Nursery Today

JUNE 2017 ISSUE 09 VOLUME 20 Independently audited.

ABC circulation of 4443 1 July 2015 to 30 June 2016

Products that make your customers smile [ [ [ L M T T] G L M G O G S Q 1XUVHU\ 7RGD\ &RYHU 9 LQGG Hippychick Cover.indd 1

05/06/2017 17:00

NEW ORGANIC BABY BEDDING AND SLEEPWEAR RANGE

Love grows here

Supporting the

Find out more, email

trade@greensheepgroup.co.uk

The Woodland Trust is a charity registered in England and Wales (No.294344) and in Scotland (No. SC038885)

Little Green Sheep.indd 1

26/05/2017 12:25

contents the team Editor Penny Franks penny@lemapublishing.co.uk

Re g ul a r s

JUNE 2017 ISSUE 9 VOLUME 20

Contributors

News

6

12 13 28

Ad Manager

66

Christine Contreras christine@lemapublishing.co.uk

70

Spotted apshot Supplier Sn p Talking Sho

63

Shop Matters with NSG

64

Intelligent Retail David Fairhurst takes us through how to make your

cts New Produ roducts The Baby P n Associatio

eCommerce website fully functional

Design Production Director

Cover Story

Paul Naish paul@lemapublishing.co.uk

46

Publisher Mark Naish mark@lemapublishing.co.uk

Managing Director Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Hippychick 2017 marks exciting times for Hippychick as they add to their ever expanding portolio

p14

Robert Thomas robert@lemapublishing.co.uk

Features

p30

14

Car Seats & Accessories

30

Sleeptime

48

Outdoor Play

50

Infant & Preschool Toys

60

Highchairs

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

www.nursery-today.co.uk

p48

p50 p60

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

A member of the Audit Bureau of Circulation

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

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

1%61$'4 ž .#5 8')#5 %108'06+10 %'06'4 0'8#&#

‹ 0†vbm;vvĺ ‹ v_o‰ĺ My business is retailing. That means I have to stay one step ahead of the trends, the competition and the changing preferences of my customers. My show is ABC Kids Expo, where I get up-close, hands-on access to the products, people and retailing strategies that will help me make better buying decisions, increase profit margins and find broader selling opportunities.

Register today at www.theabcshow.com

ABC.indd 1

19/05/2017 09:27

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

t’s been a busy few weeks on the news front recently, and of course as I write this we also have our General Election on the horizon, which by the time this issue arrives through your letterboxes some of us will be celebrating if the nation speaks the results that we are hoping for by us placing our decisive crosses on the ballot paper.

News in nursery also hasn’t been quiet of late. The Harrogate International Nursery Fair announced their 2018 show dates, with the start day returning to a Sunday, which I am sure many independent retailers will welcome with open arms. The format will be slightly different next year with the show spanning across Halls G, H and Q. Adrian Sneyd, show organiser explains the rationale behind the change in the 2018 format. “After this year’s show, we ran a survey to establish what the industry wants from a trade show and how we can evolve in the future.

We were delighted that the overwhelming result was almost unanimous that the UK nursery industry still wants its own trade show.” Said Adrian.

“Most of those participating in the survey said that Harrogate is still the preferred location and they enjoyed the whole exhibition experience and lower cost than being in the city or part of a very large venue.

Also, whilst most exhibitors surveyed didn’t express a preference to the start date; a significant majority of retailers and buyers said that they preferred a Sunday start and we have therefore put this into place for the 2018 show.”

Naturally as any news unfolds and

I

e exhibitors book their space to exhibit, we will be there, k keeping you informed along th way. the Further news has rolled in to announce that Pink Lining, the creators of the Yummy Mu Mummy Changing Bag, has been purchased by Weybury Hild Hildreth Europe Ltd, the comp company behind the Purflo and Koo- brands.

Koo-di T deal is set to rejuvenate This L Pink Lining with MD Richard Trott commenting: “This is an extremely exciting time for Weybury Hildreth Europe as buying such a prestigious and much-loved brand such as Pink Lining forms part of our ambitious growth plans.

We are extremely well positioned from a Manufacturing, Logistical and Sales Distribution standpoint to maximise the huge potential of the brand.”

Richard continues “We will be harnessing the wealth of experience and strong Industry contacts that Natasha Leviton, former Head of Sales at Pink Lining for nine years, built up over her time with the brand. Natasha to Pink Lining from a small business to an took era of unprecedented sales growth both in the Domestic Market and Internationally and we are delighted to announce that she will continue to do so as our European Sales Manager.”

Remember, if you want to keep on top of news as it ‘rolls’, you can subscribe to our online news service through our website www.nursery-today.co.uk or follow us on twitter: @nurserytodaymag.

We take a look at a number of product sectors in this issue.

You will find products relating to car

“ The H rogate Internationaal rN Fa ir h as announucrsery their 2018 showed dates, with the day returning tostart a Sunday ”

ats?

Looking for car se 14 ge pa to rn Tu

seats and accessories (page14), sleeptime (page 30), toys to keep little ones entertained (page 50) and highchairs (page 60).

When we look at car seats, our FanFinders survey clearly demonstrates that the confusion by consumers as to current legislation still abounds, with 48% of the 2000 parents surveyed finding the current laws confusing. However, hopefully there is light at the end of the tunnel with Luke Burns (Chairman of the Baby Products Association and General Manager CYBEX UK&I) telling Nursery Today: “As Chairman of the Baby Products Association (BPA), I’m working as part of the team to establish a unified and harmonised voice from all the major brands that sit on the BPA board. That way, there is a clear message out there across all brands, which will be clear for retailers and .consumers to understand.”

Finally, it’s the last call for all you golfers out there! Our annual Golf Day is taking place on Tuesday 27th June. This is a great day set within the grounds of Puckrup Hall, near Tewkesbury. Give Malcolm Naish a call on 01422 289930 or email: malcolm@ lemapublishing.co.uk to secure your place (further information can also be found on our advert on page 69).

Little Fingers feeding sets.

Wait until you get your hands on these.

www.hippychick.com

01278

434440 nursery today

5

news Joie teams with Liverpool FC Joie and Liverpool FC have announced a three year partnership deal that sees Joie become the Club’s first Official Family Partner and Global Baby Gear Partner.

The partnership will kick off this weekend at LFC World in Shanghai, where Joie will be hosting a two hour football clinic led by LFC coaches for children aged six to eight.

Joie will also launch a range of Liverpool FC branded products in 2018, as well as working with the Club to deliver a host of family focussed events.

Additionally, the partnership will offer Joie additional social media and marketing support as well as access to LFC players and legends throughout the season.

The partnership comes as Joie, which sells a wide range of baby gear from car seats and strollers to cots and soothers - continues its global expansion. The partnership will bring the Joie brand to millions of LFC fans around the world.

2-in-1 Go Potty

Web: www.joiebaby.com

Dates for Harrogate announced

Ideal for on the go or toilet seat training

Harrogate International Nursery Fair has announced dates for its 2018 event with a new hall layout and revamped look for the UK’s only nursery trade show.

Returning to a Sunday start, the door s will open from 25th to 27th March and will take place in Halls G, H and Q of the Har rogate International Centre along with a bran d new show entrance.

Adrian Sneyd, show organiser explains: “After this year’s show, we ran a survey to establish what the industry wants from a trade show and how we can evolve in the future. We were delighted that the overwhelming result was almost unanimous that the UK nursery industry still wants its own trade show. There had been spec ulation that perhaps the event would be better placed in London or Birmingh am; however, again most of those participating in the survey said that Har rogate is still the preferred location and they enjoyed the whole exhibitio n experience and lower cost than being in the city or part of a very large venue. Also, whilst most exhibitors surveyed didn’t express a preference to the start date; a significant majority of retailers and buyers said that they preferred a Sunday start and we have therefore put this into place for the 2018 show.”

Booking for the 2018 show will open soon and as always, previous exhibitors will be given priority befo re space goes onto general sale.

Web: www.nurseryfair.c om

LBP

LBP

LOVEDBYPARENTS

WINNER Platinum

2016

lovedbyparents.com

LOVEDBYPARENTS

WINNER Silver

2016

lovedbyparents.com

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

Move with Green Sheep Group

Green Sheep Group (the Company behind The Little Green Sheep and national award winning SnüzPod and Snüz products) recently acquired new purpose converted premises in Stratford-upon-Avon in the heart of Warwickshire.

With this move to new premises, they are also delighted to announce the appointment of Roger Allen as Chief Executiv e. “I am delighted to be part of such an upbeat, hardworking and enthusiastic team.

The positive culture, belief in our products and focus on our customers is outstanding,” said Roger during a recent interview.

Web: www.thelittlegreensheep.co.uk

6

nursery today

sponsored by hardenbergco.co.uk 01785 503 305

New appointments at Summer Summer Infant is pleased to announce two new appointments to the team: Charlotte Young (left) joins as Marketing & Product Development Co-ordinator and Luciana Caraccio (right) as Operations & Finance Manager.

Web: www.summerinfant.co.uk

!

Bristol to welcome ow new babareaysurrosh unding Bristol

Aware of the fact that the umer baby does not currently benefit from a cons Trendy of er own ker show, retailer Duncan Zan x Ltd. Kide of ards Rich e Stev Baby (Bristol) and the of ch laun the d unce anno have the University Pregnancy2Baby show to be held at erence centre on Saturday 14th and conf & n bitio exhi of Western England Sunday 15th October 2017. dy agreed to exhibit at the show Many leading nursery brands have alrea e or supporting the retailers’ stands. either by taking their own stand spac in May. how.co.uk goes live The website www.pregnancy2babys

Chicco teams up with Annabel Karmel The collaboration will see Chicco’s 5 in 1 Polly Progres5 named as the official highchair partner for Annabel Karmel’s brand new Baby Led Weaning Recipe Book, which is due to hit stores on the 25th of May. The Polly Progres5 will star on the front cover of the book and will also be included in visuals contained inside the book itself. This will be combined with a conjoined marketing plan, which will cover print, online, in store and social elements, all of which aim to promote the affinity of the two brands to their key target audience.

!

Web: www.chicco.co.uk

Uphill for Cheeky Chompers Not satisfied with launching a highly successful business that has just sold its millionth product, Julie Wilson and Amy Livingston, founders of Cheeky Chompers, are to take part in “The Climb� this June.

Julie and Amy will be taking part in the challenge on June 3rd-4th as they climb Ben Nevis Mountain in Scotland. Joining the two Edinburgh based businesswomen to climb the highest mountain in the British Isles, is Monica Kalozdi, founder of Kalencom Corporation, the brand’s US distributor that has successfully launched the Cheeky Chompers brand to the US market. With success already behind them it is clear the three women make a great team so teaming up on an issue they are all passionate about made sense.

The money raised from “The Climb� will help CLIC Sargent support each young cancer patient and their family. To show your support and make a donation, please go to https://www.justgiving.com/fundraising/CheekyChompers

!

nursery today

7

news Being independent Duane Burcher, Gro’s Sales D office manager tells us why o in inde independent nde depe pend dent en e nt re retailers eta ailile are important to keeping your business flourishing.

A

s a global brand with a large number of retailers selling Gro Company products around the world, we are always mindful that an important arm of our business is independent retailers. As times and shopping habits change, we want to support those retailers to keep this important part of our business flourishing.

Building a strong team A real benefit of buying from an independent is that consumers are accessing a huge wealth of experience. Independents offer commitment and knowledge of what is available in the marketplace and what might be best suited to a consumer’s needs. We like to mirror this with our sales team support. Our sales team have over 32 years of experience at the Gro Company so they really know what they are talking about when it comes to our products. With familiar faces like Amanda, Harriet and Abi providing strong and friendly support when placing orders or answering any product questions retailers might have. They provide not just knowledge of product but also an understanding and experience of what aspects of our products help sell. As seasoned veterans of trade and consumer shows our team understand the kind of dialogue retailers are having with new parents.

Something to offer Providing differentiation in product and promotion for independents helps to create a unique offering for them. Timed and targeted promotions help drive customers to stores and enable retailers to in turn provide promotions in store thereby drawing in customers. Having a wide range is important to us as it helps provide choice for retailers to suit their individual brands and gives them a range that isn’t stocked in larger retailers.

Introducing new products helps retailers freshen up their offering and supporting those launches with press coverage and advertising keeps them foremost in mind for parents when choosing what to buy. This year sees us expand our range further with exciting new products and a refresh of assets of many of our existing products. With a wide selection of images and assets available to provide to retailers we are supporting them in building strong promotions and maximising our brand presence in their stores.

Times might be challenging in today’s retail environment but we are sure that by providing a strong product offering, support team and assets we hope to offer retailers the best chance to increase their sales and drive customers through their doors.

8

nursery today

Hippychick are delighted to distribute new feeding range Somerset based distributor Hippychick have added another brand to their catalogue –TumTum, a collection of weaning tableware and feeding sets.

TumTum’s innovative weaning collection features the Stay Put Dippy Face Plate, which has a clever suction base and the Tippy Up Cup with clever weighted straw technology that helps little ones drink from any way up. TumTum also offers children’s eco-friendly dining sets presented in gift boxes, made from bamboo fibres featuring hedgehog, tortoise and elephant designs.

For more information on these products visit www.hippychick.com or call 01278 434440.

Medela’s achieves national attention The team at the world’s leading breastfeeding brand, Medela, are overwhelmed with the impact of its national campaign this May, The Big Breastfeeding Café. The inspired initiative not only attracted a mass of media attention; a plethora of print and online exposure, but it also featured on Channel 5 News and saw some high-profile celebrity mums join the fun!

Thanks to the incredible support of more than 600 mums, The Big Breastfeeding Café initiative was covered on Channel 5’s 5pm news slot, presented

by Sian Williams. To add to the brand’s excitement, Sioned Hilton, Medela UK’s in-house Lactation Consultant, was also interviewed.

Peppermint named l Partner Principal Retai to Toddler in 2016, the event is

Following the successful first outing of Baby named returning to London ExCeL this autumn with baby retailers, Peppermint, to as the Principal Retail Partner. This two day shopping event will play host with those and parents t expectan around 100 exhibitors and is designed for of children aged 0-4. The event will take place at ExCeL London on the weekend 2017. er Novemb 19th – 18th to Daniel Terminiello, Managing Director at Peppermint says: “We are thrilled show year’s last of success The Toddler. to Baby of be the Principal Retail Partner for the proved there is a real appetite for a shopping experience for parents looking .” essential early years’ products for their babies and toddlers For more information on exhibiting or sponsoring Baby to Toddler please contact Russell Rule, 020 7384 8125, russell.rule@clarionevents.com

*

Not quite mummy but almost!

NUK is a registered trademark of MAPA GmbH, Germany * Source: Independent Market Research in Germany, 2016

The new NUK Nature Sense.

Closer to nature than ever before.

Several tiny openings

Super-sof t zone

a tr e E x x ibl e Fl

E Fl x t r ex a ibl e

can do is use her as an example and try to understand her perfection. $V D UHVXOW ZH KDYH GHYHORSHG D EDE\ ERWWOH WKDW IRU WKH Ĵ UVW WLPH OHWV babies enjoy an all-round natural feeling when drinking – almost as if at a mother’s breast. Along with several tiny openings modelled on the milk ducts in a mother’s breast, natural feeding is ensured by the extra-soft teat tip, the wide lip rest and the NUK Anti-Colic Vent.

Discover the new Nature Sense range at www.nuk.co.uk of babies accept the new teat.*

of mothers would recommend NUK Nature Sense to others.*

For further information on NUK please contact us at mail@nukbaby.co.uk Anti-colic

NUK. Understanding Life.

news Bshirt raises awareness Benefits of a baby show Suzie Howes, Head of Licensing and Marketing at Rainbow Designs, the Home of Classic Characters, paid a visit to The Baby Show in Birmingham last month and shares her experience with us.

T

he Baby Show is a consumer show and the perfect place for new parents and parents-to-be to view and access the latest baby accessories and must-haves under one roof. However, as a leading manufacturer and supplier of classic character soft toys I was interested to see what toy lines retailers were showcasing to potential customers in this field. Surprisingly the answer was very little.

Understandably there was an abundance of large and high value items on show with the majority of products being practically focussed; equipment such as prams, cots, baby carriers and feeding lines, however, there was a definite absence when it came to toys.

Although baby toys can be purchased from a variety of retailers not just nursery specific stores, events like The Baby Show offer an ideal opportunity for retailers to educate parents in the type of developmental and educational toys that are available and that they should be looking at for each stage of their baby’s development.

Nowadays a soft toy is very much more than just something to cuddle. Feature plush toys offer both developmental and educational elements for baby, such as our My First Thomas Activity Toy and The Very Hungry Caterpillar Activity Caterpillar. They aid learning through sensory play, the inclusion of tactile fabrics, sounds and peek-a-boo mirrors all help little ones to hone their fine motor skills.

Today there really is a fantastic offering of infant toys on the market for the nursery sector.

Alongside plush lines there are toys such as stacking blocks and shape sorters that encourage the identification of colours and shapes as well as the early introduction of the ABCs and 123s.

On the whole toys do not have the high price value that some of the equipment essentials govern, however they do play an important part in a child’s upbringing and consumer events are an opportunity to demonstrate to parents, especially new parents, that today’s toy is more than just a toy.

10

nursery today

Bshirt are thrilled to announce that the first 18 Bshirts have been donated to the South Hams Children’s Centre. They had 12 Bshirts purchased by the public and Lisa and Philippa (co-founders of the Bshirt) have donated an additional six!

The tops are available through the SHCC staff and are intended to be redeemed by women struggling with breastfeeding.

Their Donate One Campaign enables members of the public to purchase a Bshirt nursing vest to be donated via Action for Children to mothers needing additional support while breastfeeding.

A gift certificate is sent to the South Hams Children’s Centre, run by Action for Children, to be distributed by their trained staff. Priority will be given to those statistically less likely to breastfeed and those struggling with breastfeeding in public. The new mum can then go online, choose her Bshirt, enter the voucher code and receive her donated breastfeeding top. For free.

