Above:
For many, autumn is a sign of new beginnings – new school years, a change in seasons, Strictly on Saturday nights – but this year you could be forgiven for thinking that the season of pumpkin spice lattes, Halloween and Bonfire Night is simply a continuation of the less than positive news we’ve endured over the summer
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.
which they need to ride when they would have been hoping for calmer waters this Christmas.
Speaking to key industry executives for this issue’s roundtable (pages 20-23), they were all in agreement that demand will be suppressed in the immediate and short-term at least and that it was a big balancing act to get the price versus demand equation right.
The latest comes from research by Retail Economics with retail technology company Metapack which found that British shoppers are expected to spend £4.4 billion less on non-essentials – a fall of 22% - in the run up to Christmas as the surge in the cost of living puts a squeeze on finances.
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.
Almost 60% of shoppers are expecting to cut back on non-food spending in the all-important golden quarter.
The statistics are not entirely unexpected, of course. But it is another rude reminder of just how high the level of concern over the cost of living is at the moment, and for businesses which were just getting back to a sense of normality after Covid it’s another big wave
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.
One executive admitted that if they were to pass on every cost hike that the company has had to deal with in the last three years – Brexit costs, Covid costs, shipping prices, exchange rate collapse, etc – then the price of the items it supplies would be much higher. Yet it has pledged not to increase prices between now and January 2023, hoping that customers will remember and ultimately reward those who actively supported partners during this time, rather than hiking prices through the roof
This approach is admiral, but obviously comes with the caveat that businesses cannot afford to make a loss for too long, as they will run out of cash with which to operate effectively.
The toy industry has a reputation for being somewhat recession
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Copyright 2022. Whilst every effort has been made 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.
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Jo Pilcher jop@max-publishing.co.uk
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resilient, as parents will always spend on their children (even if the amount is less). Meanwhile, in the nursery space, GfK figures show that there is clear evidence that the volume for Total Baby Care is trying to grow. Strong growth is currently being seen in product categories that are more expensive and were hit hardest during the pandemic, such as car seats and strollers.
Staying with the positives, and Harrogate International Nursery Fair is looking forward to a bumper three days (16-18 October), Toy Fair 2023 has already sold out, four months ahead of the January event, while the industry has wholeheartedly thrown its support behind the tenth anniversary of the Progressive Preschool Awards which take place on 15 November (check out more on pages 28-29).
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
It may turn out not to be the smoothest end to 2022, but if the last few years have taught us anything, it’s how to adapt at speed, pull together and look for those positives.
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.
Samantha Loveday, Rob Willis, Jo Pilcher and Katie Roberts-Mason.
GfK
latest updates from across
industry.
A look at how the total baby care market is showing signs of growth.
The Insights Family highlights how it’s more important than ever to give a new property a rich backstory at the start of its creation.
Nicola Perring, founder of
NEST, on how the retail consultancy can help maternity and newborn brands and retailers grow consciously and profitably.
Four senior executives discuss the current economic crisis, cost increases and how the situation is affecting suppliers and retailers.
The Big Interview:
look ahead to the
Preschool Awards
Event Focus:
International Nursery Fair.
Event Focus:
in Licensing Conference
Sector Focus:
& Soft Toys
Executive Profile
Windsor-Turner,
account manager –nursery and books, tonies, in the hotseat.
find out more about Ipswich-based nursery store, Little Bubbas.
With just over a month to go until the Progressive Preschool
Awards celebrates its tenth anniversary at the new venue of the Royal Lancaster Hotel, London (Tuesday 15 November), the award sponsors have been singing the event’s praises.
Venetia Davie, vp consumer products and experiences, UK, IRE, ANZ, Israel, at Paramount - sponsor
of the Best Supermarket Retailer of Preschool Products - commented: “We are so happy to be longstanding supporters and sponsors of the Progressive Preschool Awards. We’re lucky to work in an industry that invest as much as they do in serving and delighting children and none are more special than preschoolers, so it’s great to be celebrating everyone’s amazing achievements as we continue to inspire the next generation.”
Hippychick is returning to sponsor the Best Independent Gift Retailer category. Founder and md, Julia Minchin, is looking forward to seeing colleagues in person: “Hippychick is delighted to be sponsoring the Best Independent Gift Retailer category for the fourth year running. It is very important, and really key, to support all retailers - big and small – in these testing times, and these awards are a fantastic touch point in the year for the industry to see each other in
As the industry readies for Harrogate International Nursery Fair on 16-18 October at the Harrogate Convention Centre, suppliers and retailers alike are applauding the move back to UKbased events.
With an increase in demand for stand space enabling the opening of an extra hall this year, Adrian Sneyd, organiser, believes the growth in exhibitor numbers is thanks to the pandemic: “We believe that the demand has been a direct result of the Covid pandemic and the overall effect this has had on other international trade shows.
“British retailers and buyers have benefited from being able to source products locally and international visitors appear to have confidence in coming to the UK, meaning we have seen more international exhibitors this year than ever before.”
The time away from networking may have in fact been beneficial in seeing the value of UK shows. Amy Wildman, sales and marketing director at Halilit, explained: “I believe that Covid has given both companies and individuals some time needed to evaluate how best to maximise productivity without excessive
cost or time commitments.
“Not only does this reduce time and cost, it also opens the door for smaller or start-up brands, which might not have the opportunity to participate in the larger scale events. Likewise, as companies become more environmentally conscious, travelling overseas for meetings when there are equivalent options locally, might be something that is re-evaluated and scaled back on.”
Supporting local is important, as Caroline Taylor, director of Merrygoround, explained: “I hope there has been a shift to domestic shows in
addition to the other worldwide shows. There are many buyers who do not wish to travel abroad, but who want to see what they can stock in their businesses from the UK. I think a UK trade show should celebrate UK brands in particular, as this is good for UK business generally.”
Seeing more buyers on home soil is key for Joie. Damon Marriott, head of product management, commented: “The domestic shows are of great importance for us, as most retail partners are able to attend these.”
Retailers are also celebrating the growth of the Harrogate show. Online4Baby co-founder, Victoria Hampson, said: “I’ve attended three times previously, but this will be our buyer Jemma’s first time and she will see it on a larger scale than I have before. It is fantastic to see the resurgence of Harrogate with so many brands attending again this year. It provides us with a fantastic opportunity to scout more brands, as well as getting hands on with product and having face to face meetings.”
Left: All of the halls at this year’s show are on one level and interlink better so the flow is easier for visitors to navigate.
person. Technology, good as it is, is no replacement for face to face. To win a coveted Progressive Preschool Award is the perfect way to give one’s team the right boost to maximise Christmas sales.”
Sponsoring The Marketing Award, Azaria values the chance to pause and celebrate achievements at the ceremony. Managing director, Amber Steventon, explained: “As another year flies by, and the world takes further twists and turns, it’s important to step back and appreciate both the successes and survivals, the highs and the lows.
“The Progressive Preschool Awards is always a wonderful opportunity to reunite with contacts and laugh with colleagues. It never fails to inspire. This
is why Azaria continues to sponsor an award – to ensure we can all celebrate excellence in our industry.”
New to the awards sponsorship, is Geomag, which is sponsoring the tickets. Nikki Jeffery, international media relations, commented: “We are thrilled to be sponsoring the ticket at the Progressive Preschool Awards, particularly as it is celebrating its 10th anniversary this year.
“The awards and event always have such a wonderful feel and buzz to them and with Magicube now becoming more and more known within the preschool industry since its launch four years ago, we feel now is the time to ensure it is front and centre at such a prestigious and key preschool calendar event.”
Bringing something special to
the guests’ tables, is Juratoys. UK commercial director, Neil Montgomery, said: “The Juratoys UK team is delighted to be attending the Progressive Preschool Awards in November, to celebrate the tenth anniversary of this infamous ceremony. This will be our fourth year attending the PPS awards and we are honoured to be sponsoring the table centrepieces this year, where we plan to make a statement on behalf of our beautiful brand, Lilliputiens.
“This event is always a wonderful occasion, a chance to treat our customers to a lavish day out, mix with other suppliers and meet new retailers and ultimately to have some fun and hopefully take home a prize at the end of the day.”
As business as a whole faces the uncertainty of the increasing cost of living, fuel and materials, preschool companies are positive that the industry will weather the storm.
When discussing the economy as a whole in this issue’s industry roundtable, the leading executives PPS spoke to were optimistic about the future, while also putting plans in place to overcome the challenges.
Jeremy Minchin, md of Hippychick, commented: “People are still going to want to buy nursery products and preschool toy and gift – we just have to be better at what we do and ensure that shops and consumers know that we are working together to keep the industry going.
“We have heard a lot of comment about minimum order values being hiked up and stock that comes to stores from EU hubs having expensive customs and clearance charges – we hold stock here in the UK, take all that pain out of it, allowing smaller orders and swift despatch so that retailers can
work with smaller stock holdings themselves. We all need to help each other, and all accept that it will be hard work for the next few months and probably longer.”
Cara Sayer, founder and creator of Snoozeshade, is hopeful that the industry will emerge relatively unscathed: “We’ve been through tough times before and will always go through them. I think the difference is at the moment, we were getting back to a sense of normality post-Covid and so it feels like we’ve been hit by another big wave which we need to ride.
“Some days it feels like things have gone temporarily out of control but I’m hopeful that this crisis will run its path without too much devastation.”
