Nursery Today

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

Month: December 15 Issue 3 Volume 19

www.nursery-today.co.uk

Independently audited ABC circulation of 4402 1 July 2014 to 30 June 2015

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REVERSO A new benchmark.

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CONTENTS

Regulars

December 2015

April 2015 Issue 7 Volume 18

the team Editor

5

Leader

6

News

10

Exhibition news

14

Nursery Natter

16

Retailer profile

20

Trade Talk

41

BPA

Penny Franks penny@lemapublishing.co.uk

Assistant Editor

Contributors

Penny Franks

Paul Donnelley pauld@lemapublishing.co.uk

8

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Design Production Director

It’s Christmas but you should still keep Paul Donnelley

your brand visible

P24

Paul Naish paul@lemapublishing.co.uk

12

Circulation

Playing the google game Christine Contreras

22

Mark Naish mark@lemapublishing.co.uk

42

www.nursery-today.co.uk

60

P48

44

24

Car seats

36

Pacifiers and soothers

48

Pre-school toys and baby music

52

A member of the Audit Bureau of Circulation

Toy Fair 2016

Features

Malcolm Naish Malcolm Naish

P55

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

NSG

Show Preview

Paul Naish

Lema Publishing Ltd

Nigel Plested A parent’s view of pre-school toys

Mark Naish

P46

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

Ross Hewitt Going fishing? You should

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

David Fairhurst, Intelligent Retail

Robert Thomas robert@lemapublishing.co.uk

Publisher

Christian Jones, Gro

Dapper dads

Special 55

Mother & Baby Awards

20th - 22nd March 2016 Harrogate International Centre Harrogate, North Yorkshire, UK

Meet UK retailers & buyers - and raise consumer brand awareness

Come and be part of a GREAT British event For stand rates and booking form visit:

www.nurseryfair.com

www.nursery-today.co.uk Twitter: @nurserytodaymag

W

ell, we’re nearly there – Christmas! I’ve put my tree up, attended the official ‘lights on’ in my local High Street (and there’s a first for everything – it all ran smoothly this year!) and am now feeling festive. The only problem though, is that I’ve done zero Christmas shopping as yet (and I’m sure I’m not alone), so I’ll be heading out shortly to grab all those wonderful presents to wrap and pop under my tree and sort out some party food!

“

Toy Fair is on the horizon and perhaps you should consider this as a show to attend – if there is one good thing about our trade is that babies (or as far to my knowledge extends) don’t operate apps, giving way to a perfect opportunity to secure a prime target audience

”

message from the editor... insane yet are readily snapped up as considerate gifts by many!). You can find information on Toy Fair in this issue by turning to page 44 – hope to see many of you there. This issue we also bring you a Pre-School toys feature. To find out what’s hot in this category turn to page 48.

Whilst on the subject of shows – Harrogate International Nursery Fair isn’t all that far away and we have already secured our accommodation and sorted our stand to exhibit. This show is our only annual Nursery UK trade event. Have you secured your stand space to exhibit? Contact Adrian Sneyd on 01902 880906, or email: adrian@nurseryfair.com.

So what do we bring you this issue? We take a look at the car seat category. We’ve seen quite a lot of activity lately in this sector and for some (retailers and consumers alike) confusion may still reign (especially when we look at i-Size). Hopefully our feature will be of assistance and you will find fantastic new products in this category together with information on a variety of car seats that are available for you to offer as product selections to your customers. To read more turn to page 24.

Other news this issue is of course the announcement of the coveted Mother & Baby Awards – congratulations to all the winners. The event this year was extremely well organised and a fantastic night was had by those in attendance (including us, thank you Chicco). For a roundup of who won simply turn to page 55.

On a final note, we have made a New Year’s resolution! As of January 2016 we will bring you 12 issues of Nursery Today per year – yes, we will be the only

totally nursery focussed trade magazine publishing monthly! This decision will enable us to bring you more news, new product features in a variety of categories, articles of interest, and much more.

Happy reading!

Merry Christmas everyone – I’ll actually be able to say Happy New Year to you all in our January 2016 issue!

“

Although nursery sometimes isn’t viewed as a seasonal trade when it comes to customers, Christmas is a great time however as when it comes to newborns or toddlers, present buying is high on the agenda. Whether it’s friends of the family buying a lovely plush item, toy, comforter, keepsake or clothing – this is a great opportunity to really push a variety of product categories in-store.

Talking of toys – Toy Fair is on the horizon and perhaps you should consider this as a show to attend – if there is one good thing about our trade is that babies (or as far as my knowledge extends) don’t operate apps, giving way to a perfect opportunity to secure a prime target audience. Toys are not only bought by parents, these are often sought by family members and friends (yes, for example, this also includes those noisy musical toys that drive parents

nursery sometimes isn’t viewed as a seasonal trade when it comes to customers, Christmas is a great time however as when it comes to newborns or toddlers

”

Playtime with Maguari

Leader 5

NEWS

sponsored by hardenbergco.co.uk 01785 503 305

2016 will see the expansion of Rainbow Designs’ leading nursery ranges with the introduction of a comprehensive new product category.

As part of Rainbow’s ‘big box’ initiative a complete series of Activity Playmats, that are suitable from birth, will join the Peppa Pig for Baby, The Very Hungry Caterpillar, Peter Rabbit and Guess How Much I Love Collections.

The character-based Playmats are packed full of activities to help stimulate and ignite babies’ senses as they develop and grow. The Activity Playmats, that provide plenty of room for two babies to play, feature a multitude of sounds and textures designed to encourage babies’ to explore and enhance their fine motor skills.

The Playmats that feature activities including a peekaboo flap, detachable mirror and removable shaped teethers will be available from spring 2016.

Anthony Temple, Rainbow Designs’ Managing Director said, “We’re delighted to be bringing a larger product offering to our established nursery lines in the New Year. They will be a fantastic extension to our existing collections and bring a new dimension to the ranges.”

BeSafe – ‘BEST Rear/forward facing seat’ Mother & Baby Award

Distributed exclusively in the UK and Ireland by Halilit w w w . h a l i l i t . c o . u k Tel: 01254872454

6 nursery today

heartbeat sounds playful sounds

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ble musi c x

musical sleepy pals!

nature sounds

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celebrating our latest award winner

BeSafe Combi X4 achieved the ‘Best’ Award of any ‘Rear & forward’ facing seat at the recent Mother & Baby Awards – recognition of the pioneering role BeSafe continue to play in keeping children rearfacing for longer.

‘Interested parents draw on a wide range of sources as input to their decision making between products and the Mother & Baby Awards are certainly one of these sources. Winning such an Award can only further increase our sales through our partner retailers and increase our profile still further in UK and Ireland… still only 5 years old!’ added Paul Sirett, BeSafe UK/Ireland.

Web: www.carseat.co.uk

t

With Christmas fast approaching the teams at Kidnative and Bébélephant , their UK Distributors, are celebrating their recent wins of 2 awards : a Gold in the “Best Travel Invention 2015” by “Loved By Children” and a bronze Bizziebaby product award!

The award winning Tidy Freaks continue to have strong uptake from independent stores, and the team are now also pleased to announce that as well as baby specialist Kiddicare and online retail giant Amazon, Tidy Freaks are now listed with car accessory giant Halfords.

If you are interested in stocking up with these little monsters then drop a line to either: info@kidnatitive. co.uk or info@ bebelephant.com

Rainbow launches new Playmat category

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Two awards for Tidy Freaks!

Hip hip hooray with Ergobaby The Ergobaby Organic and Original Baby Carriers have now been acknowledged as a “hip healthy” products by the International Hip Dysplasia Institute. Their baby carriers are comfortable, ergonomic, and safe for baby’s hips. Acknowledgement from the IHDI is integral to Ergobaby, ergonomics are in their name!

Ergobaby are very excited to reveal that acknowledgement has now come through for these two additional products, having already received acknowledgement for their Swaddler and their Wrap. More news coming soon!

Web: www.cleverclogs.ie

Cosy little slipper socks!

Rabbit Wagon pulls a win out of the Hat! The BoiKido Push and Pull Rabbit Wagon has done it again. After weeks of intensive testing the push along toy has been announced as the overall winner in the 2015 Creative Play Awards’ outdoor toys and games category (0-3 years). BoiKido’s educational, vibrant and highly interactive design aims to help little ones take the first few steps towards walking on their own two feet.

It encourages balance, motor skills and walking with a robust frame providing the necessary support young children need along with maze features either side to keep even the most inquisitive little minds entertained. This award adds another success to a great year for BoiKido - winning at the BANTAs, Junior Design and Right Start awards, cementing its place as top dog (well, rabbit).

Protecting babies knees!

Dorel Juvenile Europe is first in its sector to gain ISO 9001:2015 certification Dorel Juvenile Europe has become the first company in its sector to achieve the new ISO 9001:2015 certification. Active in 13 countries across Europe, it is also one of the first multinationals to gain this new certification for organisational quality.

Dorel Juvenile Europe is a division of Dorel Industries (TSX: DII.B, DII.A), the world’s largest manufacturer of children’s products.

Charles de Kervénoaël, President & CEO of Dorel Juvenile Europe, emphasized the importance of the new ISO 9001:2015 certification. “All products we manufacture – from car seats to toys – are made to be used by children. We therefore have a tremendous responsibility to develop products that meet the highest standards so that we help ensure the best of care for them in every possible way. This underlines the passion of Dorel Juvenile Europe’s mission -- ‘Care for Precious Life’.

“Parents trusts our products and we need to respect that trust. All the processes and systems throughout our company are well organised, completely up to date, and are safeguarded by a quality monitoring system. After carrying out an extensive series of checks, external auditors have now awarded our organisational quality the new ISO 9001:2015 certificate.

“We strive for excellence every day. This is a direct reflection of the nature of our work. We have an obligation to be the best. All of our stakeholders expect it. We’re very proud of being the first multinational company in our sector to gain ISO 9001:2015 certification.”

The new ISO 9001:2015 requirements were published on 23 September 2015.

To comply with these, Dorel Juvenile Europe swiftly updated its existing quality management system, achieving certification on 20 November 2015, just weeks after the first audits were carried out.

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nursery today 7

NEWS Christian Jones, Managing Director of leading safe sleep brand The Gro Company, talks about maintaining brand visibility during the Christmas period.

HIPPYCHICK TURNS £100 INTO £2,268 FOR LOCAL CHARITY

Christmas Presence

I

n the US, the Christmas holiday trading period can account for as much as 20-40% of a retailer’s annual sales – and for the highly seasonal toy industry, this can rise to 50-60%.

Generally, those in the nursery trade don’t have to deal with such a skewed commercial year. Although there can be a seasonal element to birth rates, babies continue to be born in every month of the year in all cultures and geographic locations. But the Christmas holiday period throws up an important challenge for nursery product manufacturers to maintain product and brand visibility when whole sections of retail outlet shelf space may have been cleared to make way for Christmas ‘gift solutions’ for family and friends.

So who not to be overlooked?

One way to avoid being sidelined in this ‘gifting’ frenzy is to ensure that a proportion of your range solves the problem everyone faces at this time of year, about what presents to buy for loved ones. If your main products are big-ticket items that are likely to be bought primarily by parents, then including accessories or add-on purchases within the same range allows friends and family members to choose these extras

as gifts, with the confidence that comes from knowing the brand has already been chosen by the parents themselves.

Marketing your nursery products as gifts isn’t just a case of shifting the messaging on existing product descriptions for a seasonal twist, or adding a sprig of holly to product graphics. It may be that you need to tweak your messaging to appeal to a different audience from your core demographic – for example grandparents, instead of parents. In addition, the placement of that messaging may need to be different from your usual channels.

It is well-documented how much money and effort the large retailers put into Christmas TV advertising, but newspapers and magazines all run ‘gift inspiration’ guides too, as do thousands of niche players online. Accessories and lower-priced items tend to be more suitable for these guides, and inclusion of one of your products can mean great exposure for your brand, and the potential to reach a whole new audience.

Christian Jones is the Managing Director of The Gro Company who recently underwent a company MBO after just 24 months of Christian being at the helm.

For more information about The Gro Company please visit www.gro.co.uk 8 nursery today

sponsored by

Proving their supreme alchemistic capabilities, Hippychick has turned £100 into a staggering £2268.45 in just three months.

The £50 Challenge, an initiative designed to raise funds for Children’s Hospice South West, Hippychick’s chosen charity of the year, invites businesses to speculate to accumulate with a starting sum of £50, provided by the Hospice.

The Hippychick £50 challenge kicked off on 1st September 2015. To add competitive spice, two Julia Minchin rival teams were created – the Hippy Chaps and the Hippy Chicks – and each were given a crisp £50 note by the Hospice. Joint Managing Directors and company owners, Julia and Jeremy Minchin, both played an active role in each team.

The winning team, as revealed today, was the girls raising £1425 of the total amount.

‘Managing Director, Julia Minchin, was delighted to see the entire work force throw themselves into the challenge with such conviction. The boys were rather stealthy, revealing very little but doing a huge amount behind the scenes. Special thanks go to Alan for hosting a Halloween Dinner party which raised £100, to Scott who finally kicked the tobacco habit in Stoptober raising £80 and to Steve who held a chilli and curry night.’

The girls had a more consistent approach, using e-bay, betting horses (obviously taking the hit of any losses), candle-making and cake making on a regular basis to grow the Chick Coffers.

But a last minute coffee morning fund raiser, held at Julia’s house, unbeknownst to the Hippy Chaps (and even her husband) gave the Chicks the final boost they needed to take them into pole position. This event raised £875 from donations on the door as well as cake sales, a couple of great accessory stalls and sales of Hippychick products from a stand set up in her sitting room.

Katie Edmondson from the Children’s Hospice South West commented: ‘‘Both teams showed great entrepreneurial prowess in order to grow the initial investment of £50 and they’ve had a lot of fun along the way! The funds raised from Hippychick’s participation in the £50 Challenge will allow us to continue to support local life-limited children and their families at our Charlton Farm hospice.’

OOPS at Maguari!

Maguari is delighted to confirm its appointment as exclusive UK / Benelux distributor for ‘Oops’ which it adds to its everexpanding brand portfolio.

This Italian / Swiss designed brand offers a refreshingly different and colourful range of character nursery toys and accessories - each featuring a host of fun and engaging animal characters and themes.

Products include school and hobby bags, quality wooden toys, feature plush, baby gyms and rattles, plus a feeding range that includes bowls, plates and cutlery.

The Oops range is notable for its unique colour palettes and use of premium fabrics including on-trend Neoprene which it uses in its children’s bag range.

Debbie Grant said: “We have already had a great reception to the new range and look forward to working with our customers to help drive sales and maximise the opportunity that this delightful new range offers.”

For more information contact Maguari on 01293 592170, or email sales@maguari.com

Shnuggle’s Sinead WINS at ‘Women in Business Awards’!

Sinead Murphy, co-founder and co-owner of Snuggle Clever Baby Products, had reason to celebrate on November 19th after winning ‘Best Small Business’ for Shnuggle in the Women in Business Awards!

Almost 400 women from the business community attended the annual awards, which is now in its fifth year and celebrates the achievements of a diverse range of businesswomen.

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EXHIBITION NEWS

Feature Safety Tips

Great safety tips for your customers

T

his issue Carolyn Ziegler, director of Tee-Zed Products provides some helpful safety tips that you may wish to share with your customers to ensure they are driven toward relevant safety products in-store.

Carolyn is a child safety expert. Hands on with all aspects of product development, she has been involved in child safety for over 30 years.

Dreambaby is well known brand, available in over 100 countries.

The family kitchen and bathroom can be a place of fun, creativity and a place for parents, carers and children to bond. It can also be a dangerous space where accidents can and do occur.

Creating a Safety Product Checklist is very important and can reduce the risk of injury to babies and small children.

Kitchen Checklist • What can you offer to help keep dangerous and sharp or poisonous cleaning items locked away and out of reach of children?

• Should a lock be put onto the refrigerator?

• What about the microwave, does this need a lock?

• Talk about the necessity to look at locks and latches into reachable cupboards, cabinets, drawers.

• What can you offer your customers to prevent children from reaching stove knobs?

• Is the installation of a stove guard needed?

• Are all unused electrical outlets protected by outlet covers?

Bathroom Checklist • Can you offer locks and latches for reachable cupboards, cabinets, drawers?

• What about products that offer assistance to ensure all unused electrical outlets protected by outlet covers?

• Talk to customers about products that assist in checking water temperature, bath thermometers for example.

• Would it be wise to put a lock onto the toilet?

• Spout covers are a great way to prevent scalding and burns.

• Discuss non-slip mats or bath stickers to avoid slipping in the bath.

• Make sure you bring awareness to the use of a bath seat and safe use of this in the bathroom - never leave a child unattended.

For more information, visit the Dreambaby web site at www.dreambaby.co.uk 10 nursery today

Never before have we had such an expo!

The record-breaking Kids’ Time Expo this February The seventh International Fair of Toys and Products for Mother and Child KIDS ‘TIME, held from 25 to 27 February is Central and Eastern Europe’s most anticipated business-sector’s expo. The event has been going from strength to strength - also this year’s edition will be the showcase for hundreds of international companies - leading market players in the sector of prams and push-chairs, car seats, toys, textiles and accessories.

Last year’s KIDS’ TIME gathered over 320 companies from 10 countries of the world.

The trade fair attracted 4,238 industry professionals from 33 countries. According to all indications, the 2016’s edition will beat its previous records. More than 90% of last year’s exhibitors have already confirmed their participation in the KIDS’ TIME 2016. We are particularly pleased because our exhibition is becoming more and international.

We already know that representatives of, inter alia United Kingdom, the United States, Germany, Italy, Spain, Belgium, the Netherlands as well as France, and China have already confirmed their presence at this year’s trade show - says the KIDS’ TIME project manager, Aldona Matla.

The KIDS’ TIME expo means much more than product first-time presentations and signing contracts. KIDS’ TIME includes a whole array of problem-focussed meetings. The exhibition programme encompasses a galore of workshops and conferences crafted around business-insiders’ needs.

Web: www.targikielce.pl/pl/kids-time.htm

Discover trends and licensing highlights at Spielwarenmesse’s Toy Business Forum • Complimentary lectures and discussion forums on daily changing, current topics focusing on the toy industry with international experts • From 27 to 31 January, every day between 1.00 pm and 3.00 pm at the Toy Business Forum in TrendGallery, hall 3A. Visitors to the trade fair can expect toy trends, marketing know-how and highlights from the international licensing business, plus other exciting topics, at the Toy Business Forum of Spielwarenmesse 2016. From 27 to 31 January, TrendGallery’s knowledge platform located in hall 3A offers a daily changing programme of

complimentary lectures covering topics that move the toy industry.

Between 1.00 pm and 3.00 pm, nationally and internationally renowned experts, including the trend researcher Reyne Rice, present topics of a changing focus.

To browse the full programme, go to www.spielwarenmesse.de/en/ toybusinessforum

to request a catalogue, please contact 01692 408801 or visit www.bebecar.co.uk (Part of the East Coast Group)

BebecarUK Hip-Hop tech in Gothic Plum, on a matt black chassis.

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Retail Technology

Google Search Quality Guidelines

U

Imagine playing a game where the rules aren’t published, it costs you money every time you lose and you are more or less obliged to play in order to survive.

