Nursery Today

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

Month:June June1514Issue Issue98Volume Volume1817 Month:

www.nursery-today.co.uk www.nursery-today.co.uk

Independently audited ABC circulation of 4514 1 July 2013 to 30 June 2014

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CONTENTS

Regulars

June 2015

April 2015 Issue 7 Volume 18

5

Leader

6

News

10

Licensing News

16

Retailer Profile Time to take a look at what’s happening at Direct2mum

20

Independent Retailers give their views on

the team

car seats

50

Editor

Penny Franks

Paul Donnelley pauld@lemapublishing.co.uk

Contributors

P24

8

Ad Manager Christine Contreras christine@lemapublishing.co.uk Paul Donnelley

10

P52

Taking a look at the electric element

19

Circulation Robert Thomas robert@lemapublishing.co.uk

David Fairhurst, Intelligent Retail Why Google Mobile Update won’t just affect mobile searches

Christine Contreras

48

Mark Naish mark@lemapublishing.co.uk

Nigel Plested Nigel takes a look at innovation within the car seat sector

Managing Director

76

P64

Mark Naish

Colin Pattison Why safety standards are so important for car seats

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

www.nursery-today.co.uk

Anthony Temple, Rainbow Designs

Paul Naish paul@lemapublishing.co.uk

Malcolm Naish malcolm@lemapublishing.co.uk

Christian Jones, Gro A working relationship

Design Production Director

Publisher

BPA

61/68 New Products

Penny Franks penny@lemapublishing.co.uk

Assistant Editor

Nursery Natter

Features 24

Paul Naish

Car seats & Accessories Take a look at what’s happening in this continually innovative category

P70

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

A member of the Audit Bureau of Circulation

52

Sleeptime Rock-a-bye baby

64

Malcolm Naish Malcolm Naish

High Chairs Sitting pretty – the latest trends

70

Infant & Preschool Toys Time to talk toys

P64

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

T

ime is whizzing by and there seems to be so much activity in the nursery sector at present more so perhaps in the car seat category than any other. With confusion still appearing to be happening on all sides - retailers and the consumer - with regard to i-Size and the ramifications of this new standard, naturally it is only wise that we look at this within our car seat feature this month.

Fortunately, help is at hand! For example, Dorel recently opened their doors, inviting retailers and the press to their headquarters in the UK and gave a clear definition with regard the current European standards (I have to say, having attended, well done Dorel - it was a very well organised event and gave great guidance on this subject).

One of the most important aspects with regard to the new European Regulation is that it currently runs alongside R44.04, so car seats within each are still perfectly legal with

R44.04 not being phased out until 2018 - by which time the message would definitely have been delivered and all parents should understand the need to keep babies rearward facing until the age of 15 months. Can I also say here that much of the confusion also exists around the actual Isofix base.

All i-Size seats in this first phase are designed to align with these bases and therefore, the use of these completes the R129 Regulation, as all current i-Size seats MUST be used in conjunction with an Isofix base.

The other great news when we look at this, is that the majority of the known and established car seat brands now have an i-Size seat option available within their ranges and we, I am sure, will see this increase further as time marches on and the subsequent phases are introduced.

Of course, when we talk car seats we mustn’t overlook

message from the editor... the Baby Products Association (BPA). They have worked tirelessly to give everyone some great, solid information. They have now introduced their Fact File leaflet, which includes everything you need to know in a very concise and easy to read format - even I understood it! If you would like to view this, visit www.b-p.a.org and click on the ‘Safety’ button, where you will find this. Alternatively contact them via email or phone: info@b-p-a.org, Tel: 0845 456 9570.

Naturally, this issue, we have also focused our Nursery Natter section on this subject. Clearly this is a topic that many have much to talk about - take time to read what their thoughts are on page 20.

So, what else do we bring you this month? Well, we take a closer look at the sleeptime category. This is an area that causes huge anxiety of most parents (especially those that have just had their first child). We are seeing great innovation of products in this area, and I am confident we will see many more entering the arena. Turn to page 52 for more information. To ensure we keep you busy, we also feature Highchairs and preschool toys - happy reading!

I would also like to take this opportunity to draw to everyone’s attention that The BPA will be holding their Annual General Meeting at the Marriott Hotel, Grosvenor Square, London on Wednesday 1 July. This is a free event to all members and promises to be a day of fact finding, networking and the opportunity to help shape the future of the industry’s trade association.

The BPA has organised a great line up of speakers on a number of pertinent industry topics including tackling counterfeits on e-commerce platforms; best practice for digital marketing and social media. For more information and to secure your place contact Christine Scippo, email: info@k-communications. co.uk Finally, it may feel like we all have a while to wait for the doors of Kind Und Jugend to open (10 - 13 September), but from experience this will be here before we know it! Is everyone ready to attend? Visit www.kindundjugend.com to secure your tickets - it’s also probably wise to start looking at and booking your flights and accommodation.

In fact, at the time of going to print, there are still a few TAP grants available for companies wishing to exhibit in the BPA UK Pavilions at both Kind Und Jugend and ABC Kids Expo (Vegas). For more information on these, please visit the BPA website: www.b-p-a.org where you will find all the information and forms needed to apply. However, the K&J pavilion is already over 75% full, so if you are considering this, then it may be wise to sort your applications as soon as possible.

“

Of course, when we talk car seats we mustn’t overlook the BPA. They have worked tirelessly to give everyone some great, solid information. They have now introduced their concise and informative Fact File leaflet

”

Leader 5

NEWS

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Clever little things that keep baby socks on!

Distributing a Doddl for bébélephant Two Somerset sisters have joined forces to create an innovative new range of children’s cutlery.

The cutlery, which will be distributed by innovation specialists bébélephant, looks set to hit the high street this Autumn/Winter and has already won the Women with Bright Ideas Award for women in innovation and engineering as well as being a finalist at April’s Gadget Show Live for British Inventors Project.

Commenting on their appointment, bébélephant’s Elliot Bishop said “This is another great British innovation in the nursery sector which we are privileged to distribute.

The final pre-production prototype has already been shown to leading Buyers from UK retail who share our enthusiasm.”

Tel: 020 8202 1467 Web: www.doddl.com

Exciting times for Kiddy!

Exciting times for Kiddy as they launch a partnership with The Lullaby Trust to promote safer sleep for babies; reveal their new UK website and appoint two new sales representatives.

Kiddy are working with The Lullaby Trust to highlight the importance of lying babies flat while sleeping. As well as promoting The Lullaby Trust’s key advice on safer baby sleep, Kiddy are donating £10,000 to The Lullaby Trust through sales of the EvoLunafix: the first Group 0+ infant carrier with a lie-flat travelling function.

Kiddy have also unveiled their new website www. kiddyuk.com which facilitates an easy customer user journey to research and buy Kiddy products in the UK. To support retailers, Jonathon Eve and Josh Gillespie have joined the Kiddy team.

...Become a stockist of our award winning range...

info@sockons.co.uk 0208 451 1516 www.sockons.co.uk All products are supported by a comprehensive press and pr campaign.

6 nursery today

New look unveiled The Little Green Sheep family are all excited as they are soon to unveil to their customers the new look for the beloved The Little Green Sheep, as well as launching their highly anticipated new baby brand Snüz, which will be home of the award-winning SnüzPod and all new Snüz bedding sets. Retailers were excited about their plans following the big brand reveal at Harrogate International Nursery Fair, and now the time is almost here for everyone else to see the developments. With all new packaging, updated websites, new products and more, this Summer is set to mark the dawn of a new era for The Little Green Sheep Family.

Tel: 0800 028 1433 Web: www.thelittlegreensheep.co.uk

The Royal We (Made Me Ltd) It comes with huge excitement that We Made Me Ltd can publicly announce it has had the great honour of officially presenting the new Princess, Charlotte Elizabeth Diana with a gift.

Following the brand’s significant involvement in Singapore’s SG50 Baby Jubilee Gift created to mark the 50th anniversary of Singapore, the team was overwhelmed to learn that the President of Singapore, who made a State Visit to the United Kingdom last October at the invitation of Her Majesty the Queen, has presented the unique and specially crafted bundle of baby essentials to the Royal Family on the birth of the new Princess of Cambridge.

SG50 is a nationwide effort to celebrate Singapore’s 50th birthday this year. As part of the festivities, the SG50 Baby Jubilee Gift was created for every Singaporean baby born in 2015. To create the gift set, more than 6,500 gift item suggestions were received, and votes from the public determined the final eight items for the set.

One of the items was a baby sling and the selected product was theBabaSling.

The news that the adored Royal couple has been given the SG50 Baby Jubilee gift from the Singapore President has been extremely well received by the people of Singapore, who are absolutely delighted to know the Princess of Cambridge will have that connection with their country’s celebrations. More than 58,000 people “liked” the Prime Minister’s message of congratulations on social media to the Duke and Duchess of Cambridge on the birth of Princess Charlotte, in which he called her an SG50 baby and announced that the President is sending them the SG50 Baby Jubilee Gift.

Web: www.wemademe.com

Mark Foster to join Tomy dream team TOMY has pulled off a spectacular coup in recruiting former Hasbro European Marketing Director Mark Foster to the role of Head of Marketing of EMEA for the Japanese toy giant. With a recently appointed Senior Vice President of EMEA Operations and a new UK Sales Director, TOMY is now poised for a major offensive across Europe.

Hans-Jurgen Koot is one of the key figures in ensuring that potential is realised in the newly created role of Senior Vice President of EMEA Operations.

Hans-Jurgen Koot has more than 20 years experience in retail having been Country Operations Director for L’Oreal in the UK, Belgium, Germany and Austria. He has wide experience of managing highly complex restructuring, optimisation and merge projects in different European countries.

From left to right: Mark Foster, Hans-Jurgen Koot and Fred Wolff.

Fred Wolff is the new UK Sales Director. He has European consumer sales and marketing experience with organisations such as Proctor & Gamble, Reckitt Benkiser and most recently Phillips. His focus will be on creating a more strategic relationship with TOMY’s UK retailers.

Web: www.tomy.com

Vital Baby celebrate the Royal arrival There has been great excitement in the Vital Baby office following a visit to Kensington Palace with a very special delivery to celebrate the arrival of Princess Charlotte Elizabeth Diana.

Having partnered up with Heart FM Hertfordshire, the team at Vital Baby were pleased to sponsor the signing of a giant card to welcome the new Princess. The card travelled through Hertfordshire town centres where passers-by, families and children stopped to congratulate the royal family with a personal message and signature.

Attracting over 100 people the card was finally

sealed on Tuesday 19 May and hand delivered to the gates of Kensington Palace with a box of goodies in tow from the Vital Baby team. Including the Vital Baby Weaning Set, Trap-a-Snack , Soft Tip Weaning Spoons, Freezer Pots, Tumbler, Food Pots, and the unique Aleva Naturals Bamboo wipes, the gift box was bursting at the seams and ready for both Prince George and Princess Charlotte’s weaning adventures.

Web: www.vitalbaby.co.uk

nursery today 7

NEWS Time to talk export

Consumer awareness

Christian Jones, Managing Director at the leading safer sleep brand The Gro Company this month talks about how products can capitalise on emerging parenting trends.

T

he woes of FIFA have brought into focus the role of sponsorship and endorsements and the benefits, or perils, of either choosing the right or wrong partner and the subsequent effect on your product, service or brand.

When the chemistry works it works very well. We only have to look at Walkers crisps and Gary Lineker as an example of an enduring and successful relationship.

However as has been proved many times there are also dangers of working with the wrong partner or not reacting quickly enough to public opinion.

So what’s the answer?

Brands have to innovate to keep pace and maintain relevance in a fast-paced consumer market, whether that’s with a charitable partner, celebrity, or sport.

There is also a realisation that you have to invest in the relationship to make it work for you and your customers. If the connection is not relevant

to your customers then you will see little benefit beyond the personal buzz of working with your selected partner.

Charitable partnerships can be extremely positive in most cases, especially where there is a very strong connection or tie with your product or service to the charity. This can deliver direct affinity with your product to the charity work and therefore to your consumer. The relationship should develop through your entire organisation and form part of your DNA from R&D to in-store activity.

This will ensure that you are demonstrating your values through all communication points and that the relationship is a natural extension of your business.

Consumers will automatically associate your product with the values of the charity, which should therefore increase their brand loyalty and preference.

The Gro Company works with the Lullaby Trust – a leading research charity for the prevention of Sudden Infant Death Syndrome (SIDS).

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

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

sponsored by

For many years the BPA has raised consumer awareness about the dangers of purchasing second-hand baby products and also information about how to choose the correct child car restraint. It has recently updated its literature on these subjects and two e-leaflets Choosing the Right Car Seat and Don’t Gamble With Your Child’s Safety can now be downloaded and freely distributed from the BPA’s website. These are located at www.thebpa.eu under Safety Information.

Maxi-Cosi delivers strong i-Size message Maxi-Cosi welcomed an impressive turnout of journalists, bloggers, retailers and nursery industry leaders at its i-Size press day at Dorel’s UK head offices in Borehamwood on 1st June.

The well-attended event was designed to clarify the benefits of i-Size and address any confusion surrounding it since the new child car seat legislation was ratified in UK law in April 2015.

Maxi-Cosi has been pioneering in introducing i-Size child car seats to the UK market. These include the Maxi-Cosi 2wayPearl and 2wayFix Base- awarded a ‘Best Buy’ by Which? and winner of Gold in the Prima Baby Awards - and the MaxiCosi Pebble Plus infant carrier used with the 2wayFix Base, which also won Gold at the Prima Baby Awards in its Group 0+ category and was given a winning five stars by The Sunday Times in its recent child car seats test.

Experts included Maxi-Cosi’s leading i-Size expert Erik Salters and James Ellway, Technical Manager at Euro NCAP, which

provides consumers with independent assessment of the safety level of the most popular cars sold in Europe and also champions the use of i-Size.

Andrew Ratcliffe, MD of Maxi-Cosi and Dorel UK, said: “It was fantastic to see so many people from across the industry at the event.

“They were clearly impressed by our experts’ breadth of knowledge and insight, while the event also gave them the opportunity to ask some pressing questions.

“We set out to create greater clarity around i-Size and introduce some exciting future developments, and I feel we successfully achieved that.”

Maxi-Cosi filmed the event and will be making a short film available soon.

Anyone that would like information from the day should email Dorel UK’s press officer, Rory ffoulkes rffoulkes@lexiconpr. com

Tidy Freaks Clean up with an Exciting New Distribution Agreement As KidNative prepares to officially unveil its exciting innovation, Tidy Freaks, it comes with great excitement that the team behind the brand new child friendly car bins, have also confirmed the appointment of bébélephant to support the launch. bébélephant have been brought in to secure distribution across the UK of the new innovation that has been designed to ensure messy cars are a thing of the past! The distribution team is renowned for its commitment to sourcing unique products, making them the perfect partner for the fun and endearing Tidy Freaks!

The Tidy Freaks child friendly bins come in three lovable characters: Gimi, Gorji and Graby, who love to be fed rubbish! Perfect for car journeys, Tidy Freaks have been specifically designed to fit any head rest and simply attach on with an adjustable strap. The simple, but genius design ensures their big wide mouths are close enough for children to feed their sweet wrappers and crisp packets into at any time during a journey.

Email: elliot@bebelephant.com Tel: 020 8202 1467

20th - 22nd March 2016 Harrogate International Centre

The UK’s only international nursery industry trade show!

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LICENSING NEWS

Licensed plush trends ... an inside take on this growing nursery sector Anthony Temple, Managing Director at leading licensed character baby soft toys manufacturer Rainbow Designs, turns the spotlight on today’s trends in pre-school toys.

A

market research article I read the other day said that on average, almost 40% of preschool toys sold in developed countries feature some electronic component. Nowadays the electronics focused toy or even gadget is not only prevalent in the tween/teen market, the trend has had a significant and growing impact in the pre-school sector too.

One of the fundamental components of any pre-school toy whether it be plush, traditional or electronic led, is the educational element. For this impressionable age sector the timeless basics of ABCs and 123s are an important focus and toys that combine the fun factor with letters, numbers, shapes, colours and development of little ones’ fine motor skills are key to encouraging good play patterns.

What are we experiencing at the moment?

Within the pre-school sector we are seeing a significant move towards entertainment licenses and tried and tested educational publishing brands.

This is influenced by the television children are watching and the books they are reading and we are seeing these trends come to the fore in the form of plush pre-school toys. Many are no longer just a simple cuddly toy but now also incorporate electronic interactive components, offering greater longevity and appeal to the child.

Traditional toys are important to the pre-school sector and there are a number of brands that lend themselves to traditional toys, supporting developmental through the ages and the stages. A good example is our Very Hungry Caterpillar range which begins with products such as the Gel Soother and Tummy Time Plush for baby and progresses through to dominoes and Tell the Time & Play Clock for advanced pre-schoolers.

Even in this age of technology there

10 nursery today

will always be a place in the pre-school sector for the more traditional toys such as stacking blocks, peg puzzles and dominoes because of the high educational value. That said these toys can also be seen utilising technology as we now see voice chip electronics in the likes of peg puzzles.

However, the leaders in the field of electronics are companies such as LeapFrog and VTech. Leapfrog is a good example of a business that has successfully understood the technological world little ones are growing up in, embraced technology and effectively tapped in into today’s pre-school market. Their clever products which include the LeapReader Junior and the LeapBand as well as the renowned LeapPad, resonate with today’s pre-schoolers as the interactive world is so natural to them. Children today see their parents and siblings using touch screen technology and electronic toys like these and it means that as well as playing to their logical thinking they will grow up tech savvy.

Learning through play works and the winning formula which combines those essential ingredients of quality manufacture, licensed characters and educational components, whether electronic or not, results in a pre-school toy that appeals to both the parents and the pre-schooler alike.

It is an exciting and fun time to be a pre-schooler. With 40% of preschool toys now featuring some sort of electronic component little ones are quickly becoming tech-savvy.

Technology is continuously developing, it is part of our daily lives and the world we live in which is very exciting but there will always be a place for the traditional toys that offer the additional tactile, safety and comfort values. There is so much for them to learn at this impressionable age so for this sector in particular it is about ensuring a good balance of toys are available.

In Circles with Obaby Obaby has finally launched its fun, fresh and exciting licensed Disney Circles collection. With super-stylish and on-trend circles co-ordinated across all pieces, the range adds a lively pop of colour to your baby’s world with smiling illustrations of Mickey and Minnie Mouse. Your tot can be surrounded by their favourite Disney characters during travel, sleep, feeding and even bath time with the Circles range, which includes bold and bright Strollers (Single and Twin), an exciting Bath Changing Unit, a Travel Cot with a handy bassinette function and finally a Highchair and Highchair Insert, all available in Mickey and Minnie designs.

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

Ruff-Ruff, Tweet and Dave come to plush, beanies and magazines!

Rocket Licensing, which is managing the licensing campaign for Ruff-Ruff, Tweet and Dave on behalf of Collingwood and Co, has announced the first licensees for the interactive pre-school TV show that everyone’s talking about. They are Posh Paws, one of the UK’s leading suppliers of licensed plush, and Immediate Media, the UK’s leading kids’ magazine publisher.

Posh Paws will be producing plush, talking plush and beanies of Ruff-Ruff, Tweet, Dave and their friend Hatty the Hamster for launch at retail in spring 2016. Immediate Media has been licensed to include features based on the show in its multi-character magazines CBeebies Weekly and ToyBox. The first issues featuring Ruff-Ruff, Tweet and Dave came out in late May. Ruff-Ruff, Tweet and Dave is a popular, charming and engaging pre-school TV programme — but it’s also a lot more. It’s about interacting with the show’s funny, charming and loveable characters and learning through fun. Ruff-Ruff is an excitable puppy, Tweet a cute little chick and Dave a quirky blue panda. They learn as they play in a themed adventure story that inspires a series of fun multiple-choice questions.

Hatty pulls the questions from his hat and the show’s stars each offer a different answer — but who’s right? Is it Ruff-Ruff, Tweet or Dave? Viewers take part by shouting the name of the character they think is right — or pointing or waving a picture if they don’t want to shout!

Web: www.rocketlicensing.com

Kick-off for Rugby World Cup 2015 Shaun the Sheep is joining the Rugby World Cup 2015 flock and to celebrate this momentous occasion, Rainbow Designs, appointed official RWC 2015 licensee, is launching a baaaaa-rilliant merchandise range.

Rugby World Cup 2015 kicks-off on 18 September with 44 days of Rugby fever and Shaun the Sheep is set to steal the limelight as Rainbow unveils a brand new plush collection.

The official licensed product range includes 45cm plush, window stick-ons and 23cm soft toys, all featuring Shaun wearing his Rugby World Cup 2015 t-shirts in either white or blue. Products will be on shelves from 1 July onwards and are available to order now.

Anthony Temple, Rainbow Designs’ Managing Director said, “With match tickets almost sold out, anticipation is rapidly reaching fever pitch.

