Nursery Today

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

Month: May 15 Issue 8 Volume 18

www.nursery-today.co.uk

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

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

Regulars

CONTENTS May 2015

5 6 8 10 14 18

We spoke to a number of retailers about the year so far

April 2015 Issue 7 Volume 18 20 22

the team P24

10

Penny Franks penny@lemapublishing.co.uk

36

Penny Franks

55

David Fairhurst, Intelligent Retail

64

Colin Pattison

A look at new Google programs

Christine Contreras christine@lemapublishing.co.uk Paul Donnelley

Colin looks back at HINF

Design Production Director

66

Paul Naish paul@lemapublishing.co.uk

Features

Robert Thomas robert@lemapublishing.co.uk Christine Contreras

24

Changing bags The latest mums’ must-have but dad isn’t left out

Mark Naish mark@lemapublishing.co.uk

30

Managing Director

P40

Mark Naish

Technical products Gadgets, gizmos and all the latest kit for babies and toddlers

38

The royal baby The Princess Charlotte effect on retail

Lema Publishing Ltd

40

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

Breast pumps and feeding aids Making mum’s life easier

46

Décor What is the in-look for rooms for babies and little ones?

P58

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

Plush Cute and cuddly, soft toys are big business now

Paul Naish

50

A member of the Audit Bureau of Circulation

Yasmin Ali, NSG Yas casts her eye over gadgetry

Circulation

www.nursery-today.co.uk

Nigel Plested This issue Nigel focuses on the enhanced role of dads

P30

Ad Manager

Malcolm Naish malcolm@lemapublishing.co.uk

Anthony Temple This issue Anthony focuses on real value of traditional toys

Paul Donnelley pauld@lemapublishing.co.uk

Publisher

New Products BPA

Contributors

Editor

Assistant Editor

Leader News GRO Licensing News Retailer Profile Nursery Natter

56

Baby oral care An often neglected area but very important

Malcolm Naish

60

Baby first aid What is on the market if a little one is poorly

P64

CROSSWALK FROM JANÉ

CHIC IN THE CITY, STRONG IN THE COUNTRY.

That’s the new Crosswalk from Jané. Its cool design makes it ideal for the city. Its strength makes it a unique pushchair for the country. And what’s more, its large size wheels with independent suspension and the aluminium tubular chassis make it really hard-wearing and safe, while giving it its own unique and very appealing style. Additionally, the compact folding and exclusive Pro-Fix system means that any Jané carrycot or baby carrier can be installed, making the Crosswalk one of the most versatile and adaptable pushchairs in the world.

For more specific UK & Irish information, including Stockists details go to: www.johnstonprams.co.uk

www.jane.es

The U.K.

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ere we are - May. It amazes me how quickly a bit of warmer weather can make everyone feel better. I personally just love this time of year, summer is firmly on the horizon.

I’m not sure if any of you noticed, but we have actually included a new issue into the schedule of the magazine.

No longer will you be receiving a combined April/May issue - but this year sees the introduction of an additional issue in our yearly calendar. So here in our May issue we bring you features not brought to you before (and can I say that on a personal level I was finding it extremely hard to cover everything in nine issues, so ten, for me, is much better and a lovely even number!).

I really must talk about the birth of the new royal baby - for those of you who may have had your eyes closed recently, this was a huge news item. What sort of impact will this have on our sector? We will probably see a trend forming with regard to baby names (think Charlotte, Elizabeth, Diana) and also buying patterns from your customers looking to secure the current or next Kate must have item! Of course, huge congratulations to both Kate and William on the birth of their second child - but this is also a superb opportunity for retailers, manufacturers and suppliers of nursery product keep your eyes on the news as it rolls out, spot those latest must haves that may adorn the pram, what Charlotte’s wearing, etc. We should experience an extremely positive few months ahead, with mothers opting to buy products that have some association to the new baby - the sentence “If it’s good enough for Kate” will probably run through new parents’ minds. It’s crucial that we all keep up with any trends that emerge and what’s hot on the Charlotte baby list.

Moving on, this issue is absolutely crammed with features.

We take a look at changing bags, tech products (great dad

We Understand Babies and Parents Like No Other Design Business

Red Kite 2015 col lection 01454 326 555 www.redkitebaby. com

category), royal baby, breast pumps and accessories, plush, nursery décor, baby oral care and first aid - that should keep you all busy!

So, golfers - are you all booked to attend the annual Nursery Golf Day? Not long to go before you can all ‘tee off’!

It looks set to again be a fantastic day, with many already booked. The event will be held at Staverton Park on 2 July.

Contact Malcolm Naish on 01442 289930 or email: Malcolm@ lemapublishing.co.uk for more information.

Finally, The Baby Products Association has joined forces with the Child Accident Prevention Trust (CAPT) to raise awareness of potential dangers to children inside and outside the home via sponsorship of Child Safety Week from 1 to 7 June 2015.

This annual CAPT flagship community education programme alerts parents and carers to dangerous scenarios such as scalds and burns from hot drinks and hair straighteners, to choking and drowning hazards and road safety.

The key message that the BPA will relay is the importance of correctly choosing and installing child restraints and the dangers of purchasing secondhand goods where the history of a product may be uncertain.

If you would like more information visit www.b-p-a.org

“

We take a look at changing bags, tech products (great dad category), royal baby, breast pumps and accessories, plush, nursery décor, baby oral care and first aid - that should keep you all busy!

”

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

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Leader 5

NEWS

sponsored by hardenbergco.co.uk 01785 503 305

Baby Brands Top the Shortlist for Richard Branson’s #VOOM Campaign It comes with great excitement that not one, not two, but six much loved nursery brands have made the shortlist for ‘Pitch to Rich’, a national competition giving entrepreneurs a unique opportunity to pitch to Sir Richard Branson and win up to £250,000 to boost their business.

With six baby businesses reaching the next stage in the immensely popular GROW category, it certainly proves how strong the nursery sector is. The teams behind the shortlisted brands, including, Sweet Dreamers, creators of the famous ewan the dream sheep, SnoozeShade, the UK’s original and bestselling breathable sun and sleep shade, Gummee Glove, the handy teething mitten, Mama Designs, the multi award winning breastfeeding, sleep and feeding brand and TidyBooks the unique collection of children’s bookcases and Sassy Bloom are understandably over the moon.

On 19th May the Semi-Finalists will be announced and online voting will re-open once again. It is then down to the public to decide who gets to ‘Pitch to Rich’ on 26th June at the live Finale in London.

Exciting announcement by Solution EU Ltd As one of the UK’s top Private Label Nursery Specialists, Solution EU are excited to announce the launch of their new patented pre sterilised Koko refillable baby food pouches, and pouch food spoons.

For parents who prefer to prepare their own delicious, homemade baby food, Koko Food Pouches are perfect. These can be filled in bulk and stored in the freezer and then microwaved to warm up food ready for mealtime.

Once feeding is over, simply pop the pouch in the top rack of the dishwasher for easy cleaning. The pouches are suitable for babies from 4 months onwards.

Combine your Koko food pouch with one of the Koko Food Pouch Spoons for an even easier mealtime. The only pre sterilised food pouch available.

Currently available in Tesco and Asda.

Tel: 01280 878260 Web: www.solutioneu.com Web: www.koko-innovates.com

BreathableBaby Toys - Safe and Snuggly Companions Parents are advised not to place toys in baby’s cot due to risk of suffocation and choking, but BreathableBaby have developed a range of super cute ‘breathable’ toys, all of which are hypoallergenic, machine washable and fast drying ensuring babies sleep safe and sound with a little pal for company.

The ‘Heritage Collection’ - a beautiful range of very British fashions using iconic imagery and BreathableBaby have introduced Bella Bird, Rory Rabbit and Sebastian B. Seagull (who also has his own Facebook page!) to the collection - gorgeous additions to the fabulous range of classic characters also available.

For more information, contact rhsalesandmarketing@gmail.com Web: www.breathablebaby.com

A first for nursery furniture Boori believe that buying good quality, welldesigned and safe nursery furniture is the best start parents can give to their precious newborn baby.

All Boori cot beds and furniture have passed all relevant safety standards and now they’re proud to say all of Boori collections sold in the UK and globally have attained the Greenguard Gold Certification.

And Boori are the first in the world to attain this award across all of their collections.

People expect their home environments to be healthy and safe. Unfortunately indoor spaces are often filled with potentially harmful pollutants called volatile organic compounds (VOCs). VOCs are chemicals that are released into the air from every day products like furniture, flooring and cleaners. Once airborne, VOCs are inhaled by building occupants with every breath they take and can trigger a number of potential health problems.

Babies and children breathe in a greater volume of air than adults relative to their body size. Their organs and respiratory, immune and neurological systems are still developing. They also breathe through their mouths, more so than do adults, which increases their risk of pulmonary exposure to particulates and fibres that would otherwise be filtered out in the nose.

Indoor air pollution can lead to asthma, headaches, respiratory disease, eye, nose and throat irritation as well as more serious neurological and cardiovascular diseases.

Greenguard Gold Certification incudes safety factors to account for children and other sensitive groups and helps ensure that a product is acceptable for use in the home, schools and healthcare facilities. In addition it limits emissions of over 360 VOCs and total chemical emissions.

All of this makes Boori nursery furniture the safest and healthiest on the market today.

Web: www.boori.com

Frugi continues to strengthen its ties with suppliers As part of its ongoing commitment to ensuring ethical management across the whole business, Frugi, one of the UK’s fastest growing childrenswear brands, visits its manufacturing suppliers in India every six months.

The most recent trip saw Chairman Ian Scott and Head of Supply Katie Julian head off on a whistle stop tour to Delhi, Mumbai, Calcutta, Tiruppur, Coimbatore and Bangalore. The tour of India provided an opportunity to share their strategy and plans for growth whilst reinforcing Frugi’s commitment to ensuring suppliers continue to operate at a high ethical and environmental standard.

6 nursery today

Goodbaby International Holdings appoints Tim Maule

Clever little things that keep baby socks on!

Tim Maule joined Goodbaby International Holdings as the Group’s Chief Commercial Officer, to oversee commercial strategy, including marketing, sales and brand management as well as international sales across the Americas, EMEA and APAC. Tim has more than 23 years’ experience under his belt, both in the parenting industry and in multi-channel international retail development.

Previously Deputy Chief Executive Officer for Mamas & Papas UK, Tim was responsible for managing their retail and wholesale sectors as well as running the UK stores, e-commerce and brand distribution – successfully spearheading the expansion of Mamas & Papas to more than 50 countries around the world. He was also appointed an executive board member of the BPA UK trade association from 2011 to 2014.

Generation Media awarded Gold Generation Media have been awarded Gold standard for the continuous professional development of their staff for the second year running.

The advertising industry body, Institute of Practitioners in Advertising, recognised Generation Media’s ongoing commitment to staff development with the accreditation.

Britax sponsors the Bliss Buggy Push for third year running Britax is once again sponsoring the Bliss Buggy Push, a series of familyfriendly 5km buggy walks or runs across the UK, designed to help raise money for Bliss, the special care baby charity.

This is the third year that Britax will sponsor the charity initiative, and following the success of last year’s 40 events, organisers say the 2015 fundraiser has the potential to be the biggest one yet.

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

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

nursery today 7

NEWS Time to talk export

One Step Closer for Sassy Bloom

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

W

hat a month May is turning out to be, so far we have had a Royal Birth, congratulations to the Duke and Duchess of Cambridge with the safe arrival of Princess Charlotte Elizabeth Diana, some sunshine, my birthday, a major election shock which has left the pollsters with some explaining to do and Exeter Chiefs 1 win away from the Rugby premiership playoffs.

Where to start?

Where do I start – well I won’t delve too deeply into politics at this early stage other than to hope that the recovery and support for small businesses continues to be high on the political agenda which as we know and are told is the heartland of wealth and job creation in the UK and so deserves to be nurtured and developed.

The Royal birth has put the Nursery industry in the spotlight, boosting retail sales by 80million, which can only be a good

sponsored by

thing especially for our independent sector, and it will be interesting to see what the market is focussing on at the NEC this month with the Consumer show bearing down on us. It will again be a great opportunity to gain first hand new and prospective parents insight and to speak directly with expectant mums and dads as to what is currently engaging or disengaging them in this sector.

I particularly find it incredibly useful and essential to speak directly to parents as it is very easy to assume a level of knowledge or awareness sitting in the office but it is what our consumers think and feel which matters most and in particular how our consumers want to be communicated to, especially in light of the speed of social media innovation and adoption.

So, plenty of issues to get our teeth into over the coming months once the dust has settled and Good luck to the Exeter Chiefs in the playoffs.

Following their appearance on Dragons’ Den earlier this year, Sassy Bloom are one step closer to pitching to Sir Richard Branson and scooping a £250,000 prize!

Sassy Bloom have gone from strength to strength since they launched in 2013. They are delighted to be helping parents on their journey by discovering the very best products for their baby each month. They are also helping hundreds of brands with their marketing so it’s win-win all round.

Co-Founder Darren Sassienie said: “In a short space of time we’ve innovated, created a unique business that changes people’s lives for the better; we’ve scooped up 13 awards, received local & national press coverage, had fantastic celebrity endorsements, appeared on numerous radio stations and had TV coverage. Our experts are amongst the best in the country. We’re aiming to raise £100,000 for charities. More importantly our customers go out of their way to tell us how delighted they are. We’re achievers. We’re passionate. We’re determined. We’re entrepreneurs.

We’re sassy bloom.”

Web: www.sassybloom.com

Mjprams happy after Harrogate After the successful launch of MJprams Daisy travel system at Harrogate they are pleased to announce it will be available from 1st of June after the arrival of the car seats.

This phenomenal mid range travel system includes: carrycot, isofix carseat, reversible pushchair and changing bag at amazing RRP£370. isofix base also available at additional cost.

For more information contact: Tel: 01432 279055, Email: jack@mjmark.co.uk Web: www.mjmark.co.uk

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

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

Halilit were thrilled to see that Tamara Ecclestone has one of their best-selling Taf Toys Clip-On Pram Books arranged round her nappy changing table to keep her adorable baby Sophia entertained during nappy changes; and footballer Theo Walcott’s toddler son Finlay was pictured recently enjoying kicking a blue Sensory Ball from Halilit’s Sensory Play range.

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

LICENSING NEWS

Nurture the roar

Licensed plush trends ... an inside take on this growing nursery sector Anthony Temple, Managing Director at leading licensed character baby soft toys manufacturer Rainbow Designs takes a look at the real value of traditional toys within the nursery sector.

I

t’s fair to say that traditional toys play a greater role within nursery than in any other part of the toy industry. This is primarily because the values associated with a traditional toy sit comfortably with the nurture and protection a parent requires

Nurture Rights has appointed IVS Group as the UK master plush partner for its preschool brand, Dinosaur Roar!.

Dinosaur Roar! is the first property from Nurture Rights, the company set up by Peter Curtis and Nick Barrington.

The property is a ground breaking, multi platform dinosaur project for preschoolers based on the best selling book by Paul and Henrietta Stickland, which is being developed in partnership with the Natural History Museum.

IVS Group will develop and produce a new range of Dinosaur Roar! plush plus a selection of wooden toys, activity toys and novelty items.

The initial product line will feature large plush, beanie plush, as well as a buggy toy, hand puppet and chomper toy all aimed at the brand’s young audience.

The firm also plans to broaden the Dinosaur Roar! range with a range of wooden toys including wooden bookends, a pull along Roar! and a wooden dominoes set.

for their child.

The word traditional is often banded about - but what really constitutes a traditional toy? The value of these toys is based on more than just the materials they are made from or the type of product they are; traditional toys are borne of a familiarity from our own childhood.

From this familiarity comes trust and so traditional play patterns are created but in today’s marketplace, are these traditional toys being overshadowed by new electronic and interactive products?

So what does ‘traditional’ mean?

Talking about traditional doesn’t mean innovation can’t be mentioned in the same sentence; innovation in traditional toys is absolutely key to success. True traditional toys come from the continuous development and growth of classic brands that have survived the test of time through product innovation and diversification. Products such as Lego, that reach all levels of the market from Lego Junior for pre-schoolers through to Technical Lego for teens and adults, is considered a true classic brand and a traditional toy while still perceived as current today as the day it launched.

In nursery specifically many classic brands, such as Peter Rabbit, Guess How Much I Love You and The Very Hungry Caterpillar, hark from a publishing heritage and bring with them a familiarity. The familiarity of these high quality brands coupled with tried and tested classic toys such as musical softs, pull alongs, peg puzzles, shape sorters and Jack in the boxes have proven to be winning combinations - and have stood the test of time.

Traditional toys are all about learning through play, through all the ages and all the stages. And for parents, a key requirement for an early years toy is the educational element, such as the ABCs and 123s. The more recent development of new technologies, such as voice and interactive chips, used within traditional toys have given many classic brands the opportunity to offer greater educational qualities creating further added value.

Traditional toys and modern technological developments are not mutually exclusive. In fact, the combination of the two can only be positive; parents get the best of both worlds and retailers get tried and tested classic brands with longevity thanks to the modernisation that comes from technology and innovation.

10 nursery today

HOHO ANNOUNCES NEW APPAREL LICENSEE FOR CLOUDBABIES Hoho Rights, the commercial arm of kids production company Hoho Entertainment, has announced today that it has appointed Zippy as the new UK baby and toddler clothing licensee for its colourful pre-school series Cloudbabies.

