Nursery Today Product Launcher - Spring 2022

Spring 2022

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Brand Locator Say hello to the variety of brands featured in Product Launcher – here’s a quick reference on where you can find them in this issue.

ABC Design

Done By Deer

KiddieRail

Silver Cross

Pages 18 & 19

Pages 26 & 27

Pages 28 & 29

Pages 14 & 15

Baby Jogger

Eco rascals

My Babiie

Thule

Pages 16 & 17

Pages 30 & 31

Page 27

Pages 10 & 11

BabyBjörn

Infantino

Nuna

Venicci

Pages 24 & 25

Page 26

Pages 8, 9 & 35

Pages 20 & 21

CuddleCo

Inglesina

Rainbow Designs

Ziggle

Page 39

Page 22

Page 32

Pages 32 & 33

Cybex

Joie

Red Kite

Pages 12 & 13

Pages 6 & 7

Pages 22 & 35

Image source: pexels.com

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Welcome W

elcome to this issue of Product Launcher, where you will find a wealth of brands showcasing all that is new for the first quarter of 2022.

Brought to you in a handy reference sized format you will see while browsing through the pages that brands continue to keep up to date with current consumer trends and of course these offer a level of great newness for your stores and online activity!

One category that appears to be booming from content across the following pages is wheeled goods, with a lot of newness coming through – whether that be colourways, fabrics of chassis, this sector is clearly ‘driven’.

As an industry sector, what is apparent is how brands don’t rest of their laurels and are constantly busy refreshing their ranges to bring products that offer a sense of newness for retailers to really shout about, which assists to drive footfall in-store or to your website and in turn enables you to bring engagement via your

social media channels.

Independent Retailer Natural Baby Shower ‘champions’ new product launches within their store telling Product Launcher: “We are always championing new products that offer innovative solutions for baby, parent and the planet. By working closely with our team of fantastic brands, we aim to bring our customers the leading products on the market, packed with new and exciting features that help every parenting journey.

“All product launches continue to push the boundaries of safety, design and functionality but there’s been a few recent exciting launches that come to mind; the Bugaboo Donkey5 and Cybex Anoris T i-Size car seat that have really ‘wowed’ in this department.”

So, if you’re currently looking for that newness in products for your business and for your customers, then Product Launcher has you covered.

Happy reading!

Penny Franks Editor

Grace Mooney Baby Moon Baby Shop

“Customers love a new nursery product as more often than not it has been introduced to make parenting life easier or make it safer for little one.”

Sujie Mogane Bump and Babes

“The nursery industry changes all the time. It is important that we keep up with it. People get bored with the same stuff and like to see a change in fashions, styles, etc regularly. It is a part of evolution and therefore it is important we cater to people’s changing tastes.”

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Retailer Opinion Whites Farm Baby Barn

Product Launcher spoke to independent retailer Sara Hubbard, owner of Whites Farm Baby Barn to find out her thoughts on new product launches and why these are important to their business.

Why are new product launches important to the Nursery sector?

With the massive influence that social media now has on our every day lives, consumers are always looking for the NEXT BEST THING - it has to be new, exciting and not like anything their friends have had previously.

How do these benefit you as a retailer?

New product launches mean our shop floor offering always remains exciting, interesting to visit and view and means we can engage with our ever growing customer base.

How many new products do you typically showcase in-store during a 12 month period?

We try to showcase as many as possible whether it be brand new product or updates on existing loved items - our suppliers are brilliant with updating their colour selection and accessory offering. We would say we have about 5-10 new products a year.

Do new products need to also feature new innovation?

As we have said in previous issues, we believe innovation is always a good thing. However - if innovation is being done just for the sake of it, with nothing necessarily beneficial coming out of it we feel it’s better to stick with the classics. As they say, ‘if it ain’t broke don’t fix it’.

What type of support to you receive from brands when new products are launched?

We do feel that as a bricks and mortar store that doesn’t sell online we could have more support in way of in-store campaigns and displays than is perhaps offered to us - it does sometimes seem that the internet big boys get their way and what they want comes first. A lot of our brands however offer great POS, social media content and in-store incentives when it comes to new launches.

Does social media play a role when you announce new products in-store to the consumer?

Every single time. It’s the first place people look when we are showcasing something new and it’s the easiest way to reach

the largest audience in a short amount of time. We can gauge their reactions and opinions on the new products in a really quick time frame too!

How do you keep abreast of consumer trends when looking at new products that are launched?

Our customers are great with giving us feedback on new products, their thoughts on first looks and also letting us know what products they’ve tried and loved that we don’t have in store yet.

Our customers are great with giving us feedback on new products, their thoughts on first looks and also letting us know what products they’ve tried and loved that we don’t have in store yet.

Again, our social media plays a huge part in looking at trending tags on Instagram, celebrity accounts and also polls that we hold on our Instagram stories!

With sustainability and eco-credentials a hot topic this year (and one which looks to stay), is this something you look for when seeking or stocking new products?

Yes it is! We are so conscious of our eco footprint here and try to recycle all our packaging, choose environmentally friendly options and love supporting brands using recycled materials. It’s one of our main points we bring up whenever brands ask for feedback; we always comment on unnecessary packaging and make sure they’re aware of what our customers see when unboxing their products.

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New for 2022

from Joie Signature The super stylish Signature range from Joie is set to add some new power players to the collection in 2022.

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t the heart of the new arrivals is the i-Base Encore, allowing consumers to have the benefit of a spinning seat that is fully customised to their lifestyle.

Joie consumers have also been eagerly awaiting the arrival of Joie’s extended rear-facing car seat and we can now announce that that the i-Prodigi will launch later this year and will rear face up to 23kg.

Snooze on the go

Meet i-Base Encore

It’s all systems go thanks to the new i-Base Encore, which pairs with six Joie car seats as part of the exclusive Encore spinning system. Connect Joie’s car cot, i-level and i-Harbour for a Signature i-Size spinning system that grows from birth to 4, expanding the spin systems versatility to suit all lifestyles. You can buckle up and switch directions with one hand behind your back thanks to the one-hand, 3600 rotation on the base. Made for easy buckling in and out, and effortless transitions from rearward to forward facing.

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Held up to the highest safety standards, this lie-flat car cot cleverly combines the protection of a car seat with the comfort of a carrycot for safer snoozing on the go. With baby snuggled up and lying back, enjoy seamless car to pushchair transitions that keep naptime rolling smoothly.

