Progressive Preschool March 2015

The B2B Publication For Preschool Products and Retailers

ISSUE 16 MAR/APR 2015

Show Stoppers

Harrogate Nursery Fair 2015

Down On The Farm Farmyard Favourites

The Next Generation Talking To Wauwaa

Back To Basics Toying With Tradition

Trade Publication. Sign up to our newsletter at www.progressive-preschool.com and follow us on Twitter at @prog_preschool COVERS_PPS_March April 2015.indd 1

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Next2me and Boppy

your best friends for bonding together Chicco Next2me is the original side-sleeping crib with a practical fold-down side that allows you to feed your

New 2015 colour ‘Fuchsia ’

baby while lying comfortably in your bed. Pair this with Boppy,, the hug-shaped pillow that provides a soft and cosy embrace for baby during feeding. Feeding Time isn’t just about giving baby essential nutrients during their first months; it’s about strengthening the bond between mother and baby. And we think that’s beautiful.

6

6 different height positions

0

Adaptable to any bed frame

Feeding support

A nest to relax

To train moving

Learning to sit

Inclinable, help with congestion and reflux

Next2me includes a practical travel bag, to be easily stored and transported

Happiness is a journey that starts when you’re a baby.

w w w.c h icco.co.uk

For information on these products, contact us at orders.uk@artsana.com, or please call 01623 750870

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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 MARCH/APRIL 2015

Around this time of year, most trade press publications will be rejoicing in the thought that ‘show season’ is over. From Hong Kong to New York, with London, Germany and Birmingham in-between, the first few weeks of the year are a ceaseless tour of new product, hot gossip - and expanding waist-lines.

It’s no rest for the wicked for a cross-category publication such as Progressive Preschool though. No sooner have we lost those extra ’show’ pounds and come down from the sugar rush, before we are off again; this time to Harrogate International Nursery Above: Rob and Jacqui meet Pip! Ahoy at London Toy Fair Fair, which is running from 29 to 31 March. The show is a fantastic way to spend a few days and boasting over 80 new exhibitors this year, it is once again a sell-out event, making it a mustattend for any retailer, nursery or otherwise. With the show floor becoming much more cross-category - mirroring how the retail market has also changed - it’s worthy of a trip from toy, gift, and apparel retail buying perspectives too.

This action packed issue has a lot to get your teeth (or eyes) into; the Harrogate Nursery Fair preview, running from pages 50 to 82 will give you a taster of what you can expect to see at the show - when you’re not joining us for the Progressive Preschool exclusively sponsored drinks reception on the Monday night, that is. Taking place in the Royal Hall as the show draws to a close, this is the first time the BPA has brought the traditional Monday night party in-house, and we’re delighted to be a part of it. So no excuses, we expect to see you all there!

The rest of this issue concentrates on a number of other different product areas, from traditional toys to slings and carriers. We also take a trip to the farm to find out exactly why our little darlings are so infatuated with everything that oinks, moos and is covered in mud. For those with more literary tastes, London Book Fair will be running from 14 to 16 April, and we’ve previewed the preschool portion of the show on page 31.

We’re also delighted to have Hamley’s Stacey Dix featuring on page 25 with her ‘value of play’ input, it’s a must-read column which really does give interesting thought on exactly what the end product has to do to meet the real needs of a real child.

With end-product in mind, the news-wires will soon start to ring with updates and alerts for the 2015 Progressive Preschool Awards. Already on target to be a sell-out event, this year’s celebration of preschool product and retail will be the biggest yet. At the time of going to press, news has broken that GfK Retail and Technology are signed up as headline sponsor, in good company alongside the line up of top-level firms who have pledged to once again support this important date in the diary.

See you somewhere soon!

The Progressive Preschool Team

Jacqui Parr, Rob Willis, Judy Stevens, 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, Michelle Board

@prog_preschool

Progressive Preschool is published by Max Publishing Ltd. Rob Willis - Publisher. Jakki Brown Editor-in-Chief and Joint Managing Director. Jacqui Parr - Editor. Fiona Pavely, Michelle Board and Sue Marks - Editorial Wordsmiths. Ian Hyder and Warren Lomax - Joint Managing Directors.

Judy Stevens - Sales and Marketing. Tel: 020 7700 6740 Fax: 020 7607 6411 Email: robw@max-publishing.co.uk, jacquip@max-publishing.co.uk, judys@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.

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W NE ES T HO ENS LIC

A FIRM FAVOURITE !

www.misirli.co.uk twitter.com/MisirliUKLtd

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contents 07 17 23 25 27 31 37 41 47 51 81 83 85 91 97 107

91

DOWN ON THE FARM

85

MEDIA WATCH What’s in the papers.

INDUSTRY INSIGHTS From market research company GfK. DESIGN FOR LIFE The thoughts of Hamleys’ toy designer.

SHOOTING THE BREEZE Talking from toy town.

LONDON BOOK FAIR PREVIEW What’s inside.

THE NEXT GENERATION Wauwaa’s online experience.

BACK TO BASICS The importance of traditional toys.

FROM THE ZOO The story behind Dear Zoo. HARROGATE HIGHLIGHTS PREVIEW Show highlights.

LYNDSAY LOGS IN What a carry on!

CATHY’S COLUMN Importance of innovation.

DOLL PLAY Why dolls are key to role play.

DOWN ON THE FARM Farm-themed favourites.

CARRY ME HOME Slings and carriers.

WHAT’S HOT Retailer’s best sellers.

51

25

DESIGN FOR LIFE

DOLLS PLAY

NEWS Reporting from the preschool world.

HARROGATE HIGHLIGHTS

47

FROM THE ZOO

41

BACK TO BASICS PROGRES SIVE PRESCHOOL

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www.progressive-preschool.com

PPS takes a look at the recent happenings in the preschool world

The Baby Brand Battle

TOP STORY

Here Comes Harrogate!

Inset: Harrogate International Nursery Fair is an essential visit for preschool retailers.

With just a few weeks to go until Harrogate International Nursery Fair takes place, the bumper show, taking place from 29 – 31 March, promises more than 180 exhibitors, over 300 brands, a full seminar schedule and a packed party programme.

Visitors looking for new and exciting products at the UK’s only nursery trade show will be spoilt for choice, with 80 companies exhibiting at the show for the very first time.

CFF Takes Time Out

Childrenswear trade exhibition Children’s Fashion Cologne will not go ahead for its next edition, previously scheduled for 12 - 14 July 2015.

The three-day event traditionally covers children’s, baby and maternity fashion. Find out more at www.cfc- cologne.com

Toy Fair Dates Are Confirmed

The BTHA has confirmed that London Toy Fair 2016 will be taking place from Sunday 24 January to Tuesday 26 January 2016.

The BTHA and Olympia have been working hard to find a resolution to the clash of dates since finding out about Nuremberg not moving to its normal week at the beginning of February.

To acknowledge that there may be extra cost and inconvenience for some exhibitors Toy Fair will be offering a number of discounts and extra opening hours are planned; from 8.30am – 6.30pm on Sunday and Monday and from 8.30 – 4pm on Tuesday.

Majen Immink, head of Toy Fair operations and sales said; “Toy Fair is always run with exhibitors and visitors in mind both in terms of good service, providing a platform for sales and networking and at a reasonable cost to Toy Fair stakeholders - from across the industry. We all want to work towards a terrific event in 2016 and beyond.”

Visit www.www.btha.co.uk/ toy-fair to find out more.

As well as providing the perfect buying environment, an informative free seminar programme will cover a number of topics including the latest market research information from GfK; an insight into grandparents’ buying power from Studio INTO; social media and digital marketing from Secret Pie and much more (the full seminar programme can be seen at www.nurseryfair.com).

For the first time, organisers BPA will be hosting a free drinks reception straight after the show on Monday 30 March 2015. Sponsored by Progressive Preschool magazine, the after-show drinks reception will take place in the Royal Hall from 6pm until 8pm. Exhibitors and visitors are all welcome to come along, relax and network with industry colleagues.

More information about the show can be found in our complete show preview, starting on page 51.

Mind The Bump One of the UK’s best-known and most widely used online marketplaces, Notonthehighstreet. com, has become the first sponsor of London Underground’s Baby on Board badges in an exclusive three year deal.

The sponsorship deal will generate over £100,000 a year over the three-year contract and will form a key part of notonthehighstreet.com’s marketing strategy.

Left: Over 130,000 Baby on Board badges are handed out for free each year.

Flair named as Disney’s best UK infant and pre-school licensee Toy company Flair has been named the UK’s Best Infant and Preschool Licensee at Disney’s annual licence awards night, in recognition of its hugely successful Doc McStuffins collection.

“Doc McStuffins is a stand out brand within the Flair portfolio that goes from strength to strength,” said Nic Aldridge, marketing director. “2013 was a great launch year, which was improved upon with 24% growth last year.

This is a wonderful brand to work with and we are delighted that Disney has acknowledged the effort that we put into making it a success.”

British parents are willing to pay for the reassurance offered by a well-known brand, a survey from leading parenting site BabyCentre revealed.

Speaking to 5,000 mums across the UK in a bid to find the ‘top’ baby products in 18 different categories, the research showed that modern families are happy to invest in quality products.

The results saw market leaders holding top positions in their categories – from cots to travel systems – with household names such as Maxi-Cosi, Fisher-Price and Bugaboo dominating key categories, indicating that parents are buying on the basis of a solid brand reputation.

“There are so many baby and child products on the market, it can be a daunting task for any new mum to choose between them,” said Julie Michaelson, vice president of sales at BabyCentre. “In terms of insight, it’s clear from our survey that UK mums are willing to invest in well-known brands they trust, when it comes to buying baby equipment.

A full list of winners can be seen at www.BabyCentre.com Above right: The Fisher Price Jumparoo won the bouncers/swing category.

Hamleys Moves To Mexico Leading UK toy retailer Hamleys has confirmed plans to open a store in Mexico City as it aims to strengthen business operations throughout Central America, adding to its existing overseas network across Europe, Asia and the Middle East.

According to a report in The Telegraph, the toy retailer’s deal is part of a push to strengthen British business operations in Central America.

Hamleys will be joined by luxury British car manufacturers Lotus and McLaren, who have both announced plans to open showrooms in Mexico City.

Below: Hamleys adds to existing overseas network.

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One Day 100+ Parenting Bloggers 250,000+ Consumer Reach*

Want to push your brand out to some of the UK’s most influential parenting and lifestyle bloggers and their huge consumer audiences?

Then you need to attend the FunFest Blogger Summit.

This one-day event will give you the opportunity to meet these key influencers and discuss brand ambassador programmes, review opportunities and more, in a relaxed, comfortable environment.

In a first for the market, blogger delegates are able to bring their children along, providing you with informal focus groups. FunFest will give brands an incredibly cost-effective way of reaching the UK’s elite parenting bloggers – but space is limited and going fast.

For more information, please call one of the FunFest team on 01494 775250 or email to info@mi-PR.co.uk

Saturday 25th April 2015, Whittlebury Hall, Northamptonshire (Nr. Milton Keynes) *estimated combined consumer audience for the bloggers attending FunFest

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www.progressive-preschool.com TOP STORY

Toy Market At Top Of Game The British toy market increased by 4.4% in 2014 according to a report issued by the British Toy and Hobby Association (BTHA), in partnership with global information provider, The NPD Group.

This was the industry’s best result since 2010 (+8%), and meant it reached £3 billion at retail, an increase of £130 million on 2013 figures.

“This is a tremendous result for the British toy industry during a year of challenging trading conditions,” said Roland Earl, director general of the BTHA. “The industry continually evolves ... and this has undoubtedly had a positive effect on the year.”

2014 was particularly strong for licences, with eight of the top 10 new products linked to a movie or cartoon. Disney’s Frozen became the largest toy-selling movie in the UK, beating the previous record held by Toy Story 3.

Predictions are also good for the coming year, as Frèdèrique Tutt, toys global industry analyst for The NPD Group concludes: “Thanks to product innovation and a strong line-up of movies there will be plenty of excitement for kids big and small throughout the year. We expect the market to increase by 3%.”

High street retailer Argos is updating its 150-year-old Chad Valley own-brand toy range with a refreshed brand identity.

Argos is working with brand design consultancy Elmwood to realise the concept, which will see the toy range capitalising on the 17 different ‘worlds’ within the Chad Valley collection.

As part of the update, Argos will be hosting a dedicated Chad Valley webshop within its own website, while an augmented reality catalogue page and a pop-up stand for in-store events will help further the brand experience.

Above: New-look Chad Valley microsite.

Entrepreneur Theo Paphitis recently hosted his annual #SBS Event in Birmingham’s ICC, with winners from his Small Business Sunday initiative which sees Theo pick his favourite small businesses each week, before sharing their details with his 450K+ Twitter followers.

Nursery brands that Paphitis recognised within the #SBS Event included Babycup, SpillySpoon, Fill ‘n’ Squeeze, Jamm Products and Sassy Bloom, who were all invited to meet the former Dragons’ Den star.

Below: Strong growth throughout the toy retail sector.

Karl For Kids

Iconic fashion designer Karl Lagerfeld is expanding its portfolio with its first ever childrenswear collection, ranging from newborn upwards, due to launch in spring 2016.

Apparel and accessories for children from newborn through to 16 years, are expected to average around £17.

Retail Round-Up PPS Awards 2015 In Motion

Argos Updates Chad Valley

Nursery brands picked out by Theo Paphitis

Plans for The Progressive Preschool Awards, held annually in November at The Dorchester, London, are already well under way for 2015.

GfK Retail & Technology recently signed to become headline sponsor of the event, re-affirming its commitment to the sector, and passion for celebrating success with supply and retail. Additionally, a raft of event sponsors are signed up to the 2015 awards, which is already on course to become a sell-out event.

These include Tomy Europe, KDUK, Misirli, B:kids, VMC Accessories, East Coast Nursery, Travis Designs, Manhattan Toy Europe, Nickelodeon, Harrogate Nursery Fair, DHX Media, BBC, Clarion Events, Cheeky Rascals, and MIPR. Watch for further updates via the PPS Newsflash. Sign up for free by visiting www.progressivepreschool.co.uk/e-newsletter

The expansions, celebrations and new appointments from preschool retailers Mothercare, The Entertainer and Mamas & Papas.

Nursery and maternity specialist Mothercare has continued on its upwards trajectory, entering the South Korean market via a franchise deal with Tescoowned supermarket Homeplus. The first four stores opened in February, followed by an ecommerce offer on the Homeplus website. Mothercare now has a presence in 17 Asian countries.

Also celebrating a continued run of success is high street toy retailer The Entertainer, which opened its 100th store in March. The landmark Aylesbury store is the highlight of a successful expansion programme which is showing no signs of slowing down.

Meanwhile, Mamas & Papas has appointed ex-Kiddicare boss Chris Yates to replace temporary chief executive Derek Lovelock. Mamas & Papas has seen a difficult year, with pre-tax losses of £12.1m in the year to March 2014. In September last year the retailer went through a Company Voluntary Arrangement (CVA) before private equity firm BlueGem Capital Partners took a majority stake in the business.

Below: Mamas & Papas had a difficult 2014.

Ravensburger Acquires Brio

Games and puzzle company Ravensburger has bought Swedish toy company Brio from Swedish investor Proventus, which had been the main owner for over ten years.

The acquisition will enable Ravensburger to strengthen its position as a toy company, uniting two strong brands under one umbrella. Brio will continue to operate as an independent subsidiary within the Ravensburger group.

“The purchase of Brio is consistent with Ravensburger’s strategy of increasing growth abroad and expanding from the games market into the toy market,” said Karsten Schmidt, Ravensburger chairman.

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The Progressive Preschool Awards take place on Thursday 12th November 2015, at The Dorchester Hotel in Mayfair, London.

Now in its third year, this hugely popular awards ceremony sees all sectors within the preschool aged 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.

All entry forms will be live on the website from 7 April - visit www.progressive-preschool-awards.co.uk, where you can also sign up for the newsflash to be kept informed of the awards and other industry news.

All product award categories will be judged in person by an extensive panel of retail buyers.

Companies can enter product ranges that have been launched at retail between 16 July 2014 and 15 July 2015. By ‘launched’, this means on sale with a third party retailer during this period.

The closing date for product entries is Friday 7 August 2015. Entrants should send a physical sample with the entry form completed and attached.

All retail award categories will involve an exhaustive poll of trade suppliers, manufacturers, and agents, who are encouraged to nominate retailers who have excelled in the preschool sector in the last year. This nomination process is followed by a validation process by a panel of industry experts.

The closing date for retailer nominations is Tuesday 1 September.

The Marketing Award (which covers marketing, PR, and promotional activity) will involve online submissions by companies with all entries being judged by a panel of marketing and promotional experts, who will arrive at the finalists and the winner.

The closing date for retailer nominations is Tuesday 1 September.

NEW awards for 2015 * Best Wholesaler or Distributor of Preschool Product: Open nominations from both manufacturers and retailers, to recognise excellent service to the trade. * The Outstanding Achievement Award: Nominated by industry peers for outstanding contribution to one’s own company, retail or service, or to the industry at large.

The closing date for the Outstanding Achievement and Wholesaler or Distributor awards is Tuesday 1 September.

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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Categories 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 Nursery Retailer Best Independent Apparel Retailer Best Independent Toy Retailer Best Independent Gift Retailer

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

Best Preschool Essentials Range Best Preschool Publishing 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

Special Awards • • •

The Marketing Award – (best consumer/trade PR/promotions/advertising/ marketing campaign) The Outstanding Achievement Award Best Wholesaler or Distributor Award Sponsors include

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DID YOU KNOW... …the UK Nursery Industry is worth £900m annually, every second purchase is a feeding product and £1 out of every £3 is currently spent on transportation?

With the broadest coverage of the nursery industry, our reports provide in-depth understanding and insight of the market, helping you make smart business decisions.

Join us at Harrogate International Nursery Fair on the 30th March at 12pm to find out what products parents are purchasing and why.

Growth from Knowledge

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www.gfk.com

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www.progressive-preschool.com TOP STORY

Best Buggy Revealed Leading pushchair review website Best Buggy has revealed the results of its second annual pushchair survey.

Best Buggy believes that the most suitable people to answer the ‘which buggy should I buy?’ question are parents, who have bought, and have had real life experience of using pushchairs every day with their own children.

More than 500 parents responded to Best Buggy’s survey and data was used from participants who have owned at least 15 pushchairs, giving a collective experience in excess of 5,000 pushchairs, ensuring that each parent was drawing conclusions from a breadth of knowledge.

