Executive Profile

Michelle Fox, senior national account manager at Golden Bear Toys, talks being flexible in business, the changing way children consume content and why the preschool category needs to be more sustainable across the board.

Left: Michelle Fox

“WORK HARD, PLAY HARD”

HOW LONG HAVE YOU BEEN

AT GOLDEN BEAR?

All together almost 16 years.

WHAT IS YOUR GREATEST

ACHIEVEMENT AT THE COMPANY?

The sell into retail of our official London 2012 Olympics and Paralympics plush and plastic ranges.

FAVOURITE PART OF YOUR JOB?

Meeting customers face to face; it is great to have that interaction, far more rewarding than a Teams call!

WHO IS THE UNSUNG HERO

OF THE COMPANY?

All of our sales and customer service administration team, who work tirelessly behind the scenes to ensure complete customer satisfaction.

“Across the board, the category needs to be much more sustainable, so we leave the right legacy for the children playing with the toys produced.

WHAT IS THE BIGGEST CHANGE

WITHIN THE PRESCHOOL INDUSTRY

THAT YOU HAVE SEEN SINCE

YOU HAVE WORKED IN IT?

The different ways in which children consume programmes. In my early days at Golden Bear TV was key, but online media platforms are now incredibly important.

WHAT’S THE BEST PIECE OF ADVICE

YOU HAVE EVER BEEN GIVEN?

Work hard, play hard!

BIGGEST LESSON YOU’VE TAKEN

AWAY FROM THE PAST YEAR?

Be flexible. Covid has put many challenges in the way of businesses and I am proud that Golden Bear have really moved ahead of the times on many occasions; our Virtual Toy Fair is testament to that.

IF YOU COULD CHANGE ONE THING

ABOUT THE PRESCHOOL BUSINESS,

WHAT WOULD IT BE AND WHY?

Across the board, the category needs to be much more sustainable, so we leave the right legacy for the children playing with the toys produced. At Golden Bear we have made huge and significant inroads; all of our plush are now filled with recycled PET bottles, many of our fabrics are recycled, we use soya ink in our packaging and have hugely reduced our plastic packaging. I hope more companies introduce similar changes so there is a real and tangible improvement across the industry.

Lilliputiens creations are full of unexpected details and activities, a constant source of wonder, discovering and learning.

WHAT’S NEW

KALOO

The Kaloo team is thrilled to offer the perfect first teddy thanks to its super soft Perle range. Featuring loveable characters including a peachy-pink mouse, charming cream bear and floppy-eared bunny with a musical twist, there is an option for all new arrivals. Made from the softest plush fabric and presented in a thoughtful gift box with a little area to add a personalised message, the collection makes for a charming addition to any nursery and is the perfect present for any baby shower, newborn or first birthday.

Tel: 0208 8782133 www.kaloo.com

SILVER CROSS

The new Dune pushchair from Silver Cross is a contemporary and compact urban stroller. Crafted with sustainable outer fabrics, Dune is suitable from birth and is compatible with the brand’s award-winning Dream i-Size infant carrier in a range of coordinating colours. Parents can also choose from an unrivalled range of from-birth accessories, including a newborn pod, first-bed folding carrycot and unique compact folding carrycot.

Tel: 0345 8726900 www.silvercrossbaby.com

TONIES

Bing makes his debut on top of the Toniebox this month, with a collection of stories featuring Bing, his carer Flop and all their friends. The new Bing Tonie features dialogue from the original episodes paired with songs from the popular series. With a running time of almost an hour, it’s guaranteed to be a hit with preschoolers.

Emai: sales@tonies.com www.tonies.com BEABA

New from Beaba is its complete set of Baby Food Storage Containers, which can clip together, or stack for storage. The set includes two 60ml, four 120ml and six 200ml containers with lids and two first stage silicone spoons. All containers have airtight lids to preserve flavour and aroma and include a handy graduated measuring scale for accurate portion sizes and they are freezer, dishwasher and microwave safe too.

Email: natalie.jackson@beaba.com www.beaba.co.uk

LILLIPUTIENS

Launching its innovative toy collection in the UK this spring, Lilliputiens is delighted to introduce its best-selling My First Farm soft playset. Including six classic farmyard animals as well as Farm Fons, children will love discovering the cheerful hustle and bustle of life on the farm, making up countless stories and learning as they go. Further to this, the colourful farm is easy to transport anywhere, thanks to the handy closure clasp and handle.