Joie’s lie flat car cot is R129 certified and is suitable for lateral facing from 40-70cm and up to 9kg. It pairs with the i-Base lx 2 and the new i-Base Encore for a safe and sturdy ride, transferring onto the Joie versatrax, aeria and finiti to give the full advantage of a travel system. Carefully crafted with infant body and head support, as well as a super secure 3-point harness with soft padded covers, this car cot will keep even the littlest babies safe and snug on every journey. The full coverage canopy is water repellent and is UPF50+, keeping your little one safe whatever the weather.

Meet i-Prodigi

Meet i-Harbour

It’s all systems go with the new i-Harbour, which pairs perfectly with the i-Base Encore as part of the new Encore Spin System from Joie. When used with i-Base Encore the seat offers 3600 rotation making loading and unloading a doddle. I-Size certified, the i-Harbour offers the exclusive Joie Tri-Protect headrest with three layers of protection inside the headrest, including Intelli-Fit memory foam. The detachable Guard Surround Safety panel adds extra side impact protection.

I-Harbour is easy to adjust to growing kiddos thanks to the six-position Grow Together head rest and harness system that adjust simultaneously and requires no rethreading of the harness, so you can be ready to go in a jiff.

Joie’s first i-Size, extended rearward facing car seat grows with your little one all the way from birth to 125cm, keeping them rearward facing through their most pivotal years, protecting weak, undeveloped necks. The i-Prodigi has an extended 5-point harness that grows with the child all the way up to 23kg as well as adjustable leg room to allow older children to sit rear-facing in comfort. Snoozing kiddos can recline with ease thanks to the multiple on-the-go recline positions while the Grow-Together headrest and harness system adjusts simultaneously and require no re-threading of the harness making adapting to growing passengers, a doddle. They’ll be safe and sound thanks to the TriProtect headrest with three layers of foam including Joie’s patented Intelli-Fit memory foam which, when combined with the detachable Guard Surround Safety panel, provides optimal side impact protection.

Email: uksales@joiebaby.com

www.joiebaby.com product launcher 7

Discover the world in style Nuna launches the NEW TRVL – the compact stroller which folds at the touch of a button.

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una, the premium baby brand and number one choice for A-list celebrities, has just announced the launch of the new TRVL stroller – where luxury and innovation, meet travel and lightweight convenience. Perfect for City Living and travel.

Whether you’re out and about town, travelling abroad or using public transport – an extra hand is always helpful for any parent. At the touch of a button, the TRVL folds itself into a compact package that stands on its own – saving on space and clutter.

The TRVL is ultra-lightweight, weighing in at just 6.7kg*, and doesn’t compromise on quality. City living or jet-setting parents will love the luxe materials, sturdy frame, and innovative features, ensuring convenience for

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miles to go. The TRVL can be easily transported via the carry strap or push bar handle when folded.

Suitable from birth, the TRVL is travel system ready, simply attach the PIPA series infant car seat to the arm bar with one click, no adaptors are required. The one-handed, selfcollapsing fold keeps transitions simple and struggle free, whilst the MagneTech Secure Snap self-guiding magnetic buckle automatically locks into place.

The TRVL will be available from 14th March in Caviar and 21st March in Hazelwood to buy from Nuna retailers. *without arm bar

www.nunababy.com

Discover the world in style Out around town, on a whirlwind weekend trip, or exploring faraway places - an extra hand is always helpful for any parent. At the touch of a button on the push bar, the Nuna TRVL™ stroller self-folds into a super-compact, free-standing package - giving you the convenience and mobility you need to discover the world in style.

The TRVL™ pairs perfectly with all PIPA™ series car seats, creating a sleek-looking travel system with just a click – no adapters needed. City living or jet-setting parents will love the luxe materials and innovative conveniences of this compact and lightweight travel stroller for miles to go.

Find out more at nunababy.com

Wheeled Goods

Shine with Thule

This Spring, Thule will introduce the new Thule Shine, a city stroller for parents on the go.

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rom newborn to toddler, the new Thule Shine stroller lets parents take on the rush of city life with their child from day one. The stroller’s lightweight, compact and easy-tohandle design is perfect for navigating urban spaces yet it’s uncompromising in its premium features.

The Thule Shine includes a padded and reversible reclining seat, large ventilated and extendable canopy, and a built-in adjustable leg rest for safe and comfortable cruising. The Thule Shine will be available in Spring 2022. Don’t let the bustle of the city slow you down. The compact design of the Thule Shine allows parents to smoothly manoeuvre in any space, whether it’s heading to a city park or steering through a crowded subway platform. Maximizing comfort and convenience for parents, the stroller can be pushed and packed up with just one hand. In seconds, fold up the Thule Shine to jump in a taxi or dip into a coffee shop.

The Thule brand was established in 1942. Under the motto Bring your life, Thule globally offers a wide range of premium products for active people that allow them to bring what they care most for – safely, easily and in style. Thule designs and manufactures roof racks, bike, water and winter sport carriers, roof boxes, computer, and camera bags, sports bags and backpacks and childrelated products such as baby joggers, child bike seats and bike trailers. The products are sold in more than 140 countries. Thule is the largest brand in Thule Group. thule.com The compact and comfortable stroller for simplicity in the city.

Emma.Peak@thule.com www.thule.com 10 product launcher

The comfortable and compact city stroller

Embrace city life with Thule Shine – a compact yet spacious city stroller that allows you and your baby to take on the day together.

The adjustable leg rest, well-ventilated canopy and padded seat provides comfort for your child, from newborn to toddler. For parents, this lightweight and sturdy stroller is easy to use even in the busiest of places.

Available spring 2022.

Airbag Technology

New Cybex Anoris T i-Size Car Seat The first car seat equipped with an integrated full body airbag

ANORIS T i-SIZE

cybex-online.com

CYBEX Anoris T i-Size is setting new industry standards in terms of safety.

Thanks to its integrated full body airbag technology, the forward-facing seat offers approximately 50%1 more protection than conventional forward-facing harness seats and is at least as safe as rearfacing car seats.

Facing forward, the child enjoys much easier interaction with the driver.

The Anoris T i-Size is simple to install and provides more comfort, legroom and easy entry into the seat.

For the past 15 years the Cybex development team has worked hard to make airbag technology available to children this is now a reality in the new CYBEX Anoris T i-Size.

