Progressive Preschool: Ultimate Guide to Travel Systems & Car Seat Retailing

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ULTIMATE GUIDE TO TRAVEL SYSTEMS & CAR SEAT RETAILING 2024

What’s Inside: Consumer Feedback Retail Commentary Influencer Marketing Baby Products Association Product Trends

Introducing Oxford

Beyond city limits Premium bundle The Oxford Premium bundle includes everything you need with the Oxford Pushchair, Oxford Carrycot, 2-in-1 Footmuff, Changing bag, Cup holder, Car seat adaptors and Raincover all in one box, delivered with the best-selling Pebble 360 Pro and FamilyFix 360 Pro base

£1,099.99

The new Oxford is available in Twillic Black and Twillic Truffl e in different bundle options from April 2024.

To find out more, contact your sales representative at UK-sales@doreleurope.com

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Key features Comfortable newborn carrycot The Oxford Carrycot’s reversible, high-density foam mattress and ClimaFlow windows ensure your child’s year-round comfort, while easily attaching to your pushchair as part of a 3-in-1 travel system.

Spacious seat & ergonomic recline From newborn to toddler, Oxford delivers exceptional comfort for your little one with its lie-flat recline and spacious, padded seat.

Intuitive, compact fold Oxford folds down into a compact package that can stand upright. It folds in both directions for maximum versatility and convenience.

State-of-the-art suspension No matter where your adventures take you, your little one can be sure of a smooth ride thanks to Oxford’s soft, all-wheel suspension.

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Harrogate International

NURSERY FAIR

13th - 15th October 2024

The UK’s ONLY trade show for baby products.

Visit to see the latest in wheeled goods and car seats from numerous major suppliers

Email: adrian@nurseryfair.com Tel: +44 (0) 1902 880906

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LEADER

Wce N

ow in its third year, Progressive Preschool’s ultimate guide to pushchairs and car seats has gone from strength to strength in 2024. The feedback we received from last year’s guide showed we had met the need for retailers to have all of the information provided here in one place, to serve as a go-to reference on the shop floor in this exciting and important sector. So, this year we’ve made sure it’s even bigger and better than before.

12 months is a long time in the category and it’s incredible to see just how much innovation and work has gone into product development, marketing, retailer support and consumer sales during the last year.

This guide, as always, looks at the sector through the eyes of retailers, suppliers and our trade organisation, the Baby Products Association, to ensure a well-rounded overview, which covers everything retailers need to have at their fingertips.

The BPA has offered its expertise and demystified the latest child restraint system regulations, clearly defining legal requirements and how things are changing in the EU, how that affects consumers and retailers, and more.

We’ve also taken a deep dive into the supplementary safety testing available to suppliers for car seats, to enable retailers to gain a clear understanding of what each product’s awards and certificates really mean for the consumer.

Product launches over the last year have shown the dedication suppliers have in ensuring they are constantly striving to meet consumer needs, with safer, easier, more innovative lines to integrate seamlessly into family lives. We’ve taken a look at the outstanding innovation in the

wheeled goods sector in the guide, too, providing a quick reference for those looking for a particular feature.

Key retailers in the category have also been chatting to us about how the year has been and their plans for the future.

The cost-of-living crisis is continuing to challenge retail in all sectors, but our indies are proving their determination and resilience as we traverse the trials.

Huge thanks go to the suppliers, retailers and the BPA, who have supported this guide wholeheartedly again this year. We hope you enjoy reading and using it as a resource for your business. We look forward to catching up with you all at the Harrogate International Nursery Fair later this year.

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

PROGRESSIVE PRESCHOOL

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07 Contents.qxp_Layout 1 28/03/2024 12:03 Page 2

WHAT’S INSIDE

10

Ctts 08 HOT WHEELS

42

The latest trends from the pushchair sector.

10 SAFETY FIRST Take a deep dive into the voluntary safety tests for car seats.

08

13 INFLUENCERS Maximising sales with influencer marketing strategies.

24

14 TALKING SHOP Find out how the last year was for indie retailers and their plans for the future.

13

16

16 PARENT VIEW Discover where parents shop for travel systems and learn about their shopping experience and decision-making process.

18 CHILD RESTRAINT SYSTEM REGULATIONS The BPA clarifies the changes to regulations and addresses continuing industry confusion.

40 14

Brd fder

30 36

This supplement was bought to you by Progressive Preschool magazine.

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

21 AXKID 22 BABYSTYLE 24 COSATTO 26 CYBEX 29 DIDOFY 30 HAUCK 32 ICANDY 34 JOIE 36 MAXI-COSI 38 PEG PEREGO 40 THULE 42 WONDERFOLD

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PUSHCHAIR TRENDS

Inset: Cosatto prams offer sensory sun hoods, with prints inside to engage babies and toddlers.

H whls Wheeled goods are a must-have for new parents, but with so much innovation on the market, the choice of travel system, stroller or pushchair has now become about lifestyle and family needs as much as one of necessity. PPS takes a look at the trends and innovation in the sector.

Inset: iCandy’s Roll Up and Dine feature allows little ones to join the table without the need for a highchair.

N

ew launches into the wheeled goods sector compete in terms of features, design, safety and function and suppliers are continuously launching products with new, improved USPs to make parents’ lives easier, babies and children more comfortable, and everyone more stylish.

Not just a buggy While wheeled goods are designed to get families from A to B safely, manufacturers are now introducing ways that these products can be used in different situations to improve their functionality. A number of iCandy’s models offer a roll up and dine feature. By adding PROGRESSIVE PRESCHOOL

elevator adaptors, babies can join in with meals without the need for a highchair.

Wonderfold’s W4 Luxe Stroller Wagon offers removable, raised seats, allowing the space to be used for naps or as a play pen while out and about. Meanwhile the M1 Single Stroller even comes with a pet ramp and lead to give a furry friend a lift too.

Peg Perego’s Culla Belvedere bassinet attaches to the Home Stand to double as a home sleeping solution. A number of other brands offer bassinets that are suitable for occasional sleeping, including iCandy and Silver Cross.

The fold Ease of fold has become a key feature in wheeled goods over recent years. Some suppliers are taking this to the next step with pushchairs which can be folded with one hand, including the Cybex Balios S Lux and Inglesina Quid 2, among others. Ickle Bubba has gone to the next level with its Aries AutoFold Stroller, which folds itself with just the push of a button.

Extending the ease of fold, a number of products now fold with the seat unit or bassinet attached, including Silver Cross Tide, Didofy Stargazer, Bugaboo Dragonfly, Ickle Bubba Altima, Baby Style Oyster3 and more.

Once folded, many models now also stand independently, such as the hauck Travel N Care, making journeys on public transport easier, as well as storage at home.

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PUSHCHAIR TRENDS

Inset: Joie’s ShoeSaver braking system shows green when the brake is off and red when it’s applied.

Left: The seats can be taken out of Wonderfold’s W4 Luxe Stroller Wagon to enable it to be used as a sleep or play space.

Photo courtesy of @vibeslifeus

One-handed Extending the one-handed fold, some suppliers have introduced a one-handed recline for seat units, including iCandy Orange and hauck Travel N Care.

Easier braking Reaching under the pushchair to apply the brake can be a tricky job, so Joie has introduced a ShoeSaver braking system to a number of its models, which engages quickly and securely without scuffing shoes and has a red/green indicator to show if the brake is applied. Hauck’s upcoming Runner 3 offers a handbrake for optimal control while parents are active.

Storage solutions Babies and children come with a lot of baggage, so Cosatto Wow 2 offers a super-sized basket with storage pockets added in to keep valuables safe when out and about. Meanwhile, Maxi-Cosi Oxford offers a parent pocket to store important belongings.

Weather proof In our uncertain UK weather, keeping babies cool, warm and dry is important to parents and suppliers have added features to combat climate challenges.

Thule’s Glide 3 EOS Lux offers an extended sun canopy, while Cosatto prams offers sensory sun hoods with designs inside to

encourage engagement and harness early sensory skills.

