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The B2B Media for Nursery and Preschool Product and Retail
ISSUE 82 AUGUST 2026
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LEADER
AUGUST 2026
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PreschoolNews.net is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash will Rob Willis and Above: The Progressive Preschool team (from left to right) Tessa portal Clayton, Jo Cassidy, Samantha Loveday. provide the very latest news, views, and seasonalproduct products and online non-food We’ve made it through to those last analysis across the preschool sales proved more resilient, however hazy days of summer, and it will retail sector. higher-value categories faced greater haveand escaped absolutely no one’s
WELCOME
Max Publishing Ltd, United House, PreschoolNews.net is the new online resource Road, for the preschool product and retail North London N7 9DP sector. From the publishers of Progressive Preschool Magazine and the organisers of T: 020 7700 6740 F: 020 7607 6411 the Progressive Preschool Awards, this new website and e-newsflash portal will www.max-publishing.co.uk provide the very latest news, views, and analysis across the preschool product and retail sector.
Copyright 2026. Whilst every effort has been made Launching with an unrivalled email to ensure theofinformation in this magazine was subscriber base 12,087 readers, a twice weekly newsflash will land correct at the time of going to press, the publishers directly in the inboxes of everyone in this fast-paced cannot acceptindustry. legal liability for any errors or A modern, easy to navigate omissions, nor can they accept responsibility for website will provide a central for the trade too, offering the resource standing of advertisers nor any organisation news, in-depth articles, an industry jobs board, retail digital issues of of contributors do not mentioned in analysis, the text. Views Progressive Preschool, and much much more. All advertising on the website is necessarily reflect those of the publishers. duplicated to each and every The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensing and this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
ISSN 2515-8570
newsflash, giving advertisers huge visibility and direct impact to retail buyers. PreschoolNews.net is published by preschool sector experts, for preschool trade experts.
see the team host a special Talks Zone (pages 6-7) during the show (which runs from 18-20 October). Preschoolnews.net is published by preschool sector experts… pressure, with consumers seemingly Work is underway on the topics and notice that it has been a hot one. putting off big ticket purchases. speaker roster and we’re really excited This has proved to be something of Launching withwe’ve an unrivalled Withinemail the preschool arena, to put together something which will a mixed blessing – I mean, all has been wished in the past that the British subscriber base of 12,087apparel readers, a among the winners, complement the Fair, providing nursery especially for those companies selling retailers with practical insights and summer could be slightly less, well, twice weekly newsflash will land daywear, swimwear and related fresh ideas. If you have any suggestions grey and wet, but this year has truly Speaking to a number of for content, or you’d be interested in beendirectly something in else. the inboxes ofaccessories. everyone suppliers in that category for this issue potentially being on a panel, please do UK total retail sales increased by in this fast-paced industry. (pages 25-27), it’s clear they have get in touch with one of the team. a modest 1.3% year on year in July A from modern, easy to navigate been making hay while the sun shines. Meanwhile, the judging is (down 2.5% in July 2025), For the Progressive Preschool team, underway for the Product categories slowed by the prolonged hot weather website will provide a central we’ve been looking ahead to what at this year’s Progressive Preschool keeping shoppers away from the resource offering should be the cooler climes of October Awards (10 November at the Royal physical high street.for the trade too, and November. We announced our Lancaster London). We had a Food – mainly thanks to England’s news, in-depth articles, an industry new exciting tie-up with Harrogate bumper crop of entries this year, so performance in the FIFA World Cup jobs board, analysis, digital issues of which will International Nursery Fair, the judges certainly do have their and spending on homeretail entertaining work cut out. Stayon tuned the Progressive Preschool, and much much more. All advertising theforwebsite is finalists’ announcements coming duplicated to each and every up on PreschoolNews.net. Best of luck to everyone. The magazine and awards do a great job in newsflash, giving advertisers As we get ready for the joining the dots between toy, nursery, gift, huge visibility and direct transition into autumn, we hope impact you enjoy the issue and that you apparel, publishing, and of course licensing to retail buyers. can ride out the remainder of and this digital offering will further enhance summer in relative coolness.
our position as a trade media partner that offers a tangible response to advertising investment.
ADVERTISING AND COMMERCIAL:
EDITORIAL AND CONTENT:
Jo Pilcher jop@max-publishing.co.uk
Jacqui Parr jacquip@max-publishing.co.uk
Rob Willis robw@max-publishing.co.uk
Sam Loveday saml@max-publishing.co.uk
PreschoolNews.net is published Progressive Preschool Team by The preschool sector experts, for Samantha Loveday, Jo Cassidy, Tessa Clayton and Willis. preschool trade Rob experts.
For the latest news visit PreschoolNews.net
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EDITORIAL AND CONTENT: 17/08/2026 16:14
The UK’s ONLY Nursery
TRADE SHOW
Make your plan October is when the nursery industry meets Exhibit alongside the UK’s leading brands and discover the latest innovations Book your stand or register to attend today
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18th-20th October 2026
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WHAT'S INSIDE
CONTENTS 63
Meet The Team
Rob Willis robw@max-publishing.co.uk
12
Samantha Loveday saml@max-publishing.co.uk
06 News The latest updates from
across the baby and preschool industry.
Big Interview 12 The Elaine Connell, product
58 Focus 37 Sector Baby Essentials and Bathtime. n Conversation With: 52 IErgobaby
marketing manager at Ravensburger, on how the BRIO brand is heading out of this world with its latest play pattern.
how Preview: Kind + 15 SJugend 2026 Focus 25 Sector Apparel & Accessories.
Herberto Calves, ceo and cmo, on how the company is embracing its new era.
Jo Cassidy joc@max-publishing.co.uk
Focus 55 Sector Soft Toys & Plush. Focus 63 Sector Infant Development &
Big Interview 32 The Clarion Events’ Cheryl
Educational Toys.
Carroll discusses The Baby Show celebrating its 25th anniversary this year and what makes live events such a powerful route to market for baby brands.
Viewpoint 77 CuddleCo’s in-house
Tessa Clayton tessac@max-publishing.co.uk
registered midwife, Emily, explains how thoughtful nursery choices can support safer sleep.
n Conversation With: 35 IRockit
Profile 78 Executive Emma Charlesworth, director
Matt Dyson, ceo and cofounder, discusses how the company is ready to shake up the sleep-aid market once again with its new launch.
in Numbers 79 Retailer PPS finds out more about
at Roma, in the hotseat.
Seedlings Baby in Lichfield.
Gary Freeman garyf@thisismethod.co.uk
For the latest news visit PreschoolNews.net
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NEWS TOP STORY
Progressive Preschool to host talks series at Nursery Fair
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his October’s Harrogate International Nursery Fair will feature a new addition to the show floor – a dedicated Talks Zone hosted by the Progressive Preschool team, with a line-up of expert speakers. Designed to complement the exhibition – which runs from 18-20 October - the carefully curated programme will comprise five concise, high-impact sessions spread across the three-day event, providing nursery retailers
with practical insights and fresh ideas while allowing plenty of time to explore the show floor and meet exhibitors. Topics will cover the latest market trends, changing consumer behaviour, sales opportunities, visual merchandising, industry developments and emerging brands, with speakers sharing valuable knowledge and real-world experience. The Talks Zone will be located in Hall C of the Harrogate Convention Centre, alongside
the BPIA Pavilion and the New Brands Zone, both of which are also fresh additions for 2026. Further details of the programme and speaker line-up will be released in the run-up to the fair. Meanwhile, planning for the popular event has been continuing apace through the summer. The roster of exhibitors on board includes such companies as CuddleCo, Silver Cross, Chicco, BabyStyle, iCandy, Cheeky Rascals, Ickle Bubba, Dorel, hauck, Peg,
Inside Out Toys significantly strengthens portfolio It’s been a busy summer for Inside Out Toys, with the company becoming distributor for a number of new brands. Inside Out Toys is now the sole UK distributor for the Wheelybug and Trybike brands, following an agreement with Dutch family business Co&Co Lab. The appointment sees Inside Out Toys take over UK distribution of the premium children’s ride-on
brands from Hippychick, whose founders Julia and Jeremy Minchin prepare to retire after representing Wheelybug and Trybike in the UK for many years. “These brands have been carefully developed over many years and enjoy a fantastic reputation with retailers and consumers alike,” said Julian Garner, owner and md at Inside Out Toys. “We’re looking forward
Above: The popular Wheelybug is among the new brands to join the Inside Out Toys portfolio.
to building on that success, investing in the brands and helping more retailers grow their ride-on category.” In addition, the company is also now UK distributor for French toy brands, Vilac and Jeujura, again taking over from Hippychick. Vilac will initially launch with a collection of the brand’s Vintage Ride-On Cars, with a curated collection of Vilac wooden toys to follow. Further details of the range will be announced shortly. The partnership also sees Inside Out Toys take over UK distribution of Jeujura, a distinctive French brand with a strong heritage in traditional wooden toys manufactured in France. Julian continued: “Both Vilac and Jeujura are a fantastic fit alongside the other premium children’s brands in our portfolio, and we’re looking forward to developing their presence in the UK.”
For the latest news visit PreschoolNews.net
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KEEPING YOU UP TO DATE WITH THE LATEST STORIES
Above: Early exhibitor demand is proving strong with five months to go.
Strong exhibitor demand for Toy Fair 2027
Allison Baby, Halilit, tonies and BIBS among others. The entry deadline is also fast approaching for the BPIA Concept & Innovation Awards 2026. The deadline for entries is 12 noon on
Friday 11 September, with the finalists presenting to an expert judging panel and exhibiting at the show. For entry forms and guidance notes, visit the website at www.bpia.co.uk or contact Julie Milne at julie@b-p-a.org.
My Carry Potty enters licensing My Carry Potty has signed its first licensed collaboration, partnering with Hasbro to launch a range of potties featuring Peppa Pig characters. The collaboration brings together two brands with a shared commitment to building confidence in young children as they navigate important developmental milestones. By combining My Carry Potty’s innovative, leakproof potty with the familiar faces from Peppa Pig’s world – Peppa, George and Evie – the collection aims to make potty training a more engaging, positive and rewarding experience for families. Amanda Jenner, founder of My Carry Potty, said: “We have been bursting to share this announcement. Peppa Pig has helped millions of children learn through play, and we’re thrilled that Peppa, George and Evie are now part of the My Carry Potty
Above: Peppa Pig is My Carry Potty’s first venture into licensing.
family. We believe this collection will inspire little Peppa Pig fans to feel excited about potty training, giving them the confidence to use their potty and proudly take it with them wherever they go. “Hasbro has been a dream to work with. From the very beginning, they have shared our passion for encouraging children’s independence while aligning with our messaging around positive potty training. We’re incredibly proud of what we’ve created together.”
Toy Fair is returning to Olympia, London from 19–21 January 2027 for its 73rd show. With five months until the doors open, early exhibitor demand – both from returning companies and new ones – is proving strong, with a large proportion of stand space already allocated, including a sold-out Gold Zone. Companies still thinking about exhibiting are advised to apply soon via www.toyfair.co.uk, as space is filling up quickly. Following a strong 2026 event, a wide range of companies from large brands through to start-ups have already committed to exhibiting in 2027, including The LEGO Group, asmodee, KTL, Jazwares, Coiledspring Games, Vivid Goliath, Just Play, tonies and many more. Simon Prest, sales director of Orchard Toys, said: “Toy Fair is always one of the highlights of our year. The energy across the show is fantastic, and there’s no better place to strengthen relationships, meet new retail partners, and celebrate the role of learning through play.” Majen Immink, head of Toy Fair, continued: “We are very pleased with how plans for Toy Fair 2027 are progressing and the level of engagement we’re seeing from the industry at this stage. The continued commitment to the show highlights the event’s importance as a place to generate business and strengthen industry connections, and we’re looking forward to welcoming everyone back to Olympia in January.”
For the latest news visit PreschoolNews.net
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NEWS
KEEPING YOU UP TO DATE WITH THE LATEST STORIES
TOP STORY
Mamas & Papas grows travel offering
M
amas & Papas has expanded its pushchair and travel systems offering with the introduction of two new brands, Egg and Venicci, marking the leading nursery brand’s largest range to date. The addition of Egg and Venicci brings Mamas & Papas’ offering to a total of 70 brands, spanning compact city strollers, complete all-terrain travel systems and airline compatible models. Egg will be available across 64 Mamas & Papas stores and concessions nationwide, with Venicci in 49 locations. Both brands are also available online and through the Mamas & Papas app, enabling parents to compare leading brands side by side, supported by expert advice from in-store nursery
Right: The addition of Egg and Venicci brings Mamas & Papas’ offering to a total of 70 brands.
specialists and online guidance. “The addition of Egg and Venicci is a key moment for us as we look to offer parents even more choice when it comes to those milestone purchases,” said Sarah Ashby, coo at Mamas & Papas. “It not only marks our biggest pushchair offering to date, but also our commitment to listening to customer needs and responding to demand. “We know from both customer insight and market performance that Egg and Venicci are high-growth brands within the travel system
category, and we’ve seen this strong demand reflected in in-store requests, online trends and wider market success. They’re a brilliant addition to our existing offering, and part of our ongoing commitment to cementing our position as a leading UK nursery retailer with a comprehensive, multi-channel platform for leading brands.” Parents-to-be can now view the new Egg and Venicci products as part of a Mamas & Papas’ free Buying for Baby appointment, a one-to-one personal shopping experience designed to help parents prepare for their new arrival with confidence. Customers who spend over £1,000 during their Buying for Baby appointment can receive up to £400 in vouchers to spend in-store.
Le Toy Van expands into plush British family-run toy company Le Toy Van has acquired premium plush toy brand Pickles (formally known as ‘Mr Pickles’), marking a new chapter for the business and its first major move into the plush category. The acquisition comes at a time of strong growth for Le Toy Van, which has enjoyed year-on-year growth in recent years and expanded its team with nine new hires over the past 12 months. With its wooden toys now sold in more than 150 countries worldwide, the company sees significant potential to introduce Pickles to its established network of international customers, distributors and retail partners. Pickles is known for its distinctive, beautifully crafted plush characters,
with a strong focus on quality, personality and timeless design. “There is a real demand for beautifully designed, sustainable toys, and we’re incredibly excited to bring Pickles into the Le Toy Van family,” said Steven Le Van, md at Le Toy Van. “Our wooden toys have even been described by the Wall Street Journal as ‘works of art’, and we see that same attention to design and character in Pickles. It’s such a strong brand, the designs are beautiful, and we can’t wait to carry it further and share it with the world. “Entering plush also feels like a very natural progression for us. So many of our products are designed to encourage imaginative, nurturing and role-play alongside plush toys, from our care kits,
Above: The Pickles brand has a strong focus on quality, personality and timeless design.
including our bestselling Doctor’s Kit, to our much-loved large puppet theatres.” The newly expanded range will be showcased next year at London Toy Fair and Spielwarenmesse in Nuremberg, with an exclusive first look at selected Pickles products coming at Top Drawer London (13-15 September).
For the latest news visit PreschoolNews.net
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NEWS
KEEPING YOU UP TO DATE WITH THE LATEST STORIES
TOP STORY
Campaign calls for 90 minutes’ free parking to support high streets
S
pring & Autumn Fair has launched a national campaign calling for a minimum of 90 minutes’ free parking in town and city centres across England. The campaign, ‘Support Free Parking. Back Local Businesses. Bring People Back’, is centred on a Parliamentary petition calling on local authorities to consider parking as part of wider strategies to increase footfall, support independent businesses and strengthen local economies. The campaign draws on findings from Voices of Retail, Spring & Autumn Fair’s annual research programme, produced in partnership with Faire. The research found that 38% of indie retailers believe free parking would have the greatest positive impact on their business, while 63% of consumers say it would encourage them to visit town and city centres more often. The research also found that 95% of consumers would spend
more if their local high street offered a better mix of shops. The campaign argues that parking should be considered as part of wider local economic growth rather than solely as a transport issue or source of revenue. Jackson Szabo, portfolio director at Spring & Autumn Fair, said: “The best high streets are places where people don’t just buy one thing and leave. They browse independent shops, stop for lunch, meet friends for coffee and discover businesses they hadn’t planned to visit. That’s exactly the kind of local economy retailers tell us they want to build, and making town centres easier to access is one practical way of encouraging that behaviour.” The campaign is calling for a law requiring all local authorities in England to provide a minimum of 90 minutes’ free parking in town and city centres, as well as greater recognition of parking within town centre regeneration and local economic growth strategies.
