Nursery Today Car Seat supplement

September 2023

Modern rides, reimagined

One-of-a-kind car seat that’s ultra-lightweight and features a groundbreaking baseless install using an integrated ISOFIX system for 2-second* installs when moving from car, to taxi, to rideshare.

*Refer to instructions for any final adjustments

nunababy.com

Dream drape™

Luxe leatherette carry handle Integrated ISOFIX connectors

XL peek-a-boo window

One-handed vehicle and pushchair release

Removable UPF 50+ canopy

Side and rear belt guides

Contents

the team

Editor

Penny Franks penny@lemapublishing.co.uk

Ad Manager

Christine Contreras christine@lemapublishing.co.uk

Production

Rick Vickers rick@lemapublishing.co.uk

Production Director

Paul Naish paul@lemapublishing.co.uk

Managing Director

Mark Naish mark@lemapublishing.co.uk

Chairman

Malcolm Naish malcolm@lemapublishing.co.uk

Circulation

Robert Thomas robert@lemapublishing.co.uk

Features

14 Maxi-Cosi

Dorel’s Senior Field Marketeer Nicola Coletti explains why innovation is leading the way for Maxi-Cosi

20 The Baby Products Association

The UK’s Baby Products Association clarifies changes to Child Car Seat Regulations and aims to address continuing industry confusion

38 JMDA Design

Christopher Raynor, Operations Director at JMDA Design takes us through the history of car seats – looking back, seats today and what the future might hold

Retailer Focus

18 We had the pleasure of catching up with Independent Retailer In Car Safey Centre’s General Manager

Louise Bailey.

36 We caught up with Pramland’s John Barker to gain his thoughts on this incredibly emotive product sector

Cover Story

10 Joie

Joie has long been a forerunner in the world of car seat safety and an industry leader when it comes to design innovation. Head of Product Management, Damon Marriott, takes a look at the ever-changing world of infant carriers

Featured brands

Lema Publishing Ltd

1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930 www.nurserytoday.co.uk

5PointPlus

Babymore

Britax

Cozy N Safe

Graco

Joie

KneeGuard Kids

Maxi-Cosi

Nuna

Editor’s letter

Welcome to the newly launched Car Seat Supplement from Nursery Today. With the car seat sector forever evolving and a must have by law, here at Nursery Today we felt it would be good to highlight this sector within a publication in its’ own right. Therefore, within this issue you will find a plethora of car seats from infant carriers through to seats up to 12 years of age.

You will find articles of interest nestling amongst the pages with each car seat brand giving you fantastic information which might prove invaluable when making your decision of which car seats to stock in-store from a variety of leading nursery brands, all of which are available to order today.

We also take time to speak to a number of the industry’s finest to find out their thoughts on the car seat sector, coupled with Dorel’s Senior Field Marketeer Nicola Coletti explaining why innovation is leading the way for Maxi-Cosi, and Joie’s Head of Product Management, Damon Marriott, taking a look at the ever-changing world of infant carriers.

Over on page 20 you will find an article by The Baby Products Association where they clarify changes to Child Car Seat Regulations and aims to address continuing industry confusion and Christopher Raynor, Operations Director at JMDA Design on page 38 takes us through the history of car seats – looking back, seats today and what the future might hold.

We also had the pleasure to catch up with independent retailers, In Car Safety Centre and Pramland. In Car Safety Centre is a specialist independent car seat retailer with stores located in Belfast, Milton Keynes and Essex. We spoke with General Manager Louise Bailey to find out more.

Already well known within the industry (and from his regular articles in Nursery Today), Pramland’s John Barker also gives us his thoughts on this extremely emotive product sector.

Naturally we trust you find this supplement of interest and enjoy the content as much as we did putting it together.

AVOVA child safety to launch in the UK

The German child seat manufacturer AVOVA is set to launch its product range at Harrogate International Nursery Fair.

German child seat manufacturer AVOVA started from scratch in 2018 and currently offer a full range of child seats for children from birth through to 150cm including infant carriers, rotation, evolutive combination and booster seats.

The AVOVA team brings together decades of experience in child safety and founded AVOVA to create faultless car seats, 100% fit for purpose, without any bling‐bling, with the single purpose to do the one job these products are developed for:

to protect children in cars in the best possible way. Being already present in nearly all markets in continental Europe, AVOVA will officially launch its product range in the UK at the Harrogate International Nursery Fair. The complete product range can be discovered from 15th to 17th October 2023 in Hall A - Stand A4. Tel: +49 731 3799410

info@avova-childcare.com

www.avova-childcare.com

Travel in style with the Authentic Collection

Designed for ease of use

Acorn i-Size is Cosatto’s i-Size hero infant carrier car seat with R129 compliance when used with the Acorn i-Size base (sold separately).

Acorn i-Size is rearward facing from birth (40cm) up to 15 months (87cm) and has a removable new-born seat nest to create optimum comfort for small babies. Acorn i-Size can be fitted with standard 3-point vehicle seatbelt or with ISOFIX for ease of use for parents. It is built with high performance energyabsorbing material and the reinforced construction has a strong protective shell for maximum protection for baby. Parents can get little ones in and out easily with the one-handed simultaneous harness and adjustable headrest and they can have the peace of mind that baby is protected with the UPF 100+ adjustable canopy.

Email Rebecca Carson on the below for futher information. rebecca.carson@cosatto.com

Click and connect

SnugEssentials i-Size R129 is Graco’s ADAC rated ‘Good’, infant carrier with Click Connect Technology to fit Graco’s growing range of prams and pushchairs.

Suitable to keep baby snug and safe from birth to approximately 12 months (40-75cm), this lightweight car seat is only 3.66kg, has an appealing large canopy, cozy newborn insert and an all-important machine washable seat pad. For complete reassurance and safety it is Isofix compatible with the Graco Isofamily Base. SnugEssentials i-Size R129 is a perfect, convenient and no fuss solution for those early journeys when safety and protection is the ultimate priority.

www.gracobaby.eu

Lie flat with Calmi

Tested against the tough R129 standards, the calmi R129 provides increased side impact protection by positioning baby’s head at the safest point in the vehicle. Calmi R129 keeps baby in the safest, 180o ‘lie flat’ position and has a cosy insert to keep newborns properly positioned at all times, supporting little necks and spines so you can journey for longer whether you are in the car or out for a stroll. Calmi R129 pairs easily with Joie’s aeria and finiti pushchairs using adapters. Just pop calmi R129 off the base and on to your pushchair frame and off you stroll. Calmi R129 pairs with Joie’s i-Base Encore, sold separately.

uksales@joiebaby.com www.joiebaby.com

Calmi R129 is a luxurious lie flat car cot from Joie will let little ones’ travel in the height of safety and sophistication.

Give your little one a comfortable sitting position!

No more kicking into the back of your car seat!

KneeGuardKids4, the first fully adjustable crash tested footrest helps to maintain the correct sitting position of the child in every forward-facing car seat without a support leg in place, whenever travelling by car, regardless of the distance. It is suitable for children even up to 9-10 years old.

When children’s legs are dangling, strong pressure under their knees and calves, as a result of disordered blood and lymph circulation, is causing discomfort, numbness, pins and needles sensation and also weights the knee joints. Footrest eliminates numbness in the child’s legs as they will no longer lean against the edges of the car seat which causes pressure under the knees.

What’s important, KneeGuardKids, when supporting legs, makes the child’s back rest against the seat and its head remains within the protected area. It is easy to assemble and adjust to individual needs of a little passenger.

Suitable for cars with and without ISOFIX. In both cases, the footrest is fixed equally securely. In the event of an accident, it does not move around the vehicle cabin, so it does not pose a threat to passengers. It is recommended for children who kick into the seat in front or experience sore legs and back.

The KneeGuardKids4 footrest was singled out in the Concept & Innovation Baby Products Association (the United Kingdom - 2022) and being noticed by the experts panel at the largest children’s industry fair in Europe, Kind und Jugend Fair in Cologne (Germany - 2022) and at the Kid’s Time fair (Poland2023). KneeguardKids4 is the 2023 Parents’ Choice and Influencer’s Top Award Winner.

Innovating the future of infant carriers

The world of car seats is ever evolving, with brands constantly looking for new ways to innovate and bring the latest and safest designs to a consumer market that is always on the lookout for the next best thing. In terms of design, we have come a long way from the basic infant carrier although the simple, lightweight models certainly still have their place in the market and new ideas are ever emerging.

At Joie, we have always held on to the core principle that an infant carrier should be, at its heart, portable and lightweight and all of our infant carriers adhere to this belief, from the basic to the best, allowing access to safe seats for all budgets.

Adhering to the traditional idea of an infant carrier is the i-Snug 2. A firm favourite with Joie fans, this lightweight wonder is now on its second

incarnation. The original I-Snug concept was based on the Joie Gemm and received an i-Size upgrade upon launch a few years ago. This latest version is fully i-Size and R129.03 certified – not to mention the fact that it weighs just 3.35kg.

Packed with all the features that Joie fans have come to expect from our products, including the Grow Together headrest and harness system, Tri-Protect headrest with Intelli Fit memory foam in the infant pillow and a multi position carry handle, i-Snug 2 isn’t lightweight on features. Little features make a difference when it comes to infant carriers as parents look for things that will make life with a newborn as easy as possible – and the curved base for rocking them to sleep is certainly a little bonus that makes all the difference.

The product development team here at Joie then

started to think about the latest scientific and medical advice for newborns – how could we make travel even safer and more comfortable? How could we continue to put new parents’ minds at ease? Thus, the i-Level was created – now, the i-Level Recline. With a deep 157o recline, this infant carrier was made for safer spines and easy breathing. For parents who spend a lot of time on the road, this seat is a godsend and like our other infant carriers, it is simple to pop off the ISOFIX base and onto one of our pushchairs so parents can carry on with their day without disturbing their sleeping baby.

