Progressive Preschool March April 2025

The B2B Media for Nursery and Preschool Product and Retail

WELCOME

The past three months have been a whirlwind of trade show activity for the nursery and preschool industry – from London Toy Fair what feels like way back in January through to Toy Fair in New York which ended the spring travel season for many in early March.

www.max-publishing.co.uk

new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.

transformative year for our business so far” and “it’s shaping up to be a year of opportunity”.

Reports from all of the shows were, by and large, very positive and it seems like this vibe is continuing into the second quarter of the year.

Speaking to executives from a wide range of sectors in this issue – from home décor and travel systems, through to publishing, apparel and outdoor toys – it’s been encouraging to hear about their successes so far in 2025 and that their confidence appears to be high as we look ahead to the summer months.

Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

Meeting ever evolving consumer demands and navigating a number of key challenges – from an uncertain global economic situation, presenting potential obstacles in terms of costs and supply chains, through to cost-of-living in the UK and balancing value and quality for the customer – also remain front of mind, however.

new product development at the spring trade shows, the confidence of the contributors to this issue certainly doesn’t seem misplaced.

The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.

Indeed, phrases coming through from our industry roundtable included “it’s been a fantastic start”, “we’ve got exciting innovations coming that will drive our growth”, “the first quarter has been all systems go”, “the momentum from Q1 has been fantastic”, “2025 has been a dynamic and

Toymaster and Licensing Expo in May, while plans continue to be made for both Kind + Jugend (with the BPIA’s UK Pavilion getting off to a strong start) and Harrogate International Nursery Fair, taking place in September and October respectively.

For the latest news visit

ISSN 2515-8570

WITH THIS ISSUE

Ultimate Guide to Travel Systems & Car Seat Retailing

Now in its fourth year, our ultimate guide has gone from strength to strength in 2025. We look at the sector through the eyes of retailers, suppliers and the Baby Products Industry Association, to ensure a wellrounded overview which covers

All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact is published by preschool sector experts, for

The Progressive Preschool Team Samantha Loveday, Rob Willis, Jo Cassidy and Tessa Clayton.

Above: The Progressive Preschool team - from left, Jo Cassidy, Rob Willis, Samantha Loveday and Tessa Clayton - will be travelling to both Toymaster and Licensing Expo in May.

The latest updates from across the baby and preschool industry.

An update on the Baby Care market so far this year and the performance of online sales.

Matt Dyson, co-designer and co-founder of Rockit, on the benefits and issues which come with being an innovator in the nursery and preschool sector.

Nine industry executives on the year so far, new product launches, retail, challenges and their top tips for summer.

The Big Interview

Helen Robinson, head of sales UK and Ireland at hauck, discusses how the company has cemented its position in the market as a trusted brand for first-time parents.

Sector Focus: Outdoor and Garden Play

Event Focus: Home Décor

The Big Interview

Marc Kelly, md at CuddleCo, discusses the latest products and initiatives which are helping to drive the company’s growth.

In Conversation With: Trixie

Scott Garnerbundy-Higgs, UK and Ireland sales director, tells PPS what’s next for the ambitious brand.

Sector Focus: Publishing.

Focus On: Cybex.

Executive Profile

Ken Berlin, co-founder of Pearhead, in the hotseat.

Retailer in Numbers Little Dots, Stone, Staffordshire.

iCandy shows support for Products of Change

After attending the Products of Change Conference in 2024, British-based global nursery brand, iCandy, was inspired to become a member of the sustainability and educational hub.

“We recognised that collaboration is key to achieving our long-term goals and making a lasting impact,” said iCandy’s head of communications, Anna Owers.

US Toy Fair celebrates preschool innovation

The Toy Association is celebrating the return of Toy Fair to New York, with March’s show attracting attendees from almost 100 countries and proving to be a solid showcase for preschool product.

The show – which took place from 1-4 March – also attracted buyers from retail outlets spanning all 50 states and 79 countries and territories. From

Amazon and Barnes & Noble to Macy’s and Walmart, 21 of the top 25 toy sellers were in attendance, checking out the almost 850 exhibiting companies, 250 of which were on the show floor for the first time.

“Toy Fair 2025 featured a strong preschool product selection and drew attendees from nearly 100 countries, including the UK,” said Kimberly Carcone, evp of global market events at The Toy Association. “Trends unveiled by The Toy Association highlighted growth opportunities for the preschool sector, such as ‘MESH to STEAM,’ which reflect parents' demand for skill-building toys. Companies like ThinkFun introduced new preschool games that grow with

kids, while Toy Fair newcomer Tovla Jr. showcased cooking sets fostering kitchen confidence for preschoolers. The ‘Newstalgia Trip’ trend blends nostalgic brands with fresh play experiences, as seen in Red Tool Box’s Goodyear Kids’ Water Pressure Car Cleaner Set, which put a preschool-friendly twist on the classic brand for cross-generational appeal.”

Meanwhile, at the Toy of the Year Awards, preschool winners included The Radio Flyer Company, which picked up Infant/Toddler Toy of the Year for its Scan & Sort Grocery Cart with Lights and Sounds; Spin Master, which won Preschool Toy of the Year with Melissa & Doug Sort, Stock, Select Wooden Vending Machine Play-set; and Bluey, which was award Licence of the Year.

Dates for the 2026 show have also been confirmed, with Toy Fair due to take place from 14-17 February at the Javits Center in New York.

Right: The iService repair and restoration programme is just one part of iCandy’s sustainability achievements.

Below: Preschool product was a key part of the show floor at Toy Fair in New York.

iCandy’s head of product, Mark Bradbury, launched the iCandy IMPACT team (formerly the Sustainability Taskforce) 18 months ago to drive the company’s efforts. “We recognise that we’re still early in our journey, but we’re committed to real change,” commented Mark.

This is because, to iCandy, sustainability isn’t just about the environment, it is about responsibility.

Anna explained that, as a family brand supplying products to the newest generation, iCandy feels it has a responsibility to care about and protect the world for that generation.

iCandy’s sustainability achievements so far include its iService repair and restoration

KEEPING YOU UP TO DATE WITH THE LATEST STORIES

programme, coupled with its fiveyear warranty, designed to keep iCandy pushchairs in use and out of landfill for longer. In addition, in March 2024, iCandy also achieved its ISO 14001 certification which it is working to maintain by continually introducing new sustainable practices into the business.

“From exploring eco-friendly materials to reducing packaging waste and enhancing product longevity, we’re always looking for ways to improve,” said Anna.

The company has recently introduced a box reuse policy, cycle-to-work scheme, and continues to encourage more sustainable choices, driven by its IMPACT team.

Secure your space in the BPIA UK Pavilion at Kind + Jugend

Space within the Baby Products Industry Association’s UK Pavilion at Kind + Jugend –which takes place in Cologne, Germany from 9-11 September 2025 – is now open for sale.

One of Europe’s leading trade shows for the baby products industry, Kind + Jugend 2024 attracted over 900 exhibitors from 115 countries, plus 15,000 trade visitors attending from around the world.

Participating in the BPIA UK Pavilion presents a good opportunity for British companies to present their brands to the world under the umbrella of

the UK’s industry trade association.

Members will benefit from special packages including the ability to secure smaller stands than if booked directly with the show organiser; and will have the full support of the BPIA from booking and throughout the entire exhibiting process.

Benefits include prominent location in Hall 11.1; bespoke UK branded Pavilion design that can’t be missed; coffee and meeting area nearby and free networking events; full support and assistance of the Baby Products Industry Association before and during the show; free marketing and publicity in the months up to the event; and stand sizes available from 4m2 minimum size – both shell scheme and space only.

“This is a fantastic opportunity for BPIA members to return as a collective to Kind und Jugend and in particular, first time exhibitors at the show will benefit from the full support of the trade association,” said Marc Hardenberg, chair of the BPIA.

For full details head to www.b-p-a.org.

Bright start for Harrogate 2025

Harrogate International Nursery Fair has confirmed an extremely positive exhibitor take-up for the 2025 show, with four of the halls of the Harrogate Convention Centre now 80% full.

The show takes place from 12-14 October 2025, and as the UK’s only nursery trade show, the event has firmly established its position in the nursery trade calendar. To date, the majority of well-known brands have already re-booked, with companies such as Cuddleco, Cybex, Thule and Uppababy securing even larger spaces. Silver Cross and Done by Deer are also returning, while Newcastle-based Haus Distribution, which showcased its Little Dutch and Wildride brands for the first time last year, has secured a significant 160sqm stand for 2025 to present six of its brands.

Adrian Sneyd, show organiser, is delighted by the “positive vibes” so far. “While it’s still early days, we do advise any brand owners who are thinking about exhibiting to get in touch as soon as possible in order to find the most stand options available to them,” he said.

Exhibitor feedback after the 2024 show was incredibly affirming, with comments praising the quantity and quality of visitors attending.

“It seems there is a definite inclination from brands to fully support a UK event in order to be as accessible as possible to all,” added Adrian. “We have lots of new enquiries coming in and are looking forward to welcoming everyone back in October.”

For more information about the show and to request a stand visit www. nurseryfair.com.

Above: Adrian Sneyd, show organiser.

Below: A number of packages are available for UK companies looking to take advantage of the pavilion.

TOP STORY

Clair de Lune acquires East Coast Nursery

Clair de Lune, a trusted name in baby bedding and nursery essentials, has confirmed the acquisition of East Coast Nursery, including its well respected East Coast and Silvercloud brands.

Bringing together two heritage nursery brands, the move strengthens Clair de Lune’s commitment to providing high-quality, beautifully designed products for families across the UK.

Joint founder and longtime owner of East Coast Nursery, Eric White expressed his confidence in the transition, commenting: “Having worked with Clair de Lune’s parent company in the past, I know they’re the right

fit to carry the East Coast brand forward and build on its strong reputation.”

With over 65 years of history, East Coast Nursery has been a favourite among families for generations. Eric would like to extend his heartfelt thanks to the dedicated staff and loyal customers who have supported the brand over the years.

Hadley Pollard, managing director of Clair de Lune, added: “Over the past five years, we’ve taken Clair de Lune to new heights, and this acquisition is the next step in our journey. We’re excited to honour East Coast’s legacy while bringing even more high-quality nursery products to parents across the UK.

“As part of this transition, we are pleased to welcome Anna Wilkinson, who brings extensive retail experience from her time as a buyer at Mothercare and Toys ‘R’ Us and has successfully led Silvercloud with East Coast for 15 years. Anna’s expertise and passion for the industry make her a fantastic addition to our team, and I look forward to working alongside her.”

Baby Central to take lead on Bébécar’s UK journey

Baby Central has acquired the exclusive distribution rights to the Bébécar range of prams, pushchairs and car seats from Bébécar UK, effective from 1 March 2025.

Portuguese company Bébécar has been a leading brand in the UK baby products market for nearly four decades, and is known for its high-quality craftsmanship and innovative designs.

The transition marks a significant milestone for both companies. Bébécar UK has partnered with Bébécar Portugal for over 20 years,

and Baby Central’s leadership is confident the acquisition will ensure the continued growth and success of the Bébécar brand in the UK.

Baby Central’s diverse portfolio includes globally recognised brands such as Dr Brown’s baby feeding

products, WonderFold stroller wagons and Carefix maternity wear. The company also owns the dreamgenii brand, celebrated for its sleep positioners and baby-feeding cushions. This acquisition reinforces Baby Central’s commitment to offering a comprehensive range of premium baby and maternity products.

To ensure seamless continuity for Bébécar’s UK retailers and customers, Baby Central is welcoming key team members from Bébécar UK, including experienced sales agents and support staff.

Above: Hadley Pollard (left) with joint founder and long-time owner of East Coast Nursery, Eric White.

TOP STORY

Morleys Stores to reopen historic Jolly’s store

Morleys Stores has confirmed plans to reopen the iconic Jolly’s store in Milsom Street, Bath.

Morleys – which has a strong heritage in department store retailing – is committed to restoring Jolly’s to its former glory, offering a curated selection of fashion, beauty, homeware and more and making it an anchor store for Milsom Street.

“We are thrilled to be bringing Jolly’s back to life and to be part of the vibrant retail landscape in Bath,” commented Allan Winstanley, chief executive at Morleys Department Stores. “Our approach is to treat

each of our stores as a unique independent department store, ensuring we create an exceptional shopping experience tailored to the local community. We are especially pleased to confirm that we will be keeping

Exhibitor applications open for Toy Fair 2026

Applications for exhibition space at Toy Fair 2026 are now open. Toy Fair – which is organised by the British Toy & Hobby Association – is due to return to Olympia, London from 20-22 January 2026, spanning the Grand, National and Upper West halls.

