Progressive Preschool Magazine: July/August 2016

The B2B Publication For Preschool Products and Retailers

ISSUE 24 JULY/AUGUST 2016

Let’s Go Techno The Latest Baby Gadgets

An Industry Talks From Harrogate To Vegas

Wood Stock Classic Toy Focus

A Bum Deal

Tots’ Toilet Talk

Trade Publication. Sign up to our newsletter at www.progressive-preschool.com and follow us on Twitter at @prog_preschool

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www.progressive-preschool.com MARKET LEADING TRADE MAGAZINES

March/April 2013

MARKET LEADING TRADE EXHIBITIONS

MARKET LEADING TRADE AWARDS

this month JULY/AUGUST 2016

At the time of writing there is one particular topic of conversation dominating offices, bars and homes up and down the country; the Great Brexit Debate. Whether you’re an inny or an outy, the strength of opinion on the result of the biggest referendum the UK has held in the last 30 years is nothing if not divisive.

And there have been ramifications Above: Progressive Preschool’s Rob and Jacqui. already, with the financial markets crashing and recovering (and crashing and recovering) quicker than you can say ‘export duty’. Ultimately, the news has been moving so quickly that multiple developments on a daily basis make it hard for us to comment on the situation. What effect Brexit (if it goes ahead) will have on the preschool sector cannot be predicted, and will depend very much on the type of deal the UK government is able to negotiate. That, and the hugely difficult effect exchange rates have on suppliers, who will be having some pretty awkward conversations with retailers come January.

There is some light at the end of the tunnel though, as many of us will be protected from the worst of any potential market difficulties by the preschool ‘bubble’. People will always have children and those children will always need to be clothed, fed and cared for.

On that note, we have covered a number of different key areas in this issue, perfect for keeping up to date with all the latest fashions and innovations and driving business at a time when it is needed the most. We find out what key suppliers are offering with the latest nursery gadgets, where a new generation of technological development means that it’s never been easier for parents to keep tabs on their children.

Conversely, we have also taken a look at a number of classic toy areas. The wooden and plush sectors are both perennially popular at retail and there are some exciting new concepts coming through to complement the all-important ‘nostalgia factor’.

Never one to rest on its laurels, PPS has been clocking up the miles over the last few weeks, taking in tradeshows both in the UK and Stateside. Toymaster’s famous May show was, once again, a resounding success; while Licensing Expo afforded us the opportunity to take a snapshot of the exciting preschool licensing landscape - and there’s a lot to watch out for in the short and medium term.

Before you jet off for summer holidays, there’s just one thing left to do. The PPS Awards are open for nomination, so please - suppliers get your product entries in, and retailers make sure you nominate yourselves (online) too. It’ll be Autumn before we blink, and it’ll give you something to really get excited about - whether you’re in, or out!

The Progressive Preschool Team Rob Willis, Jacqui Parr, Samantha Loveday, Jo Pilcher, Ian Hyder, Jakki Brown, Warren Lomax Max Publishing Ltd, United House, North Road, London N7 9DP T: 020 7700 6740 F: 020 7607 6411 www.max-publishing.co.uk

Our editorial wordsmiths include: Fiona Pavely, Sue Marks, and Michelle Board.

@prog_preschool

Progressive Preschool is published by Max Publishing Ltd. Rob Willis - Publisher. Jacqui Parr - Editor.

Jo Pilcher - Account Manager. Samantha Loveday, Fiona Pavely, Michelle Board and Sue Marks - Editorial Wordsmiths. Jakki Brown - Editor-in-Chief and Joint Managing Director. Ian Hyder and Warren Lomax - Joint Managing Directors. Tel: 020 7700 6740 Fax: 020 7607 6411 Email: robw@max-publishing.co.uk, jacquip@max-publishing.co.uk, saml@max-publishing.co.uk Copyright 2012. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text.

PROGRES SIVE PRESCHOOL

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Explore.

Exhibit.

Engage.

14th Annual ABC Kids Expo October 18-21, 2016

“ABC is one of the best shows for us anywhere in the world. They consistently deliver the buyers and target market we are looking for. Furthermore, their team is an absolute pleasure to work with, which makes it very easy for brands to represent ourselves to our full potential.”

—Keith Hyams, Cake Lingerie “We have presented in the Maternity Square Pavilion for the past couple of seasons with great success! We find that being positioned around other maternity products helps buyers understand the trend direction and merchandising potential of this growing market segment.”

—Kristal Gaston, UpSpring Baby “The ABC show consistently 12,874 attendees delivers great customers and has helped our company grow in the and abroad. We look forward 79 countries U.S. to the show every year and all the future possibilities. ABC always delivers!”

3,259 booths —Loretta Schneider, Larrivo Nearly 1,000,000 sq. ft.

3 themed pavilions – international pavilions – 1 specialty showcase *2015 final attendance figures.

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contents 07 19 23 25 29 31 35 43 46 49 56 59 61 67 69 71 78 82

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A SOFTER SIDE

NEWS Reporting from the preschool world.

MEDIA WATCH The brands making headlines.

INDUSTRY ANALYSIS The latest nursery stats from GfK. INDIE WINNERS Feedback from Toymaster.

ASK LUCY The benefits of high street shopping.

ON A ROLL The latest from Spin Master.

A SOFTER SIDE Cuddle up with the latest plush.

THE BUYERS’ FESTIVAL At Harrogate Home & Gift.

TALKING TOYS The regeneration of BKids.

BABY BASH All about preschool parties.

EXPO ESSENTIALS Feedback from Licensing Expo.

OOH, CHEEKY! 20 years of Cheeky Rascals.

LET’S GO TECHNO The latest nursery gadgets.

THE PARENT REPORT PPS’ new columnist talks tech.

CATHY’S COLUMN An International Focus.

WOOD STOCK Retro lines and modern classics.

A BUM DEAL All about potties and pants.

BEST SELLERS Retailers report

SATURDAY 10th SEPTEMBER 2016 Whittlebury Hall, Northamptonshire

“Book now & showcase your products to some of the UK’s most influential Bloggers” Brought to you by:

Entertainer TheToyShop.com @

FOR MORE INFORMATION: WWW.FUNFESTUK.COM OR CONTACT: KIRSTY.BARR@MIPRGLOBAL.CO.UK JULIA.SWAN@MIPRGLOBAL.CO.UK Twitter @miprglobal Telephone: 01494 372130

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NEWS

PPS TAKES A LOOK AT THE RECENT HAPPENINGS IN THE PRESCHOOL WORLD

TOP STORY

Below: Fluctuating markets have made the post-Brexit world uncertain for UK businesses.

Preschool’s Post-Brexit Round Up

F

ollowing the results of June’s referendum, the UK is gradually coming to terms with the fact that Britain will now be putting plans in place to leave the European Union.

In the few weeks since the result and Prime Minister David Cameron’s resignation the Government has been urged to move quickly to begin the process of disengagement from the EU. In a statement released on 24 June, the British Retail Consortium (BRC) insisted that keeping the cost of goods down for consumers and providing certainty for businesses must be at the heart of any plans made for the UK’s life outside of the EU.

“The Government should aim to ensure that the trade benefits of the Single Market (ie the absence of custom duties) are replicated in the UK’s new relationship with the EU,” the BRC statement outlined.

“The British public has opted to leave the EU and it is now up to the Government in conjunction with our EU neighbours to make the most of that decision.”

Mirroring these concerns was Mike Cherry, national chairman at the Federation of Small Businesses (FSB). He said; “Nearly a quarter of FSB members export, with the majority exporting to the single market. Access to the single market means access to 500 million potential consumers, more than 26 million businesses and is worth 11 trillion Euros.

Cath Kidston Collaborates With Disney

prints, thanks to an exciting new creative partnership.

The first collaboration will feature Winnie-the-Pooh and his friends across two of Cath Kidston’s signature print designs and will be launched at the end of September to coincide with Winnie-the-Pooh’s 90thanniversary celebrations in October 2016.

A second Disney collection will feature Mickey Mouse and Minnie Mouse and will be launched in early December, in time for Christmas.

Timeless Disney characters including Winnie-the-Pooh and Mickey Mouse will be integrated into classic Cath Kidston

Left: Further character collections are set to roll out on a seasonal basis.

GLTC Named Best Children’s Retailer For Fifth Year

Classic toy and children’s furniture retailer Great Little Trading Company has been named the Best Children’s Retailer of 2016, winning the prestigious ECOMD award for the fifth consecutive year.

The last 12 months have been exciting for GLTC, which opened its inaugural flagship London store earlier this year, allowing customers to shop in a welcoming, child-friendly environment with expert advice on hand.

“We are proud and delighted to have won this award for the fifth year running,” said chairman Jamie Reeve. “It means so much to us that the care and hard work of all our employees is paying off.”

iCandy Pledges GOSH Support

Luxury pushchair brand iCandy World has announced that it will be donating a proportion of the money raised from the sale of two of its most popular existing products to Great Ormond Street Hospital Children’s Charity.

Grossman Returns To Family Firm

Former owner and industry stalwart Martin Grossman has bought back the family firm H. Grossman, less than one year after leaving the business.

Martin Grossman and his business partner and wife Elinor Grossman have repurchased shares in the family company, securing a 100% stake in the toy and playground collectables specialist.

Last June, Martin sold his majority share in the UK business (and its Hong Kong arm, Grossman (HK) Limited) to Mark Walls and Daniel McLoughlin. Mark Walls has resigned from his position as managing director.

The two iCandy products which will help raise funds alongside the brand’s already significant fundraising endeavours will be the iconic Peach Pushchair and the toy pram, the iCandy MiPeach.

This latest product-based initiative will assist the brand in its aim of raising £100,000 towards the development of a brand new enclosed isolation recovery bay at the hospital.

We call on the Government for clarity... over the practical implications of this result will affect how smaller firms do business.”

NEWS AND VIEWS “The vast majority of our industry sells imported goods so price inflation seems inevitable given the drop in the pound and the uncertainty that will reign for at least the next two years. We have enjoyed many European-wide safety standards for several years and the benefits of these are clear for consumers and manufacturers alike. Now we will always be playing catch up on our European competitors.”

Simon Russell, director, Cheeky Rascals “As a UK manufacturer, the weakening pound is an advantage and we are confident there will be no UK price rises for our product range. From an industry perspective, product compliance and safety testing should remain in line with Europe as most brands export to the EU. My greatest concern is IP, as the EU has been leading IP laws and enforcement.”

Rob Law, ceo, Trunki “Brexit is not what we wanted for our brand. Growing our business just wouldn’t have happened without the grants and support we had from Europe. Germany is our second biggest market outside the UK and is growing rapidly for us, as is the rest of Europe. We are hopeful that we will still be able to negotiate the free trade deal within the eurozone that will be so important for our business, where export is key. We will also be looking at markets further afield, to balance the risk.”

Lucy Jewson, managing director, Frugi Below: Donations will be made for each Peach and MiPeach sold.

www.progressive-preschool.com t@Prog_Preschool www.progressive-preschool.com PROGRES SIVE PRESCHOOL

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Boo Your S k tand Now 21-23 October 2016 3-5 March 2017 19-21 May 2016

Olympia London ExCeL London NEC Birmingham

70,000 visitors ÂŁ39m visitor spend 97% of visitors buy at least one product

To enquire, please contact russell.rule@clarionevents.com or call +44 (0) 207 384 8125

thebabyshow.co.uk

*Figures cover the last cycle of shows including The Baby Show ExCeL London, Olympia and NEC Birmingham

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15.–18.9.2016 Fantasy for the new season! www.kindundjugend.com

International Business Media Services Ltd. 42 Christchurch Road, Ringwood BH24 1DN, Tel. +44 1425 48 68 30 Fax +44 1425 48 68 31, info@koelnmesse.co.uk

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NEWS TOP STORY

Baby Love

A

new consumer event for babies and toddlers will be launching later this year, taking place at ExCel London over the weekend 19 - 20 November 2016.

Launched by Clarion Events, organisers of The Baby Show, the new two-day shopping event ‘Baby to Toddler’, has been created with modern parents in mind.

Expectant parents and parents of babies, toddlers and children up to preschool age will have access to exclusive offers and deals from big

Jo Frost Gives Bookstart Boost

New celebrity ambassador Jo Frost - better known as Super Nanny – has been helping to launch the latest BookTrust campaign as the charity’s latest celebrity ambassador.

The ‘Bath Book Bed’ campaign from Britain’s largest reading charity has been launched to help inspire a love of reading from a very early age, while also helping parents set up a comforting bedtime routine for their babies and toddlers.

Beloved parenting expert, bestselling author and television personality, Jo agreed to become an ambassador for BookTrust after following the charity’s work for many years and strongly believing in its mission to inspire every child to read confidently.

Cologne Fully Booked

Kind und Jugend, Europe’s largest nursery and infant trade show, is now totally sold out. Taking place from 15 - 18 September 2016, the Cologne-based show will play host to around 1,200 companies from more than 50 countries.

Exhibitors from right across the nursery spectrum will be presenting their latest products across children’s furniture, safety seats, textile outfitting, prams and hygiene items.

However, UK companies wishing to exhibit needn’t miss out, as the Baby Products Association still has a few remaining spaces in its UK Pavilion.

“Once again the BPA has over 50 companies participating in the UK Pavilion,” said Adrian Sneyd, UK Pavilion organiser. “With its prominent UK branding and central meeting and cafe area, [the pavilion is] one of the prime exhibiting positions at the show.”

Companies interested in exhibiting as part of the UK Pavilion should contact Adrian on 01902 880906 or email adrian@nurseryfair.com

brands and well-known names. The show itself is a natural progression from The Baby Show, which attracts over 68,000 visitors each year, and will have a greater focus on toddlers and preschool children.

Over 100 exhibitors will be making the most of the opportunity to

engage directly with consumers, including Peppermint, the event’s main retail partner.

Categories available to buy from will include prams and pushchairs, nursery furniture and furnishings, toys, clothing, feeding equipment, car seats, highchairs, carriers, travel, healthcare, books, gifts, bathing, changing and safety and security.

There will also be exhibitors offering valuable information on financial services, educational services, family services and baby and toddler activity classes.

For more information on exhibiting or visiting the Baby to Toddler event please visit www.BabyToToddlerEvents.co.uk

Thomas For Tots

Classic preschool brand Thomas & Friends will be featured across a number of baby and infant clothing and accessories collections for the first time. The three new ranges, which all feature the iconic blue engine, include babywear, baby products and bedding.

The famous blue engine will be taking centre stage in a new range of officially licensed baby products and gifts from Rainbow Designs, Brecrest and Blues Clothing.The collections of developmental and activity toys, licensed babywear collection and cute bedding range will all be available later this year.

“This is an exciting time for Thomas & Friends as this is the first time we have launched collections aimed at babies and infants,” said Simon Price, director licensing, CNE consumer products at Mattel UK. “The three new categories will further strengthen the brand while expanding its licensed range.

Inset: Thomas & Friends babywear will be launching nationwide in the autumn.

Above: The Codeapillar from Fisher-Price is expected to be big news for Xmas 2016.

Dear Santa...

Leading high street retailer Argos spoke to 1,000 children and 1,000 parents across the country to find out the top toy predictions for Christmas 2016 wish lists.

Preschool highlights included: ■ PAW Patrol Air Patroller; Spinmaster, ■ VTech Toot Toot Drivers Goldmine; VTech, ■ Tiny Treasures Baby Doll; Chad Valley, ■ Design a Friend Tiffany; Chad Valley, ■ Snuggles My Dream Puppy; Character Options, and ■ Fisher Price Codeapillar; Mattel.

“This year’s list shows just how much toys are evolving,” said Linzi Walker, chief toy buyer for Argos. “We’ve progressed from the toy caterpillar that toddlers could pull across the floor, to one that starts infants on the road to clever coding.”

Frugi’s Big Change

Frugi, the organic and ethical childrenswear brand, has announced the three children’s charities it will be supporting as part of its ‘Little Clothes BIG Change’ project.

Charities applied to be involved from all over the world, and Frugi is delighted to announce that the successful charities are Anna’s Hope, Pump Aid and The Sick Children’s Trust. The Little Clothes BIG Change project will see Frugi support these three organisations, as well as continuing to support the Cornwall Wildlife Trust and various charities in India.

“We are extremely excited to launch our new campaign and so thrilled to be supporting these three wonderful children’s charities,” said Lucy Jewson, Frugi’s co-founder. “This year, we decided we wanted to support what Frugi also stands for; children. We can’t wait to build relationships with people who are really making a difference to the lives of little ones.”

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NEWS TOP STORY

Mothercare On The Up

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aby and infant retailer Mothercare has turned in a pre-tax profit - of £9.7m - for the first time in five years as the UK turnaround continues, with underlying profits (before tax) up 51% to £19.6m.

The recent boost has been attributed to improved margins and an impressive online sales growth of 15%, compared to the previous year.