“We’re delighted to be launching our brand new Rugby World Cup 2015 Shaun the Sheep plush collection this summer. It will appeal to fans of all ages, make great gifts and create the perfect Rugby World Cup 2015 keepsakes.”

23-25 October 2015

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19-21 February 2016

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NEC Birmingham

Over 64,000 * visitors

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*Over 64,000 visitors attend The Baby Shows each year

EXHIBITION NEWS

ABC Kids Expo has so much to offer Each year more than 14,000 attendees converge on the city of Las Vegas to participate in the largest juvenile products event in the Western Hemisphere! Join them - 18-21October, 2015 - at the Las Vegas Convention Center for the ABC Kids Expo, where nearly 1,000 exhibitors will showcase their newest products in one million square feet of exhibit space. The expo is proud to host numerous attendees from over 65 different countries and is the perfect avenue to meet buyers and distributors from all over the world, and to view the latest and greatest in juvenile products.

Along with the UK Pavilion and CBME / China Pavilion, ABC has three specialty pavilions on the show floor: Modern Child, Naturally Kids and Maternity Square. ABC also offers many opportunities to highlight your product(s) around the show floor such as the New Product Showcase, Made in the USA, sponsorship and advertising, or the Maternity Square Runway – The Live Event! Don’t miss our newest area, The Invention Connection, which features inventors with products still in prototype stage and have not yet been introduced to the market. For further information and to register, please visit www.theabcshow.com.

Baby Show returns to Kensington, Olympia The Baby Show with Made for Mums, the UK’s leading pregnancy and parenting event, will be returning to Kensington, Olympia from 23 – 25 October 2015.

The show, now in its 13th year, is one of the market leading events for all things baby.

This year it will be showcasing the very best baby and infant essentials all under one roof to make your life, as parents and parents-to-be, easier. With over 200 leading brands exhibiting - some using the show as a platform to launch their latest products plus exclusive offers, it really is a must-attend event for new and expecting parents.

Expert speakers will also be on hand to give mums and dads advice including nutritionist and author, Annabel Karmel, breast-feeding guru Clare Byam-Cook, and sleep expert Jo Tantum. The show is specially designed for little ones with dedicated facilities available, such as the tommee tippee feeding area and changing room with free nappies and wipes to make your visit easy. As well as fun entertainment for the children, take advantage of the free crèche whilst you stock up on goodies and listen to invaluable advice from the experts.

About The Baby Show • The Baby Show first launched in 2002 • Visitor numbers in region of 60,000 • Organised by Clarion Events it is home to superb shopping, expert advice, and exclusive offers from top parenting brands and family-friendly fun.

• The Baby Show is held three times a year at the ExCeL London (February), the NEC in Birmingham (May) and Kensington Olympia (October) Web: www.thebabyshow.co.uk

CBME China on the horizon The 15th Shanghai International Children Baby Maternity Industry Expo (CBME China) will open its doors to domestic and international buyers on 22-24 July, 2015 at the Shanghai New International Expo Centre. The event will feature over 2,650 brands across 200,000 square meters of exhibition space. Over 80,000 child and baby products volume-buyers are expected to attend.

Products featured at CBME China 2015 will cover full range of child baby and maternity products from healthcare products to food, strollers and toys, clothing and accessories and services. Around 30% of the exhibiting brands will come from overseas.

Highlighted Zones and Pavilions to showcase the latest and best in the industry With the increase in exhibition scale, to make sourcing easier for buyers, some highlighted zones and pavilions will be found in CBME China 2015.

Cool Kids Fashion Shanghai is China’s must-attend children fashion event for trade professionals. It features a complete overview of children clothing and accessories (ages 0-16 years). It is comprised of an Exhibition, Kids Fashion Design Contest, Trend Zones, Trend

12 nursery today

Forums, Kids Fashion Shows and Private Networking Events.

International Pavilions at CBME China grew again as more brands from United Kingdom, United States, Spain, Korea, Australia, Taiwan, Hong Kong, South East Asia, Czech Republic and more will be participating.

OEM/ODM Pavilions is the place where brand owners and buyers can find reliable manufacturers and good quality products made to their specifications at CBME China.

Numerous cartoon characters will be showcased at Licensing Zone, where license owners meet licensees and initiate licensing deals. Whether looking to spot trends, building strategic partnerships, securing promotional tie-ins or taking property worldwide - this is where it all happens.

At the CBME AWARDS Gallery, visitors can find not only the latest innovation in the industry, but they can also see who the movers and shakers of China’s baby products industry are.

The CBME AWARDS Gallery will feature the nominees for Lifetime Achievement Award, Top Retailers Awards, Top Brands Awards, the Innovative Products Awards and more.

Web: www.cbmexpo.com

Focus Hippychick

Summer holidays: a fun family getaway or stress all the way?

A new Hippychick survey reveals parents’ top travel nightmares

F

rom departures to arrivals, there’s so much angst about travelling abroad with children that a third of parents said they had never even considered it. That’s just one of the surprising facts from Hippychick’s survey of 600 parents. The results are enlightening and include some truly nightmarish travel stories – useful information for everyone supplying the baby travel market!

“

So how can you help parents avoid in-flight chaos? The trick is to advise total organisation and recommend products that are multi-functional, lightweight and foldable. Hippychick’s sales of travel products traditionally go up by nearly 40% at this time of year, so it’s definitely worth stocking up.

Almost half the parents interviewed said that breastfeeding a baby on a plane was one of their biggest dreads

So, what are the worst things about airline travel with young children? Parents say exploding nappies, projectile vomiting and interminable screaming are just the start. Add to this the stress of being in the confined space of an aircraft, surrounded by tutting strangers and you have parents on the brink. One mum said: “My 18 month old screamed the whole two and a half hour flight to Spain. It was our first time abroad with her and by the time we landed at our destination, I just burst into tears and wanted to go home.”

Almost half the parents interviewed said that breastfeeding a baby on a plane was one of their biggest dreads. But it’s the toddlers who really get their parents’ blood pressure rising.

Almost everyone in the survey – that’s 96% - were anxious about managing a squealing, squirming toddler who refuses to put on their seatbelt and lets the whole plane know about it.

“The worst thing is having to stand and wait on other passengers in the toilet while holding baby with a soiled nappy, only to find yourself in the tiniest space to change the nappy in,” said another parent.

14 nursery today

The survey showed that parents struggle with stingy baggage allowances. sixty four per cent agreed that carriers should be more flexible about hold and carry-on luggage.

Many parents had stomach-turning tales of sickness and diarrhoea on the plane because their hand luggage had not allowed for enough changes of clothes. Many parents said it was actually other passengers’ intolerant attitudes that caused them the most stress. Another carefree contingent (35%) by contrast said they wouldn’t mind what their little monkeys got up to! Eighty three per cent of parents agreed that family friendly sections on the aircraft would be really helpful. ‘It would make parents feel more relaxed which would have a calming effect on fractious kids’ says Julia Minchin of Hippychick. They wouldn’t have to worry quite so much about their toddler kicking the seat in front of them or wanting to play peek-a-boo with the person behind.” One parent said: “It was very hard to keep my toddler still and quiet. Very stressful and the staff were very unhelpful”

”

“

Hippychick’s sales of travel products traditionally go up by nearly 40% at this time of year, so it’s definitely worth stocking up

” Hippychick’s top 5 travel essentials: Julia, along with 60.5% of parents interviewed has a real bugbear about buggy regulations. “You have to leave it at the departure gate but what are you supposed to do when you arrive? Sometimes, you have to walk for what feels like miles to get to baggage reclaim with tired, irritable children in tow, and no buggy for them to sit in. If you have to carry them it’s totally exhausting.” At the holiday destination, children sleeping in strange beds and potentially falling out in the middle of the night is a worry for two-thirds of parents interviewed.

£100 Hippychick product giveaway: ■ Hippychick is keen to hear from you about which trade publications – print or online you regularly read. To be in with a chance of winning £100 worth of Hippychick products (of your choice), please email your answers to matthew.hill@hippychick. com before 30 June 2015.

One entry will be chosen at random and the winner notified by 7 July 2015.

Some experiences are impossible to predict or prevent. Parents’ number one dread was their child falling ill abroad and having to cope with strange hospital procedures. Their second was substandard equipment such as car seats which may not conform to UK standards. On the lighter side, who could predict one parent’s experience of having to eat their own baby’s food at security to prove it was the real thing, or their baby having a total meltdown at security when their juice was taken away?

It’s a wonder any parents take to the skies at all!

Hopefully we can make it a bit easier for them.

Tel: 01278 434440 Web: www.hippychick.com

■ When there’s no buggy allowed, the Hippychick Hipseat is a lifesaver, saving aching backs and arms, and earns its (very modest) place in the light carry-on bag.

■ Dream Tubes soft inflatable bed guards keep children sleeping safely in strange beds. They fold up flat and compact.

■ Babymule Changing Bags offer total organisation and flexibility. They are compact, yet roomy, and the changing pouch is essential for the emergency toilet dash.

■ Totseat is super slim, washable and suitable for any chair, making it the eatanywhere travel seat.

■ Hippychick Mattress Protectors. The multi awardwinning, indispensable waterproof training and travel bed sheet nursery today 15

Regular Retail Profile

Going Direct to Mum This issue Penny Franks had the pleasure to question Direct2mum’s Managing Director Alex Leslie to catch up on what’s been happening lately – it really does appear to be full steam ahead for this independent retailer Firstly, tell us a little about the history of Direct2mum.

Direct2Mum was created out of a passion for the nursery industry. As a family we have worked within the nursery industry for the past 17 years and we have worked globally in product creation, procurement and supply thereof. In 2010 we reached a point where we weren’t able to deliver what we believed was needed in the sector using our existing business model. From there we set about building a community website with the aim of delivering a new tone of voice, to support parents with the latest most relevant news and comment on parenting and started building and designing our bespoke web platform.

By mid - 2011 we launched our first website aimed solely at developing a parenting community. Over the next 18 months we continued to design and construct in house, our website and commerce platform to offer a range of baby products across five categories.

In Mid 2012 we launched our web commerce platform. We were extremely excited and confident but knew we weren’t yet in a position to reach the consumers in the way we wanted to.

Our next step was bricks and mortar and we started an exhausting search for acquisition of existing companies or suitable premises to achieve our next objective. After reviewing many options we started a deal process in late 2013 with Bambino Direct, we concluded the deal in January 2014 and acquired the company in April 2014. To facilitate our growth we then moved from our 13,000 sq ft head office to a 100,000 sq ft head office with adequate office and warehousing for our growth plans. We also built on site our beautiful store and developed internally the till system and technology to deliver on our consumer mission, deploying Microsoft Navision to run accounts, stock control and warehouse management.

Within the space of 12 months we had acquired a substantial competitor, moved office, renovated our new building, built a bespoke store, designed and fitted out our new store internally, deployed a globally recognised enterprise level ERP system and employed staff from 11 in December 2013 to 40 by June 2014.

The past 12 months has been focused on operations and customer experience,

Did you know…

“

We have placed a lot of focus on the buying team, headed up by Katherine Stephenson, who has worked closely with our partners to secure brand exclusives, consistent product availability and greater choice for our consumers

16 nursery today

”

■ Fay and Alex (brother and sister, and directors of the business) have their handprints in the cement of the building from when they were four and their father was constructing it.

■ They have a motorbike in their lobby ■ Every Friday is dress down Friday

managing the growth and pressures it places on the business and how process empowers the team to deliver an exceptional service to our consumers.

You are growing quite considerably at the moment - what do you think has been the main driving force behind this?

As a culture we have strong values that are shared by everyone who works at Direct2Mum. Over the past 12 months we have shut off lucrative sales channels where we didn’t find those same values shared and targeted our growth in a way that delivers consistently in line with our values and for the consumer. We have placed a lot of focus on the buying team, headed up by Katherine Stephenson, who has worked closely with our partners to secure brand exclusives, consistent product availability and greater choice for our consumers. We always focus on service, and we have had our fair share of mistakes, but our difference is we will go the extra mile for consumers, this creates a loyalty that has been the backbone of our growth. We will over double this year in size to around £7million in revenue, but our key focus is to maintain the service to our customers and our values.

The acquisition of Bambino Direct had what impact for you and what was the decision behind this acquisition?

and clean space. We have a pushchair test track with different terrains, and a weighted baby doll for people to use; giving customers the chance to see exactly how each pushchair feels over varying ground with a child in. This is something you wouldn’t normally get to do until you had already bought the item. We also have a car seat fitting area, where

“

We were also very aware of the fact that parents are tactile shoppers for their newborns.

They like to see, touch and test whatever they will be spending their hard earned money on

”

The acquisition of Bambino direct was an enabler. For us to accelerate our growth and capitalise on our technological developments in commerce we needed to acquire a competitor with market share, trading history and brand connections. This saved around 18 months work and meant we were able to facilitate a new store and premises under the justification of huge revenue growth from the previous year.

you can practise fitting different car seats, and a soft play area with a sofa alongside, for children to play and parents to put their feet up. The whole concept behind our store was for it to be a friendly place where people could have an experience.

People don’t remember visits; they remember experiences!

When was your flagship store opened? Tell us a little about this.

Our store was created so that we could be more of a human entity to our customers, rather than just a computer screen. We were also very aware of the fact that parents are tactile shoppers for their newborns. They like to see, touch

Our store opened on 21 July 2014, so we are fast approaching our one year anniversary. We wanted to create a fresh

What benefits do you achieve by having the Direct2mum showroom?

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

“

Regular Retail Profile

Over the last 12 months we have applied a large amount of new software and integrations to ensure customer service is at the very highest level

and test whatever they will be spending their hard earned money on. We wanted to provide them with a space to do all that, with highly trained members of our team. By having the showroom we are able to actually speak one to one with our customer base. This builds trust in our consumers, as we are very aware of the fact we are quite an unknown entity still.

come on board come into store to carry out brand training on all our staff. We are very lucky in that the majority of the brands we work with will carry this out as protocol any way. Once brand training has been done, if any staff need refreshers or missed out on the training, then we either ask brand representatives to call in and see us again, or we have one of our more qualified members of the team carry out the training themselves in store. We would never have a member of staff on the shop floor that wasn’t brand trained, and capable of carrying out demonstrations.

You cover a wide variety of brands - do you have a particular hero product that is outperforming others, or perhaps a certain product category?

We are seeing great sales on a wide range of products. The new Cybex range is performing really well for us, its great that consumers are seeing the value in what they have developed.

Are you seeing any trends emerging at present?

We are seeing a trend towards more natural products, as well as innovative products designed to make their lives easier.

Have you seen any preferred colourways emerging this year?

Black is always popular, however Classic and Heritage designs are making a strong appearance this year.

How important are brands to your business?

Brands are very important to our business. We are very lucky to have a great relationship with the brands that we work with, and who are working with us to develop our business.

What about car seats - do you feel you receive adequate information and support?

We spend a lot of time researching legislation to ensure that we are at the forefront of any updates and changes, so that we can communicate them to our customers. We also have great suppliers that keep us informed of any changes.

Is there a particular product category that you are experiencing growth in at present?

Buggy season is upon us, so we (like most) are experiencing an uplift in sales in that category.

How many staff do you currently employ?

We currently employ 42 staff across our office, warehouse and store.

Are all your staff fully trained when it comes to in-store product demonstration?

We always ensure that any brands that 18 nursery today

“

Brands

are very important to our business.

We are very lucky to have a great relationship with the brands that we work with, and who are working with us to develop

”

What about customer service? We work in such an emotive environment, how do you reassure your customers about the quality of products that you offer?

Over the last 12 months we have applied a large amount of new software and integrations to ensure customer service is at the very highest level. The epitome of this company is service. We are on Trustpilot, to allow people to read other shoppers reviews on their experiences with us, and also their opinion on products. On each product listing on our site, there is a link to the Trustpilot page, and we have recently become accredited to be a Google certified shop. We work closely with the brands and feedback all positive and negative reviews we hear on their products. From the day we started we have made sure we only select brands we trust, brands that have a history of respectability in the industry, and brands that are loved by our target market.

You offer a price match policy - is this difficult at times to manage?

Our customer service team is on hand to

”

discuss with customers the Price Match Promise. It is very easy to do and we love every opportunity we get to talk to customers.

What about social media - how important is this to you?

Social media is a very powerful tool, and we believe it is vital to our growth. It is a free space that we have full control over, to tell and show our consumers exactly what we want to. It also provides another portal for consumers to get hold of us if they wish. Any opportunity we have to connect on a one to one level with our customers (or potential customers) is a massive bonus for us.

What would you say has been the most innovative product you have seen this year?

The To and Fro Duo from Cosatto. It is a great idea that will provide a great solution to many families.

Do you feel that we have sufficient innovation within this industry?

It does depend on the category, some have much greater innovation than others, but I always believe that there can not be enough innovation

Finally, a look to the future, do you have any exciting plans on the horizon?

We have some massive plans for the next five years. Our objectives are to be the best independent in the UK for customers.

We are always debating and testing new service improvements and strategies to deliver a better service to our customers. We have exciting plans around advertising, new stores, Europe and some other little bits, but I can’t give too much away right now.

our business

Did you know…

■ They have a National Champion Dancer working in merchandising ■ In their first year they had an order from 10 Downing Street ■ Every member of staff gets a cake and everyone singing Happy Birthday to them on their birthday

Retail Technology

Back to the Future A look at Google Knoweledge Vault

By David Fairhurst

A

s I’ve been on a bit of a health kick for a few years after some medical scares, last July I thought I would give the whole standing desk thing a try and have ever since been standing at work for the vast majority of the day, to bolster my efforts in the gym.

The original thinking behind standing at work was to move more, lose that expanding mid-section and get rid of all those annoying sitting-related aches and pains, but it turns out standing at work has had a major effect on my body and mind. Not only have I lost 30kgs of blubber, all of the back and shoulder pain has gone, I handle stress a lot better and feel a lot more alert.

Why am I talking about this? Well Google has just launched its long-touted mobile search update, which it is claimed by Google “won’t affect desktop searches” but is this the full story? Only time will tell, but it’s my belief that this is going not only to drive massive amounts of change in web design but also will have far reaching effects on desktop search as well. Let me explain why.

What’s Google Mobile Update?

On 21 April 2015, Google started rolling out its Mobile Friendly Update. Unusually for Google, there is no catchy name (like Penguin, Panda) for this update, however all you need to know is in the name, so the focus of the update, is to reward those websites which display well on mobile devices.

Why the preoccupation with being mobile friendly? For many year now the amount of traffic to websites from mobile devices has been climbing sharply, we are now past the point where mobile traffic exceeds desktop traffic which makes optimisation for mobile very important indeed to online retailers, website users and Google.

Because we are all using our mobiles more, especially for research prior to purchase online, Google has taken the step of putting mobile optimisation at the forefront of search criteria. From now on, if your website doesn’t display well on a mobile device then your site won’t benefit from the additional ranking signals in mobile searches (that’s Google searches, done on a mobile phone).

Google have stated that for now, the new ranking signals will only affect mobile phone

searches, tablet and desktop searches won’t be affected, but given Google’s history and need to look after shareholders there is a high likelihood that this isn’t the full story.

to work hard to find that same page again – not a great way to convert a sale.

Mobile Friendly Update and AdWords

Google are well known for favouring their own web properties in search results against competitors and have got into a lot of high-profile hot water with both US and European governments because of it. Are we really supposed to believe that the myriad Google properties, some of which at this point are not mobile friendly themselves are going to be penalised?

Even Google admit that there are issues for example with YouTube embedded videos using the older <object> tag, so everyone displaying an embedded video of this type, which gives a direct link to YouTube (owned by Google) will have their pages demoted in search results. This in turn should mean that YouTube pages get demoted in search results (because those links are less valuable). Google still relies heavily on external linking signals, so if we don’t get this situation, we know Google isn’t playing an even hand to all web results.

Those who use Google regularly will know that it isn’t just a search engine. Google also run a whole myriad of services besides search, all of which could be affected by the mobile friendly update. One that springs to mind is Google AdWords, including Google Shopping.

Because Google AdWords and Google Shopping are based on an auction format, where a website owner bids on keyphrases in order to display page results alongside the organic results in a Google search, Google is very keen to return high quality AdWords results for users.

Google uses quality scores on landing pages as part of the algorithms to rank AdWords results, so it’s not exactly going to be a surprise when we find out that those pages which aren’t mobile friendly will be paying a lot more for clicks, even on desktop results. Why would Google be likely to do this? Well, Google wants those who run AdWords ads to be successful and continue to use the service (more money for those allimportant shareholders!) so are likely to only be showing results which can convert into sales easily.

As more and more people use mobiles for research before purchase on a desktop (which of course, Google know as they can track what device you are using), those pages which are mobile friendly are more likely to be favoured, even in desktop results.

