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.
Like many, the team at Progressive Preschool has been watching the development and rise of AI with interest. The technology has been in the news recently due to the resignation of the man widely seen as the ‘godfather’ of artificial intelligence - Geoffrey Hinton resigned from Google earlier this month and warned about the dangers of developments in the field.
While there are clearly concerns about where AI could lead us – not least the job losses which could be seen in various professions including journalism – you can’t also help but marvel at such advancements. But what impact could it have on the preschool industry?
commit thought to paper through creativity and a need to engage an audience of young people for their betterment’ in his words.
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.
And it’s this passion and enthusiasm that cannot be replicated by AI – as clever as it is, AI cannot quite convey the intangible magic of stories and their sheer human element. As Gary puts it, storytelling is not a science; it is an art that lives in the fibres of our evolution.
Elsewhere in this issue, we’re gearing up for a return to Harrogate and the Toymaster May Show (pages 23-31), as well as exploring the latest developments in major product categories such as games and puzzles (37-39), creative play and role play (43-47), nappies (51-53) and travel and holiday (55-59).
Copyright 2023. 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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Gary Pope, co-founder and ceo at Kids Industries, has written a passionate piece in this issue (page 15) on AI and its role in storytelling. He explains that stories have been told in new and wondrous mediums over the years – from radio and TV through to the smart speaker – but until now, stories have always been written by a person… an ‘individual compelled to
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.
robw@max-publishing.co.uk
As diverse as they are, the common theme in each category is one of innovation. From sustainability advancements through to a commitment and investment in new launches and support for retailers, there is no holding back or hesitation from the preschool industry, despite the challenges in the wider market currently.
As Epoch Making Toys’ Matt Shaw explained in our exclusive interview (pages 32-33), consumers look out for ‘newness’ annually, especially on collectable brands such as Sylvanian Families and, quite simply, new innovation sells.
We’re looking forward to checking out some of that new innovation in the toy category at Toymaster from 16-18 May, as well as catching up with as many of our readers as possible. The team would also look to point out that this column was written by our own fair hands, as we’re not sure that AI could quite replicate us either, just yet…
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
For the latest news visit PreschoolNews.net
In April, the environment minister, Therese Coffey, told BBC News that wet wipes containing plastic will be banned in England under plans to tackle water pollution. The ban should come into force in 2024 following a consultation and is part of a wider plan to improve water quality in the country, where no river or waterway is considered clean.
The proposed ban has been seen as a positive move by many in the preschool industry. Dr Mark Little, md at Aqua
Maxi-Cosi has revealed what it describes as the ‘future of car seats’ with its new sliding car seat technology, SlideTech, and the 360 Pro Family.
Setting an ergonomic precedent, the car seat can both rotate and slide towards the parent when getting their child in and out of the vehicle. The new SlideTech technology on the FamilyFix 360 Pro base allows parents to simply lock, slide, spin and go.
The FamilyFix 360 Pro slide-out base also features FlexiSpin, a 360° rotative system that enables the Pebble 360 Pro and Pearl 360 Pro car seats to be easily rotated with only one hand in any reclined position.
The Pebble 360 Pro and Pearl 360 Pro also have extended recline positions. The Pebble 360 Pro delivers maximum comfort for babies aged 0-15 months and features three recline positions, including a unique full lie-flat position. The Pearl 360 Pro boasts five recline positions,
offering optimum comfort for toddlers throughout their journey.
Raul Sepulveda, president and ceo at Dorel Juvenile Europe, commented: “Maxi-Cosi has always pioneered innovation in technology that make parents’ lives easier. As a
welcome the government plans to ban plastic baby wipes – it’s long been an environmental
Below: Many believe that only biodegradable, compostable options, such as Aqua Wipes, or reusable wipes are the way to eliminate damage to the environment.
Inset: Maxi-Cosi believes it is ‘shaping the future of transportation for children’ with the new launch.
brand, we are constantly listening and responding to feedback. As a result, we have earned the trust of parents worldwide. Now, with the world’s first sliding car seat technology, we are once again shaping the future of transportation for children.”
For the latest news visit PreschoolNews.net
problem that can be avoided. All three Aqua Wipes options are biodegradable, plastic free, compostable, vegan friendly and packaged in recyclable material.”
Christopher Money, co-founder and md at Kit & Kin, agreed: “We truly believe that small changes we make can add up to make a big difference and how many baby wipes are used every single day that have unnecessary plastic within them? Our wipes are 100% biodegradable, 99% water, 0% plastic and the pack itself is made from 50% recyclable materials.”
Some, however, believe more needs to be done. Caroline Taylor, md at MuslinZ, which
offers reusable cloth wipes, explained: “There are still issues with disposable wipes generally. Single use wipes create a huge amount of waste. Consumers need to be made more aware of issues with single use wipes. Disposable wipes, even if biodegradable, are a problem.
“Being made of a cellulosebased material does not inherently make a wipe flushable. There are also concerns that the current flushability standards, including Fine to Flush, may not adequately represent various UK sewerage system environments and that wipes made of viscose, for example, can still cause blockages.”
Suppliers indicated a number of ways in which retailers could help guide consumers towards more environmentally friendly wipe options. Mark outlined: “Retailers play a crucial part in promoting ecofriendly wipes by helping to educate consumers regarding the pros and cons of baby wipe use. Emphasising the no plastic, biodegradable, compostable options, whilst also reinforcing the understanding that no wipes should be flushed, even the biodegradable ones.”
Caroline furthered: “Stocking washable, reusable wipes offers an alternative, low cost, less waste option for parents looking for a truly eco friendly wipe.”
The inaugural King’s Awards for Enterprise have been announced, celebrating the achievements of UK businesses.
148 businesses representing every part of the UK and a diverse range of sectors have been recognised by His Majesty The King as among the best in the country.
Preschool brands were awarded in two categories, with Bibado and Doddl winning in the innovation category, while Atelier, Frog Bikes and Green Sheep Group were recognised for their contribution to international trade.
Roger Allen, chief executive of Green Sheep Group, commented: “We are absolutely delighted to be recognised with this prestigious award specifically for our endeavours in international trade. When we started out, we were solely a UK-based company with just UK customers. However, as our product range grew and we launched new innovations, the opportunity for international expansion was evident and six years on, we have grown from selling to retailers in six countries, to selling on a wholesale basis to retailers in 30 countries. Adding in direct consumer customers, we now export to 45 countries around the world.
“The King’s Award is highly regarded on both a national and international platform and will have a significant impact on the future of our business. I am so
proud of our team and all the work they put into the business – this is their award. Over the past three years our turnover has grown by 142% and our international sales by over 198%, and our Queen’s Award in 2018 undoubtedly contributed to our overall success.”
Below: Green Sheep Group has grown its international sales by over 198% in the past three years, says chief executive Roger Allen.
For the latest news visit PreschoolNews.net
The most iconic trade show in the industry is evolving.
Whatever your place in the business of PLAY... Toy Fair is for YOU!
Discover products, brands and play experiences all under one roof in the world's most vibrant city!
Featuring thousands of new and unique international toys, games, edutainment, entertainment-driven experiences, and more, plus education to help you strengthen your business, Toy Fair offers attendees a competitive edge no other trade event can match!
Nursery brand
Mamas & Papas and home and lifestyle brand, Laura Ashley have introduced a new collection of travel solutions, interiors and baby apparel as part of their eagerly awaited collaboration.
The 49-piece range has launched across the brands’ international stores and online.
Taking inspiration from Mamas & Papas’ innovative product design and Laura Ashley’s timeless prints, the carefully curated collection includes baby and toddler apparel, nursery interiors including bedding, plus a selection of classic toys including a Rocking Horse and Ragdolls.
The range also includes two of Mamas & Papas’ bestselling travel pushchairs – Airo and Ocarro.
The versatile pushchairs have been re-imagined with vintage Laura Ashley prints while retaining Mamas & Papas’ much-loved modern design aesthetic.
The collaboration between Mamas & Papas and Laura Ashley was originally revealed in July 2022.
“As a like-minded brand with a strong British heritage much like our own, partnering with Laura Ashley demonstrates our ongoing commitment to providing parents and parentsto-be with unique products that are both stylish and highly practical,” commented Nathan Williams, ceo at Mamas & Papas.
Sonia Kelly, product director at Mamas & Papas, continued: “With a shared belief in the art
British nursery brand, iCandy has confirmed a new partnership with The Lullaby Trust on its Peach 7 pushchair.
The iCandy Peach 7 is suitable from birth and the removable carrycot can also be used as a sleepspace for newborns. The lightweight
carrycot comes with a padded mattress and a removable, washable cover, which is designed to fit the carrycot perfectly, making it an ideal Moses basket or travel cot solution.
iCandy has welcomed the Lullaby Trust as its new supporting partner and is excited to be working with a company which is committed to safer sleep for babies.
Bradley Appel, iCandy joint ceo, commented: “iCandy is proud to be an official supporting partner of The
of storytelling and a common commitment to exquisite detail, Mamas & Papas and Laura Ashley are the perfect pairing. Delving into Laura Ashley’s illustrious archives, we have selected iconic prints that could be reimagined for a new generation and brought to life in a collection of heirlooms of the future.”
Lullaby Trust, the UK’s leading safer sleep charity. Together we are dedicated to promoting safer sleep for all babies and are so pleased we are able to do so through our collaboration on the iCandy Peach 7 travel system.”
Jenny Ward, ceo of The Lullaby Trust, added: “We are delighted to welcome iCandy as our new supporting partner. Safer sleep saves babies’ lives and it is great to be able to work with a company that shares our commitment to promoting this advice. By supporting our work and promoting our advice, iCandy will help us reach even more families with life-saving safer sleep information.”
For the latest news visit PreschoolNews.net
In February 2023, the total market for Baby Care continued to see strong value growth. However, we started to detect declines in sales volume. Between January and February this year, sales value was up 5% across total Baby Care compared to the same period in 2022, and up 13% versus to the same period in 2019. Sales volume on the other hand dropped 5% versus 2022 and was 27% lower than 2019.
One of the biggest drivers of the increased sales value at a total level is that average price is continuing to grow at a rate higher than inflation. During January to February 2023, the average price at a total level for a Baby Care product was up 14% versus the same period in 2022, and up 19% compared to 2019. However, when we analyse this by the products that make up total Baby Care, not all saw price growth. Perhaps surprisingly, Baby Monitors was the only product group that saw a price decline when compared to 2022 (-9%) and 2019 (-1%).
