Progressive Preschool Nov Dec 2025 by Max Publishing: Print, Digital Media + Events (London)

The B2B Media for Nursery and Preschool Product and Retail

20th-22nd JANUARY 2026 AT OLYMPIA, LONDON

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WELCOME

Firstly, a big thank you to everyone who joined us on 11 November at the Royal Lancaster London for the 13th annual Progressive Preschool Awards. It was an afternoon of fun, feasting and festivity - with additional belly laughs provided by internet sensation Jack Skipper - and felt thoroughly well deserved after what has been, at times, a challenging year for the preschool industry.

Seeing so many of you coming up on stage to be garlanded for your product innovations, retail wins, impressive marketing campaigns and sustainability efforts reminded us that although the economic headwinds remain unfavourable, the industry continues to battle them with determination and ingenuity.

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

but we honestly couldn’t do it without you.

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.

Special thanks, of course, are due to our incredible judging panels made up of industry pros, who so generously provided their time and expertise in return for nothing more than coffee and biscuits. Also, to our generous sponsors, who provided the amazing goodie bags, gifts and decorative items that helped make the event truly memorable. We say it every year,

If you couldn’t be at the PPSAs in person – or the event is just a distant blur – don’t worry; you can relive the key moments in our photo showcase, which begins on page 22. It truly was the highlight of the year for the PPS team, and we’re already thinking about how we can top it at the next one – make sure to put 10 November 2026 in your diary if you want to find out.

From looking back to looking forward… At the time of going to press the nation is on tenterhooks waiting to see what the Chancellor’s autumn budget might bring, and how tax changes (if any) will affect

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.

consumer spending in the crucial golden quarter. Whether we will see further measures to boost growth and fairer business rates for retailers remains to be seen, but we remain cautiously optimistic for 2026. We can’t wait to catch up with some of you at London Toy Fair (page 65) and Spielwarenmesse (page 67) in January and Spring Fair (page 69) in February to discover what fabulous new baby and preschool toys, gifts and nursery innovations are destined for retailers’ and parents’ must-have lists next year and beyond.

Finally, in a season that celebrates wonder, it feels fitting to acknowledge that the preschool industry brings wonder to life every single day. The sector is powered by creativity, care and an unfailing commitment to giving children the very best start – qualities that feel especially precious at this time of year. Here’s to a peaceful Christmas and a bright, hopeful year ahead.

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.

The Progressive Preschool Team

Tessa

Clayton, Jo Cassidy, Samantha Loveday and Rob Willis.

Above: The Progressive Preschool team (from left to right) Tessa Clayton, Jo Cassidy, Rob Willis and Samantha Loveday.

The latest updates from across the baby, preschool and toy industry.

PPS rounds up exhibitor highlights from a buzzing Harrogate International Nursery Fair 2025.

An update on the total Baby Care market, with a focus on how sales events are impacting market dynamics.

iCandy’s director of product and design, Paul Walker reflects on a buoyant 2025, marked by award wins and commercial momentum.

The winners, photos and comments from this year’s big celebration.

TOP STORY

“Packaging can’t be an afterthought anymore”

Held at the Royal Geographical Society on Wednesday 5

November, this year’s Products of Change Conference was another storming success – with the delegates coming away armed with fresh insight and new ways to do business to help them shift from ‘transactional to transformative’.

Among the gathered delegates was a team from iCandy, who said: “If you want to stay ahead of

Nursery Online joins Progressive Preschool stable Nursery Online – the successful nursery trade website and newsletter – has joined the Progressive Preschool stable of brands.

The move further strengthens the presence of Progressive Preschool Magazine, online platform PreschoolNews. net and the industry leading Progressive Preschool Awards, in the nursery, early years and parenting media landscape.

In turn, Nursery Online – which has served as a key platform for connecting nursery suppliers, retailers and professionals – will now benefit from the extensive experience and network in trade publishing and events which can be offered by Progressive Preschool.

Founded in 2007, Nursery Online has provided industry news, insight and innovation to the nursery trade, and is regarded as a key trusted source

for news, product launches and business updates. It has been a key media partner for Harrogate International Nursery Fair and was instrumental in developing the digital trade show with the team during Covid. It is also a proud partner of trade shows across the globe including Kids’ Time Poland.

“After many successful years building Nursery Online into a valued resource for the nursery sector, Adeline and myself are delighted that Progressive Preschool will be taking it forward,” said Kerry Haynes, director of Nursery Online. “They have a

proven track record of developing strong trade media brands such as Progressive Preschool and we are confident Nursery Online is in very safe hands as we move on with other interests.”

Samantha Loveday, group editor at Max Publishing, which owns the Progressive Preschool stable of brands, continued: “We’re thrilled to welcome Nursery Online into the Max Publishing family. It complements our existing nursery and early years portfolio perfectly and offers an exciting opportunity to expand digital engagement and industry coverage.”

Below: This year’s Products of Change Conference was attended by a host of companies including iCandy.

evolving expectations, this is the room to be in.”

Anna Owers, head of communications at the nursery company, commented: “Seeing inspiring and relevant examples of circularity being brought to life was a highlight, especially repair services and those on-site upcycling/buy-back hubs. It felt practical, not theoretical.

“[A key takeaway is that] packaging can’t be an afterthought anymore. With EPR tightening and recycling needing to be intuitive to consumers to be successful, we need better transparency and smarter design. The LEGO

approach was a standout.”

Highlighting just one of the inspiring moments during the day, Anna named Ikea, continuing: “Ikea’s reminder that ‘it’s good business to be a good business’. And the nugget of inspiration suggesting that individual departments or teams own their own measurable sustainability goals showed how accountability actually drives progress.”

And on attending the show, Anna rounded off by saying: “Go. You’ll leave with real actions, fresh ideas and connections that drive progress. If you want to stay ahead of evolving expectations, this is the room to be in.”

Andy Crane honoured at the Progressive Preschool Awards

The Progressive Preschool Awards reached a stellar conclusion on Tuesday 11 November, when Andy Crane, md of BabyStyle, was honoured with this year’s Outstanding Achievement.

Introducing the award, Rob Willis, co-director of Max Publishing (which owns and organises the Progressive Preschool Awards), said: “Our Outstanding Achievement Award this afternoon goes to someone who has quietly, but powerfully, helped to shape the nursery and preschool industry for more than a quarter of a century.

“They’ve built a business that’s become a benchmark for quality, innovation and design excellence, a company admired by retailers,

trusted by parents and respected by everyone including their competitors. Their journey began long before their own company was born. Early in their career, they served as a brand custodian for other wellknown children’s product ranges. But eventually, they realised they could do it for themselves. They wanted to take ownership - to create products that not only looked and performed beautifully, but carried their own mark of pride for those using them.

“Over 25 years later, that bold decision has grown into one of the most respected companies in the sector, a business whose flagship brands are known and loved around the world.”

Andy commented: “Being honoured with the Outstanding Achievement Award was truly a surprise and I genuinely couldn’t be happier to receive this accolade. The words from Rob were absolutely wonderful and actually made me feel very proud and quite emotional.”

CuddleCo welcomes new hires

Busy CuddleCo is continuing to expand its team, welcoming two new hires in the sales department.

Rebecca Pevie has joined the company from SharkNinja as national sales trainer, responsible for developing, implementing and delivering training programmes that enhance the knowledge, skills and performance of sales teams, brand ambassadors and retail partners.

In addition, qualified midwife and perinatal education specialist, Emily Murphy has come on board as midwife brand ambassador for Inglesina UK. She delivers expert-led training to retailers, helping them confidently recommend Inglesina products. Through events, workshops and parent sessions, Emily shares trusted advice on baby care, bridging clinical insight with everyday parenting needs.

Chris Armstrong, sales director at CuddleCo, said: “This expansion reflects the momentum we’re seeing as a business and our commitment to supporting retailers with the high standards they expect. Rebecca brings fantastic experience to her role and we’re already benefiting from the impact she's having across our teams. Emily’s background as a midwife and passion for parent education make her a unique addition to the team, and we’re proud to have someone who brings a different perspective to our training programmes.”

For the latest news visit PreschoolNews.net

Above: Rebecca and Emily have further expanded the CuddleCo sales team.

Left: Andy Crane, md, BabyStyle.

BTHA investigation shows shocking levels of dangerous toys on sale online

ABritish Toy & Hobby Association (BTHA) investigation has found that 90% of the toys it purchased through major online marketplaces failed to meet the robust toy safety requirements in the UK –posing a danger to children.

The trade association first raised concerns of unsafe toys being sold through online marketplaces in 2018. Evidence has been sought on an annual basis as part of the Association’s campaign calling on the UK government to introduce legislation for online marketplaces to prevent the sale of unsafe toys. More than 700 toys have been purchased and tested during this time, with the number of unsafe toys available remaining high.

The latest investigation assessed toys bought from seven popular online marketplaces: AliExpress, Amazon, eBay, Shein, Temu, TikTok Shop and Wish. 81% of the toys failed testing to a safety standard making them

unsafe, while a further 9% failed on legal labelling requirements. The safety concerns in these toys include small parts in toys targeted at children under three which if swallowed can cause choking; easy access to coin batteries that if swallowed can burn a hole in the food pipe, causing internal bleeding in some instances which can be fatal; and toys with sharp points and wires protruding which should not be found

as they can puncture skin and eyes. Following many years of campaigning to legislate online marketplaces, earlier this year the government passed a new law on product safety. The BTHA is now calling on the government to introduce secondary legislation to put a legal requirement on online marketplaces to ensure that all products sold through its platform are safe, supported by strong enforcement and penalties.

Kerri Atherton, head of public affairs at the BTHA, said: “It is concerning to still see high levels of unsafe toys available, despite many years reporting failures and the online marketplaces publishing they are acting on the findings. With people increasingly buying their toys through online marketplaces, children are left at risk of receiving a dangerous toy. It is critical that the government acts without delay to use its new powers to properly hold online marketplaces to account and ensure that all businesses selling in the UK are held to the same standards.”

DreamToys 2025 revealed, as UK toy market grows

The DreamToys 2025 list highlights the 15 toys predicted to top Christmas wish lists this year - as the UK toy market records its biggest rise since the pandemic. Selected by an independent panel of toy retailers and experts from across the industry, flying the flag for the preschool space in the listing is Hasbro’s Peppa Pig Oinks & Snuggles Evie Doll. Toys, games and gadgets from companies including LEGO, Mattel, TOMY, Spin Master, ZURU, Character Options, Just Play, Pokémon, Moose Toys and Click are also featured.