With modern browser technologies like Google’s own Chrome, synchronisation between devices for things like bookmarks means that it’s easier to while away time on the train browsing, bookmarking interesting pages for later scrutiny.

If a user bothers to bookmark these pages then the ‘research on mobile, buy on desktop’ scenario works well for Google, however what happens if the page you found on the train using your mobile isn’t bookmarked? In this case, if you believe Google, you will get different organic search results on the desktop than you got on the mobile and therefore have

Mobile Friendly and Google Web Properties

Rush for Responsive Websites Now you might think that I’m bashing Google here, but far from it. I believe that rewarding websites which display well on any device is a good thing and long overdue, but we need to keep a close eye on other effects and not blindly believe what Google are telling us.

One of the great things to come out of this is that companies are now tripping over themselves to get fully responsive or at the very least adaptive websites which will allow display across multiple devices.

The jury is out as to which method is best, however based on sound engineering principles of do it once, do it right, responsive (where you build one website to display on all devices) appears to cover all of the things that Google is looking for and has none of the drawbacks of the adaptive method (where you build several different websites, one for each type of device).

If you’ve been thinking of mobile optimisation for a while, the time is now to talk to your web developer.

David Fairhurst, Head of Creative Online Marketing, Intelligent Retail. David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London. Tel: 0845 6800126

It’s hard to imagine the online world without Google.

Globally acknowledged to be the mosttrafficked website on the World Wide Web, the Google search engine has surpassed all others to be the go-to destination when searching for something online. Yet Google probably would not have been so popular if one innovation hadn’t been used early on PageRank.

nursery today 19

As we focus on car seats this issue, it’s only natural that Nursery Natter speaks to independents to find out their thoughts on this important safety category.

Susan Pellett Anns Prams Do you feel as though you receive adequate information in this sector?

Yes, we do.

Is there anything more your suppliers could offer you to assist?

I would like some better special offers.

And on the popular seats, not just the ones that they are trying to clear from the warehouse.

What about i-Size, do you think sufficient has been done with regard consumer awareness?

No, I think that there is a lot more information that needs to be out there. We specialise in car seats, extended rearwardfacing and i-Size and I think the public are very ignorant still. There isn’t enough out

there at all.

Is there a particular car seat group that you are experiencing strong sales in?

Yes, Group 1 extended rearward-facing.

What are your customers top questions/ concerns in this category?

Safety, reviews and price.

Is price an issue with your customers – or is it ‘safety first’?

Safety is always first. We use safety ratings. Customers who come to us are not worried about price. We live in quite a reasonably affluent area. We have just celebrated out twentieth anniversary here and we are very well known in the car seat industry. Apparently I am known as the Car Seat Lady.

Warm people, great service

Friendly With customer care at the heart of our business ethics, we provide warm, professional and friendly staff that are on hand to answer your questions, big or small. Our team are proud to offer their support making sure you’re not alone as we bring your business into the 21st century.

ll igent Retail, te In d en m m co re ly pi p ha “I would C onnect. g in us of ts fi ne be he t e and show anyon are t he staf f.” as , at re g is e ar w ft so e Th Catherine - Projects

Call us on 0845 68 00 126 or email info@intelligentretail.co.uk 20 nursery today

Liam, Saswa

Liz Smart babyandchild Do you feel as though you receive adequate information in this sector?

Generally yes because there is so much information anyway that you can get from the internet. I feel that the brands that we sell do inform us about the products, they inform us about the new products, if there are any safety issues - so I think generally yes we do get sufficient information.

Is there anything more your suppliers could offer you to assist?

I think with car seats it is difficult because they are promoted strongly through Halfords because of the fitting service. I think it would be better if they could provide more videos. Every car seat provider should provide videos on how their products are fitted. You do get new parents who take the car seat out and just can’t fit it. We try to put as many videos on our site as possible so we can give as much information to new parents. A lot of the issues arise because people do not understand Isofix – they don’t understand the concept. A lot of people won’t read a manual so if they could see a video, it would really help to get the message across.

What about i-Size, do you think sufficient has been done with regard consumer awareness?

I think people are getting more education now. More information would be better and again if videos were provided that would help people to understand what it’s all about. That would help retailers to educate people as well. The information is out there but a lot of people don’t look for it or know where to look for it. Perhaps there could be more education given at the antenatal classes. Generally any sort of education for new parents is good. Sometimes we have concerns that they might be putting a child in a seat that is too small and people are getting a bit confused.

Is there a particular car seat group that you are experiencing strong sales in?

Ours is normally the Group 0 plus car seats.

What are your customers top questions/concerns in this category?

Safety. They want to know about safety then price.

Is price an issue with your customers – or is it ‘safety first’?

Safety first then price then how easy is it to fit. Does it have an Isofix base.

A wrap without all the wrapping... slips on like a t-shirt ique doub un l

! is to use!

Contact Penny Franks for a chat on 01442 289947 penny@lemapublishing.co.uk if you would like to be included in our next issue.

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place carrier over your head.

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place one arm through each.

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

John Barker Pramland Do you feel as though you receive adequate information in this sector?

I would say of the brands we deal with, it is a bit of a mixed bag to be honest with you. Some brands supply us with excellent information, good point of sale, good statistical information to mention, etc. With some other brands that we deal with… just nothing or very little.

Is there anything more your suppliers could offer you to assist?

I think the biggest thing from the independent point of view is that brands should encourage people to go to an independent and seek independent advice across a range of seats and a range of different brands. They should encourage customers to come to an independent and try to discourage them from buying online. There should be an incentive scheme – we guarantee that our products will not be found online cheaper than in a store. So perhaps something like: ”Our brand means a lot to us, so does your child’s safety. We want you to go a nursery store and see why our brand is better and as a result we guarantee that you will not find that brand online.” They should give margin support to encourage that but they don’t unfortunately.

What about i-Size, do you think sufficient has been done with regard to consumer awareness?

Realistically i-Size is not helping the situation.

With i-Size it puts the consumer at a disadvantage because they think if they have an i-Size car and an i-Size berth they think that they can buy at i-Size seat and it is going to fit. It takes them out of the loop. It can be reducing the consumer’s need for advice, which is good from a consumer point of view but from a commercial point of view unless you have an online presence selling car seats at a reduced price competing with the big boys, you can kiss goodbye to your car seat share of the market. I know that there are some stores who are very passionate about i-Size, we like to have our customers in store, we like to give them advice, we don’t sell online – the sale of car seats online shouldn’t be happening. It is a safety issue; you wouldn’t buy a parachute online. If you buy online you make the assumption that that parachute is going to fit you, it’s going to be the safest one for you and the first time you go to use it, it lets you down. It’s the same with car seats online.

22 nursery today

Is there a particular car seat group that you are experiencing strong sales in?

I would say the infant carriers, so the Group Zeroes; they still sell consistently well but that is purely down to the fact that mum and dad are coming into the store. It sounds a horrible thing to say but when it is a newborn, mum and dad take its safety a lot more seriously than when the little one is older. As the child grows parents pay less attention to car safety. When it comes to infant carriers, mum and dad will happily buy any infant carrier we recommend at the point when they are buying a pram. When it comes to the groups following you tend to find that mums are quite happy to just sit down on a Saturday afternoon and flick through the internet. Or even sadder walk around Asda and look at whatever make of car seat they have on special for £50 – “That’ll fit. That’ll do.” Infant carriers do very well. Beyond infant carriers, we do very well with the impact shield range of seats, the Cybex range of seats. It does well because customers are not used to it without having a harness. It is the sort of seat that customers want advice on.

What are your customers top questions/ concerns in this category?

A misunderstanding with regards to base standard. A lot of consumers are being led by the nationals and the multiples in thinking that i-Size is the current standard when, of course, it’s not. The other thing is that customers want to advance the kiddies through the range of seats too quickly. You need to keep them rearward facing for as long as possible. It is about re-educating them a little bit.

Is price an issue with your customers – or is it ‘safety first’?

I think with the infant carriers – the Group Zero – we tend to find that they are more susceptible to taking some advice. The most important thing at that time is safety but as they move through Group 1 and certainly more so the Group 2/3 seats price unfortunately overtakes safety. People think: “Little Joey is 7-years-old now, he needs less protection than when he was newborn.” So they put their trust in people like Argos and Asda and Tesco to supply their car seat and expect it to do the job right.

Alexandra Wyver-Northam Fiesta Tots Is there anything more your suppliers could offer you to assist?

I suppose having more marketing leaflets and brochures that would show you to how to fit them with a customer. You could go through the details with a customer if you were not able to physically fit it into the car or they have two different cars or perhaps the grandparents are buying it. You could at least go through the instructions with them. So ideally you want something simple and easy to follow after having had the suppliers go through it with you.

What about i-Size, do you think sufficient has been done with regard to consumer awareness?

I don’t think there has been very much done at all. I was quite surprised when I was trying to find actual information to back up what I was saying to people. It was not clearly explained. Lots of manufacturers if they do an i-Size seat are not in my mind ‘bigging up’ that they do one, why they do and how it’s changing - the government website just confused everyone. I got people ringing up and calling in about i-Size.

Is price an issue with your customers – or is it safety first?

Price is an issue. There are people out there who want i-Candy and those sorts of brands and they don’t seem to care how much they want to spend on it because they want a big trendy item. For those who are a little more savvy, they may be looking at safety more than anything else. They fall into two categories – the first who won’t spend that kind of money but still want safety and secondly those for whom money does not come into it and they want safety first and foremost whatever the price. I think for the majority of people price is important.

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Focus Car Seats

Sitting comfortably Consumers may still be keeping a watchful eye on their spending, but does this mean that parents are prepared to ignore the importance of ensuring they have the correct car seat?

T

here is one thing we have all most definitely learnt over the last few years and that is the simple fact that the car seat sector is not one that stands still or lacks innovation.

Car seats are a legal requirement for infants all the way up to potentially 12 years of age. What are we experiencing at present?

According to data from Gfk (up to March 2015), the Car Seats category has had the fastest growth in nursery hardware* year on year. While Car Seats have become more expensive overall, a big boost in volume sales has made the Car Seat category worth £137 million. i-Size car seats are growing and with the legislation being approved, there will be more movement in this category.

More than £1out of £4 is spent on Isofix car seats.

In terms of sales, £3 out of £10 is being spent on Car Seats online.

This has been quite a big year for car seats as we saw the introduction of i-Size (R129), which at the moment runs alongside R44.4. There has been quite a bit of confusion caused by this, which would appear to run across both the retailer and consumer. Hopefully this is a little simplified for

“

This has been quite a big year for car seats as we saw the introduction of i-Size (R129), which at the moment runs alongside R44.4

24 nursery today

”

you in this issue, as Andrew Ratcliffe, MD, Dorel brings you all up to speed.

But why has this change been implemented? Quite simply – safety! It has been noted that up to the age of 15 months infants are safest when travelling in a rearward position (due to the weight of their heads in comparison to their neck strength). By keeping small ones in a rearward facing position for longer, we decrease the risk of serious injury should an accident happen.

Of course, it’s not just infants though that need protecting.

With the law stating that all children under the age of 12 or below 135cm in height (whichever comes first), the appropriate car seat should be used.

This is all great for retailers, as we continually see a notable growth within car seats, it’s also good news for parents as their most precious belonging will travel in the safest possible way whilst in a vehicle.

Paul Sirett of BeSafe UK told Nursery Today: “Whilst of course such things as child age, weight and height are key as are vehicle type, lifestyle and even budget, there are a couple of important steps in the process often overlooked that are good for both the consumer and the retailer.

Firstly spend some time on the car seat ‘sale’, it is one of the most important purchases that parents will ever make for their baby and highlights the service the retailer can offer, and secondly to say ‘Let me show you the options’. This involves the consumer in the choices available, with clear explanations of the differences between the various car seat options. The seat you sold 10 years ago may not be the best option today for this consumer!”

One thing that is prominent however is the necessity to continually educate the consumer with regard to legislation and the requirements that these set down - if not to stop them from potentially receiving a fine, but to assist in the safety of children when travelling in cars.

Expectations have gone up and a car seat is certainly not

seen just as an item you can cut cost on, in fact, the majority seek a premium product and a recognised brand, which provides parents with more peace of mind.

We spoke to retailer Carol Gray, Babygear and asked whether they feel their customers are researching more when they look at car seats. “The majority of people know what they want before they get to us. They seek confirmation from us that what they buy is suitable because we have been doing it for a very long time. Most of them have done their homework first.”

A car seat is also one of the most essential purchases a parent will make, but it involves not just a choice made on style, comfort and price but also one made taking child safety into account, so the correct selection is an important one along with its fitting. The range of products across these sectors is broad with big name manufacturers and prestige brands. Subsequently it is a heavily promoted category and many prices are at their most competitive ever.

Damon Marriott of Joie agrees; “Parents need to feel confident that a brand is putting safety at the forefront of their product development. At Joie we are of the leaders when it comes to this; bringing the first UK certified i-Size seats to market and testing our products over and above the legislation at each stage of the development and manufacturing process. We then use our marketing and social media to support parents with further guidance and advice, and they know they can rely on us for latest information in this arena.”

What about trends on the shop floor? Are retailers experiencing a difference in buying patterns, are consumers looking more at ‘safety’ over ‘cost’? Retailer Josh Gillespie, Direct to Mum, Barnsley told us: “It can be a combination of both. Obviously you will find the parents that have done their research will go more for safety. They will then come into the store to discuss the safety aspect and ask questions about what tests have been carried out and things like that.

“

Parents and carers can download the BPA’s consumer information e-leaflet ‘Choosing the Right Car Seat’ from the BPA’s website www. thebpa.eu under ‘Safety Information’

”

There are some people who will come in and just ask about cost.”

Then there is the problem of second hand car seats that we still see being sold either via car boot sales or on websites as a private sale. The safety issues of buying used products have been well documented and is a subject that is often discussed, but the correct fitting of a car seat is always fundamental to its effectiveness.

Julie James, Technical & Membership Manager for the Baby Products Association, says: “From the moment new parents bring a baby home they have the responsibility to ensure its safety when travelling in cars for every journey. Children must use an appropriate child restraint until they are either 135 cm in height or 12 years old, whichever they reach first.

“Parents and carers are advised to do as much research as possible prior to purchase to ensure that the car seat is compatible with their car and any other vehicles that they intend to use it in to ensure it provides the highest level of safety for their child.

“There are currently two Regulations in place in the UK - ECE R44.04 and a new Regulation R129 i-Size. Whilst R44.04 deals with the weight of the child, R129 specifies the age and size of the child for which it is suitable. As long as the car seat chosen complies with one of these Regulations, then it meets the requirements of the law.

“Parents and carers can download the BPA’s consumer information e-leaflet ‘Choosing the Right Car Seat’ from the BPA’s website www.thebpa.eu under ‘Safety Information’. However, the BPA can’t stress enough the importance of seeking advice from a reputable retailer when purchasing child restraints as they can advise a suitable product for the vehicle and demonstrate its correct fitting.”

In terms of buying into safety, customers do this by choosing brands that they consider to be trustworthy. Brands that they believe will deliver the highest of standards. Although it is absolutely essential that all car seats in the UK comply with the European safety standards.

What can we derive from all this information?

It would appear that the consumer is now far more safety conscious and information hungry and will, in the majority of cases, firstly look at the safety elements with regard to their chosen seat, followed closely by style and fabric choice.

*includes Strollers, Highchairs, Car Seats and Baby Monitors

i-Size and R44 – what’s the difference?

Supplied by Andrew Ratcliffe, Managing Director, Dorel UK As Maxi-Cosi - and indeed other manufacturers - have been keen to stress before and since i-Size (R129) was ratified in UK law in April 2015, i-Size does not replace the current ECE R44/04 car seat legislation.

Instead, i-Size will run side-by-side with R44/04 for the foreseeable future. As with all standards, there must be a period of time to phase out one regulation and phase in the replacement.

The fact that i-Size is not yet mandatory means that parents do not need to upgrade their existing child car seat and car seats complying with R44/04 may continue to be sold and used safely. The introduction of i-Size simply means that parents now have an extra safe option when buying a car seat for their child. i-Size regulation applies specifically to ISOFIX car seats, while the R44/04 regulation for seatbelt- and ISOFIX- installed seats will remain in place for a while yet.

Ultimately, although i-Size does not yet replace R44/04, i-Size is designed to increase the safety level for children in cars and does offer the most stringent safety performance. That is why Maxi-Cosi has been so keen to act as the industry’s i-Size pioneer and introduce i-Size products to the UK market, and has done so in the form of the Maxi-Cosi 2wayPearl, Maxi-Cosi Pebble Plus, MaxiCosi AxissFix and Maxi-Cosi 2wayFix Base.

The 5 key points of i-Size •

• • •

Improved protection at higher forces for side and front impact and a much better protection of your child’s head and neck Rearward facing travel is mandatory for children up to 15 months old in i-Size car seats i-Size also promotes ISOFIX, which has less chance of being incorrectly fitted than belted car seats i-Size car seats will fit most cars with ISOFIX anchors

•

i-Size uses the child’s height/length to determine if the seat fits the child, rather than their weight.

Parents tend to know their child’s height better than their weight (height is also used on children’s clothing). This will make it easier for parents to judge if the seat is suitable for their child and when they should move the child into a larger seat.

Why is i-Size safer? i-Size seats provide better head and neck protection thanks to the longer rearward facing age of 15 months. i-Size has introduced side impact testing and therefore all i-Size seats have been tested for side impact. Previous standards did not include side impact testing but, now, the i-Size standard will enforce mandatory side impact performance criteria across the child car seat industry.

Over the past 20 years, the number of deaths related to front impact crashes has declined, while side impact crash fatalities have increased to the point where 25% of car crashes involving children are side impact collisions. 60% of injuries from side impact collisions are head injuries (Crest Accident Database), so the need for side impact testing is self-evident. i-Size seats are also much less likely to be installed incorrectly, because they have a simple place-and-click fitting procedure using the car IsoFix anchorage points and does not involve the car’s seat belt. In addition, the i-Size regulation will help prevent upsizing too soon, from a rearward facing seat to a larger forward-facing one. That’s because it has the clearly specified requirement of 15-months-old.

What is the difference between i-Size and the current ECE R44/04?

The differences between the current ECE R44/04 and i-Size are summarised in the table below: i-Size check list

ECE R44/04

i-Size

1. Improved protection at higher forces for side and front impact and a much better protection of head and neck

Front impact 50km/hr – 21-28G Rear impact 30km/hr – 14-21G No side impact

Front impact 50km/hr – 21-28G Rear impact 30km/hr – 14-21G Side impact: 24km/hr – 13-15G with an intruding door. i-Size also uses new crash test dummies with additional sensors to test the forces in an impact situation.

2. Rearward facing travel is mandatory up to 15 months old for i-Size car seats

Forward-facing possible from 9kg (approx. 9 months)

Label on the product: rearward facing up to 15 months (for i-Size car seats)

3. i-Size promotes ISOFIX, which has less chance of being incorrectly fitted than belted car seats

ISOFIX, belt and combination All weight groups

Phase 1 i-Size: ISOFIX & birth to 105cm/0-4 years

4. i-Size car seats will fit all i-Size cars and almost all cars with ISOFIX

Universal (top tether) Semi-universal (support leg) Car specific

Universal (support leg & top tether)

5. Length/Height of child classification makes choosing the right car seat easier

Current seats are categorised under 6 different weight-based groups: Group 0, 0+, 0-1,1, 1/2/3, 2-3

No groups Length classification-based (cm) Rearward-facing mandatory up to 15 months

Trade talk

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

We asked a number of the industry’s finest their thoughts on the car seat sector, trends and general awareness

Damon Marriott UK Product Manager, Joie UK Which group would you say we are seeing the most consumer activity in at present?

Group 1 (Extended rear facing) Do you think that enough has been done to date to bring awareness to i-Size?

No, there is still a lot to be done with educating the retailer and consumer to why a change over to R129 is required and when/how this will occur.

Is there still a level of confusion out there when we look at i-Size (R129) and R44/04?

Yes, many are still unaware that i-Size seats use standard ISOFIX fixings, so the latest standard seats can be used in older vehicles, i-Size vehicles simply bring standardisation and thus less compatibility issues. One point that hasn’t been communicated well is that R44.04 seats are liable to be legal for use on the road for another 10 years, this allows for late sales of these seats to be used through their safe period of use and when R129 takes over in 2018 this will simply see the end of testing approval to the old standard not make it illegal to use on the road.

Do you feel parents look at price compared to safety?

Everyone has a budget and with many families using multiple vehicles to

transport little one, it can be expensive to kit each car out with the top of the range seats. Our range of seats don’t compromise on safety but offer value to the user whilst maintaining margin for the retailer, so the JOIE range is expanding to fit a more diverse consumer (Seeing the introduction of GROUP 123 impact shield seats to our already established ERF range).

What about fabric colourways and materials used - is there currently a notable trend?