There are three stand packages available to exhibitors to choose from: space-only, shell scheme and the economy package in the ‘Gold Zone’ –a hub dedicated to supporting smaller and up-and-coming companies. Full details and cost of stand packages can be found at www.toyfair.co.uk.

Following a sold out show this January, Toy Fair 2026 will be looking to deliver another energetic event, bringing together

all corners of the toy industry.

“Toy Fair 2025 was a buoyant and successful event, with a high calibre of exhibitors and visitors across all three days,” commented Majen Immink, head of Toy Fair. “As we look ahead to Toy Fair 2026, we are excited to continue supporting the toy industry and mark the

the Jolly’s name, honouring its deep-rooted legacy in the city.”

Bath City Council and Morleys will begin a major refurbishment of the historic building. The store will open in two phases – an initial launch in March 2026, followed by a full completion and grand opening in October 2026.

Jess Merritt-John, the former store manager at Jolly’s, has been retained and will oversee a dedicated heritage space within Jolly’s through the renovation. The space will showcase the store’s rich history and exciting future, sharing plans, renovation updates, and introducing Morleys to Bath’s residents and visitors.

beginning of the business year. With a high level of interest already shown for 2026, I encourage potential exhibitors to submit their applications early to secure their place.”

Exhibitors who pay a 25% deposit by 23 April 2025 will benefit from a 3% early booking discount applied to their balance invoice.

Right: Toy Fair 2025 was a “buoyant and successful event” and a high level of interest has already been shown for 2026.

Above left: Jolly’s will have an initial launch in March 2026, followed by a full completion and grand opening in October 2026.

NielsenIQ GfK’s Emma Wade gives an update on the Baby Care market so far this year and looks at the performance of online sales.

BABY CARE SALES CONTINUE TO MOVE ONLINE

The start of 2025 for the total Baby Care market has delivered mixed results. In January, sales volume remained stable versus the same period last year at 0%, while value was down 6%. This decline was partly driven by a 5% drop in the average price paid. It is also due to a fall in the value of premium brands. During the same period, premium brand value declined 10%. While affordable brands declined year-onyear, they fell only 4%. With any value decline in the Baby Care market, it is vital to understand the changes in purchase trends, and in particular, the role of consumers' continued move to online sales.

In the 12 months to January 2025, online sales made up 51% of value at a total Baby Care level. This is up two points from 49% in the period February 23 to January 24. Online sales grew slightly between February 24 and January 25, with value up nearly 2%. This performance was far better than in-store sales, which fell 7% in value.

It's a different picture for volume. Here, online sales were 39%, but they are up two points compared to the

period February 23 to January 24. The total volume sold online has declined almost 10% in the last 12 months. However, this is still better than instore which saw a more significant decline of 38%.

This increase in online spend compared to in-store sales is seen across most of the segments that make up total Baby Care. The only difference is for Breast Feeding, where in-store gained share over online in volume terms.

SEASONALITY

Each year, online sales in Baby Care see their highest sales in July. Although this could be in part due to July being a five-week month, events such as Amazon’s Prime Day drive sales during this period. Surprisingly, November does not deliver the same amount of online sales as July at a total Baby Care level, despite the great deals on offer during Black Friday and Cyber Monday. This is because the way we buy Baby Care products is different from appliances like a cooker or TV. Consumers buying baby products are more likely to purchase the product when they need it or in time for baby’s

arrival. In comparison, the purchase of a major domestic appliance tends to be a considered purchase. This is particularly true when shoppers are upgrading a device such as a TV. In this circumstance, people are prepared to wait longer for sales periods to make these purchases at the best price.

Certain segments of the Baby Care market generate more sales online. These include Highchairs, Baby Monitors, and Bottle Warmers & Sterilizers. These enjoy a higher share of their total value spent online versus the total Baby Care. Products such as Soothers see some of the lowest value share online as consumers buy them as needed, and mostly during a weekly in-store shop. For Car Seats and Strollers, it is closer to a 50/50 split as consumers value the in-store experience when buying them. This is due to a combination of knowledge and support from staff, and being able to touch, feel, and use the product before purchase.

Another theme of online is that it has a higher volume of purchases made at a price cut or discount in comparison to in-store.

OUTLOOK FOR 2025

We expect Baby Care consumers to continue to migrate to online transactions throughout 2025 and beyond. As more retailers will offer marketplaces, or dropship options, the purchase options available to consumers online will increase, and creating space for new manufacturers and products to enter the market. The variety of options available online will be attractive in many segments, but there will still be a need for in-store sales as consumers need the knowledge and experience offered by sales assistants to make those more expensive purchases.

If you would like to find out more about how NielsenIQ can help you, contact

Matt Dyson, co-designer and co-founder of Rockit, on both the benefits and the issues which come with being an innovator in the nursery and preschool sector.

WHY PRODUCT INNOVATION IS SO IMPORTANT

In an ever-competitive nursery market, innovation is a really important differentiator which helps products and brands to stand out from the crowd. At Rockit, innovation has been at the centre of what we have done from day one. It has a number of benefits but also brings its own issues.

THE BENEFITS OF INNOVATION

Innovation gives you an advantage in terms of a marketing hook. Consumers look for a point of difference when making purchasing decisions. We had produced the first truly portable rocker that could attach to any pram or stroller and this was a very compelling USP. That said, it is important not to fall into the trap of innovation for innovation's sake. During the development of Rockit Rocker we looked at the option of integrating an app to control the product, but our research concluded that sleep deprived parents preferred a simple analogue interface.

Innovation was instrumental in giving the Rockit Rocker a high profile in the media from day one. Shortly after launch, it was featured on ITV’s This Morning, as well as appearances on Channel 4 and on the BBC News 24 channel. This would not have happened if we had simply re-badged someone else's tech.

Palace to receive two Queen’s Awards for Enterprise in 2022. One of these was for innovation and the other was for international trade. In fact, those two categories go hand in hand - if our products weren’t innovative, we would not have been able to grow our exports to the level we have. Being innovative isn’t easy. It is tricky developing follow-up products that have a similar impact as the Rockit Rocker. Zed, our second launch, is a patented vibration sleep soother, that sends calming vibrations from any type of mattress. This concept is harder to communicate than a device that you can clearly see rocking a pram or stroller. Wooshh utilises innovation in a different way. It is a miniature sound soother, that measured just 6cm tall and could be taken anywhere. From a marketing perspective the innovation came from the fact that we included a soothing sound that was recorded in deep space. We were kindly granted permission by NASA to use this sound.

It is important to protect your intellectual property. At Rockit we use a range of IP protection including patents, design registrations and trademarks. This can be expensive, but essential to help the removal of products that infringe our IP from online platforms. This is something we have had to enforce recently with a number of copycat products hitting the market.

Innovative products with patents can also bring other benefits. The Patent Box is an HMRC initiative designed to encourage companies to keep and commercialise intellectual property in the UK. It allows companies to apply a lower rate of Corporation Tax to profits earned from its patented inventions.

THE DOWNSIDE OF INNOVATION

The same can be said for awards. One of our proudest moments was visiting Buckingham

As a small brand that does all our new product development in-house, it can be a slow and very linear process. From initial market research and concept development, through to CAD design with multiple iterations being prototyped and refined. This is all before final consumer testing, manufacture and launch. As previously mentioned, a successful and innovative product can make you the target of unscrupulous factories in the Far East, but even well respected and established brands closer to home are not afraid to copy an innovative concept. It is a shame that some brands value innovation less than others.

Right: Matt Dyson

Above: Rockit has received two Queen’s Awards for Enterprise, for innovation and for international trade.

Nine leading executives –Amanda Peffer, founder, Blade & Rose; Rachael Cardy, customer relationship manager, Cosatto; Marc Kelly, md, CuddleCo; TerriLouise Hersby, key account manager EMEA (UK and IE), BabyBjörn; Jamie Jillard, marketing director, GSG; Halil Erdogmus, group ceo, ebebek; Sara Sjöberg, ceo, PO.P; Sue Lockey, director, The Puppet Company; and Beatrice Råvik Janzon, director of product management, Thule – discuss how 2025 has been so far, new product launches, retail and their hot tips for summer.

THE ROAD AHEAD

HOW HAS 2025 BEEN SO FAR FOR YOUR BUSINESS?

Amanda: “In just the first three months of this year, we've already achieved some remarkable successes. We've had an incredible launch of several new designs that have been exceptionally well received. This includes our neutral Hamish Cow collection, the inspiring Anything is Possible Miffy collection and our eco-conscious WWF Organic range.”

Rachael: “It’s been a fantastic start. Our new product launches, like the Giggle 4, have really taken off, and the fresh colourways on the Wow 3 have been a big hit with parents.”

Marc: “The first quarter has been all systems go. We've been busy with exciting new product development launches, welcoming three new team members and driving innovation across our brand. It's been a fantastic start, setting the pace for what’s shaping up to be an incredible year.”

Clockwise from top left: Amanda Peffer; Rachael Cardy; Marc Kelly; Terri-Louise Hersby; Jamie Jillard; Halil Erdogmus; Sara Sjöberg; Sue Lockey; Beatrice Råvik Janzon

Inset: The Giggle 4 has been Cosatto’s most successful travel system launch ever.

Below:

Terri-Louise: “2025 has been a dynamic and transformative year for our business so far. Innovation continues to be a key driver, and we’ve launched two new colours in our Harmony Carrier Woven Mélange fabric range and one new colour of the Woven Melange fabric in our bouncer bliss range that have been met with an overwhelmingly positive response from both retailers and consumers.”

Jamie: “2025 has got off to an exciting start here at GSG. Off the back of a record-breaking November, we started

the new year with another record month for one of our key categories, Moses baskets, up 31% on last year and launched the latest generation of our iconic SnüzPod. Pair all that with some pretty exciting brand collaborations and further improvements to the GSG HQ space for the team and it’s been a great start.”

Halil: “After establishing a solid foundation in the UK market, we’ve seen strong growth in customer engagement and sales. Our focus on building a community around ‘Barents’ and caregivers has really started to pay off, with increased loyalty and positive feedback from our customers.

Sara: “The year has started well for us in the UK, with strong momentum driven primarily by our digital business. Like many others, we are still experiencing some delays due to global shipping challenges, but we’ve seen notable improvements compared to last autumn, which is promising.”

Sue: “We’ve had a busy and positive start to the year as a result of the recent trade shows and opening new accounts. With a lot of recent and upcoming product launches, it’s been great to get out and meet our customers both in the UK and overseas.”

Beatrice: “Coming from a strong 2024 we had good tail wind coming into 2025 and see a strong demand for our products. We have high focus on our category, Child Car Seats, and thanks to the fantastic wins we have had entering this new field, we feel confident for 2025.”

WHAT HAVE BEEN SOME OF YOUR BIGGEST SUCCESSES?

Rachael: “The Giggle 4 has been a record-breaker - our most successful travel system launch ever.”

Jamie: “While the sales and brand performance have been incredible, the biggest success has to be the latest results from our employee engagement survey. Without a happy team who feel excited and supported in their roles, none of that success would be possible.”

Sara: “In January, we published our latest Sustainability Report, and we are so proud that 65% of our outerwear is now worn by three children or more. We have seen the return of our much-loved moccasins in more sustainable materials, launched beautiful new seasonal colours of our iconic PO.P stripes, and most recently, launched the latest edition of our PO.P on Adventure collection - The Hike Edition.”

Sue: “We’ve had particular interest in our new realistic range of animal puppets and backpacks designed in collaboration with global conservation charity ZSL, alongside a really positive response at recent trade shows, especially at the New York Toy Fair.”

Above: Blade & Rose has enjoyed success with its neutral Hamish Cow collection.

Right: BabyBjörn says that 2025 has been “dynamic and transformative” so far.

Parents are embracing gender neutral palettes says CuddleCo.

ARE YOU CONFIDENT IN HOW THE NEXT QUARTER WILL PAN OUT FOLLOWING YOUR EXPERIENCE FROM Q1?

Amanda: “Yes, we are confident in how the next quarter will unfold, especially as we celebrate a major milestone - our 15th birthday this May. We're incredibly proud of how far we've come as a brand.”

Rachael: “Definitely. We’ve got exciting innovations coming that will drive our growth, including the On the Go travel car seat, arriving in early April - just in time for travel season. Plus, we’re launching an indiesexclusive colourway that will feature across a collection of products, including the Wow 3, Woosh 4 and the ADAC award-winning All in All Ultra.”

