PPS Ultimate Guide To Travel Systems & Car Seat Retailing 2023

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ULTIMATE GUIDE TO TRAVEL SYSTEMS & CAR SEAT RETAILING

i-Level™ Recline

i-Harbour™

calmi™ R129

Available at Argos, Boots, John Lewis, Mamas & Papas, Very, and all good independent nursery retailers.

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Harrogate International

NURSERY FAIR The UK’s only baby trade show!

Bringing the nursery industry together providing a one-stop-shop for all your baby product requirements

Register online today

15th - 17th October 2023

www.nurseryfair.com

Email: adrian@nurseryfair.com Tel: 01902 880906

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LEADER

Wce W

elcome to Progressive Preschool’s Ultimate Guide to Pushchairs & Car Seats Retailing 2023 The launch of the Guide last year was a huge success, with suppliers and retailers offering positive feedback on how much it was needed and that it offered a different perspective on this ever-growing sector of the nursery industry.

So, when work began on this year’s edition we wanted to ensure it offered even more to our readers. So much can happen in the space of 12 months and the innovation that takes place in this sector in particular is nothing short of extraordinary. With more brands looking at the different ways they can offer sustainable products and the emphasis on making parents’ lives that little bit easier, and of course safer for their little ones, it is something which seems to have no boundaries.

We will once again be looking at these product sectors from a retailer, supplier and consumer perspective, as well as speaking to the BPA regarding the latest regulations that everyone in the industry needs to know about.

Again there has been a flurry of new products hitting the UK market over the past 12 months with each supplier offering its own contribution to the sector, whether this be updated colourways, new innovation or adding new products to their ranges offering better value and choice for consumers.

With the cost-of-living crisis hitting all households and retail stores alike, it has been another challenging year for the industry, which is why the consumer research we have undertaken again this year is more key than ever. Knowing what consumers are looking for when buying pushchairs and car seats offers a valuable insight into how retailers can make the most of customers when they

are in-store and also how brands can help to support retailers.

Retailers within the nursery industry have once again shown resilience and determination to overcome the challenges faced in recent times.

From rising energy costs, to shipping delays, it really has been a rollercoaster ride for many, but with hard work and the support from suppliers it is great to see so many stores thriving on the high street.

We would like to offer huge thanks to the suppliers, retailers and to the BPA who supported this guide and contributed to its content, as we really could not do this without you.

We look forward to seeing what the next 12 months brings.

Jo Pilcher, Katie Roberts-Mason, Samantha Loveday, Rob Willis.

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05 ULTIMATE GUIDE 2023

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Created to help parents on the go, this handy must-have accessory keeps babies moving and snoozing. Simply attach to any pram or stroller, push the button and adjust the speed to gently rock your baby, just like you would. It's one giant sleep for babykind!

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New rotating bracket

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07 Contents_GF.qxp_Layout 1 05/04/2023 10:51 Page 2

WHAT’S INSIDE

13

Ctts

36

08 TICKET TO RIDE

The latest trends from the pushchair sector.

10 SAFE JOURNEY

08

The latest trends from the car seat sector.

24

13 CELEB CONNECTIONS The rise of celebrity and influencer collaborations.

14 THE SHOP FLOOR Retailers feedback on the car seat and pushchair product sectors.

10

16

16 PARENT OPINION What consumers look for in their in-store shopping experience.

18 THE LATEST IN CHILD SAFETY

The Baby Product Association highlights the key updates in child safety regulations.

28 14

Brd fder

20 AXKID

21 DIDOFY

34

22 GRACO 24 ICANDY 27 INGELSINA 28 JOIE 31 MIMA

18

32 SILVER CROSS

This supplement was bought to you by Progressive Preschool magazine.

To discuss the content or be included in the next edition, please contact Jo Pilcher on jop@max-publishing.co.uk T: 0203 764 1694 PROGRESSIVE PRESCHOOL

34 THULE 36 WONDERFOLD

07 ULTIMATE GUIDE 2023

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PUSHCHAIR TRENDS

Inset: The iCandy Core offers interchangeable and removable wheels to enable the pushchair to be used on all terrains.

Ticket to ride As an essential for expectant parents, pushchairs and travel system sales have shown resilience during the economic downturn. But now more than ever, manufacturers are having to show real value for money with added features and ease of use. PPS takes a look at some of the latest trends in the sector.

Inset: The Hexagon from Leclerc can be taken on a plane as hand luggage and features a one-touch auto folding system.

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ushchairs and travel systems are such a key part of children’s early lives, that they really need to work well, be comfortable for babies, while also fitting into the lifestyles of parents and the rest of the family. There are so many factors to consider when making the purchase decision, so PPS picked out the key trends in the market at the moment.

Easy fold: Still the gold standard in new product development, a simple folding mechanism which makes it easy for parents to fold and unfold a pushchair, while also dealing with their baby or preschooler, is key. Many

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new lines now offer a one-handed fold, or even an automatic fold.

Compact and lightweight: As well as being easy to fold, increasing numbers of products are being designed to be lighter in weight, as well as folding up small. This enables them to fit into a range of car boots and take up little room in the home, while some are even small enough for the overhead locker in an aircraft, making travel simpler.

Kim van Zonneveld, global marketing manager at Leclerc Baby, explains: “Lightweight strollers are becoming more popular as parents look for those that are easy to transport and manoeuvre.

“This trend for lightweight strollers is driven by their compactness and portability without compromise on safety or comfort for the child. This makes them ideal for parents who are always on the go and need a stroller that is easy to use every day as well as for family outings and holidays.

“Overall, the trend towards lightweight strollers is likely to continue to grow as more parents prioritise convenience and versatility.”

Improved suspension: A pushchair that manages different terrains easily and maintains a smooth ride for the passenger, is important for many families who want to embrace country walks as well as city living and everything in between.

Paul Walker, head of product and design at iCandy, says: “The trend towards improved pushchair suspension is constantly evolving;

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PUSHCHAIR TRENDS

Inset: The iCandy Core offers interchangeable and removable wheels to enable the pushchair to be used on all terrains.

it's a necessity for the comfort and wellbeing of both parent and baby. As technology advances, we can expect to see even more innovative suspension concepts, designed to provide ultimate comfort and safety for families on the go.

“At iCandy, we are constantly innovating our range of suspension systems to meet the requirements of all different terrains and lifestyles.”