The i-Level Recline paved the way for two more innovative steps by Joie – firstly how can we make i-Level Recline even more appealing, and can we make an even flatter car seat?

For i-Level Recline, the answer came in the form

Joie has long been a forerunner in the world of car seat safety and an industry leader when it comes to design innovation. Head of Product Management, Damon Marriott, takes a look at the ever-changing world of infant carriers.

of our spinning i-Base Encore, the product at the heart of our Encore System. The base allows a number of Joie seats to have a spinning upgrade making for easy ins and outs. As well as i-Level Recline, i-Base Encore is compatible with our i-Jemini, i-Juva, i-Gemm 3 and the i-Snug 2 infant carriers and our i-Harbour toddler seat. The idea was to allow parents to have a fully customisable system to carry their growing child through the stages until they are ready to move into a high-backed booster.

The i-Base Encore is also compatible with our most innovative seat to date – the calmi R129. This completely lie flat car cot takes newborn travel to the next level and is a good option for those with tiny or premature babies as the flat position is optimal for sleeping, breathing and spinal development.

Not only does calmi keep them in that desired 180o flat position, but the seat itself sits laterally in the vehicle, to keep baby’s head at the farthest point away from the doors for the best head protection in the case of an impact – and it is R129 certified so has the highest safety specifications. Plush deluxe cushioning and soft knit fabrics add to the overall premium feel, as well as keeping baby super comfortable. As an added bonus, the calmi also pops onto the chassis of our versatrax, aeria, vinca and finiti pushchairs, eliminating the need for a separate carry cot. Sticking to our ethos of lightweight portability, calmi R129 weighs and impressively light 3.6kg.

The infant carrier has evolved a lot since its earliest incarnations, and we are always looking for news ways to improve and adapt. New trends and technologies are always emerging, most recently the introduction of an integrated ISOFIX into the infant carrier shell, eliminating the need for a separate base.

While a lot of parents are still favouring a spinning solution, there is a certainly a place for this type of innovation. Integrated ISOFIX is a great option for parents who often need to change vehicles or use public transport on a regular basis. It also allows for the ease of being able to hand little one over to grandparents for the day without the extra hassle of moving the base out of their vehicle or having to purchase additional.

At Joie we are committed to delivering the very best in terms of safety and innovation to our consumers so we will always look for new ways to build on our already stellar portfolio – watch this space.

uksales@joiebaby.com www.joiebaby.com

At Joie we are committed to delivering the very best in terms of safety and innovation to our consumers so we will always look for new ways to build on our already stellar portfolio – watch this space

Babymore Unveils Innovative Car Seat Range

Introducing a New Era of Safety: The Launch of Babymore’s Innovative and Affordable iSize Car Seat Range

We are thrilled to announce the highly anticipated launch of Babymore’s groundbreaking range of car seats, setting a new standard in child safety, comfort and affordability. Babymore understands that nothing matters more than the well-being of a baby, toddler or child during every journey, and that’s why they’ve poured their passion and expertise into creating these state-of-the-art car seats. Their concise range offers retailers an option for all eventualities, from the iSize Pecan Infant Carrier to the iSize Kola 360 Rotating Seat to the innovative Birth to 12 Years Macadamia 360 Rotating Seat, as well as the ultralight iSize Coco which will be launched in Harrogate.

Babymore’s car seats combine the latest technology, advanced safety features, and unmatched, luxurious finishes to provide peace of mind for parents and the utmost comfort for children. Each car seat has been meticulously designed, rigorously tested, and crafted with the finest quality materials to ensure top-tier performance and durability.

Safety is at the core of their mission. Babymore’s car seats feature advanced sideimpact protection, secure harness systems, and easy-to-use installation methods, exceeding the strictest safety standards.

Babymore knows that convenience is paramount for busy parents, so they’ve made sure their car seats are easy to install, adjust, and clean.

Join Babymore in this exciting journey toward a safer, more comfortable, and more cost-effective option in car seats. Babymore understands the parenting market and understands that retailers have been asking for a cost-effective yet safe and luxurious option for their customers. They were determined to deliver just this for their retailers, and they have surpassed all expectations.

Retailers are invited to come and see the new range for themselves in Harrogate - Hall B, Stand 23, To make an appointment, please email michaela@babymore.co.uk

www.babymore.co.uk

Babymore knows that convenience is paramount for busy parents, so they’ve made sure their car seats are easy to install, adjust, and clean.

Safety meets comfort from Britax Römer

Combine comfort with safety: protecting from birth up to 83 cm with the NEW BABY-SAFE CORE from Britax Römer - a flexible car seat that grows with your baby.

As the world evolves, so do our concerns for the safety and well-being of our little ones. A steadfast commitment to pioneering innovation and uncompromising safety has driven Britax Römer, a name synonymous with child mobility solutions, to unveil their latest marvel – the BABY-SAFE CORE infant car seat suitable from birth to 15 months I 85cm. With this groundbreaking launch, Britax Römer once again demonstrates their dedication to redefining safety standards for our most precious passengers.

Customised Car Seat Solutions: Your Travel Companion

No matter your preferred mode of travel, the BABY-SAFE CORE seamlessly adapts to suit your lifestyle. The BABY-SAFE CORE ISOFIX BASE, designed exclusively for this car seat, provides an excellent option. Installing the BABY-SAFE CORE on the BABY-SAFE CORE BASE is a breeze, indicated by a clear marker to ensure your child’s secure travel. Alternatively, the modular ISOFIX FLEX BASE 5Z is also compatible with this new car seat..

Opting for your car’s seat belt as an installation method is also available, while the carrier integrates effortlessly with a diverse range of pushchairs. Whichever approach you choose, the BABY-SAFE CORE’s adaptability simplifies your daily routines.

Effortless Convenience: Feather-Light and Versatile

Weighing a mere 3.9 kg, the BABY-SAFE CORE is

amongst the lightest infant carriers available. This feather-light design ensures comfortable portability, making it a reliable companion wherever your journey takes you.

Reassuring Design: Where Style Meets Substance

The BABY-SAFE CORE is the result of a seamless blend between contemporary design and cuttingedge engineering. The sleek and streamlined silhouette, meticulously crafted with attention to detail, embodies Britax Römer’s commitment to resonating with modern families. Available in three stylish colours, the BABY-SAFE CORE effortlessly complements various car interiors, ensuring that safety doesn’t come at the cost of style.

Additionally, the BABY-SAFE CORE is equipped with an integrated side-impact protection system, meticulously engineered to absorb and deflect energy away from the infant in the event of a collision. This dual-layered defence mechanism delivers a shield of protection, providing parents with unparalleled peace of mind.

Uncompromised Comfort: A Haven of Tranquillity

Recognising the paramount importance of comfort during travel, Britax Römer ensures that the BABY-SAFE CORE provides an ergonomic haven for newborns. The design envelops them in a snug cocoon, fostering a secure and comfortable journey. Lavish, ultra-soft padding creates an inviting environment that invites serenity, turning every

voyage into a delightful exploration of the world. The adjustable handle is designed to simplify the process of lifting your little one in and out of the carrier. With buttons on each side for unlocking and moving the handle, it’s the subtle touches like these that significantly enhance parenting experiences. Furthermore, the handle can be moved back completely, stabilizing the carrier when placed on the floor.

Undisturbed Slumber: Harness

Convenience for Peaceful Dreams

The BABY-SAFE CORE recognises the importance of peaceful sleep for your baby. With the quick and easy-to-harness buckle-forward belly pad, clipping and unclipping your baby happens seamlessly, without disrupting their tranquil rest.

Pioneering the Future: A Safer Horizon

As we welcome the BABY-SAFE CORE into the fold of infant car seats, we embrace a safer future for our children. Britax Römer’s unwavering dedication to innovation, safety, and style continues. With the BABY-SAFE CORE, they have once again set a new benchmark for excellence, reminding us that there is no compromise when it comes to protecting our most cherished passengers.

Speak to the Britax Römer team today

customerservice.uk@britax.com

FACE BACKWARD, LOOK FORWARD SECURELY

with the Britax Römer MAX-SAFE PRO Launching This September!

Introducing the new Britax Römer MAX-SAFE PRO car seat! A beautiful evolution into R129 of their much-loved top selling MAX-WAY PLUS. With its extended rearward-facing capability, children can enjoy a safe and secure ride from 3 months up to 7 years or until they reach 125 cm in height, and what’s more, MAX-SAFE PRO passed the strict Swedish Plus Test so you know that little ones are safe on every journey.

Speak to the Britax Römer team today: customerservice.uk@britax.com I IG: @britaxromer_UK

SAFE Journeys with Graco

The Graco Village is a destination devised by Graco to support parents on a variety of subjects, signposting to experts and sharing other parent experiences to create a space where parents can feel less alone with some of the more complex challenges of parenthood.

Safe Journeys is the new page supporting parents with car seat selection, navigating R129 specifically and signposting to retailers and experts that can help with a variety of needs.

Graco have worked closely with Mother & Baby, First Time Mums and The Mum Club, to speak with parents about their experiences and opinions around car seat selection, safety standards and their choices.

Only a quarter of readers of Mother & Baby are confident they know what the different car seat safety standards mean, but two thirds of parents’ plan to buy new a new car seat as their child grows. 81% of followers of First Time Mums, admitted to feeling nervous taking the very first car journey with their baby, and not just that, 40% of them felt anxious. A close group of mums who are members at The Mum Club told Graco that standards are so confusing, they rely on retailers to reassure them that the car seat they are using is up to date. They also rely on the reputation of the leading manufacturers to feel reassured they are choosing the very best protection for their little one.