I’m going to call this ‘the Google game’; it’s something that online marketers like myself know how to play very well.

12 nursery today

ntil quite recently, the actual rules for playing ‘the Google game’ were hidden from view. Google wouldn’t tell you how to play properly, there were various (sometimes conflicting) third party opinions on what Google actually meant when any information was actually published and there was always the question ‘can you really trust what Google is saying?’ - a very valid question when you realise that Google is run for shareholders, not to play fair to retailers.

While I personally will always be on the cynical side where Google is concerned and continue to question motives of the search giant, I am glad to see that Google is continuing to expand its guide for search quality raters, giving at least some insight into how Google ‘thinks’.

What is the Search Quality Rating Programme?

To be brief, the Google Search Quality Rating Program was set up to aid Google to identify the quality of pages out there on the ‘web in order to push the development of more robust search engine algorithms.

The program is backed by a set of guidelines detailing what should be considered factors for assigning quality ratings to a web page or website. The guidelines document is fairly lengthy at 158 pages, with many abbreviations to keep in your head whilst reading, but does give a fair insight into what Google is looking for when assessing the quality of a page of content.

Google first introduced the Search Quality Rating program back in 2005, but until recent years the workings and methodologies of the programme have been hidden. It was only since 2011 and the Google Panda update that the program has really been out in the open, although there was a leak of an early release of the rating document back in 2008.

The Search Quality Rating Program relies on a large group of manual page reviewers.

In the early days, these were Google employees, however reviews are now farmed out to external companies.

The program works by manually reviewing web pages and websites using

many different quality markers, this data then being fed back to Google in order to enable better quality search engine algorithms to be built. The manual review teams therefore provide feedback to the Google staff tasked with writing the complex code which powers the Google search engine, helping Google to give the best search results to Google users.

A read of the latest document doesn’t really give any surprises to a seasoned web marketer, but is useful for underlining why we, as web marketers do the things we do.

It’s all about quality!

No surprises really where the content of pages is concerned. Google loves quality content and will actively penalise pages which fall below a certain level. What most may not know is that the layout, design and

“

By David Fairhurst

probably time to bite the bullet and get a new website for your business.

Copied text – Why You Shouldn’t One thing which is mentioned quite strongly in the reasons for giving a page a ‘lowest’ rating in the Google Search Quality Rating Program document is the use of copied text. We have been advising clients for several years that using supplier descriptions alone without some effort to personalise is a bad idea as we have noticed rankings for product level keyphrases slipping for those clients who choose to do this.

Google states that “We do not consider legitimately licensed or syndicated content to be copied” however given our own experience when writing unique product

It’s always a good idea to take a look at what the bigger eCommerce retailers like AO.com are doing and compare this to your own website – if you notice a big difference in functionality and user experience it’s probably time to bite the bullet and get a new website for your business. functionality of a website plays an important part of Search Quality Rating reports and can make the difference between a very high rating and a poor rating.

Examples of poor layout mentioned in the Quality Rating Program document includes ‘poor quality design’, ‘bad navigation structure’ and ‘potentially deceptive layout’. Whilst these wouldn’t affect a recent eCommerce website using modern frameworks like the Intelligent Retail Connect software, Magento, Actinic or similar, eCommerce websites which have been around for several years would naturally get altered over time, potentially introducing some usability issues which could be construed by a quality rater as being below the quality required for Google.

It’s always a good idea to take a look at what the bigger eCommerce retailers like AO.com are doing and compare this to your own website – if you notice a big difference in functionality and user experience it’s

”

level copy for clients, the results are hard to argue against.

If you want a ‘before and after’ snapshot, how about bottom of page 2 in Google results for a product page using supplier sourced description against No.1 in Google for a product utilising unique page copy written by a professional copywriter. As the No.1 spot gets the bulk of clicks from organic results, writing a good product description and an informative product title really is a no-brainer, even factoring in the effort required.

I’d recommend that anyone who is serious about their website read the Quality Rating Program document, it gives real insight into what Google is looking for when rating websites and can really reinforce the advice given by a good search engine marketer. If nothing else, once you have read and absorbed the document you will be able to recognise a bad website from a really good one!

David Fairhurst, Head of Creative Online Marketing, Intelligent Retail, David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London

This issue we ask independent retailers what their highlights of of 2015 were?

Ian Davidson, Babylicious, Hoylake What has been your experience of the year?

Grey has been popular all year. Everything has been grey this year – in all different ranges.

Greys are really big. The egg from BabyStyle started off really well. It’s coming through particularly well.

Have there been any notable trends?

One thing I have noticed is that people are leaving their purchases to the last minute because money is really tight.

What was your highlight of the year?

Going on holiday and getting away from it all

(laughs). I went to Cologne where I combined visiting the Kind und Jugend show with getting away from everything.

Do you feel sufficient new products have entered the nursery sector?

No, I don’t. I think the sector sadly is quite dormant.

And looking to 2016, what trends do they you think we will see?

I hope something interesting will come along.

Cologne had some good stuff especially accessory-wise but I hope for something that knocks my socks off.

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Thelma Jones, Baby Direct, Leeds What has been your experience of the year?

It was not as good as expected but that was not down to the products or the industry – we have had road works at both ends of the road and one began in September 2004 and wasn’t completed until a fortnight ago. People avoided the area, it was the same for all the shops. We are hoping we might get some compensation from the council.

Have there been any notable trends?

Wheeled goods are still our biggest seller followed by car seats. For colourways, grey is a very popular colour whether it is furniture, bedding or prams. Our best-selling colour on prams is grey.

What was your highlight of the year?

I went to Cologne for Kind und Jugend and I did enjoy it. In fact, I got a lot out of it.

Do you feel sufficient new products have entered the nursery sector?

I think it is often variations of the same thing.

And looking to 2016, what trends do they you think we will see?

I think we will see a lot more of the trend for the car seat base that takes the car seat, the older car seat going both ways. I definitely think we will see more of those.

Jessica Portway, Cottage Toys, Suffolk What has been your experience of the year?

It has been a very good year. It has been my first proper year heading up the business and so far, so good.

And looking to 2016, what trends do they you think we will see?

I think people are tending to go back to more traditional type of toys and educational toys. I think there will be a return to tradition rather than battery-operated toys. I think the trend is shifting a bit.

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op design -lo

how sim see p

! is to use!

Do you feel sufficient new products have entered the nursery sector?

Yes, I would say so. There has been loads of stuff that I have seen that has been unique and rather nice.

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What was your highlight of the year?

Travelling to a show in Paris. That was really good. I found loads of new brands. And obviously Christmas is a major time for us.

A wrap without all the wrapping...

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Have there been any notable trends?

Other retailers have said that parents want everything in grey but that has not been my experience. Most of our toys are brightly coloured and they are popular. I haven’t had much call for grey items.

place carrier over your head.

separate the two loops.

place one arm through each.

www.2012ltd.com • info@2012ltd.co.uk Tel (01202) 303 777

Regular Retail Profile

Feeling chirpy at Baby Birds Having first started trading in February 1993, independent retailer Baby Birds has come a long way. With founder Emma Charlesworth firmly at the helm steering a happy ship, Penny Franks thought it was time for a catch up on what’s been happening and to find out more the story of her and her teams success.

Firstly, tell us a little about Baby Birds - what inspired the launch in 1993?

I had recently left a car striping company.

I was out of work and pregnant. Who would employ a pregnant woman? So I opened a nursery shop. I struggled to find a nursery company to help me with knowledge when I really needed it. It’s a minefield when you are expecting your first baby.

in car seat fitting since the Watchdog report on the Nationals.

Is there a particular product category that has performed exceptionally well for you?

Not really, small brands mainly - Sophie la Giraffe, blankets and toys at this time of year. Not forgetting the Silver Cross dolls prams which tend to take over just before Christmas.

You have quite a large warehouse operation, how does this work alongside your store?

You are an award winning retailer - tell us a little about your achievements to date...

I mix my staff when possible (if I can) between both premises. That way they understand both sides of the company. Everyone answering the phones has had first hand experience in demonstrating the products.

Oh how kind of you to mention that Penny! It’s been an amazing award to win.

The best Independent Retailer in Dorset!

Yes - us! I have to say that as a small independent, you are nothing without good staff. I have the best staff I could ever wish for. They run the business like a welloiled machine. I strongly believe that you are only as good as your staff. I must also mention my daughter Molly at this point; she’s almost as good as me! She runs all the social media and is really on the button.

How have you found the nursery industry during the course of 2015 - have you noticed a change in consumer spend?

Yes, it’s been very interesting. We are up 65% in-store on last year. We are finding customers don’t want to buy from the Nationals. They want independent, professional, informed customer service.

They are looking for an unusual, unique product. We have also found a big upsurge 16 nursery today

You’ve stretched your wings recently, with the launch of a second store what was the inspiration behind this?

“

Different things sell online than in store. For instance we’ve had footmuffs sat at the warehouse that haven’t sold. I took them into the shop and we can’t keep up with demand.

If you knew what customers wanted, when and where, we’d all be rich!

It was my hairdressers before. When I heard they were moving I had to have it! It took me six months but we are now open and trading. I love it there. It’s very busy and very exciting to see what the future brings. We have taken the step to move back onto the main high street, having been situated in a much smaller shop in an arcade. At first the store was meant to be a small presence for local customers, but we have become increasingly busy each year. Without any other nursery store in town (and not a multiple in site) the local customers really value being able to come in store and have the product demonstrated. When they realise there is no price difference and the value of customer service on their doorstep, they are less tempted to go home and buy online.

What has been the most

”

exciting part of opening the doors for you?

The increase in trade, the lovely comments from locals and the satisfaction that after 23 years of trading I finally have the shop that I have always wished for – a shop to be proud of. I started the business in a small room above my mother’s clothing store. I never dreamt we would still be here all these years later as the last one left on the High Street.

What was the largest challenge?

Splitting my time between the warehouse and the store. I love being in both but it’s really hard to split your time. We have needed new staff in both premises this year and it’s difficult to step back when you are so used to training them first hand. I can’t be at the warehouse as much as I would like to due to the new store, but my team is

fantastic in running it when I’m not there.

I’m very lucky.

Are you offering the same products in both stores and online?

Yes and no. Different things sell online than in store. For instance we’ve had footmuffs sat at the warehouse that haven’t sold. I took them into the shop and we can’t keep up with demand. If you knew what customers wanted, when and where, we’d all be rich!

Did you run any specific event to gain coverage of your new store?

We offered in-store offers up to Christmas but no, not for January. Hopefully wheeled goods will be busy then so we won’t

How do you manage customer expectation when taking orders online?

My team deal with customer service issues.

I’m too rude. They try to exclude me if possible.

For example, a customer called this week with a car seat apron issue. It had a mark on it. Customer had already returned one three months ago, which we replaced. Now she claimed the replacement had a ‘big black mark on the apron’. She’s had it three months! three months! - I had no sympathy, in fact I’m sorry to say, I laughed. She asked to be put through to ‘someone in authority’, Nicky, my Head of Sales, dealt with her.

“

It’s been an amazing award to win. The best Independent Retailer in Dorset! Yes - us! I have to say that as a small independent, you are nothing without good staff.

need to discount. I strongly disagree with discounting and very, very rarely pricematch. Too many companies have ceased trading for discounting; I’d rather go full RRP if I can. I have learnt that customers will pay for good service, there is no need to cut your margin to gain sales, just be good at what you do.

How important is your website to your business?

It’s everything. I use my website all the time when I’m showing customers in store.

It’s like one big catalogue and it’s good to know customers can buy online if they go home to think about it.

I notice that you ran a Black Friday event with Silver Cross on your website - did this gain interest from your customers?

I won’t hide my dislike for Black Friday.

If I could opt out I would! Why discount when you can get full RRP? It’s crazy.

This is the best time of year for us, so we only offer what suppliers have given us. I offered the bare minimum because customers expect something now. I have been warning my customers that I won’t be doing any January sales!

”

She didn’t get anywhere with me. So to answer your question – don’t ask me, ask Nicky.

How important is this UK trade show to you?

We need to show stockists that if they show at Harrogate we will support them.

It is what keeps us ‘independent’. If we all stock the same as the multiples we will all close down. They will win. We need to offer independent only goods. Harrogate is full of small suppliers with brilliant ideas.

If anything it’s more important to go and see the up and coming products. I have heard other stores saying that they cannot afford the time out of the store to go. This is a real shame. I understand the time and money taken to attend these events but they are invaluable to my business. I can’t stress how important it is to support the Harrogate trade fair.

Red Kite 2015 collection 01454 326 555 www.redkitebaby.com

And a look to the future - can we expect any further exciting plans on the horizon?

Oh lots – I strongly believe independents can survive the high street battle. Keep supporting the help that we have from suppliers. Attend the Harrogate and Koln show if you can. That is what keeps an independent special!

nursery today 17

Focus Chicco

Chicco, a born leader One of the UK’s most trusted and loved baby brands is celebrating another year of phenomenal success, with outstanding growth and a game-changing Sky TV advertising campaign. Read on to find out why 2016 is set to be even bigger and better.

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hicco, one of the leading global nursery and toy brands and part of the Italian powerhouse Artsana Group, is continuing its roaring success with exceptional growth in 2015. With year on year sales an impressive 32% up across all categories for January to October, massively outgrowing the 6% increase which has been seen in the general nursery market. 2015 has proved to be another important milestone in securing Chicco’s position as one of the UK’s most trusted and loved baby brands.

Artsana UK & Ireland have seen growth in every category they play in. An amazing achievement, which further reinforces the growing strength of the brands, Chicco and Boppy.

In particular, 2015 has been another incredible year for the brand’s sleep-time range, with the focal point on the award winning Next2Me, the original side sleeping crib, which has taken the market by storm since being launched in early 2014. Next2Me has been the driving force behind a 28% increase in year-to-year sales in the nursery category and has received a wealth of positive reviews from industry experts and parents alike.

And it is not only in the nursery category that Chicco is making waves as the brand has delivered an outstanding performance in the UK infant and pre-school toy market, bucking the trend in a generally flat market, with a 19% increase in year to date sales. It has also moved into a new sector with the successful launch of Dry Fit nappies, demonstrating once again why Chicco has become one of the UK and Ireland’s premier baby-specialist brands, providing a complete package of solutions for mum and baby right from birth.

Lights, Camera, Action Key to Chicco’s continuing success in 2015 has been its groundbreaking Sky TV advertising campaign. In July of this year, Chicco became the only baby-care specialist to advertise on TV, with the launch of its new multi-million pound advertising partnership with Sky, promoting Next2Me into millions of homes across the country. The campaign proved to be a huge success, not only increasing awareness of Next2Me but also creating a halo-effect across every product category and the wider Chicco brand. The First Dreams line is just one range to benefit from this 18 nursery today

2015 has been another incredible year for the brand’s sleep-time range, with the focal point on the award winning Next2Me, the original side sleeping crib, which has taken the market by storm since being launched in early 2014 significant marketing investment, with enviable growth so far this year, as part of the sleeptime experts campaign. Plus, there’s more good news on the horizon for the First Dreams collection, with more exciting innovations launching in 2016.

“These fantastic results are the latest chapter in Chicco and Boppys’ phenomenal growth story and are testament to the hard work of our team and our retail partners, underpinned with ongoing investment in the brand, our products and our people,” explains Mitch Levene, Managing Director (Artsana UK & Ireland). “Over the past few years, Artsana has grown sales and brand equity to a point whereby we were ready to accelerate our plans even further with investment in this hugely successful Sky TV advertising campaign. We are all incredibly proud of what was certainly a Super-Summer for our company and retailers, and there’s plenty more to come next year.”

Getting in shape for 2016 Next year is already shaping up to be an exciting one for Chicco with big plans in place to make 2016 a further success. The year will kick off with Chicco moving into the second phase of its TV advertising campaign. The advert will return to screens at the end of January and will be supported by a number of integrated marketing campaigns, including

in store displays, digital advertising and social activity which highlight Artsana’s family of sleeptime products.

This will also coincide with exciting new launches in the Next2Me range. To complement the original side sleeping crib, Chicco will be introducing a completely new range of accessories including bed sheets, a reversible sleeping bag and a mattress cover, all of which will be suitable for both Next2Me and Lullago, Chicco’s popular travel crib.

Next year is already shaping up to be an exciting one for Chicco with big plans in place to make 2016 a further success. The year will kick off with Chicco moving into the second phase of its TV advertising campaign The accessories will be available in a new Circles design, which is complemented by the release of the Next2Me crib and a new Boppy pillow cover in the same print, offering a completely coordinated set. The launch will be supported by a huge investment on top in displays and POS materials to strengthen the successful relationship with retailers and further emphasise the brand’s position as the ultimate sleep and relaxation experts.

And it’s not just Next2Me that has exciting developments on the horizon. Refreshed to be bigger and better, the Chicco Urban will be reintroduced as the Urban Plus Travel System complete with pushchair, carrycot system, colour pack, Autofix-Fast car seat and adapter all in one box. The new and improved model will also offer increased practicality,

as the seat unit is now fully foldable along with the chassis in one easy manoeuvre offering maximum convenience for parents as it becomes even easier to close and transport than its predecessor. In addition, the pram unit can now become a semi rigid carrycot, meaning when it is detached from the chassis it can be placed onto a flat surface to offer maximum comfort and minimal disturbance for the baby.

The Chicco Liteway has also been given a makeover for the new season, offering a more premium version of the popular lightweight stroller. The frame now comes in a cool grey shade with elegant chrome details on the wheels and handles and the seat has also been redesigned, with the clean classic lines of the embellished stitching complementing the legrest and the sides of the padded bumper bar, which are crafted from luxurious saffiano eco-leather.

The new model also features an intelligent memory adjustment leg rest, which returns to the previous position every time the stroller is opened.

New for 2016 there will also be the launch of the Pocket Relax bouncer, featuring a 3D folding system, which allows the bouncer to fold into a compact and portable unit with just two clicks. Sold with a handy carry bag, and featuring a wide spacious seat, which can be adjusted to three different heights, Pocket Relax is the perfect solution to relax little ones on the move and it promises to be a popular introduction in the indoor category.

And finally, Chicco have something special in store for independents with a new exclusive denim range being released, which sees some of the brand’s most popular products being offered in a new stylish design. Next2Me, Polly 2 in 1 and Liteway will all be available to purchase in the new print.

about the Next2Me Sky TV advertising returning to screens and the upcoming innovations in the nursery category. By continuing to work closely with our retail partners, we’re set to make 2016 another successful year for all involved and are gearing up for even greater record-breaking growth.”

Looking to the future For Artsana UK & Ireland, the future is looking extremely positive, with exciting new lines and the expansion of existing ranges placing Chicco right at the forefront of nursery and toy innovation. If Chicco’s journey to date is an indicator of what lies ahead, 2016 could be yet another landmark year for the brand and its retail partners, as Mitch Levene concludes: “To have achieved over 30% year on year growth to date is an incredible feat and that is down to the continued passion and determination of the UK & Irish team, in conjunction with our colleagues in Italy. We are very excited about the next 12 months – in particular

For information on Chicco products, visit www. chicco.com or connect with Chicco on Facebook at www.facebook.co.uk/ chiccocompanyuk. nursery today 19

Trade talk

Nursery Today loves to hear your views. This month we speak to key manufacturers and suppliers to learn what’s on their minds.