“This year’s DreamToys list offers an exciting and diverse range of toys and games designed to spark imagination and fuel creativity,” commented Paul Reader, chairman of the DreamToys Selection Panel at the Toy Retailers Association.

According to data from Circana, the UK toy market grew by 6% in 2025, reaching a value of £3.9

billion to September. Licensed toys accounted for over a third of sales, while collectables rose 18% year-on-year to make up 17% of spend.

Melissa Symonds, executive director of UK Toys at Circana, said: “With the toy market experiencing growth this year, after five years of a soft market, it’s a positive picture for both toy manufacturers and retailers as we head towards the crucial golden quarter.”

Above: Hasbro’s Peppa Pig Oinks & Snuggles Evie Doll made the DreamToys 2025 listing.

Above: The latest investigation assessed toys bought from seven online marketplaces: AliExpress, Amazon, eBay, Shein, Temu, TikTok Shop and Wish.

TOP STORY

The Big Toy Appeal returns at The Entertainer

The Entertainer has once again been running The Big Toy Appeal throughout November, in partnership with The Salvation Army.

The Big Toy Appeal encouraged customers to give back this festive season by picking up an extra toy to donate when shopping in-store or online at www.thetoyshop.com – with over 134,000 toys being donated since its launch in 2018.

For each gift contributed, The Entertainer will match the donation through its collaboration with The Salvation Army, doubling the number of total toys given to families who need support this Christmas.

The period leading up to

Christmas can place considerable financial strain on families, leaving many unable to afford gifts for their loved ones. As a result, they often turn to churches and charities such as The Salvation Army for support. For a disadvantaged child, even a small toy can bring a sense of joy and comfort, offering a moment of happiness during a challenging time.

Since the initiative launched, The Big Toy Appeal has provided 134,467 Christmas gifts to children who might not otherwise receive one, with the support of customer donations and toys matched by The Entertainer.

Andrew Murphy OBE, group chief executive officer at The

Trixie welcomes new national account manager

Trixie has appointed Josh Reed as its new UK national account manager, strengthening the brand’s presence and expanding its commercial footprint across the UK market.

Josh joins Trixie with a wealth of industry experience. For the past three years, he served as southern account manager at Mamas & Papas, where he played a pivotal role in driving regional growth and building strong retail relationships. His earlier career includes key commercial roles at Ergobaby and Bugaboo, giving him deep category expertise across the sector.

In his new position, Josh will

be responsible for leading and developing Trixie’s UK sales strategy, nurturing retail partnerships, and driving brand visibility as the business continues to grow.

Trixie is known for its playful animal characters, sustainability-led approach and beautifully designed

Entertainer, said: “Through our partnership with The Salvation Army, we encourage kindness amongst our staff as well as existing and new customers, so that families experiencing financial hardship can be supported in a meaningful way at an important time of year.”

everyday essentials and toys, including bestselling backpacks and water bottles. With a focus on highquality materials and supporting children’s imagination, the brand has become a favourite among retailers and parents nationwide and is continuing to expand in the UK.

Josh said: “I’m thrilled to be joining Trixie at such an exciting time for the brand.

Trixie’s commitment to quality, creativity and sustainability really resonates with me, and I’m looking forward to building strong partnerships and growing the UK business even further.”

Right: Josh brings a wealth of industry experience to Trixie including three years at Mamas & Papas.

Above: Since The Big Toy Appeal launched it has provided 134,467 Christmas gifts to children who might not otherwise receive them.

A FAIR TO REMEMBER

Progressive Preschool rounds up exhibitor highlights from a buzzing Harrogate International Nursery Fair 2025, where positivity and innovation took centre stage.

Mike Acton, category sales director –nursery, RKW “The show was a great success for RKW, with strong attendance and fantastic engagement across our brands. Both the Chicco stand and our Hubble products attracted significant interest from both new and existing customers.

“We were especially pleased with the positive response to our latest launches, including the Chicco Mommy Pod 4-in-1, Bento Booster Seat, new range of Bouncers, and the Chicco Baby Hug 4-in-1 Armonia. The Hubble Go Baby Monitor range also

proved to be a real highlight and key talking point throughout the show.

“The event also provided valuable opportunities to reconnect with retail partners and showcase our growing nursery portfolio. We were delighted with the feedback on Chicco’s brand presence and stand presentation, and the enthusiasm shown for our wider product offering.”

Josh Reed, UK national account manager, Trixie

“As this was my first Harrogate with Trixie it was really useful to meet our current stockists who I don’t already know, as well as prospective retailers that aren’t yet familiar with the brand. As a growing brand in the UK, Harrogate is a great opportunity to get Trixie in front of the right people, and the feedback was all really positive.

“There was a genuinely friendly, relaxed atmosphere at the show. The majority of people that walked past our stand noticed our giant Mr Lion backpack and either opened a conversation, took a picture or tried it on!”

Robin Homolac, associate director, retail marketing, Ergobaby “Harrogate provided us with valuable retailer interactions, live orders, confirmation of our new strategic direction and reinforcement of our premium brand positioning.

“The atmosphere at this year’s show was especially positive, with a genuine sense of connection, collaboration and excitement for what’s ahead in our sector.

“Retailers who asked about new products were not only introduced to Upsie, our newest product, but also shown how it fits into our overall portfolio and new communication strategy. The product itself was received very positively. It was a definite highlight to see a growing market demand and strong potential wholesale-wise.”

Above: Chicco was delighted with feedback from the show.

Nicola Coletti, trade marketing manager UKI, Dorel Juvenile

“As always, the Maxi-Cosi team had a fantastic (and very busy!) time at Harrogate. The level of engagement and positive feedback from every discussion reflected the strength of the relationships we’ve built within the industry.

“The atmosphere was great. We felt a real buzz on our stand, which stayed consistent throughout the show. Retailers seemed eager for new concepts, and we were delighted to showcase so much innovation within our range. We were thrilled with the responses to our new launches, and witnessing retailers’ reactions was a real highlight for the team. A standout moment was seeing retailers capture and share social media content with our on-stand Maxi-Cosi ‘plane’, engaging with the brand in a playful and creative way.”

Below: The Dorel marketing team had a “fantastic” show.

“This year’s Harrogate International Fair was extremely successful for us. We had a fantastic mix of high-quality meetings with both existing and new clients, and the level of engagement and interest in our products was exceptional. It provided valuable networking opportunities and opened several

Natasha Leviton, gm, managing head of brands, Low Profile Baby Investment Brands

“We had a fantastic time showcasing Matchstick Monkey, Little Hoppa and Little Rolla. It was wonderful to see the show so well attended.

“We were thrilled to write lots of orders during the show and to reconnect with so many of our valued customers, from the big multiple store buyers to our dedicated independent retailers who continue to champion the brand.

“It was also a great reminder of the importance of face-to-face interaction. Since Covid, we’ve noticed that many buyers don’t travel as much, so having the opportunity to meet in person, present our full collection and share our new launches first-hand made a real difference.”

Below: Harrogate was a great reminder of the importance of face-to-face interaction, says Low Profile’s Natasha.

James Harrison, UK country manager, BeSafe

“The show was fantastic for us this year; we were non-stop with back-toback meetings with our brilliant retail partners, and we were also fortunate to meet some potential new ones.

“The atmosphere was really positive, as always. It’s such a great environment for reconnecting with others in the nursery industry, from long-standing customers to new faces and members of the press.

“Harrogate provided the perfect platform to present our brand new Beyond² collection and the expanded Voksi line. Our show highlight was seeing everyone’s reaction to the new Voksi Huddle, an exciting launch and

promising business leads.

“There was a really vibrant atmosphere overall and those showcasing were welcoming and full of positive energy. There was a buzz across the halls, with lots of newness and everyone being enthusiastic about connecting and sharing ideas. The organisers did a fantastic job at creating a professional yet friendly environment that encouraged conversations.

“As for highlights, it’s hard to pick just one! We loved our stand – the largest at the show. We also enjoyed meeting so many passionate industry professionals and seeing such a strong interest in our amazing new collections.”

a ground-breaking innovation in baby carriers. It created quite a buzz! We had potential retailers and visitors who had heard about it ‘on the grapevine’ come by specially to meet Lena, the designer, and try it for themselves.”

Below: The BeSafe team during the show.

Luisa Rollins-Svensson, consumer and trade marketing manager, Graco UK

“Harrogate Nursery Fair was a great experience for Graco again this year. We loved meeting new faces and catching up with those we know well – the value of face-to-face conversations can never be underestimated! We had a packed few days of meetings and demonstrating our key new products. There’s nothing better than showing how they work, look and feel in person. We debuted our new AI-powered Eluma range on our stand, as well as our new Presti highchair.

“As always, the show had a warm and friendly atmosphere. It was more intimate than in previous years but I think this led to some lengthier conversations for us. The highlight for Graco was definitely the people – visitors and exhibitors alike.”

Colin Schwab, national account manager, CuddleCo

Above: The show opened several promising business leads for CuddleCo.

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NielsenIQ’s Emma Wade provides the latest update on the total Baby Care market for September 2025, with a focus on how sales events are impacting market dynamics in the month of July

THE GROWING IMPACT OF SALES EVENTS ON JULY’S MARKET PERFORMANCE

Our most recent technology and consumer durables sales data for Total Baby Care, January to September 2025, shows a market struggling to maintain stability. Value spent during this period is down 3.3% versus 2024. This is in part due to price, which has dropped 4% in the same time frame. Volume, on the other hand, remains stable at +0.7% growth versus January-September 2024. There are two reasons for this. Firstly, consumers are waiting for promotional periods to make bigger purchases, which is driving a decline in value. Secondly, we may be seeing the start of a trend of trading down from premium to more affordable and mid-level price points.

At the online and in-store level, we see varying trends. Online value between January and September 2025 remained stable at 0.7%, while volume grew by 5.6%. In-store sales declined 8.8% in value and 10.5% in volume. This could partly be due to in-store prices rising by 1.9%, while online prices have declined by 4.6%.