Founded by Nicole Graham, Zippy will be tasked with developing a range of high quality baby and toddler apparel and accessories for Cloudbabies to include nightwear, daywear, baby essentials, bibs and more.

This latest signing follows the recently announced appointments of IVS Group as the master toy partner and Global Solutions for Clothing (GSC) as the dress-up partner under their ‘Pretend to Bee’ brand.

Hoho’s joint managing director Helen Howells said: “Following the announcement of our new Cloudbabies toy and dress up partners, we are very excited to now welcome Zippy on board. It is a pleasure to be working with Nicole; she is so passionate about design and quality but moreover she listens to what parents want and like through rigorous research.

We’ve also been taking note of what parents and caregivers are looking for so we hope that this beautiful new range of baby and toddler clothing will satisfy that demand.”

Zippy founder Nicole Graham adds: “At Zippy we design our products to look beautiful and be practical. We have loved working with the gorgeous colour scheme and characters of Cloudbabies to design a quality range of clothing and accessories that little ones will love to wear!”

Created by award-winning art director Bridget Appleby, Cloudbabies made its colourful debut on CBeebies in the UK in May 2012. Aimed at pre-schoolers, the enchanting series features the adventures of four adorable, childlike characters whose job it is to look after the sky and their Sky Friends, and teaches children about caring for others and the world around them, introducing them to the wonder of the sky and the concepts of day and night, sun and moon and rainbows and stars.

Web: www.zippysuit.com

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Focus: Red Kite

Flying High C The Red Kite Baby Co Ltd this year celebrates their ten-year anniversary, an event shared with a large proportion of their established and new accounts at this year’s nursery trade show.

upcakes, completed by many hours of Red Kite’s work force tying ribbons, were enjoyed by many as a guilty pleasure while walking around the halls of Harrogate. Other fun aspects of the Red Kite stand included a bottle of Champagne which was subsequently won

by The Stork in Doncaster. When reading editorials from brands you normally read the same stock explanation of how the show panned out – brilliant turn out and a great show. However, this was totally true over at their stand and again they experienced a great showing from their existing accounts along with meeting some fantastic people who they hope to work with moving forward. So with this in mind everyone at Red Kite would like to personally thank all of you who attended their stand and they look forward to working with you further.

“

What works well for Red Kite is the quality affordable price guarantees, with ten years of continued improvement the products within the 2015/16 range are some of best they have ever produced

”

To mark their anniversary they have made some changes which they are sure in time will all be for the better. A new online presence for Red Kite is a big change and one needed to help bring them in to a modern market in which Facebook and Twitter play a large role, if you haven’t already give Red Kite a like and follow! Red Kite have also launched their new website which boasts a lot more interaction than before and a simple, yet smart, approach to the content the site contains. They have also welcomed a new member of staff in Customer Account Manager Liz Selwood, who has made a rapid impression with the accounts she looks after.

Liz brings many years of experience in account management and the independent market will benefit from her bubbly personality and great work ethic.

12 nursery today

“

Their new brochure, which should hopefully have been received by you all, demonstrates the great strides in quality and quantity that Red Kite now offer – when compared to their first brochure ten years ago, the difference is vast

”

Time for new products!

A few weeks on from Harrogate and the dawn of another exciting time for every supplier’s year has begun – the arrival of new products. This year at the trade show Red Kite Baby showed off many new lines for their 2015/16 range which received a brilliant response from the independent market.

A particular star was the very popular Push Me Fusion; this 2-in-1 travel system also provides Red Kite with an updated approach to the wheeled market – one which in all honesty was probably long overdue. The Push Me Fusion will be the first line that Red Kite will supply which is available with interchangeable colour packs, the response to this was brilliant and everyone had their own favourites and preference.

The team at Red Kite love having feedback on their products; it enables them to work hard at improvement, and after listening to some of their trusted accounts they will now also be offering a colour specifically for independent accounts.

Their new brochure should hopefully have been received by you all, which demonstrates the great strides in quality and quantity that Red Kite now offer – when compared to their first brochure ten years ago the difference is vast. The theme of this brochure is one of their roots and where Red Kite sits both geographically and within the market. Their products offer a great choice for customers looking to get maximum value for money while gaining a great looking item for their child. Many of their lines are direct alternatives to similar products within the market yet a fraction of the price. However, value is not everything and they are sure you would agree that a cheaper product doesn’t always sell better. What works well for Red Kite is the quality affordable price guarantees, with ten years of continued improvement the products within the 2015/16 range are some of best they have ever produced. Being a company based in Bristol they wanted to incorporate their lifestyle shoots with some locations around the city – also proving that Bristol is not just fields and tractors. They have created a traditional feel to a brochure with very modern aesthetic values throughout, making it a source of great pride for our development team.

How are they going to continue to move forward?

An easy way to answer this is to continue to grow as a business while keeping up trends popular in the market – easier said than done. This year, and every other moving forward, they hope to involve many of their accounts in organised feedback sessions, with topics such as products, service provided, future opportunities and many other aspects which are key to producing a great all round Red Kite experience. So back tracking a bit and answering the question of how Red Kite intends to move forward is simple – with your help.

All of their accounts have a combined experience which far surpasses that of their own and it is this combined knowledge of the market and end customers which makes independent feedback invaluable to all brands.

The last ten years have honestly flown by for Red Kite and it’s with your help that they have experienced their substantial growth from day one. Thank you from everyone at Red Kite and they look forward to sharing their next ten years with you all.

Tel: 01454 326555 Email: enquiries@redkitebaby.com Web: www.redkitebaby.com

Did you know…

■ Over 80 products available within the 2015/16 range ■ Last year’s most popular colour way was Princess Pollyanna ■ The Push Me Fusion is available with changeable insert packs ■ Red Kite has recently passed its ten year anniversary ■ Exclusive Independent only colours ■ Check out the new website: redkitebaby.co.uk ■ Now on Facebook and Twitter nursery today 13

Regular Retail Profile

From left to right we have: Dylan HampsonVaughan, Victoria Hamspon, Lola Rose HampsonVaughan, Clifton Vaughan and Marley HampsonVaughan.

Naturally inspired Since launching seven years ago, Natural Baby Shower has gone from strength to strength. Here Penny Franks has the pleasure to question Founder, Victoria Hampson to find out more and about their exciting expansion plans.

Tell us a little about the inspiration behind launching the Natural Baby Shower website?

Our first child was born while we were living and working in New Zealand, where there was a natural approach to parenting. Inspired by my midwife and the many organic baby products which were available there, I decided to launch my own online business when the family returned to the UK. At the time, there were very few online shops offering natural products and we wanted to create a site that offered these plus amazing customer service and information and advice for new parents on natural parenting.

How successful has this been for you?

Very successful really from the outset.

Launching into the online world eight years ago was not as easy as it is today.

14 nursery today

“

Brands are key and we only want to stock brands that match our own ethos for excellent product quality, with good company ethics as well as customer service which will back up our own

”

Most suppliers, especially the smaller ones who we were dealing with, did not have web ready product images and descriptions. We worked hard on every product, writing tailored descriptions, taking our own images and ensuring all the information was available to make the shopping experience seamless for our customer. Customer service has always been very important to us. A good experience encourages consumer trust and loyalty and this helped our business take off.

When we first launched I worked alone but we quickly took on staff and moved into new premises in Chertsey with a small boutique. Six years on we have just rebranded, launched a new website (on different software Shopify, which integrates with our multi-channel Stock Management system BrightPearl) and moved into our new store in Bagshot.

This is much larger allowing us to

have a great retail area where customers can touch, feel and try out the products.

Is there a particular product category that is currently performing well for you?

In the early days it was cloth nappies that helped our business really take off, in particular TotsBots. More recently, we have seen a real growth in the merino market, especially in sleeping bags. We also do well with Baby Carriers and muslin products, particularly aden+anais after Prince George came out of hospital wrapped in one of their swaddles a couple of years ago.

What about consumer trends - are you noticing anything specific at present?

We are seeing a general move towards more natural products especially in skin care and mattresses. Organic and merino clothing are also selling well.

Do you receive adequate support from your key suppliers?

We receive fantastic support from our suppliers, especially with the imminent opening of the new store. Most of our key suppliers have been down to visit on more than one occasion and are offering lots of help with displays, window artwork, display stock. aden+anais are setting us up a fantastic area, similar to the one they have in Selfridges and PacaPod have made us a giant replica bag to show of their unique pod system. Little Green Sheep & Bambino Merino have also been fantastic and we have been offered loads of products for social media competitions and our Ultimate Baby Shower Prize Hamper for the VIP launch day on May 29th. They have also offered lots of staff training especially in the Baby Carriers and Nappies, with Slumberoo, Close & Ergobaby. We want our staff to be super knowledgeable on all products, so this really helps prior to opening.

How important are brands to you?

Brands are key and we only want to stock brands that match our own ethos for excellent product quality, with good company ethics as well as customer service which will back up our own. We have a 98% Feefo rating and customer service was fundamental in growing our business.

We also require that brands can maintain recommended retail price online so that prices are not continually chipped away at. This is something we have started taking more seriously over the last year. We do not sell on Amazon or other similar websites, where you can loose control and brands can be devalued. We have had to drop some brands where they were slashing prices directly to the customer, but not offering any similar discount to the retailers.

We also like to support new and upcoming businesses as this is where we have grown from. Over 50% of our brands are built by mums from the kitchen table like, Cuddledry, TotsBots,

Bambino Merino, Pacapod & Storksak to name a few.

We understand you are soon to open a new flagship store - can you tell us a little more about this?

Thanks to our incredible growth, in January this year we moved into much larger premises in Bagshot where our flagship store will open to the public on 1st June 2015.

The building is just off the M3 so in a very convenient position, we have ample parking and are easily accessible to parents from all over Surrey such as Ascot, Windlesham, Virginia Water and Weybridge.

The building itself (which we have exclusive occupancy of) is on two levels with a total floor space of 4,000 sq feet, 2,000sq feet of which we intend to use for sales area, alongside our current online operation.

The space allows us to offer customers advice and demonstrations on items like the carriers, slings, buggies and washable nappies. We’ll be stocking items parents need ready for their new arrival and gift items like soft toys and wooden toys for toddlers.

The customers experience in paramount so we’ll also be offering a gift wrap service and a baby concierge/ personal shopper.

We’re holding a VIP opening of the store on Saturday 29th May with the store opening to the public on Monday 1st June.

What was the rationale behind this store opening?

We believe there is a shift from ecommerce back to commerce and we want to offer multiple touch points for customers.

Offering the same customer service face to face is really important to us. As a mum, I know that parents want to touch and feel goods, be shown how they work and want to be absolutely sure they’re making the right purchasing decision.

As an online retailer you can only

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

Regular Retail Profile

offer the customer so much. By having the store, we’re now able to extend our product offering to items like car seats and strollers.

There’s a real gap in the market for a store like ours – somewhere parents can see items which are organic, natural and kind to their children and the environment and at the same time can ask us for honest advice on the products and natural parenting.

Our staff are being trained on every item we stock so customers can be guaranteed amazing service.

We operate in an incredibly emotive environment, how do you run your customer service?

Customer service is very important to us so we offer shoppers as many options as we can to make contact as easy as possible – through online chat, telephone, email or social media.

We always respond to customers quickly and considerately.

Customers also like to have someone at the end of the phone, which we currently have five days a week, soon to be seven.

Having a new baby is an emotional time, so customers need support, with good product information, a quick response on any issue and knowledgeable staff, which we have.

There is also an easy return process should they need it.

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

Social media is a great way for us to engage with our customers and suppliers, a fun way for us to reach out to new parents and to help us attract new suppliers to the natural baby shower fold.

It’s very important in terms of brand awareness, not just for natural baby shower but also our suppliers. We regularly run successful competitions hand in hand with them and they’re very generous in offering us great prizes.

Social media also offers us more options to communicate and is another touch point for our loyal customer base.

Can we see you branching into any new product categories in the future, for example, wheeled goods and car seats?

With the additional space and in 16 nursery today

“

Thanks to our incredible growth, in January this year we moved into much larger premises in Bagshot where our flagship store will open to the public on 1st June 2015

”

response to requests from our customers, we are looking to add some of the top buggy, car seat and furniture brands to our already strong product base.

Joolz and BabyZen have already confirmed they’re coming on board in the wheeled goods sector and we’re in advanced talks with a couple of other brands which should be confirmed ahead of the opening.

Car seats will be another important addition with Cybex and BeSafe already on board. Boori, Leander, Moodeli, BabyBay and Snuzpod are our confirmed furniture brands.

Offering items like this means we have the complete packages for parents.

So as well as washable nappies and sleepsuits, change bags and maternity wear, we’ll also be offering everything

you need to kit out the nursery.

All these new items will be available for customers to come and see at our store.

And are there any further expansion plans on the horizon?

Most definitely! We’re hoping our flagship store will be the first of many with more retail outlets in our growth plan.

Hand in hand with that we’ll be continuing to expand our product range.

We’re always on the lookout for exciting new brands, from home and overseas to work with, whether they’re big suppliers or small independents. We’re also considering developing some own brand items too.

Did you know…

■ Huge increase in aden + anais sales since Prince George was born and photographed in one of the swaddles.

■ Limited edition nappies are collectors’ items.

The fastest we’ve ever sold out was prior to the birth of Princess Charlotte with TotsBots Royal Flush. They sold 150 nappies in an hour.

■ Their new store has an amazing Rapunzel tower which is a bit of a local landmark.

■ Feefo Rating of 98%, making them a Gold Trusted Merchant for the last two years.

This issue we speak to a number of independent retailers about their year so far – what’s hot?

Becky Elliott Bababoom, Loughton, Essex I think it is going to be the UppaBaby. That’s the one we have had the most enquiries for, not necessarily the most sales. I think because they can use the same carrycot for the second child rather than having to buy an add-on as they do with other makes. The price point, like for like is a fantastic option. We are going to see UppaBaby go way up in the ranks.

Do you think consumer spend has increased?

I think more people are looking for a deal. I think they are buying more products that are higher priced but are still being quite thrifty. They are looking around, price-matching seeing what kind of deals that they can get. We are not getting people walking in and wanting to pay the full RRP.

We are midway through the year, what trends are you seeing at the moment, any specific category that is performing well or perhaps a colourway trend in your area?

We are selling massive amounts of the Snuzpods. A lot of women are recognising the benefits of having baby sleeping close to them. They find it better than having the baby in the bed with them. There is a massive boom on bugaboos, in particular the Bee. We are selling an awful lot of the Stokka trip traps, and the new BeSafe the X4.

What do you think you will have had the most success in by the end of the year?

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John Barker Pramland, Hull We are midway through the year, what trends are you seeing at the moment, any specific category that is performing well or perhaps a colourway trend in your area?

There is not a particular colour or brand for us. It tends to be the high-end stuff. Medium to low-priced brands we can’t give away.

Premium brands are doing particularly well.

What do you think you will have had the most success in by the end of the year?

The upmarket, expensive ones. We are having a particularly good year with premium, traditional prams and ones that had been previously exceptionally popular in our prestige range have tailed off. I don’t know. Prams such as Bugaboo are doing very well. The budget brands are not doing well.

Do you think consumer spend has increased?

Yes, the view tends to be that since we don’t have much money, we will buy a better pram than we would have done and then if we have a second kiddie, it will last the duration. We are finding that people are spending more on the first pram, more money upfront.

Sue Dronfield Baby Barn, Rugby, Warks We are midway through the year, what trends are you seeing at the moment, any specific category that is performing well or perhaps a colourway trend in your area?

We are selling a lot of travel systems still. There was a time when people would be going for 2-in-1s but they are going for the complete package.

We are doing well with Silver Cross because they have some good promotions on. However, we would never force a product on a customer because of the margins, it is more important that the customer buys the right product to suit them and their lifestyle.

What do you think you will have had the most success in by the end of the year?

It is quite difficult to say because we are the only independent in Warwickshire now so we don’t have as much competition. We seem to be seeing an increase in our car seat sales. Across the board we are seeing positive increases in all that we sell.

Do you think consumer spend has increased?

Not noticeably. Our footfall has increased but our customer spend has not gone up astronomically. We have noticed that we are not selling as much bedding.

It’s all about comfort

It’s good to talk!

Contact Penny Franks for a chat on 01442 289947 penny@lemapublishing.co.uk

www.2012ltd.com • info@2012ltd.co.uk

if you would like to be included in our next issue.

Tel (01202) 303 777

Jason Heller Huggle, London We are midway through the year, what trends are you seeing at the moment, any specific category that is performing well or perhaps a colourway trend in your area?

How long have you got? We are seeing a lot of smaller, lightweight pushchairs at this time of the year. Lots of our customers are asking for rear-facing Group 1 seats.

Co-sleepers still continue to be strong for us.

Colour is not important for us.

What do you think you will have had the most success in by the end of the year?

Babyzen yoyo has been phenomenal for

us this year, by far and a long way.

Do you think consumer spend has increased?

Our store is located in an upmarket part of London with a very big international customer base. We have been cushioned by what’s been happening in the rest of the world. They are a bit more insulated by some of the cycles people talk about.

Liz Smart Baby and Child Ltd, Bromley, Kent We are midway through the year, what trends are you seeing at the moment, any specific category that is performing well or perhaps a colourway trend in your area?

Mainly travel systems. I think so many babies are being born at the moment. It’s the royal trend and people cannot afford to go out.