This issue we speak to some of the industries finest to find out how 2015 performed for them?

Paul Sirett Country Manager- UK/ Ireland, BeSafe How did 2015 perform for you as a company?

We launched our fastest ever selling seat/concept this year, the BeSafe Modular… so no complaints!

What would you say has been your largest achievement or product launch of the year?

BeSafe Modular has exceeded our wildest expectations – packed with features it re-defines the standard for Infant Carriers and next stage seats.

What type of support have you offered your customers during the year?

Same as every year – Good products, good margins, good availability, good training, good back-up. We hope retailers can rely on us.

Do you feel there was any notable consumer trends throughout the year? i-Size has really captured the public attention at last. Since the Government officially ratified the incoming new Standards in April consumers have really engaged with the value of the new regulations which up until now had been largely ignored as complicated and a long way off.

What about 2016, do you think there will be any specific consumer trends that retailers should look out for?

Parents will be looking for something different to the norm, car seats that have truly unique features. Product innovation and consumer engagement is increasing across the whole car seat market – absolutely all sectors/Groupings. The market has been ‘woken up’ by all the new entrants like BeSafe. This is now one of the most dynamic, competitive and complex markets in Nursery now. Very exciting and a great opportunity for retailers.

Talking of 2016 – do you have any exciting plans you wish to share?

Of course… we have only just begun with the launch of the stunning BeSafe Modular…!

Giulia Toselli, Marketing Manager at Chicco How did 2015 perform for you as a company?

With year on year sales an impressive 32% up across all categories for January to October, 2015 has proved to be another important milestone in securing Chicco’s position as the UK’s most trusted and loved baby brand.

In particular, 2015 has been another incredible year for our award winning Next2Me, the original side sleeping crib, which has taken the market by storm since its launch back in 2014. Next2Me has been the driving force behind a 28% increase in year-to-year sales in the general Juvenile category. We have also delivered an outstanding performance in the UK infant and pre-school toy market, bucking the trend in a generally flat market, with a 19% increase in year to date sales.

What would you say has been your largest achievement or product launch of the year?

The launch of our side-sleeping cot, Next2Me, has definitely been our most significant product launch and largest achievement over the last year or so. We have also significantly extended our product lines in the sleep time category with the launches of our popular Boppy pregnancy pillow and First Dreams range.

What type of support have you offered your customers during the year?

We have supported retailers with high quality POS materials and an extensive promotional calendar across all product ranges. Next year we will continue this support with new durable displays for our key hero products, such as Next2Me, sleep time accessories and Urban Plus.

Do you feel there were any notable consumer trends

20 nursery today

throughout the year?

The pros and cons of co-sleeping has been a hotly debated topic in the media over the 12 months. However, when we launched our award-winning Next2Me sidesleeping cot back in 2014 we were effectively entering a very niche market in the UK. With the launch of Next2Me and the benefits it offers, we have helped create a significant market opportunity for side-sleeping cots, with a reported 132% increase in this sector.

What about 2016, do you think there will be any specific consumer trends that retailers should look out for?

The trend for side sleeping will definitely continue as we see more and more brands enter this segment hoping to mirror the success of Next2Me. Consumers are also increasingly looking for convenient and reliable products that make travelling with babies and little ones as easy as possible, so there will also be continued demand for products such as our Pocket Relax bouncer, Next2Me and Lullago travel cots.

Talking of 2016 – do you have any exciting plans you wish to share?

Next year is already shaping up to be an exciting one with big plans in place to make 2016 a further success. The year will kick off with our second phase of TV advertising and continued partnership with Sky TV. The advert will return to screens at the end of January and will be supported by a number of integrated marketing campaigns, including in store displays, digital advertising and social activity which highlight Chicco’s family of sleep time products. 2016 will also be an exciting year for our Juvenile category following some innovative new product developments, so watch this space.

Trade talk Luke Burns General Manager, CYBEX UK How did 2015 perform for you as a company?

2015 was an interesting year for CYBEX UK, I joined the company in late 2014, and we had lots to do to ensure we were ready for 2015. We relocated our office from London to the Midlands, restructured our team and brought on board even more experienced people from our industry and despite all this change we have still managed to grow our business by 100%

What would you say has been your largest achievement or product launch of the year?

Most definitely the PRIAM travel system combined with our award winning Cloud Q car seat. This premium travel system inspired by the designs of Ray and Charles Eames is stylish and supremely easy-to-use and has been really well received. Also, when connected to the PRIAM, the revolutionary Cloud Q can be adapted to have a completely lie flat position – giving customers the perfect travel system.

What type of support have you offered your customers during the year?

We have invested heavily in our team and doubled the size of our sales and product training team.

We also have a very clear channel strategy, something we believe our customers really appreciate.

Do you feel there was any notable consumer trends throughout the year?

Consumers are now definitely keeping their children in rear facing car seats for longer, and thankfully with our award winning SIRONA and the new SIRONA M in our 2016 collection we have this trend covered.

What about 2016, do you think there will be any specific consumer trends that retailers should look out for?

At Cybex/GB we do believe we can change the “buggy market” although for many years the umbrella style fold has been really popular. The launch of our new GB brand and its new compact buggies - the Qbit and Qbit plus - we are sure we will capture the imagination of the UK consumer

Talking of 2016 – do you have any exciting plans you wish to share?

The launch of the GB brand – which is completely different to CYBEX - is of course very exciting for us - CYBEX takes inspiration from the past and bring it into today, whereas GB is more forward focused - taking future technologies and bringing them to the nursery world.

Andrew Ratcliffe Managing Director, Dorel UK How did 2015 perform for you as a company?

We have had growth this year fuelled by the strength of new i-Size car seats

What would you say has been your largest achievement or product launch of the year?

Bringing out the first i-Size infant carrier in the form of Pebble Plus. The added safety required for certification in the ‘from birth’ category was a real challenge, so we were delighted to be first to market and this completed the Two WayFix Family range all providing the extra safety from an i-size seat.

What type of support have you offered your customers during the year?

We have increased our investment in car seat training this year, with many more retail staff participating in our training courses.

Do you feel there was any notable consumer trends throughout the year?

Consumers have shown they are willing to pay more for i-Size safety on car seats.

Talking of 2016 – do you have any exciting plans you wish to share?

January will see the launch of the Maxi-Cosi Stella pushchair that promises consumers to take them everywhere.

Damon Marriott Joie How did 2015 perform for you as a company?

Damon Marriott - We have seen tremendous growth for Joie in each category with our car seats performing the best overall.

What would you say has been your largest achievement or product launch of the year?

Damon Marriott - Our every stage car seat has just launched into the market and is the first group 0+/1/2/3 into the UK market, it offers premium features with no compromise in each of the 4 groups, so is a colossal achievement.

What type of support have you offered your customers during the year?

Damon Marriott - We have maintained our high level of consumer and retailer after-sales support but this year have seen the launch of our promotional calendar which helps support and reward the commitment given to us by our key retail partners.

Do you feel there was any notable consumer trends throughout the year?

Damon Marriott - Price is still a very important factor for many buyers but quality is starting to become recognised as the key to growth, and we are strong in this area due to high standards and controls, combined with a wealth of experience at the factory level.

What about 2016, do you think there will be any specific consumer trends that retailers should look out for?

Damon Marriott - Awareness is growing regarding the new I-Size legislation and recent car seat fitting weaknesses, so ensure that store assistants are fully trained and confident in this area will help sales.

Talking of 2016 – do you have any exciting plans you wish to share?

Damon Marriott - For those that came to our stand in Koln, they will know what I’m referring to, but later this year will see the launch of yet another great ERF Joie car seat and to compliment our popular Aire Twin, an exciting addition to our range for twins, so watch this space.

nursery today 21

Special Feature Social Media

Going Fishing or drowning worms By: Ross Hewitt

I Ross Hewitt, Managing Director of Secret Pie and author of ‘Savvy Social Media’. Ross began his digital marketing career in 1998 and had his first foray into the nursery industry as Head of Marketing & Ecommerce for Silver Cross in 2008. He set up Secret Pie in 2010 and has been helping clients get found and loved online ever since. www.secretpie. co.uk | Ross@ secretpie.co.uk | 01904 410027 | Twitter: @Ross_ Hewitt 22 nursery today

like fishing…it’s just another part of the dangerous, rock ‘n’ roll, gangsta life I lead along with golf, internet marketing, science fiction and writing. Oh yes, like a 40lb Mirror Carp, I’m quite the catch!

But fishing and digital marketing do share a lot of common ground and the links are far from tenuous. Seriously…stay with me on this one, don’t turn the page.

No angler worthy of that name begins a session wondering what type of fish they will catch, or whether there are even any fish in that particular water they are sat by.

Usually the research is already done, and the bait and location are chosen because they already know what they want to catch and have found out where to go and what to use.

Your digital prospecting and promotion needs the same amount of diligent research, and it begins with a thorough understanding of who you are trying to ‘catch’.

When was the last time you considered what type of customer you are looking for?

Do you know their gender, age, education, location and income? Do you know what is valuable to them and where they find out about things (e.g. magazines, websites, and social media)? How do they behave?

Are they excitable early adopters who grab bait quickly or are they more cautious and hook-shy?

How will they benefit from buying from your business? What itch do you scratch or desire do you fulfil? Will your product(s) sort out a basic need or are you a luxury purchase?

Time to identify your ‘fish’ When you have identified your ‘fish’ then take a look at your brand. I mean a proper look, not a glance at your logo. Consider everything; the knowledge of your staff, the quality of the products or the showroom, the after-sales service, the tone of voice in your marketing communication, the speed of response to complaints or queries, how you engage with

communities, the professionalism of your website. This is what you have to ‘hunt’ with; is it well suited to the customers you are after?

If there is a mismatch between your bait and the fish you want then you are more likely to be drowning worms than catching whoppers. Don’t cast a line until you know the conditions are just right. Go back and review it all again. You might need to change your bait or you might need to go after sprats instead of mackerel.

Be honest or it doesn’t work.

Once you know your target customer is right for your brand then it is time to look in the tackle bag. In there you have your website, your social media accounts, email marketing, blog articles, online videos, Ebooks, magazine articles, exhibition stands, search engine marketing, in-store promotions and much more.

Which will work best for the product you want to put in front of your audience?

Maybe your big ticket items struggle to be sold online to your cautious potential customers – if that is the case then stop splashing around in ecommerce ponds and use compelling email marketing and social media content to get them to come to an in-store event where they can experience the product in the real world.

If you are targeting consumers who like to travel then create a content marketing plan about travelling with children. Work with external travel bloggers and leverage their already existent travel related search engine rankings. Write your own blog articles about travelling with children and point the reader to your more than suitable product. Start posting in the travel forums. Be the best answer to a travelling parent’s questions and be in places where they do their research. Don’t just tweet

“

and post indiscriminately and hope they find it.

Perhaps a complex or technical nursery product that needs more explanation to your target customer hasn’t been translating very well in Facebook posts, even though you know that is where your audience hangs out. Invest in better

Your digital prospecting and

promotion needs the same amount of diligent research, and it begins with a thorough understanding of who you are trying to ‘catch’.

”

tackle…get a great video made that explains the product quickly and visually and then post that onto your Facebook page. Better still create a series of videos and set up a YouTube channel dedicated to that product or range and promote that through your social media channel.

If you own a nursery shop, and you just want to get more local people to come to your store then spend a little bit of money on Google Adwords and set the adverts to just be shown to people on your doorstep which you can do easily, and the same applies to Facebook advertising.

Marketing, like fishing, is easy if you have done your research and are using the right tackle with the right bait. The hardest part is the research and the planning and that honest appraisal of your brand and your realistic customer.

A lot of fishermen I know guess at things and tell lies, and they are the noisy ones with empty nets. The successful ones deal only in knowledge and precision as they quietly haul in fish after fish after fish.

I wish you all tight lines in 2016…

Focus CYBEX

delivering cutting edge design CYBEX is a globally renowned brand recognised for its cutting edge design, innovative technology, superior safety features and flawless functionality.

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ocussed on modern day parents who don’t want to sacrifice style, travel and independence for parenthood, CYBEX delivers car seats, strollers and baby carriers that are easily incorporated into the active lives of urban parents all over the world. CYBEX has a host of famous fans from Keira Knightley and Rosamund Pike to Gwen Stefani and Liv Tyler, and has launched two exclusive collaborations with fashion designer Jeremy Scott.

Cloud Q Plus The Cloud Q Plus represents a revolutionary step forward in standards for safety and comfort when transporting children from birth – especially on longer journeys with its totally lie flat position, which means the Cloud Q can easily transform into an easy-to-use carry cot.

The Cloud Q Plus addresses one of the biggest challenges faced by safety engineers – the safe, secure and comfortable transportation of even the smallest newborn and premature babies, and significantly reduces the risk of suffocation with its removable seat insert to allow a near lying flat angle between head, neck and chest.

In combination with the telescopic Linear Side-impact Protection System the Cloud Q Plus’s height-adjustable headrest with integrated harness guide adds to the excellent side-impact protection of the seat.

Furthermore, the Cloud Q can be combined with CYBEX as well as other-brand pushchairs to form a travel system and can be secured in cars with or without an ISOFIX system.

Sirona Plus Leading consumer organisations recommend that children remain in rearfacing even beyond Group 0+, and the SIRONA Plus car seat offers rear-facing travel up to approx. 4 years.

The SIRONA Plus’s ingenious 360° rotation system is designed to make life easier for parents. It’s simple to change between the rear-facing and forward facing positions, and the seat can be turned

to the side facing the door with one simple click, so its stress free getting in and out if the seat too.

As older children may have insufficient leg room the SIRONA Plus can also be used as a forward-facing seat with impact shield (from approx. 9 months to 4 years of age). In the forward facing position, the adjustable impact shield with Active Response Technology acts like an inflated airbag, absorbing the energy of an impact over its entire area.

Compared to a 5-point harness, this significantly reduces the strain on the child’s neck.

Furthermore, the one-click installation with ISOFIX in both rear and forward-facing positions allows for simple installation and guarantees increased safety - while a prop a the front helps to absorb the force of impact in a head on collision and provides additional stability.

Whether rear or forward facing, the adjustable Linear Side-impact Protection system (L.S.P.) increases safety in a side-impact collision by absorbing the force of impact at a very early stage. The L.S.P system can also be specifically adjusted to the position of the seat and vehicle type.

Solution Q2-Fix Plus The Solution Q2-fix completes the CYBEX PLATINUM product line with a pioneering seat for older children aged approx. 3-12 years - combining many years of experience with the latest findings from material and safety research.

The interaction of the patented, reclining headrest prevents the head from dangerously tipping forward during sleep, and an optimised Linear Side-impact Protection ensures the highest level of safety and comfort.

A new integrated 11-position height mechanism ensures flexibility and optimal alignment of the car seat to the child, while its new air ventilation system guarantees a comfortable seating temperature.

Finally, the solution Q2-Fix Plus’s ISOFIX connect system offers enhanced safety and stability, with a quick and easy one-click installation process into the vehicle – the connectors can also easily be folded away for cars which are not equipped with ISOFIX.

Did you know?

• To date, CYBEX has won more than 250 car seat safety awards and repeatedly achieve outstanding results in the most important European safety and consumer tests such as ADAC and Stiftung Warentest • CYBEX boasts a host of famous fans including Kim Kardashian and British actresses Keira Knightly and Rosamund Pike • CYBEX has launched two exclusive collaborations with fashion designer Jeremy Scott • The front wheels of the award winning CYBEX PRIAM stroller can be interchanged with ski attachments to transform the PRIAM into a stylish snowmobile for icy terrain.

• The CYBEX Design, Safety and Functionality principle (D.S.F) is at the core of the brand and product developments – leading to the development of pioneering car seats such as the SIRONA and nine Red Dot Design Awards

Web: www.cybex-online.com nursery today 23

Focus Car Seats

Carried away Car seats and infant carriers continue to dominate the nursery sector, with so much happening it’s essential that we assist in educating the consumer as to what the law states from birth through to potentially the age of 12.

Andrew Ratcliffe Managing Director Dorel UK What would you say has had the largest impact this year when we look at the car seat category? i-Size (R129) really came of age this year, together with a recognition of the importance of rearward facing for longer, but i-Size is more than just rearward facing, for it offers much higher safety standards especially for new borns in side impact protection.

Do you feel that parents are now better informed when making their decisions?

One of the problems of dual standards running in parallel ( R44 / R129) is that it can be confusing for parents.

Would you say that the i-Size message has been successful? Is there anything more we should as an industry be doing? i-Size is successful in creating a safer car seat and in driving higher value sales but the industry still has a big challenge to fully explain these benefits and rules to consumers. As a leading manufacturer we are committed to providing high quality retailer training that reflects the true intentions of this new safety standard.

Is there a particular car seat group that has performed well for you?

Infant carriers like Maxi-Cosi CabrioFix and Pebble have performed well helped by the introduction of Pebble Plus the first i-Size infant carrier. Under i-Size the old car seat groups will disappear!

What functions are high on parent agendas when we look at car seats in general?

Ease of fitting on a base or pushchair, combined high safety ratings.

What would you say is the main support your customers (retailers) are looking for?

Innovative products that grow the market and provide a good margin. Training is vital but they also need the full spectrum of promotion behind the product to create demand.

24 nursery today

W

ith the introduction of i-Size, the car seat sector continues to be motivated in driving itself forward with regard to child safety.

Which car seat to buy is one of the most important decisions for parents, particularly those making the purchase for the first time. A car seat is also one of the most essential purchases but it involves not just a choice made on style, comfort and price but also one made taking child safety into account, so the correct selection is an important one along with its fitting. The range of products

“

“I-Size (R129) has certainly dominated many forums/websites etc and created confusion for many in this industry, but on the plus side this has seen an increased awareness that rear facing travel for longer is safer.”

Damon Marriott, Joie

”

across these sectors is broad with big name manufacturers and prestige brands dominating.

Subsequently it is a heavily promoted category, which isn’t such a bad thing. Additionally, it is anticipated that there is a strong secondhand market for car seats. The safety issues of buying used products have been documented, discussed and debated – we need to continually bring the dangers of these to the consumer. i-Size is now perhaps spearheading the category, with more now aware of this and also the benefits this brings. We are now seeing more manufacturers/suppliers entering the i-size arena, so the choice of seat has grown considerably.

Information given by Gfk illustrates that the car seat market has seen a double digit growth in the last 12 months with value gains coming from i-Size and newborn car seats.

Paul Sirrett, BeSafe told us: “i-Size has really captured the public attention at last. Since the Government officially ratified the incoming new Standards in April consumers have really engaged with the value of the incoming new regulations which up until this time had been largely ignored as complicated and a long way off.”

Picture courtesy of Joie We asked Paul if he felt that the i-Size message had been successful to date – is there anything more we as an industry should be doing? “We are getting there now, but what has been done over recent years seems to have confused rather than clarified, almost raising a ‘techno fear’ in consumers ‘scaring’ them into buying, rather than to offer helpful, reassuring advice. The key aspects of i-Size, most directly affecting child safety are not actually that complicated but they do require a qualified, meaningful and above all honest explanation for retailers and consumers alike.”