Design-led colourways: The look of a pushchair is also important. Helen Smith, fabric design manager at Silver Cross, comments: “Innovating for future generations is at the forefront of our design ethos. Creating emotional connections with families through crafted, iconic products with timeless appeal, we find inspiration in the world around us, and the challenges we face as we move into a more sustainable future.

“In trend forecasting, colours and materials are defined at every stage of our development process.”

Recycled fabrics: Recycled post-consumer waste is one of the key materials coming out in new pushchairs, improving the sustainability of the sector. Damon Marriott, head of product management at Joie, which recently launched its recycled Cycle collection, comments: “We have been rigorous in our research, and we know that 83% of consumers consider environmentally

friendly design to be ‘extremely important’.

When we were designing our Cycle Collection, it was vital to us that we could fulfil this desire without compromising on the safety and quality our consumers deserve and expect from our brand. “ Kerry Anderson, regional marketing manager, Joolz, adds: “We are mindful to incorporate sustainability and thoughtful decisions at every stage in our design and manufacture process, from the use of fabric made from recycled PET bottles, and recyclable and reusable packaging, to our unique 10-year transferable warranty. We also promise to plant a tree for every pushchair sold to continue our commitment to protect planet earth.”

Sports pushchairs: Enabling parents to continue to participate in a healthy lifestyle with a baby in tow, many pushchairs are now designed to be the ideal running partner.

Ieuan Rowell, Ickle Bubba’s md, outlines: “We know our consumers place value on being able to live active lifestyles. It’s already the feedback we receive on the Stomp as a versatile pushchair. The Venus Jogger takes this a step further, with air filled tyres, a three-wheel design and great outdoor safety features such as reflective trim on the hood. We’ve already received really positive feedback from retailers, who say that the design, functionality and price is going down very well with consumers.”

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09 ULTIMATE GUIDE 2023

Left: Joolz plants a tree for every pushchair sold and planted 100,000 trees in 2022 alone.

Left: Venus Jogger from Ickle Bubba features air filled tyres and a three-wheel design - ideal for active parents.

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CAR SEAT TRENDS

Safe jrney

Inset: Manufacturers are now offering lie-flat car seats, such as this Joie Calmi R129.

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The car seat sector is constantly innovating, with new safety features being introduced regularly, but also new features to make life easier for parents and more comfortable for babies and children. PPS looks at the latest innovation in the sector.

Inset: The Motion All-Size 360 is one of the seats in the Silver Cross Eco range, which now features fabric made from recycled plastic bottles.

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rom 1 September, there will be a number of changes to car seat regulations in the EU, with no R44 CRS seats able to be sold after that date. In Great Britain (currently excluding Northern Ireland due to post-Brexit trade arrangements) it will still be legal to sell R44 CRS seats and at present, the government has no plans to stop the sale of them. You can read more about this in the BPA’s feature on page 18+19.

However many UK manufacturers are moving in line with the EU and moving to R129, or iSize, whereby the classification is based on height, rather than weight, and isn’t categorised by groups. I-Size also has a rearfacing regulation until 15 months and the seats can only be used for ISOFIX. There are also further side impact tests added to the rear and front testing, along with increased sensors with a Q dummy.

Extended rearward facing: There is an increased focus on designing seats with extended rearward facing options. Axkid offers only rearward facing seats. A spokesperson for the company comments: “The main reason why a rear-facing car seat is safer is due to the support it gives the child’s head and neck in the event of a collision. In frontal crash tests, it has been shown that the forces affecting the neck are up to five times greater when the child is sitting forwardfacing compared to a rear-facing car seat.

“A rear-facing car seat’s biggest advantage is that it supports the child’s entire back, neck and head, distributing the crash forces over a larger area and therefore significantly reduces the forces acting on the sensitive neck.

“Our goal at Axkid is that all children travel rear-facing for as long as possible, for their own safety. As of today, the general recommendations in Sweden say that children should ride rear facing up to the minimum age of four. Our recommendation is therefore to choose a rear-facing car seat that has the highest maximum limits. Further, we recommend a car seat that adapts for your growing child, offering a high comfort that

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CAR SEAT TRENDS

enables your child to sit in the car seat comfortably for as long as possible.”

Aside from the increased safety features, many manufacturers are also offering a range of additions which are designed to make life more comfortable for babies, while also being easier for parents.

Lie flat: Joie’s new Calmi R129 car cot allows babies to lie completely flat, thus enabling them to be in their safest, 180° position. An insert keeps newborns properly positioned at all times, supporting their necks and spines, while increased side protection is offered by positioning the baby’s head at the safest point in the vehicle.

Maxi-Cosi’s Jade also adheres to the R129 standard while keeping babies in a 180° sleeping position, helping to aid a healthy development for babies, especially on long-trips.

Easier installation: The popularity of swivel car seats continues with the likes of Joie i-Gemini and Ickle Bubba Radius enabling parents to get children in and out of the car more easily. However there is also a move towards the seats themselves being easier to install.

Nuna recently launched pipa urbn. UK brand manager Steve Smith, explains: “The pipa urbn is a game changer – the world’s first baseless infant carrier with a built-in ISOFIX system, enabling it to be easily installed into taxis and cars in seconds. Weighing in at an ultralight 3.3 kg, the pipa urbn is super-portable and features a one-handed vehicle and pushchair release for effortless transfers. This is the perfect solution for parents with more than one car, those who share childcare responsibilities or families on the move looking for a safe and simple travel solution.”

Sustainability: As with all areas of manufacturing, sustainability is a key concern for car seat suppliers. Many are choosing more eco-friendly materials, such as the Maxi-Cosi Pro Eco, while others are tackling packaging and the manufacturing process.

Silver Cross recently unveiled its Eco collection, a range of its best-selling car seats, now featuring fabrics made from recycled plastic bottles, which comes in FSC certified packaging. Hamish McPhillips, Silver

Cross’ head of car safety, says: “Sustainability is at the forefront for all product development at Silver Cross. We are focused on reducing the environmental impact across our range whilst offering the safest, most comfortable, easy to use products. Our latest car seat collection uses recycled fabrics together with super soft bamboo, combining the best in comfort with sustainable production.

