Nursery Today

DECEMBER 2017 ISSUE 3 VOLUME 21 Independently audited.

ABC circulation of 4,204 1 July 2016 to 30 June 2017

Discover the complete Chicco sleeptime family to enjoy precious moments together.

CHICCO.CO.UK

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The much loved range from Out ‘n’ About now has a Nipper available to suit all family lifestyles! Designed here in Britain the Nipper range boasts an array of features in sort after colourways to provide an excellent solution for parents who require a multi- purpose pushchair.

visit us at www.outnabout.com For all enquiries, please call us on 01234 344 230 or email us at sales@outnabout.com British by design OutnAbout_Nov17_NEW.indd 1

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contents

Contributors

Re g ul a r s the team Editor Penny Franks penny@lemapublishing.co.uk

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10 28 30 56

Christine Contreras christine@lemapublishing.co.uk

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Gro Rob Pascoe gets us into the Christmas spirit!

News

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Ad Manager

Design Production Director

DECEMBER 2017 ISSUE 3 VOLUME 21

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file Retailer Pro apshot Supplier Sn

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NSG Ross Hewitt New Year, New Habits, New Success?

p Talking Sho cts New Produ

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Rainbow Designs Suzie Howes looks ahead to 2018 and what may be in

cts

rodu The Baby P n Associatio

store for the nursery marketplace.

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Paul Naish paul@lemapublishing.co.uk

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Barking Mad Intelligent Retail David Fairhurst takes a look at Internal Linking –

Publisher

What Works and Why

Mark Naish mark@lemapublishing.co.uk

Cover Story

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation Robert Thomas robert@lemapublishing.co.uk

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p16

Chicco With another enormously successful year under its belt, it seems there’s no stopping Chicco as we head

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into 2018. We take a closer look.

Features 16

Car Seats & Accessories

34 Lema Publishing Ltd

Pacifiers & Soothers

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

Infant & Pre-School Toys

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The Winners Are…

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Mother&Baby 2018 Winners

www.nursery-today.co.uk

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

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A member of the Audit Bureau of Circulation

Introducing the new Tiny Tatty Teddy range by BreathableBaby, featuring the adorable grey bear. Tiny Tatty Teddy is the perfect choice for a gift for both boys and girls

For further information, please contact rachelle.harel@breathablebaby.com

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BOOK ONLINE TODAY!

25 - 27 March 2018

Harrogate Convention Centre, North Yorkshire

Brand new show layout for 2018 - plus exciting New Product Showcase!

Don’t miss out on the UK’s favourite nursery trade event

www.nurseryfair.com Tel: 01902 880906

Email: adrian@nurseryfair.com

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editor’s letter www.nursery-today.co.uk Twitter: @nurserytodaymag

igh Streets across the nation have been lit up and shop windows are looking festive. Let’s hope with this comes late night shopping and higher footfall for all.

Although as an industry we aren’t overly effected, or necessarily see an increase of sales at Christmas as babies are born throughout the year, it is a time when grandparents and friends will want to buy an appropriate gift and as Yasmin Ali points out in her column this issue, this could be a great time to enhance your product offering and include items that have good gifting appeal.

This issue we take a look at a number of product categories, with our leading feature Taking a spin being car seats. This sector continues to with car seats. experience innovation and is one which Turn to page 16. doesn’t stand still. With the ever changing dynamic with regard to the law, car seat manufacturers continue to produce seats that are full of additional safety features and innovation.

This year alone we have experienced the first airbag technology car seat being launched by Dorel/Maxi Cosi, more lie flat infant carriers being introduced and also r Looking fo rotating seats a standard inclusion oothers? /s rs e ifi c pa now within many brands ranges. ge 34. a Turn to p Our consumer mini survey this month does illustrate though that of the 1,500 questioned, nearly half (49.4 percent) were confused as to what they required and 49.6 percent did not understand i-Size. It would appear that as an industry we still have work to do!

The car seat sector is very much a brand dominated category, with a notable area of interest being Group 1,2,3 seats where we are definitely noticing an increase in popularity.

This could perhaps in part be due to

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these being viewed as exceptional value for money by the increasing influencers of second vehicles, for example grandparents and carers.

Turn to page 16 where you will find more information together with products that you may find of interest.

As many of you know, the Mother&Baby Awards took place at the end of November. Consumer awards definitely have their place within nursery and can give a winning product instant kudos. This issue we take a look at winning products throughout 2017 and also bring you the winners of the M&B 2018 awards - are you keeping up with winning products? By winning a recognised consumer award, many products can become instant ‘must haves’, take a look at our feature starting on page 57.

You will also find features focussing on pacifiers/soothers (page 34) and infant/ preschool toys (page46).

Our cover this issue features Chicco.

2017 represented a year of success for this key nursery brand and it would appear that as we head into 2018 there will be no stopping them. With a host of new sales records, industry awards and high profile endorsements, they continue to demonstrate that they are a trusted brand and one which is showing no signs of slowing down. Turn to page 12 to read more.

Finally, can I take this opportunity from myself, Christine Contreras and the Nursery Today team to wish you all a very Merry Christmas and prosperous New Year.

Counting the consumer awards.

Turn to page 52.

Snap up an instant classic i www.hippychick.com

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434440 nursery today

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news Memories are made with Joie

Young Red Sam Kilburn had his dream of meeting his favourite LFC players and Mickey Mouse come true when his family was selected as the lucky recipients of #LFCDreamTicket.

Sam, Charlotte, Gary and Karen Kilburn were treated to the surprise of a lifetime when the Club worked with partners Joie and Thomas Cook Sport to create two weeks of unforgettable memories for the very special family.

Sam, age 10, from West Derby, Liverpool was born prematurely and has suffered from cerebral palsy since birth when doctors discovered a bleed on his brain, later developing epilepsy too. With the tireless support of his family, for the last 12-months Sam has attended the LFC Foundation’s Respect 4 All inclusive sports sessions and, along with his family, Sam has rapidly become a key member of the team bringing to life all of the Club’s values.

The fortnight of fun was kicked off with a special visit to Melwood where the family got to meet their favourite players including LFC’s newest recruit Alex Oxlaide-Chamberlain who presented them with tickets to have an extraordinary Anfield match day experience.

Web: www.joiebaby.com

Harrogate gathers momentum for the 2018 show

Companies eager to raise their brand profile to retailers and buyers across Great Britain and Europe too are now booking space at the UK’s only baby trade show – Harrogate International Nursery Fair which takes place from 25th to 27th March 2018.

Venicci have confirmed that it will be presenting an even larger stand with its latest range of stylish prams and pushchairs; RHSM Group will be presenting an awardwinning collection of products from Little Chick London and favourite US brand BreathableBaby; plus, OBaby and ABC Design – both offering extensive ranges of pushchairs, car seats and nursery furniture. Cuddles Collection returns with its beautiful collection of Moses baskets and bedding; Clippasafe with home safety products; BeSafe – Norwegian manufacturer of quality car seats; plus, well-known brands Shnuggle and K-play.

A fresh feature for the 2018 show is The New Product Showcase and is perfect for companies launching brand new products and ranges. The area includes additional marketing features including spotlights for new products, inclusion on show’s website and TV screens at the show. Space is limited in the Showcase, but brands already signed up include Kerikit with quality leather bags; Belo & Me with an innovative range of clever ideas; Mummy Loves Organics with a specialist range of pure, natural products; and Snuggleup with pregnancy and nursing pillows.

Adrian Sneyd, show organiser, comments: “After Christmas we will be focusing our marketing for Harrogate towards buyers, promoting products they need to attend to see and show deals they shouldn’t miss out on. We’ll also be promoting the show worldwide so as well as encouraging buyers from the UK and Europe to attend, we are working with the British Chamber of Commerce in various countries where demand for British baby products is high such as China, Turkey and India to encourage buyers to come over, so we are hoping to attract a diverse audience for 2018. As soon as exhibitors secure their stand space they will have the opportunity to be included in show promotions.”

For more information visit www.nurseryfair.com or contact Adrian on 01902 880906 or email: adrian@nurseryfair.com

All about independents Babyprice.co.uk are delighted to have been appointed Sole UK & Ireland Distributors for the Kidzzfarm range of Jumping Animals.

Kidzzfarm is an inflatable fun animal toy range that enable children as young as 12 months to enjoy hours of bouncy fun.

This great range is available in a variety of colours and animals to choose from: Harry the Horse, Bella, or Betsy The Cow. Available just to the independent nursery trade, Babyprice are running a special introductory offer to help independent retailers make the most of pre-Christmas sales.

Web: www.babyprice.co.uk

Mima Hits the Headlines

Cheeky Rascals is thrilled to see celebrity mum of four, Danielle Lloyd, has chosen a Mima Xari pushchair for newborn son, Ronnie. Not only spotted in the press with the stylish pushchair, Danielle has also shared her love for the brand on photo sharing platform Instagram, where she boasts an amazing 446,000 followers.

Picture source: http://www.mirror.co.uk/3am/celebritynews/danielle-lloyd-showcases-slimline-figure-11198728

Recaro impresses panel No fewer than three Recaro Child Safety products have been awarded the grade of “good” in the latest tests by Stiftung Warentest and ADAC. The Guardia and Privia Evo infant carriers in the 0+ group and the Zero.1 Elite (i-Size) child seat, for children with a height of up to 105 centimeters, impressed the panel with their safety in collisions, handling, ergonomic characteristics and low levels of hazardous materials.

Web: www.recaro-cs.com

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sponsored by hardenbergco.co.uk 01785 503 305

Twenty years strong For 20 years, Angelcare has been dedicated to providing high quality products that offer peace of mind to families all over the world. It is Angelcare’s mission to provide the best products to families everywhere; bringing parents peace of mind and helping children thrive.

For Angelcare’s 20th birthday, Hardenberg plans to join their team from around the world and unite (via Skype) to celebrate the work that Angelcare has done over the past two decades; all of which the team at Hardenberg have been integral to.

With a clear business strategy and first-hand experiences, Hardenberg&Co have carved a definitive place for themselves in the market place. 20 years of Angelcare and the last ten years of Hardenberg&Co have been an absolute joy and the team at Hardenberg&Co would like to take this opportunity to thank all of its retailers and suppliers for their support; long may it continue!

Keeping baby socks on! w Ne ner s sig De k On e c So vailabl ! a

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Web: www.hardenbergco.co.uk

Eight arms to hug

Meet Piu Piu the octopus, the latest cuddly character from Nattou that comes in six soft and calming colours. Little ones will love to stroke, pull and twirl the tentacles. Piu Piu the octopus is perfect for premature babies, the plaiting of the tentacles remind them of the umbilical cord, which helps them feel safe and secure. The idea originates from Denmark – as well as calming babies, their tentacles make them less likely to pull on their monitors or tubes.

Matching items available soon.

For more information call 01278 434440 or email mike.bird@hippychick.com

Foot finderr toys that actually ally stay on! n!! w Ne uct! d Pro ust J ed! riv Ar

Mercury Events announce 2018 plans A new Scottish Baby & Toddler Show is coming to the SEC Glasgow, with the first edition taking place on 27-29 April 2018.

Mercury Events, part of Ocean Media Group, are currently responsible for running the UK’s leading consumer baby shows serving the North West and South East of England. This new show will be the only baby show serving Scotland.

Through an ongoing dialogue with the nursery industry the decision was made to postpone the planned 2017 event until April 2018, to ensure the launch is a success for all stakeholders. They have appointed a new exclusive hardware retailer, Glasgow Pram Centre, which ensures the event will benefit from an immediate proven route to the market of new and expectant parents in Scotland, via their popular destination store in the city centre and strong nationwide e-commerce offering.

Dribble free fre bibs! w Ne ner ns sig De ble O ib ble Dr availa w! no

A personal touch With the success of the PLUSH TUSH launch in 2017, the luxury leather automotive accessory company are working hard on new complimentary products.

2018 is set to be an exciting time for PLUSH seeing the PLUSH TUSH in more retail outlets and additional leather accessories for the family vehicle that will offer the option add children’s names to products in beautiful leather hand embossing adding customisation to their customers.

Web: www.theplushcompany.com

...Easy to order directly from our NEW trade website... www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

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news Christmas cheer Gro’s Rob Pascoe (Group Commercial and Marketing Director) gets us into the Christmas spirit!

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s 2017 draws to a close we are all getting in the Christmas spirit, donning our Christmas jumpers and looking forward to the obligatory Christmas do. As our year end, it’s also when we are feverishly looking at the numbers and reviewing our activity over the year.

Never a company to sit still 2017 does seem to have gone by at a frenetic pace. Merging Sales and marketing earlier this year has seen us achieve greater cohesion, allowing us to align our objectives so we can have greater impact on consumers and retailers globally.

With recent successes like the launch of Ollie the Owl into the nursery market we are looking forward to introducing even more new product, for the first time moving into a new category which will bring with it challenges and opportunities. To make sure we deliver the most effective campaigns we make sure we stay in touch with what consumers want, constantly testing, gathering insight and evaluating our range.

So as we go into 2018 despite certain unknowns in the UK at the moment we’re very excited and prepared. We’ll be making more noise about our brand, strengthening our relationships with retailers and creating more new and exciting assets to support their sales.

Although it’s the end of the year we’re leaving 2017 in style.

By the time you read this our Christmas campaign will be underway. It doesn’t include any cute monsters, big red trucks or movie tie-ins, it concentrates on what we know, about family and about the joy that a child can bring. It’s what’s important to us and what’s important to our customers, we hope it will really resonate with them and we hope it does with you too.

Merry Christmas Rob and all of the Gro team Watch the Christmas advert at The Gro Company’s You tube channel. ch c cha ha h ann nne nne ell..

Summer welcomes new team member Summer Infant is pleased to announce the appointment of Matthew Lane as National Account Manager within the UK Sales Team. Matthew will be responsible for customers within Grocery and Baby Specialists.

Matthew joins from Techtronic Industries (UK) Ltd, who are widely known for well-known brands such as Ryobi, Vax and Hoover and successfully managed major national accounts.

Matthew describes himself as focused, analytical and forward thinking, with a huge appetite for learning; he is looking forward to joining such a dynamic and innovative industry and working across the breadth of products Summer Infant has to offer.

“We’re thrilled to welcome Matthew to our team; we continue to be focused on delivering category growth and have some really exciting plans in place for 2018, so it’s a great time for Matthew to be joining to help ensure we continue to deliver dedicated support for our customers, which will help us deliver against our growth objectives”, says Hashim Yilmaz, General Manager of Summer Infant.

Twas the night before Christmas

The Gro Company have captured the magic of Christmas with children in their first Christmas advert, filmed using making real families going through the ritual of bedtime on this important night, Grobag, the g includin s favourite y Compan treasured memories using Gro Sleep Grosnug, Gro to bed and Ollie the Owl. The advert closes with a drive to do to ng everythi about e Club, The Gro Company’s brand new digital magazin with parent and baby sleep. of Heidi Steel, Marketing Manager said: “As a brand with almost 20 years a key heritage it was important to us to demonstrate how our products are such part of many parents most precious memories.”

The Gro Company have created a Christmas Advert that is high quality, their position as a trusted brand working with Aspect Film and Video to ecting refl bring the project to life and give it that touch of magic.

The advert will be used widely across all digital platforms.

Team grows at Slumberland To support the continued growth of Slumberland in the independent market, Bronte Naylor has been appointed as Nursery Key Account Manager.

Having worked previously for Steinhoff UK Beds as a Merchandiser across the Relyon, Dunlopillo, Myer’s and Slumberland brands; Bronte has a wealth of bedding knowledge and experience of the independent market.

Focusing on strengthening business relationships, Bronte will be the new day to day contact for nursery independent customers and will be responsible for sales support and merchandising, as well as assisting with marketing and product development.

Bronte will also provide support to Steve Birds, Nursery National Account Manager in expanding the Nursery portfolio at Steinhoff UK Beds.

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Celebrating 10 years providing innovative Solutions for Baby Feeding, Toilet Training and Bath time needs Solution EU Limited has reached a milestone this December, celebrating 10 years of business.

Co-founders, Tom McKenna and Mark McLoughlin said “We are delighted at such an achievement.

We wouldn’t be here today without the support of our customers and hard-working team. There have been many challenges along the way. But the strong, award-winning relationships we have formed throughout the industry have reinforced our aims and aspirations for the business. We are looking forward to the next ten years!”

Solution EU Limited is the largest private label supplier in the UK of baby feeding, toilet training and bath time products to leading grocery, pharmacy and baby specialists. Solution EU Ltd also has a large and growing export business.

Some much-loved licensed characters can be found within their ranges too!

These include Disney, Peppa Pig, Paw Patrol, My Little Pony and Teletubbies.

Based near Buckingham in the UK, Solution EU Limited use the latest 3D technology and innovation to continually develop their ranges. They also have dedicated teams that provide excellent Account Management, Finance, Logistics and Customer Service. Supporting their customers in every aspect from design to delivery is paramount to their success.

For more details: Tel 01280 878 260 Email info@solutioneu.com Website www.solutioneu.com

retail

KATIE’S PLAYPEN

Keeping up with Katie Katie’s Playpen was established in 1990 and they have gone from strength to strength over the years. Here we question Katie Pizzey to find out more.

Firstly can you tell us a little about Katie’s Playpen?

We are a family run business that started trading in 1990. We started in a little rented shop selling mainly second hand and new items. We now own a very large shop with 10,000 square foot. We sell lots of different major brands with most of the products on the shop floor. All of our staff have superior expertise and knowledge in the nursery industry and customer satisfaction is our main propriety.

Your store occupies over 10,000 square feet, how do you manage your floor space?

It can be extremely difficult. We like to display a vast range of each supplier that we deal with so it is very important that we give each product enough floor space to display correctly.

Stock changes continually so we are always changing our shop floor around.

You have been established for over 26 years, during this time you have experienced quite a lot of changes since first opening. What would you say has had the largest impact/ change?

The internet has had a big impact. People used to come into our store without going online so they would come in and look around at all the products. Nowadays peoplee know what they want before they come in store and they are always comparing prices to online. They also seem to get offended if we do not match some silly prices online.

You still get customers that come in with a blank mind so you can show them the whole range.

Also products have changed a lot over the years. They are now a lot more fashion led.

How do you keep abreast of current trends?

Suppliers keep us up to date with new coming out. Also when we attend trends com trade sh shows we can see what product are going to be coming into the market.

Soc Social media and magazines also h helps us. And of course, we also do a lot of research.