In a conventional front-facing car seat, a child is secured using harness straps so that in a frontal collision the head is thrust forward. To combat this, the airbag integrated into the Anoris T i-Size’s impact shield protects both the fragile head and neck. The airbag is activated in milliseconds, opening to spread to a C-shape in front of the child. The full body airbag provides approximately 50%* more protection in the event of a frontal collision than traditional forward-facing child seats with a harness system, while still offering the same degree of protection as rear-facing seats. Not only that a child gets extra leg room and the passive safety thanks to a parent being able to see their child without turning is increased too. * This value is derived from the results of internal crash tests taking into account the ADAC front crash test criteria (2021)

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THE NEW

Luxury of Travel

New generation of Platinum strollers

CYBEX launches the new generation of its hero platinum stroller the PRIAM. Favoured by celebrities and royalty alike the PRIAM doesn’t just aspire to iconic status, it achieves it.

The CYBEX PRIAM combines ultimate functionality with timeless design elements. The latest version features new innovations such as a closer contact carry cot and the new one pull harness.

Being close to their baby is key for parents – on the new PRIAM, use the same adapters for the infant car seat and the LUX cot, to raise the cot into a higher position ensuring closer contact with the baby, for easier interactions and lifting in and out.

Forever striving to make life that little bit easier for parents the new one-pull harness takes safely securing the child to the next level, allowing parents to fit and tighten the harness at the same time with a simple pull of a strap. Already implemented in CYBEX car seats, this harness means it only takes seconds for the parent to safely strap their child into the stroller and with only one hand. It’s the perfect fit, every time.

As with previous versions the PRIAM offers a 4-in-1 travel system, with a reversible stroller seat unit, the Lux Carrycot, infant car seat like the CYBEX Cloud Z i-Size or the Platinum Lite Cot which is attached to the reclined stroller seat to provide additional support and comfort for newborns.

For further information contact your CYBEX sales representative.

CYBEX-ONLINE.COM/PRIAM

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Wheeled Goods

Dune

Next Generation

Silver Cross Nursery brand to launch new Dune and Reef travel systems

Following the hugely successful trade launch at Harrogate Nursery Fair, Silver Cross is preparing to unveil its next generation travel systems to the world.

The nursery brand will launch Dune and Reef exclusively with eight independent retailers in the coming weeks, ahead of a wider retail and online launch in late March.

At the forefront of intelligent pram design, Dune and Reef are expertly 14 product launcher

Dune is a contemporary urban stroller, designed and built for city living or those looking for a space-saving pushchair

engineered and beautifully crafted to fit seamlessly into modern life.

Dune is a contemporary urban stroller, designed and built for city living or those looking for a space-saving pushchair. The ultimate compact travel system, it’s uncomplicated, uncluttered and minimalist, with sculptured and debossed surfaces for an architectural look.

Reef Stylish and suburban, Reef is a multi-terrain travel system with bigger wheels, and the perfect choice for parents looking to take their pram anywhere. Tactile tailoring and earthy tones are complemented by polished touch points and metallic surfaces.

Sustainability was a key focus for both prams, and the outer fabrics are woven exclusively with yarn from recycled plastic bottles.

Other innovative features include a cleverly designed free-standing fold, with each pram standing independently on its own four wheels without the handle touching the floor. They also feature the easy-touse Genius Harness system with its patented magnetic buckle, rucksackstyle fastenings and one-hand headrest and harness adjustments.

In a reinvention of the famous Silver Cross “bounce”, both Dune and Reef feature enhanced and exposed 4-wheel suspension, guaranteeing

Reef is a multi-terrain travel system with bigger wheels, and the perfect choice for parents looking to take their pram anywhere the smoothest ride and world-class manoeuvrability.

Parents also have an unrivalled choice of newborn accessories, including a newborn pod and first-bed folding carrycot.

For parents who don’t want a carrycot, the cosy newborn pod simply clicks onto the seat for a safe and secure fit, with a supportive head hugger and breathable bamboo lining for comfort. The first-bed carrycot

is overnight sleeping approved, with a thermo-moulded base and bamboo lining. The clever design folds completely flat for easy storage and transportation.

Dune customers also have the option of a unique compact folding carrycot, the perfect space-saving solution for those with limited space.

The ultimate space saver, it folds flat onto its base for easy transportation.

www.silvercrossbaby.com product launcher 15

Wheeled Goods

A versatile dream Baby Jogger is excited to announce the upcoming launch of the City Select 2!

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he Baby Jogger City Select 2 Stroller is a versatile dream, with 28 configurations as it converts from a single stroller to a double or even a triple.

Parents can keep their growing family going with convenient features like the compact fold and lightweight design.

Overview of its many features:

Fully featured modular stroller converts from single to double or triple stroller with glider board

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Easily lift and carry this stroller that is lighter than the original City Select Two-step compact fold, 20% smaller than the leading single-to-double stroller Plenty of room between the seats means more comfort for the kids With 28 configurations, the City Select 2 offers versatile seating for up to 3 kids Create a travel system by adding a Maxi-Cosi, Cybex or BeSafe infant car seat with adapters Telescoping, height-adjustable handlebar provides comfortable steering and control, all within an arm’s reach Front-wheel suspension with neverflat wheels and all-terrain tyres Seat-back storage compartment and a large under-seat storage basket that holds up to 7 kg, so parents always have everything they need within reach Adjustable seat recline and calf support helps find the most comfortable ride for baby Extended UV 50+ canopy with peekaboo window keeps kids shaded while allowing parents to easily check in Limited lifetime manufacturer’s warranty on frame

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Supports children up to 22 kg in each seat

Parents can customize their City Select 2 with a variety of accessories – belly bar, footmuff, glider board (sold separately)- to create the all-in-one stroller that keeps their family going, even as it grows.

This single to double stroller comes in two fashions: Radiant Slate and Frosted Ivory.

The Frosted Ivory fashion is made of Tencel fabric. This is a sustainably produced material made of cellulosic fibres of botanic origin. It provides enhanced breathability and thermal regulation. It is gentle to the skin, unfavourable for bacterial growth and has a beautiful colour vibrancy.

Both the Radiant Slate and Frosted Ivory fashions will be available as a bundle including: city select 2 stroller, deluxe carrycot 2 and stroller weathershield.

