December 2025
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Car Seats Contents
Contents
the team Editor Penny Franks penny@lemapublishing.co.uk
Advertisement Manager Katy Bensley katy@lemapublishing.co.uk
Sales Director
Claire Naish clairenaish@lemapublishing.co.uk
Production Rick Vickers rick@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Managing Director Mark Naish mark@lemapublishing.co.uk
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
Lema Publishing Ltd Unit 1, Broomstick Industrial Estate High Street, Edlesborough, Buckinghamshire LU6 2JA Telephone: 01442 289930 www.nurserytoday.co.uk
FEATURED BRANDS
CONTRIBUTORS
4
Joie
30
7
BeSafe
8
Graco
10
Cybex
14
Avionaut
20
Nuna
22
Cosatto
24
Ickle Bubba
RETAILER INTERVIEW
26
Axkid
20
32
Cozy N Safe
Azaria MD Amber Steventon shares how parent priorities, industry trends and guidance from retailers can help families make confident and informed choices. 34
Joie From growth spurts to graduations, life with kids means daily changes. But Joie has created a car seat you can count on to stay steady through every outing from birth all the way to 12.
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JMDA Chris Carter, Managing and Technical Director of JMDA shares his opinion on CRS innovation.
ebebek In this insightful interview, Rasim Tamer Guzey, Global Buyer at ebebek, shares how UK parents are shopping for car seats in 2025.
COVER STORY 4
Azaria
SUPPLIER INTERVIEWS 6
Joie
17
Avionaut
28
Axkid
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Car Seats
Editor’s letter
Editor’s UPDATE FROM letter THE BPIA Two Regulations for the same product
In Great Britain there remains two Regulations for child restraint systems (CRS); UN Regulation 44 (R44) and UN Regulation 129 (R129). This is quite an unusual situation as usually the old Regulation will be replaced when a new one is published, but there is currently no plan to withdraw R44 in GB, although it will likely phase out naturally.
R129 is constantly evolving
The latest Regulations for child restraints are constantly being considered for improvement and the latest series of amendments to R129; the 05 series, have just been approved at the Global Road Safety Partnership (GRSP) earlier this month. ISOFIX 3.0 has also been added to GRSP’s work plan for 2026 and will introduce new measures. The Baby Products Industry Association will keep members updated as this is developed and implemented.
It is still legal to sell, buy and use R44 CRS in GB
As previously reported, R44 is an older regulation first introduced in the 1980s and changes introduced in 2023 mean it can no longer be used by CRS manufacturers to type-approve a new restraint. Instead, they must use the more advanced R129. However, CRS that are already approved to R44 can continue to be manufactured, sold and used in Great Britain, but this changed in some countries last year. Now across the European Union (EU) and in Northern Ireland separate legislation is in force which means R44 CRS can no longer be sold.
Making sure we don’t confuse Regions:
This EU legislation does not apply in Great Britain (England, Scotland & Wales) and so an R44 CRS can continue to be sold until further notice with no restrictions. As yet, the UK Government has not shared plans to stop the sale of R44 CRS, but of course this is subject to change. The EU legislation applies only to the sale of R44 CRS in their territory. R44 CRS can continue to be used in the EU and NI, so if you travel to the EU or NI for a holiday with your R44 CRS, it will still be legal to use there. For more information about the BPIA visit: www.b-p-a.org or contact Julie Milne – julie@b-p-a.org or call 0845 456 9570.
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elcome to Nursery Today’s Car Seat Supplement, your one stop showcase of leading car seat brands all in one place. With car seats being a legal requirement, this important nursery sector continues to grow, evolve and inspire, with safety remaining firmly at its heart. Getting the right mix on your shop floor or website, supported by strong product knowledge and hands on experience, can really set nursery retailers apart. Throughout this supplement, you will find insights from major brands, helpful guidance on current ranges and a clear, convenient overview of the market as it stands today. We also have plenty of articles we think you will enjoy. On page 6, Joie’s Head of Product Management, Damon Marriott, shares his thoughts on the fast evolving car seat category and explores how shifting parent priorities, rising demand for feature rich products and ongoing conversations with retailers are helping shape the brand’s innovation pipeline. Over on page 17, Avionaut’s Country Manager, Fiona Suffield, talks us through the brand’s focus on child safety, ergonomic design and retailer support. You will also find an insightful interview with Axkid’s Managing Director, Jayne Caul, on page 28, where we discuss the science, innovation and real world understanding that drive the brand’s long standing commitment to extended rear facing. This issue also features valuable retailer insight from Rasim Tamer Guzey, Global Buyer at ebebek, starting on page 18, where he shares how UK parents are choosing car seats in 2025. Cybex have been busy since we all met at Harrogate in October too. The brand has continued to champion education by taking the CYBEX Car Crash Simulator on tour. This brilliant tool shows exactly why using a car seat, and using it correctly, matters so much. You can read more on page 10. Finally, you will have spotted our cover star this issue is Joie. The brand recently scooped four Gold Awards at the Mother and Baby Awards, including one for the i-Spin XL from Joie Signature. Turn to page 4 to discover more about this fantastic award-winning car seat. We hope you enjoy exploring this special supplement and that it brings you fresh inspiration for the year ahead. Car Seats 3
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Cover Story Joie
Meet your one and only - the a
i-Spin XL, by Joie S
From growth spurts to graduations, life with kids means daily changes. But Joie has created a car seat you can count on to stay steady through every outing from birth all the way to 12.
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he i-Spin XL grows along with a child, making it the only car seat they will ever need – and with the highest safety certifications, all of Joie’s premium convenience features and timeless Signature styling, i-Spin XL is the smart and economic choice that will provide peace of mind for years to come. This one seat wonder is packed with parent favourite features to make travelling with children truly simple. A popular choice with families, it was recently awarded the Gold Award in the Best Multi Stage Car Seat category at the Mother & Baby Awards. R129 certified, the i-Spin XL meets the most advanced and up to date child safety regulation in the UK and Europe, having undergone the rigorous side impact testing with advanced crash testing dummies required by the standard. I-Spin XL uses Joie’s famed, tried and tested trio of side impact absorbent technologies. With three layers of protection in the headrest, Intelli-Fit memory foam to absorb the impact and Joie’s Guard Surround Safety pod, you can rest assured a child is getting gold standard protection. The 3600 spin makes it easy to buckle the child in, whether a delicate newborn or a wriggly toddler. The 5-position recline is usable in both rearward and forward-facing positions, so you can make sure any little, or big, traveller is set up for a comfy and cosy ride. You can also adjust their seat on the go to make sure you help maximise every nap time. Rigid ISOFIX connectors easily lock i-Spin XL onto the back seat of your vehicle in less than a minute for maximum security.
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“
This one seat wonder is packed with parent favourite features to make travelling with children truly simple. A popular choice with families, it was recently awarded the Gold Award in the Best Multi Stage Car Seat category at the Mother & Baby Awards.
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e award winning
e Signature For when kiddo is ready to move on to booster mode, the Harness Hideaway compartments easily store the 5-point harness underneath the seat padding, keeping them easily accessible – great for using the seat for children of multiple ages. Adjusting the seat to a growing kiddo couldn’t be easier with i-Spin XL – the AutoAdjust side wings widen as the headrest is raised to provide more shoulder space. The low rebound bar creates ample space for growing legs and the one-hand, 14 position Grow Together headrest and harness system adjusts simultaneously and requires no re-threading of the harness. I-Spin XL is a safe, convenient, luxurious and long-term solution for economic parents who want to invest in one seat that will last throughout their child’s youth, rather than multiple seats that they will outgrow. Luxurious, super-safe and long lasting – what more could you ask for?!