What do you think you will have had the most success in by the end of the year?

Out n About strollers have been popular.

Do you think consumer spend has increased?

It is difficult to say because we have such a range of customers with such a range of products. We are seeing people tending to save up to get exactly what they want whereas before they would have gone for lower priced items. People seem to know what they want.

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BPA Notice Board BPA extends its consumer reach The Baby Products Association (BPA) has stepped up its consumer focus this month by joining forces with the Child Accident Prevention Trust (CAPT); and participating in an initiative with consumer FQ magazine.

The BPA works predominantly with trade, but consumer safety is always top of its agenda. It constantly strives to engage with and educate parents and carers of pre-school children, particularly in the safe use of baby products.

Child Safety Week, which takes place from the 1st to 7th June 2015, is CAPT’s annual flagship community education programme and for the very first time, the BPA is sponsoring this important campaign. The week comprises a number of events raising awareness of dangers inside and outside the home from accidental poisoning, burns and scalds from hot drinks and hair straighteners to falling, choking, drowning and road safety.

CAPT has prepared a range of Action Packs which can be downloaded from its website, providing valuable resources for teachers, parents and carers, including activities such as colouring sheets, quizzes and lesson plans.

Robert Anslow, BPA managing director, explains: “Sponsoring Child Safety Week is an important step for the BPA as it is an opportunity to raise awareness of the industry’s trade association and its members to the consumer sector and also allows us to get important safety messages across.”

As part of the campaign, the BPA will be highlighting the importance of purchasing the correct child car restraint for vehicle type as well as the child’s size and age itself. It will also explain the importance of purchasing from a reputable retailer which can offer information and fitting advice. It will raise awareness of the dangers of purchasing second hand baby equipment, 22 nursery today

Robert Ro rtt Ansllow Managi ann ing ng D Dir Di ir ireect cttor or

There is a common belief amongst many parents and carers that if a product is on sale in the UK then it must comply with standards

in particular child restraints, where the history of the product isn’t known and instructions may not be available.

The BPA has also contributed to a safety article for FQ magazine, a publication which targets men whose lifestyles have changed due to having children, but are still interested in fashion, cars and gadgets. The safety advice given will be available in the publication’s online June Ezine issue and covers topics such as the importance of reading instructions and following warning labels, regularly inspecting products and not leaving children unsupervised.

The BPA has also given specific advice relating to certain product ranges such as pushchairs, highchairs and baby carriers.

Julie James, membership and technical support manager for the BPA said: “Expanding the BPA’s consumer focus provides the opportunity to highlight the importance of purchasing quality baby products which comply with safety standards and also the potential consequences of not reading and abiding by product instructions. There is a common belief amongst many parents and carers that if a product is on sale in the UK then it must comply with standards. However, this is not always the case. At this time of year, there is also an influx of car boot and table sales and it is important for carers to understand that just because a product looks clean and in good condition, without knowing its history, there could be a number of underlying problems such as faulty buckles and harnesses, incorrect replacement parts which could cause product failure and serious injury to a child.”

25 years of CEN standardisation for child care articles In 1990 the European Committee for Standardisation (CEN) recognised the

need for safety standards covering a range of products used by one of our most vulnerable groups; our children.

The Technical Committee numbered 252 (TC 252) was formed and specifically tasked with covering a range of products that a study at that time, conducted

by ECOSA5, identified as those most frequently involved in childhood accidents. These were changing tables, wheeled child conveyances, high chairs, play pens, safety barriers, low chairs, cots and cradles, baby walkers, soothers and baby baths. Six Working Groups were formed under this Technical Committee, each with a Convenor and five with secretarial support. Of the original line up, four members are still as involved, if not more so, in this standardisation work including the BPA’s managing director Robert Anslow.

To celebrate its 25th anniversary, the annual Plenary returned to France in April 2015 and the UK was represented again by Robert. Delegates were invited to a social event on the evening before the Plenary meeting which consisted of a short river cruise on the Seine as a mark of gratitude for the contribution of these Technical Committee representatives, all of whom are volunteers. It was a lovely evening, in contrast to the first ever social event, also hosted on the Seine, where students protesting about school reform clashed with police and brought the metro to a standstill.

Since its formation we have seen the publication of 26 documents which include 3 technical reports and 23 safety standards. These are reviewed on a regular basis and revised where required with participation from the 33 countries that are now represented.

There are currently seven Working Groups under TC 252 and liaisons have been formed with other Committees where some crossover with children’s products exists; furniture, toys, textiles, blinds and shutters.

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Focus Changing Bags

Changing times, Changing bags A concept before its time, now the changing bag is a ubiquitous must-have

■ A number of well-known fathers including George Kay, Kerry Katona’s husband, have been observed using baby changing bags.

I

t was a concept that no one thought that they needed until someone came up with the idea and now no parent would leave home without a changing bag.

Parents would use an ordinary bag to carry around the necessary items but soon found that it was impractical to place used nappies or soiled towels in a bag alongside clean and fresh ones. Hence, the arrival of the baby changing bag and rather than just plain bags they now come in a variety of styles and sizes.

Bébélephant is taking a leading role in making them even more popular and has just hired the pregnant American actress Jennifer Love Hewitt to promote their brands.

Elliot Bishop, the director at bébélephant, told us: “Nova Harley Luxury Changing bags have been captivating mothers and celebrities around the world with their exuberant style and practical interiors. Known for their superior craftsmanship and the ability to transform into a fashion bag in seconds, these catwalk-inspired creations are already rivalling their competition with booming sales figures.”

Sheena Woods from MaByLand agrees. She said: “More customers are after affordable and quality bags. Many do not want to spend too much on a changing bag as they have already spent a lot on the big items such as buggies and furniture. So what’s hot for them is the price. Of course they will also have to be fashionable, but most of all practical and good value to them.”

Changing bags must of course be practical and value for money but they must also look good.

Jamie Robinson, a director of BabaBing! thinks: “The most popular items on the market are the mummy-type bags, the good-looking handbag, yummy-mummy ones.

That said they are not for everyone. I never cease to be amazed at what I find at trade shows. Most recently I have had mothers and mothersto-be coming up to me and telling me that they did not want changing bags that look like handbags.

“They say that they had a bag like that already; a Michael Kors,

■ First disposable nappy was granted a UK patent in 1949 (known as the Paddi) ■ 1950 – the year Boots starting selling the Paddi ■ 1951 – Paddi granted USA and worldwide patent Courtesy of Lässig

Burberry, Gucci or just a nice handbag that they go out with.

They want something functional and practical and ticks all the boxes that they want ticking – i.e. putting in items of dirty clothing.”

Sheena Woods partly disagrees. She says: “Changing Bags are mostly chosen by mums and as women’s instincts go, fashion certainly plays a large part in the decision making and they would almost see it as if they are buying themselves a large handbag.”

So do fathers use the bag? Elliot Bishop thinks so: “Fathers are also getting their share of style with the Nova Harley

“

Changing Bags are mostly chosen by mums and as women’s instincts go, fashion certainly plays a large part in the decision making Sheena Woods, MaByLand

Kalencom – 2012 Ltd

”

Kalencom is a popular and trusted brand from the USA that encompasses fresh and fashion forward designs and styles without compromising on practicality. Each changing bag has the added feature of including a free co-oridinated zippered pouch ideal for storing nappies, a free Thinsulate insulated bottle bag a free matching changing mat.

A Kalencom bag is designed to be easy and efficient with practical storage compartments for all of baby’s bits and bobs.

Contact 2012 Ltd for details on the new Summer 2015 collection.

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

24 nursery today

Did you know…

■ Typical content of a change bag: nappies, wipes, nappy sacks, bottles, pacifiers, bibs, comforters, small toys, keys, purse, phone

Luxury Madrid. George Kay, Kerry Katona’s husband, is among many being spotted in the press wearing their creations.”

Retailer Sue Dronfield from Baby Barn, Rugby, Warwickshire, has noticed: “We sell plain ones, navy and tan. Navy seems to be a very good colour. They prefer plain because a lot of customers want changing bags that are unisex. We used to do Pink Lining but sales didn’t warrant it. A lot of our customers didn’t want yummy-mummy they just wanted something functional. Some buy to co-ordinate with the pram but some just want a separate unit on its own.

“Our customers want style and functionality but also something that will last.

“It’s mum who makes the decision but dad uses the bag too. So we say to dad ‘If you want your own, we do one in black for £40.”

Sheena Woods believes that fathers are taking an interest too: “Many dads who we meet are very accommodating, perhaps this is a modern notion in respecting their other half ’s decision, after all they are carrying their unborn baby for nine months. We saw a lot of dads who tend to prioritise price before anything else.

“Some would not carry any bags no matter what style it is, but surprisingly most would not even mind carrying feminine bags, hence our great sales we have had with the floral print bags. So I would say definitely an increasing trend of dads using changing bags, similar to baby carriers, they are proud to show off their baby.”

Retailer Jason Heller of Huggle says: “We work with three brands all at the high end of the market, retailing at £250 to £300 a bag. There is definitely a market there.”

Focus Changing Bags

ABC Design ABC Design has balanced their trademark practical expertise with a super stylish aesthetic to create a changing bag ideal for modern parents. Along with a spacious main compartment for nappies and bottles, there are various other small pockets arranged cleverly to store and protect smaller items, while the addition of a convenient mat for your little one offers a safe and hygienic underlay for changing. The bag sits comfortably on the shoulder with a broad adjustable strap and is available in an inspirational range of colour options to mix and match with your favourite ABC Design pushchairs and accessories.

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

Pasito a Pasito Pasito a Pasito have recently successfully launched their new collection Elodie. As usual, their changing bags and accessories, in grey and pink this time, are beautiful and practical. The company from Barcelona has been manufacturing this kind of products for 20 years, their knowledge is wide and leaves no doubt about design and quality.

The collection also includes wonderful baby toys such as musical animals and mobiles, string toys and doudous. Baby toys are another speciality of Pasito a Pasito, they have a very nice assortment of these.

Nothing is forgotten in the collection. Pram, pushchair or car seat are elegantly fitted with very nice covers or footmuffs, going out with baby is a delight to the eyes.

What about baby? Well, just check their newborn clothes collections and you will understand why more and more new parents choose the brand.

Pasito a Pasito is definitely a good choice for parents who look for elegant, beautiful and practical products with a great design and good value for money. Their Elodie changing bag retails at just £71,00.

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

Tel: 00 33 620 243 869 Email: info@pasitoapasito.es Web: www.pasitoapasito.es

Lässig An ecological trendsetter from Lässig! The Neckline changing bag has already won the BANTA award for Best Changing Bag 2014 as well as the coveted Red Dot design award 2014. With its striking design, it’s sure to catch the eye of stylish mums.

The Neckline Bag, now offered in Sky, Taupe and Ecoya, features beautiful added details including the carrying handle and the side straps made from the finest imitation leather. The interior lining adds a fun pop of colour when the bag opens.

On the inside you’ll find a changing mat, an insulated bottle holder, a waterrepellent wet compartment, stroller hooks, a detachable jar or bottle retainer as well as plenty of pockets!

The shoulder strap on the Neckline Bag is ergonomically designed giving the bag its unique neckline shape.

Available to order now. Lässig is distributed in the UK by Clever Clogs Trading Ltd.

Tel: 0800 0518080 Web: www.cleverclogstrading.co.uk

26 nursery today

NEW FOR THE SUMMER!

Just in time for the summer. The award winning DayTripper Deluxe is now available in a fresh, new Berry colour. www.bababing.com

Focus Changing Bags

BabaBing!

BabaBing! the experts in changing bags that look as great on dad as they do on mum, bring us the new BabaBing! Deluxe paternity satchel.

Designed to sit tidily behind your pram or pushchair or just slung over your shoulder this bag is packed full of well thought-out features for every parent. The new integrated pocket for your electronic tablet has been well received by mothers and dads alike who always have one with them to catch those special moments when they happen. The DayTripper Deluxe has also won the Mother & Baby GOLD award for 2015 for BEST CHANGING BAG.

Tel: 0845 603 1448 Web: www.bababing.com

MaByLand MaByLand’s Floral Collection has been a best seller for years, but their award winning changing bags are not limited to mums, they are designed to target all parents and/ or style types. Their new Satchel range offers a smart look for both mums and dads, it has a unique zip pocket on the top of the bag for easy access, an included changing mat, bottle insulators and wet pouch. Most of all it can be used long term after baby has grown as a normal satchel, with RRP £40 making it an irresistible buy.

Tel: 0208 879 0080 Email: enquiries@mabyland.com Web: www.mabyland.com

Supreme Baby Products The STYLE nappy bag with a changing mat combines modern city style with functionality. The bag’s look, structure and capacity combine the advantages of a nursery bag and a handbag, so it can be used not only when out and about with your baby. Side straps make it possible to fix the bag to the pram. A soft pad on the shoulder strap adds comfort. Numerous interior pockets and compartments.

Comes in 3 colours.

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

28 nursery today

Focus Maguari

Put a Skip and Hop in your step Fresh designs keep Maguari’s changing bag line-up centre stage

A

s the exclusive UK distributor for the New York based Skip Hop brand, Maguari is renowned for offering retailers a comprehensive choice of changing bags from this premium quality range.

Ensuring the collection stays fresh and on-trend, Maguari constantly updates its changing bag range, and the line-up for the second half of 2015 is no exception. Brand new Skip Hop designs sit alongside a whole host of fresh colour ways

Did you know…

■ Nursery distributor Maguari’s origins date back almost 20 years and began with a single product, a Sheet & Mattress Protector discovered in Canada.

■ Known as Bibs and Stuff for 13 years, the company became Maguari in 2014 after uniting with its Dutch sister company, creating a leading force within the European nursery distribution industry.

■ Maguari is the name of a species of South American Stork which is the closest relative to the White Stork that traditionally delivers the baby.

for the brand’s best-selling current bags, giving retailers, and in turn consumers, even greater choice.

Brand new to Maguari’s range of Skip Hop changing bags is the Studio Select. Available in two smart colours, ‘Black’ or ‘Pewter’, the fashion-inspired shape and faux leather details of the Studio Select will have mums reaching for this bag whether travelling with baby or heading out on their own. It has an extra-large capacity and is made from durable fabric with perforated faux leather details and metal hardware. In addition to the Tote straps, Skip Hop’s patented stroller straps allow the bag to attach neatly to the buggy.

And following the success of the Skip Hop Forma Pack & Go changing bag, Maguari now offers the new designerinspired Forma Backpack, keeping parents looking good and hands free. Just like the Pack & Go, the Forma Backpack’s

zipped front section holds two, easily accessible storage cubes – a mesh-topped packing cube for clothing or snacks, and an insulated cube for keeping baby’s bottles or snacks cool. With a choice of Black with Teal lining or Grey with Lime, this unisex changing bag has a main compartment that’s large enough to hold laptops and tablets up to 15”, so this stylish backpack will be useful way beyond toddlerhood.

It’s hard to find a changing bag more striking than the Skip Hop Grand Central in the ‘Black Stripes’ colour way, new for 2015. High in style and superb in storage, this roomy changing bag is Skip Hop’s lightest bag ever and has been cleverly designed to hold as much or as little as mum needs. With three innovative sections to organise everything, the Grand Central is ideal for a weekend away with baby, but equally great for a day out.

The super stylish Skip Hop Duo Special Edition, with its faux leather detailing, smart key fob zipper pulls and rolled clutch handles, will also soon be available in a new ‘Black & White Stripe’ fabric design, while parents with double buggies will be pleased to hear that the latest pattern for Skip Hop’s Double Duo changing bag is this year’s popular ‘Chevron’ design.

After its successful launch last summer, the Skip Hop Duo Signature is now available in three new eye-catching fabric designs – ‘Multi Pod’, ‘Connected Dot’ and ‘Triangles’ - giving a total of eight fabric designs for this popular changing bag. A stylish remake of the original classic Duo, Skip Hop created the Duo Signature design following feedback from parents, incorporating new features that were specifically requested. These include extra storage and stability, tote handles for added versatility and a newly designed front panel which holds tablets and laptops up to 15”. For parents that prefer a compact, clutch style bag for short trips out, the Skip Hop Pronto is now available i n these same three new colour ways, together with a smart fourth new fabric, ‘Hearts’.

Add to this mix the high fashion Skip Hop Chelsea in a fresh ‘Champagne’ fabric and the functional but fashionable Forma Pack & Go in a stylish ‘Blue Dot’ design, and you’ll no doubt agree that Maguari offers a changing bag to suit every possible need and taste.

Tel: 01293 592170 Web: www.maguari.com

Did you know…

■

Maguari currently works with over 200 retailers, ranging from nationals to independent high street stores, stretching from the highlands of Scotland to the South of France.

■ Maguari’s products span a range of eight nursery categories from nine quality brands, covering kids travel to nursery interiors – a whole host of ‘bright ideas for little people’! nursery today 29

Focus Tech Products

Getting technical Gadgets are moving out of the kitchen and front room and into the baby’s room

I

t’s mum who goes through nine months of possible discomfort, mum who gives birth, mum who gets to pick out the pretty baby clothes – what can dad do?

Well, now there are loads of new gadgets to get him involved.

He can buy the baby monitor, set it up and then sort out his and his wife’s smart phones so that they can always keep an eye on the little one.

There are many products on the market and some appear more technical than others. But retailers are keen to help customers so they do not become bewildered by the seeming complicatedness.

