The B2B Media for Nursery and Preschool Product and Retail
19th - 21st May 2026
Toymaster is pleased to invite all Independent Toy, Model & Hobby and Gaming retailers from the UK and Ireland to attend the 2026 May Show.
We welcome you to join us at the Majestic Hotel in Harrogate, where you’ll have the opportunity to connect with a variety of Suppliers and explore an extensive range of products tailored to meet the needs of all retailers.
For more information and to register online, please use the following link:
WELCOME
The phrase ‘may you live in interesting times’ is one which certainly comes to mind at the moment.
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to ensure the information in this magazine was correct at the time of going to press, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. Views of contributors do not necessarily reflect those of the publishers.
new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
At the time of press, the Iran war had entered its fourth week and the stories coming from inside Tehran on the devastation for its civilians continue to be nothing short of heartbreaking.
In the UK, the impact is being felt in different ways, with the volatility and uncertainty leading to warnings of fuel and food bills rising, giving a further knock to consumer confidence.
Following the spring trade fairs, it was felt that 2026 had started on a good trajectory, so this set back for business is understandably frustrating.
All we can do is look for the signs of positivity – and there
are certainly some for the toy, nursery and preschool sector.
This issue sees us speak to Turkish retailer ebebek, which has ambitious plans for the UK, seeing it as a key growth area; plus CuddleCo and hauck, both of which have been reaping the benefits of investment in product innovation.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
With the clocks having gone forward, we are now into British Summer Time and those longer – and hopefully warmer – days are being eagerly awaited by a burgeoning outdoor toy and games category, with a number of suppliers sharing a host of new product with us.
Show wise, both Brand Licensing Europe (6-8 October at London’s Excel) and Harrogate International Nursery Fair (18-20 October) have
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
ISSN 2515-8570
WITH THIS ISSUE
Ultimate Guide to Travel Systems & Car Seat Retailing
Now in its fifth year, our ultimate guide has gone from strength to strength in 2026. We look at the sector through the eyes of retailers, suppliers and the Baby Products Industry Association, to ensure a wellrounded overview which covers everything retailers need to have at their fingertips.
made major gains in terms of exhibitor numbers and momentum for both events is building. In BLE’s case, it had to close applications for its popular Retail Mentoring Programme early following unprecedented demand for the 100 places.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
And, in further positive news, entries for this year’s Progressive Preschool Awards are now… open! You can find all the details on pages 38-39, with the popular event due to return to the Royal Lancaster Hotel, London on Tuesday 10 November.
We hope you enjoy the issue.
P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.
The Progressive Preschool Team Samantha Loveday, Jo Cassidy, Tessa Clayton and Rob Willis.
Above: The Progressive Preschool team (from left to right) Tessa Clayton, Jo Cassidy, Rob Willis and Samantha Loveday.
Do you have an innovative new product idea?
The Baby Products Industry Association’s 2026 Concept & Innovation Awards are now open for entry. Free to enter for anyone from parents, students to companies developing new baby and nursery products not yet on sale before 1 October 2026. Shortlisted entrants will present to judges and exhibit at the Harrogate International Nursery Fair.
Download the entry form from www.b-p-a.org - or email info@b-p-a.org
The latest updates from across the baby and preschool industry.
Adeline St John, marketing manager at BioGaia UK, discusses the rise of the ‘wellness parent’.
Faruk Giray, UK country director at ebebek, discusses how the ambitious retailer is planning to further expand its footprint in the territory.
Senior marketing manager, Aylish Ellwood on how the company has evolved with modern gifting trends.
PPS finds out how hauck is ready for its next phase of growth in the UK market.
Nursery Furniture & Home Décor.
Head of product, Catherine Paul talks PPS through the company’s latest launches.
Honor Davidson, head of marketing at Commotion, in the hotseat.
PPS finds out more about Chelsea Baby.
CuddleCo strengthens commercial structure to support growth across the 0–6 category
Spin Master appoints Kayes of Cardiff
Spin Master has appointed Kayes of Cardiff as a new distribution partner for independent retailers and Toymaster members, strengthening its local distribution network alongside existing partner A.B. Gee.
The partnership will expand access to Spin Master’s portfolio for independent retailers
across the UK and Ireland. Kayes of Cardiff will distribute all Spin Master brands, including key lines such as PAW Patrol, Bitzee, Monster Jam, Gabby’s Dollhouse and Melissa & Doug.
Richard Dickson, general manager for UK & ROI at Spin Master, said: “Partnering with Kayes of Cardiff further strengthens our support for independent retailers and Toymaster members. With a strong
CuddleCo has announced an evolution of its commercial structure, reinforcing its commitment to supporting retail partners and driving growth across its portfolio, including CuddleCo, Doona, Inglesina and Mother & Baby.
Steven Smith has been promoted to sales and marketing director, bringing together commercial and brand expertise to lead a more integrated approach, from in-store experience and brand positioning through to improved customer conversion.
CuddleCo also welcomes Rachel Lockett as head of national
reputation within the independent toy sector, a relationship with Kayes will help ensure more retailers can access Spin Master’s portfolio in a way that suits their individual business needs.”
“We look forward to working with Spin Master and to bring its portfolio of innovative toys and world-class brands to our customers,” added Philip Kaye, managing director at Kayes of Cardiff. “Independent retailers are at the heart of what we do, and this new relationship will give more stores access to Spin Master’s products with the flexibility and service levels they expect from Kayes.”
Both companies will exhibit at the Toymaster May Show, which takes place from 19–21 May in Harrogate.
Above: Rachel has joined CuddleCo as head of national accounts, while Steve has been promoted to sales and marketing director.
accounts. Joining the sales team, Rachel will work closely with key partners to accelerate category growth and deliver CuddleCo’s Shop the Room strategy, creating stronger retail environments and improving conversion.
Amber Lewis returns from maternity leave as senior national account manager, continuing to support key partners across the retail network.
These appointments build on an established team. Chris Armstrong continues as trade sales director, with Drew Russell and Charlotte Whittle supporting across field sales.
Becky Pevie, CuddleCo’s product sales trainer, and
Emily Murphy, a registered midwife, lead both retail training and baby wellness workshops, supporting retailers while helping parents feel more confident and informed in their journey.
Together, this structure strengthens CuddleCo’s ability to deliver a more connected retail experience, simplifying the buying journey and reducing overwhelm for new parents.
As the business continues to expand across nursery furniture, travel, play and early years development, CuddleCo remains focused on creating a clear, confident category experience for families from pregnancy through to age six.
Major brands on board for Harrogate
Harrogate International Nursery Fair is reporting high interest from across the industry, with a strong early demand meaning prime stand space positions are being secured quickly.
“We offered previous exhibitors first refusal on their preferred stand space before releasing the floorplan to general sale, and we are absolutely delighted with the response,” commented Adrian Sneyd, show director. “The vast majority of major brands have already confirmed their attendance for October.
BPIA 2026 Awards deadline fast
With the deadline of Friday 10 April 2026 fast approaching, the Baby Products Industry
approaching
Association (BPIA) is urging companies across the baby products sector to submit their entries for the BPIA 2026 Industry Trade Awards.
The BPIA Awards are judged by an expert panel of retailers, trade media, marketing professionals and product safety specialists. Products are rigorously assessed for quality, safety, functionality, marketability and consumer appeal, providing trusted, independent endorsement that resonates strongly with buyers and decision-makers.
Retailers actively look for the BPIA Awards logo when selecting ranges, recognising it as a mark of credibility and excellence within the sector.
“Since opening to new enquiries, we’ve also received an exciting range of applications from potential first-time exhibitors. This will ensure a fresh and diverse product showcase, giving buyers even more reasons to attend.”
Adrian is now encouraging interested companies to confirm their space as soon as possible,
For
as the prime stand positions are being snapped up.
“This is fantastic news for the show, but companies delaying their booking could find their preferred locations limited. We strongly encourage exhibitors to confirm their space as soon as possible to guarantee a prime position at the UK’s only dedicated nursery trade exhibition.”
Harrogate International Nursery Fair takes place at the Harrogate Convention Centre from 18-20 October 2026.
This year, entries will also support an important cause. The BPIA has partnered with Newlife, the charity dedicated to changing what it means to grow up with a disability in the UK. All shortlisted products submitted for judging will be donated to Newlife to help raise vital funds through its retail network, giving products a valuable second life while supporting children and families in need.
The Awards will be presented on 10 June 2026 at the BPIA Networking Event in Central London.
Nominations are also invited for the Outstanding Industry Contribution Award, which celebrates individuals who have made an exceptional contribution to the UK nursery industry and deserve recognition. The deadline is Friday 6 April 2026.
Above: Stand space is being secured quickly for this October’s show.
TOP STORY
High demand for BLE’s Retail Mentoring Programme
Applications have closed early for Brand Licensing Europe’s 2026 Retail Mentoring Programme following unprecedented demand for the 100 places on the popular CPDaccredited course.
This year’s delegates represent 31 retail companies – the biggest ever number participating in a single year. They include Asda, Boots, Character.com, John Lewis, Marks & Spencer, Matalan, Morrisons, My 1st Years, Next, Primark, Sainsbury’s, The Entertainer, Tesco and The Very Group, all home to RMP alumni.
Brand days will be hosted after the summer by Natural History Museum, All3Media, Bravado, WildBrain CPLG, CAA, Warner Bros. Discovery, Hasbro, SEGA and – new to the programme this year
– ZSL London Zoo.
The 2026 RMP kicks off with the Licensing for Retail one-day conference taking place 16 April at Informa Markets’ offices at 240 Blackfriars Road in London. The full agenda including keynote, panels and breakout sessions will be announced shortly.
“With retailers from fashion, baby and nursery, toys and games, home and lifestyle, stationery and gifting, books and media, food and managed partnerships, this year’s RMP delegate list is more diverse and comprehensive than ever, which means participants can learn even more from each other as well as from our experts,” said Laura Freedman-Dagg, head of retail at Brand Licensing Europe.
“We have a bumper programme of events and education planned to help our retailers better navigate
Craze Group appoints DKB Toys in the UK
Craze Group has appointed DKB Toys as its exclusive UK distribution partner, with the collaboration set to bring a selection of Craze’s best-performing brands and new launches to UK and Irish retailers.
DKB will launch with Craze’s Inkee bath and beauty range, designed to add extra fun to bathtime with character-led, impulse driven products. The Inkee collection features licences including preschool favourites PAW Patrol and Peppa Pig, and includes items such as surprise bath bombs with collectable figures, face masks and bubble bath sachets.
The initial range is expected to launch in May, with additional Craze products to follow across multiple categories.
“This partnership is an important step in building Craze Group in the UK,” commented Alf Blohm, head of sales UK at Craze Toys. “With DKB’s distribution strength and account reach, we can support retailers with a clear, consistent programme - launching Inkee in May and following quickly with additional ranges to keep the offer fresh and commercially compelling.”
the world of brand licensing and understand how it can help their career development as well as businesses they work for find that point of difference to win new customers, and increase loyalty, brand awareness, share of wallet and revenue.
“It’s always a proud moment seeing our RMP graduates attend BLE as the last stop on the programme, confident to meet with brands at the show, and excited about where brand licensing can take their retail proposition.”
Brand Licensing Europe 2026 will take place from 6–8 October at Excel London.
James Luff, md at DKB Toys, added:
“We’re excited to be partnering with Craze as they have built an impressive reputation for creating fun, high-quality products that really connect with today’s consumers. What stands out to us is their energy for innovation and their clear commitment to doing things the right way. It feels like a natural fit, and we’re looking forward to growing the brand together in the market.”