Brands hold a strong foothold on the industry - how important are these to y you?

Very important. Customers come in V looking for certain brands so it is loo essential essen that we have these in store.

Do you look for products also that m may not be recognised as a Katie Pizzey (Company Director), Margaret Pizzey (Owner) 10

nursery today

“ We fotrry altol

ca ter of ou r customer s by offering lots of d ifferent p ri ce banded item s on th e sh op floor. ”

brand, b rand, but offer a point point i t off difference? d

A the time. It’s nice to have things on All the th shop floor that may not be a recognised brand. We believe in trying to re source different products for customer’s so so s they have more of a choice.

I there a particular Is category that you are seeing growth in at present?

Wheel goods! Manufacturers are bringing W out nicer styling of fabrics that keep up with the current market.

Pick up lines are always a strong seller for us as customers like little things that you do not always find in the bigger multiple shops.

Are your customers looking for value for money or quality when it comes to their product selection?

Addiction Both. Some customers come in and they have a certain amount of money to spend so they will only go to what they can afford. Other customers would rather look for quality rather than price.

We try to cater for both sorts of customers with lots of different price banded items on the shop floor.

Do you have a range that your customers can’t seem to get enough of ?

Not really. We always manage to fulfil all of our customer’s needs.

Are you finding that your customers are well informed before coming into the store?

This issue we take a look at car seats - do you feel that there is still confusion out there and that as an industry we are sending out a universal message?

Customers are still confused about the different groups of car seats. A lot of customers think that their babies are out growing their seats a lot quicker than what they actually are as they seem to look too big in them. They see what their friends are doing with their seats and they think it’s all correct. Customers need to be taught that car seat safety is very important and that you should always have the correct seat for the baby.

Yes. A lot of customers do their research before they come into the store. They always tend to shop around so they do know what they are looking for.

How important is social media to you as a company?

We source products by doing a lot of research to fulfil customer’s needs. We also have products that are made exclusively for us with our own designs.

Finally, are there any exciting plans on the horizon that you would like to share with us?

How do you source the products that you offer both in-store or online?

As with any business, social media is very important. A lot of people use social media and therefore we know that we have to keep up with this.

Yes!! Watch this space!

theredkitebabycoltd redkitebaby Check out our website redkitebaby.co.uk

Call our sales team on

01454 326 555

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Cover Story: CHICCO

Dream big with With another enormously successful year under its belt, it seems there’s no stopping Chicco as we head into 2018. With its most exciting collection to date, including the much-loved Chicco Next2Me Dream, we reflect on the success of 2017 and take a look at what the UK’s most loved baby brand has got in store for next year… t has been a year of unparalleled success for Chicco, with a whole host of new sales records, industry awards and high-profile endorsements that have driven amazing growth for the UK and Ireland business; testament to Chicco’s unfaltering popularity among parents. Not only that, but its award wins soared into the double digits, featuring products from its nursery, feeding, travel and toy sectors.

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Sweet dreams

Chicco Next2Me returned to our TV screens as the only side-sleeping crib to be advertised on national prime time television.

We also saw the introduction of Chicco Next2Me Dream, the brand new side sleeping-crib innovation, featuring a one hand opening panel and a rocking mode to sooth baby during sleep time.

2017 was also the year that Chicco formed an exclusive partnership with Annabel Karmel, the #1 bestselling author of some of the UK’s most loved baby recipe books. Chicco’s Polly Progres5 5-in-1 highchair graced the front cover of Annabel’s latest Baby Led Weaning book, with the partnership continuing long after the book’s release in the form of combined social, online and print media campaigns.

After the incredible success of Chicco Next2Me, this year saw an update to the much-loved crib: the Chicco Next2Me Dream. With a hugely successful first year of sales, the new addition to the sleeptime family has proven immensely popular amongg both parents and industry experts.

Chicco Next2Me Dream attaches securely to parents’ bed to allow them to treasure the precious moments with their little one without sharing the same bed. It comes with a brand new rocking mode to soothe babies as they drift off to sleep, along with a one-hand opening panel to allow parents to reach their baby as easily as possible throughout the night.

The crib joined the rest of Chicco’s sleeptime family furniture in a high investment in-store activation plan earlier this year, taking place in 109 stores across the country. The POS campaign used plinths to showcase the Chicco sleeptime family alongside the other sleeptime furniture to further enhance the immersive in-store consumer experience.

Not only that, but Chicco Next2Me will be returning to our TV screens in February 2018 for six weeks, maintaining its status as the only side sleeping crib to be advertised on national prime time television.

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Baby Hug 4-in-1

N for 2018…

New ssometimes a hug is all you need! a

H on the heels of the success of 2017, Hot Chicco is preparing to introduce its most C eexciting innovation to date: the all-new Baby Hug 4-in-1!

H This 24hr indoor solution provides four cconfigurations so that it can be adapted to different needs throughout the day. To support the launch, Chicco carried out extensive consumer research to determine exactly what parents and babies need as the day goes on, and created a product that meets these needs with ease.

This brand new innovation can be transformed into four configurations: a crib, recliner seat, highchair and first seat, suitable from birth until 3 years.

Retailing at £199.99, Baby Hug is considerably more cost-effective than

Just like Magic Ju

As brand leader in highchairs, Chicco is showing no signs of giving up this title with the introduction of the brand new Polly giv Magic M Relax.

Chicco’s much loved Polly Magic highchair will be given a spell sp bounding new look in the form of the Polly Magic Relax, the th perfect companion to keep mealtimes covered. From birth until un six months Polly Magic Relax can be used as a comfortable newborn ne chair thanks to the new super soft reversible reducer. A removable re toy bar is also perfectly positioned to entertain and stimulate st baby whilst they play. When it comes to weaning at around a six months, Polly Magic Relax offers eight different height levels and three reclining positions meaning you can find h the th perfect feeding position for you and your baby. As the baby grows, g the tray can then be fully removed from the highchair so it becomes a chair, allowing little ones to sit up at the table to enjoy e a meal with the family.

The highchair is ultra compact and can be neatly folded. It also a boasts four wheels, making it easy to move around and is fitted with a practical storage basket so useful items can be kept close by. c

purchasing each of the four items separately, and it provides significant space-saving too.

With four wheels, it is highly maneuverable and can be easily transported anywhere around the house.

To top off the exciting news, Baby Hug 4-in-1 will be making its small-screen debut in July 2018 with TV advertising. The ads will appear across more than 50 prime time and national channels in the United Kingdom – including Sky, ITV2 and ITVBe. This forms part of an overarching heavyweight media plan to support the launch, including substantial social, online and print media investment.

Just zip & go with Chicco

Travelling with children is made easy with Chicco’s brand new Zip & Go travel cot.

Totally foldable and lightweight, Zip & Go is a practical and safe solution for parents traveling with young babies. It features a unique fold down section that can accommodate babies from birth right up until 24 months. In just 10 seconds, Zip &

family as babies turn into toddlers. It can then be quickly and easily re-zipped to store or taken away on adventures! Zip & Go also features an all round mesh surface, providing ultimate breathability. When in the 0-6 month configuration, it can also be used in either the fixed position or a comforting rocking mode.

Good things come in small packages

This year we will also see an update to one of Chicco’s much-loved lightweight stroller offerings: Miinimo becomes Miinimo2!

This super compact pushchair measures just 55x48.5x25cm when folded. Its small size, long shoulder strap and travel bag that can be used as a backpack make it perfect for travelling, helped by the fact that it only weighs 6.2kg. When folded, it can fit easily into small spaces; meaning travel on planes, trains and cars alike is made easy. The fully reclining backrest makes it suitable from birth, providing unparalleled comfort for little ones, and the shock absorbing wheels keep them comfortable whatever the terrain. For the wet weather days, it comes complete with a rain cover and extendable canopy to ensure babies are kept warm and dry all day long.

With its most exciting and innovative collection to date, Chicco continues its path as the UK’s best-loved baby brand…

B Boppy Best Buys B

Zip & Go

Go can be unzipped to transform from a regular crib for babies from 0-6 months into a more spacious cot for children from 6-24 months, meaning it will grow with little ones and remain a much loved member of the

T There are two brand new oofferings from Boppy for 22018: the Bump & Back aand Custom Fit pregnancy pillows. p Bump & Back is here to provide p double comfort t throughout every stage of pregnancy, right up until full term. The clever design eliminates the need to choose between back or belly support – by supplying both in one!

The shape and size of the pillow means that sleeping in the recommended side position is made as comfortable as a possible, with both bump and back equally supported all night long.

Designed for use right up until mothers reach full term in their pregnancy, Boppy Custom Fit Single is a simple but specific sleep solution for maximum comfort. It is recommended by doctors that expectant mums sleep in the side position in order to maximise comfort and safety. Boppy Custom Fit Single makes sleeping in this position comfortable and easy by providing full body support, from head right down to toes.

Miinimo2

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

Boppy nursery today

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talking shop NURSERY SUPPORT GROUP

Shop matters with NSG ear Universe, give us independents a BREAK! Black Friday, Cyber Monday, sales starting a week before. Suppliers discounting direct, nationals becoming trigger happy and some indies as a result going rogue. Pricing in our industry is laughable. Honestly, you talk to people in other industries that laugh at us – I laugh back, you barely have an industry left, thank Amazon for that!

It’s getting tight, and it’s not a great time of year for business generally…being gen aware that retail reta is down, and physical retail is declining, d we need to continue to harness the power of the Internet, Int but where suppliers are allowing a free for all be between themselves and their sto stockists…its tightening further.

Recently, I’ve been talking a lo to smaller independent lot re retailers, and it was positive to h hear that some are thriving – em embracing the technologies o open to their businesses, a advertising, optimising the use o social media and email and of r reminding people where they a I realise sometimes it’s are. t that simple, where some c customers just pop something into Google or Amazon, maybe they forget their local indie, who may be able to atc or have a match bette price on…so better re its remaining in the foref forefront of peop minds. I people’s hate hearing: “I’ve look looked ever everywhere!”, Aye sur You’ve sure! traw the trawled Int Internet, all over the world and not loo looked at your loc shop? But local it’ true that they it’s do don’t.

Nearing C Christmas, I th we need to think h hone into the s smaller baby m market; and Christmas themed toys. I know some shops have told me point

D

Yasmin Ali, NSG

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Recently, I’I’ve bbeen ta lking a lot to sm aller indep en dent retailer s, an d it w as po sit ive to he ar th at so me are th riving – em br acing th e tec hn olo gies op en to th eir busin esses, advertis ing , op tim ising th e use of socia l med ia an d em ail an d rem ind ing peop le w here th ey are .

blank it doesn’t work for them, but surely you still must have something to reflect the holiday season? Little toys; blankets; baubles – all things I think even in small amounts, get them on your social media, remind people you are there and remain relevant. Counter displays, window displays, get the fake snow out! Send d me pics! I love to seee d your shops. I would recommend Bizzi n Growing, Dandelion as and Mamas & Papas they have lovely Christmas ranges, and the usual wholesalers. I think the Rockit is a great product, that would be a great gift, in addition to the usual First Christmas bibs and goodies found in our usual Wholesalers. I’d love to compile a list of Wholesalers that I can refer to - if this is you can you drop me an email?

A point of conversation I think that will be coming up soon is holidays…where our suppliers take a week, sometimes two at the holiday season, its lucky if some shops get more than Christmas Day…it’s always a tough one, no one wants to work Boxing Day, do they? I worked the Next Sale as a student, I’m still scarred. Grown adults fighting in the aisles, I don’t know what happens to consumers at this time of the year, what happened to good cheer?!

Overall, a worrying number of our retailers have reported a hike in incidents involving members of the public. Whether its kick offs in the shop, verbal abuse, swearing, cidents, threatening behaviour, racist incidents, abuse over the phone and of course the dreaded keyboard warrior Internet rants. Not a whole lot that you can do about them unfortunately … depending on where they are as most companies want to remain impartial. Instore however, do we need posters, like the ones you see in trains?

Warning of zero tolerance.

Ha it come to Has that? I think it’s tha necessary, and urge nec all retailers to con consider some plan of action going into 2018, to protect 20 yourself and your you team tea members. I’m sorry; sor NO one should sho have to put up with abuse of any an kind from anyone an in the work place; pl certainly not from fro members of the th public. I think these th TV money saving sa shows have a lot to answer f I do think for; t they encourage t aggressive the a approach, and por portray us shop people as out to get the consumer, out to do everyone out of what they can.

They obviously don’t know our profit margins – especially not over Black Friday weekend where we saw some things going out at below our cost.

2018 calls for a cull; my independent friends! Get rid of dead stock, get rid of suppliers that are not supporting you – if you can’t get rid, then you need to let them know how you are feeling; how and what they are doing to affect your business negatively and what must change. We need to stop this fear that we have of our suppliers, it’s a partnership, not a dictatorship. Stand your ground!

Santa if you are reading this, I want a leather biker jacket with a hood; a new purse; a Jack Skellington goblet; a yellow Mima Xari for the shop floor; and for Snowy the haunted snowman to retire!

I wish you all good health, success, love and peace! See you all in 2018!

Good luck!

Email me Yasmin_46@hotmail. co.uk

focus CAR SEATS & ACCESSORIES Images courtesy of Dorel

Baby on board Infant car seats are a must and are required by law, what’s currently driving this sector forward? Here we take a look. ith i-Size now firmly planted in the majority of new parents minds and the change in law to backless boosters, the car seat sector is holding strong as a nursery category. This of course is due perhaps to the simple reason that parents have a need to transport their babies and children safely in the car.

The growth is further boosted by the increasing influencers of second vehicles, for example grandparents and carers.

However, although we as an industry may feel that the majority understand what the current

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requirements are through the varying stages, it would appear that more needs to be done, with regard to safety features and legal requirements.

Luke Burn (Cybex) told us: “With so much information out there, and the recent i-Size regulation coming into effect, it can be overwhelming for parents to know exactly what to look out for.

“More than half of parents don’t know what i-Size is, according to a recent Which? survey but it’s up to us and other baby brands to ensure parents are fully aware of what safety features to look out for, whilst ensuring our retailers and consumers are on the same page.”

But what do the retailers think? After all, they are the people on the front line? “I think we are all pretty much on the same page.” Tracey Medway (independent retailer, Kiddieland) told us. “I feel however that manufacturers need to concentrate on retail training so we are all up to date all of the time.

We have found on occasion that the customer can become confused if they have been shopping around and sometimes receive conflicting comments from shop to shop especially with the multiples, where staff turnover can be high.”

With that in mind, are we then as an industry now working together more harmoniously to ensure that the correct message reaches the consumer? We asked Damon Marriott (Joie UK Product Manager) for his thoughts. “There’s definitely a consistent message around the need to use an appropriate, and vehicle compatible child restraint, but this then starts

to become a mixed one for the safest type of seat to use i.e. forward versus rear facing, harness versus shield.”

Kevin Clarkson (independent retailer - Paul Stride) feels we may have some way to go. “This is a real problem and which probably stems from the need to advertise features to consumers. Consumers are often swayed by the claims and features of the lesser brands yet the more advanced and safer manufacturers tend to under sell their products, relying on more artistic photography rather than bombard with actual factual safety information.

“One of the most common mistakes is with consumers who buy from non-technical outlets, supermarkets or US based internet retailers who always think they can use the harness all the way up on a group 123 seat rather than just to 18kg as per the instructions.”

Nikki Vadera (Head of Marketing UKI, Dorel/ Maxi Cosi) feels that although a universal message is now coming through, there may be more that could be done to try to assist any confusion. “There is definitely a desire to send out a universal message, however I think that it’s easy for a consumer to get overwhelmed with the amount of research that needs to go into buying a car seat.” Said Nikki. “That’s why Maxi-Cosi try to simplify this for consumers in order to help them make informed decisions. “ Although many feel that we are still experiencing the effects of a recession, but does this mean that parents are no longer taking their child’s safety in the car seriously? It would appear not.

The survey says…

Nursery marke

t specialist FanFinders surveyed 1,500 consumers via their platform Your Baby Club focuss ing on car seats. Here’s the results.

One area category however, that appears to be picking up speed, is Group 1,2,3 car seats.

With parents continually feeling the pinch, perhaps more are also looking at this particular type of seat as it could possibly offer a greater perceived higher value for money by taking their child through to potentially 12 years of age.

Damon Marriott (Joie UK Product Manager) feels this is definitely a changing category within car seats. “From our own experience longevity has become a key criterion for a lot of parents. Many are looking for that value without compromise on features like extended rear facing, no re-thread harness / headrest systems, Isofix and side impact protection.

“We saw our original multi-group Stages car seat perform so strongly year after year, due to the extended period of use, that it was no surprise that the Every Stage and Every Stage FX quickly eclipsed that performance adding so much more being a seat to cover every age and stage!”

Consumer’s priorities when purchasing

early stage car seats (i-Size) are predominantly around safety. Despite the higher retail price points in this category, parents appear to prefer to support trusted market brands, with each leading brand now having an i-Size selection in their ranges.

In an age where aggressive online pricing has become the normal, early stage car seat products provide an opportunity for ‘brick and mortar’ retailers to makes sales through premium customer service.

By ensuring you have well trained staff their product knowledge can add to the consumer’s in-store shopping experience and satisfaction with the retailer.

Safety related topics such as Isofix, i-Size and Rear Facing Car seats is where a good level of a retailers expertise can educate and assist customers with their decision making.

With the car seat sector being buoyant – it makes perfect sense to consider all the accessories that are also available – these are great add-ons to any sale!

When buying a car seat were brands important to you?

Yes – 918 (61.2%) No – 582 (38.8%)

Did you feel there was sufficient information available to assist you?

Do you find car seat information confusing as to what you need and when?

Yes – 741 (49.4%) No – 759 (50.6%)

Did you buy a seat with an Isofix base?

Yes – 1251 (83.4%) No – 249 (16.6%)

Yes – 852 (56.8%) No – 648 (43.2%)

Did you research car seats prior to purchase?

Was it important your chosen seat was professionally fitted into your vehicle?

Yes – 1317 (87.8%) No – 183 (12.2%) Did you listen to friends/family for recommendations?

Yes – 906 (60.4%) No – 594 (39.6%)

Do you understand i-Size and buy a i-Size seat?

Yes – 516 (34.4%) No – 984 (65.6%) Did you buy more than one car seat?

