Progressive Preschool – July 2018

PROGRESSIVE PRESCHOOL

ISSUE 36 JULY/AUGUST 2018

OVER

Frontline Feedback

to collect!

I Want To Be...

100

The half-time report

JULY/AUGUST 2018

NEW TITLESg Launchin JULY

The B2B Publication For Preschool Products and Retailers

Dress-up sector update

Cuddle Time

Soft toy product review

Media Watch

Spotted in the glossies

© 2018 Disney Enterprises, Inc. All rights reserved. © 2018 Disney/Pixar. All rights reserved. © 2018 MARVEL. All rights reserved. © 2018 DreamWorks Animation LLC. All Rights Reserved. © 2018 Viacom International Inc. All Rights Reserved.

Nickelodeon, and all related titles, logos and characters are trademarks of Viacom International Inc.

20 Devon Square, Newton Abbot, Devon, TQ12 2HR, UK. Office: +44 (0)1626 337736 Fax: +44 (0)1626 334580 Books@centumbooksltd.co.uk

Trade Publication. Sign up to our newsletter at preschoolnews.net and follow us on Twitter at @prog_preschool

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see you at

HARROGATE! Stop by the Skip Hop stand at the Home & Gift Buyers’ Festival to check out the latest toys, nursery gear, toddler essentials and lots more must-haves we’ve added to our range. Can’t wait to see you!

HOME & GIFT BUYERS’ FESTIVAL 15-18 July • Harrogate, Stand DP1-B115 To book an appointment at the show and benefit from exclusive show offers, contact us at ukoffice@skiphop.com or 01582 434250.

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www.preschoolnews.net MARKET LEADING TRADE MAGAZINES

March/April 2013

this month JULY/AUGUSTE 2018

MARKET LEADING TRADE EXHIBITIONS

MARKET LEADING TRADE AWARDS

Max Publishing Ltd, United House, North Road, London N7 9DP T: 020 7700 6740 F: 020 7607 6411 www.max-publishing.co.uk

If it’s been said once, it’s been said a hundred times; it’s tough out there at the moment. And it’s true, with established high street chains and major retailers falling from grace at an alarming rate. Many of these – Maplin, Claire’s Accessories and Poundworld – have very little (if anything!) to do with the preschool industry, but they are symptomatic Above: Some of the PPS Team: Sam Loveday, of the wider problem faced by the Jo Pilcher, Rob Willis, and Jacqui Parr.

British retail industry.

Others, such as Mothercare, House of Fraser and Marks & Spencer, are still standing, but are in the process of putting radical store closure plans into place in a bid to cut costs as an increasingly difficult retail landscape takes its toll. However, there is a real danger that the difficulties faced by these big name retailers are distorting the public’s perception of the state of the high street.

In fact, as we go to press there is a prevailing mood of optimism spreading across the UK – perhaps in part due to the recent royal wedding, warm weather and the fact that England hasn’t (yet) been knocked out of the World Cup tournament.

And on the whole, retail isn’t doing too badly either. It might not always feel like it, but consumers are still purchasing preschool products and the market is still growing, albeit via a number of different platforms. This simply means that both retailers and suppliers have to adapt their strategies to ensure they have a strong presence across all purchasing channels.

Succeeding in the face of such large-scale changes to the marketplace is a tough call for even the most optimistic companies, so it’s particularly nice to be able to publicly recognise those who have managed to thrive in the difficult landscape.

This is one of the simple joys of the Progressive Preschool Awards (as well as a three-course lunch at The Dorchester, of course!). Winners and finalists – whether they are retailers or suppliers – have the opportunity to be held to high regard throughout the industry for going above and beyond.

As we go to press, the final call for product to be submitted for the PPS product award categories has just been issued. If you haven’t yet sent in your hero product for 2018 to be scrutinised by some of the highest-profile and most experienced retail buyers in the trade, then don’t panic, there is still time.

Simply visit preschoolnews.net/ppsawards to download the entry form and then send it in to us with a sample of your chosen product or products – there is no limit on the number of times you can enter. And don’t forget, entry is completely free of charge.

In the face of what could end up being a difficult year for many retailers and suppliers, it’s especially important that we also take the time out to celebrate successes of all sizes, from new product launches to high-profile award wins. We’ll be doing that later this year (Thursday 8 November) and we hope you’ll be able to join us, as a finalist or otherwise.

In the meantime, we hope you enjoy this issue and we look forward to receiving the final batch of award entries. After all, as the saying goes; you’ve got to be in it to win it!

The Progressive Preschool Team ISSN 2515-8570

Rob Willis, Jacqui Parr, Samantha Loveday, Jo Pilcher, Ian Hyder, Jakki Brown, Warren Lomax PROGRES SIVE PRESCHOOL

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contents 07 NEWS Reporting from the preschool sector 19 INDUSTRY ANALYSIS The latest industry numbers from GfK 21 ASK ANNA The benefits of in-store play 23 MEDIA WATCH Looking at the brands making headlines 27 FEEDBACK The half-time report

33

33 DRESS UP Dress-up for for preschoolers

DRESS UP

41 STEM Product sector update 45 ESSENTIALS Nursery product must-haves 53 LEE LOVES Talking (changing) tables 55 SOFT TOYS Product sector update

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STEM

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61 FURNITURE Product sector update 66 BEST SELLERS Retailers best sellers and big hits

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NEWS TOP STORY

Below: Smyths Toys Superstores has made a bold move that will create the largest toy retailer in Europe.

Uncertainty surrounds Mothercare’s proposed rescue plan

T

he success of Mothercare’s proposed rescue plan – which involves closing 50 stores - has been thrown into uncertainty following a creditor’s vote which put the retailer’s CVA proposals at risk.

The struggling baby and maternity retail group announced back in May that its restructuring plans would include the closure of 50 stores and the return of former chief executive Mark NewtonJones, who left the company in April.

In a much-anticipated statement, the company said it would be ‘restructuring its UK store portfolio through company voluntary arrangements’ (CVA) as well as asking landlords and other creditors to reduce rent bills. The company is aiming to save up to £15m a year in costs,

with the possibility of further job losses.

The unsuccessful CVA proposal, which was only narrowly rejected, was a key part of the retailer’s restructuring plan as it sought a rent reduction from Children’s World, a subsidiary which houses 21 of its stores.

However, the vote for Mothercare to close 50 underperforming stores, including branches of the Early Learning Centre, did meet the required 75% and those plans will be going ahead.

Mothercare CEO Clive Whitley said “This will neither unsettle the UK

GBG marks 1,000% growth on Fat Brain Toys Fat Brain Toys – which is distributed

by Green Board Games – has reported sales for 2018 up by over 1,000% when compared to this time last year.

The range encourages children to explore their senses and the world around them, using an ‘explosion’ of colour, texture, shape and sound. Each product has been designed to

foster the development of fundamental skills and abilities, including hand-eye coordination, motor skills, sequencing, logic, reasoning, creativity and more.

“Fat Brain Toys has huge potential in the current retail climate and I predict that significant growth is yet to come,” said Sarah Winter, head of sales at Green Board Games.

Left: Fat Brain Toys are suitable for children aged from six months

restructuring and refinancing nor jeopardise our future transformation plans, which are already underway.”

Mothercare is now considering all options for the affected stores, including shutting the outlets concerned, which employ 336 people between them.

Above: Mothercare is aiming to save up to £15m a year in costs.

Mothercare’s non-exec directors to step down Non-executive directors Richard Rivers and Lee Ginsberg will be stepping down from their roles in Mothercare’s business.

Richard Rivers will step down on 19 July and will not be replaced until the current CVA has been completed. Lee Ginsberg is leaving the retailer because of a new role he has taken outside the company that ‘could impact his commitment to support Mothercare’. He will be succeeded by Nick Wharton, non-executive director, as chair of the audit and risk committee.

Playmobil and Geomag Childrenswear makes its Roald Dahl launches join Good Toy scheme debut at Autumn Fair baby books Preschool toy experts Playmobil and This year’s Autumn Fair – taking place Geomag are the latest suppliers to sign up to the Good Toy Guide Endorsed Company scheme.

The companies have joined Fiesta Crafts and Tomy in committing to produce Good Toys across all of their ranges and to have least 80% of their offering evaluated and approved by the Good Toy Guide testers.

“We are delighted to welcome Playmobil and Geomag to the scheme,” said Dr Amanda Gummer, founder and ceo of Fundamentally Children. “We have been working with both companies for some time now and each consistently produces Good Toys, so it’s great to be able to recognise them as a company too.”

from 2 – 5 September, 2018 – will see the show extending its Children’s Gifts, Toys & Gadgets offering to include children’s apparel.

The decision was taken following the news that childrenswear trade show Bubble London is closing its doors after ten years in business.

“Childrenswear suppliers and retailers have faced challenging trading conditions of late, but the market is still forecast to grow significantly in the coming years,” says Louise Young, managing director, Spring Fair and Autumn Fair.

Visit www.autumnfair. com for more information.

NSPCC partners with In The Night Garden

Leading children’s charity the NSPCC partnered with evergreen children’s property In the Night Garden to help raise funds and awareness for the charity’s annual Picnic Party.

“We’d like to thank In the Night Garden’s owner, DHX Brands, for providing us with prizes to give to our supporters holding their own Picnic Parties,” commented Victoria Kellaway, NSPCC’s fundraising manager.

Toddlers will be able to enjoy some of Roald Dahl’s most popular and enduring stories for the first time, as Penguin Random House Children’s prepares to launch a new preschool-focused collection.

“These bright and sturdy board books retain all of their original Dahl peril and humour,” said Lucy Mann, head of publicity at Penguin Random House Children’s.

Summer Infant teams up with Baby Brands Direct

Babycare expert Summer Infant has teamed up with award-winning wholesaler Baby Brands Direct for an exclusive partnership which will see the two companies working together.

The new arrangement began in June and will see Baby Brands Direct offering the full range of over 80 products spanning a vast range of categories.

For the latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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NEWS TOP STORY

Right: Last year’s winners took to the stage at The Dorchester.

Excitement Grows For Progressive Preschool Awards

P

roduct entries are coming in thick and fast for the Progressive Preschool Awards 2018 – the trade awards for the toy, nursery and preschool product and retail sector.

The awards, which are now in their sixth year, are considered a benchmark of excellence throughout the industry, with previous winners delighted to have been recognised for outstanding product, retailing and marketing.

“It’s great to win an award that is so well respected in the industry,” said Sambro’s director Nikki Samuels. “It’s been

a fantastic event from start to finish.”

“This year (2017) was our first time at the PPS awards and it was a really great event,” added David Welsh, managing director of Joie UK. “We were thrilled to win top honours at the first attempt, with great recognition for the Spin 360 car seat, in what was clearly a wide ranging and hotly contested nursery category.”

The awards are totally free to enter and the product categories will be judged by a number of major and independent retail buyers. This prestigious judging panel has previously included experts

Stokke opens first European store in London Premium Scandinavian children and nursery brand Stokke has opened its first European store in Westfield London – one of the capital’s prime shopping destinations and Europe’s largest shopping centre.

The new store will showcase the full Stokke collection while giving shoppers a complete brand and product experience.

“We have

Mattel reveals new Thomas & Friends plans

a successful concept that transforms the brand experience and grows the business,” said Stokke ceo Jacob Østerhaab.

“Westfield London is the most obvious place to start this journey in Europe.”

The #StokkeLondon store has been designed with a flexible layout to accommodate regular in-store consumer events which will be hosted by leading pregnancy, birth and baby experts throughout the year.

Stokke also recently acquired 51% of Norwegian company JetKids and its subsidiary BarnOmbord.

Paddington turns 60 with a bang

Mattel’s latest Thomas & Friends movie will receive a UK nationwide theatrical release and will be running in over 400 cinemas from 20 July.

In addition, Channel 5’s Milkshake block has signed up the new Thomas & Friend series to air from September. The series has undergone a major refresh, opening up a new contemporary world of Thomas & Friends to the next generation of children.

“2018 is going to be an incredibly exciting year for the brand as we see a huge transformation to the content which offers many opportunities for the franchise, taking Thomas & Friends from an evergreen to a must-have property,” said Sanjay Luthra, md of Mattel Europe.

Mattel has also given the thumbs up to series 23 (20 11-minute episodes) and another special, which will premiere in 2019. This will bring the Thomas & Friends library of content to over 550 episodes.

A raft of new content development, live experiences and merchandise is set to celebrate the 60th anniversary of the publication of the first Paddington book – A Bear Called Paddington.

The Copyrights Group and Vivendi will be marking the milestone with worldwide commemorative partnerships, limited edition and collectable products, new and refreshed classic lines, new publishing, special retail activities, anniversary windows, special events, exhibitions and even an ice show.

“With an upcoming TV show and exciting new events to come, 2018 is set to be another strong year for Paddington,” said Sophie Kopaczynski, svp of franchise management at Vivendi.

Paddington has also been chosen by UNICEF to become its champion for children’s rights around the world and will support a series of the charity’s campaigns.

Right: The celebrations will recognise Paddington’s history and heritage.

from John Lewis, Bentalls, Mothercare, Tesco, Asda, Sainsbury’s, Morrisons, Toymaster, Character.com and M&Co. Winners will be announced at a lavish lunchtime event at The Dorchester Hotel in London on Thursday 8 November, attended by over 400 suppliers, retailers and industry pioneers.