For the latest news visit PreschoolNews.net
Above: This year’s RMP delegates will represent 31 retail companies – the biggest ever number participating in a single year.
Left: DKB will launch with Craze’s Inkee bath and beauty range, which includes preschool licences Peppa Pig and PAW Patrol.
TOP STORY
The Baby Show returns to NEC Birmingham for May 2026 event
Celebrating all things bump, baby and parenting, The Baby Show sponsored by Pampers will return to the NEC Birmingham from 8–10 May 2026. Organisers expect tens of thousands of expectant and new parents to attend the popular three-day event.
More than 350 brands will be showcasing their best and latest launches, offering visitors the opportunity to browse and test products across a wide range of categories. Exhibitors include major names such as Pampers, Tommee Tippee, MAM, Joie, iCandy, My 1st Years, Bugaboo, Tutti Bambini, Nuby, Joolz, The Baby Room at Smyths, Aptamil, Mamas and Papas, Obaby, Folk & Thread, Live Vida,
Foldimats, Gigil, Najell, Cheeky Rascals, Babyprints and more.
Features returning to the show include the Buggy Testing Track, led by Project Baby, where visitors can trial pushchairs across different surfaces with guidance from product specialists, and the Live Talks Stage sponsored by Tommee Tippee, offering free expert-led sessions across topics such as birth, feeding, sleep and parental wellbeing.
Netmums, The Baby Show’s
Argos to launch online marketplace
As part of the next phase of its growth, Argos is building a new online marketplace capability, allowing customers to shop even more brands under one roof.
The new capability will allow the retailer to respond to consumers’ changing shopping needs, as they increasingly look to complete more of their shopping in one place, with greater choice and convenience.
It enables the business to expand choice within existing categories and move into new, complementary ones.
Argos’ marketplace will also look to reflect its heritage,
scale and values, with the retailer stating that it will not be an open or unregulated platform.
Sellers and products will be carefully curated to complement its core ranges, with a clear focus on quality, product safety and customer confidence.
official podcast and media partner for 2026, will be hosting a live podcast recording during the event.
Progressive Preschool Magazine is a trade sponsor of the event, reflecting the show’s continued engagement with the early years and childcare sector.
Other returning features to the show will include The Baby Show Café with Joie and the Baby Feeding Café.
“We simply can’t wait to welcome a new set of expectant parents through the doors in spring and support them on those first steps into parenthood with great products, informative talks and fantastic deals and discounts,” said Mallory Reynolds-Trout, show director at The Baby Show.
“Introducing a marketplace within the next year marks an exciting next step in Argos’ multi - year transformation,” commented Graham Biggart, md at Argos. “It reflects what we know customers want – more choice, more convenience and more reasons to shop with confidence. With over one billion visits to our website each year and a brand built on value, trust and quality, we see a real opportunity to offer an even wider range of products that complements our core ranges and the highly valued suppliers we work with today.”
Right: Sellers and products on the marketplace will be carefully curated to complement Argos’ core ranges.
Adeline St John, marketing manager at BioGaia UK, discusses how brands across the nursery industry are evolving to meet the needs of a new wellness-led generation of parents.
THE RISE OF THE ‘WELLNESS PARENT’ AND WHAT IT MEANS FOR BABY RETAIL
More than ever before, parents are making decisions through the lens of wellbeing - and the data backs it up. Research shows that over half of parents now prioritise their child’s health and emotional wellbeing when making parenting decisions, while ongoing discussion around early years development continues to highlight the importance of the first 1,000 days in shaping long-term outcomes.
At the same time, wider research into early childhood highlights increasing concern around children’s emotional and social wellbeing. This growing awareness, alongside instant access to information, is giving rise to what can only be described as the ‘wellness parent’ - a consumer who is informed, warrior-like and emotionally invested in giving their baby the best possible start in life.
For those of us in the nursery sector, this shift is having a noticeable impact.
Online communities, expert content, AI and social media have created an information-rich environment where parents arrive in stores already equipped with knowledge - and often very strong opinions. This is particularly true for first-time parents, who as we know, have to wade through a wealth of information.
As a brand within the baby health space, here at BioGaia we see this firsthand, especially at consumer events. Parents love science-led information and actively consume studies, expert opinions and evidence before making their all important decisions. Trust is no longer built through branding alone,
but through credibility, transparency and clarity of information.
Alongside this, tech has played an important role in shaping the wellness parent mindset. Baby monitors are a great example. Once a simple audio device, monitors have now evolved into highly sophisticated products that track sleep patterns, breathing and movement in real time. While these mostly offer reassurance, they also can heighten a parents focus on monitoring and optimising their baby’s wellbeing.
This heightened awareness is raising expectations across many other product categories in the industry.
Parents are looking beyond functionality and asking more in depth questions: how does this fit into my baby’s comfort, routine and overall wellbeing?
Brands across the nursery industry are evolving with their approach and this shift towards wellness-led design is not confined to one category - it is influencing everything from transport and sleep to play and everyday baby care. The rise of rearward-facing car seat advocacy highlights this perfectly, with parents becoming highly informed, vocal and, at times, fiercely committed to their choices.
Other brands such as Inglesina have built their entire design philosophy around baby wellness, with their prams and carrycots designed specifically with baby wellness in mind. Ergobaby focus on ergonomic babywearing, with designs aligned to healthy positioning for infants, while sleep-led brands such as Snüz offer products designed to create safe and comfortable sleep environments for babies.
Even within the toy sector, there has been a huge shift towards development-led design. Brands like Lovevery have focused on stage-based play products which reflects parents’ growing interest in how play fits into learning and sensory exploration.
For retailers and brands, this presents both opportunity and a huge responsibility.
RETAILERS:
THE BABY EXPERTS
As a result, the role of the retailer has changed. Knowledgeable staff, clear in-store communication and carefully thought about product ranges are becoming important in helping parents decide what is best for them individually. Retailers which can position themselves as trusted sources of guidance, which have been trained by brands to present their products (rather than points of sale) are more likely to build long-term loyalty.
BRANDS: THE RISE OF EDUCATION
The rise of the ‘wellness parent’ also reflects on brands and how their early years products are perceived. It’s no longer just about convenience or functionality, but about how products fit into a more considered approach to babies' comfort, development and overall wellbeing.
For the nursery industry, we are on a road with a clear direction of travel. As awareness continues to grow, the brands and retailers that prioritise education, transparency of information and genuine support for families will meet the needs of this new generation of wellness parents.
Right: Adeline St John.
LOYALTY BUILDING
Since arriving in the UK in late 2024, Turkish baby and parenting retailer, ebebek, has certainly made an impact.
It has opened three stores in quick succession – Thurrock, Greenwich and Wood Green – and there are plans to open four more by the end of this year. “We definitely see further room to grow in the UK,” Faruk Giray, UK country director at ebebek, tells PPS. “Our focus is to expand in a disciplined way, following where families are, where omnichannel demand is strongest, and where we believe our service model can genuinely add value. In practical terms, that means continuing to look first at high family-dense catchments and strong retail destinations, particularly in and around London and other major urban areas.”
Faruk says that ebebek is taking a long-term approach to expansion, rather than simply “chasing footprint
for its own sake”. He continues: “Our priority is to open the right stores in the right places. The UK is strategically very important for us. It is one of the world’s most developed retail markets, but it is also a market where parents are under pressure, research extensively, and actively seek better value, better service and more guidance. That creates a very relevant opening for ebebek.”
The winner of Best Retailer Newcomer at last year’s Progressive Preschool Awards, Turkish baby and parenting retailer, ebebek, has major plans to expand its footprint in the UK. PPS talks to UK country director, Faruk Giray, about its strategic approach to the territory, its mix of third-party and own brands, the importance of product innovation, growth opportunities and building long-term brand value.
Left: There are currently three ebebek stores in the UK, with plans to open a further four by the end of this year.
Faruk believes that the UK parent is looking for a retailer that can combine trust, range, advice and affordability in one place. He offers: “The category also remains highly resilient; nursery and baby equipment spending was estimated at £790 million for 2026, while the wider addressable baby market, including consumables, is materially larger. So for us, the UK is not just a geographic expansion, it is a market where our model is highly relevant.”
ebebek: Need to know
Founded in Turkey in 2001, ebebek’s clear purpose is to “serve parents 24/7 through an online shopping platform and retail store chain dedicated to meeting parents’ and babies’ needs, from pregnancy up to age four”, says Faruk.
Today, the business operates more than 304 stores across 71 cities in Turkey, alongside a strong digital platform. It is now bringing its omnichannel model to the UK market, with three stores to date: Peninsula Retail Park in Greenwich, Lakeside Shopping Centre in Thurrock and The Mall in Wood Green.
Faruk continues: “Together, they give us a strong base across Greater London and the wider catchment area, while also helping us test and refine the ebebek experience for UK families.”
Below: Faruk Giray, UK country director.
Award winning
Faruk describes winning Best Retailer Newcomer at last year’s Progressive Preschool Awards as a “proud moment”.
“Entering a market like the UK means earning trust step by step, so to be recognised as Best Retailer Newcomer was a real validation of the work that has gone into building the brand here. What made it especially meaningful was that the award recognised us as a retailer, not just for one product or one campaign. It acknowledged the overall parent experience we are trying to create.
“For a new entrant, that kind of recognition gives the team confidence, but it also raises the bar. It tells us we are on the right path, and now we have to keep proving it every day.”
So what makes ebebek different in the nursery retailing space? Faruk says that it’s the way they think like a parenting support platform, rather than a traditional product-led retailer.
“In-store, that means wide, easy-tonavigate environments, real guidance from our ‘Babyologists’, services such as free car seat installation, and in some locations midwife-led sessions, soft play and café space,” he says. “Online, the same philosophy translates into practical guides, checklists, reward programmes, registry tools and a smoother support journey. All baby categories - pushchairs, car seats, beds and furniture, baby clothing, toys, nappies, wet wipes, baby formula, feeding and weaning, nursery and
breastfeeding - are sold under one roof.
“We know from UK market research that parents want advice, convenience, trusted information, reviews, good prices and easy returns - not just shelves full of products. So the ‘magic’ is really the combination of expertise, empathy and retail discipline. We want parents to feel supported, not sold to.”
MEANINGFUL INNOVATION
As well as third-party brands, ebebek has a number of own brands which further complement its offer.
“The role of our own brands is to bring together quality, value and our experience in parenting categories where families shop often and compare carefully,” explains Faruk. “The ‘baby me’ collection is designed to deliver the best possible quality at an affordable price and reflects the experience we have built since 2001. We are seeing particular traction in newborn essentials such as wipes, cotton pads, cotton buds and nappies. Strategically, this fits the wider ebebek model very well; trusted third-party brands, strong own-brand development and a good-better-best
pricing architecture that gives parents real choice.
“In addition, we also have other own brands including ‘baby plus’ for baby bath and safety, ‘ebaby’ for pushchair accessories, ‘baby mom’ for breastfeeding products, ‘HelloBaby’ for textiles and 100% cotton white baby bodysuits, and ‘baby toys’ for toys.”
Product innovation is “essential”. It’s not only about technology, however, it’s about making parenting simpler, safer, more convenient and more affordable. Faruk continues: “Research shows that safety, durability and convenience consistently outperform trend-led attributes in decision-making. So for us, innovation has to be practical and parent-centred. If it does not remove friction from family life, it is not meaningful innovation.”