UK like-for-like sales have also risen (by 3.6%) in the year ending 26 March, while losses have been reduced by 64%. Despite this improvement, the UK business still reported an underlying loss of £6.4m - although that is compared

with a deficit of £18m the previous year.

“The results highlight the significant progress we are making towards returning the UK to profitability,” commented chief executive Mark Newton-Jones. “There is still much to do, but we are encouraged by our maintained trajectory towards profitability in the UK.” Mark attributed the company’s success to recent improvements to its customer offer, both in store and online. Nearly 40% of all Mothercare stores have now been revamped and customer feedback continues to be positive.

Internationally, Mothercare will be selling certain stores which are

Hip Hip Hooray Toy Fair Bookings Strong For 2017

Advance bookings for Toy Fair 2017 are already showing strong progress, as dedicated exhibitors continue to show their support for the UK toy trade show with more than 80% of returning exhibitors already rebooking their stands for 2017.

With eight months still to go, the show has also welcomed a number of new exhibitor applications. Among those who will be new for 2017 are key names such as Hippychick, Great Pretenders, Legler and Indigo Jamm.

“We are thrilled with the current amount of re-bookings, especially after what was a challenging year for the show in 2016,” said Majen Immink, head of Toy Fair operations and sales. “We are looking forward to welcoming exhibitors back in 2017 for another successful and vibrant Toy Fair,” she added.

The three-day show will return to its usual midweek dates for next year, taking place from Tuesday 24 – Thursday 26 January at Olympia, Kensington, London. Potential 2017 exhibitors are encouraged to submit their online applications via www.toyfair.co.uk sooner rather than later to avoid any potential disappointment.

The Gift Of Play

Four leading nursery names have been recognised for their ‘hip healthy’ products by the International Hip Dysplasia Institute (IHDI), the world’s foremost organisation promoting hip health.

IHDI has acknowledged a selection of ‘hip-healthy’ products - sleeping bags, swaddles and carriers - from Gro, Love To Dream, We Made Me and BabyBjörn, in order to educate the public and encourage healthy hip development in newborns.

The products which have been given the hip-healthy seal of approval are: ■ Grobag and Gro-snug (Gro), ■ Love To Dream Swaddle UP, Swaddle UP 50/50 and the Nuzzlin Sleep bags (Love To Dream), ■ Wuti Wrap, Pao Carrier and Soohu Sling (We Made Me), and ■ BabyBjörn, Baby Carrier One and Baby Carrier We.

Above: Hip-friendly swaddling is given the green light by the IHDI.

The Toy Trust has been able to extend its ongoing support to all 23 UK children’s hospices, following a generous personal donation to the cause.

Earlier this year, the Toy Trust unveiled its 2016 theme – Giving the Gift of Play – which will help children that need it most by providing hospices with specialist play equipment. The personal donation came from toy industry stalwart Richard Beecham, and means the Toy Trust will now be able to help every children’s hospice registered in the UK.

Above: Mothercare has turned a profit for the first time in five years as its UK business continues to grow.

underperforming, while expanding in other locations where there is potential for long-term growth.

“We are also taking the lessons learned from our success in the UK and exporting them to our international markets,” explained Mark. “This is strengthening our international operations and improving the management of our brand globally.”

LICENSING LOWDOWN ▶ Licensing agency Metrostar has been chosen by Pesky Productions to represent popular CBeebies character Boj. ▶ Golden Bear has added Thomas & Friends into its growing licensed preschool portfolio, with plush, interactive play mats, felt sets and magnetic drawing toys. ▶ HTI has signed a multi-territory licensing deal to manufacture and supply Chicco dolls prams and pushchairs for EMEA, Asia Pacific and Latin America. ▶ HTI has also added Nickelodeon trio Blaze and the Monster Machines, PAW Patrol and Shimmer & Shine to its licensed portfolio. ▶ A new learn to swim range from Zoggs features characters from Disney’s Finding Dory.

Going Social

A number of leading nursery brands BabyBjörn, Summer Infant and MyWeeTeePee - have become the latest companies to embrace the importance of social media endorsements with new parent-focused websites, blogger-based marketing initiatives and brand champions.

Swedish, family-owned company, BabyBjörn has launched a new website exclusively for the UK market, with a number of unique new functions designed to engage modern parents.

Meanwhile, Summer Infant has announced its plans for a ‘Summer Mamas’ mummy blogger brand ambassador programme, which will see a select group of bloggers acting as brand ambassadors over the next 12 months.

In a similar move, Myweeteepee has launched a 2016 Blogger Programme, collectively known as ‘The Teepee Peeps’, which will see a panel of key bloggers working to raise awareness of the brand.

www.progressive-preschool.com t@Prog_Preschool www.progressive-preschool.com PROGRES SIVE PRESCHOOL

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TOP STORY

Booster Seat Ban

M

ore changes to child car seats law are on the way as it has been anounced that backless booster seats – or booster cushions – will be banned for younger children from December 2016.

Inset: Highbacked booster seats are the safer option.

The new stricter rules say that booster cushions will only be approved for children taller than 125cm and weighing more than 22kg. The current law sets the cut-off weight at 15kg, meaning many three-yearolds can use booster cushions.

However, many child car seat experts agree that smaller children are not protected properly in the cushions, which offer no protection if the car is involved in a side-impact crash.

The change in legislation has been picked up by both local and national press, and has seen an

Big Move For Brio

Iconic Swedish toy company Brio has announced it will be expanding its reach beyond toys and into the baby care, homewares and textiles markets.

The focused brand extension programme has been designed to bring further joy to Brio consumers and fans. Initial target sectors include baby care, homewares/interior design and textiles, with first product launches expected in Q2 2017.

Originally founded in the 1880s,

Parenting Partnership

Babywearing brand We Made Me has joined forces with Attachment Parenting UK (APUK) for 2016. The organisation - which advocates trusting parenting instincts - shares We Made Me’s passion and commitment to supporting the unique bonds developed within the family unit.

The sponsorship will see the Soohu Sling included in official packs used by APUK facilitators to provide high quality materials and resources to support, educate and inspire families.

“The work that APUK is doing is fantastic and we are excited to be supporting its efforts,” said Daniel Lucas, founder of We Made Me.

JCB Gets Muddy For NSPCC

Last month over 2,500 runners gathered for the annual JCB Mud Run (and mini mud runs for children), held at JCB World Headquarters in Staffordshire.

The five-mile obstacle race, which is now in its fifth year, raised £55,256 for the NSPCC, bringing the grand total raised for the charity since the event started in 2012 to almost quarter of a million pounds!

Many JCB licensees get involved, and this year’s race included teams from preschool industry partners including Golden Bear, Fashion UK and Kidsaw, among others.

overwhelmingly positive response both at a consumer and trade level.

“A decent high-backed booster seat provides better protection in a front crash,” explained Which? child car seat expert, Lisa Galliers, “as they’re designed to guide the adult seat-belt across the child’s body properly, and our crash tests prove they offer much more protection in a side-impact crash than a backless booster seat alone.”

The new additions to the child car seats regulations will come into effect in December 2016, but will only apply to any new products appearing on the market, which will state that they are not approved for use with children under 125cm and 22kg.

NEWS IN BRIEF ▶T he Clangers will be undertaking a nationwide tour over the summer months, meeting fans of the hit show at a number of locations across the UK. Brio is one of the most recognisable toy brands in the world, with a strong presence in over 30 countries. “We at Brio create happy childhood memories and for the future we see opportunities to broaden our offer outside our beloved toys,” said Diana Melander, head of legal and licensing at Brio.

Licensing agency INK Global will be representing Brio in the worldwide deal which spans merchandise, publishing and promotions.

Above: Brio is one of the biggest toy brands in the world.

Tots TV Update

Two brand new CBeebies animations have been announced, while the latest incarnation of preschool favourite Bob The Builder is defying typical gender stereotypes.

The first new show, Kazoops, is set to launch on CBeebies this month.

Produced by Cheeky Little Media, the animated series follows the adventues of a boy and his pet pig and focuses on demonstrating the value of critical thinking and creative play.

The second CBeebies launch will be arriving on screen in 2017. Bitz & Bob combines funny and whimsical stories with key principles of STEAM (Science, Technology, Engineering, Arts and Maths) and is designed to encourage preschool viewers to get involved in experiments and exploration.

Finally, the second series of the new Bob The Builder has launched on Channel

www.progressive-preschool.com

▶ F unky infant clothing brand RockabyeBaby has undergone a rebranding and will be relaunching under the name Rockabye Originals. ▶P otwells Trading has welcomed BoBo Buddies on board, the successful brand behind the soft toy backpacks first seen on Dragons’ Den. ▶F rom Babies With Love has added its own label collection to the retail outlet Natural Baby Shower. ▶ Maguari is delighted to announce it has been appointed as sole distributor for both Dutch nursery brand Tummy Tub and well-known weaning brand BÉABA. 5’s Milkshake!. Reacting to audience feedback, Hit Entertainment and Mattel Creations have given a female character, Wendy, a new prominent role as Bob’s business partner. She also now has a clear profession; electrical engineer.

“Bob the Builder is a show all about construction and teamwork with fun and dynamic characters,” said Kate Schlomann, VP of marketing for Fisher Price. “When we relaunched the series, we felt it was important to give Wendy a clear, defined and prominent role... competent engineers aren’t defined by their gender.”

Inset: Bob The Builder and Wendy; breaking down walls.

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Lil’ Ocean Explorers™ infant preschool toys encourage and celebrate active gross motor play at every primary physical milestone during a baby’s first 18 months. Our brand new range will help parents to encourage and reward each reach, crawl and step.

15+ ways to play

More than

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rewarding sounds and tunes

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Imaginations In Motion™ Call us: 0845 0533 333 www.littletikes.co.uk

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Email us: Uklittle.tikes@mgae.com MGA Entertainment UK Ltd, 50 Presley Way, Crownhill, Milton Keynes, MK8 0ES

07/07/2016 18:04

TOP STORY

A Mum’s World

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ads believe that the nursery and baby business needs to move with the times, according to the results of a recent surcey commissioned by nursery accessories company Hippychick.

The research showed that 80% of dads think that baby brands and retailers value mums far more than dads in their marketing. Some 40% of dads also believe that baby gear businesses are more likely to trust and take on a product developed by a mum rather than a dad.

The survey was conducted through The Dad Network, an organisation that promotes the role of dads in family life.

Despite feeling neglected by brands, most dads claim to be pretty handson when it comes to parenting. A significant 44% of dads said they spent

between one and three hours per day performing parental duties such as changing nappies, preparing meals and doing laundry. Many spent even more, with 29% claiming they were actively involved for up to five hours each day.

“It’s no secret that dads struggle immensely with the work-life balance and many dads long to spend more time with their children ,” said Al Ferguson, founder of the Dad Network. “And many dads are trying to find ways of doing so. The parental market place is saturated with mums, so these stats come as no surprise, but it does beg the question, when are dads going to be recognised as they should?”

“We are reliant on product innovation in order to keep ahead of the game in a very competitive marketplace,” said

Literacy Experts Embrace Preschool Tech Early years practitioners need more confidence in using technology to develop children’s literacy, according to the third Early Years Literacy Survey from the National Literacy Trust.

The latest survey from the National Literacy Trust shows almost all families in the UK own tablets or smartphones (97%), while access to touchscreens in early years settings has also increased, from 41.4% in 2014 to 58.2% in 2015.

Despite this, the survey showed that fewer practitioners used touchscreens to share stories in 2015 (40.8%) than in 2014 (49.1%). Of these, only half (55.1%) are confident doing so, compared to 82.2% who are confident using books.

LeapFrog Takes To YouTube

Interplay Partners With Disney Junior

Toy tech company LeapFrog has teamed up with Channel Mum vloggers for a series of specially commissioned videos designed to offer practical guidance and advice across a number of parenting milestones.

A significant 83% of parents admit to searching online to find out useful parenting information and the video series will provide answers to a number of these tricky parenting questions.

Interplay’s new My Fairy Garden range has begun its sponsorship campaign of Disney Junior’s Fairy Tale Hour. The strategic partnership will see the toy brand appearing on television every day for three months during the summer holiday period.

“This sponsorship campaign will enable us to emotionally engage with the children,” said commented Interplay UK marketing manager Meric Pekcan-Butcher, “and we believe this is an important step towards building the brand.”

Above: Brands need to appeal to all parents, not just 50% of them.

Hippychick founder, Julia Minchin. “We already recognise that dads, because they take on so much of the parenting role, are equally capable of developing parenting innovations as mums.”

Hippychick is inviting any parents – male or female - with new and exciting parenting ideas to come forward; ideas@hippychick.com.

The National Literacy Trust has created a range of resources looking at how technology can help to develop preschoolers’ early communication, language and literacy skills. Video case studies and other resources are available at www.literacytrust.org.uk/earlyyears-tech.

PEOPLE NEWS ▶C aroline Brotherton, Grossman director, has retired after 20 years with the company. ▶R ainbow Designs has appointed Suzie Howes as head of marketing and licensing. ▶C heeky Chompers is excited to introduce its new sales manager Kylie Reid. ▶B igjigs Toys is expanding its marketing and PR department with Emma Frye (marketing and PR assistant), while Lydia McKeown has been promoted to marketing and PR manager. ▶O rchard Toys is welcoming a new addition to its talented in-house design team, as graphic designer Kevin Dobson joins the team.

Whether you’re looking for your next step on the ladder, you want to know your options, or indeed you are a company looking for some awesome talent - call me for an informal chat, today.

Specialist recruiter to the toy, nursery, and licensing industries.

www.birchwoodrecruitment.com Tel: 07796 697100 @AmandaBirchwood

BirchwoodRecruitment

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PPS Aw

Awards 2016

The Progressive Preschool Awards take place on Thursday 10 November 2016, at The Dorchester Hotel in Mayfair, London.

Now in its fourth year, this hugely popular awards ceremony sees all sectors within the preschool product and retail sector coming together to network, celebrate and enjoy.

The Progressive Preschool Awards recognise retail and product excellence, as well as marketing, innovation and both individual and company talent within the trade. The nomination, voting and judging process differs for each of the various categories to ensure that the utmost integrity is maintained to the highest level.

ENTRY NOW OPEN Product Award Categories – Judged in person by top retail buyers Marketing Award – Highly coveted, judged by marketing gurus Retail Award Categories – A chance to nominate your leading retail partners Outstanding Achievement Award – Recognising talent from product or retail Wholesale / Distributor Award – Rewarding the often unsung heroes of trade Entry is open online at www.progressive-preschool-awards.co.uk or email Rob Willis on robw@max-publishing.co.uk to register interest early.

Join industry peers across manufacturing, licensing, supply and retail for a day of celebration for the preschool sector in a glorious setting.

“We are absolutely delighted to have won Best Multiple Retailer. It’s such a great feeling to win, especially within such a strongly represented retail category.”

Claire Loxley, head of buying & product development for toys, Mothercare.

“It’s been a brillaint year for our Play-Doh range, so to hear our name announced in the Best Toy Category was the icing on the cake. It’s great to win an award that is so well respected in the industry, and it’s been a fantastic event from start to finish.

Nikki Samuels, director, Sambro.

For ticket information Please contact Clare Davies, Createvents Ltd: T: 01183 340085 E: clare@createvents.co.uk W: createvents.co.uk

www.progressive-preschool-awards.co.uk

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The Retail Award Categories • • • • • • • • • •

Best Supermarket Retailer Best Multiple Retailer Best Mixed Retailer Best Department Store Retailer Best Online Retailer Best Retail Initiative Best Independent Toy Retailer Best Independent Apparel Retailer Best Independent Gift Retailer Best Independent Nursery Retailer

The Product Award Categories • • • • • • • • •

Best Preschool Essentials Range Best Preschool Reading or Writing Range Best Preschool Outdoor Range Best Preschool Home or Furniture Range Best Preschool Mobility Range Best Preschool Apparel or Accessories Range Best Preschool Toy or Games Range Best Preschool Gift Range The Innovation Award

The Special Awards • • •

The Marketing Award The Outstanding Achievement Award Best Wholesaler or Distributor Award 2016 Sponsors include

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MEDI A WATCH

IN THE

Public Eye In Media Watch, Progressive Preschool takes a look at the consumer press and social media to see what parents will be hunting down at retail over the summer months.

Client: S,urce: Date: Page: Reach: Size: Value:

Silver Cr-ss Yell-w News Smallish (Main) 01 June 2016 84 50000 304cm2 604.96

JULY 2016

è

Making It Easy

Travel Light

The June/July issue of brand new parenting publication Project Baby rated a number of Happy Mummy lines in its product review section. The versatile baby-friendly sports bottle Squeasy Sport was awarded four gold stars, while the popular Elephant Ears pillow scored equally high.

A contemporary parenting and lifestyle read for modern parents, the June issue of Smallish magazine highlighted the Silver Cross Zest, pointing out that the very low weight and compact frame makes it perfect for families looking to take a lightweight buggy on their holiday.