Our analysis shows that the consistently low value growth and the high increases in volume across the total market - and online - are driven by sales events like those in July.

In July 2025, the total Baby Care market posted a 6% decline in sales value, while volume rose 5% year-onyear. The decline in value was largely driven by a 11% drop in average prices. Meanwhile, for online sales, value remained stable at 0% and volume increased by 12%. The average price was down 11%. In comparison, in-store sales value declined 13% as volume held stable at 1%. The 13% decline in value was driven by a 13% decline in average price.

In the first three quarters of any year, July is not necessarily the biggest month for sales by value or volume. At a total level, the value spent in July is equal to January sales, although volume is slightly higher. Online value tends to be the highest in July, and in 2025, volume was also higher. This is different from previous years, when volume was either similar to or below January’s results.

THE IMPACT OF DISCOUNTING

When looking at sales volume with a 10% or more discount in July 2025, there was a rise in both online and in-store purchasing. Online volume rose by 22% while in-store volume grew even faster at 39%. This uptick does not necessarily mean there were more promotions in-store than last year, but it certainly indicates that more people were waiting for and searching for those deals in July 2025 than in July 2024. The absolute volume purchased with a 10% or more price cut is the same online as in-store, meaning instore sales events are keeping up with demand driven by online promotions. In comparison, items with little to no price cut (a discount of up to 9%) saw online volume grow by 7% year-onyear, whereas in-store volume dropped by 9%.

Despite the dramatic year-on-year growth in volume purchased at discounts in both online and in-store sales, volume sold with a price cut of 10% or more accounted for only 35% of overall online sales in July. In comparison, it's 28% for in-store purchasing, which has risen by eight points year-on-year after a poor performance in 2024. Online, the increased share of volume purchased with a price cut is not the highest in the year, as November delivers higher shares sold on promotion due to Black Friday. The average volume share brought with a discount online in months without notable sales events is around 27% to 28%. For in-store, the 28% volume share from purchases with a 10% discount or more is closer to the share in months without promotions, as the average volume purchased with a 10% price cut or more in no-promotion months is around 26%.

WHAT THE FUTURE BRINGS

Sales events in July will continue to drive volume, especially as more spending migrates online and consumers wait for sales events. This will continue to cause disruption in-store, in particular, as volume sold without a notable discount will continue to decline.

With a reputation built on over 90 years of craftsmanship and forward-thinking design, iCandy continues to push boundaries in both form and function. For director of product and design Paul Walker, the formula for success is simple: “We believe every iCandy product should be innovative, stylish and thoughtfully functional. It’s about making everyday family life easier, without compromising on design.”

That blend of practicality and premium appeal continues to keep iCandy at the forefront of the nursery sector and in high demand among retailers, with 2025 showcasing the brand’s ongoing ability to evolve, excite and set new benchmarks in nursery design.

“This year has been incredibly exciting for the iCandy team,” Paul explains. “Launching the iCandy Pip was a proud moment for us. It was our very first pushchair in the compact fold category, and seeing how well it has been received by retailers and consumers has been incredible.”

The Pip has been a commercial

and critical success, underlined by its Gold win at the prestigious iF Design Awards. “It was fantastic recognition for our focus on design and innovation,” Paul adds. “Retailer feedback has been outstanding, both at the Kind + Jugend Show and the Harrogate Nursery Fair. They were genuinely enthusiastic about our latest collections and shared how much parents love the practicality and design of our pushchairs.”

Behind the scenes, iCandy’s design process combines observation, research and global trend insight.

“At iCandy we draw inspiration from everyday family life, watching how parents and children use our products and spotting opportunities to make parenting easier and more enjoyable,” Paul says. “Our team also keeps a close eye on global design and lifestyle trends, attending industry shows and broader events such as Milan’s Salone del Mobile and previously, the Geneva Motor Show.”

This outward-looking approach ensures iCandy’s products continue to stand out on the shop floor. Paul explains: “Exploring interiors, fashion and innovations and collaborating with international partners helps us

iCANDY'S YEAR OF INNOVATION

stay ahead of the curve and ensures our pushchairs are contemporary, stylish and highly functional. Both consumer and retail feedback play a huge role in shaping our products… we ensure every product is thoughtfully crafted, intuitive and genuinely useful for modern families.”

Aesthetics remain central to iCandy’s appeal, with careful consideration given to every finish and texture. “What sets iCandy products apart are the thoughtful visual details and premium finishes that combine style with functionality,” says Paul. “From carefully selected fabrics and textures to elegant trims, colourways and subtle design accents, every element is considered to create a cohesive, sophisticated look.”

While style drives showroom impact, it’s engineering that secures long-term loyalty, Paul states. “For us, engineering and design go hand in hand. We’re constantly innovating to ensure our pushchairs are lightweight, easy to use and built to last.”

Technical developments continue to excite the team. “We’re exploring new materials and technologies that improve both strength and weight,” Paul notes. “Advanced Few nursery brands balance design integrity, engineering precision and retail success quite like iCandy. As the British pushchair specialist wraps up another standout year, director of product and design Paul Walker reflects on a buoyant 2025, marked by award wins, commercial momentum and a clear vision for 2026 and beyond.

Inset: Paul Walker, director of product and design, iCandy.

JANUARY: CURATED COLOUR

Kicking off 2025 in style, the Orange 4 debuts in Glacier, a showstopping cool colourway that brings contemporary elegance to the brand’s most versatile pushchair. January also sees the introduction of the new Peach 7 EDITIONS Collection, which showcases iCandy’s timeless design ethos with three elegant colourways – Biscotti, Coco and Pecan. Each features a bespoke chassis and perfectly coordinated details for a cohesive, high-end finish.

MAY: STYLE TO GO

iCandy debuts Pip, its much-anticipated compact stroller. Designed for the modern family who refuse to compromise on convenience, style or functionality, the IATA cabin approved* design weighs just 7kg, features a one-hand, ultra-compact fold and comes in chic Limestone, Black, Sunset, Latte and Sage colourways. Winner of a prestigious Gold iF DESIGN AWARD.

OCTOBER: NATURALLY CHIC

Porcini, a new taupe-toned colourway, joins iCandy’s flagship Peach 7 pushchair range. Paired with a sleek Jet Black chassis, Porcini draws inspiration from luxury design and natural, calming hues, offering a neutral yet sophisticated aesthetic.

*Check with individual airline.

alloys, high-performance fabrics and innovative wheel designs all contribute to a superior ride. What excites us most is finding ways to combine cutting-edge engineering with effortless usability.”

Sustainability, meanwhile, is becoming increasingly central to iCandy’s brand story. The launch of its IMPACT Team has been a major step forward, not just in environmental initiatives but also in community and charitable engagement. Circular design

2025 LAUNCHES

MARCH: NEXT-LEVEL LUXURY

Taking inspiration from high-end fashion and technology brands, Peach 7 STUDIO aims to redefine luxury with meticulous attention to detail, premium finishes and unmatched functionality. The new design includes a unique fabric exclusive from iCandy – a blend of textured leatherette and embossed soft-touch material that ensures both durability and comfort.

JUNE: AN ELEVATED ESSENTIAL

A lightweight, multi-use carrycot stand that combines sleek design with everyday practicality, iCandy’s new matte black MiStand is compatible with all iCandy pushchairs, and offers an overnight sleeping solution when used with iCandy’s approved carrycots. Its foldable frame, removable storage basket and non-slip feet make it ideal for travel or home use.

principles are already in motion through projects like the awardwinning iCandy ReGen concept. “Through initiatives like the ReGen pushchair, we’re exploring innovations that extend the life of our products without compromising quality,” Paul says. “Our marketleading 5 Year Warranty and iCandy iService are key pillars in this strategy, helping pushchairs stay in use for longer and reducing landfill.”

Looking ahead, retailers can expect more of the same iCandy

magic in 2026 – with a fresh twist. “We’re really excited about what’s ahead in 2026,” Paul says. “Retailers and consumers can expect fresh innovations, new colourways and thoughtful updates across our pushchair collections and beyond. While we can’t reveal everything just yet, we’re focusing on designs that make life even easier for parents, with versatile features, practical upgrades and style-led touches that reflect current and upcoming trends.”

together the great and the good from the nursery, toy, licensing and retail fields on Tuesday 11 November, with some 400 execs packing into the Royal Lancaster

The drinks reception was sponsored by apparel licensee TDP Textiles, with head of licensing Dean Greasley and ceo Brian O’Connor pictured here.

Below right: CBeebies presenter Nigel Clarke did the honours in drawing the winning raffle tickets, joined by Max Publishing’s group editor, Samantha Loveday.

Bottom: Jack Skipper was the host with the most for the afternoon.

Inset: All of the winners came to the stage to celebrate at the end of the awards, along with host Jack Skipper and the PPS team.

Below: The tables were adorned with nightlights from Trixie, while Little Brother Books kindly sponsored the menus.

Inset: Bluey was the ‘chief greeter’ as guests arrived at the Royal Lancaster London.

Inset: The traditional PPSA goody bags - kindly provided by Character.com - went down a storm with guests.

Inset: Musical duo Moondance kept guests entertained during the drinks reception and lunch.

Inset: Luke Burns, Kayleigh Walker and Tom Nash from Cybex were all smiles in the drinks reception, and also kindly sponsored the light boxes and table numbers.

enjoying the pre-awards drinks reception.

Left: Progressive Preschool’s Jo Cassidy presented Blade & Roses’ Amanda Peffer with her raffle prize.

Above: The Insights Family’s vp of marketing, Sophie Tanner (left) presented Asda’s Lois Lewis, the winner of Higher or Lower, with her prize.

Below: (left to right) Rainbow Productions’ Simon Foulkes, Max Publishing’s Ian Hyder, Mel Beer from Solent Group, Hasbro’s Pippa Woods and David Scott, treasurer of The Light Fund.

Above left: An award winning group (left to right) My Carry Potty’s Amanda Jenner, Elliot Bishop from bébélephant, ebebek’s Burcu Calin and Feyza Bayindir with Darren Jenner.

Above right: (left to right) Galt’s Jacqueline Taylor-Foo, ebebek’s Burcu Calin and Feyza Bayindir, with Azaria PR’s Emma Waterﬁeld, Alice Greenham, Emma Wardle and Amber Steventon.