Elliot Bishop, ceo, Bébélephant, offered solid advice: “Let’s try and
remain positive and hopeful. This is undoubtedly a difficult time for so many in our society, but it will pass and the good times will return.”
Turn to pages 20-23 to read the full roundtable.
Above: (clockwise l-r) Cary Sayer, Jeremy Minchen, Nicola Barnett and Elliot Bishop.
For the latest news visit PreschoolNews.net
Kids interactive audio platform, tonies is bracing for a bumper Christmas, with the latest NPD figures showing it to be the fastest growing preschool toy brand in the UK for the 12 months to June 2022.
Since launch in 2016, over 600 different Tonies have been developing, with the company selling more than 3.9 million Tonieboxes and 47 million Tonies globally.
The NPD data shows the Toniebox as the fastest growing toy in the overall UK market (Source, NPD POS Retail Tracking Data, 12ME June 2022 vs 21), making it a key brand to watch this Christmas.
“We are thrilled with the latest NPD results,” commented Lucia Kreuzer, gm UK and Ireland at tonies. “Being the fastest growing preschool toy brand over the last 12 months is a testament to the team’s hard work and commitment to create a product and content that children love.
“These results are also proof of the strong collaborations we have with our great retail partners and licensors. Knowing we are the top toy brand on gift lists this Christmas is something we are incredibly proud of;
Launching at last month’s Kind + Jugend, Thule has expanded into a new category with infant and toddler car seats.
Consumer insights were the driving force behind the development of the new car seat range, as Ahmad Mansouri, product manager for car seats, explained: “From our research, it became obvious that one of the most common concerns for new parents is figuring out how to install a car seat safely and smoothly.”
however, we are not complacent and will continually strive to find new and exciting ways to bring joy and happiness to families and children through the magic of audio entertainment.”
Recent new launches from the brand include Matilda, We're Going on a Bear Hunt, The Snail & The Whale, My Little Pony: Sunny, Karma's World, Disney Princess: Pocahontas and The World of Peter Rabbit: Jemima Puddle-Duck.
Below: tonies is now bracing for a bumper Christmas after its strong performance this year.
Thule has addressed this issue with a unique ISOFIX connected base, which is simple to install and has an intuitive interface to mount the car seats at almost any angle. Both the base and seat provide instant audio and visual feedback to assure parents that the seat is properly mounted.
Also launching at Kind + Jugend, was the new Shine city stroller, a compact from birth stroller, which has already been awarded a Red Dot Design Award.
The Thule Shine Air Purifier Canopy was also revealed. Slated to launch to consumers in spring next year, the canopy addresses the pollution problem facing urban families, using air purification technology to purify the air around the baby, while also connecting to an app which monitors air quality levels.
Finally, the Thule child bike seats are getting a new look, with an upgrade for the whole portfolio, offering new features and a new look. The latest additions include the Thule Yepp 2 and the Thule Yepp Nexxt 2 seats.
Left: Consumer insights were the driving force behind the development of Thule’s new car seat range.
Toy Fair 2023 officially sold out four months ahead of the show opening, the BTHA confirmed in September.
All exhibition spaces at London’s Olympia, including the Greenhouse, now have waiting lists. The show – which is back for its 69th year – will take place from 24-26 January 2023, with 250 exhibiting companies in attendance, occupying the Grand and National halls.
After another successful show earlier this year, the BTHA is delighted with the number of re-bookings for 2023 as well as a significant number of new applications. The show will be welcoming exhibitors from large renowned brands, through to midsize and smaller innovative startups, many of which can be found
in the popular Greenhouse in the Grand Hall.
Names joining the ranks for Toy Fair 2023 include Hasbro, Moose Toys, LEGO, Basic Fun!, Dolu, Kidicraft, Rubies Masquerade, Rainbow Designs, Mood Bears, Juratoys UK, Playmobil, Magformers, John Adams Leisure and more.
“The momentum and excitement we have seen for Toy Fair 2023 is just fantastic,” commented Majen Immink, director of fairs and special events. “The fact that the show has sold out already and 89% of exhibition space has been booked by returnees after a successful 2022 showcase, following the hiatus in 2021, speaks volumes as to the strength of the toy industry and the importance of the fair to participants.
Hauck is repositioning itself in the baby and toy market with a modern brand strategy and a changed logo.
The company’s recent rebranding positions its as an appealing brand for first-time parents. It says ‘care’ is not just the brand essence, but a promise. The German website began showing the new corporate design in September, and it will roll out on the English and French sites soon.
A new logo combines Hauck’s two brands – Hauck fun for kids and Hauck toys for kids – into one brand and one logo. The merger follows the integration of the two formerly separate companies in 2020.
The renowned yellow is also giving way to two new primary
colours – terracotta and sage green. Yellow will remain part of the corporate design and as a highlight colour. Social media channels will adapt to the new
Above: 250 exhibiting companies will fill the Grand and National halls at London’s Olympia for Toy Fair 2023.
“We recognise the continued challenges the industry is facing and are thankful to all our exhibitors for the continued support. We look forward to working with exhibitors and supporting them in the run up to the event and making Toy Fair 2023 a show to remember.”
Visitor registration for Toy Fair 2023 is now open at www.toyfair.co.uk.
strategy with updated design and colours. Meanwhile, user-optimised functions will also be added to the website.
‘Made to care, designed for love’ is the new brand claim. This, as well as the new logo, reflects the brand essence of ‘care’. A lower case ‘h’ with two circles represents a child leaning of the shoulder of a parent, symbolising closeness, but also the shoulder to lean on that Hauck wants to provide for parents.
A new product category to continue the theme of ‘care’ is also being added, including products such as change mats, baby bathtubs and baby blankets.
Left: ‘Made to care, designed for love’ is Hauck’s new brand claim.
According to GfK’s long-running Consumer Confidence Barometer (CCB), consumer confidence has fallen month on month since May to new record lows, with September dropping to a new depth of -49. For some context, the CCB has been recording confidence levels since 1974 so has seen some turmoil in the UK economy. During the financial crash in July 2008, it fell to -38 and the Covid pandemic recorded its lowest point at -34 in April 2020. At the time of writing, the so-called ‘mini budget’ had caused Sterling to drop to almost parity with the US dollar, with the Bank of England expected to raise interest rates to compensate. Set against a backdrop of the cost of living crisis and soaring inflation, consumer confidence is unlikely to improve anytime soon.
FMCG sectors are already experiencing the impact of rising inflation, with shoppers switching retailers for better prices and trailing cheaper brands. It’s the same picture in some durable technical goods. Baby Care is still working to recover and grow on its poor pandemic performance.
Despite the cost of living crisis there is clear evidence that the volume for Total Baby Care is trying to grow. From January to July, volume rose by 1% compared to the same period in 2021. This suggests that there is demand for these products, but the low growth indicates that purchases are considered but necessary. Market value has enjoyed a 17% growth. This is in part due to particularly strong growth in product categories that are more expensive and were hit hardest during the pandemic such as Car Seats and Strollers. However, a comparison of volume and value sales versus 2019 shows performance remains behind: volume by -18% and value by -8%.
Focusing on price, the average cost of a Baby Care product has grown 17% (compared to Jan-July 21), which is the highest recorded average price in the last seven years. All product categories have experienced a similar trend. Versus 2019, the average price for a product for Total Baby Care is up 13%. Part of this price rise is attributable to inflation, and some is caused by the
rising cost of materials. In addition, prices are increasing due to the growth of the availability of premium products and brands, and a rise in innovations entering the market.
To date in 2022 there has been an almost equal amount of sales value delivered through the online channel (51%) and in-store (49%). In-store sales have been gradually growing from mid-2021 as trade is re-established, but they remain 16% behind in value terms versus its 2019 position.
Online prices average at almost double the amount that consumers are willing to spend in-store with prices currently 137% higher versus in-store rates. This may cause a tipping point later in the year, as more people turn to in-store to find more affordable deals. Consumers will have difficult decisions to make as shopping online offers more choice and convenience when looking for the cheapest deal, but also is more likely to force trading up to a more expensive product or model. Shopping in-store may suffer from the barriers of reduced stock or out of stock items but offers the benefits of having experts help find the most suitable product.
Looking ahead to the remainder of this year, it will be a struggle to maintain the current growth of volume for Baby Care products – but it is not impossible. Far more products are seen as essential, therefore, the sector has the potential to continue performing better than others such as tech and durable consumer goods. With prices also expected to continue to rise, GfK expects that market value and average price in Baby Care will grow to the end of 2022.
GfK’s client solutions consultant, Emma Wade, takes a look at how the total baby care market is showing signs of growth, but is still a way from 2019 levels.
Left: Nick Richardson, ceo and founder, The Insights Family.
with the case of Spider-Man, who first appeared in Marvel comics in 1962, and consistently ranks as a top three character across a wide range of age groups from young to old.
In an era of uncertainty post pandemic, it’s no surprise to see the large brands bet big on their existing franchises and IP in order to guarantee revenue as opposed to risky ventures which may not be as successful. Licensing International respondents believe that the post pandemic consumer is more likely to seek trusted brands, meaning that licensees were more likely to sign deals with properties with staying power.
We can see how the paradigm of an evergreen property comes about in Parents Insights data. Parents are reporting that their 1-3 year olds favourite characters are Peppa Pig (23.5%), Spider-Man (11.3%) and Bluey (11%), with only Bluey being created within the last 10 years. These favourites are followed by Hey Duggee (10.9%) and Elsa from Frozen (10.6%), both of which are almost a decade old.