Halil: “Yes, we feel confident heading into the next quarter. The momentum from Q1, combined with strategic product launches and the growing strength of our customer base, gives us a positive outlook. We’re also carefully monitoring market trends and adapting to evolving consumer behaviour, which will help us stay competitive and relevant. We’re particularly excited about the opening of our third store at The Mall Wood Green, scheduled for May.”

Sue: “We are very excited for the next few quarters – the summer months are always a good time as so many buyers are doing their pre-Christmas selections and we have more lines than ever before.”

WHAT WILL BE SOME OF THE MAIN CHALLENGES AS WE CONTINUE TO MOVE THROUGH 2025?

Beatrice: “The tough market landscape and the difficulties that our retailers face. However, we are fuelled by the overall positive market trend where more and more people want to live an active life and see the benefit to do so together with their children as they move into parenthood.”

Amanda: “One of our key challenges as we move through 2025 will be maintaining our affordable prices without compromising on quality.”

Rachael: “One of the biggest challenges in 2025 will be navigating shifting buying habits, as consumers become increasingly price-conscious and hunt for the best deals in a tougher retail climate.”

Jamie: “Continuing to balance value and quality for the customer. As premium brands, we always want to offer parents the very best, but we understand the cost of modern-day parenting, so we need to constantly challenge ourselves to provide the quality consumers deserve at prices they can afford.”

Marc: “Definitely. We have lots of exciting plans in place for the next quarter that will bring huge benefits to our retailers. Our focus remains on showcasing our latest products, while actively engaging our customers through exclusive events and launches. The momentum from Q1 has been fantastic, and we’re looking forward to building on that success.”

HOW IS THE CURRENT RETAIL LANDSCAPE FOR NURSERY AND PRESCHOOL PRODUCTS?

“There’s a growing demand for in-store experiences. Parents want to shop locally, get expert advice, see live demonstrations, and check if products fit in their car boots before committing to a purchase.”

“Physical retail remains incredibly important for nursery. Going shopping for baby is all part of the experience and there is nothing quite like being able to touch and feel a product in-store and have the helpful advice of someone guiding you to your choices. Online plays a strong role in research, price comparison and convenience (delivery options). A blended retail landscape is key in

“The retail landscape remains competitive, but we’ve identified a clear gap in the market. After Mothercare closed, there was no single retailer providing everything a Barent needs under one roof until ebebek UK arrived. We’ve stepped in to fill that gap, offering a true one-stop shop for Barents, supported by an omnichannel experience that allows them to shop however and whenever it suits them.”

Terri-Louise: “The retail landscape for nursery and preschool products in the UK is currently shaped by a mix of challenges and opportunities. Economic

Above: ebebek UK is due to open its third store in May. Below: GSG has seen a record month in the Moses baskets category.

pressures including the rising cost of living, have influenced consumer behaviour, with many parents seeking value-driven options and turning to lower price points. This has also led to an increase in interest in second-hand and circular shopping options, as families look for more affordable ways to meet their needs. At the same time, the market remains resilient, with steady demand for essential nursery and preschool products.”

Left: PO.P will launch the second drop in its Moomin collaboration this spring. Below: The Puppet Company prides itself on offering a wide range of price points.

Terri-Louise: “Parents are increasingly prioritising items made from responsibly sourced materials and those that feature sustainable packaging, reflecting a broader shift toward environmentally conscious purchasing decisions. Another key trend is the emphasis on multi-functionality and adaptability. Families are seeking products that can grow with their children or serve multiple purposes, convenience and value. Additionally, there’s a noticeable rise in interest in premium and organic

“I think it is safe to say 2025 is the year of the warm-neutral colour movement. With Pantone’s Colour of the Year named as Mocha Mousse, you can see these earthy neutrals coming through across all categories.”

Sara: “The interest in our second-hand collection continues to grow, reflecting the changes in consumer attitudes and social norms.”

Beatrice: “The overall global trend of outdoor focus and peoples’ desire to live an active life certainly reflects in our results, as well as our confidence to continue to bring innovative and though trough products to market.”

WHEN IT COMES TO TRENDS IN YOUR PARTICULAR CATEGORIES, HAS ANYTHING BEEN COMING TO THE FORE?

Amanda: “A rising interest in sustainable materials and eco-friendly designs; consumers are becoming more conscious of their purchasing choices.”

Rachael: “Rotating bases for infant carriers are proving incredibly popular. All-stage car seats remain a key focus - parents want a seat that lasts.”

WHAT’S YOUR HOT TIP FOR THE SUMMER?

Amanda: “Adorable summer sets and essential summer hats.”

Rachael: “Our brand new On the Go travel car seat – the ultimate travel essential for families on the move.”

Terri-Louise: “Keep things simple and practical, especially for families on the go.”

Jamie: “Families' minds tend to turn to holidays and spending quality time together so leaning into that and hero-ing products within your range that enable that will ensure relevancy.”

Halil: “With families planning holidays and day trips, we expect strong demand for lightweight strollers and compact feeding sets.”

Sara: “Opting for UV swimwear.”

Beatrice: “Pack your lunch and snacks, your most reliable stroller and head to your favourite scenic place close by - the most valuable family memories are created outdoors.”

NEW HORIZONS

Three years on from unveiling its fresh look, elevated brand strategy and redefined core values – ‘Made to care, designed for love’ – hauck has cemented its position in the market as a trusted brand first-time parents can turn to for all their baby’s needs. PPS asks Helen Robinson, hauck’s head of sales for the UK and Ireland, to tell us more.

Hauck has come a long way on its 100+ year journey. Established in 1923 in Germany as a manufacturer and trader of wicker baskets, it transitioned to specialising in quality baby products – and today, the brand is continuing to evolve to meet parents’ changing needs.

In anticipation of its 2023 centenary, in 2022 the company underwent a major rebrand. Out went the bold black and yellow messaging of the past, and in came a contemporary warm terracotta colour scheme that created a softer, more welcoming look, reflecting the company’s new emphasis on “nurturing”. A new logo representing a child leaning on the shoulder of a parent symbolises the closeness between parent and child, but also the shoulder to lean on that hauck wants to be for parents.

“The rebranding has been successful in moving the dial for us,” says Helen Robinson, hauck’s head of sales for the

UK and Ireland. “It has helped retailers who might have thought of us as the hauck of old, as more of a value-led proposition, to recognise that we have changed and we now have a different brand positioning.”

The 2022 overhaul involved more than refreshed brand assets, however. A renewed focus on delivering what parents want has led to some exciting product innovations and design upgrades – resulting in some major award wins and nominations. Last year, hauck’s Travel N Care pushchair was the recipient of a 2024 Mother & Baby Gold award and was recognised for its “outstanding quality and user-friendliness” with a prestigious Which? Best Buy. Classic hauck design the Alpha+ highchair has also been garlanded, receiving a Made for Mums Gold award and a Dadsnet Gold award last year, and a Silver in the 2025 Mother & Baby Awards.

Left: Helen Robinson, hauck’s head of sales for the UK and Ireland.

Inset: New shade Mocha has been added to the Runner 2 colour palette for 2025.

Travel N Care Plus

Hauck’s recently launched Travel N Care Plus stroller builds on the design of the multi award-winning Travel N Care. Featuring the same sturdy aluminium frame, the buggy is lightweight yet robust enough to take a child up to 22kg. Upgrades include a new stretch fabric, offering UPF50+ protection, that provides a luxurious, premium feel while being easy to keep clean. The backrest has a built-in pillow for extra comfort and the hood has side outlets to prevent heat build-up. The rear wheels have been increased to 18cm for easier manoeuvrability and a smoother ride.

“The Alpha+ is a great product and very reasonably priced for an FSC-certified wooden chair,” Helen says. “It comes in at under £90 for the Natural version, and just a little more for colour variations like Mint or Cork.”

It’s also an eminently adaptable design. Newborns can sit comfortably in it using one of the many bouncer seat attachments. Once they’re sitting up, the Alpha+ becomes a practical standalone high chair with various tray options, including a new Play Tray that can be used with assorted toys – ranging from musical instruments to wooden puzzles – to keep children entertained while parents cook. And eventually, the Alpha+ becomes a stylish chair for children up to 12 that helps them sit at the table at the right height.

Turning 50 this year, the Alpha+ is a tried-and-tested design classic, but hauck continues to make additions to the range to keep it fresh – something that appeals to retailers as well as parents, Helen asserts. “The range of colours the chair comes in, and the wealth of accessories that can be added means retailers can offer their customers a world of choice. We can also help them create a point of difference by putting together some very attractive bundles for them.”

Wheeled goods is another strong category for hauck, with the brand’s big hitters in terms of sales being its Travel N Care and Runner, Runner 2 and Runner 3 pushchairs. While the Travel N Care is a practical, lightweight (less than 7kg) option suitable for the morning school run, quick shopping trips or taking the kids to the park, the Runner series is designed for outdoor adventures.

Helen elaborates: “The Runner series offers many of the functions, and the ability to offer a great ‘off road’ experience, that you’ll find in much more expensive models, but at a very reasonable price point. It provides unbeatable comfort and protection for the child, and its size makes it more practical for older children, too. But it’s still simple to fold, light enough to lift into the boot of a car, and strong enough to tackle the mountain trail or trip to the beach.”

Functionality aside, injecting colour into its ranges is another way that hauck helps its wheeled goods stand out from the crowd. An on-trend new shade, Mocha, has just been added to the Runner 2 line-up, while this summer will see the launch of a leopard print version of the Travel N Care.

With stockists including Argos, Boots, Very and Winstanley’s Pramworld, hauck’s products are widely available to UK parents. The brand also nurtures its relationships with independent retailers.

“ Turning 50 this year, the Alpha+ is a tried-and-tested design classic, but hauck continues to make additions to the range to keep it fresh – something that appeals to retailers as well as parents. ”

“We are keen to support retailers, and we have an easy-touse product information system that gives them the full specs and lowdown on our products,” says Helen. “This can be linked directly to their own websites to make creating quality content easy.”

The wooden high chair category is one that’s of growing importance to hauck. Launching in the UK this spring, the Arketa, an FSC-certified oak wood highchair, elevates hauck’s furniture offering still further. “It’s priced closer to £200, but it’s a beautiful product with a premium look and feel,” says Helen. “It has already received a 2025 German Design Award and we are keen to see it replicate that success in the UK.”

Left: With a host of accessories to choose from, the Alpha+ can be customised to meet parents' needs. Below: The Runner 2's large air wheels provide a bump-free ride, even on rough terrain.

Left: Hauck’s Travel N Care Plus is an updated version of the award-winning Travel N Care.

Inset: MV Sports expanded its toddler swing range last year.

OUTSIDE INTEREST

From bikes, trikes and scooters, through to water play, mud kitchens and products encouraging a love of nature, the outdoor toys and garden play category is blooming. PPS takes a closer look.

“Our outdoor play range has expanded significantly over the past year, not only

nights lighter, and hopefully warmer and sunnier weather is on the way. It’s the perfect time for retailers to begin maximising the wealth of outdoor toys and garden play products available for preschoolers.

“Summer should be all about movement, excitement and fun - products that inspire kids to get outdoors and explore will continue to shape this category, helping families make the most of the season together,” says Dave Poulter, md at MV Sports. “A great outdoor play product needs to be engaging, safe and connected to what children love. Parents and preschoolers are looking for toys that provide hours of fun, encouraging active play and outdoor exploration.”

Some stand out products for MV over the past 12 months have included its 6V bumper cars featuring a number of licences, the Hedstrom nest swing with lights and an expanded toddler

will welcome new products featuring Bluey, PAW Patrol, Peppa Pig and Spider-Man – key highlights include the 4-in-1 bumper box of garden games and 12-piece interactive playmats designed to enhance outdoor play experience for youngsters.

Dave adds: “Retailers can maximise sales of outdoor play products by creating engaging shopping experiences that bring these items to life. Live retail displays are a game-changer, products that are set up and demonstrated in-store are three times more likely to convert compared to those simply boxed on a shelf.”

our best-loved outdoor toys,” says Mike “One of our standout successes has been the Trybike, with the launch of the new matte colour range proving extremely popular. Kites are a staple in our outdoor toy collection, with

Below: BERG is celebrating its 40th birthday this year.

© Disney

© Ludo Studio

©Marvel

Above right: The Nature Playhouse and Kitchen was Simba Smoby’s bestselling item last year.

Right: Hippychick’s Trybike has been a ‘stand out’ success.

fantastic options from both Vilac and Classic World capturing children's imaginations. Another consistently strong performer has been the Vilac Classic Cars.”