uksales@joiebaby.com www.joiebaby.com
Tri-Protect headrest offers security with three layers of protection inside the wings, including patented Intelli-Fit memory foam. • Guard Surround Safety pod for optimal side impact protection. • Steel reinforced ISOFIX connectors attach firmly to vehicle anchor points. • Swivel lock off on either side of the base prevents you from turning the car seat forward facing. Rear-facing is required until at least 15 months. • 5-point harness with shoulder and lower buckle covers easily tighten with one pull motion. • Reinforced steel shell for structural integrity in a crash. • 5-position recline is usable on-the-go both rearward and forward facing. • Grow-with-me infant insert has 3 individual pieces for a custom fit at any stage. • Built-in side and back ventilation enhances airflow for the child. • Plush, deluxe cushioning and breathable fabrics. • 360º seat rotation makes for easy buckling in and out of the vehicle. • Simple Swivel turning activator is positioned where you naturally reach for an effortless spin. • AutoAdjust side wings expand as the headrest is raised for more room in neck and shoulders. • Low rebound bar creates ample space for growing legs. • One-hand, 14 position GrowTogether headrest and harness system adjust simultaneously and requires no re-threading of harness. • Harness Hideaway compartments store the 5-point harness when using in booster mode. • Buckle retention magnets keep the harness buckles positioned to the side of the seat for easier loading. • ISOFIX and load leg are used in harness mode while rear facing and forward facing. • ISOFIX is used for booster mode - harness and load leg are stored away within the seat. • 21 position load leg ensures the car seat is stabilized in various vehicle makes and models. Car Seats 5
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Car Seats Joie
Shaping Tomorrow’s Car Seats
Joie’s Head of Product Management, Damon Marriott, shares his insight into the fast-evolving car seat category, exploring how shifting parent priorities, increased demand for feature-rich products, and ongoing conversations with retail partners are guiding the brand’s innovation pipeline. From spin technology and lie-flat solutions to sustainability and clearer product segmentation, he discusses how Joie is refining its strategy to support both retailers and families in a complex, highly competitive market. What shifts are you currently seeing in the car seat category, and how are these wider market trends influencing Joie’s strategy and product roadmap? While the 360 degree spinning function remains the most desired feature and therefore plays a large part within our roadmap for both existing and new products, the desire for more feature rich products at a higher price point will see expansion of our Signature range continue into 2026 and beyond.
From Joie’s perspective, are parents entering retail environments better informed than before, or is there still a significant level of confusion around stages, regulations, and correct seat selection?
For many parents it is a new and daunting world when expecting a first child, so I would say that many are still confused on some level due to the huge choice in the marketplace. While online content plays a big part in education, the face-toface interaction with our key retail partners is the most valuable asset to help smooth out any confusion for the consumer.
Which Joie car seats are performing strongest across your retail partners, and what factors do you feel are driving their success on the shop floor?
If we are looking at sheer volume, then our Joie Elevate R129 is by far the best individual performer. This is driven by the consumer’s desire for value through longevity, and this product takes the child from 15 months up to 150 cm at an easily accessible price, providing uncompromised safety in a sector that is not widely competed within. However, the combined models in our vast spinning range take some beating, giving retail partners both volume and a high ticket price when stocking our various i-Spin 360 models showcased in both the main range and the Signature Collection.
How is Joie responding to retailer and consumer demand for product innovation, particularly around areas such as lie-flat solutions, spin functionality, and evolving usability features?
We have continued to evolve our i-Level platform, with the latest i-Level Pro model ticking even more boxes for the consumer with the addition of belt routes. Our Calmi R129 is still innovating in the lie-flat sector as the lightest option available while offering the full comfort of a carrycot. For consumers concerned about long journeys or extended car use, this product is an easy choice. Innovation in the spin category is a given, and with this in mind we have just rejuvenated one model to further expand its use. The i-Spin 360 Max offers a birth to 150 cm option at a value price point. Further updates will be showcased at the trade shows in 2026, so watch this space.
How does Joie gather feedback from retailers, and what role does this insight play in refining current products or shaping upcoming developments?
We take all feedback from both store staff and buyers, combining insights to drive change in the product development pipeline. This can enhance product features or result in trimming some models back to bring a new price point into the range. While we always try to find ways to reduce the RRP in order to offer competitive products, we never sacrifice comfort, safety or quality. This ensures Joie consumers and retailers can feel confident they are choosing the best for baby.
Social media can influence purchasing decisions in both positive and confusing ways. How does Joie work with retailers to help counter misinformation and reinforce evidence-based safety guidance? We always assist our retail partners with assets for use on their social media platforms, ensuring they can share correct and consistent messaging with consumers. Where specific information is requested, we can tailor assets to help clarify any areas of confusion, such as our “ask for i-size” page on our website, which was created when many brands and retail partners were confused about the differences between R129 and i-Size.
With sustainability becoming increasingly important at retail level, how is Joie approaching eco-conscious design, materials or packaging within its car seat range? Sustainability has been part of the brand’s DNA for many years, as we own our factory facility and have long been ahead of the curve on energy saving and recycling projects. With the recent introduction of additional costs for importers around cardboard and packaging materials, we are again looking to make significant changes to reduce cost and environmental impact.
Is Joie looking to expand or evolve its car seat portfolio for the trade, and what opportunities or gaps in the market are shaping your future product direction?
We are always looking to evolve and adapt to the current retail environment, so we have streamlined our general range and updated product naming to help reduce confusion while allowing bespoke selections for different sectors of the market. With further product launches and changes due across the portfolio, watch this space in 2026 and beyond.
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Car Seats BeSafe
Meet the New BeSafe Beyond² The refreshed BeSafe Beyond² system offers enhanced comfort, upgraded design and awardwinning safety from birth to six years, now available in beautiful new colours inspired by Norway.
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he BeSafe Beyond² system introduces a new generation of rotation car seats designed to support children safely from birth to approximately six years. Retaining BeSafe’s signature uncompromising safety standards, the updated range features modern new colours and refined design details inspired by Norwegian landscapes. The infant seat, Go Beyond², now includes a coordinated sun canopy that pairs seamlessly with a darker frame, while the toddler seat, Beyond² (360), features the new Ergo Cushion™ for improved back
comfort and is certified as back-friendly by AGR. In recent ADAC testing (Autumn 2024), the Beyond toddler seat was named category test winner, while both the Beyond and Go Beyond infant seat with base achieved the “Highest Possible Safety Rating” with exceptional scores of 1.3 and 1.5. This confirms the Beyond system as one of the safest and most user-friendly options available to families.
www.besafe.com
New
2
Rotation system from 0-6 years*
*125 cm and 22 kg
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Car Seats Graco
Graco gets it right Affordable solutions and ongoing support for families.
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raco is renowned for its extensive car seat range that offers families all the choice and convenience they demand, with the value for money they need.
Supporting families with car seat selection
Over the past year, the brand has not just continued to invest in product development but also how it supports customers. From getting to grips with car seat regulations, to knowing which features and benefits to prioritise, families look to brands to cut through the noise and make car seat selection simpler – and Graco proudly does this. The Graco car seat buying guide – easy and free to access on the brand’s website – is a hugely valuable resource to parents and parents-to-be. It explains the R129 car seat regulation, the rules around rearward facing, ISOFIX and ADAC ratings. Parents can also head over to The Graco Village, the brand’s online hub packed full of support and expert advice and family insights into all things parenthood.
A stand-out product range
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The Graco car seat range offers something for every family and budget. When it comes to getting the best safety features, with the latest functionality, it’s hard to compete with Graco on price. The brand recently announced that its Turn2Me DLX i-Size R129 car seat has been awarded a ‘good’ rating (2.4) and an impressive 4-star score in the latest child car seat test conducted by Stiftung Warentest and ADAC. This result places it among the best-performing seats in the ‘Baby + Toddler’ category – a testament to its outstanding safety, comfort and ease of use. Adding to its accolades, the Turn2Me DLX also secured a Bronze award at the Mother & Baby Awards, further reinforcing its status as a trusted choice for parents.’
Turn2Me DLX becomes a must-have for families
Praised by thousands of parents and now independently recognised by Europe’s leading consumer testing bodies, the Turn2Me DLX is part of Graco’s award-winning Turn2Me car seat range. Designed to support children from birth to approximately 4 years (40–105cm), it combines safety with affordability, retailing at just £190. The Turn2Me DLX is a 2-in-1 360° rotating isofix car seat that meets the latest i-Size R129 safety standards. It features TrueShield™ Side-Impact Protection, a forward-facing safety check, and an anti-rebound bar for added peace of mind. The one-click ISOFIX system ensures a secure fit, while ergonomic rotation activators allow for smooth, one-handed operation, making every journey easier for parents. With 10 recline positions, a plush newborn insert, ventilated design for airflow, and machinewashable covers, the Turn2Me DLX is built for comfort, convenience and long-lasting performance. Luisa Rollins-Svensson, Consumer and Trade Marketing Manager at Graco UK, said: “We’re absolutely delighted that the Turn2Me DLX i-Size R129 has been recognised by ADAC. This result is a powerful endorsement of our Turn2Me range, which continues to perform to the highest standards in child safety and comfort.” Putting safety at the heart of everything it does, Graco believes that families everywhere have access to products that are not only thoughtfully designed but independently proven to protect what matters most to them. For more information, visit the Graco UK website.