Top properties have benefitted from a significant first mover advantage, which means that their fandom has been handed down generations as parents introduce their kids to the TV shows, films and characters that they enjoyed when they were their age. This
It's more important than ever to give a new property a rich backstory in the start of its creation. People need to be able to spot similarities and feel connected to the property from experience from their own lives. It is by doing this that brands can give their properties a fighting chance in a highly competitive and exciting market. Today, there are multiple opportunities and touchpoints for brands to engage people and create synergy. It is by successfully executing this that adds value and feeling to brands.
Last month The Insights Family released its inaugural Licensing Report in collaboration with Licensing International. The report features contributions from multiple industry professionals and looks to explore the opportunities and challenges the licensing industry currently faces, backed up by their propriety and real-time data.
Above: The Insights Family released the inaugural Licensing Report in collaboration with Licensing International in September.
To download a free copy of the report, sign up with using the link below: https://get. theinsightsfamily.com/ licensing2022/.
Similar patterns can be spotted when it comes to parents reporting their child’s favourite films. Parents of 1-3s state that the top three favourite films of their kids are Frozen (8.8%), Toy Story (3.6%) and Spider-Man (3.5%) - all well-established brands. These are followed by newer, more recent properties, such as Moana (3.3%),
means that new iterations of historic characters such as SpiderMan are likely to be recognised by parents who see the character as an implicit signal of quality and are more likely to allow their child to engage with character touchpoints than they are an unknown IP.
The necessity to create characters with longevity is evident, too. Over 1 in 10 kids state that they were influenced by their parents for their choice of character. Powerful characters remain household names for a long time. This can be seen
The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns.
Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds.
The Insights Family highlights how it’s more important than ever to give a new property a rich backstory at the start of its creation, as post pandemic consumers seek out trusted brands.
Plush and Comfort Blanket
My First Peter Rabbit™ and Peter Rabbit™ Comfort Blanket
Guess How Much I Love You Large
Come and see us at Harrogate International
Nursery Fair 16th-18th October Stand C14
What do you get if you combine three female entrepreneurs with a wealth of experience, knowledge and contacts between them, covering all aspects of retail from in-store, online, to wholesale, distribution, franchise, concessions, licences, both UK and international, who have worked for brands such as Mothercare, John Lewis and Emile & Rose, who share a passion for beautiful products, sustainable sourcing and most importantly sharing their knowledge and expertise? The answer is a unique retail consultancy with a mission ‘to help maternity, baby and children’s brands and retailers to grow consciously and profitably, with our expertise and business coaching’.
When we founded THE NEST, Sharon, Caroline and I felt it was important to be able to offer support for all sizes of business from start-ups through to larger brands and retailers. We wanted to use our extensive knowledge and experience to deliver a unique level of service. We knew that we could really add value by being business incubators, growth accelerators and knowledge communicators
You can work with THE NEST in so many ways. We offer coaching and mentoring for clients who want to learn how to do more within their business. We also work on a project basis providing expert consultants to deliver a bespoke service, unique to each client. Our team of industry experts have the experience and knowledge to support our clients with every aspect of starting up or scaling a conscious business.
Together we have a wealth of experience, knowledge and contacts throughout the industry as well as a library of documents and tools
which can be downloaded and used to organise and manage a growing business.
Above: (From top to bottom) Nicola Pelling, Sharon Beardsworth and Caroline Bettis.
We start by sending our clients a confidential questionnaire, then we book in a free (no obligation) call so the client can tell us about their current position and their aspirations, which we follow up with a bespoke proposal and cost breakdown. By listening to our clients needs we identify how we can support them. It might be by helping them to grow their profit and identify ways to reduce costs, or helping brands find the right routes, to the right markets for their products. We can also help retailers source new, innovative, conscious products and we host our own B2B marketplace to connect buyers with conscious brands.
a conscious brand: ‘Conscious brands think about the products they are making, the materials they use, what they make with them and the people who make them. They think about the customers who buy them, the people they could be passed down or on to and they think about the impact this all has on our planet. They make conscious decisions now to preserve a better future for our generation and the generations to come.’
So why is it so important to offer this kind of support network to businesses and how could it make a difference in the nursery/preschool space?
But that is just the tip of the iceberg. We can help a brand with anything from brand development, print and product design, sourcing, technical support, digital marketing, social media, PR, understanding product legal requirements, as well as how to prepare for a trade show or how to prepare to meet a retail buyer. For retailers we can advise on range/brand selections, stock management, product merchandising and creating a seamless online and in-store customer experience.
We are also unique in our approach to sustainable and ethical sourcing - we can advise them on anything from fabric innovation, to factory audits and accreditations. In fact, we will only work with brands which are on a conscious journey because we truly believe that if sustainability isn’t high on the agenda, the consumer market will leave them behind. This is how we define
The answer is really very simple. The sector is literally brimming over with talented young female entrepreneurs who have great ideas but not the knowledge and experience that we have, to bring them to market or to scale up and grow on firm foundations. They don’t know what they don’t know until they start working with us; we help them to fill the gaps in their knowledge and support them with specialists who can look after areas of their business while they focus elsewhere. We can help and advise new and more established brands to become truly conscious, from product to packaging and carbon footprint. With our support, start-ups and brands which aspire to scale up and grow, can be confident that they are building conscious and profitable businesses. We make sure that we all have some fun along the way, too because we really love what we do!
Nicola Perring, founder of THE NEST, on how the retail consultancy can help maternity, baby and children’s brands and retailers grow consciously and profitably.
“ Together we have a wealth of experience, knowledge and contacts throughout the industry. ”
PPS is joined by four leading executives from the preschool industry – Elliot Bishop, ceo, Bébélephant; Cara Sayer, founder and creator of SnoozeShade; Jeremy Minchin, managing director of Hippychick; and Nicola Barnett, cofounder of WildSeven – to discuss the current economic crisis, cost increases, how the situation is affecting suppliers and retailers, plus what plans they have in place to protect their businesses.
Elliot: “We specialise in bringing new and innovative products to market which are often high-end. One may therefore think the current economic pressures would impact us disproportionately. However, when it comes to purchasing essentials in the baby/nursery market, the feedback we are getting from our amazing retailers is that premium products are holding up and parents – and first-time parents in particular - continue to research and purchase the best items for their new arrival. There is no better evidence of this than the Elvie Stride (pictured) which launched recently and is selling as quickly as retailers get their stock.”
Jeremy: “It has had a significant effect. Our own fuel and electricity costs have risen dramatically, as well as suppliers passing on their cost increases to us too. On top of that, our customer base is feeling the
pinch as well – both end consumers and retailers.”
Cara: “It’s hard to tell right now as SnoozeShade is primarily a seasonal spring/summer product, so we naturally start to slow down at this time of year. Having said that, I think that everyone (consumer and business) is feeling nervous as we head into winter with gas, electric and interest rates on the rise.”
Nicola: “We have seen a change in pattern of sales from previous years, for example we have seen an uplift in winter tog sleeping bags this year vs last year as consumers opt for layering up and keeping the heating down.”
Cara: “I place a lot of my orders around now to replenish stock for next spring and the dollar rate has impacted base cost. I’ve held the same RRP for SnoozeShade Original since launch in 2010 but I’ve finally had to increase it. My products are high quality and very safe and I won’t compromise on that, so
Left: Hippychick believes that people will still spend on preschool gifts and toys like its Classic World Hercules Weightlifting.
something has had to give. A 12-year run isn’t bad.”
Nicola: “After two years we increased our prices in April and no doubt we will have to review again next year, but for now we are trying to support our retailers by holding our prices.”
Jeremy: “We decided not to increase prices between now and January 2023 on the basis that they were already set and communicated to customers and it would be a big job to adjust everything now, as well as somewhat tough on those that have already placed orders on the basis of a price advertised at recent trade fairs or events. This is a bold thing to do when our own margin is being squeezed very painfully, but we feel that it is the right thing to do and hopefully customers will remember and reward those who have chosen not to pass on yet another price increase.”
Elliot: “In a word, no. We continue to operate on a no or low MOV basis which our independent retailers like. They know certain costs have increased such as couriers which are beyond our control, but we simply pass that on at cost.”
Cara: “At the moment I think everyone is feeling like we’ll have less cash in our pockets for the foreseeable future, we have Christmas in the next few months and I expect that many parents will continue to spend what they can on their children and forego things for themselves. As a parent, I understand this mentality, but retail will suffer as we all have to tighten our belts.”
Jeremy: “Demand is bound to be suppressed in the immediate and short term, if the government is right and their mini-budget helps ease things, then it may look a bit brighter medium/longterm. At this moment though, there is no sign of people reacting positively and it is a huge balancing act to get the price vs demand equation right.
“If we were to pass on every cost hike that we have had to deal with in the last three years (Brexit costs, Covid costs, shipping price explosion, finance cost hikes, exchange rate collapse, etc), then the price of the items we supply would be much higher. We
Far left: Being a seasonal product, SnoozeShade is yet to see the full impact of the economic climate.
Middle: WildSeven has seen increased sales in items such as winter tog sleeping bags as consumers use heating cautiously.
Right: SnoozeShade has kept its prices the same for the 12 years it has been trading.
cannot, however, afford to make a loss for too long a time period, as inevitably we will run out of cash with which to operate effectively. We need to be able to buy and hold stock at prices that are stable and realistic.”