Above: 38% of indie retailers believe free parking would have the greatest positive impact on their business, according to the Voices of Retail report.
Retailers are being invited to support the campaign through a Retailer Toolkit containing window posters, QR-code till stickers, social media graphics and other digital assets. To sign the petition, visit petition. parliament.uk/petitions/772686. Businesses can request the retailer campaign pack by emailing visitor@autumnfair.com.
BargainMax relaunches as True Toys Online toy retailer True Toys has officially launched, replacing the BargainMax.co.uk brand after 14 years in the market. The company said the rebrand reflects a renewed focus on trust, toy-buying expertise and delivering value to families beyond price alone. The launch is the start of a new chapter for the business, with the new identity designed to better represent its team, product range and brand partners. Right: The new identity marks a fresh chapter for the business.
While retaining its established toy buying expertise and supplier relationships, TrueToys.co.uk has increased investment in its brand, marketing and customer experience to create a stronger platform for suppliers and a clearer proposition for parents. The retailer specialises exclusively in toys and works with brands including LEGO, Mattel, Hasbro, MGA and VTech, alongside exclusive brands such as Buki and Tovla.
“It was time for us to move forward as a brand and start showing up in a way that was true to who we really are now,” said Alex Woolfstein, commercial director at True Toys. “So we’ve grown up – just a little! What changed for a lot of us was becoming parents ourselves. It shifts how you see everything. We understand behind every order is a birthday, a surprise, a milestone or a memory in the making. You realise it was never really about the price. It’s about knowing what to choose and feeling good about that choice.”
For the latest news visit PreschoolNews.net
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THE BIG INTERVIEW: RAVENSBURGER UK
OUT OF THIS WORLD
The BRIO brand has been part of many childhoods all across the world, making it an integral part of family life for decades. Its growth is fuelled by not only its classic status, but also by a number of innovative new themes and products, all integrated into the BRIO play pattern. PPS travels with the brand into space to find out more.
T
he BRIO brand is a classic in many toyboxes, but it also takes its responsibility to innovate seriously. Elaine Connell, product marketing manager at Ravensburger UK, says that the Malmo-based product development team “lives and breathes” the BRIO World system, continuously thinking about what captivates children and inspires them to explore their imaginations. This led to the successful introduction of a dinosaur theme, followed by a space theme which is due to launch in September.
“It’s no secret that dinosaurs have been a popular theme in the preschool market for some time, but combining Below: The Space Shuttle is the hero item in the range, with it continuing the BRIO lift-and-load play pattern.
Top: The new BRIO theme takes children on a journey to outer space. Above: Elaine Connell, product marketing manager, Ravensburger UK.
this core theme with trains offered a new invitation to unlock something completely fresh in the BRIO World system,” said Elaine. “As with all introductions in the system, it was important that the theme was integrated meaningfully into the play – not just an add-on in the form of accessories. For example, the lovable Diplodocus works as a crane, lifting and loading dinosaur eggs as cargo. In so doing it builds on the popular lift-and-load play pattern, while giving it a prehistoric twist.
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THE BIG INTERVIEW: RAVENSBURGER UK “Our Dinosaur Erupting Volcano continues to be a standout product in the range. Children (and grownups) are wowed by the steam effect, lights and action and it keeps them coming back time and time again thanks to that real wow-factor.” Elaine admits that following the strong success story of the prehistoric theme, there was a lot to live up to when presenting the new space story for 2026 to retailers. “We aimed to build on what worked well, by creating a strong balance of sets and accessories,” she explains to PPS. “This time, we are taking children on a journey to outer space with a range that includes themed play-sets, futuristic train engines and accessories such as the Space Shuttle. And the range architecture gives our retail partners a clear story across a breadth of price points.” The hero product in the offering is the Space Shuttle, with Elaine saying that it continues the lift-andload play pattern - with an astronaut that can attach to the shuttle and head off on space adventures. Early reaction from retailers to the new range has been positive, says
Licensed additions
“This year we welcome new licensed sets to the line-up,” adds Elaine. “In spring we introduced the Peppa Pig Train Set and Train, while September sees Bluey and friends join BRIO too. Both are global hit properties that present retailers with a strong opportunity to engage families with characters they already know and love.” At the heart of BRIO, Elaine continues, is the creation of products that last, bring joy and inspire children to come back to them again and again. “That balance of quality, play value and longevity is what keeps the brand timeless.”
A childhood favourite
“It’s such a privilege to be regarded as a ‘classic’ brand,” says Elaine. “The BRIO brand has been part of so many childhoods all over the world and an integral part of family life for decades. With that foundation and responsibility underpinning all that we do, we also take the lead in bringing innovation to the category. That continual drive to bring new news and new ways to play, builds and reinforces our classic brand status - and never dilutes it. Our battery engines are a great example of that: we didn’t stop at battery-powered trains but went on to create trains with real steam.”
Above: Ravensburger is backing the September launch with a high-impact digital campaign.
Elaine: “Retailers have responded well to the futuristic train engines and the playful and thoughtful details throughout the range, such as the cute glow-in-the-dark alien that features.” Ravensburger is backing the September launch with a high-impact digital campaign, featuring its new creative toolbox developed for the new range. “Our BRIO creative toolboxes are a delight to work with, and the new space-themed content lives up to expectations,” continues Elaine. “You’ll see exciting video content rolled out across YouTube and Connected TV to capture the magic of children playing with the range. Retailers will also have access to eye-catching point-of-sale opportunities to help bring the offering to life in-store and online.” 2026 felt like the “perfect time” to bring the space theme to the BRIO World, explains Elaine. “Even when we launched our dinosaur range, we knew that space could also be a strong theme for preschoolers. With renewed interest in space exploration Left: Preschool favourite Bluey will join the BRIO line-up in September.
and major projects such as NASA’s Artemis programme capturing the imagination, 2026 felt like the perfect time to bring the theme to the BRIO World. “While space provides the backdrop, the new range is designed to deliver the same open-ended play experience that defines BRIO World. Every set, vehicle and accessory is fully compatible with the wider BRIO World system, enabling children to combine, expand and customise their play in endless ways. The story is entirely in children’s hands. Their creativity may see them building a track that takes them from playing with friendly dinosaurs to exploring uncharted space territory in one journey, and that’s the beauty of the BRIO World.” Elaine says that the team is constantly looking to what will spark children’s imaginations next and it works tirelessly to create memorable playtime experiences that “will last a lifetime”. “It’s safe to say the creative minds in our BRIO product development team are already excitedly planning the next big thing to arrive in the BRIO World. We can’t share those details just yet, but rest assured there is plenty more to come in the growing BRIO World.” Elaine and the team have some clear aims to achieve by the end of the year. “With the strong success of the prehistoric theme as a benchmark, we’d love to see our new space theme achieve a similar standout result for BRIO,” she concludes. “We hope to bring fresh energy to the category, while staying true to the quality, play and timeless appeal we’re known for. From Malmo to the moon!”
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SHOW PREVIEW: KIND + JUGEND 2026 Inset: Love to Dream will be showcasing its licensed Miffy collection at the fair.
SHAPING
THE FUTURE
Kind + Jugend 2026 (15-17 September) promises to be a showcase of innovation, changing consumer expectations and the technologies shaping the future of parenting. PPS looks ahead to the trends, themes and highlights visitors to the Cologne show should have on their radar.
R
ecognised as the leading international trade fair for the preschool industry, Kind + Jugend has long been the industry’s launchpad for new products, emerging trends and commercial opportunities. Around 800 exhibitors from 50 countries are expected to attend this year, with more than 80% of exhibition space already booked well in advance. Market-
leading brands including CYBEX, Peg Perego, hauck, iCandy, Momcozy, Britax Römer and Nuna, will be joined by a host of innovative SMEs and emerging businesses, ensuring buyers have access to the broadest possible overview of the market. The focus of this year’s fair will be on developments that are currently top of mind for the market. These include the increasing role of digital
All eyes on AI
This year’s headline theme, ‘Growing with AI – New opportunities for the baby & toddler products industry’, reflects the rapid pace of change across the sector, with artificial intelligence increasingly influencing everything from connected nursery products and smart monitoring devices to manufacturing, retail and customer engagement. Visitors to the show will be able to view the latest smart innovations that are increasingly sought-after by parents, from wearables that track sleep and breathing to AI-powered baby monitors and digital interactive educational toys. Meanwhile, an enriching event programme featuring expert talks, live demos and real-world use cases will explore how AI can be implemented responsibly while balancing innovation with privacy, safety and consumer trust.
solutions in everyday parenting, the fact that sustainability is becoming more measurable and parents are paying more attention to the circular economy and verifiability, and the existence of new regulatory requirements that are placing greater demands on manufacturers and retailers. Going forward, companies will need to provide stronger evidence of how their products are made, what materials they use and how durable their solutions really are. Kind + Jugend 2026 is where these developments can be experienced first-hand, says the show’s director, Jörg Schmale, and where businesses have the chance to play an active role in shaping the future with the right solutions. Left: The key theme for this year’s K+J, ‘Growing with AI’, will spotlight smart nursery solutions.
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SHOW PREVIEW: KIND + JUGEND 2026
Above: The show has an increasingly global reach, with buyers travelling to Cologne from every major nursery market.
“The industry moves fast but so does Kind + Jugend,” says Jörg. “Every edition gives us valuable insight into which themes, formats and offerings really resonate and where new needs are emerging. This year, our lead theme, ‘Growing with AI’, puts the opportunities and responsible use of artificial intelligence at the centre, which will be especially exciting and will shape how we continue developing the fair.” Kind + Jugend 2026 spans seven dedicated product worlds covering everything from nursery furniture and home textiles to fashion, toys, transport, safety and maternity products. Alongside the exhibition halls, visitors can explore a range of specialist features including the Trend Space – home to expert-led talks, live demos and individual consulting sessions – and the prestigious Innovation Award, which continues to recognise the industry's most forward-thinking product developments across seven categories, alongside the respected Midwives’ Choice award. The New Product Trail, located in Hall 10.2, once again offers exhibitors additional visibility by bringing together selected launches in one highly visited showcase, allowing buyers to identify the season’s most exciting innovations before exploring them further on individual stands. For many exhibitors, however, the greatest value of Kind + Jugend lies beyond product launches. “We’re excited to be back at Kind + Jugend and look forward to welcoming both familiar and new
faces to our stand,” says Cath Needham, head of sales at iCandy. “The show is always a fantastic opportunity to showcase our latest innovations, strengthen partnerships and connect with distributors who share our passion for delivering exceptional products for modern families.” That sentiment is echoed across the industry, with many brands viewing Cologne as an essential fixture in their annual calendar. “Kind + Jugend is one of the highlights of our marketing calendar, and we exhibit every year without fail,” says Beth Adebayo, general manager EMEA at Love to Dream, which will use this year’s exhibition to
communication has transformed international business, nothing replaces the opportunity to handle products, compare innovations side by side and develop relationships in person. For retailers planning future ranges, Kind + Jugend offers the efficiency of meeting hundreds of suppliers in one location while gaining valuable insight into the direction of the global market. Its increasingly international reach is another defining characteristic of the event. Buyers now travel to Cologne from every major nursery market, reflecting the industry’s changing geography and expanding global opportunities. “International orientation matters more than ever for our exhibitors,” says Jörg. “Growth is increasingly coming
Preparing for change
Kind + Jugend provides an invaluable platform for suppliers and retailers to understand both emerging trends and the regulatory landscape shaping future product development. In the spotlight at the show will be the new EU Toy Safety Regulation (EU 2025/2509), which will be fully implemented by 2030 and is already influencing product development. The regulation introduces stricter chemical restrictions, digital product passports accessed via QR codes and additional requirements for connected toys. Alongside this, the EU Packaging Regulation (2025/40) places greater emphasis on recyclability, reusability and reducing unnecessary packaging, encouraging manufacturers to rethink every stage of product design. introduce its new Miffy collection, marking the company’s firstever licensed product launch. “The show is our chance to meet customers face to face – both old friends and new – and to showcase our products in a physical setting. That’s where our product quality, our trademarked unique fabrics, and the real benefits we offer parents truly come to life. “For three days, the baby industry truly comes alive. Every show teaches us something new about innovation in the industry, and meeting retailers and distributors face to face brings us closer to the end consumer – helping us understand their wants and needs on a deeper level.” Those face-to-face conversations remain one of the exhibition's greatest strengths. While digital
from regions with higher birth rates, such as the Americas, Asia and the Middle East, with Africa expected to gain importance too. That’s exactly where Kind + Jugend adds real value as a global trade fair, bringing together retailers and buyers from all these markets here in Cologne.” Kind + Jugend 2026 is open to trade visitors only. For tickets and more details, visit kindundjugend.com.
Right: The Innovation Award honours exceptional new baby and toddler products across seven categories.
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Do you have an innovative new product idea? The Baby Products Industry Association’s 2026 Concept & Innovation Awards are now open for entry. Free to enter for anyone from parents, students to companies developing new baby and nursery products not yet on sale before 1 October 2026. Shortlisted entrants will present to judges and exhibit at the Harrogate International Nursery Fair. Download the entry form from www.bpia.co.uk - or email info@bpia.co.uk
If you have an idea that could shape the future of baby products, now is the time to share it.