Below: Harrogate International Nursery Fair’s Simon Anslow, Adrian Sneyd and Elaine and Robert Anslow were joined by guests Hannah McAdam and Emily Heseltine from Low Proﬁle Holdings, Samantha and Andy Crane from BabyStyle and Elmer Marketing’s Vicki Marler-Hausen.

Inset: (left to right) iCandy’s Fran Dawson, Anna Owers, Mariana Poli and Alexander Appel.

Above: Lauren Cesi and Fiona Suffield from Avionaut were all smiles in the drinks reception.

Below: Hasbro continued the celebrations for the arrival of Baby Evie at the awards.

Best

SPONSORED BY

WINNER

SPONSORED BY

Presenting the

Initial reaction: “It's an absolute honour to accept the award for Best Supermarket Retailer this year. Preschool is an area of particular focus and strength across Asda and George and this award is testament to all the incredible teams across our business that work to deliver the most credible and thought through product range for our super important tiny preschoolers and their care givers.” Vicki Radford, buyer - kids brands and charity and licence, Asda

Best Multiple Retail of Presool Produs

Initial reaction: "It’s such an honour to receive this award. We’re deeply grateful to our talented team and loyal customers for making this possible. It’s a celebration of everyone who helps bring joy to children every day.”

Sinead Byrne, European marketing director, Smyths Toys Superstores

Below:

first award of the afternoon was Charlotte Hyson, director, retail and marketing UK.

Above: Asda’s Lois Lewis, Vicki Radford and Venetia Hammonds collected the trophy.

Right: Tessa Clayton collected the accolade on behalf of Smyths Toys.

Left: Presenting the award was Misirli’s head of licensing, Christine Roberts.

Best Mixed Category Retail of Presool Produs

WINNER

Blue Diamond

Initial reaction: “We were delighted to receive Best Department Store Retailer of Preschool Products at the Progressive Preschool Awards again this year! We are so glad that the nursery, toys and preschool ranges that we carefully curate for our customers, as well as our service is being recognised.”

Roseanne Winthrop, buying manager, John Lewis & Partners

Right: Jo Pilcher collected the trophy on behalf of Blue Diamond.

Far right: Rainbow Designs’ md Anthony Temple did the honours with the gold envelope.

Far right: The John Lewis & Partners team – Lynne Bools-Roberts, Roseanne Winthrop, Rosy Dawkins and Alan Wright - were all smiles collecting their trophy.

Below: Sarah Salmon, divisional kids nightwear manager at Blues Group, presented the award.

WINNER

Best Online Retail of Presool Produs

Character.com

Steve Hewitt, ceo, and Karen Hewitt, chief of retail and licensing, collected the award for Character.com.

Aykroyds’ head of licensing, Robyn Cowling presented the trophy to the worthy winner.

Initial reaction: “We’re absolutely over the moon to have won Best Online Retailer at the Progressive Preschool Awards. This recognition means so much to us. Steve and I are always incredibly humbled and proud of the amazing Character.com team; their hard work, creativity and passion shine through in everything we do. A huge thank you to everyone who supports us and believes in what we do, our customers, partners and friends in the industry.” Karen Hewitt, chief of retail and licensing, Character.com

SPONSORED BY

Winstanleys Pramworld

Best Indepdt Nsy Retail

WINNER

Initial reaction: "This award isn’t just about us - it’s a celebration of our team and the amazing families we’re lucky enough to support every day. At Pramworld, we’ve always wanted to do more than sell products; we want to offer guidance, reassurance, and honest advice that families can trust. We never work to sales targets, so our focus is always on what’s right for each family. Being recognised as the UK’s Best Independent Nursery Retailer is incredibly special, and it means so much to know that the care we put into helping parents really makes a difference."

David Winstanley, director, Pramworld

Right:

Left:

Left: David Welsh, Joie’s md, did the honours with the gold envelope.

Right: Winstanley’s managing director, David Winstanley took to the stage to collect the trophy.

SPONSORED

Best Indepdt

WINNER

Little Dots, Stone

Anne

Initial reaction: “Thank you so much for our wonderful award; it means the world to us.”

Samantha Rowley-Corns, Little Dots

Best Indepdt Toy Retail

Initial reaction: “We are so proud to have been in the same category as so many awesome humans who know just how hard it is to run a small business in these very weird times. To win was the icing, the cherry and the cream on the cake! We really didn't expect it and we are so grateful. Just blown away. Thank you.”

Giovanna D’Urso and Chris Songprasert, owners, Chalkboard

Right: Samantha RowleyCorns from Little Dots was delighted to collect the award for Best Independent Apparel Retailer.

Below:

Bradford, commercial director at Difuzed, was the bearer of good news for the winner.

Left: Giovanna and Chris, owners of Chalkboard, couldn’t hide their excitement on stage.

Below: Representing WOW Toys, Karen Clarke, UK brand director at Smart Toys & Games, presented the award.

SPONSORED BY

WINNER

Little Acorn Gifts, Halifax

Best Indepdt Giftwe Retail

Initial reaction: “I am still on cloud nine; I couldn't believe I was a ﬁnalist, let alone a winner. I am so grateful and honoured for the nomination and to the judges for choosing my little shop. It was a wonderful surprise and greatly appreciated after a very tough year for everyone in retail.”

Gillian Wade, owner, Little Acorn Gifts

Best RetailNewcom

Initial reaction: “Attending the Progressive Preschool Awards for the ﬁrst time was truly special for us. We are incredibly honoured to take the ‘Best Retail Newcomer’ award home. At ebebek UK, our mission has always been to support every baby and every parent with expertise, care and a warm, welcoming store experience. This recognition motivates us even further as we continue building our Barents (Baby + Parents) community in the UK.” Burcu Almali Calin, head of international marketing, ebebek

Above: Sue Marks, editor of Progressive Gifts & Home, collected the award on behalf of Little Acorn Gifts.

Below: Nicola McQuillan, joint md at H&A, was on hand to present the trophy.

Right: ebebek’s Feyza Bayindir and head of international marketing, Burcu Calin were pleased to accept the trophy.

SPONSORED BY

Below: The sponsor of this award was Let’s Go See, with founder Rob Johnson doing the honours by announcing the winner.

Best Retail Initiative

WINNER

Peppa Pig Evie Pig campaign with Smyths Toys

Initial reaction: “The ‘Evie Pig’ campaign with Smyths Toys was such a standout moment for us. Smyths played a huge part in introducing Baby Evie to fans for the very ﬁrst time, from product exclusives to helping us reveal her gender. Their creativity and enthusiasm helped make the reveal feel fun, surprising, and completely true to Peppa’s world. We’re so proud to share this win with them.” Sally Carnota, director, licensed consumer products, UK & EMEA, Hasbro

Above and below: Hasbro’s retail development manager, Tasmyn Knight, and senior director UK and Ireland, Joe Havenhand-Beal, were pleased to have the trophy in their hands. SPONSORED

Below: Thomas Merrington, creative director, presented the award on behalf of Penguin Ventures.

Exper t s in all our One creative team

Specialists in cross categor y ranges

O ur newest licenses

@bluesgroup #myblues

@bluesnight wear #bluesnight wear

Best Presool Appel Rge

WINNER

Bluey Daywear Range for M&S from Aykroyd & Sons

Initial reaction: “We’re very proud to have received this award; it means so much to us as a company, especially when up against such strong competition.

So many people put in an incredible amount of work and effort to achieve the best in the business, and we’re extremely grateful to all our staff for always giving their all.”

Fﬁon Aykroyd-Davies, md, Aykroyds

Left: The team at Aykroyds, M&S and BBC Studios took to the stage to accept the trophy.

Above: Sion Aykroyd and Claire Donaldson from Aykroyds and M&S’ Leanne Hayes were delighted with the win.

Left: Sally Carnota, director, licensed consumer products, UK & EMEA, presented the award on behalf of Hasbro.

Best Licsed Toy Rge

Initial reaction: “We’re so proud that our Heinz range has been named Best Licensed Toy Range this year. It’s a real honour, especially when we were up against some really tough competition. The award is a true testament to the creativity and hard work of our amazing team - and the incredible partnership we’ve built with Heinz.”

Simone Inskip, marketing manager, Casdon

Heinz Play Food Range from Casdon

Left: Julie Kekwick, head of licensing for hardlines, did the honours with the gold envelope for category sponsor, BBC Studios.

Below: Casdon’s head of R&D, Alex Reynolds, and marketing manager, Simone Inskip were honoured to collect the accolade.

Best Non-Licsed

Toy Rge

WINNER

BIG Activity Range from Plus-Plus

Initial reaction: “Plus-Plus is truly honoured to receive the Progressive Preschool Award for our BIG Activity Range in the Best Non-Licensed Toy Range category. This recognition means a great deal to us and is testament to the Plus-Plus spirit of open-ended play and nurturing creativity. A huge thank you to everyone who has supported us along the way.”

Claire Coekin, commercial director, Plus-Plus

Above: A former recipient of the Outstanding Achievement award, director of affairs and special events at the BTHA, Majen Immink presented the trophy.

Below: Plus-Plus’ commercial director Claire Coekin was proud to display the trophy. SPONSORED

Best EM or Educational Rge

tickit Wooden Building Gem Blocks Super Set from Commotion

Initial reaction: "We are truly honoured to receive the Best STEM or Educational Product. Our gem block set embodies our commitment to fostering creativity and critical thinking. We believe that play is a powerful tool for education, and this recognition inspires us to continue developing innovative products that ignite curiosity and spark imagination in every child." James Shepherd, ceo, Commotion

Below and right: Commotion’s James Shepherd, Andrea Storer and Honor Davidson took to the stage to accept the award.

Right: Dr Amanda Gummer was on hand to present the award.

Best Presool Home or Fnite Rge

Initial reaction: “While I was the one holding the trophy, the real applause goes to our incredible team. Their care, creativity and relentless hard work are what make our ranges stand out. Every detail reﬂects their passion - and this award is a testament to that.

A huge thank you to our brilliant retailers, too. You’re the ones who bring these products to life for families everywhere. And we’re not stopping here… roll on 2026! With nearly 250 new products on the horizon, let’s see what else we can achieve together.

To the team: you’re amazing. To our partners: thank you for your support. Here’s to pushing boundaries and creating even more magic.”