This year the Bugaboo Cameleon took top spot as ‘The Favourite Pushchair’, stealing the crown from its sibling the Bugaboo Bee, which came top in 2014. However, the real winner was Baby Jogger, which topped the results in almost every other category making it by far the

Smyths Steps Up Smyths Toys Superstores stepped forward to donate toys to a children’s hospital which had been targeted by thieves in Wales.

It was widely reported in the national press that toys were being chained up at Newport’s Royal Gwent Hospital to prevent a spate of toy thefts from its wards. Smyths got in touch with the hospital to say it would ‘love to offer some toys to replace those stolen.’

“Being locked up in hospital is an unpleasant experience for any child,” said Smyths spokesperson, Robert Guckian. “We know how vital play and distraction can be for a child’s recovery and we are glad to be in a position to be able to help the hospital.”

Inset: Smyths offered a number of toys to replace those stolen.

Beau’s Best Toy The Battat Take-Apart Airplane was voted Best Toy at Toy Fair 2015 by Beau, a 6-year-old budding journalist who spent an exciting day at Toy Fair in January checking out all the latest toys.

“We’re delighted with this accolade!” said Judith Stark, Halilit’s md. “Beau has reviewed lots of toys that he saw at Toy Fair and we consider his praise for this low-tech toy to be a true Right: The Battat Take-Apart Airplane.

most popular manufacturer among the respondents.

The Baby Jogger City Versa was voted Best All-round Pushchair, Best Value for Money Pushchair, Best Pushchair Suitable From Birth (under £500) and was found to be the one pushchair that parents would buy if they were starting their families all over again.

The full results of the Best Buggy Pushchair Survey 2015 can be seen at www.bestbuggy.co.uk Below: The Bugaboo Cameleon took top spot for 2015.

Which? Reveals Safety Issue Two-thirds of child car seats in Great Britain are fitted incorrectly, according to new figures from consumer watchdog Which? – an increase of 20% since 2010.

New research from car safety specialists Good Egg Safety has shown that 67% of the 1,692 seats it checked in 2014 did not comply with minimum fitting standards. These figures were futher reinforced by the results of Which?’s own undercover investigation.

The watchdog took two test car seats to a number of high street experts and found that 90% of the stores visited – including John Lewis, Halfords and Mothercare – failed to fit them correctly.

Retailers offering fitting services can refer to the Which? Online guide at www. which.co.uk/carseats to help check that car seats are installed correctly and that appropriate advice is given. reflection of what children of this age really enjoy playing with. Beau has over 3,600 Facebook likes and 12,800 Twitter followers, so we know that lots of children and parents are interested in what he has to say.”

LICENSING LOWDOWN ▶ Pip Ahoy’s Pontins visits are set to continue throughout 2015, following a successful half-term break which saw thousands of children taking part. ▶ Award-winning swim specialists Konfidence has created an exclusive line of swimming aids for youngsters based on the popular CBeebies programme Octonauts. ▶ LeapFrog has partnered with Magic Light Pictures to bring The Gruffalo videos to the LeapFrog App Centre. ▶ DHX Brands has appointed a strong line up of licensees for new CBeebies show Twirlywoos, with Gemma International (greetings cards and partyware), Ravensburger (puzzles and games), GB Eye (posters), Fashion UK (outerwear), Rainbow Productions (character costumes) and DreamTex (bedding) joining global master toy licensee Golden Bear as licensees. ▶ Suncrest Trading strengthens its licensing portfolio with the addition of Tiny Tatty Teddy by the Carte Blanche Group, creators of the iconic Me to You brand. The license will cover soft play, sensory and activity toys, car and travel toys and sleep aids

Guess How Much They Care To celebrate 20 years of Guess How Much I Love You, Walker Books is partnering with two charitable organisations throughout 2015.

The first, I CAN, is the UK’s leading children’s communication charity. A successfiul Mother’s Day campaign saw Walker Books and I CAN sharing the vision that everyone should have the ability to share their thoughts and feelings.

The second partnership is with Storybook Soldiers, which enables soldiers to record bedtime stories for their children to listen to while they are away from home.

Guess How Much I Love You was the first ever story recorded by Storybook Soldiers in 2007, and during the anniversary year Walker Books will gift every family who records the story a free board book and goody bag.

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www.progressive-preschool.com TOP STORY

China Toy Market Boost A joint venture between two leading global show organisers is set to bolster both fairs’ internationality, while easing the one-child policy will further fuel China’s toy market.

Following the recent news that Messe Frankfurt and the Guangdong Toy Association are forming a joint venture – the The Guangzhou International Toy and Hobby Fair and the Guangzhou International Stroller and Baby Product Fair, which will be taking place from 8 – 10 April, 2015 – it has been reported that the toy industry in mainland China is expected to benefit hugely from this move.

China is the world’s biggest toy manufacturer and exporter, with the total export value of toy products in the first nine months of this year reaching US$ 18.98 billion, up 37.8% from 2013. With over 200 million children, China’s annual toy consumption reaches over US$ 3.26 billion – making it one of the largest markets in the world.

Argos’ Boost For Barnardo’s

The Argos Toy Exchange scheme, which is in its third year, has seen £663,996 worth of donated pre-loved children’s toys going to Barnardo’s, thanks to the partnership with the leading retailer.

During the eight-week Toy Exchange campaign, which ran between October and November 2014, Argos donations to Barnardo’s rose by over 55,000 bags, providing a bumper New Year’s bonus for some of the UK’s most disadvantaged children.

Brother Max Rebrands Brother Max has taken a refreshed approached with a new-look brand and product range for spring / summer 2015.

NEW FACES ▶ I an Edmunds has been named as the new managing director of Toymaster, while Yogi Parmar has been promoted to operations director. ▶ Selina and Simon Russell, owners of Cheeky Rascals, have joined forces with industry stalwart Jane Johnstone to expand its services and offering.

Above: China’s toy industry will see boost from joint venture.

This figure is set to increase even further as the country eased its one-child policy last year, adding an expected eight million new babies to the population within the next five years.

“We project the annual compound growth rate of domestic sales of toy products will be 15% in the future years, while even bigger growth will be seen from the baby and toddler toy market,” said Zhuoming Li, chairman of GDTA.

Anniversary Slings Make Headlines

British newspaper The Telegraph has covered the remarkable story that each Singapore citizen baby born in 2015 will receive a BabaSling.

The baby carriers are being gifted as part of the SG50 Baby Jubilee Gift, an exclusive package being given to Singaporean babies born in 2015 to commemorate the country’s Golden Jubilee year.

Daniel Lucas, ceo of We Made Me, the company behind BabaSlings, said: “I am so proud that theBabaSling has been chosen to help celebrate such a momentous occasion.”

Talking to The Telegraph, Daniel explained that he expects to send out about 35,000 products as part of the deal, which will increase We Made Me revenues by as much as 300%.

For more information please visit www.motherswork.com.sg The new brand identity will include a three-year-old ‘Brother Max’, who will appear on the company’s website and on packaging to help communicate the features and benefits of the products through a child’s eye – ‘simple, clever ideas’.

“We’ve been working hard to develop a clear and complete offering and as such, we have filled the gaps and improve products to now offer full-range solutions for our retailers,” commented Vicky Thomas, UK sales and marketing manager.

▶ Well-known parenting expert and author Sarah Ockwell-Smith will be working in collaboration with Golden Bear to develop its new My First Forever Friends range. ▶ Posh Paws has appointed a new national account manager, Mark Standen. ▶ BabyStyle have announced the appointment of Gill Pedley as brand manager for new premium stroller, Egg. ▶ WOW Toys has four new additions to it’s sales team; Christopher Watts (UK sales manager) and Sally Irwin, Tomas Hudson and Deborah Stanley (regional sales managers). ▶ The Little Green Sheep has appointed Sophie Walton as marketing manager. ▶ Bigjig’s new recruit Andrew Dickson has been named agent for Scotland, while Sharon Gardner joined as house account manager. ▶ Galt Toys welcomes Keith Thompson as its new area sales manager for Scotland and the North of England. ▶ Tim Foley and Carl Vernum have joined MGA and Zapf as field sales managers. ▶ Umika Verma has joined the Baby Brands Direct marketing team.

Breaking The States

Cheeky Chompers chewy products have hit the USA after just two years of trading, and are now The Cheeky Chompers Chewy products are now selling in over 150 stores across the USA including Buy Buy Baby, Babies R Us and Hallmark.

The award-winning Neckerchew is listed in over 150 retailers across the UK and Ireland, including John Lewis, Mothercare and Jojo Maman Bébé as well as numerous independents.

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In the

Public Eye In Media Watch, Progressive Preschool takes a look at the consumer press to see what parents will be splashing their cash on over the coming months.

MAR 2015

A Weaning Wonder

Sleep Tight

Seeing Stars

Staying Dry

Following Brother Max’s recent brand revamp, its new-look weaning products are receiving some great coverage in the parenting press. The Easy Hold Sippy Cup appeared in the ‘What To Buy Next’ section of February’s issue of Mother & Baby magazine.

This great piece of coverage for the Tomy Starlight Dreamshow Projector appeared in the April edition of Gurgle magazine.

The product was recommended in a ‘We can’t live without...’ feature, where parenting blogger Eleanor Crompton said it helped turn bedtime into a relaxing experience.

A ‘Ten Best...’ feature in a February issue of The i Paper focused on a number of different babies’ sleep aids, with Ewan the Dream Sheep, Snugglebundl, Snuzpod bedside crib and SnoozeShade all making a very welcome appearance.

Guaranteed comfort for newborns – and their parents!

The February / March issue of Project Baby magazine featured Diono’s Dry Seat in a lifestyle feature looking at clever travel accessories.

The car seat and pushchair protector is ideal for toilettraining and makes travelling less stressful for the parents and more comfortable for the child.

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MEDIA WATCH

Baby Bakers

Build It

Medical Marvel

Driving Safely

Bake For Bliss was a campaign which encouraged baking and introduced preschoolers to the concept of charity.

Each Miffy apron purchased saw money going towards the very worthy Bliss charity, as featured in a January issue of The Sunday Mirror’s Notebook supplement.

The spring issue of London-based magazine Angels and Urchins highlighted a number of preschoolspecific products and ranges in its Early Years news pages – with Clementioni’s soft building blocks and farm playset highlighted for its ‘soft and squidgy’ tactile feel.

Choosing a car seat is one of the most considered decisions a parent will have to make – so features like this one, in The Sun, are always popular. The Britax King II did well in the feature, described as ‘a good option, incredibly strong and sturdy’, it scored 4 marks out of a possible 5.

A January report in Time Magazine described Blue Maestro’s Pacif-i as a ‘modern marvel’, saying that it ‘may change the face of parenting forever’.

The bluetoothoperated pacifier also received positive coverage across a wide range of other scientific and parenting press.

Carry On

The Buyer’s Guide in February’s edition of Mother & Baby magazine focused on slings and carriers.

Papoozle’s baby carrier was named the best all-rounder, scoring 5 out of a possible 5.

The carrier was praised for its padded waistband which transfers baby’s weight from shoulders and onto hips.

MARCH 2015 Who’s Who?

The PR companies, distributors and suppliers featured in this issue of Media Watch are: Social Betty (Brother Max), Bump PR (Ewan the Dream Sheep, Snugglebundl, Snuzpod, SnoozeShade, Papoozle), So PR (Tomy), Clareville (Diono), Highlight PR (Miffy), mi PR (Clementoni), Blue Maestro, Threepipe PR (Britax).

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INDUSTRY INSIGHTS

STARTING OFF STRONG 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 back at 2014 and considers whether 2015 has got off to a good start.

I

“

t is often said that the first day of the year sets the tone for what’s to come.

If that is truly the case, the nursery industry has much to cheer about.

Based on GfK’s retail sales’ trends, this year has started well, with figures showing a 20% growth month-on-month in January 2015 (Jan 2015 v. Jan 2014).

Although the overall prices continue to follow the downward trend which is seen across much of retail, the last 12 months have seen a growth of 7.7% within the

Inset: Even lowcost items like bibs are driving growth across the industry.

seeing a big push in volumes when compared to December 2014.

In value terms, when compared month-on-month, the strollers category grew by 8% as the more popular products continue to become more expensive.

For example, travel systems became £20 more expensive in January 2015, when compared to January 2014.

Another significant trend in the strollers sector is the drop in sales of heavyweight strollers. Sales of strollers

Inset: GfK show what shoppers use their smartphones for when shopping.

sector as a whole. Products driving this growth are both big and small, including everything from low-cost items like bibs to high-value products like thermometers.

Even big ticket items such as travel systems and furniture have all contributed to this positive trend.

Sales across baby hygiene products such as nail clippers, grooming kits, brush and comb sets, wash mitts and baby sponges all grew by about 40% in value over the last 12 months. However, sales of less essential hardware such as playdens and walkers were found to be in decline.

Last year also saw a volume growth in sales throughout the equipment categories, with sales in January 2015

weighing upwards of 5.5kgs have declined in the last 12 months when compared to previous periods.

The Price Is Right Overall, baby monitors have been the most price-sensitive category within nursery hardware. Although widely promoted at retail, prices have increased by £3 year-on-year. Parents prefer to spend money on the monitors with video observation more than any other feature.

Highchairs have grown in value as well.

Interestingly, while they still account for a relatively small percentage of the category, parents are paying significantly higher

amounts for sitter/playtrays as compared to a traditional highchair.

Within the car seat sector, the Isofix feature has had a growth spurt in January 2015 with a 90% increase in sales when compared to January 2014. As iSize car seats are becoming more popular in the market, they have also started coming down in price over the last 12 months.

Getting Mobile GfK ran a recent study across 23 countries in an attempt to find out exactly what shoppers use their smart phones for while in a store (see infographic).

Interestingly, one-fifth of customers ended up buying products online via a website or an app while they were browsing. Adoption of technological advances and the wide availability of smart phones have created 24/7 purchasing platforms across the board, creating more opportunities to reach out to the customer and allowing them to be drawn in.

While the mobile usage results we uncovered are for generic retail purchases, the trends are especially relevant to the nursery sector, where online shopping provides a platform to draw in customers and talk about the feature-rich products.

A Good Start Overall, January 2015 has been a cracking start to 2015 in the industry. As consumer confidence rises and inflation falls to 0.5%, there is more disposable income available in the economy. This could have positive implications for the nursery industry as parents can afford to spend more on their new arrivals.

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A DESIGN FOR LIFE LEARNING ABOUT PLAY

Hamley’s brand design manager and toy designer, Stacey Dix has a special interest in preschool product and play and is perfectly placed to share her insights and thoughts about play theory and creative play patterns.

Play does not occur in a vacuum.

Stacey explains why she sees play as an essential tool in the creation of a successful individual and considers why society values traditional play so highly.

of emotions such as empathy, increased concentration and an expanded imagination.

The recent revival of traditional play is actually quite refreshing. My favourite preschool childhood memories include a musical spinning top, a clown jackin-the-box, multi-coloured wooden bead abacus – and making bubble beards at bath time after a hard here are many variables day of playing! Other toys that influence how a child included a giant floppy plays. Important events, rag-dolly, a hobbyhorse significant relationships, with string hair and wheel, the environment, individual knitted snowman and a personality, opportunities for large plastic playset (complete with solitary or group play – even the milkman, postman and tree house). time allocated and toys available.

Today, we see people focusing on I belive that every child is productivity; everything is expected born with a natural drive to play to produce a material outcome. We and deserves the opportunity to as adults work very hard to lay paths flourish in their younger years. for children to follow, to project our Maybe this is my real reason for ambitions on to them, and to set rules pursuing a career in toy design Top: Free play with classic role-play items is and guidance for everything they do. and play theory research! as traditional as it comes.

They arrive into a world that is already Others have analysed play as Above: Educational puzzles shaped for them to fit in, a place where having two primary functions – are a popular traditional toy. they need to follow the rules and either an adjustment to the present perform well as an individual. Traditional toys like or preparation for the future. Although it’s not as puzzles, building blocks and shape sorters help simple as that, it’s as a good place to start as any! build a foundation skill set in the preschool years.

I classify traditional play patterns under what But it’s at the unstructured free-play stage I like to call the ‘play-core’ – the ‘must-have’ toys that a child will start to discover and understand rather than the ‘nice-to-have’toys – those which more about their personality – what they children need in order for certain development like and who they wish to grow up to be. stages to be met. Traditions hold significance As much as there’s a place for electronic and in our world and this naturally reflects in the interactive toys in this world, there is a need for way children play, mirroring their social life and traditional play to balance everything out. In the way they see the world. the future, I wonder if these new hi-tech toys Children use toys as a tool Below: A young Stacey with her ragdolly and will be categorised as a traditional toy? They to help them discover their knitted snowman – will be so integrated into our worlds they’ll identity, learn cause and what more does a become a staple of a child’s development effect, explore relationships, young child need? so they are prepared for adult life. practice skills they will require Or maybe a classic spinning top will hold as adults – and maybe most it’s own and continue to be a perfect gift for importantly grow emotionally the younger generation? I just hope nostalgia and physically strong. Other continues to keep these types of toys alive benefits of traditional play with parents and grandparents giving gifts can include learning to share, that they once remember playing with.” sharpened senses, expression

“

T

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TALKING HEADS

The Toys Are Back In Town

Inset: New faces mix it with old ones at London Toy Fair.

Alan Dadswell, director, Toys N Tuck I think Furchester Hotel “ is going to be big this year

as will Paw Patrol. Both TV programmes have been big hits and there was a huge demand for Paw Patrol before Christmas when toys were in short supply.

It’s selling well now and I expect that to continue well into 2015.

Last year our best-selling item was the VTech Toot Toot Driver vehicles and our best ranges were Thomas & Friends Take-n-Play and Imaginext – and I expect these will keep performing well this year too.

”

January is a busy time in the toy world, with the major fairs in London, Nuremberg and Hong Kong all taking place within a couple of weeks of each other. New brands, old favourites and cutting-edge tech all vie for toy buyers’ attentions.

Progressive Preschool caught up with several retailers to find out what got them excited at the recent shows and what they predict is going to be hot in 2015.

Stewart Mancey, general merchandise manager of furniture, technology and toys, Harrods This year, film blockbusters “ will be driving our sales and

it was great to see so many innovative new products at Toy Fair especially for Jurassic World and Star Wars.

Major players such as VTech, Hasbro and Spin Master were exhibiting tech-lead pieces, incorporating newly introduced electronic elements and interactive features to engage and inspire the children of today.

There’s also been a huge resurgence in retro-inspired toys and characters from the past 20+ years – Thunderbirds and The Clangers are set to be big for 2015.