New additions will arrive in May in the Happy Hopperz range, with the Elephant, Teddy Bear and Baby Dino having proved to be hits at Toy Fair and Spring Fair earlier this year.

On the subject of retail, Mike continues: “Understanding your customer base and anticipating seasonal demand is key when planning stock levels. Ordering in advance is crucial, but it’s also wise to diversify

Safety first

your range with products that work in multiple settings - such as toys that can be used both indoors and outdoors - to maximise appeal and ensure strong sales even if the weather is unpredictable.

“Creating bundles and the ability to cross sell can help with increasing further sales across outdoor toys.”

Liz Ireland, founder and md at

“Safety is a top priority when it comes to outdoor play equipment,” says Wilton Bradley’s Alexandra. “Products should be designed with sturdy construction to prevent tipping or breakage and they should use non-toxic, child-safe materials. Features like rounded edges, secure fastenings and stable bases help minimise risks, while age-appropriate designs ensure that children can use the toys confidently and independently.”

United Wheels’ Glenn agrees that safety is always a top priority. “Key considerations include stable designs, non-slip pedals, secure fastenings and age-appropriate weight limits,” he comments. “Our new licensed helmets will offer extra protection while making safety fun for kids. Visibility is also important, so features like bright colours and reflectors help ensure children are seen when playing outside. We always encourage retailers to educate parents on helmet use and safe riding habits.”

For Bigjigs, safety always takes priority throughout its product development process. “For gardening tools and outdoor toys, we pay particular attention to the quality of the materials used, whether wood, steel, or silicone and ensure all elements are safe for small hands,” says Liz. “Parents need to feel confident that their child’s first experience with real gardening tools is both fun and safe, so we carry out thorough safety testing to meet industry standards and carefully design each product with young explorers in mind.”

Bigjigs Toys, believes that outdoor toys have broad appeal across every season and would always advise retailers to stock them all year round. “Outdoor and gardening have remained solid categories for us year-round, and we’ve seen consistent demand across our range,” she tells PPS. “From our experience, parents are increasingly looking for toys that encourage kids to be active and engage with nature. In particular, items that inspire children to get involved in gardening, like our child-size hand tools and watering cans, perform really well. Other strong sellers include our silicone Activity Buckets and Eco Spades, reflecting a broader trend of families embracing sustainability when it comes to naturebased play.”

New launches from Bigjigs will include a wooden Bug House (which generated lots of interest at recent trade shows), as well as a Garden Wheelbarrow, an Explorer Dress Up set and new Balance Bikes.

Simba Smoby has a “strong nucleus” of top selling playhouses and slides which it builds its success from, Ben Hogg, head of marketing, explains to PPS, with its bestselling item being the Smoby Nature Playhouse. New for spring is the Smoby Mud Kitchen.

“We have actually just this year re-released all of our playhouses within the Smoby Life range, with each one now being made of high percentages of recycled plastic,” Ben continues. “As part of the release, the colours on many playhouses have been updated based on current trends and now look a lot more natural in your garden.”

Ben believes that Smoby strikes a good balance between having a product that looks good in the garden, but also has great play value for preschoolers. “The refreshed colour pallet gives our playhouses a real premium feel, while the features as well as the accessories allow children to really transport themselves into their roleplay,” he says.

Hape’s Nature Fun range also encourages children outside with products including the Multifunctional Sandpit. “The best way for brands to maximise the outdoor and garden play opportunity is to offer ranges that are a balance of engaging, developmentally enriching and weather-resistant

Above: Bigjigs has seen consistent demand for its gardening products.

Above: Safety is always the top priority, says United Wheels.

SECTOR FOCUS: OUTDOOR &

products that encourage active play, exploration and creativity,” said Clarissa Patel, marketing manager at Toynamics UK & Ireland. “A key focus should be on multi-functional toys that promote both physical and cognitive development.”

Wilton Bradley has also experienced significant growth in the outdoor and garden play segment, with its Waterwall product in particular seeing a solid increase in unit sales, while the Playhouse PlayTray supports various outdoor and indoor activities. New launches in the Playhouse range are planned for this year, while Xootz will welcome the Switch Rider 2 in 1 Trike.

“To enhance outdoor play for preschoolers, it's essential to provide engaging and educational toys that encourage exploration and creativity,” says Alexandra Crouch, brand marketing executive at Wilton Bradley. “Products like Waterwall teach children about gravity, angles and water flow, fostering problem-solving skills through interactive play. The Playhouse PlayTray supports various activities, from messy play to crafts.”

TAKE THE WHEEL

“A great outdoor play product needs to be safe, durable and designed for growing confidence,” says Glenn McGrath, marketing manager EMEA, United Wheels. “Parents look for sturdy construction, comfortable designs and easy adjustability, while preschoolers want bright colours, character designs and interactive elements. This is why we focus on products that not only promote physical activity but also offer imaginative play, like our Frozen Ice Cream Cart. Our expanded colour choices ensure even more options to suit every little rider’s personality.”

In addition, the company will also be expanding its Vintage range with new balance bikes, 16-inch bikes and BMXs, along with the launch of a fresh range of licensed helmets.

The outdoor and garden play offer at Micro Scooters UK is now close to being double the size it was 12 months ago. The company’s Mini Micro range, ride on range and balance bike options will be joined by a fleet of preschool mobility products in 2025 including the Micro FlexiTrike – which is a multifunctional, multi-adaptable newborn

Wilton Bradley is looking to build on the success of its

Above

to trike product – while its kid’s scooter luggage range will be refreshed.

“The truth is outdoor play isn't seasonal; it's cultural. Savvy retailers will recognise this,” says md Ben Gibson. “Preschool brands and retailers must stop complicating outdoor play and offer simplicity, safety, adaptability, value and genuine longevity. Parents don't want disposable toys cluttering their gardens; they want products built for daily indoor or outdoor adventures. Articulating specific benefits that parents actually care about is essential.”

Good visibility of brands and products is the key, says Peter Shaw, sales manager UK and Scandinavia at BERG, which is celebrating its 40th birthday this year. 2025 sees the launch of its new balance bike, BERG Moov

10, additional frame options will be added to the Playbase range, while new accessories including a slide option will be available.

“An active outdoor product should be fun, help you stretch your limits, push the boundaries, give you confidence and never let you down. You want carefree enjoyment, so good design, manufacture, testing and safety are paramount. Products should be made with consideration for people and the environment, with sustainability in mind, that last for generations,” Peter concludes.

‘Order early to avoid stock sell outs’

“Outdoor and garden play has become an expanding category for us over the last few years and 2025 sees the inclusion of a new Paddington Gardening range to strengthen our line-up of Peppa Pig, Peter Rabbit and The Gruffalo,” says Andrew Kersey, key account brand manager at Robert Frederick. “Garden tools, watering cans, buckets and gardening gloves are all firm favourites in the preschool market. Keeping play safe, fun and educational in the garden is top of parent’s expectations and we’ve introduced new products like grow kits, bug spotting kits and flower press craft kits.

“We always advise retailers to order early to avoid stock sell outs for the peak March-June outdoor selling window. Placing orders in September for delivery in the following March has become the norm, especially with increased shipping times from the Far East.”

Above:

Play Tray which can be used outdoors and indoors.

right: This year will see the expansion of Hape’s Nature Fun range.

Right: Micro Scooter’s outdoor and garden play offer is now close to being double the size it was 12 months ago.

Above: Outdoor and garden play has been an expanding category for Robert Frederick.

OUTDOOR TOYS

COMMOTION

The tickit Whizz Balance Bike is the perfect first ride for kids aged 2 to 5, designed for safety, durability, and fun. With a rustproof nylon frame and puncture-proof tyres, it’s built for both indoor and outdoor play. Weighing just 3.5kg, it helps little adventurers develop balance and confidence. Features include an adjustable seat, built-in footrest, and quick assembly. Tested for quality and loved by children, it’s a must-have for toddlers learning to ride with ease and stability. info@commotion.co.uk www.commotion.co.uk

MV SPORTS

PEG PEREGO

The electric tractor with a trailer that kids drive and adults can control remotely! The Peg Perego John Deere RC Tractor is loved by both children and grown-ups. From 1 to 3 years, it’s safely driven by adults via remote control; from 3 years up, kids take the wheel for exciting adventures. With a 330W motor and two extreme traction wheels with knobby tread, it handles even the roughest terrain. Powered by a 12V/8Ah/100Wh rechargeable battery, the trailer is already included for added fun. phil.howe@pegperego.com www.pegperego.com

CHICCO

Chicco is thrilled to introduce the Ducati Balance Bike +, an exclusive balance bike designed to help children aged 2 to 5 years develop confidence and coordination while having fun. Inspired by Ducati’s legendary style, this lightweight yet sturdy bike is the ultimate choice for little riders who are ready to take their first steps towards cycling independence. The Chicco Ducati Balance Bike + is an officially licensed Ducati product, developed in collaboration with Ducati to bring authentic motorcycle-inspired design and quality to young riders. sales@rkwltd.com www.rkwltd.com

The Peppa Pig Fast Folding Toddler Swing delivers secure, joy-filled play for little ones aged 6 to 36 months. Designed with a sturdy UV-protected steel frame, it ensures durability for year-round use. A five-point safety harness, high back support and soft-touch adjustable ropes provide comfort and security. Its quick-folding mechanism allows effortless storage and portability. Ideal for indoor or outdoor fun, this swing is the perfect addition to early childhood adventures. sales@mvsports.com www.mvsports.com

SIMBA SMOBY

The Smoby Life Mud Kitchen is made from 90% recycled plastic and comes in a trend-led colour palette. The work area includes two large mixing trays, a lid to extend the work surface or store “food”, a cooking zone and a low shelf for organising. Other proven favourites included in the Smoby Life range include the Nature House + Kitchen Chef House, Garden House, House on Stilts, a series of popular slides and the Activity Wall.  sales@simbasmoby.com www.simbasmoby.com

Specialist

DREAM SCHEMES

Nursery furniture and décor doesn’t just have to be safe, longlasting and ideally sustainable, it also has to deliver big on style. PPS talks to leading suppliers about the latest products that are ticking all the boxes for today’s trend-conscious parents.

All parents build a picture in their mind of their dream nursery.” So begins Jamie Jillard, marketing director at Green Sheep Group, which has brands including Snüz, creator of the award-winning SnüzPod bedside crib. “In the past they were led by nursery themes, but we are seeing an increased number of parents who want furniture and décor that is not only perfect for their little one, but that syncs with the rest of their home.”

Hence the popularity in recent years of the ‘neutral’ nursery, where subtle earthy tones are teamed with natural textures such as rattan, wood, wool and sheepskin – all part of the wider vogue for calming interiors. Undeniably Instagrammable, the look is as much about creating a relaxing atmosphere for little ones as it is for soothing frazzled mums and dads; you can see why Ickle Bubba’s new Roxby Nursery Chair and Stool, upholstered in cosy borg fleece fabric, and CuddleCo’s Etta and Marley Nursing Chairs in supersoft bouclé, are on plenty of first-time parents’ wish lists for those unsettled nights and difficult feeds.

The neutral nursery can encompass a number of sub-trends, points out Lulu Vinte, marketing manager at Tutti Bambini.

“The cottagecore trend, with its vintage-inspired charm and soft tones, has gained traction, particularly in furniture and bedding. Shaker-style furniture, with its timeless elegance, has also become a favourite.

“In terms of materials, natural textures such as rattan and wood finishes are in high demand, bringing

Below: Tutti Bambini’s Japandi collection marries Japanese and Scandi style for a serene, sophisticated look. Below right: The SnüzPod crib from Snüz blends functionality with great style.

warmth and a sense of tranquillity to nursery spaces. Parents are increasingly drawn to furniture that not only looks beautiful but also feels organic and inviting, like our Japandi range, which has a contemporary look and a minimalist, nature-inspired aesthetic.”

Opting for a neutral nursery scheme also makes it easier and more cost effective for parents to switch things up as their little one grows and tastes change.

Lulu expands: “Longevity is a key factor when kitting out a nursery. Many parents are opting for timeless schemes that can easily evolve from baby to toddler without needing a complete overhaul.”

“Designs that foster independence and development are sought after, such our Casa Grande Montessori House Bed, a cosy accessible sleeping space that empowers little ones to transition from cot to bed with confidence,” says Tutti Bambini’s Lulu Vinte.

Parents increasingly want furniture that adapts as their child grows, making convertible beds and multifunctional pieces a popular choice, Lulu points out. “Our CoZee XL Evolutionary Crib & Cot, for example, transitions from a bedside crib to a fullsized cot and then a toddler bed.”