New section added to The Graco Village blog to assist and reassure parents on car seat safety standards.

The Graco Village explains in simple, relatable terms, the two key safety standards: R44 and R129. And, introduces a memorable acronym using the word S.A.F.E for parents and carers to understand and easily remember the R129 safety elements.

S.A.F.E Journeys with Graco

S

- Size of your child: R129 car seat compatibility is measured by the length, or height of the child.

A- Advanced Side Impact Protection: R129 car seats have improved reinforced frames to protect the child in the event of a collision.

F

- Fitting formulas: ensure the car seat fits the car.

E- Extended rearward facing: Graco is recommending rearward travel up to 4 years of age.

The site introduces key media partners who have supported the research and development of the pages: First Time Mums, where new mums share their experience of the first car journey with their little one; The Juggle featuring an article with Luisa Rollins-Svensson de-mystifying the safety standards; The Motherhood Diaries where an experienced mum provides an educational piece on the R129 safety standard; and The Mum Club where mums share their experiences and priorities when selecting their child’s car seat.

Alongside consumer media titles are influential parents sharing their experience using a R129 car seat and spreading the S.A.F.E Journeys with Graco, message far and wide.

Graco is also proud to reveal new and exciting brand and expert partnerships on The Graco Village. Halfords explains the latest car seat fitting guidelines and compatibility questions; Brytespark, experts in human movement and how the body develops explaining why it’s important for a young child to move and why health experts advise that children should be given frequent movement breaks when travelling on longer car journeys; LittleLife, who are experts in car seat accessories to keep family car journeys calm and enjoyable; and Brake. Graco is proud to have become an official supporter to Brake, the road safety charity.

uksales@allisonbaby.co.uk

www.gracobaby.eu/uk

Car seat focussed

In Car Safety Centre is a specialist independent car seat retailer with stores located in Belfast, Milton Keynes and Essex. We had the pleasure of catching up with their General Manager Louise Bailey to find out more.

Can you tell us a little about In Car Safety Centre. What was the inspiration behind a business with a sole focus dedicated to infant car seats?

In Car Safety is a family run business established in the 1980’s, we have always been car seat focused. The story began when we trial ran an editorial piece with Britax Excelsior Ltd and the Civil Service, the response was phenomenal – that made the decision for us. We also felt that it would be great to offer a personalised service for our customers. To be car seat focused gains the trust of parents as we have one speciality and one focus.

You currently have three stores, what was the decision behind their locations?

A family based in Northern Ireland owns the business. A family based in Milton Keynes runs the business. The Essex store opened in 2014 when Cathy (Essex store manager) left the road safety team in Essex Council.

Do you feel as an industry and you as a retailer that we have ample information from car seat brands/suppliers that you can pass onto your customers to provide a good understanding of the current legal requirements for car seats?

The industry generally lacks supplier training, but we dedicate a large amount of our time to training our staff in store. Parents now seem to be much more aware about car seat safety, which is always a good starting point.

Would you say that brands are sending out a universal

message via their own websites or social media channels to give a clear understanding of legal requirements?

Most brands we work alongside have a great online presence –there is always more room for safety information though.

With the two standards currently running alongside each other, do you feel that this might cause any confusion to the consumer and if so, as a retailer how do you overcome this?

ICSC works on an appointment basis, which means we can dedicate a set amount of time to a customer – this allows us to explain the differences in regulations and answer any questions a parent might have. We always make sure we are armed with the most up to date safety information and if we do not know, we will always find out.

How do you convey key safety messages to your customers?

We use social media platforms and email marketing to convey messages.

Do you use social media to promote car seats that you currently stock and how does this impact your business?

Yes, we do use social media platforms to promote our seats. The key message is that we will always check car and child compatibility. Social media is a key part of the business but this is not as good as a face-to-face consultation.

Does social media by vloggers, bloggers or influencers assist or do you feel that sometimes these give incorrect information?

Social media is an important platform, however; we do often see incorrect advice being given. It is always best to speak to an expert for advice on safety items – some parents look to other parents for advice but this is not always advisable.

Do you feel parents are actively researching car seats online prior to purchase?

We generally only see parents that have done research, however I do spend time in the field and I do not think this is always the case for other retailers.

How do you display the variety of car seats you stock within your store?

The image you can see here represents the Milton Keynes store display. We have groups of the same seats in dedicated areas of the showroom and separate boxes on the walls to show colours.

Do your customers come into your store armed with information and car seats that they would like to receive a demonstration on? How do you assist if perhaps their chosen choice may not be suitable for their vehicle, etc?

After we have assessed the child/children and the vehicles, we will ask the parent if there is anything they have been looking at or if they have an idea of what they are after. It is easy to dissuade parents from something if it is not suitable or approved.

With the current continued cost of living situation do you feel your customers are focussed on price vs. function/safety

Of course, not everyone has hundreds of pounds to spend on a car seat; we have to offer seats for all price brackets.

Are you currently experiencing an upswing in growth in a particular type of car seat – for example, 360 swivel, lie flat or seats that grow with the child from birth?

This is certainly a trend we have seen in the past - when swivel seats first launched it was a hard sell to teach parents that they did not necessarily need this function. We see many ERF parents now, buying rearward facing seats to 25kg or 36kg.

Do you look for car seats to stock which have won awards and if so, how do these assist products that you display instore? We are non-branded in our stores, so awards do not necessarily help us. We use safety test results to decide what we do and do not stock.

How important is innovation and new product launches by car seat brands to your business?

It is very important to keep up to date with product launches – we keep as close to our suppliers as possible to understand the logic behind innovation. Talking about new products, how do you keep abreast of new launches and innovation within the car seat sector?

It is important to keep up to date as much as you can – we keep an eye on all supplier marketing and their websites for up to date safety information and new product launches.

Do you feel adequately supported by brands that you stock?

Yes, most brands support us well, it is important from my side to keep relationships, as this is the key to a great business.

Finally, do you have any pearls of wisdom you can offer your fellow retailers when we look at car seats or any exciting plans on the horizon?

I always say watch this space; we are always discussing new ideas and how to further the business. I am a busy woman, and plan to keep it that way. Always be the best you can, be approachable and kind – you will see a great return.

How R44 car seat laws will affect you from September 2023

The UK’s Baby Products Association clarifies changes to Child Car Seat Regulations and aims to address continuing industry confusion

Child restraints (CRS) must be approved to a United Nations (UN) regulation to be legal to use in the UK, as well as other countries around the World. There are two CRS regulations in force: UN Regulation No. 44 (R44) and UN Regulation No. 129 (R129). R44 is an older regulation first introduced in the 1980s. Recent changes to R44 mean it can no longer be used by CRS manufacturers to approve a new restraint. Instead, they must use the more advanced R129.

What is Changing?

CRS that are already approved to R44 can continue to be manufactured, sold and used, but things have changed in some countries. As well as stopping new approvals, R44 was also amended to give countries the option to stop accepting R44 CRS after 1st September 2023. This means that countries can choose to stop the sale of R44 CRS from now.

In the European Union (EU), separate legislation is in force that means they will follow this cut-off date for R44 CRS, however, it was acknowledged that

more time was needed to sell CRS already manufactured and in stock. This has led to an update to the EU legislation which allows an extra 12 months for CRS already placed on the market by 1st September 2023 to be sold. This means that now no R44 CRS can be sold in the EU after 1st September 2024, effectively providing a 12 month sell-through period.

Making sure we don’t confuse Regions:

This EU legislation does not apply in Great Britain (England, Scotland & Wales) and so R44 CRS can continue to be sold until further notice with no restrictions, however, the EU legislation does apply in Northern Ireland, due to post-Brexit trade arrangements. As far as we know, the UK Government has no plans to stop the sale of R44 CRS, but of course that might also change.

The EU legislation applies only to the sale of R44 CRS in their territory. R44 CRS can continue to be used in the EU, so if you travel to the EU for a holiday with your R44 CRS, it will still be legal to use there.

What does this mean for manufacturers in Great Britain (England, Scotland & Wales)

Many CRS brands produce their products for sale in EU markets, which combined are of course normally bigger in market turnover size than Great Britain. They must make their own decisions as to whether or not they continue to produce R44 CRS for sale in Great Britain. Some have already taken the decision to exit R44 CRS sales in line with the above EU legislation and will not make CRS specially for the Great Britain, however, this is purely a commercial decision.

Clarification regarding R129 for child restraints secured by a vehicle’s seat belt

It has come to the attention of the Baby Products Association that there remains some confusion in the industry regarding R129 child restraints that are secured in the vehicle by the vehicle’s seat belt. This confusion also appears to exist within one UK Approval Authority and the Association is currently liaising with it to reach the same understanding.

UN R129 is clear that only one belt route can be used on a child restraint, including both integral and non-integral, regardless of any changes of configuration that might be needed as a child grows through the type-approved height range.

This was established in R129 at the time that integral belted child restraints were added to the Regulation.

At the last session of the Working Party on Passive Safety (GRSP), which is responsible for these Regulations , in May 2023, a proposal for Supplement 10 to the 03 series was adopted that further clarifies the requirement for one belt route: https://unece.org/sites/default/files/2023-05/ GRSP-73-14r1e.pdf.

A footnote to the existing text was added that states:

“One belt route applies over the entire stature range regardless of the different configurations of use for which the ECRS will be approved: for an ECRS which allows forward and rearward facing orientation, only the one belt route shall be used for both configurations. The same applies for an ECRS which combines integral and non-integral configurations or any other combination that is allowed by this paragraph.”