Web: www.thebshirt.clothing

Hippychick Dives in!

Hippychick are delighted to be the UK distributor of the critically acclaimed swimming aid Aquaplane!

Covering all the main stages of a child’s swimming development; Aquaplane helps to build confidence in the water whilst evolving their technique. As a back float, Aquaplane helps children achieve the correct swimming position, it features adjustable straps that do not restrict movement in the water – these grow with children, throughout the stages of their learning.

Aquaplane is endorsed by Team GB Olympic swimmer Chris Cook. “Our swimmers love the freedom the Aquaplane gives them in the water. It works wonders for their technique!” and GB Commonwealth Games finalist Dan Coombs, ‘I use Aquaplane to help children increase confidence and adopt the correct body position when learning to swim.”

For more information on Aquaplane, please visit www.hippychick.com/aq uaplane or call 01278 434 440

Driving media growth BeSafe UK/IRL have recruited Clarissa von Kleist to support and expand all UK/ Ireland marketing. Clarissa brings particular expertise in Social Media and new emerging medias and will drive a substantial increase in consumer marketing for both the BeSafe and Voksi brands.

At the centre of the marketing strategy will be supporting and maximizing joint-marketing activities with their retailer network and your BeSafe contact will be discussing this with retailers over the coming months.

“Now marketing as well as our trading terms and infrastructure is in place to drive sales through those key BeSafe retailers who really know how to do car seats. This additional investment in marketing will deliver further long-term growth for those businesses – good for children and good for retailers!” Paul Sirett, BeSafe told Nursery Today.

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

Review KI K DS DS TIM IME, E PO E, OL L AN LAN AND

Why the industry heads to Poland Lena takes a look inside Central and Eastern Europe’s baby products and toys fair ids Time 2017 was held in Kielce, Poland, from Feb. 23 to 25. The eighth annual international fair featured toys and products for babies and children, and recorded double-digit growth in key measurements, including more than 7,000 professional trade visitors and 474 exhibitors.

The event organisers, Targi Kielce, filled a total of seven exhibit halls, covering 16,292 square meters and had a wait list of nearly 100 manufacturers.

Next year, the show organisers plan to add an eighth temporary hall in order to accommodate more exhibitors.

K

Why a Central and Eastern European Trade Show Matters

Importers and distributors looking for international brands can reach into the Polish industry and the manufacturers of the 17 other countries thatt exhibit at this fair, including Belgium, China, Croatia, a, Czech Republic, Germany, Latvia, Lithuania, Netherlands, Romania, Russia, Slovakia, Spain, Sweden, Turkey, Ukraine, the UK, and the U.S. Buyers from more than 33 countries, including Russia, China and an South Korea, attended the fair. Some exhibitors still sell exclusively to the Polish marketplace, while many others have strategic h goals to expand g their exports into t other o markets, including the in North N American and A Western W Eu European markets. ma Poland’s annual number of ann birt births is app approximately 400,000, making it 400 a th thriving market for cchildren’s prod products. The Polish government

By BCHI Member,Lena Hedö, Leks & Babyrevyn, Sweden instituted a programme to encourage families to have more children. They provide a monthly payment of 500 zloty for the second child in the family and provide additional funding for additional children. Wages in Poland on average last year were 4,065 zloty per month.

For further information on the 2018 fair, visit: http://www.targikielce.pl/en/kidstime.htm

nursery today

11

d e t t Spo Exporting and New Products Julie, Customer Service Manager at Baby Brands Direct takes a look at some of the hurdles of exporting and exciting new product launches for its retailers. hilst we are all being encouraged to take advantage of the weaker pound and export as much as possible, it is worth checking with the manufacturer whether this is something they support, particularly when they have distributors and offices set up in such countries. In addition, in some cases licences applied to the goods only allow for the goods being sold in the U.K. which could lead to legal difficulties if exported.

Furthermore, some manufacturers suspend product guarantees when electronic goods are used with an adaptor and in certain aftercare cases the goods need to be returned to the manufacturer for inspection, which are costs the retailer is often loaded with.

As always there is lots of new product available at Baby Brands Direct including plush toys in the latest Disney movie hits including Moana, Cars 3 and TV series Mickey’s Roadster racers. Nickelodeon’s Shimmer and Shine toy range has also been expanded to include the new playground collector craze Teenie Genie. Whilst from Munchkin, the quirky Quack Quack safety bath mat and Paddlin Penguin bath toy is in stock alongside the best-selling Miracle cups that are now available to purchase in block colour.

Finally we also have a specific washing up liquid for baby’s products provided by Milton. This product addresses consumer concerns about fragrant liquids, potential chemical and milk residue found with using standard washing up liquids. It also has the added benefits of being colour and paraben-free and suitable for sensitive skin.

Similarly, Milton has addressed consumer concerns about washing baby’s clothes with standard fabric detergent, with baby’s skin being very thin and easily damaged, it means anything applied to it will have a higher concentration in its body than that of an adult, hence delivering an increased risk of toxicity. Their new laundry liquid is designed for babies and children as well as allergy sufferers, it’s colour free, has neither preservatives nor phosphonates added and is hypoallergenic, whilst being tough on stains. It also contains camomile extract to wash gently and protect delicate skin.

Gurgle with Gro Two Gro Company favourites featured in Gurgle magazine this month. Sarah @ tamingtwins found the Grolight to be a lifesaver for cleverly converting a normal light to a gentle night light. Faye @ mamadotgang loved the Grobag’s travel feature especially in the gorgeous Orla Kiely prints.

Web: www.gro.co.uk

Forecasting fashion

W

Tel: 0208 845 5000 Web: www.babybrandsdirect.co.uk

12

nursery today

GMTV weather presenter Laura Tobin was spotted on Silly Billyz’s at The Baby Show and left with a bag full of Silly Billyz goodies.

Web: www.sillybillyz.co.uk

Faiers spotted with Angelcare

Billie Faiers, celebrity Mum of the Year for 2015, spotted with Angelcare’s new Soft Touch Bath Support which is now available in grey!

Eight-week-old baby Arthur follows in his cousin’s footsteps, baby Paul, who was also spotted sporting the blue Angelcare Soft Touch Bath support back in 2016 and more recently the Angelcare Soft Touch Bath seat, designed for 6-12 month old babies after they have out-grown the Bath Support.

Web: www.hardenbergco.co.uk

Unboxing Bebecar YouTuber Casey Barker and his girlfriend Nicole filmed an ‘unboxing’ vlog when their brand new Bebecar pram arrived. They showed off their white Ip-Op Classic XL, which had been recommended to them by one of their viewers when Casey said he wanted a white pram.

Over 100,000 subscribers watch Casey’s daily vlogs with fellow YouTuber Nicole, whose baby girl (nicknamed Pea) is due in August.

Web: www.bebecar.com

supplier snapshot This issue we’re talking car seats.

We speak to some of the industry’s finest to find out their thoughts

Jessica Milln

M MARKETING MANAGER - COZY N SAFE SA

A consumers brand-focussed when Are looking at car seats? l Yes Y and No. In our own recent research on this topic, we found that only18% of mums bought the they were using because it was from a well-known th car seatt th brand and only 3% chose their next car seat from the brand the had bought before. Price is really important to parents and most are looking for the best deal, regardless of brand, on a car seat that best fits their needs. Today’s parents also do a lot of their own car seat research and we find they often ‘google’ for very specific safety features. As a result, we’ve found our Cozy N Safe Excalibur in increasing demand because it has an additional safety feature in its extended use 5-point harness that’s suitable for up to 25kg.

Clearly there is confusion out there with regard to legislation – what are you doing to assist?

We have two responses to this. The first is to reassure parents and retailers that the regulation hasn’t changed at all on existing backless boosters. It will only affect new-to-the market car seats.

It is not illegal for a child with a minimum weight of 15kg to be using booster seat if they were passed with R44/04 regulation.

However, any change in legislation is always made in order to further improve the safety for young children in cars. For new type booster cushions, approved since March 2017, the regulation is concerned with height as well as weight, and children will need to be a minimum of 125cm tall and more than 22kg in weight.

Our second response is practical. For parents who would rather now ditch their old booster, or keep their children in high back boosters right up until they are 12 years of age, we offer several really affordable Group 2,3 high back boosters. Our newest is our super kid smart, Nova. Nova has a soft cushioning high-density polyurethane seat and an expandable shell to comfortably accommodate children as they grow through their Primary School years.

Can we expect any new product launches this year from you?

Yes you can. There has been a great deal of research and development going into extending our top of the range Signature car seats with new products due very soon. Alongside our parent popular ‘Excalibur’, the Group 1,2,3 with the extended 5-point harness, and our little 360° rotating wizard, ‘Merlin’ the first of our new launches is due in July.

Designed to be simple to install with one click to its Isofix base, our ‘Lancelot’ is a new Group 0+,1. This seat has been constructed to provide both ultimate protection and the perfect cocoon of comfort for baby. This has been achieved through lining the shell with our special impact absorbing high-density polyurethane foam. By September, expect to also see Tristan. A luxurious Group 2, 3 high back car seat that will take kids in ultimate comfort and safety right up until they reach 12 years of age. We see our Signature range as our brand stars and with lots of new stand out features we’re really excited about bringing them to market.

Luke Burns

GENERAL MANAGER – CYBEX UK&I Are consumers brand-focussed when looking at car seats?

We always find that the first of brand choice tends to be based on consumer reviews like ADAC safety tests, Which? or feedback from other parents. We’ve also found that social media and channels such as Mumsnet have a large influence on what brand consumers choose.

There are so many car seats to decide between, so parents need to ensure they are making the right decision for themselves and their baby. Once a parent has chosen a certain brand of car seat, they’re more likely to be loyal to the same brand through the age groups.

Clearly there is confusion out there with regard to legislation – what are you doing to assist?

As Chairman of the Baby Products Association (BPA), I’m working as part of

the team to establish a unified and harmonised voice from all the major brands that sit on the BPA board. That way, there is a clear message out there across all brands, which will be clear for retailers and consumers to understand.

How are you using Social Media to get the message out there?

At Cybex, we’re really keen to educate people on car seat laws and the safety of children. We’ve started to create 30-second videos on Facebook and Instagram to raise awareness of the importance of car safety and legislations.

Can we expect any new product launches this year from you?

You certainly can! This year, the amount of new products coming through is so big that we have decided to fly our top Independent partners to Germany for a private preview.

Exciting times ahead!

Damon Marriott UK PRODUCT MANAGER - JOIE

Are consumers brand focussed when looking at car seats?

There’s clearly a mix, but we’d say the majority of consumers are simply looking for the right seat within criteria trying to get the best balance - safety, features, budget etc. Safety perception is, of course, key and brands that have cemented those credentials especially in newborn seats.

Consumers are brand focussed and loyal, as their product journey continues, becoming brand advocates too! We find that loyalty then works across categories, which is crucial for a brand like Joie with a wide range of products.

Clearly there is confusion out there with regard to legislation – what are you doing to assist?

We’re continually working across all media platforms, especially social and digital to educate and reinforce with regards to legislation changes. Regular attendance at consumer shows raising awareness directly with the end users

helps to reduce confusion.

How are you using Social Media to get the message out there?

The live “ask the expert” Q&A sessions continue to be particularly popular with consumers with great social engagement.

We have expanded our social media reach with recent partnerships that include Autotrader and Liverpool FC. Increasing massively both brand and message awareness to a larger audience, with Facebook and Twitter for example really driving engagement with our recent series of car seat safety videos for Auto Trader!

Can we expect any new product launches this year from you?

Yes, we have a few new products to still bring to the market in the Autumn. Most importantly the i-Level, our lie flat i-Size infant carrier.

nursery today

13

focus CAR SEATS & ACCESSORIES

Take a seat Car seats for children are a must-have product here in the UK by law and parents are advised to bring their infant carrier to the hospital maternity wards prior to a baby being allowed to leave. However, how aware are consumers at present with regard to what they need? f we look back through history, although the first child seats started to be manufactured in the early 1930s, their main purpose was not that of safety, but more to act as a booster seat to bring the child to a height to make it easier for the driving parent to see them.

The first known car seats, specifically designed with safety in mind, were by British inventor Jean Ames, who created a rear-facing child seat with a Y-shaped strap similar to today’s models and also American Leonard Rivkin, of Denver Colorado, who designed a forward-facing seat with a metal frame to protect the child in 1962.

Pic courtesy of Besafe

I

Of course, how times have changed and this is a category that has continued to evolve - not only with the car seat itself, but also with how they are a must-have item by law when travelling with an infant or young child.

With the internet pretty much at everyone’s finger tips, this is a highly researched product category – but that of course doesn’t mean that consumers are less confused. Martin Still, UK & Ireland Sales Director at Concord has seen the attitude change toward technology with regard to the use of the internet for research purposes and all that it contains.

“Having been in the industry for over 15 years (is it really that long?) I

have been absolutely aware of thee consumer researching more and more pre-purchase and, of coursee this can only be a good thing for safety of their children.

“With so much research beingg conducted by parents, safety is now to the fore, whereas not too long ago style was considered more important. However, design, colour, style and feel are still a major consideration once the safety of the seat has been confirmed.”

Clearly however, there is still great confusion out there with regard to legislation – as an industry are we are doing enough to assist?

“Of course more can always be done but it is down to all manufacturers, retailers, media and the industry to keep pumping the message

m any ic es just fo r b ab y ’s cfihrost se at it ’s b ec o m in g h arder to reco m men an app rop ri ate se at d w e feel it is mo rean d imp o rtant t h at t h e r an ge w e o ffer is va ri e d .

regarding legislation.” said Martin.

“As it is such a complex subject we can become blasé and feel that because we are knowledgeable, and live with these 14

nursery today

W it h custo mer s “ fa cin g so

”

John Barker, Pr amland

products day to day that we also expect the consumer to understand.”

With so much confusion as to current legislation we asked independent retailer John Barker of Pramland whether he feels that as an industry we are sending out a clear universal message.

“Absolutely not. I would class my car seat knowledge as fairly high but I still become confused about the current state of the market.” said John.

“With customers facing so many choices just for baby’s first seat it’s becoming harder to recommend an appropriate seat and we feel it is more important that the range we offer is varied. It’s a difficult situation as we must ensure we carry sufficient brands and models whilst ensuring we have enough support to warrant carrying the stock.”

Talking of a universal message, we asked Luke Burns (Chairman of the Baby Products Association and General Manager of Cybex UK&I) for his thoughts.

“As Chairman of the Baby Products Association (BPA), I’m working as part of the team to establish a unified and harmonised voice from all

A s C h ai rm an o f th e “ B ab y Pro ducts A ss oc ia ti

on ( B PA w orkin g as p art o f th e te a m to es),taI’bm li sh a un ifie d an d h armon ised vo ic e from b ran d s th at sit on th all th e m aj or w ay, th ere is a clea r e B PA b oa rd . Th at ac ro ss all b ran d s, w h mes sa ge out th ere reta iler s an d con su meric h w ill b e clea r fo r s to un der stan d .

Luke Burns, Cybe x

the major brands that sit on the BPA board. That way, there is a clear message out there across all brands, which will be clear for retailers and consumers to understand.”

Triston Allerton, Director, Helston Baby Centre is experiencing first-hand with customers the level of confusion.

“I think the problem is that it is so complex with the R44 and iSize legislation running parallel and with the new laws on High Back Boosters that have recently come in.

“In addition, we tend to get conflicting information from different suppliers. I guess that’s kind of understandable because suppliers want to promote differing technologies.” said Triston.

“I think there needs to be more information about the changes to legislation and more guidance on the dates. It would really be great to see an end to online selling of car seats. I think parents really need to come into store to get that advice and guidance on correct fitting and so on.”

So how are brands managing their online activity? Does social media play a vital role in getting the message out there? Martin feels this is now absolutely vital for any brands in this sector.

“The increase in social media driving awareness is crucial to this. It has been an area that has been close to my heart and I have been keen for Concord to build over the past few years.”

Although the internet is a great source for many, it is also a hindrance which can give out false and inaccurate information.

Triston agrees. “I think in some ways the internet is really good and some of the Facebook pages really have raised awareness of things like extended rear facing.

“However, I do question the motives of some contributors and the way that some brands are slated and others held in such high esteem. The issue is that anyone can set up a website, blog or Facebook page. Do we

”

really know how qualified these people are to give guidance?”

Fortunately though, many of the established brands are recognising this and remedying via their own social media platforms.

Luke told us: “At Cybex, we’re really keen to educate people on car seat laws and the safety of children.

We’ve started to create 30-second videos on Facebook and Instagram to raise awareness of the importance of car safety and legislations.”

Hopefully the car seat sector will sit in harmony in the future, with solid information available for everyone that starts to generate less confusion for everyone.

The survey says…

Nursery marketing specialists FanFinder surveyed 2,000 consumers via their platform Your Baby Club focusing on car seats.

Here’s the results.

Were you brand-focused when you bought your first car seat?

Yes: 41% No: 59% Do you find the current laws confusing?

Yes: 48.7% No: 51.3% Did you buy your car seat in a shop or online?

Online: 37.4% Shop: 62.6% Did you have your car seat professionally fitted into your vehicle?

Yes: 28.1% No: 71.9%

nursery today

15

focus CAR SEATS & ACCESSORIES

d g oc t n a e k C l i csts c o r r a s s i fitt in g

Standards of comfort

Sleek design and flawless performance The Easymaxi (Group 0+) infant car seat is designed with additional side impact protection in the head wing and hip areas, offering excellent protection. It includes two additional newborn support cushions, and the breathable seat fabric is removable for washing.

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

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

The Comfort Fix is Hauck’s next generation of car seats, which comes with an Isofix BASE and can be used with Isofix connections or secured using the 3-point vehicle seatbelt. It is locked into position with just a few actions, virtually ruling out incorrect fitting.

When fitting the car seat to the base, special guides ensure that the Comfort Fix always glides correctly into the base and locks in place. Visual indicators show whether it is locked or correctly fitted to Isofix.