The strongest colour for car seats is still black or dark grey with few opting for bright fashions, where fabric grades have risen in regards to quality as the consumer is looking for comfort combined with safety.

Do you feel that we are seeing a good level of new innovation in this category?

The Child restraint category has seen some great innovation with the introduction of the i-Size R129 regulation; we will see more coming as phase 2 and 3 move into practice.

How do you assist your retail partners in this area?

With constant new introductions to our range, with further innovations and expanding category sectors all with healthy margins. Combined with strong marketing presence in digital / press / in-store creating demand from the consumer, and our Joie trainers giving regular staff training in stores to ensure understanding and confidence with our products.

Martyn Still UK and Ireland Sales Director, Concord S.A. Which group would you say we are seeing the most consumer activity in at present?

For Concord i-Size and 1/2/3.

Do you think that enough has been done to date to bring awareness to i-Size?

Not really although awareness is continuing to grow as time goes on.

Is there still a level of confusion out there when we look at i-Size (R129) and R44/04?

Most definitely, although the savvy parents and parents to be are

26 nursery today

contacting rearward specialists like Securatot and In Car Safety to ensure that they are given the absolute best information when considering their purchase.

Do you feel parents look at price compared to safety?

I think that it is a fair split. The trend is definitely growing toward safety compared with a few years ago. This is certainly down, in no small way, to the awareness created by manufacturers and retailers. Again i-Size can only grow and continue this trend.

What about colourways in fabric - is there currently a

notable trend?

We still see black and red as dominant. Although we have seen increased sales in our pink offering.

Do you feel that we are seeing a good level of new innovation in this category?

If you mean colourways in fabric, then yes, we always have to be commercial but are aware that we can “spread our wings” a little with designs and fabrics. Our team in Stuttgart are always looking at new and innovative materials to excite parents/to be.

How do you assist your retail

partners in this area?

We are always asking and checking with our retail partners for their opinions/ ideas to assist our development team and of course gauging their thoughts at Kind und Jugend and Harrogate. We have also recently exhibited at The Baby Show and are always interested in the consumers comments on all aspects of our collection including design and fabrics.

Andrew Ratcliffe Managing Director, Dorel Which group would you say we are seeing the most consumer activity in at present? i-Size is clearly receiving the most consumer interest, especially since ratification by Parliament triggered government and safety organisation promotion of i-Size.

It is also benefiting and meeting the needs of the rearward facing for longer awareness.

Do you think that enough has been done to date to bring awareness to i-Size?

Until it was ratified by Parliament in April, it was always going to be limited to producers’ and retailers’ promotion. We need retailers to step

up the merchandising of i-Size to communicate the enhanced safety of car seats that comply.

Is there still a level of confusion out there when we look at i-Size (R129) and R44/04?

Yes, and it is inevitable during the transition whist both standards are here. We need retailers to do their bit to really communicate the enhanced benefits of i-Size.

Do you feel parents look at price compared to safety?

We see clear evidence that many parents are prepare to pay more for the enhanced safety of i-Size car seats.

What about colourways in fabric - is there currently a notable trend?

Blacks and greys still dominate, especially if you

Stuart Cartwright Sales Director UK, Ireland & Northern Europe of Britax Which group would you say we are seeing the most consumer activity in at present?

We’ve observed increased interest in combination seats in the past few years, thanks to the great flexibility, convenience and value these products offer to the consumers. The Britax DUALFIX and ADVANSAFIX have received a lot of attention and demand from our consumers, not only because of their combination seat nature, but also because of the technological innovations they brought at the same time. The DUALFIX which is a Group 0+&1 seat rotates 360 degrees for convenience and allows extended rearward facing travelling up to 18kg. The ADVANSAFIX, a Group 1-2-3 seat, gives parents the opportunity to keep their children in a 5-point harness for longer, up to 25kg rather than 18kg as is common.

Do you think that enough has been done to date to bring awareness to i-Size?

Britax’s State of Safety report highlights that 43% of UK parents admit they aren’t aware of the latest laws when it comes to child car safety, so there is still room for improvement when it comes to educating parents in this area.

Is there still a level of confusion out there when we look at i-Size (R129) and R44/04?

Parents are understandably concerned about childhood safety, yet there is still a level of confusion when it comes to legal guidelines.

The State of Safety report shows that 79% of parents in UK say they don’t understand or know what the new i-Size legislation is.

There is still a big education job to do on this law, indicating the continued need for a single message approach towards i-Size from manufacturers.

Do you feel parents look at price compared to safety?

According to the Britax State of Safety report, 67 per cent of European parents admit they spend more money on their mobile phones or tablets than their child’s car seat, with almost one in seven spending under £50 on a car seat. This just shows that there is a genuine lack of understanding and confusion amongst

look at the selections merchandised in stores.

Online, there is more variety sold but Blacks still lead.

Do you feel that we are seeing a good level of new innovation in this category?

R129 or i-Size is a real challenge technically.

The safety performance requires real innovation to pass the standard, especially for birth to 4-months tests - but I expect more companies will master this in time How do you assist your retail partners in this area?

Maxi-Cosi has been actively training retail staff on i-Size since first availability and working with retailers on improved merchandising and information.

parents when it comes to purchasing car seats and best practices.

It also shows where we, as an industry, need to help explain, remind and guide parents to cut out seemingly small risks that could have a devastating effect on their lives.

What about fabric colourways and materials used - is there currently a notable trend?

Blacks have always been a popular colour with parents. It is also the colour that in the majority of cases retailers will display in store. However this is beginning to change and we are seeing a growing demand for brighter colours. Our Chili Pepper colour is incredibly popular along with an increasing demand for Blue and Purple.

Do you feel that we are seeing a good level of new innovation in this category?

Yes, there are lots of exciting things happening and Britax are at the forefront of many of these, from the XP-PAD on some of our KIDFIX models (in the event of a frontal impact it takes up to 30% of the energy forces away from the child’s neck vs the adult seat belt alone - Source: Britax tests), to the rotation feature on the DUALFIX, as well as some new and exciting safety features that we will introduce later this year.

How do you assist your retail partners in this area?

Training is key so that retailers can explain the benefits of new technology and help parents so they can select the type of product that best suits their individual child. Our Safety Initiative helps ensure that more complex installations and new technology are only available from retailers who can assist parents in this way and provide a physical demonstration at point of sale. Also, Fit-Finder on the Britax website is a great tool for both retailers and parents to help make sure that any of our child seats are compatible with the cars they intend to use it in.

nursery today 27

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sales@apramo.co.uk

t: 01827 50646

Focus Car Seats

BeSafe New BeSafe COMBI ‘X4’ – ‘fastest selling’ Another revolutionary first from Scandinavian BeSafe – the car seat that allows parents to adjust the space for the child and space the seat takes up in the car.

Flexible to the family’s stage of life and car, now everyone can have the benefit of rearfacing for longer known to be up to five times Safer.

With upgraded installation system, unique roll-bar, sleek base and best-inclass sleep positions… the pioneering ‘X4’ can genuinely carry baby from birth to 4 years.

Paul Sirett, Country Manager UK/IRL told us “The launch is going really well, this is probably the fastest selling new launch from BeSafe ever!”

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

Sit ‘n’ Stroll Diono The Diono Monterey 2 High Back Booster is one of the ultimate Group 2/3 High Back Booster seats on the market and currently has 11 awards to its name, the highest out of any high back booster in the UK. Designed to fit a growing child from 4-12 years old, the Monterey 2 features unique all round protection with EPS foam included throughout the seat and the arm rests.

Overprotective in all the right ways, it is the only booster seat to have extra deep metal reinforced wings for side impact protection and a structured seat base for strength, significantly increasing defense against impact.

A simple to use dial on the back adjusts the width of the seat and the 11-position headrest gives support and comfort. Integrated ISOFAST connectors and front adjusters allow for a safe and secure installation and stop the seat moving when not in use.

The seat bottom has extra length for leg support and features thick AirTek foam and tapered sides for total comfort.

Sit ‘n’ Stroll is the revolutionary 5-in-1 car seat simplifying travel for children from 0-4yrs. A car seat that converts to a buggy and back again with the bonus of being certified for use onboard aircraft. It can also be used as a dining booster and weights just 8kg.

When used as a safety restraint, the Sit ‘n’ Stroll is easy to install by feeding the seatbelt through the side hooks whilst providing easy access to the child in the event of an emergency.

In stroller mode, the suspension system helps absorb movement making the ride smoother for your child. With multiple handle heights, high density wheels and foot activated rear brakes, the Sit ‘n’ Stroll is designed to be easy to use for all and comes complete with a sunshade and top tether for secure forward facing installation.

Tel: 07940 105190 Web: www.juniortraveller.com

Web: uk.diono.com

Halilit Most parents have experienced the stress of driving with their baby safely strapped into their car seat but crying because they are bored, lonely or distressed because they have dropped their favourite toy which is no longer within reach. The Taf Toys In-Car Play Centre provides a fixed entertainment centre for babies in rear facing car seats combined with a specially designed mirror that enables drivers to see their baby simply by looking through the rear view mirror. This is just one of a selection from Taf Toys to keep baby busy and happy while travelling in the car.

Image: Taf Toys In-Car Play Centre/All in 1 Car Toy.

Tel: 01254 872454 Web: www.halilit.co.uk 30 nursery today

Say hello to

axissfix

61 - 105cm Approx. 4 months to 4 years

The new AxissFix is the ďŹ rst car seat that combines enhanced i-Size safety with the maximum convenience of a 360o swivelling car seat, offering up to 2 years of rearward-facing travel and that can be used forward-facing up to the age of 4.

Safety turns easy The Maxi-Cosi AxissFix is a clever car seat that combines state-of the-art i-Size safety with improved head and neck protection and a unique 360o swivelling system.

Experience the ease of use and outstanding safety with AxissFix, which offers up to 2 years* of rearward-facing travel and can be used forward-facing from 15 months up to the age of 4**.

Available in July

Find out more at www.maxi-cosi.co.uk/axissďŹ x * 87 cm (approx. 2 years old) ** 105 cm (approx. 4 years old)

i-Size safety

Focus Car Seats

Axkid The Minikid from Swedish brand Axkid, is specifically designed for children to remain rear facing until they are 25kg in weight or approximately 6 years old.

Offering superior legroom, the seat can be easily and safely installed using a vehicles existing standard three point seatbelt and comes equipped with a five point harness to ensure maximum safety for a child once strapped in. The extralong leg support allows for installation in a wide variety of vehicles.

The integrated five-point harness and headrest automatically adjusts according to the size of the child, while a unique tether strap tightening function ensures that tethers are automatically tightened by simply rocking the seat. Deep side wings offer additional side impact protection and five recline positions offer maximum comfort.

Keeping children in rear facing seats for longer is customary in some Scandinavian countries and in June 2009 the British Medical Journal recommended that rear facing is the safest way for children under 4 years to travel in a car.

This seat has passed the rigorous Swedish Plus Test, the strictest car seat standard and complies with ECE R44/04.

Please contact them to discuss becoming a stockist. Installation training is available to all UK based retailers.

Tel: 01666 510555/01666 825585 Email: sales@axkid.co.uk Web: www.axkid.co.uk

Bebecar The Bobob Fix RF is a high-quality Group 1 seat that offers extended rear-facing (to 18kg).

This versatile seat can be installed with the vehicle seatbelts forward- or rearfacing without a support leg; and can forward-face with ISOFIX fitting.

A single-pull 5 point harness makes securing the child fast and simple, while the unique recline and adjustment system allows them to be lowered into a comfortable position.

Bebecar supply seats for every stage: the Easymaxi (group 0+) car seat fits their pushchair chassis to form a travel system, while the Multibob (group 2-3) grows with the child through their final stage of using a car seat.

Tel: 01692 408801 Email: sales@bebecar.co.uk www.bebecar.co.uk

Clippasafe Clippasafe, experts in child safety, have introduced a new product to their range of innovative child safety items - the Clear View Baby Mirror. Designed to help drivers see their baby in a rear facing car seat in the back of a vehicle, the mirror is easily fitted and adjusts using a pivot and rotate mechanism.

The mirror allows baby to maintain eye contact with a parent, which is comforting to them and itâ&#x20AC;&#x2122;s reassuring for the driver or front passenger to be able to keep a watchful eye on baby throughout the journey. The mirror fits to the rear headrest and will not obstruct visibility through the rear window. RRP - ÂŁ14.99

Web: www.clippasafe.co.uk 32 nursery today

Focus Concord

Fly high with new CONCORD REVERSO The new i-Size Rearward facing seat from Concord has exceeded the expectations of specialists.

F

or more than 35 years, Concord’s goal has been to support adults and children as they go about their everyday lives. Their core competency lies in the development and manufacture of highquality children’s car seats which incorporate state-of-the-art safety technology.

With their three product areas, Driving, Moving and Living, they not only offer parents children’s car seats, but also buggies, travel systems and children’s furniture.

They apply their experience in the field of children’s car seats to the development of new products. With specialist know-how and a huge enthusiasm for innovation, their employees come up with excellent and surprising solutions time and again Now is no exception to this rule with the launch of their Concord Reverso. The Concord Reverso impresses due mainly to its broad range of applications. Thanks to the separately cushioned new born inlay, it is a fully fledged cradle for ages of around three to five months. Thereafter, without the inlay, it is suitable for children up to a height of 105 cm.

In terms of handling, the Concord Reverso is proving innovative. The convenient rotating wheels allow the leg supports and, in particular, the angle of sitting or lying to be adjusted. This can even be done comfortably from the driver’s seat.

As a rule, all the adjustments can be made from all sides and are marked with clear, mechanical red-green indicators, as is the Isofix mounting.

In general, the Concord Reverso represents a new generation in rearward car seats. Its clear, tidy design is a visualisation of the new technology. A circular light weight aluminium protection frame with an internal multifunctional shell, made entirely from shock-absorbing material, offers maximum protection with minimal weight. With the inlay for new borns inserted, the Concord Reverso weighs 10.9 kg – without the inlay it 34 nursery today

weighs in at under 10 kg (9.9 kg).

The exceptionally good ventilation at the back of the seat is also worthy of mention. This is achieved with particularly large and permeable louvres in the rear

“

In terms of handling, the Concord Reverso is proving innovative. The convenient rotating wheels allow the leg supports and, in particular, the angle of sitting or lying to be adjusted

”

wall of the seat, providing more comfort for small passengers.

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

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

Web: www.en.concord.es

“

In general, the Concord Reverso represents a new generation in rearward car seats. Its clear, tidy design is a visualisation of the new technology

”

Did you know?

1. Reverso won iFDesign award 2. Reverso won BANTA award 3. Concord Group head office is based in Palau, Barcelona 4. Concord International sales office is based in Stadtsteinach, Bavaria 5. Concord UK sales office is based in Hove, East Sussex nursery today 35

Focus Car Seats

Orbit Baby The Orbit Baby G3 Infant Car Seat make daily transitions in and out of the car a breeze. The patented Smart Hub system allows you to dock the car seat and adjust the harness while still able to face your baby. You can then rotate the seat into locked, rear-facing position. Unrivaled back-saving convenience!

It offers state-of-the-art safety features and a parent-friendly design! The unique deep-cradle design provides maximum side-impact protection and is fully-lined with premium-grade, energy-absorbent padding so your child is completely protected. Unlike conventional hard handles, the ergonomically flexible soft handle allows you to comfortably carry your baby close to you, and folds away quickly.

When baby needs a little extra protection, or just some peace and quiet, the full-coverage UV sunshade extension blocks sun, wind, light rain, and inquisitive eyes.

When out and about, you simply dock the seat onto the Orbit Baby stroller and you’re ready to go, no adapters required!

It’s already a favourite with Beyoncé, Kim Kardashian, Ciara, Jessica Alba and more all choosing Orbit Baby for their little ones!

Orbit Baby is distributed in the UK & Ireland by Clever Clogs Trading.

Tel: 0800 0518080 Email: admin@cleverclogstrading.co.uk Web: www.cleverclogstrading.co.uk

Obaby This new range of car seats, created to match some key Obaby design favourites, are stylish, fun and the perfect choice for keeping little ones comfortable and safe while on the move.

Incorporating a selection of weight categories, with an Infant 0+, Group 0-1 Combination and Group 1-2-3 High Back Booster, the collection is suitable for children from birth up to 12 years. A breath of fresh air, the lively selection includes colourful zigzags, pretty florals and seafaring anchors, available in a number of striking styles - Little Sailor, Little Cutie, Zigzag Navy, Zigzag Purple, Zigzag Orange and Zigzag Lime.

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

Joie i-Gemm is the first infant carrier from Joie with i-Size ECE R129 certification when used with the i-AnchorFIX base or i-Base. A new development from Joie’s existing Gemm car seat, the i-Gemm allows for easy transition to the i-Anchor car seat. This latest addition to Joie’s car seat range brings i-Size technology to an infant carrier car seat.

This means you get the reassurance of the latest safety standards whilst having the convenience when you’re moving baby from pushchair to car.

Packed with fantastic features, the i-Gemm is designed to keep baby safely protected. It has TriProtect, a unique incorporated headrest with a patented Intell-FitTM foam which provides side impact certified protection.

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

Maguari Maguari’s ISI Mini travel range assists with the practicalities of travelling with young children. Much of the range works in conjunction with car seat travel; the Car Seat Gripper protects car upholstery from indentations and spills while the Baby Seat Protector keeps car seats dry and clean. The Car Seat Organiser keeps boredom at bay, plus there are handy Mirrors and Kick Mats. The travel range also includes two sunshades – the Heat Alert Shade cleverly warns parents when the car is dangerously warm, reminding them to pull the shade down, while the Stretchy Shade blocks the sun but not the visibility out of the window. This versatile shade stretches to fit specific window dimensions, or can even be attached folded in half to fit small rear windows.

Tel: 01293 592170 Web: www.maguari.com 36 nursery today

i-Gemm™ infant seat ECE R129/00

i-Anchor® child seat ECE R129/00

gemm™ and juva™ infant seats ECE R44/04

suitable from birth rearward or forward to approx. 4 years

i-AnchorFIX® base

Focus Car Seats

Prince lionheart The Prince Lionheart 2 stage seatSAVER has long been a hit with families around the world as it protects car upholstery, not only from the everyday litter and crumbs caused by children but also from the compression damage caused by infant and booster seats. RRP: £19.99 The Backseat kickMAT sits on the back of the front seats to protect them from muddy scuffs caused by toddler’s feet bashing the seat as they jump in and out of the car. RRP: £9.99 The backseatORGANISER holds drinks bottles, snacks, toys and all the other bits and pieces within easy reach, handy on long journeys. RRP: £14.99 The Baby viewMIRROR, is a must for parents to safely keep an eye on what’s going on in the back without having to turn around whilst driving. RRP: £11.99 Functional, practical and stylish, the Prince Lionheart complete car accessory range is all that you need to child proof your vehicle.

Tel: 0208 997 7054 Web: www.princelionheart.com

Britax gives parents the freedom to choose a five-point harness for longer Looking for a seat that will grow with a child? Want to keep precious little ones harnessed for longer? Then look no further, as Britax, one of the leaders in child safety, has recently launched its new Group 1-2-3 car seat, ADVANSAFIX - the first multi-stage car seat that uses the car’s ISOFIX anchorage points and gives parents the option to keep their child in a fivepoint harness up to 25kg.

This cleverly designed multi-stage car seat has been developed with busy families in mind. Suitable for children aged from 9 months up to approximately 12 years (9kg – 36kg), ADVANSAFIX adapts and grows with the child. Installation is simple and secure using the ISOFIT+ system for all Group modes as installation is done using the same safety features each time: ISOFIX, Top Tether and vehicle seat belt.

No need to constantly upgrade. No need to compromise. Just the high safety standards you expect from Britax, in a seat that will take you from toddler to pre-teen.

ADVANSAFIX has also won the Gold award for the multi-stage car seat category from the highly respected parenting publication Prima Baby & Pregnancy in March 2015 which already proves the early popularity of this brand new seat.

For more information on Britax’s latest combination seat ADVANSAFIX, visit www.britax.co.uk/car-seats/car-seats/advansafix 38 nursery today

Focus: Apramo

More than safety Although you may not be familiar with the Apramo name, the team behind the brand have been around for a long time! As manufacturers, they have been making nursery products for some of the biggest names in the industry since 1999. The Managing Director of Apramo UK, Ian Morley will be a well-known figure to many of you, having sold car seats and accessories to nursery retailers for over 15 years.

2

015 sees the start of a new and exciting phase, as Apramo develop the brand from their UK base throughout Europe and beyond.

With their own manufacturing facilities, together with in house product development and design teams, Apramo have the resources and the people to respond quickly to customer needs and feedback, and will be launching many new products over the coming months, with at least ten new lines for Kind und Jugend in September.

As well as being at Kind und Jugend, the whole team will be at CBME in Shanghai this July showcasing their full range of car seats and travel accessories.

