The world seen through the eyes of Joolz. In this issue we'd love to show you our hometown.
The world seen through the eyes of Joolz. In this issue we'd love to show you our hometown.
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Colophon Joolz www.my-joolz.com Milk Design Asterweg 20C-2 1031 HN Amsterdam The Netherlands From November 2009 Nieuwe Herengracht 51 - 53 1011 RN Amsterdam The Netherlands info@milk-design.nl www.milk-design.nl Concept & Design Anothercompany www.anothercompany.org Copy Anna Wouters Illustrations Hennie Haworth www.henniehaworth.co.uk Photography Bas de Boer at Anothercompany www.anothercompany.org Rene Mesman at Fotoformation www.renemesman.nl
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A new day “Hours later, and after making a pit stop at an office bookstore to pick up some pencils and a sketchbook, the first ideas were put on paper”. It all started on a bright and sunny day in 2005. I was invited by a group of friends to celebrate the great weather by cruising the canals in the city centre of Amsterdam on a boat. The group consisted of mainly mums-to-be and people who already had kids and as usual the main topic of conversation was kids and everything connected. The discussion took an interesting turn, we started to imagine the ideal stroller. Being an entrepreneur, I saw an opportunity and I started to pay extra attention. As a lucky coincidence, someone else on board took special interest in that topic too. This was product designer Stan Spangenberg. I have always been fascinated by beautiful and clever design and businesswise I have had a lot of experience in the product development field. Stan turned out to be the person that could realize that beautiful and clever design, and as soon as we connected that afternoon, things really sped up from there. Driven by great enthusiasm we docked the boat and picked up some paper and pencils to capture our initial ideas. We continued and hours later we had our first product meeting by the beautiful undergoing sun.
A New Day
After that inspiring day, many design sessions and lots of field studies followed before we started with the technical drawings. It hasn’t always been easy but the experience of pursuing a wild and spontaneous idea, born on a boat, watching it grow and seeing it become reality, has been fantastic! We started in 2005 with the first designs and after two years of hard work, the first strollers were ready to hit the streets by the end of 2007. Now we needed a name that would honour our product, which we thought was truly beautiful and could be seen as an ornament or a jewel rather than just another useful product. Starting from that idea, coming up with the name turned out not to be difficult at all! With a degeneration, our jewel became Joolz. Now, merely two years after the first introduction of Joolz, we have a new reason to be very excited. Recently, we have technically fine tuned and remodelled the entire product, and we are very proud of the results! The new generation Joolz strollers goes by the name Joolz
Day. It still looks like an ornament, but the technical framework on the inside, is better than ever! Joolz Day is distinguished from other strollers by its signature design, and by all the possibilities and features it has to offer. In September 2009, we will introduce the new Joolz Day to everyone in the baby industry on the Kind und Jugend fair in Cologne. After this event we will deliver our products to carefully selected dealers, who can tell you all about the features that make Joolz so special. This Joolz Journal will introduce you to the designer and get you acquainted with a consumer. For more Joolz information, please visit our website www. my-joolz.com. I hope we can get you as excited about our new Joolz Day as we are ourselves!
Emile Kuenen Founder Joolz Creatively responsible for Joolz
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Kids & t
“There are a million great pl
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Kids & The City
the City
laces for kids in Amsterdam.�
Kids & The City
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Living in the city with kids. Was that a deliberate choice? ‘Yes! Well ok, let’s be honest, Amsterdam of course, is the choice of my boyfriend and me. If we ask our sweet little boys, they would immediately answer they would rather live in the theme park de Efteling! To me the city means freedom, and for children it is a special place to grow up. Where else would they have access to the great variety of people, trams and the children theatre, but also great parks and city beaches? And everything is easily reached on foot or by bike, most of the time within fifteen minutes.’
the Westerpark. And don’t get me started on the wonders of the crocodiles and butterflies in the Artis zoo or the goat farm in the forest Amsterdamse Bos. First they can feed the goats and then off they go to the playground.’ Food and drinks? ‘Sharing an apple-pie at bar Winkel on the Noordermarkt square, or letting the kids bake their own pies at the restaurant Kinderkookkafé in the Vondelpark. Having drinks with friends on a Sunday afternoon or having dinner at child friendly restaurants like Pacific Parc or Café Amsterdam. There won’t be a waiter in sight, frowning over a table at six o’clock! After dinner the kids colour and play with their friends. Another place I can really recommend is restaurant Praq in Ouderkerk on the Amstel. Also fun in the summertime: the Westergas terrace. Don’t forget to bring a soccer ball; your kids will use it on the square while you have a drink. Or throw a (kids) party under a good, solid tree in the park. Decorate with a couple of vanes; a guaranteed success!’