”

Below: Harrods Toy Kingdom.

Right: The Clangers.

Above: Paw Patrol.

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TALKING HEADS

Stuart Grant, buying director, The Entertainer

“

Not only have we got one of the strongest movie slates, kicking off with Big Hero 6, followed by Spongebob, Home, Avengers, Minions, Ant Man and of course Star Wars, we are also enjoying huge growth in the preschool category.

Disney Frozen has taken the world by storm, with the toy market probably the biggest sector to benefit and as we head into Q2 of 2015 this trend doesn't seem to be slowing down. The launch of the Paw Patrol toys in December has been a huge success with demand continuing to build as the show gains in popularity, certainly one to watch and a real contender for top spot of biggest new brand for 2015.

Peppa is Left: Ben and Holly coming off a Deluxe Thistle play.

Below: The Entertainer. fantastic 2014 and the Ben and Holly’s Little Kingdom re-launch in the middle of last year surpassed all expectations and with new play sets launching this year, it should cement itself into an evergreen brand within the preschool aisle. Other evergreens like Thomas & Friends and In the Night Garden are also having a resurgence with the 70th anniversary celebrations for Thomas this year and new products for In the Night Garden.

Last and by no means least is the highly anticipated re-launch of the Teletubbies. With programming coming late this year and toys coming just in time for Christmas we are expecting big things from this brand as we head into 2016. All in all a great line up of new brands and products, an exciting year ahead.

Charlotte Croser, owner, Jollys Toys

“

I was excited to see that Tobar is now distributing the Schylling collection of classic toys. These are lovely, traditional toys which will do well for us. Tobar have quite a good product portfolio, which is good for us being a small trader as we can pick and choose from Tobar’s wide range of products and distribution lines and go for something different every time.

I also enjoyed catching up with DKL Marketing, which has taken on the Munchkin brand. Bath products are a gap in our preschool selection in the shop, so they are something I was interested in.

We’ve been selling a lot of Bigjigs products in the shop – more than normal – so I had a good look at the Bigjigs stand. I feel the new packaging has been a good move and I liked the new stacking puzzles and layered puzzles. Galt Toys has also introduced new packaging and it really stood out for me. It’s a well-trusted brand and suits the needs of younger children.

One product I’m hoping we’ll do well with is the butterfly garden set from Insect Lore. Parents have to send off for the caterpillars, but then you have everything in the set to grow your own butterflies. I think it makes a really nice gift and there’s a nice educational element to it as well.

Below: Jolly Toys. Right: Bigjigs.

”

”

Alex Schick, owner, Milestones

“

There was huge hype at Olympia around the Frozen Lego and I did manage to have a look. We go more for traditional toys and classic toys, so I headed over to see Brio, as this is a brand that my customers come in and ask for. I haven’t stocked this before, so I’m excited to be taking on some of the train sets and magnetic building blocks. The magnetic blocks are already selling well in the shop.

Melissa and Doug is a popular brand for us and I liked several of its new early learning activity books with clips, zips and buttons – all

good for developing fine motor skills.

The products look really nice and are fun for kids.

One product that caught my eye was the Scoot Basket from Scoot ‘n Pull. It just looks very cool and I can imagine would be very popular with kids.

As far as trends, I would say that wooden toys are back in a big way. There’s also a lot of interest in traditional/ retro licensed characters, like Paddington Bear and Peter Rabbit.

”

Above: Milestones. Left: Brio magnetic blocks.

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H

elen Oxenbury’s award-winning edition of Lewis Carroll’s classic

Alice’s Adventures in Wonderland, first published in 1999, is full of warmth and humour. Her illustrations bring to life a quintessential story set in an enchanting fantasy world, and introduce a more modern Alice for today’s audiences.

New products launching this year include: Stationery, Calendars, Furniture, Home Textiles and Apparel. For further information please contact:

87 Vauxhall Walk, London SE11 5HJ • e: licensing@walker.co.uk • t: 020 7396 0909 ALICE’S ADVENTURES IN WONDERLAND Illustrations Helen Oxenbury © 2015

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LONDON BOOK FAIR

CHAPTER and

Verse

Inset: The London Book Fair is set to open its doors at a new venue this April.

T

he London Book Fair has become a stalwart in the publishing calendar, welcoming exhibitors from across the globe. “If books, educational initiatives, entertainment and general inspiration is on the shopping list for preschoolers – look no further than The London Book Fair,” enthused Jacks Thomas, director of the show. “The UK’s fantastic publishing programme is on show, alongside those of another 100+ countries.”

Last year the ‘Children’s Hub’ seminar programme featured children’s exhibitors from across the globe, showcasing the best that children’s publishing has to offer. Visitors and exhibitors enjoyed buzzing aisles and networking opportunities and 2015 will be no different. “The Children’s Hub has an amazing line-up of product showcases and seminars showcasing a great range relevant for buyers of preschool books, led by some of the most influential voices in the industry,” Jacks continued.

Jonny Lambert

Jonn y Lam bert

LITTLE TIGER PRESS

£10.99

www.littletige r.co.uk

As The London Book Fair prepares to open a fresh chapter this spring with a new venue (London’s Olympia), PPS took a sneaky peak at the preschool launches and trends which will be showcased at the exhibition.

Arguably one of the biggest challenges facing the preschool publishing sector is the fact that the market is so overcrowded, although fortunately it still seems to be relatively unscathed by the digital march. With that in mind many publishers are opting for new formats at LBF in a bid to give their books an added Above: An endearing new elephant character from the hugely talented Jonny Lambert will be launching from Little Tiger Press. Right: Frida and the Bear is a new launch from Walker Books.

▶ RIGHTS MOVE

Following the success of the CMC Rights Exchange in November, on Thursday 16th April, the CMC Rights Exchange will come to The London Book Fair for the first time this year. The CMC Rights Exchange @ LBF is a must for anyone looking to buy and sell children’s IP, and for those looking to build partnerships to take content across platforms.

edge. Take for example Usbourne’s additions to its best-selling ‘That’s not my....’ series by author Fiona Watt.

Launching at the show will be two new gift sets with plush, including a meerkat.

It isn’t just the gift sets that are commanding premium price points.

Jane Winterbotham, publishing director of Walker Books, (which is celebrating the 20th anniversary of Guess How Much I Love You this year) has seen a marked pendulum swing towards more lavish books and finishes – both in illustrated books and in fiction for children.

“People are buying more hardbacks again: it’s not just about the content, it’s also about how that content is delivered, the whole book as a desirable object, and quality art and PROGRES SIVE PRESCHOOL

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That’s not my... book

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Gorgeous gift sets including a colourful touchy-feely board book plus a delightful toy!

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Award-winning baby book series • Perfect for little hands Over 12 million copies sold worldwide • Over 30 titles available To place an order contact the Usborne sales team www.usborne.com/uksales Discover the full range at www.usborne.com/thatsnotmy

For the most exciting range in preschool publishing, come and see us at London Book Fair!

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Nosy Crow 9780857634375 BB £5.99

Letterland 9781782480914 HB £7.99

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Flying Eye Books 9781909263567 HB £11.99

Egmont 9781405275200 BB £5.99

Scholastic 9781407144733 BB £5.99

Fine Feather Press 9781908489234 PB £5.99

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Minedition 9789888240142 BB £7.99

13/03/2015 16:25:39

Boxer Books 9781907152108 BB £5.99

PatrickGeorge 9781908473127 HB £8.99

15/03/2015 17:15

LONDON BOOK FAIR

“The Children’s Hub has an amazing lineup of product showcases and seminars”

Above: The Children’s Hub is set to be a popular feature of this year’s LBF.

writing deserves quality formats. I think people are realising that even in hardback and generous formats, books are still great value and make wonderful lasting gifts,” she said.

“Picture book formats tend to remain fairly simple, but extra features such as stickers or press-outs that relate to the story can really add value and boost sales,” said Jessie Sullivan, marketing and publicity officer at Little Tiger Press, identifying another key trend. “There are also picture books with a novelty twist that bring out some element of the story - for

naughtiness, and Chris Haughton’s Oh No George! and Jon Klassen’s This Is Not My Hat show just how far that can be pushed – and entertain adults at the same time,” she observes.

Of course publishers will also be tapping into key behavioural and educational trends to appeal to parents and children alike. Top That Publishing’s launch at LBF, That’s Arty Mouse, is the culmination of discussions with its artists who discussed their earliest creative experiences. They found that they all had one things in common – they learned to draw using basic shapes, so this news series takes this common creative starting point and introduces a whole new See th e Wor ld thro generation ugh S hapes to early learning through art.

Igloo Books is tapping into another behavioural trend – that of children’s role play – with its latest launch. Mike Phipps, publisher, explains: “Children enjoy role-playing familiar favourites, such as doctors, builders and firefighters. This plus part trend has always been strong in the preschool market, and it still is.”

He adds: “Sounds, flaps and touch and feel are still very much on the radar, but we are always looking for Introducing

Sp

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Ge

o

Sc

ribb

le

Splat

Rainb

ow

Strip

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Birds

An E

xciting N For P ew Creativ ity Bra rescho ol Chi ldren nd

Above (clockwise): Walker Books celebrates 20 years of Guess How Much I Love You with this special anniversary edition; My First Words sound book from Igloo Books; Arty Mouse is the new series from Top That Publishing; Usbourne will be extending its popular That’s not my....offer with two new gift sets complete with plush.

example die-cut holes, flaps, or other devices that play with the book as an object, or with how text and image work together on the page.”

Jessie has also found that humour is another common theme at the moment and this is something Little Tiger Press is looking to tap into with a hilarious follow-up to Tim Warnes’ popular Dangerous, and with artist Matt Saunders, who brings to life a wickedly funny text by Jeanne Willis.

In terms of storylines Jane Winterbotham is seeing more subversive picture books growing in popularity. “Children love real

Do

t

▶ L ONDON BOOK

FAIR IN NUMBERS

■ 2 5,000 + attendees over three days ■ 1 3,830 visitors from over 110 countries ■ O ver 1500 exhibitors from over 60 countries ■ S ocial media reach of over 170,000

▶ CHALLENGING TIMES

Unlike the adult book sector which is seeing print eroded at an alarming rate by the march of digital readers, the challenges for the preschool sector are somewhat different.

Overcrowding is a key challenge, explained Ed Ripley, UK sales and marketing director and export director for Walker Books. “As ever we face the challenge of an overcrowded market, with more and more products vying for space on the shelves and in the public’s consciousness. Couple that with the already big brands getting bigger, and it can be difficult to introduce new brands and see growth in your current product.”

Mike Phipps, publisher of Igloo Books, feels that overcrowding is being compounded by the ‘power of the licence’. “Disney, Peppa Pig, Thomas the Tank Engine, all classic and modern powerhouses of the licensing marketplace, offer a strong competition to our generic preschool product,” he comments.

Ultimately it can be a case of the deepest purse wins, according to Dan Graham of Top That Publishing. “Editorial, design and illustration content is paramount, but there are many fantastic titles by independent publishers that do not get the success they deserve, as they lack the marketing budgets for in-store promotional space that can guarantee the success of lesser products.”

added value. Reward and education has also been a big focus for us. Parents are more conscious of how their children are developing and what they need to know and do before that landmark first day at school. So the blend of learning, interactivity and fun is so important in a successful preschool product.”

So whether it’s picture books or educational books, all exhibitors at the upcoming London Book Fair are keen to ensure the next chapter in preschool publishing is all about one thing... differentiation.

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WHAT’S NEW LONDON BOOK FAIR Whats new at London Book Fair: 14-16 April, London PICTHALL AND GUNZi All children love to discover and explore their world by touch. These two fantastic, fun touch and trace titles from Award’s essential early learning imprint, Picthall and Gunzi, feature tactile grooves, designed to develop hand-eye co-ordination and boost key early learning skills through interactive play.

Stand 1D10 01909 478 170 www.picthallandgunzi.com

BOUNCE MARKETING

WALKER BOOKS

The first in a new series of beautifully illustrated children’s books teaching little ones about the natural world, from Flying Eye Books. One Day on Our Blue Planet: In the Savannah follows a day in the life of a curious lion cub.

Stand 1E10 020 7138 3650 www.bouncemarketing.co.uk

This year at London Book Fair, Walker will be on the look out for new talent, as well as showcasing some of their own. Anthony Browne is author of the day talking about his illustrated version of Alice’s Adventures in Wonderland, and his new picture book with Hanne Bartholin, Frida and the Bear.

Stand 1D30 020 7793 0909 www.walker.co.uk

CHILD’S PLAY New finger puppet books Pardon Me! And two new series of baby board books: All Year Round and What’s that Noise? are being introduced by Child’s Play at the Fair. Also being aired at Book Fair are the newest picture books, including Crunch and The Jar of Happiness.

Stand 1C21 01793 616286 www.childs-play.com

USBORNE Two That’s not my… book and toy gift sets are being launched by Usborne at this year’s London Book Fair – meerkat and penguin.

Each contains a bestselling That’s not my… touchy-feely board book and a luxury plush toy, each of which has been made especially for Usborne based on the illustrations from the book.

Stand A705 0208 636 3734 www.usborne.com

PROGRES SIVE PRESCHOOL

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Every new generation loves

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With such an extensive range, we’re probably the only name you need when it comes to stocking role play and replica toys - that are just like the real thing!

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15/03/2015 17:18

RETAIL FOCUS: WAUWAA

The Next

Above: The Wauwaa team with Sam (bottom row, second left) and Ivan (far right, second left).

Inset: Wauwaa provides a complete online experience.

Generation As the way modern parents shop continues to evolve, PPS spoke to Ivan Lopez, founder of online destination Wauwaa, to find out more about the new parenting platform which combines content, commerce and community.

Inset: Parenting tips make up an essential part of the site.

T

here’s been a lot of noise about both the internet parenting community and the increasing popularity of mobile shopping – and with almost a quarter of us buying products through our phones, mobiles are an undeniably convenient way to shop.

So when Ivan and Sam Laakkonen founded Wauwaa they were doing so driven by their own personal

parenting experiences.

“We noticed a disconnect between online shopping and parenting information,” explained Ivan. “We are both relatively new parents and so were using those sites ourselves – and having to get advice from one place and purchase the solutions from somewhere else just seemed like a missed oportunity!”

By offering a reliable one-stop destination which allows parents to browse a wide range of products, information and advice, Wauwaa is able to deliver an online experience which caters to their every need.

The business was officially launched in the autumn of 2013, and at just over a year old it has already seen some remarkable results, growing rapidly into a key player in the maternity, nursery and childrenswear market across Europe. So how did it all begin?

GETTING STARTED

“It’s fair to say that no-one got what we were trying to do at first,” laughed Ivan. “Visitors would look at the content but not buy anything or vice-versa. We had a bit of an identity crisis!” A new layout was quickly implemented to improve the ultimate user experience, which made a significant difference.

The fully-responsive site is continually undergoing improvements – it is already in its fourth generation – to ensure that the layout, navigation and functionality is as effective as possible. “We actually change the home page frequently throughout the day,” Ivan said, “so we can test which entry points work best and see how our users access the content and move around the site.”

▶ WAUWAA IN NUMBERS ■ Wauwaa currently has over 250,000 registered users.

■ The average shopping cart value has more than tripled since launch.

■ Wauwaa currently works with more than 350 suppliers/brands.

■ Over 700 videos and articles are currently available online.

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

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The classic baby range

Olympia • Stand E9 | Nuremberg • Hall 4 • Stand E51 - F50 James Galt & Co. Ltd. • Sovereign House • Stockport Road • Cheadle • Cheshire SK8 2EA tel: +44 (0)161 428 9111 • fax: +44 (0)161 428 6597 • www.galttoys.com 038_PPS_March_April 2015.indd 1

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RETAIL FOCUS: WAUWAA

▶ CREATING CONTENT All product copy is created by a dedicated team, who work closely with the manufacturers to ensure they have the most up-to-date information available. Content is also created by respected mummy bloggers such as Kiran Chug, who offer valuable insights into the world of parenting while offering a balanced and friendly editorial voice.



While many people visit the site both directly and via search engines, much of Wauwaa’s traffic is generated by its impressive social media following. “We Right: A welcoming, easy-to-navigate homepage. Below: An accessible mobile homepage is essential.

have about 90,000 followers across Facebook, Twitter and Pintrest,” said Ivan, “which is great for our international reach.

We only expanded our business abroad because people in other territories were finding out about us and wanted to shop!”

STAYING MOBILE

Ivan and Sam were also very aware of the lack of free time new parents have for luxuries like shopping. As such, the site focuses heavily on mobile technology, making sure that people browsing on their phones are taken to exactly where they want to be, as soon as possible.

“Whether they’re online in the middle of the night or have a few minutes while the kettle is boiling, we know that parents want to be able to access information or buy products instantly. Making sure the site worked well on mobiles was essential for the business model.”

It’s a strategy that has paid off extremely well – an impressive 90% of the website’s traffic comes from mobile viewing, whether that is tablets or smartphones. What’s even more significant is that 80% of the revenue generated is spent via a mobile platform – this compares with figures of around 5% for even the most wellknown high-street nursery retailers.

CONTENT IS KING

The most important thing for the pair was creating engaging content – it was this, they believed, which would ensure everything else fell into place.

“We wanted to approach the content completely differently,” said Ivan, explaining how the pair decided to create the videos and articles which form the bedrock of Wauwaa. “We decided not to use ‘expert’ opinions – every parent has totally different experiences with each child and we wanted to echo that.”

The pair were careful to ensure that Wauwaa gives parents all the information necessary to make their own informed decision, whether that involves making a purchase or not. “Having the opportunity to see more than one side of the situation can be invaluable,” said Ivan. “Each child has different needs and hopefully we help parents see what their options are.”

With articles covering everything from topical news stories to age-old parenting conundrums, there is plenty of opportunity for the content to link directly through to the product, making the transition between the two types of browsing practically seamless.

SHOPPING BASKET

While it’s important that the product echoes the editorial voice of the content, it’s also vital that the buying team source lines which people want to buy. Head of merchandising Chrissie Waterlow leads the charge in looking for quality and value while also ensuring that Wauwaa also offers something a little bit different, with a number of exclusive brands on board.

“We know our demographic is looking for a certain type of product,’ said Ivan, “and so we ensure we offer new brands, high-quality lines, items people are unlikely to stumble across

Above: High-quality, stylish clothing – like this from Daddy Proof – is part of Wauwaa’s offering.

elsewhere. There are 350 suppliers offering over 7,000 lines, so there’s something for everyone really!”