The ethos of Apramo is very simple – let’s make life easier. Easier for consumers with a well thought out range of solution products that make travelling with children a better experience for everyone, and importantly – making life easier for stockists. Helen Morley, Sales and Marketing

40 nursery today

“

Director of Apramo UK says “Having been both on the retail and supply side of this industry, too often we see barriers to good trade relationships.

At Apramo, we offer straightforward clear ordering, superb, friendly customer service and full support to our stockists.

There’s really no need to make life any more complicated!”

As part of their commitment to making life easier and supporting stockists, Apramo have joined forces with Babybase Wholesale, who will be stocking Apramo travel accessories. Speaking about the appointment of Babybase as exclusive wholesaler, Ian Morley says “We know from experience that having a wholesale option makes perfect sense for many of our stockists, who can then choose how and where to buy to suit their ever changing business needs.

We are delighted to be working with Babybase, we have known the team for a long time and they share our ethos of professional, but friendly service.”

For the UK launch, Apramo have selected a core range of travel accessories that are proven top sellers. As Ian explains “The range is made up of solution products, solving everyday needs when travelling with children. We’ve stripped away any unnecessary features and concentrated on making the designs simple but stylish as well as functional. For our stockists, they offer a great way to increase profit when selling a car seat or pushchair, these link sales really make a difference and we have worked very hard to make sure that our prices are competitive whilst giving the retailer a healthy margin.”

One of the great advantages for Apramo as they build the brand is having their own manufacturing base. Customers are dealing directly with the manufacturer when they buy Apramo, meaning a shorter supply chain, faster response, and consistent quality control.

So what else is in the pipeline for Apramo this year? Helen explains “As well as the UK and European launch for 2015, we will be creating a new website for

Apramo have the resources and the people to respond quickly to customer needs and feedback, and will be launching many new products over the coming months

”

both consumers and trade, together with brochures, videos and a new trade show stand in line with our branding. Of course there’s the shows in Shanghai and Cologne, a continuous programme of new product development and packaging and last but by no means least, getting out to talk to as many of our customers as possible!”

Email: apramo.uk@outlook.com Web: www.apramo.com

Did you know?

■ Apramo will be at CBME Shanghai – W2C20,W2C21 ■ Despite their youthful looks, Ian and Helen Morley have over 25 years combined nursery industry experience.

■ Helen is a big supporter of the NSG and can often be found on the Nursery Trade page on Facebook ■ Apramo have been manufacturing Nursery products since 1999 ■ The full EU launch takes place at Kind und Jugend this September Hall - 10.2 D-080

Travel safer with the

Advanced Bump Belt During a collision, a wrongly positioned seat belt can seriously harm an unborn baby.

That’s why we’ve developed the Advanced Bump Belt.

It keeps the lap belt below the bump so that in the event of a collision, the pressure of impact is transferred through the hips and pelvis instead of the abdomen; significantly reducing the risk to an unborn baby.

TRANSFERS IMPACT PRESSURE THROUGH THE PELVIS

Visit our website to view the full range of safety products; including home accessories, stair gates, safety harnesses, fireguards and much more.

SUITABLE FROM EARLY PREGNANCY UP TO BIRTH

SAFER & MORE COMFORTABLE TRAVEL DURING PREGNANCY

Clippasafe Ltd Lanthwaite Road, Clifton, Nottingham, NGII 8LD Tel: 0115 921 1899 Email: sales@clippasafe.co.uk

www.clippasafe.co.uk Follow us: @Clippasafe

The brand that parents trust

Focus Car Seats

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

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

The Serenity is far more than a car seat, as you’ll find out when you hold it.

Please don’t hesitate to contact Guillaume for more information.

Email: sales@renolux.industry.co.uk Tel: 00 33 607 433 314

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

The i-Anchor child seat features exclusive multi-layered memory foam to give three layers of protection to the head during impact, while deep padded sides shield little ones. It includes a customisable infant insert, which adds security for the smallest users. The removable elements of the infant support offers a custom fit for any sized child. The multi-height position headrest and five-point safety harness adjust together requiring no re-threading. The inner shell is steel reinforced, keeping the seat strong and resilient in the event of an impact. A rebound bar offers added safety in rearward facing travel. I-Anchor can be easily switched from rear to forward facing travel, on the base, with quick single button activation.

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

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

Pasito a Pasito Pasito a Pasito is a leading manufacturer in Spain for car seat covers and footmuffs. They have been producing this type of product for many years and they are getting more international awareness, with even, it seems, a Royal princess using one in the UK. Their universal covers for spring-summer are very cleverly fitted with fully removable footmuffs. A great idea for the hot days! Also, nice and warm covers for the cold days are included in their autumn-winter collections.

Quality and design, elegance and good value for money, very practical products are key words for the Barcelona-based company. They have been true to these values with increasing success for 20 years now.

The beautifully featured Elodie car seat cover is this season’s hit. The collection also includes footmuffs for pushchair, matching changing bags and accessories, toys and new born clothes.

Discover Pasito a Pasito’s universe at www.pasitoapasito.es.

And those who prefer casual collections, with the same quality, design and value can just turn to www.walkingmum.net, the new highly surprising brand from Pasito a Pasito.

Tel: 00 33 620 243 869 Email: info@pasitoapasito.es 42 nursery today

YOUR CAR PROTECTS YOUR CHILD.

THESE P∏OTECT YOU∏ CA∏.

WWW.PRINCELIONHEART.COM ONHEART.COM | UKSALES@PRINCELIONHEART.CO.UK | WWW.FACEBOOK.COM/PRINCELIONHEARTUK | +44( +44(0)208 997 7054

BACKSEAT KICKMAT ™

BACKSEAT KICKMAT

2 STAGE SEATSAVER®

BACKSEAT ORGANIZER ™

CHILD VIEW MIRROR

BACKSEAT ORGANIZER

Focus Car Seats

Dorel Maxi-Cosi’s portfolio of i-Size child car seats has received three major accolades recently.

The Maxi-Cosi Pebble Plus i-Size infant carrier came out top against its competitors and was named the one to buy by The Sunday Times, while Mother & Baby magazine made the Pebble Plus its winner in The Big Test for Group 0+ Car Seats.

Meanwhile, Maxi-Cosi AxissFix - the only 360-degree swivelling i-Size car seat on the UK market - was awarded the Red Dot Design Award 2015. Maxi-Cosi was praised for showing “uncompromising competency and considerable courage” with the AxissFix, with the judges adding that it had been measured against the best in the industry.

Tel: 01284 413141 Web: www.dorel.co.uk

Multimac

Hippychick Hippychick Footmuffs come in baby and toddler sizes with two cover options - a spring/autumn cover with a light padding, and a Winter cover with extra deep padding to keep children snug on the coldest of days. The Baby size fits perfectly in the car seat.

Made from the same sturdy practical fabric as our Waterproofs, they have a number of key features:• Zip off covers for temperature control • Ultra soft polar fleece lining.

• Reflective piping to help be seen and safe, on dark winter evenings • Handy clip for dummy or favourite toy • Snug pocket to keep little hands warm • Fold down cover for warmer days • Drawstring hood.

The two cover options mean it is great value for money as it can be used in both warmer and colder seasons. This product isn’t just practical, it looks great too. The Hippychick Footmuff comes in three stylish colours that match the Hippychick Buggy Organiser.

Tel: 01278 434440 Email: enquiries@hippychick.com Web: www.hippychick.com

Automotive Macliver is a small family run business selling the world leading, high quality Multimac car seat - a new concept in child car seat safety.

The Multimac allows up to 4 children aged 0-12 to travel comfortably in the back of any sized car and Automotive Macliver boast that it is the ‘safest way for children and infants to travel today.’

In the UK there is a major demand for this products because each year over 100,000 families welcome a 3rd child and are faced with the dilemma of fitting 3 car seats into their vehicle.

The seat was invented by engineer Kevin Macliver through his own need to find a travel solution for his four children. Automotive Macliver was developing the Multimac for 13 years to ensure European approval, as the concept of the Multimac is so different from traditional child seats, around which the rules had been written.

In terms of safety, no other product available on the market has exceeded all requirements of ECE 44-04 like the Multimac.

To cover all possible crash scenarios, 11 different child age/load combinations were tested to meet safety standards and repeatedly the Multimac came out on top.

Multimac has a number of fitting agents around the country and can be installed and removed from a vehicle in a matter of minutes. Currently all sales go through Multimac but they are planning on working with a number of retailers before the end of 2015.

Once ordered the Multimac may take up to 6 weeks to be delivered and will then be sent to a local fitting agent who will install the seat and instruct the customer how to remove and install the Multimac for £99.00

Tel: 0121 44 22 007 Email: info@multimac.co.uk Web: www.multimac.co.uk

44 nursery today

‘NEW ‘X4’: ADJUSTABLE ISOFIX ARMS – ADJUSTABLE LEG ROOM • Smallest and largest rearfacing seat in one!

• New single leg support • New greater recline • New small, fabric covered brace.

Fea Fe Fea eatur ttu ured ur red ed ed: d:: G3 Str G3 Stttrro S ollllle ol err Bas Baas B ase. e. Gro Grrro G oup up 0 0+ +C Caaarr Se Car Seat at G3 Car G3 Caarrgo C ob baaasske bas kket ett. e

Finally, a Travel System that revolves around you.

The G3 Infant Car Seat and Car Seat Base make daily transitions in and out of the car a breeze.

G3 Isofix Base, Group 0+ Car Seat, G3 Stroller Base.

Featuring the world’s only SmartHub™, the revolutionary ring that allows you to dock & harness your car seat from a sideways position. Use the Stroller Seat or Infant Car Seat on your Stroller Base. It is your choice. Easily turn the seat toward you to load baby into the car. Or rotate the seat sideways on the stroller so baby can join you at the café.

DISCOVER THE G3 TRAVEL SYSTEM AT ORBITBABY.CO.UK

Focus: BeSafe

BeSafe in your partnership Operating in most countries around the world mainly supplied by their own factories in China and Europe, many products are still made in their home town in Norway. BeSafe, the child seat division has recently celebrated 50 years in car safety and 25 years pioneering keeping children rearfacing for longer.

B “

eSafe supported Harrogate again this year and made another huge step innovating in the exciting rearfacing child seat sector truly allowing children to remain rearfacing for longer.

The NEW Combi X4 and KID iSize X1 with unique adjustable isofix arms will continue to support their leading position in this sector offering the widest range of rearfacing seat models and colour options.

It is an exciting part of the Nursery market and developing rapidly, they would love to discuss how you can benefit from this - drawing on their 25 years of rearfacing experience in Scandinavia.

Their background and values also follow through to their desire for positive, collaborative relationships with their trade partners too.

Paul Sirett, UK/IRL Country Manager told us: “We try to be easy to deal with, realistic and above all honest, offering flexible operational procedures such as minimum orders, carriage paid deliveries etc. We hope our availability, both of stock and people to speak to, as is our product training and after-sales support. If/when we get it wrong, we want to know so we can change it quickly.

“Importantly, we seek to offer a broad commercial package that is profitable to you.

This is how our owner Hans Kristian wants his Company to behave, not necessarily to be the biggest but the best.

BeSafe is the largest division of a family owned business established in Norway almost 100 years ago making saddles for horses, the multi-million pound company now spans child car seats, bicycle seats and helmets, ski goggles and cycle eye-wear through to vehicle seats and interiors.

“It is increasingly clear there are two types

of retailer in the Nursery market now. Some who are really taking control of their business, carefully considering which brands to offer based on a wide range of criteria with the long-term in mind… actively working with those brands and offering a quality service to the public founded on sound product knowledge. While others choose not to influence what is sold in their business, ultimately with no control over their destiny. We need healthy long-term retail partners, the ones in control of their businesses!”

Good for children, Good for you.

BeSafe are serious about making child seats that really do protect children in the best possible way.

46 nursery today

”

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

“

They are serious about building longterm, mutually-profitable business partnerships with like-minded retailers/partners

”

Sit ‘n’ Stroll holiday travel simplified ■ ■ ■ ■ ■

FAA certified aircraft seat Fully functional stroller Rear facing car seat, 0kg to 13kg Forward facing car seat, 9kg to 18kg Dining booster seat

ADY ALRE Y KED B STOC

Gro The Gro Company has the ideal way to encourage little ones to sleep when on the move- the Travel Grobag is designed to provide parents on the go with the same indispensable safe sleep solution that the Grobag provides. With a two way front zip and back vent that can be closed around a five point harness, meaning you can easily move a sleeping baby from car seat to buggy or cot. No need for extra blankets in the car or pushchair which might get kicked off.

Now seeking european stockists, email info@juniortraveller.com

www.juniortraveller.com

Tel: 0844 557 2960 Email: trade@gro.co.uk Web: www.gro.co.uk

SAFETY, COMFORT & STYLE FOR GROWING FAMILIES

:=KL ;@ ; 9 J K = A D < MONEY N 9L O OBJEC T m group agazine test

The only multiple child seat that fits any age in any car 6 –12 YEARS

• The Multimac can safely seat 3 or 4 children in the back of ANY CAR

9 MT H S – 6 YEARS

• Vastly exceeds crash testing requirements of ECE 44-04 and all European safety standards • Impressive sales worldwide • Gives customers back boot space and room for luggage or pushchairs 0 –18 MTHS

• Certified for Adults* • Can be secured and removed in around one minute • Only multiple child car seat in the world * Superclub model only. See website for details.

To become a Multimac stockist please contact

Tel: 0121 44 22 007 email: info@multimac.co.uk | www.multimac.co.uk nursery today 47

Special Feature Nigel Plested

Are they seated Innovatively?

By: Nigel Plested

I

Nigel Plested is a designer and a creative director.

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

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

48 nursery today

nfant and child car seat design is a fascinating area, and one that spans automotive interior design, product design, industrial design and engineering, anthropometry, ergonomics and more recently we have been looking at ideas around wellbeing.

All these things are knitted together within a complex array of tests, protocols and standards, in order to arrive a product into the marketplace, fit for purpose and ready for retailing.

It is a product that we all trust as consumers, a trust that we hope will never be tested when we go about our daily lives, and this idea of trust is a complex one.

Interestingly enough, when we talk to parents, they tend to fall into two key camps.

We have the market detectives, parents who research the market with the diligence of Sherlock Holmes at his very best, whilst many will openly admit that when they made their choice, it was based on gut feel attached to one particular influencing factor and often made in minutes based on price, offer, bundle, touch feel, colour and a need state that was distressed.

So on the one hand we have pragmatic consumer journeys, where the trust that mum and dad places on a car seat is based on two things; meeting the required safety criteria (which many presume as a given), and awareness and trust in the brand.

These two things in tandem will allow them to identify their choices and potential purchases. On the other hand we have some different factors, what we would call the emotives. These emotional differentiating factors can be very persuasive, and they can be things like visual robustness, the cut of the fabric and colour matching the leather seats in a Lexus (Other premium cars are available). These pragmatic and emotional choices are then constrained by commercial competition and value states that differ from consumer to consumer.

So why am telling this story? from an evolving market to a time where Some of these factors are possibly bigger innovations might happen. obvious and others not so, but what Last year we saw Volvo create a it starts to do is shape up a landscape working prototype for a concept child which either promotes or negates seat, which was the size of a backpack, innovation. suitable for millennial parents between All product categories have particular Zip cars, and self-inflating upon influencing factors that either encourage deployment in the car. Weighing just or discourage change.

In times of economic distress, marketplaces All product categories have often contract, not only in size and share, but also particular influencing factors that either in terms of distinction, look, feel and function. It encourage or discourage change. In is a herding instinct that times of economic distress, marketplaces is possibly reflective of human nature, that when often contract, not only in size and times get difficult, we seek comfort, security and safety share, but also in terms of distinction, in numbers. look, feel and function Alternatively when times are better, and everyone is well fed, there is a sense of dissipating risk, which allows confidence 5kg, and inflating and deflating in less in creativity to extend and expand the than 40 seconds, it created an alternative choices of an audience seemingly less to the bulky and impractical structures adverse to change. that have dominated the industry. Their We often map these patterns in design manager stated “For me child the business, documenting what is safety is always the number one priority happening to particular categories and when we lived abroad with two over time, so that we understand the toddlers we had to haul bulky child seats dominant strategies and form factors, as through airports and then into taxis. For well as the landscape for innovation. many, traveling with young children is We’ve mapped the innovation history a challenge; any assistance to simplify of car seats in ways that suggest smaller, the parents’ life with young children is a more conservative shared leaps, in great thing.” Here we have an idea driven technology in the recent past, with focus by user experiences, need states and on visual security, trustworthy details changing cultural patterns, rather than and exclusive but similar form factors. the predominant desire to create a fixed This is in lieu of comprehensive change, crash structure. or an appetite for revolution; which If you haven’t watched it, search given recent economic times might have Other notable steps away from the polarised and alienated audiences with a archetypes is the Multimac, a great smaller appetite for change. solution to family seating and safety, But recently we have started to see with a bench seat system, which the clues, which suggest a changing tide transforms most cars into 3 or 4 berth

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between the infant car seat marketplace and the needs for a stroller integrated into one product and platform. Evenflo has been marketing car seats with temperature controlling fabrics developed by NASA and Diono from the US have brought to market an all group car seat, meaning just one seat for the duration of infant, toddler and tween hood. The Radian V is a group 0+ /1/ 2/3 suitable from birth to 12 years, and designed to give you the choice of rearward facing for much longer up to a weight of 25kgs. Designed for the long haul, it adapts to meet the ever-growing needs of the child and parent, while changing the rules, complexity, and confusion, which parents face at each car seat stage.

Car seats are unusual things. They are designed to a standard we hope they never need to meet. They become almost invisible day to day, and fit into the fabric of our lives, and our journeys from here to there. What seems to be happening is that car seats are reinventing themselves as more than just protection, and in the future we will see new agendas influencing the shape and format of our childrenâ&#x20AC;&#x2122;s seating arrangements to reflect a wider and more varied range of user needs and consumer wants.

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seating arrangements from birth to 12. This approach reduces the bulk of the seats, in order to deliver shared and standardised seating for everyone of the brood. This also includes a rear facing seat for up to 13kgs for the latest edition to the family. Again it is the scenario driving the innovation rather than the general marketplace.

Many of you may have seen the Carkoon concept over the past few years, a protective capsule which deploys active airbag technology, when subjected to the high forces exchanged in an automotive impact.

Julian Preston-Power who owns Carkoon, has looked to bring similar expectations and technologies that we find in cars into a third party seat. The challenge has been one of changing attitudes to the seat itself, and developing scenarios for creating barriers against fire or ingress whilst creating a seat with a quick release mechanism in an emergency.

Airbag technology is currently being trialed in seat belts and harnesses. These Beltbags may well provide new opportunities to change direction as we reconsider what a child car seat could and should be.

Most recently we have seen the Doona, which marries categories

BPA Notice Board receive the latest international export opportunities for the baby products sector at www.ukti.go.uk/businessopportunities.

BPA encourages its members to export Manufacturers and suppliers in the nursery sector are probably aware that the Baby Products Association is the Accredited Trade Organisation (ATO) for the industry and is responsible for managing Trade Access Programme (TAP) grants for companies wishing to participate in international trade events.

However, the BPA’s commitment to the UKTI has grown significantly this year when, together with over 90 other trade organisations in the UK, it became a Trade Challenge Partner. In line with the government’s Britain’s Open for Business export strategy, the BPA has agreed to encourage and support its members to export internationally and particularly into high growth markets.

Robert Anslow, BPA managing director, said: “Becoming a UKTI Trade Challenge Partner is a significant step for the Baby Products Association. We continue to be responsible for the allocation of funding for companies wanting to exhibit at international trade shows, but have also committed to a number of other important export initiatives.”

The UKTI is actively encouraging British companies, and particularly SMEs, to export and offers support (which is often free) in a number of ways. There are schemes such as Passport to Export which provides new and inexperienced exporters with the training, planning and advice and ongoing support they need to succeed overseas; and Overseas Market Introduction Service (OMIS) which is a tailored service that can help companies to access market and industry information, identify contacts and assist in planning an event. Full details on the services offered can be found on the BPA website www. thebpa.eu by clicking on the UKTI logo.

The UKTI also offers an extensive programme of webinars which are generally free to participate in on a number of subjects including advice and information on entering specific international markets (www.events.ukti. gov.uk). Companies can also sign up to 50 nursery today

Additional funding for three international trade shows

Robert Ro rtt Ansloow Managi ann inngg Dir Diir D irect ector or

In recent years, more and more companies have chosen to join the BPA’s UK Pavilions having previously exhibited independently at trade shows

Companies joining one or more of the UK Pavilions at three international nursery trade shows in 2015 – CBME, Shanghai, Kind + Jugend, Cologne; and ABC Kids, Las Vegas – received positive news in May that the BPA had managed to secure additional individual TAP grants contributing significantly towards their exhibiting costs.