There were some big differences in the average price for a product
brought online versus in-store. Online prices for the last two months were 8% higher than in 2022. This is however 17% down on pre-Covid (2019) prices. Looking in-depth at products that make up Baby Care shows that the price drop experienced by Baby Monitors at a total level was driven by falls in online spending. This was down 13% compared to 2022 and 2% versus 2019. In-store prices saw a very different trend, as average prices have been rising steadily since 2018. For the January to February period, the price was up 21% versus 2022 and 16% compared to 2019.
Inflation is part of the reason why the total average price is rising. When comparing the top 200 like for like products sold from January to February 2023 versus the same period in 2022 the price rose by 8%. But part of the price rise is influenced by consumers trading up. We believe some shoppers are delaying purchases in order to trade up to more premium models in the hope that they will last longer.
The market for certain products is also changing and innovation tends to
come at a higher price point. This is the case for car seats, where the new regulation model has an increased average price.
But what is driving the decline in the average price for Baby Monitors? This is partly explained by the technology they offer, increasingly with smart features. During the pandemic, many electronic technological goods like computer monitors and TVs experienced price hikes caused in part by the global chip shortage. As that continues to ease, prices for chip-reliant products have been slowly correcting back down to the pre-Covid level.
Over the last five years, promotional activity has been declining. On average, around 70% of volume during this time saw little to no price reduction. However, in January promotional activity increased in a bid to attract customers who are reducing spending in response to the cost of living crisis. This is in stark contrast to the experience of Covid when 75% of sales were made with no or little price reduction. Today, this has dropped to 71%. However, the share of volume sold with price reductions of 40% or more remains at the same level as in 2022.
At GfK we expect the average price for Baby Products to continue to rise throughout 2023, in part due to inflation and changes in consumer buying behaviour. Promotional activity will increase in the short-term to attract more consumers during the cost of living crisis and is likely to remain at a higher rate than in 2022.
GfK’s Emma Wade discusses total market performance, continued price rises and changes to promotional activity.
For the past couple of years, we have been observing a growing desire for independence from a young age. In the UK, this trend can be seen with older teens aged 16-18 who, compared to Q1 2022, have become +35% more likely to report having made money through selling. With kids we are seeing a steep increase in the percentage of 6-9 year olds who aspire to become a YouTuber - a career which currently ranks first as an aspired path, having noted an increase in popularity of +63% across the past year.
Compared to their parents, or older siblings, Gen Z and Gen Alphas are empowered; they want to have control, create and communicate their opinions and emotions. In other words, the desire for independence has aged down, which is something that should be taken into consideration when creating products that resonate with kids.
With younger kids aged 3-5 this phenomenon is observed in how they prefer to play, with the popularity of toys that facilitate free play being on the rise. More specifically, Kids Insights UK data shows that the percentage of preschoolers who mostly play with creative toys (such as paints and sequins) has grown by +31% (ranking seventh) since Q1 2022. Similarly, outdoor toys as a prefer toy type have experienced an increase in popularity of +30% (ninth) across the same period.
Compared to the top 10 most popular toy types with preschoolers, creative and outdoor toys have noted the steepest year-on-year popularity increase, suggesting that although other toy types such as construction toys (first) and soft toys (second) remain the most popular, it is becoming increasingly important for the toy manufacturing process to incorporate interaction and creation.
Besides being an opportunity to develop motor skills, for preschoolers, free play is a way to play without any parental guidance and therefore, become more independent, which according to Parents Insights UK data, is the third most important skill that parents want their preschoolers to develop through play, behind social skills (first) and creative skills (second). While brand partnerships and the use of popular characters may be the way to kids’ hearts, in
order to appeal to parents, toy manufacturers should consider the indirect benefits of their products and how these are communicated through messaging campaigns.
Furthermore, Kids Insights data suggest that free play may contribute to improved mental health. Specifically, preschoolers who prefer to play either outdoors, or with creative toys, are +13% more likely than average to say they never, or rarely feel anxious, +21% more likely to always feel fit and healthy and +10% more likely to always be happy.
With nationwide lockdowns being a thing of the past, families’ faith in outdoor spaces has fully recovered. According to Parents Insights, being active outdoors is a favourite activity with 1 in 4 families with preschoolers. Being creative is a favourite hobby with 1 in 5 (19%) of these families. Could outdoor play be a compelling area within the toy space to promote healthy habits and mental health but also, promote family bonding time?
The Insight Family's class-of-one analysis tools enable users to not only track the course of IP, brands and trends but also assess market share, profile audiences and identify lucrative partnerships. In its latest case study report, The Insights Family investigates the factors behind the success of PRIME Hydration Energy Drink and the potential impact of KSI's reckless behaviour. To access the case study, visit: https://go.theinsightsfamily. com/prime.
The Insights Family looks at how the popularity of toys which facilitate free play is on the rise and what this means for toy companies.Left: Nick Richardson, founder, The Insights Family.
The rise of the robots is upon us. AI is here and is coming to a digital device near you (and your children) very, very soon… if it isn’t already.
Some say it’s a good thing, others say it’s a bad thing and a few say we should just slow down a little and work out what on earth is actually going on.
For this column I’d like to focus on AI and its role in storytelling. Since we first stood upright and explored out of Africa, stories have been the thing that have bound us, kept us safe, taught us how to live with each other and importantly, have given our children comfort, joy and inspiration. And they’ve always been a special part of parenting too.
There is something timeless, true and incredibly valuable about sharing a story with a child. The physicality of it, the expression of it, the human nature of it. Stories are crafted from experience, drafted with love and they are full of intent.
Children have always been early adopters and while familiar is often preferred, new doesn't frighten them; it is there to be understood as is everything else in life. And as technology has marched forward in the last century, stories have been told to children in new and (for the time) wondrous mediums: radio, TV, cassettes, CDs and, more recently, the smart speaker has dutifully become a benign storyteller and babysitter for families around the world. And the wonderful thing about audio is that it is the one medium that families engage in most together. In our
recent Global Family Study, 56% of parents with children between the ages of 4-13 said that they listened with their children ‘most of the time’. It’s a powerhouse for music, podcasts and yes, increasingly stories.
But here’s the thing: the stories that have been told through these new
Above: Gary Pope, co-founder and ceo, Kids Industries. in the world of children’s TV. It will make writers redundant and it will homogenise narrative. It will turn the act of creation into a string of code that hits all the right notes but is, by its very nature, devoid of the thing our children need most: humanity. And one of the most human things we can do as parents is read to our children. And yes, I know it’s tiring! Many times have I fallen asleep while reading to mine, only to have them shake me awake and suggest I go to bed. But those are the moments that bind us, make memories and enable us to share an understanding of how the world works. This is the intangible magic of stories.
fangled wonders of modern science have, until now, been written by a person. An ‘Organic’. An individual compelled to commit thought to paper through creativity and a need to engage an audience of young people for their betterment. Until now.
The rise of the robots is in many ways a testament to the achievements of humanity and the drive we have to push ourselves forward - it’s evolution. But since those first days of our upright walking, the stories we have told have been unique. They have been born of human experience to improve the human experience.
There’s so much to love about AI and what it can bring to children’s media - the idea of having a favourite celebrity or character telling your child their favourite story with a simple voice command, is a beautiful thing - and the brand building opportunities are huge. Make no mistake, AI can observe, digest and apply every convention of literature and has the ability to conflate a myriad of characters to devise new ones. It’s already happening
I think it is better that the stories you choose together, to share together, should be those that have been crafted with love, attention and care. Stories that capture the emotion of a shared moment between parent and child cannot be algorithmically forged.
I’ve spent a good few hours exploring and refining the stories that ChatGPT can write - different character prompts, age bands, situations, tones, literary devices and so on. I’m no expert yet, but I have been making stuff for children for 30 years and I was once an English teacher. The results are at best, derivative. They’re alright. Nothing special. A bit meh. Kind of a bit like some of those superfast derivative preschool animations that we see flooding YouTube. Cheap content, cheaply made and not really moving the needle for anything except the creators bank account.
Storytelling is not a science; it is an art that lives in the fibres of our evolution. For that reason, and in that context, I for one, am raging against the machine to preserve our culture and the magic that is a bewitching story and precious time as a family.
Gary Pope, co-founder and ceo at Kids Industries, takes a look at AI and its role in storytelling.
“ Storytelling is not a science; it is an art that lives in the fibres of our evolution. ”
“D elivering innovation, qualit y and value on time....ever y time.”
elivering innovation, on time....ever time.”
PPS chats to Luisa Svensson, trade and marketing manager at Graco UK, and Phil Champ, owner of Baby Central, about 2023 so far, new launches, an Easter uplift, challenges and trading expectations for the summer months.
Phil: “We have had a positive start to 2023, with strong sales across all of our ranges, which is fantastic to see. We have developed and extended lines across many of our ranges. Dr. Brown’s in particularly has launched a new collection of flora and fauna printed anti-colic bottles, and is just about to launch a new range of exciting soothers. We have also entered a brand new category this year, as the UK’s sole distributor of WonderFold wagons. We have invested widely in this, including a huge festival-themed launch event at Center Parcs.”
Luisa: “We’ve seen a really positive start to the year across all of our retail channels. We have extended our range with Boots, our relationship with Amazon and our Asda store presence. With exciting launches coming over the year we expect to go from strength to strength. In Q1 we launched Myavo, a compact stroller which represents everything Graco stands for.
It’s a single block colour hood, one hand, one-second fold that rivals the premium brand look and feel at a fraction of the price. We have exceeded sales targets at launch and are now bringing in new colourways. We are planning the launch of Sweet2Sleep, a ‘nextto-me’ style crib which is our first co-sleeping solution with a dropdown rail to keep baby close and safe next to their parent.”
Phil: “The launch of WonderFold, in particular, definitely saw lots of traction over Easter, with increased website hits and sales during this period.
We have focused heavily on the benefits of fun family time, which the WonderFold supports, and we think this has resonated with potential customers, as they plan their summer adventures ahead.”
HEADING INTO THE SUMMER MONTHS, WHAT ARE YOUR TRADING EXPECTATIONS? DO YOU EXPECT A STRONG SEASON? IF SO, WHY?