For more information, please contact sales manager Christopher Grech-cini christopher. grech-cini@newellco.com

Retailer Opinion

Natural Baby Shower

Product Launcher spoke to independent retailer Victoria Hampson, co-founder Natural Baby Shower to find out her thoughts on new product launches and why these are important to their business.

Why are new product launches important to the Nursery sector?

We are always championing new products that offer innovative solutions for baby, parent and the planet. By working closely with our team of fantastic brands, we aim to to bring our customers the leading products on the market, packed with new and exciting features that help every parenting journey. All product launches continue to push the boundaries of safety, design, and functionality but there’s been a few recent exciting launches that come to mind; the Bugaboo Donkey5 and Cybex Anoris T i-Size car seat that have really “wowed” in this department.

How many new products do you typically showcase in-store during a 12 month period?

Depending on the frequency of new product launches, we try to house as many products as possible for our customers to see in-store, especially larger items such as pushchairs, car seats and carriers. Our store is the perfect hub for our brands to showcase their products here at Natural Baby Shower, which is why our Surrey store team

collaborate closely with the relevant brands to bring engaging product displays to offer an experience that can’t be compared with shopping online.

Does social media play a role when you announce new products in-store to the consumer?

Absolutely! It is one of the best ways to introduce our customers to a new product. As well as sharing brand imagery, we use social media as a tool to answer any initial customer questions and showcase the product via our unboxing reels, offering our customers the ability to see exactly what would be arriving at their door and the logistics of putting that item together. Our social and store team work closely together to create relevant, engaging content, including anything from our detailed product videos to fun TikTok trends.

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Wheeled Goods

ABC Design presents

the Samba

A small sophisticated compact pram complimented by air chamber maintenance free wheels, perfect for city/park or off the beaten track this pushchair can handle it all.

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he bus is about to leave! Now it’s time to hurry. The nice thing about the Samba is: it can be folded up quickly, even with the seat unit attached.

So, you can take the Samba pushchair with you on the bus or train with ease, just one of many fantastic features.

As customers are looking for the perfect pushchair to meet their every need, key features are sure to stand out, if they are not using the pushchair, it can be folded up very easily and quickly. The small folding size makes it fit into even the smallest car boot. The standalone function offers you maximum comfort, meaning that the samba pram stands on its own, so you don’t even have to bend down to pick it up.

Whether in the city, the park or off the beaten track – the new Samba all-terrain

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pushchair can cope with any surface it encounters. Large puncture proof air chamber wheels, high quality ball bearings and the integrated suspension offers maximum comfort and ensures a smooth ride for baby.

Suitable from Birth to 22kg, available as a 2 in 1 or a complete travel system. The Samba has the brand-new air ventilation feature fitted into the carrycot which compliments the hood ventilation, providing lots of air circulation as an overnight sleeping carrycot. Universal car seat adaptors allow for use of other branded car seats, please see website for details.

For more details about ABC Design please contact Fiona Suffield on 07809 476763 or email fionas@abc-design.de www.abc-design.com

The Samba is Suitable from Birth to 22kg, available as a 2 in 1 or a complete travel system

LIGHT AND COMPACT

Design: dolphin

www.abc-design.com/samba

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Wheeled Goods

Discover New Tinum Special Edition...

The bestselling Tinum SE Travel System is going to be accompanied by new colour: Stylish Navy.

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he Venicci Tinum prams have been a massive success from the day they launched, especially the Special Edition Stylish Black which stole the hearts of all mums-to-be with its modern and sleek design and rose gold finish. Now the team at Venicci have decided to add an additional colour to this Special Edition range and this time they opted for a beautiful shade of Navy.

This Travel System does not only look good, but due to its functionalities it is the most ideal pram for expecting parents.

Carefully selected and durable fabrics which have been impregnated with UV50+ filter to protect from sun’s damaging radiations Its light and compact construction makes every walk, car, train 20 product launcher

or even plane journey nothing but pleasure for the entire family.

Multi-terrain wheels will pass the test in big cities but are also great for countryside adventures; due to being punctureproof this pram can be used on flat as well as rough terrains.

One-hand fold is perfect especially for busy parents whose hands are always full and it takes no more than five seconds to fold it down. Chassis can be folded on its own, but also with seat unit attached in both – front and rear facing position. The adjustable carry strap attached to the pram frame will also allow you to easily transport the lightweight pushchair.

The carrycot on the Tinum SE Stylish Navy is equipped with ventilation panel (or panoramic ventilation) which provides wide area of view but also improves air circulation inside the carrycot which provides maximum comfort.

Each Travel System bundle comes with accessories which add style to your pram but prepare you for the unexpected weather conditions; raincover is ideal for UK rainy days and cosy footmuff for those crisp morning walks.

Elegant and practical Tinum Special Edition Stylish Navy Travel System is one of the most desirable Travel Systems of 2022.

www.venicci.co.uk

Wheeled Goods

Urban living with Inglesina The new Inglesina Electa is compact and lightweight yet comfortable and safe.

Designed for urban life, it is as easy to manoeuvre through busy streets as it is through the park and on and off public transport. With the stroller weighing in at just 8.7kg, and a lightweight 5.5kg chassis, the Electa is approximately half the weight of many leading pram and stroller brands. Compact when folded (73.5 x 50cm), and easy onehand fold help make life easier for busy family life.

There are no corners cut when it comes to baby’s wellness and comfort.

Much like the other System Quattro designs, the Electa comes with Inglesina’s signature Welcome Pad designed by specialists to ensure baby is both safe and comfortable. The spacious carrycot and the Stand-up is included so parents can easily transfer the carrycot to stand when they get in from their walks.

Available in Tribeca Green, Upper Black and Greenwich Silver.

www.inglesina.uk

Side by side

strolling

Push Me Dubl – Now available the fabulous new side by side Twin Stroller from Red Kite jam packed with so many features and accessories all provided in the one package.

Finished in high gloss frame with textured graphite textile covers, the Push Me Dubl looks both stunning and also gives a brilliant performance. So easy to push and manoeuvre thanks to the lightweight frame and smooth wheel action, fits comfortably through internal doors and folds compactly for storage with the one hand fold action.

Independent seats for varying age range from birth to a max weight of 15kg per seat which can be easily accessed with the removable rotating bumper bars. Large extendable independent hoods which include both viewing windows and retractable sun visors. Included in this amazing package are two sets of fleece lined coordinating foot muffs which feature unique hand protectors and can easily change to be used as seat liners in warmer months.

www.redkitebaby.co.uk 22 product launcher

Retailer Opinion Baby Moon Baby Shop

Product Launcher spoke to independent retailer Grace Mooney, owner of Baby Moon Baby Shop to find out her thoughts on new product launches and why these are important to their business.