Damon Marriott of Joie agrees: “I-Size (R129) has certainly dominated many forums/websites etc and created confusion for many in this industry, but on the plus side this has seen an increased awareness that rear facing travel for longer is safer.”

Independent retailer John Barker of Pramland told Nursery Today: “We are finding that some customers are aware of i-size, normally those visiting us after having advice from one of the nationals. We are definitely finding the majority of parents are aware of it have been given incorrect or misleading information. This means with have to reeducate these customers and take it from there.”

Susan Pellet of Anns Prams told us that they feel there is still confusion with regard i-Size: “I think parents are more confused over the new i-Size regulations compared to the R44.04 standards. The new rules are confusing and not clear enough.”

Parents, especially new parents, are information hungry – they will look at brands they see currently being used for example by friends. Damon Marriott of Joie feels that ‘many research thoroughly on-line before visiting the retailers, so are coming into store already aware of what is possible, so with the retailer providing the final answers consumers are certainly much more educated in child safety.’

However, John feels that the established brands in this category could perhaps do more. “The car seat market is a very big and complicated market, a market that is completely alien to most parents to be. All the brands bombard the customers with information and numbers but the parent has 1001 questions. The best thing the brands could do is spend less on consumer advertising and instead spend the money

Luke Burns General Manager, Cybex UK

on better training and sales aids for stores – then encourage the consumer to visit their local independent store for free impartial advice. If their brand is best the customer will choose it and everyone wins.”

And what about functions? What’s high on parent agendas at present when we take a look at car seats in general?

Damon stated: “Longevity is one of the key features, as many are looking for value without compromise on the usual key features like no re-thread harness systems and side impact protection. We have seen the Stages perform strong year after year, due to the extended period of use, and see the every stage being a real winner as it takes all this and adds more.”

John feels that ‘the customer is driven by price and safety but most importantly they are seeking guidance and will

“

“The car seat market is a very big and complicated market, a market that is completely alien to most parents to be” John Barker, Pramland

”

happily accept the advice from a store that can demonstrate it in well trained and capable.’

But what are retailers looking for at present and what type of support is needed? What would you say is the main support your customers (retailers) are looking for?

“First, the brands must start by being honest and accurate. You can still be ‘commercial’ and present a car seat’s features in an appealing way – but it is confusing to both consumer and retailer alike to have one Rep talk kph and another mph!

“The retailers are of course in the front line, guiding consumers through this maze. Retailers should demand thorough, ongoing staff training support from all the brands they chose to stock. However, this will only deliver the best

advice to the public, and ultimately the best sales results, when the retailer owner/manager actively ensures their staff implement what they have learned and demonstrate all product options in-store.

“Frequent instore staff training of course but also readily available, reliable and helpful immediate advice on the phone. Critical – you need to totally trust your reps’ advice.

Can you?”

John told Nursery Today what they are looking for when it comes to support from their suppliers. “For us we look for two things, margin support and communication. We like brands that are happy to assist with information pertaining to their products and how they compare to the competition, this is important as it allows our customers to make an educated purchase. Margin support is a huge issue and one that the car seat has always failed on, if we can’t earn from it why sell it?”

For Sue, it’s all about how best to promote the products in-store: “We would like a free display model for demo purposes from our suppliers along with better training along with independent promotions for all the hard work we do in promoting car seat safety.”

Is it now more important than ever to ensure you have the full information on products that you stock, understand how these are correctly fitted, and one thing that may be prominent is however the necessity to continually educate the consumer with regard to legislation and safety standards and the requirements that these sets down - if not to stop them from potentially receiving a fine, but to assist in the safety of children when travelling in cars.

While the category remains buoyant , the value growth in the booster seats (i.e. Group 2/3 & 3) has slowed down.

Convertible and high back booster seats continue to grow at a faster pace than the non-back ones.

For John Group 0+ is a consistent best seller. “These provide a simple add on for the vast majority of our wheeled goods sales. The conversion rate from Group 0+ to Group 1 is where the figures fall off. Customers seem to be happy to purchase online or from nationals for the ‘follow on’ seats. We have attempted numerous instore incentive schemes to attract Group 0+ buyers back to the store but with limited success.”

What would you say has had the largest impact this year when we look at the car seat category?

Again, rearward facing travel for longer. The consumer now truly understands the safety benefits of this style of travel.

Do you feel that parents are now better informed when making their decisions?

There are so many seats and brands on the market that it is inevitably difficult for a new parent to make a decision. Of course all seats meet the stringent test criteria in either R44 or I size, but at CYBEX we strive to exceed these and have won many coveted awards in the ADAC tests. These are often supported by the UK Which? Award wins, and we believe that parents use these test results to help them make their decisions.

Would you say that the i-Size message has been successful? Is there anything more we should as an Industry be doing?

The i-Size message has definitely had cut through with customers and many of the campaigns led by brands have raised awareness of this new regulation. i-Size is a step in the right direction for the industry and the safety of children, and we fully support this at CYBEX. One area where I feel we could improve as an industry is ensuring a balanced message so that we do not pressure parents into thinking that R44 seats are unsafe.

As the two regulations run side by side, while we’re awaiting i-Size cars, we believe we need to keep this non-commercial harmonised industry approach Is there a particular car seat group that has performed well for you?

Our first stage seats have performed best for us, and our group 0+ and 0+1 seats are growing in popularity.

The introduction of the Cloud Q and the continued success of the Aton Q has helped establish the brand with new parents. CYBEX is now increasingly becoming the brand of choice for both our car seats and wheeled goods.

What functions are high on parent agendas when we look at car seats in general?

Safety of course, combined with functionality. At CYBEX we design all of our seats with the DSF principle, which stands for Design, Safety and Functionality.

What would you say is the main support your customers (retailers) are looking for?

Our retailers look for great product, supplied by a sustainable business model, and a great aftersales service. We believe we do the first 2 elements excellently, whilst in terms of service, we acknowledge we need to speed up our delivery process. In 2016 we will launch a local UK based spares and aftersales service centre to help achieve this.

This appears to be a good product category for the independent retail sector with Sue telling us what performs well for them currently: “Our most popular category of car seat sales is ERF extended rear facing as 73% of our car seat sales prove this, followed by group 0+ and group 2/3. For group 1,2&3 forward facing seats we do really well with kiddy guardian pro 2.

“Customers want an easy to use car seat that has high safety standards rather than a cheap seat from us.”

So, what can we derive from all this information? It would appear that the consumer is now far more ‘safety’ conscious, however perhaps clearer information to educate and inform consumers may be required (especially when we look at the varying standards now set), but that in the majority of cases many will firstly look at the safety elements with regard to their chosen seat, followed closely by style and fabric choice. nursery today 25

Focus Car Seats

Twit twoo for the car Halilit

4 seats in 1 – Joie launches an every group child seat When it comes to car seats that are designed to grow with your child Joie’s Every Stage car seat has it covered! This addition to the Joie family is designed to make growing up easy from birth to 12 years. It is four seats in one that adjusts, adapts and protects through groups 0+, 1, 2 and 3. Thanks to its AutoAdjust technology, the headrest and side wings grow up and out simultaneously meaning parents can rest assured the seat is where it should be. Additionally the seat has Guard Surround Safety that are side impact protection panels built in and a reinforced steel inner seat frame, meaning Joie has designed this to be as safe and secure as possible. Plus Every Stage is another great seat in Joie’s extensive range of extended rearward facing seats, as it can be used this way up to 18kg/4 years and then forward faces to 36kg/12 years.

Tel: 01889 808 900

A fabulous accessory for anyone purchasing their first car seat, the new Musical Car Toy Owl from Taf Toys is designed to keep baby happy on journeys in the car. This innovative and entertaining travel toy attaches securely to a headrest and features light-up owl eyes, a baby-safe mirror and plays an assortment of playtime or soothing melodies.

The music and lights can be touch-activated by baby or controlled by the driver via the handy portable remote control (which features an on-off and mode selection). One of a wide range of innovative in-car activity toys from Taf Toys.

Tel: 01254 872454 Web: www.halilit.co.uk

Email: uksales@joiebaby.com

Sleek design and flawless performance Bebecar The Easymaxi (Group 0+) infant car seat is designed with additional side impact protection in the head wing and hip areas, offering excellent protection.

It includes two additional newborn support cushions, and the breathable seat fabric is removable for washing.

It can be installed easily with the vehicle seatbelts, although an Isofix base is also available for extra fast and easy fitting.

Easymaxi can be fitted to all Bebecar El chassis without additional adaptors, to form a complete travel system, and is available in a wide choice of fabric colours to match Bebecar’s pushchairs and accessories, including the stain-resistant magic fabrics.

Tel: 01692 408801 Web: www.bebecar.co.uk

State of the art with Maxi-Cosi AxissFix Dorel The Maxi-Cosi AxissFix toddler car seat combines state-of the-art i-Size compliant safety performance with a 360° swivelling seat, making securing the toddler a breeze as the seat faces outwards.

Maxi-Cosi AxissFix comes with ISOFIX for an easy and safe installation in the car with cleverly routed top tether strap giving easy access to the child from either side of the car. Colour indicators confirm correct installation. It offers rear-facing travel up to approx.

2 years (87cm) to increase head and neck protection, and can be used forward-facing up to the age of four.

AxissFix can be changed from rearward to forward direction at the flick of a switch and offers 4 recline positions in both directions.

RRP £350

Web: www.maxi-cosi.co.uk/AxissFix 26 nursery today

maxi-cosi

Families

Discover the 2wayFamily The best safety for children; i-Size (R129) certified and rear facing travel up to the age of 4

Pebble Plus

2wayPearl

Rearward facing Birth to approx.

12 months

Rearward facing Approx. 6 months to 4 years Forward facing 15 months to approx. 4 years

2wayFix Base

iSize Safety

• • •

2wayFix Base Pebble Plus baby car seat 2wayPearl toddler car seat

The new Maxi-Cosi Pebble Plus is the first infant carrier complying with i-Size (R129).

Find out more at http://www.maxi-cosi.co.uk/2wayfamily

Birth to approx.

4 years Pebble Plus

The 2wayFamily offers a complete i-Size solution from birth to 4 years and consists of the:

2wayPearl

Focus Car Seats

Smartfix: the smarter way to transport your child kiddy

Joie i-Size Safe System Designed using the latest and most sensitive crash test dummies, the i-Size Safe System carries the Joie philosophy to rear face for longer to ensure the safest way to travel. The i-Anchor Advance child seat when used with the new i-Base Advance meets the R129 i-Size standard allowing rearward travel up to approximately four years.

The i-Anchor Advance child seat features exclusive multi-layered memory foam to give three layers of protection to the head during impact, while deep padded sides shield little ones. It includes a customisable infant insert, which adds security for the smallest users.

The removable elements of the infant support offers a custom fit for any size child. The multi-height position headrest and five-point safety harness adjust together requiring no re-threading. The inner shell is steel reinforced, keeping the seat strong and resilient in the event of an impact. I-Anchor Advance can be easily switched from rear to forward facing travel, on the base, with quick single button activation.

The i-Base Advance, offers a quick and easy solid install using the Isofix system. A support leg provides ultimate stability with multiple shock absorption layers along the leg and within the base. Its easy to use three Red/Green colour indicators ensure a proper fit giving full user piece of mind and a built in rebound bar offers added safety in rearward facing travel. It also offers a seven-position on–the-go recline for maximum comfort and convenience.

The new Kiddy Smartfix has a unique 3D expansion ensuring superb safety and comfort. There are 14 height and width adjustment settings, plus an adjustable leg extension, to offer a perfect fit for every age.

Even on long journeys, a child will sit safely, comfortably and ergonomically correct.

In recent tests by Stiftung Warentest and ADAC, Smartfix achieved the highest rating of all Group 2/3 seats for frontal and side impact protection. The experts highlighted the very low risk of injury; the simple installation and operation; the spacious seat, and the good visibility out. Kiddy once again are setting the highest standards for child car seat safety.

Tel: 00-49-9281 708 050 Web: www.kiddyuk.com

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

Orbit Baby Group 0 Infant Car Seat

“This has been the fastest selling launch we have ever seen,” reported Paul Sirett, UK/Ireland Country Manager. “Our retailers have embraced this business opportunity brilliantly and been so supportive – we are so grateful and look forward to a longterm success together.”

BeSafe have combined the high-spec iZi GO Infant Carrier with their unrivalled pedigree developing rearfacing safety to launch their ultimate combination – ‘1 base, 2 seats’… the NEW iZi Modular.

Fully i-Size approved, the iZi Modular will offer the unique five-Belt harness system, extendable leg-room option and exceptional side-impact protection with their clever SIP+ Good for Children, Good for you…

Orbit Baby’s G3 Car Seat Group 0+ offers state-of-theart safety features and side-impact protection, as well as a parent-friendly design!

Dock and rotate baby on Orbit Baby’s patented SmartHub ring system in one back-saving motion into the car or onto your Orbit Baby Stroller or Rocker Base.

In a recent feature The Sunday Times commented: “The fabrics are soft, washable, eco-friendly and tastfully coloured and the seat swivels in its Isofix base, meaning you can tighten baby’s five-point harness easily”.

The game-changing patented design of the seat’s soft-carry handle makes the Orbit Baby car seat much easier to carry. It’s already a favourite with Beyoncé, Kim Kardashian, Ciara, Jessica Alba and more all choosing Orbit Baby. For more information visit orbitbaby.co.uk

Tel: 01606 814 638

Tel: +353 (0) 1 828 4823

Email: sales@hts.no

Web: www.cleverclogs.ie

NEW iZi Modular – Biggest Launch Ever for BeSafe

Web: www.carseat.co.uk

28 nursery today

the perfect fit. from 9kg to 12 years. meet transcend™

4 position SnugShield™ group 1 forward 9-18kg

11 height, 3 seat depth adjustments group 2 forward 15-25kg

AutoAdjust™ sides group 3 forward 22-36kg

For all sales enquiries, please contact Joie UK on: 01889 808 900 or email: uksales@joiebaby.com

Focus Car Seats

Practical solutions with Maguari Maguari’s comprehensive travel range from ISI Mini assists with the practicalities of travelling with young children and much of the range works in conjunction with car seat travel. The softly padded, plush Baby Seat Protector is 100% waterproof and keeps car seats dry and clean, while the Car Seat Gripper protects car upholstery from indentations and spills. The Kick Mats shield upholstery from dirty shoe marks while the Car Seat Organiser holds toys, accessories and includes a tablet viewer. The ISI Mini travel range also offers two Mirrors enabling safe visibility of little ones, plus two sunshades – the Heat Alert Shade and the versatile Stretchy Shade which stretches to fit specific window dimensions, or can be folded in half to fit small rear windows.

Tel: 01293 592170 Web: www.maguari.com

Solid construction with Obaby

Supreme safety and style from Swedish car seat brand, Axkid

The Obaby range of car seats offer maximum safety with minimal effort. Built with safety being paramount, the car seats are solidly constructed yet not too heavy or bulky. The extra padded seat liners, multi point harnesses and harness pads ensure that children are both extra safe and extra cosy at all times. Combine a Group 0+ car seat with a selection of Obaby wheeled products using the appropriate adaptors and you’ll have a perfect travel system which can be separated quickly and easily. With the range spanning from birth to 12 years and a wide range of colours, there’s a seat for every requirement.

One of the leaders in both innovation and child safety, Swedish car seat brand Axkid have a variety of car seats available that have been designed and developed to provide maximum protection to a child in the event of a collision. Founded in 2009, Axkid offer a selection of rearward and forward facing car seats. The range includes patented safety features, Plus Test approved seats as well as rearward facing seats with the highest weight capacity available on the market to support and protect children in the safest position for longer.

To view the full range of Axkid car and booster seats visit: http:// www.axkid.co.uk

Tel: 01652 641491

Tel: 0161 335 2500

Web: www.obaby.co.uk

Email: sales@kooltrade.co.uk

Britax’s latest innovation - ‘SecureGuard’

B

ritax, one of the leaders in child safety, have launched their new innovation – the SecureGuard, included in their KIDFIX II and ADVANSAFIX II ranges, now available across selected stores.

Britax has been at the forefront of child safety development for 50 years and during this time have introduced breakthrough innovations to keep children safe. Their latest innovation the SecureGuard helps to protect an older child’s delicate abdominal area. The SecureGuard is a clever seat belt extension that provides a fourth attachment point to the existing three-point adult seat belt.

The fourth attachment point helps to keep the adult lap belt in the safest position – over the strong pelvic bones of the child, and prevents the lap belt from moving upwards during the course of a car journey whilst allowing the child freedom to move. Furthermore, in the event of a frontal collision the SecureGuard reduces abdominal forces by up to 35%*.

The SecureGuard is

30 nursery today

available on Britax’s already popular Group 2-3 products KIDFIX II XP SICT and KIDFIX II XP, as well as their Group 1-2-3 product ADVANSAFIX II SICT which offers extended five-point harnessing for children up to 25kg.

Find out more on SecureGuard at www.britax.co.uk/ safety-expertise/technology-and-innovation/secureguard *Britax internal tests with a Q6 dummy, representing an average 6 year old child.

• Adjustable leg room • SIP+ • 5-belt harness • Double cushion inserts

To join in contact BeSafe UK/Ireland on: sales@hts.no

Focus Car Seats

Introducing Helios Apramo Apramo are fast becoming a firm favourite with retailers and consumers alike with their range of travel accessories. Now 2016 sees the launch of their range of car seats, including the brand new Helios.

The Helios will be available from early next year. A Group 1,2,3 seat, the Helios has been designed to be as easy as possible to use, with the Rapidfix system, making installation quick and easy and minimising the risks of improper fitting.

Available in black, red and purple, with a SRP of £99.99, the Helios is already attracting attention, having been shortlisted for the Prima Baby Awards.

Tel: 01827 50646 Email: sales@apramo.co.uk Web: www.apramo.co.uk

Maxi-Cosi 2wayFix Base The Maxi-Cosi 2wayFix Base provides the best protection and the safest way of transporting young children In enabling rearward-facing travel from birth up to approximately 4-years-old, when used with the Pebble Plus and 2wayPearl.

The Maxi-Cosi 2wayFix Base is extremely easy to use, thanks to its Isofix click-and-go installation system, which also provides visual and audio confirmation to let the user know when they have correctly installed the car seat.

Maxi-Cosi 2wayFix Base complies with i-Size legislation when used with the Maxi-Cosi 2wayPearl and Maxi-Cosi Pebble Plus child car seats.

RRP £190

Web: www.maxi-cosi.co.uk/2wayFixBase

Unique experience with Renolux

CONCORD REVERSO

This car seat Serenity is a unique experience of comfort for the child with our specific technology of high density foam, and with its soft reducer.

Softness, comfort, and security are the main key features of this car seat, from birth up to 4 years old. This car seat can also be used rearward facing thanks to the numerous reclining positions.

The Serenity is far more than a car seat, it’s impossible to find a car seat as comfortable as this one.

Please don’t hesitate to contact Guillaume for more information, new colours are available now.

Tel: 00 33.607.433.314 Email: sales@renolux-industry.co.uk

The new Reboarder from Concord is an iSize seat that has exceeded the expectations of specialists.

The Concord Reverso impresses thanks to its broad range of applications. Thanks to the separately cushioned newborn inlay, these at is a fully fledged cradle for ages of around three to five months. Thereafter, without the inlay, it is suitable for children up to a height of 105 cm.