A Supplement is a regulatory tool that clarifies

the existing requirements. It is not allowed to set new, more stringent requirements and is further evidence of the intentions of the regulators.

The Baby Products Association urges any manufacturer or supplier of R129 child restraints that are secured in the vehicle by the vehicle’s seat belt to ensure that they meet the requirements of R129 as explained above. Retailers are also urged to be vigilant in stocking only those child restraints that meet the requirements of the Regulation.

Have booster cushions been banned from sale?

Despite wide reporting to the contrary, booster cushions have not been banned. From January 2017 it has not been possible to have new models approved for R44 group 2 to suit children weighing 15kg and over but existing models (those that were type-approved before the change) can continue to be manufactured, sold and used. Any newly developed models can now only be approved for group 3 and used by children between 22-36kg. They must also carry a label that states they can only be used by children over 125cm in height.

However, booster seats (or high back booster seats as they are also referred to), which are considered the safer alternative, are another option for children of this size. They are adjustable to cover a wider range of weights and heights. For combination products (those designed to take a younger/ smaller child initially) the child uses the integral harness in the seat unit until they reach the weight specified in the instruction manual and then uses the car’s seat belt as with other booster seats.

A copy of the Baby Products Association’s comprehensive guide: Child Car Seats – Ending the Confusion can be downloaded from the The Baby Products Association website.

For more information about the Association visit: www.b-p-a.org or contact Julie Milne – julie@b-p-a.org or call 0845 456 9570.

Extended ERF

This iconic first stage car seat is i-Size compliant with its integrated ISOFIX base.

The 3600 rotation allows for an easy transition from rear to forward facing and makes it easier for parents to get little ones in and out of the car. It is suitable from 40cm (birth) to 105cm (4 years old approx.) and has ISOFIX only installation.

Come and Go i-Size allows for extended rearward-facing (ERF) travel up to 105cm and forward facing from 76cm (15 months approx.) to 105cm. It also boasts a four position recline in forward facing mode and has pop-out side impact protection (SIPS) and energy absorbing foam padded liners for optimum safety for little ones. The one hand easy-adjust headrest height allows ease of use for parents the perfect fit for the child. This car seat also includes a patented 5 point plus anti-escape system and the no-rethread 5-point safety harness with quick-release buckle distributes forces evenly across the body. www.cosatto.com

Perfect fit

SlimFit is one of Graco’s best-selling car seats and now with the R129 safety standard, it’s set to go from strength to strength.

Quick fit with Titan Pro i-Size

Meet Titan Pro i-Size. A premium multi-age car seat, designed to the highest i-Size standards and elevated with high quality fabrics, elegant design details and innovative technologies.

It features patented AirProtect safety cushions in the headrest, which reduce the risk of head injury by up to 20% and enhance comfort for your child. This group 1-2-3 car seat has improved G-CELL Side Impact Protection; integrated and built in technology, engineered to spread the forces of an impact away from your child, to reduce injury especially around the head, neck, and shoulders. ClimaFlow panels and high-performance breathable fabrics maximise air ventilation, to ensure that the child is always the right temperature.

Titan Pro i-Size can be fitted quickly and effortlessly into any car, via ISOFIX installation and top-tether. With a 4-star safety rating by StiWa/ADAC, Titan Pro i-Size was awarded ‘the safest ever i-Size harness multi-age car seat’ in Autumn 2022 test results. Offering the best protection from 15 months up to 12 years old.

www.maxi-cosi.co.uk

A 2-in-1 convertible car seat, it can be used from birth (40cm), with the seat’s included padded newborn insert, all the way to 145cm tall (approximately 12 years). It provides rearward facing from birth to four years. The no-rethread harness and 10-position headrest easily adjust together while the seat’s side wings simultaneously expand as the headrest is raised.

SlimFit R129’s 6-position one-hand recline is ideal for both rearward and forward-facing to keep children travelling in comfort, and another parent priority, the car seat covers and pads are removable and machine washable to keep the seat comfortable and in great condition throughout its years of service.

www.gracobaby.eu/ukuksales@allisonbaby.co.uk

Patented technology

Meet Maxi-Cosi RodiFix Pro i-Size, the comfortable, safe, and versatile car seat from 3.5 up to 12 years old.

With patented AirProtect side impact technology in the headrest, RodiFix Pro i-Size provides extra protection and reduces the risk of head injury by up to 20%. Compliant with i-Size safety standards, this seat has an adjustable design which alters in both height and width as children grow. RodiFix Pro i-Size also boasts multiple recline positions and is designed with Maxi-Cosi’s ClimaFlow ventilation technology for extra comfort and to regulate a rider’s temperature in all seasons. With extra high side wings to maximise side impact protection and made using EcoCare 100% recycled fabrics, now everyone can sit back, relax, and enjoy the ride. www.maxi-cosi.co.uk

Safety first

With car seats continuously evolving and this being a nursery category that is a requirement by law, we spoke to Dorel’s (Maxi-Cosi), Senior Field Marketeer, Nicola Coletti.

Do you feel as an industry we provide ample information to both the retailer and the consumer to give a good understanding of the current legal requirements for car seats?

We do all we can to provide all the information needed to allow consumers to research the legal requirements for car seats, but it can still be confusing. Our job as a manufacturer is to ensure that the information we share is clear and support retailers in understanding the safety regulations and features of our products to ease confusion for consumers and create the best shopping experience.

We heavily invest in training with our retailers to ensure that they are not only up to date with our latest launches but keep up to date with any changes to regulations too.

With the two standards currently running alongside each other, does this cause any confusion to the consumer and if so, what information do you provide to help clarify this in an easy to digest way?

We expect there to be some confusion around the regulations as new parents try to navigate what can be a confusing category.

With the i-Size regulation very much taking the lead now and with the eventual phase out of R44 within Europe and at some point, the UK, we hope that it will be a much clearer picture for consumers. Does social media assist or can this give incorrect information by way of vloggers, bloggers or influencers that might be not be aligned with a known car seat brand? While social media can be full of conflicting information, we believe that working with trusted influencers should mitigate the risk. As a brand, we carefully consider both our content and the influencers we work with to ensure that we promote safe car seat practices. Providing influencers are selected carefully and educated on the products and safety, they can be a great asset to the consumers decision making process and beyond.

What role do brand names play within this sector?

Brand names are important within car seats as consumers want to know that the product they are purchasing is from a reputable brand. We have always been known for our safety and how much we care for precious life. We have been trusted to safely carry over 60 million babies home from the hospital, and we are very proud of that!

With the current continued cost of living situation are consumers focussed on price vs. function/safety features?

Safety is key with car seats. It is essential that children are always travelling in the highest safety seat and it is our responsibility to ensure that we have a range of seats at different price points that never compromise on safety.

While social media can be full of conflicting information, we believe that working with trusted influencers should mitigate the risk. As a brand, we carefully consider both our content and the influencers we work with to ensure that we promote safe car seat practices.

Are we experiencing an upswing in growth in a particular type of car seat –for example, 360 swivel, lie flat or seats that grow with the child from birth? Growth within the rotating category is pretty constant at the moment and is where the majority share of the market lies. Having said this, rotating seats are well established and are often considered as a standard feature and expected by consumers, so their growth slowing is not surprising.

Lie-flat seats are something that consumers are increasingly seeking in addition to rotation. Our new Pebble 360 Pro features both rotation and superior recline, plus when it is used with the FamilyFix 360 Pro base, consumers can benefit from SlideTech, which has already set a new standard in car seat innovation.

Do you work with any associations or have award wins aligned to your products and if so, does this provide additional credibility to your range and confidence in the brand?

We do. It is really important for us to have recommendations from associations and awards.

The FamilyFix 360 Pro from our new 360 Pro Family comes with the AGR seal of approval and is accredited as a back-friendly product by independent health professionals, so parents can be confident that Maxi-Cosi’s revolutionary SlideTech technology and the Pebble 360 Pro and Pearl 360 Pro car seats, provide the best possible back support for both parent and child.

Alongside accreditations like this, we are also really proud to have won various awards over the years for our top-selling products.

As a brand, how important is innovation and new product launches to the business?

Innovation is huge for our business. It is everything we do and is the core foundation of Maxi-Cosi. What type of support do you give retailers who stock your ranges?

It is our duty to ensure that we are providing our retailers with comprehensive training so that they can pass valuable information onto consumers. Our brand coaches have an exceptionally busy schedule touring the country to ensure that all retailers have the most up-to-date and relevant training that they need. Alongside this, the Dorel XPERT app provides access to a comprehensive library of product information giving retailers everything they need right at their fingertips. Finally, do you provide information on the dangers of purchasing a second-hand car seat?

Ensuring that consumers are aware of the dangers of second-hand car seats is extremely important to us, and through website content, social media and retailer training we hope that we are conveying the advice clearly so that consumers can make an informed decision.

www.maxi-cosi.co.uk

Top seller

The Graco Nautilus LX Group 1/2/3 car seat protects children from approximately 1 to 12 years old (9-36kg).

A top seller in the range it’s a real child-pleaser with comfortable cushioning, a threeposition recline, a cup holder and storage pockets for snacks and toys. For parent peace-of-mind, the Nautilus LX has impressive safety credentials, with EPS energyabsorbing foam for effective impact energy management, side impact protection to safeguard the child’s head and neck, steel reinforces frame for durability and a 5-point harness that easily adjusts with one hand and integrated belt lock-offs for easier seat belt installation. As the child grows, the Nautilus LX easily adjusts from a forward-facing harness seat into a highback booster seat. uksales@allisonbaby.co.uk www.gracobaby.eu/uk

Car Seats

Supplier focus

Cosatto

Style, Function & Safety

My Babiie iSize Spin Car Seat is now available in a new colourway - stone! Featuring stylish new stone fabrics, this car seat is the perfect blend of style, function and most importantly safety. Suitable from birth right up to 150cm (approximately 12 years) the My Babiie Spin Car Seat is like no other!