Why are new product launches important to the Nursery sector?

Innovation is key to the nursery industry as it is constantly evolving. Anything to try to make parents’ lives easier and our little munchkins safer.

How do these benefit you as a retailer?

Customers love a new nursery product as more often than not it has been introduced to make parenting life easier or make it safer for little one.

Baby Moon Baby Shop owners Barry & Grace Mooney

Do new products need to also feature new innovation?

Yes - as mentioned above every new innovation is there to make the product either look nicer or make your life as a parent easier.

What type of support do you receive from brands when new products are launched?

We receive full training. We loved Harrogate as while we were there we saw and were introduced to lots of newness and were able to have a full demonstration of products.

Does social media play a role when you announce new products in-store to the consumer?

Absolutely! That is how a lot of customers find out about new products or if a product is being updated.

How do you keep abreast of consumer trends when looking at new products that are launched?

As parents ourselves we constantly monitor what is trending - we know what will work and what won’t.

How many new products do you typically showcase in-store during a 12 month period?

It depends on the brands. Although at the moment there seems to be a lot of transition into new models and products across lots of brands.

With sustainability and eco-credentials a hot topic this year (and one which looks to stay), is this something you look for when seeking or stocking new products?

Yes definitely. Everyone is thinking and veering towards more sustainable products - whether that be sustainable materials or something they are going to get longevity out of.

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Carriers

The Swedish family company BabyBjörn is launching two of its most popular products in a new Landscape print — inspired by Mother Nature.

Inspired by

Mother Nature

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ith Nordic nature as the main source of inspiration, BabyBjörn’s design team have created a print inspired by the landscape surrounding us. Anna Björk, Head of Design at BabyBjörn said: “This print pays homage not only to Mother Nature but also to the new horizon that opens up when you become a parent.”

The print design has been crafted by hand using pieces of shredded paper, making it unique to BabyBjörn

and giving each product a special look. The two products that will be available in the new Landscape print are Baby Carrier Mini and Bouncer Bliss in cotton. The Landscape print products will be available from 23 February 2022, and they are here to stay. Because these products hold the most precious beings in the world, newborns and toddlers, BabyBjörn focuses on safety and good ergonomics from idea to finished product.

BabyBjörn Baby Carrier Mini A small and easy-to-use baby carrier for newborns and up to the age of one. It is quick and easy to put on and take off, and has two front-carrying positions. Available in Anthracite/ Landscape Print Cotton.

BabyBjörn Bouncer Bliss

A cosy place for small babies to play and rest, giving parents a chance to take a shower or prepare a meal. The baby’s own movements power the natural rocking — no batteries needed.

The bouncer is lightweight and easy to 24 product launcher

move around; you can fold it flat, so it is readily portable as well. Available in Anthracite/Landscape Print Cotton.

All BabyBjörn products are safe, easy to use, and developed in close collaboration with medical specialists.

Because fabrics are an important part of its textile products, BabyBjörn develops the majority of its fabrics inhouse to ensure they meet the highest standards for practicality, safety and quality. All of our fabrics that come in contact with your baby meet the requirements of OEKO-TEX Standard 100, Class 1 for baby products. This means that they’re kind to your baby’s skin and safe to taste. Naturally, they’re machine washable and easy to clean.

www.babybjorn.co.uk

JUST IN! L ANDSCAPE PRINT Inspired by Mother Nature

Infantino Jumbo

Sensory Discovery Mat Offering a large space for curious minds and little hands, the Jumbo Sensory Discovery Mat from Infantino is the perfect space for playtime.

E

ncouraging exploration with textured shapes, crinkly fabrics, colourful ribbons, and a giant selfie mirror, little ones will be mesmerised for hours. Not to mention the engaging interactive activities with

fun characters to stimulate the senses.

This mat is easy to move from room to room in your home and the foldable design makes it easy to take on-thego. There is plenty of room for rolling, crawling and tummy time too, and

Kiddish invites

little eaters to dig in!

New Done by Deer tableware – cute and practical design – made in Denmark in recyclable material.

T

he new Kiddish collection is ready for the wear and tear of everyday mealtime with kids. A perfectly selected range of ten happy colours and embossed details with the well-known and cute Done by Deer animals define the tableware. The silky mat and smooth plates, bowls, cups, cutlery, and lunch boxes are all designed to be practical, safe, and fun for kids to use.

Made to last

Kiddish has great features – it can be used in the microwave oven, is dishwasher safe and will survive the inevitable fall to the floor. Kiddish is made in durable Polypropylene (PP) – free of BPA, phthalates, and other harmful substances.

After countless family meals, fun parties, and picnics, the Kiddish items can be recycled to produce new daily life products such as furniture, sneakers or fibres for making clothing.

Kiddish is part of Done by Deer’s Happy home 22 collection launching this Spring.

www.donebydeer.com 26 product launcher

with a whopping 48” x 48” diameter, there is even room for a play date too!

isabelle@infantino.com www.uk.infantino.com

Take a trip to the safari with

My Babiie!

Look out for My Babiie’s latest Safari collection, designed in collaboration with reality TV star and soon to be mum of 3, Samantha Faiers.

With a fun and stylish safari print of lions, elephants, zebras and giraffes, little ones are bound to love this design!

Included in the range is a safari print MB02 lightweight stroller (available now), MBHC8 Premium Highchair, Changing Mat, Bath and Changing Unit as well as their NEW MB52 stroller which comes with melange fabrics, sophisticated leatherette handles and bumper bar, a newborn insert and a matching changing bag.

hello@mybabiie.com www.mybabiie.com

product launcher 27

Safety

KiddieRail, making stairs a safer place for children Child friendly handrail for stairs

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e’ve entered a New Year and newborns continue to arrive – many toddlers will be starting to crawl and walk as their little feet and hands help them to explore.

Sometimes in areas where parents, grandparents and carers might not want them to!

Whether it be heading their own way, or under supervision, the stairs are one such area that brings with it a mixture of risks. These challenging features in many households are the catalyst behind the innovation that is “KiddieRail”. An award-winning safety product that keeps children safe whilst they are learning to walk up or down staircases.