Elliot: “Firstly, all the economic indicators are that inflation will peak soon and return to lower levels. That will undoubtedly have been helped by the Government’s energy price cap which is estimated to reduce headline inflation by up to 5%. Of far greater concern is the significant fall in the value of sterling which will lead to higher import costs, which could prolong the pain of higher prices.”
Nicola: “It's hard; we are speaking to many customers who are saying that footfall in the shop is low and they are having to be creative about how they get customers into store or online.
“Many consumers struggle to afford basic products, their spending habits and where they shop are changing, they are looking for bargains and with so many businesses going into financial difficulty, there are huge amounts of discounting which makes it hard for retailers. Some of our retailers have admitted they are struggling to stay profitable, as sales decline while the costs of goods, energy, transport and staff costs rise. Not only that, with all the updates that Google is making, it's harder to win top spot and they are spending more on PPC eating into profits.”
Jeremy: “We are going to find it tough, just like all industries. People will still spend on children, but they will spend less. Companies that do not react positively will (in my opinion) be at risk of failure. Positive action means actively supporting their partners, not knee jerking prices up through the roof.”
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.
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.
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 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.
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.
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
Jo Pilcher jop@max-publishing.co.uk
Rob Willis robw@max-publishing.co.uk
Jo Pilcher jop@max-publishing.co.uk
Rob Willis robw@max-publishing.co.uk
Preschoolnews.net
Jacqui
Sam
Jacqui Parr jacquip@max-publishing.co.uk
Sam Loveday saml@max-publishing.co.uk
Sam Loveday saml@max-publishing.co.uk
Preschoolnews.net is published by preschool sector experts…
Katie Roberts-Mason katierm@max-publishing.co.uk
published by preschool sector experts…
Elliot: “I suspect this will have more of an impact on more expensive purchases such as cars and foreign travel.”
Nicola: “It's hard to say, birth rates are also declining vs 2021, which is bound to affect the industry.
“We need to recession-proof our businesses as much as possible by finding multiple revenue streams, partnering up with likeminded businesses, supporting each other on social media and incorporating things like affiliate marketing helps.”
Cara: “I am calling this economic ‘chaos’ versus a crisis at the moment as it all seems so jumbled. I’m sure I’m not alone in hoping it will steady soon. As far as the preschool industry is concerned, as I’ve mentioned before, I believe parents often put their children’s needs above their own and will do all they can to buy what is needed. However, if mortgage rates rise, it’s going to put immense pressure on every industry. I wonder if we’ll see some larger purchases move more towards the second-hand market.”
Elliot: “We continue to try and be innovative in that regard and also hedge currency purchases. We do not finance our business with debt, which shields us from rising interest rates.”
Cara: “At the moment, it’s too early to make firm plans, we try to regularly assess what is and isn’t working in the business and make tweaks accordingly - but right now we’re reviewing things daily. We aren’t panicking just yet, but looking at what options we might have in the short and long-term.” Nicola: “We have already moved premises to reduce costs, we have had to tighten our belts wherever we can. We are all involved in the sales as much as possible, making sure we work hard to find relevant prospect
leads, we do all we can to support and work with our customers to help them grow their sales.”
Jeremy: “We will ensure we keep and grow our customer base throughout the tough times by keeping prices stable, minimum orders low, next day delivery on most occasions and great staff answering the phone straight away rather than machines or endless call queues.
“We will keep offering the brilliant customer service and swift fulfilment that we have been lucky enough to be recognised for over the course of many years. We will be very cautious with the stock levels we hold this year on all lines, especially post-Christmas 2022.
“We will be super-efficient in everything we do and strictly control spend in all areas. We will be speaking to our own suppliers about supportive measures whilst times are so challenging. We will keep looking at and listing new product – there are some great items out there and good products will always be in demand.”
Cara: “I launched the business 12 years ago just after the last recession. We’ve been through tough times before and will always go through them. I think the difference is at the moment, we were getting back to a sense of normality post-covid and so it feels like we’ve been hit by another big wave which we need to ride. Some days it feels like things have gone temporarily out of control but I’m hopeful that this crisis will run its path without too much devastation.”
Jeremy: “People are still going to want to buy nursery products and preschool toy and gift – we just have to be better at what we do and ensure that shops and consumers know that we are working together to keep the industry going.
“We have heard a lot of comment about minimum order values being hiked up and stock that comes to stores from EU hubs having expensive customs and clearance charges – we hold stock here in the UK, take all that pain out of it, allowing smaller orders and swift despatch so that retailers can work with smaller stock holdings themselves. We all need to help each other, and all accept that it will be hard work for the next few months and probably longer.”
Elliot: “Let’s try and remain positive and hopeful. This is undoubtedly a difficult time for so many in our society, but it will pass and the good times will return.”
Above: Evidence that consumers will still shop for their babies, is the Elvie Stride from Bébélephant which launched recently and is selling as quickly as retailers get stock.
Left: There will be no price increases on the Hippychick range from now until January 2023.
The last financial year has been a positive one for iCandy. Like most other suppliers in the space, it wasn’t without its challenges, but the company has adapted and continued to trade, making key new launches during the period.
Martin Boyle, managing director of the British nursery brand, commented: “Throughout the pandemic we were fortunate to remain open and adapted quickly and efficiently to the unprecedented circumstances. Whilst day to day business looked very different with the necessary precautions in place, we adapted effectively to home-working, and the majority of our services, such as customer service and repairs, were still accessible.
“Team morale remained high, which was very important for us as a family company, with regular communication both internally and across our iCandy family.”
That supportive, family ethos continues across iCandy’s retail network, too. Martin continues: “Now in a post-pandemic world, it’s great to be back out there,
engaging with our network of dedicated iCandy stockists face to face. As a family company through and through, personal interactions with our extended network and making new connections are of utmost importance to us.
Top: iCandy remains a privately owned, family-run business and has retained its creative freedom and agility to respond quickly to consumer trends.
Above: iCandy managing director, Martin Boyle.
“We’re excited to showcase iCandy’s ground-breaking new launches at Harrogate this October and, as always, we are eager to learn from our iCandy retail family and understand how we can continue to support them in driving iCandy customers towards their stores.”
That support comes in the shape of creative initiatives, such as the brand’s recent in-store window display competition, promoting the iCandy Peach, which gave retailers the opportunity to win a worldexclusive iCandy Core demo model and POS package. Four stores won the competition and were given the
Having overcome various challenges and remained open throughout the pandemic, iCandy came out fighting with the launch of the groundbreaking new Core last month. PPS sits down with managing director, Martin Boyle, to find out more.
Above:The last financial year for iCandy has been very positive overall. Right: The Core seat unit features a pop-up calf rest and can recline into four positions with the lie-flat position suitable from birth.
chance to sell the Core to their customers one week before the rest of the world.
Core is a key launch for iCandy, and represents the brand’s four core principles – quality, innovation, heritage and style. Martin tells us: “The exquisite new design showcases striking styling, luxuriously developed fabric and cutting-edge features. The iCandy Core prioritises comfort for baby and ease of use, all whilst providing the multi-use functionality and longevity demanded by modern family life.”
Marketing the new addition has been a case of educating the market on all the new and unique USPs. Martin explains: “The marketing strategy began with gradual and frequent teaser content across our social and email channels in August, with the aim of introducing our customers to the incredible and expansive features the iCandy Core has to offer.”
Sadly the official press launch had to be cancelled due to the loss of Her Majesty Queen Elizabeth II. So the first official exhibition of Core will be at The Baby Show this month. iCandy is also now rolling out a range of collateral for retailers to use in-store and across their digital channels.
But the iCandy team isn’t sitting back and resting following the launch, as there’s plenty more in store over the coming months. “The next year for iCandy is extremely exciting with a number of product launches that we have been working very hard on as a team: we can’t wait to showcase these to our iCandy family,” Martin enthuses.
“With business busier than ever, we’re also expanding our in-house iCandy team within several departments such as marketing and PR.”
As part of those plans, iCandy will be launching the Halo child car safety seat range next year, and will be offering Harrogate visitors a first look. Martin explains: “Having poured our passion and years of expertise into this range, we are incredibly proud to be able to offer complete iCandy travel systems from 2023 with the launch of Halo. We first started creating car seats in the 1980s.”
The company will also be re-introducing its iCandy Recommends platform, which aims to provide expectant or new parents with independent reviews and recommendations on a range of nursery products and services.
Martin concludes: “We also hope to support new and independent companies and individuals wishing to pitch innovative product design concepts within the nursery sector – watch this space.”
iCandy’s latest addition – Core – has been designed to suit every journey. A multi-mode pushchair, it is adaptable for every age and stage of a child’s development.
Key features include:
■ The Multi-Mode Wheelbase – each box contains a chassis with two wheel sets. The rural set comprises a longer wheelbase, offering the functionality of a larger pushchair, while the urban set is a shorter wheelbase, creating a lightweight, compact, city stroller.
■ LED Visibility Hub Light – A side positioned, detachable and rechargeable USB light ensures users are kept visible when out in dark and low light conditions.
■ Style and substance – The new styling features a knitted jersey fabric for a luxurious and soft touch and the seat unit is ultra-padded.
■ Ride-on Board – Growing with the family, the integrated ride-on board eliminates the need for an attachment, allowing a young child to stand safely within the handlebar space.
■ Roll-up and dine – With parent and world facing configurations, there is also the option to add elevator adaptors so baby can join in with meals wherever you dine.