Marc Kelly, md, CuddleCo

Right: Project Baby’s editor in chief, Natasha Hewett presented the award.

Clara Cashmere 3 Piece Nursery

Left and below: CuddleCo’s head of independent trade, Steve Smith, md Marc Kelly and sales director, Chris Armstrong accepted the award from category sponsor, Natasha.

Best Presool Gift Rge

Initial reaction: “We were absolutely thrilled to win the Best Preschool Gift Range, on behalf of the fabulous team at Eleanor Bowmer and so proud of the gift range we have jointly produced.

We would like to thank the Progressive Preschool team for a fantastic event; it was a great afternoon.”

Tracy Robinson, md, Woodvale Studios

Eleanor Bowmer Baby and Nursery Gifting Range from Woodvale Studios

Left and below left: Woodvale Studios’ Vicki Prince and Tracy Robinson were thrilled with the win.

Below: Holly Miller, international publishing manager at Moonbug Entertainment, presented the award.

Best Presool Plishing Rge

WINNER

The Adventures of Paddington Publishing Range from HarperCollins

Initial reaction: “I was absolutely delighted to scoop the award for Best Preschool Publishing Range for The Adventures of Paddington at the PPSA. It was my birthday and what better way to celebrate than with a surprise win!”

Annabel Walwyn, editorial director, HarperCollins

Above and right: Annabel Walwyn, editorial director at HarperCollins, stepped off the page and onto the stage to accept the award.

Right: Co-director of London International Stationery Show, Warren Lomax told us who had a winning way with words in this category.

Best C Seat Rge

WINNER

Nuna ARRA Flex + BASE Curv from Allison Baby

Initial reaction: “We were absolutely thrilled to win the Best Car Seat Range award for our superb Nuna ARRA Flex + BASE Curv it was such a proud moment for the entire Nuna team. Being recognised alongside some incredible names within the industry made it even more special. Having only joined Nuna as marketing lead in June, it was an honour to witness such an achievement for such a prestigious accolade within the nursery sector. I’m really looking forward to continuing our partnership with Progressive Preschool in the years ahead and to celebrating many more successes together.”

Ashleigh Bernstein, UK marketing lead, Nuna

Right and below right: Dee Leonard, global fashion design director and Ashleigh Bernstein, Nuna UK marketing lead accepted the trophy in this category.

Left: Category sponsor, Jane Pavia from Vista PR, told us who was sitting pretty.

Best Wheeled Goods Rge

Initial reaction: “We are absolutely thrilled that the CYBEX Balios S Lux has been recognised at the Progressive Preschool Awards. The win is a testament to our commitment to combining style and safety and we’re proud to see the passion also being celebrated by the industry. A heartfelt thank you to the judges and to everyone who put on an amazing ceremony.”

Luke Burns, general manager UK & Ireland, Cybex

Balios S Lux from Cybex

Left and above: Luke Burns, general manager UK & Ireland, Cybex made his way to the stage to collect the award.

Right: Adrian Sneyd from category sponsor Harrogate International Nursery Fair did the honours with the gold envelope.

@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.

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.

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.

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

Brought to you by the publishers of

ADVERTISING AND COMMERCIAL:

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:

Jacqui Parr jacquip@max-publishing.co.uk

Sam Loveday saml@max-publishing.co.uk

EDITORIAL AND CONTENT

Sam Loveday saml@max-publishing.co.uk

Tessa Clayton – tessac@max-publishing.co.uk

Preschoolnews.net is published by preschool sector experts…

Best Presool Esstials Rge

WINNER

Natural Beige Potty from My Carry Potty

Initial reaction: “We are so thrilled to receive this prestigious award from Progressive Preschool! This recognition means the world to our team, and we want to sincerely thank everyone who voted for My Carry Potty and believes in what we do. The awards event was absolutely spectacular - wonderfully hosted and ﬁlled with so many inspiring people and brands. We feel honoured, energised and excited to continue creating products that support families throughout their potty-training journey.” Amanda Jenner, founder, My Carry Potty

Above and nelow: Founder of My Carry Potty, Amanda Jenner, was clearly over the moon with the win.

Below: Bump PR’s account director, Chloe Ward, did the honours in announcing the winner.

Best Inft Developmt Rge

WINNER

Janod Pure Wooden Bear Busy-Board from Juratoys

Initial reaction: “On behalf of Juratoys and the Janod product development team, we are absolutely delighted and honoured to receive the Progressive Preschool Award for Best Infant Development Range for our Janod Pure Wooden Bear Busy-Board. This recognition is a wonderful celebration of our passion for creating beautifully designed, high-quality toys that inspire discovery and support children’s early learning and development. A huge thank you to the judging panel and to everyone who continues to believe in the value of play… it means the world to our team.” Michelle Probert, sales and marketing manager, Juratoys

Above and left: Michelle Probert, sales and marketing manager, said she was “absolutely delighted and honoured” to accept the award.

Below: Adeline St John, marketing manager at BioGaia, presented the penultimate product award.

e Eco Awd

WINNER

EarthSmart Range from Vital Baby

Initial reaction: “We’re super happy to have taken home The Eco Award! EarthSmart started out as a wild concept, and in the short time since its launch has been continuously recognised as a game-changing, ecoinitiative. A huge thank you to the Progressive Preschool team, the judging panel and the ﬁerce competition we were up against - we’re very grateful to have been recognised.”

Hannah Juniper, brand development manager, Vital Baby

Left and below left: Dean Tollman and Hannah Juniper from Vital Baby proudly accepted the award.

Below: Poetic Brands’ design manager, Terry Kinnersley was ready to tell us who is making an impact.

Media Impressions for Baby Evie!

Impressions

Winner! Best Preschool Retail Initiative: PEPPA PIG “Evie Pig” campaign with Smyths

Winner! The Marketing Award: PEPPA PIG “PIG Changes” from Hasbro

e Mketing Awd

WINNER

Peppa Pig

‘Pig Changes’ from Hasbro

Initial reaction: “Hearing Peppa Pig called out twice on the night was such a joy. Introducing Evie and shaking up a brand that’s been loved for 20 years was deﬁnitely a risk, but it felt like a far greater risk not to evolve. We’re so happy with how the ‘PIG Changes’ campaign landed. It brought a fresh energy to Peppa Pig while keeping all the heart and humour fans love, and seeing that recognised with The Marketing Award means a lot to everyone who worked on it.”

Sally Carnota, director, licensed consumer products, UK & EMEA, Hasbro

Above and left: Hasbro’s Sally Carnota, Esra Cafer and Cat O’Brien were proud to have the Pig Changes campaign recognised.

Below: Amber Steventon, md at Azaria PR, ready to announce the winner.

Best Wholesal or Distributor of Presool Produ

WINNER

bébélephant

Initial reaction: “The PPS Awards are always a highlight of our calendar. The event brings our amazing industry together – with great food, wine and entertainment. This year was special for us, having been awarded the coveted accolade of Best Distributor, amongst strong competition. Whilst we are obviously overjoyed beyond words, we dedicate the award to our cherished brands who trust us with their superb product to place in UK retail – well done to all.”

Elliot Bishop, md, bébélephant

SPONSORED BY

Above and below left: Elliot Bishop, md, proudly collected the award for bébélephant.

Below: Tessa Clayton was pleased to present the trophy to the deserving winner.

WINNER

Andy Crane, BabyStyle

Initial reaction: “I would just like to say what a lovely day it was and especially topped off with being honoured with the Outstanding Achievement Award. This was truly a surprise and I genuinely couldn’t be happier to receive this accolade. The words from Rob were absolutely wonderful and actually made me feel very proud and quite emotional.”

Andy Crane, md, BabyStyle

Far right: Andy accepted the award with his wife, Sam, by his side.

Below: Max Publishing codirector, Rob Willis, presented the award on behalf of category sponsor, Toymaster.

SPONSORED BY

Far right: Manager of global insights, Charlotte Bowley, accepted the award on behalf of The LEGO Group.

Below: Sophie Tanner, vp of marketing at The Insights Family, named the winner of the special consumer award.

From smart baby monitors and sleep aids to interactive toys that turn screen time into letting-off-steam time, hi-tech gadgets are fast becoming essential companions in parents’ and little ones’ day-today routines. PPS speaks to some of the leading brands and retailers driving innovation in this fast-evolving sector.

STAR TECH

As global buyer at retailer ebebek, Rasim Tamer Guzey has seen first-hand how nursery technology has transformed the early years’ experience for families.

“As a retailer we’re seeing a strong move toward connected parenting tech that syncs with smartphones or apps to provide insights and reassurance, from sleep tracking to feeding logs,” he says. “There’s also a growing focus on sustainability, with more energy-efficient devices and products designed for longer use.”

Among ebebek’s top performers are smart baby monitors – particularly video and Wi-Fi connected models – alongside food preparation equipment such as bottle warmers and sterilisers. “Sound machines and white noise devices are becoming increasingly popular with modern families too,” Rasim adds.

Success lies in simplicity, Rasim asserts. “The best nursery tech products combine trust, ease of use and real-life usefulness. Parents aren’t looking for flashy features; they want reliability, safety and intuitive design

that makes daily routines smoother. For new parents especially, tech should reassure, not overwhelm.”

Mike Acton, category sales director at RKW, the UK and Ireland distributor for the Hubble brand, agrees. “The best products solve everyday problems while being compact, portable and easy to use,” he states. “Parents today want genuine support systems that help them feel more confident, less anxious and more connected to their little one.”

innovation, the Go Baby series, represents what Mike calls “a real leap forward” in how parents experience peace of mind.

Mike explains: “It’s the world’s first modular and portable monitoring system, which means families can build their setup according to their needs. They might add an extra camera, a portable all-day battery for trips away, or even another parent unit – all connected through the same app. The system combines advanced alerts such as cry detection, rollover and covered-face notifications with true portability, so parents can get on with their day while staying connected and reassured.”

Reassurance is also the name of the game for Maxi-Cosi, whose See2 Pro Baby Monitor – part of the brand’s Connected Home range of smart products –features BreatheSafe technology. “It monitors baby’s breathing and alerts parents to any

Left: The Formula Pro Advanced from Baby Brezza mixes, heats and dispenses formula to the perfect consistency and temperature.

Above: With Maxi-Cosi’s Soothe Pro, parents can tailor their baby’s sleep environment remotely via an app.

