mind, these baskets are a must-have for any home – and are sure to be a sell-out!

sales@cuddleco.co.uk