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NEW PRODUCTS
KIND + JUGEND BIBS BIBS has introduced a new dummy case designed to keep dummies clean, protected and easy to find when out and about. The case features a smooth, round shape designed to make it easy to grab from a bag, stroller or pocket, while the opening provides quick access to the dummy. Simply place a BIBS dummy inside for convenient storage between uses. The case is made from BPA-free materials and is designed as an accessory for everyday use, providing a practical way to carry a dummy when travelling. uktrade@bibsworld.com www.bibsworld.com Hall 10.1 / Stand B028 - C029
SMARTRIKE
NUNA
Wonder is a stroller-trike designed to grow with children from six months through to independent riding. It starts as a stroller and transitions through different stages as the child develops. The 360° Steering patent provides one-handed steering in any direction, while the product folds in seconds and weighs 5.6kg. Wonder is carry-on approved for overhead bins and features stroller-grade safety throughout. The product has received a German Design Award and Baby Innovation Award Gold. Visit smarTrike at Kind + Jugend to discover the range. yotamm@smartrike.com www.smartrike.com Hall 10.2 / Stand C008
Nuna will showcase its latest innovations at this year’s Kind + Jugend, including the RELX wind and VIAA cabn. The RELX wind features 360° rotation, integrated ventilation, adjustable recline positions and a remote for adjusting airflow. The VIAA cabn is an ultra-compact, IATAcompatible cabin stroller that folds in seconds and is designed to fit into most overhead compartments. Both products form part of Nuna’s latest product launches. Visitors can discover the new products and wider collection at the Nuna stand on the top floor. uk.sales@nunababy.com https://nunababy.eu/uk Top Floor
ERGOBABY Ergobaby is expanding its Omni range with Omni Lite, its lightest and most streamlined carrier. Designed for newborns from 3kg to 16kg, it offers inward-facing carrying without an infant insert. Cross-back straps distribute weight, while breathable mesh and soft linen options provide ventilation. Omni Lite is available in a selection of neutral colours and combines ergonomic support with a lightweight design. The carrier is designed for everyday babywearing and provides an option for parents looking for a lighter alternative within the Omni carrier range for newborns and growing babies. support@ergobaby.eu www.ergobaby.com Hall 10.2 / Stand D014
GRACO Graco will showcase its latest innovations at Kind + Jugend, including three new product launches: one car seat and two pushchairs. The brand has more than seven decades of experience in the baby and childcare market and offers products across car safety, pushchairs and other nursery categories. Visitors can discover the new launches alongside Graco’s wider product range at the show. The team will also be available to meet with retail partners and discuss the latest products and developments from the brand. uksales@allisonbaby.co.uk www.gracobaby.eu/uk Top Floor
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KIND + JUGEND ICANDY
iCandy will return to Kind + Jugend 2026, showcasing its latest pushchairs and nursery products. The family-run British business has a heritage dating back to 1933 and will present its current collection to retailers, distributors and industry partners. Visitors can see iCandy’s latest products and discuss the collection with the team during the show. The stand will also provide an opportunity to explore retail and distribution opportunities with the brand. iCandy will be exhibiting in Hall 10.2, giving visitors the chance to discover its latest product developments. cathn@icandyuk.com www.icandyuk.com Hall 10.2 / Stand E-021
DOOKY
NÛBY
The Dooky Ear Protection Headband is designed for babies up to 12 months and is intended to reduce everyday noise. Made from soft OEKO-TEX certified cotton, the lightweight headband provides a secure fit. It is designed for use during outings, travel, family gatherings and in busy environments where additional noise reduction may be required. The headband is an accessory for babies and features a design intended to provide coverage around the ears while remaining suitable for everyday use. The product combines a fabric construction with a lightweight format. lotte@dooky.com www.dooky.com Hall 10.1 / Stand E08
The RapidBottle is a glass baby bottle designed for use with the RapidSterilise+. The bottle can be UV sterilised in two minutes and is made from borosilicate glass. A soft-touch silicone coating provides grip, while the breast-like teat features a gradual slope designed to support a natural latch and breast-to-bottle transition. The bottle also features three anti-colic valves. The RapidBottle is designed to remain stain-free and odour-free and provides an alternative to plastic bottles for feeding. It is available as part of Nûby’s feeding range. enquiries@nuby.com https://uk.nuby.com/ Hall 11.2 / Stand E008
WONDERFOLD WonderFold has introduced the new L Series Accessories collection, designed for use with the L Series stroller wagons. The range includes the L Series Weather Cover, providing protection in different weather conditions, and the L Series Snack Tray for carrying refreshments while out and about. The accessories are designed to fit the L Series stroller wagons and provide additional functionality for everyday use. The collection adds further options for families using the WonderFold wagon range, with accessories designed to complement the stroller wagons and support different needs while travelling. Phil.bosher@babycentral.co.uk www.babycentral.co.uk Hall 10.2 / Stand B011
JOIE Joie will showcase its latest products at Kind + Jugend, including the new i-Harbour Pro Breeze. The new product features a design focused on airflow to help keep babies cool while travelling. Joie will also present a new range of accessories, including bags and footmuffs, alongside its latest designs and products. Visitors can discover the new i-Harbour Pro Breeze and wider Joie collection at the show. The brand will be exhibiting at Congress Saal on the fourth floor, with the team available to discuss the latest launches. uksales@joiebaby.com www.joiebaby.com Top Floor
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E i fi O c t
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From playtime to dreamtime – experts in every line Specialist divisions designing & manufacturing Kids & Adult Nightwear, Babywear, Fashion Sportswear & Outdoorwear 22-23_PPS August 2026.indd 1
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@ @ t
Experts in all our fields. One creative team.
Specialists in cross category ranges
Our newest licenses
s @bluesgroup #myblues @bluesnightwear #bluesnightwear tania@bluesgroup.co.uk +44 (0)1621 859119
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Elliott@poeticbrands.com // +44(0)1923 932 230 www. poeticbrands.com
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SECTOR FOCUS: APPAREL
OUTFIT OF THE DAY
The preschool apparel business has certainly been enjoying the good run of summer weather this year, with daywear and swimwear being just two of the product categories which have been performing well. There is lots coming up for the remainder of 2026 too, with suppliers in the sector eyeing new licences, listening to their consumers and successfully adapting to a seemingly constantly changing retail landscape. PPS finds out more.
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t’s certainly been the summer to really make the apparel and accessories category sing when it comes to sales. “Preschool apparel is always a popular category for us and at this time of year swimwear is outperforming most other areas,” begins Jasmine North, licensing coordinator at TDP Textiles. “With the wonderfully hot summer we’ve had, our towelling ponchos paired with swimwear has been a success especially over licences such as Spidey & Friends, Peppa Pig, Bluey and PAW Patrol. “We’re also excited for the second half of 2026, with product development in full swing. Our latest project has been our changing robes that we’ve been developing across different licences, different ages and different price points – showing how versatile we can be in this highly competitive market.” Parents are looking for “reliable, relatable and robust products” that stand the test of
Above: Aykroyds is launching a new Magic Light Pictures collection with George later this year. Below left: TDP Textiles’ latest project is changing robes, developed across different licences, ages and price points. storytelling with practicality. Below right: Parents want clothing that works as hard as their children do, says Blade & Rose.
time, while also being wholesome, Jasmine believes. “Raising a preschooler is not for the faint hearted and quite simply, we do not have the time to return or re-purchase when something goes wrong. We want to keep life as stress free as possible and have confidence in our purchase.” For Blade & Rose – which is celebrating its 16th year – the preschool category continues to
be at the heart of the business. “We've expanded both our original character collections and our licensed ranges, while also growing our gifting offering,” says founder, Amanda Peffer. “Despite the well documented challenges around global shipping delays, we've been incredibly encouraged by the loyalty of our retailers and customers, who continue to support our brand and value the quality and uniqueness of our products.” Licensed apparel has gone from “strength to strength” for the company, says Amanda, with The Gruffalo being one of the stand-out collections, along with Peter Rabbit and Harry Potter. Amanda continues: “Daywear remains our strongest category, particularly our signature leggings, coordinating tops and hoodies, but we've also seen fantastic growth in gifting products including bibs, muslin squares and gift boxes. Our summer muslin dresses,
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SECTOR FOCUS: APPAREL shorts and lightweight outfits have also performed exceptionally well, with parents looking for breathable fabrics during warmer weather.” The remainder of 2026 will see new original Blade & Rose characters launching, alongside new licensed collections. The product offering will also expand with coordinating baggy trousers and cord trousers for children who have outgrown the company’s famous leggings. For accessories specialist Misirli, its newest preschool licence, The Gruffalo and Friends, is leading the charge, while Paddington and Peter Rabbit have also been stand-out performers. New launches coming up include family collections for The Grinch, creating a strong gifting and seasonal story while offering something for everyone. “One of the key challenges is the changing retail landscape and the way consumers are shopping, which is naturally influencing buyer behaviour,” comments Rachael Outen, the company’s commercial director. “Retailers are increasingly looking for product that has a clear point of difference, strong commercial potential and can respond quickly to changing trends and customer demand.
“However, we see this as a positive challenge and an opportunity to open new channels and new ways of presenting licensed product. We’re very positive about the future and see plenty of scope for growth as the landscape continues to evolve.” Ffion Aykroyd-Davies, md at Aykroyds, says that a challenging market has meant that retailers are holding higher levels of stock from last year, which understandably means they are more cautious with their new commitments. However, the company Right: Blues Group will be leveraging key entertainment and sporting moments during the remainder of 2026. Below: Peter Rabbit on socks continues to be one of Misirli’s highest preschool performers.
On display
“It’s about creating an experience around the product as the customer walks into the store,” says Blues Group’s Allie about how retailers which stock other products aimed at preschoolers can really make the most of apparel and accessories in-store. “Bringing different categories together in a cohesive, visually engaging display can make a huge difference. “Whether it’s a feature end, a cross-category presentation or a fully themed shop-floor experience, bringing apparel and accessories together helps create a destination that attracts both parents and children. Wardrobe dressing and strong visual merchandising can really bring the story to life, making the product more exciting for children and helping parents see how the different categories work together.” Misirli’s Rachael also believes that there is a real opportunity for retailers to think beyond standalone categories and use it to create a broader preschool destination. “Cross-merchandising apparel and accessories alongside toys, stationery, gifting and other preschool products can create a much stronger story and encourage multiple purchases,” she offers. “Licensed characters are particularly powerful, as they provide a natural thread that can connect different categories. “We also see opportunities around seasonal moments such as festive and back to school, where creating complete looks or giftable collections can really drive engagement. Ultimately, it’s about making the product easy to shop, visually exciting and giving parents a reason to buy across more than one category.”
is seeing good opportunities where the licence and product is right, with really good demand for well-known licences that kids and parents love. She tells PPS: “Disney has continued to be a strong performer for us, with the characters having such a wide appeal. Daywear has seen good growth for us this year and continues to be a really strong area, while we also see good opportunities in seasonal areas like swimwear when the right licence and product come together.” Upcoming new launches include The Gruffalo with George, ranging across all product types. Ffion adds: “It’s something a little different for us and we’re really looking forward to seeing how it performs.” Blues Group has seen product sales reflecting the continued strength of sport within preschool, especially football, buoyed by the FIFA World Cup. “Sport continues to be a key trend, particularly football, and we see this working particularly well when combined with strong licensed properties,” says Allie Wilson, divisional sales director at Blues Group. “We’re also seeing the importance of newness and excitement. Preschool shoppers respond to products that feel fresh and give children something they are excited to wear. The opportunity is increasingly about creating a complete story rather than simply selling an individual garment.” Allie continues: “One of the key challenges this year has been the performance of main-range product. With strong main-range product performing well, licensed product has to work harder to earn its space and demonstrate clear added value. For us, this means ensuring that licensed product offers something distinctive - whether that is through the strength of the property, product design, newness or the overall retail experience.”
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TM & Ⓒ
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@misirliukltd
@misirliuklimited
www.misirli.co.uk
For license enquires contact: Rachael Outen Email: rachael.outen@misirli.co.uk T: +44(0) 116 2645 860
Newly Signed...
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APPAREL BLADE & ROSE Award-winning British children’s clothing and gifting brand Blade & Rose is expanding its bestselling Highland Cow collection with the launch of new baggy trousers and cord trousers for babies and children up to six years. Designed as the perfect addition to Blade & Rose sets and the next step for little ones who have outgrown the brand’s iconic knitted leggings, the premium trousers coordinate with matching Highland Cow tops, hoodies and accessories. Launching in October 2026, the collection combines comfort, practicality and timeless style. wholesale@bladeandrose.co.uk www.bladeandrose.co.uk
BLUES CLOTHING Blues Group is expanding its licensed dress-up portfolio with a fun new Sesame Street collection, bringing much-loved characters to life for little fans. Designed for imaginative play, the range features vibrant character costumes including Elmo and Count von Count, with soft fabrics and playful 3D detailing. Ideal for role play, parties and everyday adventures, the collection encourages creativity while celebrating the timeless appeal of Sesame Street. The range combines quality, playfulness and recognisable character styling for preschoolers. 01621 859119 www.bluesgroup.co.uk
SPLASH ABOUT
TDP
Avoid the shivers with Splash About’s new cute and cosy Towelling Ponchos. Whether it’s bathtime, a swimming lesson or a day at the beach, getting kids warm and dry quickly after they’ve been in the water can be a challenge. Splash About’s super soft absorbent towelling poncho has an oversized design with a generous hood to keep kids warm and make post-swim changes easy and fuss-free. Available in three sizes to fit ages two to eight years, in four of the brand’s bestselling designs. info@splashabout.com www.splashabout.com
TDP’s preschool division is seeing exciting progress, as its newest signing, BeddyByes, moves into the initial selection phase. With licensing rights across the full apparel category, from daywear to nightwear and everything in between, the partnership is a natural fit for a brand centred on children’s routines from playtime to bedtime. The collection will bring the BeddyByes brand to life for families across apparel, with products spanning the category. Dean@tdptex.com www.tdptextiles.com
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APPAREL SILLY BILLYZ Silly Billyz bibs are mealtime essentials, featuring a unique Snuggle Neck guard, super-absorbent velour and waterproof nylon backing, or wipe-clean nylon. There is a bib to suit every stage of a baby’s development, from newborns to messy eaters. The newest shape, the High Chair Hugger, features an innovative loop that attaches directly to the highchair, eliminating the gap between the child and tray. Available in towel and wipe-clean nylon, with and without sleeves, the range provides options for different stages and mealtime needs. ukbaby@bpm.com.au www.sillybillyz.co.uk
MISIRLI Magic Light Pictures’ much-loved characters are coming to George at ASDA, with the first Gruffalo & Friends multiproduct range launching this Q3. Since signing the Magic Light portfolio at the beginning of this year, Misirli has brought Zog and The Gruffalo to life across different styles and textures, including playful slipper socks. The range features Gruffalo’s Child and Gruffalo three-pack sport socks, plus Gruffalo and Zog slipper socks. With the Zog series released earlier this year and The Gruffalo Granny book landing on 10 September, it’s an exciting time for these favourites. www.misirli.co.uk
BLADE & ROSE Launching in September 2026, award-winning British children’s clothing and gifting brand Blade & Rose will introduce two new additions to its Peter Rabbit range. The collections feature a charming Jemima Puddle Duck design in warm baby pink and a playful Peter Rabbit Up to Mischief design in soft baby blue. Created with gifting in mind, both collections combine timeless storytelling with Blade & Rose’s signature premium quality, offering beautifully coordinated outfits for little ones. The new designs extend the brand’s Peter Rabbit collection. wholesale@bladeandrose.co.uk www.bladeandrose.co.uk
MORI MORI’s cloud-soft classics have a fresh new look, with three beautiful new prints across its best-loved sleepwear. Hearts, Space and Sage Stripe bring a playful update to bestselling Clever Zip Sleepsuits, pyjamas, bodysuits and sleeping bags, alongside new multipack bundles designed to make stocking up even easier. Made in the supersoft fabrics families know and love, every piece pairs cloud-soft comfort with thoughtful details to make dressing easier. The new prints and multipacks add further choice across MORI’s sleepwear collection for babies and children. marketing@babymori.com www.babymori.com
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THE BABY SHOW AT 25 Inset: The Baby Show attracts a total of around 80,000 visitors across its three annual events.
SILVER PLAYBOOK
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genuine one-stop shop for new parents, The Baby Show lives up to its tagline, ‘Everything you need for Bump, Baby & Beyond’. Each of its three annual shows – at Olympia and Excel in London and the NEC Birmingham – attracts around 350 high-quality brands; this year’s Olympia exhibitors range from independent and boutique brands such as Snuggle Hunny and Little Love Books, to household names such as Joie, Tommee Tippee and Stokke. Together, they showcase everything from travel systems and car seats to clothing, cots and feeding accessories, making the buying journey for expectant parents easier to navigate and considerably less overwhelming. Visiting The Baby Show is often a family affair, Cheryl says. “We see grandparents and other relatives along for the ride. It’s frequently the grandparents who want to treat
their grandchildren to those bigticket items, like the first pushchair. We provide plenty of places for pit-stops, so it’s a lovely day out for everyone, plus big family groups mean more sales opportunities for our exhibitors.” The calibre of its visitors is key to The Baby Show’s success. The
Below: A fresh audience of expectant parents is reached each year through the show’s partnerships with parenting platforms such as Emma’s Diary.