“All the packaging used is FSC approved, On top of this, we are the only brand to offer a recycling solution for our car seats once they have come to the end of their usable life, ensuring all materials are recycled with nothing ending up in landfill.”

Inset: The new pipa urbn from Nuna has ISOFIX built in for easy transfers from vehicle to vehicle.

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ULTIMATE GUIDE 2023

Above: Spinning seats such as the i-Spin from Joie are still popular.

Left: Rearward facing car seats like this one from Axkid, offer enhanced protection of the head and neck in the event of a collision.

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CELEBRITY COLLABORATIONS Over recent years, there’s been an increase in pushchair brands working with both influencers and celebrities in a number of different ways. PPS finds out why celeb collaborations are rising, and what impact they are having for brands.

Inset: Wildling is the fourth collection from Cosatto and Paloma Faith.

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artnering with celebrities to design pushchair ranges is something which has increased in frequency over recent years.

For 2023, Cosatto has continued its artistic collaboration with Paloma Faith. Paloma has over a million followers on social media.

"Paloma is not afraid to be herself and stand up for what she believes in,” says Vicky Morley, Cosatto creative and marketing director. “This is also a sentiment echoed in our brand at Cosatto. We are kindred spirits this is what drew us to her.

“Working with influencers and celebrities has always been key to our marketing strategy. In a world where social media is a direct way to speak to your audience in real-time, it is important to collaborate with the correct personalities. It also delivers a phenomenal number of sales.”

My Babiie also works with several personalities. Maria Kuria comments: “My Babiie are notorious for ranges with celebrities such as Billie and Samantha Faiers, and Dani Dyer. By collaborating with them and designing products not just with their style input but functionality, it allows My Babiie to create oneof-a-kind products that have been made for mums, by mums. It also allows My Babiie to expand their audience as the celebrities use the products and promote to their followers.”

Brands are also using innovative strategies to work with celebs to boost awareness and demand. iCandy partnered with Molly-Mae Hague, who promoted the launch of Peach 7 in Biscotti before it was available to the public. “iCandy is delighted to be collaborating with

Molly-Mae,” joint ceo, Bradley Appel, comments. “Molly is a wonderful ambassador for iCandy and her genuine love and enthusiasm for the pushchair has been evident since day one.

“When it comes to working with influencers, authenticity and a true affinity with the brand is vital to us at iCandy.

We feel very passionate about who we work with and ultimately, we wish to create meaningful content to share with our loyal customer base.

“The response to our collaboration with Molly-Mae on the new Peach 7 in Biscotti so far has been incredible, with pre-orders exceeding our expectations.”

Occasionally manufacturers get lucky and A-listers choose their brand and Baby Central marketing manager, Amy Sellers, enthuses: “Celebrity and influencer collaborations have been vital to success of WonderFold in the states. They have helped enormously to build brand awareness, as we are a new brand, creating a new industry trend. Influencers and celebs are trend drivers and willing to try new products to help create the trend, which helps open the market.”

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13 ULTIMATE GUIDE 2023

Left: iCandy says authenticity and a true affinity with the brand is vital to creating a meaningful partnership.

Below: All of My Babiie’s celeb partners are fashion and style icons and real-life mums.

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RETAILER TRENDS

The shop flr

Inset: Little Bubbas has seen a steady increase in footfall since Christmas.

Below: Having the space to offer a good range of price points and lifestyle options is a challenge for Little Bubbas.

Retail has been one of the hardest hit during the economic crisis. Not only has it faced inflation and increasing product prices, shops and websites have been hit by rising bills, while having to fight for consumer spend. PPS finds out how the situation really is from some key preschool indies.

Below: Whites Farm Baby Barn has seen consumers paying more attention to what items they consider essential recently.

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lthough car seats and pushchairs have remained resilient during the cost-ofliving crisis, indie retailers have certainly experienced adversity. Toby Gavin, cmo at Online4Baby explains: “Challenges have included increasing freight costs, exchange rate fluctuations, and uncertain market conditions. In addition, we have had to contend with the cost-of-living pressures that have affected many consumers. To add to our challenges, we have been experiencing higher digital advertising costs and have seen competitors be more aggressive with promotions.”

Although many are now finding pressures are easing. Katie Warne, owner of Little Bubba tells PPS: “Nobody could have

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predicted the increase in cost-of-living affecting families and it’s definitely changing shopping habits. Recently signs have been good though. I’ve been surprised at how busy I’ve been since Christmas.”

Many have had to diversify to meet needs.

Kerry Haynes, owner of Cloud 9 Baby Boutique says: “We have opened up our range to include more mid-price prams and car seats, which there wasn’t demand for last year. We are seeing more customers asking for a lower price band when it comes to the big purchases. We are offering split payments for customers, which is definitely helping.”

Indie retailers are running into a range of challenges. Sara Hubbard, owner of Whites Farm Baby Barn, comments: “We still run into issues with customers wanting premium level quality pushchairs, for entry level price points.

A lot of people see these items as ‘just baby

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RETAILER TRENDS

stuff’ so don’t understand why you would spend a little more in certain areas.”

Kerry continues: “I would say a there are a few challenges. Firstly the constant learning of new features and benefits and having to buy new display models. The move towards second hand is also growing. As quality improves, prams have a longer shelf life and can be sold on. Online discounting and offers at baby shows are probably the biggest challenge for physical stores.”

However, online only retailers are also facing issues. Toby outlines: “Customers want to see and feel the pushchairs, which can be difficult when selling online. Customers want to be sure the car seat will fit their vehicle, and they are always concerned about the safest option. A focus on detailed product descriptions and customer testimonials are all helping to put Online4Baby at the forefront of addressing customer needs.”

There are also areas where suppliers can help. Katie says: “Give us demonstrators. We want to showcase the latest ranges, but it’s a constant investment and it’s not easy to sell exdemo products profitably.

Also, size of opening order can be prohibitive, both in terms of space and cost.”

Kerry adds: “Training is the first thing and secondly marketing support. Sometimes it can feel like we do all the hard work and the support isn’t there with marketing.

Finally, and most importantly is giving independents exclusives and keeping an eye on the discounting online.”

“The more information such as copy, dimensions and image assets the supplier can provide, the better the retailer can inform the customer,” Toby says. “Additionally, fast and efficient customer service is essential to deal with queries.”