Yes – 330 (22%) No – 1170 (78%)

Yes – 744 (49.6%) No – 756 (50.4%)

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Toys for travel

At Taf Toys they aim to take the stress out of travelling and believe the key to a smooth car journey is a calm baby. Their range of car toys offer plenty of easy-to-reach play activities such as the Play & Kick Car Toy with music and lights activated by the baby’s kick, and the Musical Car Toy Owl activated by either a handy remote control for parents or baby’s touch.

With stylish designs, adjustable heights and easy attachment features both you and your baby will always be ready for a fun and relaxed drive.

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

New level of cceser hass!

Joielie-flatsiSu ize infant carri

Joiie’s new de action from the tra recceived a great re is el ev i-L ke! The Joie and consumer ali s les d an cm 85 up to suitable from birth y pl sim d an rly ve cle than 13kg. i-Level can be reclining seat that converts to a flat the on d an cle the vehi u used flat, both in p pushchair! degree ergonomic The i-Level’s 157 ild’s d to keep your ch aangle is engineere ment gn ali ct rfe pe in dy h head, neck and bo t and en m spinal develop promoting healthy g in ur at Fe . nt airflow to maintain consta protection and a ct pa im e sid certified at st re and harness th multi-height head le ab ail av which is also s the iBase LX, x, an Isofix base, th wi ete the Joie chrome dl pl m th co wi es m fant seat pairs adapters. e infa g Th in usstt together. It co . djju us d ad ed s d ed air ne ch sh be brand pu a second base s, as well as other separately should etrax 4 pushchair lit d an r ste os cr mytrax, pact, 900 Tel: 01889 808 joiebaby.com s@ le sa Email: uk

Grab and go Facing both ways The Diono Radian 5 is the ultimate Group 0-2 car seat. It is the only car seat on the market to rear face and forward face in a five point harness from birth up to 25kg, keeping little ones super-secure in their seat up to a maximum of seven years.

The unique steel frame provides a tough immovable core whilst metal reinforced side walls along with advanced energy absorbing foam stop crash forces transferring to the child.

Short and long journeys are a pleasure with ultra-comfort memory foam, expandable sides and a plush newborn insert to keep babies secure and content.

Web: www.uk.diono.com

mifold the Grab-and-Go portable car seat is rapidly becoming a part of the family of car seats in households across the UK, with more and more families with kids aged four to 12 owning a mifold or two.

Uniquely, mifold is mighty small, mighty strong and make no mistake, mifold IS a child safety restraint, approved in accordance with ECE R44.04 regulations. So how does it work? mifold acts as a seatbelt adjuster by pulling the adult seatbelt down to fit the child correctly on the collar bones and hip bones.

Use a mifold instead of strapping an adult seatbelt on a child when their regular car seat is unavailable. It’s even easy to convince those older kids who no longer want to look babyish in their regular car seat, to use a mifold. Once seated, mifold is well hidden.

Advanced, compact and portable mifold is for every child, in every car, on every journey, every time!

Web: www.whitestep.co.uk

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AD_0183_ILevel_NTAd_EN.pdf

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15:24

flat out finest

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157 tilt

meet i-Level™ E kick bac

k & relax!

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A dreamy day-tripper that does more than most when on the roam or even at home. With i-Size security plus stretch and snooze Intelli-Snug™ tilt for a healthier, safer, cosier carrier.

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

Joie.indd 1

14/08/2017 16:48

focus CAR SEATS & ACCESSORIES

d Be bold B

ar h Bebec At easei (Growup it tional 0+) infant car seat is designed with addi

The Bebecar Easymax and hip areas, offering excellent side impact protection in the head wing born support cushions, and the new le ovab protection. It includes two rem breathable seat fabric is washable. cle seatbelts, although two bases It can be installed easily with the vehi and easy fitting. fast extra (belted and Isofix) are available for sis without additional chas El car Bebe all to tted Easymaxi can be fi of is m, and available in a wide choice adaptors, to form a complete travel syste stainthe ding inclu es, ssori acce and rs fabrics to match Bebecar’s pushchai resistant Magic range.

Tel: 01692 408801 www.bebecar.co.uk

fo r g n i k o o L p a rtn er s

Safely does it

Following on from their nomination for an innovation award in Colog ne and a huge amount of interest and potential ord ers, Huggle me Close are looking for suitable manuf acturers to partner with them and bring their car seat safe system to marke t.

If you are interested in par tnering or licensing this revolutionary, R44 cra sh tested, carsafe technology, enabling your brand to incorpora te it into your range of sno wsuits, coats and travel sleeping bags contact the m on the below.

Email: info@hugglemeclose

.com

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Joie Bold, three seats in one super transporter designed to grow from nine months to 12 years old. The Bold stands out from the crowd providing 5-point harness security up to seven years old (25kg), converting to a belted booster from 15-35kg. Joie ISOSAFE connectors, top tether and vehicle belt combine for a safer, stronger installation. And powerful side impact protection with Guard Surround Safety panels that shield little ones from head to hip. For ease of use the Grow Together multi-height headrest and harness system enables quick, simple adjustment with one-hand to 11 positions as your child grows, no rethreading of harnesses required. Additional features include 3 recline positions, removable body support for younger children and a cupholder that attaches on either side of the child seat.

Tel: 01889 808 900 Email: uksales@joiebaby.com Web: www.uk.joiebaby.com

focus CAR SEATS & ACCESSORIES

In a spin

tion ier and car a in b m o c s u io n e g in n A infant carr to the next level with its 2-in-1 s infant and toddler mobility

The Zero.1 Elite take ight and easily lifted into seat design. nt carrier is extremely lightwe infa ble ova rem the g 2.9k get their children in and out At a weight of only ting function allows parents to rota ° 360 old. the y nall itio Add birth up to approx. 4.5 years or out of the car. the Zero.1 Elite is suitable from ign des us nio inge this h Wit y. effortlessl Tel: 01926 484111 Web: www.recaro-cs.com

Keep baby comfy

Cushy Straps fro m Summer Infa nt are super-so designed to prov ft straps ide extra padd ing and comfort babies on the go for . The harsh mat erial of standar belt straps can d seat sometimes caus e irritation for when travelling babies in their car seat s; whereas Cus Straps are mad hy e from a soft ve lboa and are ki gentler on babi nder and es’ delicate skin .

The strap cove rs are simple to easily with selfuse and attach fasteners to sta ndard seat belt Designed with straps. cute little bear s on either side, Cushy Straps he lp make jour ne ys more fun an comforting for d babies.

Web: www.summer

infant.co.uk

ys s who take their children on car nt e n r u o j e e pare rent ss fiser ust-have for pa old Award from Stre s scooped a G lippasafe is a m ha C it om as fr e r re ag d. Parents Back Organ

entertaine The Seat trips; the t to keep them an w d an ys pied on longer ne cu oc jour ds ys, books y. ki ab ep eb tion, Bizzi ep items like to helping to ke sa ke r ni to fo ga s t or he ec g rf uc in pe po st d s te at. It ha back TV! t commutes an very own seat y to the front se r ei sil th ea Great for shor it ve ha ch ta n at e of the children ca es straps that and convenienc mpartment so ty co ili s g ab organiser featur in us ew e vi th ys watching film r praised plus an iPad hter really enjo Back Organise l ug at el and snacks in, da W Se y . e M in th s! es ed ip ttl st tr te drinking bo ly for long r al ci he pe ts One tester who fi es t, so al uc d od rfect an s is a brilliant pr ily, so this is pe product: “Thi ul trips to fam ha ng lo do to when we have ey!” worth the mon 11 899 Tel: 0115 92 uk ippasafe.co. cl w.

Web: ww

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The Joie Spin 360 makes leaning over a child and awkwardly trying to fasten them in a thing of the past!

The Spin car seat rotates 360 degrees to any position imaginable so you can move the car seat to a side or front-on loading position and easily place a little one into the car seat, or unstrap them without a fuss. This helps ensure correct fitting for maximum safety and offers complete comfort for the user. The new Joie Spin 360 Group 0+/1 car seat is suitable from birth to 18kg / 4 yrs. A rearward and forward facing seat that installs easily with Isofix, Joie passionately believes in extended rear facing and that’s why this car seat can be used rear facing from birth to 18kg/4 years.

The seat boasts ten recline positions; 5 rearward and 5 forward facing, the Grow Together multi-height headrest and harness which adjust together with one hand. Plus with a removable full body insert and head support, for optimal security, comfort and adjustment for the best fit!

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

focus ADVERTORIAL Maira Tie

Prepare to be wowed 85 new products from Cybex & gb

C

ybex and gb have raised the bar high for 2018 with a total of 85 new products being launched across all categories.

So what can retailers and consumers expect…

Our portfolio of new products brings new innovation, advanced safety, unique design, and intuitive functionality in Car Seats, Pushchairs, Carriers and Home. We have a range of products to offer to meet the needs of parents under our Cybex, gb, and new CBX brands.

CAR SEATS

As the most awarded car seat brand in Europe by independent bodies such as ADAC, we have taken our in-house knowledge and expertise to advance our car seats even further, whilst enhancing the design, look, and feel with plush new fabrics, increased comfort for children, and optimised functionality that will improve car safety.

New products arriving at the start of 2018 will include the Cybex Platinum Z-Line Family of car seats, offering the best in innovation and zerocompromise in quality, starting with the Solution Z-Fix with further additions later in the year. This will be joined by the Cybex Gold S-line Family starting with the Pallas S. To kick-start this step change, we have the Sirona Q i-Size, the very first 360° rotating i-Size car-seat with shield system. A market first, that offers secured comfort and maximum safety.

Cot to Go

PUSHCHAIRS/STROLLERS

Looking to wheels, we have some exciting advancements in our Cybex Gold pushchair and stroller collections, showcasing a modern design aesthetic. The new Balios S – a convenient and comfortable pushchair suitable from birth that provides a streamlined look with all the functionality that parents need and more in an array of colour options. Add a renowned award-winning CYBEX or gb infant car seat, the spacious Cot S Carry Cot, and you’ve got a beautiful 3-in-1 travel system that takes you through the city streets and across the country.

Cosmopolitan parents will love our next innovation which adds a new dimension to compact and lightweight travel. The Eezy S range, with two models, will be an ideal companion for travel and cityscape dwellers. Designed with a wide range of smart features, which can all be operated with just one hand whilst ensuring a comfortable ride. Making an appearance from February next year, be sure to be part of the revolution that will be Eezy S.

CARRIERS

Moving onto carriers, our collection has already expanded to include a ‘click’ option, giving customers the choice in how they want to secure the carrier, whilst still providing a stylish ergonomic system. Under our Cybex Gold brand, we are introducing the Maira Tie and Maira Click, two carrying options, one great promise to ensure secure hands-free carrying that promotes healthy development of the back and hip joints for the baby.

Working closely with Trageschule Hamburg, a renowned German carrying school, we’ve developed a range of comfortable and modern carriers that provide optimal ergonomic support, with optional carrying positions and have been awarded as hip healthy by the Hip Dysplasia Institute, to help build a secure close bond between mum, dad, and baby from birth to toddler.

Sirona Q i-Size

end there! Under gb we continue to expand the product line, again bringing unique, practical, and parent friendly innovation to market. With the all new Maris 2 from the gb Platinum brand, the futuristic design has been refined with new features whilst retaining the smooth, fluid movement, comfort, and iconic style synonymous with Maris.

Travel under our gb Gold has never looked so appealing. With new features added to our Pockit range and the addition of our all new COT TO GO carrycot, that ensures staying compact and lightweight is still possible to create the smallest 3-in-1 travel system – both local and long-haul are even more feasible with a baby in tow.

And if that wasn’t enough, we have our new hi-tech brand CBX, with products designed for the tiniest explorers. Functional design is equipped with smart features for a modern line of essential baby gear. Safety, convenience and comfort are at the core of every product. From car seats and strollers to buggies, carriers and small furniture, CBX offers solutions that are competitively priced to suit those on a budget.

With such a host of new and ground-breaking innovation set to come, don’t miss out on being part of what is set to be our biggest offering yet to maximise your sales and make a real difference to parents.

Tel: 0207 426 4938 Email: info.uk@cybex-online.com Web: www.columbustp.com

HOME

Expanding on our home collections, the less is more approach has been applied to our new Lemo Chair, a 4-in-1 seating solution – a chair for life that will take a child through from birth right through to the age of 99! The clean, minimalist Lemo design will comfortably fit in any room of the home. With only four screws to put it together, a sublime one-hand adjustment system that allows it to grow with the child, and a range of colours and material finishes, the Lemo will surely be a lifelong addition to any family.

The excitement of what’s set to come does not

Maris 2

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focus CAR SEATS & ACCESSORIES

S eat s N o m a h w in g d B lu e

Coming Soon from Maxi-Cosi In January, Maxi-Cosi will welcome a brand new addition to its baby car seat range.

The Rock car seat complies with i-Size (R129) legislation and features impact-absorbing material which increases the level of safety in the event of a collision.

Best used in conjunction with the 2wayFix base, parents can easily install the seat using ISOFIX and it doubles up as a highly convenient, click-and-go system.

The Rock is an affordable i-Size solution offering a high level of safety in a cosy environment.

Web: www.maxi-cosi.co.uk

The total package

Venicci prams vary in style and design. All of their 3in1 Travel Systems include carrycot, seat unit and car seat. Their car seats can take up to 10kg of weight, and on selected models even up to 13kg. Their car seats have been designed to guarantee comfort and safety at all times. All car seats are thoroughly tested before they enter the market, and meet all the health and safety criteria and regulations to insure high quality product.

The 3in1 package also include number of accessories new mums will find useful on daily basis. As they are included with the pram, you do not have to worry about having to purchase extras that might not necessarily fit or match your Travel System.

These accessories include: car seat adapters, rain cover, changing bag, cup holder, mosquito net and more.

Web: www.venicci.co.uk

i tle accidents Lit L ha happen

Infant’s Piddle Pad is an innovative waterproof seat um Summer Su S ner and a perfect protector for car seats and buggies, designed ne iner lliliner for ffoor ttoddlers who are in the process of potty training. The Piddle Pid Pad uses a quilted terry cloth material that is soft on little Pi Pid ne skin. With its waterproof vinyl and absorbent layers, it one’s oon soaks soa up soiling and prevents staining and is conveniently so washable. The Piddle Pad has been designed to be machine maa m l and so can fit into most seats or harnesses. universa un un The Piddle Pad is a must have for all toddlers (and their embarking on their toilet training milestone. parents) pa pa Web: www.summerinfant.co.uk W

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Feature:

DIONO

Car seat conundrums A car seat is an essential piece of kit for most parents but choosing which one, when to move up to the next stage and learning how to install them can be confusing. We get the run down from Diono on things to look out for.

Extended rear facing

Buckle Crunch. Keep the seatbelt buckle away from pivot points

Head Rest Wedge. Don’t use the headrest to wedge in a car seat.

Harness Position. Make sure the shoulder straps are at the right level – check the manual of each car seat.

Thanks to a growing following, more people are becoming aware of how much safer extended rear facing is. The regulations now state rear facing to a minimum of 15 months but many consumers are looking at solutions for up to four years to protect their little ones. So why is rear facing safer? At birth, a baby’s head accounts for up to 25% of its body mass and by the time we get to adults, this figure reduces to just 6%. This means the stress on a baby’s neck to support such a comparatively large mass is significantly more and when in a forwardfacing car seat, the movement of the head during an accident places a much greater proportional force on the neck. When rear facing the back of the seat supports the baby’s head, neck and spine, distributing the forces and therefore protecting the neck.

Sometimes it can be hard to convince parents moving from an infant carrier up to the next stage to stay rear facing but children are five times safer this way. Often if they move to a convertible seat (one that faces both ways) it gives them confidence in the longevity of the seat and the option to turn forward facing at a later stage rather than having to buy another seat.

For this reason, we are seeing convertible seats growing significantly in the UK. At Diono, they introduced their first convertible seat in America over 10 years ago. Now on sale throughout Europe Radian 5 is the only seat to offer rear facing and forward facing in a 5-point harness to 25kg. It’s a great solution to provide adaptability for every journey.

Isofix vs seatbelt

Loose Harness. Tighten the harness so the webbing cannot be pinched.

Twisted Harness – Always make sure the harness is flat both at the front and back of the seat 26

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Isofix is great, so much easier for parents to install but don’t discount a seatbelt installed child restraint. Isofix has a weight limit of 33kg which must include both the child and the seat.

Many Isofix seats have a max child weight of 18kg which can be a significant limitation for parents of children who grow quickly! A seatbelt can hold more than twice the weight of Isofix so allows for car seats to keep children in a five point harness for longer. At Diono they talk to many parents looking for options to keep their child in a 5 point harness after 18kg, typically because they are

“5 x safer” too young at 2.5 or 3 years for a booster and it’s not the right time to move to using the adult seatbelt. Many parents also want to try and fit three across which is usually much easier with seatbelt installed child restraints.

The most important element with any car seat is correct installation, so always take the time to read the instruction manual and watch the installation videos. To support Radian 5 retailers and consumers, Diono offer dedicated retailer training, on hand support, both instore and over the phone and the option for parents to contact their product specialists and visit them for installation assistance.

Common fitting errors

With increased awareness, car seat fitting is improving but still over half of all car seats are estimated to be incorrectly installed. Here are a few of the common mistakes Diono see at clinics and events. Probably the most misinterpreted one is buckle crunch. Many parents who have heard about it, believe this means the seat belt buckle can’t touch the seat at all. In fact, it just means the seat belt must be straight and cannot be positioned on a pivot point which is likely to cause unexpected stress and may result in the seatbelt releasing.

To find out about the range or speak to their experts, get in touch at uk.diono.com or 01827 310557.

he Ra d i an 5 ffiser tre a r on ly se a t tdo foo r w a rd f a c in g an 5 - p o int f a c in g in a 2 5 k g h a rn es s to

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supplier snapshot This issue we’re talking car seats.

We spoke to some of the industry’s finest to find out their thoughts on the subject.

Nikki Vadera

Damon Marriott

Would you say parents look more closely now at the design elements of a car seat?

Design is important in a car seat but more in terms of comfort for the child and ease of use for the parent.

Would you say parents look more closely now at the design elements of a car seat?

Yes, design aspects like enhanced features; seem to be a high priority for parents today, so all Joie seats are designed to offer more for similar costs when compared to comparative models in the marketplace. With this Parents can expect the maximum level of safety without compromising any of the features and quality finishes of a car seat.

HEAD OF MARKETING UKI – DOREL

Do you think they are fully aware of the safety elements of a quality car seat?

Parents know that safety is paramount, especially where newborns and children are concerned. There is a lack of understanding of the different levels of safety and testing that a car seat can go through.