Going outside? ‘I am lucky to have three great playgrounds in my neighbourhood, especially the one overlooked by the old chestnut trees on the Herenmarkt square is very pleasant. When it is hot outside, we get on our bikes and go to one of the big paddling pools or a city beach like Strand West. Our favourite is the paddling pool in the Westerpark. Another must-do: the roof of museum Nemo. It is relatively unknown and has ingenious water toys! In the winter we go ice skating or play with a small sleigh on the artificial ice-rink at the Museumplein square or in
Culture? ‘During summertime they love the Kinderparade. That stands for great kids theatre, a giant’s stride, baking their own pancakes and playing with all their friends in between the tents. On a rainy afternoon we go to the kids theatre in De Krakeling, kids movies in theatre Het Ketelhuis or simply a Disney movie in cinema Pathé. Furthermore that toddler of mine thinks all the museums in the city are amazing. He gets carried away by the kids audio tours of the Rijksmuseum or the Bijbels museum. Also, the expositions for kids at the Tropenmuseum are
Mireille van Hout is a freelance author. Together with her boyfriend Martijn and their two sons, five year old Sieb and three year old Tibbe, she lives in the centre of Amsterdam. She is a proud user of the Joolz stroller and takes it whenever she can. Last winter Mireille’s first novel ‘Voorbij Mels’ was published. A book full of rock ‘n roll. The press called her a ‘female version of Kluun’.
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fabulous, and the famous Paleis op de Dam on Dam square is always very exciting. “Wow, mom, so this is where the queen used to live?!”’ And quiet time? ‘Ha-ha, of course the boys love to play at home too and do that regularly. My oldest has a striking love for those beautiful old and quiet courts you can find throughout the city. The Begijnhof is his favourite because it has a small chapel. We are not religious, but he wants to enter every church we pass, but ha-ha, maybe the reason for that is that he is allowed to light a candle in there.’ And then... ‘Tip: Read the children section in the Saturday issue of your newspaper and the KinderPS of the newspaper Het Parool on a Thursday. Because there are a million more great places for kids in Amsterdam!’ Voorbij Mels Mireille van Hout Paperback ISBN: 9049900663 € 17,95 TM publishers
Kids & The City
Outside 1. Big paddling pools, a.o. Vondel- and Westerpark 2. Artificial ice-rinks, a.o. Museumplein and Westerpark 3. Nemo (museum for curious kids, go to the roof in the Summer), Oosterdok 2 4. Goat farm, Amsterdamse Bos 5. De Parade, starts around the beginning of August, Maarten Luther King Park 6. Het Begijnhof, entrance through Gedempte Begijnensloot Inside 7. Het Ketelhuis, Pazzanistraat 13 8. De Krakeling, Nieuwe Passeerdersstraat 1 9. Bijbels Museum, Herengracht 366 10. Rijksmuseum, Hobbemastraat 21 11. Tropenmuseum, Linnaeusstraat 2 Food and drinks 12. Kinderkookkafé, Kattenlaantje, Vondelpark 13. Pacific Parc, Polonceaukade 3 14. Praq, Amstelzijde 37, Ouderkerk aan de Amstel 15. Café Amsterdam, Watertorenplein 6 16. Winkel, Noordermarkt 43 17. Westergasterras, Klönneplein 4 Visit the online map at www.my-joolz.com/maps
Kids & The City
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Pretty meet practical
Pretty meets practical An interview with the Joolz designer Stan Spangenberg
We all know the practical and functional features of the Joolz stroller. But who came up with the idea and stylish design? Exclusively in the Joolz Paper, an interview with Dutch designer Stan Spangenberg. He tells us how looks and character can strengthen each other. How did you become a designer? ‘I actually never became a designer, I have always been one! Ever since I was a kid, I sawed pieces off my Lego bricks to make them fit better. In my opinion, people that ‘become’ designers won’t last very long.’ So that means you didn’t need any education to be a designer? ‘Well yes, of course I needed education. After high school I studied Industrial Design at the Technical University of Delft. I learned about an analytical version of design, the design process, and I gained a good instinct for dimensioning all the parts of my product. After graduating I went to Milan to continue my education at the Domus Academy. There I discovered the emotional side of designing, and of course, life in Italy.’ What distinguishes you from other designers? ‘My instinct for design fluently merges with the product’s physical demands. In other words: I make pretty products that have practical use. In my work, I am not afraid of
Pretty meets practical