Sara’s wish is simple: “Listen to your actual customers who are parting with their hard earned cash. We also feel that suppliers need to step up and help smaller retailers when it comes to warranty and aftersales issues.”

From a consumer perspective, safety is the key factor playing into consumer buying decisions for car seats. Katie comments: “With car seats I get a lot of requests for seats with the versatility that the child won't outgrow the seat. Also, parents want

the very safest seats for obvious reasons.”

Sara adds: “360 rotation is all people care about right now, and we don’t see the hype dying down any time soon.”

And for pushchairs, Katie sees a trend for those designed for varied environments: “With pushchairs and prams, being near the countryside, chassis with larger wheels seem to be more popular for dealing with mixed terrain.”

And Sara furthers: “Fashion and social media do play a huge part in what people choose, but ultimately they want something easy that fits into their lifestyle.”

Looking ahead, retailers hope the current situation will slowly improve. Kerry says: “I think like most, we are just taking each day at a time and hoping customers still support independent stores and the service they give. Whilst I would love to say we are hoping to grow and increase sales, we just need to keep our heads down, look after our customers and do the best we can until the cost of living comes down and consumers feel confident to spend more. We are staying positive though and hoping this is a short-term crisis.”

Meanwhile some are hope to grow their business. Katie says: “My hopes will be that the shop will continue to be busy and I can move into a bigger space as demand grows.”

However the next year plays out, the preschool indies are ready to find the best products and support each and every customer while overcoming the challenges faced.

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15 ULTIMATE GUIDE 2023

Inset: Cloud 9 Baby Boutique says regular training about products and industry education would be helpful for retailers.

Left: Overall, Whites Farm Baby Barn has had a great year, helped by being the only shop of its kind in its area.

Below: Whites Farm Baby Barn has seen consumers paying more attention to what items they consider essential recently.

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CONSUMER FEEDBACK

Part Opi

Buying a car seat and pushchair can be a daunting and overwhelming decision for parents due to the ever-growing number of products available to them. This year PPS conducted an extensive survey, in conjunction with consumer magazine Project Baby, on what parents look for when buying these products and here is what we found out.

Why are parents choosing to purchase a car seat or pushchair in store?

Product range 33% Product availability 22% Product demo 57% Staff knowledge/expertise 42% Chance to try before you buy 68% In store event 2% In store offers 16%

“Excellent, the knowledge and the customer service is second to none. Much better for parents to have someone to talk to about products.

”

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CONSUMER FEEDBACK

Yes 72%

Were they given a demonstration of the product before purchasing?

NO 28%

The right fit

Helping Hand

There was no surprise that the offer of a store being able to fit and demo the products in store is a key factor when parents decide where to make their purchases. According to our survey this year, 70% of those who responded said it was one of the top priorities. Here are some comments made about their in-store demo and fitting experiences:

With the cost of living increasing in recent months, value for money and price point are more important as ever for many parents when buying these products. However, it was noted in our survey that with many stores able to offer different options to pay over the course of a few months, this was a huge incentive for some of our parents.

One parent commented, ‘Going into store was fantastic – there was lots of choice and advise available, plus the chance to pay a deposit with the balance paid in installments.’

It is worth noting that there were several participants in the survey who commented that they had gone into store with a specific product in mind, so product demonstrations were perhaps not so important in this instance.

“ The car seated is fitted for you, so you know it’s fitted correctly and safely. ”

“ They went above and beyond fitting the car seat in our car.

“It was a positive experience and helpful to see and try a range of products. ”

”

We asked participants for their overall thoughts on buying pushchairs and car seats in store and here are a few common responses:

“We were so happy to see

“Positive experience

sales assistant was the pushchair in person passionate about and the great customer rear facing which is service was appreciated. ” something that is important to me. ”

“ ‘Great experience to get your hands in the product and see if you like how it moves, how easy is to fold and if it suits your lifestyle or not.’

”

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BABY PRODUCTS ASSOCIATION

The lae  chd safety The Baby Products Association (BPA) is the UK’s industry body for nursery products, covering goods for children from birth up to four years old, including car seats and wheeled goods. The association provides an update on the latest regulations for car seats and what retailers need to know.

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s our members know, child restraints (CRS) must be approved to a United Nations (UN) regulation to be legal to use in the UK, as well as other countries around the world. There are two child seat regulations in force: UN Regulation No. 44 (R44) and UN Regulation No. 129 (R129).

R44 is an older regulation first introduced in the 1980s. Recent changes to R44 mean it can

Inset: Tres from Nuna grows with the child.

no longer be used by child seat manufacturers to approve a new seat. Instead, they must use the more advanced R129.

What is changing?

CRS that are already approved to R44 can continue to be manufactured, sold and used, but things are changing in some countries. As well as stopping new approvals, R44 was also changed to give countries the option of not accepting R44 seats any more after 1 September, 2023. This means that countries can choose to stop the sale of R44 CRS from this date.

In the European Union (EU), separate legislation is in force that means they will follow this cut-off date for R44 CRS. However, the EU saw that more time was needed to sell CRS already manufactured and in stock. They updated their legislation to

Inset: The i-Spin 360 car seat from Joie meets R129 regulations.

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BABY PRODUCTS ASSOCIATION

Breaking down the regulations R44 car seats are chosen according to the child’s weight only. There are five pre-defined weight groups (Groups 0, 0+, 1, 2 and 3) that each seat must be approved to. It may be possible to choose more than one type of car seat in each weight group. Furthermore, each seat can be approved for more than one group.

R129 car seats are chosen according to the child’s height (an upper weight limit is given for ISOFIX seats. There are no pre-defined groups: the car seat manufacturer can approve the seat for any height range. However, the height range will determine the car seat type and the way the child must be restrained in it.

Inset: New pipa urbn from Nuna has the ISOFIX system integrated in the seat.

allow an extra 12 months for CRS already placed on the market by 1 September 2023.

This means that no R44 CRS can be sold in the EU after 1st September 2024.

Making sure we don’t confuse regions This EU legislation does not apply in Great Britain (England, Scotland and Wales) and so R44 CRS can continue to be sold after September 2023 with no restrictions.

However, the EU legislation does apply in Northern Ireland, due to post-Brexit trade arrangements, but that might change in the future. As far as we know, the UK Government has no plans to stop the sale of R44 CRS, but of course that might also change.

