Nursery Today December 2025

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Editor Penny Franks penny@lemapublishing.co.uk

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Barking Mad

In his latest column, Pramland’s John Barker reflects on a year of rapid change, industry pressure and standout supplier partnerships.

This month, The Nursery Store’s Managing Director Christy Foster takes a look back on a year of momentum, milestones and moving forward.

Jonathan Feingold

Jonathan Feingold explores the distinctive baby goods market in Turkey, a country known for its coastline, history, and food, but also home to a fast-growing and uniquely structured nursery sector.

editor’s letter

www.nurserytoday.co.uk

Welcome to the final issue of the year, a moment that always seems to arrive far sooner than expected. It feels as though 2025 has flown by, and yet here we are, preparing to turn the page toward a brand new year. December brings its usual mix of reflection and excitement, and we are delighted to share this final edition in 2026 with you.

Inside this issue, we shine a light on a range of key nursery categories. Infant Toys are featured on page 20, followed by a helpful round-up of products designed for twins or families with little ones of different ages on page 24. Pacifiers and Soothers take centre stage on page 26, while Sleeptime essentials can be found on page 28. We also proudly

Check out the Mother&Baby Award Winners over on page 36.

celebrate the winners of the highly respected Mother&Baby Awards on page 36, always an inspiring showcase of products that parents truly value.

Sleeptime remains one of the most emotive areas of nursery retail, often bringing reassurance but sometimes anxiety for new parents. With this in mind, we were pleased to speak with Nicole Weeks, Partnerships Manager at The Lullaby Trust, to learn more about how the charity develops its safer sleep guidance, works closely with brands and retailers, and continues to share important life-saving messages with families across the UK. You can read this insightful feature on page 32.

Turn to page 14 and you will find another fascinating article, this time with Nick Watts, BabyCentre’s Managing Director for International and Lifecycle Marketing. Nick shares how this trusted UK platform began, how it keeps its content accurate and relevant, and how it continues to meet

the evolving needs of today’s parents. We also spend time with GO10, a distributor that is rapidly becoming one of the most talked-about partners in the nursery sector thanks to its purposeful brand portfolio and strong collaboration with retailers. On page 10, Senior Brand Manager Sarah Hobson gives us an inside look at how the business is developing, what guides its portfolio decisions, and why 2026 is shaping up to be a milestone year for the company and its partners. Our regular contributors bring even more depth to this issue. Pramland’s John Barker, writing with honesty and heart, reflects on a year filled with change and calls for a united approach to help safeguard the future of nursery retail. His column can be found on page 12. Meanwhile, The Nursery Store’s Managing Director, Christy Foster, shares her reflections on a year of growth and progress on page 35. Finally, starting on page 42, Jonathan Feingold brings an international perspective as he explores the unique nursery landscape in Turkey, a country rich in culture, coastline and culinary heritage, and home to a fast-growing and distinct baby goods market.

As we look ahead, Toy Fair returns from 20 to 22 January 2026 and promises three vibrant days of innovation, product launches, trend spotting and invaluable networking. If you are considering expanding your toy offering, the show is the perfect place to explore, discover and indulge your inner child. You can find more details on page 16.

You will also notice our Car Seat Supplement included alongside this issue, highlighting key brands and updates across this vital category.

From all of us here at Nursery Today, we wish you a joyful, peaceful and very festive season and prosperous New Year.

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news Commotion adds to tickit awards streak

Commotion marks more award wins in 2025 for its tickit brand, including Best Sensory Toy and Best Sustainable Toy from MadeforMums.

Commotion has added to its awardwinning streak in 2025 with a number of new gongs in recent awards programmes. Several products from its tickit brand have achieved outstanding success.

In the MadeForMums Awards 2025, the brand took two gold medals, a bronze and an editor’s choice accolade:

• Sensory Steel Colour Mystery Balls: Gold, Best Sensory Toy Celebrated as a sensory delight, o ering rich opportunities to explore through sound, touch and movement.

• Safari Animal Layer Puzzle: Gold, Best Sustainable Toy Praised for eco conscious manufacturing and durable FSC certi ed materials.

• Safari Animal Layer Puzzle: Bronze, Best Wooden Toy

Families loved its long-lasting appeal and versatility, with children returning to it again & again.

• Wooden Enchanted Figures: Editor’s Choice

A standout winner recognised for sparking storytelling, creativity and cooperative play.

James Shepherd, CEO Commotion, said: “We are thrilled to see tickit recognised by both families and industry professionals. These awards are a testament to our team’s passion for creating playful, purposeful and sustainable resources that support children’s learning and development.”

Splash About unveils new innovative design concept for Haven poolside retail

Working in partnership with Haven, the UK’s leading holiday park operator, Splash About, a one-stop shop for all things swim, has unveiled the rst-of-its-kind poolside retail store at Haven’s Primrose Valley site in Yorkshire.

The bespoke designed space seamlessly combines tailored revenue generating pool products with an unparalleled customer experience. After six weeks of opening, poolside retail sales have increased by 27 per cent compared with the same period in 2024.

The concept focuses on retail theatre merchandising with three-dimensional, character-led promotion based around cute sea creatures.

Bespoke point of sale has been speci cally designed to maximise the space and contributes to the open plan design which cleverly creates a footfall ow to capitalise on sales. The space takes advantage of natural daylight while the undulating ceiling is LED lit and mirrors the ocean waves adding to overall theme.

“Poolside retail has historically been a cost centre for holiday parks in the UK; we are changing this perception e ectively turning poolside retail into pro t centres,” commented Lesley Beach Managing Director at Splash About International.

Lesley continued, “It’s not just about providing the most extensive range of swimwear and pool accessories; it’s employing a smart business model which forward thinking companies like Haven are doing. Products are speci cally tailored to the holiday park’s demographic, so they generate revenue. Retail space is not an afterthought it is strategic and designed to o er lasting value and crucially it’s creating a powerful new revenue stream for our partners.”

Simon Palmer, Head of Activities and Leisure, Haven, said, “Our collaboration with Splash About is more than just a shop, it’s designed to enhance the family holiday experience, giving our guests a convenient, relevant choice of swim essentials when they need them and an exceptional experience.”

Avionaut Supports Bliss to Help Families of Premature and Sick Babies Navigate the Journey from Hospital to Home

Avionaut, a European brand in car seat safety, comfort, and ergonomic design, is supporting Bliss, the UK’s leading charity for premature and sick babies. Through this partnership, Avionaut is helping Bliss provide reassurance, practical guidance, and expert advice for families as they leave hospital and continue caring for their baby as they grow.

Bliss provides families with vital support during neonatal care, o ering practical guidance, emotional support, and advocacy. Avionaut’s contribution will help Bliss extend its reach, ensuring that more families of premature or sick babies have access to the information and resources they need.

To mark Prematurity Awareness Month in November, Avionaut is sharing educational content and resources, including expert advice on safe travel, car seat positioning, and common mistakes to avoid. The initiative is designed to help parents feel informed and supported – not just for the journey home, but as their child grows and develops.

As part of this partnership, Avionaut is contributing £10,000 to help Bliss reach more families and provide essential guidance for those navigating neonatal care.

Fiona Su eld, UK Country Manager at Avionaut, said:

“With nearly 58,000 babies born prematurely in the UK each year, being discharged from the neonatal unit and making that rst journey home can feel overwhelming. Through our partnership with Bliss, we want to provide practical guidance and reassurance so parents can feel con dent their little one is safe. Together, we’ll continue supporting families as their child grows, sharing advice and resources to help them navigate each stage with care and con dence.”

Avionaut has spent years developing travel solutions designed to support children’s comfort, posture, and wellbeing. The company works closely with paediatricians, physiotherapists, and orthopaedic specialists to ensure its products promote healthy development. Collaborations with organisations such as AGR (the Campaign for Healthier Backs) reinforce Avionaut’s commitment to ergonomics, safety, and overall family wellbeing.

Through its partnership with Bliss, Avionaut aims to give parents reassurance, practical guidance, and education – helping them leave the hospital con dent that their baby is safe, comfortable, and cared for.

For more information, visit www.avionaut.com

transforming poolside retail with some operators seeing sales quadruple as a result of their partnership.

www.splashabout.com

Dew Products Secures National ASDA Listing

Produced and made in the UK, the new Dew Baby Care range gives parents peace of mind with formulations certi ed by Allergy UK. At its heart is the Dew Disinfectant Baby Bottle Sterilising Water, a 100% natural, alcohol-free, safer alternative to traditional sterilising liquids or tablets.

Using Dew’s electrolysed water technology, it creates a tiny, but important amount of hypochlorous acid (HOCl), the same compound naturally produced by our immune system, which is 99.99% e ective against bacteria, viruses and fungi that may be contaminating baby bottles, teats and feeding accessories without the need for rinsing. The result is a safer, faster and environmentally friendly way to keep feeding equipment hygienically clean while being gentle on little ones and the planet.

The baby range is complemented by Car Seat & Stroller Cleaner and Toy & Surface Cleaner, o ering parents a safer, sustainable and e ective alternative to traditional baby care and household cleaning products, without compromising performance.

“We’re incredibly proud to be the rst baby care brand on ASDA’s shelves that is certi ed by Allergy UK and champions a truly responsible ethos,” said Erik Smyth, founder of Dew Products. “Our expansion across baby, home and pet care shows that families no longer need to choose between e ectiveness, safety and sustainability.”

Driven by a mission to o er an alternative to harsh chemical cleaning with safe, science-led technology, Dew Products’ formulations are Allergy UK-certi ed, vegan, cruelty-free and produced using lowimpact, re llable packaging systems, combining innovation with environmental responsibility. www.dewproducts.com

Cara Sayer wins the 2025 Allica Bank Great British Entrepreneur Awards for South East

Cara Sayer, inventor of SnoozeShade and its Chief Sleep O cer, has been awarded the Maker & Creator Entrepreneur of the Year for the South East region, in the 2025 Allica Bank Great British Entrepreneur Awards. Up against thousands of entrants Cara stood out for her courage, ingenuity and results – it’s a win she is incredibly proud of.

Winners were announced at a special ceremony on Monday 17th  November 2025, when over 1,500 business leaders and entrepreneurs came together at London’s Grosvenor House, to celebrate the entrepreneurial visionaries of today.

Often dubbed “The Grammys of Entrepreneurship,” the awards shine a light on the UK’s most inspiring business journeys. This year, more than 800 entrepreneurs across the UK have been recognised for their innovation, impact and determination.

SnoozeShade was born from a simple idea during those all-too-familiar early parental days. Now, over 15 years later, more than half a million SnoozeShades have been sold around the world. With over 80 awards, a loyal following of parents (including a few famous faces – and even royalty), and o cial recognition from bodies like INPAA in Australia – SnoozeShade is the only sun and sleep shade range to be approved – it’s grown into a trusted essential.

trixie Appoints Josh Reed as New UK National Account Manager

trixie is delighted to announce the appointment of Josh Reed as its new UK National Account Manager, strengthening the brand’s presence and expanding its commercial footprint across the UK market.

Josh joins trixie with a wealth of industry experience, for the past three years, he served as Southern Account Manager at Mamas & Papas, where he played a pivotal role in driving regional growth and building strong retail relationships. His earlier career includes key commercial roles at Ergobaby and Bugaboo, giving him deep category expertise across the sector.

In his new position, Josh will be responsible for leading and developing trixie’s UK sales strategy, nurturing retail partnerships, and driving brand visibility as the business continues to grow. trixie – known for its playful animal characters, sustainability-led approach, and beautifully designed everyday essentials and toys, including best-selling backpacks and waterbottles, continues to expand in the UK. With a focus on high-quality materials and supporting children’s imagination, the brand has become a favourite among retailers and parents nationwide.

Josh Reed said“ I’m thrilled to be joining trixie at such an exciting time for the brand. trixie’s commitment to quality, creativity and sustainability really resonates with me, and I’m looking forward to building strong partnerships and growing the UK business even further.”

For sales enquiries, please contact: Josh.Reed@trixie-baby.com

Each product is made with a unique EziBreez mesh – air-permeable and better than breathable. From the very beginning, it’s been about helping little ones sleep safely on the go and giving parents the freedom to get out and about again.

Speaking about her award win Cara said: “I am so excited, if a little shocked, to have won this award. I know there was tough competition so it is just incredible to be recognised, especially for something I rst created over 17 years ago during my own sleep-deprived, nap-trapped days.”

To learn more about SnoozeShade and its range of sun-safe, sleepsupporting products for babies and toddlers, visit www.SnoozeShade.com

iCandy proudly continues partnership with The PANDAS Foundation to champion perinatal mental health

Since rst joining forces in November 2024, iCandy’s support has helped PANDAS provide vital, free mental health services for parents, carers and families across the UK.

Thanks to iCandy’s donation and commitment to the partnership, PANDAS has been able to:

• Recruit, onboard and train 65 new volunteers

• Support 700 parents and carers in need via their helpline call-back system

• O er peer support to 950 parents and carers attending PANDAS groups

• Reach more than 20,000 parents via social media awareness campaigns linked to iCandy (not including additional reach through stories, Facebook, LinkedIn, or iCandy’s own channels)

• Roll out three new vital, free resources for parents, carers and networks, available any time online

Beyond nancial support, the iCandy team has gone the extra mile – quite literally. In May 2025, a group of dedicated iCandy employees completed the gruelling Three Peaks Challenge, raising over £3,500 for PANDAS. This inspiring feat demonstrates the shared commitment between iCandy and PANDAS to make a tangible di erence in the lives of families navigating perinatal mental health challenges

Bradley Appel, Joint-CEO of iCandy says “We’re honoured to continue our partnership with The PANDAS Foundation, an organisation that plays an essential role in supporting the mental well-being of parents and carers. At iCandy, we believe every family member deserves compassion, care and understanding and we’re proud to contribute to making these critical resources more accessible. Together with PANDAS, we hope to help break down the stigma surrounding mental health for parents and carers, particularly for fathers, so that no one feels alone on their journey.”