Faruk and the ebebek team certainly have big ambitions for the retailer and where it goes from here. By the year end, the goal is to be recognised by UK parents as one of the most trusted and distinctive names in baby retail. “That means stronger brand awareness, a larger active customer base, continued store momentum and a clearer emotional connection with families.
“Commercially, of course, we want growth. But strategically, the bigger ambition is to make ebebek part of the consideration set very early in the parenting journey, ideally from pregnancy onwards, and then keep earning repeat trust across every milestone after that. That is where longterm brand value is built.”
Above: The long-term goal is to build ebebek into the UK’s most complete and rewarding destination for families, says Faruk.
Below: ebebek believes its differentiation lies in thinking like a parenting support platform, rather than a traditional product-led retailer.
STEP OUTSIDE
Spring has arrived and it’s time to head into the great outdoors. The preschool category is spoilt for choice when it comes to outdoor and garden play products – from bikes, trikes and ride-ons, through to mud kitchens, water play and games. PPS finds out more.
After a grey and rainy start to 2026, springtime has arrived and, with it, brighter days and lighter nights. Retailers are now looking to maximise the raft of outdoor toys and garden play items available for preschoolers, with the recent trade shows highlighting a catalogue of new product in the category.
“The past year saw a massive surge in our outdoor category following a huge push for nature-based play from parents and retailers,” begins Liz Ireland, founder and md at Bigjigs Toys. “We introduced stand outs such as our Mud Kitchen and Balance Bikes, tapping into the demand for functional, skill-building toys. Our top performers included our Gardening Deluxe Bundle, which encourages green fingers from an early age, alongside our durable Silicone Watering Cans and Activity Buckets that bridge the gap between garden and beach play perfectly.”
Bigjigs’ 2026 strategy focuses on versatility and travel-friendly fun,
says Liz. New launches include the Bee Push Along and Butterfly Push Along, each designed with fluttering wings to encourage those first steps in the garden, while the company is also debuting its ‘On The Go’ series of play-sets.
“A great outdoor toy needs to be as tough as the kids playing with it,” Liz
Retail stand out
“Visual storytelling is the most effective way to move these products,” says Bigjigs’ Liz. “Creating a dedicated garden corner in-store where a stand out item like a mud kitchen or garden set is displayed in an open space helps parents immediately visualise the play value. On digital platforms, using lifestyle imagery that shows the toys in real-world, sunny settings is far more impactful than a standard product shot.”
MV Sports’ Dave agrees that visible retail experiences are a good way of maximising outdoor products.
He comments: “Strong merchandising makes a real difference,
continues. “Parents today are moving away from flimsy plastics; they want ‘forever toys’ made from sustainable wood or chunky, weather-proof silicone that can survive being left out in a rain shower or dropped on the patio. For the little ones, it’s all about the interactive features. If it’s easy to pop into the boot of a car for a
with dedicated outdoor play zones helping customers easily discover key categories such as scooters, bikes and ride-ons. Character-led products and complementary accessories can also help increase basket size. Interactive displays are particularly effective, as products that are built or demonstrated instore are far more likely to convert than boxed items on shelves.”
Wilton Bradley’s Ross adds: “Our advice to retailers is to plan ahead and order early to secure stock before peak demand, and to balance bestsellers with new launches to keep ranges fresh.”
Inset: Simba Smoby is expanding its Smoby Life range with the arrival of the Smoby Life Mud Cooking House this year.
Below: The Play Tray was a top seller for Wilton Bradley last year, and the range is being expanded for 2026.
weekend away, even better. Versatility is the ultimate win for busy families.”
Robert Frederick enjoyed success last year with its Gruffalo Space Hopper, along with the Peter Rabbit Splash Mat. “Early years and outdoor play go hand in hand and are key to the healthy development of children, getting hands on with nature and having fun in the open air,” says key account brand manager, Andrew Kersey. “A good outdoor play product needs to be easy to use straight out of the box and fun for all, with parents looking for healthy outdoor play with storytelling products that can also educate.”
The past year has seen MV Sports expand its preschool range across bikes, scooters and ride-ons, with a mix of licensed and own-brand products. Dave Poulter, md, explains to PPS that product development and innovation remain central to MV’s strategy.
“We have introduced a new product range of outdoor garden play, including bean bag toss and a range of playmats, across licences including PAW Patrol, Peppa Pig and Bluey,” he says. “Last year we expanded our own brand range MoVe across a breadth of wheeled toys which was very well received by our customers.”
In safe hands
“Safety is always the top priority when developing outdoor play products, particularly for younger riders who are still building confidence and coordination,” says MV’s Dave. “All products must meet strict testing and safety regulations, including full compliance with EN71 and relevant ISO standards, giving parents reassurance that toys meet the highest safety requirements.
“Beyond compliance, safety should be built directly into the design. Features such as wider scooter decks for better balance, punctureproof tyres, dual braking systems on bikes and stable frame construction all help improve control and rider
confidence. Clear age guidance, durable materials and easy-to-use features are also essential.”
Bigjigs’ Liz agrees: “Safety is our non-negotiable foundation, and every product is tested to the latest EN71 and REACH regulations. For outdoor play specifically, we prioritise structural stability to handle ‘rough and tumble’ use and ensure all paints and finishes are child-friendly.”
Wilton Bradley’s Ross adds: “Our advice to retailers is to plan ahead and order early to secure stock before peak demand, and to balance bestsellers with new launches to keep ranges fresh.”
capture the imagination of the child and then demonstrate value for money to the adult who is buying it,” says Ben Hogg, head of marketing at Simba Smoby UK. “Parents are looking for products that are robust enough to stay outside and capable of keeping children engaged for long periods, while preschoolers need to understand its appeal right away.”
Alongside new licences in the wheeled category, 2026 will see the company continuing to focus on lighter frames, adjustable features and designs that grow with the child, helping families get more longevity from each product.
Dave continues: “Ahead of the summer we have an exciting launch of our long established rebranded popular high-quality Hedstrom outdoor playsets and swings. Across our licensed preschool lines, Peppa Pig and PAW Patrol have both received refreshed designs and updated colour palettes, while Bluey and Winnie the Pooh continue to perform strongly and will see further range expansion for 2026. We’re particularly excited to showcase Toy Story, which is a new licence to the line-up this year.”
The Smoby Life range of ecoconscious playhouses and activity toys
remains a key focus for Simba Smoby. This year will see it build on the success of last year’s hero item, the Smoby Mud Kitchen, with the launch of the Smoby Life Mud Cooking House (which is made from 50% recycled plastic), as well as the Smoby Life Garden Workshop (which is compatible with the existing playhouses).
“A successful outdoor product, especially when considering a higher price point, needs to firstly immediately
Wilton Bradley is another company which has seen its outdoor and garden play range grow strongly over the past 12 months.
“Our top seller last year was the Play Tray, which proved hugely popular for sensory, messy and imaginative activities,” comments sales director, Ross Bradley. “Building on its success in 2025, we’re expanding the range in 2026 with new versions that focus on STEM play, encouraging children to explore water flow, construction and cause and effect through hands-on outdoor learning.”
Above right: MV Sports’ Peppa Pig range has been given a refreshed design and updated colour palette.
Below: The Gruffalo Space Hopper added
Ross believes that a good outdoor play product should be “versatile, durable and engaging” with opportunities for open-ended and collaborative play.
“Parents and preschoolers are increasingly looking for toys that support STEM learning, encouraging exploration, problem solving and hands-on experimentation while keeping play fun and interactive,” he concludes. “Products should also be suitable for both home and educational settings, adaptable to different spaces and group sizes.”
Above left: Bigjigs is launching the Butterfly Push Along and Bee Push Along, each with fluttering wings to help encourage first steps in the garden.
OUTDOOR TOYS
HTI TOYS
Ahead of the Toy Story 5 cinema release, the fully tooled electronic Buzz Lightyear Bubble Machine from HTI is already drawing attention within outdoor play ranges. Shaped like the iconic character, it delivers a continuous stream of bubbles and light up features that support a fun, repeatable play pattern. Great value and suitable for ages 3+, this generously sized bubble machine offers strong preschool appeal. Simple to use, it suits outdoor fun and works well in seasonal retail displays.
sales@htigroup.com www.htigroup.co.uk
DULCOP
BIGJIGS
Round up the family for fun with the Jungle Croquet set from Bigjigs Toys’ Simply Scandi range. Designed for children aged 3+, kids can aim wooden balls through four friendly animal wickets - a lion, giraffe, elephant and zebra - developing handeye coordination and gross motor skills. This 10-piece set is perfect for indoor or outdoor play. Made from FSC-certified wood, mallets unscrew for compact storage and a carry bag makes it easy to take to the park. A sustainable, playful addition to any garden or playroom.
orders@bigjigstoys.com www.bigjigstoys.co.uk
SMALL FOOT
This beautifully designed large, weatherproof Kitchen and Shop from wooden toy specialist small foot includes hob, oven, grill, sink and working tap and comes with a baking tray, pots and a comprehensive set of utensils and kitchen aids for a mud cooking adventure. With two playing sides, a chalkboard and ample storage and shelf space, this multifunctional outdoor playing equipment trains motor skills, encourages role-play and provides preschoolers with everything they need for lots of muddy fun in the garden.
Different Toys are excited to bring Italian bubble company Dulcop’s licensed bubbles to the UK. With a host of popular preschool characters to choose from in the Bubble World collection, including Bluey, Paw Patrol, Peppa Pig and Stitch, these 60ml bottles of bubble solution are guaranteed to entertain little ones at the park, beach and playground and are perfect for pocket money treats and party bags. Available in CDU’s containing 36 bottles, these bubbles are launching this spring just in time for the summer season.
Embark on an adventure with the Dora the Explorer exploring tent. Search behind the leaves to find three hidden characters waiting to be discovered and set off on an exciting journey to meet new friends. Made from durable polyester with a water-resistant coating and sturdy PVC poles, it’s perfect for indoor or outdoor play. Quick to assemble and easy to pack into the included carry bag, it’s great for playdates and sleepovers. EN71 tested and CE UKCA compliant for safe, adventurous fun.
sales@mvsports.com www.mvsports.co.uk
OUTDOOR TOYS
WILTON BRADLEY
The Bubble Go Scooter offers magical outdoor fun with two exciting designs: unicorn and dinosaur. Perfect for children aged 3+, each scooter features a bubble-blasting character on the handlebars, turning every ride into an imaginative adventure. Adjustable aluminium handlebars (50–67cm) with soft grips and a foldable frame make storage and transport easy. Three large PU wheels, a wide nonslip footplate and ABEC7 bearings ensure stability and control, while the detachable bubble machine streams bubbles, adding extra excitement to garden or park play. sales@wiltonbradley.co.uk www.wiltonbradley.co.uk
WILTON BRADLEY
MV SPORTS
Get kids enjoying active outdoor play with the Hedstrom 2-in-1 Swing. Designed for children aged 6 months to 10 years, it includes two interchangeable seats that switch in minutes as the child grows. The toddler seat (6–36 months, up to 20kg) features a secure surround, high back support, UV-resistant fabric and lap strap. The junior swing has a comfortable blow-moulded seat and soft-touch ropes. Built with a durable powder-coated steel frame, it’s UV-resistant and must be secured using the included ground anchors.
sales@mvsports.com www.mvsports.co.uk
BRAINSTORM
The brand new Brainstorm Toys Outdoor Adventure Walkie Talkies make an exciting addition to outdoor play for preschoolers. With an outdoor range of up to 1km/3280 feet, kids can have fun communicating with each other while on adventures. The brightlycoloured lightweight walkie talkies are made with little hands in mind and Include a cool, built-in torch to help guide you and a handy carry clip for easy storage between uses. sales@brainstormltd.co.uk www.brainstormltd.co.uk
Unleash magical adventures with the Xootz Bubble Go Trike, featuring both dinosaur and unicorn designs! This playful ride turns every outing into a fun-filled journey, spraying a stream of bubbles from its friendly character head. With vibrant colors, sturdy three-wheel balance and a non-slip foot deck, it’s perfect for little explorers aged three and up. Just fill the bubble machine, press the button and watch the child pedal through the park or garden, leaving a bubbly trail of dinosaur and unicorn magic behind!
sales@wiltonbradley.co.uk www.wiltonbradley.co.uk
SIMBA SMOBY
Introduced this year, Smoby Life has become the second-largest property in the Playground Equipment subclass, with the Nature Playhouse + Kitchen ranking number one at item level. Building on this momentum, new playhouses and activity lines launch this year, led by the must-have Mud Cooking House. Designed for shared play, it offers nature-inspired fun with space for two, 16 functional accessories, removable work trays and a water tank. Made from 50% recycled plastic, it delivers durability and modern style appeal.
sales@simbasmoby.com www.simbasmoby.com
FROM STORYBOOK
For nearly 40 years, Enesco has partnered with the world of Beatrix Potter, creating nursery gifts that appeal across generations. Senior marketing manager Aylish Ellwood explains how the range has evolved with modern infant gifting trends while preserving its heritage appeal.