www.graco.eu/uk
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Car Seats Cybex
CYBEX launches educational campaign with their Crash Test Simulator to promote child safety… T
CYBEX, a global leader in child safety continues to uphold its educational core by taking the CYBEX Car Crash Simulator on the road! The simulator will show just how important it is to use a car seat and to use them correctly.
he CYBEX Car Crash Simulator is a hands-on teaching model that uses a low-speed crash simulation (at around 9mp/h) to clearly show the difference between a child who is properly secured and one who isn’t. Even at such a low speed, serious injuries can happen if safety rules aren’t followed. The demonstrations also include step-by-step guidance on how to correctly fit a child in the seat and highlight the most common mistakes parents make when installing car seats. The simulator features a 110 cm dummy made of durable fabric. While it does not contain sensors like the professional dummies used in real car crash tests, it is designed to withstand repeated demonstrations and to realistically simulate the body’s behaviour during impact. The dummy is placed in a CYBEX Solution T i-Fix car seat, which is used to demonstrate three different scenarios: • Child not secured in a car seat at all • Child secured in a car seat but with a poor fitting • Child is safely strapped in “Child safety is our number one priority. With the CYBEX Car Crash Simulator, we want to give parents a powerful, real-life example of why using car seats and seat belts properly really
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matters. Our goal is to help reduce serious injuries in traffic accidents,” says Martin Poš, founder of CYBEX. The campaign is designed to educate as many people as possible, showing just how dangerous even small mistakes can be such as a loosely installed seat, incorrectly placed seatbelt, or straps that are too loose. These small errors can lead to serious injuries, even during short drives close to home. The simulator makes it clear that keeping a child safe in the car doesn’t have to be complicated, but it can make all the difference. This initiative is part of CYBEX’s larger mission to promote child safety. At the heart of this effort is the CYBEX Safety Centre in Bayreuth, Germany, where up to 1,000 crash tests are carried out each year. Thanks to this, CYBEX products not only meet but often exceed strict European safety standards and earn top ratings in independent safety tests. CYBEX has recently held multiple events at different retailers across the UK including Pramland, Snuggle & Stroll and Olivers Baby Care. The events offer the opportunity to be face to face with customers and re-enforce the importance of car seat safety and it also offers peace of mind to parents that they are making the right decisions. The events are supported by multiple members from the CYBEX team and whilst the crash simulator is the focus of the event, visitors can also expect car seat fit checks, free advice, competitions, sweets and goody bags! Cybex intend to continue to take the car crash simulator on the road regularly in 2026 so watch this space!
CYBEX Car Crash Simulator
CYBEX in-store event at Olivers Baby Care
Liz, Store Manager at Olivers Baby Care event helping to build trust and confidence in Feedback from retailers who have the brand.’ held events so far has been extremely It is a truly exciting time for CYBEX and this positive, and the car crash simulator is innovative tool, and it will be very interesting to proving to be in high demand! see what 2026 has to bring. Recently Olivers Baby Care held a CYBEX car crash simulator event, www.cybex-online.com here’s what Gary Stewart from Olivers Baby Care had to say… ‘The Cybex car seat safety event we held offered a valuable chance for customers to see first-hand the impact of correct and incorrect car seat fitting, while raising important awareness of Cybex and their car seat range. Since the event, we Contact have seen an increase in Emea-ukcontact@columbustp.com Cybex customers, with the
If you are interested in find out more, or holding an event, get in touch with your CYBEX rep today! FOR MORE INFORMATION
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Car Seats
Avionaut
Designed for Safety.
Driven by Care. Avionaut continues to reshape expectations in child car seat safety, comfort and innovation - giving parents confidence from day one.
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or many UK parents, Avionaut is fast becoming a standout name in the world of car seat safety and its rapid rise is no coincidence. The Polish family owned brand has earned a reputation for blending rigorous engineering with parent focused design, offering products that aim to make every journey safer, easier and more comfortable. With its own manufacturing facility and in-house testing track, Avionaut maintains control over every stage of development, ensuring each seat meets the highest standards before it reaches retailers. At the heart of Avionaut’s approach is a commitment to long term spinal health. The brand collaborates closely with AGR in Germany, an organisation dedicated to preventing back issues across all age groups. Their involvement in shaping Avionaut’s design choices ensures that the seats not only protect children in the event of a collision but also support healthy posture during growth. This expertise is most visible in products like the Pixel Pro, the lightest car seat on the market, which maintains an elongated spine position and ensures the harness and belt paths sit away from the stomach and ribs. The result is a seat that considers the wellbeing of both child and parent - a defining principle of Avionaut’s design ethos. Safety remains a core strength. Avionaut’s Swedish Plus Tested models, such as the highly regarded Sky, provide parents with some of the most rigorously approved rear-facing options available. These seats are trusted for their performance, durability and ease of installation - something retailers often cite as a major selling point. The Sky’s success helped establish Avionaut firmly in the UK, but it is the new Stardust that has propelled the brand into a new phase. As Avionaut’s first rotating car seat, the Stardust has quickly become a bestseller, praised by retailers for its simplicity, longevity and seamless user experience. Many describe it as their “go-to”
recommendation thanks to its intuitive operation and broad age suitability from birth to 150 cm. For parents navigating confusing UK legislation around car seat safety, Avionaut works hard to simplify the journey. A comprehensive website explains regulations clearly, while ongoing PR and social media campaigns ensure parents remain informed. On the shop floor, the brand invests heavily in retailer training - offering regular in-person sessions, supporting new starters, and providing brand books, key-point cards and even vehicle based demonstrations to ensure staff feel equipped and confident. Avionaut also recognises the emotional side of parenting, especially for families facing extra challenges. Its partnership with Bliss, the UK’s leading charity for babies born premature or sick, reflects a shared commitment to safeguarding vulnerable infants. Alongside this collaboration, Avionaut works with midwives, neonatal teams and healthcare professionals to ensure parents feel reassured during one of the most important transitions they’ll ever make - bringing their baby home. With strong retailer relationships, expanding UK awareness and a product range rooted in scientific precision, Avionaut continues to redefine what parents can expect from a child car seat. Safety may be the priority, but the brand’s focus on genuine usability, comfort and confidence building support is what truly sets it apart. Contact Fiona Suffield, Avionaut UK Country Manager on the below for further information. f.suffield@karwala.com
www.avionaut.com
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Car Seats
Avionaut partners with Bliss
Avionaut is proud to partner with Bliss in a shared mission: giving babies and their families the very best start in life.
Bliss supports families during neonatal care with practical guidance, emotional support, and advocacy, and Avionaut helps extend that reach. Together, they provide parents with expert advice on safe travel, car seat positioning, and common mistakes to avoid, helping them feel informed and supported - not just for the journey home, but as their child grows. For families with premature or sick babies, this guidance offers reassurance at a challenging time. Avionaut is contributing £10,000 to help Bliss reach even more families.
www.avionaut.com
The perfect fit The Avionaut Pixel Pro 2.0 C, awarded WhatCar? Best Infant Carrier 2025, is designed to provide the perfect fit for even the smallest babies from birth.
Add a little ‘Stardust’ The Avionaut Stardust is a rotating car seat, designed to grow with a child from birth, with the infant inserts, up to 12 years. The Stardust rotating base makes getting little one in and out of the car safe and simple, while the adjustable recline offers a comfortable resting position. The anti-rotation frame provides extra legroom, and the height-adjustable headrest and harness ensure a perfect fit as a child grows. Enhanced side impact protection adds an extra layer of safety. Stardust brings together practicality, comfort, and protection in one innovative, long lasting seat.
Weighing just 2.5 kg, it’s perhaps the lightest infant carrier on the market - ideal for carrying in and out of the car and supporting post-partum recovery. Its innovative modular insert features the Cloud Care memory foam system for impact absorption and ergonomic support, while the EPP shell delivers the highest level of impact protection. AGR-certified for healthy posture, with plush cotton fabric and a UV-filtering canopy, the Pixel Pro 2.0 C combines safety, comfort, and practicality.
www.avionaut.com
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Car Seats
Avionaut
Avionaut’s Focus on Safer Journeys Nursery Today speaks with Fiona Suffield, Avionaut’s Country Manager for the UK and Ireland to explore the brand’s commitment to child safety, ergonomic design and retailer support, and to learn why its products are gaining such strong traction with UK families. Avionaut has started to become a familiar name to many UK parents. For those still discovering the brand, what key features set your car seats apart in terms of safety, comfort and ease of use? At Avionaut, child wellbeing shapes every decision we make. We work closely with AGR in Germany, a renowned organisation focused on back health, to ensure our seats support natural spinal development. This collaboration directly influences our ergonomic shaping and harness placement, allowing children to sit comfortably and safely for longer periods. We also prioritise exceptional safety testing. Several of our models hold the Swedish Plus Test certification, one of the most demanding standards globally, reassuring parents that our seats perform under extreme conditions. We take pride in designing solutions for parents too. The Pixel Pro, for example, is the lightest car seat on the market, dramatically improving ease of transport while maintaining optimal infant positioning and belt routes that sit away from the stomach and ribcage. As a family owned brand with our own factory and in-house testing track, we maintain full control over quality, materials and continuous innovation.