Ickle Bubba has all seasons sorted with Altima’s reversible all-seasons liner – breathable air flow mesh keeps baby cool in summer, while cosy fleece keeps them warm in colder months.

Magnetic harnesses Anyone who’s tried to manoeuvre a wriggly toddler into a pushchair, knows the harness can be a challenge to fasten. Many suppliers now offer magnetic buckles as seen on Baby Style’s Oyster Zero Gravity, to ensure little ones are safe and secure in seconds.

Family affair Ensuring all children are catered for with its pushchairs, iCandy has introduced a built-in rideon board to a number of its models. Meanwhile, Wonderfold offers wagons for up to four children and recently launched adapters to attach a car seat to the wagons, ensuring the products are suitable from birth.

Cybex EOS Lux transforms from cot to seat by changing fabric, removing the need for extra components.

Adjustable height While adjustable handlebar height is now widespread, Joie’s new alore offers three height positions for the seat unit, bassinet or car seat, to keep children close.

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09 ULTIMATE GUIDE 2024

Left and below: Ickle Bubba’s Aries Auto-Fold Stroller folds itself with just the push of a button on the handle

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CAR SEAT SAFETY

Safety fir

Alongside the legal requirements for car seats, or child restraint systems (R44 and R129), there is a number of additional voluntary tests available to suppliers. PPS demystifies the various accolades and awards often highlighted on products.

SWEDISH PLUS TEST The Swedish Plus Test was founded in 2007 following the Swedish tradition of addressing neck protection for children in tryp-approval of child car seats. This was previously evaluated by the former Swedish ‘T-test’, but when Sweden joined the EU, the T-test was replaced by the UN ECE type-approval, which does not evaluate neck loads.

The Plus Test has a focus on the neck protection of the child and overall robust protection. The theory behind the Plus Test is that a child secured in a Plus Test approved car seat has a reduced risk of being exposed to life-threatening high neck forces in a frontal collision.

The Plus Test was developed by VTI Shock Laboratory in a collaboration with NTF (National Society for Road Safety), Folksam, SIS (Swedish Standards Institute), Volvo, and representatives of CRS manufacturers.

Right: Restraints which have passed the Swedish Plus Test will have a marking like this Joie i-Prodigi seat.

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Inset: The Swedish Plus Test uses Q-series test dummies to represent a three and six year-old child.

The lowdown: • To date no forward facing child restraint has passed the criteria for the Swedish Plus Test and it is expected that no forward facing seat will pass.

• The test has a much lower limit for the maximum strain on the neck than other tests.

• Only toddler seats up to 18 or 25kg when approved to R44, or up to 105 or 125ccm when approved to R129 can be tested with this method.

• The test uses Q3 and Q6 crash test dummies, representing a three and six yearold child respectively. The Q-series dummies are the latest and most advanced child crash test dummies.

• Plus Test approved car seats get an additional marking as evidence.

The test: • The crash severity of the Plus Test is one of the toughest on the market for child car seat assessment.

• The crash test pulse represents a front impact of roughly 56 km/h (35mph), compared to 50km/h (31mph) in typeapproval tests.

• The crash pulse magnitude is higher in the Plus Test, representing a shorter stopping distance and harsher braking, resulting in much higher crash energy induced to the child car seat.

• In a 2023 revision of the test, aspects of robustness are now specified more clearly as part of the assessment.

• The purpose of the test is to promote rearward facing protection for children up to at least four years-old based on realworld evidence.

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CAR SEAT SAFETY ADAC ADAC is an annual child car seat test which aims to present the range of seats on offer on the market as comprehensively as possible. Products are pre-selected in coordination with ADAC’s test partners based on market importance and innovation.

ADAC is the General German Automobile Club, and offers information about traffic, automobiles, travel and health, as well as publishing unbiased test results.

In 2015, a new test body and new side crash test procedure were introduced, meaning the results from this point are not directly comparable with previous ones as the requirements are slightly increased.

From 2020, both test execution and evaluation have been adapted to the state of the art, meaning that again, results are not comparable with those of previous years.

The lowdown: • The ADAC test is well above the legal minimum requirements of R44 and R129.

• The ADAC verdict is based on the results in the safety, operation/ergonomics and contaminant content criteria.

• If a seat covers several weight classes, body sizes or installation types, these are tested separately, and the worst result achieved in a single test is used for the evaluation.

• 20 seats were tested in 2023, and one failed.

• The scoring system uses lower numbers for better performance – 0.6-1.5 = very good; 1.6-2.5 – well; 2.6-3.5 – satisfying; 3.6-4.5 – sufficient; 4.6+ - inadequate.

The test: • Seats are tested for safety in frontal impacts at 64km/h (40mph) and side impacts at 50km/h (31mph).

• The ADAC test uses the latest Q test dummies.

• Frontal crashes are simulated in a vehicle body instead of a test bench.

WHICH? BEST BUY Which? is the UK’s consumer champion and is a not for profit organisation which is designed to protect consumers and make life simpler, fairer and safer for everyone.

Every car seat reviewed by Which? is crash tested to reveal which ones provide the best protection in a crash. The organisation started testing child car seats in 1967 and since 2003 has been crash-testing them as part of a European test consortium along with the International Consumer Research & Testing (ICRT) and the European car clubs.

As of May 2023, the score car seats need to

achieve to be named a Which? Best Buy are 78% or more for a baby car seat (i-size baby or Group 0 or 0+); 71% or more for a toddler car seat (i-Size baby to toddler, i-Size toddler, i-Size toddler to child, group 1 or group +0/1); 74% or more for a child car seat (i-Size child or Group 2/3); 71% for a multi-group car seat (i-Size baby to child or Group 1/2/3 or any combinations of these groups).

Above: Two Cybex car seats were test winners and one was ‘awarded’ in the 2023 ADAC tests.

The lowdown: • Which? is the only UK site to test child car seats in both front and side crash scenarios.

• Which? tests car seats on their safety, ease of use and ergonomic assessment.

• Each car seat is awarded a number of star ratings for each of the tests – 5* = excellent; 4* = good; 3* = satisfactory or average; 2* =poor; 1* = very poor.

• Ease of use tests are carried out using real children as well as handling dummies and laymen parents.

• The tests are more demanding than the British standard safety tests.

The test: • In the test, dummies record impact forces on the head, neck, chest and pelvis, accurately indicating the chance of injury.

• Any model scoring 45% or less will be named a Which? Don’t Buy car seat.

• The overall test score is calculated by 60% on safety, 30% on ease of use and 10% on ergonomic assessment.

• Each car seat is subject to a frontal crash at around 40mph, and a side impact crash at 30mph.

• Which? uses up to 15 samples of each seat to get the final score.

• Seats are crash tested in each method of installation available for each seat.

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ULTIMATE GUIDE 2024

Below: Which? crash tests every baby, toddler and child car seat it reviews.

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MAXIMISING SALES WITH INFLUENCER MARKETING STRATEGIES Left: Adeline St John.

In today's dynamic market, influencer marketing has become a pivotal strategy for the pushchair and car seat industry. Adeline St John, director at The Media Snug, tells us more.

Fr pushchairs to prof

C

“

atering to the needs of parents and caregivers, the industry has recognised the power of influencer partnerships in reaching and engaging their target audience effectively. But it can be a vastly different experience for brands and results can swing wildly depending on your strategy, product cost and your budget.

Whether you like it or not, an influencer can wield influence over their audience's decisions, lifestyle and opinions often because of their authority, authenticity, expertise or relatability in a specific niche or industry. In our case, generally, they are about to have a baby. By establishing relationships and leveraging the influence and reach on their social media platforms, brands can connect with their target audience and drive sales.