Aunique combination of heritage, storytelling and timeless design,” is how Aylish Ellwood, senior marketing manager at Enesco, sums up the Beatrix Potter brand. “It boasts an extraordinary legacy,” she says. “The characters have been loved by generations since The Tale of
Introducing Woolie
The latest addition to Enesco’s portfolio is the Woolie collection –lovable characters hand-crocheted by women artisans in central Vietnam.
“Our Woolie range is very special,” says Aylish. “These are durable, heirloom-quality keepsakes designed to be cherished for years. There’s an unmistakable magic in a gift made by hand – a sense of nostalgia and genuine connection captured in every stitch. This isn’t just manufacturing, it’s craft.”
Peter Rabbit first appeared in print in 1902; they are warm, mischievous and relatable, which resonates with today’s families.”
That heritage gives the brand a natural affinity with infant gifting. “The familiarity of Beatrix Potter’s stories means many people choosing a gift for a newborn already have a personal connection to the brand, making the products feel nostalgic and meaningful rather than simply decorative,” Aylish explains. “The visual qualities of Potter’s work also lend themselves beautifully to nursery products. The gentle colour palettes and comforting characters create a calm, timeless aesthetic that fits naturally within a nursery environment.”
Enesco’s partnership with the Beatrix Potter brand dates back to 1987, and the company’s licensed range has evolved to reflect changing consumer habits and gifting trends while remaining faithful to the original artwork.
“Collectable figurines such as Peter Rabbit have always been the heart of our range, which also includes the Alphabet Letters collection – a great introduction to the brand at an
attractive price point,” says Aylish. “Over time we’ve introduced home décor, nurseryware, baby gifts and soft toys, recognising the growing demand for products that combine sentiment with everyday use. By balancing tradition with innovation, we’ve kept the brand relevant for both seasoned collectors and a new generation discovering these much-loved stories.”
Enesco’s Beatrix Potter bestsellers include ceramic money banks and three-piece dinner sets, but the company continues to innovate within the licence. “We’ve just introduced a new five-piece dinner set, and the product and the packaging are completely kerbside recyclable,” Aylish states.
Enesco’s Beatrix Potter range offers retailers a dependable, yearround performer. The coming months will also see additional buzz around the brand as the countdown begins to Peter Rabbit’s milestone 125th anniversary next year.
“Along with other brand partners, we’ll be joining in the celebrations,” Aylish shares. “Our plans are under wraps for now, but they’re shaping up nicely. Watch this space.”
Inset: The Beatrix Potter brand is an enduring nursery favourite, offering instant recognition and strong emotional appeal.
Above: Enesco’s Beatrix Potter Alphabet Letters offer “a great introduction to the brand at an attractive price point,” says Aylish.
PUSHING AHEAD
Blending over 100 years of heritage with a fresh modern aesthetic, hauck has firmly established itself as a one-stop nursery brand for parents looking for dependable, design-driven solutions for their home and travel needs.
Now, with a trio of innovative new strollers ready to shake up the shop floor and strategic investment in brand building and retail support, the German manufacturer is ready for its next phase of growth in the UK market.
Asked to sum up hauck in a nutshell, head of sales UK and Ireland Helen Robinson doesn’t hesitate. “We are a modern, design-led yet accessible brand, offering clever, well-considered solutions for real family life,” she asserts.
“We combine German engineering heritage with a fresh, contemporary outlook – and that balance resonates strongly with both retailers and parents.”
Continuing to build its UK market share since its 2022 rebrand, hauck is known for developing products that offer real, tangible benefits to families, whether it’s making travel easier, everyday routines smoother or homes more functional. Products loved by parents include the Sleep N Easyfold travel
cot, with its one-hand folding mechanism that allows for super-quick setups, and the multiple award-winning Alpha+ High Chair – a classic design of 50 years standing that offers a premium look at a competitive price point. Other bestsellers include the Runner 2 and Travel N Care pushchairs, both aimed at families looking for versatile, practical solutions for every situation, from all-terrain adventures to everyday city life and travel.
The UK is a key strategic market for hauck and offers strong growth potential, says Helen. “Our strategy in the territory is twofold. First, we will continue to launch innovative, design-driven products that clearly differentiate themselves at shelf level and online. Second, we are consistently investing in brand building, ensuring that hauck becomes even more recognisable to UK parents.”
Right: The Alpha+ High Chair has won multiple awards.
Inset: The IATA-compliant Lite N Care weighs just 5.5kg, making it an ideal travel companion.
At the same time, hauck continues to collaborate closely with its retail partners, working with them “on an equal footing”.
“We believe long-term success comes from mutual trust, transparency and shared goals,” Helen explains. “We are strengthening our collaboration with retailers through online and offline POS solutions, high-quality digital marketing materials and tailored assets for seasonal campaigns and product launches. We also ensure clear communication, reliable supply and a collaborative approach to forecasting and planning.”
Retail response to hauck’s latest design-driven products to hit the UK market – a completely new generation of strollers, the Lite N Care, Fly N Care and Fold N Care – has been “outstanding”, says Helen. “We got incredible feedback at recent trade shows and in meetings, reinforcing our confidence in this new direction.”
Whether it’s a groundbreaking stroller, an easy-to-use travel cot or a versatile high chair that grows with your child, what makes a product unmistakably hauck is the balance between functionality, thoughtful design and accessibility. “We focus on solutions that genuinely support parents in everyday life – products that are reliable, practical and aesthetically appealing, without being overcomplicated,” says Helen.
It’s an approach that consistently wins plaudits and prizes. Most recently, four products – the Lite N Care, the Alpha+ Economy Bundle, the Sleep N Easyfold and the Runner 2 Mocha – received a clutch of Platinum, Gold and Silver Loved by Parents 2026 awards, across multiple categories.
“These awards, especially as they are tested and judged by real parents, reinforce our commitment to delivering the very best possible solutions for families. They give us both confirmation and motivation to continue raising the bar in terms of quality, innovation and thoughtful design,” Helen says.
Looking ahead, hauck will continue to do what it does best. “As a brand, we are constantly evolving to meet the expectations of contemporary families,” Helen explains. “At our core, we are family-focused, responsible, embracing, open and honest, and these values genuinely
Supporting families on the move
“Today’s parents are mobile, urban and design-conscious – and our wheeled goods are developed to match that pace,” says hauck’s Dominika Wolanin, head of product management MOVE. “We prioritise intuitive handling, long-lasting comfort and adaptable functionality. From compact one-hand folding mechanisms to premium suspension systems and lightweight materials, every detail is engineered to make daily life smoother, whether navigating city streets, tackling off-road terrain or boarding a flight.”
Winner of the 2026 Kind + Jugend Innovation Award, a 2026 German Design Award and two 2026 Loved by Parents awards – Platinum in the Best Innovative Stroller category and Gold in Best Lightweight Stroller – Lite N Care stands out for redefining expectations within the ultra-lightweight category, delivering premium feel, stability and aesthetic appeal in one streamlined package. “It’s IATA-compliant, making it ideal for air travel, while still perfectly suited to urban life,” says Dominika. “At just 5.5kg, its high-grade carbon frame places it among the lightest in its class, without compromising stability. It combines technical precision with elegant detailing, delivering a stroller that feels both exceptionally light and distinctly premium.”
Also new for 2026, Fly N Care has been designed specifically with travel in mind, including a carry strap, transport bag, seat liner and car seat adapters as standard, while for families seeking a more budgetfriendly option, the new umbrella stroller Fold N Care offers a compact, travel-ready solution.
“Our philosophy is simple: function first, elevated through design,” says Dominika. “I’m also particularly proud of Travel N Care, which demonstrates how we continuously refine proven concepts with upgraded materials, smoother handling and thoughtful enhancements.
“We remain committed to creating products that are intuitive, design-forward and built for real family life –wherever that journey may lead.”
shape the way we work every day. We’re proud of the fact that our values aren’t just words – they’re reflected in our product development, our partnerships and our customer communication.
“We’re entering 2026 with an exciting pipeline of modern, design-led products that will further strengthen our position across both wheeled goods and home categories.
“Our guiding principle remains ‘Made to care. Designed for love’. It’s more than a slogan, it’s the mindset behind every product we create and every partnership we build.”
Above: The Runner 2 is among hauck’s bestselling products.
Below: The Sleep N Easyfold travel cot has a one-hand folding mechanism that allows for super-quick set ups.
Left and below: The Lite N Care is ideal for air travel, while still perfectly suited to urban life, says Dominika.
Clara Luxe Nursery
ROOM TO GROW
The nursery furniture and décor category is evolving as modern parents look beyond traditional ‘baby furniture’ towards products that also offer longterm value and considered design. From multifunctional pieces to materials and colour schemes that blend seamlessly with the wider home, brands are responding with adaptable, style-led solutions that grow along with your child.
Squeezed incomes, concerns about sustainability and wider lifestyle trends are all having an impact on how modern parents are kitting out the nursery, with consumers shopping more savvily than ever. Gemma Rees, global marketing director at Tutti Bambini, sums up the new approach: “Parents today are not simply buying furniture – they’re making strategic decisions about safety, longevity, sustainability, and how their home will function in the years ahead.”
Gemma points out three primary considerations shaping purchasing behaviour: trust, adaptability and “purposeful, beautiful design”.
“In a market saturated with choice, parents are looking for brands that
demonstrate integrity, through certified safety standards, material transparency and a clear commitment to quality,” she explains. “Modern families also want products that evolve alongside their child and offer long-term value. The third shift we’re seeing is toward purposeful design. Today’s consumer is highly informed and increasingly resistant to excess. They don’t want product proliferation; they want
meaningful innovation, such as our CoZee Sense Bedside Crib, which comes with a detachable sensory bar that integrates soft lighting, sound and ceiling projections.”
Phil Ludlow-Smith, founder of Little Acorns, agrees that every item in today’s nursery needs to justify its place.
“More and more parents want solid, hardwearing furniture that will last and where possible work a double shift. Making multi-use furniture that will adapt as little ones grow, and dressers and wardrobes in ‘adult’ sizes, helps Little Acorns stand out. We’re finding our multi-use toy boxes that transform into desks and storage are very popular.”