Entering product into the awards is simple and completely free. For more information and details on how to enter the retail, marketing and special awards please visit preschoolnews.net/ppsawards

Toymaster honours members and suppliers Buying group Toymaster handed out a number of accolades during its May Show at The Majestic Hotel in Harrogate.

The presentations were made as part of its Wednesday evening dinner, which was attended by members and suppliers. Grovers Toymaster was presented with a special award to mark its 50 years in business, while Green Elephant was the recipient of the debut New Supplier Award.

Meanwhile, Golden Teddies were awarded to Colin Rossiter (Character Options), Graham Hurrell (agent), Roger Brown (Character Options) and Ross McDonald (Vivid), who were all recognised for their contributions to the industry ahead of their retirement. Trevor Simmons and Michael Berg were also honoured with the prestigious awards.

Time to PLAY at Top Drawer

A fresh new destination for all things kids, PLAY will be launching this autumn at Top Drawer London (9–11 September). The new addition to the trade show will feature leading brands and new designers from the children’s sector while offering buyers a design-led edit from across the accessories, fashion, toys and home decor markets.

As a major new destination in the industry, PLAY has been created in response to changes in the retail landscape, reflecting the dynamism, growth and diversity of the children’s sector.

Names already confirmed include Egmont Toys, aden + anais, Inch Blue, Petit Jour Paris, Blade & Rose, Le Toy Van and Little Bird Told Me.

For thewww.progressive-preschool.com latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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NEWS TOP STORY

Top brands sign up for Kind + Jugend

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eading international nursery brands have been signing up for Kind + Jugend 2018 (20– 23 September) and remaining space is now limited. The show, which is close to being sold out, has also started to put together a strong event and seminar progamme for this year.

This year’s show, which is once again held in Cologne, Germany, will play host to approximately 1,200 exhibitors, with more than 85% of

iCandy eyes global expansion

Pushchair company iCandy has set its sights on further expansion overseas following its recent recognition for innovation in the prestigious Queen’s Awards for Enterprise, just two years after receiving one for international trade.

It has also recently launched a new product in collaboration with Jaguar Land Rover (JLR), has hired a number of international representatives and will be focusing on overseas markets in the near future.

Martin also revealed that the company will have a ‘ground-breaking pushchair’ to show at Kind + Jugend in Cologne 2020.

He described it as a ‘game changer’.

Nickelodeon bolsters preschool offering The licensor is continuing to invest in new properties following a bumper 2017, which saw the channel ending the year as the number one kids’ network.

New properties Sunny Day and Top Wing will be launching in the preschool space, as well as further activity on favourites such as PAW Patrol and Nella the Princess Knight.

Meanwhile, new series Top Wing launched in the UK back in May and there have been a raft of consumer product updates across PAW Patrol, Shimmer and Shine, Blaze and the Monster Machines, Nella the Princess Knight and Rusty Rivets.

Above: PAW Patrol is a preschool favourite from the Nickelodeon stable.

the exhibitors coming from overseas.

Key brands who have already signed up include: ABC Design, Angelcare,Baby Bjorn, Babymoov, Bebecar, Britax Roman, Cybex, Diono, Dorel, ergobaby, Hauck, iCandy, Infantino, Jané, Joie / Nuna, Joolz, Kiddy, Munchkin, Peg Perego, Philips Avent and Uppababy.

The event programme will include Trend Forum lectures as well as The Kind + Jugend Innovation Award, the Kids Design Award and the

Consumer Award, all of which will highlight trends and products the industry can expect to see more of in the future.

For more information, visit www.kindundjungend.de Above: This year’s show will focus on the future of the nursery market.

Frugi announces charity partners for 2018

Frugi has announced its charity partners for 2018-2019 as part of its Little clothes BIG change initiative. The company will once again be donating 1% of its yearly turnover to three charities; Chance for Childhood, Little Life Savers and The Cornwall Wildlife Trust. So far, Frugi’s philanthropic work has raised over £428,000 for a number of great causes.

“It’s a great feeling to know that when someone buys something lovely from Frugi they help to support some fantastic causes,” said Helene Weston, Frugi’s charity coordinator.

Disney’s London flagship store gets a lift

London’s Disney Store has made a number of changes to its flagship outlet on Oxford Street, introducing a new instant personalisation station (My Disney My Way), product ranges and fresh look and feel to the shop floor.

There are also new dedicated areas for the recently launched Disney Eats and Disney Baby ranges.

In-store events and giveaways will also continue.

Change at the top for Toy Retailers Association

The Toy Retailers Association has seen a change in its top-level organisation as Natasha Crookes – previously director of PR and communications – has now taken on the role of association secretary after Derek Markie’s retirement.

Derek had worked for the TRA for 14 years, representing the interests of members in discussions with stakeholders, running the TRA secretariat, fielding media questions and organising the popular Christmas media showcase, Dream Toys.

As well as continuing to work for the BTHA, Natasha will take over the administration of the TRA and will organise Dream Toys and the toy retail judging of the industry awards.

LICENSING LOOKOUT ▶ S tart Licensing has bolstered its line-up with the addition of new animation series, Claude. Based on the successful series of books by Alex T Smith – published by Hachette Children’s Group – Claude is aimed at the upper end of the preschool market. ▶ Licensee Star Editions, the personalised giftware specialist, has created a bespoke online shopping destination for BAFTA award-winning preschool series Sarah & Duck products, following a deal with BBC Studios. ▶ A new The Very Hungry Caterpillar babywear range has launched in Sainsbury’s courtesy of Paul Dennicci, as Rocket Licensing continues to build the classic brand ahead of its 50th anniversary. ▶ Leading independent baby retailer, JoJo Maman Bébé, has launched its second apparel collection featuring popular preschool picture book property, Elmer the Patchwork Elephant. ▶ The Crayola brand is continuing to focus on preschoolers with its My First Crayola and Color Wonder ranges, with a new licences Nella the Princess Knight and Disney Vampirina joining the portfolio. ▶ French infant brand Sophie la girafe has a number of new deals including layette and baby bedlinen from Danish partner Småfolk, baby shoes from Baby Love, lights from Trousselier and a range of DIY knitting kits from Stitch and Story.

For the latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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TOP STORY

Above: JoJo Maman Bébé currently trades from around 90 stores in the UK.

JoJo Maman Bébé bucks retail trends

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he maternity and babywear brand JoJo Maman Bébé is defying the downwards trends seen across much of the UK high street by posting significant rises in its sales, revenues and pre-tax profits.

The popular retailer, fronted by founder Laura Tennison, has posted a 20% rise in revenues to £57.5m, while pre-tax profits reached £3.9 million for

Dr Browns reissues survey following RCM announcement

Bottle and baby feeding expert Dr Browns has reissued the findings of a 2017 survey which saw 92% of healthcare professionals recommend the brand, following an announcement from The Royal College of Midwives that women who choose not to breastfeed their baby should have that decision respected.

Following the news, Dr Brown’s republished the results which saw a clear majority of healthcare professionals saying they would recommend Dr Brown’s Options to new mums. The RCM has not changed its ‘Breast is Best’ position, which Dr Brown’s ‘wholeheartedly supports’.

Super Wings soars into top ten new properties

Alpha Animation and Toys UK are celebrating success with preschool brand Super Wings, which has reached number eight in the top ten new properties in the total market, according to the latest figures from NPD. Since its international launch, the brand – which airs on Tiny Pop and Cartoonito in the UK – has clocked up millions in global sales, says the company.

The licensing programme in the UK is being supported by Rockpool Licensing.

Super Wings will continue to be backed by new content and product development into 2019 and beyond.

Below: The new preschool property has soared into the NPD’s top ten.

the year to June 30, 2017.

Accounts filed at Companies House showed that same-store UK sales rose by 3.2% while there was also a 4.5% increase in like-for-like sales in the same period.

The figures also showed that a greater number of shoppers are buying online, with internet sales now accounting for a third of the retailer’s

Summer Infant’s summer of love

Baby and nursery brand Summer Infant is making the most of its namesake season by running a Love Summer campaign across its website and social channels while also offering retailers and distributors an exclusive look at its 2019 range.

The initiative will be running for the entire summer season – from 21 June right through to 12 September – and will be highlighting a number of weekly giveaways and offers as well as a photo caption social media competition.

Summer Infant is also set to host a series of distributor and retailer meetings throughout July, giving the industry a preview of its upcoming products ahead of Kind & Jugend.

Single-use plastics concerns help reusable nappies shine

Eco-conscious parents are ditching disposable nappies as concerns around single-use plastics help reusable nappies take their place in the spotlight, with over 30% of parents now using reusable products such as nappies, swim nappies and training pants.

“It’s great that the negative impact of single-use products is being discussed,” said Guy Schanschieff, chair of the UK Nappy Alliance. “We are trying to ensure that baby products are included in the environmental discussion, because switching from disposables to reusable nappies would have a significantly positive impact on our environment.”

The organisation brings together reusable manufacturers and distributors to represent the industry and campaigning to both central and local government. It also works in line with the government to help them to achieve waste objectives.

revenues. Online sales were up 39.8% on last year, reaching £18.2 million.

The company is also making moves internationally. It now operates in 46 countries and has already opened its first US branch, with more to open later this year.

PEOPLE NEWS ▶ Preschool specialist Halilit has welcomed new starter Lyndsey Sample to its sales team. ▶ Global baby brand Infantino has announced two new strategic appointments to its UK division, with senior national account manager Jerome Lomer and marketing director Nivi Bhide both joining the team. ▶ Leading infant and preschool company TOMY has announced a number of changes across its international senior management team, designed to further global strategy and strengthen its European business. Mark Foster, former executive vice president of TOMY Europe, left the organisation earlier this month. TOMY International president Pete Henseler and chief operating officer Greg Kilrea have taken on responsibility for overseeing the European business, in addition to their North America and Latin America business. ▶ Helen Collins has taken over responsibility as lead for nursery and baby care markets at market analysis company GfK. ▶ Fundamentally Children has bolstered its research and consultancy capabilities by welcoming Morwenna Ellis as head of research and Fiona Pearce as research assistant. ▶ Posh Paws International has further strengthened its team, welcoming Sally Fielding as its new sales director. ▶ Nursery supplier and distributor Hippychick – the UK home of SpaceCot, WheelyBugs and Babycup – has welcomed Sarah Poole on board as the company’s new head of sales. ▶ Global children’s lifestyle brand Skip Hop has appointed Greg Stanton (ex-Kiddicare) as e-commerce account manager to work across the UK business.

For the latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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TOP STORY

Successful launch for Good Toy Zone

Right: Fundamentally Children will be looking to open further Good Toy Zones in the future, in a number of different locations.

T

he Good Toy Zone – a new venture from Fundamentally Children, the UK’s leading source of expert, independent advice on play and child development – is now open to the public.

Based in the popular London location, Under 1 Roof Kids, the Good Toy Zone opened in June and allows children to get hands-on with toys tested and approved by the experts at the Good

Natural Baby Shower launches The Hub

Surrey-based independent nursery and preschool retailer Natural Baby Shower has launched The Hub – an exciting new family destination for baby and parenting classes, events and talks.

Created as a one-stop shop for expectant and existing parents, The Hub will see the Natural Baby Shower team hosting regular talks and classes within the popular Bagshot store.

“The Hub has been a welcome addition to the local community and will aim to inspire the minds of little (and big!) people while encouraging parents to learn something new, make friends and develop an even stronger bond with their baby,” said founder Victoria Hampson.

Trends UK celebrating Little Brian success

Trends UK and Wind Designs are celebrating a strong start for the Little Brian Paint Sticks brand in the UK. “Sales have been strong for the Paint Sticks ranges throughout the year, but we’ve seen particular spikes in buying linked to popular holidays and seasonal demand,” said Lindsay Hardy, marketing director at Trends UK. New launches include Fabric Paint Sticks, which can be used on a range of different materials, while Mini Paint Sticks and Chalk Sticks are also due to launch this year.

Toymaster thanks members for charity efforts

The ever-popular Toymaster May Show, which ran from 15–17 May, saw members and suppliers donating toys for a local children’s charity. Other recent initiatives also raised more than £2,500 for the Toy Trust.

“A big thank you to all those suppliers who left donations for charity,” said operations director Yogi Parmar. “[The] kind donations were greatly received by the children.”

Toy Guide. A number of eCommerce purchase points also allow parents to purchase products via the Good Toy Zone e-portal.

Marketing and brand manager at Fiesta Crafts, Rob Trup, was ‘blown away’ by the play centre at the launch event.

“It is an amazing concept with a beautifully designed interior,” he said.

“It offers a huge range of activities for children; games, sports, toys, dress up,

ABC Design scores Which?

Best Buy award

ABC Design has announced that its ABC Design Salsa 4 has been selected as a Which? Best Buy following its May 2018 review.

Scoring an impressive 86% (ranking it among the highest rated pushchairs the consumer group has ever tested), a single pushchair needs to score 78% or more before it can qualify as a Which? Best Buy. Which? pushchair reviews are based on more than 30 tough safety and durability tests as well as expert assessments and parent trials.

Visit www.abc-design. uk.com to find out more.