The EU legislation applies only to the sale of R44 CRS in their territory. R44 CRS can continue to be used in the EU, so if you travel to the EU for a holiday with your R44 CRS, it will still be legal to use there.

What does this mean for manufacturers in Great Britain (England, Scotland & Wales)?

Many CRS brands produce their products for sale in EU markets, which combined are of course normally bigger in market turnover size than Great Britain. They must make their own decisions as to whether or not they continue past the above dates to produce R44 CRS for sale in Great Britain. Some have already taken the decision to exit R44 CRS sales in line with the above EU legislation and will not make CRS specially for the Great Britain, however, this is purely a commercial decision.

Left: Axkid recommends rearward facing seats for children up to the age of six or seven to improve safety.

All round safety service As well as representing the UK nursery industry, The Baby Products Association is also a member of the European Nursery Products Confederation (ENPC which incorporates trade associations from other European countries, combining and sharing knowledge at an international level.

Association members and member representatives sit on a number of committees and working groups in the UK (BSI), Europe (CEN) and internationally (ISO) developing safety standards and regulations and keeping them up to date with product changes and introductions.

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IN PROFILE: AXKID

Products

available now

A

s champions of rear-facing car seats, Axkid is dedicated to making car travel safer for children. The multi award-winning Axkid ONE 2 is the latest in a long line of innovative car seats from the brand, offering maximum safety from newborn to seven years. Proven to be up to five times safer than forward facing, the ONE 2 supports rear-facing travel for longer whilst ensuring comfort and security for growing children.

Its key features include: Extended rear-facing travel - the ONE 2 allows rear-facing travel up to approx. 7 years of age.

High standard of safety - the car seat is R-129 approved and has also passed the world’s toughest crash test - the Swedish Plus test.

Best legroom on the market - Axkid’s unique dynamic legroom system guarantees comfortable rear-facing travel for growing children.

Lighter weight - the ONE 2 weighs an astonishing 30% less than its competitors.

CONTACT

Training & Support

PETER HOLTHAM peter.holtham@axkid.com

Axkid retailers can benefit from full, extensive, and regular training and support from their dedicated sales team. This year, they will once again be attending Harrogate International Nursery Fair.

PETE GRAY peter.gray@axkid.com

Contact salesuk@axkid.com

PROGRESSIVE PRESCHOOL

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20 ULTIMATE GUIDE 2023

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IN PROFILE: DIDOFY

New

product

The  nzeewr didofy Starga B

rand new from award-winning innovative pushchair brand, didofy, is the multi-terrain travel system Stargazer. Offering the ultimate comfort for baby, no matter the terrain, the Stargazer boasts highly practical features and a light responsive stroll. The Stargazer uses sustainable and traceable, premium quality woven fabrics made exclusively from recycled PET bottles.

KEY FEATURES INCLUDE: GravityFold technology - didofy’s innovative GravityFold feature allows parents to fold and unfold the seat with one-hand, in both parent and world facing mode.

Sustainable materials - boasting an eco-friendly touch, the Stargazer’s high quality fabrics are made from recycled plastic bottles.

Tackle any terrain - the travel system’s advanced four wheel suspension and all-terrain tyres make it suitable for both rural and urban families.

Collapsible carrycot - fits easily in the boot with the carrycot’s quick ‘two click’ fold. Suitable for overnight sleep, including a rocking base.

The Stargazer is available as a full 11 piece travel system.

Training & Support Didofy offers regular in-store staff training, sales collateral and point of sale for all retailers. You can see the Stargazer, as well as other award-winning didofy products, at Harrogate International Nursery Fair 2023.

Sales contact: GAEL BOOTMAN - sales@didofy.com

PROGRESSIVE PRESCHOOL

21 ULTIMATE GUIDE 2023

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IN PROFILE: GRACO

Off to a flyg a  2023 Graco has ambitious targets in 2023, further extending the range with products that are perfectly placed to support parents as consumer spend is still being squeezed.

K

icking off the year launching Myavo, the compact stroller has already exceeded sales targets, and it’s easy to see why. Graco’s first truly compact stroller 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, one-second 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. At an extremely competitive £130, it’s easy to see why Myavo is already flying off the shelves.

“Myavo was an exciting launch for us – our first truly compact fold, with an overall style appeal that rivals top of the market brands. Our marketing has leveraged its curb appeal and we have been working with influencers who have been showing off its urban credentials. As a result, we got off to a fantastic start with sales exceeding expectation in the first month. I’m thrilled with the result, but I also have to say I’m not that surprised. Myavo has it all – great looks and performance parents can trust coming in at a fantastic price point of only £130. Versus its close competitors at £300 in a comparison test, it’s a clear winner.

”

Luisa Svensson, consumer and trade marketing manager, Graco UK PROGRESSIVE PRESCHOOL

22 ULTIMATE GUIDE 2023

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IN PROFILE: GRACO

“Graco is a brand that is perfectly

Two of Graco’s best-selling car seats, Turn2Me and SlimFit have passed the EU R129 safety certification standard and present a very competitive choice for parents. Turn2Me, Graco’s 360º rotating ISOFIX car seat is now also i-Size certified, designed to keep little ones rearward facing for longer. Competitively priced, Turn2Me i-Size R129 is set to continues to be a best seller in the range.

The SlimFit R129 exemplifies the Graco car seat range. Suitable from birth to approx. 12 years. Now safety-enhanced by only riding rearward facing when using the 5-point harness and then transitioning to forwardfacing when a child is ready for the highback booster mode, we know this will be a great selling point for parents who are keen to save money but do not want to compromise on safety. At a very slim price, it continues to be a hero in the range.

positioned for the challenging economic climate as consumers continue to consider every penny they spend. We are further bolstering the Graco car seat range throughout 2023 and planning ahead for the R129 transition by developing relatable and easily accessible content that will support parents with this important purchase. We know that parents prioritise safety above all when it comes to car seats, and Graco provides a reassuring selection of seats at a fantastic price.

”

David Welsh, Managing Director, Allison Baby UK

The Graco Village Launched last year, ‘The Graco Village’ microsite was conceived to offer parents a destination for support on a great range of issues that parents face in the early months after birth. The Village will be extended in 2023 to become a one stop shop for parents looking for advice and support on a number of issues. From handling financial pressures and emotional strain, to navigating the car seat safety laws, the Graco village will provide support and signpost parents to solutions.