Multifunctionality has joined ethical supply chains and eco-friendly materials as an important element of sustainability, says Mamas & Papas’ Matt Carr, senior buyer, nursery
Inset: With its warm oakeffect finsh, Mamas & Papas’ Barton 3 Piece Cotbed Range offers a timeless look that will outlast the baby stage.
Right: Little Acorns’ offer includes versatile pieces like the LA Furniture Tivoli Storage Solution, designed to coordinate with a wide range of room schemes.
SECTOR FOCUS:
furniture and mattresses. “It’s key to value perception. Cotbeds that convert, dressers with removable changers and dual-sided mattresses that adapt from baby to toddler all provide extended use, helping parents feel confident in their investment.”
Long-term use also extends to aesthetics, with an increasing number of parents opting for a ‘grown up’ look in the nursery. “Today’s nursery is very much an extension of the home, not a separate ‘baby space’,” Matt argues. “We’ve seen strong demand for timeless designs in warmer wood tones and more refined detailing that feel cohesive with broader interior trends.”
As babies grow into toddlers, storage becomes more important. “The wardrobes in all our collections feature adjustable hanging rails to maximise space for growing clothes,” says Matt. “Durability is also critical at this stage. Furniture must withstand climbing, pulling and energetic everyday use, which is why build quality and stability remain central to our design and testing process.”
The Baby Hug 4-in-1 Armonia from Chicco is a perfect example of a product that reflects the growing demand for adaptable, spaceconscious nursery solutions that evolve with modern family life, says Mike Acton, category director for nursery at RKW. “It’s suitable from birth up to three years. It transitions from a newborn crib to a recliner, highchair and toddler’s first chair, all within one compact design.”
As well as adaptability, parents are looking for “easy-clean finishes, integrated storage and durable
construction,” Mike points out.
Soft, nature-inspired palettes continue to lead the way at Chicco, with warm neutrals and natural wood tones remaining popular. “Genderneutral styling is firmly established, and minimalist, Scandinavian-inspired design influences are evident in both form and finish, as in the Armonia and the Chicco Zest Highchair, which
offer clean lines and contemporary, neutral finishes,” says Mike.
Neutrals also hold sway at Little Acorns. “Soft muted tones such as Cashmere remain extremely popular,” says Phil, “especially when accented with either contrasting or complementary coloured woods.”
At Tutti Bambini, warm neutrals are leading – namely soft oat tones, muted pastels, sage greens and earthy clays. “Texture is also playing a stronger role,” adds Gemma. “Natural woods, soft bouclé fabrics,
rattan details and matte finishes are resonating because they add warmth without overwhelming the space.”
However, Eilidh Ferguson, head of design at Avery Row, forecasts a return “rich colour and storytelling” in the nursery.
“While nursery spaces should always feel calming, they’re also where imagination begins to take shape,” she says. “One of my favourite emerging pairings is ruby red with sky blue. Used subtly, these richer tones bring depth and personality while maintaining a serene atmosphere. Our SS26 Little Farm collection, which features charming farm animals and garden-grown vegetables, is a lovely example of the trend, introducing colour in a joyful yet refined way.”
Nursery fashions don’t always follow the curve of wider interiors trends, points out CuddleCo’s head of product Catherine Paul. “We find that the nursery is the one room in the home where parents favour a ‘romanticised’, and often more traditional look. We aim to deliver timeless furniture pieces that deliver the aesthetics our styleconscious customers want. And now we’ve added textiles and more play products into the mix [see p.34], we can offer customers a ‘shop the room’ concept and a holistic approach to achieving their dream nursery look.”
Trust and transparency
As so many other industries are, the nursery furniture and décor sector is under pressure from two directions: rising input costs and increasing competition from low-cost, volume-driven suppliers.
Tutti Bambini mitigates these pressures through disciplined product development and long-term supplier partnerships, says Gemma Rees. “By engineering products with efficiency in mind from the outset – without compromising structural integrity or safety – we control costs intelligently rather than reactively. Equally important is clarity in our brand positioning. We are transparent about what sits behind our price points: certified safety testing, durable materials, adaptable design and products built to last. When consumers understand value beyond the headline price, they make more informed decisions. The real challenge for the industry isn’t competition, it’s maintaining trust.”
RKW’s Mike Acton agrees. “For established brands, transparency, recognised standards and reliable after-sales support are more important than ever. Retailers and consumers are placing greater value on trust and proven quality. Chicco’s nursery products are supported by a three-year guarantee, which offers added reassurance and reflects the emphasis parents place on quality and reliability.”
Right: The CoZee Sense Bedside Crib from Tutti Bambini comes with a detachable sensory bar that can be moved when your baby transitions to a new sleep space.
Above: The Little Farm collection – new from Avery Row – celebrates a return to bold colour in a subtle, soothing way.
Right: CuddleCo’s latest launches include nursery tables, desks, chairs and storage in a gender-neutral Pebble shade.
NURSERY FURNITURE
GRACO
The Sway ’n Grow from Graco is a swing and chair designed to soothe and grow with the child from birth to around four years (up to 18kg). Now featuring a toy bar with two soft toys, it provides gentle stimulation alongside comfort. With three adaptable modes, it supports newborns with calming sway, vibration and insert, then converts into a soothing seat and later a child chair. Bluetooth streaming, melodies and sounds add convenience. Available in Heather Grey and Midnight. uksales@allisonbaby.co.uk www.gracobaby.eu/uk
CUDDLECO
CHICCO
RKW proudly introduces the Chicco Baby Hug 4-in-1 Armonia, a versatile nursery solution supporting families from birth to toddlerhood while offering retailers a strong cross-category proposition. Combining crib, recliner, highchair and first chair functions in one adaptable product, it provides cocooned rest, interactive play with a Montessori-inspired toy bar, shared mealtimes and independent seating. With smooth height adjustment, lockable wheels, removable washable fabrics and modern styling, it delivers practical, long-lasting usability. Backed by Chicco’s expertise and a three-year guarantee, it meets modern family needs.
sales@rkwltd.com www.rkwltd.com
TUTTI BAMBINI
The Tutti Bambini CoZee Sense Bedside Crib combines trusted bedside co-sleeping with a first-tomarket detachable Sensory Bar. Featuring soft light, soothing sounds, lullabies, ceiling projections, a cry sensor and a room thermometer, it creates a calming sleep environment. Crafted with breathable mesh, quilted fabrics and a super-soft bamboo jersey mattress, it ensures comfort and airflow. With adjustable heights, incline function, under-crib storage and fold-flat portability, CoZee Sense supports families from newborn days through transitions, blending sensory innovation with modern style.
sales@tuttibambini.co.uk www.tuttibambini.co.uk
CuddleCo’s soft play and pop-up play collections are designed to support movement, imagination and everyday ease, responding to a growing demand for play that complements both the home and early development. From cushioned, confidence-building soft play shapes to lightweight pop-up tunnels and play sets, each piece encourages active, child-led exploration. A soft, considered aesthetic ensures the collection sits naturally within modern living spaces, bringing play and home life closer together. They create flexible, adaptable environments that support coordination, creativity and independence through open-ended, screen-free play.
sales@cuddleco.co.uk www.cuddleco.co.uk
BABYSTYLE
The Oyster Ocean Rocker features O and U swing motions with three speeds, plus a W swing motion with one speed, alongside a timer with 15, 30 and 45-minute settings and a music function with three volume levels. With two adjustable seat height positions, the Ocean Rocker can also convert into seat mode by removing the harness, making it suitable for children up to 30kg. Available in Buttermilk, Mink and Stone.
info@babystyle.co.uk
www.babystyle.co.uk
NURSERY FURNITURE
SNÜZ
BTL DIFFUSION
BTL Diffusion UK is excited to introduce its latest arrivals from Petit Artichaut. The Birth Frame beautifully displays baby’s photo, prints and first keepsakes in one elegant piece. The Light Frame adds a soft glow, personalised with baby’s hand or footprint, name and birth date. The Birth Gift Sets include a keepsake box, cuddly toy or rattle and milestone cards. Thoughtful, timeless gifts that are perfect for the nursery or home décor. Stock arriving end of March - pre-order now.
contact@btl-diffusion.com www.btl-diffusion.com/
Snüz, the trusted family sleep specialist, is launching stylish new colours for baby’s first bed across its SnüzPod5 and SnüzPod Studio bedside cribs. Building on its reputation for design-led nursery furniture, the range introduces six trend-led shades to suit modern interiors. SnüzPod5 arrives in Rouge, Olive and Chocolate, while SnüzPod Studio launches in Santorini Blue, Tokyo Green and Florence (Ember). Each colour is carefully selected and paired with complementary hardware, offering retailers a fresh, contemporary update to this award-winning collection. trade@greensheepgroup.com www.greensheepgroup.com
GRACO
The Graco Sweet2Sleep is an award-winning bedside crib designed for safe, convenient cosleeping. Its lightweight frame and dropdown side keep baby close for nighttime cuddles, while mesh sides ensure airflow and visibility. Suitable for newborns up to six months (9kg), it features a 4-position tilt to ease reflux and 11 adjustable heights with a safety strap for secure bedside attachment. Available in ‘Oatmeal’, Sweet2Sleep helps parents enjoy safer sleep routines. RRP £80.
uksales@allisonbaby.co.uk www.gracobaby.eu/uk
BABYBJÖRN
The BabyBjörn Bouncer Balance Soft in Light Grey combines comfort and functionality. Its ergonomic design supports the head, neck and back, while the baby can rock naturally and gently without electricity. The Tri-Fabric seat— soft 3D Jersey, airy 3D mesh and recycled polyester-cotton blend—ensures comfort and practicality. Suitable from newborn up to around two years with three adjustable height positions, it requires no insert for the smallest babies. The bouncer is foldable for easy transport and the fabric seat is machine washable.
CuddleCo is evolving to meet the needs of modern parents, broadening its offer from core nursery pieces into nursery accessories, playroom furniture and playroom play, and extending into toddler and early years living. Head of product Catherine Paul talks PPS through CuddleCo’s latest launches, and shares how balancing longevity, functionality and aesthetic appeal in the design process is helping position the brand as a trusted parenting partner from babyhood to beyond.
BEAUMONT: EFFORTLESS LUXURY
A statement nursery range for families seeking enduring elegance that transcends trends, CuddleCo’s flagship Beaumont range was a talking point at the 2025 Harrogate Nursery Fair.
“Drawing on UGC and broader customer insights, we noticed that many parents were styling larger nursery spaces, where proportion really matters,” says Catherine. “We realised there was scope for a furniture range on a grander scale, with larger pieces that would offer longevity – which customers
are increasingly demanding – so we designed a triple wardrobe and a wider chest of drawers, paired with our convertible cot bed that transitions into a toddler bed (Beaumont) or day bed (Beaumont Grand).” The range also includes a shelf and storage box.
“We’re also seeing that even in contemporary-style homes, parents tend to favour a romanticised look for the nursery. The Beaumont delivers that through its nods to classic Georgian style, such as its soft white finish and elegant cornicing and plinths.”
CuddleCo’s USP is bringing a modern sensibility to classic forms, and the Beaumont is no exception.
Right: CuddleCo’s new play offering includes products designed to encourage active, imaginative and creative play.
Inset: Beaumont delivers timeless elegance through its Period-style detailing and grand proportions.
“The beehive handles are a typical period design, but we’ve produced them in chrome, referencing the current trend for mixed materials,” explains Catherine.
“The Beamont Grand, one of two cots in the range, features a solid panel on one side, which means the cot makes a true style statement when you enter the room. When it transitions to a toddler bed it resembles an elegant day bed.”