boundaries or design dogmas. I am always trying to go as far as possible to make a design both as stylish and as useful as possible. I love clear lining in a product and sometimes I like to add a little surprise in my design that would be handy for the consumer in their daily routine or just for plain fun. To accomplish that, you have to be willing to take risks!’ Is Joolz an example of that cooperation between pretty and practical? ‘Yes. By creating Joolz I wanted to design a stroller that would, first of all, have all the features all the other strollers on the market have too. Secondly I wanted to take that stroller and improve it by making it look more stylish, more clever… well, just overall better than the other strollers on the market. Of course that was a very ambitious plan, but I think it worked out. Hiding all the technique inside the stroller’s frame is what creates the clear design. This is what makes Joolz elegant. Something very useful that I am proud of is the ability to store the Joolz stroller in an upright position, with the seat still on it! A lot of stroller designers don’t realize that their product won’t be used for a big part of the day. In a store the customer doesn’t realize that either, but in everyday life, an easy to store stroller is just very practical.’ You live on a boat. Is that something you have always wanted? ‘I was planning to build a house in Amsterdam, but I
found out it was going to take me two years to obtain all the necessary licenses. That’s when a friend told me about this boat. At first I wasn’t thrilled, but the boat turned out to be the ideal living place for a product designer, as it is a product that I can work with every day! For instance, I built doors that disappear in the walls and I turned all the useless space into storage room. Because of improvements like these, the whole family has their own bedroom, and we even have a guestroom!’ In the picture you show your motor cycle. What is so special about it? ‘The BWM motor cycle is a part of my family. It originates from 1951 and I saved it from destruction in 1980. It took years to fix up that driving chunk of rust, but once ready, I drove it all through Europe. I still do the annual maintenance myself and I keep on adding things to improve the bike. The sidecar, which I found in an old barn, wasting away as a flower box, enables me to take someone with me. I just got back from a great camping trip with my oldest son; a true father-son time in the Belgian Ardennes!’ Do you have idols? ‘Oh yes, I am a big fan of the Italian designer Alberto Meda. Like myself, he is an engineer who uses his skills to make very surprising and elegant designs without them becoming ‘technical’ and ‘mechanic’.’
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“I like to add a little surprise in my design that is handy for the consumers in their daily routine or just plain fun.�
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A New Day Joolz understands the importance of individuality. After all, no baby is the same, and all parents have different views on what a perfect stroller should look like. Let’s start with the frame! Do you like serene silver, or do you want to go with a beautiful black chassis? Not so sure? Just order an extra and different coloured set of wheels, for those days you feel like being unpredictable! The Joolz Day seat is made of high quality durable
A New Day
and washable materials with luxurious soft fabrics for the lining, to offer your baby extra comfort. The stylish seat comes in six bright colours. Do you see your baby in Sand, White, Red, Anthracite, Jeans or Silver? With the matching cot, shopping basket and accessories, such as a shady parasol, sleeping bag and nappy bag, you can create a very distinguished look! We are all unique, so take your pick and make your Day. The choice is yours!
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Quality & service Joolz is tested according to the highest international safety standards. Every stroller has a 24 months guarantee and excellent service conditions.
1 High seat position Your baby will have intimate interaction with you, while feeling confident and protected. Sitting in the Joolz stroller, your baby will be able to dine, socialize, talk and play at any table.
2 Reversible ergonomic seat, adjustable in three positions Let your child face you for a chat, or reverse the seat to discover the ‘sky, birds and trees’. Your baby can sit straight up, relax half way down or comfortably lie down completely.
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3 Leather bumper bar The leather bumper bar is easy to open with one hand.