In terms of handling, the Concord Reverso is far ahead of other Reboard seats. The convenient rotating wheels allow the leg supports and, in particular, the angle of sitting or lying to be adjusted. This can even be done comfortably from the driver’s seat. As a rule, all the adjustments can be made from all sides and are marked with clear, mechanical red-green indicators, as is the Isofix mounting.

In general, the Concord Reverso represents a new generation of Reboard seats. Its clear, tidy design is a visualisation of the new technology. A circular light weight aluminium protection frame with an internal multifunctional shell, made entirely from shock-absorbing material, offers maximum protection with minimal weight. With the inlay for newborns inserted, the Concord Reverso weighs 10.9 kg – without the inlay it even weighs in atunder 10 kg (9.9 kg).

The exceptionally good ventilation at the back of the seat is also worthy of mention. This is achieved with particularly large and permeable louvres in the rear wall of the seat, providing more comfort for small passengers.

The user-friendly automatic foot plate adjustment with cushioning is a unique feature. This impact plate, also known as a roll bar, stabilises the seat and is shaped in such a way that children can rest their feet on it. The plate adjusts to the vehicle automatically, making integration and changing vehicles easier.

The Concord Reverso registered very impressive results in frontal, rear and side impacts. The cushioning of the foot plate buffers the rebound after an impact and reduces the strain in case of a rear collision.

Web: www.en.concord.es/

Ride in style with Prince Lionheart Protect your car upholstery and keep everything in its place with the comprehensive range of car accessories from Prince Lionheart.

Be organised on the go with the new Prince Lionheart Travel Organiser: easy adjustable inner compartments, insulated drink holders and six side pockets with rear anchors to prevent sliding. RRP £24.99 32 nursery today

Snack and play on-the-go with the new Prince Lionheart Travel Tray, for planes, trains, automobiles (and pushchairs too). RRP: £19.99.

The long standing favourites live on: 2 stage seat saver (protects from every day litter and crumbs and also from the compression damage caused by infant and booster seats; Baby view mirror, is a must for parents to safely keep an eye on what’s going on in the back without having to turn around whilst driving. The Backseat kick mat protects back of seats from muddy shoes. RRP: £9.99.

Tel: 020 8997 7054 Web: www.proncelionheart.com

New Taggies?

This is going to be the best day ever!

Distributed in the UK from our distribution centre in South Essex.

Contact Claire at Tel: +44 (0)1243 780501 or claire.bradley@whitepebbleint.com

Focus Car Seats

Cocobelt continues to grow

Heading baby comfort Happy Mummy Baby Elephant Ears from Happy Mummy is a multi-use baby headrest providing spinal/neck alignment and comfort - offered in beautiful prints and organics, ethically manufactured and made with sustainable materials.

Chiropractor-inspired and mum-designed, Baby Elephant Ears can go wherever baby goes - stroller, swing, car seat, changing mat, wherever and whenever support is needed. Baby Elephant Ears is fully washable and requires no attachments, straps or special skills - just simple, loving use.

The design and durability is superior to other headrests available to today’s discerning parents. Whether you are buying for your own little pride & joy or giving as a gift, Baby Elephant Ears stands alone as a stylish and affordable essential that parents can be proud to give or receive.

Email: anna@happymummy.com

Cocobelt manufacturers are pleased to confirm sales continue to grow in all parts of the world including the British market.

The innovative Cocobelt, which comes in three eye catching designs, is designed to take the weight off a parent’s arms, whilst carrying heavy car seats. Founder and CEO of Cocobelt, Manon Corts comments “When I had my baby, I looked around for a similar product and quickly realised there was a gap in the market, which gave me the inspiration for the Cocobelt.

Safety of course was my primary concern. Therefore the click-buckle of Cocobelt has been extensively tested by Tüv Rheinland and Bureau Veritas to exacting standards, and even has a CE Certificate.”

Cocobelt appointed bébélephant as UK Distributors earlier in the year and they have succeeded in getting the product onto the UK market in good time, including car seat specialist Halfords with more big names set to range the product before Christmas.

Tel: 020 8202 1467 Email: info@bebelephant.com Web: www.cocobelt.com www.bebelephant.com

Meet i-Gemm - Joie’s infant carrier with i-size

Maxi-Cosi Pebble Plus – the first i-Size infant carrier Maxi-Cosi was the first child car seat manufacturers to introduce an i-Size certified infant carrier with the launch of the Pebble Plus.

The first infant carrier to meet i-Size (R129) regulation when used with the 2wayFix Base, the Pebble Plus offers newborns a better fit and lying position with its innovative baby hugg inlay.

New high tech impact-absorbing material in the top side wings of the seat provide comfort and optimum safety in the event of an accident.

Suitable from birth to 75 cm tall (around 12 months-old), the Pebble Plus embraces a baby with its impactabsorbing material.

RRP £190

Web: www. maxi-cosi.co.uk/ PebblePlus

i-Gemm is the first infant carrier from Joie with i-Size ECE R129 certification when used with the new i-Base Advance. A new development from Joie’s existing Gemm car seat, the i-Gemm allows for easy transition to the i-Anchor Advance car seat. This addition to Joie’s car seat range brings i-Size technology to an infant carrier and this means you get the reassurance of the latest safety standards whilst having the convenience when you’re moving baby from pushchair to car and vice versa!

Packed with fantastic features, the i-Gemm is designed to keep baby safely protected.

It has Tri-Protect, a unique incorporated headrest with a patented Intell-Fit foam which provides side impact certified protection. It also includes whole host of other simply brilliant features you’d expect from Joie including: A Grow Together multiheight headrest and harness system which adjust simultaneously A five point, one-pull adjustable harness A removable full body support cushion An extending, removable sun canopy A curved base which allows for rocking and relaxing Removable and machinewashable covers The i-Gemm is the perfect partner for Joie strollers and installs in vehicles with the Joie i-Base Advance (sold separately).

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

34 nursery today

Sales/training Role BeSafe UK/ Ireland Background Next year the BeSafe UK team will be launching two totally NEW Brands outside of Car Seats, and taking a more active sales/marketing role across Ireland.

This NEW, extra workload has resulted in the need for this NEW role.

Area Responsibility Specifically - North England/ Scotland Description • Do you want to have a real & direct influence on the business you are a part of? • Do you want the space & authority to manage your own time and make decisions about building the business in your area?

Join our small team and feel your work is worthwhile!

BeSafe is an innovative, privately owned Scandinavian Company totally committed to improving child safety through our range of premium child car seats.

The role is to increase our impact in National Account stores and Independent specialists across the North of England & Scotland (occasional trips to Scandinavia and International Shows). You will have specific responsibility for growing sales, training store staff & optimising displays.

Experience of the Nursery Industry and Child Safety Seats beneficial but more importantly you will have the highest levels of integrity & honesty, a mature & flexible attitude, be highly articulate, numerate and action orientated. You will be comfortable staying away overnight on business 1-2 nights a week and traveling to the UK Office in Northwich, Cheshire.

Package to include Base Salary plus Bonus, Company car allowance, iphone, laptop/printer. Home based.

Email your CV to Paul Sirett at Sirett@hts.no

Focus Pacifiers & Soothers

It is one of the most important items in baby’s life for perhaps the first two years Picture courtesy of NUK

Pacifying baby

F “

or many babies apart from a cuddle from mum, their favourite thing in the world is their dummy – or pacifier as the Americans call it.

Dummies have been around for more than six hundred years and while some mothers swear by them, others avoid them.

We spoke to a number of people involved with dummies and soothers.

A comforter will prove to be one of the most important items during baby’s early years

”

Chris Clarke of NUK told us that soother purchase is fashion led: “This makes them well suited for the impulse purchase, with clip strips being a particularly effective way of achieving stand out.”

Soothers create a real opportunity for repeat purchase, typically a soother should be replaced after a similar period of time to a bottle teat, which is normally one to two months.

Suzy Cannizo of Cuski thinks so too: “More so than any other gift for the first couple of years. Mums need at least two, one to be washed, one to be used. A comforter will 36 nursery today

prove to be one of the most important items during baby’s early years.”

Chris warns that if the soother is made of latex then mums may need to be replaced than if it is made of the more usual silicone. “Straight away this item becomes perhaps not part of the weekly shop but certainly part of the monthly or bi-monthly shop and because soothers are typically used from birth right up to eighteen months typically there is sustained demand,” he said.

Marion Jones, a retailer who runs The Baby Store in Buckinghamshire says: “We certainly see mums coming in regularly and they tend to use them with babies until the tot is at least 18-months-old and often they go up to two.”

Why are dummies important, we wondered. Chris Clarke told us: “Soothers are widely used because they provide relief and comfort for both child and parent. The parental benefit is often overlooked but the first few months of parenthood in particular can be a hugely stressful time for parents, especially first time parents and thus anything that can provide a bit of relief is very much appreciated.”

Mark McLoughlin of Solution EU commented: “Babies love to suck or chew on things, especially when they are teething. Teethers are designed to make this process safer and easier for babies by gripping and putting them into their mouth. Sore and tender gums caused by erupting teeth can be feel better when a light pressure is applied by babies chewing on something hard that offers adequate resistance like a teether.”

So it is apparent that dummies can have many benefits from the parent to the baby to the retailer, as dummies are helpful when babies are teething, need comforting or simply to – whisper it – keep them happy and content.

Did you know…

■ Dummies were mentioned for the first time in medical literature in 1473.

■ Dummies were originally hard teething rings.

■ A Madonna and child painted by Dürer in 1506 has a dummy in the baby’s hand.

■ Dummies in their modern form date from around 1900 when the first teat, shield and handle design was patented in the US. ■ Dummies were originally associated with the “lower classes”.

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NUK. Understanding Life.

Focus Pacifiers & Soothers

The MAM Soother that’s glows in the Dark.

MAM Soothers make it especially easy for the baby to relax. The comfortable surface of the MAM Silk Teat® feels completely familiar.

MAM Soothers are designed with a symmetrical teat shape, meaning they are always in the right position and have a 94% acceptance rate*.

MAM Night glows extra bright and for longer making for a perfect, peaceful night’s sleep. Because babies grow quickly, MAM Soothers come in three different sizes that are ideal for healthy jaw and teeth development. Packed in the convenient Steriliser box, our MAM Soothers are great for parents on the go as they can sterilised anywhere without the need of a separate sterilising unit.

MAM Night Soothers come in three different sizes: 0+m, 6+M and 12+M. RRP £5.15 (*Market research 2010-2014, tested with 1,236 babies)

Crinkle Me Taggies Mary Meyer Part soother, part activity toy, each crinkle Me Taggies is portable with fun character appliques. colorful patterns and lots of looped ribbons on the outside, crinkle paper and a squeaker on the inside. Little ones are mesmerized by rubbing these soft, satin loops. Exploring Taggies textured tags can provide tactile stimulation that babies crave for development and have an amazing calming effect on little ones.

Tel: 02089438880

Email: info@marymeyer.com

Web: www.mambaby.com/uk

Web: www.marymeyer.com

Summer Infant Summer Infant is celebrating a milestone – it’s three years since the launch of their hugely popular Slumber Buddies range. Slumber Buddies are the ideal bedtime companion for soothing little ones to sleep; with their multicolour star and moon display that project around the room whilst playing a choice of five different calming sounds from lullabies to nature sounds.

Because the Slumber Buddies are lightweight and portable, they are ideal for home and away – so are perfect for creating a familiar bedtime routine for children when they are on holiday or staying with family & friends.

This year saw the introduction of Betty the Bee who joins the cute Lamb, Ladybird, Butterfly, Frog and Elephant – with so many lovely characters to choose from, there is definitely something for everyone and Slumber Buddies can make a great gift for baby showers and birthdays.

Web: www.summerinfant.co.uk 38 nursery today

Latex free with WubbaNubs Mary Meyer WubbaNubs combine a latex-free, medical grade silicone Soothie pacifier with an adorable soft toy. They’re packaged for gift giving and are machine washable. They eliminate the need for pacifier cords or clips and the plush animal makes it easy for baby to grasp and manipulate the pacifier.

Email: info@marymeyer.com Web: www.marymeyer.com

Soothing genius with NUK

T

he acclaimed Genius soother range from NUK has just got even better with the addition of a new size option. The new Genius Size 0 soother is specifically designed for premature or newborn babies aged between 0-2 months. It’s pre-sterilised to ensure that parents always have a hygienic soother readily available and is part of the new NUK Medic-Pro range which also features pre-sterilised TPE Teats, as used in children’s hospitals up and down the country, and a Travel Set comprising bottles and pre-sterilised teats.

The NUK Medic Pro range is designed to make it easier for parent and child to make the transition from hospital to home and is available now.

For more information please contact mail@nukbaby.co.uk

nursery today 39

Focus Pacifiers & Soothers

Medical approval for Cuski Cuski Baby were recently profiled by Unicef as one of their Best Practice Initiatives in the UK NHS hospitals at the International Neonatal Conference 2015.

Cuski Miniboo (their premature baby bonding developmental care aid) has also been put forward for a medical award by the RVI, Newcastle. Cuski Baby has also created alongside leading medical staff, a range of new developmental care products, which have been embraced by the 225 SCBU & NICU units in the UK. With enquiries from France, Spain, Poland, Australasia and many more flooding in for these new premature baby items.

Cuski Baby hold the only NHS protocol for baby comforters, why would parents choose any other comforter for their infants? Parents are introduced to Cuski from day one.

Cuski Baby has recently taken on a new Chinese distributor, who will be covering retail channels and hospitals throughout China, HK & Taiwan.

Founders, Suzy and Judy, have been asked if they would mind going on a few bill boards across Beijing and Shanghai! Exciting and very busy times for this family business.

All Cuski products are ethically manufactured in Turkey.

There are over 90 SKUS available now, and many new designs

Tel: 01829 771825 Email: accounts@ cuski.com Web: www.cuski.com

Sponsored by

New Products Parents say bye-bye to cloudy bottles with Nimble Babies There is great news for parents across the UK as a brand new product hits the market to make family life that little bit easier. Nimble Babies Limited is thrilled to launch its first product, the revolutionary Nimble Babies Milk Buster, a unique cleaning product created especially for baby bottles.

Every parent will be able to relate to the tiresome scrubbing of baby bottles in the hope of avoiding any cloudiness left by expressed breastmilk or formula. However, with milk fats and proteins prone to clinging on to plastic this issue is actually inevitable and despite thorough cleaning with washing-up liquid milk residues are often left behind. This not only causes an unpleasant odour, it creates the perfect environment for bacteria to feed and thrive so ridding of all traces is essential.

Thanks to the exciting launch of the ground-breaking Nimble Babies Milk Buster this common problem can be alleviated. A unique washingup spray with carefully selected properties proven to remove milk residues is unlike any other washing-up cleaning product. The product is simple to use, parents just add a little warm water to their baby’s bottle and teat, spray the Nimble Babies Milk Buster and use a brush to wash and rinse.

Created following years of research by Von Sy, a chemist and former R&D Manager for a blue chip multinational company, Nimble Babies Milk Buster is made from plant-based ingredients and contains no harsh chemicals, dyes or fragrances. Its special formula has even been clinically tested to be as mild as water so parents can be rest assured that the

innovative new washing-up spray is completely safe to use. Available in one size, the Nimble Babies Milk Buster is easy to stock and with lab tests proving its effectiveness against other regular washing-up liquids, it is sure to be a welcome addition to every family household and become a staple to sit alongside bottles, sterilisers and family cleaning products.

Founder of Nimble Babies, Von Sy, commented: “We’re so pleased to launch our first product, the Nimble Babies Milk Buster. I was inspired to create a solution to this common parenting bugbear when my sister complained she could never get her baby’s bottles truly clean. After extensive research, lab testing and product development, Nimble Babies was born. Easy and safe to use, with Nimble Babies Milk Buster Wash baby bottles will always look, feel and smell clean, ready for the next feed.”

RRP: £5.99 Available from: bébélephant

Contact Number: 0844 858 9792 Website: www.bebelephant.com

The brand that parents trust www.clippasafe.co.uk 40 nursery today

BPA Notice Board Highlights of 2015 Now that Nursery Today has extended to 12 issues a year, this is the first time that the Baby Products Association has contributed an article to the magazine in December, so it seems fitting to look back over some highlights of 2015.

The BPA has certainly evolved over the last six or seven years, turning from simply a trade association service provider giving information about safety, product standards and lobbying on behalf of its members, to a proactive organisation which works closely with government departments to encourage greater business opportunities for the nursery industry as a whole.

The BPA is a UK Trade & Investment Trade Challenge Partner committed to encouraging its members to export and also the Accredited Trade Organisation for the nursery sector and is responsible for applying for and allocating Trade Access Programme grants for all companies in the nursery industry. It is also an active member of the European Nursery Products Confederation which together with other international nursery trade associations, has a greater voice throughout Europe.

The UK’s trade show In March, the BPA’s presence at Harrogate International Nursery Fair was more prominent than ever thanks to its excellent working relationship with the show organiser. Having lost its own industry trade show several years ago, Harrogate provides the BPA with a platform to deliver important services and is the pinnacle event for the UK industry and for the BPA itself.

This year, Harrogate hosted the BPA’s industry awards – the Baby and Nursery Trade Awards (BANTAs) – and also its Concept & Innovation Awards which are designed to encourage opportunities and innovation in the nursery sector.

The BPA also organised a great line up of speakers for Harrogate’s seminar programme including TRL with some

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Harrogate International Nursery Fair has to evolve considerably next year so that it can deliver to the demands of an ever changing industry. If we lose Harrogate there will no longer be a platform for business in the UK

shocking statistics relating to the incorrect fitting of child car restraints; GfK with a summary of the UK’s nursery market and what parents are buying; and Studio Into discussing the intergenerational use of baby products.

Harrogate International Nursery Fair has to evolve considerably next year so that it can deliver to the demands of an ever changing industry.

If we lose Harrogate there will no longer be a platform for business in the UK and whilst bigger companies may be able to organise road shows and attend international trade shows, smaller manufacturers and retailers will not have an opportunity to present and discover new products.

Members together In July, the BPA’s AGM once again attracted a good turnout of members and not only allowed people to get involved with the BPA, have their say and appoint a new committee, but was a great opportunity to network with industry colleagues. The day included informative talks from Snapdragon regarding tackling counterfeit products on e-commerce platforms; Secret Pie explaining how to get a marketing mix right; and leading London barrister Robert O’Donoghue explaining the ins and outs of competition law.

July was also a busy month for the six companies participating in the BPA’s UK Pavilion at CBME in Shanghai.

This was another record-breaking event with 2,147 exhibitors (22.6% more than last year) and 81,518 unique trade buyers. Robert Anslow, BPA managing director, comments: “This was the second year that we staged a UK Pavilion at CBME Shanghai and once again the results for all involved were outstanding. We hope that next year more British companies will be encouraged to get involved.”

In September, fifty-five BPA

members joined the BPA’s UK Pavilion at Kind und Jugend in Cologne and in its seventh year, the group is now very much part of the furnishings. As one of the world’s largest baby trade shows, this Pavilion goes from strength to strength with companies reporting brisk business year after year.