“

The ones that you can monitor from your smartphone are starting to become more popular (Liz Smart)

”

Simon Winskill, the UK Business Unit Manager of Babymoov, said, “Although most parents and parents-to-be are researching online, they are also going into store looking for innovative products that make their lives easier. With the current boom in technology, parents are looking for ever more advanced products that are cutting-edge in design and functionality but they are still also very much concerned about products being reliable and safe.

“With Babymoov’s lifetime warranty and new advances in Digital Green and Zero Emission technology customers are reassured they are getting the latest gear that has no detrimental impact on their babies’ health.”

Retailer Liz Smart from Baby and Child, Bromley, Kent, says: “The more advanced ones, the ones that you can monitor from your smartphone are starting to become more popular. People are still a bit wary of them. You can now get strollers with iPhone attachments. It is still early days. You have to find the right market.”

Slow Control have released the Baby Gigl, a smart baby feeding bottle that prevents colic and tracks how much baby drinks.

Nimans Home has developed a comprehensive portfolio of baby care products including the Snuza Hero baby movement monitor that provides complete peace of mind for worried parents. The Snuza Hero is an innovative

30 nursery today

VTech Brand new for 2015, from award winning VTech, is the Safe & Sound Baby Monitor range. Featuring 5 models suitable for every budget, including the Pan & Tilt Baby Monitor VM343.

With an impressive 4.3” screen and a pan, tilt, and zoom camera, seeing and hearing your baby is easy. Automatic infrared lights on the baby unit make your baby fully visible both day and night. Temperature sensor displays on the backlit screen and features an alert if the temperature moves out of pre-set options. You can also soothe your baby from another room with the Talk-Back communication feature.

RRP: £149.99

Tel: 01235 55554 portable device incorporating leading-edge sensing technology – ergonomically designed to fit comfortably on a baby’s nappy.

Liz Oxley from Hardenberg gave us the main reason behind the trend: “Safety. Safety has always been important but when making those all-important purchasing decisions on the must-have baby products, safety is a predominant driver in this product area. Safe sleep is always an area of anxiety for parents, so quality products and technology that parents can rely upon is vital. As long as parents can see real value for money they are more likely to invest in such technology to provide peace of mind.”

One Dad One Blog is responsible for the Gro-hush a portable white noise baby calmer. It is a baby product for new and expectant mums across the globe. It transmits soothing white noise directly to your baby so that only they can hear it, keeping them relaxed and happy. Fantastic for use at home as part of your calming routine, or when out and about or travelling. A choice of three soothing white noise sounds to choose from, heart-beat, ocean waves or rain falling on a tin roof, which are all set at a safe volume.

The people behind the blog told us: “The Gro-hush offers dads the unique opportunity to calm and soothe baby using the hand held device, encouraging positive parenting practices.”

Liz Oxley adds: “Angelcare have been market leader in movement monitors for over 15 years. The range provides UK parents a comprehensive range of features and price points; something to suit everyone. Some parents like to see their baby on screen, some like audio monitoring and

some like movement monitors. Whether it’s all three, digital or analogue, parents can rest assured that whichever they choose, they will get total satisfaction and reassurance as baby sleeps.”

Retailer Jason Heller of Huggle says: “We are waiting for a new Samsung to come in. We are really looking forward to the Babymoov one. Digital green technology seems to be very popular among our customers.”

One Dad One Blog adds: “The Gro-hush sits alongside our other electronic products, the Gro-egg and the Groclock in store. Gro ensure a product demo is out on shelf to encourage our consumer to interact with the product.”

Did you know…

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

■ The first monitor was made of Bakelite, a substance more commonly used in early telephones.

■ The Radio Nurse never quite caught on commercially—perhaps because it also picked up random broadcasts.

NEW EyeOn Baby Monitor HD 360 Pan & Tilt HD Baby Monitor

Easy do-it-yourself setup Listen to your baby continuously, even when your phone is locked Remote viewing with your mobile device anywhere you have an Internet connection

16GB microSD card included

DCS-855L

Comes with white, pink and blue switchable accent rings

Monitor M i using i yourr m mobile obile device

Play your mp3 songs and audiobooks

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Securely access through smartphone, tablet or computer Remote control pan and tilt to cover larger area Record up to 7 days of video with included microSD card Play lullabies, your own music and audiobooks

For further details, contact our UK Distributor bĂŠbĂŠlephant sales@bebelephant.com | 020 8202 1467 | www.bebelephant.com

Focus Tech Products

Nimans Nimans Home has developed a comprehensive portfolio of baby care products including the unique Snuza Hero baby movement monitor that provides complete peace of mind for worried parents. The Snuza Hero is an innovative portable device incorporating leading-edge sensing technology - ergonomically designed to fit comfortably on a baby’s nappy.

Snuza Hero is battery powered and being cordless is easily portable, with no wires, cords or sensor pads. Parents simply attach Snuza to the nappy, switch it on, and relax. It is ideal for stressed parents needing their sleep whilst Snuza monitors their baby. Snuza’s sensing technology provides the ideal monitoring companion for complete reassurance.

Tel: 01937 847 766

D-Link The Eye-On range of monitors from D-Link, offers high end specs to suit all budgets.

Distributed by bébélephant, the range now comprises of 4 models, and transforms any mobile device into a versatile, easy to use baby monitor. All connect wirelessly at home or over a secure internet link. The most basic (EyeOn Baby Monitor Junior – 800L) has an RRP of just £69.99 yet still boasts 2-way audio and lullabies. The latest addition is the HD 360, which includes remote control pan and tilt to cover a larger area than lesser spec models, temperature monitoring and records up to 7 days’ of video with included microSD card. Lullabies are a standard feature, but now also with the ability to play audiobooks to help ease baby to sleep.

Y-Cam’s BabyPing Monitor, also distributed by bébélephant, is now in the final stages of redesign and should be ready for the Autumn. The mk2 version is set to incorporate the latest innovation for monitoring, and unlike its predecessor, will work on Android as well as iOS devices.

Tel: 0 20 8202 1467 Web: www.bebelephant.com

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

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

Crane has launched 3 Humidifiers - a funky ‘Droplet’

32 nursery today

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

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

Angelcare goes digital Angelcare, one of the market leaders and most trusted brands in Movement & Sound Baby Monitors worldwide, goes digital with an award-winning collection.

All Angelcare digital monitors are designed to equip parents with the latest and greatest technology, easily fitting into parentâ&#x20AC;&#x2122;s contemporary lifestyles. The sleek and stylish monitors offer high-quality 2.75â&#x20AC;? full colour display, LCD touchscreen, 2-way talk back, temperature control, built-in nightlights and multiple channels for optimal sound quality and privacy.

The latest AC701 Digital Touchscreen Movement & Sound Monitor, is the digital version of bestselling AC401

monitor. This stylish 2-in-1 monitor delivers crystal clear sound monitoring and movement detection, even the most subtle of breathing movements, with an under-the-mattress patented Movement SensorPad. The AC1120 Digital Video & Sound Monitor, another 2-in-1 digital baby monitor that displays baby clearly on the colour display (day and night). It also provides crystal clear and secure sound monitoring.

And lastly, the most decorated of baby monitors (AC1100

Digital Video, Movement and Sound Monitor) is a 3-in-1 with everything parents would need. Baby is displayed on the digital video screen, day and night using infrared night vision, it detects all movements using the patented SensorPad and clearly monitors the most subtle of sounds.

Full specs can be found online: angelcareuk.co.uk

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

nursery today 33

Focus Tech Products

Baby Shusher When it comes to soothing fussy babies, nothing beats the Five S’s (Shushing, Swinging, Sucking, Side/Stomach positioning, and Swaddling). That is why two beleaguered parents from Austin, Texas invented the Baby Shusher. They found that shushing worked like a charm for their baby girl, but sustaining the right volume of rhythmic, calming shushing for hours on end was near impossible. Babies around the world have been soothed by Baby Shusher’s unique rhythmic shushing, and so can your customers’ babies. Solved!

Tel: +353 86 351 4303 Web: www.babyshusher.com

Braun Measuring forehead temperature in less than 2 seconds, Braun¹s No touch + forehead thermometer (NTF3000) is both accurate and reliable. Parents have the choice to either place it directly on their child¹s forehead in touch 1 mode, or hold it up to 5cm away in no touch mode. The simple colour coded display shows green for a normal temperature, yellow indicates an elevated temperature, and red suggests a high temperature. Ideal for the whole family, the no touch function helps to limit the risk of spreading germs and prevents cross contamination amongst family members.

Web: www.brauntherms.com

Summer Infant Summer is a world leader in Video monitors and nowhere can that be seen more than in the Baby Touch EDGE. An evolution of the previously industry wide smash hit and award winning Baby Touch Plus it’s clear that this product will be another winner for 2015 and beyond. Loaded with features that parents love such as temperature monitoring, two way talk back and zoom this is as high tech as it gets. In terms of unique functions the EDGE comes with a fully remote control night vision ready camera which also has a ZOOM function for those close up moments. The rechargeable batteries are good for ten hours wire free use

34 nursery today

which is great while you are on the go. The user interface is controlled via a 3.5” full colour touchscreen on the parent unit. Out of the box you get everything you need including charging adaptors, EURO adaptors and wall clips to keep wires away from curious toddlers.

The Baby Touch Edge from Summer has all the tech you need and great features to reassure parents during those early stressful nights with a new baby.

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

FOR THE DAY

Y R TO E S

y a d s Thur July 2nd 15 20

Y DA

£95

NUR

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

GOLF

CLASSIC 1998 - 2015

£95 FOR THE DAY

E A Y R S 7 1 Staverton Park Northamptonshire

AN EARLY REMINDER We want more nursery trade golfers to enjoy a brilliant day’s golf next year at Staverton Park.

Quite frankly, nursery trade support for what is the only trade golf day now on the calendar has been pretty pathetic I appreciate that business is tough and we all have to work hard, but

COME ON! 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

Special Feature Nigel Plested

Who’s the daddy!

I have been interested in the culture of Dads - (or Dadology as I like to call it,) and the rise of Dad as a fully functioning, interested, engaged and coherent player in the culture of ‘parenting products,’ for quite some time. By: Nigel Pleste Plested

H

Nigel Plested is a designer and a creative director.

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

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

36 nursery today

aving now stepped out of the maternal shadow, today’s dad is now finally standing tall and proffering advice and assistance to his partner and taking a front seat when it comes to decisions, actively browsing the internet to identify the best choices for his new offspring. No longer is he prepared to be seen as just ‘hunter/gatherer’ or the ‘provider’, he is also on hand taking a keen role when it comes to care, nurture, wellbeing and appropriateness of choices in the parenting ‘eye-line’.

Interestingly however, Dads are still labeled or categorised in a way that seems very one dimensional, even black and white, and possibly out of step with the reality on the ground. That’s not to say that every Dad is ‘hands on’, but the opportunity to be engaged has never been better. I think there are still stigmas attached, and rightly or wrongly Dad’s supporting role will always be compared to the complexities of motherhood. So to make up for it, and to draw attention away from what nature has dictated and prescribed, Dad can find some solace in the world of stuff, otherwise known as gadgetry.

So what is gadgetry? The application of technology? Products that make complex tasks easy? Surrogates for human interactions? Trophies and badges of success? Playthings and distractions, or just plain indulgences? We could probably find a parenting product that meets anyone of those criteria, and some that meet them all.

But maybe it is not the gadgets themselves that make up the interesting bit, but rather why they exist, and what drives their creation. Someone said to me the other week, “All dads like gadgets, don’t they?”

Categorising fathers So rather than using my word count to talk about the gadgets themselves, I have grouped dad into four key categories, the cornerstones of geek-dom if you like, and shaped the cultures and stereotypes that

influence the innovations and competitive nature of baby gadgetry.

The first is the most celebrated, whether it is in Hollywood movies or a BBC sitcom. This dad represents the buffoon or incompetent; a modern narrative that reminds us all that dads are no replacement for mums, and at a push, they are fish out of water when it comes to dealing with small dependents. They are portrayed as panic stricken, nervously interested, or even confused by the simplest parental tasks. Whether they are securing nappies with duct tape (please note that other self-adhesive tapes are available for ensuring nappy security), or grappling with baby bottles come feeding time, this incompetence is something that has become more than a media stereotype.

When we are in the midst of designing, the role of Dad is sometimes parodied. Our audiences will often represent him with a whole different set of motor-skills from his female counterpart, married with limited cognitive ability or default denial, when it comes to all things icky, and the physical presence and patience of a large untrained silverback.

Now, of course, this is a complete nontruth, so why do we all think we know a dad that lurks in the background, complete with multiple avoidance tactics, and an ‘at arms length’ demeanor? I wonder if it is the paternal hangover of generations past, or the chuckle we still derive from dads that can’t. Whatever the truth, this comedic incompetent plays a role in innovation, as we convince ourselves that he is real and struggling somewhere to put up a buggy.

Our next candidate is probably the hypothetical offspring of Jeremy Clarkson and Professor Heinz Wolff (TV boffin from

“

the 1980s). A man who is not only the miracle child of two fathers, but a dad who is bound by his interest and curiosity about the way things work and the advantages they bestow. Again a cliché that lives somewhere in labyrinth of male mythology, but he seems to appear in the DNA of many products around the globe. Here,

As we enter the age of

experience and a world where digital products begin to become invisible, the innovation

”

opportunity in the parenting space will explode

the mediocre capabilities of mum and dad are surpassed with automata and effortless mechanics designed and engineered to preserve energy levels for other tasks, other than looking after baby.

These products are not new, many have their heritage in the 1950’s, the rocket age and the pursuit of a labour-saving utopia.

From robotic rocking cradles, to selfperpetuated battery-controlled strollers, the plethora of effortless experiences continues to grow and feed the appetite for wondrous opportunities to do less, but somehow have more.

And that’s the key to these gadgets.

They are all about surplus. Whether they are babysitters in disguise or mechanised routine makers, they are all designed to take something away in order to give something in return.

Another ‘why,’ comes in the form of

Available in Zigzag Navy, Orange, Purple or Lime, Little Sailor or Little Cutie

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Driving an impeccable balance between high quality features and great design, Obaby’s bright and bold range of car seats are stylish, fun and the perfect choice for keeping little ones comfortable and safe while on the move.

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Our last candidate comes in the form of the Hot House, dad. The man that wants to fast track his brood to the highest university in the land before the third trimester is done and dusted.

He is an advocate of development, and will employ all possible methods to stimulate the neural networks establishing themselves in baby’s brain. From language to music, and through to touch and feel, the array of playthings to interact with is endless. As much as it is a chance to learn it is a chance to bond, and the child inside, our dad revels in the new array of bells and whistles at his fingertips.

Many toys are therefore designed with this dad appeal in mind. Babies’ needs are most relevant but fathers’ have become far more influential in the buying decisions and the evaluation of what is good and bad.

It is these myths that are ingrained in our culture and therefore they are the narratives that underpin the very nature of gadgetry for baby products. These four personas provide reasoning, need and reward, as well as opportunity to be creative. In truth, all dads love a toy, a thing to explore and play with, the nature of discovery and the chance to change and do it another way… but let’s not exclude mum, a good gadget should be for everybody.

®

ownership, and the ownership not of things but of information, married with the self-satisfaction gained from being an adopter of something new, and setting new standards for how something can or should be done.

As we enter the age of experience and a world where digital products begin to become invisible, the innovation opportunity in the parenting space will explode. This could be in smart clothing through to pedometers, and digital dad has his eye firmly focused on the Internet of Things. This is the opportunity for his millennial mindset to calibrate, quantify and monitor the activities before him, providing a sense of purpose and a user experience to good to resist. Where Mum has an in-built sixth sense, and a holistic maternal empathy that can decipher the hiccups and tears with super human ability, the ape-ology that is coming to dad’s fingertips gives him alternative insights. Whether it is breathing and heart rate, pulled into pie charts, or measured breast feeds captured and collated, it puts Dad clearly into the co-pilot’s seat, ready and waiting with key measurements and co-ordinates to manage the journey ahead. This technology leads to a kind of recalibration of roles and provides dad with something to compete with.

Tested to the highest standards

Picture courtesy of Clippsafe illustrating the Carramio baby carrier

Focus Royal Baby

Fit for a princess The birth of a new baby is always one to celebrate, but what about a nation who is fixated with celebrity culture, but when it comes to the Royals our obsession knows no bounds. With the birth of a healthy baby girl (Charlotte Elizabeth Diane) for Kate and William, we can all be confident that we will see a new trend when it comes to buying patterns of nursery products.

The media will watch and report continually over the first year of the baby’s life capturing their product choices which will probably start to dictate buying patterns for UK families. Here are some products fit for any princess (some of which were mentioned in an article focussing on the new arrival in the Mail Online, 26th April)!

Bounceroo Meet the fully portable Bounceroo - AKA “Gerry the Giraffe”. A beautiful addition and must have for any new parent. Compatible with most car seats, rockers & cribs. Gerry gently rocks and soothes baby.

The Bounceroo has several inbuilt features, safety, various speeds, lock and timer. Other products available in the Bounceroo range includes: Neck Extension, Carry Bag, Comfort blanket, Plush toy, Interactive toy, Dummy clip and T shirt Current launch date for Bounceroo Gerry the Giraffe: August 2015. For UK Retail Distribution please contact bebelephant.