Annie Belasco, CEO of PANDAS says: “We have had a fantastic, united and impactful relationship together with iCandy over the past year. We’ve been blown away by the dedication from iCandy’s internal teams both professionally and personally in their own fundraising mission. Their incredible Three Peaks Challenge showed us once again how committed their team is to be supporting our mission. Together, we will keep working to make sure parents, carers and families know they are never alone. iCandy have truly embedded their brand into our cause with heart and drive.

“We are delighted to be continuing our partnership with iCandy. Their heartfelt approach and dedication to families has already had an extraordinary impact, from enabling us to expand our volunteer base and support more parents in need, to helping us raise awareness on a national scale.”

To nd out more please visit www.pandasfoundation.org.uk

Which? Uncovers Hundreds of Unsafe Products on Online Marketplaces

Which? has identified hundreds of dangerous products still being sold on major online marketplaces, despite many matching items that have already been declared unsafe by the Office for Product Safety and Standards (OPSS).

Using a simple Google image-search tool, Which? found almost 800 listings similar or identical to products flagged by the OPSS in the past year. Ninety-eight per cent of these carried a ‘serious’ or ‘high’ risk, with concerns ranging from choking hazards for young children to risks of electrocution and house fires. Which? purchased 15 of these items for testing; all but one posed serious safety issues, while the remaining product still failed to meet UK safety regulations. Products aimed at babies and young children were among the most alarming finds. Wooden toys and 3-D printed figures contained small parts that could be fatal if swallowed. More than 100 baby sleeping bags were identified as having dangerous design flaws, including hoods that could cover a baby’s face, and missing arm holes that could allow a baby to slip down and suffocate.

Other unsafe items included ladders known to collapse during safety tests, knock-off cosmetic tools with electrocution risks, and household items such as lamps and heaters with faulty wiring. Which? also highlighted hundreds of ‘invisible risk’ items, such as telescopic ladders and a widely sold electric saw design that appears under multiple brand names. Tests on one version, sold as a KATSU saw, showed risks of fire and electrocution, making it illegal under UK machinery regulations.

Which? argues that online marketplaces are failing to act on official warnings, despite the scale of consumer use. Research by the organisation shows that 90 per cent of UK shoppers have used online marketplaces in the past two years, with an estimated 8.8 million consumers experiencing harm from unsafe or fraudulent goods.

Which? is urging the government to prioritise delayed secondary legislation under the Product Regulation and Metrology Act, which would give regulators stronger powers to hold marketplaces accountable and prevent dangerous products from reaching families.

Sue Davies, Which? Head of Consumer Protection Policy, said: “Our latest research shows just how easily marketplaces could step up their efforts to tackle this problem if they were taking product safety as seriously as they claim.

“When a product looks identical or highly similar to one declared unsafe by the OPSS, marketplaces should act with common sense and remove it immediately.

“The government must urgently prioritise secondary regulations for the Product Regulation and Metrology Act to impose a clear legal duty on online marketplaces, with tough enforcement for those that fall short.”

which.co.uk

New CEO takes helm at baby tech pioneer

Dote, the world’s first AI-powered smart baby monitor for home, car and stroller, has announced the appointment of consumer tech powerhouse, Avril Murphy, to the role of CEO as it prepares for its global launch in 2026.

Avril brings decades of experience scaling and transforming global challenger brands across baby tech, health tech and connected home, and steps into the CEO role as the brand enters a pivotal transition stage – moving from pre-revenue startup to a commercial business.

Avril Murphy, CEO, Dote, commented: “Having launched and scaled consumer technology brands globally, I’ve seen firsthand how the right technology can transform people’s lives. Since joining Dote, I’ve been continually impressed by what founder Stephen Senior and the team have built – the technology, the vision and the passion to fundamentally change how parents experience the early years of parenthood.

“To be in the trusted position to now lead this innovative company forward is a real honour, especially given how critical the next 12 months are.”

In her new role, Avril’s immediate priorities include delivering a flawless 2026 global launch, scaling a world-class team, and overseeing Dote’s current fundraise to fuel its ambitious growth trajectory.

Underpinning all of this is Dote’s evolution from a hardware company to an AI-driven platform that delivers personalised parenting guidance. Dote’s AI monitor learns each baby’s unique sleep, safety and behavioural patterns, offering personalised guidance for parents.

It is this expertise that Dote founder, Stephen Senior, recognises as the catalyst that will propel the Manchester-based firm into a global leader: “Without a doubt, 2026 is the biggest year of Dote’s life, and Avril is absolutely the right person to be leading us all at such a crucial junction.

“From growing our retail partnerships and subscriber base to assembling a top team, Avril is focused on delivering the growth and market presence both the company, and the parents it will support, deserve.”

Dote has secured partnerships with major retailers including Target Inc, Amazon and Go10 in the UK who will be supplying to John Lewis, Currys, Mamas & Papas, Selfridges, and Very, giving the firm immediate access to millions of parents.

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

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

Axkid rated “Excellent” in ESG Transparency Award

Axkid has been awarded an “Excellent” rating in the ESG Transparency Award, achieving a score of 87.04 percent. This recognition places Axkid among the leading companies in its industry for transparent and structured sustainability reporting.

Transparency is a core principle in Axkid’s sustainability work. For the company, this means communicating not only achievements and goals, but also the challenges it faces and the lessons learned along the way – an approach that is now being recognised externally as well.

Johan Andersson, Sustainability Manager at Axkid, explains: “This recognition isn’t just about success, it’s about openness. We’ve always believed that sharing both achievements and challenges creates real progress. Our hope is to inspire others and start conversations that matter for the entire industry.” www.axkid.com

Baby Products Industry Association Announces Newlife as Nominated Charity Partner

The Baby Products Industry Association (BPIA) is proud to announce a new charity partnership with Newlife, the UK’s leading charitable provider of specialist disability equipment for children. The collaboration will see all products entered into the BPIA’s annual industry awards donated directly to Newlife to support its vital fundraising efforts. In addition, BPIA members will be encouraged to donate surplus stock, helping to raise essential funds while reducing waste in a sustainable way.

Newlife exists to change what it means to grow up with a disability in the UK. With 1 in 9 children living with a disability — and 2 in 5 lacking the essential equipment they need — the charity provides life-changing items such as wheelchairs, specialist beds, buggies, and car seats. These ensure children can travel safely, learn, play, and thrive. Alongside equipment services, Newlife’s free Nurse Helpline offers vital expert guidance and emotional support to families navigating complex systems that too often leave them without even the basics for their child’s care.

BPIA Chair Marc Hardenberg commented: “We are delighted to name Newlife as the BPIA’s nominated charity. Their work transforms the lives of disabled children and their families, ensuring they receive the essential equipment and support they deserve. By donating award entries and encouraging our members to give surplus stock, we hope to contribute meaningfully to Newlife’s mission while promoting sustainability across our industry. This partnership reflects the compassion, innovation, and responsibility at the heart of our sector.”

Ickle Bubba partners with Maxi-Cosi to offer four new travel system bundles

British nursery brand Ickle Bubba has taken another signi cant step in its aim to o er smart, stylish solutions to parents by combining its award-winning travel system designs with Maxi-Cosi’s innovative car seats. This partnership scales Ickle Bubba’s ability to deliver travel system bundles that excel in style, safety, and convenience.

Parents can now purchase the Stomp Luxe, Stomp Urban, Altima and Cosmo Travel Systems

bundled with the best-selling CabrioFix i-Size Car Seat and ISOFIX Base. This trusted, lightweight car seat has been updated to meet the latest i-Size safety standard (ECE-R129), providing reliable protection and total peace of mind right from day one.

Emma Scorah, Marketing and Digital Director at Ickle Bubba, comments on the partnership: “We’re thrilled to be partnering with Maxi-Cosi. At Ickle Bubba, we’re always looking for ways to ensure our

customers have the best options available. While our car seat travel systems continue to grow in popularity, especially with the introduction of Cirrus and Nimbus, we’ve listened to parents who want a choice.

“Maxi-Cosi is an established and trusted brand that our customers have highlighted as a popular option. We’re always led by our customers, and this collaboration means parents can now choose a combination that suits their needs.”

www.icklebubba.com

Festive launch: BIBS

Retro Holiday Collection for AW25

Danish baby brand BIBS has launched its new Retro Holiday Collection, bringing a nostalgic festive twist to its iconic Colour dummy range. The collection features two delicate seasonal prints – Bow and Leaf – inspired by cosy, traditional holiday moments with the family.

The Retro Holiday designs appear on the classic BIBS Colour dummy with a round natural rubber latex teat, available in sizes 1 and 2. Parents can choose between single or convenient twin packs in each motif, making the range ideal for seasonal gifting and stocking llers.

Combining Scandinavian aesthetics with high-quality materials, the Retro Holiday Collection o ers retailers a simple, story-driven way to add a limited-edition festive highlight to their soother assortment, while still tting seamlessly alongside the BIBS core range. Contact: uktrade@bibsworld.com www.bibsworld.com

Introducing Emily

Emily is a registered midwife and the UK lead for Baby Wellness at Inglesina, she will be delivering expert-led training to retailers. Through events, workshops and dedicated parent sessions, Emily will be sharing reliable, evidence-based advice that blends clinical expertise with everyday parenting support. CuddleCo (distributor of Inglesina) are delighted to have Emily on board and look forward to the opportunities ahead in 2026. Retailers interested in collaborations, workshops or content opportunities involving Emily are encouraged to get in touch.

sales@cuddleco.co.uk

Driving Growth Through Partnership

GO10 has quickly become one of the most talked-about distribution partners in the nursery sector, thanks to its focus on purposeful brands, strong retailer collaboration and a commitment to adding real value beyond logistics. In this interview, Senior Brand Manager Sarah Hobson explains how the business is evolving, what drives its portfolio strategy and why 2026 is shaping up to be a landmark year for GO10 and its partners.

Can you tell us a little about GO10?

GO10 is a fast-growing UK distributor specialising in bringing purposeful, innovative brands to market. We position ourselves as a value-added distribution partner, not just a route to market or a box mover, but a genuine extension of the brands and retailers we support. Our team is made up of industry specialists from Nursery, FMCG and Consumer Electronics, drawing on supplier and retail backgrounds to combine commercial insight with strong relationships and hands-on operational capability.

At the heart of GO10 is a clear mission to help brands scale sustainably while enabling retailers to o er di erentiated products that meet the needs of modern families. We pride ourselves on being agile, collaborative and relationship driven. Whether we are launching international brands into the UK, creating tailored retailer growth plans or identifying new category opportunities, our focus is to deliver long-term value for every partner in our ecosystem.

How is GO10 performing right now, and what key milestones have de ned the past year?

We have had a strong year of growth, driven by strategic expansion and increased demand from retailers. A major milestone has been the development of a more de ned internal structure, allowing us to work through clear business pillars that strengthen category expertise and agility. We have expanded our team, bringing in talented people across sales, marketing and operations who enhance our ability to support partners at every touchpoint.

Our presence at Harrogate Nursery Fair was another highlight. It helped us showcase our brands, connect face to face with retailers and secure a signi cant number of new account openings.

Which nursery brands do you currently distribute, and what sets your portfolio apart?

We represent a carefully curated

selection of brands that balance innovation, functionality and strong consumer appeal. Our nursery portfolio currently includes Momcozy, Béaba, Childhome, Chillax, Love To Dream, Hello Baby and Mamoa. Next year we will welcome exciting additions including Suavinex, Dote and Peri t.

Our portfolio is built around brands that solve real parenting needs. We look for products that o er genuine value, thoughtful design and longterm potential rather than “me too” items. This approach ensures our retail partners can o er products that stand out, resonate with parents and deliver sustainable sales growth.

What support do you o er retailers to help them drive sales?

As a value-added distributor, we go far beyond supplying stock. Our team brings decades of combined industry expertise, and we support retailers with tailored guidance across merchandising, category planning, sta training and promotional strategy. We work closely with both national chains and independents, adapting our approach to suit each retailer.

We also provide clear insights into market trends, competitor behaviour and brand performance, enabling retailers to make informed decisions that maximise sell through. We see ourselves as a true partner, making sure retailers have everything they need to deliver a compelling consumer o er and grow their categories.

How do you work with your brand partners to build strong listings, promotions and long-term growth? Our work with brand partners is built on transparency and shared ambition. From the start, we align on expectations, commercial goals and the level of support required to succeed in the UK market. This allows us to create meaningful long-term plans.

We build joint business plans with both brands and retailers, covering listings, promotional timing, lifecycle management and category development. These plans are reviewed frequently so we can adapt

quickly to market changes and maintain momentum across all channels.

Do you use social media or consumer-facing activity to raise awareness of the brands you represent?

Consumer engagement is an important part of building brand equity. We support key moments for our partners such as launches and campaign activity, and we amplify visibility through channels like LinkedIn and through major industry events including Harrogate Nursery Fair.

When brands choose to run consumer-facing marketing, we work closely to ensure it aligns with retailer needs and supports the wider UK strategy. While our core function is B2B, we believe that joined-up activity across trade and consumer touchpoints strengthens recognition and commercial outcomes.

What criteria do you look for when onboarding new brands, and are you seeking additions for 2026?

We are highly selective and look for products that bring true innovation, address a real consumer need and complement our existing portfolio. We assess product quality, sustainability credentials, unique selling points, brand vision and long-term growth potential in the UK.