Avionaut places a clear focus on innovation and precision. Can you tell us more about your manufacturing processes and how they enhance safety and performance?
Innovation is at the core of everything we do. By managing every stage, from prototyping to full production in our own facility, we are able to refine even the smallest details with precision. We use advanced materials like EPP (expanded polypropylene), a 100% recyclable, lightweight yet exceptionally strong foam that offers superior energy absorption. It is also multi-impact resistant, meaning it can withstand repeated forces without cracking or losing its shape. Our in-house test track lets us recreate real world crash scenarios repeatedly, allowing us to fine tune the geometry, structure and fabrics of each model. This precision engineering extends to comfort too. Breathable materials, optimised seating angles and posture supporting inserts all play a role in creating car seats that keep children both safe and comfortable at every stage of their journey.
Navigating car seat stages and UK legislation can be complex. How does Avionaut help simplify this for parents and support retailers?
Clarity is essential. Our website provides straightforward explanations of UK legislation, car seat stages and compatibility. We supplement this with ongoing awareness through social media, PR activity and educational content. For retailers, we deliver regular training sessions, both scheduled and on request, to ensure staff always feel confident interpreting regulations, demonstrating products and supporting parents. We also supply printed leaflets, in-store materials and digital resources that act as quick reference tools.
Building consumer confidence is vital. What is Avionaut doing to raise awareness with parents?
Our strategy centres on education and trust building. We invest in campaigns that share expert advice, collaborate with key opinion leaders in child safety and
develop social content that breaks down complex topics such as extended rear-facing, car seat safety and age compatibility. Working with healthcare professionals, retail partners and parent communities helps us reach families through voices they already trust. We also prioritise transparency, openly communicating test results, certifications and design choices so parents feel informed and empowered.
How is the Avionaut range performing for UK retailers? Which models are resonating most?
The Sky, one of our core Plus Tested extended rear-facing seats, was the model that firmly established Avionaut in the UK and remains hugely popular due to its outstanding safety performance and ease of installation. The Pixel Pro 2.0C, the lightest infant carrier on the market with innovative modular newborn inserts, has also become a consistent bestseller, admired by both parents and retailers for its safety, comfort and versatility. More recently, our first rotating seat, Stardust, has been a phenomenal success. Since its launch in July, it has consistently sold out, with retailers calling it their “go-to” solution thanks to its simplicity, flexibility and longevity. We are incredibly grateful for the strong support from independent retailers and value the feedback that helps us keep improving.
Your partnership with Bliss has drawn attention. How did this collaboration develop, and what reassurance does it provide families?
Our partnership with Bliss grew from a shared mission to support the most vulnerable babies. Working closely with midwives, neonatal specialists and families of premature babies highlighted the challenges parents of premature or sick infants face when choosing a safe, supportive car seat. Through the partnership, we help provide families with guidance, reassurance and evidence based information, ensuring they feel confident when bringing their baby home, often after a long and emotional hospital journey.
Retailer support is key to success in-store. What tools and training do you offer?
We believe retailers are partners, not just stockists. Karl and I visit stores regularly to deliver hands-on training, including demonstrations in real vehicles to mirror what families experience day to day. Every store receives a detailed brand book, and we are always available by phone for advice. We also run a WhatsApp group to share updates quickly and provide key-point cards that sit next to each seat, giving staff instant reference material. Car seats can be a challenging category, and our goal is to make the selling process as smooth and confidence inspiring as possible. Car Seats 17
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Retail Interview ebebek
Inside ebebek’s C In this insightful interview, Rasim Tamer Guzey, Global Buyer at ebebek, shares how UK parents are shopping for car seats in 2025. He explains the shifting priorities shaping the category, the growing demand for expert in-store guidance, and the product innovations driving strong performance across ebebek stores. What trends are you currently seeing in the car seat category across your UK stores, and how have parent buying habits evolved over the past year? Across our UK stores, we are seeing several clear trends shaping the car seat category. Safety-led purchasing is by far the strongest. Parents now expect i-Size, R129 compliance, enhanced side-impact protection, and extended rear-facing as standard features. They are prioritising engineering quality and safety testing over aesthetics. Convenience is also a major driver. Rotating seats continue to perform well because of the everyday ease they offer. At the same time, price sensitivity has increased, with parents looking for premium safety features that still fit within careful budgets. Another noticeable trend is growing demand for in-store expert support. Car seats are technical products, filled with terminology and regulations that can be overwhelming. Even well researched parents rely on hands-on demos and guidance before making a final decision. We are also seeing increased interest in seats that offer longer usage periods. Parents want models that cover multiple stages so they do not need to repurchase unnecessary products.
Are parents coming in with a clear idea of what they want, or do you still find that many feel overwhelmed by the different car seat stages and UK safety regulations? Most parents now arrive with a good amount of online research behind them, often through YouTube, Instagram, and parenting forums. They usually have an idea of brands or models they want to explore. However, understanding the nuances of car seat stages, regulations, and installation requirements is still challenging, especially for first time parents or those unfamiliar with UK standards. This is where our Babyologists, our trained store staff, play a crucial role. They are fully trained in car seat fitting, guiding parents through the options, explaining regulations in clear language, and helping them make safe, informed decisions. One of our biggest priorities is ensuring our team can provide accurate, expertlevel support so families leave feeling confident and reassured.
Which car seat models or brands are performing particularly well for ebebek right now, and what do you think is driving their success? One model in particular has been a standout surprise. Our private-label
brand Baby Plus has a booster seat in the 125 to 150cm range, the X8 model, that has performed exceptionally well. What sets it apart is that it includes both an i-Size backrest and Isofix, which is rare at this price point. It is compact, lightweight, easy to transport, and comes in a small box, which parents really appreciate. Combined with an outstanding price, it has clearly captured the attention of UK families.
What are the most common concerns or questions parents and caregivers raise when shopping for a car seat, and how does your team support them through the decision-making process? Parents tend to share very similar concerns. They want clarity around safety features, crash-test certifications, stage suitability, and whether a seat is compatible with their specific vehicle. Comfort, padding quality, and ease of cleaning also come up often. Many parents also look for long-lasting models to avoid extra costs later. Our Babyologists offer personalised advice. They take into account the child’s age, height, and weight, the family’s lifestyle, and the exact car model. They simplify complex safety explanations, review vehicle photos to
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Rotating seats continue to perform well because of the everyday ease they offer. At the same time, price sensitivity has increased, with parents looking for premium safety features that still fit within careful budgets.
Car Seat Trends check compatibility, and accompany families to their cars to offer free on-site installation support. They also compare models side by side, clearly explaining pros and cons, and outlining the differences in value. Beyond the technical support, they provide reassurance at a moment that can feel overwhelming for many parents.
Do you feel the industry is providing a clear, unified safety message to consumers, or is there still work to do in helping parents understand the differences between stages, regulations, and fit-checks? Safety messaging has improved compared with previous years, but there is still work to be done. The coexistence of both R44 and R129 regulations in the UK, combined with terminology differences between brands and the complexity of stage transitions, can be confusing for parents. At ebebek, we work hard to bridge that gap by explaining regulations, model differences, and installation steps in simple, consistent language. However, we believe a more unified and standardised approach across the industry would make a meaningful difference. Parents would benefit greatly from clearer, more aligned communication from all brands and institutions.
How well supported do you feel by the brands you currently stock in terms of training, education, and in-store materials? Overall, we receive strong support from our partner brands, particularly in training, product information, and in-store materials. The quality of support
has improved in recent years. However, the level of support can still vary significantly between brands. Some provide regular training sessions, detailed technical materials, and updated guides that make it easier for our team to assist customers accurately. Others offer less frequent training or information that is not as user-friendly. Ideally, we would like to see more consistent, regulation aligned, and retail practical training across the entire category. Clearer, more uniform in-store materials would also help us offer even safer and more accurate guidance to parents.