It features Isofix Extended Rear Facing meaning little ones can travel rear-facing for as long as possible and a seat that fully rotates for easy access with extra side impact protection. Designed in line with the latest R129 standard and iSize certified this car seat has had extensive crash and safety testing. The iSize standard means it has also been through more vigorous testing and with mandatory side-impact and rollover testing, all using the latest crash test dummies. With this car seat, you have a seat that not only will grow with the baby until they no longer need a seat but is also safer than ever.

www.mybabiie.com

Do you feel as an industry we provide ample information to both the retailer and the consumer to give a good understanding of the current legal requirements for car seats?

The industry provides a good understanding of the legal requirements regarding car seats. However, the confusion arises when there are multiple legislations running alongside each other and differences between them. It’s important for our brand and retailers to provide clear and concise information to customers regarding these regulations to ensure they can make informed decisions when choosing a car seat for their child. Communication and education are key, and providing multiple resources and support channels can help clarify any confusion for consumers. With the two standards currently running alongside each other, does this cause any confusion to the consumer and if so, what information do you provide to help clarify this in an easy to digest way?

It is always important for companies to provide clear and easily accessible information to their consumers, especially when it comes to safety regulations. We offer various resources and support that can help consumers make informed decisions and ensure the safety of their children including a car seat advice page, FAQ page, fitting videos, and a team of customer service advisors to help our consumers.

With the current continued cost of living situation are consumers focussed on price vs. function/safety features? Customers are becoming more safety-conscious and are willing to invest in high-quality car seats to ensure the safety of their

children. i-Size products provide additional safety features that go beyond the minimum legal requirements, so it’s not surprising that customers are looking for these types of products. Cosatto has responded to this trend by offering a wide range of car seats to suit different budgets, as not all customers may be able to afford higher-priced products. The recent launch of the Zoomi 2 i-Size seat priced under £150.00 is a great option for customers who want the additional safety features of an i-Size product but have tighter budgets. Cosatto is committed to making high-quality and safe car seats accessible to a wider range of customers.

Are we experiencing an upswing in growth in a particular type of car seat – for example, 360 swivel, lie flat or seats that grow with the child from birth?

We have seen a big increase in 360-degree rotating seats, and it has become one of the key features customers are looking for especially at consumer shows. We offer several options in these seats.

What type of support do you give retailers who stock your ranges?

We provide various resources to help retailers with installation and choosing the right car seat – we offer training days and virtual training and a training pack for retailers which is also a great resource that can ensure retailers receive accurate information and guidance when helping customers choose a car seat. Overall, offering multiple resources and support channels can help retailers feel confident in their decision and ensure the safety of their children.

www.cosatto.com

With car seats continuously evolving and this being a nursery category that is a requirement by law, we spoke to Cosatto’s Communications Manager, Rachael Cardy.

Clear dialogue for clarity

With car seats continuously evolving and this being a nursery category that is a requirement by law, we spoke to Cozy n Safe’s Sales & Commercial Director, Harry

Do you feel as an industry we provide ample information to both the retailer and the consumer to give a good understanding of the current legal requirements for car seats?

The efforts of Cozy N Safe are to funnel the maximum amount of information for the R129 update via its channels of communication, as it has been doing since late 2016/17. As an industry the BPA has to be commended for its persistence to educate and align the market for the transition whenever it takes place. The overall involvement of government is extremely necessary right now, as the various departments of central government need to address the awareness to consumers and trade.

With the two standards currently running alongside each other, does this cause any confusion to the consumer and if so, what information do you provide to help clarify this in an easy to digest way?

An extremely important point as the confusion is what Cozy N Safe aims to deter as a responsible brand. The language and dialogue has to be improved and administered in such a manner that the consumer can differentiate between the current to forthcoming regulations change. The stature and size as per the regulation is the correct way, with notice to the previous mass-based standard as a cross-reference is working amicably for us at present. With a customer service team priding itself on 98% + KPI, Cozy N Safe continues to work closely with both its consumers and retailers alike to ensure a successful and simple understanding of the 2 regulations and their points of individuality and importance. Indeed, brands and regulatory bodies should strive to provide clear and concise explanations of the differences between standards, helping consumers make informed decisions.

As a car seat brand, how do you convey safety messages to the consumer?

Cozy N Safe prides itself on its connection to consumers, especially with the current CS programme launched with major high street retailers, bringing us at the forefront of the needs and questions of consumers. Recently launching a variety of tools to answer questions related to products abilities, safety and overall industry general knowledge via the various social media and other available channels. Emphasising the importance of proper installation, age-appropriate usage, and following safety guidelines is essential.

Does social media assist or can this give incorrect information by way of vloggers, bloggers or influencers that might be not be aligned with a known car seat brand?

Cozy N Safe has been working with the majority of the social media channels for many years, it’s a great way to communicate and engage with the consumer of today. The method adapted by Cozy N Safe is to relay responsibility and reliability for the correct type of information, hence the necessity of the additional methods having the knowledge and training to portray the correct and concise message. Brands can counter this by actively engaging on social media and correcting any inaccurate information. What role do brand names play within this sector?

Brand names play a significant role in this sector, as they often signify a track record of quality and safety. Recognisable brands with positive reputations tend to be more trusted by consumers.

Do you feel parents are actively researching car seats online prior to purchase?

Many parents do research car seats online before purchasing. They seek out reviews, safety ratings, and information about features that align with their needs. With the current continued cost of living situation are consumers focussed on price vs. function/safety features?

Cozy N Safe has understood the balance between price and safety features can vary among consumers. Some may prioritise safety above all else, while others might be more cost-conscious. Brands often cater to both segments by offering a range of products at different price points.

Are we experiencing an upswing in growth in a particular type of car seat – for example, 360 swivel, lie flat or seats that grow with the child from birth?

Trends in car seat types can change over time based on factors like safety regulations, consumer preferences, and technological advancements. For instance, 360 swivel seats and convertible seats that grow with the child have gained popularity due to their convenience and longevity. In particular, the new COMET i-Size takes the market by a storm with its unique multi-function features for all ages. Do you work with any associations or have

award wins aligned to your products and if so, does this provide additional credibility to your range and confidence in the brand?

Many reputable car seat brands collaborate with safety associations and earn awards that validate their products’ safety and quality. These associations and awards can enhance a brand’s credibility.

As a brand, how important is innovation and new product launches to the business?

Innovation and new product launches are crucial for staying competitive in the market. They demonstrate a brand’s commitment to advancing safety, comfort, and usability.

What type of support do you give retailers who stock your ranges?

Cozy N Safe often provide training and marketing materials to retailers to help them effectively showcase and sell their products. This can include in-store displays, product training sessions, and point-of-sale materials.

Finally, do you provide information on the dangers of purchasing a second-hand car seat?

Cozy N Safe and safety organisations commonly emphasise the risks of purchasing second-hand car seats, as it’s challenging to guarantee a used seat’s history and potential damage. Used seats might not meet current safety standards or could have been involved in accidents.

www.cozynsafe.com

Jhamat.

Innovation leading the way with Maxi-Cosi

Maxi-Cosi car seats have carried 60 million babies’ home from the hospital across Europe. Confidently showing up for the first day of pre-school, to birthday parties, park picnics, and every moment in between. Their Senior Field Marketeer, Nicola Coletti tells us

more.

It was more than 35 years ago that we at Maxi-Cosi launched Europe’s first baby car seat. We see it as a shared responsibility to bring children home safely from the hospital or to wherever they need to go, to become whoever they are meant to be.

1984 – Maxi-Cosi’s first European child car seat launched

It’s 1984. Babies are transported in cars in unrestrained carrycots. Toddlers sit in chairs hung over a car’s back seat. This is when we launched Europe’s first child car seat, the Maxi-Cosi Standard.

2006 introduces first 360° rotating seat

Not only were we the first brand to bring out an infant carrier car seat, but we were the first to invent a 360° rotating seat in 2006 with AxissFix, and the first to bring out a ‘car seat family’ with the 2way Family in 2009.

2019 saw the first modular car seat and this year (2023) slide technology

We also brought out the first modular car seat in 2019 with Coral and this year we launched the first sliding car seat base as part of the 360 Pro Family. Innovating is at the heart and soul of what we do, but not just for the sake of it. We are known to come up with genuine solutions to a variety of issues, and the 360 Pro Family is no exception here.

Child car safety was the sole reason we launched the infant carrier and we’re dedicated to making our car seats exceptionally safe, comfortable and easy to use.

Together with experts all over Europe, we continuously improve our baby, toddler and child car seat design by innovating the latest safety and convenience technologies. From the moment parents’ step outside the hospital carrying their newborn baby in one of our car seats, they can relax. That’s because they’ll know that you’re using the best car seat technology to protect them on every journey.

In our ultra-modern car seat test facilities, we’ve got everything necessary to

our

test facilities, we’ve got everything necessary to design, build and test car seats. Our Maxi-Cosi test centres bring together the industry’s best research, design and technology to foster cutting-edge innovation of

design, build and test car seats. Our Maxi-Cosi test centres bring together the industry’s best research, design and technology to foster cutting-edge innovation of baby, toddler and children’s products.