Interest from new brands has been strong, particularly following Harrogate. As we expand our baby portfolio for 2026, we are preparing launches for Dote, Suavinex, Mamoa and soon Membantu. We continue to explore partners that align with our mission, always searching for the next standout idea in nursery.

How do you see GO10 evolving over the next year?

The coming year will be a period of exciting expansion. We have ambitious targets for 2026 as we grow our brand base and deepen relationships with retailers. We are exploring new services that add value across the supply chain, including improved forecasting tools, digital integration and enhanced

retailer engagement.

We are also looking ahead to emerging opportunities. As consumer behaviour evolves and technologies such as AI reshape the market, we aim to stay at the forefront of innovation. Trade shows and industry events will continue to play a key role in discovering new products and building strong partnerships.

What trends in nursery retail are shaping your strategy?

A ordability and long-term value are front of mind for parents. There is growing demand for products that last, work across multiple children and o er value without compromising on quality. Sustainability is another major in uence, with families looking for brands that make responsible choices throughout the product lifecycle.

Retailers are under pressure to stay competitive while still o ering ranges that feel fresh and di erentiated. Close collaboration is crucial. We ensure our brands take part in retailer meetings so they can hear feedback directly and adapt quickly. By nurturing strong relationships across the supply chain, we help our partners stay agile, meet the needs of modern parents and remain ahead of upcoming trends.

www.go10.co.uk

Barking Mad

In his latest column, Pramland’s John Barker re ects on a year of rapid change, industry pressure and standout supplier partnerships. Writing with his trademark honesty, he takes a candid look at the challenges facing nursery retail and calls for a collective reset to protect the sector’s future.

Ican’t believe it is that time of the year again. To say 2025 has own by would be an understatement. It feels like minutes since I was reopening the store after our Christmas break last year. It must be a sign of getting old. As has become tradition, I am writing this article while ying back from Poland after visiting the lovely team at Venicci. 2025 has been an outstanding year for Venicci and 2026 is set not only to continue this success but take it to the next level. The launch of four new products should see their share of this competitive market grow. With Tila, Claro 2 and Upline 3 all looking set to break sales records, the real cherry on the cake is the collaboration many of us have been waiting for. It is one that will appeal even to non petrol heads, although I am sure I should not say too much. I do not want to put my foot in it, hint hint.

Before I move on, I want to say a big thank you to Venicci for a fabulous

trip and to all the retailers who joined us on the long hike up a rather large mountain to enjoy some stunning views. Not even unprovoked snowman takedowns or sausage related customs chaos could spoil the fun. And just like the wizard at the evening event, I will reach into my oversized sleeve and produce the following article. Hocus pocus.

To sign the year o properly, I want to talk about something I feel extremely passionate about, the state of our industry. I like to think of myself as a retailer with integrity and I try to be honest with my opinions. Because I am fortunate enough to have this platform, I feel duty bound to address my growing concerns.

Let us be completely honest, our industry is in a mess right now. In almost twenty years of being involved, I can honestly say I have never seen it look worse. Business should be simple, but right now it is anything but. I am not blaming any one store or any one

“To sign the year off properly, I want to talk about something I feel extremely passionate about, the state of our industry. I like to think of myself as a retailer with integrity and I try to be honest with my opinions. Because I am fortunate enough to have this platform, I feel duty bound to address my growing concerns.

brand, and I am not pointing the nger at the consumer. We are all responsible for where we are and we need to address our shortcomings if we want to survive. It is time to stop the rot and make some changes.

To the brands. Stop and take a breath. Stop forcing more and more stock into stores. We only have so much space and so much money. The more stock you push in, the more pressure you place on stores to turn that growing mountain of boxes back into cash. That pressure leads to discounting. For your own sake, you

”need strong, sustainable retailers who allow you to grow without harming your bottom line. Do not sti e genuine innovation, but does any brand really need ten travel systems and ve strollers plus everything else? You cannot be everything to everyone. Pick a lane and excel.

You also need to rethink your approach to opening new accounts and approving additional stores. Too often we see new stockists pop up on someone else’s doorstep, or an existing retailer opens a second site right next to another. Do you truly believe this is

“Stop trying to snatch every last customer from your competitors and instead protect your own area. We all opened where we did because it gave us access to a pool of potential customers. In my case, I am more than happy with my area and have zero desire to expand it or enter the online marketplace.

sustainable? If you already have a good retailer who displays a wide range and sells through consistently, why allow someone to open nearby? If the area lacks a retailer or the current one is underperforming, look elsewhere, but greed is not a strategy. We all see where this approach leads.

To the retailers. Many of you are intelligent and hardworking, so why are some of you helping drive the industry into the ground? Not all of you, but some simply do not get it. Just this past week we saw a retailer close three stores. The result is that brands have been left out of pocket and consumer trust in independents has taken a hit. This will a ect us for weeks, consumers will forget, and then it will happen again. How can we expect shoppers to put independents rst when some retailers clearly do not understand the basics of retail? Stop trying to snatch every last

”customer from your competitors and instead protect your own area. We all opened where we did because it gave us access to a pool of potential customers. In my case, I am more than happy with my area and have zero desire to expand it or enter the online marketplace. I focus on my store and my customers. Because I am not juggling di erent channels, I can focus on service and hope that not too many people chase lower prices elsewhere. It works. The vast majority of our customers do not ask for price matches.

Always know your margins. Before offering a price match or promotion ask whether you can afford it. Will the brand support you? Does it make sense to lose percentage points on margin if it means generating a healthy cash return on a higher ticket item?

The industry feels like a wounded

animal right now, but it is not dead. Parents still want to shop with us and they will spend. We simply need to recognise that it is us, the retailers and the brands, who have created this situation, and it is us who must change if we want to repair the damage.

I will be back next month reflecting on the year that has passed and the one ahead. And if you are a brand reading this, get excited. It is almost time for JB’s annual top of the pops, where I will reveal my products of the year.

Our

standing animals encourage imaginative play all year round.

For more information please contact sales@cuddleco.co.uk

Supporting parents

BabyCentre has long been a trusted companion for expectant and new parents. In this interview with Nursery Today, Nick Watts, Managing Director for International and Lifecycle Marketing at BabyCentre, discusses how the UK platform began, how it keeps its content accurate and relevant, and the evolving needs of the families it serves.

BabyCentre has become a trusted destination for expectant and new parents. How did the UK platform come to life, and what core purpose continues to drive the business today?

BabyCenter began in the US in 1997 with a simple, powerful idea: becoming a parent is one of life’s most challenging and rewarding experiences, and people deserve support they can truly trust. That need was universal, and the platform quickly grew into the world’s leading digital parenting resource. BabyCentre UK was developed from that global mission, shaped speci cally around UK parents and the realities of pregnancy and early parenting here.

What drives us now is exactly what drove us then, a deep belief in supporting parents. Our vision is to help create a world of healthy pregnancies, thriving children, and con dent parents. We deliver on that by combining trusted information with practical tools that parents can lean on every day. Our app is a big part of that, o ering personalised, week-by-week guidance, plus tools such as the Due Date Calculator, Baby Names Finder, Symptom Tracker, and checklists that help take the guesswork out of pregnancy and the early months. All of this sits alongside medically reviewed content and a welcoming Community where parents can share experiences and support each other through the same milestones.

As a digital resource relied upon for guidance at every stage of pregnancy and early parenthood, how do you keep your content fresh, evidence-based, and aligned with the needs of today’s new and expectant parents?

Our commitment is straightforward: we want to provide the most helpful and trustworthy pregnancy and parenting information we possibly can. To maintain that standard, every piece of our evidence-based content is reviewed by our Medical Advisory Board. They are respected UK doctors and healthcare professionals across pregnancy, paediatrics, and early parenting, ensuring everything is grounded in real clinical expertise.

We also make sure our guidance stays aligned with leading UK medical bodies, including NICE and the Royal Colleges. When guidelines change, our editorial team moves quickly to review and update articles so parents are not reading anything out of date.

Freshness is not only about medical updates, it is also about relevance. We are constantly listening to what today’s parents are asking in search, in our Community, and through broader cultural shifts. That helps us identify emerging needs and re ect them in new and updated content.

We are careful not to be prescriptive. We do not believe there is one “right” way to parent, so we focus on clear, fact-based information, including the pros and cons of di erent approaches, so families can make informed decisions that suit them.

When researching and selecting “must-have” baby products, what process do you follow, and what criteria must a product meet before being recommended to your audience?

When we put together “must-have” recommendations, we treat them like any other piece of BabyCentre guidance: they must be genuinely useful, safe, and appropriate for the stage parents are in.

The process usually begins with what parents tell us they need, including what they are searching for, what comes up repeatedly in our Community, and what tends to cause the most confusion or overwhelm at each life stage. Our editors then research the category widely and shortlist products that look strong on safety, quality, and real-world practicality.

For some categories, we go directly to our experts and ask what they personally recommend. For example, our midwife shares go-to pregnancy essentials, our health visitor recommends products that genuinely support baby sleep, and our baby feeding expert highlights tools that make weaning easier. That expert perspective is important because it reflects what professionals see working day-today with families, and it helps build confidence and trust in the recommendations we share.

Which consumer trends are currently shaping the way expectant and new parents research, shop, and seek advice?

A few clear trends are shaping how parents research, shop, and seek advice right now.

First, discovery is increasingly social- rst, and parents place signi cant trust in other parents. That is why we created Parent Squad, our network of micro-in uencers who share real, in-home product experiences. It helps parents see products in action through authentic user-generated content, and it helps brands show up in a way that feels credible and relatable.

Second, after that initial social discovery, parents often look for expert validation. They want to double-check advice and product choices against medically reviewed, trustworthy guidance, especially on sleep, feeding, health, and safety.

Third, choices are more practical and value-driven. Parents are balancing safety and quality with tighter budgets, yet “buy once, buy well” remains a strong belief. Finally, they expect personalised, judgement-free guidance rather than a single prescribed approach.

What topics do you see generating the most anxiety or confusion among parents, and how does BabyCentre help to bring clarity and reassurance?

The worries we hear most often relate to the classic “is this normal?” and “is this safe?” questions. These crop up constantly because pregnancy and early parenting are full of rsts, and it can be hard to know what to expect.

Anxiety tends to cluster around several common areas. Developmental milestones are a major one, including whether a baby is sitting, crawling, walking, or talking “on time.” Sleep is another signi cant source of confusion, including how much is normal, why a baby will not settle, and what realistic sleep patterns look like. Feeding also drives a lot of worry, from “are they getting enough milk?” in the early days to weaning questions later on. Baby health, including fevers, rashes, re ux, and teething, often

causes stress as parents try to work out what is minor versus what requires medical help.

BabyCentre supports parents with clear, expert-reviewed information at every stage, written to be practical and reassuring. Our app adds another layer of con dence, o ering week-by-week tracking so parents can see what is typical for their stage, and a Symptom Tracker that helps women log how they are feeling, understand what is normal, and access simple, trusted ways to manage common symptoms. For in-the-moment reassurance, the app’s live Midwife Chat gives parents trusted guidance quickly when they are worried. Our Community also provides support, helping parents see they are not alone.

BabyCentre is active across several social media channels. Which platforms are most important to your strategy, and how do they help you reach and support parents?

BabyCentre is active across Instagram, Facebook, TikTok, and YouTube, and we use each platform for what it does best. Some platforms are ideal for building community, giving parents a safe space to talk, ask questions, and support each other. Others are stronger for reach and everyday help, letting us share short, practical tips and relatable content in a format that

with confidence

ts busy parent life. Across all channels, the goal is consistent: meet parents where they are with trustworthy guidance, reassurance, and a sense of connection.

For nursery brands and retailers wishing to engage with you, what opportunities exist for collaboration, partnerships, or featured content?

There are several ways nursery brands and retailers can partner with BabyCentre. A key route is our Always On approach, which allows a brand to own a speci c week of motherhood or early parenting. This means parents see relevant messages at the exact life stage they are in, with precise targeting delivered at scale.

We also help brands drive ROI by using our rst-party data and fully opted-in audience to identify and nurture highly quali ed leads. This allows brands to reach parents who

are most likely to be in-market and support them through to purchase.

Alongside performance activity, we o er branded content and sponsorship opportunities that help brands bring their story and expertise to life in a way that feels useful and trusted by parents.

BabyCentre operates within a wider global network. How does the UK site bene t from this international footprint, and what does this mean for brands looking to connect with your audience?

The UK site bene ts signi cantly from being part of the wider BabyCenter family. We can share learnings, product innovations, and editorial best practice across local markets, while still producing UK-speci c content with our own editors and UK medical standards.

For brands, that international footprint means two things. First, you are partnering with a proven

global parenting platform rather than a standalone site. Second, there is potential to scale ideas that work in the UK into other relevant markets. At

the same time, any UK collaboration is rooted rmly in UK parents, UK data, and UK life stages, ensuring it remains locally meaningful.

For further information, please contact Doug McMillan: doug.mcmillan@everydayhealthgroup.com

Toy Fair 2026 Sets The Stage For Creativity and Innovation

Toy Fair returns to Olympia, London, from 20–22 January 2026, promising three busy days of innovation, product launches, trend discovery and unrivalled industry networking.

With exhibitor space selling out early this year, over 250 exhibiting brands are preparing to unveil new ranges to an audience of buyers, licensors, retailers, inventors, media attendees and more. Among the returning powerhouses are the likes of The LEGO Group, Ravensburger, Playmobil, Bandai Namco Toys & Hobby and Funko, joined by leading nursery names such as VTech / LeapFrog, Orchard Toys, Bigjigs Toys, Casdon, Rainbow Designs and Tonies, to name a few.