With social media playing a huge role in shaping parenting decisions, do you find it helps guide customers or adds to the confusion? How do your in-store experts help balance online influence with practical, personalised advice? Social media has a massive influence on parenting choices, and we see both benefits and challenges. On the positive side, it raises awareness, helps parents discover products, and highlights important safety topics. But it can also create confusion, especially when advice comes from non-experts or reflects regulations from other countries. For a technical category like car seats, this can be particularly problematic. Our expert teams help parents make sense of everything. We take into account what they have seen online but balance it with car-specific fit checks, UK regulations, the child’s measurements, and the family’s real-world needs. Demonstrating
Safety messaging has improved compared with previous years, but there is still work to be done. The coexistence of both R44 and R129 regulations in the UK, combined with terminology differences between brands and the complexity of stage transitions, can be confusing for parents. compatibility and correct installation in person provides reassurance that online content simply cannot match. In short, social media builds awareness, and our in-store expertise turns that awareness into safe, practical decisions.
What about innovation, do you feel brands offer sufficient innovation at present while keeping safety first? We believe innovation in the car seat category is generally strong, provided safety remains the foundation. Many new models introduce meaningful improvements such as simplified installation systems, enhanced side-impact protection, heightadjustable supports, and multi-stage designs that offer longer use. Innovation does vary between brands. Some move quickly to integrate comfort and usability features, while others focus primarily on safety and take longer to adopt added conveniences. There is also ongoing discussion around advanced technological integrations. These can
increase costs significantly, and the market is not yet fully ready for them. Overall, though, the sector continues to progress in a balanced and safety-first way.
Finally, are you looking to onboard additional car seat brands into your current offering, and if so, what gaps or opportunities are you hoping to fill within your portfolio? Absolutely. This is an ongoing focus for us rather than a seasonal one. Our goal is to ensure that every barent, meaning every baby and parent, regardless of preference, need, or budget, can find the right seat for their most precious cargo at ebebek. We are continually reviewing opportunities to strengthen our range and offer even more choice to families.
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Car Seats
Freedom for the journey From the brand celebrated for harmonising design and innovation, meet the Nuna ARRA flex and BASE curv, two products designed to elevate every child’s journey and support parents through everyday routines. Nuna’s commitment to intuitive engineering, premium comfort, and uncompromising safety shines through in every detail.
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20 Car Seats
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ngineered for busy days and long journeys, the ARRA flex infant car seat offers a seamless transition from car to stroller. Its thoughtful design incorporates three easily adjustable recline positions, including an ultra-relaxed 157° lie-flat setting that supports newborns with a natural, ergonomic posture. Whether the seat is secured to the BASE next, BASE curv, installed using the vehicle belt, or fitted onto a compatible pushchair, the ARRA flex adapts effortlessly to every family’s needs. This versatility makes it particularly valuable for households that use multiple vehicles or frequently switch between car and pram. Lightweight, i-Size approved, and crafted with attention to detail, the ARRA flex prioritises both protection and well-being. Durable materials and an ergonomic shell work together to create a cocoon of comfort for little travellers. For parents, the ease of installation provides greater freedom, confidence, and convenience with every outing. Pairing the ARRA flex with the Nuna BASE curv introduces families to a new standard of convenience and comfort. Featuring its innovative ProxiPivot technology, the BASE curv intuitively aligns the car seat with the caregiver’s natural body movements. This smooth, guided motion allows the seat to glide out of the car with minimal effort, reducing awkward twisting, lifting and back strain, a welcome feature for busy parents. Clear, colour-coded visual indicators confirm when both the BASE curv and the ARRA flex are securely connected, ensuring that parents never have to secondguess their installation. The Smart-swivel lock prevents
the seat from accidentally rotating into a forwardfacing position before a child is ready, adding an extra layer of protection and peace of mind. Together, the Nuna ARRA flex and BASE curv offer a refined blend of innovation, comfort, and userfriendly design. For families seeking products that adapt to their lifestyle while prioritising their child’s safety and comfort, this duo represents a thoughtful and reliable choice, one that supports every journey, big or small, with confidence and ease.
UK.Sales@nunababy.com www.nunababy.eu
11/12/2025 17:34
Car Seats Cosatto
Above and beyond with Cosatto Cosatto create thoughtful, friendly pushchairs, highchairs and car seats designed to delight babies and make life easier for families. Since 1981, they’ve brought joy to more than three million little ones, becoming known for their playful, design-led approach and their mission to banish boring baby stuff. Every product blends unique style with intelligent features, from bespoke fabrics to clever functions - all crafted to reflect real lives and personalities.
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afety is at the heart of everything they make, with testing that goes above and beyond legal requirements. And with exceptional value, premium materials and industry-leading design, Cosatto deliver standout quality without compromise. Their Cuddle Crew provides world-class aftersales support and a 4-year guarantee, keeping families cared for every step of the way.
Cosatto Unveils Acorn Recline i-Size 0+: A New Standard in Infant Travel Safety and Comfort
Cosatto has introduced the Acorn Recline i-Size 0+, a next-generation infant car seat that reclines. It is designed to deliver premium safety, effortless comfort and parentfriendly practicality from birth to approximately 15 months (87cm). Packed with advanced protection features and everyday conveniences, the new seat aims to make every journey safer and smoother for families.
Safety Meets Simplicity
Engineered to meet the latest R129/i-Size regulations, the Acorn Recline i-Size 0+ prioritises maximum safety and secure travel. When paired with the Acorn 2 Rotating Family Base (sold separately), the seat offers a twoposition recline and minimises movement for enhanced stability. It can also be installed rearward facing using a standard 3-point seat belt, giving parents flexible options without compromising safety. The reinforced shell and Side Impact Protection System are designed to absorb crash forces, with the seat undergoing rigorous side and rollover testing to meet high performance standards. The result is a car seat that places protection at the centre of every detail.
Comfort Designed for Growing Babies
With comfort-focused recline settings for both car and travel system use, the Acorn Recline i-Size 0+ ensures little passengers stay supported whether they’re resting or
taking in the world around them. The travel system offers four recline angles for easy adjustments on the go, while the car setup features a simplified two-position recline. A soft, removable newborn insert surrounds tiny travellers with extra support, and an intuitive one-handed harness and headrest adjustment means parents can customise the fit as their baby grows, without complicated rethreading.
Thoughtful Touches for Everyday Life
Cosatto has added several parent-friendly features, including a UPF 100+ sun canopy for outdoor protection and machinewashable covers to simplify cleaning. Eco-conscious families will also appreciate that the seat’s fabrics are made from recycled materials, with each unit contributing to the removal of the equivalent of 25 plastic bottles from the environment through a partnership with rePurpose. The car seat is compatible with Cosatto travel systems and includes handy extras such as anti-slip, energyabsorbing chest and tummy pads, plus a memory release function for quick removal from the chassis.
Long-Lasting Assurance
Cosatto backs the Acorn Recline i-Size 0+ with an industryleading four-year guarantee, providing families with additional peace of mind and confidence in the product’s durability and performance. With its blend of cutting-edge safety, adaptable comfort and environmentally mindful design, the Acorn Recline i-Size 0+ aims to redefine what parents can expect from an infant car seat.