Carrying out regular, rigorous safety tests is an essential part of our continual development program. Using the latest technology in specialist research facilities, we can be certain we make car seats that offer the highest level of safety standards.

The latest product features and safety are only part of the integral piece that R&D is to our business. Alongside this we need to ensure that we have the full portfolio to support our retailers in store and online.

It is incredibly important for retailers to have a range of products for consumers to choose from including lie flat infant carriers, rotating seats, slide technology and sustainability credentials to enhance the shopping experience. Consumers want to be able to go to one place and see a full range of products for them to make an educated decision on what is a massive purchase for a parent-to-be.

Alongside the instore experience, it is important for our retailers to have access to the full offering suitable for them on their online platforms. While consumers still rely on stores to test products and get further information, purchases are often completed online. Being able to show all colours on websites means there is always something for everyone.

All of the above, from the safety to the collection refreshes, are integral parts of our R&D process.

Consumers should have the highest safety car seat for their baby no matter what their lifestyle allows, and that’s why all of our R&D starts with safety at its core. Every new car seat in our range adheres to the i-Size safety regulation as standard, so before any features are added, consumers know our products are the safest they can be for their little ones.

Research and Development is everything to our business, so much so that we have a dedicated team based in the Netherlands who come up with all the amazing products we launch.

As well as creating complete innovation, it is important for our team to ensure that they are keeping our existing products relevant and consumer focussed. Whether that is changing the way a harness works or adding the latest version of our G-CELL technology, the team are always looking to make parents lives easier.

Alongside the R&D team, colleagues are encouraged to put forward their ideas should they have one. Our team on the road are constantly thinking of new innovation and hearing both retailer and consumer feedback, so our R&D team couldn’t do what they do without ideas from the wider team.

As part of the product journey, it is important that we also get future products into the right hands early on in their development. Our consumer and internal testing panels are also a huge part of R&D. Getting a team together of parents, influencers, retailers, tech experts and product experts allows us to gain knowledge from all angles.

Innovation really is at the heart of everything we do at Maxi-Cosi and we have no plans to slow down!

In

ultra-modern car seat

baby, toddler and children’s products.

Car Seats Supplier focus Graco

Research focussed

With car seats continuously evolving and this being a nursery category that is a requirement by law, we spoke to Graco UK’s Consumer & Trade Marketing Manager, Luisa Rollins-Svensson. example, 360 swivel, lie flat or seats that grow with the child from birth?

Do you feel as an industry we provide ample information to both the retailer and the consumer to give a good understanding of the current legal requirements for car seats?

We have recently undertaken qualitative research groups with mums who are members of The Mum Club, and quantitative research with Mother & Baby, where 45% of respondents told us they are not confident the understand the different car seat safety standards. The face-to-face group of mums told us they rely heavily on the reputation of the manufacturer and the retailers to advise them in the selection process and when they need to change seats. They did not feel it was their responsibility to understand the law, they put that responsibility onto the manufacturers and the retailers.

With the two standards currently running alongside each other, does this cause any confusion to the consumer and if so, what information do you provide to help clarify this in an easy to digest way?

Our research has shown that there is a reasonably high level of confusion with parents and carers. As a result, we are launching a new initiative intended to cut-through the confusion and build trust with the consumer that as a leading manufacturer, we understand the law and we have got it covered.

As a car seat brand, how do you convey safety messages to the consumer?

It is important that consumers trust the manufacturer brand. We are stripping away lengthy comparisons between standards and simplifying the selection process. We are showing the consumer that our seats abide by the high standards required in the market and that we are creating seats prioritising their needs. This approach is in line with the Graco brand being no nonsense, no fuss, putting the parent’s needs first.

Does social media assist or can this give

incorrect information by way of vloggers, bloggers or influencers that might be not be aligned with a known car seat brand? Social media has a huge role to play in building brand awareness and credibility. We focus on brand appeal, being relatable, making connections, entertainment and product aesthetic. Detailed information about safety standards is better suited to a website, so we drive our followers online to learn about the important specifics.

What role do brand names play within this sector?

Brands need to reassure consumers that the highest safety standards are met and once they are reassured then they can focus on the functional elements that are important to them. Trust is a significant factor in driving a sale.

Do you feel parents are actively researching car seats online prior to purchase?

We know that parents combine a number of factors in their research prior to purchase. Social media and word of mouth are significant, but retailer recommendation is absolutely key. Our research with Mother & Baby indicated that 61% of consumers went into store to research car seats, then bought online.

With the current continued cost of living situation are consumers focussed on price vs. function/safety features?

Price is and will continue to be a significant factor in the purchase decision, especially in the current climate and it’s where Graco does incredibly well. Once we have convinced the consumer they can trust Graco’s safety credentials, then the price becomes very convenient. This has been a strong element in the huge success of our Turn2Me car seat.

Are we experiencing an upswing in growth in a particular type of car seat – for

The 360˚ spin car seats are enduringly popular and our research has indicated that lie flat seats are growing in demand.

Do you work with any associations or have award wins aligned to your products and if so, does this provide additional credibility to your range and confidence in the brand?

Our parent research indicated that a lot of mums purchased a seat that had won a credible media ‘best for’ category and that safety is a top priority. We share all the good news of our award wins on our website and social media as it provides a compelling sales message. We have also recently become an official sponsor to the Brake charity, supporting their work to make our communities safer places to live.

As a brand, how important is innovation and new product launches to the business?

Again through our parent research this indicated that constant car seat innovation in one brand drives a level of nervousness with parents, concerned that they are not using the correct model. Once they investigate with a retailer who allays their fears, it then leads to cynicism. Safety remains the top priority for nearly 90% of parents, so they will continue to purchase tried and tested models while retailers recommend them and they trust the manufacturers safety credentials.

Finally, do you provide information on the dangers of purchasing a second-hand car seat?

Our research has indicated that parents are very well aware of the potential dangers of purchasing a second-hand car seat and even though they might be reassured by an advert that the seat has not been involved in a collision, they are unlikely to purchase second hand.

www.gracobaby.eu

Premium boost

Meet the i-Plenti, a premium toddler to booster seat that provides economic and design-conscious parents with a long-term and space saving solution for use after their child has outgrown their infant carrier.

Suitable for 15 months to 12 years, the i-Plenti meets the highest R129 safety standards, has three layers of side impact protection plus intelli-fit memory foam for added absorbency and comfort all around. The 9-position headrest and AutoAdjust shoulder panels allow the seat to grow up and out for spacious comfort all round. With a raft of practical features that are easy to use, i-Plenti will keep little ones safe on every journey and through each growth spurt.

uksales@joiebaby.com

www.joiebaby.com

Featuring ClickAssist

The Maxi-Cosi Kore Pro i-Size is designed for children between 100 and 150cm in height (an approximate age range of 3.5-12 years) and has an adjustable headrest and backrest which enables the seat to grow as they do.

A key feature of this car seat is the innovative ClickAssist light to help children to buckle their seatbelt on their own, even in the dark. The light illuminates the buckle-up area to make fastening their seatbelt easier in all situations and at any time. Maxi-Cosi Kore Pro i-Size also contains the brand’s Side Protection System Plus (SPS Plus). This consists of glass fibre in the side wings combined with shock-absorbing material to give parents the peace of mind that their child is protected on their travels.

www.maxi-cosi.co.uk

5Point Plus AntiEscape System

The Safety Revolution For Child Car Seats

Essential for parents on the go: toddlers’ notorious car seat escape attempts are becoming a thing of the past, thanks to the innovative 5 Point Plus Anti-Escape System with more than 300,000 in use worldwide. But what sets it apart?

Unlike traditional harnesses that leave gaps, allowing tiny arms to wriggle out, the 5 Point Plus system introduces a patented shield mechanism. This shield snugly fits between the child and the harness straps, ensuring there are no open spaces for little adventurers to exploit. The design effectively eliminates the room children typically use to manoeuvre their arms out of their harness.

The brilliance lies in its simplicity, and the

impact? Huge! Not only does it prevent potential harm to the child, but it also majorly reduces driver distraction. Already with awards, including the Baby Products Association’s Innovation Award, this pioneering system is becoming a staple for parents. In a world brimming with gadgets, the 5 Point Plus stands out by directly addressing a critical safety concern.

Key information:

•       Age range: 6 months to 4 years old

•       RRP £25

•       Suitable for all child car seats with a harness system (3 and 5 point harnesses)

Contact Richard@5pointplus.com for

Cosatto Drives Demand

Leading i-Size car seat range resonating with consumers...

Cosatto’s award-winning i-Size car seats combine pioneering safety tech with Cosatto craftsmanship. Their fully comprehensive range of R129/iSize, ERF, ISOFIX car seats spans all groups. From affordable to premium, this range spans different price propositions too. Cosatto i-Size car seats are resonating with consumers, with the bestselling All in All car seat family leading the way for all-you-need, easy-access comfort and state-of-the-art safety features.

Dedicated to bringing their customers the safest seats possible, every car seat Cosatto develop is thoroughly tested by independent safety organisations. Plus, working alongside leading experts in the car seat safety field from IOSH to JMDA and with a user-friendly interactive consumer interface, it’s no surprise their car seat sales have been soaring over recent years. With a drive toward eco materials and continuous ‘above and beyond’ product testing and development, including inventing tests where none currently exist, their pioneering products are driving demand. With a new flagship all-stage i-Size car seat about to launch and more exciting developments in the pipeline, the Cosatto i-Size story will run and run.

Discover Cosatto’s range of i-Size car seats covering 40cm to 150cm (birth to approx. 12 years), from an affordable RRP £99.99

Contact rebecca.carson@cosatto.com for more info.