Celebrating its 25th anniversary this year, The Baby Show Sponsored by Pampers remains the nation’s number one parenting show, attracting a motivated audience of parents and parents-to-be keen to invest in the latest baby products. As the event prepares to return to Olympia, London from 23–25 October, PPS sits down with event director Cheryl Carroll of show organiser Clarion Events to talk about what continues to make live events such a powerful route to market for baby brands. Left Cheryl Carroll, event director of The Baby Show.
event targets a fresh audience of expectant parents each year through its partnerships with parenting clubs and platforms such as Bounty and Emma’s Diary, as well as via its own channels. “We’re mindful of protecting the quality of the show as we rely so much on word of mouth,” says Cheryl. “People who come to the show tell their friends, who come along the following year, and so on.” Averaging around 24,000 in number at each show – 80,000 or so across the three events – visitors arrive actively looking to spend. “They’re not just coming to browse, they have money in their pockets and they want to invest it wisely,” Cheryl asserts. Aside from shopping opportunities, the expert talks and presentations are another major visitor draw. Speakers taking to the stage at Olympia include Annabel
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THE BABY SHOW AT 25 Karmel MBE, Heidi for brands to be seen as Skudder, Midwife Pip and From sustainability to smart tech trusted advisors, not just Dr Keith Duncan, advising companies selling their Over 25 years, The Baby Show has seen countless trends on topics as diverse as birth, wares. Having experts on a come and go. “Most recently, we’ve seen how important breastfeeding, sleep and stand talking to customers sustainability has become in terms of buying decisions,” mental health. adds a lot of value to the Cheryl says. “Parents are considering durability and product “We make sure that our proposition. You can’t lifespan, repairability, and whether the product will end speakers are on-trend and replicate that online.” up in landfill or be recycled. A lot of it comes down to their talks are up to date For brands looking to value for money. Parents want to make sure they’re buying with the latest thinking,” maximise their return something that’s good quality and will go the distance. Cheryl explains. “It on investment, Cheryl “From our visitor surveys over the past year, we’re ensures we stay on top of recommends turning also seeing a lot of people seeking multifunctional and the market and is another up with clear, realistic technology-driven solutions, such as AI baby monitors, that reason that we’re such a objectives, and making make parenting simpler, safer and more convenient.” trusted brand. The fact that the most of post-sales The Baby Show itself, however, remains a reassuring we have so much content opportunities. constant for expectant parents. “We’ll always keep moving on offer through our live “We know that on-site in terms of the content, products and the advice we offer, talks means that visitors’ sales are just a fraction but at our core we will retain what makes us stand apart – dwell time is very high, of what companies go the wealth of trusted brands and product experts that lead which is impressive, given to informed, considered purchases. Visitor experience is key on to achieve, having that they’re pregnant and made contact with for us, and we’ll continue to make sure it’s at the heart of often tired.” those customers. We’d everything we do.” At a time where parents encourage brands to do the years among its exhibitors and are bombarded with as much data collection sponsors, Cheryl says. “We have information via influencers, social as possible, whether through offers brands that have been with us media, peer-to-peer review sites and or competitions, and then follow up from day one. I think it’s because more, consumer shows can help after the show,” she advises. we introduce a great new batch of cut through information overload, Reaching its 25th anniversary is a customers, primed to buy products, Cheryl says. “Nothing compares with significant milestone for any consumer to our exhibitors every year, so we meeting an exhibitor face to face event, especially in a sector that has deliver consistent commercial value. and talking through the features of a evolved so dramatically in recent We’re also a very supportive team; product, especially if it’s something years. “I'm proud of the fact that we work closely with our exhibitors like a pushchair. We have a Buggy we’ve maintained our number one to understand what they want to Testing Track where visitors can testposition, and, on a more emotional achieve, so we can help them meet drive as many prams or pushchairs as level, that we’ve been part of over a their targets.” they want, on a range of surfaces and million new parents’ journeys over Benefits for exhibitors go beyond terrains; it’s just not possible to do the years,” Cheryl concludes. “It’s sales, of course. “Attending an event that on the same scale in a shop.” wonderful to think that we’ve been like The Baby Show means that The Baby Show has built up there for so many people at such an you can see people’s instantaneous “incredible brand loyalty” over important time in their lives.” reactions to your products – and If you’re interested in exhibiting, Below:: Parents are increasingly considering then respond quickly,” Cheryl points please email arthur.branco@ lifespan and recyclability when it comes to purchasing decisions, says Cheryl. clarionevents.com out. “I also think it’s important now
Olympia, London 23–25 October 2026 Excel London 5–7 March 2027 NEC Birmingham 7–9 May 2027 www.thebabyshow.co.uk
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The Rewarding sleep clock Rising Star is a different type of sleep clock - not only does it encourage children to stay in bed but it rewards them for doing so. It uses traffic light colours that children understand. Red, it's nighttime. Amber, it's nearly time to get up. Green, it's time to start the day! Move Rising Star up the strap every time your child stays in bed to reveal a surprise rainbow light show at the end of the week. The gold star sticker at the top of the strap can then be given as a reward for positive reinforcement. Rising Star is the sleep clock children love to stay in bed for.
www.rockitrocker.com
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IN CONVERSATION WITH: ROCKIT
STAR QUALITY
Known for its million-selling Rockit Rocker, UK brand Rockit is ready to shake up the sleep-aid market once again with the launch of Rising Star, an innovative reward-based sleep training clock aimed at toddlers and their tired parents. PPS asks ceo and co-founder Matt Dyson for the A to Zzzzz.
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ockit’s success story began in 2016, with a problem familiar to countless new parents. Matt’s brother-in-law Dr Nick Webb became frustrated that his three month old daughter Abby would only sleep while her pushchair was moving. “Like many parents, he found himself endlessly walking to keep her asleep,” Matt shares. “Then, one evening, he had a lightbulb moment.” After dismantling an old printer and salvaging its motor, Nick built a makeshift device that could gently rock a stationary pushchair. Impressed, Matt quit his job as a product design teacher and began working with Nick to transform the initial prototype into a commercial product. Launched in 2017, the Rockit Rocker quickly surpassed the founders’ expectations. “The hope was that Rockit may help a few hundred families,” says Matt. “Instead, it took off and within months, it was being stocked nationwide by major retailers
Above: The product’s built-in reward system helps little ones establish healthy sleep habits. Below: The Rising Star features a simple trafficlight system to signal when it’s time to get up.
Above: The product range is updated regularly to reflect lifestyle trends. Above: Matt Dyson, Rockit ceo and co-founder.
including John Lewis and JoJo Maman Bébé.” Today, the product has sold more than one million units worldwide – a milestone Matt says still feels surreal. “To think that something created by two dads in a shed in Bristol has now helped more than a million families around the world is pretty special,” he says. Having established itself in the baby market, Rockit is now broadening its portfolio with Rising Star, a sleep-training clock aimed at preschool children. Having launched in the UK at the end of July ahead of its international debut, the product is designed to encourage healthy sleep habits through positive reinforcement. Using simple red, amber and green lights to signal bedtime and wake-up time, the product also incorporates a built-in reward system. After each successful night, parents move a star further up the strap until it reaches the top, triggering a celebration of rainbow lights and earning the child a star sticker. “The result is gentle, consistent positive reinforcement that helps embed healthy sleep habits with small, visible wins that build routine and give children a sense of pride in their own sleep journey,” says Matt. The concept has already generated positive feedback during development. Consumer research found the reward element resonated strongly with families, while retailers have also responded enthusiastically. Matt believes Rockit’s existing retail relationships and loyal customer base will help drive the launch, particularly as the brand reconnects with families whose children have now reached preschool age. The launch will be supported by a major social media campaign featuring almost 50 Instagram influencers, followed by activity across Facebook and TikTok. And with further products already in development, Matt is clear that Rising Star is just the beginning. “Watch this space for new launches,” he says. “There’s no rest for Rockit!”
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NEW Etta Stripe Chair & Footstool
From first feeds to little ones finding their own favourite seat, the Etta collection is designed to support every chapter of family life.
Etta Cuddle + Footstool
Etta Boucle + Footstool
Etta Faux Fur + Footstool Discover our Full Range
Etta Bunny Kids Chair
Etta Bear Kids Chair
Contact sales@cuddleco.co.uk for more information.
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SECTOR FOCUS: BABY ESSENTIALS & BATHTIME
DAILY STARS “
From making sleep, feeding and travel easier to bringing fun to bathtime, there are some products that parents simply can’t do without. PPS speaks to suppliers in the baby essentials space about the trends driving innovation, changing consumer expectations and what’s next for the category.
W
hile the core needs of babies have not changed, the way families live and parent has evolved,” begins Mike Acton, category director for nursery at RKW, UK&I distributor of Chicco. “Parents are more informed, routines are often more flexible and there is greater demand for products that can adapt to different homes, lifestyles and stages of development.” As a result, today’s essentials need to offer more than a single function, Mike argues. “Safety and reliability remain fundamental, but parents are also looking for intuitive design, longevity and genuine value. Products that grow with your child are increasingly earning their place on the essentials list.” Chicco’s new Tummy Pod 4in1 is a case in point, combining
several functions in one product. “It can be used to support tummy time, early play and relaxation,” says Mike. “Its adaptable design helps parents introduce important developmental activities in a comfortable and engaging way, while the use of breathable materials and organic cotton
Above: Combining several functions in one product, Chicco’s Tummy Pod 4in1 supports tummy time, early play and relaxation.. Below: At just 2.4 inches thick, Momcozy’s Air 1 Ultra-Slim Double Breast Pump is 20% slimmer than conventional pumps.
fabrics supports comfort.” According to Courtney Bate, marketing manager at retailer and distributor Cheeky Rascals, today’s busy parents are increasingly looking for products that support wellbeing while reducing the mental load of family life. “With many households balancing busy working lives alongside raising young children, there is a growing demand for solutions that save time, simplify daily routines and give parents confidence. At the same time, parents are more informed than ever before, placing greater emphasis on evidencebased products and trusted recommendations.” A baby essential isn’t something
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ALPHA Accessories that grow with your child
HIGHCHAIR BOUNCER
COSY COMFORT
ALPHA CLICK TRAY
ALPHA PLAY TRAY
Contact details for further information: info@hauckuk.com | www.hauck.de/en
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SECTOR FOCUS: BABY ESSENTIALS & BATHTIME every baby needs, Courtney argues, but a product that solves a genuine everyday challenge and earns its place through regular use. “We’re seeing growing demand for products that reduce the time spent on everyday baby care tasks, allowing parents to spend less time on repetitive chores and more time with their little ones. That’s the thinking behind the new Baby Brezza SuperQuick Steriliser Dryer. It can hold up to eight bottles, two complete breast pump part sets and other feeding essentials across three levels and completes a full sterilise-and-dry cycle in just 10 minutes.” Changing family routines are also influencing travel products. “These days it’s more likely that both parents will work,” points out Damon Marriott, head of product management at Joie UK. “Products like our sprint
car seat, with its built-in ISOFIX connectors, make it even easier to hand little ones over to grandparents and caregivers,
Above: New to the market, Trends UK’s Bath Pop range combines distinctive branding with affordable pricing. Left: BIBS’ dummies come in different shapes and materials, offering parents greater choice.
allowing for smooth transitions for parents on the go.” Parents on the go will, of course, also need a pushchair. Choosing the right one will depend on their lifestyle, says Anupriya Sharma, senior brand manager at Nuna.
Splash hits
Toys are an essential part of the baby bathtime experience, especially those that encourage sensory exploration, imaginative play and cause-andeffect learning, says Trends UK’s marketing manager Carmel Wright. “Bathtime products should be made from non-toxic, child-safe materials, and have smooth edges and durable construction. It’s also important that safety information and age guidance are clearly communicated on the packaging. Our new Bath Pop range ticks all those boxes. It’s designed to make bathtime fun, engaging and developmentally beneficial, and features bright colours, playful characters and interactive features to keep little ones entertained while helping to develop their fine motor skills and cognitive development. “At retail, Bath Pop has strong shelf appeal with its contemporary branding and affordable price points, which make it more accessible for families who want to enhance bathtime without stretching their household budget.” “An essential bath toy should naturally help the development of fine motor skills and hand-eye coordination,” agrees Bigjigs Toys’ founder and md Liz Ireland. “Hygienic design and non-toxic materials are a must, as featured in our Silicone Bath Animals and Sensory Bath Set. They feature clever removable bases so parents can easily open them up to dry them out, or even pop them in the dishwasher, so they stay mould-free. “We don’t do flimsy throwaway plastic. Our range stands out because we focus on sustainable, premium 100% food-grade silicone, which is soft, incredibly durable and stain-resistant. We offer retailers a high-quality, eco-friendly option that lasts and looks beautiful on the shelf.”
“Look at where you’ll be taking your little one the most. If you’ll be travelling on rougher ground and walking through parks or the countryside, then look towards full-suspension prams with larger wheels such as Nuna’s MIXX next. Or, for the perfect companion that suits walks through city streets and some rougher ground in city parks, the TRIV lx can suit well, as it has large wheels but also has a onehanded compact fold. “For those with city or town streets as their primary use area, the Nuna TRIV next has the grace of a compact stroller but all the luxury of a full pushchair.” ‘Essential’ purchases can also be chic, argues Anupriya. “A stylish pushchair made with luxury fabrics is high up on many parents’ checklist. The entire Nuna range has an enhanced design and premium fabrics to set it apart from others.” Mike Acton also recognises that design plays an important role in parents’ buying decisions. “Nursery products are often used and displayed throughout the home, so parents naturally want them to complement their interiors rather than feel separate from them. However, aesthetics should never come at the expense of safety, comfort or ease of use. The strongest products combine considered styling with practical features, intuitive operation and reliable performance. “For retailers, this balance is particularly important. Products with immediate visual appeal Below: The Alpha+ high chair from hauck can be adapted with a choice of accessories to suit different ages and stages.
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IB79077 Progressive Preschool Baby Essentials 165x245mm Outlined.indd 1 40_PPS August 2026.indd 1
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SECTOR FOCUS: BABY ESSENTIALS & BATHTIME Meeting the challenges
Above: Bigjigs’ Silicone Bath Animals have removable bases that make the toys easy to clean and dry.
may attract attention, but it is the combination of design and genuine functionality that ultimately gives parents confidence to purchase.” Paul Hoey, country manager UK&I at Momcozy, agrees. “Every design decision should have a purpose,” he states, “whether it’s making a breast pump more discreet or offering greater control and personalisation via app connectivity, as in our Air 1 UltraSlim Wearable Breast Pump and newly introduced M5 Smart.” “Good design is about much more than aesthetics,” adds Courtney Bate. “It means simpler controls, easier cleaning, quieter operation and thoughtful features that improve the overall user experience. Parents no longer expect to choose between form and function; they increasingly expect both.” Value for money is another key purchasing driver, with parents increasingly looking for products that last beyond one stage of development. Products that adapt as children grow are often among the strongest sellers, as hauck’s Alpha+ high chair demonstrates. “Accessories, including a choice of Bouncers, a Seat Reducer, Click Tray and Play Tray, mean the chair can adapted for different stages and used for many years,” says hauck’s head of sales UK & Ireland, Helen Robinson. “Consumers are looking for versatile solutions that adapt as their child grows, providing value over time. Another example is our Fly N Care and Lite N Care pushchairs, which are suitable from birth to around four years.”
