Nursery Today December 2021 by Lema Publishing

DECEMBER 2021 ISSUE 3 VOLUME 25

contents Re g ul a r s

News 6 er Profile 12 Retail t lier Snapsho 28 Supp Products 44 New s aby Product 46 The B ciation Asso

the team

p18

Contributors

Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Barking Mad

Pramland’s John Barker takes a view on car seats with a look at invention, innovation and meeting current consumer trends, desires and demands.

Retail Matters

Online4Baby’s Managing Director Christy Foster and her team are putting their best foot forward, rising to new challenges and getting creative with their marketing mix.

Production Rick Vickers rick@lemapublishing.co.uk

Features

Managing Director

18 32

Mark Naish mark@lemapublishing.co.uk

Chairman

Car Seats & Accessories Mother&Baby Awards

Spotlight

Malcolm Naish malcolm@lemapublishing.co.uk

42 43

Circulation Robert Thomas robert@lemapublishing.co.uk

Sleeptime Teething & Weaning

Interview 24

Maxi-Cosi

Cover Story

p32 Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts, HP4 2UB Telephone: 01442 289930

www.nurserytoday.co.uk

The Green Sheep Group

IT'S BACK -

The Nursery Today Golf Day INCLUDING THE NEW CHALLENGE CUP PROVIDED BY BABYSTYLE TO CELEBRATE THE 22ND YEAR OF THE NURSERY TODAY GOLF DAY

To encourage the golﬁng crème de la crème of the nursery industry, Nursery Today introduces The BabyStyle Trophy. To be a winner be a part of a day of golf and essential networking. The team four-ball has always been closely fought and up until now each team member has received a handsome memento of a great day’s golf.

Now the company they represent as winners of the four-ball competition will hold this handsome trophy in their showroom/ofﬁce for one year as proof of their participation in this wonderful sport. MAKE A DATE IN YOUR DIARY Tuesday 29th June, Puckrup Hall, Nr. Tewkesbury and just a couple of minutes off the M5.

Cost £100

For full details contact Malcolm Naish on 01442 289930 or email malcolm@lemapublishing.co.uk to book your team’s place.

editor’s letter www.nurserytoday.co.uk Instagram: nurserytoday LinkedIn: Nursery Today

elcome to the final issue of this carbon footprint and sustainability. We have also year. 2021 has not been smooth experienced some great new product launches this sailing for many and quite year, for example the Anoris T i-Size with integrated turbulent, but what a resilient full-body airbag from Cybex and Maxi-Cosi’s bunch you have proven to be. With stock issues environmentally focussed Mica Pro Eco car seat. and an increase in shipping costs for many, as an Car seat brands are now also firmly focussed on industry you have all, retailers, suppliers and the upcoming changes with the cessation of R44 car manufacturers, proven that you can keep the seats in the UK from September 2023 with the new wheels of the nursery industry in motion and R129 (i-Size) standard in mind and are refining their running smoothly even in the face of adversity. current ranges in readiness. We cover this in our 2021 was also the year that Harrogate Int. Nursery Supplier Snapshot pages where we speak to some of Fair were able to re-open their the industry’s finest to find out doors with the need for this more on how they are keeping We take a look at the event clearly demonstrated by abreast of consumer buying car seat category, the sheer volume of exhibitors behaviour, trends and which is continuing to and visitors and closed on the innovation to continue to evolve and keep pace final day to what can only be ensure this category evolves with trends, lead the described as a great success! It and innovates (turn to page 28 way in innovation and was perhaps the highlight of to read more). also now sees a nod my year to be able to see Talking of car seats, this towards sustainability. month I had the pleasure to everyone again and chat with You can read more and speak with Maxi-Cosi’s UK & like-minded people. view a wealth of So, what does this issue Ireland Marketing Manager products available by contain? Well, we take a look Debbie Wakefield. As a brand turning to page 18. at the car seat category, which Maxi-Cosi has become one of is continuing to evolve and the market leaders when we keep pace with trends, lead the way in innovation look at car seats since launching their first product in and also now sees a nod towards sustainability with 1984. To find out more about this forward-thinking many brands now looking closely at the fabrics car seat brand simply turn to page 24. used, packaging, the type of plastics used and This month we also take a look at the looking at materials from recycled resources. Mother&Baby 2022 Awards. This year was again a However, we must bear in mind that all car seat virtual affair with the winners being announced on manufacturers put safety first and rightly so, but the 23rd November. You can find a list of all the they are also making strides when we consider winners starting on page 32 where we also shine the