Back Up The May issue of Mother and Baby magazine featured the newest back carrier from Close Parent, the Caboo DXgo. Described as ‘the perfect backup for when your little adventurer’s legs get tired’, the magazine was impressed with the lightweight material and compact size.

n

Take A Seat The June issue of House Beautiful magazine showcased the Saplings toddler desk and chair set in a feature on children’s rooms. The super stylish set was described as ‘perfect for infants’, with its versatility and good looks making it a popular choice.

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n news s VERSION

toys

news

REPRO OP

Highchair Entertainment SUBS ART

Keeping your baby entertained at mealtimes is easy with this colourful toy which easily attaches to highchairs or table tops. Great fun to play with as it’s totally bendy and each segment spins around with lots of colours, patterns and sounds. Freddie the Firefly Highchair Toy £15.99 lamaze.com

Kick it!

BYO Beach hOuse

Ukick is a cross between badminton and football and the aim is to keep the toy off the ground for as long as you can!

Small enough to fit in your pocket for outings to the park or beach.

Wicked Ukick comes in three bright colours, £8 wickedmania.com

PRODUCTION

We’ve fallen in love with this fabulous beach house, beautifully appliqued and embroidered with buckets and spades and a sail boat. Perfect for imaginative play or sheltering from the sun (here’s hoping!) Each house comes in small £200 or large £235 wingreen.co.uk

New Kid on the Beach Quite simply you need one of these! This Quut spade is extremely versatile and even comes with a detachable sand/water sifter.

Can be used on the beach, in the garden and snow. Scoppi Spade £17 cheekyrascals.co.uk

CLIENT

ReTRo RidiNg! BaBY BingO Expecting again? Prepare your toddler for the new arrival by teaching them all about the new baby by playing this cute Baby Lotto memory game. New Baby Lotto age 2+ £9.50 orchardtoys.com

These wooden retro ride-on toys from GLTC are super cool. Scoot around the piazza before stopping off for gelati. Available in red or pink. Suitable from 12 months.

Jamm Scoot Ride On £56

gltc.co.uk

Magnetic Play Play, learn and create with this fantastic new toy, which encourages spatial awareness and introduces the principles of geometry. each set contains different shapes from triangles and squares to rhomboids that connect using built-in magnets to create 3D shapes. Build anything from a house to a flower or even Tyrannosaurus Rex! Lots of different sets to choose from. Magformers sets age 3+ from £14.99 magformers.co.uk

Puzzle Time Brighten up rainy days this summer with this gorgeous butterfly jigsaw puzzle in sumptuous summery colours. Butterfly Kaleidoscope £29 wentworthpuzzles.com

Aim, Shoot, Fire!

Summer fun is all about being outdoors and nothing beats playing with water. Fire your water pistol at the five balls to earn points.

Djeco Aqua Pop £11.90 trotters.co.uk

angelsandurchins.co.uk 77

BLACK YELLOW MAGENTA CYAN

Toy NEWS

MEDI A WATCH

Firefly Friend

School Ready

The ever-popular Freddie the Firefly buggy toy from Lamaze (Tomy) has been seen making an appearance in other nursery and toy areas over recent months, such as this suctionbased highchair entertainent toy which featured in the summer 2016 issue of Angels and Urchins magazine.

Kids’ educational and tech brand LeapFrog was included in the Mrs. Crunch section of The Sun, featuring the announcement of its partnership with Channel Mum to produce a series of videos designed to help parents prepare their children for going to school.

Bells And Whistles

Breast Friends

Influential celebrity mum of two Giovanna Fletcher (wife to McFly’s Tom Fletcher) posted a photo on Instagram of several of Hallilit’s musical toys with the caption ‘music time’. The post received over 13,000 likes and some great feedback from her followers.

Breastfeeding brand Medela has received the stamp of approval from three separate high-profile mums via the power of social media.

Giovanna Fletcher, Izzy Judd and Emma Willis have all been sharing their love for the brand with a combined total of 2.5 million followers.

91ANU1602197.pgs 24.05.2016 12:02

JULY 2016

Who’s Who?

The PR companies, distributors and suppliers featured in this issue of Media Watch are: Butterfly Consultancy (Happy Mummy), Neat PR (Silver Cross), Close Parent, Sally Meredith PR (Saplings, Hallilit), Mason Williams (Lamaze, Tomy), Threepipe PR (LeapFrog), Bump PR (Medela, Frugi).

Summer Threads The summer issue of B Baby focused its fashion lens on nature-inspired pieces for tots, including a fab insect-and-rainbow themed hat from Frugi. Meanwhile, the July issue of Baby London went on a rainbow trip, choosing a bright hoody with motif from the ethical clothing brand.

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This pretty-in-pink Love Minnie and delicate grey Winnie the Pooh Dreams and Wishes collections are perfect for families with Minnie Mouse or Winnie The Pooh in mind, and features adorable illustrations of Minnie or Winnie, co-ordinated delightfully throughout all items in the sets.

Matching bedding

Beautifully designed and built to last, the furniture sets include a cot bed, under drawer, closed changing unit and spacious double wardrobe, all packed full of convenient storage solutions to give parents a much needed helping hand in organising baby’s room.

Matching bedding

ÂŽ

www.obabytrade.co.uk 01652 641491

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I N DU ST RY I N S I G H TS

NURSERY CROSSES

THE £1BILLION MARK

“

A

s the UK’s peak birth season kicks off, the latest figures from GfK show that the value of the nursery industry has crossed the £1bn mark in the past year.

According to GfK’s newly launched nursery category report (which accounts for sales from 90% of UK retailers selling nursery products, excluding softlines, food and FMCG products), the size of the nursery market in the last 12 months has grown to £903m.

The in-depth report covers an extensive range of nursery lines including feeding, furniture and linen; including detailed sub-category splits with items such as cot bumpers, bed linen, towels and mattress protectors falling under the latter category.

While the overall volume growth outpaced value growth in April, products like sterilisers and bottle warmers, teethers and soothers, thermometers and bath towels all continue to drive value growth.”

Above: Almost half of the baby monitor market (by value) is purchased online.

Below: Bed sheets come under the wideranging ‘linen’ category.

As one of the world’s largest market research companies, GfK offers retailers and suppliers valuable insight into the way people live, think and shop. Here, nursery account manager Tullika Bhalla takes a look at the latest figures and market trends from the first half of 2016. benefit from the launch of more and more additional iSize models. It is also interesting to note that £3 out of every £4 is spent on backless booster seats, and that convertible booster seats have grown at an exponential rate in the last 12 months.”

Baby Transportation

Baby Feeding

“While the overall baby transportation sector saw a volume decline throughout April 2016, a 6% price increase is driving value growth in the sector. In the last twelve months, price increases in the wheeled goods market have supported the increasing value growth across the many various types of strollers.

Conversely, 2-in-1 and 3-in-1 travel systems have seen marginal declines. “Instead, travel system compatible strollers as well as separate frames and attachments are gaining in popularity with consumers.

Within the car seat sector, ‘from birth’ car seats have started to see the

“Soothers and baby tableware are the standout performers in this sector, and have been outpacing other subcategories in the feeding market.

Sales of breast pumps, healing creams and breast pads have all declined over the last 12 months, even though there is evidence that consumers are becoming pre-disposed to buying premium, highcost products.”

Below: GfK’s nursery category report accounts for sales from 90% of UK retailers.

Online Offers “Online sales in nursery enjoy the advantage of a polarised purchasing climate. On the one hand, consumers want to hunt for bargains on big ticket items such as strollers and furniture, while on the other hand they are using the internet for ‘basics’ shopping for replacement commoditised goods like breast pads, nappy liners and creams.

Annually, just under a third (by value) of all baby and nursery goods are bought via an internet or online transaction. Some products, such as baby monitors, see up to half their overall market value attributed through this route to market.”

Premium Pricing “While the nursery sector continues to grow, there are categories where growth has slowed, especially in volume terms.

This could be an indication to the suppliers that premium pricing may not be a long-term driver of value growth across certain sectors.”

PROGRES SIVE PRESCHOOL

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Best Baby and Toddler Gear 2016 by

SHORTLISTED

360° Dreamer Rocker Switch from sitting to sleeping, and a unique swivel base

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01692 408802 nursery@east-coast.co.uk eastcoastnursery.co.uk

Introducing the first and only wearable audio monitor.

For more information contact us on 01442 505 000 www.summerinfant.co.uk

Wearable Digital Audio Monitor

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FEEDB ACK

Inset: Held at The Majestic in Harrogate, the 2016 show was a huge success.

“FEEDBACK”

Indie Winners

This year’s Toymaster show at The Majestic Hotel in Harrogate was another major success across the board. PPS caught up with some of the companies showcasing their lines to the visiting retailers, asking how the three days was for them and to get their show highlights.

Lauren Shipman group brand manager, Posh Paws

“

The Toymaster show was really good this year; in terms of sales it was on par with the 2015 show.

There is always a great atmosphere at Toymaster and it is a great opportunity for us and our sales agents to show our latest product off to independent business

owners and buyers.

It has led to extra business for us, as we have opened up a number of new accounts and also grown our business with a few of our existing customers who are seeing success in our Disney plush and backpack ranges.

The highlight is really the people factor; there is always a buzz about the Toymaster show and it gives you the opportunity to get to know your independent customers on a more personal level.

”

Above: Lauren said that Posh Paws opened a number of new accounts.

Roger Martin owner, Coiledspring

“

It was another excellent show.

It is well organised, well thought through and I’m always impressed by how smoothly the whole thing runs.

There was really good attendance this year – more visitors than I have previously seen, so we were very, very pleased.

It will absolutely lead to extra business – it was our best show yet. Many orders were placed by our existing customers who were really impressed with Wrebbit 3D’s Hogwarts Express. We were delighted to introduce so many new customers to our range.

The highlight was having the chance to mingle with our retailers – in Christmas jumpers, in May.

”

Above: It was the best show yet for Coiledspring’s Roger Martin. Left: The Christmas theme of this year’s show was evident, with great displays of product and decorations.

 PROGRES SIVE PRESCHOOL

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For a worry free night for everyone

Soft, breathable, waterproof bed protectors www.hippychick.com 01278 434440

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FEEDB ACK



Nadim Laperouse managing director, Wow Toys

Graham Canning sales director, VTech

“

The Toymaster show was very good to us; it enabled us to interact with the members and showcase improved samples of new lines from what was shown at London Toy Fair.

We saw the vast majority of retailers and it will help to achieve what we set out for. The Christmas party in May was a highlight… still getting my head around that one.

For me it was a really good show and “ just like they should be. Lots of buyers

coming and lots of buying being done.

Why aren’t all shows like this? Can we do this show twice a year please, like in many other countries where the equivalent of Toymaster exists? It really makes commercial sense.

We were pleased with the number of retailers we saw, both Toymaster members and non-members, and opened several new retail accounts. The members loved the deal on offer at the show and it was a real success, with so many buyers signing up. Knowing that the deal was so well received was definitely the highlight of the show.

”

”

Above: Showcasing improved samples to retailers was key for VTech’s Graham.

Above: Wow Toys’ Nadim would have the show twice a year if he could.

Jon Ward national account manager, Trends UK Toymaster “ was well

organised as usual and overall a positive show; our current ranges appeal to many Toymaster members. I was pleased with the amount of retailers I saw and most members placed orders on the day.

I would like to think it will lead to extra business and, hopefully, Trends is now firmly on the radar for every Toymaster member.

”

Ali Brown marketing manager, Orchard Toys Toymaster was a fantastic “ show for us this year. We always

enjoy coming back to the show year upon year as it has such a friendly, community atmosphere among both retailers and stockists.

We saw lots of customers and our stand had a heavy flow of visitors throughout the duration of the show. It was also great to introduce so many new faces to both our new and classic educational ranges. The highlight of the show for us was the launch of our new mini games range, which was particularly well received and is already proving to be a very popular addition to our range.

”

Above right: Orchard Toys launched its new mini games range at the show.

Above: Toymaster helped put Trends on the radar with its members, says Jon.

Frank Loughlin key account manager, Ty UK Clive Wooster business partner, Geomag

“

It was an excellent show with great organisation.

Buyers were present and seemed ready to order.

We opened a number of new accounts and had opening orders from three significant chains. Orders have shipped already and we have many new accounts preparing orders.

”

Above: Geomag’s Clive believes Toymaster is an excellent show.

“

As always, the Toymaster show was great fun and a profitable show. Every year the guys do a great job with the show and the after parties. We got to see all the customers we wanted and also opened up some new accounts. My highlight of the show was really just catching up with old friends and making new ones after a good day’s work on the stand.

”

Left: Frank Loughlin (left) pictured with key account manager Chris Olner (centre) and Ty UK agent Stuart Harris (right).

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COLU MN I ST

ASK LUCY

Dr

THE IMPORTANCE OF A BALANCED PLAY DIET In the second Fundamentally Children column for Progressive Preschool Lucy Moody explains how the child-focused organisation is encouraging consumers back to the high street by enhancing the shopping experience.

Lucy Moody is head of retail relations at Fundamentally Children, an organisation dedicated to helping children develop skills through play. www.fundamentallychildren.com

“

T

he race to the bottom in the pricing war clearly isn’t working.

With online competition growing rapidly, it is time for high street retailers to provide consumers with something different – something that the online stores can’t compete with – if they are to draw consumers back to the shops.

Traditional bricks and mortar retailers have the perfect opportunity to offer customers an enhanced shopping experience, w ith the opportunity for customers to ‘try before they buy’ and sales staff acting as invaluable ‘real people’ from whom parents can ask advice.

The Fundamentally Children play days have shown that consumers enjoy the hands-on ‘try before you buy’ approach, and engaging with our independent experts helps parents looking to make informed buying decisions and ultimately increases satisfaction with the purchase.

“I find it so hard to buy for my grand-daughter, there is so much choice now,” commented Pauline Smith, grandmother to Molly (aged three), at one such event. “I have found your advice really helpful and having experienced [this toy] for myself, I know

Molly will love [her Christmas present].”

Packaging is important but it’s the play value that really builds a brand’s reputation. Some products are easier than others to communicate through packaging and traditional marketing, but many only really come into their own when you see children playing with the toy.

Over the past few years I have learnt just how important a balanced play diet is for promoting a healthy childhood and how toys

and games can be used to really enhance a child’s development. I have also witnessed the huge demand from parents and grandparents for independent, expert advice and support.

It is important to recognise that quite often, this saturated market aimed at children is daunting to those outside the industry and consumers want to receive information from someone who knows what they are talking about and can help them make informed choices.

Research has shown that having independent, expert commentary has

CONSUMER FEEDBACK “We have really enjoyed the session here at John Lewis, it is great to see stores allowing shoppers to interact with products and we would definitely attend another event like this!”

Rachel Parker, mother of two boys, commenting on a recent Play Day event.

proven to increase favourability ratings on every scale, in comparison to a person or business blowing their own trumpet, and is second only to recommendation from a friend or family member.*

EXPERT FEEDBACK “Parents at our play days really value the independent advice from someone they can trust, and who, most importantly isn’t trying to sell them anything.”

Dr. Amanda Gummer, child psychologist and founder of Fundamentally Children.

In her role as Fundamentally Children founder, Dr Amanda Gummer has become a regular face in the media. Parents know her, they relate to her work and value her independent expertise on child development, play and the challenges facing families in today’s world.

Finally, it’s not just customers that benefit from the fun and interactive play day sessions. While consumers enjoy interacting with the products F u nda menta l ly C h i ld ren a re demonstrating and engaging with the experts, stores also see huge benefits.

“The day you were in we saw an 8.1% increase on sales,” commented Mark Kelly, from the Cambridge branch of John Lewis following a recent play day, “which was well above the average for the week.”

Surely this kind of experiential marketing is a perfect example of how retailers can stand out of the crowd, offer consumers something that the internet can’t and draw people back into their stores. * Pfeffer, Fong, Cialdini and Portnay (2006) Above left: Seeing the way children play is often helpful for parents and carers. Above right: Letting little hands test out new toys is invaluable.

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TA LKI N G TO. . . S P I N MA ST ER

▶ NEW LOOK NODDY

Right: The Air Patroller is a recent introduction to the Paw Patrol range.

Roll On A

To paraphrase Ryder, Paw Patrol is certainly on a roll at the moment. Its arrival was Spin Master’s most significant entry into the preschool market, and its popularity is showing no signs of waning.

With its range now up to 35 items, PPS catches up with Phil Hooper, commercial director of marketing, to find out what we can expect going forward.

S

ince its introduction into the toy space in December 2014, Spin Master’s Paw Patrol line has continued to go from strength to strength, more than echoing the TV success being enjoyed by the Nickelodeon brand.

Indeed, Paw Patrol is now the UK’s top preschool property (NPD EPoS YTD May 2016) and was the most successful new property in the market last year. Spin Master currently has six items in the top 50 toys (NPD EPoS YTD May 2016), with its range now up 35 items including its arts and crafts and junior construction ranges.