A smaller group of twelve BPA members joined the UK Pavilion at ABC Kids Expo in Las Vegas. Again this is a learning curve for many British companies and gave an insight into very different markets such as South America and Canada. Like China, many British companies appear to be reluctant to take the plunge to explore new territories, but in the words of Colin Cordner of Jackson Reece who participated this year: “I strongly believe that the BPA’s UK Pavilion is a great platform for any British company to gain exposure to the USA market and also the opportunity to meet potential new buyers from South America. This is a very appealing market for any British company as they are very interested in UK products and together we can greatly expand our export to these new markets.”

As we end the year, the BPA now boasts a membership of around 130 companies and we hope that this will continue to grow. As a member of the association you are invited to participate in its expert committees and working groups; and access a range of specialist members’ services including insurance and a legal and business support helpline. You can also purchase BSI and CEN standards at preferential rates and get free advice from the BPA’s own retained technical and product safety consultant. Visit the website at www.thebpa.eu Wishing you all a very Merry Christmas and a prosperous New Year!

The BPA team

www.thebpa.eu nursery today 41

Special Feature Nigel Plested

Pre school toys, a paren By: Nigel Plested

W

Nigel Plested is a designer and a creative director.

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

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

42 nursery today

e’re in chaos at the moment and the word mayhem would not begin to describe the mess we’re in. I can’t blame the three monsters that we reside with (although they are the usual suspects for the general lawlessness and disarray we occupy), and for once it’s actually our own fault. We’ve finally taken the plunge and decided to have the loft converted and as a result, we are hemmed in by boxes, and confronted with water running down Charlie’s bedroom wall. Of course we timed it perfectly and with impeccable planning to coincide with a 10 degree drop in temperature and back to back storms, which have made the pre Christmas sniffles all the more overwhelming.

What we also realised as a part of the upheaval, was the ridiculous amount of stuff we had concealed in the unseen cavern above our heads. Sixteen years worth of accumulated flotsam and jetsam; things that I am not sure we ever needed to keep in the first place.

We seemed to have every toy, for every occasion, for every scenario, every age and stage, with all bases covered and stored with the pristine care of an archivist at the Natural History Museum. How many toys did we need?

Well one thing was immediately clear.

Like all things baby and child related, the first born received the majority of pounds spent, and although I don’t have any data to hand to refer to, I would guess that the majority of purchases are made for child numero uno. It also suggests that either George & Ted have been left without, but I would probably suggest that we just became more knowledgeable, and selective rather than becoming any less enthusiastic about managing their play journeys.

Another picture was emerging alongside this. Obviously some of our pre school toys had been real investments, not in

terms of accumulating value, but in the inherent quality, make up, robustness and timelessness of what we’d bought. So what we’d done is kept the modern heirlooms, and then redistributed the rest.

It got me thinking about the value of what we hadn’t kept. Were those toys any less important or merely something that was valued for different reasons other than keeping?

So these are my groupings for pre school toys…

So what are these?

represent the craftsmanship of a time gone by. These now span a wide set of categories, from rocking horses to a pull along telephone which sparks memories of a nursery somewhere in Manchester circa 1973. This can be about original heirlooms, or it can be about passing on our own pasts. As parents it provides connections

“

Of course many of us buy into the huge landscape of pre school toys, which honour modern materials. These are what I call the ‘today toys‘, which generally emulate the now, made of plastics, fabrics and contemporary production techniques

I‘ll start with what I would call the “modern museum pieces”. These are the products bought on the basis of timelessness and a sense of parental or personal nostalgia. They are the products that fill several gaps in our desire for the best for our children; sometimes a simplicity that we feel has escaped us in the present or a sense of childhood lost.

This marketplace treats products with a sense of authenticity, original design, craftsmanship and wholesomeness. It is made up of contemporary ideas, which exploit our sentimentality for simple relationships between materials and play.

They are also about relationships between sensory attributes and our children’s sensitivity to touch and form.

These can be anything from wooden vehicles, which have a sense of age, yet depict modern transport or ride-ons made from laminate woods, soft vinyl and characters, which in combination are a modern invention, yet feel anchored in past that never quite existed.

Alongside this is a world of “forever toys”, They are like the products in the modern museum, but they are original things that either existed in the past, or

”

between our love of something originally made or something originally experienced by our small selves. Many brands are now seeing the potential in reviving old production techniques, or celebrating the back catalogue.

Of course many of us buy into the huge landscape of pre school toys, which honour modern materials. These are what I call the “today toys”, which generally emulate the now, made of plastics, fabrics and contemporary production techniques. They provide parents with ways of engaging their children with the now, and a sense of durability that we might want within a modern day to day routine. They reflect progress and a sense of future and their value is not in maintenance or conservation, but in engagement, usability and magic. It

®

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characters, and stories that make up both fact and fiction. Long after the garment or prop has been An approach which I find intriguing is what would coin “new territory toys”, which step into the celebrate the opportunity to create play using new materials, whether that be recycled bottles, compressed resins with peanut husks, or vegetable starches, the opportunity to buy into toys which recycle, have been recycled, or turn into something else at the end of their reasonable use is growing. Some parents are true advocates, some are interested and some are lethargic. What’s new about this market is the afterlife story is allimportant…

The last on my list today would be “outdoor toys.” Sometimes distressed, sometimes innovative, but often ignored. Outside of ride ons and vehicles, the landscape can often have a temporary feel governed by seasonal factors or temporary attention spans. There’s a stretch between temporary solutions and durable investments regarding pre school toys for outdoors, and it’s a territory that can be overwhelmed by the already burgeoning shed, weather or emphasis on time outside.

So whether you’re creating a modern museum, or investing in forever toys, enjoying todays toy, or focused on those challenge toys, stepping into new territory products, or taking your pre-schooler outside to play, the reasoning behind our preschool purchases is wider than ever. Just because it’s not littering your loft does not make it any less important, and all these categories reflect the variety of values we place on pre-school toys in different ways for different reasons.

3in1 System that grows with your baby

opens up a different opportunity as designers to shape fun, education, development and understanding with a wider vocabulary and ingredients set, and often replicate the big world, but smaller, caricatured, or scaled but in vivid colour, detail and finish. Ironically I have come around to thinking that there is an environmental benefit in the lifespan of these products, and the relationships between durability and pass-on-ablity is valuable, in a world where we seem happier than ever to re use.

We also have the “challenge toys”, the things that are about stretching ability and confronting our children with new opportunities to learn. These are not exclusively one material or one type, a may sit within the previous three scenarios.

But they are bought as a punctuation piece, pre-empting our children’s learning journey and providing appropriate creative challenges to inspire willingness to learn and an opportunity to grow, develop and hone skills.

One category that seemed to take hold within pre-school in our purchase decisions, and one that has influenced my eldest ever since ( we’re sure glad he goes to drama class…) is the role play categories or what I would call “persona toy.”

These aren’t restricted to costumes or outfits, but they might be tools or props. They allow our children to metomorphosise into someone or something new, and offer a sense of escapism that can be overwhelmingly rewarding and satisfying in terms of value. Often inexpensive in real terms they offer hours of un prescribed opportunity to explore, empathise, celebrate and emulate people,

Whether you want a suitable from birth stroller, the added comfort of a carrycot or the versatility of a travel system, the ALHS Z[YVSSLY LɈVY[SLZZS` NYV^Z ^P[O `V\Y baby and along with the variety of colour options available, is designed to suit any parents needs.

nts view

Focus Toy Fair

All the fun of Toy Fair

“

Now in its 63rd year, the 2016 show will once again occupy the entire upper and lower sections of the Grand and West Halls.

The show floor will host more than 280 exhibitors, with the likes of JNH Europe, Rainbow Designs and Keel Toys showcasing brand new nursery products set to hit the shelves throughout 2016

”

24th – 26th January 2016, London Olympia

T

oy Fair, the only dedicated toy, game and hobby trade exhibition in the UK, returns to west London’s Olympia on 24-26 January 2016. The three-day event, organised by the British Toy and Hobby Association, is a not to be missed opportunity for visitors to discover hundreds of exciting and original toys, games and nursery gifts from established manufacturers, to smaller and start-up companies.

Now in its 63rd year, the 2016 show will once again occupy the entire upper and lower sections of the Grand and West Halls. The show floor will host more than 280 exhibitors, with the likes of JNH Europe, Rainbow Designs and Keel Toys showcasing brand new nursery products set to hit the shelves throughout 2016.

One such product will be the Swimtrainer “Classic” by Fred’s Swim Academy (GH1). Suitable from the age of 3 months, this product’s multiple advantages include inflatable pads to prevent slipping through and an adjustable safety belt to prevent tipping forwards. The Swimtrainer is a compact, safe and educational product, due to its direct active ideal swimming position.

Also launching this year will be Suncrest’s (B85) new range of Nursery Plush under the Tiny Tatty Teddy licence. The collection consists of Chime teddies, a variation of comforters, rattles and blankets as well as a Toy Gift Set option.

Galt Toys (E9) are set to launch their 2-In-1 Playnest. The inflatable ring is covered in fabric to provide a soft resting area, whilst supporting a baby’s head and neck with a shaped cushion.

When flipped over, the 2-In-1 Playnest can be used as a selfcontained play environment, with eight multi-sensory features to stimulate touch, vision and hearing.

Launching at Toy Fair 2016 are the Large Activity Playmats

by Rainbow Designs (E120). The product has a detachable safe mirror, removable teethers and is designed to encourage early development skills.

Gibsons (E40) have put a modern twist on Ludo and Snakes & Ladders in their 2-in-1 game. Launching at the show and produced with high quality cardboard, the game can be used to improve counting skills and teach the importance of turn-taking.

House of Marbles (G110) are offering a collection of pull along wooden toys from their new Tiddlytots range. Bright and colourful, they come in a variety of designs and have been specially made for little hands and those beginning to walk.

Revealed on the opening morning of the show, Toy Fair’s Best New Toys for 2016 is a great opportunity to get a feel for what toys are trending for the upcoming year. Judged by an independent panel of retailers, these are the toys, launched at Toy

44 nursery today

Fair, that they believe will be the hottest products throughout 2016. They will be displayed on the gallery level, outside the Press Office, over the three days. Winners from 2015 that fall into the preschool category include the Spin Master UK Paw Patrol Basic Vehicles, the Weebledown Farm Wobbily Mill and Barn by Character Options and the Twirlywoo’s Talking Plush Toys by Golden Bear.

As seen in the past three years, Toy Fair TV will be a key feature at Toy Fair 2016. Hosted by TV presenters Anna Williamson and Gavin Inskip, Toy Fair TV gives visitors the opportunity to see more of the show floor. Broadcast on more than 24 screens around Olympia, visitors can watch the presenters interviewing exhibitors on their stands as the product launches are unveiled.

Toy Fair TV will also broadcast the return of the Demo Zone.

Hosted in the onsite Toy Fair TV studio, exhibitors will be given the chance to demonstrate their products to Anna, Gavin and a group of children. Each Demo Zone session runs for half an hour, on the hour, across the three days and is broken down across a range of toy categories. The categories from 2015 saw the likes of Hobby, Creative, Preschool, Playsets, Puzzles and Games and Speciality Toys.

In a change of the format, Toy Fair 2016 will take place from 24 – 26 January 2016. The opening hours are Sunday and Monday 8.30-6.30pm and Tuesday 8.30-4pm.

Visitor registration is now open for Toy Fair 2016. For more information and to register for a free visitor pass simply visit www.toyfair.co.uk.

Š FW & Co., 2016

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Focus Toy Fair

Great Gizmos Stand: G20 Great Gizmos has lots of new and exciting pre-school toys launching at Toy Fair from 4M, Meadow Kids, Kid O, Bunnykins and brand new Fat Brain Toys.

Great Gizmos will be introducing Young Minds, a new concept from 4M designed specifically for pre-school children. Safe, simple and easy to use, the range explores nature, physics, art, maths and biology with hands on fun! Kids can let their imaginations run wild with the Safari 3D Floor Puzzle, build a giant play scene and have

Halilit Stand: E90 Halilit will be showcasing their ranges of developmental baby and preschool toys at Toy Fair.

New Taf Toys characters - Marco the Monkey, Obi the Owl and Ronnie the Rabbit will make their debut, along with innovative new products such as the Musical Boat Cot Toy, which is a versatile toy designed to provide entertainment from birth and encourage tummy-time play and crawling as baby grows. They will also be launching the Lori Dolls by Our Generation range, along with Terra model dinosaurs and collectibles. Halilit are confident that these new additions, both manufactured by Battat, will be very successful here in the UK.

Tel: 01254 872454 Web: www.halilit.co.uk

hours of fun with the 3D animals. Little ones can turn ordinary paper bags into super cute puppets with the Paper Bag Animal Puppets kit.

Everything is included to make different puppets for kids and their friends to put on a show.

Launching in 2015 from American company Fat Brain Toys is an inspiring collection of toys, games and puzzles for children of all ages.

Shift creativity into high gear with Mod-Mobiles, switch and swap the colourful foam pieces to create all sorts of vehicles and race them for hours on end. Young minds will revel in stacking, toppling and the discovery of endless ingenuity with Tobbles, six uniquely weighted pieces that balance, nest, spin and tower for endless play time. Rolligo is intriguing by nature and perfect for building gross motor skills.

Little hands can stack the colourful balls and move the unique toy about.

Stylish Kid O has new additions to the popular range. Kids will love mixing and matching their favourite zoo animals with Mix and Match Animals. The brightly coloured animal pieces can be snapped together to make lots of fun creations. For bath time fun the Pour and Spin Submarine is ideal, pour the water over the wheel and watch is spin, blow through the periscope to create water bubbles and use the sieves to create rainfall.

The award-winning Meadow Kids collection has a variety of craft, bath toys and educational games that will excite kids of all ages. Kids can get arty with the giant Animal Box of Stencils or the Things That Go Box of Stencils. These will transform everyday cards and envelopes with the included stencil designs and colouring pencils. Have fun in the nursery with the First Words sets of flash cards. Available in Animals, Counting and Words, these simple yet stylish flash cards can be used again and again.

Tel: 01293 543221 Email: enquiries@greatgizmos.co.uk 46 nursery today

Rainbow Designs Stand: E120 Rainbow Designs are very excited to be launching a brand new product category at Toy Fair 2016 where they will be showcasing their brand new Activity Playmats for the first time.

The beautiful Character Playmats are suitable from birth and have been packed with activities to help stimulate babies’ senses as they grow. The Activity Playmats include activities such as a detachable mirror, removable shaped teethers, a cute peek-a-boo flap as well as a multitude of textures and sounds designed specifically to encourage babies’ early development skills. The Activity Playmats will be available in Peter Rabbit, Guess How Much I Love You, Peppa Pig for Baby and The Very Hungry Caterpillar collections.

Rainbow Designs will also be launching some fantastic new feature plush and developmental products introduced across a number of their brands including Peppa Pig for baby, Paddington, The Very Hungry Caterpillar and The Snowman and the Snowdog.

Tel: 01329 227300 Web: www.rainbowdesigns.co.uk

health &

happiness for your baby

Also available:

Bluetooth Baby Projector Create a magical bedtime ritual that turns your child’s room into a sky full of stars!

You can truly personalise baby’s bedtime routine by playing voice-recorded messages to comfort them or play their favourite music over Bluetooth ® using your smartphone, tablet, PC or Mac! There’s even 4 family favourite pre-programmed lullabies that can be controlled with sleek capacitive touch keys. The projector features multi-colour animated projections, a separate night light and a built-in voice-activated microphone which detects sound as your baby stirs in the middle of the night.

• Pre-programmed Family-Favourite Lullabies • Bluetooth Compatibility • Sleek, stylish and Compact Design • 3 Cold LED Colour Projections

Bluetooth Baby Projector

• Separate Nightlight Function • Optional Voice-Activation

RSP £29.99

• Auto Shut Down Timer

RSP £39.99

For more information please call: 01785 503 305 or vist: www.hardenbergco.co.uk

follow us

web: www.ggtrade.co.uk phone: 01293 543221

TOYFAIR STAND: G20

CUTE AND CUDDLY COMFORTERS!

@Hardenberg_Co

Focus Pre-School Toys

Play preschool skills There are many benefits to toys for babies and infants, here are just a few

C

hildren love toys. Children of all ages love toys.

You know the expression “toys for the boys”?

Just an excuse for grown-ups to play with toys.

But what about toys for real kids?

The interest in playing begins almost from birth. It helps to develop the imagination as well as motor skills, which makes them a valuable tool in the growth of a baby.

We asked a number of people about pre-school toys and this is their fascinating response.

Sarah Dayus, the brand manager of Great Gizmos, told us: “Pre-school toys are so important in nursery to help children develop and learn new skills whilst having fun and interacting with each other. Our entire pre-school range is designed to engage and stimulate children’s minds.

We believe that kids have the most fun when they are discovering new things.”

Did you know…

■ Chicco is the nickname of Enrico Catelli, the son of the company founder.

■ Halilit’s Imaginabox allows youngsters to transform the box their toy came in into a toy itself.

■ At one stage yellow was considered to be a primary colour.

■ Sculptor Peter Ganines floating toy duck created in the 1940s sold more than fifty million units.

■ Great Gizmos was founded in 1997 by parents annoyed with the lack of toys available for their young children.

48 nursery today

Holly John, the product manager at Chicco, agreed. She said: “Pre-school toys play an extremely important role in developing key skills in a child’s early years. Motor skills, co-ordination and social skills are just a few of the aspects of a child’s growth that can be aided by the use of pre-school toys, but the key is that the product also has to be fun and engaging for little ones. Creating a product that is both fun and progressive is key to making an appealing toy.”

It’s easy for an adult to see a toy and know straightaway that their child will enjoy playing with it. This means that parents and indeed grandparents enjoy buying modern versions of traditional toys that they played with when they were young.

When asked about their benefit and appeal in nursery, Judith Stark, the managing director of Halilit, said: “Everybody loves spoiling babies and young children. There is instant feedback when a child is given a new toy, which is very rewarding. Also playing with well-designed toys can be a great way for parents and carers to interact with a child whilst helping them to develop new skills.”

Ali Sloane, a retailer who runs Baby Gifts in Northumberland, finds that pre-school toys are increasing in popularity. “I see grandparents and parents and even aunts and uncles coming in and asking for toys for babies. In years gone by, they would have bought a rattle but now there are all sorts of toys – pushy ones, pully ones, ones with sounds, even “mini computers. It’s definitely a big thing.”

It is plainly a growing market since many companies are extending their range. Sarah Dayus said: “Our range of pre-school toys is ever expanding. We have bath toys, wooden toys, stationery and more from Meadow Kids.

From Kid O there are fabulous magnetic Magnatabs to help children learn numbers and letters. We have too numerous to mention and even more launching in 2016.”

As well as enjoying the toys and giving and receiving a sense of fun, it is also beneficial and important when babies learn during playtime. To aid in this, companies spend time and money researching their products before they are released to market. What colours appeal to babies? Are sounds important? What about texture? Do babies respond more to smooth or less smooth surfaces Sarah Dayus said: “Colours are important, as are a rich variety of shapes and sizes for little hands and eyes to explore.”