THE FUTURE

“Ultimately, we’d love to be a global brand, bringing parents together across the world,” said Ivan. It’s not too far off; currently in the UK and 18 other European countries, the company plans to move into two or three more by the end of this year before starting on the Asian markets and China.

With such success already, it’s clear that Wauwaa – (a word derived from the Finnish vauvaa, meaning baby) intends to remain at the forefront of its unique and enticing online environment. Here’s to the next generation.

▶ TAKING BABY HOME Last year, members of the Wauwaa team adopted 11 electronic babies to allow members of staff without children to get a taste of parenthood. The experience was intended to help them understand the stresses of parenthood and is expected to benefit everything from customer services to social media interaction.

Right: Some of the wauwaa team getting to grips with ‘parenthood’.

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forever friends full page.pdf

1

10/03/2015

16:49

A multi-sensory nursery collection featuring soft-to-touch fabrics, gentle lullabies, soothing lights and a unique personal touch with a specially designed baby-safe photo holder - perfect for baby to identify familiar faces.

C

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15/03/2015 16:45

Back To Basics

TRADITIONAL TOYS

Inset: The most traditional toys of them all? Building blocks from Bigjigs.

T

here will always be a market for traditional toys, despite – or perhaps partly in reaction to – the lure of digital technology. The concept tends to include toys which have been popular for generations and are made of natural materials such as wood and fabric (although in truth, most parents looking to mirror their own childhood will have played with plastic toys as well).

Above: Dino’s red garage from Le Toy Van, with working lift and numbered parking bays.

There is no doubt though, that traditional toys offer an alternative to the tech-toy market, and it is often this which parents seek, according to Sophie Bonnett, sales and marketing manager at Le Toy Van. “Parents want to offer their children a complete play experience and so offer a plethora of experiences – traditional toys are

Enduring entertainment value and classic play patterns mean that adults and children are equally fond of traditional train sets, cars, dolls and shape sorters. But innovation is never far away in the preschool world – so what’s new in the world of traditional toys? naturally part of that mix.”

Toys which encourage classic play patterns also inspire the imagination and encourage social interaction – and Sophie believes this openended play helps them really stand the test of time. “A classic toy brings an emotional response when adults fondly remember their favourite toy.

But ultimately it needs to be fun!”

Le Toy Van’s newest collection Petilou is a selection of wooden toys for children aged from 12 months.

“There is a woodland theme running across the collection,” explained Sophie, “so it’s a traditional theme that is also very contemporary!”

The classic wooden toy theme is an enduring one, as Simon Nickols, managing director of Nicko Toys, pointed out.

“Toys made from wood will forever be thought of as ‘traditional’, even if they represent a new concept.”

Right: Making music is a fundamental activity, offered

by Hallilit’s Little Hands music band.

Simon believes this is true, from the simplest push or pull-along wooden toy, to more modern ideas such as Nicko’s popular 2-in-1 balance bikes.

“The look and style of a toy are often key to its success, ensuring they appeal to both parents and children.” 

▶

P RESCHOOL PLAY

“Many Halilit items are traditional toys and we are seeing sales increasing year-on-year. Playing with traditional toys seems to be regarded as a more ‘wholesome’ activity, especially for preschool children. It seems that parents are now looking for well-made toys that challenge their children in different ways and have easily recognisable play factors.

There is also a clear increase in demand for traditional toys that don’t involve technology or the latest licenses, as these can quickly become dated and discarded.”

Judith Stark, managing director, Halilit PROGRES SIVE PRESCHOOL

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16/03/2015 12:41

TRADITIONAL TOYS



Above: Nicko Toys believe the beauty of traditional toys is in their simplicity. Above right: The plastic toys from Wow Toys have all been developed with traditional themes in mind, offering a classic ‘cause and effect’ response to play. Right: A colourful hornbill puppet from The Puppet Company, complete with squeaker!

Appealing to parents, grandparents and other giftgivers is certainly important, and the recent increase in demand for traditional toys can be seen by some as a direct reaction against certain areas of the modern toy market.

Peter and Sue Lockey, co-founders and directors of The Puppet Company think of traditional toys as those which: “encourage creativity and require the child to use its imagination – plus a little magic!”

Over the years Peter has seen the traditional range on offer improve dramatically. “There is definitely an increase in demand,” he said, “I think partly in reaction to the licensed toy market. But ultimately creating toys which both adults and children want to play with is what makes them stand the test of time.”

Peter emphasises the developmental benefits of classic lines, while also pointing out that modern toys still have a place in every playroom. “Any toy that encourages play is of value, but puppets allow self-

expression, creativity and most of all fun. Give a child a soft toy and they will talk to it – give a child a puppet and they will talk to it and through it!”

The way a child plays with a toy is often key to its ‘traditional’ status, according to Alice Chaganis, marketing and pr coordinator for Bigjigs Toys. “More traditional toys often require greater imagination from a child, which makes them more rewarding in terms of play value.”

She continued: “Children of an alarmingly young age are able to master tech-based toys these days and yet many of the foundation skills they require come from simpler toys such as shape sorters, stacking blocks and puzzles. This sort of toy will always have a place in child’s playroom.”

Bigjigs is also seeing its sales figures reflect an upward trend for these products. “There’s always a demand for toys that boast longevity, durability and true play value,” explained Alice.

“It is this timeless quality which means they can be passed on from one child to the next.”

The value of familiarity and nostalgia cannot be underestimated, agrees Tanya Laperouse, pr manager at Wow Toys. “The ‘retro’ feeling is reminiscent of a past when children didn’t have technology to distract them, so they needed to use only their Inset: Bigjigs’ Dino Range combines trains with dinosaurs – an unrealistic concept, but a winning combination for preschoolers.

imaginations and natural creativity to have fun and play. Which is what parents are often looking for!”

Tanya also points out that this is especially apparent in the preschool market, where parents want toys with developmental benefits, safety and durability. “There are a number of good independent gift and toy shops that will only sell ‘traditional’ toys so there is a strong market out there,” she pointed out. “And traditional toys have already stood the test of time which is a great testament to their success!”

HY WOOD? ▶W “The demand for wooden and traditional toys is on the increase as parents want more value for money – so they are loking for quality and a toy which will last a lot longer. Wood is a classic material and traditionally-built toys tend to last longer, and can be handed down. They also generally have a clear educational value, as have usually been developed in a way which encourages key developmental skills, both mental and physical.”

Ian Green, managing director, Cicada Education Below: It doesn’t get more traditional than playing doctors with Cicada’s wooden doctor kit.

It’s certainly true that young children today play with wooden train sets, building blocks and push-along toys, just as their grandparents would have a century ago – with these traditional toys delivering as much play value and engagement as they did the first time around.

A classic toy offers play value to a child that isn’t dependent on current trends and has been built to last. They are the toys of our past, our children’s present and our grandchildren’s future. And they’re on the up.

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Cicada will be exhibiting at the Harrogate Nursery Fair 2015 Stand HP125!

We will be launching two new ranges for 2015

100% natural toys which are eco-friendly and sustainably produced by highly skilled craftsmen using sustainable FSC certified European beech, Canadian wood and other eco-friendly materials.

Safe and innovative products that benefit baby’s development and empower children to actively participate and find joy in the discovery of tastes, textures and beyond.

Contact us on +44 (0)1277 365292 or sales@cicada-education.co.uk or visit us at www.cicada-education.co.uk 044_PPS_March_April 2015.indd 1

15/03/2015 17:22

WHAT’S NEW TRADITIONAL TOYS Perfect for retail across toy, nursery, and gift.

NICKO TOYS New to the industry and with a fresh approach, Nicko Toys offer a comprehensive range of eco-friendly wooden toys suitable from 18 months upwards. The range includes wooden baby toys, educational puzzle games, musical toys and the popular 2-in-1 balance bikes which convert from three wheels to two.

01293 534649 www.nickotrade.co.uk

HIPPYCHICK

B KIDS UK

Boikido wooden toys are now being distributed by Hippychick. This fabulous range of French-designed toys are of a superior quality, are reliable and long lasting. Soft to touch with a high quality finish, Boikido toys are set to become an integral part of a child’s room and the family home.

01278 434440 www.hippychick.com Harrogate Nursery Fair Stand C29 / C35

The new Soft ’n’ Safebusy builder wagon is a great addition to the current soft ‘n’ safe collection. This range of products is all about mixing traditional wooden toys but making them safer by adding soft rubberised corners and more colourful by mixing in plastics. The wooden base on this wagon has 12 alphabet construction blocks that are compatible with other blocks. A great educational toy as child begins to walk, create and develop. Suitable from 12 months +.

07860 503373 www.bkids.co.uk Harrogate Nursery Fair Hall D Stand D6

BIGJIGS Following the popular Bella and Bruno plush range, Bigjigs is expanding its Baby category with the introduction of two new, gender neutral plush ranges. The Cheeky Monkey and Snazzy collection of soft toys offer bright colours, tactile textures, fun shapes and exciting sounds. Teethers feature and items such as the Cheeky Monkey Spiral Cot Rattle can be attached to a cot using the sturdy hanging clip. A clear rattle has coloured beads, stretchy body design.

01303 250400 www.bigjigstoys.com

JURATOYS Arriving in April, four fabulous new Pull Alongs from Juratoys. Sturdy wooden construction, brightly coloured and with the added feature of felt, they are a feast of fun for little hands and eyes. To encourage walking, each one has an extra feature which is activated when pulled. Pure baby joy!

020 8878 2133 www.janod.com

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16/03/2015 18:38

TALKING TO: ROD CAMPBELL Inset: Neviti’s partyware is perfect for feeding time at the zoo.

From The

ZOO

In 1982, children’s author Rod Campbell created a story about a child who writes to the zoo to send them a pet. Some 30 years and over five million copies later, PPS caught up with Rod to find out more.

Above: Rod Campbell seen here at the Milly & Flynn stand at Toy Fair 2015, with licensing agent Metrostar’s Keith Pashley.

D

espite being well into its 30s, top-ten best-selling picture book Dear Zoo is a relative newcomer to the licensing scene.

“The book has always been successful,” explained Rod. “Sales started well and just continued to rise. Back then, I was rather pleased to have created something that children and parents loved. It’s only been in the last five or so years that we’ve started to see the various different incarnations come to life.”

It was perfect timing – just as that first generation of Dear Zoo fans started to have children of their own, books were starting to become available in a number of different formats and a purposefully limited licensing programme was just starting to get off the ground.

“It was absolutely essential that product was well made and attractive,”

▶ BRINGING YOU THE ZOO ■ Dennicci (baby and toddler apparel) ■ Aurora (plush and soft toys) ■ Paul Lamond Games (jigsaw puzzles) ■ Meld (puzzles and games for Marks & Spencer) ■ Milly & Flynn (wooden toys and games) ■ Robert Frederick (storage boxes and stationery) ■ Shreds (luggage, bags and accessories) ■ Neviti (paper partyware) ■ Binary Box (wall decorations)

Rod explained. “Any product we created needed to mirror the book and be appropriate to the brand – although I still feel funny calling it that!”

Dear Zoo product is increasingly Modesty aside, there’s no arguing being seen in the supermarkets. with the increasingly impressive sales.

“The idea, really, was just to make The Bookseller placed Dear Zoo fifth in some really nice toys,” Rod said, “and the list of top-selling children’s books in then make sure they were on sale in the 2014 – only Julia Donaldson titles sold right place. We started off with some more! The release of a raft of new titles innovative plush which incorporated and formats from Macmillan Children’s the crates into the design, and have Books will see that success continue. taken it very slowly from there.”

“I think that the book itself is so As the sole illustrator for Dear Zoo, Rod popular because the simple, repetitive is actively involved in all of the product text and bold imagery are instantly design. “You can’t imagine the benefit that recognisable, and the ending satisfies having the original illustrator on board everybody, both parent and child,” brings to the process,” laughed Rosie said Rod. “And that holds true for the Neale, product development manager at licensing programme as well. People Milly & Flynn, the company behind a new like to know exactly what they’re range of wooden getting when they toys and board buy into Dear Zoo games which as a concept.” launched at With a broad Toy Fair and mid-market target are expected market which at retail by includes parents, Christmas 2015. relatives and gift The rest of givers, the product Above: A selection of the Dear Zoo range from Macmillan Children’s Books. the year looks itself is aimed firmly equally busy, with a towards babies and refreshed website set to launch in spring, children aged between six-months a whole host of consumer-facing activity, and three-years-old. Product is sold and a brand new Dear Zoo stage show through department stores, high street set to open autumn 2015. There’s nothing baby and toddler, independent toy ‘Too scary’ about the future for this classic. and gift shops. As awareness grows, PROGRES SIVE PRESCHOOL

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shown in the Pastel Blue fabric on a matt topo chassis

Bebecar presents the Hip-Hop tech, which combines compact, easy folding with ultra-modern design. Shown here with the bold, stylish carrycot, the Hip-Hop tech also includes a lie-flat, reversible pushchair seat. This eye-catching blue fabric is new for 2015, and is part of the Urban Magic collection, made with fabrics that contain a special anti-stain treatment*, so that new pram will stay looking gorgeous for longer. * anti-stain treatment applies only to the exterior fabric.

You’ll find us on stand A19 at the Harrogate International Nursery Fair. to request a catalogue, please contact 01692 408801 or visit www.bebecar.co.uk (Part of the East Coast Group) BebecarUK

@BebecarUK

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Introducing Monaco, one of the stunning new furniture ranges from East Coast

East Coast Nursery Tel: 01692 408802 www.eastcoastnursery.co.uk

For more information:

EastCoastNursery

@EC_Nursery

You’ll find East Coast Nursery & Silvercloud on stand A19 at the Harrogate International Nursery Fair.

Love Colour, new from Silvercloud, the home of beautiful nursery bedding

For customer care or enquiries: 01692 408802 silvercloudnurserybedding.co.uk

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Parenthood made simple www.kiddicorp.co.uk sales@kiddicorp.co.uk +44 (0)203 137 5172

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HARROGATE INTERNATIONAL NURSERY FAIR

HARROGATE HIGHLIGHTS

Inset: Harrogate is an essential date for the nursery industry diary.

When: 29 – 31 March Where: Harrogate International Centre Register at: www nurseryfair.com

A

s the UK’s only dedicated nursery trade show, Harrogate International Nursery Fair is an essential visit for anyone in the baby business.

The three-day show promises more than 180 exhibitors, over 300 brands, a full seminar schedule and – perhaps most importantly!

– a packed party programme.

Buyers and distributors looking for new and exciting products will be spoilt for choice as each of Harrogate’s six halls will be packed to the brim

with brand new ranges. Some 80 companies will be exhibiting at the show for the very first time, and there has also been a surge in companies offering preschool toy and gift ranges, with over 40 exhibitors fanfaring their newest lines in these areas.

An informative free seminar programme will also be covering a number of topics, including the latest market research information from GfK explaining how mums are spending their money, an insight into the role of grandparents and their buying power, savvy social media and digital marketing for nursery stores and much more (see www.nurseryfair. com for more information).

Nursery stalwart East Coast Nursery will be showcasing its new furniture and highchair ranges at the show, as well as its new-look Rest & Play collection. “Harrogate is so important, as it is the main event for the UK nursery industry,” said group sales director Mike Chapman. “It Left: Rest & Play Swing from East Coast Nursery.

It’s almost time for the annual migration of the nursery industry, heading en masse to Harrogate from 29 – 31 March to find out more about the very latest products launching into the nursery and preschool market. Here are some of PPS’ handpicked show highlights. gives us the opportunity to show all of our latest products to customers who take the time to visit. This year we will be showing lots of new additions, as a result of the fantastic feedback we have received from our customers over the last 12 months.”

Stephen Basey-Fisher, founder of Century Logistics, agrees that the show is vital to the industry, saying: “Harrogate is always the first tradeshow to go in our events calendar each year because it never fails to deliver for us. We have supported this event for many years and it’s a great opportunity to meet with our current clients, as well as engage with potential new customers.”

Inset: The uniquely portable and lightweight Ruk-bug.

▶ HARROGATE HIT Ruk-bug is a stylish and sturdy pushchair which, once folded down, can be carried over the shoulder, on your back or like a bag. It folds away easily with one hand, offers unique fullyintegrated carrying straps and has a fully-reclineable cushioned seat and single front castors with suspension, meaning comfort is never compromised and ensuring parents’ hands are free to deal with their little ones.

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HARROGATE INTERNATIONAL NURSERY FAIR

Inset: Gorgeous colourful cotton designs from Baby Acorn.

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2015 is set to be a significant year for the business as it continues to expand and Harrogate offers the perfect opportunity to celebrate that. In fact, Daniel Lucas, founder of We Made Me is going one step further and has chosen Harrogate to be the venue for the UK launch of the new babywearing brand. “For us Harrogate 2015 is the most significant yet and is truly a great milestone in the ten years we have been manufacturing the BabaSling,” he explained. “It will mark the unveiling of our new look and rebrand as well as the new collection of products which deliver a progressive carrying solution for all babywearing needs.”

It seems that Harrogate is the place to be for relaunches and new brands.

The Little Green Sheep, perhaps best-known for the phenomenal success of the SnüzPod, is also taking the opportunity to rebrand itself, as co-founder Mark Nicholls explained.

“Harrogate is set to be our most important show yet as 2015 marks the dawn of a new era for our company.”

“The show will mark the launch of our new brand, Snüz and the re-

Left: The Pao Papoose from We Made Me. Above: The JANÉ Crosswalk is a high-performance model with lie-flat positioning.

launch of the Little Green Sheep,” Mark continued, pointing out that the brands will be split across two stands to further emphasise the two identities. “This exciting development has been a natural evolution as it became apparent that SnüzPod had created its own identity within the industry. We can’t wait to see the reaction from retailers at the show!”

Another two new brands which will be making their debut appearance at the show are Hardenberg’s new educational toy brand, Sassy and baby products brand Duux. “We’re thrilled to be a part of Harrogate this year,” said marketing and pr executive Liz Oxley. “The show never fails to

Above: New launches and current favourites from Hardenberg.

showcase up and coming product innovations, trends for the year ahead and exciting nursery brands – who wouldn’t want to be a part of it?”

The new Duux brand combines innovative, exclusive and reliable baby products with beautiful design, while Sassy offers quality and affordable toys to inspire baby’s senses. Toys are expected to be a real focus at this year’s show, with key new toy exhibitors including Golden Bear, Casdon Toys and Rainbow Designs, among others.

After several years’ break from the Nursery Fair, Rainbow Designs will be marking its return with a number of brand new licensed nursery collections, from Peppa Pig and Peter Rabbit to Guess How Much I Love You, Miffy and Eric Carle – all designed specifically for baby.