The Comfort Fix is compatible with most buggies and pushchairs from the 2017 range and base and car seat can be purchased separately.

Tel: 01978 664362 Web: www.hauckuk.com

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

No more scufthfe exsperts in child safety

Clippasafe, cently years, have re products for 55 e some ud cl in to r range convenience expanded thei at ucts aimed od pr e bl si en indisp nts. for busy pare e designed for e products ar of Many thes including the elling in cars, ovides a use whilst trav It Protector. pr at Se ar C ed Padd yer between a y protective la ut r xd cx yav he seat, to keep ca d the vehicle re su es child’s seat an pr lstery safe from leather or upho ills. sp d dents, scuffs an ar Seat Protector is C ed dd The Pa e handy ed to offer som cleverly design ets to keep ck with mesh po storage space rable fabric is du s It ys close by. to d an ks ac sn tor is fully and the protec easily cleaned securing ith all car seat compatible w systems.

9

11 89 Tel: 0115 92 uk ippasafe.co. cl w. w w : eb W

16

nursery today

i-Size Birth – 83 cm (≈ 15 months/13 kg)

J FP

7KHUH™V QR SODFH OLNH RXWGRRUV

/HW WKH MRXUQH\ EHJLQ

D

+L *UDQGP

LIFE IS A JOURNEY. START SAFELY.

www.britax.com

FEATURES

Room to grow – suitable from birth to 15 months

Patented lie-flat technology

Newborn insert

Side Impact Protection SICT

Travel System

FABRIC OPTIONS

Cosmos Black

Flame Red

Storm Grey

Olive Green

BABY-SAFE i-SIZE FLEX BASE — Adjustable angle – for the safest and most comfortable position for your baby on inclined vehicle seats — Easy and safe installation – with ISOFIX — Hassle-free – infant carrier simply clicks onto the base

Ocean Blue

Mineral Purple

Coral Peach

Lagoon Green

9° 6° 3° 0°

focus CAR SEATS & ACCESSORIES

w Ne nc h l a u ro m f oie J

Greatest leg -room for lon ger rea r- fac ing

illl Licensed to thr car seats from Obaby offer limits Stretching the more leg-room than any

BeSafe iZi MODULAR offers significantly other seat on the market for the rear-facing toddler.

Inspired by their Scandinavian roots in extended rear-facing, this unique benefit still comes in one of the most compact packages when in the car.

The comprehensive range of BeSafe rear-facing-only seats also offer exceptional leg-room and are lead in the iZi Kid X2 i-Size.

This seat also achieved the highest safety rating of any of the seats tested by ADAC in this category.

“We are so grateful to the quality retailers who promote rear-facing safety above all else. These retailers put time and effort into having an opinion and provide a valuable service to parents.

Further, it is delivering long-ter m growth for their businesses – good for children and good for retailers!” Paul Sirett, BeSafe told Nursery Today.

These latest additions to the range of Disney maximum safety with minimal effort.

Built with safety as paramount, the car seats are solidly constructed yet not heavy or bulky. The extra padded seat liners, multi-point harnesses and harness pads ensure that children are both extra safe and extra cosy at all times.

The latest additions - Buzz Lightyear, Cinderella and Cars – each being available in Group 0+, Group 0-1 and Group 1-2-3 ensure plenty of choices for parents and with Mickey & Minnie Circles and Monsters Inc car seats already available, there’s a Disney car seat availably to suit every child.

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

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

Enjoy an Easier Drive with Taf Toys The Taf Toys Easier Drive range keeps babies calm and content during car journeys. Play and Kick is a delightful play centre, designed to provide entertainment for baby when travelling in a rearfacing car seat.

Gentle music plays and soft lights twinkle when baby pushes against the colourful soft kick pad, teaching baby about cause and effect.

For longer journeys the Taf Toys Musical Car Toy Owl allows parents to choose between a playtime or soothing mode which can be activated via a small and convenient remote control and baby can change the melody by touching the hanging toys while being mesmerised by the light-up owl eyes.

Email: sales@halilit.co.uk Website: www.halilit.co.uk

18

nursery today

360° of spin. 360° of snuggles. meet spin 360™ I’m a 360º turning traveller that spins front, back, and in between because everything should make trips and transitions easier.

I snuggle up to 18kg facing rearward or forward because

easy in, buckle and spin

easy out and about

everything should make life safer.

simply brilliant.

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

focus CAR SEATS & ACCESSORIES

Sixth sense

car t fec rn ey es r e P j o u o ri s ca c es

The Wolmax is the latest compact rearward-facing car seat from Swedish brand Axkid. Plus Test-approved, the Wolmax ensures children travel in the safest position for longer - from 9-25kg (approx. six months – six years).

It is designed to provide maximum protection yet is compact enough to be fitted in any car allowing extra space for additional passengers or car seats.

The extra-long support leg ensures stable installation while the tether straps ensure solid installation once the seat has been fitted using a car’s 3-point seat belt. The seat features two recline positions, three head rest heights, an adjustable 5-point harness and side impact protection.

Email: sales@kooltrade.co.uk Web: www.axkid.com

d Getting organise your car

Stylish – Functional – Practical – Durable. Protect upholstery and keep everything in its place with the comprehensive range of car accessories from Prince Lionheart: Family Owned Since 1973.

The long-standing favourites live on: 2 stage seatSAVER (protects from everyday litter and crumbs and also from the compression damage caused by infant and booster seats); 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; the Backseat kickMAT: protects back of seats from muddy shoes. Be organised on-the-go with the Prince Lionheart Travel Organiser: easy adjustable inner compartments, insulated drink holders and 6 side pockets with rear anchors to prevent sliding.

Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk | ukmarketing@ princelionheart.co.uk

Compllette systtem solution 3in1 Travel Systems. They are suitable

Car seats, are a part of every single Venicci and from the day baby is born, until they reach 10kg (Soft Edition) or 13kg (Special Prestige Edition).

Depending on your preferences, they can be fitted on their own, with seatbelts to or with the Venicci Isofix base. As they only weigh 3.9kg, they are very easy is baby ensures interior carry making it their lightest infant carrier. The padded comfortable at all times. cup Venicci’s Travel Systems come with all the relevant accessories. Rain cover, holder and storage bag are some of the many items included.

Web: www.venicci.co.uk

20

nursery today

CS

COZY N SAFE

R

GALAXY

www.cozynsafe.com

With deep memory foam padding and a ϱͲƉŽƐŝƟŽŶ ƌĞĐůŝŶĞ ƐLJƐƚĞŵ͕ ƚŚĞ ŽnjLJ Ŷ ^ĂĨĞ 'ƌŽƵƉ ϭ 'ĂůĂdžLJ ŐŝǀĞƐ

ƐƵƉƌĞŵĞ ĐŽŵĨŽƌƚ for an easier ride. ^ŝŵƉůLJ ƐĞĐƵƌĞƐ ƵƐŝŶŐ

/ƐŽͲ&ŝdž with Top-Tether ĨŽƌ ĂŶ ĂƐƐƵƌĞĚ Įƚ͘

^ŝĚĞ ŝŵƉĂĐƚ ƉƌŽƚĞĐƟŽŶ and a 5-point safety harness to keep your ůŝƩůĞ ŽŶĞ ƉƌŽƚĞĐƚĞĚ on ĞǀĞƌLJ ũŽƵƌŶĞLJ͘ WůƵƐ ƌĞŵŽǀĂďůĞ and ǁĂƐŚĂďůĞ

ĐŽǀĞƌƐ for ƉŝĞĐĞ ŽĨ ŵŝŶĚ͘

COMFORT

&SAFETY

Without

Compromise 'ƌŽƵƉ ϭ ŚŝůĚ Ăƌ ^ĞĂƚ ϵ Ͳ ϭϴŬŐ ;ϵ ŵŽŶƚŚƐ Ͳ ϰ LJĞĂƌƐ ĂƉƉƌŽdž͘Ϳ

focus CAR SEATS & ACCESSORIES

Plus h s i S w e dt p a s se d Tes

Bring them sunshinforeyour car seat

What better accessory than a fun toy for your little one?

The Sassy Sunshine Mirror is bright and colourful visually appropriate to develop baby’s vision.

There are textural elements around the mirror to further develop tactile sensitivity and it is also designed for teething. o The attachable link allows for on-the-g to n desig the to ents elem fun and there are promote concentration.

Offering baby exposure to multiple stimuli such as texture can help their hands develop and even increase capacity.

Vision is the most complex of our senses and is the slowest to completely develop.

Get little one off to a great start with Sunshine Mirror which comes complete with light-up features and removable teethingfriendly attachments. A harmony of elements bought together create a sensory experience that will engage and stimulate baby’s senses!

Cushioned for newborns

The Concord Reverso Plus has a cushioned newborn cradle for ages 3-5 months, thereafter it is suitable for children up to 105 cm.

The rotating wheels allow the leg supports and the angle of sitting or lying to be adjusted. All the adjustments are marked with clear, mechanical red-green indicators, even the Isofix mounting. The lightweight protection frame, made entirely from shock-absorbing material, offers maximum protection with minimal weight.

Web: http://en.concord.es/

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

Pretty in pastels with Britax Römer Britax Römer have added two exciting colours to their range of BABY-SAFE iSIZE infant carriers: Coral Peach and Lagoon Green.

These pastel-inspired colours have already been praised by parents-to-be who are looking for something different.

The BABY-SAFE iSIZE has already made a name for itself in the iSize infant carrier segment, thanks to its high safety and comfort standards, as well as the unique FLEX BASE that lets the user adjust its angle to create a flatter position for the baby, even on vehicle seats that are highly inclined.

Web: www.britax.co.uk

22

nursery today

Rearfacing is the way forward

2 recline positions

5 recline positions

Support leg & tether strap

Leg support

AXKID Wolmax

AXKID Minikid

Axkid - We specialize in rear-facing seats www.axkid.com Wolmax and Minikid cars seats are plus test apoved

For enquiries please contact our sales team on 0161 335 2500 or email sales@kooltrade.co.uk

Kool Trade.indd 1

26/05/2017 13:57

focus CAR SEATS & ACCESSORIES

A seat for BIG kids

At Cozy N Safe they believe in comfort and safety without compromise. Providing comfort means taking a child-first approach in the way they make their seats.

With the Nova, their newest Group 2/3 car seat, suitable for 15-36kg, they’ve given it an expandable shell so the headrest is raised, and the seat expands both upwards and outwards to easily accommodate growing 4 to12 year olds.

Nova has cup holders and soft cushioning high-density polyurethane foam that’s sure to win over all children with its exceptional comfort and is perfect for parents wanting the extra high-back safety for their bigger kids.

Web: www.cozynsafe.com

Be bold the go City living on jogger city GO. Compatible

Go anywhere from day one with the baby of across a range of baby jogger pushchairs, provides parents with a range birth from use for travel system possibilities. The rear-facing seat is suitable up to a maximum weight of 13kg (approx. 12-15 months old). The city GO is lightweight, quick, safe and easy to fit, making it ideal for families on the go! Its versatile design means you can install the seat using either an belt ISOFIX base (sold separately) for extra safety and peace of mind or the safety 5-point a , sidewalls bsorbing impact-a include routing. Other features harness with three height positions, SPF 50+ removable hood and a removable, cushioned newborn insert.

Email: sales@kooltrade.co.uk Web: www.babyjogger.co.uk

24

Bold is Joie’s latest Group 1/2/3 car seat, accommodating little ones from 9kg all the way up to an extended 25kg using the 5-point harness, and converting to a belted booster from 15-36kg!

Bold combines nine position ISOSAFE connectors, a top tether and the vehicle belt in order to allow for a safer, stronger installation of the car seat.

With features including a removable body support for younger children, side impact protection providing extra security for the head, body and hips and Guard Surround Safety panels providing further side impact protection, the Bold Car Seat is built to be a powerful protector.

The Bold is designed with practicality in mind, with a removable cup holder that attaches on either side of the child seat, ventilation on the sides of the shell and a Harness Hideaway compartment for use in Group 2 and 3.

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

nursery today

CarSeats.indd 7

05/06/2017 17:39

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 4402* 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 2015 to 30th June 2016

The highest audited Nursery B2B magazine.

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

Page 25.indd 1

05/06/2017 12:19

focus CAR SEATS & ACCESSORIES

Perfect platinum

Innovative lifestyle baby brand, gb, has unveiled its brand new platinum car seats to the UK market.

The Vaya i-Size completes the platinum range of car seats from birth to 12 years. The platinum trilogy is now made up of the Group 0+ Idan, from birth to approx. 18 months, the Vaya i-Size which can be used from birth up to approx. four years and the new Group 2/3 Elian-Fix, from approx. three up to 12 years of age.

The intelligently designed Vaya i-Size has a number of advanced safety technology features, including the Driving Direction Control, which prevents parents from turning children travelling rearward-facing to the forward-facing position before 15 months of age and 76cm of height.

Protecting children to the highest safety standards during an accident, the Vaya i-Size features an ER-Tech energy reduction technology, which reduces the strain on the neck in case of a front impact.

With an Integrated Linear Side-Impact Protection (L.S.P. System), the car seat absorbs forces of a side-impact collision at a very early stage of impact. It also features a One-Click Installation with Isofix, a simple installation without the seat belt for increased safety.

Web: www.gb-online.com/en-gb/

Flex appeal from Peg Pere2-3gFleo x is an

Every stage counts to seven years this car seat

Riding along from birth usable up to begins as a rearward-facing infant seat from seat g facin ardforw 18kg, converts to a ter. boos 2 p grou a to on then 9-18kg, using new Stages Isofix is a super safe R44 seat, impact side with and gy, nolo i-Size test dummy tech e, usag er long ng -faci ward rear certification, fit formula for Isofix-only installation, and a better d above and beyond using the teste on, t peace of mind you can coun R129 criteria! t headrest, AutoAdjust side Also comes with specialised Tri-Protec rest and harness, customisable head ther Toge wings, seven position Grow Safety side impact panels. infant support and Guard Surround included Isofix base, which also Stages Isofix is usable solely with the infant carriers for an easy, Juva and m pairs perfectly with the Joie gem with baby. quick and secure click when on the go Tel: 01889 808 900 Email: uksales@joiebaby.com

26

nursery today

The Viaggio r seat that innovative ca e child from grows with th s.

3 to 12 year djust Its 4D Total A le ab s the technology en sted in four seat to be adju ions which ct re di different ndent from are all indepe one another. can be The headrest positions, adjusted in five ackrest (b the upper part be n ca ) st and headre e re th in adjusted sides positions; the e width th open out so be n ca at of the se e th ; ed nd exte can be anatomic seat ve fi in reclined positions.

Impact ti-intrusion The All Side aluminium an ed rc fo in The wide side re em with ainst whiplash. ag n chest in tio ec Protection syst ot shoulders and fety and pr to sa n s re tio su ec ot en pr st backre maximum ith EPS offer with wings lined w . d also comes on collisi t seat belt, an in po 3r’s the case of side ca ched by the It can be atta le. ints. carrying hand ttachment Po A x r storage with fo integrated Isofi ay aw s ld fo use it erego.com When not in rvice@pegp se

tomer Email: uk.cus

Page 27.indd 1

05/06/2017 12:20

talking shop This issue we take a look at car seats. We spoke to a number of independent retailers with regard their general thoughts on this product category.

ALL THINGS BABY

Nadine Kyle

John Barker

Are consumers brand-focussed when looking at car seats?

We have noticed a definite difference in how aware the customer is of different brands and test results for their seats.

I think brands like Maxi Cosi will always carry weight as they are well known and trusted. Our customers do still tend to trust our judgement. If they haven’t heard of a certain brand, as long as we install faith in the product, they are happy to use it.

Clearly there is confusion out there with regard to legislation – do you feel as an industry we are sending out a clear universal message?

As a whole the industry is moving in the right direction with marketing the changes to the legislation and the benefits of it. There is always more that we can do to get the message out there clearly for our customers.

The problem area will always be with parents of older children who don’t put as much emphasis on car seat safety. We need to work together to ensure we are all on the same page and enforcing the same rules.

Do you feel that Social Media or the internet is assisting or hindering confusion at present?

It’s great to see so many retailers promoting the same information and images to try and enforce the current legislations. We use our social media platforms to enforce ERF, and the use of HBB. It’s a great way of getting parents talking and gaining their trust before they step through the door. It is however frustrating when adverts are on social media which steer the consumer in the wrong direction and enforce the use of products which wouldn’t meet the new legislation standards.

Do you feel we are seeing sufficient new product launches?

It is unrealistic to expect suppliers to launch as many new products over car seat lines as they do other areas. We are asking for quality products that pass at the highest standard. We can’t have our cake and eat it!

We have recently started to work with a wider range of brands to deliver the car seat choice our customers are looking for. It carries more benefits to widen your selection and still continue with quality ranges and products you have faith in.

Is there any particular seat that has caught the attention of your customers?

Our customers are loving the new Recaro Zero.1 Elite. It ticks all the boxes for them and gives them the best of both worlds with an integrated infant carrier while still allowing them one purchase to see them through to four years.

We were very impressed with the technology and I’m sure it won’t be too long before other suppliers are developing and launching similar products.

BABI PRAM SHOP

Jessica Greenly

Are consumers brand-focussed when looking at car seats?

Not necessarily, there are brand names which get more related to car seats but consumers are more focussed on the safety, age it can be used between and ease of use.

Clearly there is confusion out there with regard to legislation – do you feel as an industry we are sending out a clear universal message?

I personally feel the message is clear but it is very wordy and hard to get over to the public when many brands of car seats differ in stages, how to fit, etc.

Do you feel that Social Media or the internet is assisting or hindering confusion at present?

It is definitely confusing people as Social Media 28

nursery today

was talking about the legislation before it even came into law which caused many assumptions of rights and wrongs.

Do you feel we are seeing sufficient new product launches?

No, we need product launches that are based around the new legislations not around new colours etc.

Is there any particular seat that has caught the attention of your customers?