Tel: 0800 9788 365 Email: orders@innbp.co.uk Web: www.innbp.co.uk

Spilly Spoon

Britax Britax were thrilled to see the Duke and Duchess choose a Britax BABY-SAFE infant carrier once again to escort their precious new born home. Having previously used the same carrier with Prince George, it was a sure sign of a great experience first time round.

The world’s media saw the Duke seamlessly place the Princess’s car seat in to their car using the BABY-SAFE ISOFIX Base, which drastically reduces the risk of misfit and simplifies installation. The base is fixed securely to the vehicle’s ISOFIX connection points meaning the carrier can be simply clicked or unclicked onto the base as needed.

Web: www.britax.co.uk

38 nursery today

Baby Shusher

Spilly Spoon, the award-winning magic medicine spoon, is celebrating the arrival of Princess Charlotte with a new HRH pink design. Princesses throughout the UK no longer need a ‘silver spoon’, just a Spilly Spoon. The BPA-accredited Spilly Spoon is the perfect parenting solution for use at home or on the move. A correct 10ml dosage and non-spill technology (even when laid flat) means that families save time, hassle and money on laundry, mess and cleaning. Spilly Spoon is available to buy at Boots, Amazon, John Lewis and Ocado. Lead-in RRP for the full range is £4.99.

While Her Royal Highness Princess Charlotte Web: www.SpillySpoon.com of Cambridge was presented to the public as a Sleeping Beauty, we all know that babies cry, even royalty. After all, Prince William famously noted that her handsome big brother, Prince George, had “a good pair of lungs”. The Duke and Duchess are hands-on parents, and will find themselves, like all parents, trying to soothe Selected by the Daily Mail as one of the top ‘Yummy Mummy baby gizmos’ their wee Princess when she is fed, clean, perfect for a Royal Princess, yoomi warms baby’s feed to the natural safe, and otherwise satisfied. No need temperature of breast milk in just 60 seconds… at the touch of a button! to jump into the Land Rover, or pace Designed to take the stress out of feeding, yoomi is the perfect solution around the palace for hours on end for feeding on-the-go, is ideal for the night feeds and gently warms baby’s – The Sleep Miracle will take care milk to perfect breast milk temperature EVERY time!! of this one!

yoomi

Tel: +353 86 351 4303 Web: www.babyshusher. com

Tel: 01322 220011 Web: www.yoomi.com

Focus Halilit

Happy Birthday Halilit Halilit are celebrating their 50th anniversary in 2015 and have come a long way from their original small range of musical toys in poly bags.

H

alilit supply nursery and toy retailers across the UK and Ireland with their exclusive range of high quality toys.

This year they are celebrating their 50th anniversary and another major milestone for Halilit in 2015 was exhibiting at the London Toy Fair for the 30th year, an occasion marked by caricaturist Mr Sketchum drawing brilliant cartoons of visitors to the stand while they enjoyed the celebratory champagne being served.

Companies from around the world approach Halilit as prospective UK distributors and the latest to be added to the portfolio is Battat, a highly trusted brand that features a host of pre-school toys including take-apart vehicles, bath toys and classics such as doctors, vets and construction tool kits. Popular child

“

We always scrutinise potential new lines very carefully and look for a balance between products that we know children will love to play with and that parents will be happy to buy.

Judith

Did you know…

■ Halilit celebrate 50 years in business in 2015.

■ The Scorpions’ percussionist uses their musical instruments on stage.

■ A half-size house using 3,744 brick-sized foam Edublocks has been built at the At-Bristol Science Centre.

■ Our future Queen, the Duchess of Cambridge, bought Halilit toys when she worked at Party Pieces.

■ If all the recorders Halilit sold in 2014 were laid end to end they would span the length of the Golden Gate Bridge in San Francisco.

blogger Beau was filmed playing with the new Battat Take-Apart Plane on the Halilit stand at Toy Fair, and announced on his Beau’s Farm Toys You Tube video that the plane was his favourite toy of all the toys at the fair!

Judith Stark comments: ‘We always scrutinise potential new lines very carefully and look for a balance between products that we know children will love to play with and that parents will be happy to buy. If we get that right then happily, it seems to follow

that retailers will want to stock the products too! Every item we select also has to offer a developmental or learning opportunity in addition to reflecting our core values of quality and value. We are lucky to supply non-licensed toys that appeal to babies, toddlers, children and their parents.’

In addition to Battat, Halilit currently offer their own brand of note-perfect children’s musical instruments, Taf Toys developmental baby toys, sensory & bath toys from Edushape, Interstar and Brik-ABlok construction and puzzles, games and role-play toys from Scotchi and Imaginabox.

The new Halilit website is proving popular with its growing number of visitors Stark and the Halilit Facebook page is attracting new likes daily. Celebrity fans of Halilit toys include Prince George who was filmed playing with the Halilit Mini-Orchestra, Tamara Ecclestone, who has the bestselling Taf Toys Clip-On Pram Book as entertainment for her daughter Sophia and footballer Theo Walcott’s toddler son Finley who was recently pictured in ‘Hello’ magazine playing with a blue Edushape Sensory Ball.

‘We love the direct communication with our customers that Social Media offers us,’ comments Judith, ‘it’s a valuable resource that gives us instant information about what parents like about our items and we find that reading positive reviews about our products can also help retailers when deciding which lines to stock.’

Judith explains that the company will soon be on the move, ‘recent growth has meant that we have outgrown our current office and warehouse facilities, it’s a challenge to find the right premises but it’s also exciting and we’re looking forward to the opportunities that more space will bring. It’s fantastic to be watching the company flourish and to be involved at such an exciting stage in the growth of the business.’

”

Tel: 01254 872454 Email: sales@halilit.co.uk Web: www.halilit.co.uk

nursery today 39

Focus Breast Pumps & Feeding Accessories

Pump action Baby can still get the goodness of breast milk and mum doesn’t even have to be there

Courtesy of Snoob

P

ut aside for one moment the argument over whether breast is best, this category encompasses both insofar as mum can express her milk and then bottle feed baby later.

However, it is one fraught with controversy, as some women believe that breast milk should not be stored.

Indeed, what works for one mother may not work for another. Liz Oxley of Hardenberg told us: “If mum is relaxed and comfortable, milk flow will be greatly improved and allows mum to pump more milk in less time. What makes the Ameda pumps so special is the hospital-approved technology used. It has been designed to be more adjustable

Did you know…

■ The first pumps were patented in the mid-19th century.

■ During the 2008 presidential campaign, Sarah Palin told voters to “put down the BlackBerries and pick up the breast pump”.

■ The Swiss manufacturer Medela introduced its first electric-powered, vacuumoperated breast pump in 1991.

■ On 20 June 1854, Orwell H. Needham filed a patent for a breast-pump.

■ On 3 May 1898, Joseph Hoover patented a pump that mimicked a nursing human.

40 nursery today

than any other pump in the market. This enables mum to they feel the best option is to combine breast and bottlechoose from 32 different combinations of suction and speed; feeding. Some mums continue to offer exclusively breast making it completely customised for her individual needs.” milk, by expressing, and then allowing a husband, carer or What happens when mum finds it difficult or painful to the nursery to offer it in a bottle, and others may choose to breastfeed? combine breastfeeding in the morning and evenings with Chris Clarke, the marketing formula milk during the manager of Babycare & Healthcare day whilst they are away.

UK, told us: “NUK has recently Whatever they choose, launched a new Breastfeeding Set there are many different to help mums who are struggling products on the market to to achieve successful, pain-free help them feed their way.” breastfeeding. The new set includes There are a number all the essential breastfeeding of brands on the market accessories that new mums need. but are they all much of Included within the set is the a muchness or do some NUK Jolie Manual Breast Pump, stand out. Liz Oxley again: which has been designed with an “Brands are extremely Jonathan Brougham, ergonomic handle to make it easy important and there are to express breast milk with just plenty of tried and tested Tommee Tippee one hand.” pumps to choose from What works for one mum may not suit another so what that will support the breastfeeding journey, but having the drives this category? right technology behind the pump is crucial. Carefully Lansinoh senior brand manager Tom McCausland said: designed pumps will ensure mum can get the most out “Lifestyle choices. The proportion of babies breastfed at of her time using a pump. Ameda have so much passion birth in the UK rose by 6.5 per cent, from 76 per cent to 81 and investment in creating the most effective pumps that per cent between 2005 and 2010. This is due to improved mum can feel reassured that the pump is of the best quality. attitudes towards breastfeeding and breastmilk.”

It’s an experienced brand that works with world-class Liz Oxley has a simple answer: “Being able to make researchers and thought leaders to create this efficiency in the breastfeeding experience comfortable and totally expressing. The UK-based Ameda helpline enables mums customisable. Ameda has more than 60 years’ experience to access a friendly and dedicated team, whether it’s for and passion within the feeding industry. We’ve brought friendly supportive product advice or a more technical hospital-approved technology to the consumer market at an based question, the helpline aims to help mum continue her affordable price. There are so many pumps in the market, but feeding journey for longer with the help of Ameda pumps.” what is important when mum is choosing a pump is to make Jonathan Brougham of Tommee tippeee believes the same: sure she’s getting value for money. With Ameda, she can rest “It is well researched that mums reevaluate brands when they assured the pump will work and get the results she needs, become pregnant and have a child. Mums want products making her breastfeeding experience a successful one for her for themselves and baby that they can trust. Brands in this and baby.” category offer the reassurance and trust that mums deserve Jonathan Brougham, the head of Regional Marketing, UK when choosing what is best. & ANZ, Mayborn Group who produce Tommee Tippee, We wondered why is it so important for retailers to hold has another theory. The introduction of paternity leave and these in stock? “All Mums want the best for themselves and shared parental leave, and the rise in numbers of mums baby. However, the challenges of modern day life may mean returning to work after having a baby, as well as education that mums can’t be there with their baby all the time. It is of the benefits of breastfeeding, has driven growth of this therefore important that retailers support mums, whatever category in recent years. On returning to work, some mums way they choose to feed. Offering them the choice at this may choose to stop breastfeeding, but for many mums, time is key to keeping them as loyal customers.”

“

It is important that retailers support mums, whatever way they choose to feed.

”

Focus Breast Pumps & Feeding Accessories

Carriwell – 2012 Ltd If you are thinking about stocking a selection of maternity and nursing essentials Carriwell is the range to choose. With Carriwell’s unique sizing concept it is the easiest range to stock as the majority of the bras only come in 4 sizes Small – XL and cover from an A – H cup. This also takes up minimal shop floor space plus they can offer a range of stands free of charge to show off the products to their best advantage.

The range has been carefully developed over the years with close co-operation of anti-natal professionals and mums.

Carriwell have taken into consideration that women’s breasts can increase by up to two cup sizes between nursings and that it is imperative during pregnancy and nursing that milk ducts are not restricted.

Available to UK & Irish retailers exclusively through 2012 Ltd, Distributors of Innovation.

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

NUK NUK has recently launched a new Breastfeeding Set to help mums who are struggling to achieve successful, pain-free breastfeeding. The new set includes all the essential breastfeeding accessories that new mums need. Included within the set is the NUK Jolie Manual Breast Pump, which has been designed with an ergonomic handle to make it easy to express breast milk with just one hand, 24 x highly absorbent NUK Ultra Dry Breast Pads, 2 x NUK Nipple Shields and 2 x NUK Breast Milk Containers. For more information about the Breastfeeding Set and NUK generally please contact mail@nukbaby.co.uk.

Web: www.nukbaby.co.uk

tommee tippee At tommee tippee they have been dedicated to feeding for over 50 years. They are here to give every mum the reassurance, knowledge and confidence she needs to deliver the most intimate and comfortable feeding experience for her and her baby.

Their range of breast pumps make it reassuringly easy to give baby the benefits of breast milk for when mum can’t be there. With the help of some real mums, the award-winning tommee tippee electric breast pump has been designed to include a unique, soft silicone cup to mimic a baby’s natural feeding action and provide maximum comfort. It has adjustable settings to provide enhanced efficiency during expressing and a 0% guarantee backflow mechanism, meaning milk flows safely and easily into bottle and storage pots.

RRP: £99.99.

Web: www. tommeetippee.co.uk

Maguari The animal-shaped Buddy Feeding Pillow is a popular multi-purpose support pillow that’s invaluable for breastfeeding. With four major awards already under its belt, ISI Mini has now introduced three new colours to the range, adding Pink, Khaki and Blue to the current Lagoon and Cream. Designed with mum and baby in mind, Buddy has a flat surface with ‘legs’ that mould around mum’s body, ensuring it suits all shapes and sizes. Having baby in the correct position is key for breastfeeding, so when Buddy is placed on mum’s lap, it positions baby at the right height and provides support while feeding. With a multitude of other uses covering support during pregnancy, toddlerhood and beyond, the Buddy offers around six years of use and fantastic value for money.

Tel: 01293 592170 Web: www.maguari.com 42 nursery today

The Stylish Breastfeeding Scarf Provides versatile discretion without sacriƤcin st leǤ Can be used when tande eedin Ǥ ͙͘​͘ά cotton erse Made in the UK wwwǤsnoobǤcoǤu wwwǤ aceboo Ǥco Ȁsnoobscar wwwǤtwitterǤco Ȁsnoobscar snoobsales̻ ailǤco

Chilled out Summer for Mums! ®

Milkscreen tests for alcohol in breast milk to give mums peace of mind in minutes.

Test & Be Certain.

1 million tests sold annually in the US! www.bloomandbeyond.com info@bloomandbeyond.com

Natural Curve

TM

NURSING PILLOW

Ahead of the Curve in Comfort and Support.

Developed in close collaboration with lactation experts and nursing mums, the “Natural Curve” nursing pillow combines all the ergonomic benefits Ergobaby are known for with the main requirements of nursing mums and their babies.

Ergobaby is distributed in the UK by Clever Clogs Trading Ltd. www.cleverclogstrading.co.uk ph: 0800 0518080

Focus Breast Pumps & Feeding Accessories

Philips AVENT The Philips AVENT Comfort Electric Breast Pump helps make expressing easier and more comfortable for mums, so that they can provide their baby with all-important breast milk for longer.

It features a unique design, so milk flows directly from the breast into the bottle, even when sitting up straight.

The pump has a soft texture that feels warm and natural on the breast for comfortable, gentle stimulation.

The Philips AVENT Comfort electric breast pump is equipped with four pre-set modes – stimulation, low, medium, high suction – selected for mums’ comfort and efficacy when choosing the mode that suits them best.

Web: www.philips.co.uk

Chicco

Ameda

The Boppy Pillow from Chicco is a versatile four-in-one aid to help both mum and baby receive much needed support.

The pillow has an exclusive ergonomic shape that provides a snug and secure fit for every mum, making it an ideal solution for breastfeeding. The internal padding provides support for the baby, while the exclusive insert allows the Boppy pillow to adapt to the shape of every mum without losing its original shape or being too tight.

From six months Boppy helps encourage movement training by providing a comfortable cushion that facilitates the development of motor experimentation and coordination. Finally, from nine months, the pillow helps support the baby to maintain their balance, training them to gradually remain seated on their own.

Boppy is available in five designs including Stamp Collector, Woodsie, Honey Bear, Wild Flowers and Tree of Life, the Silverleaf slip cover is also available. RRP is £34.99.

Web: www.chicco.co.uk

After nearly 60 years of trading, Ameda’s passion and quality of products continues to be acknowledged with a number of industry recognised awards year on year! Representing true value for money for breastfeeding mums.

The secret to the success of the Ameda Breast Pumps is due to the two CustomControl dials, speed and suction, which allows each mother to tailor the pump’s performance to her own personal needs. There are two pumps available, offering single and double pumping solutions.

From new mothers looking for help with engorgement or simply increasing their milk supply, the chance of a new mother breastfeeding effectively and comfortably is increased with Ameda CustomControl, CustomFit and Airlock Protection.

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

Snoob Snoob is The Stylish Breastfeeding Scarf. An award-winning, must have product for new or expectant mums that will see them through pregnancy, breastfeeding and beyond. It doubles as a baby blanket and a sunshade for the buggy, but most importantly is also a stylish fashion accessory. It provides versatility and discretion when breastfeeding in public, which can help boost confidence and allow some mums to breastfeed for longer. It can also be used when tandem feeding twins.

Snoob is exclusively made in the UK from 100% soft, lightweight cotton jersey. It is available in 6 colours and retails at £25.

Email: snoobsales@ gmail.com Web: www.snoob.co.uk 44 nursery today

MilkScreen Questions About Alcohol and Breastfeeding? Test and be certain with MilkScreen A majority of mums would partake in a tipple after having baby. Milkscreen is an effective way of testing breast milk for alcohol to ensure baby is feeding safely.

When you drink, about 2% of the alcohol enters the bloodstream and breast milk. Simply expressing the milk does remove alcohol quicker - mums may throw away milk unnecessarily or feed breast milk that still contains alcohol. Milkscreen provides the ultimate reassurance for safer feeding.

Email: info@bloomandbeyond.com Web: www.bloomandbeyond.com/ milkscreen

Ergobaby New from company that brought you the award-winning Ergobaby Carrier, comes the “Natural Curve” Nursing Pillow. Developed in close collaboration with lactation experts and nursing mums, the “Natural Curve” nursing pillow combines all the ergonomic aspects the Ergobaby brand is known for with the main requirements of nursing mums and their babies.

Just like their carriers, their nursing pillow is ergonomic for mum and baby.

Ergobaby have developed a pillow that offers long lasting comfort and ergonomic support while nursing. The C-shape offers an ideal nursing position and ensures mum and baby are in the recommended tummy-to-tummy position.