“

The objective of The Graco Village was to support parents. We have been working hard over the last five years to demonstrate that Graco is a brand that listens to parents and understands the pressures and the rollercoaster ride of parenthood, creating products that are useful, reliable and easy on their pocket. We’re so excited to extend the site in 2023 to become a useful resource to parents across the UK, connecting them to experts and being there for them, whether they are struggling, or inquisitive, we hope to be able to provide them with comfort, support and solutions.

”

Luisa Svensson, consumer and trade marketing manager, Graco UK PROGRESSIVE PRESCHOOL

23 ULTIMATE GUIDE 2023

iCandy DPS 2023_GF.qxp_Layout 1 05/04/2023 11:08 Page 1

IN PROFILE: iCANDY

90 Years of Brish Innovai & Design C

ombining British design with unsurpassable craftsmanship, iCandy is an award-winning creator of pushchairs and has been established since 1933. Style and innovation, along with quality, safety and functionality, remain at the heart of every single iCandy product.

The iconic iCandy Peach has firmly established itself as one of the world’s leading pushchairs, consistently setting the standard for both functionality and style.

PROGRESSIVE PRESCHOOL

24 ULTIMATE GUIDE 2023



iCandy DPS 2023_GF.qxp_Layout 1 05/04/2023 11:08 Page 2

IN PROFILE: iCANDY

New

for 2023 Loved and trusted by parents around the world, the Peach 7 continues to lead the way with four fashion-forward new colourways – Biscotti, Cookie, Cobalt and Blush. Available Spring 2023.

The iCandy Peach is the ultimate pushchair for first time parents, the world’s definitive, luxury single to double pushchair beautifully engineered, designed to fit perfectly around parents and their baby. It’s suitable from birth due to the spacious carrycot which can also be used for permanent overnight sleeping. With its soft, modern premium knitted jersey fabrics, tailored to perfection and guarantees comfort for baby and style for parents.

Now in its seventh generation, every element of the iCandy Peach has been crafted to ensure perfection in functionality, quality and safety and is the choice of parents who demand cutting edge design and style that lasts. Famous for its onehanded fold, incorporated carry strap and fashion forward fabrics, the Peach can easily convert into a twin or double pushchair with the use of innovative adaptors.

From the very first push, with its highquality aluminium frame, puncture proof PU tyres and new integrated Ride-on Board parents will immediately notice the ultrasmooth ride and effortless manoeuvrability on all terrains.

The Peach 7 is there every step of the way from its ergonomic leatherette handle bar and swivel bumper bar, allowing easy access to the child without full removal of the bar, to the adjustable handlebar heights from 95to 105cm, perfect for partners of different heights.

It’s suitable from birth due to the spacious carrycot which can also be used for permanent overnight sleeping and is approved by the Lullaby Trust.

Training & Support • Retailers can expect regular visits from their dedicated iCandy account manager • Full product training including access to instructional videos • Access to the iCandy Press Lounge which hosts a huge range of iCandy assets, including product & lifestyle imagery, social media content, logos & digital banners • Bespoke display opportunities • POS materials • Social Media support from iCandy’s in-house team

Dates for the diary Harrogate Nursery Fair 2023

CONTACT iCandy.sales@icandyuk.com

PROGRESSIVE PRESCHOOL

25 ULTIMATE GUIDE 2023

CLOUD Z i-SIZE U N R129/03 , 45 – 87 cm, ma x . 13 kg (bir th – approx . 24 months)

with new

IN-CAR

RECLINE FUNCTION

ERGONOMIC & COMFORTA BLE TRAVELLING / Ea sy boa rding posit ion / Recline function inside the car, lie-f lat position when used as travel system / Comfor t able t ravelling

cybex-online.com

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IN PROFILE: INGLESINA

Excg new novais for ard-wng For over 60 years Italian brand Inglesina has consistently pushed the boundaries with its prams, strollers, car seats and accessories. 2023 sees an all new Aptica travel system launch plus the introduction of a new reclining, rotating car seat as part of the Aptica and Aptica XT travel system Quattro packages.

A

ptica, the Glam crossover, is now replaced with the brand new Aptica.

At 2kg lighter and 4 cm smaller (when folded) than the previous model, this new travel system provides parents with maximum practicality and a touch of glamour and supports baby’s wellness. The new chassis comes with two new style updates, Palladio and Litio.

The gold or platinum detailing, vegan leather handle and Jacquard fabric give the pram luxury appeal. The new allseason stroller seat has a double breathable mesh layer to enable air circulation in the summer, and also comes with a padded Comfort Cover to protect against the cold.

Thanks to the polyurethane tyres, Aptica easily handles all terrains, ensuring a comfortable ride for the child. Available in Velvet Grey, Pashmina Beige and Resort Blue.

Designed for life without limits, the awardwinning Aptica XT gets a Spring upgrade with new chassis and wheels, a lighter more compact seat, new hood, larger storage basket and detailing to create a sportier pram with a stronger identity. Now available in new colourways: Taiga Green, Tuareg Beige and Magnet Grey.

The new i-Size Darwin Infant Recline car seat with Darwin 360 base will now come as standard with both the Aptica and Aptica XT travel systems. The car seat includes an innovative mechanism that lowers the backrest and extends the leg rest, allowing the child to safely recline, a fully ventilated shell for maximum comfort, an Integrated Shock Absorber (ISA) which distributes the energy transmitted in the event of an impact, and Side Impact Protection (SIP) technology.

Inglesina’s range of products is specially designed to support baby’s wellness, whilst providing parents with practical, stylish and functional solutions.

For more information contact jonathan@inglesina.com or call 07530 868786

PROGRESSIVE PRESCHOOL

27 ULTIMATE GUIDE 2023

28-29 Joie DPS 2023_GF.qxp_Layout 1 05/04/2023 12:32 Page 1

Products

available now

CALMI R129 Calmi R129 is a luxurious lie flat car cot from Joie which will let little ones’ travel in the height of safety and sophistication. Tested against the tough R129 standards, the calmi R129 provides increased side impact protection by positioning baby’s head at the safest point in the vehicle. Calmi R129 keeps baby in the safest, 180 degrees ‘lie flat’ position and has a cosy insert to keep newborns properly positioned at all times, supporting little necks and spines so parents can journey for longer whether they are in the car, or out for a stroll. Calmi R129 pairs easily with Joie’s aeria and finite pushchairs using adapters - just pop calmi R129 off the base and on to the pushchair frame. R129 pairs with Joie’s I-Base Encore which is sold separately.