“We’re thrilled to be back at Harrogate for 2015 after being away for a number of years, especially as we have so many strong new nursery lines to introduce to retailers,” said Anthony Temple, Rainbow Designs’ managing director. “Our new Peppa Pig collection has been Inset: Awardwinning cutlery from CleverstiX.

▶ H ARROGATE HIT

First-time exhibitor CleverstiX. com will be presenting its awardwinning, chopstick-style cutlery, endorsed by the Science Museum and legendary chef Ken Hom (whose own grandchildren use them!). The special ergonomic pincer design focuses kids’ hand-eye coordination, increases dexterity and fine motor skills and – hopefully!– improves their eating habits. Successfully incorporating both fun and education, CleverstiX are approved by parents and loved by kids.

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w w w. h i p p y c h i c k. c o m 0 1 2 7 8 4 3 4 4 4 0

Give your sales a push with our new range

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HARROGATE INTERNATIONAL NURSERY FAIR

▶ H ARROGATE HIT

Inset: The Dr Miriam @ Galt range is designed to help with key child development milestones.

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launched to huge acclaim so far this year and we’re looking forward to a great response here as well.”

Galt Toys will also be showcasing a whole host of new first year toys, with a complete portfolio of new lines such as the Ambi Toys, best-known for their distinctive style, quality of design and imaginative features.

The Dr Miriam @Galt range of 21 wooden, plastic and soft toys, created alongside leading parenting expert Dr Miriam Stoppard, will be a key focus at the show as well, with Dr Miriam herself making an appearance.

“Harrogate is a perfect opportunity to showcase our new products alongside some traditional favourites to both new and old customers,” said John McDonnell, managing director.

“We’re excited to be making our debut and welcome visitors to get in touch if they would like to speak to Miriam in person about her toy range.”

Below: The perfectly portable OmniO Rider.

▶ H ARROGATE HIT

OmniO Rider, the revolutionary new stroller that can be carried like a backpack, is lightweight, stylish and extraordinarily versatile. Seamlessly converting from stroller to backpack mode – and small enough that it complies with IATA cabin baggage guidelines – it offers limitless applications for on-the-go parenting, opening-up a world of adventure for children and parents alike!

It’s not just the big companies who are ready and raring to go either, as Baby Acorn’s founder Fiona Lewis proves. Baby Acorn’s 100% cotton collection offers an alternative to neutral and beige unisex options and has been designed to appeal to parents-to-be, looking to buy those all-important first outfits. “I’m really looking forward to introducing our British-made, unisex babywear range to the nursery industry,” she said. “We can’t wait to see what buyers think of our woodland-themed sleepsuits, hats, bibs and reversible baby blankets!”

There’s no doubt that the customer feedback opportunities offered at a show as diverse and wideranging as Harrogate are absolutely vital, as Donna McCullough, pr and marketing for Johnston Prams and Buggies (official UK and Ireland distributors of JANÉ) explained.

“We all love going to Harrogate!

It’s a fantastic opportunity to showcase our new range and engage with our customers.”

Launching the JANÉ Crosswalk at the show, a highperformance all-terrain model with a unique lie-flat position, Donna continued: “Yes, it’s hard work, but there is also a great social side to the event which everyone enjoys. It’s the most important networking opportunity of the year as everyone who is anyone in the business is there under one roof – current retailers, potential retailers, industry experts and the media.”

The ‘Hippychick Zone’ will be showcasing the distributor’s full range of innovative lines, with new colours, new designs and new products from the industry’s favourite brands, such as Boikido, Nattou, HappyHopperz, Wheelybug, Moover, Buggi Lights, My Buggy Buddy, Babymule, SnuggleBundl, Wallaboo, Totseat, Bumkins, Bumpsters, Dream Tubes – and of course Hippychick!

Above: Just one of the many new lines found in Hippychick’s ‘zone’.

With all this in store, Harrogate may well be all about business, but it’s also about fun, and for the first time the organisers will be hosting a free after-show drinks reception on Monday, straight after the

Above: The SnüzPod3-in-1 bedside crib from The Little Green Sheep.

Left: Rainbow Designs’ Peppa Pig activity plush, to engage senses and imaginations.

show. Sponsored

by Progressive Preschool magazine, it will take place from 6pm onwards and exhibitors and visitors are all welcome to come along, relax and network with industry colleagues.

Harrogate’s parties – including the BANTA Awards evening taking place on the Sunday – are legendary and this promises to be no different!

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Hall B Stand B26

TO CELEBRATE MJMARK’S 10TH ANNIVERSARY WE HAVE LAUNCHED OUR FIRST TRAVEL SYSTEM ‘MJPRAMS DAISY’ FEATURING: Tel: 01432 279055

I

• Lightweight/compact folding aluminium chassis with large easy access shopping basket.

• Carrycot constructed on moulded plastic body with adjustable height of backrest.

• Expandable oversized hood with viewing window fitted on reversible seat unit.

• Maxi Cosi car seat adaptors are also included

mobile: 07815179574

I

• All this at affordable price.

email: pram@mjmark.co.uk

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WHAT’S NEW NURSERY FAIR 2015 New products at this year’s Nursery Fair, 29–31 March BUGBRUSH A unique and revolutionary toothbrush designed to tackle the soaring rates of early childhood tooth decay, Bugbrush empowers babies to safely and effectively clean their own teeth. The patented, double-sided curved design has 10 times more super-soft plaque removing bristles than any other toothbrush in the world.

Stand H9 07872 329204 www.bugbrush.co.uk

GUMMEE GLOVE Gummee Glove, the multi awardwinning teething mitten for babies is launching a new silicone version of its popular mitt at the Nursery Fair. The unisex Glove includes two silicone side teethers and a heart-shaped detachable teething ring. Visit the stand for a special show offer.

Stand QF4 01822 834032 www.gummeeglove.co.uk

2012 LTD The new lightweight 100% cotton Gunapod is being introduced by 2012 Ltd. The wider and longer body and generous arm holes offer a warmer climate alternative to the fleece Gunapod. The patented WONDERZIP zipper system – an all-around zip with 4 pulls, front zipper and shoulder snaps makes simple changing, temperature control and maximized comfort quick and easy. In three different designs, Gunapod is perfect for the crib, pushchair and car.

Stand C32 01202 303 777 www.2012ltd.co.uk

CHEEKY CHOMPERS For the first time at Harrogate, Cheeky Chompers, home of award-winning Neckerchew, is showcasing its exciting new designer Joules product range, alongside the recently launched Comfortchew – a luxurious attachable teething comforter which brings together baby’s favourite essentials and can be attached to the baby, carseat, pram or dummy.

Stand H1 0131 440 8370 www.cheekychompers.com

RYANTOWN TOYS & GIFTS Specialists in wooden products that are new to the market and exclusive to Ryantown. Wooden Name Trains are a very popular newborn, Christening and birthday gift. All products are barcoded and CE certified and there is no minimum order on top up re-orders.

Stand HP118 00353 9187 5188 www.ryantowntoys.ie

CASDON For the best in role-play toys, check out Casdon, with its big brand mini appliances such as Dyson, Henry and Morphy Richards that are just like the grown-ups. The authentic design makes Casdon the perfect playroom backdrop for serious make believe fun. Plus active PR and a strong social media strategy ensure consumer awareness and demand.

Stand D1A 01253 766411 www.casdon.co.uk

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Stand A29

Meet the team, and see how Obaby’s products can help your business grow.

www.obabytrade.co.uk 01652 641491

058_PPS_March_April Obaby - full page - Progressive 2015.indd Preschool 1 - March 2015 - Furniture.indd 1

Scan here

Design by comvito.co.uk

Come and visit us at the Harrogate Nursery Fair and see our beautiful brand new furniture collection, together with our extensive range; from strollers to car seats and everything in between.

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WHAT’S NEW NURSERY FAIR 2015 New products at this year’s Nursery Fair, 29–31 March LITTLE GIRAFFE Since 2000, the company’s unique, easy-care collections have delighted style-makers and discerning parents with a signature blend of comfort, quality, and convenience. Little Giraffe has become known for creating the softest, most luxurious -yet practical- blankets, blankies and accessories available for babies and adults. The company is showing at Harrogate for the first time.

Stand D11 0203 3973221 / 0744 6015165 www.littlegiraffe.co.uk

BABY ACORN

MJMARK To celebrate MJMark’s 10th anniversary they have announced launch of their first travel system ‘MJprams DAISY’. Available in three colours: black, grey and red. It has a lightweight/compact folding aluminium chassis with large easy access shopping basket. The carrycot is constructed on a moulded plastic body with adjustable height of backrest. All at an affordable price.

Stand B26 01432 279055 www.mjmark.co.uk

Offering unisex baby wear for those important first months Baby Acorn has been designed especially for the nursery and gift market. Proud to be made in Britain, pieces feature woodland themes offering a vibrant alternative to the neutral and beige.

The range includes 100% cotton sleepsuits with integrated mittens, knot hats and reversible baby blankets and bibs.

Stand HP114 01244 360945 www.babyacorn.co.uk

BABY MOMENTS Stopping escape artists in their tracks is what the Houdini Solutions range does so well.

Brought to the fair by Baby Moments, these high quality New Zealand made products effectively stop two-year-olds getting out of their harnesses on high chairs and strollers.

Simple, strong and effective.

Stand QF2 00353 85 8085255 www.babymoments.ie

ALAMI When it came to deciding on a fabric for their Petite Piccolo range, Alami turned to Mother Nature for inspiration. She gave them bamboo. Unlike cotton, natural bamboo fibres are luxuriously soft and lightweight, making them perfect for a baby’s delicate skin.

Stand D3 0208 533 7800 www.alami.co.uk

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The worldwide leader in multi-level logic games www.smartgames.eu uk@smart.be 01903 885669

The award winning pre-school construction system www.smartmax.eu 01903 885669 uk@smart.be

Come and see us at Nursery Fair Stand H34 More than 30 years of softness and smiles

01903 885669

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WHAT’S NEW NURSERY FAIR 2015 New products at this year’s Nursery Fair, 29–31 March MINENE The innovative Mi 1st Bath Buddy from Minene is a cute floating aid that securely nestles within the baby bath or floats on the surface of a large bath. It gives a newborn baby comfort, security and support during bathtime. The Bath Buddies have already picked up a number design awards and will be showcased at Harrogate.

Stand H10 0208 458 7764 www.minene.co.uk

RORO The Lulla Doll imitates the closeness of a caregiver with its soothing sounds of real-life breathing and heartbeat and soft natural touch. Lulla’s unique design is based on scientific research that shows how closeness improves sleep, wellbeing and safety.

Stand H33 00354 663 8585 www.rorocare.com

CLEVERSTIX Using cutlery is tricky for little ones, so the award-winning CleverstiX uses a special ergonomic chopsticks-style pincer design to focus hand-eye coordination, increase dexterity and improve feeding habits. Fun and educational: approved by parents, loved by kids. For all cuisines and endorsed by the Science Museum.

Stand HP110 0203 143 3845 www.cleverstix.com.

CICADA EDUCATIONAL EQUIPMENT Supplying schools and nurseries with high quality educational toys and equipment for over 50 years, Cicada will be showing Kidsme, This is the international award winning feeding range such as the patented Kidsme Food Feeder, innovative products that empower children to actively participate in the discoveries of mealtime and beyond. Also Masterkidz - from age three months a range of high quality FSC European wooden toys that incorporate imagination, innovation and are educationally inspiring to young minds Stand HP125 01277 356292 www.cicada-education.co.uk

MBY BABY A HAMMOCKS The Amby Baby hammock is 25 years old, originating in Australia and designed, initially, for babies with colic or reflux, more than 100,000 babies have now used the hammock. The Amby Air is its fourth iteration and compliant with relevant EU safety standards.

Stand B30 01509 213 443 www.amby.co.uk

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Amby air Baby Hammocks advert v3:Layout 1 05/03/2015 12:23 Page 1

Baby Hammock For a better night’s sleep, use an Amby Hammock

The most natural sleeping environment for a baby Mick Lowe 07957 362662 01509 213443 www.amby.co.uk

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WHAT’S NEW NURSERY FAIR 2015 New products at this year’s Nursery Fair, 29–31 March CLIPPASAFE The popular baby carrier from Clippasafe, Carramio is newly relaunched and now available in oatmeal and grey as well as the original black. It is the easy way for mums and dads to bond with baby.

Clippasafe will also be showcasing new additions to their home safety range - the anti-tip TV and furniture straps and glass top corner cushions.

Stand C34 0115 921 1899 www.clippasafe.co.uk

CREEPER CRAWLERS

NEAT NURSERY COMPANY This year the Neat Nursery Company is launching the exciting and colourful Character Care Grooming set. These charming sets provide everything a family needs to keep baby clean and tidy including nail clippers, nail scissors, nail files, hair brush, comb and toothbrush.

This unique product has a large handle making it both easy for parents to use and for children to learn to groom themselves.

Stand H20 01843 854034 www.flambeau.co.uk

The only company in the world to manufacture developmental clothing for infants is Creeper Crawlers. The unique grip technology provides babies with the traction they need to crawl safely and successfully.

Creeper Crawlers is passionate about promoting healthy body and brain connections and this year its delighted to launch its new Premium Bamboo Collection.

Stand QF5 00353 1 6854461 www.creepercrawlers.com

SMART TOYS AND GAMES Following a successful launch of its UK operation last year, Smart Toys and Games is showcasing its award-winning ranges at Nursery Fair. SmartMax, the preschool construction system allowing children aged one year upwards the chance to explore the fascinating world of magnetism in a fun and safe way. SmartGames is a worldwide leader in multi-level logic games for children aged two years+.

Stand H34 01903 885669 www.smartgames.eu

OMNIO The revolutionary new stroller, the OmniO Rider, that can be carried like a backpack, is set to debut at the International Nursery Fair this year. It incorporates a fundamental design feature which quite literally redesigns the wheel, taking both use and functionality to new heights.

Stand HP115 0333 123 3134 www.omnioworld.com

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WHAT’S NEW NURSERY FAIR 2015 New products at this year’s Nursery Fair, 29–31 March GOLDEN BEAR Showcasing the new Forever Friends nursery range at Harrogate; a brand that truly takes Golden Bear back to its heritage. With over 35 years of plush experience, Golden Bear’s expertise and commitment to quality makes this the perfect match.

Stand B18 01952 608308 www.goldenbeartoys.com

GIPSY TOYS

HAUCK UK The new Baby Park Playpen from Hauck offers one purchase which delivers four different items; a safe spacious playpen, fireplace protector, stair gate, door gate or even to block off larger living areas.

All combined in one unique design.

Usual great retailer margins from the Hauck range.

Stand B50 01978 664362 www.hauckuk.com

A collection of beautiful, highquality soft and plush toys is to be shown by Gipsy Toys. For more than 30 years the family company has designed, manufactured and distributed a range of eye-catching, meticulously finished plush; whilst placing a strong emphasis on delivering impactful and visually engaging merchandising displays.

Stand H34 01903 885669

MICRO SCOOTERS Voted toy of the year the innovative 3-in-1 Mini Micro scooter gets even the youngest member of the family scooting. Suitable for children aged one to five years the scooter grows with your child. Designed and engineered with the Swiss quality Micro are renowned for the 3-in-1 is a long-term, value for money solution.

Stand D2 01206 381334 www.micro-scooters.co.uk

DINKY DRAGON Introducing the next generation baby carrier. The i-angel is multifunctional; a hipseat, baby carrier and toddler backpack in one. This innovative carrier offers flexibility, longevity and stands apart thanks to its integrated seat.

It offers the optimal position for babies, comfort for parents and is endorsed by health professionals.

Stand HP108 07974 920018 www.dinkydragon.co.uk

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CA N YO U G U ESS W HAT IT IS? • It’s ideal for tired toddlers • You can walk with it • It has four wheels; two are unique Harrogate Stand Number HP 115 www.omnioworld.com 066_PPS_March_April 2015.indd 1

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WHAT’S NEW NURSERY FAIR 2015 New products at this year’s Nursery Fair, 29–31 March BESAFE UK Rear-facing car seat pioneers, BeSafe, bring another ‘first’ to Harrogate, the first seat tested to BOTH iSize and Swedish plus-test standards! New Kid iSize X1 has unique space saving extendable isofix arms like sister model, the new Combi X4.

Stand C40 01606 814638 www.carseat.co.uk

CRANE

PINK LINING Family-owned and family run business, Pink Lining was set up by husband and wife team Charlotte and Rufus Pearl in 2001. Discover the three stunning new prints and two new bag shapes for Spring/Summer 2015, plus Pink Lining’s new nursery bedding and accessories collection, and the PL Child collection of children’s accessories plus more.

Stand D30 0207 034 0035 www.pinklining.com/uk

The award-winning humidifiers from Crane USA have come to the UK! Endeared by consumers for their top rated performance and adorable designs, humidifiers are reliable non-medical alternatives for young children, especially newborns who breathe out of their nose. Clear nasal passages makes breathing, feeding and sleeping easier.

Stand A12 001 8472907401 www.crane-usa.com

B KIDS UK This innovative carry around lamp is packed with unique features. The lamp comes with access to a free bedtime story app which allows you to download 20 stories and 50 melodies. The USB rechargeable system reacts to the melodies and has a colour change function as well as a quality built in Bluetooth speaker. In addition parents can record their own voice and tell stories to their children. Suitable from birth.

Stand D6 07860 503373 www.bkids.co.uk

FAMOSA Nenuco Baby - a brand new infant/ preschool range of toys from Famosa are designed for babies between 0 to 24 months. All the products are based on the adorable characters; Nuco and his friends and focus on the core values of baby playtime - development, exploration, co-ordination and fun. The toys capture classic preschool appeal and popularity and include sound, music, teething parts to encourage motor skills, co ordination and sensory play.

DCUK, Hall D, Stands 4 & 9 07961542363 www.famosa.es

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Stand QF4

The multi award-winning teething mitten - NEW silicone version UK launch at Harrogate International Nursery Fair ! www.gummeeglove.co.uk!

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WHAT’S NEW NURSERY FAIR 2015 New products at this year’s Nursery Fair, 29–31 March CLOSE PARENT Exhibiting at Harrogate to introduce everyone to their newest Caboo. The Caboo dx+ is a fantastic 3-in-1 hybrid carrier with some stand out urban looks, clever thermo-regulating materials and oodles of structured support for both wearer and baby, whether worn on the front or the back.