Phil: “Dr. Brown’s is a hero range of ours, and its new launches will definitely increase trade in this sector over the forthcoming months. WonderFold is a product for outdoor adventures, so we are already seeing sales increase as the weather starts to improve. We are continuing to invest in marketing around all these products, and in particular around festivals and outdoor fun for the WonderFold, which is reflected throughout our social media communications, event attendance and supporting advertising campaigns.”
Luisa: “We have been bolstering our car seat portfolio and have various online resources for parents looking for reassurance on safety when travelling by car which is perfectly themed for summer.”
WHAT ARE THE MAIN CHALLENGES THAT COMPANIES SUCH AS YOURSELF ARE FACING AT THE MOMENT? HOW ARE YOU LOOKING TO FACE THESE? AND ON THE FLIP SIDE, WHAT ARE THE POSITIVES?
Phil: “At present, it is very challenging to get new products into the main retailers. Plus, the online space is a busy one so getting your products seen by consumers is also becoming increasingly difficult.
Social media continues to be a real opportunity, but can also present challenges when it comes to navigating some of the ongoing processes and procedures. We are placing significant investment into our own online presence with Baby Central, in order to combat the decrease in available high street space. In addition, our social media channels allow us to have an ongoing dialogue with our customers, which is always a positive thing.”
Luisa: “The Graco portfolio is perfectly placed to support parents while the economic climate is challenging. We offer reliable products at a great price and we are not enabling consumers to spread payments with Klarna on our website. We work hard to ensure that consumers know they can trust the Graco brand so we are seeing continued growth across our portfolio.”
Phil: “At present, it feels quite buoyant, even though many families are feeling the pinch due to the cost of living crisis. Also, our brands are commodity products, so they are always in demand, which helps with sales volume and demand.”
Luisa: “In the main, Graco works with large retailers which have a strong online presence. Our products are present to consumers during their weekly shop and are very keenly priced. These large retailers work hard to capture the parenting market with mother and baby events, and these retailers are fairly resilient to the economic challenges. So for Graco, the retail channels are robust and healthy.”
Phil: “Yes, we are working towards seeing our brands grow into the major retailers during 2023 and look forward to a positive year ahead.”
After a triumphant post pandemic return in 2022, the Toymaster May Show is heading back to Harrogate from 16-18 May. With over 100 suppliers exhibiting and the majority of the buying group’s 136 members expected to attend, the event looks set for another stellar outing. PPS catches up with Toymaster’s development manager, Brian McLaughlin, to find out more.
The continued success of the Toymaster May Show – it consistently sells out by January each year – is down to a very simple formula, according to Brian McLaughlin, development manager at the buying group.
“We keep the format simple – a relaxed environment, stands accessible to all visitors and great entertainment in the evenings,” Brian explains to PPS. This year there are over 100 suppliers exhibiting including all of the major brands - some of which were not at London’s Toy Fair in January – along with many other suppliers, catering for a variety of different brands and product categories.
Toymaster has 136 members and 280 stores in total, and the group is expecting most of its members to attend. Brian continues: “The show is also open to any independent bricks and mortar retailer of toyswhether they are a member of Toymaster or not - and it looks like we will have over 100 independent retailers also attending.”
Meanwhile, the entertainment that Brian mentions will come in the form of an Irish-themed night on Tuesday 16 May, followed by the Toymaster Awards on Wednesday 17 May.
“The feedback we had from everyone who attended last year was that it was great to be back and they had all missed the show in the previous two years,” says Brian. “The atmosphere at the Toymaster show is different to other trade shows, and it is one everyone looks forward to each year.”
As well as viewing the latest products, the show also acts as a platform for members to chat, network and share experiences with each other, with the cost-ofliving crisis sure to be a topic of conversation high on the agenda.
“Managing costs is a huge challenge – energy costs have risen, staff costs are rising; these things all affect profit margins on an independent business,” says Brian. “Consumer spending seems to be holding up, despite the many news stories we read, however it all adds to some uncertainty.”
Just as retailers are adapting to the challenges in front of them, Toymaster itself is adapting to meet the changing needs of its membership, as Brian explains. “The key thing we have been doing in recent years is listening more, to understand their priorities and what they want from us. We have changed our member committee who are there to help drive our decisionmaking and ensure members’ viewpoints are involved in all our key decisions that affect them. We also now have a separate member committee for Ireland as we realise that they have a different competitive environment and priorities to mainland UK retailers.”
With the buying group approaching its 35th anniversary, it has certainly bore witness to some big changes during this time. “The make-up of the high street has changed radically; many major retailers have disappeared over the years, however independent stores
have remained a constant on the high street and there are a few Toymaster members who have been
“ We keep the format simple – a relaxed environment, stands accessible to all visitors and great entertainment in the evenings. ” Brian
When and where: 16-18 May, DoubleTree by Hilton Harrogate Majestic Hotel & Spa.
Who: Over 100 suppliers are exhibiting including all of the major brands. When it comes to preschool, names to look out for include Bigjigs, Casdon, Clementoni, Galt, Golden Bear, Halilit, Hippychick, Juratoys, Learning Resources, Melissa & Doug, Playmobil, Rainbow Designs, TOMY and VTech to name just a few.
Website: Independent retailers who wish to attend the show can register at www.toymastermayshow. co.uk, where the full exhibitor list can also be found.
added a new way for consumers to shop, and means they have so much more information available to them before they make their purchases.”
For Brian and the Toymaster team, there is one key goal for the show. “Whether you are a supplier exhibiting or a retailer visiting, we hope every attendee achieves what they set out for and manages to have fun and catch up with friends, old and new, along the way,” Brian concludes.
there right from the start,” Brian offers. “The biggest change has been the impact of online which has
McLaughlin, development manager, Toymaster
A.B.Gee’s expansive range of pre-school toys welcomes new for spring 2023 including activity sets, puzzles, toys and music sets in the Tooky Toy range, which traditional toys with a modern twist - all made sustainable wood. can sow the seeds of learning with the brightly coloured Vegetable Garden in kids can plant the chunky vegetables harvest their own colourful 14-piece set includes five vegetables, caterpillar, two tools, can, two seed packets and labels.
new BBQ Grill will encourage develop their imagination creativity when playing and has opening hood and ‘ingredients’ creating tasty burgers and kebabs, plenty of tools and condiments, a fun and versatile play set children aged three and above. are also three new folding play Farm, Hospital and Fire Station - which all with six chunky standing figures that are perfect for little set their own scenes and tell their own stories. A carry handle means when the figures have been packed away, they can be transported for an on-the-go
Chunky puzzles are a great way to encourage hand eye coordination and A.B. Gee has added even more to The Farm, Pet and Marine scene puzzles are suitable for 12 months and above and each features seven brightly and easy to grasp pieces, which are both durable and visually stimulating.
Brainstorm has added the new PAW Patrol Head Torch to its range as it continues its partnership with Nickelodeon. The Chase-shaped head torch comes with sound and light and has two angles for outdoor adventures and reading. The PAW Patrol Drawing Projector is pocketsized and easy-to-use with six changeable image caps featuring the PAW Patrol characters. Preschoolers can simply unfold and project images onto paper and create their masterpieces.
Tel: 01200 445113
www.brainstormltd.co.uk
Bigjigs Toys is a big believer in learning through play, and at this year’s Toymaster Show, the family-run brand will be launching a collection of toys designed to excite and engage little minds. Innovations at its stand will include a bunch of new sustainable wood and silicone toys, from a Rocking Avocado to a Shooting Star Shape Sorter - part of the brand’s award-winning Simply Scandi range. Bigjigs Toys will also be showcasing its new floor and lifecycle puzzles, with themes including recycling, fantasy, nursery rhymes and wildlife.
Tel: 01303 212691
www.bigjigstoys.co.uk
BB Junior has picked up many consumer awards in the last few years. The key lines for this year take this nursery range into the fast lane with the BB Junior first collection of both Bugatti and Lamborghini cars along with the BB Junior Lamborghini My First Carry Along Garage and the BB Junior Push n Glow F1 Car. Other additions include the Splash ‘n’ Play Light Up Sailboat and the Splash ‘n’ Play Music Tugboat. There will be plenty of exclusive deals for Toymaster members to be had and a low carriage paid amount of £250.
Tel: 0141 6132525
www.oneforfun.com
The Cry Babies Loving Care dolls will be a key highlight on IMC’s stand at the Toymaster show. The range, suitable for children aged 18 months and upwards, transitions the brand from Tiny Cuddles to core Cry Babies dolls, and offers a choice of three characters: Coney, Hannah and Jenna. Each doll includes removeable pyjamas, matching dummy and personalised accessories, and as with all Cry Babies, the Loving Care dolls cry real tears that magically stop once their dummies are placed in their mouths.
Tel: 01904 720908
www.imctoys.com
Smiffys has launched a range of Gigantosaurus costumes available to pre-order now with stock landing later this year, including all the key colourful characters such as Rocky, Tiny and Bill. The range from the hit Netflix series is proving popular already with Dinosaurs remaining a key play category. The deluxe costumes feature plush character hoods and super soft, brightly coloured matching onesies.
Tel: 03303 338005
www.smiffys.com
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Big news for 2023 is Flair’s launch of Bildo Play-Doh Blocks. Delivering value for money and play value, PlayDoh Blocks combines the much-loved dough compound with hybrid building blocks, offering a creative, sensory play experience. The range will comprise eight SKUs, spanning entry point starter sets to larger playsets such as the School Play ‘n Learn Blocks Playset. Flair will support this innovative range with an impactful marketing campaign ensuring strong awareness and demand.
Tel: 0208 643 0320
www.flairgp.co.uk
Jazwares will showcase product launches from CoComelon and Spidey and his Amazing Friends. CoComelon joins the Squishmallows Squad, with CoComelon HugMees plush. My Friend Cody Doll, Peek a Boo JJ Doll and Dancing JJ Doll with light, sounds and three dance modes will also add to the fun. Further highlights to the range include new style figures, vehicles, playsets and bath toys.