4 Adjustable leather push bar Adjust the push bar to your length. For parents up to 2 mtrs. The round shaped push bar offers a perfect and comfortable grip.
5 Four wheel suspension Stroll comfortable and smoothly over bumpy roads and pavements. Manoeuvre effortlessly in the city, the forest, the supermarket or at the beach.
6 Adjustable footrest Adjust the foot rest and enable your child to stretch his/ her legs for more comfort.Suitable for children up to 4 years.
Fold Joolz and store straight up Folds easily and safely, by using the buttons on the push bar, into the most compact car. Possible to fold with the seat still attached and can be stored in an upright position.
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Colours & accessories Joolz Day comes in a broad range of colours, with matching accessories. Take a close look at all the possibilities, sure you’ll find the one you like!
The Black Frame
The Silver Frame
Parasol
Nursery bag
Red
Jeans
White
Silver
Sand
Anthracite
Please note that actual colours may differ from colours displayed.
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Joolz Day Colours & Accessories
Sleeping bag
basics Joolz Day is offered as a set containing the chassis, cot, seat, grocery basket and rain cover. Not only do we talk about all the great functionalities of the new Joolz Day, we are not afraid to show them to you as well! Take a look at the diversity offered and see for yourself ! Joolz strollers come with a cot and a table high seat. Because of the height and the possibility to reverse the seat, it offers direct contact and interaction with your baby, as well as a possibility to discover the ‘sky, birds and trees’ together.
The push bar and footrest are adjustable, and do not forget about the possibility to place various car seat adapters on the chassis of your stroller.
For your baby’s comfort, the seat can be moved in three different positions: straight up, half way down and completely horizontal.
Joolz offers a variety of accessories, such as a mosquito net, a comfort screen to refrain from chilly weather and a rain cover all can be used on both the cot and the seat.
Joolz is very easy to fold and can be stored in an upright position.
Joolz Day Basics
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Hello Granny Tips from Grandma Kees to improve the quality of life Having a baby is quite an adventure and the transition from being a young couple into becoming parents with great responsibilities, can be a little bumpy. Grandma Kees has seen it all in her long and tumultuous life and wants to share her wisdom in this edition of Joolz Paper. So, to focus on the fun of having a baby and perhaps even to make your everyday life a little easier, here are some of Grandma’s tips, facts and secrets. Enjoy!
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Everybody knows about the annoyance of mosquitoes, especially when they are zooming in your nursery! Luckily there is a simple way to get rid of mosquitoes: just place some leaves of mint next to the bed and off they go! The nice side effect is a room that smells great!
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Take your kids to the house of Aristotle at the Westergas factory domain. Make up new stories at the Kidsmuseum or relive the old ones together with your toddlers. A whole day of fun is guaranteed!
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Enjoy the city, the Amsterdam way: rent a delivery bicycle and take your kids with you, wherever you go. Just rent the bicycle at MacBike and take a cruise through the city with your kids leading the way! But, be careful!
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If you want to sleep a little longer in the morning, it is easier to prepare the morning bottle, the night before. Just poor the boiling hot milk in a bottle at night. In the morning, the liquid will have cooled down and is ready for breakfast immediately, while you have had your well needed rest.
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Blowing soap bubbles is something kids love to do and can turn a dull Sunday afternoon into lots of fun! A glass of water and some dishwasher detergent is all you need. Hand them a straw and they will instantly know how to make the bubbles appear. It’s as easy as that! If you add some glycerine to the detergent mix, the bubbles will sparkle in all the colours of the rainbow.
Hello Granny
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Boys shoes often have worn out toe caps with black spots. If there is no other remedy left, you can rub the spots with fine sandpaper and cover them thickly with shoe polish. Rub the shoes after half an hour with a polishing cloth and the shoes will shine again!
Hello Granny
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According to research, the number of mothers breastfeeding their child during the first three months, has strongly increased in Amsterdam in the past ten years. Interestingly, the rest of the country is doing the opposite: the number of mothers breastfeeding in the biggest part of Holland has been decreasing for a couple of years now.
Did you know that you can take a baby massage course in Amsterdam? This massage has all kinds of positive effects on the development of your child, such as the breathing, the development of the brain, digestion, sleeping and the immune system. If you want more information, please visit www.babycursusamsterdam.nl
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Most kids are born during week days, and the number of kids born on a public holiday or during the weekends has been decreasing for years. A reason for this phenomenon could be that fewer midwives work in the hospitals during public holidays and weekends.