Robert Anslow explains: “At the beginning of the year we were doubtful that there would be the same level of UKTI support for trade show participation in 2015 as there had been in previous years. However, we have now been advised that there will be individual TAP grants available to a high number of companies participating in these shows, as long as they meet the UKTI’s criteria.”

In recent years, more and more companies have chosen to join the BPA’s UK Pavilions having previously exhibited independently at trade shows. The general consensus is that they attract more business in the Pavilion as the UK branding gives a prominent combined approach, which proves extremely attractive to international buyers. Once again, the BPA hopes to secure UKTI Enhanced Activity Funding for all three UK Pavilions which will allow the successful branding and marketing of each event.

More information about the BPA’s UK Pavilions and also application forms for TAP grants are available to download on the BPA’s website at www.thebpa.eu

Join the BPA’s free networking event BPA members are invited to a fantastic free networking event at the Marriot Hotel in Grosvenor Square London on Wednesday 1 July.

Here they will have the opportunity to help shape the future of the industry’s trade association and learn about pertinent subjects affecting business in the nursery sector.

During the AGM, new Executive and Technical Committees will be appointed and BPA’s activities will be discussed. There will be three informative presentations: Jet Doran of SnapDragon will give an overview of its work identifying and taking down sellers of counterfeit goods on e-commerce platforms using registered intellectual property; leading London barrister Robert O’Donoghue who has extensive experience of competition law, EU law, utility regulation and related aspects of commercial and public law with clients including British Airways, Google, ASDA, Samsung and Marks and Spencer will give an overview of Competition Law and answer questions relating to your own business; whilst Ross Hewitt of Secret Pie will explore approaches towards getting the right mix of digital marketing to new parents at the right time. Full details and an Agenda for the day are available on the BPA website at www.thebpa.eu If you are a BPA member, you should have received an email invitation to this event, but if you haven’t and would like to attend, please contact Julie James on

www.thebpa.eu

julie@b-p-a.org

Focus Sleep Time

Rock-a-bye Baby Babies spend up to 50 per cent of their early lives asleep so bedding is very important

I

t is probably one of the most important things a baby does – getting its 40 winks, or sometimes eighty, is vital for their development. Indeed, getting enough sleep is vital at any age as the Nursery Today team can attest during trade shows!

Indeed that was the first point made by retailer Alexandra Wyver-Northam of Fiesta Tots who said: “We need our sleep!”

We spoke to a number of wholesalers and retailers to get their take on this strong category.

Alex added: “People talk of the Holy Grail – the baby that sleeps through the night and we are still looking for him.”

Indeed the mattress is the focal point of sleep time. Alex said: “Some parents are looking for the products that are just nice – like nice bedding even though all baby is going to do is poo, sick and wee all over it.”

Christian Jones, CEO of Gro said: “There are 778,000 new births every year in the UK which means the category is refreshed regularly with new consumers. Parents are after simple things – for their baby to sleep well, longer, and safely.

Parents are looking for category owners to offer safe, credible 52 nursery today

“

sleep products that will work for their babies.”

Hashim said: “Upsell in this category Hashim Yilmaz of Summer Infant is dependent on the retailer carrying commented: “As a parent I know first-hand the premium products in the range. It’s that sleep is critical not only to your child’s a common occurrence that parents will development but also for the wellbeing of the often want the best for their children parents. Over the last two years, Summer has and with the right training in store it’s a seen an explosion in the demand for sleepsimple task to educate the customers on related products. From Swaddles to nightwhat they need as well as the features and lights the range of products is diverse and benefits of the more premium products gives parents the reassurance that Summer is in the range. Secondary to that is to make Christian Jones, with them for the journey from newborn to sure that all key USPs are highlighted toddler.” for your customers so it’s clear where the CEO, Gro Let’s take a look at bedding. The good thing trade up is from the opening price point to for retailers in the bedding sector is that they the premium.” can upsell the products, adding on items that parents find For retailer John Barker of Pramland “it is all about the later are essential. display. We make sure our displays are well dressed so we Alex said: “We can long-term upsell by saying that when make sure for example the cots and beds are next to the cot customers come in that if something they have bought furniture. Mum walks in and falls in love with it straightaway pleases them, then bring the receipt and get a discount on and picks it up to take it to the till. the second one. We can tell them that they will need more “We also dress the lower end cot with expensive bedding. than one. Or we can suggest another colour.”

“We find people tend to squeeze the budget on the

“The swaddle category is growing and it is vital that swaddling is done safely”

”

“

“People talk of the Holy Grail – the baby that sleeps through the night and we are still looking for him.”

Alexandra Wyver-Northam furniture. They will spend all the money on the car seat and find they only have a small amount left for furniture.”

Of course, bedding doesn’t just mean blankets these days – we also have sleep suits and swaddles to consider – both of which are in continued demand.

Are there any trends on the market? Retailer Alex has noticed that the trend for “swaddling babies is still going on. More and more people are moving towards it because they are hearing it helps. I don’t think it is stopping sales of blankets, however, especially those bought by grandparents.”

This trend has been strongly supported by the Gro Company who as a leader in the field of safe sleep products, naturally keep on-trend with regard to product requirements.

Christian Jones of Gro told Nursery Today: “The swaddle category is growing and it is vital that swaddling is done safely. The Gro Company has developed a new swaddle that allows parents to swaddle with confidence. The Gro-snug (launching July) has been developed in association with leading paediatric orthopaedic specialists to be the safest way to swaddle. It has unique hip healthy curved seams and is suitable for all babies from birth (or 5lbs).”

Of course, you can have sufficient bedding and sleep solutions, all of which link directly to where baby sleeps – the cot, which can also be sold as a complete nursery solution.

Jane Daubney of Boori told us: “All new parents want the best for their new baby and to create the perfect nursery that not only looks good but also is functional. Well made, stylish and value for money furniture will always be desirable to new parents.”

”

When asked why it is good for retailers, she commented: “In our experience new parents want to look, touch and feel nursery furniture before they buy. We hear this time and again at baby shows. Good displays in store will attract consumers, I’m sure all manufacturers would agree with that.

Consumers will pay when they believe the product they are buying is well made, safe and will look good in their homes.”

Retailer John Barker has a theory: “We find our ranges of bedroom furniture that cost about £700 sells.

“Mum and dad are quite happy to spend the money on the products that people see them pushing around the streets like a pram but the items they don’t see they tend to not spend as much as they used to. Mum and dad will buy a slightly cheaper set of furniture but will spend money on the bedding. They will buy Mamas and Papas top of the range bedding but put it in a cot bed that has only cost £450.”

Jane of Boori added: “In our experience new parents focus on somewhere for baby to sleep – the cot bed. Retailers are in a great position to encourage the sale of additional pieces of furniture chest/changers, wardrobes, toy boxes as well as mattresses and bedding for the new cot bed.”

And talking of mattresses, Penny Winter of Kit for Kids said: “We have a wide variety of mattresses that would cover a retailer’s customer base from the basic right through to the Ferrari of mattresses which would be our Ellergenic mattress.”

Naturally, first-time parents are anxious about their newborn and worry if they are doing the right thing or buying the right equipment.

Gro The Grobag is the only product both endorsed and recommended by the safer sleep charity the Lullaby Trust. The Gro Company were instrumental in developing the British Standard for Baby Sleep Bags. The highest standards for quality, craftsmanship and design are shown in the new range of grobags for the A/W 2015 season. The new range includes on trend colours, and rich applique and embroidery details.

Tel: 0844 557 2960 Email: trade@gro.co.uk

Did you know?

•

The word crib derives from the Old English word cribb which means manger.

•

It was in the 19th century that the cot was used in a way we recognise today.

•

Iron beds for babies were developed in 17th century Italy to address concerns about bed bug infestation and moths.

•

Since 1938, babies in Finland have slept in cardboard boxes with a mattress in the bottom.

Jane has a simple solution: “Ask questions! We’ve found product safety rates very highly with consumers, so we ensure all our products not only pass but also in many cases surpass all current safety legislation. We’ve even put our furniture range through Greenguard Gold testing to ensure it had low chemical and VOC omissions. The whole range passed, a first for nursery furniture.

“Parents want the best for their new baby, creating the perfect nursery where baby will sleep safe and secure is important and new parents want to give their new arrival the very best start in life.

“Budget is always a consideration so to give the best possible value and life from a product is important – not only for financial reasons but also for the welfare of the planet. A cot bed that will convert into a toddler bed and then a full size single bed helps save precious resources.”

Penny of Kit for Kids said: “We recommend that they go for a spring or a pocket spring mattress mainly because of the duration. It is really important for our retailers that we give them sales support for those recommendations.”

With each generation of babies, parents want newer and better items for their little ones making manufacturers and retailers keep up with consumer demand.

Jane of Boori said: “As a manufacturer we are developing new and exciting products that give the consumer more choice not only in style but in function. We listen to what our Boori parents tell us and take it onboard when designing and manufacturing new ranges.

“The increase in social media and other online activity has been phenomenal over the past three years, we are investing heavily in this area so our consumers can access Boori and the information they need in a way that suits them.”

Retailer Alex from Fiesta Tots said: “Slowly but surely the [manufacturers] are updating with different colours and different patterns. Infantino seems to be the brand that jumps on the bandwagon with a lot of different trends. When the lady brought out Fill and Squeeze, a feeding pouch, Infantino were very quick to bring out their own version of that.

“Infantino bring out their own version which are quite nice, reasonably priced and do the job and don’t necessarily cut into the market share of the other ones, which may be more expensive because they (Infantino) tend to be entry level.”

It seems from birth to toddling much care and attention is given over to sleep and sleepy times. nursery today 53

Focus Sleep Time

Bizzi Growin Bizzi Growin, is a Lancashire-based supplier of high quality, best-selling bedding and soft furnishings for nursery interiors, currently stocked by several high street retailers including Mothercare and Babies R Us. With brand awareness at an all time high, Bizzi Growin are keen to expand further by now taking their products to market with independent retailers who can also enjoy stocking the sought-after brand. One of the latest launches from the Bizzi Growin range is the beautiful Betsy Princess and Little Soldier bedding sets, made from super soft cotton with gorgeous appliqué detailing and print. This range is perfect for dressing your cot/cotbed, with the complete set including coverlet, bumper and fitted sheet. Other Bizzi Growin ranges also stock gift sets, knitted blankets and bedding essentials.

Prices range from £20-£70

Web: www.bizzigrowin.com

Little Helper Little Helper’s Italian-born brand, Oops, never fails to delight with a wide selection of vibrant, multi-textured and co-ordinated nursery toys including the particularly successful (and loveable) night lights, available in a choice of cute animal friends.

Not just a night light for bedtime, these characterised cuties also make the best comforters. Made from soft boa, these sumptuously soft animals will soothe and comfort baby at bedtime whilst the 3D character will soon become their friend.

Press the tummy for a sequence of softly muted colours, changing from green to red to blue then yellow, offering a calming influence at bedtime.

Retailing at £16.99 and available in six different animal designs, these unique cuties are a lovely gift for any baby or toddler.

Web: www.littlehelper.co.uk

Obaby Obaby’s pretty-in-pink Disney Minnie Mouse furniture range features full colour illustrations of Minnie, co-ordinated delightfully throughout the set. Beautifully designed and built to last, the collection includes a cot bed, under drawer, closed changing unit, spacious wardrobe, crib and super-cute toy box and is packed full of convenient storage solutions to give parents a helping hand in organising baby’s room.

Obaby’s accompanying bedding and accessories selection make the perfect cosy finishing touches for those with Minnie in mind. The range includes stylish quilt and bumper sets, sleeping bags in two sizes, a musical mobile and a super sweet moses basket.

Tel: 01652 641491 Web: www.obaby.co.uk 54 nursery today

ri oo eB Th iff

D ere nc e

Our stringent commitment to providing the very best environment for your child has been rewarded

by Greenguard awarding us their highest ‘Gold’ level of accreditation for all our collections -

To achieve Greenguard Certification means that products have been tested and certified to meet some of the world’s strictest, third-party chemical emissions standards – helping reduce indoor air pollution and the risk of chemical exposure while aiding in the creation of healthier indoor environments to improve health and quality of life.

Find out more about our commitment to creating healthier indoor environments at

www.boori.co.uk

Focus The Gro Company ADVERTISING FEATURE

the safer, easier way to swaddle newborn babies Leading manufacturer of safer sleep solutions for babies, The Gro Company is launching the Gro-snug – the ultimate swaddle for newborn babies

Over 80% of parents in the UK swaddle their newborn babies. Swaddling has well recognised benefits including: • soothing and calming baby • helping to get baby to sleep and stay asleep • reducing startle reflex Swaddling needs to be done safely to avoid over wrapping which can risk causing hip dysplasia and overheating.

The Gro-snug The Gro-snug has been developed to be the safest and simplest way to put newborn babies to bed. It is a combined swaddle and newborn Grobag that enables baby to be swaddled arms in, or arms out, for a great night’s sleep.

Safe Like all Gro Company products, the Gro-snug has strong ‘safe sleep’ credentials: • Hip Healthy: Unique curved seams on the bottom of the garment create space for baby’s legs to be in the natural ‘froggy leg’ position.

• Ideal temperature: Choose between two weights of supersoft cotton fabric depending on the temperature of the room: Cosy - for cool rooms between 16-20° C Light - for warm rooms between 21-25° C Easy Extremely easy to use with no folding technique required - the baby zips snugly and securely into the Gro-snug. The zip opens from the bottom, so baby can stay snugly swaddled and asleep during night-time nappy changes.

gro.co.uk trade@gro.co.uk 0844 557 2960

Snug

Consumer reviews

Swaddle with arms in or out.

Following a recent product trial, parents are singing the praises of the Gro-snug:

Arms in: swaddle safely and easily with confidence, no wrapping needed. Reassuringly snug on the top to reduce the startle reflex.

‘Esme really enjoyed trialling the Gro-snug.

What a wonderful

Arms out: with the option to have one or two arms out, the Gro-snug allows for the perfect transition from Stage 1 to Stage 2 - the Grobag.

product!’

Jennifer B, Mother of 1 ‘You have made a great product, it has everything to keep mum/baby happy.

Swaddle with confidence The Gro-snug comes with a ‘what to wear guide’ and a free room temperature thermometer for parental peace of mind.

It’s soft, easy to use and keeps baby comfortable.

Fab product!’

Arms in

Arms out

Kate E, Mother of 4

Available to pre-order: trade@gro.co.uk | 0844 557 2960 nursery today

Focus Sleep Time

2012 Ltd The Gunapod is the only sleeping solution that uses the innovative WONDERZiP zipper system; an all-around zip for simple changing, temperature control to prevent overheating, and maximised comfort.

The unique zip system opens completely from underarm to underarm, with four separate pulls functioning in a multitude of ways as you choose. Plus front zipper and shoulder snaps. Super soft fabrics and a generous wider and longer fit; just like a favorite blanket.

• Unique WONDERZiP system means easy diaper changes, dressing/undressing – just unzip bottom or sides or front or top • Prevent overheating and keep baby at desired warmth by unzipping in any combination • Allow baby freedom to kick their feet by unzipping the bottom and they can wriggle all they want

Tel: 01202 303 777 Email: info@2012ltd.co.uk Web: www.2012ltd.com

BreathableBaby Following the success of the BreathableBaby Cot Liner, the company has expanded innovation and launched the BreathableBaby Crib liner in order to provide a solution for parents with newborns.

The liner is made from a soft mesh fabric with a patented breathable core to allow maximum air flow and temperature regulation and to eliminates the risk of suffocation. The liners are also cushioned offering parents extra protection from knocks and bumps, and keeps tiny new limbs safely within the crib.

The liner is available in white or white with silver trim.

Contact rachelle@rhsm-group.com for further information

Email: rachelle.harel@breathablebaby.com Web: www.breathablebaby.com

Hevea Hevea mattress covers have been developed further to provide better comfort of use. Each cover brings different benefits for baby. The mattress can be tailored to specific needs by eliminating house dust mites, mould or bacteria growth with Aloe and Ageis covers, or maintaining correct body temperature and air circulation with Cashmere cover. Better moisture absorption can be achieved with Tencel cover, which absorbs 50% more moisture then cotton. Visit their web to see the whole new range. Disney covers are also available.

Email: sales@supremebabyproducts. co.uk Web: www.supremebaby.co.uk

Halilit Launched at Harrogate to a great response, the new Musical Sleepy Pals from Taf Toys are adorable soft toys, which feature an innovative detachable music box, playing calming nature, comforting heartbeat or softly trickling water sounds, along with a soft nightlight, all especially designed to soothe babies from newborn at sleeptime.

Daytime mode on the music box plays shorter bursts of fun, cheerful music for baby to enjoy during playtime. With three adorable animal designs to choose from: Owl, Mouse or Donkey, they can either be attached to a crib or cot side, held close as an attachment object, or played with as a fun toy.

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

58 nursery today

Focus Sleep Time

Pabobo The Super Nomade night light is an innovative compact and portable light, perfect for little hands. Especially designed to reassure children from bedtime till they wake-up, the Super Nomade nightlight doesn’t heat up under the covers and is perfect to find its way in the dark and keep monsters away!

It glows up to 200 hours, up to a month from a single charge. With its universal micro-USB charging system and its long operating time, the Super Nomade is the ideal night light for holidays and travelling around the world.

In addition, Pabobo offers a whole range of night lights and sleep aids products: Automatic night lights, Star projector, Dream Theater, Lumilove Barbapapa…

Simple and efficient, all Pabobo’s creations are designed for children from the first age.

They all associate simplicity, innovation and smart design to make parent’s life easier.

For more information, please contact Clever Clogs on the below.

Tel: (UK) 0800 0518080 Web: UK - www.cleverclogstrading.co.uk

Boori Mattress Collection A parent’s first concern is for the welfare of their child - and one of the best gifts they can give their newborn is a comfortable and safe place to sleep.

Boori, Australia’s nursery furniture market leader, has a reputation for producing high quality cot beds and nursery furniture. Boori believe in offering parents stylish and practical products that will help them create a safe and restful nursery for their new baby and have now added two new mattresses to their collection to give parents more choice.

The Boori range of cot bed mattresses offer the perfect solution to baby’s sleep needs. They are all fully sprung and are constructed using the best quality components. The Boori range is specifically designed with the wellbeing of baby in mind.

There are three mattresses within the Boori Mattress Collection – • Boori Standard Spring Mattress – a fully breathable spring mattress • Boori Deluxe Pocket Spring Mattress – a pocket spring mattress with excellent heat controlling and moisture wicking properties • Boori Natural Pocket Spring Mattress - a natural pocket spring mattress with a 100% cotton cover and 100% pure British Hardwick sheep wool padding All three mattresses are manufactured in the UK and meet all European safety standards. They are available to order now.

Email: info@boori.co.uk Web : www.boori.com 60 nursery today

Summer Infant Summer Infant have launched the exciting new brand SwaddleMe, which is trusted by parents around the globe and designed with leading safe-sleep experts. They aim to provide a safe and comfortable sleep for every stage of baby, from SwaddlePods simulating the womb for premature babies to Wearable Blankets to replace loose blankets in cots for bigger babies up to 24 months! Providing a suitable sleep environment is one of the most important things you can do for baby. SwaddleMe replaces hazardous loose blankets in the cot and helps keep babies safely on their backs which may help to reduce the risk of SIDs. The gentle pressure of swaddling replicates the feeling of being held close to you, meaning baby is constantly soothed even when you are not around. The entire SwaddleMe range offers swaddle wraps that have plenty of stretch and room for baby’s comfort, with adjustable wings, and the entire Swaddle made from 100% cotton.

Tel : 01442 505000 Web : www.summerinfant.co.uk

Sponsored by

New Products Phillips Avent The Avent Digital Video Baby Monitor enables mothers to maintain a secure connection with their baby at all times. It offers perfect sound quality as well as a visual image of their baby. The monitor is fully portable, easy to use and allows a range of 150 meters.

Web: www.philips.co.uk

Platypus Australia Platypus Australia 2016 swimwear collection features fun, colourful new prints and adorable silhouettes which provide maximum UV protection.

Prints for girls include Seashells, Bloom and Flamingo featuring bright pops of colour. Older girls will love trendy graphic designs with the Illusion and Aztec prints in aquamarine tones. Prints for boys include Regatta and Lobster Catch with Retro Hawaii and Graphic Waves appealing to older boys.

The Platypus Australia collection is designed to mix and match and ensures the wearer maximum sun protection with a UPF 50+ rating, blocking out at least 97.5% of harmful ultraviolet radiation and meeting the British Standard for ultraviolet radiation.

Web: www.platypusaustralia.com

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

Focus Sleep Time

Hippychick Bumpsters are multiple mini padded bumpers that wrap around the individual bars of the cot, rather than the whole cot, to provide cushioned protection for babies. This simple design change means that Bumpsters give the same cushioned protection as a traditional bumper whilst still allowing air to freely circulate through the cot, instantly removing the big safety concern parents have had in using traditional bumpers.