Check out our car seat feature starting on page 18. light on some of the winning products. There is also good news for all you keen golfers out there. 2022 will see the return of the Nursery Today Golf Day. After a two year absence the Nursery Today golf day will be held on the 29th June at Puckrup Hall. As well as the Nursery Today individual Stableford trophy, the BabyStyle four-ball trophy is also up for grabs. This is the only golf day for the nursery trade and has always been a great occasion. A morning nine hole Texas Scramble followed by lunch and then the afternoon four-ball competition. This is followed by a great barbeque and the presentation of trophies. Contact Malcolm Naish for full details on malcolm@lemapublilshing.co.uk. Finally myself, Christine and the Nursery Today team would like to wish you all a very happy festive break and prosperous New Year.

We bring you a round up of the Mother&Baby 2022 Awards over on page 32.

nursery today

news

Sponsored by

bébélephant’s Dreamy Appointment The Dreamy Elephant Company have appointed bébélephant as UK Distributors for their first product – Jaspar. Jaspar the Dreamy Elephant, who made his debut at the Harrogate Nursery Fair in October, is so much more than a cuddly toy or a conventional soother. He’s the first sleep aid designed to help develop the bond between you and your baby – use his voice record functionto record your own loving message, giving your baby comfort and security when they need it most. Announcing the appointment of bébélephant, Director of The Dreamy Elephant Company Prakash Chauhan commented “We have seen their [bébélephant’s] work in the nursery press for some time and their success with startups such as ourselves. Looking at their current portfolio of brands and retail reach, it was a natural fit for us – especially given our very own elephant!” Commenting on their appointment, Elliot Bishop, Managing Director of bébélephant noted, “In what has been a challenging year, it is reassuring to see some great new innovation now coming through. Jaspar is super cute, and is in stock ready for the holiday season too. The feedback from retailers so far has been amazing and we see great things for this new brand.” For more information contact:

elliot@bebelephant.com | 020 8202 1467

Clevamama looking to appoint UK Key Account Manager

ClevaMama is a dynamic and innovative Nursery Brand with global reach and ambition. They are passionate about creating clever solutions that help make it easier for parents to balance their family life. Based in Dublin, ClevaMama can be found in over 45 countries worldwide. If you’re an entrepreneurial, driven individual with experience in a similar role, ideally within the nursery products industry and a proven track record to apply today to join their company team. Based in the UK, the Key Account Manager will report to the Director of Sales and Marketing. This role will include fostering already established relationships with their existing customer base; researching and identifying new business opportunities in all areas, including online and bricks and mortar sites. Location: North West initially For a full job description, please email: brigittomy@clevamama.com To apply directly, visit: login.hirelocker.com/clevamama 8

nursery today

Savvy mums wear

Joie

Joie wanted to show just how easy it is to fit in some me time using the Joie savvy – so they invited 10 mums along to take part in an outdoor fitness session to try out the Joie savvy for themselves. Thanks to Samantha Johnson at Slogan Fitness, the mums were able to take part in a twenty-minute workout, carrying their little ones along for the ride and using the additional weight of their babies to add challenge to the exercise. A first of its kind for Joie, the savvy is an ergonomic carrier that allows you to keep your little one close, making baby wearing all about hugging, not lugging. With 4in1 carrying positions the savvy gives your baby optimal support and a change of scenery while giving your baby that comfort of being close. The optimal support of savvy lets little one sit smart in an ergonomic M-shaped position that promotes healthy spine and hip development, certified hip healthy by the International Hip Dysplasia Institute.