Firstly, we need to understand what categories Influencers can be split into: • Nano-Influencers – 1-10k followers • Micro-Influencers – 10-100k followers • Macro-Influencers – 100k-1 Million followers • Mega-Influencers – 1 Million + followers

Mega Influencer partnerships Firstly, as I have already alluded to, megainfluencer partnerships are popular. If you get it right, the rewards are great. Identifying the correct mega-influencer who has the right relevant target audience can be a bit of a minefield and take a lot of legwork. Then, when you've found them, there is relationship building, cost negotiating and finally agreeing to a contract. This can take months. For example, iCandy recently announced it had extended its partnership with Molly-Mae Hague throughout 2024, proving that this was a successful partnership and has generated the required ROI. While this kind of campaign can be costly, they offer the advantage of quick wins, reaching a large and engaged audience who are ready to buy.

Influencer Gifting Generally speaking, there are micro-influencers that are willing to create content and promote for free in exchange for your product - but you may struggle if your product is of lower value.

On the other hand, other micro-influencers may charge a nominal fee. The key is to carefully select influencers who have excellent and authentic engagement and a relevant target audience, who can help to maximise brand awareness and increase sales.

Influencer Affiliate Marketing Brands incentivise influencers to promote their products by offering them a % commission on sales generated through their unique referral links or discount codes. This is a clever strategy as you can not only drive sales but you can also track ROI and see which influencers bring the best return. Platforms like Awin and Refersion, plug into your e-commerce site and are brilliant for these campaigns, taking the pain out of working with multiple influencers, who might all be on different commission structures.

Mamas & Papas use a mix of influencer partnerships and affiliate marketing to engage with their audience and drive sales.

Consumer Tribe Additionally, smaller brands can benefit from user-generated content (UGC) by working with consumers and nano-influencers to share their experiences with gifted products on social media.

It’s a competitive market out there, so by establishing meaningful relationships with influencers, brands can connect effectively with their target audiences and make those allimportant sales. If you need help with influencer marketing or strategy, please feel free to get in contact.

Adeline St John is director at The Media Snug.

She can be contacted on hello@mediasnug.com.

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RETAIL TRENDS

Above: Winstanleys Pramworld offers a wide range of products.

Right: Lilycuddles focuses on customer service, and offers a range of extras such as this spring baby event.

Tkg Shop

The last year has done little to improve the economic pressures faced by so many consumers which, added to rising bills and price increases, is making it tough for retailers across the board. As usual though, nursery indies are remaining positive and resilient. PPS finds out how the year has been and what’s in store for the coming months.

Right: Winstanleys Pramworld, Wigan.

Right: Lilycuddles has enhanced its product offering to overcome the challenging climate.

While universally acknowledging the challenges they’ve faced over recent years, there’s no keeping nursery indies down, as every retailer PPS spoke to for this guide had something positive to say about the past 12 months.

While there is a level of resilience in baby products during economic downturns, it’s clear that indies are diversifying and working hard to keep their businesses growing.

Solomon Soyinka, owner of Lilycuddles, has been focusing on adapting and delivering great service: “Over the past year Lilycuddles has experienced significant growth and resilience despite the challenges presented by the current economic environment. We've adapted swiftly to the changing landscape, while ensuring the satisfaction of our customers is at the forefront of what we do.

“We faced various challenges, including PROGRESSIVE PRESCHOOL

supply disruptions and fluctuating consumer spending behaviour. However, our team's dedication and flexibility has enabled us to overcome these obstacles and continue providing high quality products and services to our parents.”

Winstanleys Pramworld has a similar story. Shannon Scanlon, marketing manager, says: “Despite a challenging economic climate, the last year has been very positive for us. Running a business doesn’t come without its challenges, especially amidst a cost-of-living crisis. Fortunately, we have continued to grow, thanks to our reputation in the industry as a trusted retailer.”

Little Bubbas moved premises in 2023. Katie Warne, owner, expands: “It’s been a really positive year for growth and development. The big catalyst was moving to a new location. A

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RETAIL TRENDS

available for beautiful shopfront in the historic Ipswich old collection, with town has really put us on the map and our store and attracted customers in. We have also warehouse now developed our online reach and presence being together.” which has driven a healthy baseline of sales.”

Making your Millie & Ralph has also been focused on its voice heard and new store. Charlotte Arscott, director, offering comments: “We’ve found that the last year has something been an exciting time for our business but also unique is challenging, we’ve invested heavily in our new important. Shannon flagship store, however we are seeing an comments: “We continue increase in customers being extremely price to grow our social media driven - as a relatively new retailer into wheeled channels and develop our goods, we have found the last two years quite website, contributing to challenging with world situations.” our overall growth. We are Other challenges faced include maintaining also developing our own footfall. Charlotte continues: “One of the main brand while representing challenges is emphasising the benefits of supplier brands across our shopping in store. As an omni channel retailer marketing communications. we have noticed the market place is very “With a strategic competitive and customers are always seeking Above: Millie & marketing plan in place, and a fantastic out the cheapest price.”

Ralph is able to selection of brands, we hope Competition from online retail is also faced offer a large range of products for to see continued growth in our retail stores

by Little Bubbas. Katie outlines: “Competing collection and instore with its shop and website.” online against other longstanding businesses and warehouse Offering in-depth product knowledge also takes a lot of effort and persistence. Little now located together. helps indies stand out from the crowd. Katie Bubbas is still relatively new and we are explains: “We are a family run business and I gaining traction and recognition, but we are think this gives a different customer experience. not complacent and will continue to invest in I really enjoyed opportunities to visit Britax in our customer service and advertising to really Sweden and Avionaut in Poland to see behind stand out online.” the scenes, giving me a greater understanding Tackling challenges head on is the plan for of their values and knowledge that I can pass Lilycuddles. Solomon expands: “Despite the on. We’re always keen to develop our challenges, we've identified several knowledge so we can offer the very best opportunities for growth and innovation. We've customer service.” expanded our online Expectations for the presence, enhanced While retailers were generally happy with coming year are realistic. our product offerings, supplier support, there are some factors which Charlotte outlines: “With and implemented could make a difference. Solomon outlines: creative marketing “Manufacturers play a pivotal role in supporting the ongoing issues in the our business. By ensuring consistent product world, we honestly don’t strategies to reach new availability, offering competitive pricing and have huge expectations customers and engage providing comprehensive training and support, for the next year, however with our existing base manufacturers can help us better serve our customers and maintain our position as a we continue to ensure effectively.” trusted provider of baby goods and customers receive the Far from hindering equipment.” best possible experience growth, the difficulties of Little Bubbas would put flexibility on its wish the last year have seen list. Katie furthers: “We are a small independent when shopping with us in and there are limits to the size of display store or online.” many indies pushing stands/floor space we can accommodate when Targeting gaps in retail forward and growing introducing a brand or a product line, so some coverage is the plan for their business. Charlotte flexibility in terms of these expectations would be welcomed.

Little Bubbas: “We are says: “The biggest “We want your products to really sparkle in looking to expand our opportunity for us this our shop, but if the display is disproportionate offering both in terms of year has been the it might have the opposite effect. Also, stock we can hold and relocation of our new discount on demo stock would be welcomed floor space. Also looking 5,000 sq ft flagship store because these products won’t be sold for full price in the end when they are moved on.” at options to cover a meaning we are able to Communication is key for Winstanleys offer our customers the Pramworld: “Overall we’re really grateful for the wider geography as there are local towns which largest possible choice in support we receive. We feel there could be more consultation with suppliers when brands don’t have anywhere to store, as well as a large are developing new products and trends.” see products in real life.” choice of products PROGRESSIVE PRESCHOOL

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CONSUMER FEEDBACK

Part view

PPS teams up with consumer magazine Project Baby to find out where parents and parents-to-be are shopping for travel systems, pushchairs and car seats, what made them buy where they did and how their experience was.

There was a fairly even split in those parents surveyed between online and in-store shopping when purchasing a car seat or wheeled goods. 56% of those surveyed bought a pushchair or car seat in a bricks and mortar store, while 44% opted for an online purchase.