One of the biggest challenges facing the baby essentials sector is keeping pace with the expectations of modern parents, says Momcozy’s Paul Hoey. “Families are looking for products that are multifunctional, technology-enabled and easy to use, while still offering exceptional safety and value. At the same time, manufacturers must continue to meet rigorous safety and quality standards while navigating rising production costs and an increasingly competitive market. Delivering meaningful innovation – not innovation for its own sake – is becoming more important than ever.” For suppliers, sustainability legislation and rising costs are adding further pressure. “The new EPR tax and the requirements for declaration of plastics and cardboard are hitting our industry hard. The enhanced grade of carton and the packaging is taking its toll on the hidden costs to bring products to market,” says Nuna's Anupriya Sharma. Falling birth rates across many European markets are also impacting the category, says BIBS’ regional marketing manager EMEA Peggy Juche, while retailers continue to optimise shelf space, increasing competition. “At the same time, parents are faced with an overwhelming amount of information and product choice,” Peggy notes. “As brands, we have a responsibility to offer products that genuinely meet families’ needs, supported by clear, trustworthy information that helps parents make confident decisions.” “Families are spending more carefully than ever, so parents are looking for products that clearly justify their value through everyday use and long-term benefits,” adds Cheeky Rascals’ Courtney Bate. “Meanwhile, the category has become increasingly crowded. While greater choice is positive, it can also make purchasing decisions more overwhelming for consumers. Helping parents understand the genuine differences between products has never been more important. “For retailers, this creates an opportunity as well as a challenge. Products that demonstrate clear consumer benefits, are easy to explain in-store and online, and solve genuine parenting challenges are the ones most likely to stand out in an increasingly competitive marketplace.” Far left: The Baby Brezza SuperQuick Steriliser Dryer completes a full steriliseand-dry cycle in just 10 minutes.. Left: With built-in ISOFIX connectors, Joie’s sprint car seat allows for quick transitions between vehicles. Below: The MIXX next from Nuna features full suspension and larger wheels to cope with rougher terrain.
she says. “This is why BIBS offers a variety of teat shapes and materials, allowing families to discover what suits their individual baby best.”
For first-time parents, cutting through the sheer volume of advice on what to buy can be daunting, says Peggy Juche, regional marketing manager EMEA at BIBS. “We advise focusing on trusted brands, speaking to healthcare professionals where needed, and remembering that every baby is unique – what works brilliantly for one may not work for another,”
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65 NEW PRODUCTS
BABY ESSENTIALS/BATHTIME ICKLE BUBBA Ickle Bubba has expanded its bestselling Stomp Luxe range with the new Elements Edition, combining premium styling with everyday practicality. Suitable from birth to 22kg, it includes a carrycot and reversible seat unit, within 12-piece pushchair or 15- and 16-piece travel system bundles. Inspired by nature, Stomp Luxe Elements features luxury woven fabrics, metallic accents and leatherette finish in four colourways. Parent-friendly features include puncture-proof wheels, integrated suspension, a magnetic buckle harness, UPF 50+ hood and spacious storage. jade.allen@icklebubba.com www.icklebubba.com
JOIE
JOIE
The latest swing seat from Joie, whimsy is portable wherever you are. Thanks to a simple wind-up mechanism, with no electricity or batteries needed, your baby can snuggle up in this cosy soother anywhere. Simply turn whimsy’s handle and let the swing do the rest, with no need to find the closest plug socket, stock up on batteries or go searching for an extension lead. The design makes it simple to use at home or when travelling with baby. uksales@joiebaby.com www.joiebaby.com
The Joie changing bag is made from water-repellent fabrics to keep your items safe and dry. With two side pockets to keep bottles conveniently handy and ready at a moment’s notice, you can be ready for baby’s ever-changing needs. Inside, there is a wipeable changing pad, making it easy to handle those on-the-go messes. The changing bag provides practical storage for parents and includes features designed to make outings with baby easier, keeping feeding and changing essentials close at hand. uksales@joiebaby.com www.joiebaby.com
ROCKIT Rising Star is a sleep clock with a difference, encouraging children to stay in bed while rewarding them for doing so. It uses traffic light colours they can easily understand - red means nighttime, amber signals it’s nearly time to get up and green means it’s time to start the day. Each time children stay in bed, move Rising Star up the strap to reveal a surprise rainbow light show at the end of the week, plus a gold star sticker to reward their achievement. info@rockitrocker.com www.rockitrocker.com
CRAZE Inkee combines fizzing bath bombs with collectable figures to turn bathtime into a playground of the senses. With bright colours, creative shapes and sweet scents, all dermatologically tested and 100% vegan, Inkee delivers a reveal play element as children discover which toy is hidden inside their bath bomb. An impulse-friendly blind box purchase at a pocket money price, the new range includes themes from dinosaurs and rescue vehicles to princesses and unicorns, offering children a selection of bath-time characters to collect. manuel.longo@craze-group.com www.craze.toys
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65 NEW PRODUCTS
BABY ESSENTIALS/BATHTIME BIGJIGS Bring rhythmic fun and excitement to bath routines with the Bath Drum - Sunny Beats from Tiger Tribe. Designed to transform bath time into an interactive musical adventure, the vibrant water toy engages children aged two and up with sensory play. Budding musicians can tap out their favourite beats using the lightweight drumsticks, supporting fine motor skills, hand-eye coordination and early rhythm recognition. The colourful, floating drum features an eye-catching design and offers parents a way to add musical play to everyday bath routines. orders@bigjigstoys.com www.bigjigstoys.co.uk
CHICCO
NUNA
Designed to support everyday moments of early parenthood, the Chicco Rocker Collection combines soothing comfort with engaging developmental features. Suitable from birth, both the Magia and Mia Rockers adapt into toddler chairs, offering long-lasting use as little ones grow. Each model features two recline positions and rocking or fixed mode. Magia includes a Montessoriinspired toy bar with wooden sensory elements, while Mia offers calming melodies, gentle vibration and double-sided developmental toys. The collection combines comfort, versatility and contemporary design for growing children. sales@rkwltd.com www.rkwltd.com
Nuna is introducing its first IATAcompatible cabin stroller, the VIAA cabn, designed to fit neatly into most aircraft overhead lockers. Lightweight and compact, it combines premium styling with everyday practicality. A one-handed fold, self-standing design and included carry bag make airport journeys easier, while compatibility with Nuna PIPA infant car seats eliminates the need for adapters. Thoughtful details, including a spacious storage basket, magnetic buckle and UPF 50+ canopy, provide comfort and convenience from departure to destination for families travelling with young children. uk.sales@nunababy.com https://nunababy.eu/uk
CUDDLECO Coming this September, the CuddleCo Etta Nursing Chair & Footstool in Sea Salt Stripe brings timeless style and everyday comfort to the nursery. Designed for feeding, soothing and bonding, it features deep cushioning, a supportive high back, padded armrests and a coordinating footstool to help parents relax. A smooth rocking base with a whitewashed wood finish and classic striped upholstery creates a fresh, coastal-inspired look, making it a beautiful addition to both traditional and contemporary family spaces for feeding and relaxing. sales@cuddleco.co.uk www.cuddleco.co.uk
CHICCO The Chicco Next2Me Forever Bedside Cot is now available in stylish Almond, bringing a warm, contemporary finish to one of the brand’s most versatile sleep solutions. Suitable from birth to four years, its 3-in-1 design transitions from a bedside crib to a traditional cot and Montessori-inspired floor bed. A patented safety barrier, 11 height adjustments and breathable mattress provide comfort, flexibility and reassurance throughout each stage. The new colourway complements modern nursery interiors while retaining the trusted features families know and love. sales@rkwltd.com www.rkwltd.com
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Bath Pop Wind Up Sprinkly Croc Bath Pop Funny Octopus
Bath Pop Colouring Book & 5 Bath Sticks
Bath Pop Spin & Sprinkle Bath Pop Magnetic Catch a Fishy
Expect so much more! Wind Designstrendsuk.co.uk (Independents)
Trends UK (National Accounts) 01295 768078 info@trendsuk.co.uk www.trendsuk.co.uk
© 2026 Bath Pop is a registered trademark of Trends UK Ltd.
01353 724140 sales@wind-designs.com www.wind-designs.com
Elevate Everyday
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65 NEW PRODUCTS
BABY ESSENTIALS/BATHTIME GRACO Graco’s Eluma range combines advanced technology, contemporary design and standout value to bring calm to the early months with baby. The Eluma Sway Soothing Baby Swing features integrated Cry Detection Technology, sensing when baby becomes unsettled and responding with gentle motion and sound. The new Eluma Nest Bedside Crib extends this technology into the sleep space, with breathable mesh, a firm flat mattress and Bluetooth connectivity. Both products are suitable from birth to around six months (9kg) and retail at £200. uksales@allisonbaby.co.uk www.gracobaby.eu/uk
TRENDS
ISOKI
Trends UK is making bath time both fun and educational with the new Alphablocks Bath Foam Letters. Featuring all 26 Alphablocks characters, the colourful A-Z set encourages children to explore letter recognition, phonics, spelling and word building through interactive water play. The soft foam letters easily stick to wet bath panels and tiles, creating learning opportunities while they splash and play. Complete with a handy mesh storage bag and suction cups for easy tidying, the bath-time favourite is designed for children aged three and over. info@trendsuk.co.uk www.trendsuk.co.uk
Three iconic shapes from Isoki - the Newport, Hampton and Bronte - all feature a built-in Rear Luggage Sleeve. The timeless Bronte effortlessly converts to a backpack with a simple strap change. The Hampton introduces a luxurious basket-weave front panel paired with a wrap-around feature that gives the bag a sculpted, high-end finish. The Luxury Matte Exterior of the Newport is crafted from premium, high-density scuba neoprene, giving a deep, velvety finish that repels spills and hides scuffs. Each design combines style with practical storage. ukbaby@bpm.com.au www.isoki.co.uk
BEBECAR The new Bébécar Aurea Car Seat has been designed to provide comfort, safety and flexibility from day one. Suitable from birth, Aurea features advanced side-impact protection, plush newborn inserts and an ergonomic design to keep little ones secure on every journey. Compatible with the optional 360° rotating ISOFIX base for easier access, it also integrates seamlessly with selected Bébécar travel systems. Combining premium craftsmanship with everyday practicality, Aurea offers families a safe, stylish and convenient travel solution for journeys from birth onwards. Phil.bosher@babycentral.co.uk www.babycentral.co.uk
TRENDS Trends UK’s new Bath Pop range brings creativity, discovery and splashfilled fun to bath time for children aged three and over. The collection features five engaging toys and activities designed to keep little ones entertained while supporting sensory play, imaginative fun and handeye coordination. Children can spray and splash with Sprinkly Croc, wind up the Funny Octopus, scoop and pour with the Sea Life Spin & Sprinkle Set, or reel in swimming fish with Magnetic Catch a Fishy. Completing the range is the Bath Book & Paint Stick Set. info@trendsuk.co.uk www.trendsuk.co.uk
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BATH TIME BATHTIME TIME Skip Hop's bath time collection brings Skip SkipHop's Hop'sbath bathtime timecollection collection brings brings together innovative, practical products together innovative, practical products together innovative, practical products with playful design. with withplayful playfuldesign. design. From bath toys to everyday essentials, From Frombath bathtoys toysto toeveryday everydayessentials, essentials, the range offers trusted solutions that the range offers trusted solutions the range offers trusted solutions that that appeal appeal totomodern modern families and create appealto modernfamilies familiesand andcreate create strong strong retail opportunities. strongretail retailopportunities. opportunities.
PLAY PLAY TIME PLAYTIME TIME Skip SkipHop's Hop'splaytime playtime range range combines combines Skip Hop's playtime range combines engaging, engaging,developmental developmental products products with engaging, developmental products with contemporary contemporarydesign. design. contemporary design. Spanningmultiple multipleage age stages, stages, the the Spanning Spanning multiple age stages, the collection offersretailers retailers trusted collection offers aa trusted collection offers retailers a trusted rangethat thatencourages encourages repeat repeat purchases purchases range range that encourages repeat andbroad broadconsumer consumer appeal. appeal. purchases and and broad consumer appeal.
www.btl-diffusion.com www.btl-diffusion.com contact@btl-diffusion.co.uk www.btl-diffusion.com contact@btl-diffusion.co.uk @btldiffusionuk contact@btl-diffusion.co.uk @btldiffusionuk @btldiffusionuk 48_PPS August 2026.indd 1
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65 NEW PRODUCTS
BABY ESSENTIALS/BATHTIME LEAPFROG With the award-winning LeapFrog LF4915HD Ultra Smart Video Baby Monitor, parents can stay connected to their baby whether at home or on the go. It features 1080p high-definition transmission and a 5” HD 720p LCD colour screen, allowing parents to observe their baby. Designed to grow with baby, the floor stand provides a corner-to-corner view of the cot or Moses basket, before transitioning to a table mount when needed. The monitor provides flexible viewing options as baby’s needs change over time. joel.lucy@vtecheurope.com www.leapfrog.com
SKIP HOP
SKIP HOP
Skip Hop’s On-the-Go range has become a go-to collection for parents looking for stylish, practical everyday essentials. Featuring bestselling changing bags, stroll organisers and travel accessories, every product is thoughtfully designed with smart storage, premium materials and contemporary styling. Combining functionality with modern design, the collection continues to be a firm favourite with families around the world. The range provides practical options for parents on the move, with products designed to support everyday outings, travel and changing needs. contact@btl-diffusion.co.uk www.btl-diffusion.co.uk
Bath time has never been more fun with Skip Hop’s colourful ZOO Bath Toys. Packed with playful characters, interactive features and imaginative water play, the collection encourages exploration while turning everyday routines into exciting adventures. Designed for little hands and made with the quality Skip Hop is known for, the engaging toys continue to delight families and remain a popular choice for bath time fun. The collection offers a selection of colourful animal designs and interactive features for children to explore during bath time. contact@btl-diffusion.co.uk www.btl-diffusion.co.uk
ICKLE BUBBA Following customer feedback, Ickle Bubba has evolved its popular Altima pushchair with a range of thoughtful updates designed to make everyday family life easier. The refreshed Altima now features an increased handle height for a more comfortable push, an upgraded full cosy footmuff for added comfort, plus expanded car seat compatibility for greater travel system flexibility. Combining the versatile functionality parents value with premium styling, the updated Altima continues to deliver an adaptable solution from birth to 22kg, with features designed for everyday family life. jade.allen@icklebubba.com www.icklebubba.com
SMALL FOOT The four-piece bath toy set made of soft, BPA-free silicone provides water fun in the bath, on the beach or at the water play table. The lovingly designed squirting animals - lion, elephant, giraffe and monkey - feature different textures, tactile details and squirting functions that spray water from different openings. Unbreakable, flexible and safe, this set from small foot offers toddlers water play while promoting the development of their sensory perception. The four-piece set provides different animal designs for bath and water play. sabrina@differenttoys.co.uk www.differenttoys.co.uk
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The Original. Still the Standard. THE CARRIER THAT STARTED A MOVEMENT
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65 NEW PRODUCTS
BABY ESSENTIALS/BATHTIME AMANA The Luxo Compact Stroller by Amana targets the fast-growing compact category without trading comfort for convenience. At 6.9kg with a neat fold and built-in carry handle, it suits city living, car boots and holidays, while a reclining ventilated seat and adjustable footrest take children through to 22kg, approximately four years. Stocked in three colourways - Graphite, Sage Green and Stone Beige - with car seat compatibility across four leading brands, plus rain cover, travel bag and cup holder included. A compact option for everyday travel. info@millsonsbaby.com www.amanababy.com
HAPE
HAPE
Meet the Hape Bubble Blowing Whale, which blows its own bubbles. Fill the spout with 3-5 drops of bubble bath or liquid soap and lower it into the bath. For ages 18 months to six years, it inspires curiosity and imaginative play as little ones connect with this cheery aquatic creature. Splashing around with this water whale introduces sensory experiences and tactile play, while the bubbles add an extra layer of fun. The toy combines bath time play with a character-led design for young children. uk@smart.be https://uk.hape.com/
A must for bath time, Hape’s Musical Whale Fountain adds music and water play to everyday routines. Little ones can enjoy sounds and music as they develop their senses, while the toy features five tunes, water spray and whale-like piano keys. Suitable for children over 18 months, it supports early music perception, hearing and hand-eye coordination. Crafted from durable, high-quality materials, the toy attaches to the bath with a suction cup. The Musical Whale Fountain combines interactive features with water play for young children. uk@smart.be https://uk.hape.com/
NATY Naty BioEmbrace nappies combine high-performance protection with carefully selected plant-based materials for comfort against baby’s skin. Independently certified by OEKO-TEX Standard 100, every component is tested for harmful substances. BioEmbrace is also the only nappy independently certified by DinCertco with 100% biobased materials in all parts directly touching baby’s skin. Offering up to 12-hours of leakage protection, plus extra-soft materials including coconut fibres in newborn sizes, they deliver comfort, breathability and everyday reliability for babies and parents. andy.williams@naty.com www.naty.com
FINNSØN Meet Sanna, a changing bag crafted for parents who want something a little more considered. Made from BCI cotton with a woven gingham check outer and a soft organic cotton lining, the Sanna brings natural warmth and texture to everyday life. Spacious enough for a full day out, it is designed for life on the move. Ample internal storage keeps baby’s essentials and personal items neatly organised. Sturdy handles and a detachable crossbody strap offer flexible, hands-free wear. Further items in gingham check are to follow. info@finnson.co.uk finnson.co.uk
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IN CONVERSATION WITH: ERGOBABY Inset: Available in soft linen or breathable mesh, Omni Lite is Ergobaby’s most recent addition to the Omni family.