Tel: 0203 5980270
www.jazwares.uk
New from SmartMax for 2023, comes two My First sets. The simple, yet effective design of the My First sets enable children of all ages to engage with the product and allows them to build their own unique constructions in a multitude of ways. With My First Pirates, littles ones can batten down the hatches for a pirate party, wobble on the deck of the pirate ship, or go on a treasure hunt on the desert island. The metal playbox doubles as a play area and can be used to store everything – so this playset is a handy travel case allowing little ones to enjoy magnetic play on the go.
Tel: 01903 885669
www.smarttoysandgames.co.uk
Magicube Shape Blocks & Cards are made from 100% recycled plastic. The set includes ten magnetic blocks that connect on all sides without polarity, and six, double-sided, fun, activities cards for little learners to match the colours and shapes to the designs. Youngsters can really let imaginations run wild during freeform play. This is the ultimate educational building set and introduction to STEAM skills for toddlers.
Tel: 07577 371545
www.geomagworld.com
Introducing Taf Toys’ Bunny School Match & Count, the perfect early learning toy for toddlers. This educational toy comes with 15 easy grip bunny pegs and a beautifully illustrated box, designed to help children develop fine motor skills, colour recognition and counting abilities as they practice attaching and sorting the bunny pegs by colour, number, and quantity. Suitable from 18 months this offers developmental opportunities for toddlers and preschoolers alike.
Tel: 01254 872454
www.halilit.co.uk
MV Sports is a pioneer in wheeled and outdoor toys with a reputation for superior quality and design. The well-recognised Hedstrom range of swings, slides, wooden and multi-plays is continually innovated to ensure all gardens and families are catered for, with shelf friendly, modular colour box packaging for retail outlets. MV is proud to stock a large number of lines in its UK warehouse for direct distribution, including the versatile Neptune and Saturn combo sets, Wavy Slide, Single Swing, Folding Toddler Swing, and the new Triton (swing, goal and basketball combo) to name but a few.
Tel: 0121 7488000
www.mvsports.com
Sylvanian Families’ focus for 2023 is the extension to the already successful Amusement Park theme, which is very much focused on its extensive range of Babies, Twins and Triplets collectible figures taking ‘days out’ to the park and enjoying the rides. Many of its new and updated ‘out of box’ play patterns include the Babies characters to add more relevancy for children at the lower end of its key age range and allowing them to be more involved with the brand.
Tel: 0843 5574062
www.epochtoys.com
The Toymaster Show will provide an opportunity for independent retailers to view Casdon’s new role-play products for 2023. The main highlights for this year’s stand will be the brand-new child-sized versions of much-loved household products, including the De’Longhi Barista Coffee Machine, two new Joseph Joseph toys and the Casdon Ultimate Styling Case which is compatible with the bestselling Dyson Hair Styling Tools.
Tel: 01253 766411
www.casdon.com
Many childhood favourites can be found on the Rainbow Designs stand at Toymaster this year. From Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh and Mickey Mouse, to Elmer, Spot and The Very Hungry Caterpillar; as well as the exciting new Animal Adventure range of Animal Soft Toys for babies and kids of all ages. Rainbow’s extensive range ensures there is a cuddly character, educational wooden toy, or funpacked playset for every child.
Tel: 01329 223700
www.rainbowdesigns.co.uk
Kaloo’s ever-popular Tendresse Doll collection has expanded once more as Naomie is joining the playroom. Full of sunshine and ready for adventures, the stunning doll features in a blooming lovely yellow look, with delicate daisy embroidery. Ideal from birth and made from the softest materials, Naomie will be a familiar comfort to little ones as they grow, soon becoming the star of any imaginative play, whilst also looking right at home in a nursery from day one.
Tel: 0208 8782133
www.kaloo.com
“The start to the year has been very positive,” begins Matt Shaw, marketing manager at Epoch Making Toys. “We had an excellent end to 2022 with core Sylvanian Families and saw much valued Christmas money and vouchers spent in Q1. Re-stocking in retail channels and new SS23 product launches have all helped brand growth YOY. Also, the Super Mario Movie launch, delayed from 2021 has given the games division an early boost across our games portfolio.”
It’s encouraging news from the Epoch camp, and it also seems like there’s a lot more to come for the rest of 2023, too. Sylvanian Families’ focus for this year is the expansion of the already successful Amusement Park theme, which sees the extensive range of Babies, Twins and Triplets collectable figures taking ‘days out’ to the park and enjoying rides.
“Many of our new and updated ‘out of the box’ play patterns include the Babies characters to add more relevancy for children at the lower end of our key age range and allow
them to be more involved with the brand,” explains Matt. “We will also have an extended range of Triplets care and Bedroom sets along with strollers to make this babies extension cross all core categories in the Sylvanian village life.”
With Sylvanian Families approaching a milestone 40 years, the continued innovation and growth for the brand is even more impressive. “The secret is fairly simple: the brand offers and is focused on a nurturing and loving environment that allows the child to expand their imagination to create their own role play scenarios,” says Matt when asked what the brand’s secret to success is. “With focus on a wide array of different characters, building and themes to collect, Sylvanian Families gives the child freedom to explore and create their own space in Sylvanian Village in a simple, yet endearing way.”
The 40th anniversary will allow Epoch to create new special items and limited editions to further drive collectability, although Matt is keeping any specifics under his hat for now.
With the classic Sylvanian Families brand approaching its 40-year milestone, as well as the continued success of Aquabeads and a growing games portfolio, Epoch Making Toys is enjoying something of a purple patch. PPS catches up with marketing manager, Matt Shaw, to find out more.Left: Matt Shaw, marketing manager, Epoch Making Toys. Left: Sylvanian Families is gearing up to mark its 40-year milestone.
“This continues to be hugely important across all of our products from the manufacturing, shipping and packing of them,” confirms Matt. “Changes have been happening for a number of years now, with efficiencies in production, removal of excessive additions such as plastic ties, polystyrene, PVC and black plastics.
“Changes to external packaging including laminate removal from cardboard sleeves for example is also something we have implemented. We will continue to focus on changes that have continued environmental improvements as we move forward.”
Meanwhile, Epoch also has choices at the higher end of the preschool demographic, with new lines with more portability allowing Aquabeads to be taken to sleepovers and playdates with friends with adult supervision, while the current Super Mario Games and new launches for 2023 offer gameplay that focuses on motor skills, balancing and maze solution expertise.
While Epoch’s portfolio has appeal for a wide range of retailers, the company is continuing to work hard to meet the challenges of the current cost-of-living crisis. Matt continues: “Disposable income has reduced and impulse purchases as such have also declined. Birthdays and Christmas still exist but we have had to change our thought process on how we can maintain, increase and bring on board new consumers to this collectable evergreen brand.
“Ensuring our range offers more ‘out of box play’ and offering more products at the lower RRP level allows us to keep [Sylvanian Families] in front of consumer eyes. Changing the way we market the brand to expand the visibility is also key, with more marketing across a varied digital platform base maximising the opportunity to be seen. Ensuring retailers are supported at key periods keeps the
brand in focus and promotional ‘big box’ events in Q4 allow that considered purchase to be front of mind as parents decide how to spend that precious disposable income.”
Ranges with extended play value are also “hugely important” for the company, Matt offers. “Playing is not just a fun time for children; it’s how they learn about their environment, how to communicate with adults and their peers and understand how things work. With play, children learn problem-solving skills and develop motor skills. Every day making new, meaningful and engaging play time/experiences requires thought and planning. Whether a child likes playing with the latest doll, action figure, vehicle or art set, extending playtime is one of the best strategies to keep kids entertained for longer.”
With the aim of continually expanding its retail base, Epoch looks at all opportunities that it believes are relevant to its brands, and a key aim for 2023 is continued growth in the specialist and multi specialist retail channels. Matt concludes: “This is where our brands are most supported and visible to the consumer. Our own e-commerce channel is also a major focus, which particularly offers dedicated collectors a chance to enjoy products that are not available to the retail channel. This is our site that keeps the collector collecting.”
“It’s simple, new innovation sells,” explains Matt when asked how important it is to innovate in the current climate. “We work in a relatively limited marketplace with a huge amount of change annually, driven in part by playground trends, movies, short-term crazes and high volume collectability. If you have no new innovation, then you’re at risk of becoming lost by others driven to adapt to hit the activity with the toy market.
“There are risks in forward planning on something that may not be as successful as you might at first have thought, but the risk of doing nothing is far greater. Consumers look out for newness annually, especially those committed to a collectable brand like Sylvanian Families, so we work approximately two years ahead to ensure we are constantly delivering newness to the brand/s.”
“ The secret is fairly simple: the brand offers and is focused on a nurturing and loving environment that allows the child to expand their imagination to create their own role play scenarios. ”
Now in its 11th year, the PPS Awards is a hugely popular ceremony that sees all sectors within the preschool product and retail sector come together to network and celebrate the past year’s achievements. It is attended by over 450 guests each year and last years move to The Royal Lancaster allowed for further attendance following many consecutive years of event sell-out.
The PPS Awards recognise retail and product excellence in addition to marketing prowess and people power. The nomination and voting process is done online and utilises the experience and knowledge of experts in the sector. This ensures that the upmost integrity is maintained.
Product Awards – judged by major, online & independent retail buyers
Marketing Awards – judged by PR / marketing gurus
Retail Awards – judged by suppliers Please contact
• Best Supermarket Retailer of Preschool Products
• Best Multiple Retailer of Preschool Products
• Best Mixed Retailer of Preschool Products
• Best Department Store Retailer of Preschool Products
• Best Online Retailer of Preschool Products
• Best Independent Nursery Retailer
• Best Independent Apparel Retailer
• Best Independent Toy Retailer
• Best Independent Giftware Retailer
Book tickets or tables now to avoid disappointment
• Best Preschool Apparel or Accessories Range
• Best Preschool Non-Licensed Toy Range (12m+)
• Best Preschool Licensed Toy Range (12m+)
• Best Preschool STEM/Educational Range
• Best Preschool Publishing Range
• Best Preschool Home or Furniture Range
• Best Preschool Gift Range
• Best Wheeled Goods Range
• Best Car Seat Range
• Best Preschool Essentials Range
• Best Infant Development Range
• The Eco Award
• The Marketing Award
• Best Preschool Retailer Initiative
• Outstanding Achievement Award
“I would like to say a big thank you to all those who voted for us. I’m honoured to represent our company for this prestigious award. ”
Christine Cheung, category assistant, baby at Boots
“It’s an honour for iCandy to win the Best Wheeled Goods Range category - we know that it was a hotly contested category!”