Consumer baby roadshow concept launches

A brand new concept for consumer baby shows is launching this summer, with a travelling pop-up dome hosting The Pregnancy & Baby Fair Roadshow.

The travelling baby show based in a state-of-the-art custom-built dome will travel around the UK, combining a hi-tech set-up with low costs, offering ‘the ultimate customer and brand experience’.

An estimated 5,000 customers will benefit from themed shopping sections and ‘one-swipe’ payment systems at each event, while brands will be able take advantage of reduced costs and targeted product demonstrations.

The Pregnancy & Baby Fair Roadshow will also be working with Lovedbyparents (media partner) and family-specialist PR agency Azaria.

To find out more, email hello@ thepregnancyandbabyfair.co.uk.

drama and soft play. Kids can play, learn and be active and all under one roof in a safe environment… Love it!”

Dr Amanda Gummer, founder and ceo of Fundamentally Children described the response from the industry as ‘overwhelming’, saying; “We’re thrilled to be able to offer this unique solution providing brands with a year-round opportunity for children to engage with their products.”

NEWS IN BRIEF ▶ BÉABA , the innovative parenting brand best known for its baby food preparation and feeding ranges, has appointed Azaria to head up its UK PR and social media activities. ▶ Coiledspring has expanded its popular Worry Eater plush line, introducing new characters in smaller sizes for preschoolers. ▶ Little Tikes is introducing a new STEM range, with products aiming to bring the educational principles behind science, technology, engineering and maths to young children. ▶ LoveKeepCreate has launched a ‘Rainbow Rain’ collection in support of Tommy’s, the UK’s leading charity raising money for research into stillbirth and miscarriage. ▶ Television presenter and media personality Holly Willoughby is launching a new lifestyle brand later this year and will be kicking proceedings off with a line of eco-friendly nappies. ▶ The entrepreneurs behind Sandsliders – the winners of the BPA’s 2018 Concept & Innovation Award – have appointed bébélephant as the brand’s UK distributor. ▶ Online community The Grandparent Hub has launched a brand new website to offer support for the 9million strong ‘grandparent generation’ with workshops, advice, tips and ideas.

For the latest news visit PreschoolNews.net PROGRES SIVE PRESCHOOL

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The Progressive Preschool Awards take place on Thursday 8 November 2018, at The Dorchester Hotel in Mayfair, London.

Now in its sixth year, the PPS Awards is a hugely popular awards ceremony that sees all sectors within the preschool product and retail sector coming together to network and celebrate the past year’s achievements. It is attended by over 400 guests each year.

The Progressive Preschool Awards recognize retail and product excellence, in addition to marketing prowess and people power. The nomination and voting process differs for each category, utilizing the skills, experience and knowledge of experts in the sector. This ensures that the utmost integrity is maintained.

Categories now open for entry

watch out for announcements via PreschoolNews.net Product Awards – judged in person by major retail buyers Marketing Awards – judged by PR / marketing gurus Retail Awards – judged by suppliers

The Retail Award Categories • • • • • • • • • •

Best Supermarket Retailer Best Multiple Retailer Best Mixed Retailer Best Department Store Retailer Best Online Retailer Best Preschool Retail Initiative Best Independent Nursery Retailer Best Independent Apparel Retailer Best Independent Toy Retailer Best Independent Gift Retailer

Book tickets or tables now to avoid disappointment Please contact Clare Davies, Createvents Ltd: T: 0118 3340085 E: clare@createvents.co.uk W: createvents.co.uk

www.PreschoolNews.net

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The Product Award Categories • • • • • • • • •

Best Preschool Apparel or Accessories Range Best Preschool Toy Range Best Preschool Development or STEM Range Best Preschool Reading or Writing Range Best Preschool Home or Furniture Range Best Preschool Mobility Range Best Preschool Gift Range Best Preschool Essentials Range The Innovation Award

The Special Awards • Best Wholesaler or Distributor Award • Best Preschool Marketing and Communication Campaign • The Outstanding Achievement Award “What a great honour to receive the award. We have had great support from a fantastic group of suppliers partners that have worked hard with us in order to deliver a customer-focused range.”

Dawn Lavalette, head of buying for It’s a great honour to win an award toys and nursery, Tesco.

“It is amazing for Sainsbury’s Argos to be recognised in the PPS Awards, and I feel incredibly proud of my team who have worked many late nights to deliver a fantastic preschool offering.”

Chris Watters, buying manager preschool, Sainsbury’s Argos.

2018 Sponsors include...

that is so respected in the industry, and it’s a fantastic event from start to finish.”

Nikki Samuels, director, Sambro

“Our first time at the PPS awards and it was a really great event! We were thrilled to win top honours, with great recognition for the Spin 360 car seat, in what was clearly a hotly contested category.”

David Welsh, managing director, Joie UK

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09/03/18 09/03/18 09:44

02/07/2018 18:27

I N DU ST RY I N S I G H TS

MAKE TIME FOR TECH As one of the world’s largest market research companies, GfK offers retailers and suppliers valuable insight into the way people live, think and shop. Here, senior client insight manager Alex Hall takes a look at how consumer preference for the latest technology helps drive growth.

I

“

n the wake of a slightly improved economic environment in early 2018 and, in theory at least, greater disposable income for UK consumers, technology-driven products within the babycare markt have managed to deliver a strong performance in the past year.

Both the baby monitor and digital thermometer markets rose in value over the last 12 months as consumers continue to be increasingly keen to adopt the latest technologies on the market.

The baby monitor market rose by an impressive 5% overall, reaching a record £29.5 million value sales over the 12 months to April 2018. While this remains

lower than the market peak in 2015/2016 (when it reached £30.7 million) it is still a positive story given the recent economic uncertainties and declines the market has seen across a number of other technology-specific sectors.

Much of this growth has been driven by a sharp increase in the average selling price of the individual products, which rose by 9% to reach an average of £65.

Two technologies in particular have helped spark this trend; cameras and the ability to connect Left: Baby monitors and smart phones work well together.

to a smartphone app. Consumers are increasingly willing to upgrade ther baby monitors and and spend more money on premium models which come with integrated cameras. With an average selling price of £93 these models recorded a value growth of 13% - which is even more impressive when compared to models without a camera, which sold at an average of £33 and saw a significant 15% decline in value sales.

Secondly, value sales of smart baby monitors which allow connection to a mobile device – either phone or tablet - rose by 37% over the same period. Sales of these now account for 11% of all value sales in the monitor sector. In this case the average price premium is even greater, with a £70 gap between smart (£131) and non-connected models (£61), the latter of which achieved only a small value increase.

Meanwhile, the digital thermometer market (which includes both baby and non-baby specific products) has seen widespread growth across both model ranges. The value of the overall market increased by 22% to £12.5 million as both the infra-red and digital stick categories saw double digit rises. Smart and connected models once again have a significant role to play in this boost, although in this case that accounts for a much smaller percentage of market value, at just 2%.

Nevertheless, the smart thermometer sector itself saw an overall growth of 85% and with a steadily falling average selling price the potential is certainly there for a stronger uptake of this technology among consumers over the coming years.

When comparing this combined performance against other babycare product areas it’s clear to see the rising impact of the technologydriven categories on the total market – currently only highchairs and soothers have managed to achieve faster value growth rates.

Despite the obvious economic pressures on spending, consumers haven’t been shying away from spending premium amounts of money on the latest technology over recent years, whether that is for a smart phone or hair dryer – and it’s quite clear that the babycare industry is no exception to that.”

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COLU MN I ST

THE BENEFITS OF ASK ANNA IN-STORE PLAY

In her latest column for Progressive Preschool, Anna considers how independent retailers can make the most of in-store play days to ensure they have the edge over online retailers.

Anna Taylor is a research assistant at Fundamentally Children, an organisation dedicated to helping children develop skills through play. www.fundamentallychildren.com

A

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visit to Hamleys is the picture of the perfect toy shop experience. The play areas and in-store demos create a magical, playful world that captures the imaginations of the children and parents who visit.

Similarly, LEGO stores are filled with fantastic LEGO models, with walls lined with colourful pick ’n’ mix bricks and building areas. Toys are made to be played with and these stores know it!

Unfortunately, shopping in physical stores is losing popularity, as an increasing number of consumers turn to online retailers. A recent US survey [1] found that parents in particular enjoy the convenience of shopping online, with almost half (40%) preferring to shop online. Parents also spend 61% more online throughout the year, compared to non-parents ($1,071 vs. $664).

However, nearly half of the survey respondents agreed that the biggest disadvantage of online shopping is that you can’t touch, feel or try out the physical product. This is where toy stores can really get the edge over online retailers with in-store play days

that let children and parents ‘try before they buy’.

There are a few ways in which this can benefit consumers – primarily, allowing parents to find the product that is right for their child. For instance, at the recent launch of our Good Toy Zone [2], I spoke to a mum who was getting her toddler to try out a rideon, because she was keen for him to get more exercise. It was too big for him, but I was able to suggest several alternatives she might like to try, until he was big enough to get the full benefit of a ride-on. An in-store play day can make it easier for retailers to start conversations like this with their customers and position themselves as an informed advisor on toys.

Play days also allow toys to be shown off when they are at their best – out of the box! At Hamleys, the toys practically sell themselves; the toy demonstrators only have to make them look fun. Preschoolers and toddlers usually have toys chosen for them (often featuring a favourite TV character!) so play days for this age group are a brilliant way to give them the freedom to choose their own toys. Parents get to see which toys

their child gravitates towards and can assess the enjoyment gained from it – something they would never get from online shopping.

While a relatively new initiative, the Good Toy Zone has already seen big brands like Tomy get their fair share of attention, but this type of environment also gives lesser-known and independent brands the chance to shine.

For example, the Carddies colouringin sets have been very popular – we very quickly ran out of samples! So play days aren’t just good for retailers, they’re also a brilliant way to share new ideas and unique toys with consumers.

In a practical sense, play days let parents test out toys before investing in them. But play days are also a wonderful experience for children and parents to share and make the most of that emotional connection we have with toys. In this way, they can help retailers and brands reach out to both online and offline shoppers, while building a positive relationship with consumers.”

Inset: Testing out Crazy Aaron’s Thinking Putty.

Above: Carddies colouring-in sets have been a popular hands-on attraction.

References: 1.

T he Complete Omni-Channel Retail Report (2018), retrieved from https://www. bigcommerce.com/blog/omni-channel-retail 2. The Good Toy Zone is Fundamentally Children’s fusion of a bricks and mortar store

with eCommerce, located at Under 1 Roof Kids, London. The toys are all endorsed by the Good Toy Guide and the space features purchase points so parents can buy product either via local retailers, online outlets or direct from the company.

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MEDI A WATCH

IN THE

Public Eye

In Media Watch, Progressive Preschool takes a look at the preschool products featuring in the consumer press and social media to find out what will be in demand at retail over the coming months.

JUL 2018

Carry Me Home

Infant Interiors The summer issue of B Magazine created a complete twopage inspiration spread based around East Coast’s new Coast furniture. Taking the ‘Dream Destination’ theme as its starting point the magazine bought together a number of other ‘coast’ styled products, showing consumers how to use a favourite location as inspiration for a nursery.

The May/June 2018 issue of Baby London included an ‘Instagram Inspiration’ feature, talking to popular instagrammer and vlogger @MamalinaUK, otherwise known as mother and ethical living advocate Emma Ross.

The Caboo DXGo carrier featured within her selection of eco-friendly accessories for travelling with young children.

Ready, Set, Jet

On Your Bike

The brand new Jet stroller from Silver Cross was featured in the May/June issue of Baby London as part of its Tot Gear News pages, which highlights clever kit ideal for new family life. The new Jet is described as ‘taking the stress out of travelling’ as the lightweight stroller weighs just 5.9kg and is so compact it can be carried on the aircraft as cabin baggage.

An in-depth interview with biking legend Sir Chris Hoy saw the summer edition of Little London magazine getting on board with the cycling craze. They spoke to him about when he first started cycling and how young he got his children, started, so it was only fitting to include some kids’ cycling equipment.

Kiddimoto’s bright pink ‘Goggle’ helmet made the cut.

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T: +44 (0) 1462 446040 03/07/2018 14:46:57 03/07/2018 15:19

MEDI A WATCH

Stay Cool The June 2018 issue of Mother & Baby magazine featured the latest new product development from Little Life, its new Buggy Blackout. Dedicating an entire page to the new line, it pointed out that using a muslin to protect babies from the sun can result in temperatures rising as high as 37 degrees. Using a shade with breathable fabric, like the Buggy Blackout, is the answer.

What A Carry On The recent high-profile launch of the BabyBjörn Baby Carrier Mini attracted a number of online influencers and in doing so, garnered a great deal of publicity in the consumer press. The clever new carrier was featured in the June issue of Mother and Baby, Hello! and June’s B Baby magazine, all with a strong focus on its ergonomic benefits.

Televison Star Hippychick’s newest products have been the subject of two televison appearances on the consumer shopping segments of ITV’s This Morning. The first, on 12 June, saw Phillip Schofield and Holly Willoughby being shown the new plush unicorn Wheelybug and unicorn Happy Hopperz, while the giraffe and horse Happy Hopperz were featured on 26 June.

JULY 2018

Who’s Who?