For those who bought in-store, there were two main drivers. 71% of respondents said that both product demonstrations and the chance to try before you buy were amongst their reasons for choosing to go into a physical store to make their purchase.

For those who chose to buy online, the top motivation, with 71% choosing it as a reason

Reasons for choosing to buy in-store A chance to try before you buy 71% Product demonstration 71% Staff knowledge/expertise 43% Product range 43% Product availability 14% In-store offers14% PROGRESSIVE PRESCHOOL

for their choice, was online promotions.

Product range and availability were also popular reasons, while some said they valued the opportunity to compare different retailers when shopping online.

Choosing a store When rating the importance of the fitting and/or demo service when choosing a store, respondents scored it an average of 6.3 out of 10. How knowledgeable the sales assistant was in their product knowledge was rated 7.3 out of 10 and how knowledgeable the sales assistant was in terms of their demo/fitting knowledge was also 7.3 out of 10.

In the flesh Demonstrating the importance of in-person sales when it comes to both getting an understanding of the product and also ensuring a safe fit, for those consumers buying in-store, an impressive 75% were given a demonstration of the product before buying. Three quarters of those buying a car seat were also shown how to fit it into their vehicle by staff.

Purchasing decisions It comes as little surprise that those parents buying car seats cited safety as the most important factor, with 78% placing it at the top. 11% chose ease of use as the most important factor, and another 11% said how long the child can stay in the seat was their main priority, showing that value for money is a key consideration.

When buying a travel system, the most important factors, both with a third of the vote in the survey, were safety, and value for

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CONSUMER FEEDBACK

Reasons for choosing to buy online Online promotion 71% Product range 43% Product availability 43% Ability to compare retailers 29% Multi-product bundle deals 14%

Yes 75%

money. 22% were looking for a travel system that is easy to use, while 11% put quality at the top of their wishlist.

Room to improve When asked if there was anything that could have improved their experience in store, an impressive 38% said there was nothing that could improve their experience. 38% of the respondents said they would have liked more knowledgeable staff, or more availability of knowledgeable staff. 13% said more product availability would improve the experience.

Were they given a demonstration of the product before purchasing?

Non 25%

Respondents were asked to sum up their overall experience when buying a car seat or wheeled goods.

Here are some of their answers:

“ I would have liked the staff to help find the best product for us, not just ” what we came in for.

“ I bought my pushchair online, but my car seat I bought in-store and I would say it was a positive experience. It really helped me decide what car seat was right for our child and car. ”

“ Excellent. Got all the information I needed and managed to use and fit ” easily ourselves.

“ Excellent service, they were

“ Our experience was non pushy. I hate pushy sales pitches.

”

“ Loved our buying experience. ” PROGRESSIVE PRESCHOOL

17 ULTIMATE GUIDE 2024

fabulous and even helped us to check all was okay just before baby was born. ”

“ More training is need for the staff. ”

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BABY PRODUCTS ASSOCIATION Inset: i-Size is only one element of R129.

Chd Rerat Syem regulais The UK’s Baby Products Association (BPA) clarifies the changes to Child Restraint Systems (CRS) regulations and aims to address continuing industry confusion.

Child restraint Systems (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 CRS 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 no longer be used by CRS manufacturers to approve a new restraint. Instead, they must use the more advanced R129.

What has changed?

CRS which are already approved to R44 can continue to be manufactured, sold and used, but things have changed in some countries.

As well as stopping most new approvals, R44 was also amended to give countries the option to stop accepting R44 CRS after 1 September 2023.

In the European Union (EU), separate legislation is in force which means they will follow this cut-off date for R44 CRS, however, it was acknowledged that more time was needed to sell CRS already manufactured and in stock. This has led to an update to the EU legislation which allows an extra 12 months for CRS already placed on the market by 1 September 2023 to be sold.

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

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Making sure regions aren’t confused This EU legislation does not apply in Great Britain (England, Scotland & Wales), so R44 CRS can continue to be sold until further notice with no restrictions, however, the EU legislation does apply in Northern Ireland. 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 with your R44 CRS, it will still be legal.

What does this mean for manufacturers in Great Britain?

Many CRS brands produce their products for sale in EU markets. They must make their own decisions as to whether or not they continue 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.

Why is there a different regulation?

One of the aims of R129 is to reduce the instances of misuse of R44 CRS that have been seen by the emergency services and road safety groups. To this end, R129 promotes the use of ISOFIX for CRS for younger children, simplifies the seat belt attachment for other CRS types and reduces the risk of parents or carers progressing to the next size CRS before the child is ready.

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BABY PRODUCTS ASSOCIATION R129 also keeps children rear facing for longer with a minimum age of 15 months and a minimum height of 76cm for forward facing CRS. Rear facing is deemed to be the safest position in the event of a front impact accident involving very young children.

Knowledge of child injury and biomechanics has also developed and improved, which is reflected in the newest regulation, with better test tools and criteria.

The dummies used for testing are more advanced and able to provide much better data to inform testers how much protection is provided by the CRS. They are designed to be human-like in size and in response to impact.

R129 also assesses side impact protection in a uniform way, something which manufacturers could claim they had tested for internally, but for which there was no regulatory requirement until now. R129 sets side impact test criteria that all manufacturers must meet.

While R129 specifies a height range, it also specifies weight limits to ensure that the ISOFIX anchorages are not overloaded.

CRS are often referred to as integral and nonintegral. An integral CRS has a harness or shield built into it to restrain the child, whereas a nonintegral CRS relies on the adult seat belt of the vehicle.

R129 integral CRS must use ISOFIX or a seat belt attachment to secure to the vehicle, but never both together on one CRS and only one belt route is permitted on either type of compliant CRS, regardless of the height/age range it is intended for. i-Size is often referred to instead of R129 but i-Size is only one element of R129. i-Size CRS have been developed with vehicle manufacturers and ensure that an i-Size CRS will fit in any i-Size seating position within a vehicle.

Other R129 CRS are vehicle specific, which means they have been approved for certain vehicles and are known to fit. If purchasing one of these, it is really important that users refer to the vehicle list to ensure that it is compatible with all vehicles it will be used in.

There is a third anchor point on ISOFIX CRS, often referred to as an anti-rotation device. In the event of an accident, pitch

rotation or tilting forward may occur and this anti-rotation device is designed to prevent this. Variations in vehicle seat cushions effect the performance of the CRS and it is important that these can be tested on the test bench in R129. These devices allow for this and there are two types: Top Tether: This third anchor point is part of the ISOFIX system. It is a strap that secures the upper rear part of the CRS’ backrest to the back of the car seat.

Support Leg: Another type of third anchor point. It is the alternative to the Top Tether and is used with both rear-facing and forward-facing seats. It is a leg that needs to be extended until it rests on the floor of the vehicle. For vehicles with underfloor storage where the support leg would sit, it will be necessary to check in the owners’ handbook for any instructions about the use of support legs.

Have booster cushions been banned from sale?

Despite wide reporting to the contrary, booster cushions have not been banned.

From January 2017 it has not been possible to have new models approved for R44 group 2 to suit children weighing 15kg and over but existing models (those that were type-approved before the change) can continue to be manufactured, sold and used. Any newly developed models can now only be approved for group 3 and used by children between 22-36kg.

They must also carry a label that states they can only be used by children over 125cm in height.

However, booster seats (or high back booster seats), which are considered the safer alternative, are another option for children of this size. They are adjustable to cover a wider range of weights and heights. For combination products (those designed to take a younger/ smaller child initially) the child uses the integral harness in the seat unit until they reach the height specified in the instruction manual and then uses the car’s seat belt as with other booster seats.

Left: There are currently two CRS regulations in force – R44 and R129.

Left: The UK government currently has no plans to stop the sale of R44 CRS..