Bradley Appel, joint ceo, iCandy
“It was a real ‘pinch-us’ moment. As every year, we were up against some serious competition. I’m so thrilled for the whole team at KIDLY, past and present, and all our brands and suppliers to be recognised at these awards in particular.”
Hélène Challot, head of buying, Kidly
“I must admit I did get a little tear in my eye when the award was announced - it’s amazing to think that the industry holds us in high enough regard to even consider us for the award.”
Karen Hewitt, buying director, Character.com
The games and puzzles category was certainly one of the winners from the pandemic, with sales soaring during that time. Fast forward to 2023 and sales are still strong – testament to the fact that there is still a want and need for educational, yet fun products.
This is a description which ticks all the boxes at Orchard Toys. The company’s Farmyard Heads and Tails is currently its bestseller in the preschool category, while Dress Up Nelly, Dotty Dinosaurs, Mucky Trucks and Old MacDonald Lotto are also favourites with consumers.
New launches for 2023 will include three seasonal products for Christmas (arriving in July) – Countdown to Christmas Activity Book, Christmas Eve Box and Elf Lotto Mini Game. There will also be a new space-themed puzzle coming soon.
“Simple, interactive, fun, short game play is key, and it means our games and puzzles can be played and
enjoyed time and time again, alongside a great price point and quality and durable materials, so the product lasts,” says Simon Prest, sales director at Orchard Toys, when asked what attributes a good game or puzzle needs. “Parents love that our products are fun and appealing, while also enhancing children’s learning and educational development, so they support parents to help their child.”
Clementoni is another company which has been performing well in the games and puzzles category, as Paul Fogarty, country manager, UK and Ireland, explains. “YOY we saw a double digit growth, despite the economic challenges and incoming high levels of stock in the overall market place,” he comments.
After a lockdown high for the games and puzzles category, momentum has continued, with retailers and suppliers recognising pivotal points throughout the year which can help drive the appeal and demand. PPS chats to some of the companies operating in the sector before looking at a selection of the latest new product launches.Above: Happy Little Doers says there is a clear trend that both buyers and parents are looking for products that primarily have an educational aspect to them.
Brand new for 2023 from Hippychick is Crocodile Creek, the latest introduction to its toy and gift portfolio. The range from Crocodile Creek includes floor puzzles, holographic puzzles and ‘almost impossible’ puzzles with themes that include planets, dinosaurs and wildlife.
Tel: 01278 434440
www.hippychick.com
Safari Park Jr is the new preschooler game from SmartGames. Suitable for ages three years and upwards the game challenges littles ones to move the animals into the picture-perfect position for a photo, but players must not forget that the lion doesn’t like water, the elephant can’t climb over the rocks and the giraffes are too tall to fit underneath the trees. It’s a 2-in-1 learning game for toddlers; puzzle or play. The fun factor is guaranteed as little ones can safely play with the figurines for added play value, and utilise the game board as a shape sorter / path finder to let their imaginations run wild.
Tel: 01903 885669
www.smarttoysandgames.co.uk
Children will have lots of fun finding and pairing with this engaging Numberblocks game inspired by the hit CBeebies TV series. There are four ways to matchby Numberblocks One to Ten, Numberblobs, Number Fun, and Numberlings. The sturdy, full colour cards are designed for little hands and have colour-coded borders for easy game set-up. The game includes 80 cards and is suitable for one or more players.
Tel: 01553 762276
www.learning-resources.co.uk
Orchard Toys has an extensive portfolio of award-winning educational games, jigsaws and activity books, offering retailers a wide choice of product. Highlights for 2023 include Dinosaur Dig, the hero game, and Nutty Numbers headlining the brand’s new educational games. The new collection is ideal for preschoolers and beyond, with Farmyard Families and Bug Hunters leading the line-up for younger children.
Tel: 01953 859539
www.orchardtoys.com
The Dinosaur Memory Match + Snap game from Happy Little Doers is a portable pack of 44 jumbo playing cards for all little dino lovers. Youngsters can play fun games with the beautifully illustrated cards and learn how to pronounce each dinosaur name at the same time. The game offers many key benefits including boosting memory, encouraging recognition and concentration and helping to develop speech and vocabulary.
Tel: 07884 186804
www.happylittledoers.com
Paul says that the company has “something for everyone” in its portfolio – from lower priced Disney collection puzzles through to Giant Floor Puzzles. Gabby’s Dollhouse has started well, with Clementoni expecting strong growth this year, while a new compact box format is launching to offer less wasteful packaging.
“Our preschool range covers the key licences children love including Peppa Pig, PAW Patrol and Baby Shark and we offer different formats which makes our range interesting and exciting,” Paul says. “For example, Giant Floor Puzzles with extra large size pieces, providing great fun for little ones which are easy to put together. We also ensure we offer varying quantities of pieces within our preschool range to appeal to all levels of puzzler.
“There are pivotal points throughout the year which can help keep the appeal and demand for puzzles going and for retailers, looking at ways to promote puzzles through price and display could work in their favour, especially around school breaks, religious holidays and even ‘back to school’, when children need an increased level of ‘calm’.
“Puzzles are wonderful to do on holiday and with more people choosing to stay in the UK now more than ever, this is a great opportunity for retailers to really tap into the travel market by offering bundle deals and price promotions around key travel periods.”
Smart Toys and Games UK has been enjoying a strong performance for its SmartGames Fairytale collection – in particular Little Red Riding Hood and Three Little Piggies –as well as the SmartMax My First collection and the mix and match Safari Animal sets.
The company has a host of new launches coming up, too including new SmartMax sets – ‘My First’ People and ‘My First’ Pirates will be arriving in May, followed by ‘My First’ Build & Drive towards the end of the summer.
“With so many different brands and options on the market, parents are looking for toys that stand out and withstand the test of time,” comments Karen Clarke, brand director at Smart Toys and Games UK. “They are looking for well made, durable, cleverly designed toys that are engaging and are easy to set up. Younger children like toys that are colourful and creative and demonstrate engaging
“There has been a significant shift in puzzles since Covid where lockdown saw sales soar,” says Clementoni’s Paul. “Momentum has continued, despite the world returning to a somewhat normal state. People developed a new love for puzzles in that time and the benefits of jigsaw puzzles came to the forefront. For children in particular, puzzles offer a calm, relaxing point in time which can be particularly helpful to little ones who find sensory overload challenging.”
For Smart’s Karen, it’s being more mindful of how plastic is used in products and packaging. “In 2016, Smart made the company-wide decision to remove the outer plastic wrap from every product packaging and replace it with a small sticker to seal,” she explains. “In 2021, Smart launched the award-winning Go Genius
themes. It’s also important that toys help develop key skills, have an educational element, are good value for money and most importantly are safe.”
Happy Little Doers, meanwhile, has been busy showcasing its product range at a number of events so far this year including Top Drawer, Toy Fair, Spring Fair and the Childcare & Education Expo. One of its most popular new launches has been the Sensory Flashcards for Newborn Babies - designed to help new parents give their child a head start at the very beginning of their learning journey by helping stimulate both visual and physical development – while the Space Activity Flashcards launched in March, aimed at 4-8s to help them learn about the solar system, moon phases, the technology used in space and how it works.
“We are aiming to have at least three new theme packs launching in the coming months that will be designed for children as young as six months to five years, designed to learn a variety of skills and knowledge,” explains Ollie Stott, co-founder and creative director at Happy Little Doers. “There is a clear trend that both buyers and parents are looking for products that primarily have an educational aspect to them.
“Everything that we do at Happy Little Doers is designed and made to inspire children to reach their full potential by helping them find their favourite way of learning through play.”
collection of educational board games – we will soon be launching a Go Genius collection for the preschool market, so watch this space. The range has been designed with sustainability in mind, with all materials 100% recyclable (including the shrink-wrap). With proactive educational hubs such as Products of Change leading the way, we will continue our assessments and improvements will be made.”
Happy Little Doers’ Ollie says that over the past 12 months, he has certainly seen more sustainable and paper-based products coming into play. “Whether these are 3D card or wooden puzzle structures or toys; it’s great to see some of the creations that are coming out at the moment for kids,” he adds.
P r e s c h o o l N e w s . n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
P r e s c h o o l N e w s . n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
PreschoolNews.net is the online resource for the preschool product and retail sector. From the publishers of Progressive Preschool magazine and the organisers of the Progressive Preschool Awards, this website and e-newsflash portal provides the very latest news, views, and analysis across the preschool product and retail sector.
With an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash lands directly in the inboxes of everyone in this fast-paced industry.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
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.
ADVERTISING AND COMMERCIAL:
Jo Pilcher jop@max-publishing.co.uk
Jo Pilcher jop@max-publishing.co.uk
Rob Willis robw@max-publishing.co.uk
EDITORIAL AND CONTENT:
Jacqui Parr jacquip@max-publishing.co.uk
Jacqui Parr jacquip@max-publishing.co.uk
Sam Loveday saml@max-publishing.co.uk
Rob Willis robw@max-publishing.co.uk
ADVERTISING AND COMMERCIAL
Jo Pilcher jop@max-publishing.co.uk
Rob Willis robw@max-publishing.co.uk
Sam Loveday saml@max-publishing.co.uk
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Katie Roberts-Mason katierm@max-publishing.co.uk
by preschool sector experts…
When: Sunday 2 July, 9am to 6pm; Monday 3 July, 9am to 4pm
Where: Cranmore Park Conference and Exhibition Centre, Cranmore Avenue, Shirley, Solihull B90 4LF
Who: Some 130 brands including Bam Bam, Blade & Rose, Fable & Bear, Kite Clothing, Lilly and Sid, Little Lighthouse, My Little Chick, Natural World, Snuggle Baby, Tiny Baby, Turtledove London and Watch Me Grow to name just a few.
Website: www.indxshows.co.uk/ indx-fashion/kidswear/registration
creates responsibly produced shoes for children; Fable & Bear - an environmentally conscious, organic cotton babywear range; and Peggy Green which specialises in traditional children's clothes, from hand smocked dresses to perfectly piped trims.
INDX Kids is set to return to its West Midlands venue - Cranmore Park Exhibition and Conference Centre - on 2 and 3 July.