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Orange Babies
Orange Babies To do nothing is not an option!
The Orange Babies Foundation is an organisation that supports HIV infected women and their babies in Africa. It raises money to provide them with medication and shelter. Orange Babies helps mothers-to-be, but also children infected with the virus, or otherwise directly affected. Since its start in 2007, Joolz has contributed to the foundation. Orange Babies founder Baba Sylla, born and raised in Senegal, fights to create awareness of the HIV/ AIDS problem in Africa and tells his story. ‘In 1998, I went to visit my family in Senegal for a few weeks. During my stay a pregnant woman asked my father for help. The woman told him she had AIDS and wanted to give birth to her baby in his home. Also, she asked him if she could die in his house. My father, who was well known in his village for helping out others, did not know enough about AIDS, so I explained the consequences of the disease. I advised him to turn the woman down, since he was already responsible for a lot of people and he was over ninety years old. Back in the Netherlands, I realised my advice to my father had been a mistake. Because of me, he had
Orange Babies
turned away a sick, pregnant woman, who just wanted some help. I felt so guilty, I had to do something about it, to make up for what I had done wrong! That’s when I came up with the idea for Orange Babies. In 1999, I joined forces with make-up artist John Kattenberg and creative director Stef Bakker and started to raise money by organising creative events, such as exhibitions, fashion shows, musical and sports events. The money raised would go directly into projects offering real help to try to prevent mother-to-child transmission of the HIV-virus, and of course treatment, care and support for mother and child. We decided to concentrate on projects in three countries: South Africa, Zambia and Namibia.” Now, ten years later, Orange Babies successfully helps mothers and children infected with HIV/AIDS by (financially) supporting a wide variety of projects in Africa. The New Jerusalem Safety Centre is a good example of what we do. This children’s home in Midrand, an area just outside Johannesburg, can shelter approximately seventy abandoned and/or HIV infected children. Orange Babies provides these children with a professional pre-school and their daily essential needs such as formula, food, medication, diapers, other baby necessities and toys. Since its
start in 2007, Joolz has contributed to this project by donating money and creating awareness on a regular basis, enabling us to have this children’s home. The future plans are to expand the home with four extra cottages. We want to create shelter in smaller, cosy, and more domestic surroundings. That way, in the New Jerusalem Safety Centre, the children can grow up in a family environment, feeling safe and protected. In total, Orange Babies has eight projects in South Africa, five in Namibia and five in Zambia. They all provide care, education, medication, food and clothing to those infected and affected by the HIV/AIDS-virus. With your help we can do more, so if you feel inspired by this story, support Orange Babies and help us to create more awareness around HIV and AIDS. We are just a small organisation, taking up an immense global challenge, but we offer real support to real people and every little helps. For us, to do nothing is simply not an option! If you feel the same way, want more information, or you want to donate or help us otherwise in our fight against AIDS, please visit our website www.orangebabies.nl.’