CLOSER BY DESIGN
As Ergobaby prepares to showcase its latest developments – including the relaunch of TULA – at Kind + Jugend in September, the brand is embracing its new era: one in which clarity of information, emotional connection and design relevance work in harmony to simplify the buying journey for today’s parents.
E
rgobaby began life in 2002, when mother and designer Karin Frost was living in Maui and looking for a carrier that would allow her to keep her son close while providing the comfort and ergonomic support she felt was missing from the market. Unable to find what she wanted, she designed one herself. Herberto Calves, Ergobaby ceo and cmo, takes up the story. “That original carrier helped reshape expectations of the soft-structured carrier category and established the principles that continue to underpin the business today – that babywearing should support connection and comfort, without asking parents or babies to compromise on ergonomic expertise and trusted support,” he says. While that purpose still underpins the brand, Ergobaby has evolved in line with a changing consumer landscape, says Herberto. “Families are researching more, shopping across more channels and expecting brands to meet them with clarity,
Left: Herberto Calves, Ergobaby’s ceo and cmo.
credibility and relevance at every stage of the journey. Our evolution has always been about taking the equity Ergobaby has built over two decades and expressing it in a way that feels more connected to this generation of parents.” Ergobaby’s recent brand repositioning, anchored in ‘The Science of Comfort, The Magic of Connection’, has given it a clear platform: sciencebacked ergonomics and measurable comfort on one side, and the emotional role of closeness, bonding and confidence on the other. Herberto explains: “The rebrand has been more than a visual refresh. It has been about sharpening how Ergobaby shows up across the entire consumer journey, from digital discovery and retail education to product storytelling, photography, packaging and portfolio architecture. “Digitally, the redesigned experience uses more contemporary imagery, clearer navigation, and more accessible information around ergonomics, fit and product
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IN CONVERSATION WITH: ERGOBABY choice. We have also worked to make the portfolio easier innovation is not always about adding more features; often, to understand, so parents can clearly see the role each it’s about removing friction and making a great experience product plays while still feeling they feel more intuitive.” have a meaningful choice. Omni Lite will be among the designs “Visually and verbally, the Ergobaby is spotlighting at Kind + Jugend refreshed identity brings Ergobaby’s in September, alongside another exciting expertise forward in a warmer, proposition: the relaunch of TULA, more modern and approachable a brand known for its ergonomically way. The goal is to protect the designed carriers in expressive, fashionauthority and trust the brand has forward prints. earned, while making it feel more “TULA is entering a new chapter,” says emotionally resonant and culturally Herberto. “The brand has always had relevant for today’s families.” strong equity around comfort, support Credibility remains central and connection, but the opportunity to that proposition. Ergobaby’s now is to bring that heritage into a more carriers are recognised as hip distinctive lifestyle space – one rooted in healthy by the International Hip personal expression, design confidence and Dysplasia Institute and carry AGR emotional relevance. endorsement for ergonomic design. “Today’s parents don’t see baby gear as The brand’s products also comply separate from the rest of their identity. They with ASTM and CPSC safety want products that can perform beautifully, standards, while its core products but also feel aligned with their style, values are backed by a lifetime guarantee. Above: Designed with modern parents in and daily lives. That is where TULA can mind, Ergobaby’s carriers bring together “In a category where safety, play a very meaningful role, combining comfort, connection and considered design. comfort and confidence matter trusted functionality with a more elevated, Below: Ergobaby’s carriers are backed by enormously, our role is not only fashion-forward and expressive brand world.” recognised ergonomic and safety standards, to design thoughtful products, but including ‘hip healthy’ recognition from the TULA and Ergobaby are two distinct International Hip Dysplasia Institute. also to help parents and retailers brands with different strengths, but both are understand the expertise behind them,” says Herberto. responding to the same shift in consumer expectations. “Those accreditations are important because they give “Today’s parents are thoughtful consumers, and they tangible proof points to the trust parents already place in expect brands to earn their trust through both product the brand. They reinforce that our comfort proposition is substance and meaningful storytelling,” Herberto explains. not just emotional or aesthetic, it’s grounded in recognised “For us, the opportunity is to grow the category by making ergonomic standards and long-term product expertise.” babywearing feel more accessible, more desirable and easier At the same time, Ergobaby recognises that today’s to understand. That means pairing strong product innovation parents are increasingly design savvy. “Parents want with clear education, retailer support and brand experiences proven ergonomic support and comfort, but they also want that resonate with modern families, from first discovery products that feel personal, beautifully considered, and through everyday use.” easy to integrate into everyday life. We are responding by Ergobaby and TULA will be at Kind + Jugend 2026 in bringing more intention to materials, colour and design Cologne (15–17 September), in Hall 10.2, stand D014. detail. That means lightweight constructions, wearable colour palettes and products that feel contemporary without being overly complicated.” The recently launched Omni Lite – an entry point to the brand’s Omni range, which also includes Classic and Deluxe options – reflects that direction of travel. “Omni Lite is a strong example,” says Herberto. “Parents want the reassurance of a trusted ergonomic carrier, but they also want something that feels lighter, simpler, and easier to adopt from the beginning. Omni Lite introduces a lighter expression of the Omni family in breathable mesh or soft linen, with a neutral palette designed to feel easy to live with.” Newborn-ready from 3.2kg to 15.9kg, Omni Lite requires no infant insert. It is designed for inward-facing carrying and early bonding, with cross-back straps to help distribute weight comfortably. “Strategically, Omni Lite allows us to bring the strength of the Omni proposition to parents in a more streamlined way,” Herberto continues. “It reinforces our belief that
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Timeless baby Essentials Perfect gifts for little ones
Our best selling -Peter Rabbit baby gifts
TM
-www.rainbowdesigns.co.uk -sales@rainbowdesigns.co.uk -01329 227300
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SECTOR FOCUS: SOFT TOYS & PLUSH Inset: A recent launch from Rainbow Designs, the Peter Rabbit Lying Down Musical Soft Toy plays a soothing lullaby.
THE COMFORT ZONE Despite continued pressure on household spending and manufacturing costs, the preschool plush sector is proving remarkably resilient. Strong licensed brands, irresistible new designs and broad appeal spanning babies, preschoolers, gift-givers and even adult collectors are combining to keep tills ringing and retailers smiling.
S
“
ales across our licensed plush brands have been strong this year,” begins Becky Matthews, global brand and marketing director at Golden Bear Toys. “It’s also exciting to see new channels opening up for our own IP, and shoppers looking beyond traditional retail channels to find the products they want. For example, we’ve seen the growth of TikTok Shop as a retail channel for us, especially for design-led ranges like our quirky and fun Foodibles.” Nostalgic favourites are also “having a moment in the spotlight”, says Becky, with consumers gravitating towards trusted brands. “In the Night Garden remains our bestselling plush range. It’s a timeless classic. We love the challenge of launching new product offerings – such as our Talking Igglepiggle Soft Toy – that bring fresh energy to the category.”
For Rainbow Designs, too, nostalgia resonates at retail. “Parents and grandparents naturally gravitate towards characters they know, love and trust,” says Zara Grindrod, brands, international and new business director. “We launched our new Care Bears Baby range of beautifully soft plush this summer, bringing the iconic brand to a whole new generation. Peter Rabbit, Disney Winnie the Pooh and Below left: Golden Bear has expanded its bestselling In the Night Garden range with the Talking Igglepiggle Soft Toy.. Below: My 1st Years’ popular Personalised Koala & Baby Plush Toy Sibling Set is designed to mark the arrival of a new family member.
Paddington also remain incredibly popular with consumers buying for babies and young children.” Developmental features are also increasingly important, says Zara, with parents looking for toys that provide comfort while supporting early learning and sensory development. “Our gorgeous Peter Rabbit Lying Down Musical Soft Toy makes a wonderful gift for newborns. For preschoolers, our new Learn to Dress Bing Soft Toy combines cuddly fun with practical life skills, while our Paddington Soft Toy with Interactive Marmalade Sandwich adds an extra layer of imaginative play.” The Puppet Company, meanwhile, has seen strong sales for its own IP, in particular its Wilberry Plush Dancers (plush animals in beautiful tutus and ballet shoes), Wilberry Jungle Friends (a monkey, a lion, a hippo, an elephant and a giraffe) and Wilberry Water Wonders (eight colourful plush sea dwellers), according to product and marketing director Katy Rugman. “Some of our ranges
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Feed them
Comb them
Pet them
3+
Let’s unlock the power of play
For more information please contact your local sales representative or call 0161 428 9111
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SECTOR FOCUS: SOFT TOYS & PLUSH – the Wilberry Minis and Wilberry Dressed Bears in particular – also appeal to older customers and are a delight and a comfort for all ages.” ToyTopic director Ashley Holman is also seeing similar trends across its plush portfolio. “At the moment it seems to be a very broad consumer, from preschoolers all the way up to adults and everything in between,” he says. In the preschool arena, highlights for ToyTopic include PAW Patrol and SpongeBob, with newer brands such as Peanuts building momentum. The sub-£30 price is key to the category’s continued success, Ashley believes. “Our value price proposition teamed with high-quality product is exactly what people are looking for in today’s environment.” Right: Posh Paws’ Minions & Monsters 10” plushies have proved a huge hit with young fans of the franchise. Below: The 12 animal characters in Keel Toys’ Keeleco Enchanted World range include bunnies, giraffes, snow leopards and Highland cows.
Above: Peanuts is one of a batch of new licences performing well for ToyTopic.
Pocket money sub-£10 retail is also a highlight for Keel Toys, a brand known for its eco credentials. The company has invested heavily in product design development in this area to bring new products to its customers throughout the year. One example is the Keeleco Botanical Garden collection: 12 flowers and plants made from incredibly soft velvet fabrics, at impulse-buy price points. “Earlier this year we also launched Keeleco Enchanted World: 12 huggable animal friends made from supersoft recycled polyester, alongside matching bag charms,” says head of design Patrick Downs. “Our POS includes an eyecatching tree canopy display stand. It’s already one of our fastest-selling collections to date.” Gabby’s Dollhouse and How to Train Your Dragon continue to be among Posh Paws’ best-performing preschool plush ranges year-onyear, according to group brand and marketing director Lauren Shipman.
Seasonal stars
Whether it’s Halloween, Christmas or Easter, seasonal ranges help retailers create new reasons for consumers to purchase plush throughout the year. Looking ahead to the festive season, Posh Paws will be launching a Dr Seuss’s Cat in the Hat 17” plush and 5” bag clip ahead of the release of the new animated movie on 6 November. The company’s wider Dr Seuss range also includes The Grinch plushies for Christmas cuddles. Keel Toys also offers an extensive seasonal range, showcasing “the latest in sustainable fabric innovation,” says Patrick Downs. “For spooky season we have scented Halloween Bakery treats, playful bats and cute Mini Spookamals. For Christmas, we have reindeer, snowmen and plush Christmas trees, and festive goodies such as Christmas puddings and cookies relaxing on their own miniature sofas.” To meet growing seasonal demand, The Puppet Company has produced new Seasonal Finger Puppet Decorations, starting with Halloween and Christmas-themed finger puppets that can also be used as hanging decorations. “The trend for seasonal items also extends to soft toys such as our new Wilberry Bunnies in a Basket collection, which is perfect for Easter,” says the company’s Katy Rugman.
“We have added new plush assortments and characters this year and we offer retailers a great selection of products across various price points. Our new Minions & Monsters plush has been an instant hit with young fans since it launched ahead of the movie release last month, with our super-soft and squishy 10” Minions plushies with adorable kawaii detailing and soft pastel colours bringing something new to the market. “It’s a competitive market and there’s a lot of pressure to hit certain margins and price points, which is why when we’re signing new licences and developing new IPs we strategically focus on offering products for pocket-money and till point pick-ups, like our 7” plush and bag clips.” When it comes to infant soft toys, personalisation continues to hold its place as a defining part of the gifting landscape, says Carolyn Pearse, commercial director at My 1st Years. “Our bunnies remain one of our most popular plush collections, with their timeless design and personalisation making them a signature My 1st Years gift,” she says. “We update the range seasonally to keeps things fresh; for AW26, new shades include Spruce Green, Mulberry, Gingerbread and Babyccino.” My 1st Years is also seeing strong demand for sibling sets, such as its Personalised Koala & Baby Plush Toy Sibling Set, created to mark the arrival of a new family member, and its spiral activity toys for prams and pushchairs. “Plush remains a classic choice for occasions that matter,” says Carolyn. “It continues to demonstrate strong growth for us, at a faster rate than the wider brand.” Below: The Puppet Company’s Halloween finger puppets have been well received by retailers and will launch later this year.
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An ico nic part of
Playtime...
Batht ime...
ine the day and nighttime rout
B e d ti m e!
© WildBrain.
Supporting Parents from Playtime to Bedtime
NEW!
Igglepiggle & Friends Figurine Set
Igglepiggle’s Lightshow Bathtime Boat
Talking Soft Toys
Check out our full range!
www.goldenbeartoys.co.uk | Tel: 01952 608308 | customerservices@goldenbeartoys.co.uk
Clear thinking. Creative campaigns.
MEET US AT HARROGATE NURSERY FAIR TO SEE HOW WE CAN HELP.
Media. Influencers. Social. Digital.