“To become a key player in such a major category in a relatively short period of time is a considerable achievement,” Phil Hooper, commercial director of marketing at Spin Master,

Right: Toys are available for each character, including this Rocket Ship for Skye.

tells PPS. “Key products in the line include the Vehicle with Pup, which is available in all of the key characters; the Action Pack Pup, which features a transforming backpack; the iconic Lookout Play-set; and the lower price point Racers.”

Spin Master recently introduced the Air Rescue themed Air Patroller and Air Rescue Pups with activity at retail, and will be supporting them with TV advertising and pre-roll in the coming months.

The range will be further bolstered with the new Roll Patrol segment – which builds on the popularity of the Racers and features three interconnecting track sets which build into a full Adventure Bay. The first Paw Patrol character will also join Spin Master’s Zoomer line, with Zoomer

Spin Master is also the master toy licensee for DreamWorks’ Noddy, Toyland Detective, which is already delivering strong ratings on Milkshake. The new look classic character will welcome a wide range of products, which are due to hit retail shelves in mid-July.

These include Basic Figures, Racers and three sizes of plush.

Highlights from the Noddy toy range include the Remote Control Car and Noddy’s House play-set.

Both will be supported with TV and digital campaigns from Spin Master.

“We will continue to add to our preschool portfolio with the right incremental brands,” comments Phil.

Left: “Paw Patrol has a great mix of preschool essentials” says Spin Master’s Phil Hooper.

Marshall being its first robotic dog for preschoolers.

So with new brands often finding it difficult to break through at retail, what has been the secret to Paw Patrol’s success?

Phil explains: “Paw Patrol has a great mix of preschool essentials and, unlike many preschool properties, appeals equally to both genders. In addition to strong scripting, we have an unbeatable duo of programming with Nick Jr and Milkshake in the UK. “We entered the preschool market at a time when the trade was looking for something new and these lovable pups have really resonated with preschoolers and parents alike.”

Keeping Paw Patrol at the top of the preschool listings is now Spin Master’s main aim, and with the strong pipeline of product and programming coming through, you certainly wouldn’t bet against it.

“Right now, we’re working hard to ensure Paw Patrol remains the top preschool character property, which it became in April,” says Phil. “We’re managing it as a long-term property with fresh content and themes. Series three is now on air on Nick Jr and is due to hit Milkshake later this year, series four is already in production and series five is in development.”

PROGRES SIVE PRESCHOOL

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UK’s No.1 infant plush brand*

Sparking little triumphs New No.1 other infant toy (NPD)*

New

Created with child development experts

Voted favourite infant sensory toy brand**

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Marketing Support Celebrity ambassador Parenting media partnership Digital display Social media Direct marketing In-store activation

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S OF T TOYS A N D COMFORT ER S

A Softer

Side

A mainstay of any preschool retailers’ offering, the soft toy sector is booming – from traditional plush and interactive toys, through to coordinated nursery ranges and classic characters, there’s something for everyone. PPS talks to a mix of suppliers about their softer sides.

O

ne of the most popular gifts for a newborn baby is a soft toy, which can remain a constant companion through the toddler years, school days and beyond. It’s no surprise then, that the soft toy and comforter sector is booming. From traditional plush through to ‘touchy-feely’ toys and even coordinated nursery ranges featuring popular licences, there is a plethora of product available for retailers and consumers to choose from.

“The character soft toy industry is our core business and it is doing

▶ PUPPET MASTERS

While its main focus remains on puppets, The Puppet Company also has a soft spot for plush.

“We try and keep a fresh range of soft toys available,” said Peter Lockey, director of The Puppet Company. “Our latest additions include the Wilberry Wildlife and Wilberry Woodland collections, which have proved to be really popular and well received. Sales have consistently increased as more and more of our customers hear about them.”

exceptionally well,” said Suzie Howes, head of marketing and licensing at Rainbow Designs.

Rainbow Designs’ current top sellers include the Peter Rabbit Nursery Collection – in particular My First Peter and My First

Current best sellers include Lop Eared Bunny, Wilberry Hedgehog and Wilberry Wolf. Meanwhile, a collection of dressed animal puppets is due to arrive in September, alongside a large reptiles collection, including an iguana, crocodile and chameleon.

“I think parents are realising the importance of ensuring their child includes traditional and creative play in their childhood,” continued Peter.

“Puppets are absolutely perfect for this.”

Left: This large crocodile plush is one of The Puppet Company’s new launches.

Top: Peppa Pig for Baby is one of Rainbow Designs top sellers. Above: Golden Bear’s new Sleep Tight All Night range includes a mix of licensed and generic characters.

Flopsy – as well as Peppa Pig and Guess How Much I Love You. Due to launch this summer is the My First Thomas and Friends nursery collection, which features a comfort blanket, Tummy Time activity playmat and a feature plush. The Snowman and the Snowdog My 1st Christmas range follows later in the year, while the Talk to Me Paddington is perfect for older preschoolers.

“Licences play an important part in the nursery and preschool sectors,” said Suzie. “Classic brands provide reassurance and offer values that customers trust.”

Golden Bear and Posh Paws have also been enjoying success with the preschool licences in their portfolios.

“In the preschool space, Lion Guard PROGRES SIVE PRESCHOOL

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Squeaker Toys

Dreamland isn’t far away with My First Forever Friends

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Inset: Silvercloud Trading has enjoyed positive pre-orders for its Made with Love collection.

S OF T TOYS A N D COMFORT ER S The company is also excited by the launch of its own IP, Sleep Tight All Night, in autumn/winter 2016.

“Combining the benefit of a child sleeping aid system – which trains children when to sleep and when it’s time to get up – with a soft play daytime toy, the product has been developed in-house following extensive research into the effects of coloured lights on sleeping

Right: Classic characters prove popular in Posh Paws’ baby and infant range.



is a real high performer,” said Lauren Shipman, group brand manager at Posh Paws. “On the baby and infant side it is our classic character ranges that hit the top spots; Winnie the Pooh is creating a real stir and our Dumbo and Mickey and Minnie collections also remain key properties.”

Looking ahead to 2017, Posh Paws will launch soft toys for Mickey Mouse Clubhouse Roadster Racers, while it has also been working on a new offering for its Disney Baby plush collection.

“The new range has been designed to include key developmental themes for babies from birth to 24 months, and each element encourages learning through play,” continued Lauren.

For Golden Bear – which is the number one manufacturer of plush in the UK and the number one manufacturer in licensed plush (NPD, full year 2015) - its Run-along Twirlywoos have performed well, while In the Night Garden continues to grow, with a dedicated baby range due to arrive for spring/summer 2017.

Right: Cheeky Chompers is seeing many customers buying matching Neckerchews and comforters for their babies or as gifts.

patterns,” Katherine Pierce, senior licensing and marketing manager at Golden Bear, explained to PPS. Good high-quality generic soft toy and comforter ranges are also in demand, with Silvercloud reporting fantastic pre-orders for its Made with Love range.

“The Teddy Bear with muslin comforter and the Counting Sheep Activity Spiral are proving to be favourites already,” said director Anna Wilkinson. “They’re both versatile products and the supersoft fabrics and cute characters make them irresistible.”

“Customers want products with longevity, whether they’re buying for their own baby or as a gift,” she continued. “There’s a growing

demand for gender neutral toys, even in the infant market.”

For Cheeky Chompers, sales of its attachable teething comforter, the Comfortchew, have grown significantly in the past 12 months.

The product brings together four baby essentials: a comforter, the feel of their favourite teddy, teether and sensory tags.

In addition, the company has just launched a new licensed fabric design with Tiny Tatty Teddy, Denim Day, which is proving popular.

“We see that many of our customers are buying matching Neckerchews and comforters for their babies or as lovely gifts, and design is very important in their choice of style,” explained director Julie Wilson.”We really like to design our own fabrics, but the combination of licensed designs is good to offer.”

Soft toys are one of the cornerstones of the toy market and, with the amount of new products and innovation in the sector, it is one which is sure to only grow in importance to retailers going forward.

URSERY RHYME ▶ NFAVOURITES Better-known for its electronic and tech toys, KD UK’s first ever plush range is launching this summer, focused on preschool YouTube hit, Little Baby Bum. A number of soft toys will be based on programmes from the educational channel – there will be six characters to collect including Mia, Twinkle Star, with each featuring four different nursery rhymes.

“The plush category is complementary to the KD group portfolio and creates an exciting opportunity to expand,” explained KD UK md Seth Bishop. “Little Baby Bum offers the consumer an evergreen feel with the functionality of the nursery rhymes, which in our experience is often a key element in developing a successful range.”

Above: The new Little Baby Bum musical plush range will be available from August.

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®

The hugely popular Squeakaboos! & Ringalings Now in 4 stunning Gift Sets

New Rattle & Teether

Solid board gift box

Fiesta Crafts Ltd - 121 Brooker Road, Waltham Abbey. EN9 1JH

Tel: 020 8804 0563 www.fiestacrafts.co.uk

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WHAT’S NEW SOFT TOYS AND COMFORTERS New products in the soft toy and comforter sector.

CHEEKY CHOMPERS

GOLDEN BEAR

Cheeky Chompers’ gorgeous Tiny Tatty Teddy denim design is flying off the shelves. Available in Neckerchew and Comfortchew, it makes the perfect gift for any baby. A new branded point of sale is also now available to showcase its cheeky innovative products.

Tel: 0131 440 8370 www.cheekychompers.com

Sleep Tight All Night combines the benefit of a child sleeping aid system - which trains children when to sleep and when it’s time to get up - with a soft play daytime toy. Developed in house following extensive research into the effects of coloured lights on sleeping patterns, it has been designed to aid the transition from cot to bed.

Tel: 01952 608308 www.goldenbeartoys.com

CUDDLE MATES New to the UK, Cuddle Mates are a pillow and friend in one. Babies grow up with Cuddle Mates.

They are perfect for tummy time exercises and used as a wedge or prop. As they approach their first birthday, babies simply love wrapping both their arms and legs around a Cuddle Mate for the most comfortable night’s sleep. Cuddle Mates are recommended by Lisa Clegg, author of The Blissful Baby Expert and The Blissful Toddler Expert as a product that helps little children develop good sleep habits.

Tel: 07463 222233 www.cuddlemates.co.uk

RAINBOW DESIGNS FIESTA CRAFTS Squeakaboos soft rattles and Ringalings soft play rings are now available stylishly packed in a sturdy gift box. Available as giraffes, monkeys, cats and dogs and presented with a silky ribbon to keep them positioned. These two types of products individually have found great international success thanks to their multiple functions – squeak,crinkle,rattle and teething rings. Now, for the first time, they are brought together in a gift box to create the ideal baby gift.

Tel: 020 8804 0563 www.fiestacrafts.co.uk

KD UK KD UK is very excited to be introducing its new range of Little Baby Bum plush characters that are based on programmes from the number one education channel on YouTube. The electronic plush will feature four nursery rhymes each, with six characters to collect including Mia, Twinkle Star and other favourites from the hit channel.

Tel: 01727 827194 www.kdplanet.com/uk

Rainbow Designs has a plethora of exciting new soft toys and comforters in its collections this year including a complete new and exciting range launching this summer: My First Thomas & Friends Nursery Collection alongside a host of exciting new additions to existing ranges. The leading iconic preschool brand Thomas & Friends will now feature as a range of cute soft toys including chime ball, activity cube and a cute plush My First Thomas.

Tel: 01329 227 300 Www.rainbowdesigns.co.uk

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made in the uk

Cuddle and chew I’m attached to you

Join us at

Chewable Comforting Stimulating Attached Washable

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WHAT’S NEW SOFT TOYS AND COMFORTERS New products in the soft toy and comforter sector.

P OSH PAWS From the roarsome Disney Junior series The Lion Guard, meet Kion the young son of Simba and Nala. Kion courageously protects the Pride Lands with his carefully selected team of characters. All fans can re-enact scenes from hit series at home or take this cuddly toy to bed to protect them as they sleep.

LAMAZE BY TOMY New for autumn/winter is the Symphony Oscar, a soft plush penguin that babies and parents can engage with as they squeeze Oscar’s tummy to hear his musical tunes – each squeeze adds a new instrument to the symphony.

As infants develop they will be able to explore Oscar’s other instrument sounds, as well as the rattle and squeaker under his wings and his crinkling waistcoat.

Tel: 01392 281928 www.uk.tomy.com

Tel: 01268 567317 www.poshpawsinternational. co.uk

CUSKI Cuski is the original baby comforter and is the only baby comforter used and approved by the NHS. It has been stylishly designed to soothe and reassure babies all over the world. Parent sleeps with Cuski to transfer all their baby comforting scents to its special super-soft absorbent material and once given to baby its recreates the naturally safe secure environment of being close to parent.

Tel: 01829 771825 www.cuski.com

cuddlemates.co.uk Cuddle Mates® are a pillow and friend in one.

Perfect for ‘tummy time’ exercises and used as a wedge or prop. Cuddle Mates help little kids sleep better.

Helping little children develop good sleeping habits.

Recommended by Lisa Clegg Author of The Blissful Baby Expert & The Blissful Toddler Expert

No MOQs + Free Delivery (on all orders)

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SPOTLIGHT ON . . . HOME & GIFT BUYERS’S FESTIVAL Inset: Canandian Pehr’s Petit Pehr from S-c Brands.

The

Home & Gift, Harrogate, which has been given a new tag line this year, the Buyers’ Festival, will be taking place from July 17-20, showcasing 150 new suppliers and thousands of new product launches.

So what’s being unveiled on the preschool front?

Buyers’ Festival

A

lthough the sun will hopefully be shining on Home & Gift, taking place in Harrogate this month, buyers’ thoughts are already turning to autumn/winter, with the run up to Christmas very much in mind.

Among the 850 exhibitors at the show will be S-c Brands, (formerly Scandi-Chic), which will be bringing two new brands to the show this year Canadian brand Pehr, with its Petit Pehr range - as well as the Australian brand Love Mae, children’s tableware products made from waste products

Right: Nature’s Purest My First Friend range saw phase 2 launched in February this year. Phase 1 was launched at last year’s Home & Gift. The company is currently celebrating its 10th anniversary.

Below: Lesser & Pavey’s new Mad Dots baby boy collection.

of the bamboo process.

“Bamboo really is the major trend in tableware, and we are delighted to have such a great brand joining our portfolio,” said owner Fiona Walker. “Meanwhile, our traditional brand partner, Albetta, has focused its energies on both crochet booties and toys along with a fantastic range of soft toys which we have called Forget Me Now Friends.”

Nature’s Purest will be previewing two new ranges which will be available to pre-order ahead of the launch in September. “Using our signature organicallygrown naturally coloured cotton in shades of cream, with zingy orange printed highlights, the Woodland Friends range includes plush toys, muslins, comforters, teething toys, bodysuits and bibs, all beautifully presented in brand new printed recycled card gift packaging,” explained Charlotte Double, UK wholesale account manager.

“The new Pom Pom Knits add yet more luxurious knitwear to our existing ranges,” she continued.

“Using cream organic cotton in a modern chunky knit, Nature’s Purest is presenting new blankets, jumpers, cardigans, hats, mitts and bootees all featuring pom pom edging, gift boxed in brown recycled

Above: Australian Love Mae bamboo set from S-c Brands.

card with a hand-tied bow.”

Elsewhere at the show, a new range from Lesser & Pavey sets out to capture all the joy of a new arrival. “The range endeavours to embrace all tastes with the Mad Dots theme, as people can be dotty about newborn babies,” said md Julian Hunt. “The lettering features luxury gold to illustrate that each item is of superb quality while offering value for money, which is also important, as a new youngster can be an expensive time. In addition, our newborn baby ranges offer quality at affordable prices, depicting a teddy bear, a giraffe or dots.”

“The Home & Gifts Buyers’ Festival truly represents the spirit of the show, the first in the second season of the year,” commented show director Cleere Scamell. “We are always looking at ways to make life at the show easier for everyone, so building on the easier layout introduced last year, we are adding another entrance point adjacent to the ever popular Design Point campus, creating the easiest-ever arrival experience.”

With plenty of preschool products at the show, the show should be child’s play for buyers!

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The Puppet Company

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We are a UK based Design & Wholesale company supplying over 1000 high quality puppets of all shapes and sizes! Have a puppet - Have fun!

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WHAT’S NEW HARROGATE New preschool products at the Home & Gift Buyers’ Festival.

NATURES PUREST Introducing Woodland Friends, the brand new range from Natures Purest.

This lovely collection still uses its signature cream and brown organically grown naturally coloured cotton, but with accents of orange to give it a zingy lift. Featuring gorgeous new friendly characters, owl, mouse and hedgehog.

Stand DP2-21 Tel: 0116 279 2961 www.naturespurest.co.uk

HIPPYCHICK

CHURCHILL CHINA Welcome to the wonderful world of Little Rhymes. A British brand brimming with fables and fairy tales, perfect for all ages. Allow playful gifts to become a friendly teacher bringing story telling to the table. The Little Rhymes collection includes China gifts, melamine set, room decorations and collectible money boxes.