The Beaumont drawers glide effortlessly with soft-close runners, while the wardrobe closes silently, minimising noise and helping keep baby undisturbed.
“We’re super-proud of this range,” says Catherine. “We’ve succeeded in delivering an elevated look at a price point that is accessible.”
BURFORD: COUNTRY CHARM
CuddleCo’s Burford range is rooted in a timeless country aesthetic that brings warmth and familiarity to the nursery.
“Coastal and cottage style are hugely loved in UKI, and they’ll never go out of fashion,” says Catherine. “With Burford, we’ve embraced both looks, with a cot, wardrobe and dresser in white with oak detailing, which suits airy interiors, or entirely in an oak-effect finish for a cosy, homely feel.
“The white we’ve chosen is a beautiful Cornish white. It looks fabulous in sunshine, but it has a warmth to it that means it never looks cold and grey on gloomier days.
“Again, the range is about leaning into that romanticised vision of the nursery. Burford has gentle lines that make it easy on the eye. It appeals to customers wanting that classic, unfussy Shaker-style look. With this range, parents can be confident they’re investing in something with an enduring appeal that’s not going to date as their child ages.”
CLARA LUXE: GROWING UP IN STYLE
One of CuddleCo’s best-loved ranges, Clara has been extended with options for older children and beyond. Catherine explains: “We realised with Clara that there was a real opportunity to extend into ‘first bedrooms’, so we’ve introduced a single bed – in our popular Cashmere & Ash colourway or White & Ash – a bedside table and a storage box. We’ve also designed a triple wardrobe and a sixdrawer dresser to suit more spacious rooms. Again, it’s about joining our customers on their journey as their family grows, considering
what their needs might be and offering them long-term options and value for money.”
PLAY PRODUCTS: FUN FOR 1-6 YEARS OF AGE
For 2026, CuddleCo has extended its offering with new products designed to encourage active, imaginative and creative play. These include Soft Play Balance Beams, Ball Pits and Cubes, Pavilion Play Tents, Play Houses and Pop-Up Play Tunnels. Also new this year is a range of playroom furniture ranging from desks to table and chair sets – all available in a trend-led shade of off white.
“Our play collection is designed to grow with your child, starting from 12 months,” says Catherine. “Soft play supports crawling and climbing, with tents and playhouses naturally becoming part of their world as imaginative play develops. As they move into preschool and school years, desks and furniture help create spaces for drawing, reading and independent play – creating a setup that adapts as they grow. We’ve kept the colour palette complementary across the whole range, so you can bring new pieces into your home and everything will feel seamless.”
CuddleCo’s play range has been designed to offer superior quality and practicality at a competitive price. “The soft play pieces are made from a hardwearing faux leather, and come with built-in extra ‘bounce’,” says Catherine. “The craft tables are finished with high-quality water based paint and are easy to wipe down. We’ve created craft tables for one, and also a larger version, for two children to sit at together. Again, we’re trying to think about serving parents as their family expands.”
ETTA CUDDLE: MORE ROOM TO RELAX
A true statement piece, the Etta chair has been joined for 2026 by a wider version – the Etta Cuddle Chair – and a coordinating footstool, allowing older children and their parents to cosy up together in comfort.
“It’s a nod to the love seat, which is trending right now, but it’s also about tapping into the concept of ‘buy once, buy right’,” says Catherine. “The nursing stage is relatively short lived, but the Etta Cuddle Chair has a role far beyond that, as a place to snuggle with your little ones for bonding or storytime.”
Right: The Burford cot bed in toddler bed mode.
Far right: A wider version of the Etta, the Etta Cuddle Chair is perfect for bonding or storytime, says head of product Catherine Paul.
Left: The Clara range has been expanded to cater for growing families, with a first ‘big’ bed, a wider wardrobe and a six-drawer dresser.
The Progressive Preschool Awards take place on Tuesday 10 November 2026 at The Royal Lancaster, London
Now in its 14th year, the PPS Awards is a hugely popular ceremony that sees all sectors within the preschool product and retail sector come together to network and celebrate the past year’s achievements. It is attended by over 450 guests each year and is considered to be an unmissable date in the calendar for suppliers and retailers across toy, nursery, gift, apparel, publishing, licensing and beyond.
Categories now open for entry
The PPS Awards recognise retail and product excellence in addition to marketing prowess and people power. The nomination and voting process is done online and utilises the experience and knowledge of experts in the sector. This ensures that the upmost integrity is maintained.
Product Awards – judged by major, online and independent retail buyers
Marketing Awards – judged by PR / marketing experts
Retail Awards – judged by suppliers
The Retail Award Categories
• Best Supermarket Retailer of Preschool Products
• Best Multiple Retailer of Preschool Products
• Best Mixed Retailer of Preschool Products
• Best Department Store Retailer of Preschool Products
• Best Online Retailer of Preschool Products
• Best Independent Nursery Retailer
• Best Independent Apparel Retailer
• Best Independent Toy Retailer
• Best Independent Giftware Retailer
• Best Retail Newcomer
Book tickets or tables now to avoid disappointment
The Product Award Categories
• Best Preschool Apparel or Accessories Range
• Best Preschool Non-Licensed Toy Range (12m+)
• Best Preschool Licensed Toy Range (12m+)
• Best Preschool STEM/Educational Range
• Best Preschool Publishing Range
• Best Preschool Home or Furniture Range
• Best Preschool Gift Range
• Best Wheeled Goods Range
• Best Car Seat Range
• Best Preschool Essentials Range
• Best Infant Development Range
The Special Awards
• The Eco Award
• The Marketing Award
• Best Preschool Retailer Initiative
• Outstanding Achievement Award
“It's an absolute honour to accept the award for Best Supermarket Retailer this year. Preschool is an area of particular focus and strength across Asdaand George and this award is testament to all the incredible teams across our business that work to deliver the most credible and thought through product range for our super important tiny preschoolers and their care givers.” Venetia Hammonds, assistant buyer, Asda
“We were delighted to receive Best Department Store Retailer of Preschool Products at the Progressive Preschool Awards again this year! We are so glad that the nursery, toys and preschool ranges that we carefully curate for our customers, as well as our service is being recognised.”
Roseanne Winthrop, buying manager, John Lewis & Partners
2026 Sponsors include
"We are truly honoured to receive the Best STEM or Educational Product. Our gem block set embodies our commitment to fostering creativity and critical thinking. We believe that play is a powerful tool for education, and this recognition inspires us to continue developing innovative products that ignite curiosity and spark imagination in every child.”we are so thankful to have won.”
James Shepherd, ceo, Commotion
"We are absolutely thrilled that the CYBEX Balios S Lux has been recognised at the Progressive Preschool Awards. The win is a testament to our commitment to combining style and safety and we're proud to see the passion also being celebrated by the industry. A heartfelt thank you to the judges and to everyone who put on an amazing ceremony."
Luke Burns, general manager UK &Ireland, Cybex|
WELL READ
With 2026 being the National Year of Reading, fostering a love of reading from a young age is firmly in the spotlight. PPS speaks to a variety of book and magazine publishers about how they are encouraging a lifelong love of reading, creating truly accessible books and breaking down barriers.
Focusing on children reading books is so important from a young age,” Nic Moore and Jo Joof, founders of Jo & Nic’s Crinkly Cloth Books, tell PPS. “Preschool books need to be simple, bright and bold. Rhyming text helps children learn through rhythm and tone.”
The company’s crinkly newspapers – which introduce babies to the world of literacy – have a sensory aspect, with the crinkly pages aiming to grab the attention, encouraging them to turn the pages which is a crucial skill for toddlers’ fine motor skill development.
The main focus in 2026 is on a new series with popular preschool property, Bing, which is due to hit the shelves in August. “We have many years of experience working in children's publishing within the licensing sector, so adding Bing to our own range of Crinkly Newspapers and Comics is really exciting and welcomes a whole new customer audience,” comment Nic and Jo.
Despite 2025 being a year when families were put under increasing pressure financially, Macmillan’s books for babies and toddlers actually outperformed the market. “We understand that parents are searching for investment books; board books that
offer both fun and high play value, as well as supporting their child through early developmental milestones,” says Fiona Macmillan, publisher at Macmillan Children’s Books.
This year is shaping up to be “one of our most exciting years” for Campbell Books – which specialises in books for 0-5s – comments Fiona. It will be introducing Jo Lodge’s Baby Plays series, specifically engineered for the youngest eyes and curious hands; Axel Scheffler will move into the Magic Painting range, with the new titles featuring Axel’s artwork; plus it will continue to build on its Camilla Reid publishing, with a new series, Nell and Beany by Camilla and illustrator Kate Hindley, aiming to bridge the gap between a toy and a first story book. Then, of course, there will be the launch of Gruffalo Granny, the first new Gruffalo story for 20 years.
“It’s fun to see books being paired
Above: Sweet Cherry and Every Cherry grew its licensing publishing list substantially in 2025, and is working with Hasbro on the first SEND symbolised Peppa Pig book this year. Below: Crinkly Cloth Books will launch its new Bing series in August.
with complementary products,” says Fiona, when asked how toy and nursery retailers can make the most of preschool books. “So No More Nappies next to potty-training gear or a Jo Lodge Baby Plays book next to newborn clothing. Books can be the perfect ‘basket filler’; they can increase the average transaction value and provide a high-quality, lower-pricepoint option for gift-givers.”
HarperCollins Children’s Books won Best Preschool Publishing Range for its The Adventures of Paddington series at last year’s Progressive Preschool Awards, and is looking to further expand the range in 2026. The company will also be publishing a picture book and sticker book to coincide with PAW Patrol: The Dino Movie; a range of titles to celebrate the centenary of Winnie the Pooh; plus extensions in the Mr. Men Little Miss series.
“A successful preschool book needs a good hook, brilliant storytelling, compelling characters that reflect the world around us, imagination,
PRODUCTS
PUBLISHING
MACMILLAN CHILDREN’S BOOKS
Meet Nell and Beany, a cute cat and dog duo who love adventures!
In Nell & Beany: The Big Fish, the friends go on a fishing trip. This charming, action-packed adventure for preschoolers features a readaloud rhyming story and lots of interaction with sturdy tabs and a wheel to push, slide, and turn, guaranteeing plenty of fun. From bestselling preschool author Camilla Reid and award-winning illustrator Kate Hindley, this book is a perfect fit for storytime. Not only will Nell and Beany encourage an early love of reading, but with all its interactive elements it’ll support development through interactive play too. www.panmacmillan.com/
NURSERY TIMES
MAKE BELIEVE IDEAS
Make Believe Ideas and ZSL London Zoo have launched a collaboration in honour of ZSL’s landmark 200th anniversary. This new collection celebrates some of the world’s most at-risk species, from the red panda to the pygmy hippo. This partnership brings together Make Believe Ideas’ passion for creating innovative books with ZSL’s inspiring mission to protect wildlife around the globe. The range includes various books and plush toys. London Zoo is part of ZSL, the science-driven conservation charity working to protect and restore wildlife and around the world.
Paddington has lost his favourite hat and needs your help to find it in this wonderful felt-flap adventure based on the award-winning TV series, The Adventures of Paddington. It’s a perfect introduction to the brand for younger fans, with vibrant artwork, sturdy board pages, soft felt flaps, and the key brand values throughout: kindness, humour, friendship and family. Children will love joining Paddington as he searches Windsor Gardens, trying on multiple wrong hats along the way!
www.harpercollins.co.uk
Nursery Times offers over 100 crinkly cloth books for babies, designed like little newspapers and comics. Soft, lightweight, and filled with bright illustrations and playful rhyming text, they capture little ones’ attention with a fun crinkle sound that sparks curiosity. Encouraging babies to turn pages supports fine motor skill development, while listening to rhymes helps early reading through rhythm and tone. Each book comes packaged in a gift envelope, ready to mail, making them a delightful and educational keepsake for young children.