www.cosatto.com
Key Features Include: • R129 and i-Size compliant when used with the Acorn 2 Rotating Family Base • Four-position recline on the Cosatto Wow 3 travel system • Two-position recline when installed in the car (either belted or on the base) • Rearward facing from birth (40cm) to 15 months (87cm) • Reinforced shell with advanced side impact protection • One-handed, non-rethread adjustable harness and head restraint • ISOFIX compatibility when paired with rotating base • Machine-washable covers and UPF 100+ canopy • Compatible with Cosatto travel systems (adaptors sold separately) • Four-year industry-leading guarantee
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Rebound Bar
Car Seats
Ickle Bubba
Meet Nimbus, the car seat
that moves with you Nimbus i-Size Car Seat and Spin ISOFIX Base designed with safety, comfort, and convenience in mind
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ursery brand Ickle Bubba has launched its first rotating i-Size car seat, the Nimbus i-Size Car Seat and Spin ISOFIX Base. As the brand continues to grow its presence in the travel category, Nimbus offers retailers a strong new proposition providing safety-led design with ease of use. The 180° rotating base makes lifting a child in and out of the seat effortless. Four clear red-to-green indicators show when each step of the installation is securely and correctly in place, from locking the ISOFIX connectors to engaging the standing leg. It provides parents with added peace of mind during the first few months. For retailers, this guided installation system is a major selling point, helping to reduce consumer hesitation around car seat fitting. Front and rear release levers are another thoughtful design detail, allowing the seat to be removed easily, whether rearward or door-facing. The car seat is tested to the latest i-Size (ECE-R129) safety standards and comes with various standout features. Pop-out side impact panels are included as standard on both sides, offering added protection. A newborn liner and UPF 50+ hood provide comfort and sun protection, and a built-in magnet keeps the buckle pad out of the way for quick access. Head of Product at Ickle Bubba, Dominique Fennell, comments: “At Ickle Bubba, we’re passionate about creating products that support parents every step of the way. The Nimbus i-Size Car Seat and Spin ISOFIX Base combines the very best in safety standards with
thoughtful, parent-friendly design. From its clever rotation and the helpful guided installation indicators, to the extra comfort features for little ones, it’s all about making journeys safer and simpler for families.” Weighing only 4.7kg, Ickle Bubba’s new car seat is suitable from 40–87cm, or birth–15 months. The launch of Nimbus marks an exciting upgrade across three of Ickle Bubba’s existing travel systems, including the Stomp Luxe, Altima, and Cosmo, which will now be available with this innovative new car seat. For wholesale and retail partnership opportunities, contact: jade.allen@icklebubba.com
www.icklebubba.com
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OUR BEST SELLING TRAVEL SYSTEMS JUST GOT EVEN BETTER N O W EVERY JOU RNEY ST A RT S WIT H A 180° SPIN, SIDE I M P AC T P RO TECTIO N AND SA FET Y IND ICA T ORS FOR A DDED REASSU R ANC E
N O W AVA I L A B L E W I T H S T O M P L U X E , A LT I M A A N D C O S M O T R AV E L SY S T E M S F O R M O R E I N F O A N D A L L S A L E S E N Q U I R I E S C O N TA CT SALES@I CKLE B U BBA .CO M
Car Seats Axkid
Beyond the Legal Minimum When parents shop for a car seat, one of the questions they will ask themselves: “If the worst happens, what is the safest option for my child?”
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et with endless models, price points and features, the buying journey can quickly become overwhelming. What parents ultimately want— what they need—is clarity: Which seat is the safest, and how easy is it to use correctly? That’s where Axkid stands out. By combining Swedish Plus Test certification, strong ADAC performance, and market-leading extended rear-facing design, Axkid offers safety that goes far beyond the legal minimum—and gives retailers a clear, compelling story that cuts through the noise.
Axkid: The Swedish safety leader parents want.
When it comes to child car-seat safety, Sweden has long held the position of global gold standard. The nation’s emphasis on real-world crash performance, biomechanical analysis and extended rear-facing travel has shaped some of the safest restraint systems on the market. Axkid, a specialist Swedish manufacturer, continues to sit at the forefront of this movement, with products built on rigorous engineering principles and independent testing. For retailers, this creates a brand story that is not only credible but also remarkably easy to communicate in-store. At the core of Axkid’s reputation is the Swedish Plus Test, the most demanding child car-seat test in the world. Unlike broader European standards, the Plus Test measures head and neck forces in high-speed frontal impacts, the scenario most associated with severe injury. Only seats that keep neck loads below life-saving thresholds can pass. Globally, only a small number of seats achieve this level of recognition, and Axkid is consistently among them. For retailers, this provides a powerful and simple talking point: “This seat exceeds the world’s toughest safety test, not just the legal minimum.” It’s the kind of statement that instantly builds trust with parents. Axkid also performs strongly in ADAC, one of Europe’s most respected consumer safety programmes. ADAC evaluates not just crash performance, but also installation, ergonomics, ease of use and chemical safety. Axkid’s consistently solid results reinforce another retailer-friendly message: the brand isn’t only about crash protection; it’s about everyday safety, practicality, and user confidence.
Why Axkid resonates with customers
Retailers often highlight how straightforward Axkid’s benefits are to communicate. The brand’s value proposition naturally aligns with what parents care about most: • Market-leading extended rear-facing. Axkid is a champion of extended rear-facing travel, a seating position proven to reduce the risk of serious injury by up to five times. With Swedish Plus Test and ADAC validation behind them, retailers can confidently present Axkid as a brand rooted in evidence rather than marketing claims.
• Built for longevity and real-world protection. Axkid seats are engineered for long term use, in some cases over a decade, giving families long-term value—a key selling asset for retailers. • Additional features such as ASIP (Axkid Side Impact Protection) absorb and redirect crash forces, adding an additional, easy-to-explain layer of safety. •S tyle meets safety. Axkid seats bring a clean, Scandinavian aesthetic designed to compliment today’s car interiors, an easy hook for parents comparing premium options. At the same time, their intuitive design actively helps minimise misuse, one of the most common risk factors in child car-seat safety.
At the core of Axkid’s reputation is the Swedish Plus Test, the most demanding child car-seat test in the world. Unlike broader European standards, the Plus Test measures head and neck forces in high-speed frontal impacts, the scenario most associated with severe injury. Together, these pillars create a clear, memorable sales narrative that retail teams can deliver in a matter of seconds: Proven safety. Intuitive design. Long-lasting value. Scandinavian style. Axkid continues to strengthen its offering, with new product launching in Spring 2026, designed to deliver the brand’s signature blend of superior safety, refined aesthetics, and fuss-free functionality. For parents seeking evidencebased protection and long-term usability, Axkid represents the reassurance of decades of Swedish engineering expertise. For retailers, it represents something equally valuable: a brand that’s simple to explain, trusted by consumers, and consistently effective on the sales floor.
www.axkid.com
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Pioneering safe adventures. Pioneering Pioneeringsafe safeadventures. adventures.
The new Axkid Up™ redefines forward-facing safety with advanced technology, smart design, and unmatched adjustability. The innovative HeightControl™ function boosts the child to the seating height, allowing for ideal belt positioning and making Built to last, Oneoptimal 3 is a rear-facing car seat designed for children from 61 of cmthe to car’s 125 cm and up tosystem. 23 kg. Easily installed with tailored ISOFIX,safety for children full use own safety Designed to offer itup guarantees safety and comfort for up to 15 years. to 150cm and 50kg.
Car Seats Axkid
Axkid’s Managing Director, Jayne Caul, shares the science, innovation and real-world insight behind the brand’s long-standing commitment to extended rear facing. From retailer training to product evolution and upcoming safety initiatives, Jayne explains why keeping children rear facing for longer remains one of the most powerful ways to protect young passengers.
Rear Facing,
Real Protect i Axkid is widely recognised as a champion of extended rear facing. For retailers and readers who may be newer to the category, can you share any key insights and safety data that reinforce the importance of keeping children rear facing for longer?
As a Swedish safety brand, everything we do begins with data. Decades of crash research show that rear facing is up to five times safer for young children than forward facing. In a frontal collision, a rearfacing seat spreads crash forces across the shell and the child’s back rather than placing strain on the neck and spine. Studies consistently show a 90 to 95 percent reduction in the risk of serious injury when children travel rear facing, compared with around 60 to 70 percent when they are turned forward facing. Despite this, many children are still turned far too early. In Sweden, which leads the world in road safety, 83 percent of four-year-olds remain rear facing. In the UK the figure is just 22 percent, meaning many families are unaware of how significant the safety difference is. In a real crash this knowledge can change the outcome entirely. At Axkid we design seats that allow children to remain rear facing comfortably up to 6 or 7 years old, or to 125 cm depending on the model, and in some cases up to 36 kg. This allows families to follow the science. Parents can also explore research through our website, Good Egg Safety, RoSPA, and information about the Swedish Plus Test.
As a brand, how do you translate this safety message into something clear, accessible and compelling for parents who may be hearing about extended rear facing for the first time?
Parents want straightforward guidance. We focus on a single, clear message: “Rear-facing for a minimum of 4yrs is the safest way for your child to travel.” From there, we explain the reasons in simple language and with visual examples, such as showing that a child’s head is proportionally much heavier than their body, and how rear-facing seats support the neck and spine during impact.
At Axkid we design seats that allow children to remain rear facing comfortably up to 6 or 7 years old, or to 125 cm depending on the model, and in some cases up to 36 kg. This allows families to follow the science. Parents can also explore research through our website, Good Egg Safety, RoSPA, and information about the Swedish Plus Test. We avoid technical jargon and instead use plain-English guides, short explainer videos and our Child Safety Report to highlight key facts, common myths and what can happen when children are turned too soon. We also talk about practicalities such as legroom, comfort, sleep positions and ease of use. Once parents understand that extended rear facing is both safer and easier to manage than they expected, their confidence rises quickly.