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contact: amber@azariapr.co.uk
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65 NEW PRODUCTS
PLUSH/SOFT TOYS KEEL TOYS The Keeleco Enchanted World is a collection of 12 animal characters made from recycled polyester. The range features a selection of designs including tigers, snow leopards, foxes and Highland cows. Each character is available as a plush toy, while all 12 designs are also available as bag charms. The collection forms part of the Keeleco range, offering retailers a selection of animal-themed plush products in different formats. The bag charms provide an additional option for customers looking to collect the characters. sales@keeltoys.com www.keeltoys.com
GOLDEN BEAR
BLADE & ROSE
Introducing the Igglepiggle Talking Soft Toy, a new addition to the In the Night Garden collection. Press Igglepiggle’s hand to hear character sounds from the CBeebies TV show, including the theme tune. Made from recycled fabrics and filling, features include embroidered eyes and face details, Igglepiggle’s iconic red blanket and printed fabric. The talking plush brings the character to life through sounds and is designed for use at home, on the go or as part of bedtime routines. customerservices@ goldenbeartoys.co.uk www.goldenbeartoys.com
Blade & Rose is introducing its first Hamish Highland Cow baby comforter and plush toy in October 2026. Inspired by the brand’s Highland Cow collection, the new additions feature the Hamish character in two soft toy formats. The comforter and plush toy are designed for babies and young children and extend the existing Hamish range. The new products are suitable for gifting occasions including baby showers, new arrivals and first birthdays. wholesale@bladeandrose.co.uk www.bladeandrose.co.uk
BLADEZ TOYZ New for AW26, Bladez Toyz is introducing the Mojo Swoptops plush range. Launching with two styles, the collection features Mojo with embroidered details and a rear spoiler inspired by the programme, alongside the handset used by Bo to ‘swop that top’. Both designs come in a jumbo size and feature characters from the CBeebies show. The range brings the characters and accessories from the programme into a soft toy format, with designs aimed at preschool fans of the series and collectors of the Swoptops characters. charlotte@bladeztoyz.co.uk www.bladeztoyz.co.uk
TOYTOPIC ToyTopic is launching an extended range of SpongeBob SquarePants plush, with an assortment of characters and sizes joining the collection this year. The new range sits alongside other brands in the company’s portfolio, which also includes PAW Patrol, Peanuts and Sesame Street. The SpongeBob SquarePants range provides retailers with a selection of character plush in different sizes, adding further licensed products to ToyTopic’s existing portfolio of brands and plush collections for the preschool market. Sales@toytopicgroup.com www.toytopicgroup.com
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Peek-A-Boo Peppa
The Brand New Interactive Plush
Peppa really plays Peek-a-boo!
Peek-aboo!
Moving Arms
With s Soundd an s Phrase
PR, Influencer & Media Campaign Starts September Peppa Pig created by Mark Baker and Neville Astley. © 2025 ABD/Hasbro
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65 NEW PRODUCTS
PLUSH/SOFT TOYS RAINBOW DESIGNS Rainbow Designs has expanded its Paddington for Baby collection with two new gift sets. One set pairs the classic Paddington soft toy with milestone cards, while the other includes three illustrated muslin cloths. The sets combine Paddington products with additional items for newborns and babies, offering two different gifting options within the collection. The milestone card set provides a soft toy alongside cards for recording key moments, while the second set combines three muslin cloths with Paddington illustrations. Both sets are presented as gift options for new arrivals and babies. 01329 227300 www.rainbowdesigns.co.uk
WARMIES
MCHUGS
Launching in Q4, the new Warmies Cozy Cute collection features microwavable plush characters with weighted designs and French lavender filling. Each character is crafted from plush fabrics and designed for warming and sensory use. The collection includes characters for bedtime routines, warming up or use as a comfort item. The plush designs combine the features associated with Warmies products with new character styles. The Cozy Cute collection adds to the company’s existing range of microwavable plush products. sales@warmies.world www.warmies.co.uk
McHugs offers a collection of plush toys and bag charms featuring designs including playful penguins, woodland animals and character styles. The range includes a selection of plush companions and collectable bag charms, with each design featuring its own character and details. McHugs has more than 50 stores across China, Hong Kong and Singapore and is growing its presence in Europe. The collection is available to retailers and provides a range of plush products across different formats, including traditional soft toys and smaller bag charm designs. salesuk@mchugs.net www.mchugs.net
MY 1ST YEARS My 1st Years has introduced four new colourways to its signature plush bunnies collection: Spruce Green, Mulberry Pie, Gingerbread and Babyccino. The new shades add to the existing range, with colour options including rich green, berry and neutral tones. Each My 1st Years plush bunny can be personalised, adding an individual element to the product. The collection combines plush toys with personalisation, with the new colourways extending the choice available. The bunnies are designed as keepsake products for babies and young children and gifting occasions. Amy.weaver@my1styears.com www.myfirstyears.com
CHARACTER OPTIONS Character Options is bringing more Peppa Pig magic to Toymaster preschool aisles with the new Talking George, following the recent storyline about George’s hearing. This super-soft toy features George with his hearing aid and includes seven phrases from the show, activated by pressing his tummy. Also launching is the Peek-A-Boo Peppa plush, a playful update on the classic game, inspired by its growing popularity on social media. sales@charactergroup.plc.uk www.charactergroup.plc.uk
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210x297
A NEW WORLD FROM BRIO The new BRIO World space range brings one of the toy industry’s strongest themes into the BRIO World universe - combining the excitement of space play with the creativity and longevity of open-ended system play. Combining standout space-themed features with open-ended, expandable play, the range offers strong shelf appeal and longterm play value.
36153 Space Exploration Set
36160 Space Rover
36150 Space Shuttle
36155 Space Station Set
Contact your sales agent sales@ravensburger.com / 01869 363800.
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SECTOR FOCUS: INFANT DEVELOPMENT & EDUCATIONAL TOYS
BRIGHT BEGINNINGS
As awareness of the benefits of early learning continues to grow, demand for educational toys for babies and preschoolers is accelerating. From sensory play and open-ended learning to sustainable materials and STEM-inspired products, suppliers explain what’s driving the sector and where retailers can capitalise.
O
ne trend that Simon Prest, sales director at Orchard Toys, has noticed over recent years is growing demand from families looking to introduce educational play at an earlier age. “Our two-piece jigsaws suitable from 18 months are great sellers, and as we were regularly being asked for product to suit children from babyhood, we created our Baby and Toddler range,” he explains. “The range is still fairly new, but sales of our wonderful wooden Under the Sea nesting puzzle are proving it’s a real winner with shoppers and retailers, and it’s been winning awards. One of our latest introductions to the collection is our Out and About Buggy Flashcards. They’re a great activity for the pushchair or the car for babies aged 9 months and over.” Simon believes repeat play is one of the biggest indicators of a successful educational toy.
Above: The new Big Business Baby Desk from VTech features three different play modes: Music, Learn and Explore. Right: Three Little Piggies is one of Smart Toys and Games’ top selling preschool puzzle games. Below: With its durable, chunky pieces, Orchard Toys’ award-winning Under the Sea wooden nesting puzzle is suitable from 1+.
“A game or puzzle that engages a child from the first time they play it, and that they keep returning to, is a winner. As well as being fun, the repetitive play is key to learning.” Generic, non-licensed games
and puzzles make up the majority of Orchard Toys’ ranges for its youngest customers, but licensing is becoming more important. “We now have licences with Peter Rabbit and Bluey, with more exciting announcements to come,” says Simon. “We’ve added two new Bluey games – Bluey Dance Mode and Bluey Let’s Go Shopping – to our Bluey range, which offers a huge opportunity for retailers tapping into the Bluey fandom.” Like Orchard Toys, BTL Diffusion is seeing demand for toys that support development through play “from birth onwards”, says brand and marketing manager Victoria Scholes. “Parents are looking for products that encourage creativity, problem solving and sensory exploration. Alongside developmental benefits,
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SECTOR FOCUS: INFANT DEVELOPMENT & EDUCATIONAL TOYS sustainability and aesthetics are major purchasing influences. Parents are seeking high-quality products made from responsibly sourced materials, and toys that combine learning with beautiful design and long-lasting play value.” Like others across the sector, Victoria believes the strongest products are those where education happens almost unnoticed. “The best educational toys don’t feel educational – they simply encourage children to explore, imagine and discover through play,” she states. BTL Diffusion’s newest brand, Skip Hop, offers “a fantastic collection of developmental toys and activity centres designed to support babies and toddlers through every stage of early learning,” says Victoria. “We’re also seeing growing interest in Speedy Monkey’s beautifully crafted wooden toys, which combine imaginative play with learning. We are introducing 50 new Speedy Monkey products to our portfolio, including role play, puzzles, games and STEM-inspired toys, as well as launching Crocodile Creek, known Below: Tickit’s bestselling SiliSoft Zip Pull Toy allows for sensory exploration while supporting the development of fine motor skills.
Right: Skip Hop’s Discoverosity 3in1 Toddler Sensory Table is designed for floor play from age 18 months, transforming to a table game from age 2 and play table from age 3.
for its illustrated puzzles and play balls.” Andrea Storer, head of product development and research at Commotion, which owns awardwinning educational toy brand tickit, says: “We are seeing a real shift towards open-ended play, with parents looking for toys that can be used in lots of different ways and will grow with their child. We are also seeing strong demand for sensory play for babies and preschoolers. Parents and educators increasingly value resources that engage the senses while supporting fine motor skills, language development and emotional wellbeing, and they are placing greater importance on quality, safety and sustainability, choosing well-made toys that will stand the test of time.” Tickit’s latest launches reflect these trends. The new Sensory Steel Tumble Ball features a handfinished mirrored surface that creates fascinating distorted reflections for babies to explore, while the brand’s versatile SiliSoft range is expanding with new gift sets tailored to different sensory needs and budgets. “Our SiliSoft Zip Pull Toy is a bestseller for us in the baby category,” says Andrea. “It has a mix of textures, colours, popping buttons and pull cords, allowing for sensory exploration while supporting fine motor development.” While developmental benefits are important, fun remains nonnegotiable, says VTech’s senior brand manager Mike Lynch. “Rather than choosing between entertainment and education, parents are increasingly looking for toys that
successfully deliver both. A successful developmental toy should encourage curiosity, exploration and repetition without feeling instructional.” VTech’s interactive learning toys, musical products and activity centres are some of the market’s strongest performers, and its latest additions build on that winning formula. “This year we’re introducing new additions to the VTech Baby range, including the Rainbow Cloud Piano, which combines music, lights and sensory interaction, a refreshed First Steps Baby Walker, and the new Big Business Baby Desk, which introduces early role play alongside learning activities,” says Mike. Character-led companions that create emotional connections, encouraging children to play again and again, also perform well for VTech. “We have seen great success extending our Toot-Toot Drivers range through licences such as Bluey and Disney Stitch, by combining children’s favourite characters with engaging educational play,” says Mike. “Licensing creates products that appeal to both children and their parents, but ultimately, long-term success comes down the quality of the toy and the play experience it offers.”
Smart retail solutions
Educational toy specialist Smart Toys and Games’ portfolio include a wide range of preschool options, including SmartGames puzzle and logic games for ages 3 and up, and SmartMax magnetic construction sets from 1+. “The preschool educational category can be difficult for parents to navigate, so retailers have an opportunity to make the choice feel much simpler,” says the company’s brand director, Emma Silva. “A focused range covering a few ages, play styles and price points is often more useful than an overwhelming wall of products. “We help retailers choose the right mix for their customers and support them with training, demonstrations, display materials, imagery, video and marketing. Demonstration makes a real difference with SmartGames because the idea often clicks as soon as someone sees one being played. “We’ve also created the Learning Through Play in the Classroom guide, which gives teachers practical ways to use SmartGames for executive skills, maths and language development. It gives retailers another useful resource when talking about the educational side of the range.”
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Home of educational play Sensory exploration with stainless steel & silicone
SiliSoft Sensory Steel Balls
Supporting infant development through exceptional educational toys.
Mirror Play
Curiosity Set
Discovery Trays
Sensory Steel
Emotions Tiles
Rainbow Wooden Buttons
www.commotion.co.uk
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info@commotion.co.uk
12/08/2026 15:26
65 NEW PRODUCTS
INFANT DEVELOPMENT & EDUCATIONAL TOYS COMMOTION Tickit’s popular range of silicone infant toys is growing, introducing larger Sensory Sets with tactile favourites in Rainbow, Earth and Neutral colour palettes, alongside a jumbo Activity Set with a variety of engaging sensory experiences in one bundle. The Curiosity Set of high-contrast resources encourages babies to explore through sight, touch and movement. Other new lines include SiliSoft Sensory Balls, Jumbo Spinners, Fidget Rattle and Pop Loops, offering a selection of sensory toys and resources for babies and young children. info@commotion.co.uk www.commotion.co.uk
COMMOTION
COMMOTION
The Ocean Discovery Dividers have been designed by the tickit product team to bring the beauty and wonder of the underwater world to life for young learners. With richly coloured illustrations, tactile details and sparkling gem-studded features, the panels slot together as a captivating four-way play scene. Developed for use inside illuminated Discovery Glow Tables, they are equally at home on a table or floor. They encourage curiosity about marine life and underwater habitats, while supporting open-ended exploration and discovery-led learning. info@commotion.co.uk www.commotion.co.uk
Created to inspire imaginative storytelling and small world exploration, the new Polar Island from tickit encourages children to discover the fascinating world of Arctic and Antarctic habitats. Made from smooth FSC-certified wood with charming sensory detailing, the versatile design can be enjoyed as a complete island or separated into distinct iceberg and underwater scenes. Hand-drawn details and sparkling frosty gems embedded within the icy walls add visual interest and sensory appeal. Easy to assemble, with friendly characters included, it offers opportunities for creative play. info@commotion.co.uk www.commotion.co.uk
SKIP HOP Designed to inspire curiosity through open-ended play, the Skip Hop Discoverosity Activity Table encourages children to explore, create and discover. Suitable for sand, water and sensory play, it offers opportunities for hands-on learning while supporting creativity and development. Beautifully designed with a contemporary aesthetic and thoughtfully crafted accessories, Discoverosity reflects Skip Hop’s commitment to combining educational play with modern family living. The activity table provides different ways for children to explore sensory play and creative activities, offering opportunities for hands-on discovery and imaginative play. contact@btl-diffusion.co.uk www.btl-diffusion.co.uk
RAVENSBURGER Ravensburger has introduced collectable new additions to the preschool puzzle aisle with a series of Gruffalo & Friends puzzles. The new offering comprises four 4-in-a-Box format jigsaw sets, each putting the spotlight on a much-loved hit from the imaginations of Julia Donaldson and Axel Scheffler. The new puzzles are presented in special edition packaging with a numbered book spinestyle design for added collectability. The Gruffalo, Stickman, Zog & The Flying Doctor, and The Smeds & The Smoos Collector’s Editions are available. sales@ravensburger.com www.ravensburger.co.uk
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Contact your account manager or our sales admin team: sales@orchardtoys.com
65 NEW PRODUCTS
INFANT DEVELOPMENT & EDUCATIONAL TOYS EDUK8 WORLDWIDE Eduk8’s new sensory ball collection features a colourful range of textures, from soft and squidgy to spiky and textured. Sensory play now extends beyond traditional SEN settings, with these products offering children fun and engaging tactile experiences while supporting the development of fine motor skills. The collection provides a range of sensory options for children to explore through touch and movement. Accessible price points make the balls suitable as pocket-money purchases, impulse buys and gifting options, offering different ways to incorporate sensory play into everyday activities. sales@eduk8worldwide.co.uk www.eduk8worldwide.com
ORCHARD TOYS
MODU
Orchard Toys expands its baby and toddler collection with Out and About Buggy Flashcards and Match and Feel Vehicle Puzzles. The 10 double-sided, chunky, wipe-clean flashcards come on a detachable easy-clip ring, making them a travel activity for the buggy or car, for babies from nine months. Match and Feel features six vehiclethemed two-piece puzzles including car, bus, tractor, boat, train and plane, with unique textures for sensory exploration. It is designed for children from 18 months, supporting matching, recognition and sensory play. sales@orchardtoys.com www.orchardtoys.com