As market leaders in child travel safety, Maxi-Cosi both meets and exceeds all legal requirements for testing, raising the bar to carry out additional stringent tests on all aspects of our car seats, similar to those carried out by the independent and internationally respected car safety expert, Euro NCAP. As a result, we have led the way in improving side protection and have developed ground-breaking technology to protect children from injury in a side-impact crash. As safety is a key element, design elements that show the enhanced safety e.g. the AirProtect of our seats such as the RodiFix AirProtect can really help parents by visually highlighting additional safety features.

Are parents starting to look for and are aware of car seats that will take them through the varying stages?

From a value for money perspective, parents do seek out multi-group seats.

We know this is an important category for parents and have some exciting innovation throughout next year in this area.

Do you feel that price is a consideration?

Most definitely. Having a baby is expensive enough, so parents are understandable price conscious. This is why Maxi-Cosi are developing an innovation pipeline with a good, better, best (or safe, safer, safest) approach to have an offering for parents, regardless of budget.

What type of new innovation are we currently experiencing?

Clearly the Maxi-Cosi AxissFix Air is ground-breaking technology, being the world’s first car seat with integrated airbags. We see this as the new standard in forward-facing. At Maxi-Cosi, innovation is in our DNA and we will never stop innovating.

Do you feel that as an industry we are sending out a universal message?

There is definitely a desire to send out a universal message however I think that it’s easy for a consumer to get overwhelmed with the amount of research that needs to go into buying a car seat. That’s why Maxi-Cosi try to simplify this for consumers in order to help them make informed decisions.

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PRODUCT MANAGER - JOIE UK

Do you think they are fully aware of the safety elements of a quality car seat?

Yes I think many are aware of standard information, carrying out research online especially, where content allows video to show features and fitting clearly, along with independent reviews. With many Joie seats featuring enhanced safety features like internal steel framework and on products like the Spin 360 our auto retract Isofix system, as a brand its important for us to provide additional content and continue to work with influential media and bloggers to help parents understand our products fully in relation to all there elements, with safety being key.

Are parents starting to look for and are aware of car seats that will take them through the varying stages?

For sure, our particular experience is that longevity has become a key criterion for a lot of parents. Many are looking for that value without compromise on features like extended rear facing, no re-thread harness / headrest systems, Isofix and side impact protection. We saw our original multi-group Stages car seat perform so strongly year after year, due to the extended period of use, that it was no surprise that the Every Stage and Every Stage FX quickly eclipsed that performance adding so much more being a seat to cover every age and stage!

Do you feel that price is a consideration?

Yes definitely, everyone has a budget and with many families using multiple vehicles to transport little one, it can be expensive to kit each car out with the top of the range seats. Our range of seats don’t compromise on safety or features, but offer value to the user whilst maintaining margin for the retailer, so the JOIE range is always expanding to fit a more diverse and demanding consumer.

What type of new innovation are we currently experiencing?

The Child restraint category has seen some great innovation recently, but I think the rotating seats have really caught the imagination of consumers, who especially appreciate the benefits of easy harnessing, loading and unloading little ones who don’t necessarily want to comply, as well as in tight car parking spaces. We’ve seen huge growth this year in sales of our multi-award winning Spin 360 car seat, and we’re really pleased to be able to offer rear facing safety and this great feature at a very competitive price!

Do you feel that as an industry we are sending out a universal message?

There’s definitely a consistent message around the need to use an appropriate, and vehicle compatible child restraint, but this then starts to become a mixed one for the safest type of seat to use i.e. forward versus rear facing, harness versus shield.

Michael Wilkins

MARKETING MANAGER UK – KIDDY Would you say parents look more closely now at the design elements of a car seat?

It is becoming imperative for brands to not only meet quality standards but ensure this is married with great product design; both look and feel, as well as clever product design features. Consumers have the power at their fingertips to ascertain whether your product will not only meet their expectations in use, but also whether a product can meet their lifestyle and aspirations. The latter, more often than not being dictated by design.

Do you think they are fully aware of the safety elements of a quality car seat?

Car seat safety certainly gives the parents that ‘comfort blanket’ feel, however it is becoming more important to add clarity to the messaging around safety and practically in use. Design iterations and product innovation are creating a ‘melting pot’ of considerations for a parent. The differing market segments within car seats can be seen to be giving varying levels of importance to the product features vs crash test safety.

E.g. Kiddy Lie-Flat technology (including Air pocket for Ventilation) vs Independent safety test results from ADAC, Stiftung Warentest and Which?.

The interesting part of the above in relation to infant carriers is differing between safety in crash tests, compared to safety in the child’s positon (lie-flat for infant carriers) when in a seat, and also safety in temperature control.

Are parents starting to look for and are aware of car seats that will take them through the varying stages?

This is certainly a consideration, with more and more parents looking for bases that can cover varying stages, however, we certainly see more parents concentrating on their purchase ‘for the moment’, rather than considering the whole solution for a child from 0 to 12 years.

Do you feel that price is a consideration?

Price is certainly a consideration, however if expectations can be met a premium price tag shouldn’t be off putting in this category. We have taken steps ensuring everything from the material we use, colours within our range, additional safety features, through to the hidden messaging on our car seats all raise the stature of the brand. The devil is in the detail.

What type of new innovation are we currently experiencing?

Current innovations are revolving around the ease of use of products within the category, however we can certainly expect the ‘digital revolution’ to come to the car seat category.

Do you feel that as an industry we are sending out a universal message?

If you were to look at this through the eye of the consumer, they receive a plethora of information that can ‘blur’ the lines of what might be right for them.

It can be seen on a macro level that ‘beliefs’ are being misconstrued as being legislative as well. As with most industries, we could certainly strive to create a clearer picture for the consumer.

Luke Burns

MANAGING DIRECTOR – CYBEX Would you say parents look more closely now at the design elements of a car seat?

Over the past few years, I think there has definitely been a shift in what parents require from a car seat. Ultimately, safety comes first but the design of a car seat plays a huge factor when it comes to parent’s purchasing decisions, especially if it’s for a travel system.

For us, design is a combination of functions and features plus beautiful fabrics and fashions to offer something to suit each individual lifestyle. By offering these key qualities, we can ensure our car seats offer a whole package that parents want and need.

Do you think they are fully aware of the safety elements of a quality car seat?

With so much information out there, and the recent i-Size regulation coming into effect, it can be overwhelming for parents to know exactly what to look out for.

More than half of parents don’t know what i-Size is, according to a recent Which? survey but it’s up to us and other baby brands to ensure parents are fully aware of what safety features to look out for, whilst ensuring our retailers and consumers are on the same page.

Are parents starting to look for and are aware of car seats that will take them through the varying stages?

Having a baby is already a big enough cost and we know that more parents are looking for systems that offer use from when they purchase their first car seat right through to use of their next stage car seats. This is evident in our Sirona M2 modular system – a convenient system that allows parents to transition from an infant carrier to a second stage car seat, using just one base, and ultimately takes the hassle out of choosing your next car seat.

Anyone that visited Koln will know that at Cybex, we are taking this concept to the next level, with the first rotating lie-flat infant car seat that also offers the modular system. A real game changer in the car seat market!

Do you feel that price is a consideration?

When it comes to safety, the cost of a child’s at life is invaluable compared to the cost of a car seat.

Spending less money doesn’t necessarily mean your car seat will be less safe.

However, more expensive car seats will often provide extra safety features such as Linear Side Protection, and Driving Direction Control that stops parents from turning their little ones forward facing too soon. Both features that we are very proud of.

What type of new innovation are we currently experiencing?

Prevention of user error is a major innovation within the industry – we want to make sure our car seats are cleverly designed so that parents make no mistakes when fitting their child into a car seat – Driving Direction Control is leading the way here. For us, it’s all about making lives easier for parents.

Do you feel that as an industry we are sending out a universal message?

With a changing audience every day, and continual evolving legislative changes to promote safer seats, it is hard to get a consistent message across the trade. This is one thing with my Baby Products Association Chairman hat on that I continually strive towards achieving with our members. There is more to follow here very soon on how we will achieve this for the greater good of the industry.

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talking shop This issue we speak to established independent retailers to find out their views on how the car seat category is currently performing.

GROOVYSTYLE

Ashleigh Young

Would you say parents look more closely now at the design element of a car seat?

We are fortunate enough that our customers look past the aesthetics of a car seat and concentrate on the safety aspect. However, we still have a lot of customers who would strongly consider purchasing a car seat that matches their stroller without giving too much thought to the safety. As very few brands offer matching car seats, we don’t come across this scenario too often but it is completely understandable why parents would want to do so.

Do you think they are fully aware of the safety elements of a quality car seat?

The introduction of iSize has made things very confusing for customers. They are aware that the new regulation makes for a better quality, safer product but when the customer is stood looking at two identical car seats with £100 difference in price, they understandably find it difficult to justify the additional cost.

Are parents starting to look for and are aware of car seats that will take them through the varying stages?

Many parents will come into store having been told by friends or family to purchase a car seat that will last them longer than 12/15 months. However, most parents would like the convenience of taking their infant carrier in and out of the car and therefore will discount a 0+/1 car seat. Obviously there is a lot to be said about combination car seats and how overall they work out more cost effective but ultimately parents will pay more for convenience.

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Tracey Medway

KIDDIELAND

Would you say parents look more closely now at the design element of a car seat?

A lot of our customers want the car seat to match up with their pram purchase so the design is really important to them.

If the colour etc. doesn’t match they like the shape to replicate the pram so that it all ties in together Are parents starting to look for and are aware of car seats that will take them through the varying stages?

Again this is a small percentage for us. Most of our customers just understand that they require an infant carrier and will worry about the next stages at a later date. However, if we do explain this during their initial demonstration we find that they are much more open to the different options available.

Do you feel price is a consideration?

Initially it is. I think a lot of our customers take into account the price of the pram, furniture etc. but the car seat is a bit of an afterthought, however this perception does change most of the time once they are shown the safety elements of the car seats.

PAUL STRIDE

Kevin Clarkson

Would you say parents look more closely now at the design elements of a car seat?

I would say they fall into one of two categories. The ones who look into things in the minutest detail but unfortunately ttend d to get advice from some online forums and let this sway their outlook and others who say “well they are all the same and I want one from conception to 96years old that costs £10!” Seriously they tend to know what functionality they want whilst not understanding the technology required for that functionality.

Do you think they are fully aware of the safety elements of a quality car seat?

Certainly not with them thinking that some safety elements are in fact comfort elements. Correct use of harness pads are a good example of this. I would suggest in some cases that it is the less aesthetically pleasing ones that have the most technology and functionality rather than the softer looking versions that some suppliers use which might be more comfortable but actually don’t do a lot in a crash. Possibly the manufacturers are missing a trick here as it must be the easiest part of a seat to actually affix sales labels to and the easiest for a parent to understand certainly a lot easier than showing internal side impact safety zones.

Are parents starting to look for and are aware of car seats that will take them through the varying stages?

Yes the number that come in wanting multi stage seats has certainly increased as a sector.

Do you feel that as an industry we are sending out a universal message?

No this is a real problem and probably stems from the need to advertise features to consumers. Consumers who are often swayed by the claims and “features” of the lesser brands yet the more advanced and safer manufacturers tend to under sell their products relying on more artistic photography rather than bombard with actual factual safety information. One of the most common mistakes is with consumers who buy from non-technical outlets, supermarkets or US based (or offshore based for non-payment of tax reasons!) internet retailers who always think they can use the harness all the way up on a group 123 seat rather than just to 18kg as per the instructions.

Andrew White

LISTERS BABYSHOP

Would you say parents look more closely now at the design elements of a car seat?

The design element is a small part of the purchase, to be honest it’s the safety aspects that customers are looking for when h they come into the store, with the odd one asking for a swivel seat like the one their friends have!

Do you think they are fully aware of the safety elements of a quality car seat?

Some customers have had a look online at various seats but I think this makes it worse and certainly makes them more confused! We often get the comment: “isofix and i-Size are just the same thing but in different cars aren’t they?” The odd customer gets it but most are not aware at all of the safety elements of a quality seat.

Are parents starting to look for and are aware of car seats that will take them through the varying stages?

We do get customers looking for seats that will go from 0-12 years, but personally I have a problem with a seat that “does the lot”. The child is the loser I feel, a one buy seat cannot have the same safety features as an individual group stage.

Do you feel that as an industry we are sending out a universal message?

The industry is shocking in the messages that go out to consumers. The main problem is that its individual company’s fighting for their share of the £1 and all wanting to sell their seats. It takes me time to keep up with law changes and new products available and I’ve done this for twenty years! So what chance has a new parent got?

This might not go down well with some of you guys (sorry in advance) but it should be law that a car seat should only be sold in store and fitted by a trained fitter only. This would solve so many problems. nursery today

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Feature: BRITAX ROMER

Quality assured Nursery Today’s Editor, Penny Franks, was invited to check out the new Britax Römer facility, where she found out it took 352 days to build and move into their new 24,000m2 research and development centre in Leipheim. ritax Römer is a brand that has stood the test of time. As one of the leading car seat and pushchair manufacturers, who proudly boast that their first car seats for children were developed in 1966, the brand has developed products with safety very much at the heart of the company.

Britax was originally established in 1938 focussing initially on safety developments such as adult seat belts, and then merged with their German counterpart Römer in 1978 (thus becoming Britax Römer) to become a specialist in car seats, pushchairs, bike seats and accessories, all of which meet the lifestyle needs, and more importantly the safety aspects required, to satisfy today’s modern parents.

Since that time, the company has worked tirelessly to become one of the leading global brands who are known to be synonymous with child safety and have more than 100 awards from Stiftung Warentest/ADAC. As a global and established brand, and one which is recognised for the safety, style and function running throughout their product ranges, it is of no surprise that Britax Römer is recognised within the celebrity world, being favoured by many celebrities such as Gwen Stefani, Prince William and Kate, Jennifer Garner, Ben Affleck, Jessica Alba, Ashton Kutscher and Alicia Keys (to name but a few).

Originally based in Ulm, the move to the new facility in Leipheim has enabled Britax Römer to place all of their administration, production, product development, testing and warehouse operations under the same roof.

Today Britax Römer is one of the largest manufacturers of child seats, with a turnover of €400m (£358m).

Rainer Stäbler, Managing Director EMEA explains what this move means to

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their customers and how they will benefit. “Our customers will see many benefits from our move to Leipheim, particularly in the high quality of our products and our efficiency as a manufacturer. Our new crash test centre raises the barr on engineering even safer and stronger products for children, while our new home permits us to continue to manufacture products Made in Europe.”

What about manufacture and distribution? How has this move assisted? Rainer explains: “Our new premises allows us to be much for efficient in producing and delivering products to our customers. We had outgrown our previous home to the point that our production i was spread across three floors.

“We had employees whose sole job was to bring materials and products from one floor to the other. We don’t have that issue in our bespoke new home in Leipheim.

Additionally, we have the ability to be very flexible in what we manufacture and when, ultimately responding to shortterm customer orders in a timely way.”

However Leipheim is not the only facility under their belt – they also have further centres here in the UK and also in Australia and America - all housing bespoke equipment that enables them to go further and dig deeper to put every one of their products through their stringent

testing procedures – to be a little more precise, for example each car seat developed by Britax Römer undergoes up to 1,000 dynamic crash u ttests using one of their sleds.

Talking of the UK centre, how w will this operate alongside the new L Leipheim facility? Rainer explains.

“Our facility in Andover houses part of “O ou our operations, a testing facility, logistics an and production where almost 30 pe percent of our car seats are manufactured. ma “Our test facility has been in ope operation for more than 18 years and it is an a approved technical service agent for the VCA. Our two dynamic test rigs allow regulatory testing of both ECE allo R44 and ECE R129 standards and R4 eq equivalents of Euro NCAP and the Scandinavian VTI Plus Test. Our Andover facility is an important part of our company and plays a unique role to running our Europe, Middle East and Africa business.”

Their new European headquarters in Leipheim houses perhaps one of the most modern crash test facility for dynamic testing of child restraint systems in the world, with their newly installed acceleration sled.

This new energy efficient machine enables them to go from regulatory tests up to full body testing (using actual car models) and be as close as possible to real world crash scenarios. Between this facility and the UK centre in Andover more

“ Our customers

w ill see m any b en efits from ou r move to L eip h ei m , p arti cula rly in th e h ig h qu al ity o f ou r p ro duc ts an d ou r effi ci en cy as a m anu fa ctu rer.

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Dualfix i-Size

Being put through their paces

than one million child car seats are manufactured (700,000 in Leipheim and 400,000 in Andover).

We asked Richard Frank, NPD & Engineering Director a little more about their new sled. What benefit will this new test equipment bring in comparison to the older version (which is still being utilised). “The new rig is called ‘Hyper G’ and works on the principle of an acceleration rig where we can put a car body from various vehicle manufacturers on the sled in order to test our child car seats in actual vehicles on the market.

“In the average real car accident, a car is usually driving at a high speed and when the car hits an object, then the speed is reduced to 0. This process causes a deceleration and during that process most of the damage is done to the passengers in the car.

“Our big rig recreates the process of the accident by doing the exact opposite. Rather than start at a high speed that then decreases, the sled starts at 0 and accelerates to the speed the car would normally be driving at.

Because the process of decelerating from a high speed to 0 is the same as the sled accelerating from 0 to a high speed, the crash rig mirrors the effects of an accident and how the car seat would react in that situation.”

The new crash test centre is built on top of approximately 1,200 tons of steel concrete.

It can handle up to 70g and 86 km/h Delta-Speed tests with an accelerated mass of three tons. In fact, Britax Römer is one of very few brands to own in-house crash-test systems similar to the kind used in the automotive industry.

Furthermore, Britax Römer were the one of the brains behind the Isofix anchoring system, having worked in collaboration (and continuing to do so) with Volkswagen, developing the first Isofix system in 1997.

This of course, as many of us know, is now an international installation standard for car seats in vehicles and is an essential part of ECE R129 (i-Size).

Although the original pioneer of the Isofix system the company wanted to ensure that the technology that had been developed was available to all, and as such, the company made the decision to waive all their Isofix patent rights and dedicate these patents for use in manufacture in the interests of safety for parents and their children worldwide.