Retailers play a huge role in guiding families. How does Axkid support retail partners to feel confident about extended rear facing, installation and wider safety benefits?
Our retailers play a vital part in our mission, so we invest heavily in their knowledge. Support includes structured training on extended rear facing, regulations and the Swedish Plus Test, with regular updates as standards evolve. We also provide hands-on installation training so staff feel confident demonstrating ISOFIX and belt-fitted models, spotting misuse and adapting to challenging vehicles. Practical selling tools are another priority. We offer comparison charts, growth calculators and quick-reference guides that make conversations simple. The aim is for every Axkid retailer to feel equipped not only to sell a seat but to act as a trusted expert in child passenger safety.
Axkid products are known for thoughtful engineering. Can you highlight any recent updates or innovations you are particularly proud of?
We have worked hard over the last few years to advance both safety and usability. • Axkid One 3 and One 3+ remain the only Swedish Plus Tested, ISOFIX, i-Size seats that allow rear facing up to around seven years (125 cm or 23 kg). The seats are also recognised by ADAC for best-in-class extended rear-facing performance. Sliding seat rails and the quick installation system, which takes around 30 seconds, make them genuinely practical for daily use.
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t ion
• Minikid 4 and Minikid 4 Pro raise the bar for beltfitted extended rear facing, offering use from 61 cm up to 36 kg and 125 cm. An extended back length, 13-position headrest and SafeLock-style beltlocking solutions help ensure a secure and stable installation, even for bigger children. • Spinkid 2 brings Plus-Tested safety into a 180-degree rotating seat suitable from birth to approximately four years (40 to 105 cm, 18 kg). Features include EasyClimb handles for independent access, a SleepWell recline up to 42 degrees and a simple five-step ISOFIX installation. • Axkid UP offers quick folding, portability and both ISOFIX and seat belt flexibility. It achieved top results in the 2025 ADAC child car seat test, which introduced more demanding crash scenarios, side-impact simulations and chemical assessments. Despite these tougher criteria, Axkid UP achieved one of the best safety scores, demonstrating its strong real-life protection and intuitive ease of use. The Axkid UP is the first-ever high backed booster with patented raisable-seat for optimised belt geometry, designed to work in harmony with a vehicle’s safety system. That combined with easy installation and portability offers a long-term solution for children up to 12 years old. All of these developments share a single aim: making lives easier for families without compromising comfort or design.
Awards and independent accolades often influence purchasing decisions. How have recent wins or certifications supported Axkid’s safety message?
Independent recognition matters enormously to parents. The Axkid One platform has earned top ADAC scores and multiple consumer awards, including Gold from Junior Design Awards, Nursery Online and Loved by Parents. The Spinkid platform has also received recognition,
including a Silver from Junior Design Awards. All Axkid rear-facing seats, including One, Minikid and Spinkid, have passed the Swedish Plus Test, which is the world’s toughest crash test and focuses heavily on neck loads in high-speed frontal collisions. These independent endorsements make retailer conversations easier and give parents greater confidence. Once families understand that respected organisations support extended rear facing and Axkid’s performance, conversion rates rise noticeably.
All Axkid rear-facing seats, including One, Minikid and Spinkid, have passed the Swedish Plus Test, which is the world’s toughest crash test and focuses heavily on neck loads in high-speed frontal collisions.
milestone. With a shared voice we can protect more children.
Are there upcoming campaigns or initiatives that will further support Axkid’s mission?
Yes. Awareness is as important to us as product development. We have recently invested in broader UK consumer insight, including our Child Safety Report, which explores parents’ understanding and the gap between regulation and best practice. We will continue building on this with public-facing campaigns that highlight how often children are turned too early and what families can do differently. Collaboration with road safety organisations and training partners will also continue, ensuring research becomes practical guidance for both parents and retailers.
Finally, what can retailers and parents look forward to next from Axkid?
Nothing stands still at Axkid, but safety will always be our starting point. You can expect further evolution of our key platforms, such as One and Minikid, to reach more families, fit more vehicles and support an even wider range of children for longer. Do you feel the industry message around We are focused on refining ease-of-use features like car seat safety is unified, or is there more installation flows, recline systems and harness to do? Progress has been made, but the message is not yet handling to make everyday use as intuitive as possible. fully aligned. Parents still face mixed advice across We are also prioritising three future-facing areas: regulations, height and weight limits, and cultural inclusivity, ensuring taller, heavier or neurodivergent expectations. UK law permits forward facing from 15 children can remain rear facing in comfort; months, yet data shows many children should remain sustainability, improving materials, longevity and rear facing well past that point, ideally to four, five, reparability; and education-led innovation, using crash six years or more depending on the seat. data and real-family feedback to shape new concepts. A more unified message from manufacturers, While specific launches will be revealed in due retailers, healthcare professionals and road safety course, retailers and parents can be confident that bodies would make a huge difference. Using every future Axkid development will support one simple guidance such as “Rear face to at least clear goal: making extended rear-facing easier and four years” would help remove confusion and shift the focus away from turning children forward as a ensuring safer travel for every family. Car Seats 29
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Car Seats Acaria
Understanding Today’s C Azaria MD Amber Steventon shares how parent priorities, industry trends and guidance from retailers can help families make confident and informed choices Cutting Through Car-Seat Confusion: What parents need to know and how retailers can support them
Choosing a car seat is one of the most important safety decisions parents make but it’s also one of the most confusing. New regulations, fast-moving product innovation, and endless online opinions, means that today’s families can feel overwhelmed when it comes to making that all-important purchase. As a result, parents are approaching the category with more caution, more research, and also looking for retailers to guide and support them in making the right choice.
Although today’s parents have access to more guidance and content than ever, many still struggle to feel confident in their car-seat choice. Parent Priorities: Safety first
Safety will always remain the top priority, but many parents now look for seats that go above and beyond the basic requirements. Features such as enhanced side-impact protection, extended rear-facing options and more advanced harnesses are becoming more popular. Comfort is also a major focus, as parents look for breathable fabrics, adjustable recline positions, and ergonomic support so that their little ones stay happy on both short trips and long journeys. Longevity matters too, seats that grow with the child offer better value and reduce the need for multiple purchases as the child grows. And with busy schedules, ease of use is essential. Families tend to opt towards seats that are simple to install, easy to clean, and intuitive to use.
The consumer trends shaping today’s car seat market There are some key themes that are becoming more popular with UK parents. These include:
Extended rear-facing becomes the norm More parents are aware that rear-facing travel is safer up to age four, increasing interest in convertible and extended rear-facing seats. Smart features and connected tech Sensors that detect temperature changes, incorrect installation, or a child left in the seat are gaining attention, especially among safety-conscious parents who are open to premium options. Sustainability matters more Eco-friendly materials, recycled fabrics and modular designs appeal to families prioritising sustainable choices. Online research rises, but in-store reassurance still wins Parents can easily compare dozens of seats online, but many still prefer to buy in-store so they can check size, comfort and installation in person.
Why parents feel overwhelmed
Although today’s parents have access to more guidance and content than ever, many still struggle to feel confident in their car-seat choice. Influencers and customers we’ve collaborated with point to several driving factors: Too many categories and options Infant carriers, convertibles, i-Size, boosters, all-in-ones, the choices can be mind-blowing, each with different limits and compatibility rules. Changing laws and standards Shifts like the move to height-based i-Size or new side-impact tests leave parents wondering what’s best or even compliant. Installation concerns With many seats installed incorrectly, parents worry about making mistakes that could compromise safety. Confusing jargon Terms like ISOFIX, R129, load leg and extended rear-facing can feel overwhelming when all parents really want is clear, easy to understand guidance. Conflicting online opinions We’ve all been there - one review says something is unsafe, another gives it 10 out of 10, there are so many opinions out there for us all to see. This can make it hard to know who, and what, to trust.