Below: The Core features a spacious basket with fan design which creates a bold side visual.
its 10th year in 2022, the PPS Awards
a hugely popular awards ceremony that sees all sectors within the preschool product
together to network and celebrate the past year’s achievements. It is attended by over 425 guests each year and the move to The Royal Lancaster will allow for further attendance
PPS Awards
people
retail
many consecutive years of event sell-out.
“Having been involved with the Progressive Preschool Awards for some time now, it’s been a pleasure for us watching the Awards grow in stature and importance year on year – both in the preschool sector but also amongst the wider licensing industry. The event itself is always great, it’s one of the first dates in our diary each year, and Max Publishing continue to be a great partner for us so it’s an easy decision to renew our sponsorship every time.”
Rob Broadhurst, commercial director of Aykroyd & Sons
“Smiffys have sponsored the Preschool Awards for several years now. It’s a fantastic event that celebrates the best in the industry across a wide breadth of product categories, allowing for great networking and collaboration opportunities. It’s important to us to sponsor the event as preschool is a key target audience for dress up, especially for our licensed costume ranges.”
Dominique Peckett, director of Smiffy
“We are so glad that the nursery, baby and preschool ranges that we carefully curate for our customers, as well as our service, is being recognised.”
Roseanne Winthrop, partner and category lead, nursery, John Lewis
“We are proud and delighted The Entertainer won at The PPS Awards. It’s a reflection of how hard everyone has worked across the business.”
Geoff Sheffield, Chief commercial officer, The Entertainer
Ideas International are providing the goody bags for this year’s event, with every guest taking home a Little Tike’s Traveller Casea PPS Awards winner from 2021!
Don’t just take our word for how great the Progressive Preschool Awards are...
Each year, the nursery industry floods to the market town of Harrogate for the UK’s only dedicated nursery trade show, Harrogate International Nursery Fair. This year the show is set to be bigger and better than before as it settles in its new October date. PPS sits down with the organisers, some exhibitors and key buyers as they make the final preparations for the event.
Anyone who’s anyone in the nursery trade will have their travel plans in place to head to the Harrogate Convention Centre from 16-18 October this year. Having opened the doors in October last year - after the usual March date was cancelled due to Covidthe organisers took the decision in 2021 to retain the autumn fixture, and it’s been a resounding success with the industry.
Key buyers are also readying for their Harrogate trip. Christy Foster, managing director of Online4Baby, comments: “Online4Baby are very excited to be attending the Harrogate Fair. It’s been a highlight of the calendar for us over the last couple of years and we’re interested to see how the event can build on last year’s successful show. Our aim is to meet with as many suppliers and brands in person as possible. It’s always great to see new products in the flesh and we’re especially looking forward to seeing how product innovation has stepped forward over the past 12 months.”
There are certain must-see items on Caroline Pizzey, owner of Little Poppets’ list: “We are hoping this year
Above left: The show is set to be bigger and better than 2021 with a new hall open to meet exhibitor demand.
Above: The after-show party will take place on Sunday 16 October at 5.30pm in the Royal Hall at Harrogate Convention Centre.
Adrian Sneyd, event organiser, explains the decision: “When last October became the first opportunity to finally deliver the show following all the Covid lockdowns, we spent a lot of time talking and listening to our exhibitors during that show to
for some new pick up lines for the store. We seem to be seeing a lot of the same things across the suppliers recently.
“I am very excited to see the new fashion collections from Cybex and itching to see the iCandy Core again.”
Original lines are key for Natural Baby Shower too, as buyer, Jemma Wiseman tells us: “As always, safety and sustainability will be our key focus. As a bonus, we will also be looking for products and brands that ooze innovation. We have had some new brands onboarding at Natural Baby Shower recently that are doing this really well. Obaby, BIBS and Trixie first come to mind, so it will be exciting to see these up close and in person at Harrogate.”
Right: Halilit will be introducing a number of boutique-styled knitted and embroidered items to all the recent Taf Toys collections.
Below: There will be around 20 new Taf Toys on Halilit’s stand, along with innovation such as the Newborn Kit and Magic Box, a brand new ‘Urban Garden’ collection for 2023.
re-evaluate the timing of the show.
“The overwhelming majority feedback was that they actually preferred an autumn event which ties on better with many new product launches.”
Negotiations with the venue secured a new three-year tenure that sits for the majority just before the half-term holiday, and other show dates around the busier time of year.
The new date has been popular with the trade, as Amy Wildman, sales and marketing director at Halilit explains: “We really feel that Harrogate Nursery Fair offers a dedicated space for nursery buyers and nursery brands to meet. The timing of Harrogate is perfect to unveil samples of the upcoming Taf Toys launches, to review the year with our valued customers and to plan for 2023, plus it offers a unique opportunity to showcase the brand to potential new retailers.”
The demand from exhibitors in 2022 has prompted the organisers to open an extra hall this year, and 130 stands have been booked, with over 40 of these being new to the show. “We’ve had an influx of international exhibitors from over 15 countries,” says Adrian. “The original hall allocation that was based on the size of the show last year was completely sold out five months before the event; but we were fortunate enough to secure a fifth hall – Kings Suite.”
Feeling from exhibitors ahead of the show is very positive.
Damon Marriott, head of product management at Joie, tells us: “The Harrogate show is always a great opportunity for us to meet with our retailers face to face. It gives them the chance to meet the whole team and allows us the chance to talk about our plans for the following year. It’s also a great time for us to show new launch items and the latest fashions that we will be releasing into our ranges in the not too distant future.”
Luisa Svensson, consumer and trade marketing manager at Graco UK, agrees: “For us, Harrogate is a must-attend event. It’s the only UK-based baby gear event and gives us a great opportunity to meet everyone from major buyers through to independent retailers, all under one roof.”
It is felt by many that while Covid put an end to live events for a period, it has since helped to rejuvenate UK-based events. Adrian expands: “The risks for British exhibitors wanting to attend international events are still high on most companies’ agenda with a cloud of uncertainty over potential travel disruptions and escalating costs for not only exhibiting overseas, but hotels and subsistence for staff attending those events too.”
The lack of shows highlighted the importance of face to face meetings. Leonie Hayward, marketing director at Cheeky Rascals, explains: “We believe it
Below left: Graco is planning the launch of new sleep solutions, including Side-By-Side, a portable bedside bassinet and FoldLite, a new pop-up travel cot.
Below: Graco will also introduce a range of its home and wheeled goods in new colourways.
Above: The Muslinz collection will also see a new Muslin print and colour range.
Above middle: Sustainability is the focus for Merrygoround’s Muslinz offering, as it concentrates on its reusable range.
Above right: Cheeky Rascals’ stand will introducing the Crane 4-in-1 Top Fill Drop Cool Mist Humidifier with Sound Machine, which brings wellness to the whole family.
Right: Cheeky Rascals will be showcasing brands including Izmi, Lascal, Fred and Rockit.
is really important to attend shows and build relations, and since the pandemic, it is key to continue to rebuild this in-person element. It is a really positive thing for the industry as it enables us to make those connections and support each other, as well as introduce our products in person. This helps to get a full understanding of the benefits and how they worksome things you just can’t get through a screen.”
Caroline Taylor, director of Merrygoround, furthers: “A UK event needs to be supported for it to continue. The need for a UK show became very evident when we were coming out of Covid with travel still an issue and more expensive to do. I hope there has been a shift to domestic shows in addition to other worldwide shows.
“There are many buyers who do not wish to travel abroad but who want to see what they can stock in the businesses from the UK. I think a UK trade show should celebrate UK brands in particular as this is good for UK business generally.”
Many hope the renewed popularity of domestic shows is a long-term shift. Amy continues: “I believe that Covid has given both companies and individuals some time needed to evaluate how best to maximise productivity without excessive cost or time commitments.
“While some travel may remain necessary, if those meetings that were historically held on an international platform can instead be held domestically, then not only does this reduce time away from the office and cost, it also opens the door for smaller or start up brands which might not have the opportunity to participate in the larger scale events.”
Harrogate seems to be a popular show for the return to the UK, too. “We love coming to Harrogate
and being part of the show,” says Leonie. “It’s such a highlight of the year, it’s great to be able to meet everyone within the industry, catching up on the news, and the friendly family atmosphere in general makes it such a welcoming event.”
Caroline concurs: “The friendly atmosphere is my favourite thing about the event. Harrogate, as a destination, is a lovely place. And how all the exhibitors have a chance to also be social together in addition to doing business is great.”
“We always see familiar faces as well,” Damon expands. “So it feels like catching up with friends, as well as being an ideal forum for making new connections.”
And the friendly atmosphere is a common theme among exhibitor highlights. Luisa concludes: “Harrogate gives us the chance to connect with old and new friends, retailers and media, and showcase everything that is great about our brand. We love to hear and see, first hand, what the industry thinks of our brand and show them the innovations coming down the line.”
To find out more on what new products are planned for the show, turn over to the new products pages.
Below: Joie will be showing new additions to its wheeled lines, as well as an addition to its spinning car seat line-up. There will also be an addition to its in-home offering.
Spin any way, every day from birth to four years with Joie’s revolutionary spinning system. Start with i-Base Encore, pick your perfect seat, and spin on, and on, and on! *calmi R129 does not spin on base
scan with mobile camera to learn more
The Colour pacifier from BIBS is known for its retro round shield and beautiful and fashionable colour range. The range is also now available in three different nipple shapes: round, symmetrical and anatomical. Babies have different sucking techniques, different mouth anatomy, and therefore different preferences when it comes to pacifiers. Every nipple shape is made of natural rubber latex and, as with all BIBS pacifiers, they comply with the European Standard EN 1400+A2.