With hundreds of exhibitors on the show oor, Toy Fair 2026 will highlight the full breadth and creativity of the industry, spanning preschool and construction toys, board games and puzzles, plush and ride-on toys, arts and crafts, and the latest tech-led innovations. It’s a comprehensive showcase o ering something for every buyer and retailer to discover.

New Exhibitors

More than 40 new exhibitors will bring excitement to the oor this year, including brands with something to o er to age groups under ve including Dantoy, Educating AMY, Hooga Playroom, Buki France and many more. For those visitors seeking emerging brands with big potential, the Gold Zone returns once again, showcasing innovative companies whose bold ideas and imaginative designs promise to surprise and delight across the three days. Expect to discover rising stars such as Jo & Nic’s Crinkly Cloth Books, Buddy and Barney, Little Acorn Games and SQUEEK, each o ering something fresh for the nursery industry and next generation of preschoolers.

Networking Made Easy

Networking at Toy Fair 2026 is set to be more seamless than ever, thanks to a brandnew o cial show app, designed to connect exhibitors and all visitors pre-show. The app will act as a comprehensive event companion, o ering exhibitor lists, interactive oor plans, exclusive show o ers, sponsor details and schedules, all in one place. Furthermore, the app supports diary management to get the most out of the three days, as visitors can pre-schedule meetings with exhibitors and stay updated with live show announcements, whilst navigating the bustling halls of Olympia with ease. Once registered, attendees will receive a login key via email, giving them instant access to their personal pro le within the app.

More Award-Winning Products

The much anticipated Toy Fair’s Hero Toys will once again represent some of the most exciting and inspiring products at the show, showcasing new toys that stand out with exceptional play value. The list of Hero Toys continues to o er a promotional platform for winners, whilst providing retailers with insight into which products are likely to perform well in the year ahead.

Last year, hundreds of product submissions were reviewed for the 2025 list, on which highlights included Smoby Life Mud Kitchen by Simba Smoby UK, Stretch Armstrong Next Generation Figure by Basic Fun, Animal Balancing Game by Orange Tree Toys and Sylvanian Families Skytop Fairy Castle by Epoch Making Toys, to name just a few.

Favourite Features Return

Toy Fair TV will once again be on-site, capturing the energy of the show with coverage of new product launches, exhibitor highlights and celebrity demonstrations, building on last year’s buzz generated by appearances from Stephen Mulhern, Matt Edmondson and Dragon’s Den’s Touker Suleyman.

Also returning for the rst time since Covid is the Student Design Seminar, o ering university design students the chance to hear directly from leading inventors and in-house design teams. Created to inspire the next generation of talent, the programme gives students guided access to the show oor, including curated stand visits, providing a valuable rst-hand insight into the creativity, innovation and future direction of the toy industry.

Dynamic Nursery Sector

Rebecca Deeming-Mitchell, Senior Communications & Events Manager at the BTHA, comments: “As the UK’s largest dedicated trade show for the toy, game and hobby sector, Toy Fair brings the entire industry together, providing a vital platform for exhibitors to showcase their creativity to the people who matter.

“The nursery and preschool category continues to be one of the show’s most signi cant and dynamic sectors, with a breadth of innovation that re ects today’s ever evolving consumer needs. We look forward to seeing which trends will shape 2026, and we warmly welcome all nursery retailers and suppliers eager to gain a rst look at the future role of play in early years development.”

Register Now

As the rst opportunity of the year to see the latest nursery toys and games set to launch in 2026, Toy Fair o ers an unrivalled opportunity to connect with emerging start-ups and industry titans all under one roof in a vibrant atmosphere.

Register now at www.toyfair.co.uk to experience it rsthand, and be sure to download the new Toy Fair app to get the most out of your visit.

At a Glance

What: Toy Fair 2026

Where: Olympia, London

When: Tuesday 20th, Wednesday 21st & Thursday 22nd January 2026

Call: 020 7701 7127

Email: Rebecca@btha.co.uk

Visit: www.toyfair.co.uk

Rainbow Designs

Toy Fair – Stand B21 & B25

Rainbow Designs returns to the London Toy Fair this January to showcase one of its most exciting line up yet. Visitors can look forward to discovering Rainbow’s entire 2026 collection, including inspiring new brand launches and beautifully crafted additions to Rainbow’s prestigious licensed character portfolio. Alongside beloved favourites—Peter Rabbit, Paddington, Bing, Disney’s Winnie the Pooh and the Harry Potter Wizarding World—Rainbow is excited to welcome two adorable new infant ranges: Care Bears Baby and Disney Dumbo.

The all-new Care Bears Baby collection is set to delight both nostalgic fans and today’s youngest families. Rooted in the timeless values of love, kindness and friendship, the range captures the warmth of the original ‘80s characters while introducing them to a whole new generation. Baby-soft, loveable versions of Cheer Bear, Funshine Bear and Bedtime Bear feature across a beautiful assortment of infant toys, including ring rattles, comforters and the My First Care Bear Soft Toy. With gentle sensory features woven throughout, these toys encourage early interaction, comfort and developmental play.

The introduction of Rainbow’s Disney Dumbo collection, featuring the gentle, big-hearted baby elephant, brings another beloved story to life. Crafted from baby-safe materials and soft textures, this adorable collection supports sensory exploration, early learning and self-soothing. The range includes a ring rattle, comforter, a tactile My First Dumbo Soft Toy with his big floppy ears and textures to encourage sensory exploration and a star-shaped teether to help soothe sore gums.

2026 will mark 100 years of Disney magic with the centenary celebration of Winnie the Pooh. To celebrate, Rainbow Designs will launch a special Anniversary Collection, that includes an adorable commemorative Winnie the Pooh Plush, with a special 100th anniversary tag, alongside a beautiful Gift Set complete with a baby soft Winnie the Pooh toy, illustrated comforter and an engaging ring rattle. Suitable from birth, these keepsake pieces offer perfect gifting options for new arrivals and special occasions.

TEL: 01329 227300 www.rainbowdesigns.co.uk

BIGJIGS TOYS

Stand: G30 & G40

Following on from its 2025 birthday year celebrating 40 years of play, BIgjigs is set to arrive at Toy Fair 2026 with an even wider range of fun and inspiring toys and creativity. At Toy Fair 2026, Bigjigs Toys is proud to present a selection of innovative products designed to engage young minds while delivering on our promise of creating perfect playrooms for children. Their latest range demonstrates the brand’s continued commitment to exceptional quality, educational value, and imaginative play, o ering products that resonate with both children and their caregivers. From cosmic railway adventures to pretend play food, their 2026 collection promises childhood experiences that are compellng and essential for early development. They are particularly excited to announce the launch of a new addition to their Bigjigs Rail Range, the Space Train Set. As one of their most imaginative rail sets so far, it provides a galactic twist to the traditional wooden railway track. Designed for children aged three and above, the set features a planet-roving train engine with two carriages, three astronaut gures, a space station to observe the stars and an array of card planets, rockets and tunnels to set the scene. Beyond imaginative play, the set promotes ne motor development, spatial reasoning, and problemsolving skills, aligning with STEM-focused education.

For babies and toddlers, Big Jigs Simply Scandi Range continues to provide toys that encourage early development and open-ended play. 2026 welcomes their Soft Sorting Blocks, a set of nine beautifully coloured wooden blocks encased in a safe silicone material for sensory stimulation. Each block face o ers something to explore: numbers to promote early maths, and dots, shapes, and patterns to name and recognise. Durable and versatile, children can stack, sort, count, and explore tactile elements, supporting early learning through hands-on play. sales@bigjigstoys.co.uk | www.bigjigstoys.co.uk

ORCHARD TOYS

Stand: E10

Renowned for thoughtfully designed, easy-to-learn, fun gameplay, Orchard

Toys products are made for little hands - and busy parents - combining lasting quality with genuine learning value.

Orchard Toys returns to Toy Fair 2026 with an expanded portfolio, launching seven new products into its bestselling core range. The brand will also announce that its hugely popular Bluey licensed collection and its Baby and Toddler range will both see new launches later in the year.

Known for its educational and fun gameplay, Orchard Toys focuses on products made for little hands and busy parents, combining durability with genuine learning value. Its 2026 line up o ers retailers strong preschool opportunities with new titles that engage children, appeal to gift buyers and deliver standout on shelf.

For younger children, Orchard Toys highlights Tractor Tractor - a simple rst matching and early memory game for ages two and above, using 28 chunky cards showing brightly coloured tractors driven by friendly farm characters. Alphabet Bingo supports early literacy with four di erent ways to play for children from age three. Also joining the line up are Five Little Ducks, a rst counting game based on the classic nursery rhyme, First Dino Friends, a set of two brightly coloured puzzles for ages two and up, and Fairytale Castle, a 75-piece shaped oor puzzle featuring favourite storybook characters. sales@orchardtoys.com | www.orchardtoys.com

THE PUPPET COMPANY

Stand: H46

The 2026 Toy Fair will be the most important to date for The Puppet Company and its plush-focused sister brand Wilberry Toys (stand H46). Not only is the company announcing a large number of major new product launches and extensions, but it is also celebrating 25 years in the toy business.

Paddington fans to their stand this year can enjoy My Baby Paddington, a classic puppet for all ages, the highly interactive Paddington TV, inspired by The Adventures of Paddington series (and complete with Marmalade sandwich!) and Paddington Movie, inspired by the movie franchise, produced by STUDIOCANAL, a full-bodied puppet with access into the head and arms, real toggles on his du e coat and even a removable hat.

Babies and toddlers are also very much a target audience for The Puppet Company this year with their new My Cuddly Puppet collection, which includes a bear, a dog, a duck, a frog, a bunny and a lamb, all incredibly soft hand puppets that are suitable from birth and that can also be used as comforters.

www.trade.thepuppetcompany.com

MAPED JURATOYS

STAND: N2

Jura Toys are thrilled to be attending the London Toy Fair this January, where they will be unveiling their exciting new range of 2026 products.

This year is one of their biggest yet, with over 300 brand-new toys ready to share with retailers. London Toy Fair is always a highlight for their team, and they love the opportunity to connect with customers where they can showcase their creativity and introduce the collections they’ve been working so passionately on.

Among the standout highlights for 2026 is the 15th anniversary of their beloved Confetti Musical Instruments. This classic collection has been a favourite with families for years, and they are proud to celebrate its milestone with refreshed designs that stay true to the charm and quality retailers know and love.

In addition, visitors will be able to meet their latest lineup of adorable dolls across both Lilliputiens and Kaloo, each created with beautiful detailing and imaginative play in mind.

sales@juratoys.co.uk www.janod.com

Shaping Tomorrow’s Little Learners

Nursery Today caught up with Tessa Betterton, Digital Marketing Manager at Commotion Ltd, to explore how the company continues to champion purposeful play for little ones. From sustainable materials and thoughtful design to standout ranges and upcoming launches, Tessa shares insight into what keeps Commotion at the forefront of early years learning and imaginative play.

How did Commotion come to life, and what key moments shaped the infant play side of the business?

Commotion began with a simple idea to bring exciting, high-quality educational toys to children and families. A key moment was creating our own brand, tickit, which allowed us to design innovative, durable educational toys that educators and parents love and trust. Over time, as the business grew, we added distribution centres in the UK and Europe to make shipping easier and support our customers around the world. From the start, our focus has been on combining creativity, play and learning for children from birth and beyond.

Which 0–5 ranges are really shining for you right now, and what makes them must-stocks for nursery retailers?

Our latest SiliSoft range from tickit is one of my personal favourites. Launched this year, it o ers a range of tactile, sensory toys from birth. These products are not like other baby toys you may see in shops or online. They are made from food grade silicone, they are soft and soothing to touch (or chew), very durable and even dishwasher safe. These qualities combined are hugely reassuring to parents, and it is important for retailers to know they are stocking high-quality products for 0 plus.

Eco credentials matter more than ever. How are your materials, packaging and production processes helping retailers meet those sustainability expectations?

Sustainability is central to what we do at Commotion. We are proud to be FSC certi ed, which means all our wood products come from responsibly managed

forests that bene t communities, wildlife and the environment. Our VIGA range already carries the FSC mark, and over the next year we are gradually moving all our tickit wooden products to FSC certi ed wood. Packaging will clearly highlight this, and our website will show the FSC mark for each product. By doing this, we help retailers con dently meet growing sustainability expectations while o ering high-quality, eco-friendly toys that families and educators can trust.

What learning and developmental thinking goes into choosing your infant toy ranges, and can you share a product that delivers fun meets skillbuilding perfectly?

When we select and develop our infant toy ranges, we focus on developmentally appropriate play that encourages sensory exploration, ne motor skills, early problem-solving and creativity. Every product is designed to be safe, engaging and stimulating for young children. A perfect example is our tickit Gem Cube Mirror Tray. Children can explore colour, patterns and symmetry through hands-on play, which is both fun and helps develop focus, spatial awareness and mindful attention. It is a simple and playful example of fun meeting skill-building. We truly believe that for young children to learn these important skills they need to do so through play.

What shifts are you seeing in shopper behaviour and product demand for little ones, and how can retailers tap into those trends?

We are seeing a real shift toward mindful, purposeful play. Parents and educators are looking for toys that are not only fun but also support development, creativity

and wellbeing. There is a growing focus on sustainability, with toys that last and can be used in several ways across di erent ages. Products that grow with a child, encourage varied learning experiences and can be treasured or passed down for future generations are becoming increasingly sought after. Retailers can tap into these trends by highlighting toys that combine skill-building, open-ended exploration and lasting value, giving shoppers con dence that they are investing in quality, versatile and eco-conscious play.

What is next for Commotion? Are there any exciting new products or innovations on the horizon for the 0–5 market?