30 Car Seats
Profile Azaria.indd 1
11/12/2025 17:36
Images courtesy of Joie
Car-Seat Shopper How retailers can support parents on their buying journey
Retailers have a real opportunity to build trust and become a reliable resource in this important decision-making process. When done well, this support can lead directly to product sales, brand loyalty and also help reduce returns. Parents have told us that these are the key areas where retailers can make the biggest difference: Expert-trained staff Knowledgeable, friendly staff make an enormous difference by answering questions, explaining features and helping parents feel more confident. In-store fitting and installation checks Giving parents the chance to try seats in their own car removes a lot of uncertainty and helps them feel confident in correct use from day one. Quality over quantity A well-selected, easy-to-compare assortment across multiple price points helps families avoid the dreaded decision fatigue! Clear and simple information Product cards, signage and online guides can help translate technical terms into plain parent-friendly language. Visual aids such as height charts or installation icons also work well. Digital and in-store experiences With most parents starting their research online, tools such as comparison charts, explainer videos, FAQs and compatibility checkers help give basic knowledge before they step in-store. Show safety credentials Highlighting crash-test performance, certifications and unique safety features helps parents understand what seat meets their own requirements. Build for the long term As children grow, their needs change. Retailers can support families with reminders, upgrade guidance, trade-in options and loyalty programmes to ensure they come back for future advice and purchases.
Helping families make a choice with confidence
Car seats remain one of the most important and often most daunting purchases for new parents. As families become more research-driven and safety focused, retailers play a vital role in guiding them through the process. By offering expert advice, simplifying information and creating helpful in-store experiences, retailers can make the journey easier for parents while strengthening their own credibility in a competitive market.
Profile Azaria.indd 2
Amber Steventon is the Founder and Managing Director of familyspecialist PR Agency Azaria. Her expertise comes from 20 years’ experience working with some of the leading car seat brands in the nursery sector. To see how Azaria can help your family brand grow, contact Amber on amber@azariapr.co.uk. Car Seats 31
11/12/2025 17:37
Car Seats
Cozy N Safe
Extra Safety Longer
An industry first i-Size car seat offering superior safety, comfort, and style for children from 76–150cm (approx. 15 months–12 years), designed to grow with your child through every journey.
I
n a market where safety and innovation are paramount, Cozy N Safe has once again raised the bar with the Excalibur i-Size. A next-generation car seat that not only meets the latest ECE R129 standards, but also pioneers new ground with its unique 5-point harness approval up to 125cm (Approx. 7 yrs). This makes the Excalibur one of the very first i-Size car seats on the market to allow children to stay in a harness for longer, offering enhanced protection during their most vulnerable years. Designed for children from 76cm to 150cm (approximately 15 months to 12 years), the Excalibur blends advanced side-impact protection and robust construction with the flexibility modern families demand. Its multi-position recline, one-handed headrest and harness adjustment, and Isofix with top tether installation all contribute to effortless daily use, without compromising on safety.
The Excalibur from Cozy N Safe blends advanced side-impact protection and robust construction with the flexibility modern families demand. Parents will appreciate the thoughtful details: breathable, padded fabrics for superior comfort on long journeys, and a sleek, stylish design that fits seamlessly into any vehicle interior. But what truly sets the Excalibur apart is its commitment to keeping children safer, for longer. With the Excalibur i-Size, Cozy N Safe demonstrates that car seat innovation isn’t just about meeting regulations, it’s about exceeding them. Whether it’s the school run or a cross-country adventure, the Excalibur delivers premium protection and unmatched peace of mind.
Tel: +44(0) 01902 494905 enq@cozynsafe.com www.cozynsafe.com
32 Car Seats
Profile CozyNsafE.indd 1
11/12/2025 17:38
Feature JMDA
Why True Progress
in CRS Innovation Demands B In the European child restraint system (CRS) industry, innovation has never been more urgent, or more constrained. As regulatory requirements evolve and consumer expectations rise, manufacturers face a complex challenge: how to deliver safer, more intuitive, more cohesive products in a market still heavily influenced by cost pressures, globalised supply chains and the unpredictable commercial impact of ADAC ratings.
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t JMDA, where we have spent decades designing and developing award-winning CRS solutions, we see these tensions daily. The industry is full of good intentions, talented engineers, and ambitious ideas. Yet too often, economic incentives and structural realities prevent those ideas from becoming the safest and most user-friendly products possible.
A Development Environment Filled with Compromises
Chris Carter, Managing and Technical Director of JMDA and a product designer with an aptitude for both mechanical engineering and human factors in the design of user centric, marketable and innovative products. JMDA Design has been one of the industry leaders in child restraint products around the world, with a fundamental understanding of the full process of design and the multiple regional CRS regulations.
www.jmdadesign.com 34 Car Seats
The drive for competitive pricing has led many brands to rely heavily on far east suppliers to execute major portions of the development cycle. This model can seem efficient, but it also imposes constraints that systematically dilute innovation. • Loss of design control: When suppliers push back on tooling complexity or material specifications, cost often wins over performance. • Inefficient iteration cycles: CRS innovation requires time and investment, but the need for shorter project cycles compounded by distance, logistics, and communication challenges—hinders scope for new ideas.
• Reduced cohesiveness: When engineering decisions are influenced by product features lists or manufacturing constraints, rather than user experience or safety philosophy, the overall product suffers. At JMDA, we frequently support clients who come to us middevelopment, realising too late that their concept has drifted away from its original intent. The earlier expert design intervention happens, the more likely it is that the final product will meet— and exceed—its safety and usability goals.
Profitability vs. Progress
Profit margins remain tight in the CRS market. Marketing costs rise, retail expectations increase, and development budgets shrink. Regulatory compliance becomes the accepted baseline, meaning many products are engineered not to reach new levels of safety, but simply a me-too variant of their competitors. True innovation requires investment in: • Advanced energy-management structures • Novel materials • Complex geometry exploration • Genuine human-centred usability engineering
• Experimentation and testing during early-stage development (fail fast approach) But these areas are often the first to be compromised when manufacturing costs must be contained. JMDA exists to help brands navigate this imbalance. By combining deep CRS engineering expertise with manufacturing and global regulatory knowledge, we help deliver unique products that achieve commercial viability without sacrificing safety leadership, usability or style.
The ADAC Effect: A Market Shaped by One Score
In Europe, ADAC has become a decisive factor in a product’s commercial success. A strong ADAC rating elevates consumer trust, retailer confidence, and market performance. A poor rating can end a product’s life before it even begins. ADAC’s influence has undoubtedly improved safety across the industry— but it also creates a narrowing effect: • Designs begin to target the test rather than the full spectrum of real-world scenarios. • Risk-averse strategies trump bold innovation.
s Better Design Partnerships • Suppliers replicate known geometries that “score well,” reducing diversity and fresh thinking in the market. Using testing and simulation, our teams understand how to engineer seats that perform robustly across all relevant conditions—not just controlled test environments— ensuring ADAC performance emerges from holistic design rather than last-minute adjustments.
The Usability Crisis: Safety Is Not Just Crash Performance
Despite technical improvements, misuse rates remain high. If parents cannot easily install or adjust a CRS, its crash performance can be critically undermined. This is where many development teams underestimate the complexity of design. A CRS is not simply a safety device—it is a human-product system. Every latch, buckle, recline, routing path, and handle must function intuitively. • JMDA’s approach integrates: • Human factors research • Misuse mapping • Usability prototyping • User insights This ensures that products are not only safe on a test sled but safe in the hands of real families and shows why JMDA should be your development partner for Child Restraint Systems, and for any product in the nursery industry.
A Better Way Forward: Collaborative Innovation
The CRS industry is ready for a shift. The tools, technologies, and
engineering insights exist—we see them every day in our design studio. What’s needed now is the willingness to prioritise safety and user experience earlier in the development cycle, before cost-driven compromises accumulate. At JMDA, we believe the future of CRS innovation will come from stronger collaboration between brands, designers, engineers, and manufacturers. By partnering early in the process, brands can maintain creative control, protect design intent, and achieve safety excellence without sacrificing profitability.
In Europe, ADAC has become a decisive factor in a product’s commercial success. A strong ADAC rating elevates consumer trust, retailer confidence, and market performance. A poor rating can end a product’s life before it even begins.
Let’s Move the Industry Forward—Together
If your organisation is seeking to: • Develop a next-generation CRS • Improve ADAC performance • Overcome manufacturing limitations • Create a more cohesive and intuitive user experience • Re-engineer an existing product for improved safety • Or simply explore new innovation possibilities JMDA would be excited to collaborate. Our track record speaks for itself, but more importantly, our commitment to safer, more user-friendly, and more innovative child restraint systems remains unwavering. Now is the moment for the industry to rethink how CRS products are conceived and developed. Let’s lead that change together.
Car Seats 35
COMET plus
Safety, Comfort, and Convenience
Side impact protection Deep padding 5 point harness Newborn insert included 40-75cm (Birth- 15months approx.)
4 recline positions
Free 360o Rotation ONE CHILD
ONE SEAT
ONE SOLUTION
CozyNSafe