www.uk.joiebaby.com

Natural Baby Shower moves to

shiny new HQ

Natural Baby Shower have now relocated to an impressive, top of the range headquarters located just a short 500m walk from the current Bracknell base. The new office and warehouse space is a whopping 43,000 square ft and will feature a new virtual shopping area, car seat fitting drive-through service, designed room sets for filming and much more. Plus, the newer, more energy efficient building is being filled with high quality, sustainable furniture made from recycled materials where possible. The 1.4-million-pound project was underway in July 2021 with a vision crafted by the commercial creative team at 3space UK. With just a short 3-month window, the project required a lot of man hours and hard work to be operational before the impending Black Friday period. Thanks to the new warehouse’ spacious volume, Natural Baby Shower are now able to house more products from their growing family of ethical brands such as Joolz, Silver Cross, Nuna and many more, including some brands that have been with them from the very beginning such as Tots Bots, Cuddledry, Aden + Anais and Merino Kids. Natural Baby Shower is continuing to grow, hunting for new innovative brands, and developing services for the optimum shopping experience. Despite the whirlwind of a journey seen over the last 14 years, the spirit of the business has never faded; still striving to deliver core values in providing the very best for parent, baby, and the planet. Victoria Hampson, Co-Founder of Natural Baby Shower says: “Looking back on how it all started, we were new parents sitting in our small apartment in New Zealand overlooking Rangitoto Island, thinking about the prospects of returning to the UK with our newborn, I wanted every parent to experience the same joy of shopping for baby essentials that I had so, in 2007, from the kitchen table Natural Baby Shower was born, with a mission to create the same extra-special experience for every customer. As a brand, we’ve come a long way in 14 years, welcoming new faces to our ever-growing workforce and achieved some incredible milestones. Now, with our state-of-the-art HQ, we can’t wait to see what the future holds for the business.”

www.naturalbabyshower.co.uk

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2 IN 1 BIKE TRAILER & CITY BUGGY

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'5<. '82 PRICE-PERFORMANCE FAVOURITE WITH SPORTY DESIGN MULTIFUNCTIONAL BIKE TRAILER AND BUGGY The DRYK DUO is a bike trailer and buggy with a small width suitable for urban lifestyles. With only 79cm it easily fits through any home’s door, on the cycle path, through the shop’s shelves, as well as in any traditional lift. It offers a safe and comfortable ride for children, while the user benefits from its easy handling and one-handed folding system. The spacious design of this comfortable two-seater allows room for children from 6 months up to 120 cm and 22 kg each.

travel safely at all times. Four reflectors, an LED light, reflector lines on wheels and cover, as well as the safety pennant ensure maximum visibility of the trailer. The easy-to-use 5-point harnesses and the parking brake complete the safety features.

The spacious design of this comfortable twoseater allows room for children from 6 months up to 120 cm and 22 kg each.

EASY TO HANDLE The hauck DRYK DUO is the perfect companion for fashionable families and fits every lifestyle, living in the city or countryside.

It comes in 3 beautiful colours:

ROSE

GREY

PETROL

Additional accessories like the baby lounger for babies of 1 month+ allow for strolling and biking fun with the DRYK DUO for many years to come.

Sales enquiries contact: info@hauckuk.com Website: www.hauck.de/en

Thanks to the easy coupling and uncoupling from a bike, alongside the easy conversion, it can switch between bike trailer and buggy mode. The grey functions buttons make the conversion process from buggy to bike trailer and reverse clear and simple – even when alone or out and about. The lockable rubber wheel on the front and the air wheels on the back provide a high level of driving comfort as well as a smooth bump-free ride. The large 2-in-1 canopy can be opened by rolling it up, additionally the 2-in-1 side windows contribute to an optimal air circulation within the cabin and the integrated mosquito net keeps away disturbing insects. There is a large viewing window on the top, giving a clear view of the precious cargo and the child can always see the rider. SMART XL STORAGE SPACE With a load capacity of 6 kg, the DRYK DUO has a large storage space for purchases, toys and much more that can be easily reached and closed. The buggy wheel and the drawbar can be kept in the two included bags to protect the bike trailer’s fabrics, where they are easily accessible for when there is a change of mode required.