We are looking forward to several new lines landing over the next few weeks, ready to showcase at the Nuremberg Toy Fair in January. We have a fabulous nautical-themed Lighthouse Island, which is a similar concept to our award-winning Woodland Treehouse. There is a brilliant Gem Building Blocks Set, which my children are really looking forward to playing with. We also have jewel-studded butter ies and domino sets, plus two shiny new Sensory Steel Ball sets, which has been a top-selling range for buyers of infant toys for many years. Take a look at the New Arrivals section on our website and follow our socials to see what is coming up. There is a lot more on the horizon and 2026 is going to be a fun year.

Playful Picks for Little Ones

Lighting up imagination

tickit’s new Lighthouse Island drifts gently into the imaginative play range with the kind of quiet con dence usually reserved for products that know they’re about to become Very Popular.

Crafted in smooth wood with soft coastal colours, it o ers toddlers a miniature world of rockpools, underwater caves, sea creatures, charming sh and seaweed depictions, and a rather dependable lighthouse keeper who never seems to take a day o . Children can sail their boats, stage seagull negotiations and generally oversee island life with the calm authority only a three-year-old can muster. While tickit would never claim to predict the future, there’s a certain familiar buzz surrounding Lighthouse Island, the sort last heard when the Woodland Trail Treehouse unexpectedly became the thing everyone wanted at once. Early whispers suggest this seaside playset may be heading in the same direction, gently promising hours of open-ended storytelling and the occasional maritime drama, all without requiring an actual tide timetable (or a boat). www.commotion.co.uk

Infant toys are a joyful, dependable category for nursery retailers, bringing warmth, nostalgia, and everyday practicality together in one place. Parents and gift givers love choosing items that feel safe, soft, and packed with gentle developmental bene ts, while classic characters and beloved storybook favourites add a comforting sense of familiarity.

Infant toys remain a powerful and dependable category for nursery retailers, o ering year-round sales, strong gifting appeal, and a reassuring sense of familiarity for shoppers. Parents and gift givers are consistently drawn to products that feel safe, soft, and developmentally supportive, with sensory textures, gentle colours, and easy-to-grip shapes continuing to top the list of must-have features.

Quality and durability matter too, as today’s families want toys that can be loved daily yet still last long enough to pass on. Nostalgia also plays an important role, especially through classic characters, timeless storybook favourites, and heritage brands that evoke warm memories for adults while feeling new and comforting for babies. For retailers, this blend of emotional pull and practical value creates a reliable opportunity to inspire con dence, encourage add-on purchases, and build loyalty.

Stocking a well-curated mix of modern sensory toys and nostalgic icons ensures broad appeal across budgets and occasions.

Full of character

Rainbow Designs’ extensive collection of licensed preschool and educational toys bring joy and inspiration to preschoolers.

With a focus on trusted, best-loved brands, such as Paddington, Bing, Peter Rabbit and The Very Hungry Caterpillar, Rainbow delivers high-quality plush and wooden toys that are thoughtfully created to support sensory exploration, early learning and emerging motor skills.

Rainbow’s new reimagined Bing preschool toy range, adapted from Ted Dewan’s bestselling books and popular TV series, brings those meaningful early years moments to life in a range of beautifully designed plush and wooden toys tailored speci cally for toddlers. Best-selling favourites include the Interactive Bing, Sula and Flop Soft Toys and the Bing Wooden Busy Board, bursting with features such as cogs to turn, beads to slide and peekaboo doors to open, perfect for aiding ne motor skill development. The Bing Wooden Shape Puzzle and Bing Multi-Layer Wooden Shape Puzzle extend the fun with tactile, hands-on learning, encouraging matching, sequencing and early problem-solving.

The award-winning Adventures of Paddington toy range remains a rm favourite amongst preschoolers, and includes best-sellers such as the Talking Paddington Soft, Paddington Play Bus and the Paddington Tea Set with a super cuddly Paddington soft toy, and everything needed for a tea party! In addition, the engaging Bessie the Campervan Play Set, with removable roof, sounds and accessories, inspires curiosity, encourages imaginative play and nurtures early developmental skills.

TEL: 01329 227300 | www.rainbowdesigns.co.uk

Image courtesy Rainbow Designs

Smart play

Tummy time made fun

The Red Kite Tummy Time Roller is designed to make tummy time fun and bene cial for babies. The Tummy Time Roller encourages babies to spend time on their tummy, helping to develop essential neck and back strength while supporting overall skill development.

Key features include, engaging activities - lled with sensory fabrics, crinkles, rattles, and teething toys for playtime. Soft Rounded Shape, providing gentle support for baby while they strengthen their neck and back muscles. Interactive Features, including a baby-safe mirror for self-discovery and peek-a-boo games. www.redkitebaby.co.uk

VTech, the global leader in Electronic Learning Toys and the UK’s number one Infant, Toddler and Preschool manufacturer (Circana, YTD Nov 2025, Value), remains the rst choice for baby toys.

Little ones can enjoy active play with the Walk & Wag Puppy by VTech. This soft, friendly pup walks, talks and plays music when its light up heart button is pressed, encouraging children to follow along and care for their new companion. With a wagging tail, tactile fur, oppy ears, three sing along songs and 15 melodies, it o ers plenty of sensory fun.

Children can also explore new activities with the Discovery Play Centre by VTech. Its recon gurable, grow-with-me panels introduce music, numbers and animals through a variety of interactive features including piano keys, a driving zone, shape sorting and peek a boo play. It www.vtech.co.uk

Playful Design with Nursery Charm

CuddleCo’s standing animals continue to drive strong retail and customer interest, offering fun, visual impact and a clear point of difference in nursery and playroom décor.

The giraffes, in three sizes, provide a characterful statement that suits both modern nurseries and children’s interiors. The unicorns, Rainbow and Gold Dust, were designed by kids, for kids, creating instant emotional appeal.

Highly giftable and eyecatching, the range performs year-round and delivers notable uplift during the Christmas gifting season.

sales@cuddleco.co.uk

Inspired Play for Little Ones

Innovative, beautifully designed resources from tickit nurture curiosity, creativity and sensory discovery in babies, toddlers and early learners.

tickit, the early-years brand owned by Commotion Ltd, continues to earn recognition for its thoughtful, beautifully designed learning resources that inspire curiosity from the earliest stages of development. With a focus on open-ended play, sensory exploration and high-quality materials, the brand has become a trusted favourite among nurseries, childminders and parents seeking enriching, developmentally aligned products for babies and toddlers.

At the heart of tickit’s offering is its growing collection of baby and infant toys, designed to introduce the youngest learners to sensory play in a safe, engaging and developmentally supportive way. The SiliSoft range combines soft, flexible silicone with gentle textures and pastel tones, making it ideal for infants exploring through touch, grip and mouthing. Complementing this is the Sensory Steel collection – a unique blend of cool, reflective stainless-steel forms that encourage grasping, visual exploration and early cause-and-effect play. Together, these ranges provide a rich sensory experience that supports babies as they begin to understand the world around them.

tickit’s passion for open-ended exploration also shines through in its much-loved wooden learning resources. The brand’s Wooden Picture Blocks continue to be a favourite among early-years educators, featuring clear photographic imagery that encourages recognition, language development and storytelling. These blocks naturally lead into imaginative play, where children can use them to build scenes, connect ideas and experiment with narrative play.

Building on this, tickit has expanded its imaginativeplay ranges with enchanting wooden playsets designed to spark creativity. The sell-out Woodland Trail Treehouse and new Lighthouse Island sets offer beautifully crafted natural play environments that encourage small-world play, problem-solving and social interaction. Alongside these, the range of wooden character sets, such as the award-winning Wooden

Enchanted Figures, the charming Wooden Animal Friends, or humorous Wooden Sea Creatures, will invite children to invent stories, take on roles and develop confidence through imaginative expression. These sets pair seamlessly with the visually engaging Discovery Dividers, themed & tactile wooden play scene panels that help little ones create zones, landscapes and story worlds with endless possibilities.

tickit has also celebrated notable award success this year, particularly within movement and problemsolving play. The Whizz Balance Bikes, praised for their sturdy wooden frame and smooth ride, have captured the attention of parents and retailers alike. Winners of the Teach Early Years Gold award for Happy & healthy toys, these bikes promote gross-motor development, confidence and coordination – skills that lay the foundation for active, independent play.

Adding to the brand’s growing list of accolades is the MadeForMums 2025 Gold Award winner for Sustainable Toys: the FSC-certified wooden Safari Animal Layer Puzzle. Designed to introduce toddlers to sequencing, shape recognition and wildlife discovery, it has a layered structure and tactile pieces, encouraging children to explore, manipulate and solve as they build confidence in early problemsolving.

Across every range, tickit maintains a commitment to quality, thoughtful design and child-led discovery. With the number of their FSC-certified wood lines growing every quarter, the brand is proud to be recognised for their use of sustainable wood and fair working environments for local workers. Whether supporting sensory development in infancy, fuelling imaginative play in toddlerhood, or encouraging movement and coordination, tickit continues to prove why it is a trusted name in early learning.

TEL: +44 (0) 1732 225821

info@commotion.co.uk

www.commotion.co.uk

Multiple options

This month we shine the spotlight on products available to order now that are designed to make life easier for families with twins or children of di erent ages.

Reassuring sleep solution

The Chicco Next2Me Twins bedside crib is designed to keep twins close, safe and comfortable from birth to 6 months.

Created speci cally for shared sleep, it features a transparent mesh divider that allows babies to see and sense each other, supporting their natural bond while providing individual sleeping spaces.

With two rm mattresses included each with removable and washable covers, the Chicco Next2Me Twins combines comfort with easy everyday practicality. The crib o ers 11 adjustable height levels and foldable feet, making it simple to align with most beds, including divans and beds with drawers.

Thoughtfully designed and built with Chicco’s trusted approach to safety, the Chicco Next2Me Twins bedside crib gives families a reassuring co sleeping solution that supports both babies and parents through those early months.

For more information, please contact the below.

TEL: 0333 220 6070 | sales@rkwltd.com

One hand fold

The Push Me Duet Twin stroller is a super lightweight Twin Stroller for babies and toddlers from birth.

A smooth and easy-to-function stroller that makes light work of travelling with two children, which is always a bonus! Compact to t through standard internal doors, one-handed easy fold to a handy storage size when not in use and only 12.2kg weight.

Packed with lots of features and supplied with all extras as standard, which include independent bumper bars, a full rain cover, and a generous under-seat shopping basket. Multi-position lie back, independent recline per seat. One hand fold and open, and free-standing when folded. Two independent, removable rotating bumper bars. All-round suspension and self-aligning front wheels for a comfortable ride. Adjustable independent calf support on seat units. www.redkitebaby.co.uk

Seeing double

For parents looking for a lightweight double pushchair packed full of features, the double awarding winning DuoRider lightweight double pushchair delivers an incredibly competitive o ering at just £150.

The DuoRider from Graco is an ideal twin stroller to support busy families, o ering a hassle-free way to transport little ones aged from birth to around 3 years old (15kg).

Seating two kids side-by-side, this double stroller features 4 wheelsuspension, a multi-position recline, a large easy access storage basket, lightweight design (weighing in at just 12.1kg) and a one-hand, standalone fold. With independent seat recline, calf support, and adjustable canopies, parents can be sure their children will travel in complete comfort across a variety of terrains.

www.gracobaby.eu

Stylish strolling

Meet Estrella, the new double stroller from Joie Signature.

This luxe and stylish lightweight double stroller features two customisable seats – perfect for navigating adventures with little ones who don’t always see eye to eye.

Styled in the brand-new Signature look, Estrella has a lie at recline in each seat that works individually, creating a cosy, ergonomic haven that is suitable from newborn to toddler.

The adjustable leg rests o er cushy calf supports to let growing, tired legs kick back comfortably, while the all-wheel suspension will absorb the impact of any terrain without disturbing sleeping tots.

uksales@joiebaby.com www.joiebaby.com

Soothing

times

From dummies and teethers to plush comforters, gentle rockers and soothing swings, today’s calming essentials cover a wide spectrum of support for unsettled little ones. The category continues to grow, o ering retailers reliable solutions that pair practical design with soft, reassuring comfort.

Here we shine the spotlight on a range of products available to order now, each created to help parents soothe, settle and comfort their babies with con dence.

Cosy way to soothe

Introducing the latest swing seat from Joie, whimsy is perfectly portable no matter where you are.

Thanks to a simple wind-up mechanism, with no electricity or batteries needed, baby can snuggle up in this cosy soother, anywhere.

Simply turn whimsy’s handle and let the swing do the rest –no need to nd the closest plug socket, stock up on batteries or go searching for and extension lead, making it not only easy to use but good for the environment.

uksales@joiebaby.com www.joiebaby.com

Soothing softness

Rainbow Designs’ extensive licensed infant toy range, featuring beloved characters from children’s stories and entertainment, continues to stand out in the comforters and soothers category.

Rainbow Designs enters 2026 with charming new additions including the Care Bears Baby comforters starring Cheer Bear, Funshine Bear and Bedtime Bear. Each one is crafted from super-soft fabrics with joyful patterns and knotted corners to encourage sensory exploration and early emotional bonding. The new Disney Dumbo Comforter also joins the range, showcasing Dumbo’s sweet expression and pastel tones on a lightweight, star-shaped design that is perfect for little hands.

Their premium Peter Rabbit and Winnie the Pooh muslin comforters remain strong performers, while the Guess How Much I Love You, Very Hungry Caterpillar and Peter Rabbit lines extend the o ering with characterled silicone teethers that provide both comfort and soothing relief.