As an integral part of the INDX portfolio of trade shows, curated by buyers, for buyers, which is celebrating its 10 year anniversary this year, INDX Kids is organised by Associated Independent Stores (AIS), the UK’s leading buying and services group for fashion, home and leisure.
With a buyer and business driven focus, INDX Kids brings together the biggest selection of brands in the UK across apparel, footwear and accessories including an extensive representation of European labels – from countries including Turkey, Poland, Spain and Portugal.
INDX Kids is curated by a team of buying and retail experts whose knowledge and experience combine to ensure visitors enjoy a commercial edit of suppliers, as well as a trenddriven product presentation.
Unique to the market, the show remains the must-visit calendar event for all preschool and childrenswear stockists. From leading lifestyle labels and sustainable collections, to showcasing the industry’s latest, new and emerging talent, INDX Kids aims to present an unrivalled selection of exhibitors, as well as delivering a warm
and friendly buying environment.
Following the success of the last edition of the show, which took place in January, 85% of attending exhibitors have already re-booked for the July show for which, at the time of going to press, there are fewer than 10 stands remaining.
The January event also introduced the ‘Stand Out’ competition for exhibitors, which received points for creative stand design, innovative visual merchandising and conscious use of props. The winners included Finest for Baby Agencies (Happy Horse/Bam Bam) in the Accessories category, and Eleanor Charles England in the clothing category and both will be returning to defend their titles this season.
To date, 130 brands have confirmed their places at the summer show, while 10 new brands have signed up to make their exhibition debut.
The list of newcomers will include Pip & Henry which
Also exhibiting for the first time is Harris Kids with its luxury children’s loungewear, and Erve which is the official licensee for a portfolio of brands including PAW Patrol, Pokémon, My Little Pony, Disney Frozen and Star Wars.
James Crabtree, head of fashion at AIS, believes the future of the childrenswear industry is bright, and is looking forward to bringing suppliers and retailers together once again.
“The kidswear industry is very friendly, and the shows are always enjoyable - even from an organising point of view,” James comments. “Over the last couple of shows we’ve started to welcome an influx of new stockists, new retail businesses, and new to market suppliers, which is a great indication of the future.
“We’d like to take this opportunity to thank everyone for their support and for continuing to help evolve the show into being the UK’s biggest dedicated kidswear event.”
INDX Kids is free to attend and open to all retailers. Onsite parking is free and visitors also enjoy complementary barista coffee and refreshments, plus free breakfast pastries.
Left: The future of the childrenswear industry is bright, according to AIS, the organiser of the show.
The organiser of INDX Kids is looking ahead to another sold out show when the event returns to Cranmore Park in July. Some 130 brands will be on the showfloor – from lifestyle labels and sustainable collections, through to new and emerging talent. PPS finds out more.Below: INDX Kids has a buyer and business driven focus, and is curated by buyers for buyers.
Celebrate with your favourite dog, Bluey! Choose from party,
foil balloons & costumes, available to order online now!
“Creative play is so important for preschoolers as it’s tactile and openended,” explains Grant Gie, md at Creative Kids. “It drives imagination, creativity, shared play and role play. I believe it teaches them to explore their own imagination and to create unique designs. There are no rules to follow, no instructions, no start and no finish. There is also a calming element found within creative play and huge sense of achievement.”
Creative Kids is just one of the companies that has been reaping the benefits in the creative play and role play space, as parents and retailers continue to consider the category as one which is essential for children’s development.
Grant says that Creative Kids has been enjoying success with its Play Doh Air Clay range, which has driven business significantly in the past eight
months on top of its existing core arts and crafts and compound business with Kiddy Dough. New innovation will come in the form of Kiddy Dough Shape N Learn Sound Tablet, which brings together colours, shapes and sounds with the dough allowing children to learn phonetics and the letters of the alphabet.
For Neil Montgomery, UK commercial director at Juratoys, creative play is a key category which sees growth year after year. Joining the
Creative play and role play are deemed to be a major component of children’s learning and development, so it’s no wonder that there is such a wide selection of product on the market – from dressup and miniature home appliances, through to dough and compounds and paint sticks. PPS finds out more from some key suppliers before checking out some new launches.Below: Janod’s Dentist Set is among the top sellers for the company. Below right: Creative Kids’ Kiddy Dough brand will expand with the launch of the Shape N Learn Sound Tablet.
popular Janod Doctor’s Suitcase, there is now a Dentist Set, Hairdresser Set and a Shaving Kit (complete with pretend razor, brush and aftershave), while there are also high hopes for the new Muddy Lab Outdoor Kitchen.
“Children love to imitate mum and dad's daily activities,” says Neil. “They have fun cooking, tinkering, making music - it's fun for them and for us. Janod has developed an entire range of wooden role play toys ideally suited to their age and needs. They can create their own stories and, in the process, develop their own motor skills, language proficiency and imagination.”
The last 12 months has seen Trends UK launch a completely new brand called Paint Pop Paint Sticks, as well as Crayola Silly Scents Dough & Sand products, which have all proved a hit with parents and preschoolers. Summer will see the arrival of Paint Pop Paint Pens – which are slim twist and paint sticks – plus Spin & Create, which is a paint spinning set which doesn’t require batteries.
“Children love to make things to give to other people,” says Trends UK marketing director, Lindsay Hardy. “It’s a great outlet for selfexpression and to articulate their love for members of the family before they can even write. Also to make decorations in preparation for special events and celebrations throughout the year makes them feel included and that they have contributed to the event or season.”
For dress-up specialist Smiffys, preschool remains a strong category with demand continuing year-round. Top sellers include animals and career-based costumes, with parents seeing role play as part of educating their children around key subjects. Licences such as the Teletubbies are popular throughout the year, while top sellers surrounding World Book Day included The Tiger Who Came to Tea, Where’s Wally? and Bing costumes.
The company will be launching a range of Gigantosaurus costumes later this year including all the colourful characters. The animal range will also be expanded for 2023, featuring hooded tabards and capes that allow preschoolers to easily change into costume. The Julia Donaldson costume range remains a top seller and Smiffys is adding to the collection this year with new characters Princess Pearl, Mouse & The Gruffalo’s Child.
Little Tikes has seen retailers and consumers reacting positively to its Learn and Play and First Appliances ranges over the past 12 months.
The First Appliances collection features a series of realistic home appliances including the Little Tikes First Washer-Dryer and the Little Tikes First Fridge. Meanwhile, the new hands-on and interactive Little Tikes Learn & Play 100 Words Spell & Spin Pencil allows children to turn letters and spell up to 100 different words. Further new launches include the Shapes & Sounds Paintbrush which develops colour recognition and teaches shapes to children from nine months old.
“Creative play is essential for children’s development - it allows them to stretch and develop their imagination while discovering more about the world around them, all
while learning skills like empathy and responsibility,” says Alaina Cornish, senior brand manager at Little Tikes UK and Ireland.
“Since the pandemic, consumers are valuing quality time with their families and encouraging active and creative play. As the UK’s number one play brand, Little Tikes has the right toy for every stage as children grow, helping them to develop their minds and bodies through both indoor and outdoor play.”
Casdon ended 2022 on a high, launching almost 10 new skus, refreshing almost 20 existing skus and introducing a new licence to its portfolio.
“We currently hold seven of the top 10 bestselling role play toys in the UK,” says md Phil Cassidy. “Our Henry and Hetty lines are firm favourites, as well as our Dyson vacuum cleaners. We’re also delighted that our Dyson Supersonic and Corrale Deluxe Set has recently made an appearance into the top 10, too.”
2023 will see some new Joseph Joseph lines launching – making it Casdon’s biggest licensed collection to date – as well as adding some updates on existing lines, while the year’s hero item will be the De’Longhi Barista Coffee Machine.
“It’s important to us that our toys are both fun to play with and help to support development in young children,” Phil continues. “Our toys give little ones (and adults) the tools to learn through play – helping to develop social and language skills, core motor skills as well as coordination and numeracy. Role play has, and will continue to be, a vital component of children’s learning and development for the future.”
As it did in 2022, Casdon continues to grow its range in 2023. It has two brand-new lines for Joseph Joseph, and it will be adding some updates onto existing lines to give everything a much-needed refresh. Casdon’s hero item of the year however has to be its De’Longhi Barista Coffee Machine. In true Casdon style, it likes to ensure that little ones have the latest and greatest.
Tel: 01253 766411
www.casdon.com
Creation Station is a table-top easel with everything needed for mini artists to create their own masterpieces. It’s double-sided, so creative times can be enjoyed with friends. One side has handy clips to hold paper, while paint can be applied directly to the whiteboard on the other. Six paint sticks are included and the smooth, glide-on paint works without needing water or brushes.
Tel: 01702 208175
www.trendsuk.com
Smiffys has added to its ever popular animal range for 2023, introducing new cute animal costumes and accessories. These new additions include hooded tabards and capes that allow preschoolers to easily change in and out of the costume themselves, promoting independence and making toilet trips that bit easier.
Tel: 0151 7099449
www.smiffys.com
Play-Doh Air Clay Ice Cream Creations is available from Creative Kids. With more than five vibrant colours to choose from including yellow, blue, pink, white, and green, children aged four years and older can sculpt, mould and twist their favorite ice cream flavors for long-lasting play. Once dry, ice cream cones and pops can be kept for continued imaginary play. With a sculpting guide and storage bag included, children and parents are given the resources to squish, dry, and display their creations.
Tel: 07827 880159
www.creativekids.com
Courtesy of Bigjigs Toys young heroes can save the day and put out pretend fires in their firefighter costume, or nurse teddies back to full health in their doctor dress-up outfit. Youngsters can also choose from its new builder, scientist, police and princess sets. All dress up sets are packaged with recyclable materials and zero plastic.
Tel: 01303 212691
www.bigjigstoys.co.uk
Left: Amy Wildman.
I’ve been in the toy industry since graduating, holding roles in private label and more trend led companies however have been with Halilit for seven and a half years now – how time flies.
I’m not sure I could identify just one. I’m proud to have played an integral part in our rebrand which we launched at Toy Fair early last year. It’s also been great to see how our increased marketing efforts over the years have paid off with brand recognition of Taf Toys in particular, plus, receiving my promotion to director was of course a personal highlight.