Acorn i-Size

40cm –87cm

Acorn i-Size is an R129/ i-Size infant carrier suitable from birth to 87cm (approx. 15 months). It offers maximum safety, comfort and ultimate portability.

All in All 360 Rotate

i-Size

40cm –150cm (birth to 12 years approx.)

All in All 360 Rotate i-Size is R129 / i-Size compliant with an integrated ISOFIX base. It’s ERF (Extended Rear Facing) to 105 cm and will grow with the child from birth up to 150cm (approx. 12 years). It has extra side-impact protection and rotates 360 degrees for easy access.

Zoomi 2 i-Size

76cm – 150cm (15 months to 12 years approx.)

Zoomi 2 i-Size is an R129/ i-Size ISOFIT convertible car seat to high back booster seat suitable from 76cm up to 150cm (approx. 15 months to 12 years). It installs with ISOFIX or vehicle seat belt.

Ninja 2 i-Size

100cm –

150cm (4 to 12 years approx.)

Ninja 2 i-Size is an R129/ i-Size ISOFIT high back booster car seat suitable from 100cm up to 150cm (approx. 4 years to 12 years). It installs with ISOFIX or vehicle seat belt.

Comfort and safety without Compromise

Meticulously Sourced Excellence: Cozy n Safe spare no expense in ensuring robust, comfortable, and secure car seats. Rigorous testing meets global safety standards.

In this fast-paced modern life, the safety and comfort of our children are paramount concerns for every parent. However, at Cozy N Safe in the UK, it is not just a matter of parental concern; it forms the very core of the company’s values and mission.

Cozy N Safe is a UK-based car seat manufacturer founded in 2006 by two parents who recognised an unmet need for affordable and safe car seats for children. They decided to embark on a revolutionary journey to prioritise child safety.

“Comfort and safety without compromise” is the belief that drives Cozy N Safe. They meticulously source the finest materials and technologies to ensure that every seat they produce is robust, comfortable, and secure. To achieve excellence, they spare no expense in subjecting their products to rigorous in-house and real-world testing, meeting global safety standards.

However, these tests are not just about cold data. As parents themselves, the founders’ children actively participate in the testing process, providing invaluable feedback on the comfort and durability of the car seats. This personal and family involvement infuses each seat with love and care.

Cozy N Safe’s dedication and focus have earned them numerous honours and accolades, including the prestigious Made for Mums Gold Award, Mother & Baby Silver Award, and Loved by Parents Platinum Award. These awards not only guarantee the quality they deliver but also represent the gratitude and praise from countless families.

Today, Cozy N Safe has become a global brand, selling in over 24 countries. Supplying majority of the UK national retailers. Nevertheless, their mission remains unwavering: to provide unparalleled safety and comfort to children worldwide, without compromise.

With over 30 years in manufacturing and supply chain excellence.

The world’s 1st Swedish approved (E5) Unique extended harness system to 125 cm launch!!

The Cozy N Safe Excalibur i-Size Car Seat is the epitome of safety, style, and comfort, providing your little one with a luxurious and secure travel experience. Designed for children aged 15 months to 12 years (76-150cm), this innovative seat is the world’s first to earn Swedish approval (E5), ensuring top-tier protection. Its standout feature is the unique extended harness system, accommodating children up to 125cm (approximately 7 years), providing reliable security at every stage of growth. With five adjustable recline positions

approved for all stages, your child can travel in comfort. The Excalibur i-Size also boasts a base support WEDGE for effortless adaptation to most vehicles, a 13-position adjustable headrest, and deep padding for customised coziness. Safety is paramount, thanks to side impact protection, ISOFIX & Top tether options, and a toddler insert included for added security.

Breathability is a top priority with enhanced airflow and ventilation designed into the product for your child’s comfort. Crafted using the highest-grade injection moulding techniques, this seat guarantees durability and reliability. The Excalibur i-Size offers versatile installation methods: for children between 76cm-105cm (15 months - 4 years approx.), use ISOFIX + Top-Tether with a 5-point harness; for those aged 76cm-125cm (15 months - 6 years approx., up to 25kg), choose ISOFIX + Top-Tether with a 5-point harness; and finally, for children measuring 100cm-150cm (4 years - 12 years approx.), use ISOFIX (optional) + Vehicle Belt in High Back Booster mode.

The EST 811 EXCALIBUR i-Size is the perfect combination of safety, comfort, and adaptability, ensuring your child’s safety and comfort during every journey. Make this car seat your family’s travel companion today!

Contact Details:

Harry Jhamat – sales@cozynsafe.com

Setting a standard

Do you feel as an industry we provide ample information to both the retailer and the consumer to give a good understanding of the current legal requirements for car seats?

Without a doubt there is certainly plenty of information out there, although how digestible this information is for the consumer does sometimes vary. Retailers have access to copious amounts of assets from the key brands to allow them to pull together a clear view on the legal requirements.

With the two standards currently running alongside each other, does this cause any confusion to the consumer and if so, what information do you provide to help clarify this in an easy to digest way?

I’m sure that many consumers are confused, as the initial phase of R129 introduction pushed the i-Size messaging as the new standard. Now that there are pure R129 products launching I’m sure many are confused about this, never mind the difference between R44 and R129. We as a brand have tried to pioneer assets and information regarding the simplified core differences between R44 / R129 / i-Size as we have such a vast product range that cover all variations permitted, so have made it a priority to educate both consumers and retailers.

As a car seat brand, how do you convey safety messages to the consumer?

We utilise our social media channels and use them to convey quick and concise video’s, animated graphics, and text posts. We also have a vast array of more detailed information available on our website for both consumers and retailers alike, combined with our retailer partners ability to utilise these assets on their own websites and social channels to further educate the consumer.

Does social media assist or can this give incorrect information by way of vloggers, bloggers or influencers that might be not be aligned with a known car seat brand?

Yes, the self-certified experts can have different views and opinions to the actual brand and legislations in place due to a patchy understanding. However, with further education these can also be good partners to help drive education to new parents and carers.

What role do brand names play within this sector?

Brand names play a huge role, as many consumers will start a search on a brands website or via the retailer partner, so the brands can educate whilst highlighting their products great features and fashions.

Do you feel parents are actively researching car seats online prior to purchase?

For some online will be their initial search point while others will utilise the retailer’s knowledge and possibly verify the information online. However, the value of a physical fit instore is invaluable, so we would recommend stores that offer this service ensure they advertise this fact on their online platforms.

With the current continued cost of living situation are consumers focussed on price vs. function/safety features?

For some this is definitely going to be a consideration but many will not want to compromise on safety, so while they may rein the budget in slightly and possibly look for products that offer greater longevity, many will not move away from the established brands that give them the reassurance of safety through quality products.

Are we experiencing an upswing in growth in a particular type of car seat – for example, 360 swivel, lie flat or seats that grow with the child from birth?

The swivel feature has continued to grow since their introduction over a decade ago, with the constant development and launch of innovation within the ISOFIX 360 sector the growth has been significant.

Lie flat seats have their own place and we have seen significant growth in the newborn category that offers this function, compared to the traditional infant carrier. The multi group concept has remained steady for the last few years but expectations for growth will occur with the expansion of swivel products, thus ticking two of the most popular requirements in the cost-of-living crisis - longevity and swivel for ease of access.

Do you work with any associations or have award wins aligned to your products and if so, does this provide additional credibility

to your range and confidence in the brand?  Which? and ADAC Test results are an important credential for car seats as these are independently selected products so they carry a huge accolade, combined with awards that are decided by actual users such as Mother & Baby and Made for Mums, to name but two.

As a brand, how important is innovation and new product launches to the business?   These carry great importance as the new launch innovations can further expand your brands product range into categories that were previously unexplored. True innovation creates new categories that sets the precedent for other brands to catch up. In short, the continued product development process ensures that your existing product range can continue to drive sales through existing sales channels with the room for expansion via new launches.

What type of support do you give retailers who stock your ranges?

We will continue to directly support our retail partners through our dedicated team of sales trainers who will help spread the understanding of the benefits of R129 products. We will also continue with our multi-channel approach regarding access to assets that will assist both retail partners and consumers with understanding the differences between R129, R44 and i-Size.

Finally, do you provide information on the dangers of purchasing a second-hand car seat?

The use of second-hand products, especially for car seats can be a very dangerous game. Unless you are getting the car seat from someone you effectively trust with the life of your child, then it’s not worth the risk of buying second hand. As a brand we have strived to bring to market good value and super safe products that give the consumer a new option at a great price to reduce the need to look for second hand products. For our all our car seat, wheeled and home ranges we have a dedicated spare parts website that allow consumers to refresh their product should they need to.

With car seats continuously evolving and this being a nursery category that is a requirement by law, we spoke to Joie’s Head of Product Management, Damon Marriott.

Responsible retailing

Do you feel as an industry and you as a retailer that we have ample information from car seat brands/suppliers that you can pass onto your customers to provide a good understanding of the current legal requirements for car seats?

I think we could always do better when it comes to raising awareness of the requirements for keeping children safe. Training and better awareness within our team has raised our awareness and we pass this on to our customers at every opportunity, however some choose to ignore our advice, choosing instead to take the advice of their friend who’s had “loads of kids” or random internet forums.

Would you say that brands are sending out a universal message via their own websites or social media channels to give a clear understanding of legal requirements?

The message is there but I do believe sometimes brands focus on their products too much, and not on the parent’s responsibility and how their product will allow them to meet this requirement with ease and convenience.

With the two standards currently running alongside each other, do you feel that this might cause any confusion to the consumer and if so, as a retailer how do you overcome this?