Our customers are always drawn to the Kiddy range of cars seats in store and after demonstrations and specifics on advice given relating to age/weight of child, this is in turn making the Kiddy range to be our best seller.

PRAMLAND

Are consumers brandfocussed when looking at car seats?

That’s a good question and one I would say has no definitive answer.

From my experience customers do ask about certain brands and models but they are normally seeking guidance and advice.

We see lots of customers that ask about a brand purely because a friend or family member had one.

We simply show them all their options and allow them to make a more informed decision. Invariably they leave the store having ordered something completely different, however they have a seat which meets their criteria and budget and most importantly, is the best for their car and child.

Clearly there is confusion out there with regard to legislation – do you feel as an industry we are sending out a clear universal message?

Absolutely not. I would class my car seat knowledge as fairly high but I still become confused about the current state of the market. With customers facing so many choices just for baby’s first seat it’s becoming harder to recommend an appropriate seat and more important that the range we offer is varied. It’s a difficult situation as we must ensure we carry sufficient brands and models whilst ensuring we have enough support to warrant carrying the stock.

Do you feel that Social Media or the internet is assisting or hindering confusion at present?

The internet can be a great resource for parents, unfortunately it can lead to them misinterpreting legislation. We actively encourage customers to visit the store as that way we can make sure the customers is receiving the best advice we can offer.

Do you feel we are seeing sufficient new product launches?

I would say we may be seeing to many products launched. It’s confusing for customers as they never know if the item they selected will be superseded before they even physically have the item in their car.

Is there any particular seat that has caught the attention of your customers?

The Kiddy EvoLuna i-Size has really taken off for us. It has all the main points new mums are looking for: i-Size, Lay flat position and the certification to support it.

Brendan Terry

BABYCARE

Are consumers brand-focussed when looking at car seats?

Yes, consumers can sometimes be focused on brands but price is also an important issue.

People are not just buying one car seat anymore. They are buying for their second car, grand-parents car, etc. and for different children of different ages, this can mean two types of car seat.

In our shop, we always focus on the safety aspect of the car seat, making sure that the seat fits correctly in our customer’s car.

We will ask a customer what they are looking for in a car seat and then we will work from there, showing what is a suitable, correct and safe fit for their vehicle. We find that when we explain this to customers they will then make the correct choice of car seat regardless of brands.

Clearly there is confusion out there with regard to legislation – do you feel as an industry we are sending out a clear universal message?

I agree, there is total confusion on the legislation. As the core of our business is car seats, we are contacted a few times a week by email or by social media asking different points on car seats and the law.

The recent legislation regarding booster cushions has confused people even further. It would be extremely beneficial if the EU could issue a clear document with simple bullet points telling us exactly what the new legislation is, explaining weight limits etc. This could be published in nursery magazines like yourselves and everyone would know the facts.

Do you feel that Social Media or the internet is assisting or hindering confusion at present?

Social media and the internet is not helping at all. I recently went online with regard to the new legislation for booster seats just to test out the information that would come up. I got completely contrasting information from different sites and social media. This is in turn was reflected in customer knowledge of people visiting our shop – some have even said that booster cushions are now illegal and they got this online or through social media or forums. It’s quite serious.

Do you feel we are seeing sufficient new product launches?

Yes, we are seeing new product launches all the time. For example, 20 years ago the main car seat brands were Britax and Maxi Cosi car seats. Now you have so many brands to choose from like, Nania, Chicco, Recaro, Kiddy, Cozy n Safe, Joie.

Is there any particular seat that has caught the attention of your customers?

Well, we have just launched a high back booster seat in an exclusive Paw Patrol design and it is very popular. We have had a huge response so far as they are popular characters. We find that a lot of car seats with children’s favourite cartoon characters are usually a great way to get children to be involved in the car seat selection process.

They pick their favourite and they are then a lot happier with travelling in a car seat which as you know is not always the case. I have had so many people coming to me for advice on how to get their child to stay in a car seat.

My advice, do your research first and pick a selection of what you want as a car seat and then bring your child to help decide. If there is a special favourite character available then this will surely help!

nursery today

29

focus SLEEP TIME

Sweet dreams New mums have many anxieties, with perhaps one of their largest concerns being that of sleeptime. What are their top worries about sleep? Here we take a closer look. anufacturers and suppliers in the sleeptime category recognise the opportunities that all related products bring, from Moses baskets, cots and cot beds through to mattresses, bedding, nursery décor, lighting and baby monitors. The largest, and perhaps the most expensive in this category, being the purchase of the cot or cot bed.

But what about other related products?

We asked Holly John, Marketing Manager, Chicco UK what anxieties she feels new mums have at present when we look at infant sleep? “New mothers can find it very stressful in the early days when it comes to infant sleep. The most common questions we get asked tend to be about anxieties relating to what is the risk of SIDS and how to minimise that risk. Should my baby be on its front or back? What is the best temperature for the room?

What blankets to use, should I swaddle my baby?

And the golden chalice question, how can I get my baby to sleep for longer!?”

A recent survey carried out for the Gro Company illustrated that 94%* of parents said they worry about how safe their baby is while asleep.

“Lack of sleep and experience as well as different opinions from a variety of different sources can all leave parents confused and insecure about the choices they are making to help their babies sleep,” said Rob Pascoe, Gro’s Group Commercial Director.

“We aim to give clear guidance, following the Safer sleep advice from The Lullaby Trust and helping parents understand how they can get their babies to bed more safely.”

Sleep bags are now also a mainstay product. eir little oones to bed using Many now put their

M

“motWhee rsarearme akawinarg esuofre th e bene fits of si de sleeping , w here by th ey can be in very ea sy re ac h of th ei r ba by w it hout ri sk in g th ei r sa fety. icco

”

Holly John, Ch

30

nursery today

a sleep bag instead of traditional baby bedding. We asked Rob why these were becoming more popular now than normal baby bedding? “90%*of parents use a Baby Sleep Bag for their child. It’s become the norm for many parents and we are very proud since their introduction by our founders Rob and Ouv, that we have helped change the way babies are put to bed. Grobags have now been in the UK market for 16 years and we will soon have first time original Grobag babies that will be having their own children.”

With information now readily available via the internet, we asked Rob if he felt that social media had an effect on how sleep bags are used?

“Social media is a major resource of information for new parents. Bloggers and Vloggers share their experiences going through the same stages of pregnancy and parenting and are a great way for parents to get information and opinion on products that seems less biased than perhaps speaking to a sales person.

“Getting our products in front of these influencers and making sure they understand and communicate the benefits of using our products is important to us. We do a variety of activity to engage with bloggers including hosting blogger events and product campaigns to make sure we are foremost in their minds when they are talking about their experiences and choices.”

Of course, the sleeptime category isn’t immune to changing trends. We are all now very aware that the internet provides a wealth of information about sleeptime for expectant parents and therefore the sleeptime sector will continue to evolve.

One such trend has to be that of bedsidesleeping. s Chicco is a company who have backed this h heavily by way of educating through the internet a via TV campaigns. We asked Holly why these and p products are becoming perhaps now more popular t than the traditional Moses basket? “Side-sleeping h seen a huge increase in popularity recently, has m much of which can be attributed to our pioneering C Chicco Next2Me, the first side-sleeping crib on the U market. Chicco Next2Me crib provides a safe UK a secure sleeping environment that allows parents and a babies to share those special bonding moments and w without compromising the baby’s safety.”

What impact did the TV campaign and Social M Media have on awareness for side-sleeping products? “ “Chicco Next2Me is the only side-sleeping crib to be a advertised on national prime time TV, which allows us to really highlight the benefits of side-sleeping.”

Said Holly. “We also have a Facebook following of more than 70,000, which means we can convey the

“a 9B0ab%*o f parents use

y S leep t h ei r c h ild . It ’sBbagec fo r t h e n o rm fo r m anoyme p arents an d w e are p rou d sin ce t h ei rvery intro duct ion b y ou r foun der s R ob an d O t h at w e h ave h elp eu v, c h an ge t h e w a y b ab d ie are put to b e d . s Rob Pasco, Gro

”

advantages of our Chicco Next2Me and Chicco Next2Me Dream through engaging, informative social posts and online competitions, which are always extremely popular.”

We asked Holly what they were actively doing to ease parent concerns in this sector?

“We are making sure mothers are aware of the benefits of side-sleeping, whereby they can be in very easy reach of their baby without risking their safety.

“Our Facebook page is a welcoming community that gives new mums chance to gain advice and share experiences with fellow parents regarding infant sleep. We have held competitions such as our #SleeptimeSecrets campaign which invited mums to share their top tips for bedtime with a newborn.”

Another area of concern and something that we are seeing increased awareness is that of cot mattresses provide a dilemma for parents – what will best suit their requirements and give them reassurance? Parents are now becoming ever more aware (perhaps through research online) of the array of different mattresses now available.

We asked National Account Manager, Steve Birds from Slumberland whether this is an area that is now researched online prior to purchase? “The majority of consumers would research online prior to purchase to help them understand current sleep safety issues and trends. However it is still important to most consumers to go into the retailer to see and touch the product and speak with staff who are experts in the nursery industry. This is why we are supporting our retailers with bespoke point of sale stands and cot mattress samples to help educate

The survey says…

Nursery marketing specialists FanFinder surveyed 2,000 consumers via their platform Your Baby Club focusing on products relating to sleep. Here’s the results.

Did you purchase a cot or cotbed?

Cot: 26.9% Cotbed: 60.9% Other: 12.2% customers on the key benefits of our award-winning cot mattresses.”

What are the key elements that make a good baby/infant mattress? “We developed the Slumberland cot mattress collection around three key elements; breathability, practicality and of course safety,” said Steve.

Are consumers looking for breathability and an anti-allergy solution. We asked Steve what their customers are looking for when selecting one of their infant mattresses. “The soft breathable sleeping surface allows the free flow of air a key factor in keeping babies cool and regulating their body heat. This sleeping surface is washable at 60oc, which will kill germs and bacteria, we have also included an anti-allergy Actipro treatment which makes the mattress ideal for babies suffering with allergies. A choice of open coil or individual pocketed springs will provide the best comfort and support throughout a baby’s precious development years and are protected from inevitable accidents by a waterproof, wipeable PVC cover.

“Being manufactured here in the UK is also an

important element to the UK retailer and consumer.”

Finally we wanted to know what are the benefits to retailers who stock good quality baby mattress? As Slumberland are a well-known mattress brand Steve feels it is all about offering your customers quality.

“Stocking top quality mattresses such as our award-winning Slumberland cot mattress collection is the key to success for retailers. There’s the reassurance that your customers’ babies are sleeping on the best quality and safest product, but also better sleep for babies and parents which means happier customers. This in turn should bring more sales, low returns, returning customers and a trustworthy reputation.”

Did you research baby mattresses before buying one?

Yes: 67.5% No: 32.5%

What type of baby monitor did you purchase?

Digital: 32.5% Analogue: 6.1% Video: 44.9% Movement Sensor: 16.5%

Do/did you use swaddles?

Yes: 48.9% No: 51.1%

*Survey data quoted is from a Baby Sleep Bag survey run independently by Native Media, on behalf of The Gro Company, In February 2017. Over 1000 parents from around the UK were surveyed.

They were unaware that the survey was created by the Gro Company until after they had completed it.

Did you use baby bedding or prefer baby sleep bags?

Sleeping Bags: 62.1% Baby Bedding: 37.9%

nursery today

31

focus SLEEP TIME

Soothing to sleep

The Little Chick London Twinkle Lights Bed-time soother promises to lull a new baby to sleep, providing the perfect combination of lights and sounds. Gorgeously soft and tactile, the soother includes a range of tunes from lullabies and reassuring heartbeats to cute bird song. Colourful lights are projected onto walls and ceilings providing a mesmerising array of lights and patterns.

It can either be placed on a flat surface or hung using the hook and loop strap provided. Available in pure white or soft grey, the plush star is removable and machine washable; whilst the projector is operated with AAA batteries.

Web: www.littlechick.london

Dreams are what sleep are made of Dreami by Shnuggle is a clever baby sleeper that is ideal for baby’s first bed. With a ventilated base and soft cotton facing breathable, 3D mesh fabric, the Dreami is designed to promote airflow into baby’s sleeping space and offer complete comfort. With a modern outer shell, Dreami can also be completely cleaned and sterilised and is perfect for storing ready for baby number two.

Being portable, the Shnuggle Dreami offers great flexibility and no need to buy multiple items. It’s light and easy to move – keeping baby close twenty four hours a day.

Dreami comes with a Curve Stand which has three functions – firstly a fixed raised level which is great for placing beside the parent bed, then flip the stand to create a low level rocker – great for day napping and soothing and finally the folded position for storage and travel.

New for 2017 is the Slate Grey Dreami - a move away from the softer shades of nursery interiors and features a darker shade shell which is more in line with interior and design led trends coming through into the nursery space.

The Slate Grey Dreami also comes with premium white leather handles for greater durability.

The Dreami has been designed with design, safety and functionality in mind and is the perfect choice for baby’s first bed.

Tel: 028 9181 5169 Email: hello@shnuggle.co.uk

In the bag Launched over 16 years ago Grobag has quickly become a much loved ‘must-have’ for parents.

The Grobag is a bedding essential which provides a safer, afer, easier to use alternative to loose sheets and blankets, giving both parents and babies a much better night’s sleep. The only baby sleep bag recommended by The Lullaby Trust and the first to achieve the British Standard.

Gro go to extraordinary lengths to make sure their Grobags are manufactured to the highest possible quality standards with innovative features, multiple togs and the very best premium fabrics.

Tel: 01392 347 111 Email: hello@gro.co.uk Web: www.gro.co.uk

Dreams o are next t you e Dream is the latest version of

M . It Chicco Next2 -sleeping crib Next2Me side ng a ith w the bestselli gn premium desi ss for features a new r ease of acce fo l ne pa g in en ing op ck nd ro a ha eed on oduc o has also intr esh m a tr ex s; parents. Chicc es e sleeping proc n en mode to aid th ility; and elev reams will ease breathab cr . Next2Me D in rt g sheets and fo to m g co lin ne um pa im ax atching beddin m m r fo ith ls w s ve le gn si ht de ig different he -printed fabric ble in new silk also be availa ranges. sleeping bags co.co.uk ic Web: www.ch

32

nursery today

Kit For Kids.indd 1

23/05/2017 10:22

focus SLEEP TIME

Naturally baby leep is vitally important for little ones; it’s essential for brain development and a lack of it can affect their moods, alertness and ability to concentrate.

Research has also highlighted the importance of sleep in developing a healthy immune system, central nervous system and general physical growth.

Newborn babies require around 17 hours sleep each day, so it’s important parents are encouraged to choose a mattress that perfectly supports posture and is specifically designed with the wellbeing of babies in mind. As nursery retailers, the mattress should be seen as an opportunity for upselling with the nursery furniture. All too often free mattresses are offered without explaining to parents the benefits of investing in a cot mattress and how this will benefit their baby’s sleep. The most important purchase parents are going to make is the car seat, but after that it should be their mattress.

Harrison Spinks’ Baby’s NaturalStart collection of 100% natural pocket spring cot bed mattresses have been designed and made by family bed experts Harrison Spinks which has more than 177 years’ experience making high quality adult mattresses; giving both parents and baby the best possible night’s sleep.

S

Web: www.harrisonspinksbaby.co.uk

Safe alternative to co-sleeping The Little Chick London Bedside Crib has been designed to provide a safe alternative to co-sleeping. any new (very tired) parents are tempted to sleep with their babies.

However according to the Howe Lullaby Trust the safest place for Lullab a bab baby to sleep in its first six months mont is in a cot or Moses basket bask in its parents’ room. The Little Littl Chick London Crib is the same sam height as most adult beds and has breathable mesh sides, meaning that baby is close and mea totally tota visible to mum all night long, lon but safe in its own contained environment. co Available in soft grey and white, w the crib can be folded for fo storage and the covers removed and washed. It re takes ta a standard size mattress and when m

M

34

nursery today

partnered with the Little Chick London’s Breathable Crib Mattress offers a completely breathable solution.

Winner of a Baby Products Association’s 2016 BANTA Award, judges commented: “This product offers a safer alternative to side sleeping and a new concept to suit modern home décor.”

Web: www.littlechick.london

n s a l c e e p u s o o y u , n o d r l y with g t s u tr

Gentle lights and soft sounds all wrapped up in your baby’s new bedtime friend, with a built in CrySensor to soothe your baby when they wake. /TheGroCompany

Gro Co.indd 1

@theGroCompany

gro.co.uk

trade@gro.co.uk

+44 (0) 1392 347 111

26/05/2017 12:17

focus SLEEP TIME

B s u m mreeat h a b le r s l e ep b a gs in g

Bagful of joy There’s no need to stress over loose blankets in the cot with aden + anais breathable summer sleeping bags. Their signature muslin’s open weave allows for airflow to help reduce the risk of overheating while still providing just the right amount of warmth, keeping baby comfy through the night.

Impossible for little legs to kick off, the sleeping bag slips over baby’s PJs and zips open from the bottom, making nighttime changes a cinch.

Available in several styles in a variety of tog ratings, mums can choose their preferred level of warmth depending on the season and nursery temperatures.

Tel: 0203 735 7569 Web:: www.adenandanais.co.uk

Every cloud Silvercloud’s brand new ranges – Sweet Dreams and Little Star - offer customers the opportunity to create a matching nursery in blue or pink.

The centrepiece is the three piece Bedding Set, comprising a quilt and bumper with print, applique and embroidered details, and a super-soft embroidered fleece blanket. A coordinating Chenille Blanket is also available in pram or Moses basket size.

For baby’s first six months, the Sweet Dreams and Little Star collections also include a hoodless Moses Basket – recently Highly Commended in the BANTA Awards. Lined Curtains, a Changing Mat and a Cuddle Robe will complete the look.

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

Time to snooze With numerous awards to its name including a Platinum Junior Design Award, SnüzPod has fast become the UK’s favourite bedside crib. Available in seven stylish colours, the innovative bedside crib is suitable from birth to six months and has been thoughtfully designed with lots of clever features to make the early days easier for parents.