Most items of furniture are scaled down to fit the small size of toddlers and young children. Chairs, tables, beds, scooters, even umbrellas are made small so that young children can use them easily. However, handrails for household stairs are still designed to fit adults and not children. Therefore, toddlers invariably have a struggle getting up the stairs and even more of a challenge coming down them.

One of the biggest concerns of many 28 product launcher

parents with young children is that a child may fall down the stairs and be seriously injured and rightly so as according to the Royal Society for the Prevention of Accidents (ROSPA) there are 58,000 under 5s each year having accidents on stairs.

KiddieRail is a handrail that has been designed for the house to suit a small child’s height and hand size. The height of the handrail is adjustable so that as the child grows the rail can be raised to the optimum height. KiddieRail is suitable from the time your child begins to learn to walk until they are five years old.

This valuable safety product was invented by Lesley Catrwright Taylor and is being brought to you by Cardea Solutions, a company that has spent over twenty years protecting children from injury, originally from its invention Fingershield which prevents finger-trapping accidents in doors.

KiddieRail has already won the Baby Products Association prestigious Innovation Award. Furthermore, it has just been recognised by MADE in Britain. Cardea Solutions (and KiddieRail) is exceptionally

proud to have joined Britain’s best manufacturers in using the protected collective mark, “MADE in Britain”.

The product has ease of selfassembly and comes in versions to fit every staircase. It comes with a free 5 year warranty.

If you are interested to find out more about KiddieRail why not visit their website to hear the views of two Great Britain athletes as they allow their children to use this innovative and much needed safety product in their homes – www.kiddierail.co.uk/news

Readers who want to be one of the first to take advantage of this KiddieRail launch are further rewarded by a 10% discount by using code ‘NT2022’ in the online shop at www.kiddierail.com

FREE delivery and a 5 year warranty with every order WINNERS of the Baby Products Association Innovation award Rail adjustable as your child grows

kiddierail.co.uk

Life Without Kiddie Rail Can Be Painful...

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Eco Friendly

Two

plates in one!

The silicone suction plate that grows with your child!

e

co rascals presents their new collection of silicone tableware. Founded by Mums, they’re well aware of the new challenges and obstacles faced by parents during a weaning journey.

This innovative new suction plate comes with a removable divider. During the early stages of weaning, children can often be overwhelmed by smell, texture, and the look of new foods.

To make new foods less daunting, it can help to clearly separate each item on the plate. This plate has a divider that allows three separate sections aimed at protein, carbohydrates and vegetables.

But what happens when the little one outgrows the requirement of a section plate? Do you buy new? Of course not!

With the divider in eco rascals patented new product, you can simply remove it and serve up big kid meals. It becomes a grown up plate, that’s still unbreakable.

The two-in-one plate wasn’t enough for eco rascals. They ensured this plate was at least 30% larger than other silicone plates on the market. Making it even longer lasting.

The plates and dividers are made of 100% LFGB food safe silicone, which is non-toxic and super easy to clean. It’s safe to use in the dishwasher, microwave, freezers and ovens.

In addition to this new plate, eco rascals presents a three piece cutlery set and super soft crumb catching bib in the same colours.

Contact details: hello@ecorascals.com 30 product launcher

Rainbow Designs launch new fun-packed Adventures of Paddington Playsets

Did someone say

Paddington?

R

ainbow Designs have introduced some exciting new autumn additions to their extremely popular and engaging Adventures of Paddington preschool toy range.

Based on the award-winning TV series, The Adventures of Paddington toy range has gone from strength to strength since its launch and later this year three new fun and actionpacked Playsets will join the line up: Paddington’s Campervan Bessie,

Paddington’s Football Set (in time for the FIFA World cup) and The Treehouse, where Paddington and his friends like to plan their next exciting adventure.

The three new Playsets will join the Rescue Set with Dr Paddington and Pigeonton, the wonderful Play Bus with two Paddington figures including Paddington as a bus conductor; and the Multi Figure Set that includes the dynamic duo Paddington and Jonathan.

The Adventures of Paddington range also features a series of cuddly soft toys including a Talking Paddington that says five of Paddington’s muchloved phrases such as ‘Where’s my marmalade sandwich?’, which won the Editor’s Choice Award at Toy Fair this year and a super cuddly Deluxe Paddington Soft Toy with removable coat for extra play value.

www.rainbowdesigns.co.uk

New Cosatto Accessories Range Award winning baby accessories brand, Ziggle Baby, is launching new ranges of accessories in Cosatto’s best-selling prints.

T

hese new ranges of happy and fun nursery accessories are designed to complement popular Cosatto pushchair, high chair and car seat ranges.

Manufactured under licence by baby accessories brand, Ziggle Baby, Cosatto’s colourful, patterned designs are loved by parents and babies alike.

The ever growing collection currently includes 15 cosy blankets, 11 waterproof dribble bibs, 4 thick muslin squares and 3 coverall feeding bibs.

Sold singularly with fun, practical packaging; low carriage paid minimum orders and free spinner display stands available.

Banish the bland and welcome the wild with Cosatto x Ziggle nursery accessories!

customercare@ziggle.co.uk www.ziggle.co.uk

32 product launcher

BabyBjorn Anne de Montbel Sales Manager UK

Supplier Opinion

Anne de Montbel

UK Sales Manager - BabyBjörn Why are new product launches important to the Nursery sector?

What type of support do you provide your stockists when you launch new products?

There are new parents every day and brands need to follow their thoughts and trends in order to be up-to-date and make sure they are helping with each generation of new parents’ product launch dreams. BabyBjörn is a brand which is continuously evolving, our aim is always to simplify everyday life, nurture parent and baby closeness, and help families with young children to enjoy each precious moment. New launches drive partly from new advances in materials and/or new regulations and standards in the industry as well as listening to our target group.

We try to anticipate consumer demand for specific product(s) and provide stock in advance; we work closely with our retail partners and share details of marketing concepts along with marketing materials. Such as content for their pages and help with any celebrity or influencer partners they already have. New in Q1 2022 we will launch the BabyBjörn Academy which is a e-learning platform targeted to retail staff to educate on brand and products.

Do new products need to also feature new innovation?

The product development team scouts for inspiration and trends, we look around the world for inspiration from everywhere, not just within our industry and with our competitors; we hold interviews with test families as well as collating feedback from consumers. Most of BabyBjörn team members are parents themselves and our moto is always to think as parents first, who want the best for their kids.