These charming little characters combined with an explosion of colour create beautiful keepsakes that families can cherish forever.

Stand M26 Tel: 01782 524333 www.littlerhymes.co.uk

PEEL & SARDINE

Hippychick returns to Home and Gift this year to showcase its carefully curated portfolio of toys. Firm favourites Wheelybugs and Happy Hopperz will be there, along with innovative den building kits from Pl-ug, bright and brilliant Boikido and soft and snuggly Nattou.

Stand DP2-24 Tel: 01278 434440 www.hippychick.com

peel & sardine is launching eight new square Pretty Wild Keepsake tins at Harrogate Home & Gift. These new designs, created exclusively for them

by Sally Payne, will compliment the Pretty Wild greetings card, soft-back notebook and hardback lockable journals released earlier this year. Also available for the show will be six new Pretty Wild boxed notelets.

Stand DP1-111 Tel: 01664 464 009 www.peelcards.co.uk

THE PUPPET COMPANY Passionate about the magic of puppetry, The Puppet Company team will be exhibiting its extensive collection of over 750 puppets and showcasing lots of new lines. Visit its stand to take a look at the all new full bodied animal puppets, which include a gorgeous black bear, the highly anticipated baby dinosaur collection, which is suitable from birth and includes a T-Rex, Triceratops and Stegosaurus, the all new Seaside Finger Puppets featuring a Crab, Tang Fish and Seagull.

Stand DP1-97 Tel: 01462 446040 www.thepuppetcompany.com

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T HE R EI N VE N T I ON OF B LU E B OX TOYS Inset: Leon the chameleon is the award-winning star of Bkids new sensory range.

A New GENERATION

B

ased in Hong Kong, Blue Box has spent the last 60 years quietly getting on with the business of producing and selling millions of toys each year.

The driving force behind a number of successful toy brands, the company specialises in designing and producing a wide range of popular products geared towards young children. The team (David Chan, ceo; Alex Chan, coo; Andre Delore, head of Infantino Bkids Europe and Gary Wood, country manager UK and Ireland) is keen to explain how the business is changing and to outline their plans to grow popular brands Bkids and Infantino throughout UK and Europe.

Below: The Colour Change Light Up Pal is one of the new lines from Infantino.

Currently, Blue Box is one of the most well-known toy businesses in Hong Kong, working across three key sectors of the toy and nursery industry; private label, contract manufacturing and its own brands. “We are well-known for being experts in high-quality product and innovation,” explained David, “and we have been successful across the preschool market for years. We wanted to capitalise on that investment and take some of the control back for ourselves.”

Bkids is Blue Box’s dedicated preschool and toddler toy brand, which launched into the UK market back in 2010. The more recent acquisition of established US baby product company Infantino – with the goal of expanding the company’s expertise

▶ USE YOUR SENSES

The new sensory range from Bkids is a multi-textured approach to preschool and toddler toys. It will launch with 13 innovative new lines retailing from £3.99 right through to £49.99. Leon the chameleon is already an awardwinner, while a clever combination of modern tech and traditional values offer a fully rounded play experience for the child.

46

The biggest brand you’ve never heard of. The driving forces behind Blue Box Toys tell PPS why the time has come for the company to start making a name for itself.

Above: (l - r) Thierry Haton, European supplier chain manager; David Chan, ceo; Andre Delore, European general manager; Alex Chan, coo and Gary Wood, country manger UK & Ireland.

beyond toys and across the nursery sector – has proven to be the catalyst for the changing business model.

“We want people to know who Blue Box are,” David continued.

“We want to continue to build and invest in our brands and Bkids and Infantino complement one another perfectly in that regard.”

In the past year the company has made a number of dramatic changes to the way it does business, focusing on the individual domestic needs of each country and the way each particular market operates. At a European level this means that Blue Box will have a head office in Holland and a European central office in Germany, while product design will be centered in France. “ We have taken to heart the old adage of ‘think global, act local’’, said David. “We have reversed the way the business operates and instead have focussed on domestic supply on a country-by-country basis, looking solely at the needs of that market. By splitting out the business like this, we will be able to ensure that we can tailor product to individual markets, but still drive volume by having the right design and the right price for Europe as a whole.”

David is quick to reassure UK customers that the result of the UK’s recent EU referendum will not affect

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T H E REI N V EN TI ON OF B LU E B OX TOYS trade with Blue Box on any meaningful level. “We have to stay optimistic,” he said. “We want to invest in the UK market and that won’t change.

In order to fully establish Bkids and Infantino as leading preschool brands then we need to invest in UK-specific warehousing, logistics and marketing.

We’re here for the long-term.”

The two brands themselves are quite different. As a core toy brand, Bkids has a strong focus on activity toys such as bath toys, teethers and rattles; while Infantino specialises in nursery lines, with ranges of innovative nightlights, play gyms and baby carriers.

“A huge amount of research goes into every Bkids and Infantino product,” explained Alex, outlining the importance of new product development. “Ultimately, we have to ensure that the play value matches the design and retail price.

Our core goal is to have happy parents and happy children!”

By moving away from the ‘one size fits all’ approach, Blue Box has been able to select the right product, the right design and the right price for the UK market.

“We look at what’s happening in the market and we try to find innovations that make a difference in store,” continued Alex. “Most importantly, we look to offer products that will maximize the consumer experience.”

Below: The Go Gaga collection from Infantino showcases the infant toy range.

Right and above: The new sensory collection from Bkids sees modern design meet classic play pattern. Below: Infantino’s sash Mei-Tai carrier will be key in the UK market.

As one of the biggest selling brands in the US, Infantino is expected to make a big impact on the UK nursery scene and since taking control of the brand in 2014, the team has been working very carefully on the launch strategy.

“By partnering with Mothercare we have made sure that we are giving

consumers the confidence to really buy into the brand,” explained Gary, who looks after the UK retail trade. “The entire Infantino infant toy range has launched exclusively with Mothercare and we’ve already had some great feedback, with play gyms and activity centres doing particularly well. We expect the Go Gaga soft activity toys with a mixture of textured material, sounds and natural wood to sell through well too” In addition to nursery toys, night lights and baby carriers are central to the Infantino range, and Babies R Us is already on board for an early launch with the latter.

“I believe that its critical that we have strong retail partners,” continued Gary. “Consumers will feel more comfortable knowing that the brand is supported by a retailer they can trust. The same goes for trade shows and other marketing – they add to confidence in the brand and allow us to strengthen our connections to ensure success.”

As for Blue Box’s own range, the Bkids brand has been completely revamped for the new launch, benefitting from a new design and more focused range. “We’ll be launching our new s/s 2017 sensory collection at Cologne,” said Gary. “There are 13 products, across a range of different price points, and it really is fantastic.”

“In all my 23 years of being in this business I really don’t think I’ve seen a nicer range! There’s just something incredibly appealing about it; it’s new and fresh and modern and exactly what today’s consumer is looking for,” He smiled. “I can’t wait to see the trade response in Cologne.”

You can see the new ranges for yourself at Kind Und Jugend, I009 Hall 11.3.

▶ OH BABY!

As a new launch for Blue Box this year, certain product areas are key for the Infantino brand. New lines in the baby carriers and nightlights sectors will both continue to be successful, while a number of exciting new innovations this year – such as the Sail Away Slumber Pal and gentle glow hands free light – are expected to make a real mark on the industry.

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Order your Finding Dory party products in time for the movie release!

U.S. Patent No. 6,782,675

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P RES CH OOL PA RT I ES

BB ash BABY

abies grow at an incredible rate in their first few years of life, going from a helpless infant to boisterous preschooler in what seems like a blink of an eye. It’s no surprise then, that parents want to mark these annual milestones with parties that will be forgotten by the guest of honour in a matter of hours.

That’s if they manange not to have a complete meltdown when it’s time to sing Happy Birthday, of course.

The cost of children’s birthday parties is something which crops up frequently in the lifestyle pages of the national press; often bolstered by a survey sponsored by a financial loan company and full of helpful cost-cutting suggestions. The average cost of throwing a kids party has been estimated as anything between £100 to £300 in the last year – not an insignificant amount of money either way.

It’s not unreasonable to expect preschool retailers to be able to secure a reasonable slice of this budget; although the children’s birthday party market is competitive and money spent on fancy Right: Air-inflated balloons from Amscan include this Finding Dory design.

Often stressful, potentially expensive and yet utterly wonderful; early years birthday parties are the perfect illustration of modern parenting. From ballpits to bouncy castles, PPS grabs a balloon and jumps in.

venues and themed entertainers is money diverted away from the till.

Parents are able to select tasteful, chic designs for the first two or three years, but that soon changes. As toddlers develop their own interests themes become increasingly important, as any trainee pirate/superhero/fairy can attest.

“Birthdays are always important milestones,” agreed Neviti’s creative manager Cathy Crawford, “and offer parents a great opportunity to create special memories. Parties are getting more elaborate as parents want to make little ones feel special and create an event which the whole family will remember.”

According to Cathy, classic licensed lines are as popular in this market as they are elsewhere, with literary baby brands Guess How Much I Love You, Dear Zoo and Baby Miffy ranges all proving to be popular choices.

“When it comes to children’s birthdays, parents

▶ PARTY EXTRAS

Amscan’s range of licensed Inflate-A-Fun balloons is great fun for preschoolers. The airinflated balloons are cost-effective and there is a great choice of licensed designs such as Shopkins, Teletubbies and Finding Dory.

Right: Amscan’s Jumpin’ Joey is available in sizes 0-6, 6-12 and 12-24 months.

are looking for a comprehensive theme which they can carry across all aspects of the party from party invites to tableware and decorations – even the birthday cake,” explained Cathy. “They are looking to make things as easy as possible, so the opportunity to buy everything together at once is often the most appealing option!”

Decorations, balloons, tableware and party favours are likely to make up the bulk of the pre-party shopping basket, although fancy dress is also becoming increasingly popular.

“The preschool party market has always been a very strong category for us,” said Stuart Wheeler, account manager at Delights Direct. “The demand for early years fancy dress has always been there but the available product has not always matched that demand. However, with fantastic new ranges from companies like Travis Designs we now have more product than ever before.”  PROGRES SIVE PRESCHOOL

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P RES CH OOL PA RT I ES

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He continued; “First birthdays are a huge event for any parent and this is reflected in both healthy sales figures and the ever-increasing variety of themes that we carry for these events.

When the children are a little older, we are very lucky that the industry is well supported by a number of strong preschool licenses such as Paw Patrol and the ever popular Peppa Pig.” Party expert Amscan agrees that the first birthday celebration in particular is hugely important.

Marketing executive Charlotte Cox explained; “It marks a major milestone in a child’s life; providing parents with the perfect opportunity to throw a party. However, the years following are still very popular, as children choose their own favourite characters and themes for the party.”

Charlotte casts another vote for Paw Patrol as a key preschool licence. “Our Paw Patrol partyware is extremely popular at the moment and is one of our bestselling licensed ranges, as is My Little Pony.”

Significantly, the canine-cartoonthemed party and balloon collection is doing so well that Amscan has recently launched a brand new pink version of the range to appeal to the girl market.

Echoing Cathy’s earlier points, Charlotte also pointed out how important it is to carry complete collections, ensuring consumers can create a coordinated look. “Offering the full range provides greater

Above and left: Neviti’s Dear Zoo and Miffy ranges cater to the classic baby and toddler markets.

Below: The FisherPrice 1st birthday circus collection from Delights Direct.

convenience for both retailers and the end consumer,” she explained, “as they can find everything in one place to create the party setting. The final appearance of the event will always be more coordinated if the same design is used throughout.”

Amscan also carries a range of preschool fancy dress and has extended its line of animal-themed costumes this year, with some adorable new additions such as Jumpin’ Joey and Tiny Tiger. Also brand new for summer 2016 is a selection of mini Finding Dory costumes.

According to Emma Angel, director at Angels Fancy Dress – one of the UK’s best-known costume and party retailers – the power of social media has played an important part in feeding the trend of themed parties. “Early birthday parties are important, because they are where special moments and early memories are made,” she explained. “Photographs and videos of parties are always being shared – and everyone loves a Left: A Little Star collection from Creative Party, ideal for first birthdays.

picture of a little one in a cute costume!”

American costume company InCharacter has a brilliant range of high-quality costumes for babies and toddlers up to the age of two, with everything from cheeky little monkeys to cool biker dudes doing well instore.

As far as fancy dress options go, Emma points out that; “Kids love Peppa Pig, Frozen, superheroes and Disney princesses. While parents generally choose themes and characters their kids enjoy, we’ve noticed a definite trend for adults to pick retro and classic costumes too!”

Emma believes that having so many great options for kids available in recent years has definitely helped feed the trend of themed birthday parties for babies. “Customers prefer being able to buy everything in one place and often get ideas of themes from looking at what’s available in store,” she explained.

“Matching balloons and similar add a great finishing touch and kids really love them too.”

Retailers and consumers have a huge selection of coordinated ranges to choose from, with stylish designs and colourful characters proving equally popular. Whatever your customers are looking for, it’s clear that, as celebrations go, the humble birthday party is here to stay!

Below: Ranging from cheeky little monkeys to cool biker dudes, InCharacter’s baby costumes have non-slip grip pads and poppers for easy nappy-changing.

▶ SITTING PRETTY

“One of our most popular preschool themes is Block Party, a vibrant range appealing to children and parents,” said Creative Party’s marketing manager Holly Forder. “But for the younger market our two Little Star collections are really popular.

They even include highchair kits!”

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Prog Party preschool Teletubbies ad 2016.pdf

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Say EH-OH to Amscan’s new range of partyware and balloons!

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Tinky Winky, Dispy, Laa-Laa and Po feature in this fun filled, colourful collection of partyware and balloons.

Available to pre-order now.

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TELETUBBIES and all related titles, logos and characters are trademarks of DHX Worldwide Limited. ©2016 DHX Worldwide Limited. All Rights Reserved www.teletubbies.com

01908 288 500 sales@amscan-uk.co.uk www.amscan.co.uk ©Amscan 2016, ©Anagram 2016 All rights reserved

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WHAT’S NEW PARTIES & DRESS UP New products in the preschool party & dress up market.

DELIGHTS DIRECT The cute new Farm Fun range from Delights Direct is a perfect unisex design for preschool birthday parties.

There is a wide variety of products available including tableware, decorations, favours and more.

Tel: 0333 900 9000 www.delightsdirect.co.uk

PRETEND TO BEE Pretend to Bee has added to its hugely successful Thunderbirds are Go collection to include two popular new characters: Alan and Virgil. Fans of the show will love dressing up as their favourite and each costume has individual detailing. The new characters join Scott Tracy and each includes a unique soundchip featuring the famous blast off sequence.

Tel: 0115 921 5690 www.pretendtobee.com

QUALATEX

AMSCAN INTERNATIONAL

Pioneer Europe is bringing an exciting new collection of Finding Dory tableware and balloons.

Tableware items include party plates, napkins, cups, table covers, party bags, banners, party invitations and envelopes. The balloon range includes bright and colorful Qualatex bubble balloons and the very best latex balloons.

Tel: 01279 501 090 www.QualatexEurope.com

Party product distributor Amscan has recently added a great variety of new licensed ranges to its preschool party offering including Teletubbies, Finding Dory and Teenage Mutant Ninja Turtles Half Shell Heroes. Each range features party decorations and favours, plus co-ordinating foil balloons to create a fantastic party theme.

Tel: 01908 288500 www.amscan.co.uk

ANGELS InCharacter Costumes is well known for its adorable outfits.

From the cutest of critters like Lil’ Monkey, to seasonal greats like Baby Bat and Santa, these all-in-one costumes include easily accessible snap fastenings for nappy changing and skid-resistant feet for safety.

Tel: 020 8732 8879 www.angelsdistribution.co.uk

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WHAT’S NEW PARTIES & DRESS UP New products in the preschool party & dress up market.

UNIQUE PARTY Unique Party offers a wide range of accessories for preschool parties. Disney, Star Wars and Marvel are some of the many selections available.

Its collections include balloons, party bags and banners, plus much more.

Tel: 01724 281113 www.favors.com

RUBIE’S

CREATIVE PARTY

A themed party is never complete without fancy dress and Rubie’s caters for all manner of preschool dress-up from Cowboys/Cowgirls and Indians to Princesses and Mermaids. Other themed preschool costumes which do well include Minion costumes, Paw Patrol and recently Star Wars, driven by the new movie franchise following last year’s The Force Awakens. Rubie’s have seen sales of toddler costumes of Yoda, Princess Leia and Darth Vader lift substantially following movie release.

Tel: 08453 070707 www.rubiesuk.com

One of its most popular preschool themes is Block Party which is a vibrant range appealing to both boy and girl and also parents.

Block Party stands out because of strong design and extensive choice - 19 exciting products including plates, napkins, cups, tablecovers, lootbags, balloons, décor and cake décor.