“As with all Chicco innovations, the toy collections have been specially designed and carefully tested in collaboration

Entertaining toys from Red Kite Share the success of the popular range of pre school toys and playgyms from Red Kite. The new Garden Gang collection has proved to be a great success already and includes a varied selection of cute and entertaining toys that will give both fun and stimulation to babies and toddlers alike. Packaged in bright eye catching display cartons make great gift options. Check out the new Safari Playgym which is lovely padded shaped playgym with cute detachable toys hanging from toy bars and presented in a high colour display carton.

Tel: 01454 326555 Web: www.redkitebaby.com

“

We believe that kids have the most fun when they are discovering new things.

”

with Osservatorio Chicco (Chicco’s official Baby Research Centre), where paediatricians and parents work together to study stimuli and provide insight to ensure products support babies growth and learning development<” said Holly John of Chicco. “Through this, we have found that ensuring the toys feature fun and exciting bright colours is key to their success, as it encourages children to play with them over and over again.”

Not everyone agrees. Judith Stark of Halilit said: “There seems to be a move away from primary colours at the moment.

“Our new range of toddler, role play, bath toys and takeapart transport toys from Battat are in more subtle muted tones. They look fresh and attractive and are selling out as fast as we can get deliveries.”

It seems that everyone likes to play – from childhood to adulthood and everything inbetween – and the earlier babies start the better their development can be.

Getting Sassy Hardenberg & Co A good toy can be played with in many ways. It’s affordable without slacking on quality and won’t present answers but pose challenges to solve. They should be attractive, colourful and hold valuable purpose in everything they do. They will be fun and suitable for all interests and overall be safe. The award-winning Sassy Toy collection offers toys suitable from birth to beyond. From rattle sets, teethers, high chair toys to larger Pop up Playmats and Activity Centres! Every feature on each product has been carefully designed to contribute to the development of physical, mental, social and emotional skill sets.

Tel: 01785 503 305 Email: info@hcotrade.co.uk Web: www.hardenbergco.co.uk

Moving to the BoiKido Beat!

The Giant Xylophone from BoiKido is just perfect for all budding musicians and rock stars of tomorrow. The vibrant French design is engineered from superior quality wood with a high standard finish and thoughtful touches, making it built to last and an integral part of any child’s toy collection. Educational and highly interactive - the giant xylophone produces musical instrument quality sound along with hours of fun.

As well as helping children develop rhythm, melody and key motor skills it also discourages them from using household objects as a drum kit. The rocking shape adds another element of fun and the drumsticks supplied have handy storage slots that create a smiley face on the side of the toy making packing away a breeze.

Tel: 01278 434440 Web: www.hippychick.com

nursery today 49

Focus Pre-School Toys

Great Gizmos expands preschool collection Great Gizmos’ pre-school offering continues to grow with new additions to the portfolio from Meadow Kids and Kid O plus new characters joining plush favourite NICI. Great Gizmos is introducing a range of own brand wooden toys. The Teach the Time Clock Game teaches counting, colours , shape recognition as well as teaching how to tell the time. Also in the range is a popular dolls house, room furniture and dolls together with pull along toys and stacking toys perfect for little hands.

New NICI ranges include the really cute Comic Cats characters and gift items, a new Classic Bear range including a pyjama case, storage bag and cute shoulder bag, Spring Rabbits which are just perfect for Easter and a cuddly Pink Pig range to delight young children.

Kid O is a brilliant range of stylish vibrant plastic toys that are designed with learning in mind. Each toy is created to engage and stimulate the mind with a rich variety of shapes, colours and sizes. The Mix and Match Animals are suitable for children age 2+. Sort and snap the brightly coloured pieces together to make your favourite zoo animals.

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

Extensive collection with Maguari

Mega Bloks First Builders: Stimulating Senses and Building Skills As well as being great fun, the process of using building blocks and construction toys stimulates a child’s imagination – as well as their hand-to-eye coordination, their strategic thinking and team working skills. The First Builders range from Mega Bloks is designed for children from 1 year upwards. These blocks are chunky and easy to grip. The playsets feature engaging colours, cute designs and adorable little figures that kids will love. Multi-awardwinning online wholesaler, Baby Brands Direct, stocks a great range of Mega Bloks playsets for retailers to purchase and offers a next day mainland delivery service, as well as a loyalty credit scheme.

Tel: 0845 370 8370 Email: sales@babybrandsdirect. co.uk Web: www.babybrandsdirect. co.uk

Maguari’s extensive collection of pre-school toys includes the award-winning Skip Hop Explore & More range. Each toy is beautifully designed and packed full of activities that are both developmental and entertaining. The range includes the multi-sensory Bandana Buddies with seven whimsical characters to choose from; the Click Clack Hedgehog with its surprise baby mirror; three stimulating Roll Around Rattles and the Hedgehog Accordion for mini music makers. New to the range is the multi-piece Stacker Owl Toy, designed to promote hand eye coordination and dexterity, plus the new Push Along Owl is ideal for encouraging walking with its easy-to-hold, adjustable handle.

Tel: 01293 592170 Web: www.maguari.com

Fashion following toys Halilit Dolls and dinosaurs are exciting new additions to the extensive range of Halilit pre-school toys. Lori Dolls by Our Generation is a gorgeous range of fashion dolls for the younger child. Lori and her friends are beautiful 15cm dolls with exquisite clothing accessories and their own House, Ballet Studio, Roadster and Glamper to boost their adventures! Terra features detailed dinosaurs designed by Dan LoRusso and many more collectable figures including Horses, Marine, Safari and Farm animals with accessories such as Animal Hospital, Horse Barn, a Cat Tree and Kennels. These new launches will be joining the existing award-winning ranges from Taf Toys, Interstar, Edushape, Halilit and Battat.

Tel: 01254 872454 Web: www.halilit.co.uk

50 nursery today

Focus Cheeky Rascals

firmly established

Cheeky Rascals has come a long way since its launch, almost twenty years ago, at Selina Russell’s kitchen table. Based in Hampshire, it is now a business with a global reach focused on distribution as well as an online retail arm.

T

he founding principle of the business has always been to find genuinely useful baby kit that is designed to make family life easier and more enjoyable. Alongside this, long-term working relationships with brand partners and retailers continue to be essential.

Cheeky Rascals’ relationship with Lascal – the brand behind BuggyBoard and KiddyGuard - is testament to this.

Lascal has worked with Cheeky Rascals almost since it launched. Selina Russell has been instrumental in the success of BuggyBoard, spotting early on that its predecessor, Kiddy Board, was a good product that could be outstanding.

“When I first saw the Kiddy Board I knew it had the potential to completely change the wheeled goods market.

I could also clearly see what modifications were needed: universal fit, the ability to move the board between different pushchairs, the no tools fitting… and so the BuggyBoard was born. We still work together with Lascal on modifications and improvements and it remains an incredibly important part of our business,” says Selina.

This close partnership with suppliers is critical and it is this approach that differentiates the company from some of its competitors. From product safety and technical development, to packaging design, brand management and commercial strategy, Cheeky Rascals work with their suppliers to ensure success.

Cheeky Rascals started life as a very small direct to consumer business and although 95% of revenue now comes from trade sales the retail is still vital. “I still remember how hard it was to sell at Baby Shows, over the phone and through our mail order catalogue, when I started the business, but as a result I really do understand the challenges facing our trade customers.” says Selina. By being actively involved in retailing helps Cheeky Rascals to be a better supplier to the Nursery Trade even though these days, the selling is more likely to focus on Google Ads, SEO or understanding the importance of platforms like Youtube.

The business insists on moving with the times and adopting new practices and routes to market. Last year it launched a new retail website with a strong digital marketing element, which enhances all of its brands. However, the main emphasis remains distribution to other retailers – and the website has been developed accordingly.

“We are really proud of the Cheeky Rascals Click & Collect service, designed specifically to give retailers a

From product safety and technical development, to packaging design, brand management and commercial strategy, Cheeky Rascals work with their suppliers to ensure success.

platform on our website,” says Selina. “We realise that the combination of bricks and clicks are vital for a premium pushchair brand. Therefore, Mima is only sold online through our Click and Collect service, allowing us to drive footfall to our retail partners, who put so much energy into helping develop the brand.

“It gives consumers the convenience they demand and lets our retailers display their expertise and win more customers.

As a distribution strategy is also helps to combat price erosion, which in turn enables retailers to achieve better margins.”

The Click and Collect facility also lets shops offer other Cheeky Rascals products to its customers, including the ones they don’t stock. This can be particularly beneficial when it comes to a range like their Korbell nappy bins. The bins are incredibly popular with parents but for stores, a range of bins takes up too much retail space. As a Click and Collect product, the retailer doesn’t have to hold stock, and can also benefit from regular repeat sales of bin liners.

As they move towards our 20th year they’re incredibly excited for the future. So much has changed since they began, particularly in the last five years, though the fundamentals

remain the same. “Consumers want to buy good products and will respond positively to knowledgeable and professional service. Retailers need good products, excellent service from their suppliers and the confidence that they can recover their investment when they support a brand.

Our partnerships with our brands and retailers are central to our success and we hope that together we will continue to embrace whatever challenges we meet,” concluded Selina.

Tel: 01730 895761 Web: www.cheekyrascals.co.uk nursery today 51

Focus Dapper Dads

Dads ‘n’ Babes It’s not just mum and nan who decide what is best for baby anymore – dad has his say

I

t would be fair to say that in all the excitement of a newborn dads tend to get pushed to one side – with the assumption that all the big decisions are made by mum and/or granny.

However, manufacturers are cottoning on to the idea that dads can participate – by making items more dad-friendly.

Hashim Yilmaz, the UK Sales Director of Summer Infant Europe told us: “Without sounding clichéd dads love technology. That’s not to say that they also don’t enjoy the soft and fluffy stuff but as a dad of two I love to get involved when it comes to researching product and making sure we have the best of the best.

“Value for money is also a key point but at the end of the day you can’t substitute quality and user experience with cost. Nowhere is this truer than the monitor range. We have also seen research showing that when there is technology involved dad is eager to get involved.”

Elliot Bishop, the managing director of bébélephant distributors, agreed with Hashim and pointed to the D-Link’s Eye On Baby Monitors as evidence of dad’s interest in baby paraphernalia.

Marc Kelly, the sales director of CuddleCo, said: “For us Doona has confirmed a new dad’s love of a great gadget – they seem to get excited by the innovation behind the product and this certainly support their buying habits.”

With the economy only slowly recovering from the crash, how much time and effort is put into finding the best products that offer good value for money?

According to Elliot Bishop: “Dads are certainly equal when it comes to spending money on nursery and toddler 52 nursery today

“

Dads love a great gadget – they seem to get excited by the innovation behind the product

”

gear. We have seen year-on-year growth in dads’ changing bags (Nova Harley’s Madrid) and all sorts of technology – from WiFi monitors from D-Link and wearable tech in the form of the BuddyTag.” It is certainly techy products that seem to appeal to dads.

Hashim said: “I think the key trend that we have seen in late 2015 is the move toward web-based interactive product and we have something coming in 2016 which will blow the socks off the tech savvy parent. If you were at Cologne you may have seen our super-secret presentation. Look out for what we have cooking in the Summer Infant creative labs.

Or better yet get in touch with Summer for the lowdown on what’s coming. Until we change the face of nursery and in particular monitoring on a grand scale we have a great range of monitors in the market already that cover a range of parenting needs.

“The Wide View gives parents the option to see three times more of the room than all other conventional monitors via a panoramic lens. The Baby Touch Edge offers the best features out there in the premium end of the market including temperature monitoring, two-way talk back and a fully remote control camera with a touch screen user

interface. Our goal in 2016 is to give parents the opportunity to get even closer to baby in ways that until now have not been possible.”

Elliot is confident that we are on the upturn economically as he says: “Judging from the products we will be launching in 2016, there is no let up for dads’ wallets.”

Did you know…

■ The first baby monitor was the Radio Nurse in 1937.

■ Some baby monitors have a range of up to 300 yards.

■ For some with sensor pads, if a baby does not move for twenty seconds, an alarm will sound.

Focus Dapper Dads

Ergobaby suits either him or her After a hugely successful worldwide launch of their new four position carrier, Ergobaby are adding new colours to the popular range. Chic and classic, the Ergobaby Four Position 360 Carrier in Pure Black offers an understated sophistication for him or her. Their new Taupe / Lilac is a blend of soft and warm earthy tones with a sweet lilac inner lining, a real vintage look with a sophisticated and timeless combination of colours.

Both colours are available in stores now.

Coming in January 2016: The Four Position 360 Cool Air Carrier is the newest addition to Ergobaby’s award winning collection.

Available from Ergobaby stockists in January 2016, its breathable 3D Air Mesh lining keeps baby cool all-year round while its unique, structured bucket seat, padded shoulder straps and wide supportive waistband offer exceptional comfort and ergonomics in all carry positions, including a forward facing option. The classic smoky grey colour is great for mums and dads alike.

Web: www.cleverclogs.ie

ERGOBABY EVERYDAY #LOVECARRIESON

Dads best friend Venicci

THEIR WORLD IN ALL DIRECTONS The new Pure Black Four Position 360 Baby Carrier provides four comfortable and ergonomic ways to wear baby: FrontInward, Front- Outward, Hip and Back carry positions.

ERGOBABY.CO.UK

The Venicci special edition silver denim grey has all the characteristics to be a dads best friend. The pram has a smart stylish design with a selection of helpful features that any new or experienced parent would find helpful.

The first feature to look at is the easy click mode which makes swapping between the 3 in 1 system a lot easier. Many times we’ve seen people struggling, having to click both buttons in together and lifting as well which makes using a pram quiet daunting. With the easy click mode you just have to press the button in on one side, that will then stay clicked in and then do the same on the other side, then you just lift the carry cot or car seat off the frame.

The pram also comes with front and back suspension. On the back suspension you can change it from soft to hard depending on what terrain you are using the pram on, this plus the big back air wheels helps to give the baby ultimate comfort on any surface. The front swivel wheels make life a lot easier as well, being able to turn and change direction without having to lift the whole frame up.

Everything needed is in the package for £599. The only additional extras are the isofix base, parasols and maxi cosi adapters.

Tel: 01302953872 Email: Info@venicci.co.uk

Distributed in the UK by Clever Clogs Trading Ltd ph: 0800 0518080

54 nursery today

Website: www.venicci.co.uk

Focus Mother & Baby Awards

Mother & Baby Awards 2016 - Winners revealed More than 500 parenting industry professionals gathered at the Westminster Park Plaza to celebrate the 22nd Mother&Baby Awards. It was, as always, an amazing night celebrating how this industry makes a difference to mums’ lives every day with their innovative products.

The winners were: Best Travel System

Best Manual Breast Pump

Best Nursery Product

Best Baby Wipe

Gold: Cosatto Giggle 2 Silver: ABC Design Mamba Bronze: Uppababy Vista 2015

Gold: Mam Breast Feeding & Steriliser Set Silver: Medela Harmony Bronze: Lansinoh Manual Breast Pump

Best Pushchair

Best Product for Bottle Feeding

Gold: Silentnight Safe Nights Memory Wool Mattress Silver: Suncrest Jolly Jamboree Bedding Bale Bronze: NightyNite Easychange Supreme Cot Mattress

Gold: Uppababy Cruz 2015 Silver: Baby Jogger City Mini Zip Bronze: Stokke Trailz

Gold: Mam 260ml Anti Colic Bottles 4pk Silver: Philips Avent Classic+ Anti-Colic Feeding Bottle Bronze: tommee tippee closer to nature Black Perfect Prep Machine

Gold: Morrisons Little Big Mild as Water Newborn Wipes Silver: Mamia Baby Wipes Sensitive Fragrance Free Bronze: Asda Little Angels Extra Protection baby wipes

Best Multiple, Twin or Tandem Pushchair and Accessory Gold: Bumprider Silver: Out ‘n’ About Nipper Double V4 Bronze: UPPAbaby Vista 2015

Best Lightweight Buggy/Stoller Gold: Babyzen YoYo Silver: Mamas & Papas Armadillo XT Bronze: Out ‘n’ About Little Nipper

Best Car Seat Group 1+ Gold: Britax King II ATS Silver: BeSafe Combi X4 Bronze: Joie Stages

Best Car Seat 0+

Best Product for Breastfeeding (excluding Breast Pumps) Gold: Lansinoh HPA Lanolin Silver: Lorna Drew Nursing Lingerie The Grace Nursing Bra Bronze: Lansinoh Disposable Nursing Pads

Best New Mum/Maternity Skincare Products Gold: Lansinoh HPA Lanolin Silver: Love Boo Mummy skincare range Bronze: Vichy LiftActiv Supreme

Gold: Cake Lingerie Cotton Candy seamless nursing bra Silver: lights by Tena Liner 24 Bronze: Tesco Maternity Towels

Best Baby Food Range /Product

Best Baby Monitor

Gold: Ella’s Kitchen ‘six months’ range Silver: Organix Goodies Chunky Fruit Bars Bronze: HiPP Organic stage 1 pouches

Gold: BT Video Baby Monitor 7500 Lightshow Silver: BT Baby Monitor 350 Lightshow Bronze: Summer Infant Baby Touch Edge

Gold: Medela Swing Max Silver: Ameda Purely Your Lactaline Double Electric Breastpump Bronze: Lansinoh 2 in 1 Double Electric Breast Pump

Best Bathtime Product

Best Electric Breast Pump

Best Bouncy Chair/Rocker or Seat

Joint gold: Medela Swing Essentials Pack Joint gold: Philips Avent Comfort Single Electric Breast Pump Bronze: NUK Luna Electric Breast Pump

Gold: BabaBing! LoBo2 Silver: Fisher-Price Rainforest Friends TakeAlong Swing & Seat Bronze: BabyBjorn Bouncer Balance Soft

Best Feeding Product for Weaning

Best Cots, Cribs or Moses Baskets

Gold: Brother Max Complete Weaning Set Silver: Munchkin Miracle 360° Trainer Cup Bronze: Vital Baby 8 piece Start Weaning Kit

Gold: Kiddicare Woodhouse Sleigh Cotbed White Silver: Boori Dawn Expandable Bronze: Knuma Huddle 4 in 1 Bedside Crib

Best Highchair Gold: Cosatto Noodle Supa Highchair Silver: Stokke Steps Bronze: Stokke Tripp Trapp

Gold: Charlie Banana 2-in-1 Swim Diaper and Training Pants with Snaps Silver: LumiPotti Bronze: Huggies Pull-Ups

Best Product For A Newborn – 0-3 months Gold: Mamia Swim Pants Silver: Tesco Loves Baby Newborn Nappies Bronze: Halilit Taf Toys Musical Sleepy Pals

Best Safety Product Gold: Tesco Loves Baby Bath and Room Thermometer Silver: Brother Max 2-in-1 Thermometer Bronze: Boots Pharmaceuticals NonContact Thermometer

Best Pregnancy/Maternity Product

Gold: Cybex Cloud Q Silver: Maxi-Cosi Pebble Plus Bronze: Joie i-Gemm

Best Double Breast Pump

Best Potty Training Product

Gold: Tesco Bath and Room Thermometer Silver: Angelcare Soft-Touch Bath Support Bronze: Munchkin White Hot Inflatable Safety Duck Bath

Best Sleep Product Gold: The Little Green Sheep Organic Mattress Protector Silver: The Cuddle Company Patchwork Cuddle Blanket Bronze: Silentnight Safe Nights Memory Wool Mattress

Best Baby Toy - 12-24 months Gold: Toys ‘R’ Us Bruin Deluxe Activity Walker Silver: Fisher-Price Smart Stages Puppy Bronze: Early Learning Centre Drop and Pop Giraffe

Best Baby Toy - under 12 months Gold: Sophie la giraffe Silver: Mam Teething Friends Bronze: Tiny Love Gymini Kick & Play

Best Disposable Nappy or Nappy Brand Gold: Mamia Newborn Nappies Silver: Mamia Ultra-Dry Nappies Bronze: just4bums Mini Disposable Nappies (Size 2)

Best Reusable Nappy Gold: Bambino Mio miosolo all-in-one nappy Silver: TotsBots Easyfit Bronze: Pop-in New Gen V2 nappy

Best Baby Carrier/Sling or Back Carrier Gold: Ergobaby 360 Bundle of Joy Silver: Caboo NCT Bronze: LittleLife Adventurer Child Carrier

Best Changing Bag Gold: Lässig Green Label Neckline Bag Silver: OiOi Eclipse Dot Tote Bronze: Skip Hop Duo Special Edition

Best Travel Product Over £25 Gold: Trunki Made for Me Silver: Chicco Lullago Bronze: SnoozeShade Plus Deluxe

Best Travel Product Under £25 Gold: The Gro Company Travel Grobag Silver: Splash About Anti Bacterial Changing Mat Bronze: Milton Mini Portable Soother Steriliser

Innovation of the Year Stokke Home

Best Toddler Toy – 24 months+ Gold: Micro Scooters Mini Micro Scooter Silver: George Wooden Dolls House Bronze: Strider 12 Sport Balance Bike

Best Baby Skincare Range/Product Gold: Mumma Love Organics Natural Baby Skincare Silver: Asda Little Angels Extra Care Skincare Bronze: Childs Farm

Reader-voted awards Supermarket of the Year: Aldi Best Baby Healthcare Product: Calpol Infant Suspension Retailer of the Year: Amazon Best Fashion Brand: Maternity: H&M Best Fashion Brand: Children: Next

nursery today 55

Focus Mother & Baby Awards

MAM WIN BIG AT THE MOTHER & BABY AWARDS 2015/16

BRITAX RÖMER RECEIVES BEST GROUP 1 CAR SEAT GOLD AWARD

MAM UK Ltd: We are absolutely delighted to announce our three wins at this year‘s Mother & Baby Awards! The sales and popularity for the Anti Colic bottle have exceeded our expectations and receiving the Gold award this year for Best Bottle is really the icing on the cake for us! Not to mention the Gold award we received for Best Manual Pump and the Silver for our new Teether Friends! Christmas has come early this year!