I love the variety and fast paced nature that comes with being part of a smaller company. You need to have an all-round knowledge of all areas of the business, and I thrive on knowing that no two days are the same – one day I might be working on brokering a distribution deal with a new supplier, another day planning ahead with our customers and others I’m working on putting together a marketing launch plan.
We’re really lucky to have a couple of members of staff who have been with the company for a number of decades and without whom the rest of us would be a bit lost. Mark is a safe and consistent force overseeing our warehouse, a team who are instrumental in supporting our growth and customer reputation. Lynne is the smiley happy face of our office, often being the first point of contact for order placement and customer service enquiries. It’s always so lovely when customers pop by the stands at shows and ask to meet Lynne as her friendly and helpful nature is certainly integral to our close customer relationships.
WHAT IS THE BIGGEST CHANGE WITHIN THE PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?
Prior to the pandemic I think many parents felt that their child’s early learning needs were being met to a large extent through their nurseries, preschools, toddler classes, etc and so home purchases were perhaps more fun or licensed focused. With months of closures to usual activities during 2020 and 2021 many parents seemed to arm themselves with knowledge about child development and early educational activities and we’re still most definitely seeing the benefit of this increased awareness as time goes on.
WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN?
That it is far better to just make and own a decision and then move on from there rather than to spend lots of time trying to weigh up the ‘right’ or ‘perfect’ decision. Once you’ve managed to collate the facts you can only make the best decision you can with the information you have on hand.
BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?
That nothing ever stays the same. We have to bend and adapt to remain relevant and offering our customers the best products with our high levels of service that we expect of ourselves. Business is a constantly evolving force, however, regardless of the challenges we face the customers are always central to everything we do.
IF YOU COULD CHANGE ONE THING ABOUT THE NURSERY/PRESCHOOL BUSINESS, WHAT WOULD IT BE AND WHY?
I would increase the level of awareness among parents about the developmental value of traditional and educational toys. This understanding is definitely on the rise, however if I could shout out to all new parents about the sensory, emotional, physical and cognitive benefits of our toys in one swift move that would be great.
Amy Wildman, sales and marketing director at Halilit, talks about the variety and fast paced nature of her role, owning decisions and educational toys now being at forefront of parents’ minds.
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Defra recently commissioned a life cycle assessment study of nappy use in the UK, looking at the impact of both disposable and reusable options. Results showed reusable nappies produce 25% less CO2 over two and a half years of use, than singleuse disposable nappies. PPS discusses the news with key suppliers in the sector.
Defra’s latest report has shown that if every child in the UK in nappies used reusable nappies instead of single-use products, it would save the equivalent of 700 million car miles in CO2, or 3,000 car journeys to the moon, while single use nappies use around 98% more resources to produce than reusable nappies. Even when factoring in washing and drying reusable nappies, they were still found to be the best choice for the environment.
Bambino Mio has been a key activist in promoting reusable options. Head of purpose, Elisabeth Whitebread, welcomes the report: “We know that lots of people are motivated to try reusables because of environmental concerns, but unfortunately there is a lot of misinformation swirling about. This report hopefully puts that to bed.
“I think an additional important point that has big ramifications is the impact this report will have on government policy. The government has lots of targets around waste prevention, particularly single-use plastics,
but until now nappies have not really been a part of that conversation. That’s despite the fact we throw away around 3.6 billion single-use nappies every year.”
Another key advocate for reusable nappies is Tots Bots. Co-founder, Magnus Smyth, tells us: “We certainly hope this report will make a difference as it clearly states the benefits of reusables in terms of our environment. Reducing raw material consumption by 98% with 25% less CO2 emissions is significant and now parents really can make informed choices to benefit their children’s futures.”
Pop-in from Close Parent is designed to provide the ultimate in reliability and protection both day and night. This is thanks to its renowned double leg gusset and thirsty bamboo soakers and boosters which are up to four times more absorbent than cotton alone and soft and gentle against babies delicate skin. Unlike other nappies, Pop-in has a clever absorbent core in the waterproof outer shell which helps hold the wetness in the middle of the nappy reducing compression and leaking and allowing parents a little longer between change times when needed.
Tel: 01992 554045
www.closeparent.com
Bambino Mio produces high quality, stylish reusable nappies, providing affordable and reliable products that offer the best alternative to disposables, helping tackle the problem the world is facing from single-use nappies. Award-winning Bambino Mio is a Certified B Corp business so parents can rest assured that they’re in safe hands.
Email: sales@bambinomio.com
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Winning silver for the Best Baby Wipe for 2020 at the Mother & Baby awards Little Gubbins’ super absorbent microfibre wipes are ideal for hands and faces, weaning, surface spills and much more. They are available as a pack of 20. Email: hello@littlegubbins.com www.littlegubbins.com
The Pearl Pocket Reusable Nappy from Modern Cloth Nappies has been voted Gold in the MadeforMums Awards in 2021 and 2023, making it the perfect choice for newborns from approximately 5lb to 12lb (up to two months old). The All-In-One design ensures fuss-free nappy changes, and the internal double leg gusset and super-soft stay-dry lining provide premium protection and absolute comfort. The tummy panel prevents moisture travel, resulting in improved fit and performance, making it suitable for all wetness levels and sensitive skin. Fully washable and easy to dry, it provides a great solution for parents and caregivers.
Tel: 07815 120268
www.modernclothnappies.co.uk
Bright Bots has extended its reusable range with two easy to use, reusable cloth nappy products -The Preflat and TeeFlat. These economical cloth nappy products are designed to make reusables more convenient, shaped for simple folding to fit from birth to potty training, with easy washing at 40 degrees and quick air drying. Available in ten colours, they are a cost-effective and environmentally friendly option for parents looking for a more sustainable option.
Tel: 01295 810008
www.merrygorounduk.co.uk
Making the right choice for the environment can be a confusing topic for consumers. Stephanie Revill, owner and founder of Modern Cloth, says: “One of the most common questions we have been asked is ‘are reusables really better for the environment as you still have to wash and dry them?’ And now Defra has proved what we already knew, that yes, reusables really are better. I do think that having the solid proof now reassures those looking to choose to reuse.”
Not all parents want to solely use reusable nappies, but the industry hopes the new findings will give some food for thought.
Caroline Taylor, managing director of Merrygoround, explains: “I do understand the convenience of single-use disposable nappies, but if consumers did a mix of reusable nappies, perhaps at home and disposables whilst out and about, it would make a huge difference to the waste produced.”
Kit & Kin supplies both reusable nappies and eco nappies. Christopher Money, co-founder and managing director, comments: “We hope the report will open up more conversation about the benefits of more sustainable and eco-friendly nappy choices, and more consideration from parents to move to more sustainable options, which can only be good news.
“Ultimately, whether parents choose disposables or reusables is a very personal choice, which is why we are the only nappy brand to offer both options, reusable nappies and our plant-based disposable nappy range.”
While educating consumers is an ongoing process, environmentally friendly suppliers are also continuously innovating with new products to protect the environment, while also making families’ lives easier and more comfortable.
Kit & Kin was recently the first brand in the UK to launch recyclable paper packaging for its nappies. Modern Cloth has launched a bedtime nappy, and a fully washable reusable pull-up nappy will be added later this year. Merrygoround’s new Bright Bots Preflat nappy offers a cost-effective washable nappy which is easy to use. Meanwhile Bambino Mio received a huge £13m investment in 2021 and says there is a lot happening behind the scenes, so watch this space.
Magnus continues: “Modern reusable nappies really are very different to what a lot of folks’ ideas of cloth are. Gone are the days of terry squares, pins and
horrible plastic pants. Cloth nappies nowadays are made from state-of-the-art fabrics, are fitted much like disposables and are super easy to use and wash.”
In terms of what the industry hopes Defra’s next steps might be following the report, the wish list is long. Elisabeth says: “The first thing is there needs to be a strategy in place and an acknowledgement that to hit their targets for waste and carbon, they will have to address nappies.”
Elisabeth suggests financial incentives for families to use reusable nappies, but: “More important would be for government to support better antenatal education from healthcare providers. Additionally central government could facilitate nappy libraries and discount schemes to enable parents to try reusable nappies.”
Stephanie comments: “I hope that the government will back companies who are trying to make reusable nappies accessible and mainstream. It is so important that change is implemented now on a wider scale and supported.”
Christopher says: “We hope for there to be broader consumer awareness about the materials used in standard nappies, and how switching to more eco-friendly options can also help protect their children’s skin.”
This point creates some debate however, as Magnus continues: “Firstly, a report should be produced specifically tackling the misleading information that some disposable nappy brands are using in their marketing claiming their products are eco. This is an oxymoron as there are no eco single use products.
“We have also been campaigning for many years for a national incentive scheme for parents, possibly in the form of a voucher to try cloth nappies out.”
This deluxe 3in1 stroller is built to roll effortlessly all the way from birth to big kid and tucks down into a compact fold for storage in small spaces.
For more information and all sale enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com
While there is no doubt that purse strings have been tightened this year, statistics indicate that families are still planning summer holidays. EasyJet chief executive, Johan Lundgren recently reported: “Despite the increase in the cost of living, holiday budgets remained unchanged, with travel being the only discretionary spend that people are prepared to maintain or increase.”
Alongside that eagerness to book holidays, suppliers are seeing a surge in demand for value products. Sharon Morrison, senior product and fashion manager, EMEA, at Graco, explains: “Consumers are looking for value for money items which are versatile for use at home or away, to maximise the investment in the product. They are shopping smarter and thinking more longterm about their purchases.”
Leonie Hayward, marketing director at Cheeky Rascals, distributor of Potette Plus, agrees: “We believe consumers are really looking for value for money as holiday goers continue to face
unprecedented disruption to travel and with their budgets squeezed.”
Some suppliers have addressed the economic pressures faced by consumers, as Damon Marriott, head of product management at Joie, tells us: “We have trimmed the RRPs in some of our key Joie lines, to make the products much more accessible in the current climate.”
The squeeze on budgets is also changing how consumers shop.
Anne de Montbel, EMEA sales
Right: The new Silver Lining pant is worn underneath swimming costumes, sunsuits, etc and uniquely destroys any pathogens present, rendering them harmless if they leak into the pool.