Tel: 01202 597392 www.creativepartyltd.com

AMSCAN Amscan has extended its line of animal-themed costumes for tiny tots this year to include some adorable new additions; such as Jumpin’ Joey and Tiny Tiger available in sizes 0-6, 6-12 and 12-24 months. It also has some exciting new Finding Dory costumes available ready for the new movie out this summer.

Tel: 01908 288500 www.amscan.co.uk

NEVITI Dear Zoo is a classic children’s book which has been around for over 30 years, so this party range is a popular choice with parents for their little ones celebration.

Neviti’s Dear Zoo collection is the perfect fit for fancy dress parties as it includes a set of Dear Zoo masks and gives everyone the chance to dress up as their favourite character.

Tel: 0845 638 1358 www.neviti.com

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F EED B AC K

Inset: A healthy mix of new and classic preschool brands were on show at Licensing Expo.

“FEEDBACK”

Expo Essentials

The showfloor at last month’s Licensing Expo was packed full of preschool brands – from classic evergreens, through to new favourites and relaunches, the sector is certainly buoyant at the moment. PPS catches up with some preschool brand owners to find out how the show went for them and what trends they spotted.

Deborah Hooper, vp global brand management, DHX Brands

“

Licensing Expo was hugely successful for DHX Brands and its portfolio of preschool brands. This was the first show since the new Teletubbies series has relaunched (now on air in the UK, France, Netherlands, Greece, Australia, Canada and, since May, in the US).

We were able to talk to licensees and retail partners about opportunities to build on the great response, from trade and consumers, we have had to the property being in the market once again.

The preschool sector seemed extremely busy, especially with girl-targeted properties. One trend is the development of baby and nursery brand extension programmes for properties originally in the toddler and older preschool space – which DHX Brands itself is doing with In the Night Garden Baby for 2017. The style guide has generated fantastic feedback.

”

Right: Teletubbies caused quite a stir when they appeared on Fox News on the first morning of the show.

56

Marianne James, vp consumer products UK & Ireland & European retail sales & marketing, Viacom

“

The reaction to our preschool range was overwhelmingly positive.

Building on the recent success of Paw Patrol, our preschool line is diverse with something for every preschool child, and licence partners and retailers are excited by what we have to offer.

It isn’t just the wealth of properties that we have available and in development, but also the exciting brand plans that are being built around those properties to reinforce property engagement and support at retail.

The show was strong across preschool with a lot on offer that incorporate learning and science.

Bringing in the educational into preschool seems to be a growing trend, with our own Blaze and the Monster Machines as a key example.

”

Above right: Paw Patrol received an overwhelmingly positive reaction, says Marianne.

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FEEDB ACK Tessa Moore, svp global brand management, FremantleMedia Kids & Family

“

We announced a new preschool co-production with CBeebies – Bitz & Bob – just prior to Licensing Expo and it showed there for the first time. A big comedy adventure combining the principles of STEAM with great storytelling, the show got a lot of interest with its topical themes and stand out animation.

We also showed Kate & Mim-Mim toys for the first time. The second series is about to launch on CBeebies and toys roll out from Flair in July.

The market remains crowded but vibrant, with a lot of focus on a few major properties, most of which have already established a strong following. We certainly see a focus on girl empowerment coming through and, of course, a lot more digital and short-form content which appeals to busy mums on the run who want to provide great content for their kids in bite-size pieces.

”

Above: Tessa and the Fremantle team launched a new preschool brand in Bitz & Bob.

Bethan Garton, head of licensing, Acamar Films Following the successful UK “ launch, we have received a lot

of interest in Bing from both agents and potential licensees internationally. Licensing Expo provided a great opportunity for us to meet with our agents and new partners to share the latest success stories, as well as discuss local market plans.

As ever, the preschool market is crowded but this highlights the need to set yourself apart from the competition. The award in April of the Global Kids Preschool Emmy endorses the high quality of the Bing TV series and our global partnership with Fisher-Price, while the existing product development slate sets us up for launches in further markets.

Sean Gorman, president, American Greetings Entertainment Care Bears “ was our singular

preschool focus and the reception was very strong, as it’s been since last year’s brand relaunch with all new TV, master toy and other foundational partners.

The feel-good aspects of Care Bears, combined with the realisation they’ve been around 35 years really gives the brand an extra dollop of nostalgia. Also, we started to relaunch a separate, more ‘classic’ softer watercolour version of Care Bears.

That retro Care Bears is specifically targeted for the baby/infant domain.

Collectables and retro brands both feel as though they’ll never fade away, as they are working in every single age demo, including preschool.

”

Below: Retro Care Bears is aimed at the baby/infant market, says Sean.

”

Above right: There was lots of international interest in Bing, says Bethan.

Rikesh Desai, licensing director for merchandise & gaming, consumer products, BBC Worldwide

Maura Regan, svp & general manager, Sesame Workshop

“

Preschool remains hot and the show continues to be the premiere place to announce all things related to preschool.

The return of Teletubbies confirms the strength of classic and new preschool brands.

Sesame enjoyed a really strong reaction to our new segments and upcoming specials.

Trends were less specific to preschool, but our overall observations: consolidation, shorter life spans for properties, shorter development cycles and high quality across the board.

”

Above: Licensing Expo is the premiere place for preschool announcements, says Maura.

It’s an exciting time for us in preschool as “ we’re about to launch our Go Jetters toy range

from master toy partner Fisher-Price, and supporting consumer products lines including magazines, DVDs, apps and books. Feedback from retail and prospective partners has been incredibly positive.

Hey Duggee is about to launch on TV in the US on Nick Jr, which shows that brand is going from strength to strength. On the back of the show, we’re talking to best Above: Go Jetters toy range launches this month from Fisher-Price. in class merchandise partners to support a consumer products roll out for 2017 Stateside.

The show had a very positive vibe and our team had some great meetings with both existing and potential new partners. It’s great to see that the market is embracing relaunches and new properties, which is enhancing the category overall. It’s also really positive to hear that plastic vehicles are performing so well, particularly ahead of our Go Jetters toy launch.

”

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C H E E KY RA S CA LS : 2 0 Y EA R S I N T H E MA KI N G Inset: The baby bath support – where it all began.

Oh ,

Cheeky

I

nitially a small business selling direct to the consumer, Cheeky Rascals has been on a phenomenal journey over the last 20 years. Now the exclusive UK distributor of some of the world's most innovative baby and nursery kit, it supplies the best-known retailers in the country, including Mothercare, John Lewis and JoJo Maman Bebe.

During this time the brand has become a trusted and recognised name with buyers, manufacturers, retailers and parents, and has introduced a number of new products which have been responsible for changing the face of the UK nursery market.

“Bringing baby bath supports back from France for my friends at home was the catalyst for starting the company,”

Right: Selina came up with the hugely successful Buggyboard concept.

▶ A CHEEKY TIMELINE

1996 – Bath support bought to the UK from the French market.

1997 – Introduced baby sleeping bags, Bagadelle changing bags and a few other key items within a mini mail-order catalogue.

1998 – Began distributing to retailers and launched first website.

1999 – Buggyboard was launched at Earl's Court baby show.

2008 – Transactional website launched.

2014 – Launched click and collect service into independent retail trade.

2016 – Brand new Cheeky Rascals lines to be launched later this year!

Selina explained. “They didn't exist in the UK before then.”

“We were also first to bring baby sleeping bags to England,” she continued.

“People thought we were crazy – but they are seen as essential babycare items these days! It's incredible to see how the nursery industry has changed, and even more incredible to think that we've helped to shape that.”

The past two decades have seen the nursery industry change enormously in other ways as well. “When we first started there wasn't anyone developing their own product – now the nursery industry is well-known for innovation,” Selina explained. “New materials and processes make it far easier to bring new product to the market, so people are able to bring their ideas to life.”

With so many possibilities to choose from, the decision process behind Cheeky Rascals’ enviable portfolio is refreshingly clear-cut.

“We base our choices on common sense and pragmatism,” said Selina, “and only source practical products which have a real purpose and help make family life easier.

Luckily, this industry is increasingly full of innovative concepts and new ideas, so we have plenty to choose from!”

There are a number of standout moments Selina

Almost exactly 20 years ago, Selina Russell, founder of Cheeky Rascals, decided to quit her day job and begin importing baby bath supports. Now at the helm of one of the best-known nursery distributors in the market, Selina shares her highlights from the last two decades.

Right: Founder Selina Russell with husband and sales director Simon.

Above : Fashion-forward feeding from new addition Make My Day. Below: The My Carry Potty has been a key brand in recent years.

is rightly proud of throughout the company's illustriuous history, but the most notable is the Buggyboard, which she invented herself. “Over 3 million of these have been sold worldwide,” she laughed. “From my little idea!”

It is testament to Selina's enthusiasm for the industry that two additional 'little' new ideas are being launched to the trade later this year. Full details of the final products are being kept tightly under wraps for now, but will be added to the long list of market-changing products which Cheeky Rascals has introduced to the UK in its first 20 years as a true industry leader.

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Safe&Sound

Launched in 2015 Award winning

Pan & Tilt Video Baby Monitor VM343

See your baby, hear your baby Crystal clear digital sound

•

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•

Large 4.3" colour LCD screen to see your baby

Remote pan, tilt and zoom adjustments

Includes 5 lullabies to soothe your baby

Adjustable sound

Room temperature sensor with alert

•

•

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•

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Portable parent unit

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16-02-2016 10:36:06 AM 07/07/2016 14:57

N U R S ERY G A DG ET S

Let’s Go Techno!

Keeping tabs on your baby has never been easier, thanks to a new generation of nursery-focused technology. PPS logs in to find out more.

P

arenting in 2016 can be quite a polarising experience.

On one hand, there’s the earthy, attachment, backto-nature approach; on the other, a technologically-savvy option which allows even the most laid-back parents to sigh gratefully; ‘there’s an app for that’.

As the tech world takes dramatic leaps and bounds forwards each year, so too does that sector of the nursery industry. Innovative companies and clever individuals seek out ways to take the latest developments and turn them into something which can help make parenting both safer and simpler.

“Technology promises to make life easier, quicker or better – so for busy parents these are attractive benefits!” explained Joanne Gray, marketing consultant for Summer Infant. “Anything that improves monitoring or safety is always going to be appealing and products that can help alleviate anxieties are welcomed.”

Summer Infant has just launched the industry’s first wearable digital audio monitor, the Babble Band – a great piece

of tech which allows parents to hear baby via a comfortable, adjustable wristband.

“It’s a mobile monitor, which makes it ideal for parents catching up on all those chores while their little one is asleep,” Joanne pointed out.

“I believe the reliance of technology within the nursery market is only going to increase over time,” she continued, “as our desire for interactive and intelligent product is fuelled and managed by technology.”

As the end users of these new gadgets, parents’ needs are at the forefront of a company’s mind when developing new product. “Parents are often overwhelmed with information on what they should and shouldn’t be doing,” empathised Nimans Home’s Stephen Gridley. “It is no wonder they are looking for the right answers and products quickly and easily.”

Niman’s partner, Snuza, has just received the medical grade certification for its Snuza Hero MD; a monitor which physically tracks a baby’s breathing.

“It is ground-breaking for parents and the industry itself, going above and beyond any innovation to date,” explained Stephen, “ultimately bringing Left: The Babble Band baby unit transmitter acts as a recharging station for the wristband.

Above: Nimans’ Snuza Hero MD baby monitor attaches to a nappy and tracks baby’s breathing. Left: Offering a lot of technology within a small space, Meelight has been designed to high aesthetic appeal and is simple to use.

parents complete piece of mind while their child is asleep.”

Stephen believes that the most interesting developments in the industry are focused around safety in the nursery itself, both in terms of the baby’s sleeping environment as well as app-based, wireless, bluetooth or wifi technology for checking up on them. “Making baby safe when they are alone is seeing a lot of focus and innovation,” he concluded.

▶ LIGHT UP

“Parents today are extremely digitally savvy,” said Catherine Morris, brand director at The Gro Company.

“They want new technology to help make parenting easier, so they are seeking out branded products to provide genuinely useful solutions.”

The Gro-light is a great example of a product which uses technology to meet parents’ needs intuitively.

“The previously humble nightlight is seamlessly controlled through your existing light fittings and switch, with soft, comforting LEDs,” Catherine explained.

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N U R S ERY G A DG ET S Far left: The Gro-light turns a normal light fitting into a nightlight at the flick of a switch. Left: Pabobo’s portable, rechargeable and intelligent nightlight, the Super Nomade, is a best-seller.



Ongoing technological advances in the nursery market allow for more accuracy, more safety and ultimately more protection for the children, as Alana Moscaritolo, marketing executive at Brother Max, explained.

“Constant advances are necessary to keep up with ever-changing lifestyles and a faster paced life in general.

Parents are looking for products they can trust and that are able to do a lot of the legwork for them!”

Brother Max’s 6-in-1 projection thermometer does exactly this, keeping up with the fast-changing pace of technology. “It is non-contact, silent and easy to use,” explained Alana, “as it projects the temperature reading from the thermometer onto the child’s forehead. Parents are able to check their child’s temperature through the night without needing to wake them.”

Accurate to 0.2 degrees celcius, the thermometer can also be used to measure bath water, Below: The Brother Max 6-in-1 projection thermometer measures from 1-80 degrees celcius.

Right: The Motorola MBP853 Connect is a wifi-enabled video monitor.

milk, room, food or body temperature, while a handy memory function stores the previous nine readings.

While safety and health remain key for this sector, most areas of modern life are governed by new technology to one degree or another, as Julia Kelly, co-founder of Meelight, highlights. “From conception onwards, through every stage of a baby’s development and child’s life, technology gives parents a feeling of safety and control. From smart baby monitors to educational apps, technology is evident in all aspects of family life.”

Described as the ultimate night light, Julia’s Meelight (distributed by Cheeky Rascals) has been developed to help parents see to feed and care for their baby at night, using low power LEDs with low blue light content to avoid overstimulating either party. Dimmable and portable with an optional timer function, the high-spec lithium-ion battery can last over 48 hours and recharges in approximately one hour.

“Advances in LED technology have led to an evolution

in lighting in general,” explained Julia, “and this is particularly evident in the nursery market.”

Highly-efficient and safe for use in night lights, baby monitors and toys, LEDs are low power and ensure products stay cool to the touch.They also have a long lifespan, save energy and are environmentally friendly, making them perfect for child-friendly lighting.

Best-known for its LED nightlights and micro-USB charging system, Pabobo constantly innovates and creates products at every opportunity, and communication manager Emilie Ruben explained why it is so important to stay up-to-date.

“If we want to keep our position in the market, we have to be aware of all innovations and interesting developments. How can we use these solutions in our future products? How can they help babies through the night?

How can they simplify parents lives?”

“New technology is not important in itself,”she continued. “The important thing is the benefit that it brings to everyday life. A totally safe nightlight which stays cool under the sheets, a universal charging system, an auto shutoff or cry sensor, a battery which does not need to be reloaded every day... There are so many of these useful improvements which help facilitate the life of parents!”

Parents are now so comfortable using technology in the nursery market that it has become indispensible for many families, but it does not replace common sense and experience; parents must still learn to trust their own instincts. Although there’s probably an app to help with that.

▶ KEEPING WATCH

Gone are the days of the basic oneway audio monitor, as parents can now keep track of their little ones through HD video monitors on their phones with movement and sound alerts, breathing sensors and other clever devices.

Technology has also allowed parents to be more active, with the rise of internet-based baby monitors, such as the Motorola MBP853 Connect. “Parents can simply log in from afar to check on their child when they are not physically present,” explained Jess Winlow, Ardega’s sales and marketing assistant.

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eco-white

3 in 1 Bedside Crib

A SnuzPod " to match your style SnĂźzPod colour palette In

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Email trade@snuz.co.uk for more information on the award-winning SnĂźzPod range | snuz.co.uk

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WHAT’S NEW NURSERY TECHNOLOGY New products in the nursery technology sector.

B KIDS

SUMMER INFANT

Infantino will add to its hugely successful night range a beautiful new item - Sail Away Slumber Pal. A touch-sensitive whale friend that is soft and cuddly to hold with a tough top to produce a beautiful colour changing glow and three soothing melodies. Available August 2016 Tel: 01427 629551 www.bkids.co.uk

Summer Infant has just launched the first ever wearing digital audio video monitor - the modern-looking Babble Band allows parents to hear baby via a comfortable, adjustable wristband that fits both mum and dad; so it’s ideal for giving peace of mind and letting parents get on with their chores, whilst their little one is in the land of nod.

Tel: 01442 505000 www.summerinfant.co.uk

CHEEKY RASCALS

VTECH Digital technology provides superior sound quality and the large 4.3” screen and pan, tilt and zoom, owl design camera makes seeing baby easy. Automatic infrared lights on the baby unit make baby fully visible, both day and night.