Available to pre-order now. Ergobaby is distributed in the UK by Clever Clogs Trading Ltd.

Tel: 0800 0518080 Web: www.cleverclogstrading.co.uk

Lansinoh Lansinoh’s 2-in-1 Electric Breast Pump is the very best option for mothers who want comfort, flexibility and efficiency when it comes to expressing their breast milk.

The lightweight design can be used as a single or double pump and can either be plugged into the electrical mains or with batteries if you need to express away from home. The electric pump features a special closed system which prevents your precious breastmilk from entering the tubing and optimises suction levels, making your expression more effective than ever before. It also features an LED display allowing you to express in low light conditions.

The 2-in-1 Electric Breast Pump has two separate phases which simulate your baby’s natural suction pattern. The ‘let down’ phase delivers rapid suction that initiates milk flow, while the ‘expression’ phase offers slower and deeper suction. You are also able to tailor the pumping style to suit your own needs with three different effective pumping styles to choose from within the ‘expression’ phase.

This system includes Lansinoh’s wide necked mOmma bottle that is compatible between all of the pumps within Lansinoh’s range. The NaturalWave teat is also included which is clinically proven to help maintain established breastfeeding patterns. Lansinoh’s 2-in-1 Electric Breast Pump comes with a convenient bottle stand and a stylish portable bag so that you are able to take it wherever you go.

Tel: 0113 205 4204 Web: www.lansinoh.co.uk

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

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

nursery today 45

Focus Plush

Cuddling up Soft toys are not just for children, even the big kids in us can appreciate a hug

I

t’s a toy that lasts and lasts and some people never grow out of them. Ssshh, don’t tell anyone but our assistant editor still has the teddy bear that was bought for him when he was a baby forty-odd years ago. It still sits on his bed – the big softie.

So if a cuddly toy can affect him, there is obviously a big market out there.

Never more is this true when it comes to television and film where the release of the movie version of Paddington Bear gave a push to plush sales of Aunt Lucy’s favourite nephew.

It is not just visitors from Peru that create a stir as Christine Nicholls at Golden Bear told us: “This year will see a host of new kids programmes which will have an inevitable spin-off into licensed merchandise based on the characters from those series. For 2015 we are introducing a host of

Did you know…

■ Judy Sparrow founded the world’s first Teddy Bear Museum in 1984 in Petersfield, Hampshire. It closed in 2006.

■ A teddy bear made by German company Steiff for Louis Vuitton sold at auction for $2.1m.

■ Beatrix Potter wrote and illustrated The Tale of Peter Rabbit, publishing it first privately in 1901.

■ The teddy bear is named for US President Theodore Roosevelt.

46 nursery today

“

new character led plush based around new programming including Twirlywoos and Hey Duggee.”

Helen Shield from Enesco tells us: “We now have three plush collections based entirely around social media. From Boo with more than 16 million Facebook followers, Grumpy Cat with 7½ million followers and, most recently, Pusheen the Cat, with 8.6 million followers. The demand for these Sarah Dayus characters is growing daily.”

It is, of course, not just the new kids on the block that cause excitement. As with Michael Bond’s Paddington, Beatrix Potter fans are keen to get in on the act. Enesco can testify to that as Helen Shield recalls: “We have seen an exceptional response to our Classic Peter Rabbit plush, launched in 2014. True to the original Beatrix Potter stories this collection is loved by all, from tourists to consumers looking for a gift.”

Sarah Dayus, the brand and marketing manager for Great Gizmos, said: “We have seen a big increase in sales of our Timmy Time range with the release of the Shaun The Sheep Movie earlier this year. The range includes a Timmy Backpack, which actually features in the movie. Any film or TV programme aimed at kids with a lot of hype surrounding it will always create sales with associated plush and toys. We have some dinosaurs lined up for later this year in line with some new film releases.”

It seems that, as with almost any product, cuddly toy sales will increase if there is a link to the big or small screen.

Retailer Adrian Millen from Koochie Baby in Athlone agreed that the sale of soft toys is in agreement that “Film or TV shows can pique interest especially if parents grew up with, for example, Paddington. They will come in and ask for that.”

Anthony Temple, the managing director of Rainbow Designs, commented: “Most nursery plush tends to fall into one of two categories, they are either traditional classic brand driven such as our Peter Rabbit or Guess How Much I Love You plush ranges or they are entertainment, fundamentally television-driven brands. The success of our new Peppa Pig

for Baby is a prime example of how parents today are influenced by what is on our screens however the heritage value that classic brands bring ensures they are exceptionally strong in the nursery sector.”

Sarah Dayus, the brand and marketing manager for Great Gizmos, said: “We have seen continued trends for our NICI Animal themed plush and matching accessories throughout the past year. The Wild Friends Sloth range has performed particularly well for us, with the backpack and cushions being very popular. Our Christmas-themed ranges always do really well as they make wonderful gifts for all members of the family. For 2015 we are introducing a gorgeous rabbit with big floppy ears and a cute penguin.”

What about the materials that cuddly toys are made of? It goes without saying that they all reach safety standards.

Helen Shield revealed: “Consumers are always looking for something different, from corduroy to very soft bright colours. In our experience though they have to be super soft and cuddly, which is one of Gund’s world-renowned trademarks.”

Great Gizmos “work with the softest plush that is very high quality and completely machine washable, making it very durable and child friendly. We have found that people don’t mind paying a little extra for the added quality as it tends to make it much more appealing than other plush materials available on the market.”

Christine Nicholls at Golden Bear said: “We are renowned for bringing high quality plush to market that is incredibly tactile and we continue to make it our aim to source new fabrics from our established suppliers.”

Anthony Temple completes the circle by returning to Beatrix Potter: “What we are seeing nowadays is the greater availability of fabrics and diversity in the way they are used.

Many nursery plush products feature a combined range of fabrics to produce greater sensory stimulation for babies as we have used in our new Peter Rabbit Activity Cube.”

Any film or TV programme aimed at kids with a lot of hype surrounding it will always create sales with associated plush and toys.

”

ASK THE EXPERT: EU Juvenile Products Regulations - Look Ahead to the Future

By Claire Franco, Technical Consultant at Bureau Veritas Consumer Products Services Some standards are in the process of being modified; some of them are currently in stage of public consultation. Claire Franco from Bureau Veritas Consumer Products Services provides Nursery Today’s readers with an overview of the changes.

Children’s Seating In 2013, the EU commission published decision 2013/121/EU giving safety guidance for certain children’s seating such as chair mounted seats, children’s seats, table mounted seats and children’s highchairs. Since then, existing seating standards have been going through updates to ensure that they incorporate the safety guidelines listed in the decision document.

SI 1324. The Furniture and Furnishings (Fire) (Safety) Regulations The proposed publication of amendments for match flammability testing to the UK Domestic Furniture and Furnishing regulations, which was originally due in April 2015, has been postponed. Other options are now on the table including a complete review of the whole regulations rather than just concentrating on the match test. In the meantime the current Regulations remain in force.

Safety of Children’s Sleep Bags, Duvets and Cot Bumpers There are draft versions of EN standards in the pipeline for areas only previously covered by British national standards i.e. BS 8510 Regarding Safety of children’s sleep bags. The requirements in the new EU standards are based upon the British standards and incorporate a risk assessment approach of the main risk posed to the child in the sleep environment, taking into account the stages of child development, the intended and foreseeable use of the product bearing in mind the child’s behaviour and the interaction of the product and child.

CEN/TR 13387 parts 1 to 5. General Safety Guidelines CEN TR 13387 provides guidance information on common hazards that should be taken into consideration when developing safety standards for child use and care articles. It can also be used as guidance when conducting risk assessments on children’s products. These guidelines deal with hazards that are common to child use and care articles with the objective of harmonizing the approach to hazard and risk assessment and injury prevention. The guidelines give recommendations on preventive safety measures to avoid injuries that could be caused by child use and care articles.

Contact our UK testing laboratory: e: Bvsales@uk.bureauveritas.com t: +44 (0)1925 854 360 w: www.bureauveritas.co.uk/cps a: Bureau Veritas Consumer Products Services UK, 31 Kingsland Grange, Woolston, Warrington, WA1 4RW, UK

www ggtrade co uk www.ggtrade.co.uk

TOYS GIFTS and great ideas!

Focus Plush

Golden Bear Golden Bear is one of the market leaders when it comes to plush toys and it is re-entering the Nursery sector for 2015 with the My First Forever Friends collection. The range features beautiful soft-to-touch fabrics, gentle lullabies and soothing lights and as well as offering a unique touch with a special baby-safe photo holder that allows personalisation and brings the brand into the hearts of all new parents. Hero items include My First Forever Friends Bedtime Lightshow, multi-sensory Sweet Dreams plush and a Musical Softie Bear.

As master toy licensee, Golden Bear’s Twirlywoos range showcases the characters Chickedy and Chick, Toodloo, Great BigHoo and Peekaboo from this new CBeebies series which launched February 2015. The soft and cuddly characters feature their own signature sounds with a gentle squeeze and come in various sizes.

The In The Night Garden range has been extended for 2015 to include additional interactive talking plush toys as well as new collectable plush assortments. The refreshed line will include talking and moving plush toys such as Peek-a-Boo Igglepiggle and Blowing Kisses Upsy Daisy. The soft and cuddly characters feature familiar sounds and phrases from the popular CBeebies animated series and also help to promote cause and effect skills.

Little Helper Exclusively distributed by Little Helper, the Oops range boasts a huge variety of timeless yet modern plush toys. Manufactured in a range of different textures and fabrics and eight super cute animals, these adorable activity toys have a number of different features including multi textural and dual textured teething aids and multi sensory rattles and rings for the all important educational and sensory development. Each aspect of the Oops plush toys enables endless entertainment and amusement time and time again. Made from soft boa these toys are unbelievably plush to the touch, making the perfect newborn gift whilst becoming tot’s constant and cute companion through their baby and toddler journey. With over 150 plush toys to choose from, you can’t go wrong with Oops.

Web: www.littlehelper.co.uk

Tel: 01952 608308 Web: www.goldenbeartoys.com

Great Gizmos The My First NICI collection is full of plush toys from super cute wrist rattles to squeakers, for little ones from birth. Each item is made from the softest of plush and is designed with neutral fabrics and bright patterns. New for 2015 is the Soft Toy Rabbit Tilli and Dog Fino who stand at 15cm tall and make an ideal first time friend. Little ones can sit and rock on Rabbit Tilli Rocker and will have hours of fun learning how to move her backwards and forwards. Made from the highest quality plush and featuring a detachable soft toy character, this is a fabulous toy for babies from birth.

New to the wonderful NICI Wonderland range is Minilucas and Minisophie who are the best of friends down on their farm.

Minilucas and Minisophie are available as 30cm plush dolls and have matching accessories available, including a super soft cushion and miniature farm animals.

The ever popular luxury plush range is set to wow retailers with more high quality collections launching throughout the year. The playful Sloth joins the world of Wild Friends with plenty of matching accessories, including a gorgeous Sloth Backpack that looks just like the real thing! There are also new additions for the popular Owl, Jolly Sheep, Donkey and a new Classic Bear ranges so children can continue to build on their collections.

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

48 nursery today

Sponsored by

New Products Silver Cross This all in one Sleepsuit provides a safer sleeping environment with little feet protected from getting stuck in cot bars and no need for additional blankets and sheets bunching up around your little one as they rest.

No need to worry about night time changes, they will be smooth and easy with shoulder poppers and zips for easy access.

Each Sleepsuit features beautiful quilting and textured hand finished appliqués for a premium feel and is presented on a lovely solid wood Silver Cross hanger. Available in Vintage Blue detailing showing lovely sailing boats and stars, Vintage Pink with pretty hearts and flowers and Hand Made with Love in white and grey showing appliqué buttons and bows.

Tel: 0345 872 6900 Web: www.silvercrossbaby.com

Summer Infant The 3 Stage Superseat has been a key product in the Summer Infant range for around five years. This year however Summer is looking to re-launch this product with a fun and playful facelift. Parents will be delighted with the new look Forest Friends Superseat, which incorporates fun forest themes and woodland animals for stimulation and education of your little one. As well as the new features the Superseat a new natural inspired colour scheme of green, blue, orange and brown has been used to sooth and calm baby or toddler while gently stimulating. As consumers have come to expect from the Superseat this product is not just an activity centre with a 360 degree rotating tray but it’s also a support seat and a stand-alone booster as well. Summer make sure you are covered from 4 months to 4 years and they even include the straps to attach the booster to your home dining room chair. It’s just another great example of innovation, value and longevity from Summer Infant. Look out for the new launch from July onwards.

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

Dreambaby Why is the toilet so fascinating? This area of the bathroom is a curiosity point for waddlers and toddlers! The Dreambaby Toilet Lock will help prevent children from opening toilets.

Also may be suitable for use on appliances, cupboards and cabinets. Not recommended for use on wooden toilets. (F123) RRP £2.99.

Tel: 0844 800 9445 Web: www.dreambaby.co.uk

Focus Decor

A matter of taste The nursery, how it’s furnished and decorated, plays an important part during pregnancy and is one of the most enjoyable activities that will take place before the arrival of baby.

P

lanning the nursery is a fun time for any expectant parent – and décor takes a leading role, all aspects will be considered including furniture.

Solutions for the nursery with regard to accessories and décor can be a great additional footfall generator. For example, customers who enter your store that want that complete look will also often decide to purchase the bedding and accessories that are displayed with the room set. Having a range of these available to compliment the furniture could provide you with excellent sales opportunities to enable you to offer your customers a co-ordinated and well-designed nursery.

When we talk about the nursery, there are definitely what are considered the main items, which encompass nursery furniture, but are your customers looking perhaps for a total solution – one which really brings a room to life? We continue to see the popularity of room sets. Parents who decide to purchase a co-ordinated range of nursery furniture for their baby feel that they are gaining an instant room which offers good value for money and also gives a solution with regard to complimenting the chosen overall nursery theme – some furniture for example complements specific licensed bedding, lights, plush items.

It’s most definitely all about co-ordination. Myra

Courtesy of Obaby

Gotterson, Development Manager, East Coast Nursery Ltd agrees. “I think co-ordinated is a better word than matching nowadays. Parents are putting more time and thought into choosing pieces for their nursery, rather than just buying a complete matching set of furniture or bedding and accessories. Silvercloud’s new bedding is being supplied as separates for that reason – parents seem to want a more relaxed, eclectic mix of bedding with accent blankets and little quirky touches of personality.”

Josie Giles, Marketing, Obaby feels that it’s all about design elements pulling a room together. “The demands of parents when decorating their children’s nursery have definitely become more complex, with a more heavy focus on design than ever. In particular, families are looking to build a co-ordinated room, one of the many reasons why our furniture collections focus so heavily on full co-ordinated room sets like the Lincoln, York and Newark, with each set featuring a stylish and considered design throughout each piece.”

Of course, apart from the larger items and the wish list by parents looking for items to complement their décor of choice, the nursery will also more than likely include a baby changing table, a cupboard for clothes, a bookcase to store toys, lighting solutions, baby monitors, cot mobiles… the list

“

Customers who enter your store that want that complete look will also often decide to purchase the bedding and accessories that are displayed with the room set

”

50 nursery today

could go on, with each item secured hoping to compliment the previous.

And what about trends, what are we experiencing at present? Independent retailer Alexandra Schick, the founder of Milestones thinks the birth of Prince George played a pivotal role.

“Since the birth of the first royal baby we have seen the return to more traditional nursery designs again, traditional pink and blue as well as a distinctive Nordic style. White floors, limited and selective colour palette with DIY craft elements from Pinterest seem to be some of the most popular choices.”

And what about colours this year – are there any notable trends out there? Alexandra has noticed a more neutral theme. “Generally grey and pastels still seem to be the most sought after for most people, however, some of our customer who work in the creative industries seem to prefer bold prints and one vibrant colour. Lemon and grey has been a popular combination.”

Although it does seem that repeating patterns are still high on the agenda (for example chevrons). Alexandra commented that for them “last year chevrons were the pattern to have”. “I think it has now filtered into mainstream and is very popular with our customers, though the designers have moved on.”

Myra also commented with regard patterns that are currently on trend. “There will always be a market for classic, restful décor for the nursery, but we are seeing more geometric prints coming through. For example, East Coast’s newest changing mats are a mixture of patterns with chevrons and latticed diamonds in bright, saturated colours.”

Suppliers are noting the changing dynamic when it comes to patterns in the nursery. Josie at Obaby stated: “With families asking for more unique design and personalisation than ever, pattern has definitely become an important element when creating a nursery. We also see this in particular with parents who have selected more contemporary furniture with simplistic design, as they look for a contrast with their bedding and accessories.

We decided to use heavy pattern within our new Minnie Mouse collection, which incorporates floral patchwork with embroidery and appliqué techniques for exactly this reason.”

Licensing also plays a large role in this category, with popular licensed characters appearing not only on soft bedding, lighting, etc., but also on nursery furniture, with the classics continuing keep their popularity. Josie stated: “It’s well known customers respond extremely well to the Disney brand when purchasing for baby, which is why we are consistently further extending our collection. As well as our existing range of Winnie the Pooh furniture and bedding, we have also recently added a beautiful collection of Minnie Mouse bedding and accessories, which has been a huge hit. As well as this we also are releasing a selection of licensed Minnie Mouse furniture in white with a pink trim, as well as adding to both collections with some new furniture pieces such as delightful wooden toy boxes.”