Although style has been truly uncompromised in the creation of the SnüzPod, both functionality and safety are at the products core. Thanks to its 3 in 1 design and use of high quality Beech wood, it is not only beautiful, but it’s incredibly practical too, ensuring the SnüzPod stands out from the rest.

The innovative bedside crib features a secure zip-down, breathable mesh wall that allows parents to easily comfort and feed their baby during the night, which can be simply zipped back up allowing parents to sleep safely next to their baby. With a lift-off bassinet to allow baby to sleep in a familiar environment around the home or when away, and a rocking stand-alone crib function to help with the transition into their nursery, SnüzPod is the ideal first bed for baby.

Email: trade@greensheepgroup.com

36

nursery today

Soothing to sleep

Lullaby Sheep is a soft lamb bed-time toy, containing a soothing night-light and voice recording function.

Parents are able to record their voice and with a special sound sensor, which is automatically activated when it detects certain sounds, such as a baby crying, they can replay their voice to reassure baby. Up to 30 minutes of soothing nature sounds, melodies or white noise can be played whilst baby falls asleep, and the light can be set to change colour.

Web: www.chicco.co.uk

Slumbertime mattress collection

sleep

a

ur

t

baby

allerg nti

en

ee

z

t

g

ra nt

zz

na

2

ua

igned fo Des r

y

ea 2y r

al tre at m

Designed for baby sleep so you do too.

Winner of the Best Safety Product at the BANTA awards

Slumberland.indd 1

24/05/2017 09:35

focus SLEEP TIME

Sleep safely with Slumberland

in n in g w A T N BA o duc t pr

Slumberland’s debut Luxury Pocket Sprung Cot Mattress has been granted ‘Best Safety Product’ by the Baby Products Association at the 2017 Baby and Nursey Trade Awards (BANTAs).

It’s the first time a cot mattress has won the award for ‘Best Safety Product’ after being commended for its chemical-free cover and UK manufacturing.

Slumberland will begin delivering stock into key independent retailers in June. Retailers will be supported with bespoke point of sale stands and mattress samples to build a strong in-store presence and help retailers to educate their customers on the key benefits of the Slumberland cot mattress collection.

To enquire about becoming a valued Slumberland cot mattress stockist, please contact Steve Birds.

Tel: 07867 397699 Email: Steve.Birds@steinhoffukbeds.co.uk

Get some protection

Full of character

Rainbow Designs’ Peter Rabbit nursery collection featuring characters from the classic Beatrix Potter tales includes the 37cm Musical Peter Rabbit made from premium soft plush. With a velcro hoop for easy attachment to baby’s cot, simply pull down Peter Rabbit and listen to the soothing sleeptime melody.

The Peter Rabbit Musical Cot Mobile is the perfect addition to a bed time routine.

The musical mobile, with easy attachment to a cot or crib, plays a calming lullaby and also features four Beatrix Potter plush characters The Home of Classic Characters’ portfolio also features the gorgeous Cuddly Big and Little Nutbrown Lullaby Hares from the classic tale; Guess How Much I Love You. Turn the key on the Lullaby Hares to hear a soft, comforting lullaby that is certain to send baby off to sleep with the sweetest dreams.

Both nursey collections also feature character comfort blankets and super soft My First Plush toys that make the perfect bedtime companion.

Tel: 01329 227 300 Web: www.rainbowdesigns.co.uk

38

nursery today

Celebrated for launching the UK’s first organic cot mattres s over nine years ago, The Litt Green Sheep has experienced le year on year growth for its mu lti award winning natural mattresses, proving parents are undoubtedly becoming more aware of the benefits gained choosing a natural mattress. A from typical mattress from The Litt le Green Sheep contains four simple ingredients; breathable cotton yarn, the fibres of org anic coconut husks, natural late and finally, organic sheep’s woo x l. With sizes available for Mo ses baskets, cots, cribs, single and even custom made option beds, s, every family can enjoy the high quality of a Little Green mattress.

Sheep A Little Green Sheep mattres s protector is an essential acc essory for every mattress, hav won Gold for ‘Best Sleep Pro ing duct’ in the Mother & Baby Aw ards, it’s praised for its super breathable and absorbent qua soft, lities.

Email: trade@greenshee pgroup

.com

Smart solutions for l nights peacefusleep solutions for an Easy Pabobo creates children’s portable night Bedtime and a Good Sleep with their projectors, stars lights, luminous companions and ector Calm proj e ianc amb the with their new product, ket. mar UK the onto soon Ocean coming arine Calm Ocean projects a beautiful subm and ts effec er rwat environment, mixing unde ambience. swimming fishes, with a soft musical Ocean is Calm mes, ram prog sleep its to Thanks rammes prog two efficient to soothe children. With and hms rhyt rent (diffe rs mete using various para p. aslee fall to ren child help will this ts) lights effec cry baby nal optio Last but not least, there is an e ienc amb the on s turn sensor that automatically night. With a projector if the baby cries during the calms down me relaxing womb sound, this program ! e-up wak to have t the child and parents don’ s Clog er Clev tion: ribu Dist nd UK & Irela Tel: 0800 0518080 .uk Web: www.cleverclogstrading.co

Safe&Sound New addition to VTech’s award winning range this Autumn

6

2.8� Colour Video Baby Monitor BM3300

Digital 2.4GHz FHSS wireless technology for a secure connection

+ Up to 300 metre range

Automatic infrared night vision

Lullabies & nature sounds

Expert technology giving parents peace of mind

Temperature sensor

Talk-back communication

Available to order now

For more details please contact 01235 555545 trade_sales@vtech.com

More models available Vtech.indd 1 Safe & Sound advert 0517 v10.indd 1 Nursery Today

05/06/2017 31-05-2017 10:58:31 09:40 AM

focus SLEEP TIME

It’s all about progression ver 95% of parents in the UK now choose to put their baby to bed in a sleeping bag. Parents recognise the benefits of their baby feeling secure, comforted and remaining at a constant temperature.

By simply putting baby into his sleep sack he is ready for bed without all the fuss of conventional blankets and sheets.

Once a child starts to develop into a toddler and the move from their cot into a first d themselves back at square one with bed comes ever closer, parents can find disrupted sleep patterns. Progression from a baby sleep bag coupled with a move from a cot into a first bed can be milestones for both parent and child.

Snuggle Sac’s 100% cotton lined toddler size sleeping bags are designed to ease this move and avoid the anxiety of disrupted sleep patterns. They appeal to the toddler’s developing independence, while recognising the importance of familiarity.

Snuggle Sacs allow toddlers to sleep soundly (wherever they may be) while enjoying the appeal of a favourite teddy bear, the security of a sleeping bag and the cosiness of a comfort blanket.

Toddler Snuggle Sacs are suitable for 1 – 4 years.

O

Tel: 07799 863466 Web: www.snugglesac.com

All move at Green Sheep Green Sheep Group move to new premises as Chief Executive is appointed reen Sheep Group, the Company behind The Little Green Sheep and national award winning SnüzPod and Snüz products, is delighted to announce the aappointment of Roger Allen as Chief Executive.

H Having chaired the board of directors over the last th three years of growth; he is extremely well positioned to ttake the leadership of the business forward.

Green Sheep Group recently acquired new purpose cconverted premises in Stratford upon Avon in the heart oof Warwickshire. The Company has stayed true to its vvalues of providing good quality workspace for a ccommitted and valued team.

The launch of SnüzKot in summer 2017 is eagerly aawaited along with a number of other new and innovative ranges and products. in Green Sheep Group supply John Lewis, Mamas aand Papas, Mothercare, Amazon, Babies R Us and Boots, alongside several hundred independent retailers.

B The last year has seen investment in the growth of its T people, premises and products. A newly created export p department is also meeting increasing international d demand. d

G

F trade enquiries contact Green Sheep Group team For on trade@greensheepgroup.com o

40

nursery today

dŚĞ ƐĂĨĞ ĂůƚĞƌŶĂƟǀĞ ƚŽ ĐŽͲƐůĞĞƉŝŶŐ <ĞĞƉŝŶŐ ďĂďLJ ĐůŽƐĞ ƚŽ ŵƵŵ͕ ďƵƚ ƐĂĨĞ ŝŶ ŝƚƐ ŽǁŶ ĞŶǀŝƌŽŶŵĞŶƚ͕ ƚŚŝƐ ƐƚLJůŝƐŚ Đƌŝď ŝƐ Ă ďĞĂƵƟĨƵů ĂĚĚŝƟŽŶ ƚŽ ĂŶLJ ŶƵƌƐĞƌLJ Ͳ ďƌĞĂƚŚĂďůĞ ŵĞƐŚ ƐŝĚĞƐ ĂůůŽǁ ĐůĞĂƌ ǀŝƐŝďŝůŝƚLJ͕ ŽƉƟŵƵŵ ĂŝƌŇŽǁ ĂŶĚ ƚĞŵƉĞƌĂƚƵƌĞ ĐŽŶƚƌŽů Ͳ ĂǀĂŝůĂďůĞ ŝŶ ƐŽŌ ŐƌĞLJ ĂŶĚ ĐŽŽů ǁŚŝƚĞ͘

Sleep for babies, sleep for parents.

tŝŶŶĞƌ ŽĨ ƚŚĞ ĂďLJ WƌŽĚƵĐƚƐ ƐƐŽĐŝĂƟŽŶ͛Ɛ ϮϬϭϲ Ed ǁĂƌĚƐ DĂŶĂŐĞĚ ďLJ dŚĞ Z,^D 'ƌŽƵƉ Ͳ ǁǁǁ͘ůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ ŵĂŝů͗ ŚĞůůŽΛůŝƩůĞĐŚŝĐŬ͘ůŽŶĚŽŶ dĞů͗ Ϭϳϵϳϲ ϳϳϯ ϰϴϲ

Little Chick NT quarter page - May 17 draft.indd 1

12/05/2017 13:40:56

• Baby Springs

• Chemical Free

• Breathable

• Organic

• 100% Natural Fillings

• 5 Year Guarantee

www.harrisonspinksbaby.co.uk @harrisonspinksbaby Handmade in Yorkshire

Page 41.indd 1

05/06/2017 12:39

focus SLEEP TIME

Monitoring day and night The Angelcare monitor collection has been awarded an impressive set of consumer and industry awards and offers parents Digital and Analogue monitors with the options of Movement, Video and or Sound monitoring.

Both parents and retailers can enjoy the choice offered and have price points which suit a variety of budgets but never compromise on quality.

2017 has also seen a number of new monitors launched in the Angelcare range, two of which feature new wireless technology and can monitor movement using a new wireless Sensor Pad, the only one currently available in the market!

In addition to the wireless Sensor Pad, Angelcare monitors now come complete with a reporting and tracking feature, allowing parents to better respond to baby’s needs based on their sleep patterns and reactions to temperature and movement.

No bumps in the night

To mark Child Safety Week this month, Hippychick are looking at sleep safety with their multi award winning Dreamtubes.

Dreamtubes are a soft, inflatable bed guard which are the perfect solution for stopping children falling out of bed. They really help with the often difficult transition from a cot to a bed. They are also great to take travelling, so parents can be assured nobody is going bump in the night! Dreamtubes are easy to use, simply blow up the inflatable tubes and fit them snugly into the pockets of the soft 100% cotton fitted sheet, making a safe and secure environment for a child. When not in use they fold into a handy and compact size – perfect for regular home use as well as holidays and overnight stays. Dreamtubes bed guards tick all boxes for style, safety, comfort practicality and peace of mind.

Tel: 01278 434440 Web: www.hippychick.com

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

Back to Sleep Cross Hospital, inserted a microphone into nto nt

In 1975 Dr. William Eller, a physician at Holy ngg rin ri baby hears during the womb of a pregnant woman and recorded the actual womb sounds and calm would sounds pregnancy. Dr. Eller thought that playing these familiar Dr. reassure a newborn baby confronting his new environment outside the womb. to Back of creation the in rt Lionhea Prince by ly exclusive used were Eller’s findings er. pacifi audio Sleep Slumber Bear / Bunny range, the original natural help settle Since then, the Bear has been used by parents, doctors and midwives to is in theirr secret The health. good and growth for y necessar sleep the babies so they get inside a birth, before s Soundbox with the use of actual womb sounds recorded moment g sleeping happy, A success! bear’s the to key pregnant woman’s womb. That secret is the too! need they sleep the baby means parents get Tel: 020 8997 7054 heart.co.uk Email: uksales@princelionheart.co.uk | ukmarketing@princelion

42

nursery today

M akes a c t w o m b s ou u a l nds

from swaddles to sleepwear, aden by aden + anais is the award-winning brand for babies and mums We combine the breathable softness of muslin with functional designs for trustworthy baby products as versatile as they are stylish. Absorbent, durable and super snuggly, the aden by aden + anais collection keeps baby comfy and calm, ensuring mum’s peace of mind.

There’s no need to stress over loose blankets in the cot with our breathable summer sleeping bags.

Impossible for little legs to kick off, the sleeping bag slips over baby’s pj’s and zips open from the bottom, making stealth night time changes a cinch.

For more information contact: melissac@adenandanais.com | +44 (0) 203 735 7565 @2017 Aden & Anais, Inc. All rights reserved.

Page 43.indd 1

05/06/2017 13:08

focus SLEEP TIME

Providing protection

Mix n Match The latest addition to the Obaby furniture range is proving to be their most popular to date. The Stamford Mix n Match range takes their classic sleigh design and adds a new modern twist through the addition of stylish colour highlights.

From the pretty-in-pink Eton Mess to the classic retro Taupe Grey, the Mix n Match range offers designs to coordinate perfectly with any nursery and provides the ultimate centrepiece to any nursery decor.

The Kit For Kids Group has over twenty years’ experience in the design and manufacturing of cot mattresses. They are the manufacturers of choice for many retailers around the world and this year they are extremely excited to be launching their new cot mattress brand Merifor.

Merifor provides protection for the child and reassurance for the parents through expertise, research and design. The brand aligns itself with those who share in their vision and beliefs and in doing so seek to create a world where every child has the best start in life.

Their global team all share a common heritage, vision and a vast pool of experience. The range of carefully created cot mattresses provides the best sleeping environment for the next generation, the future dreamer of our world.

Tel: 01732 755000 Email: sales@kitforkids.com Web: www.merifor.com

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

tem p iite ep e lee sle Eggsentiiall sl Groegg is a favourite

Bedtime companion The Next2Stars is a new night light addition to Chicco’s popular sleep time range. With a soft plush teddy bear that can be attached to a crib or travel cot, Next2Stars is the perfect bedtime companion with three soothing melodies and comforting light projector.

Web: www.chicco.co.uk

A great purchase for expectant parents, the nursery essential. A stylish nursery accessory, the Groegg fits in beautifully with most nursery décor as well as being perfect for checking on baby on the night. A colour changing room thermometer, the Groegg glows different colours depending on the temperature of the room red-too hot, blue-too cold, or yellow- just right for baby. This allows parents to know at a glance what the temperature is so they can reduce the risk of overheating and helps them to follow a safer sleep routine with their baby.

Web: www.gro.co.uk

44

nursery today

Are you interested in design and aesthetics?

Do you feel that good looks are just as important as intelligent functionality and quality? If your answer is yes, Pepper is the perfect pushchair for you and your baby. It has extremely clean-cut lines, a stylish appearance and all the functions that are so important to you as parents.

Key Features include:• • • • • •

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

Maxi Cosi / Cybex / Kiddy car seat adaptor available

(SS [OL ÅL_PIPSP[` `V\ JHU [OPUR VM

(]HPSHISL PU [OL <2 [OYV\NO ®

ZZZ DEF GHVLJQ GH XN

Think Baby.

1XUVHU\ 7RGD\ +DOI 3DJH 0D\ $%& 3HSSHU LQGG

Page 45.indd 1

)\TPSVI XLI VIWX SJ XLI 3FEF] VERKI JSV WXSGOMWXW ZMWMX [[[ SFEF] GS YO

05/06/2017 13:17

Cover Story: HIPPYCHICK

Welcome to the world of The Hippychick Hub of Innovation – It’s all in the fold!

ippychick is a family run, award winning distributor based in Somerset, which started from humble b beginnings in 1999 and has grown in leaps aand bounds to what it is now – an established and well-respected figurehead in the nursery market.

2017 marks exciting times ahead for Hippychick with some truly groundbreaking introductions added to their ever-expanding portfolio.

The new products have a common theme – they all fold compactly, saving that all important space, and are pioneers in their sector. They have great functionality and offer time-saving and practical benefits designed to make life a whole lot easier for parents.

H

Omnio

Omnio - the full size pushchair with a compact fold Its unique wearable design with full adjustable padded backpack harness enables parents to ‘push on’ with their active family lifestyle. The revolutionary Omni-wheels provide super agile steering, taking multiple terrains in its stride

46

nursery today

even when pushing one handed. The Omnio Stroller comes in a range of three colours, and is fully assembles, ready to use straight from the box and includes a rain cover, a shopping net, an all-weather hood UPF50+ and a travel bag.

Tron

Tron solves the age old problem of when little ones need the toilet – and there aren’t any around! Be it in the car, on the beach, at a festival – you name it! When little ones

Omnio in numbers

Average weights: 1yr old 9kg 3yr old 14kg Omnio 7.5kg – which would you rather carry?

SpaceCot

If you’re tight for space at home, or in need of something to ease the stress of travelling with a little one, Hippychick has it covered with SpaceCot. A full sized travel cot made from space grade aluminium, featuring a patented mechanism based on folding solar panels used for space satellites. SpaceCot is truly out of this world! It is so simple to pop up and down, the unique design functionality means SpaceCot can be opened in 1 and closed in just 3 seconds. SpaceCot weighs just 6kg and folds down to a compact size – perfect for storage in the house or car boot. SpaceCot is designed with all the strength and comfort of a permanent cot and is one of the only travel cots on the market that folds with its mattress inside.