We moved away from R44 a long time ago. The only R44 seats we sell tend

to be bundled seats and if we can offer an R129 upgrade it’s what we do. It takes little time to explain the difference and from my experience customers appreciate the effort and respond positively.

How do you convey key safety messages to your customers?

We engage with our customers with one to one advice on all stages of car seats. By having a frank and

come to the store either for full advice or to compare various options.

Does social media by vloggers, bloggers or influencers assist or do you feel that sometimes these give incorrect information?

I have no doubt at all that they can give misleading impressions to the customer. All too often do we see a “celebrity” or “influencer” flaunting the “best this, or the best that” only to see

We moved away from R44 a long time ago. The only R44 seats we sell tend to be bundled seats and if we can offer an R129 upgrade it’s what we do. It takes little time to explain the difference and from my experience customers appreciate the effort and respond positively.

open discussion regarding the customers responsibilities and any legal requirements we can educate the customer on any key safety issues they need to be aware of to ensure their little one is as safe as they can be.

Do you use social media to promote car seats that you currently stock and how does this impact your business?

We use social media to promote most of our products but we do it in a way that encourages the customer to

them doing it the following week with another product. I’m probably completely wrong, but from my experience customers tend not to mention influencers, maybe I have a slightly older demographic? Which I find odd as I’m in Hull!

Do you feel parents are actively researching car seats online prior to purchase?

Absolutely, they are all fully aware of the prices – whether or not the product is right for the child or their vehicle is by the by.

How do you display car seats within your store?

We try and keep infant carriers in and around the travel systems as they go hand in hand. For follow on groups we have a dedicated area in store which has been fitted out by a few of our brands.

Do your customers come into your store armed with information and car seats that they would like to receive a demonstration on? How do you assist if perhaps their chosen choice may not be suitable for their vehicle?

Personally, I’ll ask the customer if they are considering a seat and try to establish why they are interested in that one. If it’s unsuitable for the vehicle or child, I’ll simply explain why it’s inappropriate and recommend one that is.

With the current continued cost of living situation do you feel your customers are focussed on price vs. function/safety features?

I have always found the vast majority of customers put savings in front of safety. I definitely find that the older the child the less valuable the parent considers them. Many parents will gladly spend £500 on an infant carrier and isofix base but by time the little

We caught up with Pramland’s John Barker to gain his thoughts on this incredibly emotive product sector.

one is ready for a high back booster they only want to spend £30/£40?

Are you currently experiencing an upswing in growth in a particular type of car seat – for example, 360 swivel, lie flat or seats that grow with the child from birth?

We’ve seen significant success with the Maxi-Cosi Pebble 360 Pro. Parents love it and we can see why. Rotation, Ventilation, Reclining, modular and sliding - it’s an easy sale.

Do you look for car seats to stock which have won awards and if so, how do these assist products that you display instore?

I try to keep my car seat offering limited to a handful of brands. We can only sell so many seats, the

more brands I have the less business I can give them all. I keep my offering concise. I have something for everyone at prices a) the customers are looking for and b) that I can earn a margin from. That’s why I don’t bother with a couple of very well know brands in the car seat market.

How important is innovation and new product launches by car seat brands to your business?

Massively so! Parents love the latest thing and so do sales staff. New products generate buzz and drive people to your store, so innovation is vital to us all.

Talking about new products, how do you keep abreast of new launches and innovation within

the car seat sector?

I ensure that I have good, open dialogue with all my brands on a regular basis. Plus, I read Nursery Today of course!

Do you feel adequately supported by brands that you stock?

Touching on a point I made above, my offering is fairly concise and the brands I stock are brands that offer me the support I want and need. Plus,

they offer a range of products that mean I can be confident about margins.

Finally, do you have any pearls of wisdom you can offer your fellow retailers when we look at car seats?

Push iSize! iSize is the future, the child will be safer, the parents happier and given a higher ticket price on most iSize seats your till will be happier too.

Parents love the latest thing and so do sales staff. New products generate buzz and drive people to your store, so innovation is vital to us all.

Image courtesy of Maxi-Cosi

A Journey Through Time: The Evolution of Child Car Seats

Christopher Raynor, Operations Director at JMDA Design takes us through the history of car seats – looking back, seats today and what the future might hold.

The history of child car seats is a testament to the progress of ensuring the safety of our youngest passengers. From rudimentary beginnings to cutting-edge designs, this timeline highlights the key milestones that have shaped the evolution of child car seats -with JMDA at the forefront of this journey with over 30 years’ experience in the industry.

The Seed of Safety

The concept of child safety in vehicles began in the early 20th century. In the

1930s, Bunny Bear Company introduced a basic device that aimed to prevent children from roaming around in moving cars. The “Travel-Tot” by Leonard Rivkin in the 1950s was a notable innovation in child car restraints, being a raised metal frame seat with a fabric harness to secure the child.

As car ownership surged in the 1960s, the need for passenger safety in vehicles increased and calls for child restraints increased with the growing number of car accidents. British journalist Jean Helen Ames is credited with being among the first to suggest safety seats for children. She initially designed, in 1962, a seat that had a Y-belt to restrain the child in the event of a crash and filed two patents in London in 1965 for a 5-strap safety harness -similar to today’s models. The Jeenay car seat, named for Jean Ames, offered these two features. Car manufacturers also worked on the idea and Ford came first in 1968 with the Tot-Guard, a forward-facing seat with a padded restraint. In the 1970’s, dedicated child car seats were secured by straps to the vehicle, such as those from Securon, Britax and Jennay.

Rear-Facing Revolution in the 80’s, ISOFIX in the 90’s

The 1980s saw a crucial shift in thinking about child safety in vehicles. Regulations mandating the fitment and usage of seat belts in passenger cars helped accelerate the development of CRS and the opportunities for CRS to be secured by vehicle seat belts. Research also highlighted the significance of rear-facing child car seats, leading to designs that catered to this orientation. In 1983 Klippan UK introduced the first booster seat called the Teddy and in 1986 Infant carriers entered the market -led by Britax.

The ECE R44 regulation, introduced in the 1980’s preceded, in the following decade, the development of the international standard for attachment points for child safety seats in passenger cars, ‘ISOFIX’. JMDA contributed to the research and anticipated base modules.

Advancing Comfort and Safety

Child car seat manufacturers began focusing on both safety and comfort in the 1990s which also coincided with JMDA Design being established in 1991. Derrick Barker, a Co-Founder of JMDA Design invented the contour modifier which created a flatter seating surface to prevent premature and small babies asphyxiating. This became the wedge or cushion that exists today. Overall industry designs incorporated side-impact protection and energyabsorbing materials. Adjustable harnesses and multiple recline positions enhanced both safety and child comfort. The convenience of easily adjustable straps and removable covers also became prominent features.

Smarter Designs and Regulations developed in 2000s

Advancements in technology made their mark in the 2000s, spurred-on by the introduction of the Isofix into the R44.04 evolution of the ECE regulation. Travel systems, with carriers using a base, were introduced and along with ‘smart’ child car seats featuring sensors that could detect whether a child was properly secured. Regulations regarding child seat usage and placement were expanded, emphasising the importance of keeping children in the appropriate restraint systems for their age and size.

The 2000s also saw the integration of child safety features into vehicle

design, emphasising the importance of compatibility between cars and child car seats. ISOFIX/LATCH systems eventually became a required standard-fitment in cars, ensuring secure and standardised installations of CRS. In 2013 the new R129 standard was introduced, running along-side R44.

The emergence of convertible car seats, capable of adapting to a child’s growth from infancy to toddlerhood, multi-stage seats, and reversable seats exemplified innovative design thinking. Maxi Cosi introduced the family fix with common base fixing a carrier or toddler seat and Doona has also introduced a car seat which converts to a stroller.

JMDA Design saw the launch of the Trunki Boostapak in 2017 which we created to encompass a child car seat booster with backpack for families on the go. Following this, Mifold launched in 2018 as the most compact booster seat, with JMDA supporting the compliance and later designing the HiFold folding booster seat. Other notable innovations include Britax’s dual fix with the seat rotating on the base.

The future of child car seat design

Child car seat design continues to evolve, with enhanced side-impact protection, incorporation of advanced and sustainable, eco-friendly materials and integration with emerging vehicle technologies at the forefront of development. Moreover, JMDA has helped pioneer style as a strong feature of new CRS, recognised by a Red Dot for the YKO seat and later designs.

Conclusion

The history of CRS development demonstrates the remarkable evolution from basic safety measures to sophisticated, integrated systems. Advancements in technology, research, and safety regulations have contributed to the protection of our youngest passengers during road journeys. As this continues, the timeline of child car seats is bound to witness even more remarkable innovations in the years to come. JMDA’s award-winning designs can help lead at every stage.

www.jmdadesign.com

Parentingisfullof difficultchoices, we'vemadechoosing therightcarseateasy

My Babiie are excited to announce the arrival of their new iSize car seat range

The team at My Babiie have been working hard this year on the car seats for all age groups of children, from an Infant Carrier with iSize base up to a booster seat for older children.

One of our favourites is their iSize Extended Rear Facing Spin Car seat which is suitable from birth right up to 150cm and is rear facing up to 18kg. It has easy installation using lsofix & support leg, has side impact protection, a removable newborn insert and 5 recline positions. And in true My Babiie style it comes in 3 stunning fashions!

iSize Infant Carrier and isofix base (40-87cm)

The My Babiie iSize Car Seat and Base ensures safe rearward-facing travelling in your car and gives extra protection for baby's head and neck.

The included newborn inlay fits perfectly to your baby and keeps your baby's head comfortable and safe.

For sales enquiries please contact hello@mybabiie.com