Moving on to the slightly older child there is Dream Tubes - the perfect solution to overcome the issue of young children falling out of beds, aiding the often difficult transition from cot to bed. It is a revolutionary, high quality and easy to use inflatable bed guard that provides a safe and secure night’s sleep for a child. Perfect for regular home use as well as holidays and overnight stays away.

For all ages, and a major culprit for an interrupted nights sleep, is bedwetting. The Hippychick range of fitted and flat Mattress Protectors is a great solution - high in quality, discreet and 100% waterproof. These protectors are discreet, practical and an absolute essential in every family home.

For more information on these or any other products from Hippychick email enquiries@hippychick.com.

Tel: 01278 434440 Web: www.hippychick.com

RoRo Crane Crane has taken the lead in putting the fun into cool mist humidifiers by following the mantra: design for better living.

The commitment to quality means babies sleep sounder - humidifiers relieve cough, cold, and flu symptoms, including nasal congestion, dry cough, sinus irritation, nose bleeds and dry skin making for happy babies and happy parents!

Crane has launched 3 Humidifiers - a funky ‘Droplet’ and fun Elephant or Frog designs. Each humidifier has clean Control Antimicrobial Material in the Base which is proven to help reduce mold and bacteria growth up to 99.96%*, a 1 gallon removable tank, auto-off function and each one runs ‘whisper quiet’ up to 24 hours providing minimal disturbance to baby.

Email: rachelle@rhsm-group.com www.crane-usa.com

62 nursery today

The unique and award-winning Lulla doll is a sleep companion for preemies, babies and toddlers. It imitates closeness to a caregiver at rest with its soft feel of natural cotton and soothing sounds of real-life breathing and heartbeat. Lulla´s unique design is based on scientific research that shows how closeness, and especially the sounds of heartbeat and breathing, can improve sleep, well-being and safety.

Tel: 00354 697 8703 Web: www.rorocare.com

Kit for Kids - Cot Mattress Experts

K

it for Kids make some of the most advanced cot mattresses in the world, designed by some of the leading experts in the field. As a multi-award-winning manufacturer, the Kit for Kids brand has become synonymous with innovation, uncompromising quality and above all safety.

All designs and the materials used within Kit for Kids mattresses reflect the latest clinical research and ensure the baby’s sleeping environment is as safe and comfortable as possible, for the lifetime of the mattress.

Safety comes in many forms and Kit for Kids embraces them all within their vast range of mattresses to suit the needs of every consumer, whether its hygiene, temperature control, firmness, durability or an Ellergenic shield.

The Ellergenic mattress is a new and exciting anti-allergy cot mattress that protects day and night against allergens and microbes that might cause harm to the child.

Using a unique design (patent pending) it is the first cot mattress to have a fully sealed spring core with the latest in antimicrobial and anti-fungal materials. All Ellergenic mattresses come with two covers, the Ellergenic Encasement and Ellergenic Wellbeing Exterior giving the ultimate in hygiene and protection for the growing child.

All of these elements combined create a protective Ellergenic Shield that provides the best sleeping environment for the child; hygienic, safe, and comfortable. As a result the Ellergenic cot mattress is the first cot mattress to be awarded the Allergy UK

Seal of Approval. This award-winning cot mattress is available in three superior cores, spring, pocket spring and dual core; with the smaller sizes, Moses basket and crib, available in a comfortable foam core.

Tel: 01732 455000 Email: sales@kitforkids.com Web: www.kitforkids.com

Test a publisher’s statement of circulation. In today’s business climate you can’t afford not to.

Our ABC Certificate provides accurate, independently verified circulation figures, giving you confidence in your advertising investment.

If you want to reach 4514* total average net circulation, then call Christine Contreras on 01442 289930 or email christine@lemapublishing.co.uk *. Circulation figure relates to period from 1st July 2013 to 30th June 2014

The highest audited Nursery B2B magazine.

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

For more information visit www.abc.org.uk or email info@abc.org.uk nursery today 63

Focus High Chairs

Up for the high chair

Did you know…

It’s a ubiquitous piece of furniture, even fast food joints have them

W

ander into a well-known burger joint or an equally famous pizzeria and there you will see a high chair for their smallest customers.

It is not just in the home that the high chair has made inroads. Once they were basic, simply designed, big, bulky and, let’s be honest, often quite ugly usually made from plastic and metal, which made them easy to wipe down but not something that might take pride of place in your home.

Now that has all changed and style has arrived in high chair land.

Sarah Denyer, the marketing manager of Cheeky Rascals, told us: “This is changing and highchairs are now often bought for their looks and displayed with pride in the home.”

Retailer Susan Pellett of Anns Prams said: “Parents want to sit the child up at the table so they can be part of the family. They might also place the little one in the chair for a little bit of playtime, perhaps after lunch.”

Sarah again: “Babies are more involved in parents’ lives so even if they are not ready to actually eat, parents will often want their little ones to be at the table with them. Chairs that allow infants to be positioned close to a table are gaining popularity; they often have removable trays and adjustable heights. Some multi-function highchairs, like the Mima Moon, recline and can be used for short spells from birth as an infant lounger.”

Alessandro Casini, the Juvenile Product Manager at Chicco, said: “When your child reaches the age to use a highchair, it’s a seminal time in their development and

“

Highchairs are now often bought for their looks and displayed with pride in the home Sarah Denyer

64 nursery today

their journey from baby into toddler. Eating together as a family creates happy memories, so the highchair becomes a big part of these times. And with Chicco, you can even have a highchair from birth thanks to our Polly Magic, which begins as a newborn chair, so it’s a part of your baby’s development from day one.”

Ordinarily babies will start using high chairs at around the age of around six months. Alessandro Casini said: “At Chicco we recommend our traditional highchairs be used from six months up to three years, but we know that all babies develop at different rates and weaning happens earlier or later for some babies.”

Parents are these days considering more than just feeding time when it comes to buying high chairs. They want the item to look good, especially if their living conditions are cramped and there is no storage space for the chair so it has to be on permanent display.

Sarah Denyer told us: “In that situation, you might as well make sure it fits with the rest of your home. Overall highchairs are much more of an investment these days, so a chair needs to last a while, which means multi-use or evolving designs are also winners.”

Alessandro Casini agreed: “In addition, another trend is the need to store the highchair when not in use, so a highchair that folds to a compact size is always welcome by parents.”

The advance in highchair design also gives retailers the opportunity to upsell as Sarah Denyer explained: “With more complex designs filtering through the market there are some important factors for retailers to consider in-store – a thorough understanding of each product, its benefits and how it works are essential and how it compares to others.

Display models should be clean and in working order and displayed with the tray point of sale that comes with the product, as that often has the features and benefits explained.

“Retailers can cross/upsell outside of the obvious highchair add-ons – if the parents are buying the highchair at the typical five months age, what else would that baby

”

■ Joseph W Kenna was granted a patent for a child’s high chair and carriage in February 1880.

■ On 11 June, 1912 Underwood patented a plate especially designed for high chairs. It had a wide triangular bottom to prevent being tipped over easily or parent need around that time? Swimming products, a lightweight stroller, a stairgate, sleep bags.”

Retailer Susan Pellett of Anns Prams said: “They can sell the inserts that go with them, cutlery, bowls, that sort of thing.”

Alessandro Casini said: “Highchair toys are a great way to upsell while offering parents a useful product to help them to capture the attention of their baby while weaning and feeding. We’ve just launched a new Disney Princess highchair toy, offering great entertainment for little ones.”

While the high chair can be decorative as well as functional the BPA warns of the dangers involved in placing a tiny loved one in the chair. They told us: “It is vital that a highchair is stable, has a fully functioning harness system, which includes both a waist strap and a crotch strap and an undamaged tray. It should have a wide base and be stable. If the legs or feet of the highchair are damaged, then it could topple over. Foldable highchairs must be lockable in the unfolded position during use.

“Retailers should ensure that suppliers provide them with a product that conforms to the latest safety standard; BS EN 14988:206+A1:2012 and be able to provide a copy of the test certificate on demand.

“Retailers should point out to customers that new highchairs have additional safety features that minimise the hazards of entrapment or strangulation in the folding mechanisms and cross members and are required to conform to the latest safety standard. They should also stress the importance to parents and carers of never relying on just the feeding tray to prevent a child from falling or climbing out of a highchair. A harness must always be used.”

And you thought it was just a matter of placing the child in the chair and enjoying their company and giggles…

Focus High Chairs

East Coast Nursery With sleek angles and contrasting black plastic trays, Contour and Curve are the eyecatching new highchairs from East Coast Nursery. They offer great long-term use, with adjustable seat heights and footrest heights, making them suitable for use as a junior chair.

Contour is a rounded-square shape and includes a cut-out handle section in the backrest, while Curve features a smooth rounded backrest and seat. Both are available in a choice of natural or white finishes.

A full safety harness and optional bumper bar are included, allowing the tray to be removed so baby can sit at the table for family mealtimes.

Tel: 01692 408802 Email: nursery@east-coast.co.uk Web: www.eastcoastnursery.co.uk

Prince Lionheart

Obaby

Prince Lionheart’s bébéPOD Flex Plus provides the ultimate in infant positioning and support with dual safety straps system that attaches the bébéPOD Flex Plus securely to both Baby and chair The 3-point harness makes the bébéPOD Flex Plus the first and only product that provides floor to booster flexibility; a cost effective alternative to high chairs. It includes a pommel, an adjustable tray, reusable placemat and an attachable toy. SIT. EAT. PLAY. Available in Berry Blue (#7209), Kiwi Green (#7210) and Watermelon Red (#7211) with RRP of £39.99.

Obaby has launched its fun, fresh and exciting licensed Disney Circles collection, featuring adorable smiling illustrations of Mickey and Minnie Mouse and containing everything parents need to make mealtimes magic for their tots.

The bold and bright highchair features a cosy seat with a 5 point safety harness and a wipeclean spacious tray for holding messy meals.

When baby is all finished, the chair can be folded for storage. A lightweight padded insert, created for slotting into the Obaby Cube Highchair, transforms it into a super-stylish and Disney-filled feeding environment. Both are available in either Mickey or Minnie Mouse designs.

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

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

Supreme Baby Ltd MAGNUS is a comfortable, classic chair, combining functionality with safety.

Compact size when folded, lockable and rotating wheels and anti-skid legs guarantee ease of use. Height adjustment, along with removable double tray, 5-point harness system, 3 incline positions and detachable footrest allow parents to create safe place for feeding as well as playing - all toys can be stored in practical basket underneath the seat. After having a great time, the seat can be easily cleaned due to PVC upholstery, ready for next use!

MAGNUS is available in two colour lines, FUN & CLASSIC, to satisfy every taste.

Tel: 01202 570 882 Email: sales@supremebabyproducts.co.uk Web: www.supremebaby.co.uk 66 nursery today

Joie When it comes to highchairs to suit every lifestyle Joie has it covered! Meet the Joie Mimzy 360, suitable from birth, due its full recline, until 15kg (approx. to 3years) it grows with baby right up to seating them at the dining table with the family. Its unique 360 degree swivel seat is activated with one hand, locking into four multi-direction positions, allowing parents to find the most comfortable and best position to easily feed a young baby. Featuring seven height adjustments and five recline positions, including a three-position footrest.

A spacious and extra padded seat means baby is sure to be comfy at all times, and for the youngest baby there’s soft newborn insert. The seat also features a fully adjustable five-point harness for safety. The extra large tray has a one-hand release and three-positions, it also features a full cover clip-on over tray that’s dishwasher safe. The stylish modern frame opens and closes easily in a single motion and the tray stores away handily on the rear legs when not in use. The integrated wheels on the front legs allow for easy movement when needed and it’s freestanding when folded makes it the ideal choice for even the smallest of spaces.

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

Little Helper This Autumn sees Little Helper launch two new products, the much anticipated new FunPod HighChair and the all new FunStation HighChair, both truly multi-functional products for modern living.

The new FunPod HighChair will be launched in Maple with an optional wipe clean and washable cushion in three contemporary colourways.

Many of you will remember the original FunPod HighChair launched in 2009, and the new version comes with a host of upgrades. The new FunPod HighChair offers a removable tray with passive crotch restraint, a more comfortable seating position for the child and a completely new Quick Release Mechanism that converts the FunPod HighChair in to a fully functioning FunPod, and back again in seconds.

Autumn also sees Little Helper release the all-new FunStation Combination HighChair that offers the multi-functionality of a high chair, low chair and desk and chair set.

Tel: 01909 561155 Web: www.littlehelper.co.uk

Curve and Contour the new multi-height highchairs from East Coast Nursery adjustable seat and footrest heights

becomes a junior chair

Now in stock For more information: EastCoastNursery

@EC_Nursery

East Coast Nursery Tel: 01692 408802

www.eastcoastnursery.co.uk

Sponsored by

New Products Ergobaby Renowned parenting brand Ergobaby, known for award winning ergonomic baby carriers and swaddles, has launched the all new Natural Curve Nursing Pillow.

Available from June 2015, the ergonomically designed nursing pillow was developed in close collaboration with nursing mothers and lactation experts to ensure ultimate comfort and safety whilst breastfeeding.

The Natural Curve Nursing Pillow addresses the main concerns of nursing mothers: comfort, back pain, and arm support.

Mothers will feel instantly relieved when they use the pillow.

The firm, ergonomically designed foam places baby at the correct height to prevent back pain from slouching. Whist the pillow also wraps around mum’s waist providing a comfortable arm rest and all round support from slouching and strain.

The Ergobaby Natural Curve nursing pillow will be available in two-tone (brown/ sand) or patterned (yellow swirls) for a modern and neutral look that suits all home décor.

Gro Leading manufacturer of safer sleep solutions for babies, the Gro Company is launching a brand new product this July. Introducing the Gro-snug- for newborn babies 5lbs+ the Gro-snug is a combined swaddle and newborn grobag that gives baby all of the benefits of swaddling without the risks. Carefully developed with unique curved seams that allow baby’s legs to be in the hip healthy froggy legged natural position. And it comes in two weights of fabric which means that parents can choose the right product for the temperature of the nursery. (Light for warm rooms 20-24 degrees, Cosy for cool rooms 16-20 degrees). A true innovation from the Gro Company, the Gro-snug is the only swaddle parents will need from birth, and beyond, as it is the ideal transition into a grobag.

Tel: 0844 557 2960 Email: trade@gro.co.uk

Tel: 0800 0518080 Email: admin@cleverclogstrading.co.uk

Little Helper Cardea Solutions Home to the market leading Fingershield, Cardea Solutions have developed door finger guards for the home. According to RoSPA, around 40,000 door finger-trapping incidents occur every year throughout the UK. With Cardea’s door finger guard pack, the gap between the door and the frame is covered on both the front and rear side, preventing trapped fingers.

Cardea’s Happy Hands door stopper was designed to complement the door guards and is an attractive but effective way to make sure finger trapping accidents are removed on the handle side of the door.

Quick and simple to fit, their door safety products will give you reassurance that both minor and serious trapped finger injuries are completely eliminated.

To become a stockist of their door safety range, contact them

Tel: 0161 413 0766 Email: Info@cardea-solutions.com Web: www.cardea-solutions.com

Kitting out bedrooms and playrooms is something Little Helper is very familiar with – whether it’s a desk, a toy box, toys or 3D play rugs, it’s something they do well.

So, adding a new range of wall art and accessories was a natural step for this forwardthinking brand.

Feel Good Art is the new baby of the brood, boasting a huge range of vibrant artwork to adorn nursery walls and furniture. Choose from cute illustrations or funky typographic designs in a plethora of sizes and colours to suit any space and budget to complete a unique look.

New for AW15 is a range of diamond-polished glass-like blocks and wall art boasting top baby names and meanings – making these a perfect gift for births, christenings, birthdays and Christmas.

Retailing from £14.99, these lovely gifts are available in three different sizes and a total of 40 baby names.

Tel: 01909 561155 Web: www.littlehelper.co.uk

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

Advertorial: Chicco

The Sky’s the Limit Chicco, one of the leading global nursery and toy brands, part of the Italian powerhouse Artsana Group, is continuing its rise with another record month behind them.

W

ith the Chicco and Boppy brands delivering a staggering growth of 33% turnover last year, it’s clear for everyone to see that they are fast becoming the most loved and trusted parenting brand in the UK.

Next stop…Chicco set for supersummer with huge TV debut To celebrate and further accelerate this growth, Chicco is embarking on a hugely exciting and ground-breaking project this summer. The brand will be brought into millions of homes across the country thanks to its new TV advertising deal with Sky. As the only baby-care specialist to invest in this level and medium of advertising in the Nursery category, Chicco will experience a sharp increase in demand on their products, especially on the already hugely successful Next2Me side sleeping crib.

Mitch Levene, Artsana UK & Ireland’s Managing Director, is delighted that Artsana are able to take the next bold leap in the company’s staggering progress. “Over the past few years, Chicco and Boppy have grown sales and brand equity to a point whereby we were ready to accelerate our plans via further investment. We are all incredibly excited about what is set to be a Super-Summer for our company and retail partners. With the TV advertising breaking at the start of July, we’re sure to see even stronger sales across our portfolio of products.

“With this in mind, it’s important for retailers to replenish their stock levels ahead of this huge spike in demand.”

A perfect partnership

to capture the attention of female viewers aged 25-44 and reinforce Chicco Next2Me as the ultimate choice in sidesleeping cribs and further reinforce Chicco as the baby specialist brand. The Sky network has the right affinity to this audience, making it the perfect choice for this large-scale activity.

The total investment in the integrated and sustained TV, social and digital campaign runs into millions of pounds, which shows the confidence Artsana has in the huge gains this will deliver for the Next2Me, and the Chicco and Boppy range of products. This investment is of course great news for retailers, as Mitch explains: “The retailers who will benefit the greatest will be the ones who bring to life the Chicco & Boppy products in store, on-line and in print particularly during the media coverage. With strong execution by retailers, they will undoubtedly gain from a dramatic rise in sales and profits, as well as increased footfall, which is great news for everyone – we love nothing more than sharing our success with our loyal and respected partners.”

Whilst the TV focuses upon the Next2Me, the huge brand awareness generated by the massive TV investment will spread a “halo effect” across the entire range of Chicco & Boppy products: from travel systems to highchairs, from

“

Chicco’s three month campaign will begin on 1 July and run through until September, with a plan to restart the TV advertising in January 2016. Chicco’s deal with Sky will put them as one the top 10 biggest investors with the broadcaster, with the campaign spanning 50 different Sky channels, and the advert running thousands of times.

The campaign has been carefully constructed with Sky

Chicco’s partnership with Sky will put them as one the top 10 biggest investors with the broadcaster, with the campaign spanning 50 different Sky channels, and the advert being run thousands of times

”

cribs to nursing pillows and toys; Chicco provides parents and babies with every solution to their needs.

Sharing happy moments The theme of the TV advert will share the experience of a lovely family and their adorable baby, enjoying the benefit of bonding thanks to side-sleeping with the Next2Me, and treasuring these happy moments. But Mitch is keen not to give too much away: “We’re not revealing too much, as we know our customers and families across the UK are going to love the TV ad, and we don’t want to spoil the grand unveiling!”

To support the TV advertising, Artsana will undertake a wider, integrated communication plan across offline, online and social channels. This activity will communicate the benefits of side-sleeping, as well as the benefits of sleeping with Chicco, breastfeeding with Boppy, and all of the other special memories the brands can help to create.

Mitch concludes: “This exciting, ambitious and stand-out from the competition activity is set to further increase the popularity of Chicco and Boppy. It will also support even greater enhanced sales & sleep-time category leadership via the focus upon the Next2Me. This is great news for Chicco, Boppy and the nursery industry as a whole. As always, we are appreciative of the support our retail partners have given us to help achieve this level of success, and reach a stage in our company’s development where we can invest so significantly in our communications strategy.

“Nevertheless, we at Artsana never rest on our laurels so watch this space for the next exciting developments as Artsana pave the way to becoming the most loved and trusted parenting brand in the UK. “But first, be sure to tune into Sky on 1 July to see Chicco’s TV debut, and this mould-breaking leap for the nursery sector.”

For more information on Chicco visit www.chicco.co.uk or connect with the brand on Facebook at www.facebook. com/chiccocompanyuk. nursery today 69

Focus Infant & Pre-School

Toy stories It is amazing how much thought and care is put into toys for tots

A

s we have seen elsewhere in this magazine, it is important that babies and little ones get plenty of sleep to aid their development. It is equally essential that they are stimulated when they are awake to encourage and help

their motor skills.

A number of companies produce toys to help babies and toddlers and we spoke to some to gauge their views on this important subject.

Holly John, the Toys Product Manager at Chicco, said: “Toys are a great way to connect with babies and encourage development, as well as giving them lots of smiles and laughter. For this reason they will always be big sellers for retailers.”