Cheeky Rascals is delighted to unveil the brand-new Crane Drop 2.0 4-in-1 Humidifier with Sound Machine. Set to revolutionise the home environment, the thoughtfully designed humidifier safely releases moisture into the air, promising to bring wellness, and much more, to the entire family. Super stylish and easy to clean, the whisper quiet 4-in1 humidifier features an ultrasonic cooling mist, three soothing sounds, an aroma tray to enhance relaxation and an optional nightlight.
Tel:
Hall B, Stand B1
The mimzy recline is an adaptable aide which adjusts every which way to give baby a comfortable dining experience. Now with five adjustable recline positions, the mimzy recline can cradle little one from birth to 15kg. Parents can customize their dining experience with the help of the seven height positions that will allow them to convert the high chair into a table chair so little ones can be part of family meal times.
Tel:
Hall
KiddieRail is an award-winning adjustable handrail that fits below a standard handrail at a height suitable for young children. From the moment a child begins to learn to walk until they are aged five, KiddieRail will provide safety and security for them when using the stairs and offer peace of mind for parents and childminders alike.
Tel: 0161 4130766
Hall
Stand B12
Lullaby Planet announces its UK arrival with the appointment of Jill Holland as Country Manager. The Danish brand specialises in pacifiers designed to cover all parenting requirements with three different teat options: round latex, symmetrical or orthodontic silicone. Available in two sizes, 15 colours and a night soother that glows in the dark. All products are environmentally sustainable, yet contemporary. They’re manufactured in Germany and the packaging is made from recyclable and/or compostable materials.
Tel: 07967 565878
Hall C, Stand C21a
The Mibblers are the coolest teething toy on the planet, but there’s a whole swag of reasons that
them cool!
With a small army of fans across the globe, The Mibblers are fast becoming the most-talked about baby product of 2022.
So why are The Mibblers so loved? Well it’s not just their quirky faces and spikes that people go crazy over, but what they’re made of that makes all the difference.
The Mibblers are a world first product created from 100% silicone, no paint, no latex, no allergy causing “natural rubber” – No thank you! We are 100% certified baby safe.
Stylish + Cool + Functional and SUPER CUTE!
The Mibblers were created to engage you bub from newborn and beyond. Designed to keep your bub happily entertained, safely chewing and with endless play.
and style.
are raving about miniuno; the up-and-coming brand from Casa Tomara which is incredibly priced, yet doesn’t compromise on quality and style.
us
M5
CYBEX and German musician Alec Völkel have launched a new exclusive fashion collaboration called Rockstar inspired by the birth of his daughter Rosenrot Malou. The Rockstar collection will be featured on CYBEX’s iconic Platinum PRIAM and MIOS strollers and infant CLOUD Z2 i-SIZE car seat, as well as on the footmuff accessory, thereby incorporating CYBEX’s vision of promoting ever-changing exciting designs while always having the
safety and functionality.
The brand new Staycool 4-In-1 Convertible Carrier from Infantino ensures parents and little ones are cooler in more ways than one. Offering a future-fabric that’s proven to regulate body temperature significantly more than other leading carrier materials and with four positions for infant-to-toddler carrying, a supportive waist belt and adjustable head support, this new carrier is an essential for every hands-free adventure.
Tel: 0031 064 3856184 www.uk.infantino.com
Hall B, Stand B27
iCandy will be exclusively unveiling the iCandy Halo child car safety seat range as well as its recently launched iCandy Core; a world first for pushchairs. The Core has been expertly designed for every journey; a multi-mode pushchair, adaptable for every age and stage of a child’s development. The exquisite new design showcases striking styling, luxuriously developed fabric and cutting-edge features such as the pioneering Multi-Mode Wheelbase and
Visibility Hub Light.
This year, Chicco will be unveiling exciting new launches that will revolutionise the indoor and outdoor markets for retailers. The new game-changing Mysa travel system combines style and functional ergonomics, and can be used with either the reversible seat, Mysa carrycot, or the new Kory Plus Air i-Size infant carrier. Also being showcased will be the unique new Bi-Seat Air i-Size car seat, suitable from birth to 12 years and compatible with the 360º i-Size base until 100cm, when it can be secured to the vehicle seat using the rigid FixPlus connectors.
Bebeluca announces the launch if its Supersoft Changing Mat range. Available in 13 contemporary designs including white and made with hugs from recycled and recyclable materials and vegetable inks, the Supersoft changing mat is kind to baby’s skin and to the environment. The soft, water and stain repellent fabric is hygienically sealed, washable, fast drying, or can even be cool tumble dried.
Email: support@bebeluca.uk www.bebeluca.co.uk
Suite, Stand KS144
Following the successful launch of the much anticipated and best-selling extended rear facing
this year, BeSafe is excited to unveil the brand new Stretch B car seat, suitable from newborn to seven years. BeSafe will also be exhibiting the brand new BeSafe Newborn Haven, which features ergonomics tailormade for baby’s first year, and it will also reveal its latest design the iZi Turn M.
Inspired by the infinite imagination of a child, Trixie’s broad range of products creates a playground from which imagination can take flight. Across nursery, toys, feeding and Back-to-School, at Trixie, they are fascinated by a child’s endless imagination. Sustainability is key for Trixie and it has a profound respect for the planet because the future planet is the playground for the next generation of children. Thanks to its holistic approach, Trixie guarantees sustainable and high quality products.
07595
Visit Hippychick for an exclusive glimpse of the brand-new Spring/ Summer 2023 Dooky collection. From sunshades to car seat covers, footmuffs and travel chairs, every travel accessory has been carefully thought out and designed to not only be practical, but beautifully stylish as well. The latest collection seamlessly coordinates using on trend colours and patterns.
Introducing Maxi-Cosi Connected Home, a stylish range of smart sensory nursery products that connect via one easy-to-use
Maxi-Cosi Connected Home App. Smart technology designed to watch over, comfort and soothe baby, giving parents peace of mind. Sleek, modern, and packed with advanced automated routines and personalised features, the range of reassuring nursery products includes a baby monitor, a light and sound machine, a humidifier, and an under-crib light.
Email: uk-sales@doreleurope.com
C Stands C29 & C39
Edwards & Co is coming to the UK. What started as a small family business on the back of a farm in 2014 has grown to the number one selling pram brand in New Zealand. The range includes a three-wheel all-terrain buggy and four-wheel urban pram for modern parents who care about style and luxury design. Edwards & Co’s mission is to make the parenting journey a smoother ride.
Bébécar is proud to be introducing a beautiful selection of new fabrics and chassis from its 2023 collection at the Harrogate Nursery Fair this year. The team will be presenting some stunning new Privé fabrics in their bestselling Via and Stylo Class chassis. A new side by side pushchair has been developed due to popular demand and a small selection of its popular Trama furniture will be on display. Bébécar UK
part of the East Coast Group.
Parents are raving about miniuno – the up-and-coming brand from Casa Tomara which is incredibly priced yet doesn’t compromise on quality and style. Fashion-led designs include travel systems, strollers, highchairs, co-sleeper cribs, complete range of i-Size car seats and much more. A great example is the Toura Special Edition Travel System created in luxury fabrics and includes carrycot, parent and forward-facing stroller, Group 0+ car seat with 5-point safety harness; plus a changing bag and changing mat.
Taf Toys is proud to launch its delightful Harry Lion and Kimmy Koala Musical Toys. Easy to clip onto the pram, or car seat these stylish toys feature a wooden ring for baby to pull that plays classical and relaxing music on its retreat, while the knitted characters with applique features offer a friendly face for baby’s travels. A perfect, boutique new baby gift.
Tel: 01254 872454
www.halilit.co.uk Hall B Stand B13
tonies is proud to once again have a stand at the Harrogate Nursery Fair showcasing its toddler and baby focused tonies sleep range. The range includes Steiff Bear Tonies, Disney Lullabies and tonies’ best selling Nap Time collection, Nature Sounds and White Noise.
Tel: 07462 918440
www.tonies.com Kings Suite Stand KS39
hauck has spent over 100 years with the valuable task of caring for babies’ well-being and nurturing their development with trusted and safe products. The new Mickey Mouse model is hauck’s latest addition to its popular line of Runners. Extralarge air wheels on this all-terrain pushchair promise a bump-free ride and is true to the brand claim: ‘Made to care, designed for love’.
Tel: 01978 664362
www.hauck.de/en Hall A, Stand A5
Snüz, the iconic sleep brand behind the bestselling SnüzPod, is thrilled to unveil the SnüzBaskit. Bringing traditional comfort and portability into the modern world, the SnüzBaskit is a Moses Basket reinvented, making it bigger, stronger, and more breathable, than traditional Moses Baskets. 45% larger than a normal Moses Basket, the SnüzBaskit is suitable from birth – six months. It also introduces KinderFelt; a stylish and soft to touch material that not only gives the Moses Basket a contemporary look, but is certified free from over 100 harmful substances.
Tel: 01789 734022
Suite Stand KS100
The wonderful Peter Rabbit, Winnie the Pooh, Paddington Bear and Guess How Much I Love You, are just some of the much-loved nursery collections of soft toys and nursery gifts, Rainbow Designs will have on display at the Harrogate Nursery Show. For over 50 years, Rainbow has been creating high quality, forever toys, and as part of its Bedtime cuddles and stories portfolio, Rainbow will also be showcasing ranges from the wonderfully inspiring story book characters; Elmer, Spot the Dog, The Very Hungry Caterpillar, We’re Going on a Bear Hunt and The Snowman and The Snowdog.