Right: Hubble’s modular Go Baby series allows families to build a monitoring system according to their needs.

irregularities,” says Nicola Coletti, marketing manager UKI. “In the same range, the Soothe Pro offers appcontrolled customisation, enabling parents to tailor the sleep environment from anywhere using intuitive app controls.”

To support this innovation at retail, Maxi-Cosi’s training team provides comprehensive education for in-store staff. “Unboxing and showcasing the tech first-hand is one of the best ways to bring these features to life,” Nicola notes. “We often demonstrate the ‘face cover’ notification that appears on the See2 Pro parent unit. Seeing it in action helps parents understand the value of the technology immediately.”

Endorsement is another vital driver of trust, says Joel Lucy, ceo and founder at Jigsaw Brand Consultancy, which works closely with VTech and LeapFrog.

“Accolades such as awards, press coverage, influencer activity and parent reviews provide reassurance and help customers narrow down their choices when shopping for tech products,” he explains. “The VTech RM7766HD Over-The-Cot Ultra Smart Video Baby Monitor has won five awards since launch, including a coveted Mother & Baby Gold for Best Baby Monitor, while the LeapFrog LF4917 Smart Monitor has collected three awards this year alone.”

Another VTech model, the RM7787HD, demonstrates how smart tech can balance top of the range features and affordability. “It offers a 7in HD display, mobile app control, two-way talk, night-light and soothing sounds, but at an incredibly competitive price,” says Joel. “Parents can even take photos and videos directly from their

phone. It’s an all-in-one solution that genuinely adds value to everyday parenting.”

Of course, innovation must still align with household budgets, points out

Luisa Rollins-Svensson, consumer and trade marketing manager at Graco UK. “Parents are looking for products that make their dayto-day life more convenient while offering value for money,” she explains. “Budget-savvy shoppers want the latest features and benefits, but they’re mindful of cost as many families continue to feel the pinch.”

Next-gen playtime

A leader in electronic learning toys, LeapFrog launched its latest innovation, LeapMove, in summer 2025. The motion-based learning system for kids aged 4+ comes preloaded with over 25 educational games that combine full-body movement with curriculum-based play, with three learning levels to suit children of different ages and skill levels.

The product underwent a rigorous development and testing process, LeapFrog’s UK marketing manager Rebecca Lazarus explains: “By involving learning expert Dr Pamela Gourley-Delaney and achieving the endorsement of 96% of teachers who recommend LeapFrog to parents, families can be reassured that this is screen time with genuine developmental benefits. For retailers, these expert endorsements and widespread teacher support position LeapFrog as a standout brand that parents trust to deliver meaningful early learning experiences.”

One of Graco’s latest launches is the Eluma Sway. A compact and portable swing seat, it features Cry-Detection technology, an AI-powered system that recognises a baby’s cries and automatically selects from thousands of sound and motion combinations to calm them.

“It’s been really well received by parents and retailers,” Luisa says. “And there’s another Eluma

For Leonie Hayward, marketing manager at Cheeky Rascals, technology’s role in the preschool space lies in helping create connected ecosystems that make family life flow. “For

example, by preparing bottles and handling washing, sterilising and drying automatically, the Baby Brezza Formula Pro Advanced and Bottle Washer give parents back precious time,” she says. “Similarly, Owlet offers reassurance through smart monitoring, giving parents real-time insights into their baby’s sleep and wellbeing via the Dream Duo and Dream App. Both brands are trusted by healthcare professionals and recommended by parenting experts worldwide. That expert trust really supports retail credibility.”

It’s fair to say that wherever there’s a parental pain point, there’s a tech product to solve it – whether it’s a baby bath with built-in temperature sensors or a smart stroller like CYBEX’s award-winning e-Gazelle S, an e-powered pushchair which features an in-built rocking function and up-and-downhill assist.

“We’re going to see an even greater increase in nursery tech that saves parents time, enables those precious hands-free moments, and keeps little ones safe,” concludes Graco’s Luisa. “AI opens up the ability for products that intelligently adapt to baby’s specific needs in the moment. It’s an exciting area of development.”

LF4917 Smart Monitor is a three-time award winner.

Left: Graco’s Eluma Sway smart baby swing features Cry-Detection technology.

Right: Rasim Tamer Guzey, global buyer at ebebek.

TECH TOYS

JOIE

Introducing the latest swing seat from Joie, whimsy is perfectly portable no matter where you are. Thanks to a simple wind-up mechanism, with no electricity or batteries needed, your baby can snuggle up in this cosy soother anywhere. Simply turn whimsy’s handle and let the swing do the rest – no need to find the closest plug socket, stock up on batteries or go searching for an extension lead, making it not only easy to use but good for the environment. uksales@joiebaby.com www.joiebaby.com

LEAPFROG

The LeapFrog LF5817HD 7” Over-the-Cot Smart HD Video Baby Monitor offers parents advanced monitoring with peace of mind. Featuring a high-definition display, it pairs with the LeapFrog Baby Care+ app to allow remote access to baby and their surroundings. This all-in-one solution includes a floor stand – no wall installation needed – and can be moved anywhere baby is. Designed for convenience, safety and flexibility, the LF5817HD ensures parents can stay connected at home or away. Launching January 2026. joel.lucy@vtecheurope.com www.leapfrog.com/en-gb/products/baby-care

HASBRO

MAXI-COSI

The PEPPA PIG Amazon Fire Tablet is designed for kids, combining the trusted Fire Tablet experience with Peppa Pig charm. Featuring a kid-friendly case, a large 10.1-inch HD screen, 13-hour battery and 32 GB storage, it keeps children entertained and learning. Includes a 1-year Amazon Kids+ subscription with ad-free books, games and videos, plus robust parental controls via the Parent Dashboard. Comes with a two-year worry-free guarantee and festive interactive Peppa Pig holiday fun.

www.hasbro.com

The intelligent See Pro Baby Monitor is part of Maxi-Cosi’s Connected Home range, linking all smart devices via a single app. Its standout CryAssist function detects a baby’s cries, alerts parents, translates them and identifies whether the baby is sleepy, hungry, fussy, gassy or agitated, even offering soothing tips. Parents can monitor their child in Ultra HD through the 5-inch parent unit or a phone app, ensuring peace of mind and close connection, all with advanced, easy-to-use smart technology. Uk-sales@doreleurope.com www.dorel.co.uk

MAXI-COSI

The Soothe Light & Sound creates a calming, personalised nursery experience. With soothing lights, sounds and lullabies, it helps babies relax and sleep. As children grow, time-to-rise settings teach wakeup routines. Using the Maxi-Cosi Connected Home app, parents can control music, lights and brightness, creating custom sensory scenes. For added convenience, pair with the Maxi-Cosi See Baby Monitor (sold separately) to trigger lights and sounds automatically when the monitor detects baby is awake, supporting a consistent sleep routine.

Uk-sales@doreeurope.com www.dorel.co.uk

POWER MOVES

Across the UK and beyond, CYBEX is laying foundations for its next stage of growth. A new office, new faces and even a glossy flagship store in New York – not to mention a recent PPSA win in the Best Wheeled Goods category – all signal a company confidently evolving while staying rooted in its design-led DNA. PPS sits down with general manager UK & Ireland, Luke Burns, to find out more.

As it positions itself for 2026 and the opportunities the new year might bring, the CYBEX UK and Ireland team has quietly been undergoing a transformation of late. Tash Turner – a familiar figure across the nursery landscape, known for her energy and strategic flair – has stepped into a central role as deputy EMEA PR manager, a position that will see her continue to support the UK market. Meanwhile, the UK division has been strengthened with two new hires who bring fresh perspectives into the fold.

Luke Burns explains: “We’ve welcomed Tom Nash as marketing manager. He joins us after leading trade marketing at Villeroy & Boch Group, and brings a wealth of hands-on brand-building experience. He’s no stranger to the challenge of translating premium design into meaningful in-store moments, which is a skill set that aligns neatly with our wider retail ambitions.”

Joining alongside Tom is Abigail Edwards, who has stepped into a senior specialist role in product and trade marketing. With a professional background that spans both beauty and toys, two sectors where storytelling is everything, she brings a creative energy that the team is already buzzing about. “Her experience managing premium global brands gives her a broad, crosscategory perspective, something CYBEX is increasingly embracing as our portfolio grows,” says Luke.

These people-focused developments have unfolded as the team settles into a new physical home in Rugeley, Staffordshire. The purpose-built office and showroom are a

far cry from a traditional workspace; they’re designed to act as a living, breathing extension of the brand. Early visitors got a taste of this at the first Open House event, where retailers explored product stories, chatted with the team and experienced the environment first-hand. More events and training sessions are already on the horizon.

But perhaps the clearest sign of CYBEX’s trajectory comes from across the Atlantic.

In November, the brand opened the doors to its first flagship store on New York’s Greene Street, an address synonymous with luxury, fashion and design credibility. The launch event, complete with a DJ set and a star-studded guest list, drew widespread attention, not least because it marked music star Cardi B’s first public appearance since giving birth. The global icon was effusive about the brand, calling CYBEX “the Porsche of strollers”.

“The store showcases CYBEX’s philosophy,” says Luke. “It’s sleek, architectural and unapologetically design-driven.”

Taken together, these developments paint a picture of a brand in motion. “Whether it’s nurturing talent, investing in retailer relationships or making a bold statement on the world stage, CYBEX is clearly gearing up for the future,” Luke concludes. “And if the past year is anything to go by, 2026 might be our most exciting chapter yet.”

Below: The CYBEX store in NYC opened its doors in November.

Right: The brand recently welcomed new hires Tom Nash and Abigail Edwards.

Below: CYBEX’s Balios S Lux won Best Wheeled Goods Range at the 2025 PPSAs, with Luke (centre) lifting the trophy on behalf of the team.

NURSERY

HAUCK

The much-loved Highchair Bouncer Eco now arrives in a stunning new Deep Grey, bringing a gentle, modern elegance to every home. While the colour is new, all the trusted benefits remain: sustainable FSC-certified wood, a soft and ergonomic newborn insert and natural bouncing that comforts and supports development from day one. Used alone or attached to the Alpha+, Beta+ or Arketa highchairs, it keeps your little one close, cosy and content. A timeless update to a family favourite.