Retailer Alexandra knows the strength of a licence when allied with a strong nursery product and this is true within décor. “Our most popular licensed products are Peter Rabbit and Paddington. The recent film release has played a part and the Peter Rabbit series on CBeebies has certainly been a factor.”

ri oo eB Th iff

D ere nc e

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

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

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

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

www.boori.co.uk

Focus Decor

Silvercloud (part of the East Coast Group) Counting Sheep is the luxurious bedding range from Silvercloud. In a restful palette of whites and greys, and featuring soft applique and embroidered details, it makes the perfect nursery décor choice for a boy or girl.

The collection includes a 3 piece bedding set, sleeping bag, lined curtains, uplighter and a matching changing mat, allowing parents to put together a beautiful themed nursery.

Following the success of the range, Silvercloud have just added some new products including a Cot Mobile, a beautiful fine-knit Blanket in 100% cotton, and a quilted Coverlet that’s suitable from birth - all featuring the adorable sleepy sheep.

Tel: 01692 408802 www.silvercloudnurserybedding.co.uk

Supreme Baby Products Their NEW and LUXURY textile range now incorporates the luxurious cuddle soft blankets, pillows and other accessories for the nursery area meaning baby can be lounging in ultimate comfort. A colourful fluffy, soft and anti-allergic blanket can be used on bed, settee or mattress.

All accessories are made from 100% cotton and latex fillings to provide unique and healthy choice for baby.

Comes in many different designs including Disney.

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

Great Gizmos For cute and cosy nursery accessories, Great Gizmos’ My First NICI collection introduces a wonderful collection of baby accessories that are perfect for children to enjoy from birth and beyond.

The My First NICI range includes a collection of Cushions suitable from birth and perfect for baby. The Cot Bumper will protect baby from the smallest of bumps, is made from the softest of plush and will make any cot look fabulous.

The range includes a large variety of soft plush characters that can be attached to cots for endless hours of entertainment for baby. Characters include Bear, Lamb, Owl and more.

The perfect addition to any nursery is the beautiful Rabbit Tilly Rocker. Not only is it made from luxurious plush material and finished with vibrant polka dots detailing, it will provide endless hours of rocking entertainment for children.

Tel: 01293 543221

52 nursery today

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

BebecarUK

@BebecarUK

Focus Decor

East Coast Nursery The Tiny Tatty Teddy range from East Coast Nursery allows parents to put together a coordinated nursery, beginning with a stylish printed Cot Bed and Dresser featuring the instantly recognisable baby bear with a blue nose and a warm heart.

The 3 piece Bedding Set is printed in fresh, unisex colours; while the Sleeping Bags feature soft applique and embroidered details.

Changing Mats are available in a choice of two designs, and there’s even a matching Room Thermometer to complete the look.

This summer, prices have been competitively realigned, so please contact East Coast Nursery for more information.

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

Cosatto Inspired by this season’s trend for woodland animals and informed by the Cosatto design team’s enduring love for Scandinavian design, the Story Cotbed ‘Owlet’ combines the two trends for maximum impact.

Thanks to its soft turquoise all-over colour emblazoned with an eyecatching owl, the Story Owlet’s understated style is sure to make it the centrepiece of any little one’s room.

Yet the Story Owlet doesn’t stop at style – with its cot-top changer and space-saving storage drawer, three mattress heights and safety-teething rails, Story’s simply tailormade for happy-ever-afters.

Web: www.cosatto.com

Obaby Obaby’s adorable new licensed Minnie Mouse Nursery Selection is ideal for those searching for cute and cosy finishing touches for their tot’s room. The pretty collection includes stylish quilt and bumper sets for cot and crib, sleeping bags in two sizes, a musical mobile and a delightful moses basket. Each piece features exquisite designs which incorporate delicate and charming patchwork and appliqué techniques, surrounding baby with delightful Minnie Mouse illustrations. This irresistibly elegant selection looks fantastic alongside the brand’s upcoming Minnie Mouse furniture range and has the ability to look beautiful within a wide variety of other nursery styles.

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

Retail Technology

Why Google Mobile Update Wont Just Affect Mobile Searches

By David Fairhurst

A

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

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

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

Google Mobile Update – What Is It? As of April 21st 2015, Google started rolling out its ‘Mobile Friendly Update’. Unusually for Google, there is no catchy name (like Penguin, Panda) for this update, however all you need to know is in the name, so the focus of the update as you can probably guess, is to reward those websites which display well on mobile devices.

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

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

in mobile searches (that’s Google searches, done on a mobile phone).

Google have stated that at the moment, the new ranking signals will only affect mobile phone searches, we are told tablet and desktop searches won’t be affected, but given Google’s history and need to look after shareholders there is a high likelihood that this isn’t the full story.

desktop’ scenario works well for Google, however what happens if the page you found on the train using your mobile isn’t bookmarked? In this case, if you believe Google, you will get different Organic search results on the desktop than you got on the mobile and therefore have to work hard to find that same page again – not a great way to convert a sale!

Mobile Friendly Update and AdWords

Mobile Friendly and Google Web Properties

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

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

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

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

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

If a user bothers to bookmark these pages then the ‘research on mobile, buy on

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

Even Google admit that there are issues for example with YouTube embedded videos using the older <object> tag, so everyone displaying an embedded video of this type, which gives a direct link to YouTube (owned by Google) will have their pages demoted in search results. This in turn should mean that YouTube pages get demoted in search results (because those links are less valuable).

Google still relies heavily on external linking signals, so if we don’t get this situation, we know Google isn’t playing an even hand to all web results.

A couple of years ago, I read an article all about how for office workers, sitting for 8 hours a day will certainly be killing us all .

Some researchers have even been cited as saying that ‘Sitting is the new Smoking’ and is the root of the obesity epidemic blighting Western society.

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

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

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

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

nursery today 55

Focus Oral Care

Open wide The days of suffering tooth pain in silence are gone - now there are an array of great products available to assist in the care of little one’s teeth and help soothe teething pain.

R

emember when you were young and you lost a tooth? You’d place the tooth under your pillow and in the morning it would be gone and a bright, shiny shilling would be there? Okay, with inflation perhaps a 50 pence piece.

Now, we are far more aware of dental hygiene and that includes babies and toddlers. No longer are babies and toddlers left to suck on a bottle of juice or squash, as we know the damage it does to young teeth.

We have noticed that more shops are stocking oral hygiene products that are exclusively related to very young mouths.

Retailer Cathy Morgan from Babe-Direct told us that consumers are much more aware now of oral health: “They see magazines with features about teeth care and come in to the shop. When I was a child there were only your parents and neighbours to advise you.”

It is imperative also to keep babies’ mouths as clean as possible. The important advice comes from Dominique Tillen of Brush Baby: “It is very important to keep their gums clean. If babies’ teeth and their gums are not clean they can suffer infections.

“The government is concerned about tooth decay in children. People are more aware of products. When I had my daughter

there was nothing at all. I saw a gap in the market when I toothbrush. It has a tiny little head suitable for baby’s tiny started the company seven years ago but there is also a gap teeth. It is imperative that baby has clean gums.” in knowledge.”

Hashim Yilmaz of Summer Infant has a suggestion: It is that gap in the market “When babies’ teeth begin to that companies are looking push through the gum line it can to breach. be a very stressful time for both Jenny McLaughlan from baby and parent. Often baby will Gumigem commented: be drooling, irritable and it some “I think consumers are cases downright miserable. becoming more aware of “Born Free have two great the wide variety of products teething products on the market available to help babies with right now. The soft silicone teething. It is a really difficult teether soothes and stimulates time for parent and baby. sore gums with five different There is so much available chewing textures. It can be from medicinal aids to simple chilled or frozen for added Jenny McLaughlan teethers that have had a cooling comfort. modern twist put on them.

“With easy grip handles and from Gumigem This allows them to be fun a built-in teething gel reservoir and functional. There is no doubt that the process of biting this BPA-free teether is sure to help with the tough times. down helps relieve the pressure on sore gums. Oral health The gum brush teether share many of the same qualities for little ones continually hits the news and is something but it is also meant to clean those new teeth as they come parents that I have seen tend to be very aware of.” through.”

Retailer Cathy Morgan agrees. She said: “People are much It would seem that there is now a huge choice of items to more aware and know what happens now if you don’t look help parents and baby. after them.

“We get some customers who come specifically for a certain product like Brush Baby. Some buy the soothing water-filled teethers. Other than that they tend to be add-ons or presents – a teether that comes with a toy, that sort of thing.”

■ The first electric toothbrush, For Brush Baby, Dominique said: “The most the Broxodent, was popular product is the Babysonic, the electric

“

There is so much available from medicinal aids to simple teethers that have had a modern twist put on them

”

Did you know… conceived in Switzerland in 1954.

BugBrush BugBrush is one of the first products in the world to combine the plaque-removing effectiveness of toothbrushes, with the fun and safety elements of a toy – empowering infants to clean their teeth through play. With over 10,000 super-soft bristles, BugBrush has been designed specifically for infants to use independently.

Its colourful ergonomic shape encourages infants to bite and chew on its surface; removing food debris and plaque, reducing the chance of tooth decay. By enabling infants to become accustomed to the feel of toothbrush bristles in their own time, their willingness to allow parental brushing will also be improved.

Paediatric dentist approved.

Web: www.bugbrush. co.uk

56 nursery today

■ The first bristle toothbrush, resembling the modern toothbrush, was found in China during the Tang Dynasty and used hog bristle.

■ William Addis of England is believed to have produced the first mass-produced toothbrush, in 1780.

■ Pre-mixed toothpastes were first marketed in the 19th century.

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Focus Oral Care

Gumigem Gumigem are thrilled to have been award the Prima Baby GOLD award for Best baby toy 6-12 months. Their Bubba Bags are filled with things babies really WANT to seek their teeth into. From car keys, remote controls and mobile phones, there is a Bubba Bag for every little Bubba! They last far beyond the teething stage and work well with toddlers for role play. Each item has a slit so it can be attached to a toy saver. Made from soft, non toxic, washable silicone. Priced at £19.95 great value for a toy that lasts years.

Email: jenny@gemious.co.uk Web: www.gumigem.co.uk

Little Helper Exclusively distributed by the lovely folks at Little Helper, Italian-born brand Oops brings you vibrant, multi textured and co-ordinated nursery goods and toys based around eight cute creatures. Boasting a range of soft toys and teethers in one including the more traditional teething rings, the Oops friends are bound to soothe little one when teeth make a nervously-awaited appearance.

Keeping tiny tots entertained and amused with their adorable animal friend whilst massaging baby gums with the dual textured elements, these affordable cuties will take the pain away from teething.

Babycup It’s a rotten truth that the removal of teeth is a primary reason for young children to be hospitalised.

Babycup Baby & Toddler First Cups can help stop this, which is why NHS Oral Health promoter, Lynette Anear, says, “This little cup is perfect. Babycup should be for sale everywhere. Every child should have a Babycup.”

Recommended by dentists and health visitors for every mealtime, Babycup mini open cups are the healthy way for babies and toddlers to drink from weaning onwards.

Encouraging sipping, which is best for teeth, supporting oral health, fine motor skills, and natural, healthy development, Babycup is an obvious addition for feeding and weaning stockists.

Web: www.littlehelper.co.uk

Tel: 01483 866081 Email: hello@babycup.co.uk Web: www.babycup.co.uk

Great Gizmos When baby reaches 6 months, there is a fantastic range of Teethers within the My First NICI collection that will provide entertainment as well as helping to soothe sore gums. There are three different vibrant and patterned characters available; a Lamb, Rabbit or Owl. Each is made from high quality plush velour that is safe and suitable from birth. The teethers are soft to the touch, making them comfortable for sensitive skin too.

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

Cheeky Chompers With over 200,000 products sold since Cheeky Chompers launched in 2013, their innovative chewy teething products have impressed parents and retailers worldwide as a hygienic and stylish solution to dropped teethers.

The multi-award winning Neckerchew combines the popular dribble bib concept with an attached chewy teether to soothe painful young gums, and is available in 15 stylish reversible designs.

The recently launched Comfortchew is a luxurious attachable teething comforter with textures and patterns to stimulate babies and soothe tender gums, bringing together baby’s favourite essentials and can be attached to the baby, car-seat, pram or dummy using an innovative loop.

With two new exciting products in production, Cheeky Chompers continue to create ‘Great stuff that helps!’ for parents and gift buyers of teething babies across the world.

Tel: 0131 440 8370 Web: www.CheekyChompers.com 58 nursery today

Brush-Baby Why Clean Babies’ Gums and Teeth?...

Sock Ons Dribble Ons provide a stylish and clever solution for babies who dribble when teething. The ‘bandana’ look, will complement your baby’s outfit as well as keeping it dry. Made from a soft combination of stretch cotton and terry towelling, Dribble Ons absorb moisture, whilst at the same time remain comfortable for the baby to wear. They are ideal for use during teething or for babies who bring up milk after feeding. Suitable from birth right up to 3 years.

Check out our latest Paisley Patterns with great RRP, counter top display unit and comprehensive PR campaign.

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

• Dental care begins at home before a child even sees a dentist.

• Babies’ toothless gums are often overlooked, but imagine how a baby feels not having its mouth cleaned for months?

• Parent-to-child (vertical) transmission of decay-causing bacteria can be passed from carer through close contact • Keeping gums clean and in good condition offers the ability to: • Remove food deposits • Reduce bacteria in mouth • Prepare a healthy environment for teeth (remember they’re under the gums waiting to emerge!)

How? Using a DentalWipe – a hygienically-sealed, single use, moist index fingersleeve wipe from Brush-Baby.

Impregnated with Xylitol, (a natural sugar which replaces sugars that cause tooth decay), the Parent/Carer moves in and around the baby’s mouth, cleansing, soothing and massaging baby gums.

… Because

Summer Infant When babies teeth begin to push through the gum line it can be a very stressful time for both baby and parent. Often baby will be drooling, irritable and it some cases downright miserable.

Born Free have two great teething products on the market right now.

The soft Silicone teether soothes and stimulates sore gums with five different chewing textures. It can be chilled or frozen for added cooling comfort. With easy grip handles and a built in teething gel reservoir this BPA free teether is sure to help with the tough times. The gum brush teether (pictured) share many of the same qualities but it is also meant to clean those new teeth as they come through. It also has easy grip handles, a gel reservoir and can be chilled or frozen. All Born Free products are BPA free which means that parents can rest assured that no harmful plastics will leech into baby’s mouth. Born Frees core values are to be NATRUAL, FUSS FREE and SAFE.

• This all helps with the prevention of teething pain caused by local infection and inflammation of the gum surrounding an emerging baby tooth • Reduces plaque and the development of decay on teeth when they emerge.

Web: www.brushbaby.co.uk

made in the uk

www.cheekychompers.com

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

INCLUDING

CHEWABLE ATTACHED SOLUTIONS FOR TEETHING TOTS

NECKERCHEW & COMFORTCHEW nursery today 59

Focus First Aid

Hot topic It is important to know when a baby is unwell

T

here are constant innovations in the baby health category with many new products being launched every season.

One of the products causing the biggest stir is the baby thermometer. Taking the baby’s temperature is very important because of course babies cannot regulate their own temperature.

Summer Infant has a number of products in this category.

The Pacifier Thermometer provides soothing comfort while taking baby’s temperature. It is a favourite of mums because of its Fever Alert glow feature which indicates baby is suffering from a fever. It also has a memory feature which remembers the last reading to help monitor child’s progress and an auto-power facility to preserve battery life.

The Pacifier Thermometer’s convenient Fever Alert glow also allows parents to get a nighttime temperature reading without disturbing baby, something very important when baby is not well and Jason Heller parents want the little one to get a good night’s undisturbed sleep.

Retailer Liz Smart from Baby and Child Ltd of Bromley, Kent told us: “I know that some people want these products.”

Hashim Yilmaz from Summer Infant told us: “One of the most stressful times in a new parent’s journey is when baby is ill. Young children either cant or are unable to articulate feelings of illness so it’s really down to their carer to make sure that the early onset and progression of an illness is

“

monitored and addressed.

“One of the most useful devices in that process is a digital ear thermometer. The Summer Infant Grow with Me fever alert thermometer takes all of the guesswork out of the process by incorporating a colour coded LCD readout.

When the temperature goes too high the result will flash red to alert the parent to a high/elevated temperature. If the result is normal the LCD will remain green.

“Other features such as an audible beep to signify a complete reading or the provision of a dual tip for babies, toddlers and adults means that this product is the only thermometer you will need for you and your growing family.”

The products are also good for bricks and mortar and online shops.

Retailer Jason Heller of Huggle told us: “Baby thermometers do well for us.

“Parents are more informed of what is available and we see a lot more people buying into the laser thermometers. We have a great one from Italy that sells for £90.”

Why does Jason like the product so much? “They have been selling well for us. They are great though – they are literally a six in one. You can do everything from food to bath water to body temperature to room temperature.”

You can do everything from food to bath water to body temperature to room temperature

”

Did you know…

■ The word thermometer first appeared in 1624.

■ The word comes from the Greek words thermos, meaning “hot” and metron, meaning “measure”.

■ In 1866 Sir Thomas Clifford Allbutt invented a clinical thermometer that produced a body reading in five minutes.