TEL: 01329 227300

www.rainbowdesigns.co.uk

Comfort, Safety, Trust: Inside

the BIBS

Dummy Range

BIBS is a Danish baby brand with more than 45 years of experience in designing dummies that combine function, safety and Scandinavian style. Its iconic BIBS Colour dummy features a lightweight rounded shield and a round natural rubber latex nipple, inspired by the shape of the breast to support babies’ natural sucking re ex and breastfeeding.

Recognising that babies have di erent sucking techniques and preferences, BIBS o ers dummies with round, symmetrical and anatomical nipples, in both natural rubber latex and silicone, allowing parents to nd the right t for their child.

Shields are carefully designed with ventilation holes to minimise skin irritation and are made from BPAfree, food-grade materials.

The portfolio spans from everyday classics, an extensive colour selection, and practical Night dummies that glow in the dark so parents and little ones can easily nd them. This breadth of shapes, materials and designs makes BIBS a comprehensive dummy partner for retailers and parents alike.

uktrade@bibsworld.com www.bibsworld.com

Nursery Essentials with Timeless Style

CuddleCo’s new nursery soft goods range marks an important step into a growing category for the brand, giving retailers a coordinated offer across three calming patterns: Cashmere Meadow, Waffle and Ditsy Cherry.

Designed to support a shop the room approach to merchandising in store and online, each piece can be mixed and matched to help parents create a soft, practical and personal space.

The four-layer cotton muslin comforter adds depth to the range, offering a thicker, cosier everyday essential. sales@cuddleco.co.uk

Soothing glow

Dr. Brown’s PreVent Glow-in-the-Dark Butterfly Soothers are thoughtfully designed to comfort babies while supporting healthy oral development. Created with guidance from a paediatric dentist, these soothers are designed to promote natural oral positioning and help reduce the risk of dental issues later on, such as posterior crossbite. They are available in two stages, 0–6 months and 6–18 months, to support babies as they grow.

Each soother features a lightweight, butterfly-shaped shield that curves away from the nose and cheeks, helping reduce irritation while allowing for easy breathing. The innovative PreVent system includes air channels in the teat to minimise air build-up and relieve pressure on the mouth and gums. Made from soft, 100% silicone, the teat is gentle yet durable, providing a reassuring feel for babies.

Ideal for both day and night, the glow-in-the-dark design makes the soother easy to find without disturbing sleep. BPA free and thoughtfully designed, Dr. Brown’s PreVent Butterfly Soothers combine comfort, convenience, and trusted expertise. www.babycentral.co.uk

Trusted Sleep Essentials

The sleep time category continues to grow with innovation and safety at the core of products that are available which assist infants and parents secure a good night’s sleep.

With sleep high on every new parent’s worry list, the nursery market continues to respond with products designed to o er reassurance as well as comfort. Advice from organisations like The Lullaby Trust has encouraged brands to focus on materials, breathability, and thoughtful design, creating a new generation of sleep solutions that truly meet families’ needs.

Infant mattresses remain a key priority. Options made with coconut coir and GOTS- certi ed organic cotton are increasingly favoured for their natural feel and breathable structure. Many parents also value dual-sided mattress designs that provide rm support in the early months and a slightly softer surface as their child grows, extending the product’s life and boosting practicality.

Bedside cribs have grown rapidly in popularity too, giving parents the closeness they crave while supporting safer sleep habits. Meanwhile, cots that convert through multiple stages appeal to families looking for long-term value and sustainable choices.

To build a soothing sleep environment, parents often turn to gentle nightlights, soft comforters, reliable sleep bags, and blackout blinds, all of which help establish consistent night-time routines.

For nursery retailers, curating a selection of trusted, safety-conscious products presents a powerful opportunity. By o ering guidance and a well-balanced range, retailers can provide calm and con dence to families navigating those early months.

Timeless design

CuddleCo’s award-winning Clara Cashmere Cot Bed combines timeless design with reliable everyday practicality.

Soft curves and a contemporary cashmere nish create a calming, premium look that works across a wide range of nursery styles. Suitable from birth to ve years, it o ers three mattress positions and converts easily into a toddler bed, giving retailers a strong long-term value story.

To complete the sleep solution, CuddleCo’s UK-made mattresses and nursery bedding provide easy add-on opportunities to shop the room. Soft muslins, tted sheets and coordinating essentials help retailers o er a cohesive, fully styled sleep space. sales@cuddleco.co.uk

Smart sleep

Nanit continues to set the standard in smart nursery innovation, o ering retailers a premium solution trusted by parents worldwide. Its advanced sleep analytics provide unparalleled insight into a baby’s night, transforming data into clear, actionable guidance that supports healthier sleep routines. The new Sleep Score feature gives families an easy-to-understand measure of overall sleep quality, making progress simple to track and celebrate. Nanit’s clever Next Napprediction tool further helps parents structure the day with con dence, reducing guesswork and improving consistency.

A standout USP is Nanit’s sensor-free breathing monitoring technology, which uses computer vision—not wearables—to track a baby’s breathing motion safely and comfortably. Combined with exceptional video clarity, two-way audio, temperature and humidity tracking, growth monitoring, and seamless app integration, Nanit o ers a complete, intuitive ecosystem.

For retailers, Nanit delivers high demand, strong customer loyalty, and an innovationdriven brand that elevates their nursery technology o ering. www.nanituk.co.uk

Real-time alerts

The new Dream Duo is one of the most comprehensive baby-monitoring systems available, blending smart technology with practical reassurance for modern parents.

The medically certi ed Dream Sock tracks a baby’s pulse rate, oxygen level, and sleep patterns with impressive consistency, while the accompanying Dream Sight camera delivers crisp 2K HD video and dependable night-time visibility.

Real-time alerts, along with temperature and humidity monitoring, add an extra layer of con dence. What sets the Dream Duo apart is its focus on meaningful insights including predictive sleep guidance and secure connectivity via the Dream App, helping families feel more informed, supported, and connected from the very beginning. sales@cheekyrascals.co.uk www.owletbabycare.co.uk

Perfect companionsleep

The Love to Dream Sleep Machine is an innovative night light and sound machine – a perfect partner with the iconic Swaddle Up for longer, safer sleeps. Featuring a 22-hour rechargeable battery, auto-start cry detection and timer, it supports melatonin production and healthy circadian rhythm development with dimmable warm white, red and pink breathing lights. Nine soothing sounds mask background noise, and parents can capture their calming voice with the 30-second record function, or stream stories, songs and sounds with the Bluetooth facility.

Love to Dream is o ering retailers 20% o selected products to celebrate sleep throughout December. emeasales@lovetodream.com www.lovetodream.com

Compact package

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

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

uksales@joiebaby.com www.joiebaby.com

Driving Safer Sleep

Nursery Today speaks with Nicole Weeks, Partnerships Manager at The Lullaby Trust, to explore how the charity develops its safer sleep guidance, works with brands and retailers, and continues to amplify life-saving messages to families across the UK.

Could you talk us through how The Lullaby Trust develops and updates its safer sleep guidance, and how you monitor the impact this advice has on reducing the risk of SIDS?

Our guidance is built on established, peer-reviewed research. New evidence is reviewed by our Scienti c Advisory Group, which makes recommendations based on its areas of expertise. This is then developed by our Support and Information team to ensure the guidance is clear, practical and easy for families and caregivers to follow.

We monitor impact through data from the O ce for National Statistics and the National Child Mortality Database. This evidence tells us that safer sleep guidance has saved almost 32,000 babies’ lives. We also gather feedback from parents and professionals and work closely with multi-agency maternity, post-natal and child safety groups to ensure we are addressing the most current challenges facing families.

How does The Lullaby Trust use social media to reach and support new parents? Are there particular platforms or types of content that you nd most e ective?

Social media is our most powerful tool for reaching new parents and carers. Our content is seen more than 68,000 times a day. Sharing safer sleep advice in simple language with clear illustrations helps our messages reach as many families as possible. These graphics are highly shareable, and many organisations and professionals follow us, which ampli es our reach even further.

We are also adapting our content to re ect current social media trends, enabling us to reach audiences who might not otherwise encounter our advice.

What does a typical brand partnership with The Lullaby Trust involve, and how do you ensure collaborations remain aligned with your safer sleep advice?

Every partnership is unique but grounded in a shared commitment to reducing the risk of SIDS and ensuring safer sleep advice is accessible to all families. Opportunities for partners include using our trusted logo on packaging or marketing, joint social media campaigns, and co-creating resources for customers.

We are incredibly protective of the trust families place in us. All potential partnerships must meet our high standards and align with our safer sleep and baby safety advice. Once we are con dent internally, proposals are submitted to our Scienti c Advisory Group for an independent review. Only when this panel is satis ed that the product aligns with our evidence base can a partnership proceed.

Once a collaboration is live, we work closely with the brand, reviewing content to ensure it is accurate, evidence-based and a true re ection of our safer sleep guidance.

Could you share some examples of brands you currently work with and how their products support your safer sleep messaging?

Our collaboration with iCandy on the Peach7 helps

raise awareness of safe carrycot use, including how to use a carrycot as a temporary sleep space and the importance of using one from birth to protect a baby’s airways. Together, we also share advice on managing safer sleep on the go in di erent seasons, from avoiding covered carrycots in warm weather to reducing the risk of overheating in winter.

With Naturalmat, we highlight a core safer sleep message: a baby’s mattress should always be rm, at and waterproof. This partnership helps steer families away from products that do not meet safer sleep standards, such as memory foam mattresses and sleep pods. We also work with Sweet Dreamers and Love to Dream on traditional arms-out sleeping bags. These partnerships help us raise awareness of the risks associated with loose blankets and heavy bedding, while educating parents on safe sleeping bag use, British Safety Standards and how to check whether a baby is overheating.

While you don’t o cially endorse products, some brands highlight their association with The Lullaby Trust. How should parents interpret this, and what reassurance does it o er?

Our logo on a product is a strong indicator that we have formally partnered with the brand and are con dent in the product’s alignment with our safer

Awareness

sleep guidance. However, it is not a safety guarantee. No product can eliminate the risk of SIDS. Parents should always follow safer sleep advice for every sleep and carefully read manufacturer instructions.

We publish a full list of o cial brand partners on our website so parents can easily verify our collaborations and the speci c products involved.

Do you o er guidance, training or resources that retailers can use to help pass safer sleep advice on to their customers?

Yes, we take a collaborative approach with partners to help them share safer sleep advice e ectively. This support includes:

• Ongoing content review and approval

All partnership materials featuring our logo are reviewed by our team to ensure accuracy and alignment with our evidence-based guidance.

• Training for frontline sta

We o er expert safer sleep training, with the option to include a module on how to have supportive conversations about safer sleep and product safety with parents.

• Co-created educational materials

We help partners develop tailored resources such as lea ets, posters, blogs and even product-based materials. For example, one partner created a room thermometer featuring key safer sleep advice, included with every order.

• Access to ready-made resources

Partners can use our trusted safer sleep materials instore, online or as part of customer purchases.

• Campaign involvement

During Safer Sleep Week and Baby Loss Awareness Week, we provide campaign packs and digital assets to help partners amplify key messages.

Our goal is to equip partners with the tools they need to support meaningful conversations around safer sleep and help parents make informed choices.

Are there any upcoming campaigns or areas of focus you can share, particularly around furthering safer sleep awareness?

Our agship campaign, Safer Sleep Week, will run from 9 to 15 March 2026. The theme is baby necessities – the essential items a baby truly needs and how to ensure they are as safe as possible. We will be encouraging families to keep it simple to keep it safe.

By the end of the week, parents and carers should understand:

• Which products their baby genuinely needs and which can be left on the shelf.

• How to check whether an item aligns with safer sleep principles.

• How to dress their baby safely for sleep across di erent temperatures.

For further information visit: www.lullabytrust.org.uk

Brands interested in aligning with the UK’s leading authority on safer sleep can contact their Partnerships Manager, Nicole Weeks, at nicolew@lullabytrust.org.uk. The Lullaby Trust welcome open conversations about goals and whether a product or service could be suitable for partnership.

The most impactful collaborations often include:

• Use of their trusted logo

This is one of their strongest assets. In a survey of more than 1,000 new and expectant parents, 97% said they would be more inclined to purchase a product featuring The Lullaby Trust logo.

• Co-created social campaigns

By working together on engaging, evidence-based content, partners can reach hundreds of thousands of parents each year.

• Safer Sleep Week involvement

Their annual campaign reaches millions of families. Partners gain access to exclusive assets and collaboration opportunities during the UK’s biggest baby safety campaign.

• Featuring in their baby product information

This content is viewed over 470,000 times a year by parents seeking expert advice. Partnership products can be highlighted to support informed decision-making.

• Presence on The Lullaby Trust website

With more than 130,000 monthly visitors, their site is the most trusted safer sleep resource in the UK. Partners appear on their dedicated product partnership page with a link to their website.

Looking forward to another giant sleep for babykind in 2026

It’s been another stellar year for Rockit, the UK sleep tech brand. They have achieved record sales in 2025 and have expanded distribution in both Europe and beyond, with the help of a growing team.

Their agship product the Rockit Rocker has continued to pick up numerous prestigious awards including gold Made for Mum and Junior Design Awards, as well as the coveted Good Housekeeping Institute Approved endorsement for the second year running.

Matt Dyson, Rockit co-founder adds “We have really consolidated our position as

one of the major baby tech brands and are due to sell our one millionth Rockit Rocker early in 2026. However, it is important not to rest on our laurels, as competition in our category has increased. We are really excited to be launching three new products next year, all aimed at helping babies and older children to sleep.”

www.rockitrocker.com

Crafted with care

Introducing the Red Kite Snooze Crib - baby’s sanctuary for sweet dreams and restful nights.