The PR companies, distributors and suppliers featured in this issue of Media Watch are: Skookum PR (LittleLife), Close, Neat PR (Silver Cross), Kiddimoto, Clareville PR (BabyBjorn), East Coast Nursery, Hippychick, Bump PR (Doona, Frugi and The Gro Company), Media Snug (Bibetta).

Summer Time The June 2018 issue of Mother & Baby magazine featured a number of high-profile nursery brands. Frugi featured in a product piece on coral (the latest colour trend), an extra-cool sleeping bag from The Gro Company was selected for a piece on travelling during the summer and CuddleCo’s Doona was highlighted as an ideal way to make it easier to fly with a baby.

Getting Fruity One of the biggest trends on the high street for this summer is the fruity theme, with bold colours and prints across everything from towels to clothes. Bibetta’s new UltraBib for Annabel Karmel featured in Gurgle’s Lust List in June 2018, which focused on this colourful trend and the various baby-friendly ways parents can add a bit of zing to their child’s day.

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FEEDB ACK

HALF-TIME REPORT 2018 The first two quarters of the year are important for any brand, as they set the foundations for the rest of the year. PPS spoke to a number of key suppliers across the preschool sector to find out how 2018 is treating them...

Gary Anderson UK and Ireland sales manager for On Logistics, exclusive Apramo distributor

ABOVE: The new Poppy the Penguin Gro Swaddledry is part of a new bath range.

Rob Pascoe group commercial and marketing director, The Gro Company

“ We have been rushed off our feet in the first half of 2018, with our existing range and pushing hard to get everything in place for the launch of some fantastic new ranges this summer and in the latter part of the year.

Our biggest seller so far has been our new Grofriend light and sound sleep aid Ollie the Owl, which has exceeded our expectations.

New designs and textiles in our Grobag and Grosnug ranges have seen sales grow as well.

This year is really ramping up with major product launches for us in July, including our first ever Grobath range.

Other launches this quarter include the Groromper as well as our new range of Grobags for the autumn/winter season.

We support both traditional stores and online channels and continually research our market and keep in touch with the requirements of modern parents.

We’re feeling extremely positive about the coming year. We have a lot of NPD lined up in 2018 and into 2019 and we can’t wait to see the reaction of consumers and retailers to it as well as continuing to drive strong business through our existing product range.”

“ If the start of 2018 is an indication on what is to come from Apramo, then great things are on the horizon! We have seen significant month-on-month growth and received excellent feedback from the independent retail trade.

Our Apramo One all stage ISOFIX car seat has been really popular as it’s a pretty unique car seat. We’ve also seen a significant uptake of the Flippa dining booster, which is perfect for picnics in the park.

Our target audience is millennial parents. As a rule, they have more spending power than other generations, but they are also much savvier. Consumers are still purchasing nursery products and the market is still growing, just through different outlets. We have to adapt our strategy to ensure we have a strong presence across all purchasing platforms.

We are heading confidently into the second half of 2018 to achieve even more sales, reach out to more retailers and introduce more exciting products to the UK.” ABOVE: Apramo’s clever Flippa dining booster is great for the summer.

Sabrina Pensom operations manager, Orange Tree Toys

“ The initial start to the year was really positive, with our new products being launched at Spring Fair with really great feedback from customers. Customers were really excited to see the expansion of our Crocodile range, along with the additions to our Peter Rabbit collection.

We have got some great new customers on board so far this year, as well as branching out overseas with numerous new distributors across Europe.

Our Peter Rabbit Collection remains one of our most popular ranges, while the Winnie the Pooh range is proving to be another strong collection with sales figures increasing.

We’re certainly optimistic about the future of preschool toys at retail. There has been a recent shift in where people buy toys due to the closure of larger retailers, and the shop local movement is encouraging people to back to the high street stores.”

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FEEDB ACK Steven Russell UK marketing manager, Jumbo Games

“ We have had a good first half of the year, but it hasn’t been without its difficulties within the preschool sector – but we are positive that with our forecasted AW listings and new releases, we’ll continue to see good results.

We have had great demand for our new range of Peter Rabbit Classic puzzles since their launch at Easter and this is set to continue into Q3/4 through strong listings and consumer reviews. We are very excited to be releasing our first range of puzzles for the new Disney Junior properties, Vampirina and Puppy Dog Pals.

The current retail landscape is ever changing and as we’ve seen already this year, big retailers have struggled to keep up with it – which obviously has had an effect on the preschool market and brands/ licences because retailers aren’t giving it the same level of support as they have previously. But this further supports our decision to look for brands with strong consumer support, loyalty and heritage in the UK, as they are ‘family favourites’ and have continued ABOVE: Peter Rabbit Classic puzzles have prosper through change.” been in great demand, says Jumbo’s Steven.

Simon Prest sales director, Orchard Toys

“ We’ve had a very successful 2018 so far, having seen record sales for the year to date. We’re hopeful that this success will continue into the later half of the year, with us gearing up for the all-important Q4.

Our preschool age 18 month+ games are increasingly popular.

ABOVE: Orchard Farmyard Heads & Tails and Smelly Wellies have seen phenomenal Toys’ Simon sales with both being firmly placed in our top ten bestsellers, Prest believes the demand while the ever popular Shopping List and Match and Spell for preschool games are number one and two respectively in our top ten. toys will remain Our biggest area of potential growth is in export markets high this year. abroad, with China being our biggest and fastest growing export market. This is an exciting global marketplace which is ever expanding with new channels and ideas - a space we definitely want to be a part of.

We have no worries and believe the demand for preschool toys in the second half of the year will be as high as ever.”

Nicola Barnett, co-founder, Potwells

“ We’ve had a great start to the year after taking on the fresh new Fabelab brand.

It’s not easy out there so it was important that we had something new and this organic Scandi brand is uber-cool and has been very well received. The unicorn cuddles and rattles have been some of our biggest sellers!

With Mothercare closing 50 stores and Toys R Us closing there is a massive amount of discounting going on which adds pressure. We see

Emmanuelle Cadet head of marketing, GP Flair

“ The first half [of 2018] has been strong considering the challenging market that the entire industry is experiencing.

The PJ Masks portfolio has been performing exceptionally well and is about to go into its fourth season.

Year-on-year the brand is rising - now the number two preschool licence in the UK (YTD May 2018) - and we are delighted with this success. In addition, the launch of our new Disney Jr line Vampirina in spring has been very strong. In July we have the new Disney Jr property, Puppy Dog Pals to launch which has been received well at retail. The autumn also sees the new Supermoon Adventure series for the PJ Masks. The new lines we have for this are exceptional and we expect them to do really well.

Preschool is an area that is not being squeezed as much by other sectors such as video games. Toys and games will always be the major purchase for this age group, so we believe that this sector will remain strong.”

ABOVE: GP Flair’s Emmanuelle says that PJ Masks has been performing exceptionally well.

BELOW: Fabelab’s unicorn friend has been a best-seller for Potwells.

potential growth coming from online retailers such as Fill Your Pants, Kidly and Scandi Born. Having said that, the growth of Amazon is effecting everyone. It’s important we keep coming up with new and innovative products, we just need to work hard to drive sales in on-trend products.

We have a few new launches lined up for the remainder of the year, including Olala Night Lights and our own Potwells brand of products children’s hot water bottles. The hot water bottles will be the start of an exciting new on-trend range, so we are very excited!”

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FOCU S ON : CH I LDREN ’S DRES S -U P

A simple change of clothes can turn a bored child into a dinosaur stomping across a volcano-filled lanscape or a magical unicorn granting wishes with a flick of its tail. PPS takes a look at the latest toddler aliases available on the market.

THE LAND OF

Make-Believe A

preschooler’s imagination knows no bounds, with role-play and make-believe forming an important cornerstone of much of their early developmental play. Children who happily serve up cups of Play-Doh tea need very little encouragment to play at being a monster or a fairy or a robot and it’s only natural that a costume will enhance the immersive effect of fantasy play.

The preschool dress-up category has been growing for the past few years and is now Amscan’s strongest performing age group. “Dress-up items make fantastic gifts,” points out marketing executive Charlotte Cox, “particularly for birthdays and seasonal events such as Christmas. They provide a great opportunity to maximise basket spend for these special occasions.”

Amscan is seeing a surge in popular themes, with mythical creatures such as unicorns and mermaids making a huge impact on dress-up styles.

Licensed product is also important to young

Kids’ Favourites “The preschool character dress-up sector has performed really well for us over the last 12 months, we even saw fantastic Book Week sales in those adverse weather conditions back in February.

We have just launched our new officially licensed BBC dressup styles, Hey Duggee and Go Jetters, which are both receiving great feedback at retail. 2019 will see us entering our ninth year of working on the Gruffalo. We have steadily developed the growth of this franchise into something really quite unique. It’s a real pleasure to work on and continues to perform exceptionally well.

Other highlights for us are Paddington – following on from the success of the second movie – and and traditional book characters Mog and The Tiger Who Came For Tea, which has just celebrated its 50th anniversary.”

Louise Hinds, licensing and creative director, VMC Accessories

Top left: An Elmer the Patchwork Elephant romper suit and this new Mystical Pony jumpsuit are key additions to Amscan’s children’s dress-up portfolio. Left: Paddington and The Tiger Who Came For Tea are highlights in VMC Accessories’ expansive licensed dress-up collection.

children – and their parents. Charlotte points out that this is especially evident with evergreen brands such as Disney Princess, Minnie and Mickey Mouse and Toy Story – all of which feature in Amscan’s Disney Baby collection.

The company has also recently added a number of classic literary brands; The Very Hungry Caterpillar and Elmer the Patchwork Elephant.

“We are expanding our licensed offering for 2018 and beyond,” reveals Charlotte, “with a number of exciting new brands, including Dr Seuss!”

Of course, current film and television characters are equally important and Amscan has a Jack Jack romper suit (from Incredibles 2, in cinemas this summer) and a wide range of PJ Masks costumes and capes.

One of the biggest markets for children’s dress-up is World Book Day, which has grown steadily in recent years. As more nurseries and preschools

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Providing children’s dressing up costumes and accessories for educational role play.

High quality selection of designs for 6 months to 11 years including character and animal costumes, historical and role play costumes.

No minimums.

Go to www.pretendtobee.com to register for more details Tel: 0115 921 5690 Email: support@pretendtobee.com

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FOCU S ON : CH I LDREN ’S DRES S -U P

Seasonal Effect “We first created a toddler range in 2017 to expand our children’s costume offering. The range includes everything from princesses to dinosaurs and seasonal items although the stand out lines so far have been the animal costumes. Bumblebee, chick and lady bug are our top sellers as the ‘cute’ factor is a massive selling point for toddler costumes.

We started with a small seasonal collection for toddlers but have added to our Christmas offering for 2018 due to demand, including a Snowman and Reindeer. Seasonal fancy dress has always been successful for our children’s collection due to school plays and parties.”

Alice Knight, sales and marketing, Fun Shack Left: Licensed lines from Rubies include refreshed Disney Princess dresses as well as a Tigger all-inone from the Disney Classic collection.

 join in, costume

companies like Smiffys are seeing a huge increase in demand for children’s and adults’ character costumes during this time of year. “World Book Day is now the second biggest dress-up event of the year after Halloween,” reports director Dominique Peckett, “particularly the licensed lines, which are fundamental to the year-on-year success of World Book Day. “As a result, licences play an increasingly important part of our offering.”

Above: Fun Shack has added a number of new seasonal lines to its popular toddler collection, including this reindeer and snowman.

Popular dress-up characters in Smiffys’ portfolio are born from hugely popular book titles such as Where’s Wally, Beatrix Potter and Enid Blyton.

“Roald Dahl’s infamous characters also enjoy best-selling status on World Book Day and remain in-demand throughout the year,” adds Dominique.

Smiffys will also soon be announcing the launch of two new product areas for children’s dress-up. “After spotting a gap in the market, we have designed an adorable range of babywear and toddler costumes perfect for World Book Day and beyond,” she continues. “Partnering with key licences, the range is currently in development and is set to be available towards the end of this year.”

It’s a similar success story over at Pretend To Bee, where, according to marketing manager Kate Below: The Batman and Spider-Man suits from OppoSuits offer young children something a bit different and will be available later this summer.

Skitt, sales have been consistently strong throughout the year.

“We have had a fantastic year,” says Kate. “Young children love to dress up and there is always an occasion to dress up whether that be a party, World Book Day or just because! Retailers also recognise that they can add value to other ranges by complementing them with costumes. For example our prestige fairy lines work well for toy retailers while our onesie costumes sit perfectly alongside clothing lines.”

For 2018 Pretend to Bee is launching more accessories into its range.

“These lower price-point items allow consumers to adapt and create their own interpretation of characters,” explained Kate. “The animal headbands include fox, frog and woodland creatures.”

A new baby version of the popular Natural History Museum dinosaur range is also new for this year.

Generic animal lines have always been a strong seller for costume company Bristol Novelty, reports marketing manager Fran Hales, who is also seeing more fashionable design ranges coming through, especially in line with apparel ranges which have mass appeal.

“The children’s dress-up sector has been consistently strong for us over the  Right: Pretend To Bee has extended its officially licensed Natural History Museum dinosaur range which now includes costumes for children aged six months up.

Suits You, Kid Funky suit company OppoSuits has introduced a new take on the traditional concept of fancy dress.