Yes, ideally. Innovation may take different forms – could also be using a new material or applying a unique print – as developing new products in the baby/juvenile industry includes a comprehensive approval process. Our ambition is always to go above and beyond existing safety standards

How do you keep abreast of consumer trends when developing a new product?

product launcher 33

Retailer Opinion Bump & Babes

Product Launcher spoke to independent retailer Sujie Mogane of Bump and Babes to find out her thoughts on new product launches and why these are important to their business.

Why are new product launches important to the Nursery sector?

The Nursery industry changes all the time. It is important that we keep up with it. People get bored with the same stuff and like to see a change in fashions, styles, etc regularly. It is a part of evolution and therefore it is important we cater to people’s changing tastes.

How do these benefit you as a retailer?

New products enable us to refresh our stock and draw new people/customers to our store. Variety appeals to customers.

How many new products do you typically showcase in-store during a 12 month period?

We refresh our stock with hundreds of new stocks in store regularly.

Do new products need to also feature new innovation?

New innovation is a huge advantage with new products.

It is essential to meet consumers demands, as a lot of consumers research online these days and are interested in products that feature something new.

Do you feel there is a particular product category that sees the highest level of new product launches?

Car Seats are regularly being launched with more safety features and user convenience. For example, the new Cybex Anoris T launched with higher safety levels that

combines the protection of a revolutionary airbag with all the comfort of a forward-facing car seat.

What type of support to you receive from brands when new products are launched?

We have an excellent rapport with our Brands. They recommend new products, train our staff on these and keep us informed every step of the way with new product launches.

Does social media play a role when you announce new products in-store to the consumer?

Social Media plays a huge role these days in ‘shout outs’ about everything. It is hugely popular with the new generation of parent’s and it is definitely the way to market new products to our customers.

How do you keep abreast of consumer trends when looking at new products that are launched?

When you work closely with consumers you know the demands and naturally choose new products accordingly

With sustainability and eco-credentials a hot topic this year (and one which looks to stay), is this something you look for when seeking or stocking new products?

Definitely. Good practices attract new customers which has the added bonus of doing the right thing for the planet as well as the business.

34 product launcher

New playgyms

from Red Kite Introducing the cute and cuddly new playgyms from Red Kite featuring the new Tree Tops design.

N

ow available the new Tree Tops Wooden Activity Arch is a stylish play arch with cute activity toys which include teethers and rattles that can be used independently for hours of contented play time. Includes a reversible padded mat to use for baby under the arch and provides a practical and stylish mat to lie on. Easy to assemble and easy to store when not in use. Giftable packaging makes this a very desired gift for any newborn baby.

Tree Tops Playgym is the new soft

floor playgym with added detachable play arches. A soft pastel colour palette featuring cute characters from the Tree Top range and includes lovely detachable toys with teethers and rattles. A softly padded floor mat includes some hidden fun time with crinkle play and 3D characters. An ideal first gift for any newborn. Available now.

Tel: 01454 326 565 www.redkitebaby.com

Next level for travel Nuna’s NEXT system consists of four car seats, all compatible with the BASE next.

360° rotation allows for easy harnessing and car seat installation with just one click, whilst the True lock base installation technology makes set up swift, simple, and secure using a vehicle’s ISOFIX anchor points.

The car seats – the CARI next, TODL next, ARRA next and PIPA next – fit sleekly onto the BASE next, offering

parents ultimate flexibility during their little one’s first four years conveniently using one base for all compatible products. From full recline and carry cot options, to accommodating growth into toddlerhood – the NEXT system car seats have it all.

The NEXT system range has Secure Display: coloured indication bars

verify proper installation of base and seat, no second-guessing. Whilst load leg indicators, seat attachment indicators, and seat rotation indicators individually show all in one display simple display making installation a cinch.

www.nunababy.com product launcher 35

Product Launcher questions Ergobaby and Joie on why new products are essential to the nursery sector.

Supplier Opinion Holly Brewer

Marketing Manager, Ergobaby UK Why are new product launches important to the Nursery sector?

Whilst the basic elements of parenthood have remained constant throughout the millennia, there are always new trends and research that inform how parents and caregivers raise their children. For example, babywearing is now a common practice in the UK but parents’ requirements and needs within this practice are constantly shifting and they need products that keep up with, or pre-empt, these demands.

How many new products do you typically launch during a 12 month period?

As a brand renowned globally for our baby carriers we don’t go a year without strong innovation in this category and since the launch of our popular Metro stroller we have continue to expand there too. 2022 is set to be even more exciting as we continue to innovate across all our current ranges and enter new categories!

What type of support do you provide your stockists when you launch new products?

As well as the usual product training, campaign assets for use in-store and social media, and our dedicated team to support with any extra activity, we also offer access to our Ergobaby Partner Hub. This dedicated website gives an outlook on our 2022 collection highlights, our latest product innovations, our B2BShop for easier order placement and the Ergobaby Online Training Academy that provides retailers with everything they need to get to grips with our latest innovations.

Does social media play a role when you launch to the consumer?

All our launches are announced on our social feeds first, so our customers know to consistently check in there to see what’s new.

Social media is a vital way of increasing consumer awareness of a new launch quickly and as an owned channel we can ensure all key messages are conveyed. It is also a key tool for educating consumers on new product usage; whilst we work hard on making our products intuitive, we also prioritise education to ensure are products are used safely and properly.

36 product launcher

Damon Marriott Head of Product Development, Joie Why are new product launches important to the Nursery sector?

As with any other sector, the consumer is always looking for newness – and the Nursery Industry is no exception. It is important to our consumers that we constantly look into new and exciting ways to make their lives easier and keep their children safe. New research is always emerging and we are always exploring ways of implementing the most recent findings.

How do these benefit retailers?

New products are likely to bring new and returning customers to the sector and therefore driving sales. Expanding product portfolios also allows for a greater price range of products with slightly different features at different price points, so complementing different retailers with high/ low demographics.

What type of support do you provide your stockists when you launch new products?

Our experienced sales trainers are out on the road to make sure all of our retailers are up to speed on all of our products and receive additional support when we launch a new product. At our head office, the sales and marketing teams work closely with retailers to ensure they are marketing and displaying products effectively as well as helping them to achieve maximum exposure in their local media outlets.

Does social media play a role when you launch to the consumer?