Tel: 0208 8782133 www.lilliputiens.be

WHAT’S NEW

CYBEX

Cybex has launched the Zeno Bike – the perfect 2-in-1 stroller for active families. Suitable for children aged six months to approximately four years, or 22kg, this revolutionary stroller enables parents to take their little ones along for the ride. Only taking a few seconds and without any tools required, it is super easy to switch between the two ways to enjoy the Zeno Bike: Trailer Mode and Stroller Mode. It comes in three modern colors: Maliblue, All Black and Silver Pink.

Tel: 0207 4264938 cybex-online.com

BEBELEPHANT

Doudou et Companie prides itself as being the Doudou, (or blankie) specialist. After a brief interlude, the brand is back in the UK and is being distributed by bébélephant. Each creation is imagined and prototyped by professional stylists with traditional and chic French knowhow which cultivates its original values of creativity, quality, security, innovation and softness.

Tel: 020 82021467 www.bebelephant.com

DREAMTEX

Dreamtex is introducing coverless duvets into its homewares collections this summer and is launching with an official Jurassic World dinosaur themed reversible set with matching pillowcase. The coverless duvets are easy to pack and come with a matching drawstring bag, making them the perfect accessory for every sleepover and handy for holidays. The duvet is 4.5 Tog and is machine washable so there’s no fuss with changing sheets.

Tel: 01257 220302 www.dreamtexltd.com ICKLE BUBBA

Ickle Bubba’s award-winning Discovery stroller will launch in three new colourways this May, along with a range of accessories for strollers. Best known for its lightweight portability and durability, the Discovery stroller will launch in Dusky Pink with a rose gold chassis and Teal or Graphite grey with a matt black chassis. Weighing in at just 7kg, the Discovery is designed for everyday adventures from school runs to shopping, or travelling abroad. Suitable from six months up to 22kg, the stroller has a range of enhanced features to make travel easier.

Tel: 07960 402663 www.icklebubba.com

SILVER CROSS

Suburban, sustainable and stylish, the new Reef from Silver Cross is a refined and functional multi-terrain travel system, offering the ultimate in baby comfort. Newborn ready with a lie-flat seat, Reef can be used with the brand’s award-winning Dream i-Size infant carrier which comes in coordinating colours. Parents also have a choice of two newborn accessories, including a newborn pod and first-bed folding carrycot.

Tel: 0345 8726900 www.silvercrossbaby.com

WHAT’S NEW

ROCKIT

The team behind Rockit sleep aids has always designed its products to be as portable as possible. This makes them ideal for taking on holiday and helping little ones to sleep in unfamiliar or noisy settings. So, whether mums and dads need a Rockit to rock the stroller when having a paella out, or a Wooshh sound soother to mask the sound of a nearby holiday disco, Rockit sleep aids are there to help.

Tel: 07588 717000 www.rockitrocker.com

RED KITE GRACO

This brand new Baya Bouncer from Red Kite is available in two great colour options, Dove Grey and Blush Pink. A soft padded quilted seat helps to support baby and allows them to bounce happily with the self bounce action to develop muscle strength. It has an adjustable lie back position and folds flat for storage. Includes toy bar with cute character new friends for extra value and play time.

Tel: 01454 326555 www.redkitebaby.com

MERRYGOROUND

Bright Bots has launched 100% cotton brightly coloured 90 cm x75cm receiving blankets. Available in red, yellow, or turquoise these blankets co-ordinate with the unisex Bright Bots muslin squares. A lovely gift for those who want a little colour in their lives. Available from Merrygoround.

Tel: 01295 810008 www.merrygoround.co.uk

Oozing curbside coolness and class, the Breaze Lite 2 Stroller from Graco, suitable from birth to 22kg (around four years), now comes in a new Couture Fern fashion fabric. This award-winning compact and lightweight stroller, weighing only 6.5kg, is packed with clever features. Featuring a full-size canopy, multiposition recline, roomy storage basket, removable bumper-bar, easy-release front swivel-lock wheels and a compact fold, Breaze Lite 2 is a perfect choice for busy families. It also converts into a road-trip-ready travel system with the simple addition of the Graco SnugEssentials i-Size car seat which is sold separately.

Tel: 0800 9520063 www.gracobaby.eu

TRENDS UK

Trends UK is very excited to introduce its new range of Paint Pop Paint Sticks. The perfect introduction to painting and doodling, creative kids can paint away the mess-free way. Bright and colourful, with no mess, Paint Pop Paint Sticks create a happy experience for all. The chunky shape is easy for little hands to hold, and the smooth, glide-on paint works without needing water or brushes.

Tel: 01702 208175 www.trendsuk.co.uk