A copy of the Baby Products Association’s comprehensive guide: Child Car Seats – Ending the Confusion is in the process of being updated, but the original publication can be downloaded at the following link: https://www.b-p-a.org/bpa-org/Assets/Documents/BPA-brochure2022-March.pdf For more information about the Association visit: www.b-p-a.org or contact Julie Milne – julie@b-p-a.org or call 0845 456 9570.

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19 ULTIMATE GUIDE 2024

Attention: Marketing Managers ENTRY NOW OPEN! Free to enter and judged by retailers Head to PPSawards.co.uk Save the date, book the ticket!

Tuesday 12 November 2024 Royal Lancaster Hotel, London Book online at Max-Tickets.net

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IN PROFILE: AXKID

Products

out

now

A

s champions of rear-facing car seats, Axkid is dedicated to making car travel safer for children. Its latest launches, Minikid 4 and Movekid share innovative safety and quality features.

Axkid prioritises extended rear-facing, providing up to five times more protection for the neck and spine. The company excels at frontal impact protection, showcasing Axkid’s dedication to safety which also includes the Swedish Plus Test certification.

Headrest: Both models offer user-friendly adjustments for growing children, with Minikid 4 featuring dynamic technology and Movekid offering 13 fixed positions.

Installation: Made easy with guided procedures, with Minikid 4's automatic lower tether system streamlining the process.

ASIP – Side Impact Protection: Axkid's ASIP (Axkid Side Impact Protection) provides premium protection to the child during a side-impact collision.

Recline options: Catering to comfort and safety, with Minikid 4 offering three positions and Movekid providing two.

Extra spacious: Both offer a spacious seating area up to 30cm, while maintaining a compact design suitable for various car models.

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

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21 ULTIMATE GUIDE 2024

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IN PROFILE: BABYSTYLE

Cebrag 25 years!

This is an exciting year for BabyStyle – not only have they released the fantastic new egg3 Stroller and a collection of the Oyster3, but it's also their 25th Birthday!

F

rom modest origins back in 1999, BabyStyle has consistently adapted to the evolving needs of parents, now standing as a leading manufacturer and trendsetter of sought-after strollers and travel systems.

The highly anticipated egg3 Stroller launched in April 2024, setting the standard for travel systems in its class.

Building on the immense success of the egg2, the next generation showcases enhanced features, making it the ultimate travel system for new parents who appreciate superior engineering, safety and luxurious materials.

The egg3 Carrycot provides the perfect lie-flat nest for newborn babies from birth up to 9kg (approx. 6 months) and can be used whilst out and about on the chassis or at home.

Featuring new rocking rails with stabilising feet, parents can continue to soothe their baby after a long walk by simply removing the carrycot from the chassis using its ergonomic release leaver and rocking it on the floor. The carrycot also features an extendable canopy with UPF 50+ fabrics, protecting baby from

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the sun, ventilation window and includes a Sorona® mattress, which is washable, breathable, and chemical free.

Also new for 2024, the egg Carrycot Stand, suitable for every generation of egg Carrycot. The stand is designed to replace the need for a Moses basket and provides a secure, elevated space for the baby. Whilst in use, it is recommended that parents remove the carrycot apron and lower the canopy for optimum airflow. The egg Carrycot Stand includes a handy basket, and when not in use it can be folded away in seconds.

The new egg3 Stroller is suitable from 6 months to 25kg and like the carrycot, boasts a large extendable canopy with UPF 50+ fabrics and ventilation window, perfect for daytime naps or shielding from the sun. The luxury stroller with a parent or world facing seat, features a new one-pull harness making it easy for parents to secure their baby perfectly every time, combined with the easily adjustable headrest and harness which grows with your child.

Featuring a ‘one-hand fold’, the egg3 chassis is compact when folded and free-stands with the handle clear from the ground. It’s large

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IN PROFILE: BABYSTYLE

puncture-free tyres feature a unique eggshaped tread pattern, with the stroller leaving its mark wherever it goes.

Engineered for comfort, superior handling and added durability, egg3 has been fitted with TruRide® technology as standard for multi-terrain strolling.

For quick trips, parents can move with ease from the car to the chassis with the egg Shell Car Seat.

Using the egg Multi Car Seat Adaptors, the car seat can attach to the chassis and lock in place without waking little one.

For growing families or twins, the egg3 can be transformed for two using the egg2/3 tandem adaptors or opt for the egg Ride-on-Board with Seat for toddlers with a little more independence. Utilising the

tandem adaptors, parents with furry family members can purchase the egg Basket / Pet Basket for shopping or dogs up to 15kg.

Available in 9 colourways, including the trendsetting Feather and Mink, the luxurious fabrics are carefully curated for discerning parents, often leaving them with a tough choice to make!

Also launched in April this year, the 24/25 Oyster3 Collection. With five stunning new colourways joining the popular Mink, Butterscotch, Spearmint and Pixel, there is something for every parent.

Training & Support Committed to championing the Highstreet, BabyStyle is devoted to equipping retailers with the essential tools to confidently showcase and sell their product ranges. By becoming part of the BabyStyle family, retailers can expect: • In-person product training and access to demonstration videos • Regular visits from their BabyStyle Representative • Opportunities for bespoke displays • Marketing support including POS materials, digital assets for websites and social media.

Dates for the diary Join us for our 25th Birthday Party at Harrogate Nursery Fair, October 24.

CONTACT Email address: info@babystyle.co.uk info@eggstroller.com Tel: 01509 816444

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23 ULTIMATE GUIDE 2024

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IN PROFILE: COSATTO Unleashed for spring/summer 24, the Cosatto Wow 3 is a third-generation travel system, with enhanced allterrain performance, superior carrycot and new luxury accessories.

. . . d e w o w e b to e r a Prep U

nleashed for spring/summer 24, the Cosatto Wow 3 is a third-generation travel system, with enhanced all-terrain performance, superior carrycot and new luxury accessories.

Wow 3 folds easily with the seat unit attached in both directions, making it convenient for parents when travelling and storing at home.

The carrycot is suitable for occasional overnight sleeping due to its superior ventilation, while the ergonomic one-hand release system means that it can be easily removed from the chassis without disturbing the baby. Designed with parentfocussed functionality, the seat unit has an easily adjustable harness and a helpful magnetic buckle.

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24 ULTIMATE GUIDE 2024

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IN PROFILE: COSATTO

Training & Support Cosatto’s friendly team offers both in-store training and refresher days at its headquarters in Bolton, as well at virtual training modules, demo and fitting videos and access to a dedicated retailer Facebook page.

The team also offers a range of sales support from weekly content packs and social media kits, to point of sale, fabric swatches, training packs and a whole host of other resources.

Featuring Cosatto’s legendary patterns, sensory hoods and a stand-out chassis in a range of complementing colours, there’s a Wow 3 design for everyone.

The Cosatto Wow 3 travel system comes in six storytelling patterns: Bureau, Silhouette, Whisper, Foxford Hall plus new Doodle Days and Masquerade. Available now, Wow 3 also comes with a four year guarantee for peace of mind.

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CONTACT Rachael Cardy: Customer relationship manager rachael.cardy@cosatto.com M: 07580 533677

25 ULTIMATE GUIDE 2024

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IN PROFILE: CYBEX

s  w d r  a , ts c u d o New pr s e  r  v a f r e m u s  c d  New

product Founded by Martin Pos in 2005, CYBEX develops a wide range of car seats, pushchairs and home furniture aimed to provide families with safer and more comfortable solutions that integrate into their lifestyle.

Since 2005, the world of CYBEX has evolved year on year and 2024 is planned to be no different - new products, new colours and new innovation.

Award winning PlatinumT Line Family Car seats

CYBEX is proud that in the last ADAC test in October 2023, the Cloud T i-Size + Base T and Solution T i-Fix were awarded test winner, along with the Sirona T i-Size which received the best result in the category of child seats from birth to four years.

The Cloud T i-Size offers an ergonomic full lie-flat position, 360° rotating Base T and all-round air ventilation.

This latest success follows the notable result of the Anoris T i-Size, awarded test winner by ADAC in 2022 with “very good” (1.5).