During the visit it was stated that unless there were clear safety benefits to a product, the company wouldn’t have a ‘me too’ philosophy with regard to other products that competitors are looking to launch into the market, especially car seats. We asked Rainer

“

W h at m ak an in dustry p ro gresess an in n ovate is h avin g d co mp et it ion an d un iqu d ifferent b ran d s th ately h ave th ei r ow n stren gt an d p oints o f vie w. h s W h en on e o f th e b ran b rin gs out a ga me d s ch an ger, th en it is imp ortant to fo llow su if it ult im ately h elp s it save more ch ild ren ’s lives.

to expand on this statement.

“What makes an industry progress and innovate is having competition and uniquely different brands that have their own strengths and points of view. When one of the brands brings out a game changer, then it is important to follow suit if it ultimately helps save more children’s lives. For example, we developed the first Isofix car seat with Volkswagen in 1997 and our version of Isofix is now incorporated into the R-129 regulation and used by car seat manufacturers all over Europe. We eventually gave up the 10 patents related to it so that the entire industry could benefit from the technology and we could collectively decrease misuse on the market.” Said Rainer.

“Our competitive edge is in our engineering and our unique relationship with OEMs that allows us to think about our products in a different way than our competitors might. We plan to continue down this path and to develop the best possible products that we believe in.”

And yes, we can see that the company doesn’t stand still, with the launch this year of their DUALFIX I-SIZE, which has 12 recline positions and provides the ultimate luxury of comfort to both parents and children alike.

The 360-degree rotatable car seat can be used rearward facing from birth to 105 cm or forward facing from 15 months (or 76cm) to 105 cm.

So, if like Britax Romer you are a ‘look to the future’ company, then watch this space for further developments in the world of car seat safety from this established and trusted brand!

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NPD & Engineering Director, Richard Frank, explaining the benefits of the new test Sled.

Being put through their paces

Web: www.britax.co.uk

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focus PACIFIERS, SOOTHERS & COMFORTERS Oscar with his Nuby UberSoother Dummy

and s r e fi i Pac come n e t f ers o h t o o es as l s a s t epea r h t i are w s m e it ave these h d n ost a l y l i s ea aced l p e r to be

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Soothing times Everyone wants their baby to be happy and to ensure this will turn to pacifiers, soothers and comforters. acifiers and soothers come in many forms and are introduced at a very young age. Whether parents are looking for a pacifier/dummy, comfort blanket, calming night light or a favourite soft toy that could be something that little one refuses to be without, this is a sector of the industry that has no limits.

We asked Anthony Temple (Managing Director, Rainbow Designs) whether they have noticed an increase in the use of pacifiers/soothers. “Comforters and pacifiers are a nursery essential.” Said Anthony.

“Many babies and children during their early years will form a strong bond with some form of soother. They are an everyday staple, making the comforters and pacifier product sector an evergreen market.”

One area that does cause concern however for many is the use of a pacifier/dummy and how the use of these could have an impact on oral development.

With the rise in the number of parents who turn to the internet for research, this topic is well covered on a number of forums and blogs. However, it would appear from our mini survey that the message perhaps of oral development may not have quite reached the consumer with 60 percent stating that they didn’t purchase an orthontic soother. However, there is good news though for everyone as many manufacturers and suppliers are keeping up with this and have responded by developing ranges that have been designed with orthodontic concerns firmly at the forefront of their minds, therefore although parents may not be actively seeking this within the design of a dummy, it is probably already incorporated.

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Of course, another area to consider is that pacifiers and soothers often come with repeat sales as these items are easily lost and have to be replaced (sometimes quickly if a dummy has fallen to the ground while out and about). No one wants to be out with a crying baby!

What about brands though. How important are these in this product category. From our mini survey we can see that over half of them who were asked this question said ‘yes’, illustrating that brands are important when making a buying decision. But why do brands hold weight in this sector? We asked Andrea Harburn (Marketing Manager, Nuby) for her thoughts.

“Our consumer focus groups have highlighted that brands are very important when buying soothers. As soothers are put into baby’s mouth, parents are looking for reassurance from a trusted brand that complies with quality standards.”

But being a smaller item, are these researched a much as say the larger nursery items? Anthony commented. “The purchase of a soother is not a scientific process; a comforter is an everyday necessity line and is fundamentally driven by the appeal of the product to the consumer.

“For nursery retailers, pacifiers and comforters are core lines and licensed products provide good extension to the classic character ranges.”

As a retailer, soothers and pacifiers are something that a parent is always likely to be looking for, since not only are they easily lost in the case of a dummy, but we all want the little innocent to not only be happy and soothed, but not be crying.

The survey says…

Nursery market specialist FanFinders surveyed 1,500 consumers via their platform Your Baby Club focussing on pacifiers, soothers and comforters. Here’s the results.

Did you use a soother for your baby?

Yes - 585 (39%) No - 252 (16.8%) Unsure - 663 (44.2%)

Did brands feature in your buying decision?

Yes - 831 (55.4%) No - 669 (44.6%)

Did you look for an orthodontic soother?

Yes - 600 (40%) No - 900 (60%)

Did you purchase a comforter that you felt may become a keepsake?

Yes - 801 (53.4%) No - 699 (46.6%)

PROTECTING WHAT’S PRECIOUS EVERY DAY! At last, a solution to keep soothers germ free!

Discover the Mini Portable Soother Steriliser.

Cleans and sterilises dummies on the go.

Available at Boots, Asda, Mothercare and other.

Baby Specialist stores.

www.milton-tm.com Use biocides safely and always read the instructions carefully on the label. Soother not included.

5343 Milton Mini Ad Nursery Today v2.indd 1

30/11/2017 16:40

focus PACIFIERS & SOOTHERS

Soothing sensation

Nuby is taking the soother market by storm with innovation and trendy designs. The award winning UberSoother has an orthodontic shape and comes in one size from 0 to 18 months. Just like bottle teats, the UberSoother is the same shape and size from newborns to toddlers. Approved by a paediatric dentist and backed by a Nuby money back guarantee, there really is no reason not to love these new soothers.

Tel: 0800 334 5844 Web: www.nuby-uk.com

r eethers actde r a h c g n ar i ch Add ve a fantastic range of license rseracy-fatevor Turite

igns ha roof ys, starring nu Rainbow Des flexible, heat-p five teething to of es ri se aterial that is he m in l e ra bl tu ila na va available. T A 100% usable. e made from r fo resilient and re g ly Pi gh a hi characters, ar pp is Pe it & Friends, suring that as en m e are bl ho T rs ha t as he rs w et Fi and , My hold te bit, Paddington ove You ranges, the easy to ep ke lp he ill w the Peter Rab d contours ow Much I L an H es ss ur ue xt G te d Baby an the multiple y mouths and perfect for tin beautiful s a plethora of d calm. ha an so sy ing al bu s er by ct ba llections includ ed Classic Chara eir nursery co dr th un of l The Home of ‘H al e ss ur at ro ailable ac Pooh Sign av ets th eke ni an in bl is W rt th comfo Classic in stores autifully styled ade its debut successfully m the new and be ry ve at th n llectio Acre Wood’ co n. autum 9 227300 29 Tel: 0132 gns.co.uk rainbowdesi w. w :w Web

e UK M a de in t h

Feeling cheeky Cheeky Chompers produce a range of nine innovative attachable products designed by mums to make parents’ lives that little bit easier.

Cheeky Chompers’ intuitive teething products are lovingly designed to be stylish, attachable, safe and stimulating. All fabric products are machine washable, BPA and phthalates free and tested to worldwide safety standards. The range boasts the Neckerchew, Comfortchew, Neckerbib, Chewy the teething Hippo, the Cheeky Blanket and new Muslin Collection comprising four innovative products made from brilliantly breathable 100% organic super soft muslin: Neckerchew, Neckerbib, Comforter and innovative MultiMuslin with six clever uses.

Web: www.cheekychompers.com

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Naturally shaped, naturally soothing

For the natural need to suck For the greatest gift in life For less pressure on jaw and teeth

NUK is a registered trademark of MAPA GmbH, Germany

For soothing without worries

Inspired by nature, perfected by dental

health experts: the NUK Genius Soother The NUK Genius soothes baby in a way that is both natural and kind to teeth. Developed with dental health experts and approved by the Oral Health Foundation, its shape mimics that of a mothers nipple during breastfeeding making it readily accepted by babies. The award winning NUK Genius is designed to both soothe baby and promote the healthy development of their jaw and teeth. Genius from NUK. For more information on the NUK range please visit www.nuk.co.uk or email us at mail@nukbaby.co.uk

NUK. Understanding Life.

focus PACIFIERS & SOOTHERS

Every cloud…

ud Soft, soothing comforters are a popular gift for new babies, and Silverclo supply an adorable selection.

The Counting Sheep Comforter is made with plush textured fabrics and features a sleepy little lamb friend to cuddle. The Made With Love range includes plush bears and rabbits in luxurious huggable fabrics. The Baby Bear and Baby Bunny Comforters are velvety little characters holding square comforters – the perfect size for tiny hands to hold.

Importantly, each one is machine washable. Every piece is beautifully packaged, and the Bunny and Bear Comforters are supplied in CDUs and priced to make them irresistible.

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

Lov velly llull llabies The Little Chick

London Twinkle Lights Bedtime soother is the perfec t introduction to music for new babies, with a choic e of 10 favourite lullabies, plus heartbeat and cute birdsong to gently soothe them to sleep.

This gorgeous product captures the youngest of imaginations with colourful lights projected onto walls and ceilings.

It can either be placed on a flat surface or hung using the hook and loop strap provided.

Available in pure white or soft grey, the plush star – and newly available plush heart – is removable and machine washable; whilst the projector is operated with AAA batteries.

Tel: 07976 773486 Email: hello@littlechick.london

Helping hand Award winning, NHS approved Cuski help premature babies and parents all over the UK. he Cuski team supply retail globally with their trendy product designs, and they are also the creator of a range of unique developmental care products aimed at helping the 95,000+ premature babies born annually in the UK (expanding to hospitals around the world). Some babies spend their first days and weeks and sometimes months inside an incubator rather than skin to skin with their mother.

Their range of Cuski Miniboos (a small soft anti-bacterial bamboo bonding aid) was immediately embraced by the whole neonatal team at the RVI, Newcastle.

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Cuski Miniboo has won countless awards. It was chosen as one of the best eight practice initiatives in the UK by UNICEF and was also a finalist down to five nationally in the UK, for the Child Health Category with the RCNI awards.

Furthermore Cuski Miniboo is NHS approved, made of washable bamboo rayon fibre with temperature regulating and antibacterial properties.

Recently Cuski has taken developmental care to another level with Claire’s Nest & Claire’s Clinical nest and also launched this summer a new positioning aid called Bertie which helps with individualizing positioning support for babies born too soon.

Email: accounts@cuski.com Web: www.cuski.com

focus PACIFIERS & SOOTHERS

t for n a i l i r a a Baa sleepfl!agship sleep soother, ewan theladrrityeaanm dsheep

ers s popu SweetDream since then hi ard in 2010 and t numerous aw ke in ar g m in e at th in hit lm cu , ed ! sky-rocket units to date acclaim has over 700,000 le, he has of ib s st le si sa re d ir wins an cute and er ub an frequency ew ss ing, low ba Not only is lm ca ’s an , combine to ers too! ew ambient glow magical pow nk pi ft so d her. unds an heartbeat so ive sleep soot y edibly effect cr ewan snuggl in le ab an e or uc ad e th prod ed by by ov ed L en join up the ewan has be ady scooped re al s be y ha y ul tr gl d can he snug ing the bran comforter. T ard, highlight es! w A on d e tl ol lit G g ts Paren comfortin to es m co it trusted when 262332 ers.co.uk Tel: 02392 sweetdream .uk y@ rr s.

Email: ha er co weetdream Web: www.s

Hello Ethan

Say hello to Ethan the Fox, little ‘uns. The latest and most awesome addition to the world of teethers. This cool little dude is just the guy to soothe sore gums – and leave other babies drooling with envy.

His pointy nose and perky ears are perfect for chewing on while those pesky teeth come through, and his jaunty tail will hit every hard-to-reach sore spot.

And that’s not all. This fine-looking fella squeaks as well, to bring some foxy fun to the teething game.

Made from 100% natural rubber from the Hevea tree, Ethan’s debonair design, soothing texture and clever take on the traditional teething toy will take the edge off this tough time for babies.

Tel: 07590 444 066 Email: Steve.mooncow@gmail.com Web: www.mooncow.co.uk

Perfectly portable Milton, one of the leading experts in sterilising, announce a limited edition ‘Mini’ Portable Soother Steriliser in on-trend “pearly grey” colour ideal for parents and care givers/guardians.

The new colour is available exclusively at Baby Brands Direct and only while supplies last.

The Mini is 100% watertight, cleans and sterilises soothers everywhere and is BPA free.

Along with the new pearly grey colour, the Mini comes in three other existing colours (purple, blue and green). Milton updated the ‘Mini’ design in late 2015 to be easier to use, with a new tactile strap and the ability to hold a wider range of soothers.

Web: www.milton-tm.com

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A new teething toy is in town and his name is Ethan the fox, Ethan is on trend and brand new to the market. Ethan is a fresh and exciting take on traditional teething toy design with an animated vibrant style.

Full of charm ethan is an effective teething toy that is sure to excite parents and babies alike.

t

01992 301061 07590 444066 e steve.mooncow@gmail.com w www.mooncow.co.uk

focus PACIFIERS & SOOTHERS

Comfortable dreams

Gertie has a quacking design! tly designed to soothe tender gums

Gertie the Good Goose has been exper the teething phase, but a and not only offers the ultimate rescue remedy for ut. Made from 100% witho be to want won’t super cool companion little ones free.

PVC and late Phtha BPA, is Gertie pure natural rubber vanilla scent and has The teether is soft to touch, lightweight, has a slight can lend her feet, Gertie focus. visual contrasting colours for a quick and easy she’s certainly s; giggle even often and relief pain tail feathers, and beak for the most stylish and kooky teether ever made!

The Dream Comforter has been a popular new addition to the “Say Hello” range for 2017.

Developed with Dr Lin Day of Baby Sensory, the Comforter has been designed with soothing colours and just the right amount of visual interest - sweet, sleepy faces hiding on each side, and colourful rainbow ribbons to inspire curiosity.

Dr Day says: “When it’s time for baby to seek comfort, the smell and texture of a well-used comforter are perfect, especially if parents are out of reach.”

Made with soft, tactile fabrics, the Dream Comforter invites baby to snuggle it, helping them learn to self-soothe.

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

Tel: 02392 262332 Email: harry@sweetdreamers.co.uk Web: www.gertiethegoodgoose.co.uk

The perfect twist Twistshake pacifiers have been developed to soothe children with its perfectly adapted shield. The four air holes prevent irritation to the skin, and their orthodontic shape ensures the healthy development of teeth. Twistshake aspire to develop products that are simply and safe to use, with a focus on appealing design. They are of the opinion that aiming for functionality does not mean that aesthetics can be ignored and are always looking for ways to combine practicality with eye pleasing design.

Web: www.hippychick. com/twistshake

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nursery today

h l sh ling plu Feeli F for new babies, and

Soft, soothing comforters are a popular gift Silvercloud supply an adorable selection.

The Counting Sheep Comforter is made with plush textured fabrics and features a sleepy little lamb friend to cuddle. The Made With Love range includes plush bears and rabbits in luxurious huggable fabrics. The Baby Bear and Baby Bunny Comforters are velvety little characters holding square comforters – the perfect size for tiny hands to hold.

Importantly, each one is machine washable. Every piece is beautifully packaged, and the Bunny and Bear Comforters are supplied in CDUs and priced to make them irresistible.

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

In Stock Now!

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@Hardenberg_Co Hardenberg&Co Ltd

14/11/2017 16:33

social media ROSS HEWITT

New Year, New Habits, New Success?

2017 is nearly done, and nearly every retailer I have spoken to recently has told me it has been a bit of a slog, certainly in the last six months. So, what has changed? irth rates haven’t appeared to have changed, so this can’t be the reason behind diffi d cult times for retailers. Babies are still s being made at a terrific rate in the UK U and the streets are still full of strollers s being proudly pushed around.

So, S it must be something else?

Perhaps the nationals and supermarkets s are taking bigger bites of o the pie? Maybe the increasing volume v of baby b shows is starting to slice closer to the heart of the industry?

The on online waters are stained red from the b blood of competition, and I am writing this in the run up to Black Friday and an Cyber Monday. This US import ha has become

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nursery today

something of a complete joke. Deals are already live on quite a few websites and it is still over a week away and the deals will still be there over a week after the ‘event’ has been and gone.

The parents-to-be that are buying the products online must be going somewhere to try them out first though…so are you finding that you are a real-world showroom for someone else’s web sales in another part of the country?

Or are you finding that footfall is decreasing? Are less bumps walking through the door?

But then, quite a few retailers are more than holding their own.

They seem to be the ones that are

very active and proactive in their marketing, especially with email and social media. Maybe there is some kind of link between consumer messaging and consumer interest, or advertising and sales?

There is no stock answer or strategy for growing a business that can be applied broad brush across an industry.

There is a pool of best practice but a retailer in Hull will have to behave differently to a retailer in Croydon as each town and city has its own rhythm and pulse and foibles and traditions.

If you are seemingly drowning in those red waters of competition, whether your competitor is a slew of

baby shows or a John Lewis or Mothercare that has moved onto your doorstep, then it might be time to shake things up, and perhaps dramatically.

It’s hard to stay afloat in bloody waters and if you do fish in those ponds and seas then you are unlikely to be building a loyal customer list or dealing with customers who give any sort of fig about your business. They are just chasing a deal.

Clear blue water is the best place to sail and to enjoy that calmer environment you must stand for something. Properly stand for something, not pay lip service to an idea.

Think about the people you are serving and the thousands of people in your catchment area that you aren’t.

Walk the streets and shopping centres in your vicinity and look for the gaps.

It is hard to buy maternity wear off the peg on the high street. It is almost impossible to find an independent toy shop in a town centre now. For many retailers I don’t see the business model of focussing wholly on stroller and car seats being sustainable for many more years, especially if it is supported by

little to no marketing or consumer messaging, and especially if a business doesn’t stand out from the crowd.

While on the point of standing out I recommend reading The Purple Cow

by Seth Godin, so add that to your Christmas list.

Of course, I am not suggesting you should all start to stock maternity wear and toys, or books on pregnancy or parenting, or board games for soon-to-be parents who are going to be staying in a lot more. I am saying though that if this year has been hard and you can see some patterns in the last two or three years then maybe 2018 is the year of change?

As Einstein never said, the definition of insanity is “Doing the same thing over and over and expecting different results”.