PARCEL

CYCLE BY JOIE – I-SPIN 360 This pivoting protector’s textiles have been made with 33 recycled bottles making all threads used 100% recycled, keeping journeys environmentally friendly with safety and functionality in mind.

Featuring i-Size security, plus Guard Surround Safety and Smart Ride lock off, the i-Spin 360 is built for safety. Turning baby is just is so much easier with the Simple Swivel, the one hand turning activator that is positioned right where you naturally reach. The powerfully protective Guard Surround Safety panels auto-engage when the harness is tightened, to surround baby with ultimate safety. Ready to rotate Smart Ride lock off offers smarter security, helping to keep baby rearward until it's time to transition forwards.

PROGRESSIVE PRESCHOOL

Parcel is the newest stroller on the block, from Joie Signature, and means no more heaving and hefting – weighing in at just 6.9kg, this welterweight wonder is designed to roll for years and is effortless to lift and store. Made for when parents’ hands are full and storage is limited, parcel will quickly fold making it perfect for tucking in small spaces or carrying on public transport. The extended usage lets parents think long term, giving growing travellers a comfy seat all the way up to 22kg. With three ways to roll in one, incorporating carry cot, infant carrier and world facing modes, this is the only stroller needed for the years of adventures ahead. With four recline options, parcel has the perfect position for little one, whether they want to lie flat and sleep, kick back and relax or sit up and take in the sights, parents can fine tune the seat to meet their needs.

28 ULTIMATE GUIDE 2023

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IN PROFILE: JOIE STEADI R129 Steadi R129 is a protective partner that will allow little one to rearward face up to 105cms. A Side Impact Certified seat, steadi R129 will ensure the best head, neck and all over protection for travelling kids – seats that were classified under the previous R44 standard did not include mandatory side impact protection. The steadi R129 also encourages rearward facing for longer, with mandatory rearward facing up 15 months, allowing for baby’s neck to develop and strengthen ready for forward facing travel.

LITETRAX PRO 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 3in1 travel system that meets their child’s needs from birth to big kid.

CYCLE BY JOIE – MYTRAX PRO Featuring fabrics made from 94 recycled bottles, this ecofriendly, sleek, and streamlined stroller is ready to roll on any adventure. With multi-modes and deluxe comfort features parents can help protect the planet without any compromises. The pushchair seat lies flat so new babies and energetic toddlers alike can snooze as they cruise, or the seat simply snaps off allowing the addition of the carry cot or infant car seat so little one can snuggle without parents having to struggle. It’s also easy to fold with a one-handed tug of the strap that’s easily accessible under the seat.

I-JEMINI Joie is pleased to announce the latest arrival to its Signature collection – meet the i-Jemini, the most affordable premium baby car seat in the Encore Spinning System. I-Jemini pairs with the i-Base Encore to instantly transform into a 90 degree spinning car seat – an ultra-smooth, one hand motion turns the seat towards the user to make buckling up a breeze. When it’s time for tiny travellers to graduate to the next seat, it can up-graded to i-Harbour which works with i-Base Encore to give years of easy ins and outs. I-Jemini meets the newest and most advanced R129 safety approval standard, with side impact testing and i-Size certification for a guaranteed backseat fit.

PROGRESSIVE PRESCHOOL

29 ULTIMATE GUIDE 2023

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IN PROFILE: MIMA

The mima xari S

tylish and smart in both function and design, the mima xari is a luxury, versatile, compact, single pushchair. An investment in comfort, safety, and engineering excellence, the xari supports little ones from birth to early development.

The mima xari pushchair can be customised to suit your customer’s needs. Simply choose from our mix and match range of colour and pattern combinations.

www.cheekyrascals.co.uk

Training & Support We have a dedicated team to support retailers with the following: l Regular visits by one of our in-house Sales Team l Volume discounts l Access to imagery, expert content, blogs, social media assets l Access to branded Point of Sale Material including brand leaflets, posters, podiums, display stands, and models (subject to manufacturer availability) l Regular e-shots on promotions, new product launches, new assets, brand awards, and developments l In-store and online training with pdf training presentations that can be kept for future reference

Dates for the diary Exhibiting at the Harrogate International Nursery Fair 15-17 October 2023

PROGRESSIVE PRESCHOOL

31 ULTIMATE GUIDE 2023

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IN PROFILE: SILVER CROSS

Leading British nursery brand Silver Cross has introduced three brandnew colourways to its best-selling Wave range.

The ultimate single to double travel system, Wave is a luxurious futureproofed pram, specially designed for growing families.

e v  w e n  s  unve T

he new palette takes inspiration from warm earthy tones, with natural and timeless colours that include a black named Onyx, a soft grey named Lunar and a woodland green named Cedar. Each colourway features beautifully crafted touch points and details, with soft textured materials and luxurious faux leather.

Progressing Silver Cross’ sustainability agenda, Wave’s outer fabrics now feature materials crafted from recycled plastic bottles, while the pushchair is delivered in fully recyclable outer packaging.

Wave’s unique and flexible design means it’s perfect for one, two or even three little ones. Parents can choose from seven single

PROGRESSIVE PRESCHOOL

32 ULTIMATE GUIDE 2023

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IN PROFILE: SILVER CROSS

Heritage Brand Silver Cross is a leading premium nursery brand.

Loved and trusted by parents across the globe, it is recognised for producing beautifully crafted products for newborns, babies and toddlers, with an award-winning portfolio of travel systems, lightweight strollers, car seats and nursery furniture. Silver Cross’ mission is to be a more sustainable and environmentally aware brand. Not only is every product built to last, but the brand’s valet service ensures any Silver Cross pram can be used and re-used for generations to come. In addition, Silver Cross is the first nursery brand to offer a car seat recycling service.

to double configurations straight out of the box, or can add a tandem seat, second carrycot or ride-on-board (sold separately) to create up to 30 configurations for siblings or twins.

Featuring a bamboo-lined carrycot that’s suitable for overnight sleeping and Silver Cross’ unique Genius Harness system with a time-saving magnetic buckle, the new Wave offers style, comfort and convenience every time you stroll.