Likewise, Ickle Bubba’s furniture ranges are designed to adapt as children grow.

“All our original furniture ranges – Coleby, Pembrey and Snowdon –feature cot beds than can transition to toddler beds, allowing for storage underneath,” says the company’s head of product Dominique Fennell. “Our universal top cot changers also enable our cot beds to double up as changing units, which makes them ideal for compact spaces.”

With budget-conscious parents understandably not wanting to compromise on quality, Ickle Bubba has introduced a new entry-level cot, the Hartley. “We know that some parents are keen to buy into the most cost-effective options which are built for purpose,” says Dominique. “The Hartley is a simple and competitively priced product, perfect for those first few years before little ones are ready for their first bed.”

As babies grow into toddlers, parents might opt for whimsical designs that encourage imagination and creativity, incorporating themed décor, character bedding, and fun touches such as CuddleCo’s giant stuffed animals (see p38).

“Storage remains an essential consideration as toys, books, and tiny outfits seem to multiply overnight,” adds Eveline van Gaalen, Stokke’s corporate communications manager. “Parents will appreciate smart solutions like the Stokke MuTable, a play table with integrated storage, as well as modular furniture that adapts and grows with their child's needs.”

Decorating a toddler’s bedroom in a way that reflects their passions can make the bedroom a fun place for them to be, making bedtimes less of a battleground, says Character World Brands’ licensing and brand director Tim Kilby.

“Our MDF toddler beds and coordinating furniture featuring kids’ favourite preschool show characters can really help with the transition from a cot to big bed. Evergreen brands such as Peppa Pig, PAW Patrol and Bluey are a safe haven for children that parents

Timeless buys

“Modern parents are increasingly seeking sustainable and lasting products for their children,” says Stokke’s Eveline van Gaalen. “They are making choices in their lives and with their spending which purposefully don’t take too much away from the environment. There’s a growing preference for furniture pieces like those in the Stokke Sleepi range, which are made from responsibly sourced materials, built to endure and can be handed down through generations. This shift reflects their commitment to responsible consumption and their desire to invest in items that will stand the test of time while minimising their ecological footprint.”

and caregivers can trust.”

Character World Brands’ toddler beds come with underbed storage, and the range also includes a table and chairs, a sling bookcase, an inflatable flipout sofa and a storage unit, all with home textiles and lighting products to match so parents can create a strong themed look easily.

Aesthetics aside, all the companies PPS spoke to go above and beyond when it comes to the safety of their nursery ranges.

“Our products are all tested to the strictest safety standards,” asserts Ickle Bubba’s Dominique Fennell. “To give our customers additional peace of mind, we produce extensive product user guides and educate on safe product use through our series of IB Academy YouTube videos.”

Green Sheep Group has an in-house quality and compliance team who work alongside the company’s in-house designers throughout the product development process, explains Jamie Jillard. “We then liaise with external testing facilities and our production partners to ensure every product is tested and certified to the latest, most relevant safety standards. We love to use our expertise to shape safety standards, and were proud to work with the British Standards Institution as they created the crib standard BS EN 1130:2019.”

Above: Character World Brands’ licensed ranges make it easy to create a cohesive look.

Right: Unicorns Rainbow (pictured) and Gold Dust are new additions to CuddleCo’s portfolio.

Above: Stokke’s Sleepi beds feature a flexible design suitable for newborns to children aged up to 5.

NURSERY FURNITURE & HOME DECOR

GREEN SHEEP GROUP

Delivering the sweetest dreams since its early beginnings, Snüz has recently launched the fifth generation of its bestselling bedside crib, the SnüzPod. The perfect first bed for baby, it features a reflux leg to soothe, rocking stand and a breathable supportive mattress. Promoting optimum sleep for little ones, it helps parents and baby get all the benefits of a great night’s sleep from the day they are brought home! Don’t miss the new bedding range, in matching colours and striking new prints.

trade@greensheepgroup.com www.snuz.co.uk

BABYSTYLE

MAXI-COSI

The Maxi-Cosi Iora Air co-sleeper is designed to keep your newborn close, safe and comfortable during those special first months. Its sumptuously thick mattress and soothing rocking function ensure restful sleep, while the breathable all-round mesh maximises air circulation. With five height adjustments and an easy-slide co-sleeping function, it perfectly fits your bed. Lightweight and foldable, it’s ideal for both home and travel, with hidden wheels for effortless room-to-room movement. Made from 100% recycled Eco Care fabrics, it’s soft, sustainable and stylish, blending seamlessly into any modern home. A large storage basket keeps essentials within reach for stress-free care.

uk-sales@doreleurope.com www.maxi-cosi.co.uk

MAXI-COSI

The Cassia electric swing is the perfect helping hand for parents with newborns, offering soothing comfort from birth up to 6 months (approx. 9kg). Lightweight and easy to move between rooms, Cassia features a 360° seat rotation, ensuring you can always maintain eye contact with your baby. The smart touch-screen panel and five swing speeds make it effortless to use, while 12 melodies and nature sounds provide calming reassurance. With premium recycled fabrics, woodeffect details and a soft padded inlay, the Cassia combines style and functionality for your modern home. Suitable for babies learning to bond, relax and grow.

CUDDLECO

The Aria Shelving Unit brings timeless craftsmanship and practical storage to the nursery. Handcrafted from natural rattan, this versatile piece combines traditional weaving techniques with a sleek, modern aesthetic. Coming in two sizes: 3 tier & 5 tier, there is an option to suit the space. The Aria shelving unit seamlessly complements a variety of nursery styles while doubling as a decorative feature.

sales@cuddleco.co.uk www.cuddleco.co.uk

uk-sales@doreleurope.com www.maxi-cosi.co.uk

The Bordeaux Oatmeal 3-Piece Nursery Furniture Set from BabyStyle’s Charnwood Collection offers the perfect balance of style and practicality for today’s discerning parents. With its soft oatmeal finish and wood-effect detailing, the set includes a wardrobe, dresser and cot bed, all accented with elegant brushed gold handles. Designed for durability and timeless appeal, this set creates a nurturing environment that enhances the nursery. Available in March for £999, it pairs seamlessly with BabyStyle’s premium mattress for maximum comfort. All items also available separately. info@babystyle.co.uk www.babystyle.co.uk

With a focus on comfort, safety and beautiful design, CuddleCo is a go-to brand for parents seeking trendinspired pieces to create their dream nursery. PPS asked managing director Marc Kelly about the latest products and initiatives that are helping to drive the company’s growth –from enhanced retailer and customer support to the launch of “statement” giant plush animals.

TOGETHER GROWING

CuddleCo’s journey began in 2011 with the creation of the award-winning Comfi-Cush Stroller Liner. “We wanted to combine our experience in textiles and materials to create a stroller liner with a difference, and we did just that,” says Marc Kelly, managing director. Fastforward almost a decade and a half, and CuddleCo now has a catalogue that ranges from mattresses and changing mats to three-piece nursery furniture sets, and more recently, décor and accessories. In addition to its own CuddleCo products, the company distributes other nursery brands, including Doona, Inglesina, Mother & Baby and Junior Jones, through its own website (www. cuddleco.uk) and many independent and national retailers across the UK. However, it’s CuddleCo’s nursery furniture, designed with quality and durability in mind, that takes centre

stage at retail and on social media. A key bestseller for CuddleCo is the Clara Furniture Range, with the Cashmere and Ash colourway launched in 2024 being particularly in demand. “Traditional ranges like Clara have always been a popular choice, providing parents with pieces they can build a room around,” Marc explains. “Customers value quality

products that are designed to last, especially when shopping for their first baby. We understand the pressures on modern parents so we make useful, multi-functional, long-lasting products that will grow with your baby, for before and after birth, to ensure that our solutions truly are for baby and beyond.”

All CuddleCo furniture is rigorously tested to BS/EN standards (and FIRA where applicable), giving retailers and customers complete peace of mind. “We’re so confident in its quality that we offer an extended five-year warranty [T&Cs apply]. If a manufacturing defect ever arises, our dedicated UK-based customer service team is ready to help and ensure a smooth resolution,” Marc asserts.

Good looks are an important

Below: The Clara cot easily converts into a bed for children up to five years.

Left (from top): Marketing assistant Megan Taylor; Meg Hudson, social media and content manager; and CuddleCo managing director Marc Kelly.

Inset: New for 2025, giant animals bring “a sprinkle of magic” to the nursery.

part of the package when it comes to CuddleCo nursery products. Subtle prints and patterns, along with pared-back gender-neutral palettes of soft beige, sage green and understated cashmere tones, are all employed to soothing effect, appealing to parents looking to create a calm, relaxed space for their little ones.

“We take inspiration from many places – from international design shows like Maison & Objet to trends on social media and the beautiful ways our customers style our pieces in their own nurseries,” explains Marc. “Staying ahead of interior trends is key, so we utilise trend reports and wider market research to remain current, relevant, and, most importantly, commercial. But we also ensure that we focus on what new parents truly want – stylish, high-quality furniture that feels both timeless and on-trend.”

CuddleCo has recently expanded its nursery décor offering, and March 2025 will see the launch of a range of large-scale stuffed standing animals – adorable giraffes and magical unicorns.. The giraffes are available in three different sizes, boast realistic markings, and make the perfect addition for a jungle or safari themed nursery. Meanwhile, the unicorns, Rainbow and Gold Dust, “were designed by kids, for kids”, and bring a whimsical touch to nurseries and playrooms alike. “They are charming statement pieces and add personality, fun and a sprinkle of magic to any space,” says Marc.

Colin Schwab has recently joined the company as national account manager, while February saw CuddleCo’s marketing department welcoming two new colleagues –social media and content manager Meg Hudson, and new marketing assistant Megan Taylor. Both Meg and Megan will be instrumental in the activation and ongoing rollout of CuddleCo’s marketing strategy, which includes growing the CuddleCo community through the brand’s social channels, email marketing, events, and even inviting parents to be a part of photoshoots.

CuddleCo’s growth as a brand is bucking a general trend of cutbacks and shrinking budgets. “Our success wouldn’t be possible without our dedicated team, which seems to get bigger by the week,” says Marc. “Each person brings a plethora of expertise and knowledge to the table, allowing us to provide the modern parent with thoughtfully designed, multi-functional products that grow with the family, from birth and beyond.”

to share on their own social channels.

“We’re also excited to announce our flagship stores in Q1,” adds Marc. “It’s a project we’ve been working on tirelessly behind the scenes to ensure our retailers will be able to offer their customers a bespoke instore experience, with tailored CuddleCo POS and in-store displays. We will be working closely with our flagship stores’ marketing teams to provide further social and digital support.”

When it comes to its own online retail store, CuddleCo puts customers firmly at the heart of its operations. Its premium ‘pregnancy friendly’ service, for instance, aims to make the home delivery of large furniture pieces effortless. Marc expands: “With this delivery method our customers are in control – they can choose a delivery date that suits them, receive a text the evening before with a convenient two-hour time slot, and enjoy delivery up to three flights of stairs. It’s all designed to make the process as easy and stress-free as possible.”

While doing its best to alleviate the burden on parents, CuddleCo – like every other supplier and

Likewise, CuddleCo’s team of “fantastic” sales reps are always on hand to support retailers in any way they can, including guidance on store displays. Retailers can access a dedicated WhatsApp group where CuddleCo shares weekly assets and recommended captions for Instagram, ensuring its retailers always have up-to-date content

retailer – continues to face some tough trading conditions. “With cash flow being tighter and prices continuing to increase, we believe dropshipping is a great option for retailers. It allows them to deliver directly to their customers without any stock investment,” says Marc. “Unfortunately, a one-size-fits-all resolution doesn’t exist for the challenges we’re all currently facing. All we can do is use these challenges to drive us forward.”

Above: CuddleCo’s product offering includes its own-brand mattresses.

Right: With a timeless look that suits all spaces, Clara furniture in Cashmere is a bestseller.

Right:: CuddleCo’s Ada furniture boasts sleek lines and bags of contemporary appeal.

“

DESIGN

Known for its imaginative and colourful products – many featuring lovable animal characters – Trixie is well on its way to becoming a household name in the UK toddler market. PPS catches up with Scott Garnerbundy-Higgs, UK and Ireland sales director, to find out what’s next for the brand.

Trixie is more than just a brand – it’s a companion for every child’s journey,” begins

Scott Garnerbundy-Higgs. The past year has been a fantastic period of growth and expansion for Trixie. “Our School & Adventure category has seen incredible success, our Mealtime range has also grown significantly, and our Nightlights have been a huge hit, strengthening our Baby Essentials category,” says Scott.