Stand C23 01992 554045 www.closeparent.com

CONNECTA

PURE ZEES

B KIDS UK B Kids are launching the versatile 3-in-1 baby’s merry mobile. This beautiful product starts life as a mobile that will attach to most cribs with a universal clamp. Stage 1: Mobile, light, projector and music. Stage 2: cot attached light, projector and music - Stage 3: table top night light, projector and music.

Stand D6 07860 503373 www.bkids.co.uk

This new company is launching at Harrogate the World’s First Asthma and Allergy Friendly Certified Mattress.

The Asthma and Allergy Foundation of America certification program mission is to empower consumers to make an informed purchase decision when choosing allergen-avoidance products.

Currently 1.1 million children in the UK are receiving treatment for asthma.

Stand H14 00353868267034 www.purezees.com

Finding a great baby carrier can like finding a great pair of jeans.

Launched in October 2014, the new 100% organic denim Connecta has been an instant hit, combining the adjustability and comfortable fit of the Connecta with the classic look of denim. This is a carrier to suit everyone.

Stand C30 01483 419031 www.connectababycarrier.com

BIBETTA

THE TRAVEL BUDDYS An exciting new travel attachment for group 1 infant car seats, the Travel Tidy provides comfort for infants on the move without mess. Its unique storage pockets enable infants to keep their travel toys and essentials close by, whilst keeping the car tidy too!

Also new, educational children’s book Letters from the Travel Buddys follows the story of four animal friends who together embark on an adventure around the world.

Stand HP124 07975 957413 www.thetravelbuddys.com

See Bibetta’s award winning neoprene UltraBibs with their beautiful new, animal patterns and the revolutionary SuperSoft Dribble Bibs with their unique fast-acting fabrics!

Also showcasing are machine washable, waterproof lunchbags, swim and wet bags.

Stand H34a 01223 840236 www.bibetta.com

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Childhood is magical See the full range on Stand D8 at the Harrogate Nursery Fair

ooooh!

PRE-SCHOOL TOYS FROM BATTAT

Distributed exclusively in the UK and Ireland by Halilit Call or email for a catalogue

info@halilit.co.uk T: 01254 872454 www.halilit.co.uk 070_PPS_March_April 2015.indd 1

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WHAT’S NEW NURSERY FAIR 2015 New products at this year’s Nursery Fair, 29–31 March KIDDICORP

OBABY

A brand new nursery distributor, KiddiCorp, launches at Harrogate.

Formerly Goldbug, KiddiCorp will showcase its new lines including the unique Wow Kids range.

The drinkware was named Best Feeding Range in the PPS Awards 2014 and the range is extending to include the Wow Baby training cup, a revolutionary handled cup.

KiddiCorp will also launch the licensed Jeep collection of nursery travel accessories.

Stand C1 0203 137 5172

The exciting and comprehensive selection of products from Obaby will be shown at this year’s Harrogate Nursery Fair. It will be incorporating a range of high quality nursery furniture - from the much loved classics to some brand new additions to the popular range. Excellent retail margins and product reliability.

Stand A29 01652 641491 www.obaby.co.uk

ABC DESIGN This year’s exhibit at the Harrogate Nursery Fair will see ABC Design showcasing their competitive and fashion forward 2015 range, with some of the brand’s best loved products displayed in a compelling selection of vibrant colourways, along with an exclusive preview their Plus Range, never before seen in the UK. Stand A25 (Obaby) 01652 641491 www.obaby.co.uk

World’s First asthma & allergy friendly ™ Certified Baby Mattress

www.purezees.com Hall H14 PROGRES SIVE PRESCHOOL

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View the new Character Care range at Harrogate Nursery Fair, Stand H30

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WHAT’S NEW NURSERY FAIR 2015 New products from PHP Gift and Baby at this year’s Nursery Fair.

SNUGGLEBLANKI New from the babybundle collection comes Snuggleblanki, a luxuriously soft, hooded travel baby blanket with universal openings to fit any car seat or pushchair – even baby bouncers. Compatible with three and five-point harness straps, parents can keep baby warm and safe on-the-go. Convenient, practical and total peace of mind make Snuggleblanki a star buy.

WIDGEY On every parent’s essentials list, Widgey, the UK’s favourite nursing pillow, continues to be a beacon for the category. Firm and supportive, this multi-use pillow helps support mum and baby in pregnancy and after birth. Perfect for supporting backs, for bottle and breastfeeding and for nestling baby.

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SNUGGLE TOES The softest foot muff around, Snuggle Toes keeps precious little ones cosy and warm all year round.

Its universal fitting is compatible with all car seats, pushchairs and travel systems so however baby travels parents can be sure they’ll be safe and snugly. Suitable from six months +.

WIDGEY PLUS SAFE DREAMS Safebreathe product technology is at the heart of this winning product line. Made from specially designed 3D Airmesh, these products major on safety and breathability – key parental purchasing criteria.

The range includes lovable, cuddly soft toys Hoppy and Patch and Cot Wrap, the market’s answer to safe cot bumpers. Suitable for cots, cot beds, cribs with open ends, Stokke cots and spacesaver cots and available in two and four sided versions.

An evolution of the Classic Widgey, the Widgey Plus provides that allimportant sleep solution for mumsto-be. Ergonomically designed to mould around every body shape for optimum sleep and comfort, the Widgey Plus provides better hip, leg and back alignment. Now a fast-moving product in its own right, the Widgey Plus is an easy upsell and complimentary addition to the Widgey collection.

Visit PHP at the show - Stand C38 01784 225 925 www.phpgiftandbaby.co.uk PROGRES SIVE PRESCHOOL

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Option 2

Velcro paws hold onto soothers, teethers, buggy straps and cot bars!

Endorsed by the Millpond Child Sleep Clinic!

Stops babies soothers getting lost in the night!

NEW - pink and blue bunnies now available!

Find out more about becoming a stockist at: www.sleepytot.com Tel. 0845 009 4405 Email. sales@sleepytot.com

The original is... proof : A5 Leaflet - 20888

The natural choice for nurseries

See our gifts ∙ toys layette ∙ bedding ∙ shoes ∙ blankets at www.naturespurest.co.uk To place an order please contact us on +44 (0) 116 2792961 UK sales charlotte@naturespurest.co.uk Export sales juliet@naturespurest.co.uk

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Right Here, Right Now!

MARY MEYER, c/o WHITE PEBBLE Unit 2, Plot 11 Terminus Road, Chichester, PO19 8TX, UK Tel: +44 (0)1243 780501 • Fax: +44 (0)1243 839332 Email: info@whitepebbleint.com

15/03/2015 17:53

WHAT’S NEW EAST COAST NURSERY East Coast Nursery at Nursery Fair – a raft of new products.

NEW FABRICS FOR 2015 FROM BEBECAR Bebecar is updating its expanded pushchair range with fresh new fabric colours for 2015.

With six chassis to choose from, from traditional to ultra-modern; and colours from ice cream sundae tones to deepest Gothic Plum, there’s something to suit every customer.

SILVERCLOUD Introducing the Love Colour range from Silvercloud, sold as separates, allowing parents to mix and match their bedding. It includes a scalloped coverlet and matching bumper, plus an embroidered fleece blanket. The range is completed with a selection of four knitted blankets in appealing bright tones.

CONTOUR AND CURVE

NEW REST & PLAY SOLITAIRE DESIGN The popular Rest & Play range has been updated with a fresh new print for 2015 – Solitaire.

The geometric print looks fantastic across the range, from the newborn-friendly swing and 360° swivel rocker, to the walker jumper for baby’s first steps.

Contour and Curve are the sleek new highchairs in the East Coast range. Offering great long-term use with adjustable seat and footrest heights, and flexibility with a contrasting black tray and a bumper bar. Both highchairs available in natural and white finishes.

NEW CUBA RANGE

THE VERY HUNGRY CATERPILLAR RANGE East Coast Nursery’s new range, featuring The Very Hungry Caterpillar. The saturated colours of Eric Carle’s iconic artwork have been softened, creating a beautifully fresh design. The range includes a three-piece bedding set, cuddle robe, sleeping bag, and a matching changing mat.

Taking its inspiration from mid-century furniture, with its combination of white and wood finishes, Cuba is eye-catching new range from East Coast Nursery.

The cot bed features a large underbed drawer and the dresser has space on top for a changing mat.

Visit East Coast at the show - Stand A19 01692 408802 www.eastcoastnursery.co.uk PROGRES SIVE PRESCHOOL

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Premium baby blankets, soft toys & accessories designed in California www.littlegiraffe.co.uk Harrogate Nursery Fair D11

H10 www.minene.co.uk

Washable 100% Natural

Baby deserves the best,

by Bowron. insist on The original New Zealand natural lambskin comforter for stroller, carseats, & cots.

Visit www.bowron.com or phone 0800 212 198

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WHAT’S NEW HAUCK Hauck at Harrogate 2015 – visit the stand for a product tour.

TWISTER TRIO SET Let’s twist again - and turn pram, car seat or seat unit by 360° using only one hand. The Twister has a comfortable wide seat and kids will enjoy the generous space.

Included is a removable seat pad in a contrasting colour. For newborns there is a carrycot with soft mattress or the Zero Plus Comfort 0+ car seat.

BABY PARK This Baby Park offers a variety of options to secure your house in a child-friendly manner. With a diameter of 61cm there is plenty of room for toys, or use as a barrier to ensure your child/pets can move only in a restricted area. Use as playpen, fireplace guard, stair gate or barrier.

WATCH ME A mirror that lets parents keep an eye on children in rearward facing car seats. Straps onto the headrest of the back seat and adjusts to any position.

Part of the well-renowned travel products range.

GUARDFIX –GROUP 1 The GUARDFIX provides new standards for safety and functionality. Equipped with an innovative easy snap system, it is forward-facing and suitable for vehicles with Isofix. Extra reinforced side impact zones on the outside of the shell increase safety in the event of a side impact.

See Hauck at LIFT UP A city stroller that will amaze with its sophisticated folding technique! Folds in seconds using one hand to half its size using a loop in the middle of the seat unit which also acts as a carry handle.

Other features include adjustable height handle, cup holder and large extendable hood.

Harrogate Hall B Stand B50 Tel: 01978 664362 www.hauckuk.com

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Home of award-winning luxury nursery brands

See us on

Stand B27

Great News!

We’re delighted to announce that our new trade website is up and running for your convenience, meaning you can order our aspirational brands directly from us and stay ahead of the competition.

Why H&Co Trade?

Innovative products

Award-winning

Quick & easy ordering

No MOQs

Free delivery over ÂŁ150

UK Helpline Team

Competitive pricing

Register for an account at:

www.hcotrade.co.uk follow us

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@Hardenberg_Co

15/03/2015 17:55

WHAT’S NEW HARROGATE Hardenberg & Co products showcasing at Harrogate, Stand B27.

ANGELCARE H&Co is showcasing the UK’s family favourite awardwinning Angelcare products including; Baby Monitors, Bath Supports and Nappy Disposal Systems. A recent Bounty Mums Love Award for Baby Monitors confirms the UK parent’s undeniable love and acknowledgement for this brand and all its products. Visitors will also get to see and feel the innovative Soft-Touch Bath Support and Nappy Disposal System (recently winning the Nursery Industry Award for Best Hygiene Brand) another great win for the brand. There will also be some new and exciting product developments within the Angelcare bath time and changing categories this year, so visit the stand and talk to the team about what’s on the horizon!

SASSY A brand new addition to the H&Co family is most welcomed. H&Co is thrilled with the positive reaction Sassy products have brought already. These toys are sure to bring toy boxes to life and inspire parent and baby playtime.

We couldn’t be happier to expand the ever-growing product offering and provide such a vast choice of quality educational toys. The Sassy range is designed by child development experts and aim to help baby reach those all important milestones at their own pace and develop four key senses; touch, vision, hearing and taste.

There’s also a great selection of Sassy bath toys too. Become a big kid, get hands on at Stand B27.

TRADE WEBSITE LAUNCH Great news! H&Co has launched its new trade website to make life easier for independent retailers.

A simple and convenient online payment process, no MOQs and free UK delivery on orders over £150 means customers can enjoy a wide range of quality awardwinning brands without any hassle.

There’s competitive pricing on aspirational product ranges, which allows customers to stay ahead of the competition and give UK parents the quality, exciting and innovative nursery products they want.

FEEDING & SLEEPING H&Co’s hospital-approved Ameda Breast Pumps and Onaroo Nightlights and Sleep Trainers will also be showcased on the stand. Chat to one of the team if you’d like more information or to see these products in action.

For more information chat to us:

Stand B27 01785 503 305 info@hcotrade.co.uk hardenbergco.co.uk DUUX Who said hi-tech couldn’t be beautiful? Prepare to be excited for the Duux humidifiers, purifiers and baby projectors! Gone are the boring products. These are simply replaced with Duux, a brand that combines innovative, exclusive and reliable baby products with beautiful design. Easy-to-use and supporting parents and newborns in enjoying their first exciting years. As well as being extremely functional and reliable, the products are truly stylish. Duux is a brand parents will want to be seen with! See them in the flesh Stand B27.

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Harrogate Nursery Fair Stand C32

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ay hello to hassle-free feeding with yoomi… the UK’s first self-warming baby bottle! At a touch of a button, yoomi warms baby’s feed to the natural temperature of breast milk in just 60 seconds.

Yoomi will be offering excellent introductory offers to new retailers during this year’s Harrogate Nursery Fair but in addition, if you pre-arrange an appointment with the team you will receive an EXTRA 5% off your order!

sales@yoomi.com

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01322 220011

18/03/2015 10:50

LINDSAY LOGS IN LINDSAY RANDALL

WHAT A CARRY ON! Lindsay’s 14-month-old daughter has learnt the vocabulary she considers necessary to get her through life for the time being. This consists of the following six words: ‘Up’, ‘Down’, ‘Yes’, ‘No’, ‘More’ and ‘Shoes’.

“

I

’m quietly proud of the last… after all, as Marilyn said; ‘Give a girl the right shoes and she can conquer the world’. So the importance of being able to request the right footwear probably shouldn’t be underestimated, even if you can’t actually walk yet.

It is words one and two which tend to rub like a metaphorical blister since I hear them a hundred thousand times every day. My daughter’s favourite places are either in my arms (‘Up!’) or on the floor (‘Down!’) when she spots a broken breadstick somewhere in the under-table breakfast carnage (well beyond the ‘three second rule’ but still fair game if you’re a third child).

I spend more of the day than not with my left hip cocked out as a shelf for a little bum to perch on and have forgotten all my postural correctness.

Now, I know there is an enormous and brilliant market of carriers and slings out there, because I have pretty much tried the lot. With my firstborn, I started with one of the satisfyingly complicated weaving ones with a spectacular length of fabric to wind around and in and out to create a reassuring hold which I loved.

But I also found it Above: Pick me up! a right old faff to get Pick me up! baby out to feed or nappy change or – with an older baby, as in the case of my daughter now – to be able to respond easily to a momentary request of ‘Down’ (before ‘Up’ again).

Even hip seats, a clever invention to put your ‘S’ shaped body back into a more sensible ‘I’ again, just felt a bit odd – especially when the baby isn’t sitting on it.

Third pregnancy around, I sent The Husband off to Mothercare to do some research (my brief was ‘no faff’ but ‘a secure hold’). He came back with the BabaSling which I used a fair bit in the early weeks, as did he. It was definitely the better of the fabric carriers I have tried because you just sling it over your shoulder and the baby just relaxes in the pouch.

But again, as my daughter grew up she just got fed up with that and wanted to be out on my hip with hands free for grabbing inconvenient (and breakable) items as they went past.

My overall favourite carrier, seven years and three children down the line, is still the Baby Bjorn, for ease of Above: The dreaded ‘S’ shape which comes with putting on and taking unsupported hip carrying. off, comfort, the right amount of closeness and nurturing for younger babies and independence and people-watching ability for older ones.

But even that, as great as it is, says ‘outdoors’ to me. When I put it on I feel I should also don my Hunters and go bracing through a forest on one of those wholesome family walks which earn the big people a bottle of red and the little people CBeebies for the rest of the day. Consequently, I’ve never taken to wearing it around the house much.

The crux here is that I’ve had three children who have gone through long phases of not wanting to be put down. The circle is a vicious one and the common denominator is me, because when they were little babies, I carried them a lot.

At the time, I read a lot about the culture of carrying / wearing babies and the fundamentally positive affect this can have on their behaviour and development. But does this then lead to an expectation in older babies to be picked up all the time? I figure it’s okay to carry older babies too – if the child needs to be carried, that need is there for a reason.

One day soon my youngest will say ‘Down’ for good and she’ll be ready to walk on her own two feet (and in her own two shoes!). But until then, I think I’m down with ‘Up’.”

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CATHY’S COLUMN LOOKING FOR SOMETHING DIFFERENT?

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.

What is innovation? In general, it’s creating a better way of solving a problem. Selling is all about solving problems for your customers so innovation should mean better sales.

In this month’s column Cathy takes a look at the inventive side of the nursery industry...

However, innovation traditionally comes about by creating something completely different. In this industry, innovation comes from a wide variety of sources. Sometimes it’s an established company who moves things forward. But very often, ideas come from someone on the edge of the industry.

The typical nursery innovator is a parent who realises they can solve the problem they have by simply inventing a new product. Helen Bristol came up with the idea of a stylish fashion accessory that would stop the chafing caused by babies who continually dribble and created Skibz. e can think of product design Claire Mitchell created Chillipeeps to give mums and innovation as being a series a teat to fit onto juice cartons, milk cartons and of things that solve the parent’s water bottles. problems, such as how to move/ A pushchair that folded up smaller than its bathe/feed the baby. And then it has competitors; was very much lighter to look good! than them but just as strong. This Styling and colour are the was the breakthrough for the original important factors here, though one Maclaren pushchair and launched could also add quality. Whether a brand that is still well-known for fashion can be considered innovation lightweight buggies over 30 years later. is a moot point, but generally we all At the Harrogate Nursery Fair this want something that looks good, and month, we will see the results of creating that edge can be thought of this year’s Concept and Innovation as solving the problem of making Awards. The two Concept finalists something stylish. only have their designs on paper – but With new products, price inevitably is enough to let the judges see some rears its head. Most parents want to pay pretty interesting thoughts. as little as possible, while still getting The first is from mother and what they want. Usually suppliers solve daughter team Laura Donnellan this problem by making the same thing and Frances McCabe. The Post available for cheaper.