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What’s new?

Cloud G i-Size – Offering an ergonomic lie-flat position in or out of the car, 180° rotation and one-click rotate & release system.

An ideal companion for any pushchair or stroller.

Sirona G i-Size - This rear-facing or forward-facing car seat with 360° rotation makes on-boarding simple. With Integrated Linear Side-Impact Protection and allround air ventilation (only compatible with the Base G).

Sirona Gi i-Size - Suitable up to 20kg - This rearward or forward-facing car seat has 360° rotation, all-round air ventilation and Linear Side-Impact Protection.

New Colours PLATINUM COZY BEIGE Modern, elegant and stylish, the CYBEX Cozy Beige is already a success on the Sirona T and Solution T i-Fix and is now available on the rest of the Platinum line including the PRIAM, MIOS, COYA and CLOUD T i-Size.

26 ULTIMATE GUIDE 2024

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IN PROFILE: CYBEX

Seven new colours for the LIBELLE, ORFEO, BEEZY and EEZY S TWIST+2 CYBEX believes modern parenthood is meant to be full of adventure, cool, easy and fun, therefore the LIBELLE, ORFEO, BEEZY and EEZY S TWIST+2 have been created with this in mind. The new palette features a range of modern colours: Almond Beige, Stormy Blue, Magic Black, Canvas White, Candy Pink, Dark Blue and Fog Grey with perfectly matching frame colours.

The new Beezy and EEZY S TWIST+2 have also had additional upgrades. The Beezy now has bigger, all terrain wheels which offer comfort over rough or uneven surfaces, whether it be in the park or on the school run. The EEZY S TWIST+2 will now feature the one pull harness system.

Training & Support Training Retailers can expect regular visits from their dedicated CYBEX sales representative. The sales team offers dedicated training for store staff on all new products, refresher training, or if you have a new starter, the team will be happy to come into store and support.

For all new product launches, look out for the digital training calendar invites, where the team will go through each product feature in detail, sharing how each one can make parents lives easier, as well as giving reasons to sell.

The CYBEX team will be launching some new training materials and leave behinds – watch this space in the second half of 2024 Support • All retailers can access the CYBEX UK & Ireland Marketing SharePoint – discover new launch information, key dates, marketing assets and regular social media content.

• The CYBEX marketing team provide weekly social media content available through the CYBEX WhatsApp community, via email or the UK & Ireland Marketing SharePoint.

• CYBEX sales representatives and marketing team are always happy to offer social media support, creation of reels and content • Access to branded POS display materials and POS selling tools – hangtags, totems, compatibility charts and much more.

Consumer favourites and award winners BALIOS S LUX The award-winning BALIOS S LUX has all the flexibility and comfort a parent and child could wish for, right from day one. The 8 and 10-piece bundles are popular with consumers, with the Sky Blue colour fast becoming a parent favourite. Keeping a focus on trend colours, the new Almond Beige is CYBEX’s latest colour launch for 2024.

Dates for the diary • Harrogate Nursery Fair 2024 • Book a date with your sales representative to visit the CYBEX UK showroom, see the new products, create content or receive personal and dedicated training.

Contact: emea-ukcontact@columbustp.com

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27 ULTIMATE GUIDE 2024

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28_PPS Ultimate Guide 2023.indd 34

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IN PROFILE: DIDOFY

New

products D

idofy is proud to share its two award-winning pushchairs, the Indy best 2022 Aster 2 and the Which? Best Buy, the Stargazer. Both designed to meet the diverse needs of modern parents with the team dedicated to the innovation, research and development of ways to make parents’ lives easier.

bundles with a carrycot, it features the GravityFold system for easy one-handed folding. Advanced suspension, all-terrain tyres, and a magnetic buckle harness prioritise parent and baby comfort.

The NEW Sand Stargazer Pushchair by didofy joins its esteemed line-up as a sustainable choice with the fabric made from recycled plastic bottles. Available as a standalone pushchair or in versatile

Didofy's Aster 2 is the ultimate in compact fold pushchairs, designed by parents, for parents. Featuring the MagicFold mechanism, it effortlessly folds and unfolds with a single button press.

Weighing just 6.2kg, it's travel-friendly, fitting as hand luggage on most airlines.

With premium features like puncture-free wheels, UPF50 waterproof hood, and spacious storage, the Aster 2 ensures comfort and convenience for both parent and baby.

Training & Support Didofy offers regular in-store staff training, sales collateral and point-of-sale for all retailers. The Stargazer and other awardwinning products will be on display at Harrogate International Nursery for 2024.

Contact: sales@didofy.com

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29 ULTIMATE GUIDE 2024

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IN PROFILE: HAUCK

Trav N Care T

he Travel N Care: Light, safe, and compact, it's the ideal travel companion for trips with children. Its compact design folds quickly with one hand and stands alone with a self-closing transport lock, saving space on buses, trains, or planes. The Travel N Care has won the Mother & Baby Gold Award in 2023 and the Which? Best Buy Award in 2024.

Light and stable travel companion: The compact hauck pushchair is light, stable and suitable for up to 25kg thanks to its aluminium frame.

Easy and compact folding: The Travel N Care can be folded simply with one hand and carried comfortably with the padded shoulder strap. Folding size: 58 x 34 cm Agile wheels and suspension: The shockabsorbing suspensions and swiveling front wheels offer children a comfy ride.

Extra comfort: The comfortable seat with a recline backrest provides plenty of room.

UV protection: The large three-zone canopy provides shade with UV protection 50+

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30 ULTIMATE GUIDE 2024

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IN PROFILE: HAUCK

Coming soon: Runner 3 – Robust all-terrain pushchair All-terrain pushchair: Runner 3, featuring three air wheels, adjustable rear suspension, and handbrake, offers comfort and easy folding. It navigates various terrains effortlessly and includes a convenient cup holder. Plus, the extra-large canopy with multiple ventilation windows shields from the sun.

Perfect for adventures: For cities and parks with adjustable rear suspension and locking and spring loaded front wheel.

Controlled speed: Uphill and down – the handbrake ensures good control of your speed.

Always cosy: For children from birth up to 22 kg.

Simple & Compact folding: The Runner 3 folds up easily and makes transport easier with a folding size of 84,5 x 47cm.

Protected from the sun: The generous sun canopy provides UV protection 50+.

Dates for the diary Harrogate Nursery Fair 2024

CONTACT Helen Robinson sales@hauckuk.com

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31 ULTIMATE GUIDE 2024

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IN PROFILE: iCANDY

Ard-Wng Craftsmship Combining British design with unsurpassable craftsmanship, iCandy is an award-winning creator of pushchairs, highchairs and car seats. Established since 1933, style and innovation, along with quality, safety and functionality, remain at the heart of every iCandy product.

PROGRESSIVE PRESCHOOL

iCandy's latest launch: the iCandy Orange 4.

The all-new iCandy Orange 4 is not just a pushchair; it's a masterpiece of convenience, style and fun for both rookie parents and those who are levelling up their family game. Straight out of the box, the iCandy Orange 4 a single-to-double ready pushchair, evolves seamlessly with every family.

Enhanced functionality, soft suspension, and impressive manoeuvrability ensure that this pushchair is a trusty sidekick on every adventure. The water-repellent breathable canopy, complete with mesh

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IN PROFILE: iCANDY

New

product ventilation, is available in five trend-led colours: Pistachio, Fossil, Latte, Rose, and the Black Edition on a Jet Black chassis.

The iCandy Orange 4 is a sturdy addition to the family. Boasting an integrated Rideon Board, a lightweight and streamlined chassis and a spacious basket, the pushchair is designed to suit every lifestyle. iCandy is ready to revolutionise the parenting journey with the iCandy Orange 4 – where style meets functionality, and fun is non-negotiable.

Training & Support • Regular visits from a 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 and lifestyle imagery, social media content, press releases, logos and digital banners.

• Bespoke display opportunities.

• POS materials.