Britax Römer’s ground-breaking harness tensioning technology found on their KING II ATS Group 1 car seat has been recognised by the tester panel of Mother & Baby. The company’s latest Group 1 belted seat helps parents travel with greater confidence and keep their eyes on the road ahead. The advanced seat, suitable for children 9 to 18kg, actively watches over a child throughout their journey thanks to a revolutionary safety system that checks, adjusts and monitors the harness tension automatically.

The KING II ATS from Britax Römer features an intelligent light and sound indicator that helps parents to find the correct harness tension before they set off in the car. And then throughout the journey, the seat’s unique Active Tensioning System (ATS) automatically adjusts and retracts the slack in the child‘s harness to keep tension just right.

The testers of Mother & Baby said the KING II ATS was easy to install in the car, featuring lots of padding for their children’s comfort and safety, and how the light and sound indicator in combination with the ATS technology have eased the process of putting a wriggly toddler into the car seat, whilst at the same time giving the parents peace of mind that they are safe.

Web: www.britax.com

Gold Award for Best Product for Bottle Feeding: MAM Anti Colic Bottle!

Tested by Mum: ‘‘These bottles are FANTASTIC. I can‘t rate them highly enough. They are beautifully designed, really easy to clean as they all come apart. Lovely patterns and colours on the bottles to suit both boy, girl or neutral if you are having a surprise and buying before baby arrives. By far the BEST thing for us is that they are self-sterilising.‘‘

Gold Award for Best Manual Pump: MAM Breast Feeding & Steriliser Set! Tested by Mum: ‘‘You get everything you need in the set for pumping breast milk and then feeding it to your baby. The selfsterilising bottles are great. I also like that you can alter the strength of the pump using the dial on the side‘‘

Silver Award for Best Baby Toy under 12 months: NEW MAM Teething Friends Lucy, Max & Bob! Tested by Mum: ‘‘ I would recommend this as the best idea is that there are different sizes for different ages. The shape is good for babies to hold, and the bright colours attract their attention.

They are easy to clean and they are easy to carry around in my little one’s baby bag.

They have really helped out my little one while he is going through the teething process.‘‘

Web: www.mambaby.com

Giggles with Gold for Cosatto Best Sleep Product

Organic Mattress Protector KƵƌ ƐƵƉĞƌ ƐŽŌ ĐŽƩŽŶ ŇĂƚ ŵĂƩƌĞƐƐ ƉƌŽƚĞĐƚŽƌ ŝƐ ϭϬϬй ǁĂƚĞƌƉƌŽŽĨ͕ ĞdžƚƌĂ ĂďƐŽƌďĞŶƚ ĂŶĚ ďƌĞĂƚŚĂďůĞ͘

With the perfect balance between adaptability, practicality and eyecatching design, Cosatto’s Giggle 2 remains top of the class for retailers looking for high-quality 3-in-1 travel systems. Comprising of a carrycot, duo-directional seat unit and chassis and completed with cosy accessories pack and matching changing bag, the Giggle 2 includes everything needed right from day one and retails at only £470. The Hold car sea The Gold award in the Mother & Baby Awards 2016 is just one more award for the Giggle 2, after having already received a Bronze in the Loved By Parent Awards 2015 and having recently won the Mother & Baby Big Test for Travel Systems.

Tel: 0871 977 3900 Web: www.cosatto.com 56 nursery today

Baby you’re so award winning

GIGGLE 2 - TRAVEL SYSTEM PUSHCHAIR MODE

GIGGLE 2 - TRAVEL SYSTEM PRAM MODE

GIGGLE 2 - TRAVEL SYSTEM CAR SEAT MODE (CAR SEAT SOLD SEPARATELY)

Introducing our Go Brightly pattern, available on the award winning Giggle 2 Travel System.

Choose yours. cosatto.com

Focus Mother & Baby Awards

Lässig comes tops with Changing Bag Another winner from the Clever Clogs’ catalogue. The Neckline Changing Bag from Lässig is no stranger to awards, having recently won the highest distinction in the prestigious Red Dot Design Awards as well as nods from Loved By Parents and Best Baby & Toddler Gear.

The Neckline Changing Bag with its striking design proves that you can be ecologically minded, fashionable and practical! Made from recycled PET, natural resources are consciously spared in every part of the process. The shoulder strap is ergonomically designed giving the bag the unique neckline shape of a classically tailored look. Available in 7 different colour combinations with subtle extras such as the contrasting strap made from the finest faux leather.

On the inside you’ll find a changing mat, an insulated bottle holder, a water-repellent wet compartment and a detachable jar / bottle retainer. The bag can be attached directly to the stroller (stroller hooks included) or carried just like a handbag. Lässig really have thought of everything!

Lässig is distributed in the UK and Ireland by Clever Clogs.

Web: www.cleverclogstrading.co.uk

Gold for Ergobaby Clever Clogs are thrilled to announce that the Ergobaby 360 Four Position Bundle of Joy has won Gold in the Mother & Baby Awards 2016. This honour is especially meaningful because the vote was decided by real parents who used the Ergobaby Carrier in their day to day lives.

After a hugely successful worldwide launch of their now mulit award-winning four position carrier, Ergobaby are adding new colours to the popular range. Chic and classic, the Ergobaby Four Position 360 Carrier in Pure Black offers an understated sophistication. The new Taupe / Lilac is a blend of soft and warm earthy tones with a sweet lilac inner lining, a real vintage look with a sophisticated and timeless combination of colours. Both colours are available in stores now, with the highly anticipated Cool Air Performance 360 Carrier available in January.

Ergobaby is distributed in the UK & Ireland by Clever Clogs.

Web: www.cleverclogstrading.co.uk

Bumprider scoops Mother & Baby GOLD! Bumprider are delighted to have been awarded gold for Best Multiple, Twin or Tandem Stroller or Accessory in this year’s prestigious Mother & Baby Awards! Bumprider is a premium stroller board that easily attaches to 100% of strollers using universal connectors, with no tools required.

Engineered to transfer weight evenly, using specialist materials that flex in use, it is suitable for children up to 30kg (a whole 10kg more than any other stroller board on the market!) What’s more, the superior suspension offers a ride of unrivalled smoothness.

Bumprider easily unclips or can be folded and stored at the back of the stroller when not in use. If parents decide they want to change their stroller in future, they won’t need to change their stroller board as it fits all!

Tel: 0161 335 2500 Email: sales@kooltrade.co.uk Web: www.kooltrade.co.uk

Another gold for Cosatto with Noodle Supa

The Award Winning NECKLINE BAG first a Changing Bag then a Shopping bag Get more than you expect with Lässig’s multi-functional and ergonomic Neckline Bag. The Lässig Neckline range is made from eco-friendly recycled PET. Available in 7 colours & fabric finishes.

Distributed in the UK & Ireland by Clever Clogs. www.cleverclogstrading.co.uk

58 nursery today

Retailing at £110, the Noodle Supa is a simple easy-wean, easy-clean, adjustable friend that every parent needs. 6 position height range, free-standing folded position and a removable tray are just some of the features that make the Noodle Supa the winning highchair of choice.

Not to forget the 5-point safety harness and top marks for safety acquired with the recent Which?

Best Buy award.

The Mother & Baby 2016 Gold award is just the latest in a long list of awards for the Noodle Supa highchair this year, having already received a Silver in the Best Baby & Toddler Gear Awards 2015, a Gold in the National Parenting Product Awards 2015, a Which? Best Buy and a Gold in the Loved By Parents Awards 2015.

Tel: 0871 977 3900 Web: www.cosatto.com

Talking Shop with NSG By: Yasmin Ali, Babyland

H

ey Nursery Trade I hope you are all well. I’m going to cut to the chase and get right into it. Recently, myself and a group of other independent retailers met the BPA - the organisers of the Harrogate Nursery Fair.

The show, as we are all aware - has been facing decline in recent years. With more and more of our suppliers leaving the show, sustaining it has become quite the mission.

The organisers have been stuck between a rock and a hard place.

As retailers, one of our main points was that maybe the show needs to stop focussing on having the big brands present there - and bring in new, smaller companies that we don’t know - accessories, the small things we can’t get anywhere else.

But of course for these companies or for those from abroad, the risk is too great if the big brands aren’t showing. One of the biggest issues suppliers tell us that they have is money. But the organisers were sure that the money involved was not over the top, and was a good rate. So that leads to the point: how is it our suppliers have money for Cologne, trade shows all over the world Spain, America, China - so many of them now show at consumer baby shows; many of them have money to travel the country and roadshow... but they don’t have money for Harrogate?

You have money for the consumer, and your overseas customers - but not your UK independent retailers. Are you kidding me? You all flock to make appearances at the baby shows, our reps are now all trained to deal with the public.

60 nursery today

The fact of the matter is, suppliers pull out, and do their own shows - at their own premises or on the road. With the exception of the couple that have always done that the rest of the suppliers - contrary to the information out there, let me assure you that indies do not love coming out to see you on the road. Not an issue for us, we have the extra body (ME!); but what about the shop that is run by one person? Or two? They have to take sometimes up to two days out of their businesses to come see you at your show/preview. Do you really think people love that? At least when it’s at the Harrogate show, it’s two or three days taken out to try to see all the main/important suppliers and source some new ones in that time, which is set aside for trade shows. Hey, I love travelling, but it’s only possible because I know there are enough people behind running the business and not scaring customers in my absence. That’s not possible for the likes of the smaller independents.

As for the turn out...a few people down on last year? If sales are down...it’s a reflection of the times, plus how many other opportunities do your retailers now have to purchase from you? For me, HG is about the indies and the suppliers showing their support for the UK independent trade.. or not as the case may be. We’re not saying have huge stands, have a small stand - we just want offers, and to see what is new with you. It doesn’t have to be allsinging all-dancing. Suppliers have an issue with Harrogate; an issue with turnout; issue with cost...but the same suppliers attend consumer shows where shops battle it out and kill the prices on their products. Go figure!

“

We’re not saying have huge stands, have a small stand - we just want offers, and to see what is new with you. It doesn’t have to be all-singing all-dancing

”

Meanwhile elsewhere in the industry, I recently visited the super team at Cosatto. Very simply? The stripe is back baby! Hunky was there and so was Honky. Thank you Cosatto for my lovely gift. My lovely flamingo. It’s your fault I’m so obsessed with flamingos, and I think it’s great that you have adopted the flamingos at Chester Zoo. What a company! I named him Jimmy, he is on my desk and I love him dearly.

The stripe is back, I love it. I always thought that the Go Lightly would be impossible to top - there have been so many imitations, none of them even come close. Dudes me is impressed as you know! WOOP WOOP WEE YAS DANCE! CAN’T WAIT! Mee-Go! New footmuffs coming in, large fleece-lined thick footmuffs,

Yasmin min Ali

bigger than normal standard size - so will last longer. Open up at the bottom, so little one’s dirty feet don’t kill the footmuff, and its got the Mee-Go brand on it, so it’s one that retailers and consumers know and trust. Also in the range, handwarmers, and sheepskin liners.

A product I totally love, is the new Sit N Ride board - comes with a seatliner, for extra comfort (USP!), a universal fit...and LIGHTS IN THE WHEELS, sure hit with mums, kids and ME! The Bizzi Growin stunning Koochicoo blankets are in. LOVE LOVE LOVE! High quality, fluffy, exclusive - get on it. Graham Crawford is the agent (my area anyway just call him, if not- email me and I’ll put you in touch).

Mamas and Papas have a great sale on just now, for consumers and the retailers Boom! You promised us change and it’s happening, keep up the good work. Salvatore is doing a great job in his role, and the office team have done really well to fill the huge gap that I’m sure Tore has left.

Keep it up guys.

As it starts to wind down for December now, I warn you all to be prepared for those singing phone calls and I assure you it’s not me, it’s Roxy! Heads up for BabyStyle, I think you are top of that list - I love you all but its Roxy that catches the Christmas bug and goes a bit bonkers. Not me. Lots of love!

Peace!

On a final note, congratulations to my darling Emma Charlesworth on the opening of her new shop and her best independent award. You are the best! yas@babylandfife.co.uk Yas Team Babyland

Sponsored by

New Products Sock Ons keep getting bigger Mum of six Kezi Levin invented the ingenious device to help mums like her solve annoying little problems. Since then, the brand has gone from strength to strength and due to unprecedented demand, a new larger size of Sock Ons has been added to the range.

Sock Ons are a clever garment that are worn over a baby’s socks, literally locking them into place. When baby tries to pull off their socks, they get caught in the hole around the heel keeping their socks firmly in place. This ensures no more lost socks and no more cold toes.

In response to multiple requests from customers for larger sizes, the company has produced the new 12-18m Sock Ons to enable babies to benefit from wearing Sock Ons from birth until walking. The new size will be available in Baby Pink, Baby Blue and White.

Sock Ons make the perfect inexpensive gift and impulse purchase and co-ordinate with the entire range of Dribble Ons, Mocc Ons and Plod Ons products. Sock Ons are available in a full spectrum of Brights and Classic colours, and are now available in three sizes: 0-6m, 6-12m and 12-18m.

Tel: 0208 451 1516 Web: www.sockons.co.uk

Changing times with Summer Infant Summer Infant has just launched a comprehensive new range of changing bags, offering style and great functionality but at affordable prices. The new range consists of five bags, each with their own distinctive design and colourways to suit a range of different consumers’ tastes.

Messenger style bags have become very popular amongst parents on-the-go as they can be carried over the body to allow the weight of the bag to be distributed more evenly and also allowing baby to be picked easily up whilst carrying the bag. Within the new Summer Infant range, there are three Messenger style bags: the Navy Polka Dot is a more traditional looking bag with unisex appeal, so ideal to be used by both parents. Where as the Midnight Moroccan and the Red & Gold Messenger are a bit bolder when it comes to letting Mums make more of a style statement.

In the Tote range, there is the Limestone Berry and the Charcoal Tan Tote, both of these bags benefit from looking more like handbags than traditional baby changing bags; so are great for Mums who are returning to work and want to have just one bag that doubles up as a work handbag as well as their baby bag.

All of the new bags have been thoughtfully designed, they come with lots of pockets and a separate external ‘secure’ pocket for keeping keys or purses safe and to hand. They all come with both carry handles and a carry strap as well as really useful universal buggy straps so the bag can be hung from the pushchair, so avoiding the need to purchase separate buggy hooks. Each bag also contains a handy changing pad that folds neatly away.

The range starts at RRP £29.99 up to £34.99, which offers great value without compromising on quality or style.

Web: www.summerinfant.co.uk

It’s all about the threes with ABC Design The ABC Design Cobra Plus is designed and engineered in Germany. The quality of its design is only surpassed by its range of features. New for 2016, this three wheeled pushchair is ideal for mothers and fathers alike. Its adjustable 3 position suspension, lockable 360° front swivel wheel, hand operated parking brake and height adjustable handle make it as comfortable for you as it does for baby. Add to this a reversible seat unit, UPF 50+ hood, leather handle/ accents, quick release wheels and easily adjustable foot rest and back support and the Cobra Plus has enough features to keep any dad (and mum) happy.

Tel: 01652 641491 Web: www. obaby.co.uk

Prince Lionheart presents There’s the flawless parenting you see on TV, and then there’s the reality. At Prince Lionheart, they focus on the reality by creating products based on our lives as parents. Family owned, family operated and family inspired 1973.

In 2016 Prince Lionheart present EYESLEEP: Womb sounds = ZZZZZZ s The Original soundbox loved by millions worldwide now stands proud alone. With actual womb sounds recorded inside a mother’s womb, the soundbox will lull babies to sleep and calm them when fussy. Suction cup feet to keep EYESLEEP upright and alert. Sound and motion activated. RRP: £19.99.

EYESMILE: For our favourite smiles.

Fun toothbrush/paste storage. Holds up to three toothbrushes. Super-suction feet stick to most surfaces bathPUZZLE: Stick ‘em up.

FUN Puzzle that floats on water and sticks on walls! Helps develop problem solving skills and hand-eye coordination. Soft, flexible and encourages interaction between parent and child.

Colour + Draw Placemat: Colour and wipe and colour again.

Food-grade silicone mat with screen printer artwork for children to colour again and again. Fun and engaging art for use during craft time, mealtime, or travel time. Comes with roll-up storage pouch and four dry-erase markers. Comes with a roll-up storage pouch made of felt material.

Tel: 020 8997 7054 Web: www.princelionheart.com

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

BUYERSDIRECTORY TEXTILES

BABY SHOES

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

Minimums apply.

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

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Nappies Bedding Blankets Shawls Hodded Robes Towels Changing Bags Booties Bibs Body Suits Hats Mit tens....

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