Below: The new Potette Bundle includes the Potette potty, reusable liners, biodegradable disposable liners and a set of flash cards to aid the potty training process.
manager at BabyBjörn, says: “We have seen, and embrace fully, the number of products on the second-hand market. This is totally in line with our sustainability philosophy and we support this by providing checklists and advising customers on how to ensure the safety of our products.”
For those who can’t stretch to traditional holidays, alternatives
The travel sector for the preschool industry covers a vast range of products, with so much to think about when travelling with young children. PPS chats to some key suppliers to find out what the trends are this year and whether families will still be hitting the road or air, despite the wider economic climate.
are being considered, as Leonie explains: “Even though the rising cost-of-living crisis is likely to dampen consumer spending on holidays, camping and caravanning holds the advantage of being seen as an affordable holiday.
“Products such as Potette Plus will be ideal for summer adventuring, the clever potty can be used at home or outdoors as it can be used with biodegradable liners, or attached to a toilet seat.”
Value is joined by sustainability as a key influencing factor in consumer spending.
Andrew Regan, founder at Konfidence, says: “We’ve seen a wide shift in parents wanting quality, value for money swimwear designs that are made from environmentally friendly materials.”
Bernadette Spofforth, managing director at Splash
About, concurs: “Splash About is seeing an increasing trend for environmentally friendly holiday wear but at an affordable price point; investment pieces that can be handed down. Our Happy Nappy DUO swim nappy is reusable and reliable, a travel essential; lightweight with UPF50+ sun protection, and it dries quickly.”
A return to international travel following the pandemic is bringing new trends. Richard White, director at Lifemarque, comments: “We
Konfidence has recently launched an alternative to neoprene for sustainable swimwear options. Andrew explains: “For some time, we looked for an alternative to neoprene, which traditionally baby swimwear products have been made from.
are seeing more demand from customers for products for long haul trips and finding that people want to take some of the bigger items with them. So our compact and light travel cots are growing in popularity. Also, beach shelters are doing very well already this year and our smaller child carriers that can be used as carry-on luggage are increasing in popularity.”
Making parents lives easier is key.
Zoë Chapman, founder and ceo at Kiddiwhizz, a silicone toilet solution, says: “Parents have always flocked to any product that makes life easier.
Parenting pain points like kids needing the loo when travelling are shared by all, but the Whizzer burst onto the scene this year.
“The same goes for applying suntan lotion, we protect them regardless of the tantrum, but now Solar Buddies lets the kids enjoy effortlessly applying it themselves. The cost-of-living crisis will definitely have an impact on spend habits, but as long as the product can provide a valid return on investment, all be it a simpler life, spending on a product that will last your family years, will be a no-brainer.”
“Thanks to recent advancements in technology and material design, we’ve been able to achieve this and have exclusively created our own d-Flex material to construct our Splashy baby and children’s swimwear collection, which is priced the same, if not less, than similar quality neoprene products. In this category, there is no other swimwear product like it.”
e-Flex combines nylon, polyester and recycled plastic to replicate many characteristics of neoprene, offering comfort, support, flexibility and security with the same UV sun protection.
Another factor always top of parents’ priorities, is safety. Anne tells us: “Convenience and safety will always be of the highest importance. Now in its 50th year of design, the BabyBjörn Baby Carrier is the ultimate travel essential for families with babies. They allow hands-free travel with their baby, from the journey up the steps of a plane, to boat rides and hikes.”
Damon agrees: “Airflow in cots and cribs is something that’s highlighted more in recent times. This is especially important if a holiday destination is a sunny one, but it’s also ideal for UK summers which also reach high temperatures.”
Graco’s first truly compact stroller Myavo combines style, comfort and versatility, packed full of great features that makes it ideal for busy families in an urban setting. Extremely lightweight at only 5.8kg, its one-hand, onesecond fold simplifies the process of navigating city streets and public transport. Suitable from birth to 22kg, Myavo delivers curb appeal with two on trend colours - Steeple Gray and Mint. The canopy is knitted, and the seat fabric features a quilted design for a premium look and feel.
Tel: 0800 9520063
www.gracobaby.eu/uk
Cheeky Rascals continues to support the all-important newborn bonding moments, with Izmi’s must-have Essential Wrap, from its babywearing collection. Offering comfortable closeness whilst providing soft, flexible and natural support, the Essential Wrap nurtures during the vital newborn bonding moments between parent and baby. Ideal for little one’s first precious weeks in the world following the safety and comfort of being in the womb, Izmi helps to continue the feeling of connection throughout the fourth trimester.
Tel: 01730 895761
www.cheekyrascals.co.uk
BabyBjörn is launching its awardwining Baby Carrier Mini in Dark Purple. The new colour is a soft, calm colour that complements the pink tones and other colours that BabyBjörn has in the assortment today. The colour is neutral, genderless and expresses harmony. The Baby Carrier Mini is a small and easy-to-use baby carrier for newborn up to a year. It is quick and easy to put on and take off and has two front-carrying positions. Also available in this new colour is its Baby Bouncer Bliss.
Tel: +46(0)10 1389272
www.babybjorn.co.uk
The Swift Grey Baby Carrier from Infantino offers a smart and simple design that’s perfect for quick trips and on-the-go families. The plush, pouch-style carrier has padded head support and can be worn inward or outward facing from birth. With an easy front buckle system, getting baby in and out is super easy, as well as the one-touch adjustable padded back strap, which offers perfect fit and comfort.
Email: nivi@infantino.com
www.uk.infantino.com
It’s time to go pro with the new litetrax pro from Joie, a lightweight, easy-fold stroller that is ready to roll on any adventure thanks to the luxe suspension and PunctureProof tyres. Packing up is easy even when hands are full – one quick tug of strap and the litetrax pro easily folds into a free-standing compact fold that’s perfect for tucking into small spaces, or carrying on public transport. Parents can transfer a sleeping baby or have adventures with a busy toddler – with carry cot, infant carrier and pushchair modes, parents can create a versatile 3-in-1 travel system that meets their child’s needs from birth to big kid.
Tel: 01889 808900
www.joiebaby.com
Founded in 2010, British children’s fashion brand, Blade & Rose, is instantly recognisable for its unique signature leggings, with fun and quirky designs on the bottom. PPS chats to founder, Amanda Peffer to find out more about the company, its sustainability journey and its focus on the indie retail sector.
Blade & Rose, named after founder, Amanda Peffer’s two children, Harvey Blade and Issey Rose, was created while she was on maternity leave. The idea for the brand’s signature leggings came from experience: “I found I was constantly pulling down my crawling three month-old daughter’s dresses to cover her bottom,” Amanda explains. “This coupled with a distinct lack of interesting legging designs on the market at the time, created a lightbulb moment.”
As she developed the products, Amanda placed importance not only on the eye-catching designs, but also on the quality of the fabric, ensuring it was durable, functional, would wash well and was kind to children’s skin.
Amanda continues: “The initial range was met with roaring success and quickly sold out, establishing a dedicated fan base among children and parents alike.”
That popularity has continued as Blade & Rose continues to regularly create new designs and product lines with accessible prices, starting at £3.50 for socks, to £40 for the colourchanging raincoat.
Covid saw the brand’s online sales soar, but: “Our focus now is to increase our presence on the high street. Our product is
so visual and tactile, consumers need to see and feel it.”
Amanda sees a strong fit with indies: “Our product is a perfect match for the independent retailer. In the current climate, the consumer is looking for a well-priced but practical gift. Blade & Rose offers a bright, colourful and unique product. It displays easily in any size footprint, therefore the initial commitment is small.”
Product lines lend themselves well to both gifting and self-purchase, as consumers often repurchase after an initial gift or purchase. The product is available from birth to four years old, so consumers can continue to buy their favourite leggings as the child grows.
Amanda furthers: “We try and ensure we always have core stock available for accounts to reorder throughout the year. Our classic designs such as Highland Cow, Frankie Lion and Maura Mouse are always in stock in our UK warehouse enabling accounts to reorder and top up throughout the year.”
The S/S collection from Blade & Rose features brightly coloured t-shirts, knitted shorts, summer hats, zip up rompers and summer leggings.
“Our focus is very firmly on the impact we are having on the environment,” Amanda tells us.
“Therefore we expanded into a collection of Eco colour-changing raincoats, splash suits, rucksacks and matching lunchboxes, which are all made from recycled polyester derived from plastic bottles. We also use Better Cotton Initiative (BCI) cottons on 80% of our products.
“Ethical and respectful business practice is also at the core of Blade & Rose’s values. We have worked with the same factories since we started in 2010; we have always worked closely with them, visiting regularly, and consider their relationship vital.”
All factories the brand works with also have BSCI certificates.
Later in the year, the A/W range will offer a huge array of new characters, including the timeless Peter Rabbit collection.
Below left: The S/S range features bright, colourful summer hats, including this Bright Dino design.
Below: The brand’s partnership with Peter Rabbit will continue throughout the year with timeless designs.
“Our rocking unicorn called Celeste from the brand Little Bird Told Me, which can be personalised with your child’s name on for babies from nine months-old.”
“Last year has been difficult for our online business,” says Ivy Rudd, owner of the Rocking Horse Toy Shop. “PostCovid situation and the economic climate have not seemed to free up much cash for parents to buy too many new toys for their children.”
Since taking over The Rocking Horse Toy Shop from a Lake District-based company, Ivy Rudd has revived the online brand and business at therockinghorsetoyshop.co.uk, to serve the whole nation of parents and grandparents and offer traditional, not on the high street toys.
“Personalised items are popular, but I think quality made and even sustainably made items have started to catch buyers’ eyes. When they have the money to spend, they would go for the quality and companies that provide good services.”
“Social media is important to our business. We have a Facebook page and group and an Instagram page too. We have a Pinterest account but we don’t post on there much now.”
• “ It’s just me and my husband, who mainly does the heavy loading, delivery and personalisation duties; plus our two cats who are our managers as they monitor our work closely.”
• “Many customers love our rocking horses and animals, so they will usually spend on those items which can range from £120 - £450 or so.”
• Therockinghorsetoyshop.co.uk scores an impressive 4.98 out of five possible stars based on reviews via Judge.me.
“We love working with Little Bird Told Me and we have recently started stocking some Orange Tree Toys items.”
“There are still two types of customers, those who are willing to support more independent retailers even if it means paying a slightly higher price than Amazon or high street retailers, but there are still those who would prefer the latter.”