Topsy and Tim: Go on an Aeroplane by Jean and Gareth Adamson, is a charming introduction to flying for young children. Follow the twins on their first plane journey as they explore the airport, meet friendly flight attendants and the pilot, and discover what happens onboard. Perfect for holidays, this reassuring story helps prepare little ones for their first flight. A refreshed classic, it continues to guide families through exciting first experiences.
www.ladybird.co.uk
authenticity, and most of all humour,” says Annie Walwyn, editorial director, media brands at HCCB. “Ranging books alongside other preschool products creates a convenient onestop shop for time-poor shoppers. It helps boost brand awareness, keeping all crosscategory product together. Book and plush have historically done well as gifts at key seasonal moments.”
Little Brother Books has “dramatically increased” its preschool publishing portfolio recently, says md Matthew Reynolds. Its new board book series, Funny Things Happen, is designed to make parents and children giggle together at funny and surprising things that can happen in everyday situations, while the new Mega Stickers Scenes Range with Little Sindy and Paul includes 250+ reusable stickers and 10 ‘mega’ sticker scenes.
Every Cherry – an imprint of Sweet Cherry Publishing – has recently announced the first Special Educational Needs and Disabilities symbolised Peppa Pig book.
“Designed with accessibility at its core, the book supports shared story
The licensing lowdown
experiences and helps more children and families engage with reading in ways that work for them,” explains Emma Steel, head of the Every Cherry imprint. “It will be the first title in an expanding range of SEND-friendly books that champion inclusive storytelling.”
The launch title – Hearing Test – follows Peppa’s brother George and the family as they learn more about his moderate hearing loss and as he begins wearing a hearing aid. Emma continues: “Designed with children like George in mind, the book supports young readers with hearing loss, including those who use hearing aids, to see themselves reflected in the story. Positive representation in children’s books plays an important role in helping young readers build confidence, understanding and a sense of belonging.
“The book has been carefully designed with accessibility in mind, using tested features that support and enhance the reading experience. Dyslexia-friendly fonts, a predictable format and sensory elements on the cover ensure the book goes above and beyond to remove as many barriers to
When asked how important licensing is in the preschool publishing sector, Story House Egmont’s Laura simply says “extremely”, adding “parents want brands they can trust. It’s crucially important.”
HCCB’s Annie concurs: “Licensing is essential to the preschool publishing sector. It enables fans to engage better with the brands they love. It also offers a brilliant entry point for reluctant readers who might have previously never picked up a book. Research shows us that reading for pleasure is key to children’s future success in life. If a licensed preschool book can help children fall in love with reading from a young age and give them confidence to pick up their next book then that is priceless.”
Little Brother Books’ Matthew believes that licensing gives products the ‘X’ factor and instant visibility in-store, while Every Cherry’s Emma says that there is a “huge appetite” for licensed books. “When children can see their favourite characters across different platforms - from television and digital media to books - it creates a truly magical experience,” Emma says.
Left: HCCB has evergreen brands including Paddington and Winnie the Pooh in its portfolio.
Below: Macmillan Children’s Books focused on its core strengths of trusted author brands and innovation to maintain market position last year.
reading as possible, while still keeping the magic of Peppa at its heart.”
Moving into the magazine space, Story House Egmont’s preschool portfolio generates over £1.3 million RSV every month. For 2026, it has been working closely with Hasbro to launch a special issue of its flagship Peppa Pig magazine (featuring George’s hearing journey), while it will be cheering on Daddy Pig as he runs the London Marathon in April with a special issue of Peppa Pig Play Pack.
It will also be launching the Thomas & Friends Play Pack and publishing a Stitch preschool issue in May. In addition, the company will be marking the 10-year anniversary of its PAW Patrol magazine.
“The children’s magazine sector is outperforming the total magazine market and is currently the second largest sub-sector after TV listings,” comments Laura Adnitt, publishing and global brand management director at Story House Egmont. “The print market for young families continues to be strong and we think this is because magazines offer an appealing off-screen alternative for children. Magazines are a treat with benefits. As well as being entertaining and encouraging purposeful play, the visually led magazine style of content helps with the development of soft learning skills, which in turn helps young children to be school ready.”
Below: Little Brother Books has introduced a new board book series, plus Mega
Left: Story House Egmont’s preschool portfolio generates over £1.3m RSV every month.
Sticker Scenes, alongside its annuals offer.
versadrift™
360° wheel 4 in 1 pram suitable from birth to 22 kg
The hardworking multitasker that makes adjusting to your baby’s ever-changing needs a breeze. With just a push of a button, all four wheels spin 360°, making every adventure glide in any direction.
push, swivel, glide. smooth strolling redefined. Share the joy at joiebaby.com
CYBEX
Built for both urban streets and outdoor adventures, the CYBEX Talos S Lux stroller delivers versatility, comfort and durability. Its innovative one-shell seat adapts from a lie-flat newborn cot to an upright toddler seat, with parent or forward-facing options. An XXL UPF50+ canopy offers all-weather protection, while advanced suspension and puncture-proof tires ensure a smooth ride on any terrain. Travel system ready, it pairs with a Cot S Lux or CYBEX infant car seat for effortless journeys from day one. emea-ukcontact@columbustp.com www.columbustp.com
GRACO
NURSERY
ENESCO
Contemporary giftware supplier Enesco is thrilled to launch a new children’s dinnerware collection, bringing Beatrix Potter’s beloved Peter Rabbit to family mealtimes. Designed in the UK with traditional artwork, the range includes a 5-piece set plus Sippy cup, Egg cup and Spoon set and snack box. Durable, practical and microwave and dishwasher-safe, every item is kerbside recyclable. Combining heritage with modern functionality, this charming collection invites families to share stories, celebrate tradition and enjoy a touch of timeless literary magic at every meal.
uksales@enesco.co.uk
www.enesco.co.uk
CHICCO
RKW introduces the Chicco Bento Booster Seat, designed to bring little ones to the family table from six months to three years. Lightweight and compact, it’s ideal for home or travel, offering a practical alternative to a highchair. An adjustable height and removable tray support growing children, while a padded, washable insert ensures comfort. Easy to fold and store, it combines convenience with modern design. Backed by Chicco expertise, it also includes a reassuring three-year guarantee. sales@rkwltd.com www.rkwltd.com
The Graco Tavira and Revaya travel systems offer convenient, affordable solutions for modern family life. Suitable from birth to four years, both include the SnugLite Eco i-Size R129 infant car seat for a complete setup. Tavira focuses on fuss-free practicality with a onehand fold and easy car seat attachment, while Revaya adds a reversible handle for extra flexibility. Both feature reclining seats, UPF50+ canopies, storage baskets and everyday comfort, delivering reliable performance and excellent value for families everywhere today now. uksales@allisonbaby.co.uk www.gracobaby.eu/uk
JOIE
Breeze through every day with the latest lightweight umbrella stroller from Joie, made for life on the go. Suitable from birth up to 15kg, couri is a forward-facing stroller with a with a flat reclining seat that makes it ideal for little ones that still need to snooze on the go. The all-wheel suspension will keep them riding in comfort on even bumpy terrain, while the adjustable canopy will keep them sheltered from the elements. Whether they want to take in the sights or sit back and relax, the multi position corded recline has an option to suit them.
uksales@joiebaby.com www.joiebaby.co.uk
NURSERY
JOIE
Introducing the i-Spin 360 Max from Joie, a versatile car seat designed to support children from birth to around 12 years. Offering long-term value, it features rear-facing use from 40–105cm, forward-facing with a 5-point harness up to 105cm, then converts for seat belt use up to 150cm. A smooth 360-degree rotation with Simple Swivel activation ensures easy access, making everyday journeys more convenient while delivering safety, comfort and peace of mind for parents.
uksales@joiebaby.com www.jopiebaby.com
LITTLE’N
ICANDY
iCandy launches the Core 2, its most premium single pushchair yet, combining comfort, style and effortless functionality for modern parents. With a sleek, minimalist design, it’s available in three trend-led colours: Storm Grey, Sandstone and Black, paired with a Matte Jet Black chassis. Alongside the Core 2, iCandy introduces the Cocoon 360, a next-generation child restraint system with a lightweight infant carrier, adjustable headrest, side impact protection, multiple recline positions and ISOFIX base, ensuring safety, convenience and style from birth to toddlerhood. iCandy.sales@icandyuk.com www.icandyworld.com
BESAFE
BeSafe Stretch² is the evolution of BeSafe’s bestselling car seat, combining the safety that made the original a European test winner with enhanced comfort, a refreshed EXO frame and new SoftBreeze colours. Stretch² lets children travel rear-facing from 6 months to 7 years (36 kg) with adjustable legroom and five recline positions. The new Ergo Cushion provides back-friendly support, while the rigid frame absorbs collision energy. Flexible installation and sustainable design make Stretch² a long-lasting, awardwinning choice for families. support.uk@besafe.com www.besafe.com
Babywear designed with sustainability and ethics at its core. Crafted from 100% organic cotton and produced in partnership with certified suppliers who uphold rigorous standards. Each garment is soft, durable and built to be worn, washed and passed on, minimizing waste. From design and production to packaging and shipping, continuous improvements drive better practices. Committing to a sustainable journey ensures products that are responsible, high-quality and built to last, meeting the growing demand for ethical, durable babywear. info@littlen.uk www.littlen.uk
LITTLE MONSTERS
Wrap babies in the plush comfort of the My Little Monsters 100% Organic Cotton Baby Hooded Towel. Crafted from 400 GSM GOTScertified organic cotton, it offers a soft, highly absorbent and fast-drying solution ideal for delicate, sensitive skin. Measuring 100x100cm, this durable towel is designed to last through the early years, providing reliable performance after bath time. Combining practicality with sustainability, it is an essential everyday product for families seeking comfort, quality and eco-conscious baby care. hello@mylittlemonsters.co.uk www.littlemonsters.co.uk
BABYBLISS
The Bliss Jump Sleeping Bag with Legs from Baby Bliss is designed for active children aged 6 months to five years who move in their sleep or love to play before bedtime. Made from 80% GOTS-certified organic cotton and 20% BCI cotton, it features non-slip gaiters that convert to socks or leave the sole exposed. Certified to BS EN16781:2018 and TOG-rated, it offers safety, comfort and eco-friendly design. Thoughtful details, durable zippers and playful designs make it a sustainable, cozy sleep solution. contact@babyblissbags.co.uk www.babyblissbags.co.uk
JOVIKIDS
NURSERY
JOVIKIDS
JoviKids has introduced the Ayla, a compact, airline-approved stroller designed for modern family travel. Meeting IATA cabin size guidelines, it folds automatically with one hand into an ultra-compact shape, ideal for flights, public transport and busy days out. Suitable from birth to 22 kg, it combines lightweight strength with comfort, featuring multiple reclines, puncture-proof wheels, ventilation and a UPF50+ canopy. Carseat adapters, including compatibility with the JoviKids Aria, create a full travel system, complete with footmuff, cupholder and travel backpack.