SpaceCot in numbers

SpaceCot is inspired by the way satellites unfurl 30,000 miles above the Earth!

need it, simply unfold it, use it and fold it back up! Tron is disposable, biodegradable and unusually practical. It fits easily into a handbag or changing bag, in the buggy or car. The potty is lightweight, small and has a highly absorbent, biodegradable SAP pad which quickly eliminates odours, absorbing 250ml of liquid within 30 seconds. Winner of Best Travel Product at the BANTAS, Tron is a must for every parent’s handbag.

Tron in numbers

It would take over 5 billion stacked Tron’s reach the moon!

“ The ne w

produc ts have a co m mon th eme – th ey all fo ld co mpa ctly, saving th at all impo rtant sp ac e, an d are pi on eers in th ei r sector. ” Hippychick Packasuits

Continuing the folding theme, Hippychick have designed a lightweight, breathable and 100% waterproof all in one suit that simply folds away neatly into its own compact bag.

They are perfect for days out – whether it rains or not, you have it to hand. Hippychick Packasuits come in four colours and sizes, starting at 12 months. POS is also available that holds 8 units!

My Buggy Buddy Sun Shade

Tray Kit eliminates the gap between baby and high chair for mealtimes with less mess.

Simply placed over a high chair, the tray provides a large surface area for little ones to explore their food, without most of it going either in their laps or on the floor! After ay eating, simply wipe clean the tray and give the bib a rinse. Most importantly, the Tidy Tot can bee folded to the size of a dinner plate for easy storage. Tidy Tot is supported by a very active marketing campaign which drives sell through.

This is a compact and versatile sun shade that is suitable for use on a buggy or push chair, as well as in the car. It has a clip to secure it and is easily adjusted so that it is in the right place to keep the sun of little ones.

It folds simply for ease of travel and storage.

Tidy Tot

The best-selling Tidy Tot Bib and

Why you love to work with Hippychick • Well established company with a unique selection of products • Excellent customer service and communication • Dedicated account managers, product training and rep visits • PR and advertising to support products, POS available on request • Flexible, supportive and easy to deal with Contact Hippychick on 01278 434440 to check out our June promotions specifically for independent retailers, these include special offers and end of line clearance.

nursery today

47

focus OUTDOOR PLAY

Lets go outside Childs play isn’t just restricted to toys that can be used inside – it’s also a product category that is filled with fantastic toys that capture the imagination when we look at outdoor play activities.

It’s a goal The Goal League is an electronic net offering fun and challenging play for children from two years+. Complete with flashing lights, 25 different melodies and interactive sounds and a soft play ball, Goal League is the perfect product for any future football stars.

It offers three different modes of play keeping your toddler entertained for hours. First is the ‘Penalty Shots’ mode, where your child can challenge themselves to score as many goals as they can by shooting at the net. For every goal scored, your child will be celebrated with cheering crowd noises. Next we have the ‘Golden Goal’ mode, where it is a race against the clock to score that all-important killer goal. Lastly we have ‘Challenge’ mode, which allows your child to battle it out with a friend to see who can be the first to score five goals and take home the footballing crown. The net also comes complete with a handy slider at the top to keep track of the scores.

Web: www.chicco.co.uk

Too big for ride-ons and ready to move up to pedaled transportation, prepare yourself for this transition with the Prince Lionheart balanceBIKE. For the traditionalists amongst you, look to the Prince Lionheart balanceBIKE to help your child learn to balance, a crucial skill they need to master before moving onto a bicycle. A child’s sense of independence and self-confidence will develop as they learn to balance and steer at their own pace.

They begin by walking, then move onto gliding and then running.

The Prince Lionheart balanceBIKE features air filled tyres, rubber handgrips and padded seats for extra comfort. The seats are height adjustable, so the bikes can grow with your child. The funky designs are sure to be a hit with your little one.

Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk

Happy hoppers

Fit with fun

The mutli-award winning Happy Hopperz is the original collection of bright, inflatable bouncers that not only rival the space hoppers of the 70’s but take bouncing to a whole new level.

With graspable ears and horns and four wide steady feet to balance on, Happy Hopperz come in a variety of different styles and colours that give Old Macdonald a run for his money! Not only great fun, Happy Hopperz are proven to help little ones with coordination, balance and strengthening core muscles.

Happy Hopperz are also used by occupational and physiotherapists nationwide as ideal therapeutic aids.

Chicco’s Fit ‘n Fun combines motor development and new skills with social play allowing children to not only improve balance and coordination, but also enhance their self-esteem and self-confidence too.

New to the Fit ‘n Fun range is the Jungle Rugby; a 3-in-1 toy which encourages motor and socialising skills through three different play modes. The rugby match format, training mode session and stacker toy function work together to create a fun filled toy that any budding rugby fans will love.

Tel: 01278 434440 Web: www.hippychick.com

48

Perfect balance

nursery today

Web: www.chicco.co.uk

K

URE POSI TIO ENT DV

Jumping for joy this Summer

Web: www.summerinfant.co.uk

N

The Pop ‘N Jump from Summer Infant is the perfect entertainer for babies for outdoor fun - whether in the garden or visiting friends and family or going on holidays.

The Pop N’ Jump Activity Centre comes fully assembled, with a compact, lightweight-folding frame that can be set up and folded down in seconds. The jumping feature, along with toys that include a spinner ball, rattle, teether and mirror book, keep baby active, entertained and happy for longer. It also has the benefit of ‘growing with baby’, because not only does it come with a 3 height level adjustment, but the sun canopy also doubles up as a fun tent for the child to play with, as they get a little bit older.

As with all the POP items, it unfolds in seconds, is lightweight, ultra-safe and secure, great for indoor and outdoor use and comes in a handy travel bag.

Suitable from six months.

N

ROO POSI TIO GA AN

A

POSITION HIP

RE POSITIO PLO N EX

IP POSITI ON O-H TW

NO wrapping

3 simple steps to get started.

dig big di The bi

JCB are no strangers to the great outdoors and when it comes to toys, the focus is very much on offering a great play experience both indoors and out. To strengthen their message of ‘Dig the Adventure’, which encourages families to get outdoors and discover new adventures, the JCB range of outdoor toys are tough, durable and completely fun replicas of real machines that kids will love.

Kids@Play continue the JCB Excavator for 2017 following a successful launch in Q4 last year. Complete with multi-positional excavator arm, bucket scoop, detachable trailer, rake shovel and hard hat, the Excavator has a 360 degrees turning unit and easy movement with foot to floor power.

In addition, the Rolly Toys range includes the JCB Tractor and Rear Excavator and JCB Tractor with Trailer. Budding builders will also love the awesome JCB 8250 V-Tronic Tractor with Front loader which is chain driven and features anti-slip pedals so they can ride it just like a bike.

Bright, colourful and packed with fun features, it features an opening bonnet and front, rear hitch pins rugged wheels and working front loader.

Email: malcom@kidsatplay.com

1

Place the carrier over your head.

2

Place one arm through each loop.

3

Lower the outer loop to your waist.

Tel: +44 (0) 1202 303 777 Web: www.2012ltd.co.uk

nursery today

49

focus PRE-SCHOOL TOYS

The infant and preschool toys sector continues to stay strong, but what is it about a good infant toy that appeals. Here we take a closer look.

Picture courtesy of Le Toy Van

Play away rom the moment a baby is born, it can be a struggle to find good toys to keep them amused and provide stimulus as they grow and want to explore their surroundings.

We asked Judith Stark, Managing Director, Halilit what, in her opinion, what attributes does a good infant toy need? “A good infant toy must be attractive, multifunctional, durable and safe. It has to be appealing and visually pleasing to adults as well as children.

“Parents generally look for items that will aid their child’s development and sensory toys that encourage children to explore sights, sounds and textures such as many of our musical toys are always popular.”

Kate Cartwright, Marketing Manager at Hardenberg&Co also gave us her thoughts. “Product design starts with understanding developmental stages; infants see and experience colours, textures, and sounds differently through the first years of development. Colours are one of the most important things to consider when we look at this category as babies have very limited sight.”

If we are looking at exploring the world around us, are there particular colours that are appealing for the 0-5 age group? “High contrast colours appeal more to infants and yet it seems to be softer colours that are popular with parents right now.” Said Judith. “We are seeing lots of variants of primary colours coming through, such as softer reds and yellows to enable infant toys to appear more fashionable.”

What about colours though that are currently more on trend when we look at toys for babies? “We are seeing a higher demand for more neutral colours such as greys and beiges, especially when it comes to infant toys such as play mats and baby gyms as they complement modern homes in addition to making fantastic gender neutral gifts. This trend also follows through to pram toys; a stylish mum who has purchased an expensive pram wants to accessorize with toys that complement rather clash with her choice of pram or pushchair.”

We can’t ignore that we all now live in a world

F

50

nursery today

where we are surrounded by technology. Has the inclusion of technology now started to creep more into the infant toy sector? Judith told us: “Although at Halilit we do try to steer clear of too much technology, there is a place for it in some of our toys such as our MP3 Cot Mobile which allows parents to download music or stories that they would like their infant to listen to. This is very popular for parents who wish their child to become familiar with songs in another language.”

We asked Kate whether there were any specific trends at present within the toy sector? “Products in this segment are being driven by developmental milestones.” Said Kate. “Sassy products are always developmentally appropriate and designed in cooperation with experts in the fields of Human Development.

“Products need to have a unique look, be fashionable and appropriate to age segments whilst always helping babies thrive! Textures play a crucial role in stimulating tactile development.

The sense of touch and mouthing objects are primary explorations at the earliest stages of development because there are more sense receptors in a baby’s mouth than any other place on the body.”

Toys however aren’t just about play, they can also be a good way to encourage learning skills and about the world around us. How important is the educational aspect of a toy? “Very! All of the infant toys that we offer are designed to stimulate baby’s senses for development and to learn about cause and effect,” comments Judith.

“Learning through play is an important aspect of a child’s development and can help them develop their socialising, problem solving and imaginative skills. Parents and grandparents faced with a plethora of toys and gifts to choose from will almost always choose an item with developmental benefits.”

Take time to browse the following pages, all packed with inspirational infant and preschool toys available now to order.

Hop to it Rainbow Designs 2017 exciting infant and preschool portfolio is jam packed with renowned collections of fun toys including the Paddington Movie and Peter Rabbit TV ranges.

The fun-packed Peter Rabbit TV collection from the Home of Classic Characters not only includes a soft toy assortment of the characters from the show but also two feature plush lines. The cuddly 24cm Talking Peter Rabbit and Lily Bobtail characters speak five different phrases when you squeeze their tummy. ‘Let’s hop to it!’ and ‘all rabbits need a little help from their friends’ says Peter, while ‘Not bad for a rabbit’ and ‘You need a big hug’ are just two of Lily’s phrases.

The collection also includes the award-winning 40cm Talking and Hopping Peter Rabbit and Lily Bobtail feature plush toys. Peter and Lily not only voice five different phrases and giggle away but also waggle their cute little ears and hop up and down providing hours of fun and entertainment for little ones!

In line with the new Paddington 2 Movie set to premiere in November, Rainbow Designs is also bringing two new fun-packed TVadvertised feature plush toys to their Movie range.

Tel: 01329 227 300 Web: www.rainbowdesigns.co.uk

introducing our

new range

of highchair toys

Inspire all the senses

baby’s developing senses… ncourage Thoughtfully designed with experts to e

Bumpy Cow

Sunshine Mirror

RSP £12.99

RSP £17.99

A sensory experience that will engage and stimulate baby’s senses A variety of textural materials to stimulate exploration and discovery Bold, high contrast colours are key to enhancing the developmental experience Teethe & Twirl Sensation Station

Sensation Station

Wonder Wheel

Fishy Fascination Fish Station

Illumination Station

RSP £12.99

RSP £12.99

RSP £9 £9.99 99

RSP £12.99

RSP £10.99

For more information please call: 01785 503 305 or email: info@hcotrade.co.uk

6DVV\B1XUVHU\7RGD\ LQGG

Page 55.indd 1

Sassy is committed to developmental play that stimulates and stretches baby’s imagination

@Hardenberg_Co Hardenberg&Co Ltd

05/06/2017 14:45

focus PRE-SCHOOL TOYS

Clementoni extend infant line Strong focus is being placed on the Infant Category with Baby Clementoni and the 2017 line includes brand new Musical Elephant – a fun musical activity centre packed with songs, melodies, sounds and instruments, which also help development by teaching babies from 10 months letters, numbers and colours and the new Interactive Football Table - a 2-in-1 game that’s really fun! As well as teaching first letters and numbers, shapes, colours and new words in English and in Spanish, it counts all the goals and communicates the score. The players move just like on a real football-table and the flags move with every kick of the ball.

Clementoni are bringing robotics to the preschool category for the first time with the brilliant ‘DOC’. DOC is the first ever game that brings children closer to Educational Robotics in a fun and creative way and will accompany the child as they learn logical reasoning and problem solving skills, letters, numbers, colours and the names of animals. Children learn through play by programming commands from game cards – a great way of also enhancing eye-hand coordination and fine motor skills!

Email: Shahbaz.khan@clementoni.com Web: www.clementoni.com

A w a rd g w in n in t p ro duc

Hitting t notes into their awardthe righ introduce two new gift sets

Halilit are delighted to BANTA award-winning Musical winning music range for 2017. The ths and features four chunky, mon e thre Rings gift set is suitable from different sound and texture. vibrantly coloured rings each with a hands to hold. Also joining the The rings are a perfect size for little y bells, swishy beads, shiny jingl with set range is the Rhythm Pals gift is a toddler delight and perfect for cymbals and clip-clap discs. The set ing music. introducing children to the joys of mak Email: sales@halilit.co.uk Web: www.halilit.co.uk

52

nursery today

ly d d u c e r a Bugs too! es the launch of the new CuddlaneBdugSlthumatbewrill be

dy This month se Slumber Bud bedtime gely successful ly and soothing with dd cu ft, joining the hu so s es uct range. Thi glow and com Melodies prod le, comforting nt the clever ge nd a A es . id ep ov sle se baby to ea companion pr the to es od h m in sync with sound its body move also three soothing on e, s ez ht ue lig sq g le in nt e glow with a ge by ba by part is that th ed at can be activ sounds, which fect. offers 15, h cause and ef ac e cot rails and te th to ed ch helping to ta music ug can be at hich point the The Cuddle B uous play, at w Cuddle in he nt T co . ep of sle es ly drifts tto ul ef 30 or 45 minut ac pe by ms, and ba fades, light di of £19.99. a guide retail uk ve ha Bug will o. .c nt fa in

mmer Web: www.su

Ring for fit and fun Mr. Ring, new to the ever-popular Fit ‘N Fun range, is a fun, modern take on the classic hoopla game. An adorable hedgehog on a rotating base, the aim of the game is for the child to hook as many plastic rings onto the hedgehog’s multi-coloured spikes as they can.

Web: www.chicco.co.uk

© SMcB / AJ 2017

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

Musical Lullaby Hare

The Home of Classic Characters

Peekaboo Big Nutbrown Hare

Call 01329 227300 or visit our website www.rainbowdesigns.co.uk

nursery today

53

focus PRE-SCHOOL TOYS

Rec o m me b y t h e Gn d e d Toy s G u i doo d Exp erts e

Mimicking behaviour

Imitating grown up behaviour is apparently essential for a child’s development and upbringing, and these beautifully made Moover dolls’ prams will encourage children to look after their dolls, keeping them tucked up and safe in the pram, going for walks and visiting friends. Made from high quality birch veneer, Moover dolls’ prams feature shock absorbing rubber wheels to cushion little ones speed and comes ready assembled.

The Moover dolls’ prams are available in a both natural and red colourways, critically, for today’s environmentally-conscious parents, each pram is lovingly crafted from wood sourced from sustainable sources.

Tel: 01278 434440 Web: www.hippychick.com

Sensory sensation A wooden sensory toy for lots of fun activities to stimulate young minds. The set encourages colour and shape recognition to sort into the matching tray. Plus each of the nine blocks presents a sensation: shake to hear a jingling bell, look through the kaleidoscope, touch the fluffy fabric. Discover them all with this multi-sensory toy. This toy encourages manual dexterity and hand eye co-ordination.

Natural: Made of solid wood ethically made from sustainable legal wood. Safe: Water based paints tested for children from 12 months. Ideal for children aged 1- 3 years old. Part of the ‘Petilou’ Collection from Le Toy Van. Recommended by the Good Toy Guide Experts.

Tel: 020 8979 2036 Web: www.letoyvan.com

Clip on and play The Oribel PortaPlay Convertible Activity Centre entertains baby with bounces and delightful learning toys. Designed to encourage play, stimulate the senses and support the development objectives of babies aged 5-12 months it features a supportive rotating seat that gives baby 360˚ access to the play features, whilst integrated elastic bands offer bounce-ability for fun and physical development.

Each interactive clip-on toy has a range of textures, colours and functions geared to developing baby’s motor skills, strengthening baby’s grasp, encouraging curiosity and promoting self-awareness. The PortaPlay converts easily into a play table for toddlers up to 5 years old, offering extended use and folds flat for convenience.

Email: sales@kooltrade.co.uk

Get sassy

Sassy toys have an award-winning product range and their innovative features are built with a purpose!

Product design starts with a clear and in depth understanding of developmental stages and all toys are created to provide a sensory experience that will engage and stimulate baby’s senses. A variety of textural finished materials are used to stimulate exploration and discovery and the use of bold, high contrast colors are key to enhancing the developmental experience. It’s no wonder that these products are multi-award winning.

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

54

nursery today

2017 Fabrics Now Available Ip-Op classic XL pram shown in Silver Grey

www.bebecar.co.uk

Page 57.indd 1

BebecarUK

05/06/2017 14:04

focus PRE-SCHOOL TOYS

sery r u N t s a E a st C odeve lop e d in toy s , er s h ip w it h p a rtn y S en s o ry Bab

Hello tummy time The Say Hello Tummy Time Discovery Toy will help baby to enjoy tummy time, with gentle support and a variety of activities to stimulate their curiosity. There are peek-a-boo flaps, crinkles, teethers, a mirror, and a little musical moon.