Wherever your business is based, times have changed and the lives of people around you have altered dramatically in the last decade. How can you best serve the people who live near you? Do they even know you exist? When was the last time you pushed flyers through doors or advertised (properly) locally? Do your opening hours match the rhythm of

If you are seem in gly drow nin g in th ose re d w ater s of co mpetit ion , w heth er your co mpetitor is a sle w of ba by sh ow s or a Jo hn Le w is or M ot herc are th at ha s moved onto your door step , th en it m igh t be ti me to sh ake th in gs up , an d perh ap s dr a m at ica lly . your town? Do you still stock this brand and that even though fashion and popular taste have left them behind…because they used to do well for you? Do you offer a cup of tea to that pregnant lady who comes in for a browse when the store is quiet? Do you ever run any educational events or evenings for parents to be? Do you have a blog and love it and tend it? Do you email past customers with timely information about next stage

products? Do you even capture email addresses?

Do you want 2018 to be the same as 2017?

If the answer is ‘yes’ then high five! If it is a ‘no’ then understand that 2017 isn’t a blip or a glitch in the Matrix…it is the reality of how consumer behaviour is changing, and you need to change with it. And you know it’s been coming for a while now.

Merry Christmas y’all…

The Winnie the Pooh Dreams and Wishes nursery furniture set is perfect for families with Winnie the Pooh in mind, and features adorable illustrations of Winnie and friends, co-ordinated delightfully throughout all items in the set.

Beautifully designed and built to last, the furniture set includes a cot bed, under drawer, closed changing unit and spacious double wardrobe.

®

www.obabytrade.co.uk 01652 641491

nursery today

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focus INFANT & PRESCHOOL

Image source – pexels.com

Child’s play Infant and preschool toys play an integral role in nursery - but why? reschool is usually for children between the ages of 3-4years. During this time in a child’s life it is very important that they are mentally and physically stimulated by their surroundings and the toys that they encounter. All toys provided in the pre-school category are created to help children move forward in their learning. By playing with toys and doing activities they wouldn’t normally get to do stimulates and develops new areas of the brain.

Although when we look at nursery, and we do capture this age group, toys are sought much earlier than the age of three! From the moment a baby is born, it can be a struggle to find good toys to keep them amused and ones that provide stimulus as they grow and want to explore their surroundings.

By playing with toys children learn fine motor skills and gross motor skills. From multi-sensory

P

stimulation to developing cognitive abilities, toys play an active role in a child’s development.

Parents are increasingly looking for features they know offer perhaps both developmental and educational values - from the sensory stimulation of faces and high-contrast patterns and a variety of textures and sounds for young babies, to the hand-eye co-ordination, fine and gross motor skills and cognitive development of stacking, nesting and colour and shape-matching activities for toddlers.

Parents know that learning through play is vitally important for babies and infants and for this toys also have to be fun - something manufacturers never forget when developing their ranges, where they work hard to get the right mix of stimulation, developmental activity, entertainment and simple fun.

Safe to play

est Sounds of the for pre-school offering and aim to bring

At Halilit they have continued to expand their 2018. story time alive with their Halilit musical storybook giftsets, brand new for ce, experien reading Sounds of the Forest offers a unique and interactive nt. complete with a beautifully illustrated storybook and musical owl instrume Forest the of Sounds fun, musical with ent developm Combining child strengthens the interaction between parent and child during story time whilst As the introducing children to the fundamental skills of reading and music making. specially the with sounds own their create to ged encoura story unfolds children are designed and realistic animal instrument.

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

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Hypoallergenic Breathabl e Toys from The Gro Company are the perfec t first companion for bab y.

Made from highly per me able soft knitted mesh, the Grofriends Breathable To y range have Air-flow technology that allows ven tilation through the fabric, allowing air to pass throug h. Allergy tested the ran ge is proven suitable for litt le ones at risk of allergies.

Tested to relevant toy sta ndards there is no need for parents to worry when del icate fingers grab their plush paws or little mouth s to explore the fabric.

Fantastic gifts there are fou r Grofriends in the Breathable Toys family Raff The Giraffe, Ernie The Elephant, Boppy Th e Bunny and Henry The Hippo.

Web: www.gro.co.uk

© SMcB / AJ 2017

Beautiful feature plush toy range For those ‘I love you’ moments Peeka-boo!

Musical Lullaby Hare

The Home of Classic Characters

Peekaboo Big Nutbrown Hare Call 01329 227300 or visit our website www.rainbowdesigns.co.uk

focus INFANT & PRESCHOOL

Instant Classic Classic World have a straightforward philosophy, ‘Happy Playing, Happy Learning!’ Their range of high quality, eco-friendly wooden toys is set to be under every preschooler Christmas tree this year. From building blocks to tool benches and ride on toys there is a Classic World toy to suit every budget. Our top pick is the Owl and Fox Blocks Sets, which can be mixed and muddled to create the wildest of creatures. Trade pricing starts from just £3.45.

Email: mike.bird@hippychick.com Web: www.hippychick.com/classicworld

Beautifully presented Orange Tree Toys offer a variety of wooden toys and musical instruments suitable for children from 12 months. Musical interaction at a young age, plays an important role in helping them develop key motor skills as well as enhance social skills, and body to brain coordination.

Orange Tree Toys’ wooden musical instruments are handpainted in brightly coloured non-toxic paint, and come presented in beautifully designed packaging. The range of instruments consists of xylophones, maraca sets and tambourines, all coming in a variety of designs including the much loved Peter Rabbit and Jemima Puddle-Duck.

Telephone: 01242 244500 Web: www.orangetreetoys.com

Home of classic characters

Rainbow Designs, one of the leading forces in the nursery and toy industry, has brought to life Disney’s much loved and iconic characters in a new collectio n of high-quality baby developmental toys that will be launched this spring.

Following hot on the heels of the successful Classic Winnie-the-Pooh ‘Hundred Acre Wood’ Collection released last autumn, Rainbow is excited to announced Disney Baby. This colourful collection of character-led developm ental toys features Disney’s most iconic characters; Mickey Mouse, Minnie Mouse, Tigger, Dumbo and Winnie-the-Pooh.

The Home of Classic Characters will also have on display a number of exciting new additions to the ever-popular Peppa Pig for Baby and Miffy collections.

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

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Range of development The Development Range from Orange Tree Toys has been a longstanding favourite for young children. With the Lion and Pink Mouse taking the spotlight, this colourful range includes stacking rings, bead frames and shape sorters. Ideal for encouraging hand-eye coordination and develop fine motor skills the whole range is a great choice for an educational and fun toy!

Orange Tree Toys will be expanding this range in 2018 to include Peter Rabbit and Jemima Puddle-Duck, with the Peter Rabbit collection proving increasingly popular the new expansion to the Development Range is sure to be perfect for littles ones!

Telephone: 01242 244500 Web: www.orangetreetoys.com

Cute companions

Soft cuddly animals are great for imaginary play as well as offering much loved friends for little ones.

BreathableBaby’s gorgeous mesh toys have the added bonus of being totally safe for sleep time – so babies can enjoy having their favourite friend with them all night long.

Made from fully breathable fabric with no beads or pilling, these beautiful toys will not obstruct a baby’s breathing even if its face is pressed against the toy, so totally safe for snuggling. Hypoallergenic and machine washable, choose from Bella Bird, Rory Rabbit, Sebastian Seagull, a cute Monkey, cuddly Puppy or cheeky Giraffe.

the movie Make way forDesigns, The Home of Classic Characters, they Everyone loves Paddington and at Rainbow to their Classic have a Paddington to suit all ages, from their Paddington for Baby through Collections. that For the preschool audience there is the entertaining Paddington Movie range the hit movie ton2 Padding captures Paddington as seen in the movie. The eagerly await range plush feature ed fun-pack The n. receptio le cinema screens last month to an incredib ton provide that includes Dancing Paddington, Cycling Paddington and Talking Padding

Tel: 07976 773486 Email: rachelle.harel@breathablebaby.com

hours of fun and entertainment for preschoolers as they play along with their favourite bear! it not only The endearing Peter Rabbit TV collection is also perfect for preschoolers, inning award-w the also but show includes a soft toy assortment of the characters from the toys. plush feature Bobtail Lily and Talking and Hopping Peter Rabbit 2018. In The much-awaited Peter Rabbit Movie is set to hit the cinema screen spring will that launched range support of the film, there will be a fun new Peter Rabbit Movie new the from rs characte on styled toys plush include cuddly characters as well as feature film.

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

nursery today

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Feature: TOY FAIR

Toying around Don’t miss: Toy Fair 2018 opens its doors in January Don he festive season is truly upon us!

While most of us are counting down the days to Christmas, there’s another important date just over the horizon. d This January, Toy Fair will T once again return to London’s onc Olympia for another great show.

Olym Toy Fair F is the largest toy, game and hobby trade fair in the UK. Exhibitors showcase a vast variety of Exhibit E hibi toys, from fro the latest pocket-money gizmo gizmos, to more traditional family boa board-games, high-tech gadgets and all that is in between. For an many businesses, it is the ideal m way to kick-off the year - an opportunity to launch new products, meet customers and partners, and get ahead on the p latest trends. la With 21 per cent of the UK industry sales coming from toy in preschool products (The NPD Group), prescho for thos those in the nursery trade it is clear why so many companies see Toy Fair Toy Fair 2018 takes place as one of the year’s most important trade from Tuesday 23 January shows. Preschool lines are often the first to Thursday 25 January. chapter of a child’s journey into the magical To register for a free world of toys, providing pass or to find out more the opportunity to learn through play and about the show visit d develop skills including ccoordination, www.toyfair.co.uk. m mindfulness and ccreativity. A number of

T

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exhibitors will showcase their innovative nursery toy design at Toy Fair this year, featuring products that tap into the latest trends in child learning and development.

One such exhibitor is Peapodicity, who will be demonstrating their AugmentifyIt quiz game. AugmentifyIt is an Augmented Reality (AR) quiz game, designed to bring science, technology, engineering, arts and maths learning to life when paired with the free app. Ahrani Logan, director at Peapodicity, believes nursery is the ideal age to kick-start STEAM learning. “A perfect entry age point for science learning through play is when nursery age children begin to ask questions,” Logan explains. “It’s when their curiosity is at its greatest.”

The nursery toys showcased at Toy Fair are not only focused on traditional learning. Many also play a key role in children’s social development and their appreciation of play. Milly & Flynn, for example, will exhibit their always popular ‘In the Night Garden’ range at the show. These toys encourage young children to role-play as a familiar character and immerse themselves in a world of make-believe.

Supporting young children’s creative development, is a trend those attending Toy Fair this year will discover. As Colin Gilchrist, creator of Articulate, argues, “with creativity at the heart of all problem solving, there is a growing trend of encouraging creative play.” Colin’s invention, the Articulate Gallery, is a range of slot-sided picture frames that are used to display children’s artwork. “Making

art is a very important part of education in early years,” Gilchrist added. “The Articulate Gallery helps showcase these artworks thus encouraging creative attainment.”

Comfort and familiarity are also essential to nursery play, and many Toy Fair exhibitors will focus on these aspects too. Fiesta Crafts offers both in their product The Play Blankie, an adorable, exciting and interactive combination of a teething toy, a comfort blanket and an activity toy all-in-one. The Blankie serves the dual purpose of being a child’s reassurance item, as well as stimulating their cerebral development through the engaging activity paws.

Another Toy Fair exhibitor focused on supporting cerebral learning is Max Mindpower. Max is a soft toy bear that breathes and plays guided meditations, helping children learn and practice the technique of mindfulness. He also has a rhyming book series, to teach children about their emotions and how to apply mindfulness in their everyday life.

You will also find Rainbow Designs, Halilit, Tomy and Great Gizmos showcasing their latest product ranges.

These examples are just scratching the surface of what Toy Fair has to offer those in the nursery trade. The show provides an ideal platform for demonstrating the importance of toys and games for the youngest generation. For any business keen to stay ahead of the trends that will shape the nursery sector, Toy Fair 2018 is not to be missed.

NATMARK DISTRIBUTION

Feature

Natural growth mark Natmark Distribution is still just a baby but rapidly growing into a toddler in the nursery sector. At just three years old they have strongly established themselves as the go to company to represent brands from the USA in the UK market. ounded by husband and wife Natalie and Mark, Natmark Distribution have successfully brought a dream to life. It all started when they imported a product for their own daughter and realised the UK needed these to help all families and babies.

They rapidly went from one brand to another and now they have their own fast growing family of brands that they represent in the UK (and some of them in the EU as well!).

F

Brands and products that they currently represent include: Mouthie Mitt An un-droppable teething mitten which is selling out as fast as they can get supply. The new factory is working around the clock to produce product, and they can’t urge retailers enough to give this brand a try.

Cup Catcher Why hasn’t this product been made before – a tether from babies cup to car seat, stopping babies favourite game of throwing the cup!

The Wipebox A fun printed box to keep baby wipes clean and moist, providing another great add on sale at the till point.

Baby Comfy Care A range of the most useful products on the market, a safe baby nail clipper and nasal aspirator – both at keen prices.

Kudo Bandz A great new brand combining a traditional sticker chart and interactive charm bracelet to offer a modern parenting reward

solution. This could be something to keep an eye on during 2018!

Natmark offer so many diverse brands all with the same philosophy and ethos, Natalie says: “All the brands we work with are very similar to us, a family run company, people that had a great idea and through hard work and determination, they saw it through and brought it to life, all the brands are available in the US in Target and Walmart, etc., so they have really made their mark in the US. And it’s our time to let them shine in the UK.” They are always adding more and more new brands to their portfolio and it’s really worth sitting up and taking note of this growing company. Other brands include Sticky Bellies – the social media lovers dream with stickers to mark a child’s progress, they also have brag blocks and memory books to help keep note of the special moments Web: www.natmark.co.uk

kground and he totally Mark has come from a retail bac a retailer’s perspective. understands the struggles from s the opportunity to They are therefore giving retailer – in Mark’s words “just just try with no minimum orders just like we did!” it a go and grow from little acorns give g nursery today

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Feature: CONSUMER AWARDS

And the winner is...

With the Mother&Baby 2018 Awards having been announced we look back over the course of 2017 at winning products of consumer awards. onsumer awards have a very definite place in the nursery industry.

Manufacturers and suppliers know that by having an award winning product in their range which is aligned with a recognised consumer publication (whether in print or online) a product can gain superb kudos almost immediately.

When we look at consumer awards, perhaps, for example, Mother&Baby or LovedByParents, consumers have an instant visual recognition via the logo and therefore a stronger trust in the product.

Remember also that the consumer title will promote these on their own websites or forums, giving each product additional awareness.

As an industry, we are fortunate that we have some great consumer awards and therefore it’s little wonder that for any companies who win one of these coveted accolades, the associated logo’s will quickly be placed onto websites, packaging and indeed even adverts.

A winning product in turn can become a must have item. Here we highlight a selection of companies and products that have reached this status during the course of 2017 - it’s always worth keeping up with who’s won and considering stocking products that proudly boast an award status.

C

Bumper year for Summer Infant.

Earlier in the year they scooped a Loved By Parent Gold award for the Pop n Jump activity centre, shortly followed by four MadeforMums awards: My Size Potty won Gold in the toilet training category, Babble Band won Gold in the Monitor category and Silver in the Innovation of the Year category and Pop n Jump won Bronze in the Baby Bouncer/Swing/Seat category.

Then there were 6 Best Baby & Toddler Gear accolades, the company was recognised for excellence for the following products: Pop N Jump has won Gold and Consumer Choice in the Baby Bouncer/Rocker category. The new Wide View 2.0 Digital Colour Video Monitor has won Silver in the Monitor - Video category. SwaddleMe Original has won Silver in the Bedding Swaddle category. Slumber Buddies has won Silver in the Sleep Aid For Toddler category and the Newborn-To-Toddler Fold Away Baby Bath has won Bronze in the Bathtime - Baby Bath category.

And most recently, the newly launched Panorama Monitor picked up a gold award in the Maternity and Infant Awards 2017.

Web: www.summ www.summerinfant.co.uk

le! gg nu Sh for strophies ard aw e Nin Ni from wins with ‘cabinet’ their to add to more nine e will end 2017 with hn Shnuggl S Sh award programmes such as Mother&Baby, Loved by Parents, Junior Design e lle leading aand Best Baby and Toddler Gear! year, The multi award winning Shnuggle Bath picked up three new awards this er Consum and Gold as well as awards 2017 Baby Mother& the at achieving Gold Choice at the Best Baby and Toddler Awards.

The 2017 design of Dreami, featuring slate grey base and premium white as well leather handles, came away with a Gold win at Best baby and Toddler Gear as the coveted Consumer Choice trophy.

A The Squishy Cosy Changing Mat achieved Gold at the Junior Design Awards. top the score BumGo with Awards, Parents By win followed at the Loved i Silver S Si award! laatt Platinum P Pl

Email: hello@shnuggle.co.uk Email

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The Company Fast growing UK nursery brand are on the hunt for a talented and aspiring Account Manager. Ready for the next challenge?

Eager to join a well-established, fast paced Nursery brand with an exciting year ahead?

The Role • In charge of all Independent Accounts, with potential of gaining additional responsibility of Key/National Accounts.

• Improving and further developing opportunities within the Industry.

• Nurturing sales with existing key clients through regular contact and networking • Attending trade shows in the UK and Internationally, in addition to consumer shows in the UK. Candidate Requirements • 1 year+ Account Management experience.

• You will have a friendly and out-going personality with a hands-on approach • You will be highly organised and very self-motivated, with passionate work ethic • You will have good attention to detail and excellent communication skills both written and oral • You will have proven ability to open new doors and manage existing accounts driving them forward

PRIMA BABY

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Location of the Role This is a full-time position, that would be ideally fulfilled by someone based in the Oxfordshire/Warwickshire/Worcestershire area. The candidate will be based at home, but will be required to travel to visit customers and our Head Office in Hertford regularly. The role also requires flexibility which will include work at weekends for consumer/trade shows.

Package Basic Salary- Based on experience + Car allowance + Commission.

Company Phone/iPad/Laptop provided.

If you feel that you are ready for a challenge, and you want to be part of a dynamic and growing business then get in touch.

Please send your CV (no longer than 2 pages) with a covering letter to claire@closeparent.com Closing Date: 24/12/17

The UK’s Only Medically Certified Portable Baby Breathing Monitor Cordless

Monitors Breathing

Vibration

Alarm

Low Movement Rate Warning

HushCush 4 in 1 nursing pillow is the most versatile accessory for new parents. It will take you through pregnancy all the way to toddler’s years. It is small, light and highly portable and can be used at home or when out and about. It also comes with a strap for easy transport!