Tel: 01329 227300 www.rainbowdesigns.co.uk Hall C Stand C14
finally taking place, in-person, at the Royal Geographical Society in London on 18 October, and boy, is it ready to deliver its strongest line-up to date. Read
finally taking place, in-person, at the Royal Geographical Society in London on 18 October, and boy, is it ready to deliver its strongest line-up to date. Read on to discover why SiLC
really is the conference you can’t afford to miss.
Insights Family.
10.25am – How to Implement the United Nations’ 17 Sustainable Development Goals within Business Caroline Petit, Deputy Director for the United Nations' European Regional Information Center for Europe.
Lim, CEO
3.00pm – The Rising Challenge of Sustainability Messaging from The Marketing Store
The Marketing Store’s head of global sustainability, Pamela Stathaki will talk through what the Green Claims Code is, what new legislation is coming to support this and how to avoid greenwashing.
10.35am – The Impact of your Digital Twin
Speakers from Flowhaven and the carbon reduction specialist, The Carbon Farm offer a closer look at the real-world impact of the growth and development of the digital space, including NFTs and the metaverse, to better understand how we can reduce their environmental impact through regenerative business models.
11.00am – BREAK
11.30am – Your Waste Has Value by Anthesis Provision
The team from Anthesis Provision, the largest sustainable business incubator programme in the North American region, presents its latest initiative –Upcycled Food – to showcase the efficiencies of waste in the supply chain.
11.50am – The Changing Economic Landscape of Retail with Retail Economics’ Richard Lim Richard Lim, ceo of Retail Economics will talk through the latest market data.
12.10pm – Future Technologies to Build a More Sustainable Business by George at Asda
Join the George at ASDA team to learn about its latest initiatives to reduce the supermarket giant’s environmental impact.
12.30pm – Engaging For Change: Walgreen Boots Alliance’s Tanya Ashton
Join WBA’s head of sustainability, Tanya Ashton to learn how the Alliance has been working to embed sustainability throughout its global sourcing organisation.
3.20pm – Working Together for Impact: A Talk with Wow! Stuff
Join the keen toy innovators (and environmental scientists) from Wow! Stuff for a look at the ground breaking work it has achieved through collaboration with Magic Light Pictures.
3.40pm – Sustainable Packaging with Tesco
Learn from Tesco’s senior packaging manager, Paul Earnshaw about the initiative the retail group is driving on the packaging side.
4.00pm - BREAK
4.30pm – The LEGO Group Asks: Where Does Value Sit?
The LEGO Group’s sustainability transformation director, Sine Klitgaard Moller will discuss how we need to re-write where the value sits within business as consumer demand for sustainable product increases.
4.50pm – Sustainability in Toys with Mattel
The global toy giant presents its sustainability journey so far and sets out its ambitions for the future of play around the world.
5.10pm – The Future of the Kids’ Market
An expert panel hosted by Kids Industries’ founder, Gary Pope will take audience questions regarding the future of the children’s industry and how we as a community can be a driving force behind positive change.
6.00pm – AFTER CONFERENCE SOIREE
11.30am – Your Waste Has Value by Anthesis Provision
The team from Anthesis Provision, the largest sustainable business incubator programme in the North American region, presents its latest initiative – Upcycled Food – to showcase the efficiencies of waste in the supply chain.
11.50am – The Changing Economic Landscape of Retail with Retail Economics’ Richard Lim
Richard Lim, ceo of Retail Economics will talk through the latest market data.
12.10pm – Future Technologies to Build a More Sustainable Business by George at Asda
Join the George at ASDA team to learn about its latest initiatives to reduce the supermarket giant’s environmental impact.
12.30pm – Engaging For Change: Walgreen Boots Alliance’s Tanya Ashton
Join WBA’s head of sustainability, Tanya Ashton to learn how the Alliance has been working to embed sustainability throughout its global sourcing organisation.
4.00PM - BREAK
4.30pm – The LEGO Group Asks: Where Does Value Sit?
The LEGO Group’s sustainability transformation director, Sine Klitgaard Moller will discuss how we need to re-write where the value sits within business as consumer demand for sustainable product increases.
4.50pm – Sustainability in Toys with Mattel
The global toy giant presents its sustainability journey so far and sets out its ambitions for the future of play around the world.
5.10pm – The Future of the Kids’ Market
An expert panel hosted by Kids Industries’ founder, Gary Pope will take audience questions regarding the future of the children’s industry and how we as a community can be a driving force behind positive change.
Inset: Rainbow Designs has expanded its Winnie the Pooh Hundred Acre Wood collection this year.
Below: The new Musical Snowman from Rainbow Designs plays ‘Walking in the Air’.
With data showing that the plush category is one of the strongest performers in the toy space this year, PPS catches up with a number of suppliers to find out how their businesses are faring, their top sellers and what’s still to come in 2022.
veryone loves a soft toy, no matter what age they are, and our business has certainly reflected this over the last 12 months,” begins Zara Grindrod, director of sales and marketing at Rainbow Designs, underlining the popularity of the category. “We have seen not only stability, but growth in certain retail areas, despite the continuous increases in the cost of living and the ongoing uncertainty of the financial landscape.”
Rainbow Designs has a healthy roster of classic licensed properties and there have been some significant drivers this year to further boost sales including a milestone anniversary for Peter Rabbit, plus a certain bear making a cameo appearance with the late Her Majesty Queen Elizabeth II at the Platinum Jubilee.
Zara continues: “Consumers just can’t get enough of Paddington, which is fantastic to see and as a result our plush sales across all our Paddington collections - classic, baby and The Adventures of Paddington ranges - have shown huge growth this year.”
The company has a raft of new launches still to come this year, too. These include the Musical Snowman plush this autumn which plays the classic Walking in the Air, while 2023 will see a new Disney collection arriving featuring Mickey and Minnie.
Another company enjoying a strong 2022 within the plush category is Posh Paws, with group brand and marketing director, Lauren Shipman, expecting this to continue into winter and over Christmas.
“Our licensed portfolio has performed very well, with new products across our Jurassic World and Sesame Street ranges driving the growth, while new licences like Gabby’s Dollhouse are setting us up for a strong finish to the year,” Lauren tells PPS. “We know it’s going to
be a tough winter with the cost of living increases (among everything else), but plush toys and gifts are known for their increased emotional and physical benefits that they have, in addition to their perceived value for money because of this, which is why we are confident for the months ahead.”
Still to come this year will be further growth for Gabby’s Dollhouse. The success and demand which greeted the company’s first five characters – Gabby, Cakey Cat, Pandy Paws, Kitty Fairy and Mercat – means that another two, Pillow Cat and CatRat, will arrive in October, with more following in the New Year. Posh Paws is also looking at introducing larger size plush into the range, with 6-inch, 10-inch and 18-inch characters. In addition, the company has also launched its own brand Dinky Dinos soft toys which focus on bright, vibrant colours and are aimed at encouraging imaginative play in preschoolers.
Lauren says that it is important to have a good mix of licensed and own brand lines in the portfolio, commenting: “We strongly believe that people will continue to pay for licensed products even in tough times. However it is valuable to also have some lower end price points for that pick-up and not so considered purchase; this is where generic products can really play to an advantage.”
While The Puppet Company is looking at dipping its toes into the licensing world next year with launches planned for Spring Fair, for now the company is focusing on success with its top sellers including Walking Eco Puppets, Sockettes, Finger Puppets, My First Puppets and Large Creatures which “have continued to grow and grow’, according to sales director, Sam Lockey. For Wilberry, meanwhile, the company’s Knitted Dinosaurs have “taken the market by storm”, while the Minis and Eco Cuddlies are also performing well.
Despite this success, Sam admits that the last 12 months have been “very, very tough”. He tells PPS: “Increased material costs, duties, shipping rates, shipping and manufacturing delays, inflation, shipping to EU and the devaluation of the GBP, have really hit us hard as I know it has many other people/businesses. The positives are that despite what is happening around the world, we are striving to overcome all that is thrown at us and continue to deliver our amazing products at still very competitive prices. We are ahead of our best ever year in the run up to Christmas, so fingers crossed that we continue to see the business grow.”
The company will launch its My First Christmas range imminently which includes Father Christmas, Mrs
“We now offer a number of display stands, floor standing display units and counter top stands to display our products at their best,” says The Puppet Company’s Sam.
“We believe that the best chance of maximising sales in-store is have our products on show on our fully branded displays.”
Juratoys’ Neil agrees, saying that the company offers a wide range of in-store display options: “Our sales team are always on hand to help with any display or retailer needs they may have. We also offer consumer promotions to any retailer who feels that this will help support them.”
Meanwhile, Rainbow Designs’ Zara offers: “Our ‘Bedtime cuddles and stories’ initiative promotes that special kind of magic that the combination of these stories and our soft toys can bring, and we work with our retailers to present this special gift to consumers. We understand how important that one on one parent child time is, and reading stories with your child at bedtime, while they are snuggled up with their favourite character is the perfect opportunity to do this.”
Christmas, Rudolf, Snowman, an Elf, a Polar Bear, a Penguin and a Gingerbread Man. New Wilberry Minis, meanwhile, will include a Green Dragon, Robin, Cockapoo, Guinea Pig, Hamster, Polar Bear, Reindeer, Grey Squirrel, Flamingo and Teddy Bear.