• Social media support from in-house team.

• University Days - Relaunching in 2024, the iCandy University Days are a fantastic opportunity for retailers to visit iCandy headquarters for product training, marketing support and more.

Dates for the diary Kind + Jugend 2024 Harrogate 2024

CONTACT iCandy.sales@icandyuk.com

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33 ULTIMATE GUIDE 2024

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Trav Syems For more information and all sales enquiries please contact Joie on 01889 808900 or email us at uksales@joiebaby.com FINITI This 4-in-1 pushchair offers plenty of ways to roll and a fast way to fold. The bumpier the better for finiti, with a springy flex comfort seat that smooths out the bumps right in the seat and right where it matters most. finiti will take on the toughest terrain with foamfilled and puncture-proof runner tyres. When out and about, children are shielded from the rays with finiti’s full coverage, expandable hood that dims the light, making it ideal for nap time.

Combine finiti with the i-Level, a lie flat lounger, made for safer spines and easy breathing, as well as the ramble carry cot, to create a complete travel system. I-Level’s exclusive Tri-Protect headrest features Intelli-Fit memory foam, which is engineered for optimal head and neck security. The headrest and harness adjust simultaneously, so on-the-go alterations are effortless.

VERSATRAX Part of the award-winning Trax family, the versatrax is perhaps the most versatile of the Joie pushchairs. Combining stylish design and functional features, the versatrax is ideal for new parents wanting to create the perfect travel system.

Suitable from birth to 22kg, the versatrax is a stylish pushchair in every mode imaginable, offering both rearward and forward-facing options as well as pairing with the super lightweight ramble XL carry cot, available separately.

The versatrax is also compatible with a wide range of Joie infant carriers including the i-Snug 2 allowing parents to create a complete travel system for little one. Suitable from birth to 75cm, i-Snug 2 boasts the Joie Tri-Protect headrest with three layers of foam including the patented Intelli-Fit memory foam in the infant pillow to ensure a safe and secure ride for baby.

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IN PROFILE: JOIE I-LEVEL RECLINE The new i-Level Recline features plush and luxurious fabrics, cosy quilted details and vegan leather accents – but it’s not just a pretty face. Partner the i-Level Recline with the i-Base Encore for a spinning system with laid-back luxury. Parents can rest assured that their precious cargo is in safe hands with the exclusive TriProtect headrest featuring Intelli-Fit memory foam which has been specially engineered for optimal head and neck security. Alterations on the go are effortless with the i-Level Recline, thanks to the headrest and harness that adjust simultaneously, while the easy to remove, full body insert keeps tiny travellers nestled in safety.

I-IRVANA

Car Seas

Bosting a sleek and streamlined, lightweight design, i-Irvana meets the highest ECE R129 safety standard. With side impact protection to keep the child safe and sound, i-Irvana also meets i-Size certification in both harness and booster modes.

The five-point harness, which can be used from 76-105cm (up to 22kg and approximately 15 months to four years) has soft padded covers to keep kids cosy and secure by protecting the strongest parts of their body. Belted booster mode can be used from 100-150cm (approx.

3.5 – 12 years).

I-SPIN 360 i-Spin 360 is a 360o pivoting protector which spins rearward, forward and everywhere in between. Now featuring i-Size security, plus Guard Surround Safety and Smart Ride lock off for built-in safety and peace of mind.

Turning the baby towards the parent just got so much simpler with the Simple Swivel, the one-hand turning activator positioned right where they 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 babies rearward until it's time to transition forwards.

I-SPIN XL Joie has created a car seat parents can count on to stay steady through every outing from birth all the way to 12 years old. The i-Spin XL grows along with the child, making it the only car seat they will ever need – and with the highest safety certifications, all of Joie’s premium convenience features and timeless Signature styling, i-Spin XL is a smart and economic choice that will provide parents with peace of mind for years to come.

The 360o spin makes it easy to buckle the child in, whether it’s a newborn or a wriggly toddler.

The five-position recline is usable in both rearward and forward-facing positions, so parents can make sure the little, or big, traveller is set up for a comfy and cosy ride. Parents can adjust the seat on the go to make sure every nap time is maximised.

I-JEMINI The i-Jemini is 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°-spinning car seat — an ultrasmooth, one-handed motion turns the seat towards the parent to make buckling up a breeze. When it’s time for children to graduate to the next seat, they can upgrade to i-Harbour, which also 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.

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IN PROFILE: MAXI-COSI

New Products

for

2024

OXFORD Maxi-Cosi’s new masterpiece is the ultraluxe Oxford – a timeless and minimalist chic 3-in-1 travel system with cutting-edge features tailor-made for modern urban living and family adventures.

From newborn to four years old, the goanywhere pushchair offers a smooth and stylish ride, with puncture-proof wheels, four-wheel soft suspension, plus a spacious and sumptuous seat which ergonomically reclines into a lie-flat position.

The Oxford boasts a simple two-step intuitive folding mechanism and spacesaving design, plus premium bundle options featuring everything parents may need, from the plush Oxford carrycot to the bestselling Pebble 360 Pro baby car seat and FamilyFix 360 Pro base.

Standout safety features include a fivepoint magnetic quick-lock harness, a pivotable bumper bar, a leather push bar, and an adjustable UPF 50+ canopy to ensure baby can rest easy even on the warmest summer days. A sizable basket (up to 10kg), along with a parent pocket, makes storing baby essentials easy.

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EMERALD 360 S The Maxi-Cosi Emerald 360 S is a car seat designed to evolve and grow with the child, ensuring optimal safety, comfort, and support from birth (with the removable newborn inlay) to adolescence. The multi-stage car seat boasts FlexiSpin technology, enabling a full 360° rotation for effortless access and positioning. It also offers four recline positions to aid comfort on the go, whether a child is sitting up window-

gazing or laid-back sleeping.

Crafted with sustainability in mind, the Emerald 360 S provides an Eco Care padded seat constructed from 100% recycled materials, promoting eco-conscious parenting without compromising on quality.

Additionally, its plush headrest offers nine adjustable height positions, ensuring a perfect fit as children grow. Safety remains paramount with the inclusion of G-CELL Side Impact Technology, providing unparalleled protection in the event of a collision. Engineered with a series of hexagonal cells, the innovative material effectively dissipates impact forces away from your child's body, minimising the risk of injury.

Training & Support Maxi-Cosi offers a range of training and support for retailers to ensure its products are represented accurately and sold effectively. For example, Maxi-Cosi provides comprehensive training materials for retailers, such as product manuals and videos demonstrating proper usage and installation of car seats and strollers.

Maxi-Cosi also offers in-person training sessions at store level by either their dedicated sales contact or brand coach.

Retailers can expect support with displays and other point-of-sale materials to attract consumer attention and promote sales, as well as supporting materials, such as leaflets and online resources which highlight the key features and benefits of various products, as well as important safety information and guidelines for proper use.

KEY CONTACT Debbie Wakefield Marketing manager UKI Email: debbie.wakefield@dorel.eu Nicola Coletti Senior field marketeer UKI Email: nicola.coletti@dorel.eu Laura Buchanan Field marketeer UKI Email: laura.buchanan@dorel.eu

Dates for the diary Maxi-Cosi will be exhibiting at Harrogate International Fair from 13-15th October 2024.

Nicola Coletti

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Laura Buchanan

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Debbie Wakefield

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IN PROFILE: PEG PEREGO

New Products

for

2024 VELOCE TC Town or Country, why choose? With the Veloce TC stroller, parents can move easily on all terrains. The suspension is adjustable to enable the most suitable strolling system to be selected. The large top-quality wheels with adjustable suspensions and ball bearings guarantee the utmost comfort while strolling about.

Approved from birth, the Veloce TC offers a reversible seat unit.

The seat structure, in flexible material, and with a backrest which offers varied recline positions, guarantees extra comfort from birth until 22 kg. Steering agility is guaranteed, even with just one hand, while the eco-leather handlebar ensures the utmost comfort and multiple handle adjustments for parents of different heights. The high position of the handle is very useful to save space when needed, for example in an elevator.