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

BLADE & ROSE

THULE

Thule introduces Thule Palm, a high-back booster seat setting a new standard for safe, comfortable car travel. Meeting the latest i-Size standards, it keeps children properly seated with a sculpted design and pressure-distributing PUR foam, preventing slouching and maintaining correct belt fit. The 15-step adjustable headrest and intuitive belt guides ensure secure positioning for kids from 100–150 cm. With optional footrest support, Thule Palm improves leg comfort and circulation, combining ergonomic design, safety and long-distance travel comfort that both children and parents will appreciate.

Emma.Peak@thule.com www.thule.com

RKW

RKW and Chicco celebrated a successful Harrogate Nursery Fair with the launch of the Chicco Baby Hug 4-in-1 Armonia, a standout innovation designed to grow with families. Transitioning seamlessly from a cosy crib to recliner, highchair and first seat at the table, the Chicco Baby Hug 4-in-1 Armonia offers style, comfort and versatility in one beautifully crafted design. Inspired by calm Scandinavian interiors, it complements the wider Chicco Armonia collection and reflects Chicco’s ongoing commitment to innovation, safety and family connection. sales@rkwltd.com www.rkwltd.com

Blade & Rose is excited to launch its new Peter Rabbit Collection in early December, inspired by the beloved Beatrix Potter classic. Crafted in soft, gender-neutral oatmeal and white tones, the range combines comfort, practicality and storytelling charm. Featuring embroidered and printed designs, it includes long-sleeve tops, leggings, socks, hoodies, rompers, dribble bibs, pram booties, bobble hats, mittens and muslin squares. Perfect for baby gifting, each piece showcases Blade & Rose’s signature quality, timeless style and attention to detail, making this collection a cherished keepsake. wholesale@bladeandrose.co.uk www.bladeandrose.co.uk

GRACO

The Graco Presti 3-in-1 Highchair offers stylish versatility from 6 months to around 6 years. It transitions from a fully equipped highchair to a toddler low chair and finally a child stool. Lightweight and compact, Presti features a dishwasher-safe tray insert, removable footrest, rubber floor protectors and a machinewashable seat pad. With adjustable tray positions, a secure harness and modern design, it provides comfort and convenience at every stage. Presti blends seamlessly into the home, delivering style and functionality, and at just £60 provides excellent value. uksales@allisonbaby.co.uk gracobaby.eu/uk

TOYS

ORCHARD TOYS

The Orchard Toys Advent Colouring and Activity Book is a festive, fun-filled countdown to Christmas, designed to keep children entertained throughout December. It offers a new activity each day and is packed with colourful illustrations, puzzles, colouring pages and stickers. The book encourages early learning skills such as counting, matching and problem-solving, all while capturing the excitement of the festive season. It’s a joyful, screen-free way to build anticipation in the run-up to Christmas and even includes a Letter to Santa with guaranteed reply. sales@orchardtoys.com www.orchardtoystrade.com

COMMOTION

LITTLELIFE

Ideal for first outings on two wheels, LittleLife’s new Balance Bikes are perfect for little adventurers in the making. Built to handle off-road terrain, the bikes feature reliable pneumatic tyres and smooth 12.5-inch multispoke wheels with premium bearings for a comfortable ride, and are simple to assemble. The adjustable seat grows with your child, ensuring a perfect fit as they build confidence outdoors. Available in two colours, and with coordinating helmets sold separately, these balance bikes inspire fun and adventure all year long. marketing@lifemarque.co.uk www.lifemarque.co.uk

BIGJIGS

Unleash creativity with the KidzMaker Dinosaur Rub Art Studio from 4M. Young artists can bring prehistoric scenes to life by placing paper over the included dinosaur plates and rubbing with crayons to reveal amazing textured designs. With a range of dinosaur patterns to mix and match, kids can craft their own Jurassic masterpieces again and again. A brilliant way to boost fine motor skills, creativity and imaginative play, this hands-on art kit makes a fantastic gift for budding palaeontologists. Ages 4+. Available only from Bigjigs Toys.

sales@bigjigstoys.com www.bigjigstoys.co.uk

Discover the enchanting new tickit Butterfly Lacing Jewels! Smooth, chunky FSC-certified beechwood butterflies sparkling with colourstudded jewels. With double-sided faceted finishes and versatile threading holes, children can lace vertically or horizontally to build fine-motor strength and develop early pre-writing skills. Perfect for counting, sorting, imaginative play and storytelling, each set includes 20 vibrant butterflies, two laces and a cotton storage bag. A beautifully tactile, creative way to let learning take flight. info@commotion.co.uk www.commotion.co.uk

JURATOYS

Kaloo proudly presents its charming Tendresse collection: comforting keepsake dolls designed to be loved from birth. Made from the softest materials and complete with a delicate ribbon necktie, long easy-grip legs and beautifully embroidered details, each doll has its own unique style and personality. Available in nine delightful characters, Tendresse dolls quickly become treasured companions and imaginative playmates. With size options from small to XXL, they’re just as at home on a nursery shelf as they are snuggled in bed or waiting for story time.

Sales@juratoys.co.uk www.kaloo.com

TOAST OF LONDON

Toy Fair acts as the first opportunity of the year for suppliers to showcase their preschool ranges in front of buyers,

retailers, inventors, media, influencers and the wider industry. Ahead of the 2026 show (20-22 January at London’s Olympia), PPS catches up with the BTHA’s Rebecca Deeming-Mitchell to find out more.

The preschool sector continues to be one of the most integral parts of Toy Fair, attracting buyers from nursery and early years retailers to educational suppliers, all seeking to source high-quality and age-appropriate lines,” begins Becky Deeming-Mitchell, senior communications and events manager at the BTHA. “Further to driving attendance and purchasing decisions at the show, the sector also helps shape key retail trends, highlighting the future role that play has in early childhood development.”

Left: Becky Deeming-Mitchell, senior communications and events manager.

Below: Over 40 new exhibitors will be at Toy Fair in 2026, while a new app will also be launching.

Playroom and Buki France among others.

the expansion of STEM-based learning and sensory development, with increasing numbers of exhibitors showcasing a blend of educational and imaginative launches.”

After a successful 2025 event – which saw over 250 exhibitors pack out the Grand, National and Upper West halls at Olympia – the countdown is on for Toy Fair 2026, which returns to the west London venue from 20-22 January.

Becky continues: “Exhibition space at Toy Fair 2026 is now sold out, highlighting the strong momentum within the toy and hobby industry. Registrations are also underway, with visitor sign-ups flooding in. We are proud to encourage and support emerging companies from the industry within the Gold Zone section of the show, set to host an exciting roster of entrepreneurs and start-ups. The area continues to demonstrate Toy Fair’s vital role as both a launchpad for new companies and a powerful networking opportunity for returning exhibitors, and we look forward to seeing what this year will bring.”

2026 will also welcome over 40 new exhibitors to the show floor including Dantoy, Educating AMY, Hooga

One of the most notable additions next year is the new Toy Fair app, says Becky: “Developed to make networking and navigation effortless, the app will allow attendees to pre-schedule meetings, manage diaries and access up-to-date information about the show, including exhibitor lists, floor plans, exclusive show offers, sponsor details and event schedules.”

The Student Design Seminar will also return for the first time since Covid - providing university design students with the opportunity to hear from inventors and in-house designers in the toy industry, to inspire them to consider a future career in toy design – while the

Preschool highlights

“The preschool sector remains one of the most important and dynamic categories at Toy Fair,” says Becky. “From character-led licensed toys to sustainable wooden toys and sensory play products, the diversity of preschool innovation reflects both evolving consumer needs and the strength of this category within the market.

Hero Toys Awards and other themed showcase areas will offer buyers and retailers a quick way to identify stand out launches and promising properties.

“As the preschool market evolves, Toy Fair is well positioned to reflect these changes each year,” Becky continues. “Notable shifts include

Every year, Toy Fair serves as a platform for the industry to grow, develop and most importantly, to connect. “Providing networking opportunities for all of our buyers, licensors, retailers, inventors, media attendees and more, we aim to foster three full days of invaluable collaboration,” Becky concludes. “It’s one of the many reasons why we launched the new app and would encourage visitors to download and engage with this ahead of the show to get the most out of their visit.”

“The 2026 exhibitor line-up reflects this continued strength, with several standout brands leading the way in early learning and play innovation. Exhibiting companies include VTech /LeapFrog, Orchard Toys, Bigjigs Toys, Casdon and Tonies, to name a few. These exhibitors underline why preschool continues to be a vibrant category at Toy Fair and a space where creativity, education and innovation come together.”

Inset: A host of activity will be taking place to mark the 75th anniversary of Spielwarenmesse in 2026.

Nuremberg is set to play host to the 75th Spielwarenmesse from 27-31 January 2026, with the entire city getting involved in the celebrations. PPS finds out more.

75 YEARS STRONG

In 2026, Spielwarenmesse will be celebrating its 75th anniversary, transforming the Nuremberg Exhibition Centre from 27-31 January into a unique showroom for the international toy community.

A raft of activity and events are being planned to mark the major milestone, not just at the exhibition centre but also across Nuremberg itself – dubbed ‘ToyCity’.

The countdown began on 13 November – 75 days before the fair is due to open its doors – with the online magazine Spirit of Play bringing to life the success story that began with the German Toy Fair back in 1950. Every day, stories, facts and background features offer fresh insights into the past, present and future of Spielwarenmesse. At the same time, exhibitors and visitors are being invited to share their own personal stories, except for during the years 2021 and 2022, when the fair could not be held on-site due to the pandemic.

During the event, a variety of special anniversary highlights will look

Travel guide

to ensure ‘unforgettable’ moments. An exhibition with interactive elements, located in front of the centrally positioned Entrance Mitte, will offer insights into the history of Spielwarenmesse and showcase its key milestones: from rapid international expansion and the move to the exhibition centre, to numerous world premieres of products.

The ongoing success story also includes continuous digitalisation and the strengthening of the fair’s strong networking character under the current executive board members Florian Hess, Jens Pflüger and Christian Ulrich.

Numerous exhibitors will also join in the celebrations with their own activities, offering everything from musical performances and creative photo spots through to product testing areas. There are also 15 exhibitors which have been with the fair from the very start.