Retains mother's scent Ergonomically designed to aid baby's digestion Keeps baby's head, neck and spine in alignment for better control and easy latching on

Comfortable Easy to use Ideal for traveling British design

Additional outer covers are also available for easy care and extra protection.

For more information go to hushcush.uk or email admin@hushcush.uk

Distrributed in the UK by Niman ns Ho ome 01937 847 766 hello@nimanshome.co.uk www.nimanshome.co.uk

K5473 Snuza PressAd HalfPage 262x99mm.indd 1

22/11/2017 15:0

Feature: CONSUMER AWARDS

The consumer says ld go BeSafe won Gold and the

Consumer Choice Award in the ‘extended rearfacing child seat’ category of the ‘Best Baby & Toddler Gear Awards 2017’!

Organised by Mumii products are rigorously tested by real parents.

Pioneers of keeping children rearfacing for longer, BeSafe offer simply the best leg-room for children rearfacing available in the market. It is encouraging that now so many parents understand rearfacing to be 5x safer for children under the age of 4yrs at least.

Good for Children, Good for you…

Swooping the awards board re continues to bring Peace of

Angelca Mind to parents. Aiming to alleviate some of the stress associated with parenting and sleep patterns, Angelcare has brought to market some truly innovative products.

Adding an abundance of awards to the Angelcare portfolio, the AC517 Video, Wireless Movement & Sound Monitor has been rightfully awarded the BBTG Consumer Choice Award as well as being shortlisted in the Mother & Baby 2018 Awards.

The all new Angelcare Soft Touch Baby Bath Seat; a must have for babies ages 6months+ has also been creating waves in the industry since being awarded Platinum from Loved

by Parents as well as a list of six other awards too!

It seems that the success is set to continue in the New Year for Hardenberg&Co! Watch this space!

Tel: 01785 503 305 Web: www.hardenbergco.co.uk

Tel: 01606 814 638 Email: sales@hts.no Web: www.carseat.co.uk

Sit and Sip with peace of mind OXO tot have received two Loved by Parents

Travel with ld go SpaceCot topped the tables at this year’s Best Baby

and Toddler Gear Awards, winning gold in the travel cot category. Beating some stiff competition, SpaceCot stood out for its rocket science inspired design – SpaceCot’s clever fold was inspired by the way satellites unfurl thousands of miles above the earth. Folding and unfolding in under three seconds, it is easy to see why SpaceCot stands out, it is simple and quick to use and comes with a travel bag and crib layer for use from birth. SpaceCot – it really is out of this world!

Tel: 01278434440 Web: www.hippychick.com/spacecot

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awards for 2017. They are thrilled to have been recognised with these awards, especially as each product is tested by parents, and voted for by Parents.

The Sprout High Chair received the Gold Award in the Best Highchair or Seat category.

The multi-award winning Sprout is designed for extended use, it grows with your child from six months to five years offering great longevity. m In the category for the Best drinking cup/ travel t bottle, the Transitions Soft Spout Sippy Cup C Set was awarded Silver. It is the specially designed d cup that transitions with your tot.

Features F include a leakproof spout as a well as interchangeable parts for f each stage as your tot develops. d E Email: info@oxouk.com Web: www.oxototuk.com W

Hush - have you heard?

2017 saw HushCush, with additional outer covers, win the gold

award by bizziebaby and silver in the Best Baby and Toddler Gear Award by Mumii.

Winning both Awards has helped raise brand awareness and brought further demand resulting in happy customers.

The innovative HushCush 4-in-1 nursing pillow is a must have accessory for parents and provides superb comfort and support during pregnancy and later on when breastfeeding.

Ergonomically designed, the HushCush helps aid baby’s digestion. It maintains a more natural positioning for better latching on when nursing. It also retains mother’s scent!

Being compact and highly portable it can be also used as a travel pillow.

Furthermore, the HushCush is ideal for dads too by offering assistance when bottle feeding!

Distributed to the UK by bebelephant.

Email: elliot@bebelephant.com

Home run Nimans Home continued their run of

award wins in 2017 with another two accolades for Snuza Hero MD – the world’s first medically certified breathing monitor.

Winning Gold in both the Loved by Parents and Best Baby and Toddler Gear, the two new wins add to the impressive collection of awards won in 2016 by the must-have nursery gadget.

The only baby monitor to measure the breathing of baby via a wearable device, Snuza Hero MD provides the ultimate in reassurance for parents as if no breathing movement is detected, parents will be alerted if the unit has no success in rousing baby. This feature and peace of mind is continually recognised by award panels and consumer testers to put Snuza Hero MD on the map as the monitor for those first precious few months.

Thirteen is a lucky number Recaro

Child Safety UK has continued to receive awards in 2017 – thirteen in total!

The new Zero.1 Elite received a Platinum and Gold award from Loved by Parents while also receiving Silver from Best Baby and Toddler Gear. The Citylife has also been a big award winner this year receiving a total of three awards from Loved by Parents.

Awards have been given for a variety of different categories such as best innovative car seat and lightweight stroller, highlighting the ingenious design and functionality across the Recaro range.

Web: www.recaro-cs.com

Email: rebecca.fuchs@nimanshome.co.uk

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Sponsored by Sweet dreams are made of these

Following the growing consumer trend for all-things whimsical and wondrous, Baby GUND is proud to present its new Luna the Unicorn range.

Aimed specifically at millennial mums and dads wanting to create a stylish nursey that is also conducive to baby’s rest and relaxation, the new Luna the Unicorn range is targeted to give everyone a good night’s sleep.

The Luna Pullstring Musical is a soft plush décor item designed to dress baby’s room beautifully. The item depicts Luna the Unicorn resting her head on a soft while fluffy cloud, embroidered with the words ‘dream’ in a luxurious gold thread.

Luna herself is presented in a clean white fabric. Her mane and hooves are shown in a blush pink colour with slight purple undertones, with her unicorn horn in a very on-trend rose gold shade.

Beneath Luna’s cloud is a hanging golden star in a metallic material. When pulled down, the Luna Pullstring Musical plays Brahms’ Lullaby – a gentle and soothing tune to help baby drift off into a restful night’s sleep.

Web: www.enesco.co.uk

new!

New addition to ily the LiteCup fam cup that lights up in the

The only non-spill baby and toddler dark, LiteCup Baby holds 220ml of any cool liquid. It comes with removable handles for easy grip and a security ribbon with a clip for fastening on to a buggy or highchair straps. The Litebase is light sensitive, coming on automatically in the dark and emits a soft, calming glow. The patented 360° degree spill resistant rim allows children to drink for anywhere around the edge, saving the need for sprouts or straws.

LiteCup Baby is recommended by dentists as kinder to the oral health of growing infants as there is no need to suck.

Tel: 01278 434440 Email: mike.bird@hippychick.com

Licensed for toilet training

Toilet training, change time and bath time made easy with Solution EU’s range of featured characters on their products for every occasion! Featuring Paw patrol, Peppa Pig, Frozen, Minnie and Mickey mouse, Toy Story, Winnie the Pooh, Disney Princesses, Cars and much more!

Each range includes a Step Stool and Potty with soft rubber non-slip bases for extra stability. The range also has a selection of soft as well as foldable toilet seats. The ergonomic and comfortable design of the trainer seats fits most toilets and is easily portable with soft rubber edges to give non-slip security. The soft padded toilet seat provides comfort and is easy to use with large side grab handles.

The foldable toilet seats are great for on-the-go as they fold down into a compact storage bag; it flips open and stays locked for stability as well as having non-slip pads when in use.

With the large range of Featured toilet seat options and designs available, these make a practical and fun addition to any toddler household to aid the journey of toilet training.

Along with the Paw Patrol, Peppa Pig and Disney Toilet training range, come the Baths and Changing mats. These can also be seen with all the most loved characters brought to life with your little ones day to day use. These are extra soft and comfortable, whether they be bathed in the baths or changed on the mats, Solution EU Disney range, has you covered!

Tel: 01280 878260 Email: info@solutioneu.com Website: www.solutioneu.com

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

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What’s in store Suzie Howes, Head of Licensing and Marketing at Rainbow Designs, the Home of Classic Characters, looks ahead to 2018 and what may be in store for the nursery marketplace.

Sit and Sip with total peace of mind Award Winners 2017

s we are all busy preparing for Christmas and seeking those last minute presents, we are accustomed to seeing the beautifully packaged gift-sets on the shelves. Gift sets, however, are very much a returning trend that we are likely to see a lot more of throughout the year and not just during the festive season.

Newborn gifting is a year-round industry and there are certainly a host of beautiful lines available for consumers to choose from.

However, high quality, traditional nursery essentials, such as a Comfort Blanket and Ring Rattle or Book and ‘My First’ Soft Toy set, packaged in an attractive gift box not only offers value for money but also creates a perceived value for the recipient. Gift sets provide an easy-option purchase for the buyer but more than delivers the sentiment behind the gift.

It is also very interesting to see just how many gifts, not just in the nursery sector, are leaning towards the home-made feel. The gifting trade appears to be going full circle, returning to the desire to gift high quality products with a crafted ‘made with love’ concept about them, thus creating an heirloom affect. Knitted products are very much coming back into fashion and we will even have new lines in our Peter Rabbit Nursery collection reflecting this, available next year.

It looks set to be another interesting twelve months in the nursery gifting sector but before we ring in 2018, from myself and all at Rainbow Designs, I would like to wish you a Merry Christmas and a very happy, healthy and successful New Year.

A

Sprout™ High Chair

Transitions™ Soft Spout Sippy Cup Set

Designed with developing tots in mind info@oxouk.com www.oxototuk.com

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Feature: MOTHER&BABY AWARDS

Seal of Approval Industry professionals gathered at the Westminster Park Plaza to celebrate the 24th Mother&Baby Awards all of whom were waiting in anticipation of the award winners being announced. It was, as always, an amazing night celebrating how this industry makes a difference to mums’ lives every day with their innovative products.

Each year, the Mother & Baby awards put the very best baby, pregnancy and new mum products on the market through their paces.

Their army of real mum testers put the products through their paces by living with them for a month before giving their real, honest opinion. This way only the best gear gets awarded and you can rest assured, the products below have the mum seal of approval.

Here are the winning products: Best Pushchair 2018

Gold award winner: BabyStyle Hybrid Edge Silver award winner: Joie Mytrax Bronze award winner: Cuggl Beech Pushchair

Best Lightweight Buggy/Stroller 2018

Gold award winner: Cuggl Maple Pushchair Silver award winner: Baby Jogger City Tour Bronze award winner: Chicco MiiniMo

Best Multiple, Twin or Tandem Pushchair 2018

Gold award winner: Silver Cross Wave Silver award winner: Out ‘n’ About Nipper Double V4 Bronze award winner: Peg Perego Book for Two

Best Travel System 2018

Gold award winner: ABC Design Pepper Silver award winner: Peg Perego Book 51 S Modular System Bronze award winner: Britax AFFINITY 2

Best Forward-Facing Car Seat 2018

Best Product for Bottle Feeding 2018 Gold award winner: MAM Easy Start 260ml Bottle Silver award winner: Chicco Natural Feeling Bronze award winner: MAM Electric Steriliser and Express Warmer

Best Product for Breastfeeding 2018 (excluding Breast Pumps)

Gold award winner: Cake Lingerie Cotton Candy Seamless Nursing Bra Silver award winner: Lansinoh HPA Lanolin Bronze award winner: My Expert Midwife No Harm Nipple Balm

Best Feeding Products for Weaning 2018

Gold award winner: Tomee Tippee Baby Food Steamer Blender Silver award winner: Bamboo Bamboo Suction Bowl and Spoon Set Bronze award winner: MAM Trainer Cup

Best Highchair 2018

Gold award winner: Joie Elevate 2 Silver award winner: Britax Römer Evolva 1-2-3 Bronze award winner: Joie Every Stage FX

Gold award winner: Kidsmill Up! Highchair Silver award winner: Peg Perego Siesta Highchair Bronze award winner: East Coast Nursery Folding Highchair

Best Rear-Facing Car Seat 2018

Best Baby Monitors 2018

Gold award winner: Joie Spin 360 Silver award winner: Maxi-Cosi Pebble Plus Bronze award winner: Britax Römer Baby-Safe i-Size

Best Travel Products Under £25 2018 Gold award winner: Buggi Lights Silver award winner: DoddleBags Bronze award winner: Splash About Go Splash Swim Vest

Best Travel Product Over £25 2018 Gold award winner: SpaceCot Alfa Silver award winner: Una the Unicorn Trunki Bronze award winner: Nuna SENA aire

Best Baby Carrier/Sling or Back Carrier 2018

Gold award winner: Close Parent Caboo Dxgo Silver award winner: LittleLife Adventurer S2 Child Carrier Bronze award winner: Ergobaby Adapt Baby Carrier

Best Changing Bag 2018

Gold award winner: Mia Tui Jennie Changing Bag Silver award winner: Allis City Plus Bronze award winner: Lassig Glam Rosie Bag

Best Baby Food Range/Products 2018

Gold award winner: Mamia Breakfast Pouch Range – Stage 1, Aldi Silver award winner: Four NEW Vegetable Only Flavours, Ella’s Kitchen Bronze award winner: Little Angels Organic Animal Puffs, ASDA

Best Breast Pump 2018

Gold award winner: Lansinoh 2 in 1 Double Electric Breast Pump Silver award winner: Nuby Natural Touch Digital Electric Breast Pump Bronze award winner: Medela Swing Essentials

Gold award winner: BT Audio Baby Monitor 450 Silver award winner: Angelcare AC417 Video, Wireless Movement and Sound Baby Monitor Bronze award winner: Motorola MBP50

Best Bathtime Products 2018

Best Safety Products 2018

Gold award winner: Mothercare Airflow Pocket Sprung Mattress Silver award winner: The Gro Company Groegg Bronze award winner: MediClock

Best Swimming Products 2018

Gold award winner: Splash About Happy Nappy Silver award winner: Childs Farm 3in1 Swim Bronze award winner: HUGGIES Little Swimmers

Best Baby Wipes 2018

Gold award winner: Mamia Fragranced Baby Wipes, Aldi Silver award winner: Tesco Loves Baby Newborn Pure Wipes Fragrance Free Bronze award winner: Asda Little Angels Care and Protect Baby Wipes

Best Disposable Potty Training Pant/Nappy Pant 2018

Gold award winner: Pampers Baby-Dry Nappy Pants Silver award winner: ASDA Little Angels First Pants Bronze award winner: Huggies Pull Ups

Best Performance Disposable Nappy or Nappy Range 2018 Gold award winner: Pampers Premium Protection Silver award winner: Baby Ocado Size 6 Ultra Dry Nappies Bronze award winner: Pampers Baby Dry

Gold award winner: Boots Baby Shampoo Shield Silver award winner: Hooded Owls Hooded Bath Towel Bronze award winner: Hevea Kawan Rubber Duck

Best Reusable Nappy 2018

Best Cot, Crib or Moses Basket 2018

Best Value Disposable Nappy or Nappy Range 2018

Gold award winner: Chicco Next2Me Dream Silver award winner: East Coast Carolina Space-Saving Cot and Mattress Bronze award winner: Tutti Bambini CoZee Bedside Crib

Best Potty-Training product 2018 (excluding disposable nappies)

Gold award winner: TotsBots Easyfit Star Silver award winner: NaturalMama Sunny Bronze award winner: The Green Bud All-in-one Washable Nappy

Gold award winner: Mamia Nappy Range, Aldi Silver award winner: Baby Ocado Size 4 Ultra Dry Nappies Bronze award winner: Little Angels Newborn, ASDA

Best Baby Skincare Range/Product 2018 Gold award winner: Childs Farm Toiletries for Baby and Child Silver award winner: Neal’s Yard Remedies Organic Baby Balm Bronze award winner: Burt’s Bees Baby Bee

Best Baby Toy 2018

Gold award winner: The Gro Company Ollie the Owl Silver award winner: Leapfrog Learn and Groove Musical Table Bronze award winner: SweetDreamers Gertie the Good Goose

Best Toddler Toy 2018

Gold award winner: LEGO DUPLO Number Train Silver award winner: Orchard Toys Smelly Wellies Bronze award winner: vTech Electronics Toot-Toot Friends Magical Unicorn

Best New Mum/Maternity Skincare Products 2018 Gold award winner: Basq NYC Resilient Body Stretchmark Oil Silver award winner: Lansinoh HPA Lanolin Bronze award winner: nspa Mum to Be Nourishing Stretch Mark Oil

Best Pregnancy/Maternity Product 2018

Gold award winner: Tara Lee Yoga, The Bump Yoga Mat Silver award winner: Babymoov Dream Pregnancy Sleep Aid Bronze award winner: nspa mum to Be Moisturising Bump Butter

Innovation of the Year 2018

Gold award winner: Pampers Preemie Protection Silver award winner: gb Pockit+ Bronze award winner: Bizzi Growin POD Travel Bag

Gold award winner: My Carry Potty Silver award winner: Bumbo Step ‘n’ Potty Bronze award winner: Bambino Mio Potty Training Pants

Best Products for a Newborn (0-4 months) 2018

Gold award winner: Aden and Anais Swaddle Silver award winner: Mama Designs Muslin Swaddle Bronze award winner: Taf Toys Developmental Pillow

Best Sleep Products 2018

Gold award winner: Mothercare Airflow Pocket Spring Mattress Silver award winner: Harrison Sprinks Baby Natural Start No.2 Bronze award winner: Silentnight Safe Nights Anti-Allergy Cot Bed Duvet

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Think Baby.

Winner

For the 2nd Year Running Best Travel System with Mother & Baby

Are you interested in design and aesthetics? Do you feel that good looks are just as important as intelligent functionality and quality?

If your answer is yes, Pepper is the perfect pushchair for you and your baby. It has extremely clean-cut lines, a stylish appearance and all the functions that are so important to you as parents.

Key Features include:• • • • • •

Suitable from birth Forward / Rearward facing seat UPF 50+ Protected extending hood Carrycot available Car seat available Isofix base available

Maxi Cosi / Cybex / Kiddy car seat adaptor available

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abc-design.uk.com

Obaby Nursery Today Full Page Advert - Nov-Dec 2017 (ABC Pepper award).indd 1

04/12/2017 15:16

Feature: MOTHER&BABY AWARDS

Swaddling in success aden + anais, the babycare brand widely known for its iconic muslin swaddling, sleeping, feeding and bath time products, is delighted to announce that it won ‘Gold’ in the Best Product for Newborns category at the Mother & Baby Awards last night for the second consecutive year for their best-selling swaddles.