60 nursery today

Summer Infant One of the most stressful times in a new parent’s journey is when baby is ill. Young children either can’t or are unable to articulate feelings of illness so it’s really down to their carer to make sure that the early onset and progression of an illness is monitored and addressed. One of the most useful devices in that process is a digital ear thermometer.

The Summer Infant Grow with Me fever alert thermometer takes all of the guesswork out of the process by incorporating a colour coded LCD readout. When the temperature goes too high the result will flash red to alert the parent to a high/ elevated temperature. If the result is normal the LCD will remain green. Other features such as an audible beep to signify a complete reading or the provision of a dual tip for babies, toddlers and adults means that this product is the only thermometer you will need for you and your growing family.

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

Be safe with Bureau Veritas As a retailer, brand, manufacturer or importer of juvenile products, you need to ensure that your products are safe and comply with the stringent legislation related to them. Furthermore, public opinion is very sensitive to any news related to the safety of young children and any product recalls or quality problems could be expected to cause bad publicity to a brand or a retailer.

At Bureau Veritas Consumer Products Services, they provide a complete solution to the nursery and toy industry from product concept to store-shelves including product testing, benchmarking studies, safety assessments, regulatory consultancy, product inspections, chemical supply chain solutions, social and factory audits, sustainability services and global market entry solutions. We help our clients improve their supply chain, as well as checking that their products meet the relevant regulatory standards. They support a wide range of clients, from startup businesses to large importers, brands and global retailers. With their extensive global network of nursery products and toy laboratories they have the capabilities to test their clientsâ&#x20AC;&#x2122; products wherever they

need to.

Their UKAS accredited laboratory in the UK can perform a wide range of compliance and safety testing - physical, mechanical, flammability and chemical - to EU regulations.

Also, outside their UKAS accreditation, they can test strollers and pushchairs to US, Australian and New Zealand regulations. The categories of products they can test include home safety products (safety gates, fireguards), wheeled child conveyances (prams, strollers), baby carriers, cots and childrenâ&#x20AC;&#x2122;s beds, bathing and changing units, high chairs, swings, cradles, feeding equipment, soothers, harnesses and reins. They can also test baby sleep bags to the BS 8510 standard.

Their UK experts sit on several juvenile products technical committees, ensuring they are always up-to-date with the latest changes in regulation and test methods.

Bureau Veritas Consumer Products Services are a member of the Baby Products Association (BPA).

Clinically proven accuracy

Email: bvsales@uk.bureauveritas. com Phone: + 44 (0)1925 854 360 Web: www.bureauveritas.co.uk/cps

nursery today 61 Braun_NTF3000_TradeAd_NurseryToday_100x285_05MAY15.indd 1

05/05/15 17:09

Focus First Aid

Chicco Chicco has grown its product family with the launch of their new range of thermometers and a new baby weighing scale. The thermometers range consists of three products – My Touch infrared contact temporal thermometer, the Comfort Quick infrared ear thermometer and the Thermo Distance no contact forehead thermometer.

The RRPs of the new range between £24.99 and £29.99.

The new baby scale is suitable from birth. The scales are ideal for parents who need to keep an eye on their baby’s weight at home, and in between health checks. The scales feature a weighing stabilisation function in order to accurately and quickly detect the weight of the child even if they move. The scales have the last weighing memory so parents can keep an eye on progress. The RRP is £49.99.

Web: www.chicco.co.uk

Braun An essential for any baby¹s first aid kit, Braun¹s No touch + forehead thermometer (NTF3000) measures forehead temperature in less than two seconds. Parents can either place it directly on their child¹s forehead in touch mode, or hold it up to 5cm away in no touch mode, and with a no sound option, it is perfect for measuring a sleeping child¹s temperature without the worry of waking them. The simple colour coded display shows green for a normal temperature, yellow indicates an elevated temperature, and red suggests a high temperature.

Me4kidz The MEDIBUDDY first aid kit is a favourite amongst Moms and kids. 50 quality first aid items for families on the run. It comes in an array of cute bright colored compact carrying cases. The medibuddy has all the basics to fix those boo boos and get your kiddos back on the road to fun. All products are latex free.

Web: me4kidz.com

Web: www.brauntherms.com

Baby Aid Every Mum worries about her new baby’s wellbeing, and about being prepared for emergencies.

New Mums go on first aid courses to learn how to handle emergencies with their precious baby.

The thing they worry most about is choking, so they learn how to handle that as well as CPR and how to handle other emergencies like cuts and burns. Did you know that over 500 under 5’s attend A&E every week with burns and scalds.

Hence the Baby Aid Compact First Aid Kit was born, it’s the size of a ladies wallet and contains plasters, Burngel, bandage, tape, scissors (blunt tip so not prohibited on airlines), dressing, alcohol free wipes, thermometer, saline wash, British Red Cross Paediatric First Aid Guide and Bravery stickers.

Everything is of course hypoallergenic and safe for use on babies and comes in a gorgeous bag, not your standard green nylon!

RRP £15.99.

Email: lorna@babyaid.co.uk Web: www.babyaid.co.uk 62 nursery today

Focus MaByLand

A closer look at MaByLand Time to take a more indepth look into this established company. What’s their current best sellers?

How well do you know MaByLand?

MaByLand started in 2008, at owner Sheena’s dining table whilst pregnant with her first baby, followed closely by a second after 18 months. Almost 7 years on, with over 100 skus, 50 awards and 35 consumer baby shows, MaByLand has established a reputable baby brand specialised in travel baby goods, in particular Baby Carriers and Changing Bags.

As parents themselves, they live their ethos “Sharing Our Experience” in all aspects, they persevere in learning and growing with their customers to ensure they continue to deliver the best quality and services for them.

MaByLand’s Best Sellers: Snuggle Baby Carrier – Recently improved into a better model and immediately won GOLD in the Prima Baby Awards 2015 in the Best Front Carrier category.

Did you know…

■ All MaByLand products are personally tested on owner Sheena’s children as well as her family and extended family, to ensure the highest quality and design requirements are all met. Styles and colours are designed to appeal to BOTH mums and dads, aiding them to choose a perfect product to use together.

Sold out in all the baby consumer shows since launching in 2014, making record sales.

Luxury Duo Front & Back Carrier – Recently spotted on Peter Andre in 2014 wearing it on many occasions with his daughter Amelia.

Tulip Overnight Changing Bag – Similar to all of the MaByLand Changing Bags range, recently improved with a luxurious logo lining and quality, yet keeping the price the same, offering more value and class to customers.

Luxury Maxi Elite Changing Bag – An easy choice for both mums and dads to use together as a changing bag. Unique roll out changing mat coupled with an elegantly smart design attracts many parents as their perfect bag.

Satchel – A recent smart design tailored with dads in mind, as well as the longevity of being a simply satchel bag after baby’s grown. An economical choice for many parents.

MaByLand’s Innovation and Consultancy With their own experience and expertise in the Nursery industry, they also actively engage with their customers.

They continue to seek opinions as well as ideas, turning them

Did you know…

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■ Consumer Stamp Approvals are obtained via MaByLand Parents Focus Groups, reviewed and tested by real parents whenever there are new ranges to launch. nursery today 63

COL I N

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PATTI

This issue Colin Pattison takes a look back at the Harrogate International Nursery Fair

ON

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Innovation at this yearâ&#x20AC;&#x2122;s Harrogate

T

o pick up where I left off before Harrogate, it was great to see the four finalists of the BPA Concept and Innovation competition exhibiting at The Harrogate show. Hall H contained the HUB area where most of the new and smaller stands are gathered.

This gave a great atmosphere, as all the entrepreneurs and people with new ideas gather together not just to try to catch passers by but also to network with each other. Telling the story of your journey and swapping hints and tips, on the next stage of your products development is now as important a part of exhibiting at Harrogate as actually catching those elusive retail buyers and actually selling the product.

The Concept and Innovation finalists were each given a free stand, next to the BPA office and press office, from where they can pitch their product or idea under the helpful guidance of the BPA and visiting industry experts, (clearly being on the aisle journalists walk down to get to the press office is also a great bonus!).

This year the two Concept finalists both put on a great show, and it was so difficult to find a difference between them, that the judges decided to award an equal first prize for the first time in the competitionâ&#x20AC;&#x2122;s history. I will watch the progress of these two budding entrepreneurs with interest in the coming months, as although the product concepts are very different to each other, they both have potential to be developed into successful volume products.

The next stage is all about gaining 64 nursery today

Telling the story of your journey and swapping hints and tips on the next stage of your products development is now as important a part of exhibiting at Harrogate as actually catching those elusive retail buyers and actually selling the product

publicity and confidence in the potential of the product, so that finance and support can be put in place to develop the initial concept into a product design and eventually a marketable product.

On the opposite side of the gangway, the two finalists on the Innovation side of the competition also put up a very strong showing.

By the nature of the competition, both of these competitors had something close to an actual product to show. Both were also exhibiting at the show on their own stands, either looking for expressions of interest in the product or firm orders against an anticipated delivery date. The judges decided the winner in this category was Omni rider. For me the deciding factor in this was the use of the opportunity by Samantha and her team. I am sure all readers of this magazine must have received information about the launch of Omni rider before travelling to Harrogate, their use of PR and the trade press to get their message out was first class. At the show there was a team of people on both stands talking about the product, but most importantly visitors already knew a little about the product and where interested to learn more. Contrast this with the many stands with people ready to jump out at passersby at the first glance in their direction or worse still, the stand with people sitting reading the show guide, the daily newspaper or their computer screens and not even trying to sell their products.

My view is if you are coming

to a show and have paid out good money to attend, make the most of every visitor attending the show. It is not an extra cost, but part of your investment in the show, to tell potential visitors about your product and try and get them to want to come and see you. Many exhibitors link this to a great presentation at the show.

Neither of these things needs to have a massive budget. Advertising in the show preview magazines or online is good value for money. Mailing out your own information to target retailers is perfectly feasible with a little work on the internet. The team at Omni rider went the next step and hired an agency to create publicity for them and their product.

This created something approaching blanket coverage of the product and a great buzz around the stand.

This tactic is not just used by startups. A similar and just as impressive campaign was mounted by BabyStyle to launch the new Egg. By the time retailers arrived at Harrogate they knew there was an exciting new product on the stand. The product was in two specially built preview rooms and appointments had been made for demonstrations. BabyStyle is a great supporter of the independent retailer and all were keen to see a product which they would most likely stock and achieve good sales and profit with. Again this was a good campaign, creating a buzz around the fair.

The end of the show is not of course the end of launching a product, I have already seen some good PR stories from the winner of the Best New Product category in the BANTAS. Bugbrush is a brilliantly simple idea, but very effective. As a winner, the product has been featured in all post

The end of the show is not of course the end of launching a product, I have already seen some good PR stories from the winner of the Best New Product category in the BANTAS. Bugbrush is a brilliantly simple idea, but very effective. As a winner, the product has been featured in all post fair trade show news, and has also achieved column inches in the wider press fair, trade show news, and has also achieved column inches in the wider press. Dental care has not been seen as an area for the independent trade, but this product could make the crossover.

It is simple enough to see how it works. It is well packaged to fit into a retail environment and the price is good. I hope it works.

Other products worth an honourable mention include: HandiPOD, is a crossover product from the pet industry, and instead of poop bags, the container carries nappy bags. The built in hand sanitiser works just as well for both product categories, as does the compact product size and carabiner hook for attachment to nappy bags, pushchair handles etc.

Personally I see this as a multiple product I see it sitting next to the nappy display in Boots, Mothercare or a supermarket, but, if a good distributor took it on, it could sell well as a pick-up line, from the cash point in any nursery store.

Another product which I would not expect to see in many nursery stores was SkyBaby. The product is good. A travel mattress for aeroplanes is a need for many travelling with young children.

But the product would, in my opinion, work best either in luggage departments or in flying

magazines and direct mail to travellers. The presentation at the show was excellent, including an aircraft seat and ‘hostess’ to introduce the product. A trade show such as Harrogate is the correct place to showcase such a product specialist mail buyers will attend the show looking for just such a product and it only takes one contact to make the three days at the show worthwhile. Another good point to remember when planning to launch a product is the first aim is always to be seen by THE right buyer!

Cleverstix, a development on the chopsticks theme.

When a child is too young to use cutlery, it can use the simple chopsticks-style pincer design to focus handeye dexterity. Again, this is a simple idea that could sell well in the independent trade. The fact that the stand had a Jelly Bean challenge to attract passersby onto the stand, is another pointer to attracting more attention to your product - it certainly worked for me!

An interesting development of the opening up of the wider European and Far East markets is the ability to use a ‘stock’

Another good point to remember when planning to launch a product is the first aim is always to be seen by THE right buyer!

chassis, with specialist fabrics. A really good example of this is the Otti Pram range.

The chassis range, not wishing to be rude, was nothing special or innovative but the fabric and styling made the products look very appealing. Short runs of quirky fabrics with excellent styling gave these products a stand-out appeal, which was drawing retailers to the stand all through the fair.

I have talked in the past about the increasing number of toy suppliers, who see potential in Nursery stores. Some suppliers who exhibited at Harrogate last year were back this year, and together with some new additions created a sub section centred around, but not exclusively, Hall D. Scooters, for instance, have a natural affinity with wheeled goods and both Micro Scooters and Globber Scooters exhibited. Micro Scooter are the brand leader for quality, first scooters, and can be seen in droves in many school scooter parks. Globber is a new brand aimed at the pre-school market, but with a large age range. The two provided a good contrast to each other and I am sure many independents will have left the fair thinking if this could be an innovation in their store range, to keep customers coming into the store to an older age.

Finally, I always like to highlight a green product this year the best products must have been the wheeled lines from Thule. The range consisted of fantastically-adaptable bike trailers and jogging pushchairs. If this is the sort of product the consumer is looking for, Thule certainly has the best looking.

And who would not like to sell a few at the retail price they are quoting?

Colin has worked in the Toy and Nursery trade for over 20 years both as a retailer and supplier. He is now an independent consultant advising on sales and marketing issues. He can be contacted at colin@colinpattison.com or by phone on 0773 8568 191.

Talking Shop with NSG By: Yasmin Ali, Babyland Yasmin mi Ali

H

i guys I hope you are all well and I hope that business is booming and money bursting out of your tills…if it isn’t, what is going wrong and what are you going to do about it? I’ve heard mixed reviews from Planet Indie this past month, but I feel our bi polar weather is somewhat dictating business in some areas.

This month, I am looking at technical products, all those gadget types that appeal to dads. Dads can be a fussy bunch, and their interest levels fluctuate – they do mostly however LOVE cool dude gadget stuff ! For me, a top cool dude product that stands out has to be the Mamas & Papas Starlite Swing – I love this product, light canopy, music, story, speed settings and AUX connection! Connect your phone or mp3 player and subject your poor child to your horrendous music taste! Winner! Mamas & Papas ALSO do the stargaze playmat – again interactive, with toys, lights, music AND aux connection – under £100 it’s a must have.

The 4moms Mamaroo is an amazing product. This year’s model is bursting with features, including Bluetooth control (I’ve been scaring customers for weeks!). It’s a great way to get the attention of gadget lovers – it’s big though, but needs to be displayed to get the point across.

The product is a wee bit on the expensive side, BUT let’s not fear the price, it will start to sell itself because people know what they are getting and the price is steady.

Distributed by Kooltrade.

The key for us indies is selling.

We sell, we aren’t like the staff in the nationals, paid to man their section and ‘serve’. Knowledge is power, I don’t need to tell you, this is the advantage that we have over our competition, over the nationals and certainly over supermarkets (beans sitting next to babywalkers – love it).

One of my favourite ‘functional’ products is the Doona car seat. I love its simplicity, its functionality, the common sense of it all – so easy to use, such a practical idea – I reckon it’s an ideal product like I’ve said before as an addition to the big

Tips of the Month ■ your customer, the fussy dad; WILL buy the functional gadgety product even if it is expensive ■ build product knowledge ■ be passionate ■ create excitement and SPREAD IT ■ FIGHT THE POWER

66 nursery today

“

The key for us

indies is selling. We sell, we aren’t like the staff in the nationals, paid to man their section and ‘serve’. Knowledge is power, I don’t need to tell you that.

”

pram, as an alternative to having baby in a big uncomfortable stroller, it’s so much cosier. It’s certainly different, and eye catching. As seen in Vogue don’t you know.

Remember Social Media Indies of the UK! Comrades!!

Familia! I cannot emphasise this enough, we are not using social media in our businesses as much as we need to. Stay connected with your customer base, everyone uses Facebook – look at the NSG, where is the NSG without Facebook? I made a video of our display Mamaroo, I’m in the video ranting and raving like a lunatic (Please note I ALSO do this in the Disney Store) because I was excited. That excitement led to shares, likes and SALES – other shops have also done this and I hope it has been successful. Social media – let’s stop hiding, excitement breads excitement – get

excited about your business and your products.

Aim for products that are somewhat exclusive, I think that there are certain brands that are unavoidable, some that must be stocked for credibility – I get that.

Do it, but don’t go to town with it.

Do you want to go into shop after shop that looks the same? Leave the crap to the nationals and the bean sellers, fill our shops with substance, and start building reputations that actually independents in the UK sell decent product of substance, credibility and quality that our customer base wants.

There are quite a few brands that I have missed out here - but there are loads of functional products to get people interested, keep your eyes peeled!

yas@babylandfife.co.uk Facebook – Yas Ali NSG Indies (bricks and mortar only) Nursery Support Group Trade: Nursery Trade

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