MODU Foam Balls are a playful new addition to the MODU collection, designed for rolling, throwing, balancing, building and imaginative play for children of all ages. Simple in shape yet full of possibilities, the Foam Balls invite active play through classic ball games, balance challenges and creative building. Kept whole, they are perfect for rolling, throwing and sensory exploration. Split apart, the half-balls become stepping stones, balance paths, stacking elements and playful details on builds. They can be used as a standalone active toy or added to the MODU collection. anna@modu.dk www.modutoy.com
HTI Designed for children aged one to four years, the HTI Tiny Teamsterz Little Train Set inspires imaginative play with over 3.5 metres of chunky, easy-to-build track, perfect for little hands. With three track layout options and detachable carriages, children can create a different railway adventure every time they play. The set includes a motorised train with interactive lights and sounds, plus a soft-touch Tiny Teamsterz Beetle vehicle which sits on the included cargo carriage to encourage creative storytelling and engaging early years play. sales@htigroup.com www.htigroup.co.uk
RAINBOW DESIGNS Rainbow Designs has expanded its bestselling reimagined Bing preschool range this autumn. New additions include the Learn to Dress Soft Toy, which helps little ones master everyday dressing skills. The Rainybow Colour Wheel Game introduces early STEM learning through interactive play, while the colourful new Bing Bus Shape Sorter encourages shape recognition and fine motor development, as well as plenty of fun and imaginative play. The new products add further opportunities for learning and play to Rainbow Designs’ Bing range for preschool children and families. 01329 227300 www.rainbowdesigns.co.uk
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Chicco Tummy Pod 4-in-1 Designed to support baby’s earliest moments The Chicco Tummy Pod 4-in-1 grows alongside little ones from their very first days. Transitioning from a cosy newborn lounger into a tummy time support, play mat and developmental activity centre, it helps encourage comfort, confidence and early exploration. A dedicated support roll makes tummy time more comfortable, while the removable toy bar with high-contrast double-sided toys stimulates visual development and sensory play. Crafted from soft organic cotton with breathable mesh inserts, it combines comfort, practicality and everyday versatility for growing families. For more information, please contact: sales@rkwltd.com | 0333 220 6070
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INFANT DEVELOPMENT & EDUCATIONAL TOYS CHICCO Designed to support a baby’s earliest stages of development, the Chicco Tummy Pod 4-in-1 adapts from a cosy newborn lounger into a tummy time support, play mat and developmental activity centre. A dedicated support roll gently lifts the chest and shoulders to make tummy time more comfortable, while the toy bar features colourful, high-contrast, double-sided toys to encourage visual development, curiosity and sensory exploration. Made from soft organic cotton with breathable mesh inserts, it includes a removable, machine-washable cover and water-resistant insert for everyday practicality. sales@rkwltd.com www.rkwltd.com
TRENDS
TRENDS
Trends UK is expanding its Peppa Pig range with the new Peppa Pig Laptop, an interactive learning toy designed for little ones aged two and over. Featuring a bright light-up screen and authentic character voices from Peppa, George, Baby Evie and friends, it brings favourite characters to life through play. Children can enjoy five educational activities exploring letters, numbers, colours, objects and musical instruments, alongside six fun songs. With large buttons, a fold-up design and engaging sound effects, it helps develop early learning, communication and fine motor skills. info@trendsuk.co.uk www.trendsuk.co.uk
Trends UK is bringing music and learning together with the new Peppa Pig Sing & Learn Microphone. Little fans can sing along to seven favourite songs from the show, including Bing Bong, Rainbow and Wheels on the Bus, using the real voice-amplifying microphone. Children can also switch to Quiz Time, where Peppa asks fun true or false questions about colours, instruments and her friends. With a stable base for hands-free play, the interactive toy helps develop listening, communication, confidence and imaginative play skills for children aged two and over. info@trendsuk.co.uk www.trendsuk.co.uk
VTECH Every first step is a milestone worth celebrating. The refreshed Baby Walker is thoughtfully designed to help little ones build confidence as they pull up, find their balance and take those exciting first steps. With engaging play features, supportive design and a fresh new look, it encourages movement, exploration and growing independence. The Baby Walker provides play opportunities alongside support for babies developing their balance and mobility, making it suitable for this early stage of development. The refreshed design combines familiar features with an updated look. Trade.sales@vtecheu.com www.vtecheu.com
TRENDS Trends UK is inspiring creative play with the new Window Art Kit, making it easy for children to design colourful displays for windows, mirrors and other smooth surfaces. Young artists can trace and create vibrant, repositionable window stickers using the included paints and templates, then decorate 12 acrylic sun catchers with unique stained-glass effects. Featuring glitter paints, an outliner and easyto-use accessories, the kit encourages creativity, colour exploration and artistic expression. With bright results and simple clean-up, it offers hours of imaginative fun for creative makers of all ages. info@trendsuk.co.uk www.trendsuk.co.uk
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MAG - Progressive Preschool Magazine - Half page - BABY SCRUNCH.pdf 1 04/08/2026 14:25:38
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65 NEW PRODUCTS
INFANT DEVELOPMENT & EDUCATIONAL TOYS INSIDE OUT TOYS Beautifully designed and instantly recognisable, Wheelybug ride-ons have delighted young children for over 25 years. Their unique multidirectional castors encourage balance, coordination, spatial awareness and active play, while the soft padded bodies and friendly animal characters capture children’s imaginations. Available in a range of charming designs and sizes, Wheelybug offers retailers a timeless preschool classic that combines premium quality, developmental play and gift appeal. The collection provides different animal styles and sizes, giving children options for active play as they develop their movement skills. Available in the UK exclusively from Inside Out Toys. sales@insideouttoys.co.uk www.insideouttoys.co.uk
WOW TOYS
POCKET TOWNS
New from WOW Toys is Taxi Theo, allowing little ones as young as 10 months to explore the city. The driving toy features a push & go motor, realistic engine sounds, extra grip rubber wheels and two removable play friends. It also has a panoramic roof that opens at the touch of a button. Reflecting the brand’s focus on durable, battery-free play, Taxi Theo combines imaginative storytelling with trusted quality. uk@smart.be www.smartgames.eu/uk
This September, Pocket Towns is making its popular role play collection available to families nationwide for the first time. The brand behind beautifully designed role play experiences for hire, found at celebrations, hotel pop-ups such as The Grove in Hertfordshire and family events, is bringing its signature collection directly to family homes. The debut collection includes the hand-crafted Café, contemporary Kitchen and Matcha Set. Thoughtfully designed using FSC-certified wood and non-toxic finishes, every piece combines timeless aesthetics with open-ended play, encouraging creativity, confidence and storytelling. info@pockettowns.com www.pockettowns.com
UNIVERSITY GAMES University Games’ award-winning Learning Journey educational range has welcomed the new That’s Not My… range, inspired by the bestselling Usborne touch and feel board books. The preschool collection of games and puzzles uses bold illustrations with textured patches, fuzzy sections and tactile surprises to engage little learners. Featuring Floor Puzzles, 4-in-1 Puzzles, a Memory Game and Match It! games, the That’s Not My… range is suitable for children from 18 months. The collection combines familiar characters with tactile play and learning activities for preschool children. 020 254 0100 www.university-games.co.uk
INSIDE OUT TOYS Designed to grow alongside children, Trybike’s award-winning 2-in-1 balance bikes help build confidence, balance and coordination before progressing to using pedals. With their timeless vintage styling, durable steel frames and easy conversion from balance bike to tricycle, Trybike offers exceptional longevity for families and strong retail appeal. Available in a range of classic colours, Trybike combines developmental play, premium design and outdoor adventure. The bikes offer two stages of use, supporting early balance and coordination before progressing to a tricycle as children’s riding skills develop. Available in the UK exclusively from Inside Out Toys. sales@insideouttoys.co.uk www.insideouttoys.co.uk
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#PPSA26
CELEBRATING EXCELLENCE IN PRESCHOOL PRODUCT AND RETAIL DATE: TUESDAY 10 NOVEMBER 2026 LOCATION: ROYAL LANCASTER, LONDON
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JOIN US FOR THE PROGRESSIVE PRESCHOOL AWARDS 2026 The Progressive Preschool (PPS) Awards is the premier event for the preschool product and retail sector, bringing together over 400 industry professionals to celebrate outstanding achievements. This hugely popular ceremony is the perfect opportunity to network, honour excellence, and reflect on the past year’s successes.
es An afternoon that purnoitduct the entire preschooelctor and retail s
WHY ATTEND? The nomination and voting process is conducted via external voting as well as in-person judging panels, leveraging the expertise of the industry’s own professionals to ensure the highest levels of integrity - as well documented. FINALISTS ANNOUNCEMENTS Stay tuned - finalists for each category will be revealed soon on Preschoolnews.net. Make sure to keep an eye out for the announcements! BOOK YOUR TICKETS Secure your place at the PPS Awards 2026 today! To book tickets or tables, contact Clare Hollick at Createvents clare@createvents.co.uk or reserve your tickets online via the Max Publishing digital Box Office - scan the QR code
Questions? Talk to the teams: Rob Willis - robw@max-publishing.co.uk Samantha Loveday - saml@max-publishing.co.uk Jo Cassidy - joc@max-publishing.co.uk 74-75_PPS Awards 2026.indd 2
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SAVE THE DATE Meet the right partners, secure international deals and be in touch with European consumers.
6-8TH OCT, 2026 ExCeL London BRANDLICENSING.EU
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VIEWPOINT Safe sleep should be at the heart of every nursery. CuddleCo’s in-house registered midwife, Emily, explains how thoughtful nursery choices can support safer sleep while making bedtime and night-time routines calmer and more comfortable.
SLEEP EASY D
“
esigning a nursery is exciting, but safety, practicality and supporting healthy sleep habits should always come first. The Lullaby Trust recommends that babies should always be placed on their back to sleep, on a firm, flat mattress, in a clear sleep space, ideally in the same room as their parent or carer for the first six months. “From a midwifery perspective and when I visit stores, I focus on demonstrating what a safe sleep environment looks like. This helps ensure that retailers across the country are sharing a consistent, evidence-based message with families, from choosing the right sleep space and mattress through to understanding safer sleep recommendations. By supporting retailers with accurate information and practical knowledge, we can help them feel confident having meaningful conversations with parents and ensure families receive clear, consistent advice throughout their journey. “Parents should choose a cot that meets current safety standards, with a firm, flat base. It should be sturdy, well-constructed and free from features that could pose a risk, such as loose parts or accessories
Above: CuddleCo’s Beaumont Cot Bed has a soft-close drawer for quieter night-time routines. Below: Registered midwife Emily supports parents and retailers with baby wellness advice.
that could become hazards. “The mattress should be clean and in good condition, with a well-fitting fitted sheet. Parents should always choose a correctly sized mattress for their cot or cot bed to ensure there are no gaps where a baby could become trapped. Mattresses with a waterproof layer are recommended. “Cot bumpers, pillows, sleep positioners and other soft items should not be added to the sleep space, as a clear cot is the safest cot. Parents should also think about longevity and practicality, choosing a cot that can adapt as their baby grows while still maintaining a safe sleep environment. “A nursing chair can be a useful nursery addition. Choose one that supports your back, arms and feet, with a footstool or gentle rocking motion if preferred. Blackout blinds and soft, dimmable lighting are well worth considering, too.”
The ‘Shop the Room’ solution
CuddleCo’s ‘Shop the Room’ approach brings together coordinated furniture, nursing chairs, mattresses, textiles, storage and accessories in one considered room setting, in a way that simplifies decision-making, helping families understand what they need and how to create a calm, practical nursery that supports safer sleep. “CuddleCo products are rigorously tested to meet the latest safety standards, while clear product information and guidance from our in-house registered midwife help families make informed choices with confidence,” explains sales and marketing director, Steven Smith. “For retailers, Shop the Room transforms individual products into a more inspiring category display. Helping customers visualise a complete nursery encourages purchases across multiple categories, increasing average order value and attachment sales. It also gives retail teams a clear story to tell, supported by product training and safer sleep guidance that helps them advise customers with confidence and build lasting trust.”
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EXECUTIVE PROFILE Right: Emma Charlesworth
Emma Charlesworth, director at Roma, on building the company into a recognised and trusted brand globally, the shift towards online retail and direct to consumer sales, and trusting your instincts.
“YOU ARE ONLY AS GOOD AS YOUR TEAM” HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE?
BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?
I founded the business in 2017, so I’ve been in this role for just over nine years. Although I have been in the industry with Baby Birds for 34 years.
The market can change quickly, and being able to respond efficiently is key.
WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?
IF YOU COULD CHANGE ONE THING ABOUT THE NURSERY/PRESCHOOL BUSINESS, WHAT WOULD IT BE AND WHY?
Building Roma into a recognised and trusted brand both in the UK and internationally. Plus seeing our products stocked globally.
I’d like to go back to the pre-internet era. Everyone had a better margin and sales were much simpler when customers were local.
FAVOURITE PART OF THE JOB?
WHAT THREE WORDS WOULD YOU USE TO DESCRIBE YOURSELF (AND WHY)?
That’s easy - hands down it is going to China. WHO IS THE UNSUNG HERO OF THE COMPANY?
Resilient, caffeinated and ambitious – because running a business takes persistence, a lot of coffee and belief that anything is possible.
Our team in general. They keep everything running smoothly. I’m a believer that you are only as good as your team. WHAT IS THE BIGGEST CHANGE WITHIN THE NURSERY/PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT? Apart from AI, the shift towards online retail and direct to consumer sales, alongside the increasing importance of compliance and product safety standards across global markets. WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN? Trust your instincts.
Above: The RHS x Roma collection was nominated for an accolade at the Brand & Lifestyle Licensing Awards 2026.
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RETAILER IN NUMBERS
BUSINESS REPORT
“We’ve been in our current store for just under 12 months. We’re moving again shortly as we’re growing faster than we anticipated, but we’re not going far – just to the shop next door for more space and two windows instead of one.”
BEING SOCIAL
SEEDLINGS BABY IN NUMBERS
“Social media is a useful tool – and FOMO is real when platforms are prompting you to post – but we are mindful that it can take up a lot of time and energy. We concentrate on hyperlocal posting to try to cut through the noise.”
Located in the heart of Lichfield, Seedlings Baby stocks a range of clothing for 0–4s from UK brands, with a focus on organic fabrics, sustainable pieces that can be passed down, and baby shower and new-baby gifting. Owners Helen and Ian Morley give PPS the lowdown on trading since the business launched in March 2025.
Above: In addition to beautiful babywear, Seedlings Baby stocks a range of baby gifts.
MOST WANTED
Above: Helen Morley co-owns Seedlings Baby with husband Ian.
“At the moment sun hats are f lying out of the store. Our all-time bestsellers are Blade & Rose leggings. People love the designs and the fact that matching items are available.”
LOCAL SUPPORT
“Lichfield has a thriving independent business community, and we love being a part of it. Customers often comment on how lovely it is to have another independent shop in the city centre that offers something different.”
ONLINE/ OFFLINE
Above: Owing to its rapid growth, Seedlings Baby will shortly be moving to larger premises next door.
“About 90% of our business is in store. Customers tend to browse the website then come in ‘in real life’ to feel the fabric, check the fit, and so on.”
TREND WATCH Above: Blade & Rose’s vibrant designs are among the store’s best sellers.
BRAND NEWS
“Our first-ever order was with the fabulous Ducky Zebra. We knew from the start that we wanted to offer something different and they ticked all our boxes! Our newest supplier is Emile et Rose. Their products come in sublime packaging and have great gifting appeal.”
“AW26 is going to be all about plum, damson and foxes and we are so here for it! We cannot wait to get these colours and designs in-store.”
IN BRIEF
Above: Organic, sustainable clothing is the shop’s speciality.
• “ Our team consists of the two of us, plus Rick and Vyvyan (our mannequins).” • “Average customer spend in our store is £42.” • “ We had just one box in our last delivery, which was an order of logo-branded paper carrier bags.” • “ Our window display is refreshed once a fortnight. I’m looking forward to having an extra window to dress when we move next door.” • “ Size-wise our shop is small but mighty – picture 25 x 15 pairs of Blade & Rose leggings!”
MY HERO
“Eleanor Charles knitwear sets have been selling well, even in the recent heatwaves. We are definitely going to stock more designs of these going forward.”
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TORON 1 40 - 105 cm
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