Crafted with care and designed for convenience, this crib o ers a safe and comfortable sleeping environment for newborns up to approximately 6 months old. Ease of use is a top priority, and the Snooze Crib delivers with its simple assembly and fold-down mechanism.

Whether at home or on the go, setting up or collapsing the crib is a breeze, providing ultimate exibility and convenience. Safety is paramount, and parents can rest easy knowing that the Snooze Crib is designed with breathable and see-through mesh sides. Not only does this promote optimal air ow for baby’s comfort, but it also allows you to keep a watchful eye on little one from any angle, ensuring peace of mind throughout the night.

Practicality meets functionality with the Snooze Crib’s at shelf for storage - keeping all baby essentials within arm’s reach, from diapers to extra clothes, making late-night diaper changes and soothing sessions a seamless experience. www.redkitebaby.co.uk

Easy fold

Parents can sleep soundly at night with little one close by, whether at home or on travels, with the new roomie go from Joie

This easy to fold, bedside sleeper is a portable powerhouse that will let parents and little ones sleep safely, side by side, without sharing a bed.

What sets roomie go aside from similar bedside cribs is the quick and easy fold that packs up conveniently into one tiny package. Compact and lightweight, roomie go is your perfect travel partner that is easy to carry and tucks away into small boots and cupboards.

Roomie go also comes with a comfortably cushioned, yet rm mattress that is covered in a soft knit mesh so that baby can breathe easily which means a peaceful rest for parents and baby. uksales@joiebaby.com www.joiebaby.com

Retail matters

This month, The Nursery Store’s

Managing Director Christy Foster takes a look back on a year of momentum, milestones and moving forward.

As we wrap up another fast-paced year at The Nursery Store, it’s impossible not to look back and appreciate just how much energy, innovation, and genuine progress has shaped the past twelve months. Yes, the year brought its fair share of challenges, what year doesn’t in retail? But it also delivered some real wins, stronger partnerships, and a renewed sense of drive that’s carrying us confidently into 2026.

One of the biggest positives this year has been the way our relationships with our third-party brands have evolved. These partnerships have always been central to who we are, but this year they’ve stepped up a gear. We’ve collaborated more closely, communicated more openly, and planned more strategically than ever before. Whether we were launching new ranges, navigating stock hurdles, or preparing for peak trading, that shared commitment has made a real difference.

This year, our brand family has grown with the addition of UPPAbaby, Tutti Bambini and Cybex, whose innovation and product excellence have already brought fresh energy to our offering. Alongside them, established partners such as Joie and Ickle Bubba continue to play a pivotal role, consistently supporting us to deliver products parents can trust.

2025 wouldn’t be complete without highlighting Joie’s outstanding

Managing Director, Christy Foster

performance at the Mother & Baby Awards. Winning four Gold and six Silver Awards was an incredible achievement, a true testament to their product quality and dedication. Joie remains a trusted partner, and seeing them recognised so widely was a proud moment that reinforced the value of our longstanding collaboration.

We were also delighted to achieve our own success at the Mother & Baby Awards, widely recognised across the industry as a benchmark of quality and trust in the parenting world. These awards are particularly meaningful because they are based on real parent feedback, highlighting products and brands that truly make a difference to families. We were proud to be nominated in five categories and to take home two Bronze Awards and one Silver, a fantastic recognition of the work we’ve put into refining our ranges, enhancing our service, and demonstrating to our customers that we are their go-to destination for baby essentials.

Of course, there were challenges along the way. Online retail keeps you on your toes, from juggling stock availability to adapting to shifting buying behaviours. But rather than slowing us down, those challenges pushed us to think smarter, move quicker, and continue improving. We

“One of the biggest positives this year has been the way our relationships with our third-party brands have evolved. These partnerships have always been central to who we are, but this year they’ve stepped up a gear. We’ve collaborated more closely, communicated more openly, and planned more strategically than ever before.

tightened up processes, expanded key ranges, and focused hard on making the customer experience as smooth and enjoyable as possible.

What’s been most encouraging is seeing how resilient and forward-thinking the wider nursery industry remains. From

trade fairs to supplier meetings to day-to-day conversations, there’s a clear sense of momentum building. Brands are innovating boldly, retailers are adapting creatively, and collaborations feel more strategic than ever. It’s an industry that thrives on fresh ideas and 2025 delivered plenty of them.

As we now shift gears into the festive season and beyond, we’re heading into the new year with optimism, clarity, and a lot of excitement. We’ve learned, we’ve grown, and we’re more energised than ever to build on everything that’s been achieved.

If 2025 was about navigating change, 2026 already feels like a year for seizing opportunity. And with the partnerships, insights, and renewed drive we’ve gained this year, we’re in a stronger position than ever to keep evolving, keep improving, and keep delivering for families.

Here’s to an uplifting, ambitious year ahead for all of us in this brilliant industry.

Mother&Baby 2026 Winners Announced

Held at Park Plaza Riverbank Hotel in London, on 27th November 2025, the Mother&Baby 2026 Awards celebrated the very best in parenting products at a prestigious London event attended by leading brands, industry experts and in uential gures from across the nursery sector.

Nursery Brands, Retailers and parenting experts came together at the Mother&Baby 2026 Awards to celebrate products that truly make a di erence to family life. The atmosphere was buzzing, and the winners were a brilliant mix of clever ideas, everyday essentials and stand-out innovations that parents genuinely love.

What makes these awards feel so special is how the judging works. Real mums and dads put every product to the test in their own homes, sharing honest, no-nonsense feedback, while a panel of experts look closely at safety, quality and how well each item really works for busy families. It means the winners aren’t just good on paper, they’re proven in real life.

And for the brands who take home a trophy, the impact is huge. A Mother and Baby Award gives parents extra con dence that they’re choosing something trusted, reliable and truly worth buying.

Congratulations to all the winners who received one of these coveted accolades.

The Gold & Silver Award Winners Are:

Retailer of the Year 2026

Amazon

Supermarket of the Year 2026

Aldi

Best Baby Toy

GOLD: Ravensburger, Play+ 4-in-1 Colour & Shape Sorter Chameleon

SILVER: Sweet Dreamers, Ewan the Dream Sheep Deluxe

Best Toddler Toy

GOLD: CONNETIX, 102 Piece Rainbow

Creative Pack

SILVER: Puggle, Happy Ride On Bike Best Pregnancy Product

GOLD: Mini First Aid, Baby & Child First Aid for Parents & Carers

SILVER: Lansinoh, Cooling Serum

Best New Mum/Maternity Skincare Product

GOLD: Lansinoh, HPA Lanolin Nipple Cream

SILVER: Lucy Bee, Organic Retinol Alternative Vitamin A Anti-Ageing Eye Cream

Best New Mum/Postnatal Product

GOLD: Lansinoh, HPA Lanolin Nipple Cream

SILVER: Frida Mom, Labour and Delivery + Postpartum Recovery Kit

Best Baby Food Range/Product

GOLD: Sainsbury’s Little Ones, Pouch & Tray Range 6+ Months

SILVER: Sainsbury’s Little Ones, Pouch & Tray Range 7+ Months

Best Toddler (12 months+) Food Range/Product

GOLD: Tiny to Tots, The Sipster

SILVER: doddl, toddler spoon and fork set

Best Highchair

GOLD: Graco, Presti 3-in1 Highchair

SILVER: Joie, Chestnut Multimode Highchair

Best Feeding Product for Weaning

GOLD: Aldi Mamia, Melty Stix – Strawberry & Banana / Sweetcorn & Carrot

SILVER: Vital Baby, Nourish & Hydrate Range

Best Product for Bottle Feeding

GOLD: MAM, Easy Start Anti-Colic Bottles

SILVER: Tommee Tippee, PerfectPrep Baby

Bottle Formula Feed Maker

Best Breast Pump

GOLD: Haakaa, Gen.2 Silicone Breast Pump

SILVER: Momcozy, Mobile Flow Hands-Free Breast Pump | M9

Best Product for Breast Feeding (excluding Breast Pumps)

GOLD: Lansinoh, HPA Lanolin Nipple Cream

SILVER: Momcozy, Portable Breast Milk Cooler

Best Swimming Product

GOLD: Aldi Mamia, Swim Pants (5-6)

SILVER: Splash About, Happy Nappy

Best Baby Monitor

GOLD: Nanit, Pro Baby Monitor

SILVER: Momcozy, 5-Inch Dual-Mode Smart Baby Monitor

Best Bathtime Product

GOLD: Nala’s Baby, Vanilla Cloud Body Wash & Shampoo

SILVER: My Expert Midwife, Baby Wash

Best Cot, Crib or Moses Basket

GOLD: Graco, Sweet2Sleep Bedside Crib

SILVER: Nuna, PAAL

Best Bedding

GOLD: Panda, Kids Cloud Duvet

Best Sleep Product

GOLD: Childs Farm, SlumberTime 3-Step Routine

SILVER: Love to Dream, Swaddle Up Deep Olive, 1.0T

Best Product For A Newborn – 0-4 months

GOLD: Panda, Baby Bamboo Muslin Squares

SILVER: Love to Dream, Swaddle Up Mini Cloud White, 1.5T

Best Potty Training Product (excluding disposable nappies)

GOLD: Bedwetz, Potty Training Mattress Protector

SILVER: My Carry Potty Ltd, Training Set

Best Steriliser/ Sterilising Product

GOLD: Nuby, RapidSterilise

SILVER: Vital Baby, advanced pro UV range

Best Baby Gift

GOLD: Ziggle, Bundle Of Joy

SILVER: BORRN, Silicone Bottle Gift Set

SILVER: Cuddledry from Sweet Dreamers, Personalised Baby Bathtime Gift Set

Best Safety Product

GOLD: Onco, Baby Car Mirror

SILVER: Munchkin, Maxi-Secure Pressure Fit Safety Gate – Black

Best Teething Product

GOLD: Sophie la girafe, Original Teether

SILVER: brush-baby, Bobbie Bunny Teether Toy

Best Baby Wipe

GOLD: WaterWipes, Original Baby Wipes

SILVER: Pampers, Harmonie Aqua Baby Wipes

Best Sun Protection Product

GOLD: Childs Farm, SPF50+ Roll On Sun Lotion

Best Reusable Nappy

GOLD: Bambino Mio, Revolutionary Reusable Nappy

Best Nappy Cream

GOLD: Sudocrem, My Little Sudocrem

SILVER: Healthpoint, B5 Panthenol nappy ointment 100g

Best Baby Skincare Range/Product

GOLD: Nala’s Baby, Full Range Bundle

SILVER: Aldi Mamia, Bedtime Bath

Best Value Disposable Nappy or Nappy

Range

GOLD: Sainsbury’s Little Ones, Newborn Nappies

SILVER: Aldi Mamia, Ultra Fit Nappy Pants

Best Performance Disposable Nappy or Nappy Range

GOLD: Aldi Mamia, Night Pants

SILVER: Pampers, Premium Protection nappies

Best Baby Carrier/Sling or Back Carrier

GOLD: Babymoov, Moov & Hike Hiking Carrier

SILVER: Joie, savvy Air 4in1 Baby Carrier

Best Newborn Car Seat (Stage 0/0+)

GOLD: Nuna, ARRA ex + BASE curv

SILVER: Joie, Signature i-Level Pro Infant Carrier & i-Base encore

Best Baby/Toddler Car Seat (Stage 1/2)

GOLD: Silver Cross, Approach Plus 360 Car Seat and Base Plus 360

SILVER: Joie, i-Spin 360 Spinning Car Seat

Best Multi Stage Car Seat

GOLD: Joie, Signature i-Spin XL Multi-age Car Seat

SILVER: Avionaut, Stardust

Best Multiple, Twin or Tandem Pushchair

Graco Celebrates Five Wins

Graco is proud to announce an outstanding achievement at this year’s Mother&Baby Consumer Awards being recognised in ve categories with two Gold and three Bronze awards.

Categories Recognised:

Gold – Best Cot, Crib or Moses Basket: Sweet2Sleep Bedside Crib

Gold – Best Highchair: Presti 3-in-1 Highchair

Bronze – Best Highchair: MiniLite Highchair

Bronze – Best Baby/Toddler Car Seat (Stage 1/2): Turn2Me DLX i-Size R129

Bronze – Best Travel System: Near2Me DLX Bundle

Re ecting on Graco’s success, Luisa Rollins-Svensson, Marketing Manager at Graco, who attended on the night along with David Welsh, Managing Director of Allison Baby, commented: “These awards re ect our commitment to creating products that combine safety, innovation, and everyday practicality for families. Graco has always been the brand parents trust to deliver quality and reliability, and these wins rea rm that promise.”

“Building on that achievement, a standout moment was our ‘sandwich win’ in the Best Highchair category, where we claimed both Gold and Bronze amongst a hotly contested category of seven shortlisted products. We are incredibly proud to support parents through every stage of their journey with solutions that make life easier, safer, and above all, a ordable.”

www.gracobaby.eu/uk

GOLD: Joie, Signature estrella Twin Stroller

SILVER: Joie, Signature versiti Single to Double Pram & versiti Sibling Seat

Best Lightweight Buggy/Stroller

GOLD: Joie, Signature parcel LX Stroller

SILVER: Joolz, Aer2

Best Pushchair

GOLD: Joolz, Hub2

SILVER: Joie, litetrax Pro Stroller

Best Travel System

GOLD: Joie, Signature niti Travel Ready Bundle

SILVER: Nuna, TRIV next + PIPA urbn Bundle

Best Travel Product Under £30

GOLD: Moonkie, Hug & Go Toddler Backpack

SILVER: Baby Uma, Universal Buggy Clips

Best Travel Product Over £30

GOLD: Nuby, RapidTeam – RapidCool and RapidSterilise

SILVER: Car Shades

Best Changing Accessory/Product

GOLD: Gigil, Luxe 2.0 Changing Backpack

SILVER: Gigil, Teddy Nappy Caddy

Innovation of the Year

GOLD: Nuna, BASE curv

SILVER: Vital Baby, EarthSmart Range

Best Eco Friendly Product

GOLD: Gigil, Nova Changing Backpack

SILVER: Bambino Mio, The Revolutionary Reusable Nappy

Visit the below to view full list of winners: www.motherandbaby.com/mother-and-babyawards/2026/motherandbaby-awards-2026shortlist-winners

Golden Joie

It was a busy night for the Joie team at the Mother&Baby Awards with the brand scooping four gold awards for some of its most popular products as well as a host of silver and bronze awards to add to the collection.