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Jewels A selection of beautiful toys, books and kids’ stuff shared by Anothersomething - www.anothersomething.org
photo: Millo Keller
Deer A mix of sentiments - the hunting trophies in the swiss alp chalets during our summer holidays and wooden toy kits for building boats and planes come together. By Big game. Beechtriplex, Deer 52x25xH70cm Edited by Vlaemsch www.vlaemsch.be Made at Ecal, Lausanne
Egg Bank The elegant glossy ceramic Egg Bank by J Schatz is big enough to carry 307 quarters, 559 dimes, 278 nickels and 1,350 pennies, together you can save more than $160. This beauty is handmade exclusively by J Schatz in New York
www.big-game.ch
8” High x 6” Wide 1 1/4” High x 1/8” Wide Money Slot Felt Protected Bottom with a 1 3/8” Diameter Hole and Rubber Stopper www.jschatz.com
Play All Day Trojan Horse Playforever Coming from London, 3 aesthetic boys toys, the Roadster, Plane & Motorbike to Play forever with.. Rubber + ABS Plastic 12” Long High gloss finish EN71 Safety tested Made in England
A strange, beautiful little horse, this Trojan Horse made of cardboard. Pick it up and you’ll understand its name: an unexpected fairytale-like sound tinkles from the inside of the horse... What’s inside? Ages 2+, 36 x 36 x 12 cm Made of recycled cardboard www.kidsonroof.com
A lovely book full of ideas and products for smart children and smart parents. Toys, playgrounds, play environments, room decorations, wall coverings, furniture and kindergarten architecture together with beautiful photography, illustrations, nice ideas and solutions for parents to play with their kids that encourage imagination, hands-on interaction and more active play. Play All Day Design for Children Editors: R. Klanten, S. Ehmann 240 pages, full colour, hardcover 24 x 30 cm Price: € 44,00 / $ 65,00 / £ 40,00 ISBN: 978-3-89955-236-2 www.gestalten.com
www.playforever.co.uk
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Jewels
Victor & Susie A lovely little book written and illustrated with only letters and punctuation marks. ‘When Susie opens her vegetable box one morning, she discovers an injured snail called Victor and decides to nurse him back to health. Victor is very fond of lettuce, and likes water sprinkled on him in the evenings. He is also a light sleeper, so Susie has to keep quiet when he takes a nap. Victor slowly gets better, but as he recovers, Susie starts feeling sad...’ Victor & Susie by Brighten the Corners 8x13 cm 72 pages printed on 100% recovered paper www.brightenthecorners.com/1-9-2.html
Flight Suit Table Manners This is where the east meets the west. Japanese aesthetics with Western lifestyle - Japanese craftsmanship with western culinary culture. Teach your little ladies and gentlemen some table manners and proper eating etiquette - and not only western manners, but Japanese as well. Bamboo Table Manners Set
Danefae comes with typical Danish graphical illustrations on fine basics for your lovely little viking. This wind and water proof flight suit will fit perfectly for your daily walks along the fjords in your Joolz Day... Enjoy the winter! SNERAEV flight suit. Detachable hood, reflective stripes on sleeves and leg bottoms, reflective swan logo on front and back, Thermolite Micro lining, torso and hood lined with fleece inside. Also Available in greenstripe/viking logo version. www.danefae.dk
www.funfam.jp
Ollie Ollie, the winner of the Hema Design Competition from a few years ago now comes in leather. OIivia Bertus collaborated last year with the Maastricht based store Mos to create this aesthetic leather elephant. Cute and exclusive; Only 10 have been made. Leather Ollie with soft polyester padding ± 50 cm €99,www.oliviabertus.nl www.mosmos.nl photo: Jonas Lindström
Streamliner
Sleep well
The Streamliner Classic by Playsam was already put on a national stamp of Sweden and has been selected as a Swedish Design Classic by the Swedish National Museum. You could easily forget it’s just a toy.
A must-have for your little love. These small blankets are hand-made in Amsterdam, from new and used materials, finished with satin, and they come in fantastic colours and patterned fabrics. They are all unique, no blanket is the same and last but not least, they perfectly fit in the Joolz Cot.
Length: 135 mm Color: black, red, espresso, silver, green and white Material: wood Designer: Ulf Hanses
Mixed materials, ± €80,www.mantita.com
www.playsam.com
Jewels
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Joolz DOODLE Competition
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Everybody doodles, in fact, maybe you are doing it now while reading your Joolz Journal! If you are curious about your doodling history, you can check your old school notebooks, that is where stereotypical examples of doodling are mostly found. Do you recognize your old teacher in that cartoon figure you drew in the margins? Not satisfied yet? Just look at the notepad next to the telephone; did you have a long phone conversation recently? Can you figure out what that conversation was about by looking at the geometric shapes and textures you probably doodled? Very often, the results of doodling are never looked at again and thrown away, which is a pity, since a lot of doodling is just plain fun! Joolz wants to honour the doodle with some attention, so if you are that undiscovered doodle champion with qualities that can lead to fame, enter our doodling contest! Just scan and send us your most creative doodle and share your story. Maybe you will win a Joolz stroller. Please email your Joolz Doodle to marketing@my-joolz.com
Joolz Doodle Competition
doodle verb [I] to draw pictures or patterns while thinking about something else or when you are bored: She’d doodled all over her textbooks. (from Cambridge Advanced Learner’s Dictionary)
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