Suits for boys start at two-years-old and are designed in the same fabrics and styles as the grown-up versions.

A new official Batman suit, Dark Knight, has been launched in collaboration with Warner Bros., as has an official Spider-Man suit in collaboration with Marvel. Adult versions are already best-sellers and both children’s versions will be available later this summer.

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FOCU S ON : CH I LDREN ’S DRES S -U P

Left: With new licensed baby and toddler lines to come later this years, Smiffys also has a wide range of non-licensed lines for all occasions.

Left and right: New children’s costumes from Bristol Novelty combine fashionable colourways and clever mascot-style design with the traditionally popular animal theme.

12 months and is growing year-onpast year,” he says. “We are on course to see

an uplift in orders for our children’s range and are all very excited about the new ranges we have planned for this year.”

Fran believes that children’s dress-up is so popular with nursery and toy retailers because of ‘the variety and quality on offer’. “Parents have more choice for gift ideas all year round, as costumes are readily available as an extension of a favourite film, cartoon or book for their little one,” he says.

“Parents are also keen to buy fancy dress as it’s been proven that dressing up is beneficial for the early years of a child’s social and emotional development.”

He continues; “Parents are willing to spend more on their children, which creates constant demand for new costume lines, resulting in high profitability and turnover in this sector. And our range of children’s costumes prove very popular as they cover a wide range of generic designs, at an affordable price.”

As the director of party retailer Angels Fancy Dress, Emma Angel also looks after the UK distribution for a number of highprofile US brands, such as InCharacter and Rasta Imposta. Both have a fun

Above: Bright colours are always popular for young children, as seen in this Pink Monster and new Caveman Cutie from InCharacter Costumes.

preschool and infant offering, giving Emma a unique overview of the market.

“Children’s dress-up is always a best seller for us,” she says, “with our InCharacter babies range being very popular with customers. Our Halloween range sells especially well and we found parents buying World Book Day costumes for their babies, even though they wouldn’t be participating.”

The animal theme comes up again, with Emma referencing tigers, lions and elephants as her best-selling lines. “For such small children we’ve found that having licensed costumes aren’t that important,” she muses. “As

Classic Role-Play “It is still popular for children to dress up as a profession like a policeman, fireman, nurse or racing car driver – which has been our most popular new line for 2018 so far. Of course, princesses and knights are always popular and everyone likes the bad guys as well – the crook, mafia and ninjas.

At the moment the big craze is still the under-water world with the mermaids and fishes very popular, alongside fantasy with unicorn and peacocks. We see clowns as an upcoming trend for both boys and girls.”

Angela Reijenga, marketing co-ordinator, Folat

long as the costume is fun, comfortable and brightly coloured, small children seem to be very happy with dressing up as a generic character. Especially at Halloween, when witches and monsters are always relevant and popular!”

That may well be true, but there are times when only Paw Patrol will do, and in those instances it’s time to call on Rubie’s Masquerade, whose new Paw Patrol range will delight any young fan of the canine cartoon.

“Children’s dress-up has never been more exciting,” says Danielle Costello, who looks after marketing for the company. “Children wearing their favourite super-hero or princess costume in the house, playing with friends, while visiting the park or helping mum and dad on the grocery run!”

For 2018 Rubie’s is launching a brand new Nella the Princess Knight costume collection, offering children the opportunity to be a princess like Nella: a self-confident girl who defends while wearing a crown. Other new lines for this year include a fantastic Disney Classic range and a Disney Princess ballerina collection.

“We aim to create eye-catching costumes that inspire imaginations and happiness, while still taking inspiration from the world of fashion,” explains Danielle. “With more media platforms and programmes available than ever before children want to be immersed into their favourite programme. They want to role-play with friends dressed in their favourite costumes - and we think that is important too.”

Left: The most popular addition to Folat’s children’s dress-up collection this year is this race costume for boys, while unicorns are still performing well.

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Š 2018 Viacom International Inc. All Rights Reserved. Nickelodeon, Nella The Princess Knight and all related titles, logos and characters are trademarks of Viacom International Inc.

@Rubies_UK @RubiesUK

08453 070707

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WHAT’S NEW DRESS-UP Dress-up for preschoolers PRETEND TO BEE The licensed Natural History Museum range continues to be one of Pretend to Bee’s most popular lines. The high-quality costumes are the most realistic dinosaur dress up lines on the market and the range has now been extended to include stunning baby dinosaur costumes. The children’s costumes are made from 100% polyester plush, the all in one features a realistic character hood which acts as the dinosaur’s head and consumers can choose from T-Rex, Stegosaurus and Triceratops. All costumes in the range are machine washable and are hardwearing and can be worn again and again. Sizes start from 6 months plus. www.pretendtobee.co.uk 0115 984 7838

FUN SHACK

RUBIE’S MASQUERADE

Due to a demand for prechool costumes, Fun Shack created a toddler range in 2017 to expand its children’s costume offering. The range includes everything from princesses to dinosaurs and seasonal items.

The stand-out lines from its collection, so far, have been the animal costumes. Bumble Bee, Chick and Lady Bug, which are amongst its top sellers as the cute factor is a massive selling point for toddler costumes. Fun Shack started with a small seasonal collection for toddlers but has added to its Christmas offering for 2018 due to demand, including a snowman and reindeer. Seasonal fancy dress has always been successful for its Children’s collection due to school plays and parties. fun-shack.com 0113 200 1050

Rubie’s is proud to be launching brand new Nella the Princess Knight costumes. The Nickelodeon preschool hit show is sure to be a success with all the young fans.

For pre-chool girls of today, Nella breaks from the princess-norm, offering real girls the opportunity to be like Nella: a self-confident girl who defends while wearing a crown.

08453 070707 rubiesuk.com

SMIFFYS Smiffys is excited to announce the launch of two new product areas for children’s dress up. Spotting a gap in the market, Smiffys have designed an adorable range of babywear and toddler costumes perfect for World Book Day and beyond. Partnering with key licences, the range is currently in development and is set to be available towards the end of this year.

0800 590 599 www.smiffys.com

VMC ACCESSORIES The preschool character dress up sector has performed really well for VMC over the last 12 months, including fantastic World Book Week sales despite adverse weather conditions in February. For 2018 it is just launching its new BBC dress up styles; Hey Duggee and Go Jetters, which already are both receiving great feedback at retail. 2019 will see VMC entering its 9th year of working on the Gruffalo, and it has steadily developed the growth of this franchise, something really quite unique.

01538 392500 www.vmcaccessories.co.uk

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FOCU S ON : ST EM TOYS Left: Halilit’s Curiosity Cubes are part of the growing Edushape range.

Learning

EARNING THROUGH

With brain development at its highest during a child’s first four years, STEM has become something of a buzzword in the preschool toy space. PPS chats to some key suppliers to find out more.

S

TEM is a fast-growing category within the toy space and companies have been quick to begin developing innovative products which encourage children to take an interest in science, technology, engineering and maths at a young age, helping them learn through play and fun.

“We all know that children learn first and foremost through play and retain more knowledge if playing and having fun. Targeting children at an earlier age to engage them in STEM learning is critical in encouraging and engaging children in these categories,” explains Geomagworld’s Nikki Jeffery.

Although previously targeted at older children, more companies are recognising the benefits of having ranges especially for preschoolers.

Nikki continues: “If we can encourage children at an earlier age to take an interest in science, technology,

Right: Makedo has enjoyed a strong response after launching in the UK last year through Little Concepts.

engineering and maths in a fun and engaging way it can only complement and make their progression through school a little less challenging.”

Last year saw Geomagworld launch the Magicube range. The construction system has a number of different themes with key sellers including the Animal Friends, Safari Park and River Animal sets. New additions in 2018 include the Freebuilding Sets, with the different coloured blocks (available in nine, 27 and 64 pieces) focusing on stimulating creativity and imagination. There are also

mix and match sets with figures and animals represented vertically on three faces of each magnetic cube.

Meanwhile, Little Concepts launched Makedo into the UK market last year and has enjoyed a strong response. The Toolkit 030 is the starting point in the range and is a bestseller, according to co-founder Phil Nelson. Further line extensions are due to arrive in 2019 with a more retail focus, making Makedo accessible to a much wider audience.

“STEM is a huge part of a child’s development and as the curriculums in the US and Australia are starting to include more STEM-focused activities, we are seeing that trend coming to the UK,” says Phil. “We now have ten STEM-focused product lines and are looking to work with educational suppliers in the UK to build that range, making Makedo a key part of in-classroom learning.

STEM products should encourage forward thinking and problem solving through open-ended possibilities.”

Halilit md Judith Stark believes that STEM is a real buzzword in the industry at the moment, and it’s something the company is taking very seriously.

“The educational value children can get from products adopting 

Retail Engagement With the category certainly on an upward trajectory, what can retailers do to further engage with parents and better promote STEM ranges in their stores?

Magformers’ David Kelly says: “Get the product off the shelf, out of the box and into a play area in the store, however small that may be. Once children and their parents, grandparents or carers see them enjoying a toy, the chance of making a purchase increases. In our experience through demonstration days, the sales uplift can be over 500%.”

Geomagworld’s Nikki Jeffery agrees that demonstration in-store is key.

She explains: “Grouping together all items that fall into this category will assist consumers in their purchasing decisions. It’s crucial however that STEM areas are interactive and gives the potential consumer the chance to see for themselves the learning capability of the item.”

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FOCU S ON : ST EM TOYS Left: Little Tikes’ new STEM range will hit retail for autumn/winter. Right: Magformers is enjoying strong sales of its magnetic construction system.

 Full of Wonder This autumn will see the launch of a new STEM line from Little Tikes, which will take the educational principles behind science, technology, engineering and maths and turn them into playtime for young children, according to the company.

Central to the line is key product the Wonder Lab, which includes over 20 unique experiments and more than 50 accessories, sounds and phrases. It features a Circuit Centre – where children can ‘power up’ hands-on play – a potion making Wizard’s Brew and a mix and match Ball Maze.

Other key products will include the Tornado Tower – a two-in-one tornado and lava lamp – as well as the Builder Bots, multi-part bots which can be refigured in different ways to get fun reactions.

“We’re extremely proud of our new STEM line which is bringing something completely new, unique and exciting to the marketplace,” says Michelle Lilley, head of marketing at Little Tikes.

“We know how important it is to teach children about science, technology, engineering and maths – and this line will introduce these core subjects at a very young age through hands-on play.”

“As with all of our Little Tikes products, we want to ignite curiosity and creativity – combined with a whole lot of fun.”

The STEM line will be supported with a heavyweight PR, influencer, digital, TV and retailer campaign.

these attributes really strengthens their progress before school, so the importance of introducing STEMenhanced play at an early stage is vitally important,” says Judith. “A good STEM product should promote dexterity, teach cause and effect, develop fine motor skills and evoke logical thinking.”

Halilit’s Edushape range is growing on the STEM front, with newcomers including the Curiosity Cubes and Magic Brix (Motion) taking centre stage. New for 2019 will be the innovative water play toy, the Tub Sub. “Our brands are increasingly aware of the demand for STEM products and so are introducing new items to meet the trend,” Judith confirms.

Meanwhile, Karen Clarke, brand director for Smart Toys and Games, says that every product that the company produces is STEM focused.

New launches for 2018 include Smart Games new fairytale Sleeping Beauty, SmartMax My First Farm Animals, My First Tractor Set and a fresh collection of SmartMax container sets. Both of the ranges will continue to grow in 2019 with more innovative development, promises Karen.

“Brain development is the highest during the first four years of life,” Karen explains. “Young children start to become familiar with shapes, numbers and letters and are able to

absorb information at a rapid rate.

Our products help develop the child’s mental and social skills, along with personal growth and development. A good preschool STEM product should encourage concentration, spatial awareness, logic skills, imaginative play and problem solving.”

David Kelly, md of Magformers UK, reiterates that the link between fun and learning that STEM products provide is vitally important in the early years.

“Shape and colour recognition is high on the list for younger children,” he says. “Among toddlers and older preschoolers, how shapes work, their properties, 3D brain training, spatial awareness, group play, sharing – these are all key benefits when playing with Magformers.”

The company’s My First 30 sets – which contain Magformers magnetic construction pieces in bright primary colours – are strong performers, says David, while it will be bringing out some special larger classroom packs later this year which are great for nurseries to use in group play.

It certainly sounds like a number of companies have hit on a successful formula for growing their STEM ranges and with retail also getting more involved and creating special demonstration areas this is one category which is only set to grow.

Above right: Smart Toys and Games is introducing a number of new lines across its Smart Games and SmartMax ranges. Right: Geomagworld launched its Magicube range last year.

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N U R S ERY ES S EN TI A LS A N D TECH 2018 Left: MuslinZ is constantly releasing new colours and prints to ensure it keeps up with nursery trends, with mint green colours and a star print leading the way for spring/summer 2018.

BABY By the very nature of the word ‘essential’ these vital products are used day-in and day-out so need to be robust enough to cope with the toughest of treatment. From muslins and teethers to bouncers and baby monitors – here’s PPS’ round up of the 2018 essentials market.

A

sk ten new parents what their nursery essentials are and it’s likely that you’ll get ten completely different answers. What is essential to one family can sometimes be of no use at all to another, so it can be tricky to keep track of what really defines this category.