Taking home the gold for Best Multi Stage Car Seat was the i-Spin XL, the powerhouse of Joie’s Signature collection. Created to carry kids through from birth through to 12, the i-Spin XL grows along with your child making it the only car seat they’ll ever need – and with the highest safety certi cations, all of Joie’s premium convenience features and timeless Signature styling, i-Spin XL is the smart and economic choice that will provide you with peace of mind for years to come.

Bagging gold for the Best Multiple, Twin or Tandem Pushchair category, was the estrella also from the Joie Signature Collection. This luxe and stylish lightweight double stroller features two customisable seats – perfect for navigating adventures with little ones who don’t always see eye to eye.

Scooping the gong for the Best Lightweight Buggy/Stroller was the parcel lx from the Signature Collection. The new and improved parcel lx now has larger wheels than the previous model making it even easier to take on those tougher terrains. With multiple recline options, snoozy toddlers can rest after a busy day on their feet.

Joie’s fourth gold of the night went to the Signature niti Flex Travel Ready Bundle in the Best Travel System category. The bundle combines the niti pushchair with i-Level Pro, ramble xl and the i-Base Encore. I-Level Pro’s exclusive Tri-Protect headrest features Intelli-Fit memory foam is engineered for optimal head and neck security. The headrest and harness adjust simultaneously so on the go alterations are e ortless while the lie at recline is made for safer spines and easy breathing.

Joie also bagged six silver awards and a bronze bringing the total prize pot to 11, a massive achievement for the brand.

Joie Managing Director, David Welsh, said; “We are absolutely delighted to have these products recognised by such prestigious parenting awards. Mother & Baby is recognised and trusted by thousands of parents across the UK and the products in all of these categories have been tested by the parents who use them.

“To have their seal of approval gives our consumers added faith in our products so they can feel con dent that they are getting the very best when they part with their hard-earned money.”  uksales@joiebaby.com | www.joiebaby.com

Award winning Out’n’About

Meet the Out’n’About Nipper Nest – the ultra-versatile, go-anywhere travel cot that makes family adventures simple. Popping up in seconds, the Nipper Nest transforms from cot to playpen to beach tent, o ering little ones a familiar space from newborn to around 3 years. Indoors or outdoors, it features breathable mesh, a waterproof base, and a UPF 50 cover for calmer naps and shaded play.

Lightweight and super-compact, it packs into a handy backpack for e ortless travel. Add the optional newborn crib accessory for a snug, raised bassinet in the early months. Available now from Out’n’About from £195.

www.outnabout.com

Must stock essential

Mini First Aid’s award-winning 74-piece kit is fast becoming a must-stock essential for nursery retailers seeking products that genuinely support families.

Thoughtfully designed for everyday life, the compact kit is packed with high-quality items including plasters, wipes, dressings, gloves and paramedic-recommended shears – plus a clear, practical rst aid guide and access to expert video tutorials. Its versatility makes it ideal for change bags, cars and busy homes, giving parents con dence to manage life’s little emergencies.

Mini First Aid can also provide engaging in-store demonstrations and is actively looking for retailers with space to host their popular Parent & Carer First Aid classes. info@mini rstaid.co.uk  | www.mini rstaid.co.uk

BORRN to feed

Award winning BORRN continues to distinguish itself as a design-driven innovator in infant feeding.

This season, the brand showcases two technologies that set a new benchmark in bottle performance. Its signature 2-in-1 teat features an adaptive structure that supports a natural latch while managing milk flow with notable precision, creating a smoother, more responsive feeding experience.

Equally impressive is BORRN’s germ-repellent silicone, formulated to keep both silicone and PPSU bottles cleaner for longer by resisting microbial buildup. Together, these advancements underscore BORRN’s commitment to hygiene, durability, and thoughtful engineering for modern families. www.bornn.com

TRUSTED BY PARENTS, BACKED BY AWARDS

Mini First Aid is celebrating national recognition after winning Gold at the Mother&Baby Awards 2026 for Best Pregnancy Product, thanks to its highly regarded Baby & Child First Aid class for Parents & Carers. This award reinforces the brand’s dedication to supporting families with reliable, practical safety solutions.

The brand also earned a coveted shortlist spot for Best Travel Product Under £30 with its 74pc Mini First Aid Kit - a compact, travel-friendly essential designed to give parents confidence wherever family life takes them. These accolades showcase Mini First Aid’s ongoing commitment to empowering families with safety skills and trusted products.

info@minifirstaid.co.uk | minifirstaid.co.uk

www.b-p-a.org

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

This year brought signi cant growth for the Association, with 12 new full members and 11 associate members joining us. Their addition re ects a shared belief in the value of belonging to a body that champions product safety, ethical trading and the wellbeing of babies and young children.

A year of growth and momentum for the Baby Products Industry Association

As 2025 draws to a close, the Baby Products Industry Association (BPIA) is proud to look back on a year de ned by progress, collaboration and a renewed commitment to supporting the nursery sector. It has been a year where our collective strength has truly shone through — and before the festive season begins, we would like to extend our warmest wishes to all members, partners and colleagues across the wider industry. We wish you a very happy Christmas and a restorative, well-earned break.

This year brought signi cant growth for the Association, with 12 new full members and 11 associate members joining us. Their addition re ects a shared belief in the value of belonging to a body that champions product safety, ethical trading and the wellbeing of babies and young children. Membership of the BPIA is more than an a liation — it is a statement of intent. It signals a company’s commitment to responsible innovation, regulatory excellence and participation in a network that looks out for one another, ensuring a fair and trusted trading platform in the UK, Europe and around the world.

One of the standout moments of 2025 was our AGM in London in June, where members gathered to discuss key developments shaping the nursery landscape. The event also featured the presentation of the BPIA Awards, celebrating outstanding contributions and achievements from across our industry. As always, these awards showcased the creativity, diligence and consumer focus that underpin the work of our members.

In September, we were delighted to see the successful return of the UK Pavilion at Kind + Jugend in Cologne, rea rming the strength of British

nursery brands on the global stage. This collaborative presence remains vital in supporting export activity and ensuring UK companies continue to shine internationally.

Our industry calendar concluded with the Harrogate International Nursery Fair in October, where the nalists and winners of the Concept & Innovation Awards were announced. These awards continue to highlight the ingenuity and problem-solving that drive product development and set new benchmarks for quality and safety.

As we wrap up an energetic and impactful year, the BPIA extends heartfelt thanks to every member for your continued support, engagement and dedication. We look forward to building on our shared successes in 2026 — but for now, we wish you all a wonderful Christmas and a peaceful festive season.

BPIA announces Newlife as its nominated charity partner

The Baby Products Industry Association (BPIA) is proud to announce a new charity partnership with Newlife, the UK’s leading charitable provider of specialist disability equipment for children. The collaboration will see all products entered into the BPIA’s annual industry awards donated directly to Newlife to support its vital fundraising e orts. In addition, BPIA members will be encouraged to donate surplus stock, helping to raise essential funds while reducing waste in a sustainable way.

Newlife exists to change what it means to grow up with a disability in the UK. With 1 in 9 children living with a disability — and 2 in 5 lacking the essential equipment they need — the charity provides life-changing items such as wheelchairs, specialist beds, buggies, and car seats. These ensure children can travel safely, learn, play, and thrive. Alongside equipment services, Newlife’s free Nurse Helpline o ers vital expert guidance and emotional support to families navigating complex systems that too often leave them without even the basics for their child’s care.

BPIA Chair Marc Hardenberg commented: “We are delighted to name Newlife as the BPIA’s nominated charity. Their work transforms the lives of disabled children and their families, ensuring they receive the essential equipment and support they deserve. By donating award entries and encouraging our members to give surplus stock, we hope to contribute meaningfully to Newlife’s mission while promoting sustainability across our industry. This partnership re ects the compassion, innovation, and responsibility at the heart of our sector.”

For more than 30 years, Newlife has partnered with major retailers, manufacturers, and brands, giving brand-new stock a second life in an environmentally sustainable way. Donated items are processed by trained sta and volunteers—removing branding to agreed standards—before being sold through Newlife’s online and high-street stores. Every purchase helps fund vital equipment and support for children with disabilities across the UK.

Samantha Collier, Head of Corporate and Community Partnerships at Newlife, said: “We are thrilled to partner with the Baby Products Industry Association. The generosity of BPIA members will directly help children who urgently need specialist equipment to stay safe, access education, and enjoy the independence every child deserves. Together, we can create brighter futures and ensure no child misses out simply because vital equipment is out of reach.”

The partnership will also encourage BPIA members and the public to take part in Newlife’s wide range of fundraising challenges—from runs and cycles to bespoke events—ensuring even more children receive the support they need.

Inside Turkey’s

Jonathan Feingold explores the distinctive baby goods market in Turkey, a country known for its coastline, history, and food, but also home to a fast-growing and uniquely structured nursery sector. With more than 35 years in the industry, he takes a closer look at how geography, consumer behaviour, and retail models shape a market very di erent from the UK.

Turkey is a place most people know for its beautiful summer holiday coast, its historic architecture and ruins, or its very tasty food and oh-so-sweet desserts. But I headed o to investigate the baby products market, strange I know, but travelling from here to there, I cannot help myself diving in to check out the area I have worked in for more than 35 years.

The Turkish baby goods market, particularly for key product categories such as strollers, car seats, and cribs, has a distinctive shape that di ers markedly from markets like the UK. There are a small number of independent retailers, some with multiple locations, but not nearly diverse or su cient enough to meet demand on their own.

Turkey, straddling Europe and Asia, with a population of around 87 million and an annual birth rate of approximately 1.4 million babies, has a substantial and growing demand for infant and toddler products. To put that into perspective, Turkey’s birth rate is almost double that of the UK and signi cantly higher than Japan’s 640,000 births, despite Japan’s population of 123 million. The result is a high and sustained level of domestic demand for early years goods, and a government keen on encouraging products to be manufactured in the country rather than relying on imports.

Geographically, Turkey is vast, but its population is heavily concentrated in major urban centres, most notably Istanbul, which dominates the country both economically and demographically. This urban concentration shapes the retail landscape in a very particular way. While internet penetration is strong and e-commerce is thriving in the cities and expanding, physical retail remains dominated by large-format superstores rather than small, independent baby shops, which are few and far between and not in a style we would easily recognise.

One key point for strollers is that cities do not have the best pavements for pushing prams, many have hilly and sometimes bumpy terrain, and with very long hot summers it is not very common to see mums pushing strollers outside shopping malls or similar areas.

Independent baby goods retailers, as we know them, are relatively rare in number and tend to be found mainly in Istanbul, Izmir, and Ankara, where higher income levels support more specialised and design-led o erings. In contrast, rural areas, which still form a signi cant portion of the country, are sparsely populated and underserved by brick-and-mortar retail. As a result, consumers outside the cities often rely on online shopping or must travel considerable

Baby Market

distances to urban centres for access to a wider range of products.

Online and O ine Channels

Turkey’s online retail landscape is largely split between two types of players: Large-scale e-commerce platforms o ering extensive, mass-market ranges. Smaller, independent online retailers, which often focus on niche or premium segments.

The product mix and brand availability differ significantly between these channels. Superstores typically favour mainstream, high-volume lines, while smaller independents lean towards premium or exclusive imported brands.

Brands and Consumer Taste

The in-store experience and brand landscape di er noticeably from what one would nd in the UK. The number of available brands is considerably smaller, and many of the popular names familiar to British consumers are largely absent, with only a few exceptions such as Joie, Nuna, Bugaboo, Inglesina, and Cybex.

Local Turkish brands do exist and have their own identity, often di ering in styling and functionality from familiar Western equivalents. In less a uent districts, stores tend to focus on toys, trikes, bikes, and simple compact strollers, while in more a uent or European-style areas you see the multi-function travel systems and premium nursery goods that are more familiar to the UK and EU markets.

A Market Dominated by One Giant

Perhaps the most striking feature of Turkey’s baby goods landscape is the dominance of a single national retailer, ebebek, which holds around 46 per cent of total market share. This retailer o ers everything from nappies and baby food to strollers, furniture, and accessories, and it operates on a genuinely national scale with around 280 stores and no equivalent competitor.

Its strength lies in both breadth of range and customer experience, and its vertical integration gives it a powerful advantage. One remarkable statistic I was told: the retailer’s in-house baby-grow range sells 27 million bodysuits every year. Yes, you read that correctly. I was told this “from the horse’s mouth” across multiple sizes, styles, and age segments. All are domestically produced. While that number seems extraordinary, it becomes more believable when considering Turkey’s extensive connections to neighbouring countries and the Central Asian “-stan” markets, and the fact people often buy no fewer than six at a time for a single infant. Having examined the baby clothing myself, I can con rm that the quality is very good indeed, with soft cotton fabrics, careful construction, and attractive styling.

Radically di erent to what we know in the UK, the Turkish baby market is as distinctive as their food and language, and well worth my investigation.

You can contact Jonathan by email: jonathan@cls-intelligence.co.uk