Sales@norababyuk.com www.norababyuk.com
TFK
Inspired by the Audi e-tron GT, the TFK mono3 Audi Edition combines sporty elegance with everyday versatility. Distinctive waterfall stitching, derived from the vehicle’s seats, enhances both comfort and visual appeal. The newly designed wheels echo Audi’s iconic rims, blending stability with agility. An aerodynamic frame, premium materials and all-terrain performance ensure reliability from birth onward. Developed in collaboration with Audi, this threewheeled stroller sets new standards in style, innovation and functional excellence for modern families.
Sales-uk@tfk-buggy.com www.tfk-buggy.com
JoviKids has expanded its travel-ready range with the Ayla Twin, a premium double stroller designed for growing families. Suitable from birth up to 22kg per seat, its spacious side-by-side seats feature independent recline settings for personalised comfort. Large puncture-proof wheels ensure a smooth ride across city streets and park paths, while UPF50+ extendable canopies provide sun protection. A lightweight frame, easy fold and roomy basket make the Ayla Twin a practical solution for everyday family life.
Sales@norababyuk.com www.norababyuk.com
INGLESINA
Designed with baby wellness at the heart of every product, Inglesina’s latest collection brings together modern styling and meaningful functionality. The Aptica in Essence Mokka pairs refined aesthetics with everyday practicality, while the Darwin Infant Recline supports a near lie-flat position, now enhanced with an improved recline for greater comfort and posture and a lighter design for easier everyday handling. The collection shaped around the needs of the baby offering a more considered point of difference.
sales@cuddleco.co.uk www.cuddleco.co.uk
VTECH
With the new award-winning LeapFrog LF5817HD ultra smart video baby monitor, parents can stay connected to their baby whether they are at home or on the go. Experience the ultimate in video quality with our camera’s 1080p high-definition transmission. With the 7” HD 720p LCD colour screen, you can observe every movement with peace of mind with all of the latest technology in monitoring. Enjoy a monitor that grows with the baby, starting with the worry-free floor stand that provides a corner-to-corner view of the cot or moses basket, then simply transition the camera to a table mount when a direct over-the-cot view is not needed.
joel.lucy@vtecheurope.com www.leapfrog.com
TRIXIE
BEBELEPHANT
Shusher is a trusted range of baby sleep and soothing products designed to calm fussiness and support better rest. Inspired by the natural ‘shushing’ sound babies hear in the womb, the collection helps little ones relax and fall asleep faster. At its core is the portable Baby Shusher sound machine, alongside innovations like Firefly and Sloth. Combining gentle sound with comforting design, Shusher offers retailers a proven, parent-approved solution for easier bedtimes and more restful sleep. Available to stock or dropship – no MOQ.
info@bebelephant.com www.bebelephant.com
VOKSI
Launching in the UK in May 2026, the Voksi Huddle is a brand-new baby carrier designed to make everyday babywearing effortless. Worn like a jacket, simply place baby inside, zip up and go. Designed with babywearing experts and real parents, it’s suitable from newborn with no extra inserts needed and adjusts easily from the front. AGR-certified as back-friendly and ergonomically approved for both baby and parent, it delivers comfort and simplicity. A Red Dot Design Concept Award 2025 winner, it will be available in three colours. support.uk@besafe.com www.besafe.com
Meet Trixie’s newest animal friends: Mrs. Peacock, Mr. Giraffe and Mr. Alligator. In cheerful colours and playful details, they appear across a matching set of everyday essentials: from backpacks and drinking bottles to lunch boxes and snack boxes. Eager to join little explorers on every adventure. Practical, easy to use and always ready to make the next outing feel a bit more playful.
Josh.Reed@trixie-baby.com www.trixie-baby.com
KAOS
KAOS introduces the updated KLAPP Newborn Seat collection, now available in a range of contemporary colours to complement its highchair. Suitable from birth up to 9kg, it lets babies join family mealtimes from day one. Designed with comfort and safety in mind, it features a 5-point harness, washable cushions and anti-tilt protection. Made using high-quality, recycled materials, it offers a sustainable choice. The refreshed palette includes neutral and bold tones to suit modern homes.
hello@itskaos.com www.itskaos.com
@Prog_Preschool
P r e s c h o o l N e w s . n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
P r e s c h o o l N e w s . n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
PreschoolNews.net is the online resource for the preschool product and retail sector. From the publishers of Progressive Preschool magazine and the organisers of the Progressive Preschool Awards, this website and e-newsflash portal provides the very latest news, views, and analysis across the preschool product and retail sector.
With an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash lands directly in the inboxes of everyone in this fast-paced industry.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
A modern, easy to navigate website provides a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.
P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.
PreschoolNews.net is published by preschool sector experts, for preschool trade experts.
Brought to you by the publishers of
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ADVERTISING AND COMMERCIAL
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Preschoolnews.net is published by preschool sector experts…
Preschoolnews.net is published by preschool sector experts…
TOY PRODUCTS
FINEST FOR BABY
Happy Horse unveils a joyful wave of new launches, designed to delight little ones. Meet the charming new Cat, Chicken, Monkey and Kangaroo, plus the perfect Cozy Duck in a beautiful soft yellow, made for gentle cuddles. The much-loved Dog returns in a fresh, stylish colour-way, while bestseller Richie Rabbit hops in with two brand-new colourways, complete with playful printed ears. Perfect for gifting, comforting and for families everywhere to adore.
Sales@Finestforbaby.co.uk www.finestforbaby.co.uk
CONNETIX
SPIN MASTER
PAW Patrol: The Dino Movie roars into theatres this summer and Spin Master reveals two dino-mite toys inspired by the film’s prehistoric adventure. Dino Mobile HQ transforms from vehicle to command centre, featuring lights, sounds and Chase with his ramp launcher. Megasaurus Dino Vehicle surprises with a 2-foot inflatable dino, movie sounds and repeatable play. The full toy collection launches 1 July 2026, ahead of the film’s 14 August release. www.spinmaster.com
COMMOTION
The new Shape Lacing Jewels from tickit are a set of colourful sparkling treasures designed to inspire creative play while supporting early development. Includes 36 doublesided jewels in six geometric designs and vibrant colours, set within smooth FSC certified beechwood surrounds, plus three laces. Children can thread, sort, stack and create patterns, developing fine motor skills, hand–eye coordination and pattern recognition. With strong visual appeal and open-ended play value, they make a delightful takeaway toy to keep kids entertained. info@commotion.co.uk www.commotion.co.uk
The Pastel Portal Pack opens up exciting possibilities for CONNETIX play, unlocking new ways to build and create. Featuring eight signature pastel colours, this pack includes three different-sized square tiles purposefully designed to nest neatly together. The large and standard Portal tiles feature a distinctive open-frame design with magnetic connection points on both the inner and outer edges, while the mini squares are powered by CONNETIX Smart-Spin technology, allowing magnets to rotate up to 360 degrees for building in new directions and exploring more complex constructions. wholesale@connetixtiles.com www.connetixtiles.com
RAVENSBURGER
Joining the BRIO World offering is the Cargo Gemstone Set, which brings wow-factor to railway fun with its colour-changing accessories. With 14 included pieces, the set features a yellow and red engine and driver, as well as a cargo wagon. The gemstone mine is full of secrets to discover. The ‘magical’ gemstones change colour when heat or cold is applied! The set is compatible with other sets in the BRIO World system and is suitable for children from age three years.
sales@ravensburger.com
Right: Honor Davidson.
Honor Davidson, head of marketing at Commotion, on keeping the plates of marketing spinning, taking charge on photoshoots and never being afraid to ask the stupid question.
“LIFE IS SHORT. TAKING TIME OUT TO REGROUP IS IMPORTANT”
HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE?
Just over three years as head of department and 15 years in total at Commotion.
WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?
Wow, that's hard. Keeping the plates of marketing spinning is a daily achievement. Heading up a fantastic creative and driven marketing team, who constantly produce innovative and compelling content, is what I'm most proud of.
FAVOURITE PART OF THE JOB?
Favourite - and most challenging – are the photoshoots. It is so rewarding to watch and learn from children engaging naturally and instinctively with our toys, and we are really proud of our unique and genuine photography.
WHO IS THE UNSUNG HERO OF THE COMPANY?
We couldn't function without Gilly. She keeps everyone and everything in order - and has the most infectious laugh on the planet.
WHAT IS THE BIGGEST CHANGE WITHIN THE NURSERY/PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?
This is hard to say as we're relatively new to the retail
sector; our main business historically has been with suppliers of schools and nurseries.
WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN?
Never be afraid to ask the stupid question. I don't always follow it, but I never regret it when I do.
BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?
Life is short. Taking time out to regroup is important.
WHAT THREE WORDS WOULD YOU USE TO DESCRIBE YOURSELF?
Patient, busy, optimistic.
Above: The tickit Lighthouse Island set was a key focus for Commotion at Nuremberg toy fair this year.
BUSINESS REPORT
“Trading has been super exciting so far. It’s been interesting to see how consumer spending differs from in-store to online. We’ve learnt a lot and changed the store around to better accommodate customers and our wide product range.”
MOST WANTED
“Our current best sellers are the Silver Cross Cove, Cybex Cloud T, Doona X, Cozy N Safe Stanford and the Joie Finiti travel system. The list could go on, as the market really does have some amazing products available for parents.”
LOCAL SUPPORT
“People are keen to visit physical stores. With an important purchase like a pushchair or car seat to make and so much information to take in, our customers prefer an in-person visit. We are also seeing people come to independents as they hold a bigger range of brands and models for customers to look at and try.”
CHELSEA BABY IN NUMBERS
With over 22 years of experience in the child car seat and nursery industry in the family, the next generation are now leading the growth of Cheslea Baby. Trading online since 2021 and opening the doors to the first bricks and mortar shop in Brierley hill in 2023, Chelsea Baby offers an extensive range of nursery products spanning prams, car seats, furniture and much more. PPS asks Raj Sanghera for the lowdown on trading so far, trends to watch and the key purchases parents are investing in right now.
TREND WATCH
“It’s all about the fold in the world of prams and pushchairs. Multiple major brands have launched prams with folding carrycots, including Silver Cross, Venicci and Oyster, with more in the pipeline.”
IN NUMBERS
• “We’re an SME and proud. We have a team of 8 people and 1 pup.”
• “We have a varied client base, but most customers buying a travel system spend around £1,000.”
• “We get multiple deliveries a day. Our last big delivery was around 40 boxes.”
• “We refresh our window displays at least twice a month, but sometimes more often if we have new products to show off.”
• “The shop is like a Tardis. It doesn’t look big from the outside but opens up into a huge space.”
BEING SOCIAL
“We are in the social media era and it’s another route to get information to the customer. TikTok and Meta are helping showcase the products to their full potential. Video content can highlight ease of use, size comparison and general functionality.”
accommodate its customers and wide product range.
KEY SUPPLIERS
“Our longest-term supplier is Joie/Nuna and our newest, Momcozy and Inglesina – both of which are doing really well in the store and online. We are always on the lookout for innovative, highquality brands.”
For important purchases likes car seat and prams, customers prefer an in-store visit, says Raj.
ONLINE/OFFLINE
“At the moment, our business split is pretty much 50/50.”
MY HERO
“For 2026 so far, it has to be the Silver Cross Cove. It’s a great product, in beautiful colourways and with some fantastic value bundles.”
Above: Silver Cross is one of Chelsea Baby’s top selling brands.
Above: The Dudley-based store is “like a Tardis”, says Raj Sanghera, who co-runs the business.
Above:
Above: The store interior has been redesigned to better
Above: Chelsea Baby’s offering extends from car seats and prams to nursery furniture, toys and first bikes.
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