The Say Hello range was developed by East Coast Nursery with Dr Lin Day of Baby Sensory.

Baby Sensory classes are attended by over 25,000 parents annually. For parents, Dr Day is a trusted figure and expert in child development, and her involvement provides consumers with the reassurance that the Say Hello range has been carefully designed, based on her extensive research.

Anything but flat

Make playtime anything but flat with the Prince Lionheart playMAT range.

Create a safe and clean space to lose themselves to children for imagination and do what they do best: Play. The range that started it all comes 5.8’ x 6.5’ large and 5mm thick, dual sided with interactive illustrations to engage the imagination, folds like a map (carry bag included), is waterproof and easy to wipe clean.

More cush needed for newborns? The developMAT (#7770) with high-contrast colours to encourage visual development; the Everywhere playMAT TM (#7765) folds like an accordion with scores that allow it to adjust to narrow, big and wide spaces and finally the squishiest mat yet, the dual sided awesomeMAT (#7750) which rolls like a rug (carry case included). All with thick. illustrations and 1cm Tel: +44 (0)20 8997 7054 heart.co.uk Email: uksales@princelionheart.co.uk | ukmarketing@princelion

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

Time to doodle With over 15 years of quality and success in the market Aquadoodle remains number one property in the mechanical design category. Aquadoodle grew by 9.5% last year (Source: NPD 2016 EPoS value sales) and the Super Colour Deluxe mat remains number one mechanical design sku not to mention three out of five top skus within the mechanical design subclass are now Aquadoodle. Aquadoodle will continue its sales momentum in 2017 with the introduction of exciting new top licensed mats. Aquadoodle has also extended the core range down to 12 months+ with the introduction of the Little Puppy mat to capture the 1st Birthday market this Autumn/Winter.

Web: www.uk.tomy.com

Jump to fitness

A modern ve rsion of the children’s clas sic game, hopscotch, th e Jump ‘N Fit is an electronic mat with lights an d sounds that co me on as the child plays. It features two ga me modes; toss th e coin to play hopscotch or throw the dice to play in fitness mode. Helping children to de velop their m otor skills and prec ision, the fitnes s mode instruct s them to complete a ce rtain exercise depending on which side th e dice lands on , whilst hopsco tch mode allows th em to enjoy a timeless classi c.

Web: www.ch icco.c

o.uk

56

nursery today

THE MINIMUM SPACE, THE MAXIMUM FREEDOM. You won’t have to give anything up, thanks to the new Chicco Miinimo stroller. It is easy to carry and super-compact when folded up, so you can fit it into even the smallest spaces. Your freedom without compromises.

0m+

SUPER COMPACT: 48.5 X 55 X 25CM You may comfortably carry it with you, once folded, during your free time, shopping and on vacation.

LIGHTWEIGHT It can be carried everywhere thanks to its 6.2 kg, its carrying strap and a practical transport bag included.

COMFORTABLE It has a completely reclinable backrest for comfortable naps.

SUITABLE FROM BIRTH For promenades in total freedom from the very first days.

For more information please contact our Head Office on 0208 9536 627.

CHICCO.CO.UK With the project Happiness goes from heart to heart,Chicco supports “Mission Bambini” Foundation.

retail

TRENDY BABY

Staying on trend Based in Bristol, Trendy Baby is an established nursery independent retailer who have been operating for over 20 years.

Here we question owner Duncan Zanker to find out more.

Can you tell us a little aboutt Trendy Baby. What was the inspiration to launch the business?

Starting with second hand prams, long before eBay was about, we had a small shop. This, overtime and five moves later we now have a fairly large shop selling top bands.

We have diversified into other sectors, depending on where the margin is.

You were one of the first independents to appear online - how has the internet changed the way you operate over the years?

â&#x20AC;&#x153; We di d not

w ant to be busy foo ls an d on ly se ll th ose produc ts w here w e can m ake a sen sib le m argin . If produc ts are bein g di sc ounted , w e move on to th ose w hi ch are not. â&#x20AC;?

We embraced the internet and remember our first web site. It was just one page with our products shown. Customers would then phone to order. We are aware that the internet is a double-edged sword.

The internet give customers a choice, but that then meant customers could shop around for the lowest price.

We did not want to be busy fools and only sell those products where we can make a sensible margin. If products are being discounted, we move on to those which are not.

There have been too many internetbased businesses that have closed because they were selling a product regardless of the margin.

Do you customers fully research products and price 58

nursery today

UPPAbaby is a desired brand

points online before they enter the store?

Nowadays for us the internet is just one element of our marketing and is u used as a catalogue for customers to ssee the products we sell. We need to h have prices on the website so ccustomers know we are competitive.

Because customers are fully aware of the different products available, they usually visit us asking about th sp specific products. It is products we hav have on the internet with competitive prices that sell the most. pri

Do you offer the same pr products in your store as you do online?

We have certain products which we class as internet in lines and are not on display.

How However we will always show the cust customer any internet line we have in stoc stock. k.

It is impossible to have every product we sell on display, but we do have the most popular available for demonstration.

Based in Clevedon, do you have any other competitors nearby?

We have a competitor in the next town, but the majority of our customers are from south Bristol.

Are you a specialist in a particular product category?

We concentrate on the quality brands. They have the best profit with the lowest return rates.

How brand-focussed are your customers?

Customers know their brands and once they buy in to a brand they will continue.

Is there a particular product

that your customers just canâ&#x20AC;&#x2122;t seem to get enough of ?

At the moment, it is Egg and Uppababy. I am sure next week it will be something different. Customers tend to want anything we donâ&#x20AC;&#x2122;t have in stock!

Have you noticed any particular customer trends?

We have noticed that customers are not buying from eBay and they are using us to research products before they visit baby shows.

We all operate in an extremely emotive industry, how do you manage customer expectation levels?

It is important that customer expectations are managed when you are demonstrating a product. If they like a certain product but it will not meet their lifestyle, we explain this to them and then offer alternatives.

How important is social media to you?

Social media has its place as part of a marketing campaign, but has given mixed results.

Do your suppliers offer you adequate support, or is there something more they could be doing for you?

Not all companies offer the same support, however we have found that those who offer us the best support are the ones we sell the most of.

Finally, do you have any other exciting developments on the horizon that you can tell us about?

We are always looking at different products to sell that have good profit margins with low returns. We have recently launched our two sister websites selling non-nursery products along with adapting our showroom into more of a department store feel.

nursery today

59

focus HIGHCHAIRS

Living the high life H

ighchairs are staple nursery products and come in a variety of styles and are a nursery item viewed as an essential – it would be incredibly difficult to feed a child without having a highchair! Therefore, this is one reason why sales are stable year on year. Although parents could change their buying patterns and switch to a lower price point brand, they simply can’t stop buying into the category.

Here we bring you a selection of highchairs that are currently available.

A perfect partner When it comes to highchairs to suit every lifestyle Joie has it covered! The new Joie Multiply is a highchair meets table, converting from a maxed-out highchair to a mini table with every mealtime milestone in between; beginning as a reclining or traditional highchair, and then converting to a booster seat, youth chair and toddler play table! Featuring five height adjustments and three recline positions, including a three-position footrest, it allows the chair to be the perfect partner for every stage of development and to adjust to fit varying table or island heights.

The Multiply is designed for practicality with a removable, six-position, one-hand adjustable tray that is dishwasher-safe and can be easily stored away on the back of the seat legs! The integrated wheels on the front legs allow for easy movement when needed and it is freestanding when folded making it the ideal choice for even the smallest of spaces.

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

Sit, eat, play Prince Lionheart’s bébéPOD Flex Plus provides the ultimate in infant positioning and support with a 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. Tel: 020 8997 7054 Email: uksales@princelionheart.co.uk | ukmarketing@princelionheart.co.uk

60

nursery today

Wooden it be lovely East Coast Nursery offers customers a choice of stylish wooden highchairs to suit every need. Made from solid, sustainably sourced timber, they are functional, reliable and built to last.

Their classic Folding Highchair can be seen in countless adverts, restaurants, and homes across the country. A firm favourite, it’s stylish and practical, folding neatly for storage. It’s available in natural, white, and white and grey.

The Combination Highchair converts easily into a sturdy chair and play table; while the Multi-Height, Curve and Contour Highchairs each convert into junior chairs, making them suitable from six months to 10 years of age.

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

For sprout lovers The award-winning Sprout Highchair grows with the child through his/her developmental stages, from six months to five years; for children over age three, the seat post, tray and harness can be removed so your tot can sit comfortably at the family table.

The chair also includes a variety of thoughtful features to help keep your little one comfortable and safe and make your life easier.

Tel: 0114 242 0405 Web: www.oxouk.com

Meet Mimzy 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 three years) it grows with baby right up to seating them at the dining with the family.

Its unique 360 degree swivel seat is activated with one hand, locking into four multi-direction positions.

Featuring seven height adjustments and five recline positions, including a three-position footrest.

A spacious and extra padded and for the youngest baby there’s a soft newborn insert.

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. The integrated wheels on the front legs allow for easy movement.

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

The magic of Disneemagyic

Bring home th this of Disney with ly er ev cl d an h stylis air, ch gh hi d ne sig de a fresh which features ng hi tc ca eand ey inate design to co-ord of st with the re ive Obaby’s exclus rs ste on M ey Disn es a removable Inc range. safety highchair featur t gh ei w ht grated 5 point lig s Thi C, with an inte PV stalled of in d st ise re pr ot m nds, and a fo ha padded seat co fe ides sa in e ar sition tray prov re babies acious, three-po harness to ensu sp e is on he T tle . rt lit fo n m he um co clean, and w e ip w to below for optim ze ee . rage lder and is a br folded flat for sto a useful cup ho can be quickly r ai ch e tir en e all finished, th 91 14 Tel: 01652 64 aby.co.uk Web: www.ob

fo r w e N 017 2

The Nomi concept

One chair that takes a child from birth to teenage years, meeting their needs at all stages.

A pre-birth purchase, the Nomi concept allows nursery retailers to secure the highchair sale from day one and hold in store margins.

Grow with baby

Web: www.chicco.co.uk

Nomi Chair 24 months + Nomi Mini 6-24 months Design: Peter Opsvik

New for 2017, Polly2Start is one of the only highchairs most of them say they grow with the child, thanks to the adjustable backrest, which can be widened, as little ones gets bigger.

Available to use from 0months+, it features a four position reclining backrest, which transforms it into a comfy chair for babies to relax and has an eight position adjustable seat, keeping babies comfortable whatever position they choose. Polly2Start is available in a playful 3D Fancy Chicken or Happy Silver design.

Nomi Baby 0-6 months

For more information contact us now at info@dcukltd.com or call 01422 383555 Distributed in the UK by DCUK Ltd. www.dcukltd.com

nursery today

61

focus HIGHCHAIRS

k! ak a All in theis theSn newest hi-lo highchair

The Feed Me Snak highchair a Snak Me S from Red Kite Baby. The versatility of the Feed and frame ment adjust t heigh six its with apart it s stand allowing large footrest to keep up with growing baby and table. r dinne the at family them to engage with the vinyl It features a padded seat made from wipe-clean solve ly quick to and a removable washable feeding tray padded those messy mealtimes. The 5-point harness with rtable comfo as well as secure one little protectors keeps which may even encourage them to take a little nap, on lie made simple with the Feed Me Snak’s three-positi the design rn mode and act comp easy back seat. With its styles and sizes hold house all for le suitab is Snak Me Feed fun guaranteed to make mealtimes not only easier but

Pop and boost The Pop N’ Sit Booster Seat from Summer Infant supports on-the-go lifestyles and makes feeding time even easier with a removable, BPA-free tray and innovative pop and fold set-up. With its lightweight design, compact fold and over-the-shoulder carry bag, the Pop n’ Sit Booster is perfect for dining on-the-go or even in the garden or park with your little one. When baby needs a seat and place to eat, parents simply remove it from the carrying bag, pop and go!

What’s more the Pop N’ Sit is also suitable for indoor use and includes chair safety straps for use on an adult chair – so perfect for visiting friends and family who aren’t geared up for little people!

The Pop N’ Sit Booster is suitable for babies sitting up to 17kg and has a guide retail price of £29.99.

Web: www.summerinfant.co.uk

too.

Tel: 01454 326555 Web: www.redkitebaby.com

Super compact

New to Chicco’s range of highchairs for 2017 is Pocket Meal, the super compact second highchair that is perfect for taking on the move. The clever new easy-to-assemble design has a creative and colourful padded wipeable seat to ensure your little one stays clean and comfortable throughout even the messiest meals and the express folding system means the chair will fold down in just two seconds with the click of a button.

Web: www.chicco.co.uk

62

nursery today

Adapts to growth The Peg Perego Siesta highchair is multifunctional and ultracompact, suitable from birth and adapts as the child grows.

Features include a fiveposition reclining backrest, nine height positions, a three-position footrest, a padded anatomic seat and a 5-point safety harness.

As a high chair, the removable double tray enables older children to sit at the table for mealtimes. The non-scratch wheels mean it can be easily moved around the home using the innovative Stop & Go braking system.

Email: uk.customerservice@ pegperego.it

Birth and beyond The Nomi Concept is designed to grow with your child, meeting their needs from birth to teenager. The only highchair to be awarded the Red Dot ‘Best of Best’ design award. Also winner of the Mother & Baby - Best Highchair 2017 Nomi Baby brings baby off the floor to a height where they join family life. The Mini provides excellent support without restricting freedom and the Highchair seamless adjustment to suit a growing child.

For the retailer, the product offers a pre-birth sales opportunity.

Tel: 01422 383555 Web: www.evomove.com

Truly adaptable

The multi-stage highchair that grows with your child! Inspired by the transformation of a butterfly, the sculptural Cocoon highchair metamorphoses from a comfortable newborn recliner through to a junior dining seat using a variety of height, recline and tray options.

The comfortable, removable foam seat is moulded in one piece making it easy to keep clean simply by wiping it down, whilst the magnetic tray enables it to be stowed easily on the back legs when not in use.

With simple, modern lines and block colours, Cocoon is designed to be a stylish addition to contemporary homes as well as offering plenty of practical features.

Email: sales@kooltrade.co.uk

What a sensation new

Sassy have certainly performed in 2017. With products for SS17 and more set to come for Autumn/ Winter!

The new product range is jam packed with high chair toys too, including firm favourite the Tetthe & Twirl Sensation Station! This 2-in-1 toy makes a fantastic gift.

There’s so much that will hold their attention whilst developing their sense during play. Using the strong suction base turns this rattle into a fantastic highchair toy that can’t be thrown onto the floor.

It’s secure so baby can have a good lesson in cause and effect by spinning action that also develops motor skills and hand-eye coordination. The different materials and surfaces stimulate baby’s sense of touch and teach them to recognise new objects as well as being suitable for teething.

Spinning the ferris wheel provides a high level of visual tracking. In addition to all of this, simply pull out the handle from the suction base to take on days out, perfect for that car journey! The black and white contrasting handle offers texture to develop tactile sensitivity and is an excellent shape to chew on with sore gums and small enough for little hands to grasp and shake.

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

nursery today

63

retail TECHNOLOGY

Product pages your virtual salespeople David Fairhurst takes us through how to make your eCommerce website fully functional to become part of your armoury.

I

remember talking to a potential client many years ago who was terribly disappointed with the results from their new eCommerce website.

This particular client had never traded online before, so went onto Google and did all of the required research.

All of this research pointed to the fact that if you really want to make a business work in the retail sector then a fully functional eCommerce website should definitely be part of the armoury.

So far, so good...

David Fairhurst

Head of Creative Online Marketing - Intelligent Retail

What this particular retailer didn’t factor in was the level of work required to really make an eCommerce website sell effectively.

It was assumed that the website would just magically generate income without any promotional effort.

This retailer obviously wasn’t thinking like a purchaser, which is what you have to do in order to succeed as an eCommerce retailer.

Same but Different

In a way, an eCommerce website is very similar to a ‘bricks and mortar’ store. Both have stock and in any logically laid out store would have some sort of categorisation. Both allow you to purchase items using a number of different payment

With an eCommerce store, potential purchasers don’t have access to a sales person and have to rely on the information that you present to them in your website. methods. That however is where the similarity ends.

In a ‘bricks and mortar’ store, purchasers have direct contact with sales staff and can see, touch and feel products to make sure that they are buying the right thing. Sales staff can answer any questions about the products and help with purchasing decisions.

With an eCommerce store, potential purchasers don’t have access to a sales person and have to rely on the information that you present to

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

David has been involved with Search Engine Optimisation and web development since 1999 and has spoken at many different retail and SEO conferences including Spring Fair and SES London

64

them in your website. In this way, everything you present in your website can either help or hinder a sale.

Product pages are especially important to clinching a sale, if the information you present isn’t right here then the chances of getting a sale are very slim indeed.

Getting the Product Level Right

Research has shown time and again that the less steps required to complete a purchase in an eCommerce store, the more chance of completing that purchase. The same reasoning can be made before the customer adds a product to the basket.

The pages you really want to appear in search engine results are therefore product pages, as this provides the shortest route for a potential purchaser to that allimportant product information, just when that potential purchaser is primed and looking for that product.

Product pages should therefore be finely optimised for product level keyphrases including brand, product type and product name.

This optimisation gets purchasers into the page, but that’s not the main reason online retailers need to spend time optimising product pages. Once into a product page, a potential purchaser on your eCommerce website needs to not only find what they are looking for, but be persuaded to purchase that item from your store.

This is where product level optimisation really comes in.

nursery today

Intelligent Retail.indd 7

05/06/2017 17:28

out in an easily digestible form.

Product page content therefore has two different roles. The first is to allow rankings in search engines, preferably in the first few results for a chosen product level keyphrase, the second is to convince any visitors to that page to buy that particular product.

It just so happens that adding a relevant, useful product title alongside well written product description to a product page aids both rankings and conversions, so it makes sense to provide both of these for each and every product in your eCommerce store.