Temperature sensor displays on the backlit screen and sounds an alert if the temperature moves out of pre-set options. Long 300m range allows parent to monitor baby from anywhere in their home and garden.

Tel: 01235 555545 www.vtech.co.uk

Dimmable, wearable and with a low golden light; the clever Meelight will revolutionise night feeds.

The golden glow of the Meelight provides just the right light and thanks to the fact it minimises blue light, it stops over stimulation.

Parents can use it for a calm and cosy story time, to check baby’s temperature, soothe them after a bad dream, navigate the stairs or, to make those urgent trips to the bathroom when potty-training.

Tel: 01730 895761 www.cheekyrascals.co.uk

NIMANS

PABOBO Pabobo has just launched Mimi Bunny, the plush rabbit with a Stars Projector inside. Perfect for the sleep routine, Mimi Bunny seems to be the next best-seller of Pabobo.

The French specialist of baby sleep will reveal new solutions to help parents soothe and reassure their children at the next Kind & Jugend, Hall 11.2 Stand C049.

Distrbuted by Clever Clogs UK – Tel: 0800 0518080 www.cleverclogstrading.co.uk Ireland – Tel: +353 1 828 4823 www.cleverclogs.ie

Snuza HeroMD baby monitor is a wearable device which attaches to baby’s nappy and monitors baby’s breathing. Snuza Hero joins the family of Snuza monitors including the Snuza Go and the Snuza Hero SE. The products are wearable and cordless and have various settings and functions, all manufactured according to strict standards and made from durable material.

Tel: 01937 847766 www.nimanshome.co.uk

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WHAT’S NEW EAST COAST New products from East Coast.

FURNITURE Vintage style and a soft grey finish make the Toulouse range instantly recognisable. Cot bed, dresser and wardrobe, sold as separate pieces.

Beautiful design and outstanding quality from East Coast.

CHANGING MATS Lime chevrons add a splash of colour and pattern, while the padded, wipe-clean mat is comfortable and convenient. There are three more colours available, to create a bright store display for summer. East Coast changing mats are proudly made in the UK.

REST & PLAY The Solitaire Swing has a thick padded seat and engaging musical mobile. The mobile can swivel 360 degrees, and the swinging speed is adjustable with a remote control.

The seat has a recline position to make napping more comfortable.

When not in use, the swing folds for easy storage.

MATTRESSES All East Coast mattresses are proudly made in the UK. With filling options to suit every budget, from foam to all-natural, available in standard cot and cot bed sizes. The hygienic, water-resistant covers are wipe-clean or machine washable.

SAY HELLO TOYS The Little Rain Cloud Musical Play Gym is a soft cloud-shaped mat, perfect for tummy time. The captivating, multi-sensory gym is packed with activities for baby to discover. Part of the Say Hello range of intelligent toys, developed

by East Coast in partnership with Baby Sensory.

DINING Curve is the sleek highchair that offers great long-term use with its adjustable seat and footrest heights, and flexibility with a contrasting black tray and a bumper bar. It converts to a junior chair as the child grows. Available in natural or white finishes.

Tel: 01692 408802 www.eastcoastnursery.co.uk 66

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COLU MN I ST

THE PARENT DIGITAL PARENTING REPORT In her debut column for Progressive Preschool, our newest columnist Lisa - a blogger, graphic designer and parent to 18-month-old Taylor – asks whether modern-day baby tech makes for paranoid parenting?

Honest and upfront thoughts on parenting from columnist, blogger and parent-of-one Lisa Beever. www.leeleeloves.co.uk

“

you know, just in case? I wouldn’t want him to wake up. Not while I’m enjoying this valuable baby-free time.

After 18 months of parenting I still can’t sleep without wondering if Taylor is OK. Is his bedroom too hot, is he breathing, does he need me? I’ve accepted that my baby monitor isn’t clear enough to see the carbon dioxide leave his lungs. It’s not exactly the hubble telescope but it’s enough to know nothing bad is happening. But I do wonder what I would do without it?

In t he midd le of a tech revolution we’re encouraged to stay connected to everything – this

I

t’s 7pm. I’ve laid my baby in his crib for the evening and headed downstairs for some much needed ‘me time’. Time to switch off for a couple of hours before the night feed.

Time to relax.

I’ll just check that the temperature on the gro-egg coincides with the tog of his sleeping bag. Is it too warm in here? Will he overheat? Should I have taken off his vest? It’s too late now. Like they say, never wake a sleeping baby. God forbid if the egg should turn red, I’ll be running around in a panic thinking that he might combust.

So I make a hasty exit, taking care to leave as quickly and quietly as possible. Only to find myself spending the next three hours glued to the video baby monitor. As if having him attached to my hip, boob or ankle all day wasn’t enough! Still I watch intently until it’s time for me to head up to bed. What happened to that long awaited ‘me time’ I’d waited for all day? Maybe tomorrow.

A high-pitched cry crackles it’s way through the ‘HD Sound’ parent unit of our £200 baby monitor. He just cried out in his sleep. What should I do? Should I switch on the starry skies projection or Brahms Lullaby,

every important plot development because I would be staring at it the whole time. Goodness knows how they got on in the old days.

Thirty years ago putting your baby to bed meant you couldn’t see them.

Unless you stayed in the room you’d never know if they had rolled over or learnt to do handstands in their sleep. Parents used to leave the door ajar and listen out for them crying; can you imagine? A time when thermometers were tiny glass tubes and lullabies were sung by parents.

Living in the 21st century means we benefit from gadgets such as our video baby monitor and our trusty dream sheep, Ewan. When Taylor is running a fever I sneak in and use the contactless thermometer – or – if I’m one step ahead, I put him to bed with the pacif-i and take it remotely from my smartphone. A tech lovers’ dream! It might feel like all of this Left: A clever dummy thermometer, the pacif-i is run from a smartphone.

Below left: Video baby monitors make it easy to check on baby.

Below: Code Red! Baby’s awake!

is known as Digital Parenting. I’m guilty of this – the classic example of a paranoid parent. Not quite paranoid enough to have invested in a baby heart rate monitor, although admittedly Sproutling was only in the beta stages when Taylor was born, otherwise gadget mum here would have invested!

Why wouldn’t I want to see his BPM from my phone as we watch Game of Thrones? Sure it would have put my mind at ease. It would also have meant missing

technology in a newborn’s nursery is overkill. Some would say it’s causing first-time parents to be overly paranoid. I think we’d be the same with or without it – if I wasn’t watching the baby monitor I’d be up and down all evening, sneaking in to check on him.

So would we be better off without this tech we’ve become accustomed to? Would we relax and allow paranoia to take a back seat? Probably not. Repeat after me; we’re parents, we’re paranoid, we’re proud.”

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WHAT’S NEW ARDEGA Summer travel essentials from Ardega.

JL CHILDRESS GATE CHECK BAG FOR CAR SEAT This compact travel bag for car seats is the ideal accessory to have when travelling with young children. Its bright red design and large graphics make it stand out in the crowd. With a draw string closure, users can easily access their car seat when needed. The Gate Check Bag fits and covers most car seats easily and has an adjustable lock to ensure the car seat is kept clean and protected whilst traveling. The bag fits quickly into the attached pouch for convenience.

JL CHILDRESS GATE CHECK BAG FOR STANDARD & DOUBLE STROLLERS This convenient compact travel bag is ideal when gate-checking a standard or double stroller. The bag protects strollers from dirt and germs and is made of a durable yet lightweight, water-resistant fabric for maximum protection. The bag fits most standard and double strollers easily with draw-string closure and adjustable lock and fits quickly into the attached pouch for travelling convenience.

The bag features two webbing handles for easy lifting, reinforced seams for strength and a personal identification box.

KABOOST PORTABLE CHAIR BOOSTER Kaboost is the portable chair booster that raises the height of a chair by simply snapping underneath a four-legged chair in seconds. It is engineered to improve chair stability and stays attached when the chair is moved. By raising the height of the chair, little kids can sit like big kids at the table. It is portable and lightweight and easy for parents to take with them, whether that be a family members or restaurant.

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MOTOROLA MBP853 CONNECT HD WI-FI VIDEO BABY MONITOR The Motorola MBP853 Connect HD Wi-Fi video baby monitor comes with a 3.5-inch colour LCD parent unit offering a remote pan, tilt and digital zoom function that gives parents a 300 degree view of the child’s room. The parent unit is completely portable and allows parents to keep in touch with their child whilst they are occupied around the home.

Parents can manually capture images and video recordings via the free Hubble app from their iOS, Android Smartphone or Tablet device. The monitor also has a lullaby feature integrated to relax and help children to sleep letting parents continue to view the child’s room in the dark with the infrared night vision capability.

WHISBEAR Whisbear is an extraordinary bear who was born with one mission: to help babies sleep well.

Whisbear emits white noise, a sound that the baby remembers from foetal life. The device operates for 40 minutes and then switches off. If baby cries, the CRYsensor function will turn on for an additional 20 minutes, to soothe baby to sleep. Magnets inside the paws means he attaches to cots, whilst the colourful, contrasting fabrics provide sensory stimulation.

LIGHTSOUT The LightsOut blinds are designed to reduce the amount of sunlight coming into children’s rooms at night, which helps parents get children to sleep in summer months or during a daytime nap.

The blinds are portable and are supplied with a lightweight travel bag with handles meaning the blinds can be used at home or even on holiday. The installation of the blinds is easy and quick with a pop-up mechanism.

Simply unfold the blinds, attach using the single sucker, then remove the blind and fold.

Ardega Limited www.ardega.co.uk sales@ardega.co.uk 01473 228862

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COLU MN I ST

CATHY’S THE IMPORTANCE COLUMN OF EXPORT By the time this column is printed the EU referendum will have taken place, and the UK export trade will either be business as usual, or will be in more of a state of uncertainty. Whichever outcome we are faced with, the export market will continue to be an essential part of the nursery industry. In the last column before September’s Kind und Jugend show takes place, Cathy takes some of the mystery out of going international.

Cathy Bryan has been part of the nursery industry for the last 28 years. You can sign up for Cathy’s free newsletters at www.nursery-online.com.

very existence of the UK Pavilion attracts international buyers looking to see the latest innovations from the UK marketplace.

So what’s stopping you? I suspect the main reason is time. Time to think, time to plan and the time to find buyers. Personally, I find delegation one of the most difficult parts of running a business. And I can see that many other small business have the same problem. We talk to someone about something as straightforward

xporting doesn’t have to be a vague idea! It can happen for everyone. Yes, that’s right; even for you!

Regular readers of Nursery Online will know that I am very keen on opening up communication throughout the world. We produce a monthly international newsletter, which we then email out to our nursery contacts based in over 80 countries.

Everyone is either looking for that perfect product to sell (or one that creates a decent profit) or looking for new markets for their products.

Exporting can feel very scary at first, but here in the UK we are very lucky in that we have the support of UKTI. They are there to help UK business export. It’s not only major companies that they are prepared to help. Even small ones can ask for their help and support. There are courses, webinars and lots of information on their website (www. gov.uk/government/organisations/ uk-trade-investment) and there are grants for visiting overseas markets and to help with the cost of exhibiting overseas.

The BPA is also very helpful in organising UK pavilions at major trade shows. Not only does this take out a lot of the stress of exhibiting overseas, it also helps sales as the

as sending us some news, but ‘the boss’ has to sanction it first.

However, the boss is busy!

He’s got too much on his plate.

Sorting out a big problem with a major retailer is – understandably – taking priority. Deadlines and opportunities are missed, but it doesn’t really matter, does it? The fact that it could have brought in more sales is not important, after all, the company isn’t really able to cope with more sales at the moment!

Being able to cope with the increased number of sales that exporting can bring frightens a lot of small business owners, but did you know that delegation of overseas sales is perhaps one of the easiest things to do? Why? Because in this industry we have several consultants

E

“

who would be only too delighted to help you work out which countries you should be targeting. They know or can find the most likely buyers. They can take the stress out of exhibiting in a foreign land.

These agents don’t have to work just for you. By bringing together some naturally complementary products, sales can be achieved and the cost shared. Consider an overseas trade show. If, for example, four companies got together and had a single stand, manned by an expert in overseas sales, costs would be a quarter of what they would be if they did it on their own.

In addition, the saving in time would be enormous. And the results could certainly be better than going it alone.

Whichever way the referendum on Europe has gone, Britain is always going to need more export. British products have a certain cachet, especially in the Far East (a little Union

Above left: Union Jack designs – like these shoes from Inch Blue – are popular for export. Above: UKTI helps UK businesses sell overseas.

Jack on the packaging can be useful and yes, a consultant can help you get the packaging right as well!). The demand is out there.

Exporting is an easy way to boost sales and of course, to boost profit. So what’s stopping you? If it’s simply you don’t know who to talk to, start with talking to one of us – we’re sure to know someone who can help. Let’s get that export market thriving.”

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01/07/2016 12:33

WOODEN TOYS

Inset: Plan Toys is celebrating its 35th anniversary in 2016 and is focused on innovation, with its recent water and sand play toys being a key example.

Wood Stock Durable, sustainable, good value for money and nostalgic, the wooden toy sector has long had a reputation for being a favourite with both children and adults. For toy stores and suppliers too, it can be the most coveted of sectors as it is a year-round seller. PPS chats to some experts to find out more.

T

oys which are able to appeal to parents, grandparents and other gift-givers – as well as preschoolers themselves, of course – is the Holy Grail, and it seems the wooden toy category has got it spot on. While the traditional feel, educational benefits and longevity capture the older generation, the introduction of the likes of water and sand play toys are keeping the innovation in the sector high.

For preschoolers, wooden toys can help to develop all manner of basic skills, including sorting, stacking and building, making them an even more attractive purchase.

“It’s the simplicity for

young children to enjoy and interact with,” explains Jumbo’s md, Stewart Middleton. “Parents like the traditional aspect and the warm

▶ WELCOME PETILOU

Petilou Sensory Shapes is one of 20 new lines in the Petilou toddler toys collection from Le Toy Van. The set encourages colour and shape recognition to sort into the matching tray, with each of the nine blocks presenting a sensation – for example, shake to hear a jingling bell, look through the kaleidoscope and touch the fluffy fabric. The toy aims to encourage manual dexterity and hand-eye coordination and is designed for children from 12 months.

Le Toy Van has trademarked the name ‘Petilou’ which is derived from Petit Loup, an affectionate French saying meaning ‘little wolf’.

Left: There are 20 new lines in the Petilou toddler toys collection from Le Toy Van.

Above: Bigjigs lets the inherent properties of the wood show through.

feel, also wooden toys are generally very safe. Parents look at wooden toys for very young children because of the primary aim to be fun and provide learning through stimulating interaction with the products.”

While it runs some wooden Goula skus currently in the UK, 2017 will see Jumbo’s range expand with products it has specifically developed for the UK market. This will begin with over 15 new lines available for this autumn/winter.

The best-selling Goula item over the past three years has been the Geometric Shape Sorting Farm, while the Tiki Musical 3-in-1 Bird (which has a built in drum, xylophone and ‘guitar’ PROGRES SIVE PRESCHOOL

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WOODEN TOYS Left: Jumbo will expand its wooden Goula range with a line of products specifically developed for the UK market in 2017.



▶ THE NOSTALGIA FACTOR

As the popularity of wooden toys for preschoolers has steadily increased, so has, inevitably, the competitiveness of the sector for suppliers and manufacturers. For Bigjigs – which lays claim to more award-winning toys in this category than any other – using good quality base materials is of paramount importance.

“Savvy consumers want to buy into product that has an educational benefit, a traditional feel and where all product offers longevity,” explained Bigjigs’ md Liz Ireland.

“We use techniques that allow the inherent properties of the wood to show through and this gives much of our preschool range its nostalgic qualities. We are continually working on enhancing the breadth and depth of the collection to meet the demands of our customers.”

Liz added that Bigjigs’ core preschool range sells well all year, although the last quarter is always the busiest, saying: “Our customers recognise ranging this category to be important because it fulfils not just gift requirements, but key stages within a child’s development.”

Below: A classic pull-along from Bigjigs.

element) has been one of the top performing lines over the past 12 months in Europe and has been added to the UK portfolio.

Le Toy Van has recently seen an upsurge in its wooden toys, especially new lines for 12 months+ and lower price point toys. Top sellers include Ice Lollies, Doctor’s Set, London Car Set, the new Petilou Sensory Shapes and Sophie’s House.

“Wooden toys have the appeal of natural materials,” Marie Bureau, marketing and product development manager told PPS. “Parents and grandparents have a great nostalgia for these classic toys, while they offer a delightful counter balance to Right: The Peter Rabbit and Friends toy collection is one of Orange Tree Toys’ current top sellers.

high-tech toys, allowing the retailer to have a broad reach. We support retailers in a variety of ways, from display units to our own fabric bunting – allowing children and parents to really see the products and engage with them is irresistible.”

For Little Concepts’ Phil Nelson, the sustainable side of the PlanToys lines it handles is a big USP, while there is also something about wood that is tactile, pleasing to the eye and durable.