“We would like to take this opportunity to thank everyone involved for their wonderful cooperation by creating a special atmosphere to

The 2026 fair will also see the return of the Spielwarenmesse bus for participants. Connecting Munich airport directly with the Nuremberg Exhibition Centre, a single ticket will cost €35 and can be booked online at www.spielwarenmesse.de/en/bus until 2pm on the day before travel.

Visitors can also find suitable accommodation via the Revolugo booking platform, which offers a wide range of hotels, apartments and other accommodation options in and around Nuremberg.

The website www.spielwarenmesse.de/en/travel provides a compact overview of all travel options.

make each and every visit to the Spielwarenmesse a unique experience for all exhibitors,” comments Christian Ulrich, member of the executive board at Spielwarenmesse eG.

Digital support

The business platform, Spielwarenmesse Digital, provides trade visitors with optimal support when planning their visit to the fair. In addition to interactive hall overviews, an extensive, filterable exhibitor database is available, which can be used to search for specific companies, products, brands and licences. Once registered, individual appointments with exhibitors can be arranged in advance.

From AI to creativity: ToyTrends for 2026

Two key trends have been identified by Spielwarenmesse’s ToyTrends committee for 2026.

While the first trend, ‘AI Loves (to) Play’, demonstrates how innovative technologies are reshaping play, the second trend, ‘Creative Mindfulness’, focuses on creative approaches towards mindful experiences.

The TrendCommittee’s selection reflects the most important impulses in the industry and provides retailers with guidance on where play is heading in the coming years. The ToyTrends 2026 will be showcased in a special area at the Entrance Mitte of the Spielwarenmesse, with relevant products being displayed on themed islands and further details provided by the ToyTrend lectures in the Toy Business Forum.

CREATIVITY, CONNECTION

AND COMMERCE

Spring Fair is set to enter a new era in 2026, evolving from a traditional marketplace into an immersive experience – a living, breathing celebration of creativity and connection.

For over 75 years, Spring Fair has united thousands of brands, suppliers and buyers to discover, collaborate and shape the seasons ahead. The 2026 edition is aiming to build on that rich heritage with a re-energised visitor experience, an expanded show footprint which includes a dedicated new Design at Spring Fair sector, the Licensing Lab and the return of Glee at Spring Fair, plus a bold new programme of content, networking and design-led innovation.

The Retail Alchemists theme will be brought to life through a number of curated spaces across the show floor. Buyers will be able to explore over 1,200 exhibiting brands and more than one million products across 16 curated destinations, with 38% of products exclusive to the show.

The Kids, Toys & Play destination will host a number of companies directly involved within the preschool space. Brands and companies already confirmed include Aurora World, Bigjigs Toys, Blade and Rose, Blue

Bear & Co, Born Bizzy, Bounce Sales & Marketing, Brainstorm, Coach House Partners, Deyongs, Floss & Rock, Grubbybub, Halilit, Hatley, House of Marbles, Huggables, Inside Out Toys, KandyToys, Keel Toys, Little Paws Big Memories, Orange Tree Toys, Padgett Bros (A To Z), Ravensburger, Thames & Kosmos UK, Ty UK, Wilton Bradley and Ziggle Baby.

Newcomers to the show will include Toy Connect, Dry Kids, The Lucky Bag Company, Finest For Baby, Russko, Selbooks, ABGEE of Ripley, Cozy Time and Make Believe Ideas.

In addition, the new Licensing

Below: Orange Tree Toys is one of the returning exhibitors for 2026.

Spring Fair, the showcase for home, gift and fashion, returns to the NEC Birmingham from 1-4 February 2026 with a bold new creative direction themed Retail Alchemists - Masters of the Mix. PPS finds out more.

New for 2026

Six new feature spaces designed to redefine the trade show experience, blending discovery, innovation and connection, will be introduced.

Highlights include the Digital Foundry (Hall 3a), a sleek innovation lab showcasing AI, e-commerce and retail tech; the Merchant’s Corner (Hall 3), a British high street–inspired space offering live pitch sessions and practical masterclasses for independents; the Design Studio (Hall 6), a trend-led stage and bar for networking within the Home & Interiors sector; the Hidden Forum, a secretive theatre devoted to ideas that move industries with industry leaders; and The Buyers Retreat (Hall 3), a botanical-inspired lounge offering a serene space to recharge and connect.

Buyers interested in other cross-category opportunities will also be able to discover the new Design sector within Home, and the revitalised new Fashion at Spring Fair destination.

Lab will launch in Hall 4, aiming to connect the worlds of licensing and retail in a new showcase, bringing together brand owners, designers, agencies and suppliers.

The other key feature areas of Gift and Home, Beauty &Wellbeing and Greetings, Party & Celebration will also return.

The show will also continue to champion emerging talent through its New Business Pavilions, #SBS Village, in partnership with Theo Paphitis, and the Gift of the Year Showcase.

Inset: The Kids, Toys & Play destination will host a wide range of companies.

Right: Vicky Morley

Vicky Morley, head of brand and creative at Tutti Bambini, on reimagining a legacy brand for modern parents, the joy of seeing new products and campaigns come to life, and why leading with empathy and kindness makes sound business sense.

“I LIVE AND BREATHE COLOUR, DESIGN AND CREATIVITY”

HOW LONG HAVE YOU BEEN IN YOUR CURRENT ROLE?

Since 1 January this year.

WHAT IS YOUR GREATEST ACHIEVEMENT AT THE COMPANY?

Rebranding Tutti in just three months, launching a new website and developing a huge range of products alongside Michael (our md). I know that’s three, but it’s been a whirlwind.

FAVOURITE PART OF YOUR JOB?

I absolutely adore seeing the team’s work come to life, whether that’s a new product, a campaign or a photoshoot. Nothing beats the excitement of watching a vision turn into reality.

WHO IS THE UNSUNG HERO OF THE COMPANY?

Rofina Aryemo, our financial controller, embodies everything Tutti stands for. She’s kind and genuine, yet also incredibly effective and efficient – a rare and brilliant combination.

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

Undoubtedly the closure of Toys R Us and Mothercare. At the time, it felt like the end of the industry, but in reality it levelled the playing field and gave agile independents room to shine. It also accelerated online shopping in our category, which had lagged behind other industries. The last six years have been challenging but vibrant. And now, the rise of AI is transforming our sector; we’ve only scratched the surface, but the future potential is extraordinary.

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

Someone recently said to me: “You can’t take a paracetamol for someone else’s headache.” It really struck a chord. We can all strive to help others, but ultimately we can’t control what’s going on in their head, we can only endeavour to keep ourselves on track.

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

That creative skills are completely transferable. After 20 wonderful years at Cosatto, I lost confidence in myself when I moved to Tutti. But joining an existing team taught me that not only could I thrive in the brand and creative role, but I could also lead with empathy, motivate and inspire. I’ve also learned that it’s better to stay calm and kind in stressful situations, even if it’s not always easy when you care deeply about the work.

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

I’d love to see more women in board-level roles. We’re still an industry selling mostly to women, yet men dominate the boardroom. Nursery is a sector that can feel quite traditional, but I know from experience that women bring emotional intelligence, intuition and sharp decision-making. Our industry would be stronger with more of us at the table.

WHAT THREE WORDS WOULD YOU USE TO DESCRIBE YOURSELF (AND WHY)?

Passionate – I live and breathe colour, design and creativity. Anyone who meets me knows it within minutes. Sensitive –the flip side of passion. I feel things deeply, which keeps me connected and empathetic, but also means I take things to heart. Finally, forward-thinking – I’ve always been able to see the bigger picture and anticipate what’s next, which helps me guide the business and team with clarity.

BEST SELLERS

“We do well with travel systems; people love to have a bundle and these are a great starter for new parents. In the lead-up to summer, compact strollers are very popular. Our best seller ever was the Babyzen Yoyo2, which really peaked about 18 months ago.

TRADE SECRETS

“It has been a challenging 12 months. People’s spending habits are changing, so it can be hard to plan. But mostly it’s been positive. We are learning all the time and using this to move forwards.”

LOCAL SUPPORT

“Our local customers are great. Once they have purchased, they come back for the next car seat or stroller, and so on. Online it’s all about price and speed and there isn’t much loyalty.”

MY BABY STROLLER IN NUMBERS

Based in Edgbaston, Birmingham, My Baby Stroller is a family-run retailer founded by Richard and Laura Smerdon in 2021. Created after their own search for the right baby products proved frustrating, the store offers everything from pushchairs and travel systems to nursery furniture and toys, along with friendly, expert advice to help parents make confident choices.

TREND WATCH

“The car seat has come a long way since we started a few years ago. Size and colour trends have changed as well, from black to greens and beiges – although black seems to be coming back. Bulky travel systems seem to be losing out to more lightweight options.”

IN BRIEF

• “We are a small family business, there are four of us in total.”

• “Average spend online is about £300; in-store, it’s about £1,000.”

• “We had 15 boxes come in yesterday, which went straight out to customers the same day.”

• “We change the window display seasonally. At the moment we have a sparkly white Junama pram for our winter display, covered in toys ready for Christmas.”

• “According to AI, our store is the same size as four adult elephants standing side by side!”

BEING SOCIAL

“We use social media daily to let people know we exist. It’s used to get sales, advertise events and new products and give our shop a personality. It definitely helps us get people through the door.”

BRAND NEWS

“We have stocked Mee-Go, Out n About, iCandy and Mountain Buggy from the start. They have been great; they believed in us and helped us get more brands on board. We have recently added Avionaut. Their expertise on car seat safety is so valuable to our small business and customers love their range.”

ONLINE/ OFFLINE

“I would say our sales are 50/50 in store and online, which is great, but we want the store to be busier. Online is competitive and seems so impersonal. We love seeing customers face to face and helping them find what they need. I love it when they bring their new babies in to see us as well, that really makes it all worth it.”

MY HERO!

“You can’t go wrong with a Joie stroller. Joie is one of our best-selling brands – so easy to sell, great price, great products.”

Above: Cybex and Inglesina are among the many brands parents can browse in store.

Above: Richard and Laura Smerdon set up My Baby Stroller in 2021.

Above: A true one-stop shop, My Baby Stroller also stocks nursery equipment, toys and clothing.

Above: The showroom is spacious enough that parents can test out pushchairs before they buy.