Unique Descriptions for Conversions Image source, Pexels.com

Virtual Salespeople

Product pages are in reality your virtual salespeople. Visitors to your eCommerce website don’t have the luxury of talking to a member of your staff and with average

attention spans dropping thanks to the massive amount of information we are all asked to assimilate every day, eCommerce retailers need to make sure that product pages are not only easy to navigate but laid

Search engines love fresh, unique content. We all know that running an independent retail store is massively time consuming, so it’s understandable that most eCommerce retailers will take the quick and easy route, utilising their supplier’s product titles and descriptions. In 2017 and beyond this is definitely not the way to get top search engine rankings at the product level.

Writing unique descriptions for product pages can give an eCommerce website a major boost in search engine rankings for product titles, but the benefits don’t stop there.

Google in many ways model their search engine’s behaviours on real, human users. The Google search engine dislikes seeing the same old text, images and layouts time and again, exactly the same can be said for any human visitors to your website.

The fact is, if you spend time writing your own product titles and product descriptions, providing the very best information for your users on the products you are offering in your eCommerce store, the more likely you are to sell those products.

My team at Intelligent Retail have proven the concept, to sometimes disbelieving clients that spending the time optimising the product level really can make the difference between mediocre eCommerce results and game changing results that put money in the bank.

Try it for yourself, I’m sure your bank manager will love you for it!

To stock our Branded Nappies Collection To stock our Branded Nappies Collection

Contact: thomas.ridell@brappies.com contact thomas.ridell@brappies.com www.brappies.com www.brappies.com

nursery today Intelligent Retail.indd 8

65

05/06/2017 17:28

Sponsored by

new!

Dads need bags too! and

The angels are watching

Angelcare has a new range of monitors which are available now plus there’s more to come for AW17!

Based upon the award-winning Sensor Pad which is featured in Angelcare’s Video, Sound & Movement monitors, Angelcare has gone one step further and introduced a new, revolutionary, wireless sensor pad plus lots of new features too!

Parents want as much reassurance and security as possible when caring for baby, and Angelcare are here to help. With the wireless sensor pad, analytics and reporting plus a new larger screen and sleeker looking technology!

A practical stylish range of changing bags for dads has just hit the market.

With three easy reach front pockets and cross body design the Daddy Bag is a comfortable and stylish bag for dads on the go.

Available in black and camouflage, d to with more colours and styles being adde zon. hori the on the range the Daddy Bag please contact: If you would like to be a stockist for Tel: +353868758246 ag.com Email: customercare@thedaddyb

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

Meet Lou Lou, Lea and Hippolyte

Hippychick, present new additions to their cast of cuddly Nattou characters – meet Lou Lou, Lea and Hippolyte.

A Belgian brand, Nattou’s attention to detail in their stylish toys truly sets them apart. Lou Lou the panda, Lea the snow leopard and Hippolyte the hippo manifest themselves in several different guises ranging in price points from mini comforters (RRP £10.95) to award-winning rockers (RRP £99.95) that make perfect first birthday presents complete with a safety harness and non-tip wooden feet. Not only do little ones love Nattou’s soft toys, but parents also adore their beautiful nursery accessories.

Tel: 01278 434440 Web: www.hippychick.com

66

nursery today

Being boho

A boho beachy collection with prints for boys and girls. The collection sees aden + anais’ first beach hoodie which is the perfect cover-up on the beach or when temperatures dip at night.

Other pieces include a short-sleeve one-piece, long-sleeve zipper one-piece, short sleeve kimono one piece, tank top body suit, flutter sleeve top, short sleeve kimono one-piece and romper.

Web: www.adenandanais.co.uk

new!

Sponsored by

over make silverreally getsSpace eCotHippy Spaclandin It’s no ! off taken Cot has chick, g at

Ever since ing in one and folding surprise this innovative travel cot is so popular, unfold cot made from travel size full a is Cot Space ds! secon back up in just three anism based mech g foldin space-grade aluminium that features a patented tes. on folding solar panels used for satelli market and weighing in SpaceCot is the thinnest fold up travel cot in the lete with a mattress that at just 6.7kg, it’s the lightest too. It also comes comp is suitable for that ment folds up with the cot as well as a crib attach brought out a brand just has Cot Space nd, newborns. Due to popular dema ers. custom t enden indep for now ble availa Cot, new silver Space Tel: 01278 434440 Web: www.hippychick.com

ur for io v a s a , il O le c a ir M pesnning British brand that has lovingly in ty all sk aw Love Boo, the ard-wi punish,

Say hello to ts to nourish, not , natural range of produc created a truly innovative mum and babies’ skin. ke luxurious, Born from a desire to ma h product in the Love paraben free skincare, eac with a plethora of Boo range does just that, skin types. Every all t natural solutions to sui tion boasts the most lec col the , mum’s must-have effective ingredients; high quality, luxurious and ensuring that each of y add to that a philosoph the UK, and you have a item is made right here in above the rest. skincare range that is a cut 100% natural Famous for its bestselling team were the se pri sur Miracle Oil, it is no out a bigger bottle! Now frequently asked to bring ing 200ml bottle, Love available in a longer last ms moisturised mu Boo promise to keep beyond! The unique and ncy gna throughout pre h as Argan, blend of luxurious oils suc ensure that stretch ond Passionflower and Alm even damaged skin is and d rre sca marks, uneven, thed without feeling lovingly restored and soo vitamin C, this greasy. Rich in omega and ctly what it says on exa s doe oil ultra-moisturising s results. the tin; creating miraculou m Web: www.loveboo.co

Being laid back

Summer Infant launch their Laid-Back Lounger this month, it’s a unique positioner and infant playmat that grows with baby and transitions through three key stages of their early development.

Stage one acts as a newborn lounger, providing the perfect place for little ones to lay back and relax, or play with the fun toy bar. For stage two, the lounger acts as a tummy- time mat. The toy bar can be lowered down so baby has plenty of entertainment and the toys can even be removed and placed in front of them to encourage them to reach and grab hold of objects. For the final stage, the lounger can be folded in half to create a comfy positioner to prop up baby as they learn to sit up (and lounge back) on their own.

Web: www.summerinfant.co.uk

birth since Fanshit the European market last

Brappies year together with the football club FC Barcelona.

Since then a numerous Brappies “Fan Since Birth” editions have been s released with the largest football club l, rpoo Live e.g. in the world – Chelsea, Tottenham, West Ham, Inter and Roma – and sold with great success at all major sports and baby product related online shops in Europe.

Being a sports fan is a life-long love affair, and with club designed nappies you can share this passion with your children right from the start by being a Fan Since Birth!

Email: Thomas.ridell@brappies.com Web: www.brappies.com

The brand that parents trust www.clippasafe.co.uk New Products.indd 2

nursery today

67

05/06/2017 17:50

talking shop NURSERY SUPPORT GROUP

Shop matters with NSG t a m o ver a e w e t e h T e are not n ve t h e n in maybe a h i c c w living in always well i n e V m in g o c e very thought out g n a r G usto s a w in decisions. difficult decision But is e w h c i h w , times, and at times it there aanything n e o v so e ha w – feels almost wrong to be e t a g o Harr g h more i h y frustra caught up in works frustrating ll a e r trivialities…fussing over er when a seen s o me vi s u a lly y colours to order, and customer custom it l a u q an d s cancels t s taking abuse off canc with S O P customers for various p le a s in g o ver t h e you because top, reasons. Life doesn’t stop, in g up a re st ill they can get o g n… and we must plough on… it q quicker les c ountry, s a d it ’s st ill elsewhere? els to tackle industry issuess like ar G bedding (or lack of), car Guys if ron g an t on ly t s th seats being sold online,, the n e d n in dep e p where Pink Lining are now playing

W Yasmin Ali, Babyland, Fife

G usto i c c i n e V

p - op i e v i r rP B e b ec aa g i c S p a rk le M

68

nursery today

and what am I wearingg to my visit to Emmaljunga…will it rain will it pour? Life!

I hate to be blunt but the nationals and the supermarkets have killed bedding. What isn’t discounted?

Apart from Mamas & Papas (kudos) who offers decent margin on bedding? It seems folks we are a dying breed (area dependent), and they just don’t want us to have bedding. Suppliers prefer to have the full monopoly, sell direct and get sales, sell to us and make some cash moneys too. There are a few manufacturers left, who work with us and try to help us put up a stand. Richard Inglis and Cuddles Collection spring to mind. I would recommend looking into probably both. It’s sad, because this kind of line should be easy sales, good margin and bread and butter for us, but why buy from a shop when I can get it online for 25% off and free delivery. Depressing stuff.

As the warmer weather comes in, many suppliers are out of stock of parasols but have stock of footmuffs.

What is going on? Why is stock such a massive issue just now? I issue a stark warning, and you know who you are – Independents are sick to the back teeth of it.

There is no stock for us, but there is stock for baby shows, and stock for your customers who are buying direct – there needs to be a balance, or you will start losing floor space, its already happening. The frustration is becoming anger and anger leads to decisive and

field is not level, make it level – your relationship with your suppliers should be a two-way street.

The team over at Venicci have the new Gusto range coming in soon, which we saw in Harrogate – we have seen some really high quality visually pleasing POS stands going up over the country, sales are still strong and it’s still independent only. Shout out to one of the easiest to work with and supportive suppliers in the industry, the range continues to grow and is consistent. You don’t feel you are competing with their website, or their social media – it’s positive, and long may it continue.

Bébécar are running an instore only promo just now for the month of June, this is a great step to get people IN stores, giving us a chance at last. A little incentive to clinch the deal, but driving people back to shops and hopefully increasing sales throughout your shop, do NOT forget the importance of upselling. The range is gorgeous and I think this will be a great boost for June as it starts to slow down for the summer holidays. I love the Sparkle pram, it’s just so different and eye catching, with the stunning Bébécar quality we know and trust.

Big shout to Robert & Cassie who have been helping me recently with some tough customers, it’s good to know that you guys have my back.

With many suppliers, they wash their hands and we are left to bear the brunt end of the customer’s reaction – it can be an isolated, lonely and quite upsetting experience, so thank you!

MJ Marks Ophelia grey crib… make me want to have another baby, that is exciting and excitement breeds excitement, they are selling well! So

different, classy and pretty, exclusive and not a product that is saturated or killed online.

Rosy Fuentes stock has filtered through from Harrogate orders…one word, STUNNING! I guess the fact that there is no product photography

M J M ark s Op hel ia grey cri b helps in that it brings people in and encourages them to buy in store rather than online – silver lining.

Speaking of lining I read that Pink Lining (see what I did there) have been bought over. I really hope this new company can make a go of it and bring them back to their former glory.

The range has dipped in sales as I feel it became saturated and lost that exclusive appeal.

I am looking forward to seeing Emmaljunga in Sweden in the coming weeks. Hoping for nice weather, and really excited about seeing the new range! Undoubtedly I will report back next month, but thank you in advance to Emmaljunga for inviting me along, I can’t wait. Also seeing Cosatto’s preview at the end of the month, I honestly act like a small child in a sweetie shop when I am there, I simply cannot wait – and I will be there with my partners in crime Baby Birds and BabyLICIOUS – squad goals people.

Ramadan Kareem to those celebrating, the days are long guys, stay strong!

See you soon Yas yas@babylandfife.co.uk

nursery today More G

Growing your business

e s L sW f l o

k or

F L GOSSIC CL9A 017 2 8 9

www.nursery-today.co.uk

£98 FOR THE DAY

1

9 1

S R A E Y l l a H los rup

Pucskwkesbury, G

Nr Te

y a d s Tue th 27 e Jun 7 201

COME ON! Just off the A38 and just a few minutes from the M5.

The Hotel is situated right next to the 1st tee off and rooms can be booked direct using the code GNASB10 – Telephone 01684 296200 where the lowest rate available less 10% will be offered. We have managed to keep the fee for the day unaltered at £98, so all you have to do is complete and return to us. Just one day in your diary out of 365 for a sport you enjoy playing can surely be managed?

Either give me a call on 01442 289930 or email malcolm@lemapublishing.co.uk for full details Malcolm Bubba Naish

Nursery 2017.indd 1

05/06/2017 14:09

BPA notice board Annual General Meeting The Baby Products Association’s Annual General Meeting will take place on 28th June 2017 in London.

This is a fantastic opportunity for members to come along and have their say about their trade association and have input into future plans.

There are currently vacancies on the Executive Committee and Technical Committee providing individuals with the chance to help shape and guide the Association, make an impact in the industry and be

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

www.thebpa.eu

Working at European level

The Baby Products Association, which is a Trade Challenge Partner of the Department for International Trade, has been informed that there is funding available for companies wishing to exhibit at ABC Kids Expo which takes place at the Las Vegas Convention Centre from 17th to 19th October 2017.

The Baby Products Association will not be hosting a UK Pavilion at the show this year, due to lack of interest from members. Simon Anslow, who organised the UK Pavilion at the show previously, explains: “ABC Kids Expo is quite different from large trade shows such as Kind und Jugend which can be quite

70

nursery today

Last chance for Shanghai

Robert Anslow, Managing Director of the Baby Products Association, was re-elected as President of the European Nursery Products Confederation (ENPC) for a further two-year period at the organisation’s recent AGM which took place in Italy in April.

The Baby Products Association is a founding member of the ENPC which now has seven country members including: Austria (ARGE), Assogiocattoli (Italy), Germany (BDKH), Belgium (Febab), France (FJP) and the Netherlands (VBKV).

The full committee elected at the AGM includes: Roberto Marelli (Vice President) and Paolo Taverna (Treasurer) of Assogiocattoli; Peter Roehrig of ARGE; Robert Anslow (President) and Andrew Ratcliffe of the Baby Products Association; Stefan Aerts of Febab; Michel Moggio (Secretary General) and Charles de Kervénoaël (Vice President) of FJP; Alessandro Zanini of BDKH; and Albert Vallejo of VBKV. The ENPC continues to focus on child safety aiming to build relationships with policy makers at a European level. The organisation already has a significant involvement with PROSAFE which offers members important networking platforms and is working to recruit new trade associations from other European countries to give further strength to its working initiatives. For more information about the ENPC visit www.enpc.eu

Funding for Export

involved in helping to shape safety standards and legislations concerning baby products. Members will have received details about how to apply or nominate a colleague, but if you haven’t received the information, please contact Julie James – julie@b-p-a.org.

The trade association once again plans to deliver seminars on pertinent industry topics during the event – visit www.thebpa.eu.

The Baby Products As sociation still has a few last-minute places available in its UK Pa vilion at CBME Shan ghai which takes place from 19th to 21st Jul y 2017. This has been a hugely successful sho for participants in the w last few years; and wi th 2,600 exhibitors covering almost 240,0 00 sqm it offers an un rivalled opportunity break into the booming to Chinese market.

There are also grants of £2,500 available for wishing to exhibit at British companies the show. For full detai ls visit www.thebpa.e or email: simon@nurse u ryfair.com

New USA trade show Representatives from the Baby Products Association were invited to attend the inaugural (Juvenile Products Manufacturers Association) JPMA Baby Show which took place in Anaheim in May. The event hosted over 300,000 square-feet of exhibition space at the Anaheim Exhibition Centre and drew around 5,000 exhibitors, nursery buyers, distributors, consumers and the media from around the globe. On the last day, the show opened its doors to consumers culminating with the largest consumer show in North America – the Anaheim Baby Show.

Robert Anslow, Managing Director of the Baby Products Association, said: “I was very impressed by the size and quality of the show. It was very professionally organised and the British companies that I spoke to exhibiting were all impressed with the quality of buyers and plan to participate in future shows.”

Robert continues: “As the president of the European Nursery Products Confederation (ENPC) it was also interesting to speak with the JPMA which is the USA’s version of the Baby Products Association, and discuss how Europe and the USA can work together to simplify trading between our countries in the future.”

The JPMA Show takes place in Washington in March 2018 and the Baby Products Association will be considering the possibility of hosting a UK Pavilion at the show.

daunting for new companies exhibiting for the first time. Exhibitors are categorised, so it was a difficult choice for companies to decide whether they would be better placed within the UK Pavilion, or with their product category and many companies decided on the latter. However, it is still an important show for the industry and therefore there are grants available for companies wishing to exhibit in 2017.”

For more information about applying for a grant, visit the website at www. thebpa.eu

Buyersdirectory Baby Shoes

Textiles

Ambassador Textiles are a major supplier to the Nursery manufacturing industry, we stock an extensive range of top quality Baby Care fabrics in popular pastel colours:• Soft & Cuddly – Velboa, Dimple, Stars and Coral Fleece Circles • Cotton Waffle & Cotton Interlock • Moisture Absorbing – Bamboo Towelling & Woven Towelling • Lightweight & Pretty – Dobby Spot Polycotton & Brodierie Anglaise • Warm & versatile – Anti Pil Fleece

Coordinated Bedding

Our Anti Pil fleece range has over 50 colours and 20 prints which can be made to order into Fleece Blankets in Cot, Pram and Picnic Blanket size (minimums apply) Visit our website to view the full range at www.ambassador-textiles.co.uk Or contact our experienced helpful team on 0161 624 4167 info@ambassador-textiles.co.uk

Distributor

01473 228862 www.ardega.co.uk sales@ardega.co.uk

Innovative Nursery Products • Baby Monitors • Feeding Accessories • Home Safety • Sleep Products • Travel Accessories • Bedding

UK Distributor and Wholesaler ■ Huge selection of products ■ Exclusive European Brands ■ Small and new businesses always welcome

■ Drop ship service on all products!

■ Very helpful and friendly team ■ Online ordering 24/7 Register now for hassle-free online account or contact us to request more details

www.supremebaby.co.uk sales@supremebabyproducts.co.uk 01202576685

Wholesale

*Buyers Guide April 2017.indd 2

05/06/2017 17:36

Meet the new

PACE www.icoo.de Ava ila b le in a r an g e o f c o l o u r s

info@hauckuk.com +44 (0)1978 664362

LIFE IS FOR LIVING Hauck.indd 1

iCoo.de 18/05/2017 12:34