Commenting on the win, Pascale McBain, aden + anais’ marketing manager for Europe says: “We are very excited to have once again won this prestigious award in the UK, especially since the other finalists in the category were so strong again this year. aden + anais was created out of a mother’s need and it is wonderful that so many parents recognise the contribution our co-founder Raegan Moya-Jones made in terms of making parents’ lives easier when she first launched the swaddles.”

Web: www.adenandanais.co.uk

lining Silver ss – emium cot mattre 100% natural, pr

2018 Baby’s ’ accolade at the Harrison Spinks awarded a ‘Silver en be s ha – o.2 N ards.

NaturalStart Mother & Baby Aw y, the p Product’ categor ee Sl t es ‘B e th in ral d ar aw of e mbination natu Picking up th tures the perfect co fea ung ss yo d tre an at m es bi o.2 NaturalStart N gy, to provide ba olo hn tec g rin sp -leading possible. fillings and world best night’s sleep s– children with the o mattress variant tw s ntly feature rre cu ed, e sid ng alra du rt e ta ar s The NaturalS th mattresse Bo . o.2 N rt ta t alS and Natur stage of infan NaturalStart No.1 l support at each e correct postura th er months and the off 18 to 0d n ne desig r babies betwee fo is e sid rst fi e . development. Th to five years-of-age other for those up .uk ksbaby.co

sonspin Web: www.harri

The golden touch The Hybrid by BabyStyle has just been awarded Gold at The Mother & Baby Magazine Awards in the Best Pushchair category.

The Hybrid is a stroller without compromise, one chassis offering three stroller options with clever and simple axle changes allowing you to adapt the chassis to suit parents, perfectly.

As a stunning single stroller it is compact and user friendly, in City mode it uses the smaller rear wheels and narrower axle making it perfect for the hustle and bustle of city life while in Edge mode the larger rear wheels on a wider axle are added offering more flexibility and the ability to quickly add an additional seat unit or carrycot to become a supremely stylish tandem.

Suitable as a travel system the Hybrid can be teamed up with a range of leading infant carriers, including the Maxi-Cosi Pebble and Cabriofix, the Kiddy Evo Luna i-Size and BeSafe.

The Hybrid is designed to suit todays families perfectly, it is feature packed even offering seat height adaptors to offer more space when in Tandem mode and also putting the seat unit at dining table height when eating out.

Other features of the Hybrid include lockable quick release wheels, a very easy compact fold, height adjustable handle, an adjustable footrest, built in insect nets, a reversible seat frame, PU puncture resistant tyres, one pull harness and an extendable shopping basket.

Web: www.hybridstroller.com

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Feature: MOTHER&BABY AWARDS

Silver standards The Carolina Cot from East Coast Nursery is 20% smaller than a standard cot and scooped Silver in the Best Cost, Crib or Moses Basket category in the recent M&B 2018 Awards.

It’s not always easy for parents to fit a cot in their room for the first six months, so the spacesaving size of the Carolina makes it ideal. Then when baby moves into their own room, their bed will still feel familiar. It’s also a great choice for a grandparents’ house or a small nursery.

The Carolina is supplied complete with a foam mattress. It’s available in five colours: antique, white, grey, pink, and blue.

Tel: 01692 403461 Web: eastcoastnursery.co.uk

No leaks with Splash About Reliable, reusable, tested and approved by UK swim schools, Splash About’s New Improved Happy Nappy offers the best protection on the market against faecal leaks in the pool.

Technically designed with a new ergonomic shape; a unique fitted but flexible gusset and specialist pressure fabric ribbing at the waist and legs to avoid any gaping, it provides a leak-free, stress-free swim for babies, parents and swim teachers.

Worn each week by thousands of babies internationally and given the seal of approval by parent judges at the 2018 Mother&Baby awards, where it scooped Gold for Best Swimming Product.

Web: www.splashabout.com

er Gold and Silv for GgrGoldowith Ollie the Owl

ny are celebratin by The Gro Compa the Mother and Ba r Best Baby Toy at won fo r ete om m er th scooping a win anging room ch r lou co g eg ro G Awards. The fety Product. l and Silver for Best Sa roup Commercia win Rob Pascoe G the ts ec fl re ds ar Thrilled with the inning these aw “W id sa r cto od ire ing our pr ucts Marketing D that goes into mak n tio ca di de mes to d an hard work choice when it co t and parents first ke ar m e th .” in es st bi the be oducts for their ba choosing sleep pr w.gro.co.uk Web: ww

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Feature: MOTHER&BABY AWARDS

Chicco does it again For a second year running, Chicco picked up Gold at the Mother & Baby Awards in the Best Cot/Crib/ Moses Basket Category. Reinforcing its position as leader in the sleeptime sector, the much-loved baby brand was presented with the top prize for its Chicco Next2Me Dream side-sleeping crib, which attaches securely to the bed to allow parents to sleep safely next to their little ones. The accolade is testament to Chicco’s position as firm favourite among industry experts and real parents alike.

Web: www.chicco.co.uk

Taking home gold

ABC Design wins Best Travel System Gold for the 2nd year running. The Pepper boasts the same impressive German engineering as the rest of the ABC Design range and houses enough features to keep any parent happy. Its tough, melange fabric ensures that the Pepper is as durable as it is stylish and its three level adjustable suspension and height adjustable handle ensure a comfortable ride on any terrain, for both parent and child.

Although suitable from birth as standard or when using the Pepper carrycot, for its award winning configuration, add one simple pair of adaptors and it can accommodate Maxi-Cosi, Kiddy and Cybex car seats for travel system use.

Tel: 01652 641491 Web: abc-design.uk.com

Going for Gold Close are thrilled to have been awarded Gold for Caboo DXgo in the Best Baby Carrier,sling or Back carrier category at the 2018 Mother and Baby awards.

On announcing the result, Mother and Baby said “We love the gender neutral colour scheme, which works for little boys and girls as well as suiting both mum and dad very well. The fact that this carrier can be used on both the front and the back is second-to-none and all of our testers reported ease and comfort when strapped in.”

Hester MacAnara, Business Development Director, Close says “To be awarded such a prestigious accolade is a wonderful way to end a spectacular year of awards success for Close. Our 10 year anniversary celebrations for Caboo have ended on a high and it is fantastic to have Caboo DXgo chosen because of its flexibility and compactness making it an ideal product for carrying on the go and for transitioning from a newborn carrier.”

Web: www.closeparent.com

nursery matters JOHN BARKER

Barking Mad Ho ho ho! Merry Christmas! Yes it’s that time of year when we all have to question what we are doing in the nursery industry.

W

h ilst we are sat here worrying about our bottom line and paying the staff wages Mr and Mrs Public are blissfully unaware of our plight. Little Dave must have that Kylo Ren action figure, you know the one that looks like Adam Driver after spending six months on crystal meth, and Mum will get him one. It can’t be just us but customers seem to fall in to the following categories when it comes to New Year babies: A) They’ve had their order in for months and it’s either all paid for or they’ll worry about the balance in the new year or B) They’ll do their shopping in the new year even if mum to be is due 3rd January.

Some people just don’t appreciate lead times, they are happy to leave everything till the last minute – just like Nayim scoring from the half way line against Arsenal in 1995. To further compound our frustration we have the online stores and nationals that have sales targets to meet. Thanks to them we see the word we all dread. . .”SALE”. Yes the wonders of the New Year sales, a time where reason goes out of the window in order to save a pound or two. How we have ended up in an industry driven by necessity that runs sales events is beyond me.

To me sales should only be used to clear off stock that’s either been discontinued or has been skulking in the store room since the last season like Gollum in the bowls of the Misty Mountains. Our customers aren’t looking for a bargain they don’t really need, they are looking for a bargain on something they do need and that’s very different. Currys will splash big discounts all over our TV screens in an

attempt to get us to part with our hard earned, we don’t need it, we don’t really want it but if it’s a bargain we are interested. We, on the other hand are selling a product a customer NEEDS. I’m going to use Apple as an example here (and I don’t mean the fruit). Apple iPhones are without a doubt the most desirable smartphone on the market and Apple know this.

When was the last time you saw Apple sell their product under RRP? Never, that’s when. Try this one, when was the last time you saw a third party sell an Apple product under RRP? You guessed it, never. But why and how is this the case? It’s simple, Apple understands that the customers need a smartphone and they desire the iPhone, it’s an industry driven by desire and necessity (sound familiar?).

Apple don’t have to cut the price as the customer wants to buy the iPhone, they need to buy the iPhone, or they think they need it at least. As the customer is confronted with a number of retailers all selling the same item at the same price they will simply choose the store that offers them the best service or shopping experience. Now in order to answer the “how do they do it” question I have to make a few assumptions, price fixing is bad in the eyes of the law so if they can’t say to Cellphones 4 Less ltd “you can only sell at RRP” how do they control it?

Control the supply chain and you can control the price. This is where our industry is failing.

To use an example from our industry I’ll mention Egg. We’ve sold Egg since it hatched (Sorry couldn’t resist and I can’t guarantee that will be the last bad

pun) and not once have we discounted the product, not even a free parasol.

Our typical Egg customer comes in the store wanting an Egg and leaves having bought an Egg. We know they can go home and try to find it cheaper online but they won’t. Happy customer, after all he got a “cracking” deal, happy shop as we made one shell (sorry) of a margin and the brand has retained its value and desirability – Good work Gill and all at Egg! All thanks to selected distribution. Sadly we stock many brands that either don’t seem to care about their brands pricing or wash their hands of it and simply claim they are unable to resolve the situation, unable or unwilling?

I think I speak for every independent, both members and none members of the NSG when I say we all want to earn margin. We are happy to support suppliers if they enforce pricing. We are a valuable assist to all brands and somewhere over the past few years this has been forgotten. Help us to help your brands. Squeeze those devaluing, encourage those prepared to stick to a brands values and ethos. You need us on the high street, if we vanish so does the customer’s awareness.

Papa B predates the internet boom in our trade, in fact I think he predates electricity! Anyway, he always laments that 10 years ago customers where lucky to get a free raincover never mind 10% off! If Papa B says so it’s got to be right – or that’s what he tells me anyway. Until next month, Merry Christmas, everyone enjoy a few days off and I’ll see you on the flip side in 2018 where I have some VERY exciting news from Pramland Towers.

JOHN BARKER john@pramland.co.uk

To me Sa les sh ould on ly used to cle ar off stoc k be th at ’s eit her been di sc ontinue d or ha s been sk ulk in g in th e store room sin ce th e last se as on Go llu m in th e bo w ls oflike th M isty M ountain s. e

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retail TECHNOLOGY

Internal Linking - What Works and Why Search Engine Optimisation as an industry has a reputation which is sometimes right down there with economy crashing rogue bankers, ‘dodgy expenses’ politicians and used car salesman. s a retailer you’ve probably been exposed to hundreds of phone calls from people promising you ‘top of Google positions’ and piles of revenue which never materialises.

The fact of the matter is that a lot of this bad reputation is deserved, because over the decades our industry has been infected by those who saw an opportunity to make money quickly by spinning a mantra that has little to do with what they were actually performing for the retailers paying their wages.

This makes me both mad and pretty depressed at the same time, because doing things properly is not only easier but gets far better results.

I’ll tell you why…

A

David Fairhurst Head of Creative Online Marketing - Intelligent Retail

Search Engine? What Search Engine!

Imagine a World where Google didn’t exist. This takes us back to pre-1998 where we had websites and primitive search engines like JumpStation and Excite but little else.

Back then, websites really did follow the premise that ‘content is king’. A website was about information first and foremost.

Online shopping had yet to come to the fore as the driver behind the

To allow website usert s to find the conten they are looking for as easily, internal linking ghht to be carefully thou any out. Read through line scientific paper on ow and you will see h t important conten should be linked. expansion of the World Wide Web, so when you went online, you were looking for information – just what Tim Berners Lee had designed the ‘web for in the first place.

In the early to mid-1990’s, you rarely heard of anyone being a practitioner of ‘Search Engine Optimisation’ because really, this didn’t exist. Those who optimised websites with quality content and structure were called ‘Webmasters’.

Webmaster was a moniker to be proud of. It meant you cared for something!

A webmaster structured a website

David Fairhurst Head of eCommerce, Intelligent Retail, http://www.intelligentretail.co.uk 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

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in order to allow website users to find content easily, which as it turns out is exactly what any search engine wants you to do. Really then, a Search Engine Optimisation practitioner, if the work is actually done properly is ‘Webmaster’ under another name.

Which neatly brings me round to internal linking and why it needs to be done with the kind of thought and care an old-school webmaster would apply.

Caring for Content and Users To allow website users to find the content they are looking for easily, internal linking has to be carefully thought out. Read through any scientific paper online and you will see how important content should be linked.

Search engines want you to follow this same principle. Important words should lead through to more important content on the same subject which can be found on other pages in your website. This is what internal linking is all about.

Google especially isn’t too fond of global navigation elements to find important content.

Internal and external links in header navigation and footers of a web page tend to get downgraded as these

Image source Pexels.com

links, available on every page in your website don’t give the context that Google requires to tell what a link is about. Links within paragraphs of text however do give context, which is why search engines, especially Google take note when they find an internal hyperlink within a body of text. Links like this say to search engine spiders that ‘here’s something important, here’s something about the link you are about to crawl through‌ now go and find more content’.

Well thought out internal linking really does give the Webmaster looking after your website the opportunity to show your content in the best light both website users and search engine spiders.

This is why when you plan out internal linking, it should be with the eye of an old school webmaster.

Taking a Search Engine’s View If you’re a nursery retailer in the UK then you need to take a search engine’s view when putting together internal page linking. The Google search engine doesn’t see all links on a page as being equal, even when these links

are embedded into the content sections of a web page.

Text hyperlinks are weighted higher than image links. This is because as mentioned, the surrounding words in a sentence of text give context to the link. This means, if you are going to link through to other pages in your website and this link is deemed to be important, make sure the link is a text link in body text.

Also, bear in mind that you should limit the amount of internal links going to any particular page. Google will in most cases choose the first link on any page as being the one which is counted, so if you are going to link through, make sure that the first link on page is a link within body text, surrounded by other words giving that link context.

This does mean that global navigation elements such as the top navigation, which are in fact just a bunch of internal hyperlinks should actually be put at the bottom of the HTML code in your pages to avoid Google crawling these first.

Make it easier for search engine spiders to find important content and you should see better rankings and more traffic as a result.

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BPA notice board Proactive to prosper As 2017 comes to a close, the majority of the nursery industry will be looking forward to some downtime with family and friends over the Christmas holidays. However, those wanting to ensure a prosperous 2018 (and if media predictions are anything to go by, we could be in for a challenging year!) will be avidly planning how to market and promote their businesses to ensure they have all the

nuts and bolts in place to not just ride through the next 12 months but to positively thrive.

Members of the Baby Products Association have events available to them to help make the very most of both home and international sales opportunities and the trade association urges everyone to be proactive and plan well ahead.

Don’t forget your home ground …

Robert Anslow M anaging Director If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

www.thebpa.eu

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Firstly, don’t underestimate the importance of your home market and the great opportunities to be captured at Harrogate International Nursery Fair which takes place from 25th to 27th March 2018. The UK’s only nursery trade show with spring timing perfect for launching new summer and autumn ranges, it is an extremely important event for UK nursery retailers and buyers and is also beginning to attract interest from international buyers too.

Adrian Sneyd, show organiser, explains: “Harrogate is particularly important for UK nursery retailers and buyers, who can’t or don’t want to attend international trade shows. It gives them the chance to see new products first hand and to see, feel and truly understand concepts before they commit to buying. It also provides a fantastic platform for networking and many important business relationships have been forged over the years as a direct result of attending the show.”

This year Harrogate has a completely fresh look, utilising a new hall layout in the Harrogate Convention Centre ensuring a better flow for visitors. In addition, there is a New Product Showcase which will be the perfect place to source exciting new products which are soon, or have only recently been launched to the UK market.

Then the away games…

Two important export events include CBME Shanghai which takes place in July and Kind und Jugend in September 2018. The Baby Products Association hosts UK Pavilions at both of these shows and these have proved incredibly successful for everyone involved.

The Chinese market is expanding rapidly, particularly with the relaxed one child policy, and demand for quality European baby products – and British in particular – has never been greater. The show is the world’s largest child, baby and maternity trade event attracting almost 3,000 exhibitors and over 88,000 trade buyers.

Robert Anslow, managing director of the trade association explains: “CBME Shanghai is a relatively new, but extremely vibrant show and the Baby Products Association has been involved hosting its UK Pavilions since its inception in 2014 and has seen it grow dramatically.

“With a very different business culture, the Chinese market has been a difficult nut to crack for our members – deals are abundant, but it can take up to three years before successful relationships are forged. However, with extensive support from the China Britain Business Council (CBBC) and Department of International Trade (DIT) in China, our members are reaping the benefits and we urge more companies to jump on board with this very lucrative market.”

Manmar Ltd was a participant in the UK Pavilion at CBME Shanghai in 2017 and Nikos Tomadakis of the company commented: “CBME is a great exhibition with serious Chinese buyers and a lot of visitors from Thailand, Korea and Japan. I think this is definitely the best exhibition for South East Asia.

Camille Juras of The Good Karma Company added: “I could not have conceived to try China on my own and it was really interesting to understand and appreciate the market over there. I will keep growing, improving and will be even better prepared next time!”

Europe here we come …

The Baby Products Association will soon be opening bookings for its hugely popular UK Pavilion at Kind und Jugend which was sold out last year with over 70 companies participating and not only the biggest on record for the trade association, but the largest country specific Pavilion at the show.

Robert Anslow continues: “The UK Pavilion at Kind und Jugend has fast become ‘the destination’ of the show. The trade association invests heavily in prominent British branding and marketing, making the entire area a massive focal point attracting visitors and buyers from around the world. Last year a number of companies, which have previously exhibited outside of the UK Pavilion, requested to join us and we expect even more to jump on board for the 2018 show. Priority will be given to companies who exhibited with us in 2017, but we recommend not leaving it until the last minute as historically, space is filled very quickly.”

Full details about participating in all of these events can be found at www.thebpa. eu Merry Christmas, a Happy New Year and the entire Baby Products Association team looks forward to working with you all in 2018!”

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