A major growth strategy that kicked off in 2023 is clearly paying dividends for the Belgian brand, which now enjoys a strong foothold in the UK and Ireland. It has also achieved recognition for its design expertise, winning several prestigious awards including 2024 Gift of the Year in the International category for its backpacks, and Best Preschool Essentials Range for its silicone tableware at the 2024 Progressive Preschool Awards.

“Design is at the heart of everything we do,” says Scott. “At Trixie, we believe in smart, functional, and aesthetically pleasing designs that seamlessly fit into family life. We carefully consider materials, durability and usability to ensure that our products not only look great but also serve a purpose, whether that’s making mealtime easier, school adventures more exciting or bedtime routines cosier.”

This summer will see the launch of Trixie Play Essentials – engaging and versatile toys designed to stimulate creativity and imagination – and Baby Essentials, thoughtfully designed must-haves for the early years. “Another new launch we’re very excited to announce is our very own

illustrated story books,” says Scott. “Each is designed to support the developmental stages of little ones, creating exciting adventures with our lovable animal friends.”

Trixie continues to build on its School & Adventure collection. This year, the brand is introducing four new animal friends – Mr Dragon, Mr Triceratops, Mrs Butterfly and Mr Bear – alongside snack boxes in two formats (two-pack and three-pack) and a fresh Playful Print collection with matching Tritan bottles. Additionally, Trixie’s range of umbrellas, which has been a hit in the UK, is expanding to include Mr Shark, Mrs Cat, and Mr Triceratops.

“One key focus for us as we move forward is expanding our presence and deepening our existing partnerships with UK retailers,” says Scott. “The response to our Harrods pop-up was overwhelmingly positive, proving that immersive brand experiences drive strong engagement. We are looking to expand these types of collaborations, and we are in discussions with key retail partners to bring more exciting in-store experiences to life across the UK.”

Trixie’s One Animal World concept, which allows families to mix and match their favourite animal companions across multiple categories, makes it easy for retailers to create impactful displays, Scott believes.

“By displaying Mealtime, School & Adventure and Play Essentials together, customers can see how our products grow with the child. We want to ensure that every retailer has everything they need to succeed with Trixie, so we offer strong support.”

Inset: Design is at the heart of everything that Trixie does, says Scott.

Below: Scott Garnerbundy-Higgs, UK and Ireland sales director, Trixie.

This is an exciting new board book series that will make kids and parents giggle together at surprising things you wouldn’t expect to happen in each story!

Over 250 Reusable Stickers

Join Sindy & Paul as they accompany you through each fun-filled scene. Each book has a theme kids adore! (Unicorns, Mermaids, Dinosaurs, etc.)

They are beautifully designed to encourage kids to have hours of sticker fun!

With a convenient carry handle to take your Annual with you, the bold and colourful, chunky board pages are an ideal way to familiarise toddlers with books. Both little ones and adults will enjoy this special My 1st Annual. My 1st

BOOK SMART

Preschool publishing isn’t just about words or pictures on a page – it’s about sparking imagination, building early literacy and creating moments of wonder for young minds. PPS speaks to a variety of book and magazine publishers to find out how they’re laying the foundations for a lifelong love of reading, and about the important role that licensing has to play.

Preschool publishing should create joyful first experiences with books,” says Morgan Lloyd, senior marketing and publicity executive at Sweet Cherry Publishing – and this applies to every reader. In 2024 the company launched Every Cherry, the first imprint dedicated entirely to dyslexia-friendly, symbolised and multi-sensory titles for the Special Educational Needs and Disabilities (SEND) community. It was a highlight for Sweet Cherry in what was a bumper year, with the company enjoying record growth, expanding its international reach and strengthening its retail relationships with WHSmith, Waterstones, Aldi and Costco.

“We also saw a significant increase in sales for our licensed Numberblocks, Alphablocks and Colourblocks range, which we’ll be expanding this year with new titles,” says Morgan. “Licensing not only allows us to

merge entertainment with education, it gives children a comfortable route into concepts that may feel scary to them at first. Licensing also provides

Above: Farshore’s CoComelon range won Best Preschool Publishing Range at the 2024 PPS Awards.

Left: Sweet Cherry’s Numberblocks range saw a significant sales increase in 2024.

Below: Peppa Pig and Bluey were standouts for Penguin Random House Children’s in 2024.

opportunities for cross-category promotions, particularly with toys, games and educational products.” Zoe Masters, publisher of brands and licensing at Farshore, agrees that licensing’s role in preschool publishing is about more than sales. “Licensed books are particularly valuable for reluctant readers; children won’t even notice they’re taking their first steps to becoming confident readers,” she says.

Winnie-the-Pooh and PAW Patrol performed strongly for Farshore in 2024, while 2025 will see another popular IP join Farshore’s ranks: Dora the Explorer. The first picture book, Adventure Awaits, will debut in August, with the majority of publishing coming in 2026 including further picture

SECTOR

books, a pocket library and sticker, board and novelty formats.

Conditions remain tough for publishers, with paper, print and shipping costs all having increased, Zoe points out.

The preschool magazine publishing sector is also facing its own particular challenges, says Redan Publishing’s md Julie Jones. “With space at retail being squeezed and buyers being more selective, the market tracked downwards in retail volumes in 2024. However, our two Fun To Learn multi-character titles, Fun To Learn Friends and Fun To Learn Favourites, continued to hold strong in the subsector, with Fun To Learn Friends finishing the year ranked 6th and the highest performing multi-character title, and Fun To Learn Favourites finishing 11th.”

The positive momentum for Redan is continuing with a new Dora the Explorer standalone magazine debuting in July, under Redan’s Fun to Learn umbrella. Julie is also pleased to see strides being made by the industry as a whole in terms of sustainability.

Peppa Pig and Bluey were standouts for Penguin Random House Children’s in 2024, with 1.1m Bluey books sold via UK throughchannel marketing alone.

“Reading for pleasure is sadly at an all-time low for children, but licensed publishing is a great way to reach parents and their children through brands they already love and show them how much fun reading can be,” asserts Leanne Gill, publishing director of licensing. The company is delighted to have added Ms Rachel publishing to its roster at the end of 2024. “She’s a YouTube superstar and known as ‘the Beyoncé for toddlers’, and our books really support parents/caregivers and young children with key developmental milestones.”

For Little Brother Books, the preschool star of the show in 2024 was CoComelon.

“Sales of CoCoMelon My 1st Annual grew exponentially compared to 2023 due to the fact we changed our My 1st Annuals to a board

Playing to win

Ravensburger, the leading board book publisher in Germany, launched into UK publishing this year with Play+, a new infant and toddler toy and book collection.

“Our books integrate with our toy collection and so we endeavour to add toyetic touches that spark joy, such as rattles, sliders and pop-its,” says Play+ product marketing manager Elaine Connell. “For example, our My First Magnetic Book titles allow children to place chunky magnetic pieces to complete pictures.

“The unique proposition combining both books and toys enables retailers to merchandise both together to get effect in-store, and we have some highly impactful FSDU and other merchandising solutions available.”

Left: Camilla Reid’s Dot and You series has been a hit for

Children’s Books. Below: Redan Publishing is expanding its Fun to Learn range with a new Dora the Explorer magazine this July.

book format, making them perfect for preschoolers,” says company md Matt Reynolds. “We’ll be publishing 2026 CoComelon and Bing boardbook My 1st annuals again this year, as well as another mega preschool brand soon to be announced.”

Outside of licensing, new offerings from Little Brother Books include an early readers board book series, Funny Things Happen, written, designed and illustrated in-house. “Each book is set in relatable settings like the zoo or the park, and is filled with surprises and giggles, with plenty of push, pull, slide and flip activity to keep kids engaged and interacting throughout the story,” says Matt.

Fiona Macmillan, publisher of preschool, Campbell, brands and media and Kingfisher at Macmillan’s Children’s Books, is excited to be celebrating 25 years of Julia Donaldson and Axel Scheffler’s Acorn Wood this year.

“It’s an evergreen for us; total sales are now almost 10m copies.”

April will see the publication of the 11th book in the series, Hare’s New Dress, while a year-long activity programme will include costume character events. There will be deluxe POS for shops, including bunting and activity packs.

Other 2025 highlights include new titles from Camilla Reid and Carly Gledhill in the Dot and You series, and, later in summer under the Campbell imprint, the first book in a new character-led interactive novelty series, Matty and Mo, following a pair of siblings navigating preschool life.

Like all the preschool publishers PPS spoke to, Fiona is keen to see more toy and nursery retailers become “one-stop shops” by offering extended book ranges.

Macmillan

Right: Ravensburger’s Play+ books are packed with fun toyetic touches.

Right: Little Brother Books’ Funny Things Happen series promises giggles for preschoolers and parents.

THE GOLD STANDARD IN STROLLERS

Compact, stylish and designed with cutting-edge engineering for the last word in safety and comfort, the lightweight strollers in CYBEX’s Gold range are made to complement busy lifestyles. Whether parents are navigating city streets or travelling further afield, there’s a design to suit their needs, as CYBEX’s general manager UK & Ireland, Luke Burns, explains.

Safety, innovation, and lifestyle are top priorities for CYBEX,” says Luke Burns, when asked to explain the ethos of the brand, which has gone from strength to strength – winning accolades and prizes galore –since it was founded in 2005 by Martin Pos. “Our aim is to develop products that make everyday life easier for parents, and safer and more comfortable for children.”

At the core of the brand and its product developments stands the CYBEX D.S.F. Innovation Principle: the combination of unique Design, unsurpassed Safety and quality and intelligent Functionality. This three-pronged strategy has led not only to the development of pioneering products such as the e-powered e-Gazelle S pushchair, but also to over 500 awards, including CYBEX being named by consumer champion Which? as its 2024 Baby and Child Brand of the Year. “The Which? award in particular gives customers and retailers the confidence and trust in the brand when making purchasing decisions,” comments Luke.

The D.S.F. principles are applied to every product in the CYBEX stable, and the Gold range of strollers is a perfect example of how all three combine to optimal effect.

“Modern parenthood is meant to be fun, as easy as possible and full of adventure. Each of the CYBEX travel and compact strollers has been created precisely with this in mind,” says Luke. “Every parent has different needs, so why have a choice of one, when you can have four? Whatever you require the

Fashion-forward colourways

The Gold stroller portfolio has recently expanded to include a new colourway: Moss Green. “Colours are always one of the main trends for pushchairs,” says Luke. “Those that are in line with fashion and home trends will continue to be popular, which is where our gorgeous Moss Green has come in. We’re expecting this colourway to be very popular with customers and retailers alike.”

stroller for, CYBEX has thought of everything. Plus, every stroller is travel system ready, and it’s extremely easy to add a CYBEX car seat on to any of them.”

So, what differentiates the four models in the range? We asked Luke to explain:

LIBELLE: “CYBEX’s smallest and lightest compact stroller weighs just 6kg, and has been designed to fit in overhead compartments on planes and trains. The small fold on the Libelle is truly impressive and makes it the perfect travel companion.”

• ORFEO: “The Orfeo is also hand luggage compatible and even includes a carry strap for ease. It features an ergonomic lie-flat recline making it suitable from birth.”

• BEEZY: “Not everyone is after a hand luggage compatible stroller. The Beezy is the perfect cosy stroller for city living. It features all-terrain wheels for a smooth journey over every surface and doesn’t compromise on comfort. The Beezy features a full lie-flat recline, so can be used from birth.”

• EEZY S TWIST +2: “This stroller makes every day easy. With a quick one-handed twist, the seat unit and integrated leg rest rotates 360° without detaching, so that the child can be instantly forward or parent facing. An ergonomic lie-flat position and all-terrain wheels make every journey smooth and comfortable, no matter the surface. This stroller can also have a Cot S added on to it.”

Above: The Orfeo in new shade Moss Green. Left: Supremely portable, the Libelle weighs just 6kg.

Right: Luke Burns.

Far left: The Eezy S Twist+2 has a 360° rotatable seat.

Left: The Beezy city stroller is suitable from birth to approximately 4 years.