However, there is one product which there can be no doubt about. Easily one of the most widely-used baby essentials is the ubiquitous muslin – as Caroline Taylor, founder of MuslinZ, explains.

“We think muslin squares are the most essential of all the essentials! They are used for everything from mopping milky faces to swaddling baby or doubling up as a nursing cover up. Many new parents simply cannot bear to imagine life without muslins; making them the very definition of a nursery essential.”

Caroline believes that quality is the number one requirement that parents are looking for. “Parents need muslins Right: The innovative MultiMuslin from Cheeky Chompers is made from 100% organic super soft muslin and comes with attached silicone teething rings.

to last and to be reliable, while at the same time being soft against beautiful newborn skin.”

She continues; “Price is important too but as with any fashion-based choice, some people will ignore price while others will be dictated to by it. Nursery essentials are no different. Our muslin squares offer an affordable, high-quality option that

is special because of its many, many uses, meaning that many parents just won’t leave the house without them!”

In a similar vein, teethers and dribble bibs are items that will often be used by many families on a daily basis. Julie Wilson and Amy Livingstone are the founders of Cheeky Chompers, the combined dribble bib and teether, and they have found that parents are looking for anything that makes their lives easier.

“They are looking for items that are genuinely useful and solve a problem,” says Julie. “Anything which makes life easier, looks good and can can be used over a longer period of time. Our focus is making useful, practical products to make parents’ lives that little bit less stressful.”

Inset: New from Skip Hop is the Wipe-Clean Changing Pad, which helps parents keep baby entertained and secure, making nappy changes easier and less messy!

Julie also believes that style is becoming increasingly important to this sector, saying that, “Design is everything now! It’s not enough to be functional and practical; products are increasingly selected on the basis of how they look.

People will happily pay a little more for a product that they love the look of.”

The importance of good design is not lost on The Gro Company, which ensures that it offers a number of stylish essential nursery solutions, covering everything from a wide range of sleeping bags to the Ollie the Owl sleep aid with added Crysensor technology that helps soothe babies to sleep.

“One of the primary concerns parents have when looking for nursery essentials is the safety of the products they use 

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All Things To All People “Parents are always looking for new products that stand out from the crowd, so innovative designs and on-trend styles will always be popular, even in the essentials category. When it comes to the functionality of products, those that are designed to help save on cost and space – such as our Baby Hug 4-in-1 which offers multiple solutions in one and acts as crib, recliner seat, highchair and playseat – are a great solution for parents. It is even fitted with wheels so parents can easily manoeuvre it between rooms, keeping their baby close by for peace of mind at all times.”

Holly John, marketing manager, Chicco

 with their baby,” says group commercial and marketing director Rob Pascoe. “In research carried out on our behalf last year, 99% of parents said they would choose a baby sleep bag that meets the British standard over one that doesn’t.”

As well as prioritising safety, Rob points out that parents are also on the lookout for new products to make things easier. The Gro Company’s brand new Grobath collection includes a range of bathtime towelling products made from an innovative Puredry microfibre fabric which is both hypoallergenic and highly absorbent.

“The range includes a swaddling towel – the Groswaddledry – as well

Left: Chicco’s Baby Hug 4-in-1 has proven incredibly popular thanks to its innovative design and multi-functionality.

as a hooded towel and robe,” Rob says.

The company has also formed a partnership with the Booktrust to promote ‘Bath, Book, Bed’ and the importance of a healthy bedtime routine.

“In any market place, getting a brand to stand out from the crowd will ultimately come down to design, style and price,” says Gemma Stokes, Skip Hop’s UK marketing executive. “It is these factors that make a product shout ‘choose me’ to the customer.”

“We want our products to go over and above the basics, so we are continually re-energising and re-designing everyday essential items to ensure that parents get even more out of their purchase,” Gemma continues. It is this ethos that forms the basis of the company’s strapline; ‘Must-haves made better’.

While price is obviously a key factor, Skip Hop’s research has also found that if the design, look and feel of the product are right, parents are willing to spend slightly more for these aesthetics and for new innovations that make their daily routines as stress-free as possible.

The nursery market is quick to embrace new products and technology, recognising the added value and benefits innovation can give to traditional products and soon deeming these to be essential.

“These essential items which give parents extra peace of mind are generally used every day, so need to be intuitive and of a good quality,” says Charlotte Young, who looks after marketing for Summer Infant. “Parents often look for products which will fit into the design and style of their nursery. Our new Baby Pixel Monitor not only offers parents Left: William the Walrus from The Gro Company’s new bath collection is made from Puredry microfibre towelling that is supersoft and gentle against baby’s skin.

modern technology with its innovative features, but also looks contemporary to fit in with modern parents’ style and nursery décors.”

The Baby Pixel Monitor will be launching in August and includes some pioneering new patent-pending technology and an extensive set of unique features. “We aim to provide extra peace of mind to parents by bringing a greater level of safety and control,” continues Charlotte, “and we believe this monitor is truly special.”

Now that modern parents are used to using the latest technology in other aspects of their daily life, there is an  Below: SweetDreamer’s ewan Deluxe features the iconic baby sleep aid with additional MoonMode smartCRY sensor which automatically activates when baby stirs in the night.



The Tech Touch “Both parents and retailers are looking for innovative nursery products which make the early years of parenting easier. It’s important for brands to keep their finger on the pulse when it comes to trends and innovation and tech products which save time, focus on child safety and streamline tasks for parents will become the nursery essentials of the future.

For example, parents want their child’s sleep aid to be one step ahead and that’s why we launched ewan Deluxe. The new MoonMode smartCRY sensor automatically activates when baby stirs in the night, so parents don’t even have to leave their bed!”

Lynda Harding, founder, SweetDreamers

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N U R S ERY ES S EN TI A LS A N D TECH 2018

expectation new technology will be

available in nursery products as well.

“When it comes to the essentials, parents want to know they are buying the best for their children,” says Annabelle Cording, marketing executive at Babymoov. “Parents want something premium, something that suits modern day life with high-quality, streamlined design and durability. If the product meets these requirements than a higher price point won’t put them off – and if it looks good too then that’s even better!”

As a brand Babymoov prides itself on innovation and designing products with parents. “We wanted to create something of a modern essential that could work synonymously with parents’ lives,” explains Annabelle. “The YOO Feel’s entirely intuitive technology takes complete control at bedtime so parents can rest with total peace of mind.”

Babymoov’s extended YOO range actually includes three unique video monitors, making it easy for parents to pick the model that best fits their lifestyle.

Also taking a proactive approach to the monitor market is Hardenberg & Co. Marketing manager Emma Dutton points out that really, all parents want to know is their baby will be monitored safely, reliably and, most of all, simply.

“The ability to relax is a key motivator for parents,” she says, “while retailers are looking for products that stand apart from the crowd.

Video and sound are expected in a baby monitor, but the ability

Above: Summer Infant’s Baby Pixel Monitor launching in August with enhanced night vision boost, 360Tilt camera steering and an alert for when baby moves outside of a pre-set area. Below left: Angelcare’s AC517 Video, Wireless Movement and Sound Baby Monitor is an award-winning, top of the range monitor designed to allow parents to relax while baby is sleeping. Below right: The YOO Feel video baby monitor has a user-friendly touch screen function, baby voice-activated screen and talk-back microphone among other night-time soothers.

to track movements is a game-changer.

The fundamentals of safe sleep for baby are innate, so anything that can aid that process is a real winner.”

Angelcare’s Baby Movement Monitor range uses a market-leading movement sensor pad which monitors baby’s subtle movements.

Parents can then monitor real time and review data reports covering the last two months, shaping decisionmaking about conditions within the nursery and ways to improve baby’s sleep.

“When a new baby arrives, many parents are thirsty for knowledge,” says Emma, having the final word on the matter. “They’re keen to make life as simple as possible and this is where technology can really help. If a nursery essential will help keep baby safe and happy, then why not use it to its full advantage?”

Below: East Coast’s Cleaner Sleep Micro Pocket Spring Mattress has micro pocket spring and foam filling and a machine-washable cover made with Amicor anti-microbial fabric.

Meeting Expectations “Babies change so much within their first year, so everything needs to be practical and dependable, because a new parent has so many more jobs to do in this constantly-evolving role. It’s a time when high demands are placed on the products that parents use, so we need to make sure everything we supply meets their expectations – it’s much easier to get frustrated with something not working properly when you’re sleep-deprived and covered in carrot puree.

Furniture needs to be sturdy and long-lasting; mattresses need to be comfortable and safe. The ‘must-have’ trends will change, but babies will always need somewhere safe and warm to sleep, a hygienic changing area, a practical highchair, etc.”

Victoria Taylor, brand manager, East Coast Nursery

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WHAT’S NEW NURSERY Nursery retail essentials CHICCO

HALILIT New from Halilit, the Taf Toys Mealtime Monkey – Hide & Eat Monkey is a fun and useful weaning aid. Introducing finger food with the peek-a-boo element of the Mealtime Monkey is a great way to develop a child’s independence and motor control, and parents will love how it easily attaches to any flat surface with the useful suction feature, whilst being easily washable and BPA free.

01254 872454 www.halilit.co.uk

Baby Hug 4-in-1 is a unique multifunctional daytime solution that offers four configurations from one unit to adapt to changing baby care needs throughout the day. Beginning as a daytime crib, it can then be transformed into a recliner seat for when little ones want to sit up and see the world, and are kept entertained with an attachable electronic toy bar. When it comes to dinnertime, Baby Hug can be adapted into a highchair with a removable tray and when little ones want to play, it can be transformed into their very first play seat. Cost effective, space saving and highly convenient, Baby Hug encourages bonding by keeping little ones in constant eye sight, whatever they’re doing. www.chicco.co.uk 020 8953 6627

YOOMI The yoomi self-warming bottle has been developed to help parents as they aim to give their baby the best start. This bottle is cleverly designed to protect the vital nutrients in baby’s milk as it warms it to natural breastmilk temperature in just 60 seconds. The yoomi self-warming bottle is not only health focused, clever and safe, but convenient as it safely warms milk in the bottle, from fridge temperature to perfectly warm, with one touch of a button. The bottle contains a unique warmer that is simply activated by the press of a button.

0800 0669950 www.yoomi.com

HIPPYCHICK

CHEEKY RASCALS Cheeky Rascals’ baby bath support provides a safe, comfortable and easier way for parents to bath their little ones. The thoughtfully designed aid features suction cups to firmly grip to the base of the bath securely, preventing slipping or sliding. Thanks to its moulded shape, this innovative Bath Support not only gently supports babies at the perfect height, but also softly cradles baby’s body, allowing arms and legs to move freely, increasing water confidence and creating a splash.

01730 895761 www.cheekyrascals.co.uk

Hippychick is delighted to welcome RaZbaby to its expanding range of pacifiers and teethers, Say goodbye to throwing away a pacifier after it’s been dropped on the floor, and say hello to RaZbaby’s Keep-it-Kleen Pacifier, the only pacifier that automatically closes when it hits the ground. The orthodontic nipple adapts easily to baby’s natural sucking action and will not damage their developing mouth.

The silicone nipple is non-toxic, odourless and easy to clean and does not retain stain or residue. Each pacifier comes with an attached shield which snaps shut the moment it’s dropped. It’s the first 21st Century pacifier.

01278 434440 www.hippychick.com/razbaby

HIPPYCHICK Meet Piu Piu the octopus, the latest cuddly character from Nattou that comes in 6 soft and calming colours. Piu the octopus is perfect for premature babies, the plaiting of the tentacles remind them of the umbilical cord, which helps them feel safe and secure. The idea originates from Denmark - as well as calming babies, their tentacles make them less likely to pull on their monitors or tubes. For more information visit Tel: 01278 434440 www.hippychick.com/piupiu

PROGRES SIVE PRESCHOOL

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A world of bright ideas... make family life easier NEW

NEW

24 hour easy online ordering www.cheekyrascals.co.uk

Click & Collect Have you signed up yet?

Sales & customer support Convenience for you

If you would like to become a stockist or have a new product idea, contact us at:

sales@cheekyrascals.co.uk / Tel: 01730 895761 / www.cheekyrascals.co.uk

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COLU MN I ST

A PARENT THE TALE OF THE PERSPECTIVE TINY WARDROBE

In her latest column for Progressive Preschool, columnist Lisa – a blogger, graphic designer and parent to three-yearold Taylor and newly-born Harriet – regrets her furniture choices as she covets the white nurseries of instagram.

Honest and upfront thoughts on parenting from columnist, blogger and parent-of-two Lisa Beever. www.leeleeloves.co.uk

“

Among the long list of items parents need to buy when expecting the arrival of their first mini-human you’ll find furniture. Those pre-baby jobs include everything from choosing the bed they’ll sleep in for the first six to eight months to furnishing their bedroom. Depending on the level of organisation, hormones and available space, parents will likely do both before the baby arrives.

Some may wait until the baby is around six-months-old before they start the nursery, while others want to prepare early. When we were expecting our first his bedroom was ready a couple of months before his arrival.

I spent hours in there rearranging things and he didn’t even sleep in it until he was eight-months-old. Three months later, we moved house! We probably shouldn’t have put up the matching wallpaper after all.