Natal Cleansing Bottle is inspired by It might be stretching the meaning current post natal advice for new of innovation a little, but we could Top: “Baby food that doesn’t mothers which identified a gap in consider ways of making our customers stain? Impossible I’m afraid.” the market. The second, from Laura An original Maclaren Meehan, is a new travel accessory feel comfortable with paying more, Above: from 1979 – innovation at by improving their perception of the its finest. born out of sheer frustration when product. It’s not the absolute cost they trying to use a traditional parasol. consider, but the perceived value for money. They The Innovation finalists have developed their don’t like the feeling that they could have paid less ideas further and are on the point of starting to if only they had bought a different brand or bought manufacture. The finalists are a revolutionary in different shop... bath thermometer design from Adam Murphy of Tactics like throwing in something extra free of Shnuggle and the OmniO Rider from Innovation charge might solve this problem. How many retailers Makers Ltd. OmniO Rider is an interesting new offer a free six-month service on each pushchair stroller - light and compact enough that it can be sold? Many customers won’t bother to follow this carried on the parent’s back. up, so in actual fact it would cost very little, but it All these products are answering a need that would solve the customer’s problem of feeling they’re parents have – whether we’ll be able to see them in paying too much. Some innovation in this field could shops soon is another matter entirely. Pop along to be very useful!

Hall H at the show and give your feedback.”

“

W

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DOLL PLAY

Good Golly Miss Molly

A doll can help expand a child’s imagination, develop fine motor skills and encourage nurturing and caring. Dolls themselves may have changed over time, but the role of doll play in a child’s development remains as important as ever.

Inset: Baby Stella from Manhattan Toy Company encourages nurturing role play.

Right: My Friend Cayla connects to the internet and answers children’s questions.

J

ust as children mimic parents cleaning, cooking or talking on the phone, doll play is no different. It helps children understand the world around them by practicing everyday events. By caring for dolls, children enhance their fine motor skills and learn valuable social skills, such as sharing, cooperation, helping, and problem solving. Playing with baby dolls is the perfect way for young children to prepare for the birth of a sibling.

Right: Tiny Tears limited edition 50th anniversary doll.

A SOFT, CUDDLY FRIEND

A cuddly, soft doll is often the first introduction to nurturing play for children. Some soft dolls are suitable from birth upwards, but most are for children from 12 months plus.

Soft dolls are a core part of the Manhattan Toy Company’s offering with nearly 30 individual

▶ 50 YEARS OF TINY TEARS Tiny Tears dolls have been loved for generations, as Lynette Norris, marketing manager at John Adams explained. “The Tiny Tears brand has so much heritage, proven play value and trust – the key to our success is keeping the core play values consistent.” To celebrate the 50th anniversary of Tiny Tears, John Adams is launching a limited edition doll.

dolls across two ranges: Baby Stella for 12 months and upwards and Groovy Girls for three years plus.

“Doll play is such a fundamental part of nurturing role play for so many children,” said Erica Roberts, vice president, Europe. “Baby Stella is a realistic baby doll in a soft format.

Children can feed, change, dress and care for Stella just like they see mum or dad doing. Our Groovy Girls are targeted at older children – these dolls look and dress more like preschoolers. We’re introducing new products in both ranges for 2015 which will be scented.”

A relative newcomer to the soft doll market is Bigjigs. The company introduced a range of soft dolls four years ago and the range has been well received. “We review the collection each year, withdraw some and introduce fresh new faces,” said Alice Chaganis, marketing co-ordinator. “There are seven new dolls for 2015 and they’re already proving popular. To complement the range we offer a highchair, pram

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®

Talk to me!

Grow With Me Baby Doll and 3-in-1 Pushchair

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For more details please contact 01235 555545 trade_sales@vtech.com

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06-03-2015 15/03/2015 03:27:53 PM 17:58

DOLL PLAY

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and cradle accessories and in the future we’ll be exploring the idea of supplying individual outfits.”

Another new kid on the block is Oobicoo. The Oobicoo dolls are huge soft dolls, the same size as a six-month-old. “They are specifically designed to wear outgrown baby clothes, and have been particularly well received by families with a new baby,” said the creator Rachel Jones. “Parents love the fact they can re-use old baby clothes and also that they are made from eco-friendly materials. We’re also raising money for charity with the sale of every doll.”

SMART DOLLS

Talking dolls may have been around for a while, but as electronics have become cheaper, dolls are becoming increasingly more sophisticated in what they can say and do. VTech’s Little Love Baby Talk is voice-activated, which encourages children to talk to it. The

JUST LIKE ME

Dolls have always been popular toys, but they really came into their own once they could be mass-produced, with increasingly realistic-looking dolls entering the market.

Zapf Creations introduced the popular BABY born to the market in 1991 and Baby Annabell in 1999, but has been making dolls since 1932.

“We are lucky enough to have two of the UK’s market-leading nurturing doll brands” said Marian Davies, marketing manager, girls toys. “Both brands performed extremely well during 2014, with key products such as the Baby Annabell Learns to Walk doll and the BABY born Interactive Bathtub selling out.” This autumn Zapf Creations will launch the new BABY born Wonderland segment, complete with a light-up unicorn.

Spanish brand, Nenuco, from toy manufacturer Famosa, also enjoyed a successful 2014, with the Sleep With Me cradle set selling out across UK retail. Famosa’s UK marketing manager, Nikki Jeffery, explains the success of Nenuco: “The products come packed with unique accessories and there’s a broad variety of price points and play patterns within the collection. Key lines for 2015 will include Nenuco Bubble Bath; a doll that can be fully immersed in water where she can blow bubbles and Nenuco Hugging, a soft-bodied, cuddly doll that moves her arms, swings her head and hugs her pillow.”

Above left: Harry is one of the most popular dolls in the Bigjigs soft doll range.

Above right:New Groovy Girls from Manhattan Toy Company are scented and come with their own pet. Left: Soft dolls from Oobicoo are the same size as a sixmonth-old baby.

doll will repeat words and phrases back to the child, can recognise 100 words and speak over 80 phrases, including requests for its bottle and dummy.

▶ FAMILIAR FACES Licensed toys are very popular in the doll category, as manufacturers tap into popular licences such as Frozen, Disney Princess, Doc McStuffin, Dora the Explorer and Sofia the First. These dolls certainly have a place in the market; just ask any parent who had to scramble around at Christmas to find a Snow Glow Elsa doll!

Above left: Baby Annabell Learns to Walk was a top seller in 2014 for Zapf Creations.

Middle: VTech’s Little Love Baby Talk encourages children to talk and nurture.

Right: Nenuco Hugging is new to the market in 2015.

Clive Richardson, marketing director at VTech said: “We entered the doll category for the first time last year and we have had a great response to the range so far. The Little Love Baby Talk is the perfect way to introduce your little one to nurturing role play and encourages conversation. In 2015, VTech will be expanding the interactive Little Love range with the launch of Little Love Baby Peek-a-Boo in spring/ summer and Little Love Learn to Walk in autumn/winter.”

With many toys now utilising internet technology, it’s not surprising that dolls have also gone down this route. My Friend Cayla, from Vivid Imaginations, is the first internet-connected doll which uses speech recognition software to answer children’s questions. “My Friend Cayla was extremely popular for Christmas last year and there are new developments on the way for 2015 which will feed the continuing demand,” said Catherine Scott, brand manager. “Cayla will be getting a new outfit and her ‘friends’ will be able to personalise the app with their own favourite things which Cayla will remember.”

Dolls may have moved on in look, style and interactivity over the years, but the fundamental aspects of doll play remain the same.

Through play, children learn key social, language and practical skills. It’s no wonder so many of us look back on a doll as our favourite childhood toy.

Left: Frozen Snow Glow Elsa from Jakks Pacific was voted Toy of the Year at the recent Toy Industry Awards.

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Contact details: famosauk@famosa.es 01623 237 433

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WHAT’S NEW DOLLS Fresh new ranges for 2015.

POWELL CRAFT

JOHN ADAMS LEISURE

The rag doll range from Powell Craft was first launched over 15 years ago. They now have nearly 50 different character dollies including traditionally dressed, a beautiful ballerina, a swashbuckling pirate and the new fireman. The dolls are 100% cotton, appeal to boys and girls and make great friends for imaginary play.

01273 622023 www.powellcraft.com

As Tiny Tears celebrates its 50th Anniversary, John Adams Leisure is looking forward to a golden year.

First launched in the UK in 1960s, Tiny Tears has been loved by little girls for generations. For 2015 there is a limited edition Tiny Tears doll, with commemorative certificate.

01480 414361 www.johnadams.co.uk

MANHATTAN TOY

FAMOSA TOYS Key lines from the company for 2015 will include Nenuco bubble bath - a 42cm soft body doll that can be fully immersed in water where she can blow bubbles and comes with her own dolphin float which squirts water for bathtime fun! Nenuco bubble bath recently made the ‘Must Have 2015 Toys’ list, released by leading parenting website Parentdish. The range will also be supported by a strong TV campaign for Spring across terrestrial and satellite channels.

07961542363 www.famosa.es

Finch, Leaf and Sofia, the three new S.C.O.U.T dolls, who are Smart, Curious, Open, Unafraid and True are introduced by Manhattan Toy. The stylish dolls and accessories are destined to become cherished companions. These modern day scouts travel confidently through life with a spirit of independence, curiosity and joie de vivre!

0208 944 3160 www.manhattantoy.com

VTECH Little Love Baby Talk was the first venture for VTech in the doll category in 2014. This year they are set to expand the range further with the launch of Little Love Baby Peeka-Boo in Spring / Summer (two-plus years) and Little Love Learn to Walk in autumn / winter (two-plus years).

01235 555545 www.vtech.co.uk

ZAPF For autumn 2015, Baby Annabell has a new range of engaging accessories including a 2-in-1 wardrobe, the Rocking Sheep Bed and the Baby Annabell Walking Lamb. There is a brand new wonderland inspired range of accessories for BABY born. Zapf has also introduced the new Mini Chou Chou birdies range.

0845 0533 333 www.zapf-creation.co.uk

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Bring farm fun to life

Load-Up Playset

Harvest Time Playset

Animal Sounds Hayride

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FARMYARD FAVOURITES

DOWN ON THE Old MacDonald has a lot to answer for, with even the youngest babies attempting to baa, oink and moo along with the traditional farmyard tune.

But preschoolers’ fascination with farms goes well beyond enjoying a sing-song. PPS pulled on its wellies and went to find out more.

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hildren are introduced to farm animals from the very moment they are born, with farmyard-themed plush toys, books and other nursery product often playing a very prominent role in the gift-giving frenzy which takes place in those early weeks. So perhaps the most impressive thing about the enduring popularity of farm-related product is really its ability to grow with the child?

One lady who knows all about preschoolers’ love for farms is Tractor Ted’s founder Alexandra Heard.

“Toddlers are fascinated by farm animals as they move and interact with the children, while machines seem huge and are spellbinding to watch,” she said.

“By the time they reach three or four, many children are obsessed with machines,” Alexandra continued.

“We see it with the Tractor Ted DVDs and the Big Machine weekends

at the Little Farm which totally grip our young audiences.”

Alexandra is speaking from first-hand experience – she was inspired to set up Tractor Ted because her three children used to make her stop the car so that they could watch the big machines at work. “At this age, children love repetition and to see a tractor driving up and down a field or doing a job over and over again – they never tire of it!”

Farming is also very accessible for young children and is seen as wholesome and educational, so there is often a sense that farmthemed toys are Right: Baby’s Very First Touchy-Feely Farm Playbook from Usborne is a brightly coloured, highcontrast, multi-sensory book, ideal from birth.

Inset: Getting some handson action with Tractor Ted clothing. Below: Old Macdonald, from Child’s Play, is its most popular farm-related title and is celebrating 40 years in print.

a very good, constructive way to develop young children’s play and communication skills. “One of my favourite moments was hearing from a mum how her little boy with autism hadn’t uttered a word until he watched Tractor Ted,” agreed Alexandra.

Children can learn a great deal through farmyard toys and books – not just about farming and the countryside.

▶

“There’s so much to talk about and see in a farm book that children may already find familiar.

It allows them to feel a connection with the story if they can spot something they’ve seen in real life.

The non-gendered element of farming is very important.

Farm-themed books can teach children a lot about the world around them, so it’s vital that children don’t feel excluded from reading them.”

Megan Graham, publicity assistant, Usborne Publishing.

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Tractor Ted

The UK’s favourite little green Tractor!

Tractor Ted, Real Life Farming Fun!

Books • DVDs • Gifts • Clothing • Live Events • Permanent Attractions Tel: 01373 834500 • admin@tractorted.co.uk

CELEBRATING 40 YEARS OF OLD MACDONALD HAD A FARM! Visit our website for our range of farm-themed books, games and soft toys!

Orange Tree Toys Unit 41a Lansdown Industrial Estate Cheltenham, Gloucestershire, GL51 8PL 01252 244500 sales@orangetreetoys.com ww www.orangetreetoys.com

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FARMYARD FAVOURITES

▶

“Most young children and toddlers are naturally drawn to animals. We’ve got lots of farms here in Dorset and were actually inspired by our very own Dorset Horn sheep to create a lovely little knitted romper for our autumn/winter 2015 collection.

The great feedback we’ve had on these styles shows that you can’t get it wrong as far as our farmyard friends are concerned.”

Jo Spragg, director, Kite Clothing.

Above: Ram knitted romper from Kite Clothing. Right: Vtech’s new Toot Toot Farm Animals range includes cute mummy and baby sets and an interactive chicken coop.



It also offers a lovely way to start early years learning through words, colours, counting and sounds, as Amy Griffiths, education liaison and marketing coordinator for Child’s Play, explained.

“Farming toys and books provide a wealth of learning opportunities; sorting toy animals into pens exercises fine motor skills as well as critical thinking. Other skills and benefits of farm books and toys include learning about responsibility and discovering where food comes from.”

Amy continued; “There’s also plenty of opportunity for sensory exploration, particularly with sounds – hearing the array of animal and vehicle noises and imitating them is a lot of fun for toddlers!”

Amy also believes that the ‘rustic quaintness’ associated with farming helps attract parents and gift buyers to farmyard-themed clothes and toys.

“Toys and clothing with a traditional theme are timeless favourites because

of their links to nature and simplicity,” she said.

The strong link to nature and tradition means that farmyard and animal toys have been a part of the typical toddler play box for generations, meaning parents see them as wholesome and positive. They represent a pure and innocent form of imaginary play which, according to Andrew Gibson, Tomy’s brand and communications manager (agriculture), aids those crucial first development stages.

“Farmyard toys represent the natural world and are familiar and comforting figures,” he explained.

“Children often learn animal noises as some of their first words and they see tractors, farms and animals in their daily lives, both in real-life situations and on the television.”

It is for this reason that Andrew believe farmyard-themed product remains so popular. “Farm toys and related items are always a safe bet for gift-givers. They are gender-neutral and as such will always be a well-received present for any child.”

The benefits of the free-form imaginative play offered by farmyard toys helps children to learn essential key skills such as stacking, counting and sorting – but as Michele Marziliano, UK country manager for Clementoni points out – it also means they can begin to understand exactly what farmers do and where their food comes from.

“Most families in the UK live near a farm that they can visit with the kids,” she continued. “Farms allow children to see animals in their natural habitat and teach them how to care for them. Being able to link farm-themed toys with real-life experiences strengthens a child’s understanding as they grow older.”

Michelle also makes the point that if children have their own small ‘farm’, the playsets can be continually added to – allowing children to carry out all

Left: Clementoni’s new Big Farm Playset from the Clemmy Plus range includes 42 soft blocks, four characters and a tractor.

the farming jobs they learn about and allowing adults to have the perfect gift at their fingertips!

This type of role-playing is an essential basis of play for young children, according to Clive Richardson, marketing director at Vtech. “It gives children the opportunity to move between play and the real world, giving them the opportunity to develop their understanding of real world situations.”

“Through toys, books and song, farmyard animals are a popular choice for many children,” he continued, “and many of the familiar noises made by farmyard animals provide easy to replicate sounds for toddlers as they develop their speech and vocabulary, making them perfect for ‘noisy’ toys!”

Reinforcing this connection between real-life and play allows children to feel a connection with what they’re doing, whether they are looking at a book, ploughing the fields of their model farm or simply cuddling a plush pig.

It’s clear that part of the appeal of farm-themed toys and books is that they can be used to impart formal, educational concepts from numbers and colours, to shapes and sizes as well as the softer skills essential for later life. But most importantly of all – farms are fun!

Left and below: Tomy’s new John Deere First Farming Fun collection has everything needed for engaging farm play.

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ARMSREACH UNIVERSAL CO-SLEEPER

速

the trusted solution

Stand number HP113 00353863421458

www.cots.ie

Beth

Love to be Natural

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WHAT’S NEW FARM THEMED New products with a farm based theme.

LANKA KADE From deluxe heritage farms sets through to pocket money purchases, Lanka Kade’s extensive range of traditional wooden toys are certain to inspire “down on the farm” play activities. The recent launch of their fantastic trade website coupled with new stylish packaging has created a surge of interest in the brand.

01858 463850 www.lankakade.co.uk

TRACTOR TED

TOMY

The award-winning little green tractor, Tractor Ted teaches and entertains young children from two to six years old about farming and the countryside through books, DVDs, toys, clothes and live events!

To be launched this year; Meets Baby Animals book and DVD, wall stickers, Tractor Ted Trailer, partyware, polo shirt, socks and more – as well as a UK live events tour with the Tractor Ted bouncy castle, cinema screenings, interactive POS discovery walls and floors and more.

01373 834500 www.tractorted.co.uk

The new John Deere First Farming Fun collection has everything children could possibly need for an afternoon of farm play; soft touch figures, farm vehicles, farm accessories – there are even lots of chunky farm animals. Each different farm vehicle and attachment features easy roll along wheels and little details that make all the difference when it comes to fun farm play.

020 8722 7300 www.uk.tomy.com

ORANGE TREE TOYS LTD The Spring launch of the Farm Yard range from Orange Tree Toys includes bookends, skittles, pushalongs, puzzles, spinning tops, yoyos, plus a new music box which is a delightful addition to the music box range. The pushalong range now featuring 27 designs including the new chicken, cow, pig and sheep. Plenty going on this spring on the OTT Farm for everyone.

01242 244500 www.orangetreetoys.com

PICTHALL AND GUNZI Featuring seven mini posters, a giant double-sided wall-chart, and 50 re-usable photographic stickers, Fold Out Farm is the latest addition to the successful Fold Out range from Picthall and Gunzi.

Packed with learning and play value, it lets children create their own unique wall chart featuring all their favourite animals.