“

There is instant feedback when a child is given a new toy, which is very rewarding.

Judith Stark

”

Indeed Great Gizmos deliberately aim to help develop children’s senses through exploration and play. Their Judith Dayus told us: “The baby and infant toys we offer Our Kid O, Plan Toys and NICI baby ranges are thoughtfully designed to engage and stimulate children again and again with a rich variety of shapes, colours and sizes.”

Judith Stark, Halilit MD, told us: “It’s easy for an adult to see a toy and know straightaway that their child will enjoy playing with it. We all remember playing with the more traditional versions of the current toys when we were young children, so love buying today’s versions for 70 nursery today

our infants and pre-schoolers.”

One of the best noises in the world is the sound of youngsters laughing and buying gifts for the little ones can encourage that. Holly John says: “Everyone loves buying baby toys. mums, dads, grandparents, other family members and friends are all sure to buy baby toys at some point, either for a newborn, or as gifts during different development stages.”

It is true that with such a wide range of possible people able to buy the gifts retailers find that it drives footfall.

Holly again: “They are also great add on items for parents buying other items, such as strollers or cots, as mums and dads will inevitably want to pick some toys for their little one as well. “ Judith Dayus is of the same opinion: “For us, we feel the category is driven by our unique ranges that offer something different to other toys on the market.”

It is a view shared by Judith Stark: “Everybody loves spoiling babies and young children. There is instant feedback when a child is given a new toy, which is very rewarding. Also playing with well-designed toys can be a great way for parents and carers to interact with a child whilst helping them to develop new skills.”

There is room for innovation in these toys. Retailer Becky Elliott of Bababoom said: “Our baby gifts are colourful and neutral and even comical, with gifts such as superhero bodysuits for little ones.”

Judith Stark told us: “We find that classic toys are being brought up-to date with new materials that can enhance the play value. Obviously incorporating new technology plays a big part too, a great example of this is the new Sleep Time Pals from Taf Toys, and these have the ability to entertain a baby with lively music or soothe them to sleep with the sounds of flowing water or a mother’s heartbeat.”

Judith Dayus of Great Gizmos: “We aim to develop physical, social, emotional, intellectual and language skills of young children through our baby and infant ranges.

We offer toys that aid development for various stages from focusing on objects, to problem solving and hand eye coordination.”

Did you know…

■ The spinning top is one of the oldest toys and has been found on archaeological sites.

■ The jack-in-the-box dates back to the 14th century.

■ The first recorded jigsaw was made in 1760.

■ The use of dolls as toys was documented in Greece around 100 AD. It also means that the children learn as they play albeit without realising as Holly John, Toys Product Manager at Chicco, tells us: “All Chicco toys are developed in collaboration with our Osservatorio, the Chicco Baby Research Centre, paediatricians and psychologists to provide babies with the right stimuli according to the specific growth phase. All of our toys help with development of certain skills, such as manual coordination, cognitive skills, language development and a wide variety of other skills. However we don’t forget the fun factor and all of our toys will entertain little ones for hours and create endless smiles and happy moments.”

Judith Stark said: “There seems to be a move away from primary colours at the moment. Our new range of toddler, role-play, bath toys and take-apart transport toys from Battat are in more subtle muted tones. They look fresh and attractive and are selling out as fast as we can get deliveries.”

It seems that there is no end of fascination, innovation and education in baby and pre-school toys and long may that continue.

Visit - www.ggtrade.co.uk or call us - 01293 543221

Preschool

TOYS GIFTS and great ideas!

Focus Infant & Pre-School

Great Gizmos Great Gizmosâ&#x20AC;&#x2122; pre-school portfolio continues to impress with new ranges from Kid O and Meadow Kids, plus its environmentally friendly wooden collection, PlanToys.

Kid O is an excellent range of stylish vibrant plastic toys that are designed with learning in mind. Each toy is created to engage and stimulate the mind with a rich variety of shapes, vibrant colours and sizes. The Air Plane is suitable for children 1+ and is made from sleek durable material in a bright blue colour.

The award winning Meadow Kids collection has a variety of craft, bath toys and educational games that will excite kids of all ages. Kids can get arty at home or on the move with the two drawer Mini Box of Stencils that will transform everyday cards and envelopes with the included stencil designs and colouring pencils or have fun in the tub with the Build and Play Rocket; made of chunky and colourful EVA, these simple bath time constructions can be assembled again and again.

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

Halilit All young children love to join in making music whether banging a drum or jingling bells and Halilitâ&#x20AC;&#x2122;s range of high quality, accurately tuned musical instruments are loved as much by parents as they are by children. The latest toy range to be distributed exclusively in the UK by Halilit is Battat, a highly trusted brand that features a host of pre-school toys including take-apart vehicles, bath toys and classics such as doctors, vets and constructorâ&#x20AC;&#x2122;s tool kits, which are selling out as fast as Halilit get deliveries.

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

2012 Ltd PullyPalz are unique, innovative, developmental and fun and keep baby entertained. Developed by a mother of two who found herself constantly retrieving dropped pacifiers, PullyPalz are the first ever baby toy that actually helps baby retreive their own pacifier!

The toy uses something similar to a pulley system...when baby drops one pacifier, and it falls to the side, another is in view and reach. By grabbing the one in view and pulling toward mouth, the dropped pacifier comes back!

Developmentally beneficial, interactive, entertaining and helpful to parents. They hold most pacifiers and attach to baby carriers, bouncers, etc.

Tel: 01202 303 777 Email: info@2012ltd.co.uk Web www.2012ltd.com

72 nursery today

Prince Lionheart An adventure awaits the intrepid traveler with the new yetiZOO! A fabulous ride-on, perfect for little ones who are keen to get moving! The brightly coloured toy and Ride-on that has a secret compartment for little ones to hide and carry their favourite things on the adventure. The traveller can enjoy the YetiZOOâ&#x20AC;&#x2122;s manoeuvrability and comfort to make the trip. The steering handlebar is constructed such that it ensures maximum safety for the child while riding and turning. The yetiZOO is constructed of innovative plastic materials which provide a velvety, strong and superior feeling. It provides great exercise indoors and out for little ones aged 1-3 Years. Two designs, Joey the Smiley Hippo and Jerri the Happy Elephant available in 3 colourways: Red, Blue and Green, with a very appealing RRP of ÂŁ39.99.

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

Golden Bear Based on the new childrenâ&#x20AC;&#x2122;s TV series airing on CBeebies, Golden Bearâ&#x20AC;&#x2122;s Twirlywoos range includes super soft plush versions of characters Great BigHoo, Toodloo, Chickedy, Chick and Peekaboo. The range features fun talking soft toys, Peeking Peekaboo and Twirly Top Toodloo.

The new line also includes the Big Red Boat Playset which comes packed with innovative play features and mimics learning patterns from the show. Electronic elements and character figures encourage imaginative play as well as offering lots of hidden features for little ones to discover!

Tel: 01952 608308 Web: www.goldenbeartoys.com

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nursery today 73

Focus Infant & Pre-School

Maguari Maguari is introducing two new infant toys to its range, both from Skip Hop’s developmental Explore & More collection. The multipiece Stacker Owl Toy is designed to encourage hand-eye co-ordination and dexterity. Its cute owl head and colourful rings stack on a rocking base and feature rattle beads, click-clack rings and a musical shaker. Plus teething tots will appreciate the textured rubber wings. Secondly, the Push Along Owl encourages walking with its circular handle that adjusts for one or twohanded walkers. The clear body shows a turning propeller with bright-coloured leaf beads, and imaginative rain sounds play when Push Along Owl travels along the floor. Rubber wheels protect floors and ensure this whimsical Owl character moves along quietly.

Tel: 01293 592170 Web: www.maguari.com

Little Helper Continuing with the theme of “Developing Young Minds”, unique 3D Play Carpets are another successful addition to the Little Helper portfolio.

In today’s fast-paced and technology-based childhood, it’s important that traditional play poses a role in today’s child development.

Especially designed to stimulate and encourage children’s creative play and interaction as well as independent thinking, Little Helper’s unique carpets were designed with a Mothers love for learning through play, using her architectural design skills to create a decorative yet playful line.

With a Farm rug, Town Traffic, Mini City Playhouse and more, there is something for every boy and girl. Available from £79.99 and in a range of sizes from 80 x 100cm to 200 x 200cm, there is something for all budgets and space.

100% polypropylene, hypoallergenic, antistatic, stain resistant and made from nonflammable materials make IVI the perfect addition to any bedroom or playroom.

Tel: 01909 561155 Web: www.littlehelper.co.uk

Summer Infant The multi-purpose SuperSeat provides a secure and comfortable area for your growing infant to learn to sit up and interact with the environment surrounding them. The soft foam inserts allows for use with smaller babies, with a three-point safety harness for added support and security, helping to strengthen back and neck muscles. As baby grows the insert can be removed to instantly transform the SuperSeat into a booster seat for feeding, with built in chair straps to allow for secure positioning on all standard chairs. The SuperSeat is lightweight and perfect for use on-the-move. The Summer Infant SuperSeat is really the only child seat you will need!

Tel: 01442 505000 Web: summerinfant.com 74 nursery today

Ergobaby The perfect accessory for little ones to join in on all the carrying fun. Let bigger kids mirror the comfort and closeness they had as a baby with the child-sized Ergobaby Doll Carrier.

It is perfect for toting beloved dolls and other toy friends and is a great gift for a new big sister or brother, so they can be just like mum and dad.

The Doll Carrier can be worn in the front or back position and is machine washable.

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

Tel: 0800 0518080 Email: admin@ cleverclogstrading.co.uk

Hippychick This fabulous range of French-designed wooden toys are of a superior quality, are reliable and long lasting. Extremely tactile, with a high quality finish, BoiKido toys are set to become an integral part of a child’s room and the family home.

There are lots of interactive toys to choose from including; educational number and word games; funky themed puzzles; building blocks; musical toys and walker/ride ons.

Each one is brightly coloured in fun and interesting designs, helping to hold a child’s attention for substantial periods of time.

Boikido joins an already impressive pre-school toy collection from Hippychick that includes the gorgeous Moover range, the iconic Wheelybug ride-ons and the Nattou soft toy collection.

Tel: 01278 434440 Email: enquiries@hippychick.com.

Web: www.hippychick.com

More Sassy on the way!

Since 1982, Sassy Baby have been working with developmental experts to provide premium quality toys in over 70 countries.

T

he Sassy approach focuses on stimulating four specific developmental areas throughout baby’s first year; touch, vision, hear and taste.

Hardenberg&Co are thrilled to announce the next phase of Sassy Toys are on the way! Due to its successful launch at the Harrogate Nursery Fair 2015, the UK distributor are busy preparing for even more Sassy toys, due summer 2015!

The Sassy Toy collection develops baby’s hand-eye coordination, motor skills, vision and cause and effect learning. The collection offers toys suitable from birth to beyond. Featuring rattle sets, textured teethers, pushchair toys, highchair entertainment to bath toys.

The range is wide and is sure to bring the toy box to life and inject some personality and quality into parent and baby play time.

Sassy helps build a baby’s attention span, not fragment it. Every feature on each product has been carefully designed to contribute to the development of physical, mental, social and emotional skill sets.

A good toy can be played with in many ways. It’s affordable without slacking on quality. A good toy won’t present answers but pose challenges to solve. They should be attractive, colourful and hold valuable purpose in everything they do. They will be

fun and suitable for all interests and, overall, be safe!

For more information on Sassy, please contact:

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

nursery today 75

COL I N

S

G

AR UL

PATTI

This issue Colin takes a look at the car seat sector

ON

RE

Tested to perfection

T

his month the focus is on car seats or child restraints to give them their correct title. As one of the largest categories in the Nursery market, child restraints deserve our attention and as one of the most technically demanding and possibly the fastest moving categories it requires it constantly.

Changes to the market result from two totally different drivers. On the one hand some suppliers are technically driven. The major brands in the market work very closely with their local standards body and testing houses and are working to meet changes in the current standards, in many cases before these are finalised and published. Over the years British Standards have given way to European standards.

Isofix connectors have been added to the traditional Lap and diagonal three point fixing method and most recently the classification system of grouping by weights has been updated to the more understandable arrangement by height and age.

The idea of safety is of course a very difficult concept, I have already talked about changes to the standards, but there are other interested parties, who test above and beyond the current standards. Many manufacturers work closely with car seat brands to obtain the best fit in key car models, this combination is then used in EuroNcap testing, which can create very favourable press.

While of course our own Which? is part of a Europe-wide testing regime. This scheme has now tested and published the results 76 nursery today

As a retailer the market is much more open and both retailer and consumer are faced with a vast choice of brands, products and types or categories of product.

for 129 examinations. They have awarded 36 Best Buys and 11 Donâ&#x20AC;&#x2122;t Buys.Which? believe the current legislation is not stringent enough, and with its European partners test above ECE. The front crash test is carried out at a higher speed than ECE R44 about 40mph instead of 30mph.

The test includes a sideimpact crash test, which has since been included into R129, but which R44 did not require.

Which? believe their crash tests represen t more realistic crash tests that those included in the standard As a result seats such as the Britax Max Way, a seat launched to encourage rearward facing seat usage to an older age, have been classified as Donâ&#x20AC;&#x2122;t Buys because installation is too complicated, and may lead to it being done incorrectly. The Nania Baby Ride and ABC Design Rigus Infant Carriers have both failed because they are felt to have weakness in a frontal impact. And the Graco Logico L, The Graco Junior Maxi and the My Child Star Max have all failed due to a lack of side impact. Which? stress that all the Donâ&#x20AC;&#x2122;t Buys have passed current legislation and hence it is legal to use them.

At the opposite extreme, consumers are driven by the design of the product, its features and the benefits to them. Infant Carriers for instance have seen a massive change in the buying process. An Infant Carrier used to be a must have item for all parents with cars. And, having chosen a brand for their infant carrier, they used to stick with that brand through

all their future purchases of child restraints. Hence the major brands worked hard to persuade consumers to buy into their brand. Now Infant Carriers are mostly sold as part of a travel system, the pushchair element dictating the design and fabrication, and the Infant Carrier is very much a part of the package rather than a key element. Much of the focus of pure child restraint manufacturers has moved to the older categories.

Touching on the subject of brands, remember the days when the UK was a one-brand nation? I exaggerate for effect of course, but Britax used to be the largest brand in the market and due to its investment in Research and Development the natural leader of the market. Today with a European standard for products, and more uniform markets a large number of brands are available. Dorel brands such as Maxi-Cosi and Quinny are Europe wide, as are Graco while many smaller European brands have now established their own niche in the UK. As a retailer the market is much more open and both retailer and consumer are faced with a vast choice of brands, products and types or categories of product.

The latest Argos catalogue for example features seven Group 0+ seats from seven different brands. At the opposite end of the categorisation Group 1-2-3 features five products from five brands.

Throuout all the time I have been working in this industry and all the changes I have touched upon above, one of the constants has always been the incredible fact that many child seats are not correctly fitted into the car. One of the biggest issues for brands and retailers alike, is that in a constantly changing market, with a one purchase consumer by category,

Picture courtesy of Britax

For this year’s Child Safety Week Britax launched ‘The State of Safety’ report, which concluded that despite parents’ good intentions, there is still considerable confusion around car safety with many still taking significant risks when travelling with their children. we are trying to teach complicated installation techniques to an, at best disinterested community. Both at Mothercare and Britax, we ran regular fitting days and installation checks.

At Britax we ran campaigns with retailers, RoSPA and even GMTV to highlight this issue. Yet only last week I read the issue is alive as ever.

For this year’s Child Safety Week Britax launched ‘The State of Safety’ report, which concluded that despite parents’ good intentions, there is still considerable confusion around car safety with many still taking significant risks when travelling with their children. The State of Safety report compares parental attitudes across Europe when it comes to travel safety and aims to drive awareness of risks as well as support and encourage best practice. It shows that whilst parents in the UK are the lowest users of mobile phones when driving with children (6 per cent vs Sweden’s 38 per cent), the UK is still lagging behind Germany, Spain and Poland when it comes to using suitable car seats.

Almost a third of UK parents with children under the age of 11 (32 per cent) admit they have taken a journey without a valid child seat, with 15 per cent confessing they have done it on more than ten different occasions.

Whilst almost 10 per cent of Britons have made a journey of longer than half an hour without a suitable car seat, they aren’t the worst in Europe – in France 20 per cent of parents admitted they had driven their

children for more than 30 minutes without the protection of a car seat.

Other findings include: • One in ten UK parents admit they have sat their child on their lap for car journeys - 9 per cent of these parents said it was because they didn’t know how to fit their car seat • 23 per cent of those surveyed said they didn’t use a car seat because they were “only going on a short journey” • Over a quarter (26 per cent) of parents say they have broken the speed limit with their children in the car – Sweden was the worst European offender at 46 per cent.

• Nearly a fifth (18 per cent) of parents spent under an hour researching their child’s first car seat admitting they spent more time choosing a new phone/tablet.

It’s not just time, 67 per cent of European parents also admit they spend more money on their mobile phones or tablets than their child’s car sear, with almost one in seven spending under £50 on a car seat One in seven parents freely say they don’t know when to move their child up to the next stage or group seat and 22 per cent would incorrectly change simply to make more space in the car.

Also for Child Safety Week Diono issued a press release to support their products. Based upon interviews with 2,000 parents about their family and car seat safety. It claimed that n the UK around 5,000 children under the

One in seven parents freely say they don’t know when to move their child up to the next stage or group seat and 22 per cent would incorrectly change simply to make more space in the car.

age of 16 still die or are seriously injured on Britain’s roads each year (Source: AA) The new survey revealed that when it comes to car seats, parents of 4-8 year olds do put security of their children first with the majority, 56 per cent saying that side impact protection is the most important aspect when choosing a car seat, however 71 per cent of UK parents do not know the legal age/height requirements associated with car seat safety To conclude, the ease of use of modern seats which clip into a base is a great step forwards. The fact that a modern Infant Carrier can be simply and easily moved from the pushchair to the car is a great boon for modern parents. If seats are fitted using the Isofix method the chances of incorrect installation are greatly reduced. Updates to standards and pressure from campaigning bodies such as Which? have made products more safe, and better suited to modern travel, (faster speeds, more complicated incidents etc). And improved classification methods make it easy to understand the progress of a child through the various products. And yet, consumers still find it easy to misuse the product. Products sold on continual promotions and in non-specialist retailers are treated as commodities, it would seem many purchase decisions are given less thought than that of essential products such as tablets and phones! As an industry there is still more we can do to highlight the safety aspect of child restraints. It is a great step forwards that we do not have to worry so much about unsafe seats not being securely belted in anymore. But, there is still a massive issue around the lack of time and money spent on a product which could ultimately save a child’s life.

Colin has worked in the Toy and Nursery trade for over 20 years both as a retailer and supplier. He is now an independent consultant advising on sales and marketing issues. He can be contacted at colin@colinpattison.com or by phone on 0773 8568 191.

Focus GFK

Rising consumer confidence influences increased spend in Nursery care

W

ith the dramatic rise in consumer confidence into the start of the year, this seems to be translating into improved consumer

spending across all room specific areas including the nursery sector.

Following a successful start of the year, the Nursery sector has had positive growth in Q1, 2015.

With almost 16% quarter on quarter growth, the total nursery sector is one of the fastest growing sectors when compared to IT, Electronics or even Home & Living categories.

About GfK

Q1, 2015 saw value growth being driven by Tullika Bhalla

products like thermometers, hygiene products,

GfK is one of the world’s largest research companies, with around 13,000 experts working to

carry cots/cribs and towels while walkers and play dens continue to decline in popularity.

The overall optimism has also had an impact on the Equipment categories.

At 19% year on year growth, car seats are

discover new insights into the way people live, think and shop, in more than 100 markets, every

the fastest growing product within Equipment followed by highchairs.

While on an average £1 out of every £5 is spent online, the sales of baby monitors online declined ever so slightly in the last 12 months.

day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to €1.51 billion.

To find out more, visit www.gfk. com/uk or follow GfK on Twitter: https://twitter.com/GfK_en 78 nursery today

As the Frozen effect defrosts, within feeding categories, baby teethers and tableware are areas of opportunity as growth has slowed as compared to last year. *GfK UK Consumer Confidence and Economic Overview Q1 2015.

Nursery data from GfK UK Point of Sales Tracking Q1, 2015 Terms: *Last 12 months: April14 – March 15 *Quarter on quarter: Q1, 15 vs. Q1,2014

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In the August issue of Nursery Today we will include the following features: Feeding equipment & accessories Baby Gifts – plush/ christening/special occasions Baby Carriers Made in Britain Hand & Foot casting, clip art Textiles Copy deadlines: editorial 13th July Advert creatives 20th July Call Christine Contreras on 01442 289936 or email: christine@lemapublishing. co.uk for more information.

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