I’ve written before about the changing table and how it was an absolute must-have. A must-have that rarely got used and wasn’t necessarily needed at all. Oh dear.

When we chose Taylor’s furniture I also ‘had’ to get a three-piece set,

absolutely had to. Retailers generally offer two-piece sets consisting of a cot and change table, or a three piece which includes a wardrobe. A few people suggested we would only need the two-piece. Now bear in mind, the wardrobe is child-size. It’s short and petite, for those cute little outfits. How would our precious baby survive without his very own pintsized wardrobe? He wouldn’t. He had to have one. Obviously!

I argued that he needed the tiny wardrobe; that when he was big enough to get his own clothes out, he’d need to be able to reach. A fullsize wardrobe would be too high. So naturally we bought the three-piece set. And because I had decided that side of things, my husband chose the furniture itself. A decision I wholly regret, as we’re now the proud owners of a very dark walnut three-piece furniture set. I wanted ‘putty’ but it was his choice.

Looking back, we should have bought it in white. As what you don’t realise at the time is that this furniture is an investment, especially if you intend to have more children.

You don’t bag it up and take it down to the charity shop after a few months and it takes years (and years) for them outgrow it. Fast-forward three years and here we are with baby number two and another room full of that same dark walnut furniture.

Her big brother, of course, is now the proud owner of the world’s

coolest teepee bed and full-size furniture. He got an upgrade in preparation for the baby taking on the nursery set of her dreams, (or nightmares, depending on your thoughts on walnut furniture).

In the end, he never needed to access the tiny wardrobe and by the time he was big enough to pick out his own clothes, it had been passed down to his sister. Given the option to do it all again I’d have gone for a simple cot and a good-sized wardrobe, one of the ones with the little built-in display shelves that Tutti Bambini do. No changing table.

And I’d get it all in white! Especially given the fact that Harriet’s bedroom is a lot smaller than Taylor’s first room was. It’s a small space, filled with very dark furniture. Nobody

Left: The walnut furniture in its first incarmation in Taylor’s nursery.

Above: The three-piece set, repurposed for Harriet’s bedroom in 2018.

told me at the time to think of how long this furniture set was going to stay with me. How my love of white interiors and the influence of social media would have me lusting over Snuüzkots and all the things we never even considered at the time.

Whatever your customers are choosing, remember, it’s potentially going to serve multiple children. And if, like myself, you’re not brave enough to paint or upcycle they’ll be left dreaming of what could have been!”

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ŠDisney. Based on the Winnie The Pooh works by A.A. Milne and E.H. Shepard

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FOCU S ON : S OF T TOYS A N D COMFORT ER S Inset: Ollie the Owl is a top seller for The Gro Company.

A Soft Touch

I

t’s a staple of the toy industry, and solid year-round business for retailers, so it’s no surprise that most suppliers have a soft toy offer within their armoury – whether this is traditional plush, classic licensed feature plush or comforters. And for preschool retailers in particular, it should be noted that the latter is a significantly growing category, too.

“The comforter business has always been important for us within our baby soft toy offering however, over recent times it has become an increasingly important and growth category,” explains Anthony Temple, md of Rainbow Designs.

The company has recently launched comfort blankets in all four of the key characters in its Classic Winnie-thePooh Hundred Acre Wood collection.

“The beauty of these comfort blankets is that they offer the winning combination,” Anthony continues. “The timeless appeal and literary heritage that parents and gift buyers are now looking for from the characters, along with instant recognition and, of course,

the cuddly factor for the child.”

Upcoming launches from Rainbow Designs include Classic Peter Rabbit ‘Made with Love’ toys which feature Peter Rabbit and Flopsy Bunny, as well as lines for Paddington, The Snowman, The Very Hungry Caterpillar and Mickey Mouse to mark key anniversaries.

For Posh Paws, licensed lines are Above: Mickey Happy Birthday and Minnie Happy Birthday launch from IMC Toys this autumn/winter. Below: Winnie-the-Pooh is a key focus for Posh Paws this year.

Very often the first thing that a child receives is something soft – be that a teddy bear, a comforter or a licensed plush. The category offers year-round business for retailers and the latest products are encompassing on-trend designs and fabrics, as well as using environmentally friendly ingredients.

PPS chats to some key suppliers to find out more. also key and marketing manager Laura Bull believes that consumers always call for traditional products and heritage brands.

“For the rest of 2018 we are focusing on Winnie-the-Pooh; we have some fabulous new lines launching just in time for the release of Disney’s Christopher Robin movie and we cannot wait to see them on shelf,” she says. “For 2019 it will all be about the iconic bear with a blue nose… Tiny Tatty Teddy is joining Posh Paws and we are so excited about the range of nursery products we have produced.”

IMC grows Disney offer IMC Toys has revealed a new special feature plush addition for autumn/winter to its Mickey and the Roadster Racers master toy licence.

The Disney Junior show features Mickey, Minnie, Pluto, Goofy, Donald and Daisy, with series two due to launch in September. IMC will be launching new products across a variety of categories to support the property, further backing these up with a year-round marketing campaign including digital media, social platforms and integrated PR. The new Mickey Happy Birthday and Minnie Happy Birthday feature plush come complete with a cake – little ones simply need to ‘blow out’ the candle to hear celebratory applause, while the Happy Birthday song plays with the squeeze of a hand.

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Visit our NEW website at rainbowdesigns.co.uk

Peppa Pig Š Astley Baker Davies Ltd/Entertainment One UK Ltd 2003.

Introducing the fun, colourful and cuddly My First Peppa Pig collection from Rainbow Designs!

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FOCU S ON : S OF T TOYS A N D COMFORT ER S



Laura admits that the last 12 months have been a challenge with the changing retail landscape and the loss of Toys R Us. However, she adds: “Posh Paws is diversifying and refocusing its efforts to be increasingly reactive to these changes.”

Meanwhile, for Hippychick the last 12 months has seen its Nattou range firmly establish itself at retail, says the company’s sales director, Jeremy Minchin.

“Alex and Bibou Doudous and Spirals have been particularly successful over the past 12 months,” he says. “The Piu Piu Octopus range has had a brilliant start.

The Nina, Jade and Lilly range of cuddlys and comforters have done really well and all indications are the new ranges are going to thrive in the coming months.”

New lines being introduced include Adele the Elephant and Valentine the Mouse, Lou Lou the Panda, Lea the Snow Leopard, Hippolyte the Hippo, Sam the Sheep and Toby the Dog. “Companies must be imaginative,” continues Jeremy. “Our best selling products are those which have simple features and have texture variations.”

The Gro Company’s group commercial and marketing director, Rob Pascoe, agrees that animal characters are a ‘perennial favourite with parents of young children’. He

Above: Rainbow Designs’ new Winniethe-Pooh Hundred Acre Wood range features all the key characters.

Left: MerryGoRound UK’s Wooly Organic range taps into the topical issue of environmental responsibility.

adds: “We make sure that the design and styling of the latest characters fit with current themes. Focus on soft tones, on-trend greys and Skandi influences means they are bang up to date with consumer preferences.”

The introduction of the Ollie the Owl Grofriend sleep aid has meant the company’s toy and comforter business has performed beyond its expectations this year, says Jeremy.

The range will be expanding later this year, with the addition of Percy the Penguin which, like Ollie, will have a coordinating comforter.

For MerryGoRound UK, while

Inset: Hippychick’s Nattou range has firmly established itself at retail.

also following colour trends, its Wooly Organic toy brand taps into the topical issue of environmental responsibility. “All our products are produced from organic ingredients and are free from harmful chemicals, toxins, herbicides and pesticides,” explains md Caroline Taylor. “This means that they are safe and irritant free for baby’s sensitive skin, as well as being wonderfully soft.”

The company has been enjoying success with its Bunny comforters (which are available in beige, pink and blue), as well as its Ears Teether which is a pair of grey, beige, pink or blue crinkly bunny ears on a natural maple ring with beeswax over it.

“As environmental and safety concerns escalate, it’s more important than ever that retailers talk about their products to let parents know the product USPs and special features,” concludes Caroline. “Retailers being able to have informed discussions about these sort of features adds credibility and is a lovely way for them to engage with their customer.”

The Retail Story For the US-based Mary Meyer, business is on the up, especially in the comforter category. “What we call in the US character blankets and lovies are becoming the best selling items in each of our themes,” said Linda Colson, vp of sales at Mary Meyer.

New additions in 2018 include the Lily Llama Baby theme (including a soft toy, WubbaNub, character blanket, rattle and Crinkle Teether); Twilight Unicorn Baby (including soft toy, rattle, character blanket and teether); and additions to Heather Hedgehog with a character blanket, baby mat and squeaker toy.

Trends, according to Linda, are also moving towards neutral or softer colour palettes. “I think this is more in keeping with the millennial mums’ aesthetic,” she says. “We find that the retail stores who tell a story through beautiful displays, convey an aesthetic and help the consumer see what it will look like in their homes are the most successful. This category should not be shown as a commodity, stacked up on shelves – it should be romanced.

We see these purchases as becoming companions to a special young child.”

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making children smile Progressive Preschool May 2018 Issue.indd 1 58_PPS_July August 2018.indd 1

Golden Bear Products Ltd www.goldenbeartoys.com Tel: 01952 608 308

customerservices@goldenbeartoys.co.uk

18/04/2018 13:52 05/07/2018 12:39

WHAT’S NEW SOFT TOYS Soft toys and comforters for preschool retail THE PUPPET COMPANY The Puppet Company and Wilberry Soft Toys are launching over 60 new styles for Autumn/Winter 2018. “Our continued success in a difficult market is based on a rolling programme of new design development and competitive pricing”, says Peter Lockey, Director. Its latest ranges can be viewed online or at the larger trade shows. Have fun!

01462 446040 www.thepuppetcompany.com

TOMY Award-winning infant development range Lamaze will be expanding its range of soft toys with the launch of Twist & Turn Bug in Autumn/Winter.

The new activity toy encourages bonding with baby while teaching cause and effect. Spin the middle ring of the bug to match colours with the front and back sections. Baby will be rewarded with fun sounds when the bug’s rings are properly aligned.

Younger babies will love the bright colours and big friendly face and older babies will enjoy exploring and learning how to be rewarded with sound. Multiple textures, a squeaker, chime sounds and satin ribbons stimulate the senses. All items from the collection use the Lamaze Infant Development System ™ which is designed in conjunction with child development experts both in the US and UK to guarantee the right toy at the right time.

01392 281 928 www.uk.tomy.com

RAINBOW DESIGNS Rainbow Designs’ finest Classic Winnie-the-Pooh Hundred Acre Wood collection stars some of Disney’s most loved characters in a whimsical range of high-quality super soft nursery toys. The signature collection features one of the world’s most famous bears; Winnie-the-Pooh and his loveable friends: Eeyore, Tigger and Piglet.

01329 227300 www.rainbowdesigns.co.uk

SKIP HOP The Unicorn Bandana Buddy is the latest addition to Skip Hop’s Bandana Buddies range and is perfect for multi-sensory play at home or on-the-go. Little hands will stay active for hours with this exciting and stimulating toy, which joins Skip Hop’s collection of seven plush friends. As well as being a soft toy and cute companion, baby can have endless fun exploring rattles, crinkles, textures, patterns and sounds. For ease, this colourful character’s soft bandana teether detaches so mum and dad can wear it around their wrist for quick access.

01582 434250 www.skiphop.com

HIPPYCHICK

RAINBOW DESIGNS A gorgeous new addition to Rainbow Designs’ beautiful Classic Peter Rabbit Collection this summer is be the irresistibly cute Made with Love Peter Rabbit and Flopsy Bunny toys. Made from soft and tactile knitwear fabric, the nostalgic Made with Love range of soft toys has been designed to be cherished forever and makes the perfect heirloom gift.

01329 227300 www.rainbowdesigns.co.uk

Meet Piu Piu the octopus, the latest cuddly character from Nattou that comes in six soft and calming colours. Piu the octopus is perfect for premature babies, the plaiting of the tentacles remind them of the umbilical cord, which helps them feel safe and secure. The idea originates from Denmark - as well as calming babies, their tentacles make them less likely to pull on their monitors or tubes.

01278 434440 www.hippychick.com/piupiu

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East Coast mattress collection

POS and sample cubes available on request All our mattresses are proudly made in the UK 01692 408802

nursery@east-coast.co.uk

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FOCU S ON : FU RN I T U RE

Inset: The Rococo is just one of Green Sheep Group’s 20 unique new Snuzcot designs, offering a number of different styles and colours.

Infant INTERIORS With stylish new nursery designs catering for a wide range of parental tastes, there has never been such a varied choice of baby furniture. PPS spoke to some of the key players in this increasingly competitive market to find out more.

P

lanning the nursery is almost as important to the initial process of preparing for a baby as whittling down that never-ending shortlist of potential names . There’s something calming about examining fabric swatches and Googling ‘modern baby rooms’ when you know that your whole life is about to be tuned upside down.

According to Mark Nicholls, marketing director of the Green Sheep Group, the nursery furniture sector has sustained increasingly challenging retail conditions

over the past 12 months and as a result has seen an increase in the amount of promotional activity.

“The impact of Brexit and the weak value of the pound has taken full effect” he explained, “with margins being squeezed for both retailers and manufacturers following consumers reluctance to stomach price increases.