For Juratoys’ UK commercial director, Neil Montgomery, meanwhile, the Kaloo plush collection has been “extremely successful” this year. “During trade shows earlier in the year, Kaloo showed the most potential for growth with customers showing a great level of interest which has resulted in sales increasing significantly YTD,” he comments. “Retailers love the Kaloo brand and what it stands for – quite simply the understanding that cuddles are essential. A reassuring comfort that creates a feeling of wellbeing – so creating a charming collection of luxury plush toys with incomparable softness is the brand’s commitment.”
Top sellers in the collection continue to be the Kaloo Tendresse Dolls with listings in key accounts, garden centres, department stores and gift shops. New designs, new sizes and a musical doll called Aurora have all launched this year. Neil continues: “Kaloo also launched a new Dou Dou collection called Carré Douceur. This range of six soft Dou Dou are available in six different colours and characters, presented in a pretty gift box. We also have huge success with our iconic Lapinoo bunnies, available in multiple colours and sizes.”
This autumn has also seen the arrival of the sensory Stimuli collection of toys including a set of three cuddly cats that are ideal for developing a baby’s sense of touch, while the popular Noa Elephant also now comes in a smaller size.
Above: Posh Paws says that its Sesame Street licensed plush has been a strong performer this year.
Far left: The Lapinoo bunnies are available in multiple sizes and colours. Left: The Eco Cuddlies have been a strong addition to the Wilberry range.
The Kaloo team are 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
Rainbow Designs’ best-selling Guess How Much I Love You collection of forever plush toys and gifts offer a wonderful cuddly companion for little ones to snuggle up with and enjoy that important parent and child time, over a bedtime story. One of the most iconic children’s bedtime storybooks is the adorable Guess How Much I Love You tale of the two Nutbrown Hares, and little ones will find a cuddly best friend in the Large Nutbrown Hare soft toy to enjoy the story with.
Tel: 01329 227300
www.rainbowdesigns.co.uk
Dinosaurs continue to be trending highly with kids and Posh Paws has launched its brand new own-brand Dinky Dinos soft toys. These brightly coloured, cuddly and super-soft toys have been specially designed to appeal to both boys and girls with their on-trend gender natural colours. Available in 10” and 5” sizes, there is a T-Rex, Triceratops, Brontosaurus and Pterodactyl, that offer great value and quality product to add to existing dinosaur ranges and they are made using 100% recycled stuffing and hang-tags.
Nuno is the adorably super soft toy with purpose. His unique collection of books is especially created to inspire little ones and introduce them to important life values in a fun and friendly way. The irresistibly huggable Nuno Fuzzy is the cuddliest companion and so much more. Bought as a giftset alongside Nuno Fuzzy, or on its own, Nuno’s First Adventure is the original book from Fuzzy Stars. The 32-page adventure book is a positive story about friendship, following Nuno and his friends on a hunt for Nuno’s balloon.
Tel: 0204 5745177
www.fuzzystars.co
My First Christmas Puppets, which are suitable from birth, machine washable and a great first soft toy will be available from November 2022. A great product feature allows an adult hand to fit into the puppet to enjoy early play sessions. They are perfect for children of all ages and make a fantastic stocking filler. The range has eight classic designs including a Penguin, Polar Bear, Reindeer, Gingerbread Man, an Elf, a Snowman and Mr and Mrs Santa.
new range
a
the
most trusted
major disrupter
I have been in the preschool and toy industry for most of my working life. I started back in 2002 at the Early Learning Centre and then went on to spend almost 16 years with Toys R Us until their closure in 2018.
I took a brief hiatus after that to travel and joined the nursery industry for four years before returning to my toy roots, joining tonies in April of this year.
The nursery industry is a key pillar for tonies in our growth strategy for 2022/23, as much of our content is suitable from birth. Heading up an exciting category is an incredible opportunity. Since I joined the business, this category has experienced tremendous growth and I am really excited to see how this category develops. tonies has just been named the fastest growing preschool toy brand over the last 12 months by NPD.
I have always been a huge advocate for retailers. The sector is full of amazing characters. Their determination and tenacity has always been an inspiration. My favourite part of the job is getting out to the stores, meeting retailers, developing joint business plans and supporting the teams.
The whole team at tonies really deserves to be recognised for their hard work. The content and licensing team are at the pinnacle of our success. We have recently launched CoComelon which is becoming one of our bestselling Tonies, and we have some fantastic releases coming up this year. The marketing team is also very supportive when it comes to creating beautiful POS to really drive sales in our bricks and mortar stores.
WHAT IS THE BIGGEST CHANGE WITHIN THE PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?
It's difficult to name just one. Focusing on recent changes, I would have to say consumer sentiment. The way people shop is constantly changing. Throughout the pandemic we saw a shift toward high-end brands as consumers had more disposable income, and I think that is slowly changing with the cost of living. People want value for money and products that last without breaking the bank.
I would have to say ‘leave your ego at the door‘. At tonies we operate in a culture where everyone has a voice. It’s so refreshing to not only be listened to, but also heard. We have an incredible opportunity to shape the future of the business. There’s no room for egos in our business.
Take nothing for granted and be ready to evolve, change and improve every day. In the last 12 months I think we have all been put through our paces. Our retailers remain a key focus and we need to be ready for anything they throw our way.
I would really like to see more diversity. I’m part of the diversity and inclusion taskforce at tonies. We’re all about celebrating those differences that make us all unique. Because we understand the vital role stories play in creating and affirming the world around us, we know how powerful it can be for children to see themselves in stories. We are thrilled to partner with some brilliant people like Mermaids, BLM Licensing and Deilight who are doing impressive work in underrepresented communities.
Shaun Windsor-Turner, key account manager – nursery and books, at tonies, talks about advocating for retailers, expanding the company’s nursery category and seeing more diversity.
SmartMax, the brand behind the award-winning preschool magnetic construction sets, is thrilled to unveil My First Hide & Seek and My First Wobbly Cars, into its bestselling My First range. Truly a bestselling line for the brand, the My First range introduces young children between the ages of one and five to the magical world of magnetism, encouraging logical thinking, motor skills and imaginative play from the very beginning.
Tel: 01903 885669
Bébélephant has been appointed exclusive distributor for a new range of Mother & Baby branded cleaning products. The range includes a Toy & Surface cleaner, Carseat & Pushchair Cleaner and a Cleaning Water. Each product comes in various sizes and are made in the UK. They have 99.99% effective antibacterial action, have no harmful chemicals and are safe for sensitive skin. The range is 100% biodegradable and the packaging is made from 100% recycled materials. Tel: 020 8202 1467 www.bebelephant.com
Award winning British teething and baby brand, Cheeky Chompers, is thrilled to unveil two new on trend designs this autumn. The neutral colours of Leopard Spot and Rainbow Rose are beautiful takes on the current trend of vintage muted tones. Sure to perfectly co-ordinate with every outfit for teething tots this season, the attachable nature of each and every product, means these stylish new prints will always be readily available to soothe and comfort when at home or on the go.
0131 4408370
Iconic French toy brand, Janod, is delighted to launch two imaginationsparking role-play games, introducing the super stylish Hairdresser and Dentist Sets. Joining the already popular collection of role play toys and sets, little ones will love creating stories and games in their new professions. Both featuring FSC certified wooden accessories that neatly pack into a zip carry case, the sets are guaranteed to provide endless playtime fun, whilst developing little one’s imaginations.
Tel: 0208 8782133
Charming Belgium toy brand, Lilliputiens, is delighted to continue to expand its creative toy offerings in the UK as it launches the adorable Little Doctor Alice Bag. Providing little one’s hours of imaginative play, the set includes all the essentials for medics of the future to take care of the adorable Alice Fox, who unfortunately, isn’t feeling too well! The super soft doctor’s bag (which cleverly also serves as a sick bed) includes bandages, a thermometer and even a stethoscope.
Tel: 0208 8782133
“Uppababy Vista and BeSafe are the bestselling products at the moment.”
“Extended rear facing car seats, 360 infant carriers, compact strollers and seats that can fold parent facing are currently on the up and in demand from consumers.”
Having opened in May this year, Ipswich-based nursery store, Little Bubbas, is owned and run by Katie Warne. With over 10 years experience in the industry, Katie goes above and beyond to provide outstanding customer service, even offering a personal, out of hours appointment service.
Above: Little Bubbas specialises in prams and car seats.
“Social media is a hugely important part of our business. Facebook and Instagram are great for getting to local people, but TikTok is my most popular. It is just easy to get questions and answers from people and have fun creating videos.”
• “It’s just me in the team.”
• “The average spend per customer is £1,000.”
• “There were two boxes in my last delivery.”
Above: BeSafe is one of Katie’s best sellers.
Little Bubbas specialises in prams and car seats. Katie tells us: “Uppababy and Mee-go are my longest-term suppliers and Egg is my newest.”
“I currently only sell in-store at the moment. Our online shop is in the making.”
Right: Little Bubbas opened its doors in May in Ipswich, Suffolk.
• “We don’t have a window display.”
• “The shop is just over 1,000 sq ft across two floors – or two bowling lanes side by side on the ground floor and one on top.”
“I’m definitely seeing people supporting local and independent retailers. People who come into store are happy to see an independent and say they would rather support a local business.”
Above: Uppababy is one of Little Bubbas’ longest-term suppliers, and the Vista is Katie’s hero product.
“The Little Bubbas hero product is probably the Uppababy Vista as it can convert to be a double.”