The stroller opens and closes with just one hand using the central control on the handle and is freestanding when folded, weighing only 11.7kg (chassis with seat unit) so that parents never have to bend down.

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CULLA BELVEDERE The spacious Culla Belvedere bassinet with comfort system and Ombra Net accompanies babies as they grow and offers tons of space to meet every need, in every season. At home it is an excellent solution for sleeping when attached to the Home Stand.

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PRIMO VIAGGIO LOUNGE Primo Viaggio Lounge is a reclining car seat for newborns. With the comfort recline feature, the backrest can be lowered and the leg rest extended, allowing children to lie in the most ergonomic position in the car as well, thanks to Base i-Size or Base Twist (accessories).

With Primo Viaggio Lounge, a child can travel rear-facing longer, until 87 cm. The car seat is also suitable for air travel. It can be attached onto Peg Perego strollers.

VIAGGIO TWIST Viaggio Twist is a car seat that reclines in both directions of travel.

It is approved for children from 61cm to 105cm in height (approximately six months to four years) for longer rear-facing travel, in the position the child finds most comfortable. The car seat is approved in line with the i-Size ECE R 129/03 standard.

Only for use with Base Twist (sold separately).

Viaggio Twist System BASE TWIST The Base Twist rotating base makes life easier for parents and children. The base is compliant with the ECE R129/03 standard. Base Twist is compatible with the Primo Viaggio Lounge and with the Viaggio Twist car seat.

Celebrating 75 years Est 1949

Training & Support Peg Perego’s small and dedicated team is committed to supporting all of its customers on an ongoing basis and is more than happy to arrange training in-store or at the showroom in Huddersfield.

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KEY CONTACTS Phil Howe, Country manager UK & Ireland Tel: 07743 878084 Email: phil.howe@pegperego.com Cally Wolf, Trainer & sales executive Tel: 07984 647444 Email: cally.wolf@pegperego.com

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IN PROFILE: THULE

Advture mts e c i  v  c y a d y r e ev

Time to experience the outdoors like never before with the Thule Urban Glide 3. This new iteration of Thule’s beloved all-terrain stroller now comes with exciting updates and, for the first time, a fourwheel option. It’s more than just a stroller - it’s a promise of adventure, style, and convenience for modern families.

Inset: Thule Urban Glide 3

T

he Thule Urban Glide 3 is crafted for families on the move. Whether navigating city streets or exploring nature trails, the lightweight stroller doesn’t compromise on comfort, functionality, or style. Its enhancements include: • The optional Thule Urban Glide Bassinet transforms the stroller into a comfortable pram in no time.

• A new built-in leg rest: This, along with an updated reclining seat, offers extra comfort, perfect for nap times during adventures.

• Extended canopy: Ample protection from sun and rain, designed with ventilation for warm, sunny days.

A choice of styles There are two distinct versions of the Thule Urban Glide 3, each complementing the stylish Thule Bassinet: Thule Urban Glide 3: The classic, all-terrain model, now with fresh features.

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Thule Urban Glide 4-wheel: A city-friendly version offering exceptional manoeuvrability for urban exploration.

New colours for the entire range The strollers are updated with new, harmonious colours. Thule Urban Glide 3 is available in Mid Blue and Black, while Thule Urban Glide 4-wheel comes in Black.

Thule Urban Glide 3 and Thule Urban Glide 4-wheel will be launched to consumers early spring 2024

Thule to launch Infant and Toddler Car Seats for the first time

Designed with input from parents.

Innovation driven by consumer insights has always been at the heart of the success of the Thule brand.

The Thule Alfi ISOFIX base, is easy to install and provides instant indication that it has been installed correctly and that the child will travel safely.

The base also has several patent-protected solutions which make the interface intuitive and make it simple to mount the car seat to the base at almost any angle – especially important for infant car seats to not disrupt the baby’s sleep. It also provides clear audible and visual feedback when correctly mounted to reassure parents that their child is properly protected.

The Thule Alfi base can be used with both the Thule Maple infant seat and the Thule Elm toddler seat to ensure that the child has the protection they need during the most crucial years of their life.

The Thule Maple infant seat is a hassle-free, rearfacing car seat that is easy to install and designed with enhanced safety features such as integrated side impact protection. Comfortable for the baby, the car seat can be used with a stroller or at home in lie-flat mode.

The Thule Elm toddler seat also offers great child comfort with a clean design language and the same level of enhanced safety features as the infant seat.

The car seats launch in October 2024.

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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.

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

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IN PROFILE: WONDERFOLD

y   a s r e v l u f r e d  W WonderFold Stroller Wagons offer parents versatility, comfort and convenience.

Multi-use: The raised seats can accommodate growing children, plus for added comfort, seats can be reclined or removed completely. This frees up space, and quickly turns the wagon into a safe space for helping little ones comfortably take a nap or interact with their siblings or friends.

Essential sun protection: Equipped with an adjustable and removable UV protection canopy. This helps to continually shield children from the sun's harmful rays during outdoor activities, ensuring a safer and more comfortable outing.

W

ith their multi-functional capabilities, these wagons can be used as strollers, wagons, or even portable playpens, offering customers versatility while out and about.

Safely holding up to four children (W4 & X4 models), with included five-point safety harnesses, they give children the flexibility to safely move around, play, and enjoy lots of space. Plus, with multiple storage pockets there’s plenty of room for blankets drinks, snacks and toys too.

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Really great wheels: The large all-terrain wheels on all two and four-seater stroller wagons with bearings and suspension will comfortably glide over potholes, ruts and cobbles to ensure a smooth ride, even with a higher weight capacity limit.

The 360-degree rotating front wheels allows parents to navigate crowded spaces or tight corners with greater ease.

Built to last: The durable construction of WonderFold stroller wagons ensures longevity and reliability. Families can trust that when buying a WonderFold, it will withstand regular use and various environmental conditions, providing a

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IN PROFILE: WONDERFOLD

“The WonderFold range fills a gap in the market for a quality, innovative, multi-child stroller; allowing parents to enjoy days out with multiple children and luggage, with ease. It’s also perfect for special needs families; with space for medical equipment, and more room and comfort for children who may need it.

”

Phil Champ, owner of WonderFold’s distributor, Baby Central

THE W-RANGE Due to their high carrying capacity (up to 21-stones in the W4 models), the W-wagons are a little heavier than your average stroller. However, they're designed with premium suspension, wheel bearings, and all-terrain wheels to ensure that they push and steer with the ease of an allterrain stroller. W2 and W4 (two and four seater respectively) are available in Original, Elite and Luxe models.

SPECIAL EDITION Inspired by the vintage VW campervan, the special edition VW Wonderfold will fulfil nostalgic fantasies for lovers of VW and beyond. In addition to all the usual Wonderfold elements, this wagon also includes features like the classic VW bumper, functioning headlights, and retro all-terrain XL wheels.

reliable and cost-effective means of transportation which will stand the test of time.

Adaptable: For babies from birth to six months, the exclusively designed and easy-to-install car seat adaptors offer multiple 360-degree configurations to integrate a Maxi Cosi, Cybex or Nuna infant car seat with the W4 series models.

THE X-RANGE These lightweight, portable push-pull stroller wagons are available as a two and four seater. The X2 weighs 14.4kg and X4 18.6kg. This handy everyday wagon is easy to fold and unfold, it features an adjustable ‘push’ handlebar and a telescopic ‘pull’ handle, The X model can be used to hold children; children and equipment; or just equipment.

CONTACT Enquires contact WonderFold on Email: rebecca.atkinson@babycentral.co.uk. www.wonderfoldwagon.co.uk @Wonderfoldwagon.UK

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This supplement was brought to you by Progressive Preschool magazine.

To discuss the content or be included in the next edition, please contact Jo Cassidy on joc@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