Colour Boost “For most parents, furniture that is practical and durable will be top of the list. When making any investment, parents will want to know that the item will last for months to come and will still remain useful as their little one grows.

We are always looking for innovative new products or ways that we can enhance our existing products. There will always be demand for gender-specific colours such as light pinks and blues, but there has been a large increase in demand for gender-neutral options such as dove greys and light beige.”

Holly John, marketing manager, Chicco

Below: Chicco’s Baby Hug 4-in-1 is a clever multifunctional piece of furniture which can be used as a crib, recliner seat, first chair or highchair.

If anything, the nursery furniture consumer has become even more price sensitive in the past 12 months, putting pressure on brands to fight harder in order to win market share.”

With this in mind, Mark believes that parents are looking for stylish furniture that reflects their own tastes, coupled with value for money and a good deal. “The nursery furniture sector reflects the increase in demands from the stylish consumer,” he points out, “with new modern designs launching across many brands.”

Over the last year, Snüz (Green Sheep Group’s furniture brand) has launched the SnüzKot Collection, which offers over 20 different cot bed styles and colours for parents to choose from.

“This represents a choice of design and style that parents have requested, combined with a cleverly engineered feature that allows parents to convert the cot to a toddler and junior bed suitable for children up to 10 years of age,” said Mark.

Victoria Taylor, brand manager at East Coast Nursery – which has seen ‘steady sales’ of furniture over the last 12 months – agrees that parents are looking for longevity, making it crucial for this sector  PROGRES SIVE PRESCHOOL

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Elegance, Style & Quality www.obabystamford.co.uk

Exclusive Independent Colourway A light and warmer alternative to our popular taupe grey. Providing your nursery with a subtle and sophisticated look and feel.

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FOCU S ON : FU RN I T U RE Left: All Merifor mattresses use a unique 100% waterproof hygienic seal and have been awarded the Allergy UK Seal of Approval.

Sleep Solution “We have seen a new parental dilemma as to where the baby should sleep for the first few months and the vast number of options means there is often a delay in purchasing large nursery furniture.

From our perspective, cot mattresses were previously an afterthought, following the more aesthetic purchase of the cot itself – which often comes with a basic foam mattress. Parents are becoming increasingly aware of the importance of their child’s sleep environment and we provide consumers with a choice of quality products – for example, our Serenity cot bed mattress has been awarded a Which? Best Buy award.”

Sarah Turner, commercial director at Kit for Kids Group.

as it means parents will be able to get that all-important ‘value for money’.

“Cot beds that convert, dressers with removable changing tops and furniture that doesn’t look ‘babyish’ all allow parents to keep these pieces in the room for much longer,” she explains, “often converting them back to cots and changing units for second and third babies.”

Traditionally quite ‘safe’ in terms of décor, nursery furniture is, generally speaking, a softened-down version of the trends seen in the wider interior market. “White furniture remains a favourite,” says Victoria, “but grey room sets are performing really well for us, which reflects the trend and shows that not every nursery needs to be pale and pastel-toned.”

The Urban collection is East Coast Nursery’s newest two piece room set and combines a mix of white, grey and

wood finishes for a modern look. The cot bed has been carefully designed with concealed fittings, while the dresser has handle-free drawers and a sliding door.

“Practicality is key,” emphasises Victoria. “It’s important to keep this in mind when adding clever features – the most important thing is to make bedtime, or tidying up time, or nappy changes just that bit smoother.”

Obaby’s universal Belton changer does exactly that – designed specifically for the Belton range, it can be transferred between both the chest of drawers and the top of the cot to provide a number of convenient changing location options.

The company’s hero product for 2018 – The Stamford Luxe – also offers more than one use, starting as a cot but ending up as a luxurious day bed once the child has

needs. “The Stamford furniture range now offers over ten individual pieces,” he adds, “in various different sizes and specifications, including the Space Saver cot which is ideal for parents who don’t have much room.”

Talking to Andy Crane, managing director at BabyStyle, it soon becomes clear that many parents are focusing on style over substance. “We feel that the current trend is for parents to look for cheaper furniture sets,” he explained. “They are concentrating on the looks, the number of drawers, storage space and most importantly the value. Opting for lower-cost options means they are not overly worried about the materials used – ultimately the most important things at the moment are colour and looks.”

In keeping with the rest of the market, Andy also reports that; “while traditional pine, oak and white were once the most popular options for nursery furniture, grey is now the colour of choice, whether it is the overall colour or used on certain elements and parts of the furniture.”

Top left: East Coast’s Urban collection is a new two-piece room set, featuring a mix of white, grey and wood finishes for a modern look. Top right: The Hollie sleigh cot bed, coordinating dresser and wardrobe are BabyStyle’s most established furniture items, now available in grey, which is selling very well Left: Obaby’s Stamford Luxe set can be turned into a useful day bed once the toddler bed is no longer needed.

outgrown the toddler bed option.

“It’s brand new to the Stamford range but has sold extremely well so far,” says operations manager Grant Koston. “Parents also seem to really like the included drawer which slides neatly underneath and offers a stylish extra storage solution. There’s even a safety rail included for when making the move to a toddler bed!”

Obaby believes that the most important thing parents are currently looking for is choice and Grant emphasises the importance of being able to mix and match so that each nursery meets that family’s unique

“With parents looking for good value, functional items, key items such as wardrobes and dressers are bought to last,” he adds. “These are items that children can use for many years to come.”

As one of the more expensive essential purchases that a new parent will have to make, offering a wide range of options is essential for any retailer offering a furniture service.

Each unique family set-up will be looking for something tailored to their specific needs, so it seem variety really is the order of the day. As long as it comes in grey, of course.

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The Winnie the Pooh Dreams and Wishes nursery furniture set is perfect for families with Winnie the Pooh in mind, and features adorable illustrations of Winnie and friends, co-ordinated delightfully throughout all items in the set.

Beautifully designed and built to last, the furniture set includes a cot bed, under drawer, closed changing unit and spacious double wardrobe, all packed full of convenient storage solutions to give parents a much needed helping hand in organising baby’s room.

Matching bedding

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www.obabytrade.co.uk 01652 641491

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WHAT’S NEW FURNITURE Furniture and accessories for nursery specialists and major retailers CHICCO

O BABY

The Chicco Next2Me Dream is the only side sleeping crib to feature a simple one hand opening panel, allowing parents to switch from a stand-alone crib to a side sleeping crib day and night. Designed to allow parents to sleep next to their baby, Chicco Next2Me Dream attaches to the base of the bed using secure straps. With a side panel that folds down and allowing the crib to stand flush to the bed, it is the perfect way of sharing a space and simultaneously ensuring the baby’s absolute safety. www.chicco.co.uk 020 8953 6627

Previous winner of a prestigious Progressive Preschool Awards, voted by major retailers, the Stamford range from O Baby continues to win awards and go from strength to strength. Expanding on an already extensive range, there are now two new additions to the range.

Available in May, the space saver cot accommodates a 100x50cm mattress which can be adjusted to three heights and features the same elegant scroll design as the rest of the range and with pre-orders already being placed for its August launch, the Stamford Luxe cot bed becomes the deluxe flagship sleeping option for the range.

Tel: 01652 641491 www.obabystamford.co.uk

CHEEKY RASCALS From pioneering brand, Mima, the practical threestage Mima High Moon highchair is a must-have for new parents. The revolutionary highchair is fully adjustable and ideal for maintaining eye contact during meal times. With no fixed reclining positions, the Mima High Moon Chair can be easily adjusted, allowing for a perfect seating position every time. Designed for newborns through to children up to eight years, the contemporary Mima High Moon can be used as a newborn lounger, highchair and finally, a junior chair - a truly practical and longlasting investment for all parents.

Tel: 01730 895761 www.cheekyrascals.co.uk

BEABA New for 2018, the innovative Up & Down High Chair is ergonomic, stylish and adaptable to any dining area, so children can participate in all family dining occasions in the home. This forward-thinking high chair adapts as the child grows and can be adjusted to six levels in just a few seconds, for children aged six months to three years. As well as offering complete versatility and simplicity, the intelligent design corresponds to a baby’s body shape to offer maximum comfort, whilst ensuring an optimum eating position. For trade enquires please contact Clever Clogs.

0800 051 8080 www.cleverclogstrading.co.uk

PEG PEREGO The ultimate innovation in high chairs, the Tatamia is a big draw for parents with its three-productsin-one innovation.

Offering a four position reclining back rest with three position footrest which is suitable from birth, it also converts into a relaxing baby swing and as the child grows, a multi-functional high chair. The removable double pull-out tray can be replaced for a Play Bar (sold separately) or for baby to sit with parents at the table.

Tel: +39 03960881 www.pegperego.co.uk

HUGS FACTORY Hugs Factory is a project born from an all-Italian joint venture. The best baby furniture manufacturer and textile producers combined forces to create a completely new concept addressed to today’s parents and families, dealing with the needs of babies and children using a new and modern approach. Products on display will include the Manhattan bed which transforms from cradle to cot, to junior bed without bedrails.

Tel: 0039 461233200 www.hugsfactory.com

PROGRES SIVE PRESCHOOL

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WHAT’S

HOT?

Progressive Preschool spoke to a number of independent retailers, to find out what’s been selling well across the preschool market.

Josie Audibert, marketing manager, Natural Baby Shower, Bagshot

Independent retailer selling organic and eco-friendly baby products, clothes, bedding, toys and toiletries.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Strollers

BABYZEN YOYO+ 6+ Stroller

This is a firm favourite with our customers, it takes the bestseller spot month after month. It's super compact and perfect for city living.

Essentials

Merino Kids Go Go Baby Sleeping Bag

This range sells well for us all year round thanks to the temperature regulating properties of Merino wool, as baby is kept cool in these warm summer months yet snug through winter.

Carriers

Ergobaby Omni 360 Cool Air Mesh Carrier

This carrier is perfect for this warm weather, the breathable mesh allows air to circulate plus it’s suitable from birth and offers four hip-healthy carrying positions - a big tick from our customers

Accessories

Babiators Original Navigator

Babiators is such a popular brand... While they look super cool, they also offer 100% UV protection and are virtually indestructible.

BABYZEN YOYO+ 6+ Stroller

Babiators Original Navigator

Lee Bolastero, store owner, Kids Stuff, Wells An independent toy shop in Wells, Somerset.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Wooden Toys

Hippychick

Quite a bit at the moment, it seems to be on trend. Jumini is working really well for us, as is Classic World from Hippychick.

Soft Toys

TY

TY is a consistent best seller, probably Attick Treasures followed by Beanie Boos at the most popular at this current time. We have just re-stocked ready for summer trading.

Traditional Toys

Travel Games

66

Wow Toys

Orchard Toys

Just wonderful as ever two bays floor to ceiling, some of the new packaging, I actually preferred the red packaging as it’s more of a statement. But either way it’s a staple for us.

Hippychick

TY

Wow Toys

We are doing really well with travel games from Orchard Toys – they have been phenominal actually. We have 3 bays all stocked floor to ceiling.

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WH AT’S H OT

Jason Heller, owner, Huggle

A boutique nursery shop in leafy North London.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Car Seats

Cybex

Cybex is our strong partner on car seats at the moment, we’re selling lots of Group 0 and Group 1. The new solutions Z Fix is really fantastic.

Feeding

KidsMe

Feeding product is consistently good, there’s some great product to offer consumers such as the Icy Moo which is an awesome product from KidsMe.

Travel Systems

BabyZen YoYo

A lot more compact, seems to be the trend at the moment - with BabyZen YoYo working really well. The Upper Baby Minu launched last week and is working really well for us..

Travel

Stooke

The Jet Kids bed box (bought by Stooke last month) is selling really well – we’ve been stocking this for over a year now.

Carriers

Ergo

The Ergo Carrier continues to sell well for us.

KidsMe

Furniture

Oliver Furniture

A lot of furniture sales – Oliver Furniture from Denmark is upmarket and great.

Leander’s linear range is very strong, as is Stokke on furniture. New range from Gaia Design is pretty awesome too. We are doing great work with Clever Clogs trading who are representing some great brands.

Stooke

Cybex

Andy Noon, ceo, Poppets, Hove

Popular independent retailer offering a hand-picked selection of traditional toys and gifts.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Ride-ons

Bigjigs Sit & ride Bunny Ride On

This simple sturdy and charming threein-one design is a favourite for young adventurers!

Wooden Toys

Brio Railway Starter Set

This classic brand still has its finger on the pulse. The product is really popular instore and online as it mixes high-end quality and durability with an affordable price tag.

Plush Toys

Jellycat Amuseables

Jellycat have nailed it with the new Amuseables range of funky fruity melons cactuses and mushroom bags cushions and bag charms.

Games/ Puzzles

Orchard Toys Cheeky Monkeys

Great fun easy to pick up quick to learn and fun to play. Orchard Toys games are a go-to present for pre schoolers and toddlers.

Bigjigs Sit & Ride – Bunny Ride On

Orchard Toys Cheeky Monkeys

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NEW TITLESg Launchin JULY

OVER

100

to collect!

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Nickelodeon, and all related titles, logos and characters are trademarks of Viacom International Inc.

00_PPS_July August 2018.indd 1

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02/07/2018 18:17