01909 478 170 www.picthallandgunzi.com

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™

PROGRESSIVE BABYWEARING SOLUTIONS. www.wemademe.com

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SLINGS AND CARRIERS

Me

Carry

HOME

Inset: Ideal for short trips or the school run, LittleLife’s Ranger is an ultralightweight carrier, which is currently the company’s best-selling model.

As babywearing becomes an increasingly mainstream form of tot-transport, PPS takes a closer look at the impressive selection of wraps, slings and carriers to choose from.

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ewborns snuggle in soft wraps, babies sit upright in structured slings and toddlers reign on high from lightweight framed seats – there’s no denying that babywearing is more accessible than ever before.

“It’s been fascinating to watch the evolution of this sector,” agreed Daniel Lucus, founder and md of We Made Me. “Babywearing was considered a little hippie and esoteric until probably the late 1990s and early 2000s, and while BabyBjörn was a household name at that point, there were very few other players in the market.”

Below: This babywearing pièce de résistance from We Made Me is the new Pao Papoose 3-in-1, two-shoulder carrier.

Right: Dinky Dragon’s i-angel hipseat carrier has a moulded seat and includes a pocket in the waist belt for keys and phone, as well as a sleeping hood and detachable section for hotter weather.

We Made Me is seeing a consistent increase in business, which Daniel believes is partly because; “people are starting to understand the difference between the types of carriers and what they offer.”

So what do slings and carriers offer parents that other forms of baby transport cannot?

“Babywearing isn’t just a practical form of transport that frees up parents to go about their day, it’s very much about the stimulation, security and bonding babies benefit from by being held close,” Daniel enthuses. “Babies love to be held close. It meets their biological need for touch and attachment.”

Michelle Smith, marketing manager for Close Parenting, agrees, pointing out that; “more parents are becoming aware that carrying their little ones from birth offers many of the welldocumented benefits of skin-to-skin – or kangaroo care as it is often referred to!”

“Carrying baby, during the first few weeks especially, helps ease the

▶ THE FLEXIBLE OPTION “There has been a steady rise in the use of slings simply because modern parenting demands it. Most parents are juggling work with family and are keen to maximise on every opportunity to beclose to their children. Parents are also looking for multi-functional carriers that will be flexible and grow with the child and their expanding family.”

Sophia Wise, director, Dinky Dragons

transition from the womb to big wide world,” Michelle continued.

Helping the baby feel safer and calmer and help establish the parent/ baby bond is one of the key reasons that babywearing has become so popular in recent years. “We have seen a huge PROGRES SIVE PRESCHOOL

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A world of bright ideas...

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15/03/2015 18:03

SLINGS AND CARRIERS

growth in awareness and demand,” said Michelle, who also believes that the variety of slings and carriers available and babywearing celebrities have helped to increase this demand.

Making sure the carrier is safe, fits well and is used properly is essential, and understanding the many different styles of carriers available allows retailers to advise customers on what is best suited to their needs.

Many suppliers offer training for retailers to help them understand the main benefits and concerns surrounding babywearing as well as the official TICKS safety guidelines.

Below: Connecta carriers come in a wide selection of prints and a variety of materials in order to cater for all tastes and styles.

▶ MODERN FAMILY

“Slings and carriers can provide a fantastic way for fathers and other family members to bond with the child, this is increasingly important as more families practice equal parenting. Parents are more aware of their choices today, and social media has played a big part in this, with parents researching different carrying options to fit in with their lifestyle.”

Anne McEwan, babywearing consultant, Connecta

“Retailers should let the parents try out different options and ask them how and when they are planning to use the carrier,” said BabyBjörn’s Annika SanderLofmark. “Is it going to be used for long walks or just around the house?”

Annika emphasised how important it is that carriers are used correctly, but also pointed out that; “parents often wish to carry their babies for longer periods and to an older age. We have also seen that dads really benefit from wearing their babies in carriers, as they appreciate

bonding with the baby in this way.”

Carrying toddlers and preschool children is very different to carrying babies – and not just because the child is heavier! The journeys themselves tend to be longer or more active, where young children would tire very quickly if they were walking.

This area of the market is also seeing an increase, according to Dan Marett, marketing and sales director, of LittleLife. He believes that is partly because; “We have made back carriers more affordable, easier to use and less daunting to someone who might not have previously considered buying.”

“One of our aims at LittleLife is to get parent and child more active, so hopefully we are doing our bit by introducing new users,” he continued.

“We also think we are seeing people transition from front to back carrier more readily, because of this.”

As well offering the grown-ups more freedom to explore, this type of carrier also offers a number of smart features such as sunshades, toy loops and integrated storage pockets for nappies and wipes.

“It’s essential that retailers find out exactly what the parents are planning to use their carrier for and the size/age of the child so they can make an informed decision,” said Dan. “For example, if the carrier is for outdoor pursuits they should consider a carrier with extra storage plus protection from sun and rain. If space is an issue, a minimalist model might be more suitable,” Baby carriers have become such an important part of the market that distributors such as Cheeky Rascals now offer almost every type of carrier possible, with branded ranges including ByKay and Manduca.

Above left: :The newest carrier from Close Parenting is the Caboo dx+. It offers the same closeness with added urban styling, thermo-regulating materials and structured support for both baby and wearer. Above: The BabyBjörn Baby Carrier We is easy to use.

With three front and back carrying positions it is suitable from birth up to three-years-old.

“Our USP as a supplier is the amount of knowledge that we have in-house and the amount of support that we can offer retailers, from printed materials right through to hands-on training,” explained director, Simon Russell.

“Retailers need to create a full and compelling proposition for their customers, with a wide selection for customers both in terms of style (ring slings, mei tais, stretchy wraps, etc) and finishes – we often find that customers will buy more than one carrier.”

“It’s interesting,” Simon continued, “to think that as the size and complexity of pushchairs has grown so has the appetite for carriers and slings. In urban areas or where you might be relying on public transport, a carrier can be the quickest way to get about – it makes perfect sense!”

Modern parents are expected to take multi-tasking to whole new level, and it’s clear that the rapidly expanding marketplace means that slings and carriers can play a crucial part in easing that stress – whether the challenge is calming a newborn, keeping up with work, staying active with the rest of the family or even going for a dip!

Left:The Aqua from Cheeky Rascals is designed for carrying babies in the water. Made from a quick-drying fabric with built-in sun protection, it is a great product for anyone holidaying with a small child.

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For life’s little

adventures Discover LittleLife’s innovative and trusted range of child carriers.

Including two of the lightest back carriers on the market at under 2kg each.

Carriers designed for children aged 6 months – 3 years.

New for 2015

Adventurer

Ranger

All Terrain S2

Discover the full range at www.littlelife.co.uk Call us on 0118 981 1433 or email sales@lifemarque.co.uk 100_PPS_March_April LittleLife-ChildCarrier-Ad-Preschool-March.indd 2015.indd 1 1

13/03/2015 15/03/2015 11:10:24 18:03

WHAT’S NEW SLINGS AND BABY CARRIERS New product for the slings and carriers sector.

BUNDLEBEAN

MABYLAND

Yet another fun, practical and quality design from BundleBean.

Our universal all-weather babywearing cover fits any sling or carrier for all-weather protection for little ones of all ages. In four beautiful designs, the waterproof and fleece cover with removable hood keeps children secure, snug and dry from top to toe.

02076 102690 www.bundlebean.com

The luxury duo front and back carrier from MaByLand offers great value, even a celebrity was spotted recently using it! Suitable from three months to three years, it offers two positions; front and back (from 1 yrs+). Includes a blanket, storage pocket and features a padded waist-belt to enhance comfort carrying. There are special trade offers during the Harrogate Nursery Fair.

0208 879 0080 www.mabyland.com

MANDUCA A fresh new colour range of the 3-in1 Manduca soft structured carrier is now available in chocolate, navy, grey and black.

Made from 100% organic cotton and produced in Europe, the Manduca carrier is perfect for newborns through to preschoolers as parents can carry the child on their front, hip and back.

01730 895761 www.cheekyrascals.co.uk

LITTLELIFE New for 2015, the ‘pick up and go’ Adventurer Carrier has been developed with urban trips, walks in the park and travelling in mind.

With a slimline construction that weighs just 1.9kg, the Adventurer retains LittleLife’s signature quality and comfort thanks to an advanced back-system, anatomically shaped child seat and the brand’s patented X-Buckle harness.

0118 981 1433 www.littlelife.co.uk

HIPPYCHICK

WE MADE ME The Pao Papoose, a brilliantly versatile 3-in-1 soft-structured carrier that is set to revolutionise the face of babywearing is launched

by We Made Me. A unique carrier designed to offer the ultimate in design, comfort and support. The multi-directional carrier enables parents to carry baby in parentfacing, world-facing (forward facing) and on the back.

01273 320 590 www.wemademe.com Nursery Fair C10.

The Hipseat child carrier from Hippychick is intended for use with children from six months to approx. three years. Designed for active families looking for a natural and comfortable way to carry heavy older babies and toddlers without causing long term damage to their back. Generous and luxuriously padded, Hipseat has a back supporting belt, featuring an integrated, moulded seat for little ones to sit on when they want to be carried.

01278 434440 www.hippychick.com Nursery Fair C29/35

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NewStyleTradeAd(251x171)Carramio:Layout 1

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Bonding is easy

with the Carramio Keep baby close, with a carrier that’s as stylish as it is comfortable.

The Carramio is our two-way baby carrier that has been designed to offer optimum comfort for baby and wearer. It features a lightweight, soft fabric lining to keep baby cool and contented, wide padded straps and lumbar support to CARRIES spread their weight evenly BABIES across the body. Also included is FROM 3.5KG a detachable dribble bib. At three TO 9.0KG months, baby can face outwards to watch the world go by.

Visit our website to view the full range of safety products; including home accessories, stair gates, safety harnesses, fireguards and much more.

AVAILABLE IN BLACK,GREY & OATMEAL

MEETS UK & EU SAFETY STANDARDS

Clippasafe Ltd Lanthwaite Road, Clifton, Nottingham, NGII 8LD Tel: 0115 921 1899 Email: sales@clippasafe.co.uk

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The brand that parents trust

15/03/2015 18:05

WHAT’S NEW GENERAL New products for the toy, gift and nursery retail.

MABYLAND

TOMY

The company has once used the same herringbone fabric of the MATchel to create its new Satchel changing bag. A smart and sophisticated satchel aimed at on-the-go parents, in particular dads. The affordable price for consumers, makes this bag a must-have product for nursery shops. Special trade offers during Harrogate Nursery Fair.

0208 879 0080 sheena@mabyland.com www.mabyland.com

Have barrels of fun with Olaf, the hilarious hero snowman that comes to life in Disney’s hit movie Frozen.

This classic action game from Tomy has surprises of its own in store, as you never know when Pop Up Olaf will go pop! Quick and easy to set up, simply twist Olaf into his barrel and take turns to slide in the crystal sticks.

If your crystal stick makes Olaf pop up out of his barrel, you’re out!

020 8722 7300 www.uk.tomy.com

VMC ACCESSORIES

BOWRON SHEEPSKIN

An exciting new range of licensed character tablet cases have been launched by VMC. With so many children having their own tablet, or access to a family tablet, these accessories are a must have for young children. Classic characters include The Gruffalo and Peppa Pig. 01538 392505 www.vmcaccessories.co.uk

The soft natural fibres of Bowron’s 100% sheepskin front pack liner, absorb moisture and perspiration.

They eliminate friction-induced irritation and chaffing and remain soft and supportive after years of use and laundering. Keeps baby warm in winter, cool in summer.

Designed to fit Baby Bjorn front pack – may fit other brands.

0800 212198 www.bowron.com

ON THE MOVIES

JUMBO GAMES

The range of On the Movies children’s character backpacks are designed to keep children entertained on the go. The purpose designed backpack features a high brightness, seven-inch touch-screen 8GB tablet cleverly stored in a transparent windowed pocket on the front of the bag. The tablet comes pre-loaded with games to keep little ones entertained and you can download lots of movies to keep them engaged on long journeys.

01256 397224 www.onthemovies.co.uk

This 21-piece domino set with shaped wooden bricks allows children to create patterns whilst they match the dominoes. With bright, colourful pictures of Oscar and sea creatures, it’s a fun and simple game to help children play and learn. Ages: 2+ 01707 289289 www.jumbo.eu

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STAND C23

at Harrogate

®

We have been established for over 30 years and are recognised in the top 10 UK Nursery Industry’s baby brands. · Bedding · Blankets · Clothing Bibs · Nappies · Plastic & Bath Accessories· Feeding Accessories · Cots Bambinex® is an innovative concept of reusable diapers with some unique features.

With Bambinex® nappies are no longer a necessary evil, but a way to give your baby at birth optimal protection and maximum comfort.

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WHAT’S NEW GENERAL New products for the toy, gift and nursery retail.

BORN IN BRITAIN Designed with the modern parent in mind, Born In Britain is a true luxury baby changing and accessories company. Using the finest raw materials to create stylish yet functional pieces that every parent will desire. A Born In Britain changing bag discretely allows a stress free and easy baby change when out and about, taking parents from play to work in effortless style.

07717 696 776 www.borninbritain.com

PABOBO

MARY MEYER

Luminous solutions for peaceful nights are offered by French company, Pabobo. Two new night light companions from the Mr Men collection have just been launched: Mr Perfect and Little Miss Hug! Rechargeable, these cute and funny luminous pals glow up to 11 hours.

Safe, they stay cool, even under the sheets, and are certified for a use from birth (CE0+). +33 645 150 216 www.pabobo.com

Mary Meyer Baby offers contemporary mums a range of baby gifts that make life with baby more fun, soothing, and stylish.

From blankets and soft toys to chime balls and rattles, the Taggies Signature Collection is recognized as the premium line of Taggies toys. WubbaNub pacifiers are a sewn on, latex free Soothie pacifier, BPA, PVC, and phthalate free. Mary Meyer offers seventeen WubbaNub styles, each packaged for gift giving.

01243 780501 www.whitepebbleint.com

MINI MOO & CO The Baby Shusher is a revolutionary new tool, using an ancient but doctor-tested technique to help soothe a fussy baby. It breaks a crying spell by engaging the natural calming reflex. The rhythmic shush reminds baby of the womb, where there is a constant inundation of sounds. Portable and ready to use anywhere. New to the UK market.

08450094405 www.sleepytot.com

NATURES PUREST Redesigned to give parents exactly what they want, Natures Purest’s beautiful bedding ranges are made from organically-grown, naturally-coloured cotton. Each bedding bundle contains a top-quality bumper, coverlet and fitted sheet, with matching quilts available for older babies. Designed with baby’s needs in mind, Natures Purest bedding is as cute and kind as could be.

0116 2792961 www.naturespurest.co.uk

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The Multiposition Hipseat Baby Carrier The must-have toothbrush for small teeth, small hands and independent minds!

Visit us at Harrogate International Nursery Fair on

Stand H9

The Hippest Way To Carry

now stocked in:

Visit us at stand HP108 to find out more

#HipAtHarrogate

rowena@bugbrush.co.uk.

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11/03/2015 15:22

15/03/2015 18:12

WHAT’S

HOT?

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

Asif Ashraf, manager, Top Image Nursery, Newport A high street store selling quality nursery equipment since 1980.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Pushchair

BabyStyle

The BabyStyle Oyster range gives very good value for money. Parents like the fact that the buggy attachment can be used both forward and rear facing.

Car Seat

Maxi Cosi

It’s a very well-known brand; and one of the top brands. All the major buggy suppliers make adapters so the Maxi Cosi is compatible with most buggies.

Highchairs

Chicco

Chicco highchairs are very popular, offering good value for money. We take part in Chicco’s monthly promotions, so often have 20-30% off recommended retail prices.

Baby Walkers

Chicco

Again, Chicco, because of the good promotions it runs. It’s a very good company to work with and it offers excellent support to independents.

BabyStyle

Chicco

Anna Reed, owner, Little Star Co, Harrogate

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SUPPLIERS/RANGES

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Pushchair

Joolz

Our customers like the Joolz range as it’s quite new, so the market isn’t flooded with everyone pushing the same buggy. It comes in some really nice colours too.

Stroller

Baby Jogger, Babyzen

We do well with Baby Jogger - a wellknown brand with a good reputation.

We’re also doing well with Babyzen, which a lot of customers take on holiday as it folds down incredibly compact.

Bouncers/ Rockers

4moms

We have sold a lot of the 4moms mamaRoo, with many comments on how stylish and different it is. It’s at the higher end of the market, but this doesn’t put people off.

Highchairs

Mima Moon

This is a really stylish highchair. It is quite expensive, but it can be used from birth right up to about seven years old.

Joolz

4moms

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Alan Dadswell, director, Toys N Tuck, Southend A large family-owned toy shop on the high street.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Puzzles/ Games

Ravensburger

Our most popular puzzles tend to be the licensed ranges from Ravensburger: Frozen, Sofia the First, Doc McStuffin and Spiderman all do particularly well.

Construction Toys

Lego Juniors

Lego is just so strong that it dwarfs anything else in the construction category.

Wooden Toys

Melissa and Doug, Bigjigs

The Melissa and Doug Doorbell Sounds House did well for us at Christmas and the Bigjigs range of wooden trains is always a favourite.

Licensed Toys

Paw Patrol, Thomas & Friends, Peppa Pig

There’s been a big demand for Paw Patrol and toys have been in short supply. We’ve had a very good year with Thomas, in particular the Take-n-Play range. And Peppa Pig is as strong as ever.

Dolls

Frozen

Snow Glow Elsa was our top selling item by value in December, but actually all traditional dolls have been doing very well for us; I look forward to that continuing.

Role Play

Rubie’s

The Disney licensed product range from Rubie’s is very strong at the moment.

Melissa and Doug

Rubie’s

Donna and Danny Savill, owners, Roo’s Baby Shop, Chelmsford A boutique clothing shop specialising in Spanish and traditional brands.

CATEGORY

SUPPLIERS/RANGES

COMMENT

Girls’ clothing

Marquesita Real

The girls range from Marquesita Real is absolutely beautiful. Our customers like the very traditional, feminine dresses with lots of frills and bows.

Boys’ Clothing

Lyle & Scott

The boys market is very different to the girls. Up until about two years old, our customers like traditional-looking clothes, but after that they’re looking for clothes like dad wears.

Shoes

Igor

Another popular Spanish brand. The jelly shoes from Igor are more popular than traditional Mary Jane shoes. We have two pages of pre-orders already and they don’t arrive until May!

Baby Clothing

Sarah Louise, Babidu

We go for the more traditional clothing ranges – little dungarees and smocked dresses - as they are something different from what everyone else offers.

Igor

Sarah Louise

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