INGLESINA

The bamboo and cotton Inglesina Welcome Pod helps newborns transition from womb to world, providing a cosy, sheltered space for emotional and physical comfort. It promotes the supine position and proper spine alignment, with anti-sinking padding ensuring proper containment and positioning for the baby’s wellness. Ideal for sleep, playtime, tummy time and developmental exercises, it’s a versatile essential. Perfect for baby showers, the Welcome Pod is a thoughtful gift that supports a baby’s wellbeing and growth. sales@cuddleco.co.uk www.cuddleco.co.uk

HAUCK

NURSERY

ICANDY

iCandy introduces the Peach 7 STUDIO, a luxurious evolution of pushchair design. Featuring exclusive fabrics, textured leatherette and a sleek ultra-matt black chassis, it blends style with practicality. The Peach 7 STUDIO includes high-end details like leatherette touchpoints, a perforated diamond pattern and premium craftsmanship inspired by high-end fashion houses. Its ergonomic design offers spaciousness and comfort for both parent and baby, with innovative features like lightweight wheels and a matching Roll-top Backpack. Perfect for the style-conscious parent, the Peach 7 STUDIO redefines luxury in parenting.

iCandy.sales@icandyuk.com www.icandyworld.com

INFANTINO

The highly anticipated My 1st Tumbler from Infantino is made from lightweight, soft silicone, designed for little hands. Its smart valve and straw ensure consistent liquid flow and prevent spills, even when turned upside down. Available in five vibrant colours, it encourages independent drinking in style. The ergonomic handle is easy for toddlers to carry, and it fits most stroller and car seat cup holders, making it a perfect companion for playtime and outings. Stay hydrated in style!

Isabelle@infantino.com www.infantino.com

The Arketa by hauck is a stylish and versatile wooden highchair, now recognised with the prestigious German Design Award 2025. Designed to grow with your child, it features 13 adjustable seat and footrest levels, ensuring comfort from infancy to adulthood (up to 130kg). Crafted from FSC-certified oakwood, it’s a sustainable choice for modern families. The tilt-proof design and included five-point harness provide maximum safety. With optional accessories like trays and cushions, it adapts to every stage. A premium bestseller from hauck, a family business with over 100 years of expertise in child mobility and safety.

info@hauck.com www.hauck.com/en

WRIGGLEEASE

Strap in and enjoy the ride!

WriggleEase is a revolutionary product designed to soothe and secure babies while seated on an adult’s lap during flights, train journeys or any long sitting periods. Approved for use on planes by the CAA and EASA, it provides comfort and support for both frequent flyers and first-time jetsetters. With a fivepoint harness, it signals to your child to sit and relax, creating a handsfree, safe way for parents to travel with ease. Let’s go!

info@bebelephant.com www.bebelephant.com

PEG PEREGO

The multifunctional high chair and recliner that stands out for comfort and contemporary design. Approved from birth, the Living high chair features a removable cover, double tray and 360° mobility – perfect for modern living spaces. Thanks to the Comfort Recline system, it adjusts to four positions to suit every moment of the day: upright for meals, slightly reclined to engage in family life, more relaxed for quiet time, and fully reclined for rest. A versatile, stylish companion from day one.

phil.howe@pegperego.com www.pegperego.com

BLADE & ROSE

NURSERY

PEG PEREGO

City Loop is the new concept in mobility, designed to offer innovative solutions for parents always on the go, customised to suit your needs. Lightweight and ultracompact, it features a space-saving handle and agile chassis for effortless manoeuvrability. Compatible with infant car seat, bassinet and reversible stroller seat, it becomes the most compact modular system. Need space for two? With a simple adapter, City Loop transforms from single to double in seconds.

phil.howe@pegperego.com www.pegperego.com

KYTE BABY

Kyte Baby, renowned for its ultra-soft, sustainable sleepwear, announces its new Bee Mine and Love Bug collections. Perfect for the season of love, they feature signature pieces like Sleeping Bags, Sleepsuits and pyjamas, offering cosy, safe sleep for babies. Bee Mine showcases natureinspired designs with bee motifs in earthy tones, while Love Bug celebrates love with ladybirds in red, pink and white. Made from bambooderived rayon, the collections prioritise comfort and sustainability. info@kytebaby.co.uk www.kytebaby.co.uk

Blade & Rose, the award-winning, beloved children’s fashion brand known for its fun and vibrant designs, is thrilled to announce the launch of its latest collections. The new releases include charming designs for little ones, with a much-anticipated Neutral Highland Cow collection, a partnership with WWF celebrating nature, as well as new pieces from Miffy and Paddington. With fresh prints, sizes and accessories, Blade & Rose is once again raising the bar for playful and stylish fashion.

hello@bladeandrose.co.uk www.bladeandrose.co.uk

CYBEX

CYBEX is expanding its home portfolio with the new IRIS Highchair, where top-tier, design-driven innovations meet straightforward, stylish simplicity. IRIS is made for everyone. A forever piece that blends with the family as it grows, keeping life simple, natural and seriously cool. Its clever board design secures the perfect spine-friendly posture for every age. Made with high-quality European beechwood, known for its robustness and durability, IRIS provides extreme ergonomic comfort and a seating solution that will last for a lifetime and beyond. emea-ukcontact@columbustp.com www.columbustp.com

NURSERY

BIBETTA

Bibetta’s stylish breastfeeding cover offers mothers the confidence to nurse anywhere. Styled like a scarf and crafted from ultra-soft, breathable polyester, it ensures comfort for both mother and baby. Its seamless design blends effortlessly with any outfit. Ample coverage allows for precious eye contact, while a simple closure ensures a secure fit. Lightweight and compact, it’s perfect for on-the-go lifestyles. Machine washable for convenience, it keeps looking perfect for daily use. enquiries@bibetta.com www.bibetta.com

DR BROWN’S

MEE-GO

Mee-go unveils the Milano Natura Travel System, combining style, functionality and luxury for modern parents. With premium fabrics, precision engineering and an ergonomic design, it ensures effortless manoeuvrability and superior comfort. The carrycot features breathable fabrics, an improved ventilation system and overnight sleeping capability. Its adaptable pushchair seat, puncture-proof wheels and universal car seat adaptors enhance convenience. This standout collection arrives in stores May 2025. Experience elegance and innovation with Mee-go.

paul@mee-go.co.uk www.mee-go.co.uk

4KRAFT

The PILOT 2 is a lightweight, ultracompact travel stroller designed for modern parents. It folds with one hand to a cabin-size format and features a built-in carrying strap for effortless transport. Smooth suspension, an adjustable backrest and a UPF50+ sun canopy ensure maximum comfort for the child, while the spacious storage basket adds convenience. Perfect for both everyday use and travel, the PILOT 2 offers mobility, functionality and ease – without compromise.

daniel.kidd@4kraft.com www.kinderkraft.co.uk

Dr Brown’s UK has exciting new additions to make feeding time easier! The Drying Tower is a game-changer, holding up to 12 bottles while keeping countertops clutter-free. Also new is the Silicone Narrow Bottle Brush, designed for a thorough yet gentle clean, perfect for narrow bottles. Plus, the Weighted Straw Cup helps little ones to drink independently, ensuring the straw stays in place at any angle. For information and stockist enquiries, contact phil. bosher@babycentral.co.uk www.babycentral.co.uk

MERRYGOROUNDUK

MuslinZ has launched the Mini Muzi, a heart-shaped muslin cloth available in the brand’s popular colours and prints. Designed by the brand’s in-house Oxfordshire team, the Mini Muzi features a popper fastening, allowing it to attach to soothers, toys, car seats and more. This versatile, stylish accessory can also double as a bib or washcloth, making it a practical essential for modern parents. The Mini Muzi offers a fresh take on MuslinZ’s classic range of baby essentials such as muslin squares, swaddles and bibs. merrygorounduk@outlook.com www.merrygorounduk.co.uk

VTECH

Gently rock your baby to sleep with the VTech V-Hush Rocker Sound & Motion Stroller Soother, launching in the UK this March! Already a double Platinum winner at the Loved By Parents 2025 Awards, it creates a soothing rocking motion for strollers and carriages. The rechargeable battery lasts up to nine hours, and features include an amber night light, lullabies, and rain resistance. Choose from three rocking levels for the perfect sleep environment – ideal for naps anytime, anywhere!

joel.lucy@vtecheurope.com www.vtechbabycare.com

GOBE

SLEEPYROLL

The next-gen Sleepytroll Baby Rocker is a rechargeable device with sound and motion sensors to soothe your baby. Designed for strollers, cribs, and bouncers (adapters sold separately), it provides gentle, continuous rocking for up to 3 hours, managed via an easy-to-use app. With a 12-hour battery life, it automatically responds to your baby’s movements, promoting longer, more restful sleep. Sleepytroll ensures comfort and convenience, making it a must-have for parents seeking a hands-free soothing solution.

info@bebelephant.com www.bebelephant.com

MAXI-COSI

The Minla Plus highchair makes mealtime, playtime and family time easier than ever. Fully adjustable with multiple recline, tray, leg rest and footrest positions, it provides ultimate comfort for your child from birth to 14 years. Starting as a cosy newborn seat with a soft padded inlay, it transitions to a highchair, booster seat and, finally, a stylish stool. Designed for convenience, the one-hand rotating tray simplifies getting your child in and out, while easy-in harness hooks and a water-repellent cover make cleaning up a breeze. Part of Maxi-Cosi’s Elegance Collection, Minla Plus blends refined design with recycled Eco Care fabrics for modern homes.

uk-sales@doreleurope.com www.maxi-cosi.co.uk

The GoBe Snack Spinner is the only spill-resistant snack container that empowers your child to choose between five different snacks in a safe and engaging eating environment. With the simple push of a button, your little one will continue strengthening neural connections by learning how to access each compartment through a flip-top mechanism. Moreover, the level of autonomy your child will exercise by actively choosing what to eat will help them develop healthy relationships with food that will continue to grow with them.

info@bebelephant.com www.bebelephant.com

LITTLELIFE

LittleLife was the first to develop these ingenious bags with detachable safety reins. Over the years, the clever design has helped toddlers to toddle with confidence as they start exploring the world around them. The bright and fun designs spark the imagination of little ones while parents can relax, knowing they’re never far from their reach. This year, LittleLife has introduced two new designs to the range – the colourful Triceratops and the playful Orca! sales@lifemarque.co.uk www.lifemarque.co.uk

TOY PRODUCTS

LITTLE BROTHER BOOKS

Little Brother Books’ new board book series Funny Things Happen is an original early reader collection, created in-house. Featuring eight titles set in relatable places (Zoo, Park, Bedtime, Christmas, etc), each book is packed with surprises and humour for kids and parents to enjoy together. With interactive elements like push, pull, slide and flip, these books keep little ones engaged while making reading fun. We’re confident this series will be a hit with preschoolers and parents alike! books@littlebrotherbooks.co.uk www.littlebrotherbooks.co.uk

EDUK8 WORLDWIDE

Eduk8’s Wooden Threading Coloured Spools set is a fantastic hands-on resource designed to support early childhood development. It includes 30 vibrantly coloured, beautifully crafted wooden spools, with 10 matching coloured extra long laces. This engaging activity helps children develop fine motor skills, hand-eye coordination and colour recognition. Perfect for EYFS learning, it provides a fun and educational experience. Thoughtfully designed to be inclusive, this set is also ideal for children with special educational needs (SEN), ensuring accessibility for all learners.

sales@eduk8worldwide.co.uk www.eduk8worldwide.co.uk

LILLIPUTIENS

BRAINSTORM

Bringing lots of sensory fun to playtime, charming toy brand Lilliputiens is thrilled to welcome two new lovable characters to its collection this spring. Uniquely created using 100% recycled materials, Jeanne the cat and Jules the dog both come complete with basket, bowl and toy of their own! Made in super-soft fabric with thoughtful details that would be expected from a Lilliputiens toy, children are sure to love having their own pet plush for cuddles and endless playtime.

sales@juratoys.co.uk www.lilliputiens.com/en/

Halftoys is an exciting new preschool toy collection that will spark curiosity with a minimalist design that belies its play value. The openended play range provides a multi-sensory experience and features dinosaurs, forest, savanna and ocean creatures. Each Halftoy has a tactile, soft-hued skin which includes safe magnets seamlessly embedded into each half so they can be opened and closed easily to reveal their skeleton within. Stunning single Halftoys, diorama sets and picture book sets are available.

sales@brainstormltd.co.uk www.brainstormltd.co.uk

KALOO

Providing comfort for all little ones in 2025, timeless soft toy brand Kaloo offers a new collection of the sweetest baby dolls – Tendre Bébé! Ideal from birth and made from the softest 98% recycled fabric, the new range, inspired by the prettiest flowers, will comfort little ones as they grow. Each designed in a pastel-coloured baby grow featuring a delicate woven butterfly on the chest and matching hat, the 7 dolls in the series will soon become the star of any imaginative play, whilst looking right at home in a nursery from day one.