PROGRESSIVE PRESCHOOL

CONTACT www.silvercrossbaby.com Tel: 0345 872900

33 ULTIMATE GUIDE 2023

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IN PROFILE: THULE

New tech d launches fr

This is a very exciting year for Thule with the highly anticipated launch of its Thule car seats at the end of the year, and also its Thule Shine Air Purifying Canopy which we showcased to the trade last year and will finally be available to retailers in the next couple of months.

PROGRESSIVE PRESCHOOL

A

At Thule, design and functionality are king. Its products don’t just look stylish, they need to be multifunctional to suit the needs of the modern parent. However, you will notice that it has added more and more colour to its range. This is all selected to be in-line with current trends and fashions, giving consumers a lot more options in its already slick product line.

As a brand, Thule prides itself in the fact it test its products above and beyond the stated industry standard. It has its very own Thule Test Center in Hillerstorp, Sweden. Here, products go through extreme testing. That means exposure to everything, from desert heat to arctic cold, water resistance, drop tests, and wind tunnels to tensile, shock, and crash tests. The Thule Test Program includes over 25 Thule Test Standards that far exceed the current ISO standard. As part of its product testing, itsproducts are used by Thule Crew, who can test them to the extreme in real life. Every single day.

34 ULTIMATE GUIDE 2023

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IN PROFILE: THULE

Training & Support As a dedicated Sales and Marketing Manager for Thule UK, Emma Peak endeavours to support every retailer’s individual needs. From bespoke displays to social media campaigns, no request is too big. The whole team are as passionate about this sector as its retailers.

Thule also has a UK based warehouse with EXCELLENT stock holding across the whole Active with Kids range. So, retailers can sell the Thule range with confidence.

Dates for the diary Thule will have a stand at Harrogate Nursery Fair and Kind & Jugend. It will also be showcasing its Thule Shine Air Purifying Canopy at its PR press day on 04 May, which retail buyers are also welcome to attend. Please get in touch with Nikki Fox for details about this nikki@nionpr.co.uk

CONTACT Website: www.thule.com Email address: emma.peak@thule.com Facebook: www.facebook.com/thule Instagram: www.instagram.com/thule

PROGRESSIVE PRESCHOOL

35 ULTIMATE GUIDE 2023

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IN PROFILE: WONDERFOLD

K U e th to  g  l  Wh NEW to the UK, WonderFold is a range of multi-terrain stroller wagons, designed to enhance family outings and adventures for children from six months old.

T

his year’s launch of the WonderFold Wagons has already created a burning desire amongst parents to own this exciting new ‘piece of kit’. The influencer and media #WagonFest launch event made an impactful debut.

Content flooded social news feeds as parents experienced wheeling their children in a WonderFold Wagon first-hand, which resulted in a reach of just under four million.

A new stroller wagon collection WonderFold Wagons are available in a variety of models and sizes. They can accommodate a wide age range, holding several children at once, with a weight capacity of up to 21-stones! Fully safety certified, they are packed full of interesting and practical features, including a fivepoint harness to help make parents’ lives easier, a canopy to protect from the sun with UV protection, plus handy pockets, lots of storage room and kid-friendly zip hatch exit doors, leaving children safe, secure and happy.

WonderFold’s special all-terrain wheels also mean that it navigates through different surfaces with ease, from gravel pathways and muddy paths to beach sand and parklands.

PROGRESSIVE PRESCHOOL

36 ULTIMATE GUIDE 2023

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IN PROFILE: WONDERFOLD

“We are excited to bring such a popular U.S product over to the UK. Feedback from the launch event and consumer shows has been overwhelming, but this is only the start of the WonderFold Wagon’s journey.

Our ongoing marketing plans have been designed to maximise consumer interest and demand.

”

Amy Sellers, WonderFold Marketing Manager

A WonderFold For Every Family With several ranges, and even a special edition, there is a WonderFold to suit every family. WonderFold Wagons come with a multitude of features, including: • Removeable raised seats that recline • 5-point safety harnesses • Removeable, adjustable canopy • Ample storage • Adjustable handlebar • All-terrain wheels • One-foot break • Easy to fold, standing when folded The on-going PR & Marketing plan includes an editorial and supporting media advertising campaign, working with the likes of Mother & Baby, Netmums, Toddle About, The Handbook and FQ Magazine, plus influencer and celebrity collaborations including Towie’s Amy Childs and Frankie Essex. Already a household name in the U.S, and used by celebrities such as Kylie Jenner and Chrissy Teigen, as well as Kim and Khloe Kardashian, WonderFold Wagons are taking family outings to the next level.

WonderFold is also being introduced to consumer audiences at exhibitions up and down the country, including The Caravan, Camping & Motorhome Show, as well as The Baby Show (London, Manchester & Birmingham) and The Baby & Toddler Show in Glasgow.

WonderFold W4 Stroller Wagons - Four Seater Perfect for big families, this fantastic wagon comes in three ranges: LUX, ELITE and ORIGINAL WonderFold W2 Stroller Wagons - Two Seater Ideal for two, this comes in three ranges: : LUX, ELITE and ORIGINAL Push and Pull Wagons – Four and Two Seaters Available in: X4, X2 M1 – Single Stroller The perfect blend of a traditional stroller and our iconic stroller wagons. With space for one child, it has all the versatile WonderFold features, Plus, it also includes a pet ramp, removable pet leash, and space for your furry friend to tag along too!

CONTACT Enquires contact WonderFold on Email: hello@WonderfoldWagon.co.uk Tel: 01538 399541. www.wonderfoldwagon.co.uk @Wonderfoldwagon.UK

PROGRESSIVE PRESCHOOL

37 ULTIMATE GUIDE 2023

Butterfly NEW

pushchair

For travels 38-IBC_PPS Ultimate Guide 2023.indd 18

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near and far 38-IBC_PPS Ultimate Guide 2023.indd 19

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Preschool Ultimate Guide COVER 2023_GF.qxp_Layout 1 05/04/2023 11:38 Page 3

This supplement was brought to you by Progressive Preschool magazine.

To discuss the content or be included in the next edition, please contact Jo Pilcher on jop@max-publishing.co.uk / 0203 764 1694 Max Publishing, United House, North Road, London N7 9DP www.maxmediagroup.co.uk. hello@max-publishing.co.uk