“We still have end consumers

contacting us now asking for spare parts for toys they bought 20+ years ago,” he tells PPS. “They really do end up in the loft for the next generation to play with; they are classic.”

An injection of new and fresh product ideas over the past 18 months has kicked in at retail, and Phil says the preschool PlanToys range is seeing strong sell-through rates with retailers. New water and sand play toys have been developed with little hands and imaginations in mind – with favourites including the Sailing Boat Penguin and Pirate Boat – while classics such as the Dancing Alligator, Pull Along Snail and Solid Drum are consistent performers.

Adding licences into the mix can give wooden lines a further boost. Orange Tree Toys’ Clare Hurlock says that its collection of Peter Rabbit and Friends toys – including Peter Rabbit Skittles and Puzzle Train – are among the company’s current top sellers.

New lines featuring the licence are planned for later this year and into 2017, including new puzzles and play-sets, while a new Dinosaurs range is also on the cards for 2017.

“I think that wooden toys are

definitely coming back and becoming a main part of a child’s toy box,” says Clare. “Many parents buying wooden toys today buy them because they had these types of toys themselves as children. Retro wooden toys are a fast growing product.”

It seems the combination of nostalgia, fun, education and interaction, with a pinch of innovation is something of a perfect storm for the wooden toys sector, with the products’ space on retail shelves guaranteed for many years to come.

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08/07/2016 15:57

WHAT’S NEW WOODEN TOYS New products in the wooden toy sector.

FIESTA CRAFTS

BIGJIGS TOYS

Push N Roll toys were a real hit when launched at the trade fairs this year, especially for longetivity of play – from crawling to walking – and because they have been beautifully packaged making them ideal for gift-wrapping. And so your stock doesn’t get shop soiled, Fiesta Crafts can provide a stand just for demos.

Tel: 020 8804 0563 www.fiestacrafts.co.uk

Bigjigs Toys have three new and exciting pull along toys in the 2016 range; a duck, cat and an awardwinning Stegosaurus. These toys encourage dexterity and confident mobility. The wooden dinosaur features colourful wheels and elastic joints for lots of bendy, wiggly, pull along fun. Made from high quality, responsibly sourced materials.

Tel: 01303 250400 www.bigjigstoys.com

LE TOY VAN

ORANGE TREE TOYS Following such positive feedback for the Peter Rabbit boxed push along, Orange Tree Toys have now launched a further six designs of boxed push alongs. Carefully selected from the vast range of designs, the lion, monkey, pink mouse, and soldier have been chosen, alongside the licensed designs of Jemima Puddle-Duck and Paddington Bear.

Tel: 01242 244500 www.orangetreetoys.com

Petilou Sensory Shapes are wooden sensory toys for lots of fun activities to stimulate young minds. The set encourages colour and shape recognition to sort into the matching tray. Plus, each of the nine blocks presents a sensation: shake to hear a jingling bell, look through the kaleidoscope, touch the fluffy fabric. Discover them all with this multi-sensory toy. This toy encourages manual dexterity and hand eye co-ordination.

Tel: 020 8979 2036 www.letoyvan.com

KIDKRAFT KidKraft’s playful wooden activity puzzles are just what early learners need to engage in fun imaginative play. Bright colours, chunky pieces, and educational themes help toddlers explore while developing fine motor skills and learning shape recognition. KidKraft has a full range of well-designed, sturdy wooden toys and furniture décor items for children three years plus. Each toy is designed to maximize interaction and encourage creative play.

Tel: +31 (0)20305 8620 www.kidkraft.com

TINY TODDS Bee Smart‘s innovative, fun, colourful wooden toys are now distributed by TinyTodds. This traditional, premium quality toy range is designed with preschool children in mind. This educational toy range stimulates creative and imaginative play and features unique designs, a smooth finish and beautiful packaging.

Tel: 020 7000 1988 www.tinytodds.com

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11/07/2016 08:22

WHAT’S NEW GENERAL New products for the preschool market, summer 2016.

EZPZ

AWARD PUBLICATIONS

ezpz makes all-in-one silicone serving ware that is a true game changer for mealtime with infants and toddlers.

All of its offerings feature a placemat and plate in one that suctions to the table, which means that it captures kids’ messes and eliminates tipped bowls and plates.

Tel: +33 6 60 97 72 79 www.frenchflair.paris

The Children’s Book of Healthy Eating helps children discover how much happier and healthier they can be when they eat the right foods and have a balanced diet. Featuring a reward chart and stickers, learning how to eat healthily has never been so easy, or so much fun.

Tel: 01909 478170 www.awardpublications.co.uk

CHICCO

SNUZ Following the successful launch of its Designz collection, the team at Snüz is thrilled to unveil the Snüz swaddle blanket, which has been created with light and breathable cotton with stretch, keeping babies comfy, snug and secure. The new swaddle blanket will be available in the same gorgeous prints as the Designz bedding, including Rootin Tootin, Little Tweets and Cloud Nine.

Tel: 01386 791076 www.snuz.co.uk

Cuddle and Bubble provides the perfect choice for bathing and changing by offering a comfortable, space saving station. With the table’s wide, cocooning shape and protective lateral sides, it allows for a calming and safe place to change baby. In addition, the padded mattress is removable and washable providing a safe and versatile solution to nappy changing.

Tel: 0208 9536627 www.chicco.co.uk

VTECH This beautiful playmat features a colourful rainbow arch with three attachment links for a hanging a mirror for self discovery, a dangling butterfly with crinkled wings for sensory development and a caterpillar teether for soothing baby’s gums. Beneath features a soft padded mat covered with the popular Little Friendlies characters to make play time comfy.

Tel: 01235 555545 www.vtech.co.uk

T HE MANHATTEN TOY COMPANY Beautifully soft and cuddly, Petals Unicorn is the latest addition to Manhattan Toy’s Adorables plush range. Perfect for inspiring imaginations whilst stimulating empathetic play, Manhattan Toy’s line of soft toys are also just right for a cuddle. Manhattan Toy has been combining whimsical design with luxurious fabrics for over thirty years and the new collection is its best yet.

Tel: 0208 944 3160 www.manhattentoy.co.uk

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N AP P I ES AN D P OTT I E S

A Bum Deal With a baby going through anything from 3,500 to 4,500 nappies in its first year, it’s no wonder that more and more parents are turning to reusable nappies. Following on from this, many parents are also choosing a reusable option for potty training too. PPS takes a look at some of products available to help tots and parents through potty training.

Above: The Pop-In range from Close has evolved over the years to include nappies and pants in many colours and prints. Left: My Size Potty from Summer Infant flushes just like a real toilet. Below: Winnie the Pooh is the most popular character for Brother Max’s potty range.

O

n average, parents can save more than £500 per year by using reusable nappies over disposables.

The actual figure varies, but reusables are likely to be about 60% cheaper than disposable options. The market for reusable products is growing and it’s not just about nappies; reusable pants are now just as popular at retail.

Close has been selling the Pop-in range for almost 10 years and has seen a lot of changes, as Michelle Smith, marketing manager explains: “Pop-in has evolved over the years with design changes and more colours and prints. We have added a potty training range with day and night time solutions as well as our newborn nappy and swim nappy so consumers can choose to use Pop-in for the entire duration that their little one is in nappies.”

A trend in reusable nappies in recent years has been the move towards

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one-size or birthto-potty nappies.

Wonderoos from Earthwise Trading was the world’s first one-size reusable pocket nappy when launched in 2002, and has retained a strong position in the market ever since. “Our best-selling product is undoubtedly our Wonderoos v3 pocket nappy,” says Christine McRitchie, director of Earthwise Trading. “It has won multiple awards including Prima Baby Gold Award for Best Resuable Nappy 2016. Parents like the versatility it offers with the ability to adjust the absorbency as well as the size.”

With more big retailers now stocking reusable nappies, Left and below: My Carry Potty is perfect for potty training on the go.

the products are more accessible to parents which has helped lift sales.

Joreen Singh, marketing manager for Bambino Mio says: “More and more parents are trying reusable products and finding them easy to use and economical. Our potty training pants are one of our bestselling lines and are stocked in most major supermarkets. We’ve got some great new designs and prints coming out later this year.”

Making the transition from nappies to pants is a major thing for toddlers and parents. And while a potty is an essential piece of kit, the choices for parents range from the very basic to the all-singing and dancing (and flushing!) models.

▶ POTTY TRAINING ON THE GO

Mum and potty training expert, Amanda Jenner, came up with the idea of My Carry Potty almost 15 years ago. “My son would only ever use his own potty which meant taking it everywhere with me in a carrier bag - not very elegant or hygienic.

One day, while I was out shopping in a busy high street he needed to go, and it was the disapproving looks as I disposed of the contents down the nearest drain that got me thinking there has to be something better than this. 15 years later I have what I believe is the perfect product to successfully help parents through potty training”

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N A P P I ES A N D P OTTI ES Right: Wonderoos are the best-selling line from Earthwise Trading.

Below right: Sales of potty training pants from Bambino Mio have been boosted by big retailers stocking the brand.

Baby Brands Direct stocks a wide range of products to suit every price point and consumer, with character potties from Solution EU selling very well, as Rebecca Hamilton, marketing assistant explains: “Character branded potties help make a challenging time for children much more fun and exciting. They fit in with current trends and offer a friendly, familiar face for kids to relate to, they are very popular with both our retailers and their own customers.”

Licensed characters also sell well for Brother Max, with Winnie the Pooh being the most popular, followed by Frozen. However, Brother Max is expecting big things from Finding Dory according to Alana Moscaritolo, marketing executive: “We can sense within the market that once the movie has been released and the products are on shelves that the Finding Dory toiletry range will be our most popular seller for 2016.”

Summer Infant has just launched the My Size Potty in the UK, which is a replica adult toilet with a flush

sound and space for toilet wipes. It’s been a strong seller in the States, moving between 5,000 – 10,000 units per week, even at a higher price point than a traditional potty.

“Consumers are willing to pay more for a potty that offers strong

to the ‘big loo’. So many parents don’t mind paying that bit extra for something they know is good quality that will last.”

Another potty that is selling well in the UK is the LumiPotti, which has a movement-activated night light which helps children master night dryness. Rachael Forder, mum and inventor of LumiPotti says: “It’s remarkable that in just 10 years potty training here has gone from being a complete ‘day and night’ concept to a daytime-only task and at night kids are kept in nappies, many of whom are still wearing them at night well into school years.”

While some children will ‘get’ potty training straight away, others do take a bit longer. Reusable pants and a large choice of potties all help make quite a daunting task for children seem just that little bit easier.

Below: Hippychick’s mattress protectors are 100% waterproof and breathable.

features,” says Joanne Gray, marketing consultant for Summer Infant. “As a piece of equipment, the potty gets a lot of daily usage and many children will use the potty for a considerable length of time before graduating Below: The Lumipotti has a night light to help with toilet training at night time.

▶ MATTRESS

PROTECTION

Think mattress protector and what may spring to mind is a thick plastic sheet that feels like sleeping on a tarpaulin – sweaty and uncomfortable. Hippychick’s mattress protectors are 100% waterproof and breathable.

“Hippychick mattress protectors take a much needed but also much maligned product and transform it into an extremely soft, undetectable, quality piece of bedding,” says Kelly Linthorne, marketing and sales administrator. “Feeling the brushed cotton or Tencel fibre of our mattress protectors, it is difficult to see how something that feels so luxurious can be so practical.”

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WHAT’S NEW NAPPIES AND POTTIES New products in the nappies and potties training market.

ANGELCARE Introducing the only potty that easily adapts its height to suit the child’s size to ensure correct sitting position and adding longevity. Ergonomically shaped to aid sitting down and standing up alone, increasing independence and confidence when potty training.

Tel: 01785 503305 www.hardenbergco.co.uk

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Hippychick mattress protectors take a much-needed, but also much maligned product and transform it into an extremely soft, undetectable, quality piece of bedding. Think mattress protector and what may spring to mind is a thick plastic sheet that feels like sleeping on a tarpaulin – sweaty and uncomfortable. Hippychick’s mattress protectors are 100% waterproof, breathable and really do have to be felt to be believed.

Tel: 01278 434440 www.hippychick.com

Bright Bots baby basics have launched a fabulous brightly coloured muslin square range in 100% cotton to match with the coloured terry squares and trainer pants ranges. There are three colour combinations available for unisex, boys and girls in a six pack.

Tel: 01295 810008 www.merrygorounduk.co.uk

EARTHWISE TRADING The award-winning Wonderoos V3 and Real Easy nappies are enjoying a bumper 2016 with gold and silver wins in the Prima Baby and Gentle Parenting awards. An exciting new print launch and design refinements are also on the cards in the coming months.

Tel: 01235 818122 www.earthwisetrading.co.uk

CLOSE With the addition of new lines to the range this year, Close now has a reusable solution for every age and stage. From newborn nappies to day and night time potty training products and everything in between, its got it covered. Stock up on the limited edition Campervan Pop-in nappy prints and make the most of those summer sales before the arrival of its new prints in the autumn.

Tel: 01992 554045 www.closeparent.com

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WHAT’S

HOT?

Progressive Preschool spoke to a number of independent retailers, to find out what’s been selling well across the preschool market.

Marlyn and Amanda Griffiths, owners, The Rocking Horse, Bowness, Cumbria A traditional toy shop in the Lake District run by a mother and daughter duo.

CATEGORY

SUPPLIERS/RANGES

Wooden games

Bigjigs

Train sets

Brio

COMMENT

The skittle sets from Bigjigs are popular coming into summer. They come in a variety of designs and are very well made.

Bigjigs

We stock a full range from Brio, including track, trains and accessories.

It’s such a well-known range and people know the brand name.

Play food

Melissa & Doug

Melissa & Doug has such a wide range of play food and it is such good quality. All the different sets sell well.

Puzzles and games

Orchard Toys

Our customers love the Orchard Toys games and puzzles. Shopping List is our top seller.

Wooden vehicles

Melissa & Doug

We do sell a lot of Melissa & Doug products, especially the little wooden vehicles and we stock everything from cars and trucks to boats and planes.

Melissa & Doug

Orchard Toys

Katie Handley, owner, B.Biscuit, Sheffield

A children’s and babywear boutique located in Hunters Bar, Sheffield.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Baby clothing

Frugi/Pigeon Organics

Babygrows and rompers always sell well for us. Frugi and Pigeon both produce some gorgeous prints and patterns.

Girls’ clothing

Frugi/Kite

The summer dresses from Frugi and Kite are good quality and wash really well.

The designs this season are beautiful.

Boys’ clothing

Maxomorra

Maxomorra produce some very funky and cool designs and the price is not bad either. The racing car tee-shirt has been our most popular this season.

Toys

Bigjigs

Wooden toys are always very popular with our customers. Bigjigs’ push-along animals are always good sellers.

Gifting

Nod Pod

We’ve been doing really well with the Nod Pod. It’s nice as it’s really different. It comes in a gift box too.

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Maxomorra

Nod Pod

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WH AT’S H OT

Emma Hoban, , owner, Babi Cyntaf, Caernarfon, North Wales A family-run business baby and nursery store situated on the outskirts of town.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Prams and pushchairs

Silver Cross

The new Pioneer from Silver Cross is one of our best sellers. It is a great offroad model with large tyres and good suspension.

Strollers

Silver Cross

We do well with the new Zest model.

It is extremely lightweight and this year there are some lovely colours.

Car seats

Maxi Cosi

Maxi Cosi is such a trusted brand name.

The Pebble Plus is our most popular model. Parents like it because it fits on so many travel systems.

Furniture

Accessories

Silver Cross

Ewan the Dream Sheep

We’re doing well with the Ashby range at the moment. It’s a traditional style, which seems to be popular with our customers and comes in at £1,000 for a 3-piece set which is a good price point.

Silver Cross

Silver Cross

Ewan the Dream Sheep

Ewan the Sheep has been flying out the door! More and more customers seem to have heard about Ewan – it is a very popular purchase

Whoopee!, Marcia and Alan Collins, Plymouth

A family-run toy shop in the heart of Plymouth city centre since 2001.

CATEGORY

Playsets

SUPPLIERS/RANGES

COMMENT

Playmobil

Playmobil has started to kick off again.

Parents love it because it is so well made and lasts well. The Summer Fun range is selling well for us.

Baby toys

Melissa & Doug

The shape sorter is a classic toy and the one from Melissa & Doug is nice and chunky – perfect for little hands.

Puzzles and games

Orchard Toys

We’ve been stocking Orchard Toys games and puzzles since we opened and they always sell well. Shopping List is always the best seller.

Licensed characters

Finding Dory

There’s a lot of hype around Finding Dory and we think it’s going to go well.

We have a wide range of product from puzzles through to plush.

Electronic

Vtech

We’ve just got in the Vtech Sort and Discover Drum and it’s selling really well. It’s a nice toy for a young child.

Playmobil

Melissa & Doug Vtech

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