It plays a huge role and always forms part of our overall marketing strategy. It’s a great way to build a buzz around a new product and tease it into the consumer before the official launch.

Product Launcher questioned Rainbow Designs and Thule on the importance of new product launches and innovation within the Nursery Industry.

Alys Dawson

Director of Product, Creative and Marketing Services, Rainbow Designs Why are new product launches important to the Nursery sector?

Keeping product fresh is important for all sectors of retail, and the nursery sector is no exception. Many of the much-loved properties in the nursery sector have been adored for decades including Peter Rabbit, Disney’s Winnie the Pooh and Guess How Much I Love You. However, it is important, that these brands with such heritage and longevity are kept on trend and appealing to the parents and gift buyers of today.

How do these benefit retailers?

IInnovative new products are always good for retailers, the promotion and activity around new product launches to drive consumer awareness and in store marketing support, are just a few of the benefits. Especially in the nursery sector, parents and gift buyers tend to choose a theme for their nursery or favour a particular character, and so new products added to a range provides additional and ongoing purchase opportunities.

How many new products do you typically launch during a 12 month period?

Depending on if we are launching a completely new collection or creating additional lines for an existing range, we launch between 20 – 40 lines a year.

What type of support do you provide your stockists when you launch new products? Does social media play a role when you launch to the consumer?

We invest heavily in good product and lifestyle photography for all our products, as well as the creation of content and videos for key lines, all of which are available to our retailers to utilise. We also have FSDUs and POS available to help support our retailers with raising in-store awareness. As new products reach the shelves, we promote to consumers via our active social media accounts, and for many product launches we also run successful influencer campaigns, providing great visibility and consumer awareness. This month we will be initiating an influencer campaign for our series of Unfold and Discover Activity Toys.

Joe Mcavoy

Sales & Marketing Manager UK, Thule How many new products do you typically launch during a 12 month period?

It’s difficult to say but since 2018, we have launched three new premium city strollers, Thule Sleek, Thule Spring and Thule Shine plus other juvenile products such as baby carrier back packs and child bike seats. It is important to keep launching new products to cater to consumer demand, but we do not like to rush a product as we place a lot of value in R&D and testing as safety is one of our key priorities.

How important is R&D to the business?

At Thule, design and functionality are king. Our products don’t just look stylish, they need to be multi-functional to suit the needs of the modern parent. However, you will notice that we have added more and more colour to our range. This is all selected to be in-line with current trends and fashions, giving consumers a lot more options in our already slick product line.

As a brand, we pride ourselves in the fact we test our products above and beyond the stated industry standard.

We have our very own Thule Test Center in Hillerstorp, Sweden. Here products go through extreme testing. That means exposure to everything, from desert heat to arctic cold, water resistance, drop tests, wind tunnels to tensile, shock and crash tests. The Thule Test Program includes over 25 Thule Test Standards that far exceed the current ISO standard. As part of our product testing, our products are used by Thule Crew, who can test them to the extreme in real life. Every single day.

What type of support do you provide your stockists when you launch new products?

As a dedicated Sales and Marketing Manager for Thule UK, I endeavor to support every retailer’s individual needs.

From bespoke displays to social media campaigns, no request is too big. We are as passionate about this sector as our retailers.

Thule also has a UK based warehouse with EXCELLENT stock holding across the whole Active with Kids range. So, retailers can sell the Thule range with confidence. product launcher 37

Product Launcher questioned Inglesina and Venture UK on the importance of new product launches and innovation within the Nursery Industry.

Supplier Opinion Jonathan Feingold

UK Director, Inslesina UK Why are new product launches important to the Nursery sector?

Constant innovation and improvement to products and their function are key to enhancing the life of the babies and parents. New launches in this sector drive interest and desire for a brand and will create talkability amongst pregnant women and new families, so can help drive parent-to-parent recommendation.

How do these benefit retailers?

With new upgraded products and new launches comes increased footfall or website visits for retailers. It’s a great way for retailers to encourage more customers to visit and can become a key part of their marketing calendar.

How many new products do you typically launch during a 12 month period?

Inglesina continuously dedicates time and investment into the future of the brand. Typically we aim for at least two launches per year with around six projects always on the go.

Do new products need to also feature new innovation?

Inglesina strives for improving their ranges. This could equally mean a minor adjustment to an existing product, but new innovations such as the patented Welcome Pad and the folding system are key to the growth of the brand.

How important is R&D to the business?

Inglesina’s R&D department is almost half its head office space and its testing facility is the heart and soul of this family owned enterprise, so R&D is key to the growth and expansion of the brand globally.

What type of support do you provide your stockists when you launch new products?

We offer in-depth training on the functionality and benefits of the products, so retailers are able in-turn to sell Inglesina’s ranges to parents-to-be and new parents.

We also offer marketing support with social media posts and images, social media advertising, influencer ambassadors and in-store displays.

How do you keep abreast of consumer trends when developing a new product?

Our teams around the world in each European market, the USA and further afield like the Middle East & Korea feed back constantly about market trends, taste and needs, so all new products come out of these needs to ensure the wellness of baby and parents.

Whether it be needing a product that will last for first, second and third children, a pram that is lightweight, an all-terrain pushchair, or an easy fold, all this if factored in at the inception stage, not added later.

38 product launcher

Dean Price Managing Director Venture UK

Why are new product launches important to the Nursery sector?

Launching new products as well as updating existing lines is crucial to the nursery sector. Not only does it benefit the consumer by offering them more choice, but it also means that they get the products that are always kept up to date with the latest safety modifications. It also pushes brands to challenge one another and launch new and innovative products.

How do these benefit retailers?

The main benefits to retailers are of course that they have more merchandise to offer to their consumers. But launches also help draw consumers in-store following successful marketing campaigns by the brands they’re representing.

How important is R&D to the business?

Crucial. In order to release the best possible products, you need to ensure you’re using the best possible processes. By analysing the landscape and identifying new opportunities, whether that be manufacturing partners, designs, innovations or even products themselves, we know that the products we are releasing are up to the high standards we set for ourselves.

How do you keep abreast of consumer trends when developing a new product?

This is where R&D comes into play, as a brand you’re always looking for the next step forward with any of your product ranges and customer trends are an ever-changing aspect that has to be considered. By analysing things such as sales patterns, competitor launches or even something as simple as the latest home design trends we can ensure our products remain current.

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big dreams shouldn’t cost the earth

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