sales@juratoys.co.uk

www.kaloo.com/en/

TOY PRODUCTS

WILD SEVEN

Wild Seven is excited to announce its partnership with cuddle+kind! cuddle+kind creates hand-knit dolls to help support children in need. For every doll sold, cuddle+kind provides 10 meals to children around the world through partnerships with organisations like World Food Program USA and Children’s Hunger Fund. To date, cuddle+kind has donated over 33 million meals to children in need. The company focuses on creating high-quality handcrafted dolls that are made by artisans in Peru, ensuring fair wages and ethical working conditions.

admin@wildseven.co.uk

www.wildseven.co.uk

HALILIT

ROMA

Roma’s Toy Wagon is a cosy, foldable companion with a charming teddy print. Perfect for storage, travel and play, it coordinates with the Roma Teddy collection. Ideal for on-the-go families, it combines functionality with style. Roma is dedicated to creating high-quality, beautifully designed toys and accessories that spark imagination and bring joy to children and families. With an emphasis on timeless designs and functional products, Roma ensures that every product enhances the childhood experience, making it a cherished part of the family for years to come.

hello@romaprams.co.uk

www.romaprams.co.uk

MELISSA & DOUG

Easy-to-grasp extra-thick pieces in a vibrant rainbow of colours make this a perfect beginner puzzle for toddlers and preschoolers, ages two and older. It features five unicorns in different colours, patterns and poses, and a rainbow piece, all of which stand for pretend play and fit on a sturdy wooden puzzle board, encouraging problem-solving skills. Matching pictures under the pieces help make this puzzle quick to solve and help reinforce colour and pattern recognition.

service@melissaanddoug.com www.melissaanddoug.co.uk

Hot on the heels of the top-selling My First Busy Book, Taf Toys is thrilled to introduce the Fantasy Busy Book, an interactive toy designed to entertain little fingers and minds. Each page introduces opposite concepts – big and small, up and down, in and out – while also providing challenges to develop fine motor skills such as zips, buckles and laces. Hidden numbers offer counting practice and being lightweight this fabric book is perfect to take on journeys.

sales@halilit.co.uk www.halilit.co.uk

BRAINSTORM

Brainstorm’s Outdoor Adventure collection encourages little ones to get outside in nature. Designed for little hands to hold, the range includes the new brightly coloured 5-in-1 tool kit which is perfect for mini explorers. Easily clip onto a bag or a belt to take anywhere. It features tweezers, trowel, brush and angling mirror and even a whistle, perfect for walks and days out studying plants, insects and more. Add to their preschool pioneering kit with the handheld Nature Explorer and the Outdoor Adventure Camping Projector too.

sales@brainstormltd.co.uk

www.brainstormltd.co.uk

TOY PRODUCTS

MELISSA & DOUG

No-mess Water WOW! Painting for kids now smells delicious! This exciting scented paint-with-water colouring book includes five reusable pages and a refillable water pen. Use the pen to colour in each scene and scents, details and vibrant colours appear with every stroke! The chunky-sized water pen is easy to hold and stores neatly right on the front cover, making this scented Water WOW! an ideal activity book and travel toy for kids. service@melissaanddoug.com www.melissaanddoug.co.uk

CUDDLECO

RAVENSBURGER

Ravensburger’s ThinkFun brand introduces a new range of learning games designed for preschoolers from three years. With three games in the collection, children can enjoy making playful discoveries with new skills and challenges introduced as they progress. A cast of friendly animal characters ‘host’ them as they play. In the collection: Friends Treehouse, Friends Splish Splash Game and Friends Play Date Game.   sales@ravensburger.com www.ravensburger.co.uk

THE PUPPET COMPANY

The playful and practical Animal Backpack collection features a range of vibrant, lovable designs, all crafted with lightweight materials, making them the perfect companions for school or outings, from aged 3 and above. Each backpack offers ample storage space, adjustable straps for comfort and a soft, plush exterior, with adorable faces and bright, eyecatching colours, bringing a wild touch of fun. The convenient hanging loop on the head makes it easy to carry and simple to hang up when not in use.  info@thepuppetcompany.com www.thepuppetcompany.com

CuddleCo introduces new standing plush toys to spark imaginations and enhance nursery decor. The enchanting Standing Unicorn adds a magical touch, inspiring creative play. For animal lovers, the cuddly Standing Giraffe brings jungle charm with realistic markings and a soft, huggable form. Perfect for playtime and stylish decor, it’s available in three sizes: small, medium and tall. sales@cuddleco.co.uk www.cuddleco.co.uk

MAPED HELIX

This all-in-one creative bundle is packed with high-quality colouring pencils (which are made from 35% recycled materials), and jumbo felt tip pens with ultra-washable ink. Designed for easy use at home or on the go, this jungle-themed pencil case makes a fun and alternative gift for budding artists from two years old. With its vibrant jungle design, it inspires creativity while keeping everything neatly organised.  scott.goodman@mapedhelix.co.uk www.mapedhelix.co.uk

@Prog_Preschool

P r e s c h o o l N e w s . n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.

P r e s c h o o l N e w s . n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.

Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

PreschoolNews.net is the online resource for the preschool product and retail sector. From the publishers of Progressive Preschool magazine and the organisers of the Progressive Preschool Awards, this website and e-newsflash portal provides the very latest news, views, and analysis across the preschool product and retail sector.

With an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash lands directly in the inboxes of everyone in this fast-paced industry.

The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.

The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.

All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.

A modern, easy to navigate website provides a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.

All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.

P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.

P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.

PreschoolNews.net is published by preschool sector experts, for preschool trade experts.

Brought to you by the publishers of

ADVERTISING AND COMMERCIAL:

ADVERTISING AND COMMERCIAL:

Jo Pilcher jop@max-publishing.co.uk

Jo Pilcher jop@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

ADVERTISING AND COMMERCIAL

Rob Willis robw@max-publishing.co.uk

Jo Cassidy joc@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk

EDITORIAL AND CONTENT:

EDITORIAL AND CONTENT:

Jacqui Parr jacquip@max-publishing.co.uk

Jacqui Parr jacquip@max-publishing.co.uk

Sam Loveday saml@max-publishing.co.uk

EDITORIAL AND CONTENT

Sam Loveday saml@max-publishing.co.uk

Samantha Loveday saml@max-publishing.co.uk

Tessa Clayton tessac@max-publishing.co.uk

Preschoolnews.net is published by preschool sector experts…

Preschoolnews.net is published by preschool sector experts…

Right: Ken Berlin

Ken Berlin, co-founder of Pearhead, on the joy of developing new products and seeing them come to life, staying nimble and adaptable and seeing greater emphasis on originality and true innovation.

“I LOVE THE CREATIVE PROCESS”

HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE?

I co-founded Pearhead with my business partner, Tom Sakaguchi, in 1999, so I’ve been in this role for over two decades. We were university friends who had both been eager to start our own business, and it all took off from there. Our first product, the Babyprints Keepsake, was designed to help new parents capture their baby’s handprint or footprint using a soft, easy-to-use, air-drying, lightweight clay material. What started as a single product has since grown into a company with two thriving brands and building it together has been an incredible journey.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

One of my proudest achievements is growing Pearhead and Ubbi into widely recognised brands while staying true to our commitment to innovation, design and quality. Seeing our products in homes across the UK and beyond, bringing joy to families, is incredibly rewarding. A major milestone was the creation of the Ubbi brand in 2011, which was inspired by Tom’s own experience as a new parent. After having a baby, he quickly learned that plastic absorbs and leaks odours, while steel - being non-porous - locks in smells much better. That insight led us to develop the Ubbi Diaper Pail.

FAVOURITE PART OF YOUR JOB?

I’m truly grateful to have the chance to work with our team. I find these daily interactions and connections to be the most rewarding. It’s because of our dynamic, dedicated and passionate team that we owe much of our success. I love the creative process - developing new product ideas and seeing them come to life. It’s exciting to innovate and create solutions that make parents’ lives easier and help celebrate life’s special moments.

WHO IS THE UNSUNG HERO OF THE COMPANY?

Our team is the backbone of Pearhead. From product development to logistics and customer service, every department plays a critical role in our success. If I had to pick, I’d say our admin and operations teams. There’s so much work happening behind the scenes - managing logistics, inventory, customer support and financial operations. They do an incredible job to keep everything running smoothly.

WHAT IS THE BIGGEST CHANGE WITHIN THE NURSERY/PRESCHOOL INDUSTRY THAT YOU HAVE SEEN SINCE YOU HAVE WORKED IN IT?

The shift towards e-commerce and social media has completely transformed how parents discover and purchase products. Brands now have the opportunity to engage directly with customers, respond to trends in real time and build strong communities. However, this shift has also increased competition, making it more challenging to stand out in a crowded market.

WHAT’S THE BEST PIECE OF ADVICE YOU HAVE EVER BEEN GIVEN?

Stay nimble and adaptable. The market, consumer preferences and challenges are constantly evolving, so being flexible and open to change is crucial for longterm success. But above all, persistence is key. You’d be surprised how much of a difference it makes just to keep trying.

BIGGEST LESSON YOU’VE TAKEN AWAY FROM THE PAST YEAR?

Resilience and innovation are more important than ever. The market will continue to change and evolve, and it’s essential to continue to think creatively to differentiate ourselves as a leading brand. The past year has reinforced the importance of staying agile, whether through new product development or adjusting business strategies to meet changing consumer needs.

IF YOU COULD CHANGE ONE THING ABOUT THE NURSERY/PRESCHOOL BUSINESS, WHAT WOULD IT BE AND WHY?

I’d like to see a greater emphasis on originality and true innovation. The nursery and preschool industry is full of incredible ideas, but too often, successful products are quickly copied rather than improved upon. While competition is healthy, the cycle of imitation can sometimes stifle creativity and make it harder for genuinely new and thoughtful designs to stand out.

WHAT THREE WORDS WOULD YOU USE TO DESCRIBE YOURSELF?

Supportive, collaborative and creative.

An increasing sub-sector of London Stationery Show is products aimed at children. The market offers a wide variety of products for toy retailers to capitalise on, including craft kits, colouring materials, stationery and notebooks and more.

Exhibitors this year include Blue Sky Designs, Blueprint Collections, Craft Buddy, Crayola, Cre8 Direct, DKB Toys, Maped Helix, Puckator, Pukka Pads, Pyramid International, Stabilo, Stone Marketing, Trixie, West Designs.

BEST SELLERS

“Customers are going crazy for BabyMac’s Highland Cow print sleepsuit. Our best seller of all time is Ducky Zebra’s Hot Air Balloon Dress, made from super soft GOTS-certified organic cotton. Customers love its colourful, fun design. In terms of toys, Jumini’s Duck Game is by far the most popular with little ones.”

LOCAL MATTERS

“Trading is still challenging for our local high streets. We collaborate closely with our local traders’ group to attract as many visitors to our town as possible and heavily push the ‘shop local’ message on our socials.”

BRAND NEWS

“We’ve stocked Ducky Zebra, Turtledove London and Jumini products since we opened, and will be welcoming Toby Tiger soon. We’ve recently partnered with two local, mummy-led businesses, one specialising in handmade cardigans, the other focusing on handmade hair accessories.”

LITTLE DOTS IN NUMBERS

Celebrating its first anniversary in April 2025, Little Dots in Stone, Staffordshire, is an independent family-run shop and café offering “joyful” children’s products that are carefully crafted, sustainably sourced and made to last. Owner Samantha Rowley-Corns briefs PPS on the current state of business.

TREND WATCH

“Customers are increasingly seeking British brands and sustainable products, both of which we strongly support. There is also a growing desire to purchase quality, well-made items that can be passed down or handed on.”

THE LOW DOWN

• “We’re a team of three.”

• “The average customer spend is around £30.”

• “There were three boxes in our last delivery – we buy little and often.”

• “Our window display is refreshed every six weeks.”

• “Our shop is small but mighty – not much bigger than an elephant!”

BEING SOCIAL

“Social media is vital. We use our pages to build a vibrant sense of community that local parents want to be a part of.”

YEARLY REPORT

“It’s been a rollercoaster of a year! Trade has been very unpredictable. Our peak periods were the summer holidays and Christmas.”

ONLINE/ OFFLINE

“Pretty much all our sales are in-store, but we plan on relaunching our website once the majority of our spring/summer stock drops.”

Above: Trusted apparel suppliers include Ducky Zebra and Turtledove London.

Above: The store’s littlest customers love Jumini’s Duck Game.

Above: The window display is updated every six weeks.

Above: Little Dots is a hub for the local parenting community.