ROOM FOR

2 KIDS UP TO 2 X 22KG

COMPREHENSIVE SAFETY PACKAGE The push handle can be adjusted with ease. Thanks to the comprehensive safety package, children will

79 CM

retail

JOLLY TOTS

Family focussed Independent retailer Jolly Tots have been in business for over 30 years. Nursery Today had the pleasure to speak with Lorretta Owen to find out more. Can you tell us a little about the story behind Jolly Tots? My mum and dad were both made redundant within six months of each other. With two small children money was very tight. My mum started buying bags of used children’s clothes from newspapers adverts. She then spent time cleaning, ironing and selling them. She had been a young mum herself and saw first-hand how expensive new clothes were and how little they were worn before being outgrown. This proved very successful through word and mouth. They had received a small amount of redundancy and made the decision to rent a small shop using these funds. For them it was a HUGE gamble. They named the shop “Jolly Tots” and it went from strength to strength. Gradually they made the decision to sell nursery products rather than baby clothes. The original store is located just two miles away from the current store.

Tell us a little about the floorspace you operate within – how do you manage this? The store in Yardely Birmingham is spread across three shops. We began with the first shop and have gradually spread into the other two. The store is approximately 5000sqm.

far away from our existing customers. The Yardley store is located on a busy road with great bus routes ensuring we are easy to visit.

What has been the biggest challenge to the business? Since opening in 1989 the biggest challenge has been to stay competitive against the bigger companies. We have always prided ourselves on providing something for everyone’s budget. Offering exceptional personal customer service. We are proudly independent.

Having been established for more than 30 years, you must have seen many changes to nursery products – which category do you feel has experienced the greatest level of innovation? Car seats have received a great level of innovation. We remember car seats many years ago that could be fixed using a lap belt only and made from polystyrene. Now we have rotating car seats, seats from birth-12 years, isofix fitting and of course car seats with wheels in the form of the amazing Doona.

What was the driving decision behind opening the store in Yardley?

2021 has definitely been a challenging year for many in the industry – what type of challenges did you experience and how did you overcome these?

The main reason we decided to open the Yardley store was the close proximity to the original shop and back then advertising was very expensive, so the majority of gaining customers and awareness for the new shop was done via word and mouth. We didn’t want to move too

2021 and 2020 were enormously challenging. We had to change the way in which we operated. During lockdown staff were reduced from seven to five. We operated a click and collect and courier service. The majority of our sales are done instore and

nursery today

obviously this dropped considerably. We helped overcome this by offering video appointments, going live on Facebook and pushing our facebook marketing.

Since opening in 1989 the biggest challenge has been to stay competitive against the bigger companies. We have always prided ourselves on providing something for everyone’s budget. Offering exceptional personal customer service. We are proudly independent.

How do you keep abreast of new product launches? We are constantly looking out for new products. We read Nursery Today magazine to look out for new brands and innovations. We take note of customer requests and the sort of things they are looking for. We follow new and established brands across the socials. We often do research on our Facebook page by the way of polls etc.

You stock many leading brands in-store, is there a brand that is currently performing well for you? Joie does amazingly well for us. We feel that the brand offers exceptional quality at an affordable price. The Joie 360 car seat is easily our most popular car seat. With many customers enquiring about one before their baby has even been born. The effortless spin function is a must for most perspective parents. We find once parents have purchased a Joie product it’s usually the brand that they want to stick with. They are impressed with the quality and the fact it’s backed with a full two year warranty. Joie is definitely a brand that consistently performs well for us. Venicci is always popular in our store. The customer is always impressed with their sleek styling and gorgeous fabrics. We have a brilliant relationship with Vennici and find their customer service exemplary. They really do help to support the retailer.

Lorretta with the friendly Jolly Tots Team

How important is your website to the business? We are currently in the process of enabling our website to allow customers to purchase straight from the website. Watch this space!!!

Is social media pivotal to you and how successful is this? Lastly, do you have any exciting plans

on the horizon you would like to share with Nursery Today readers?

a lot of ideas from the younger members of staff and feel that every day we learn something new.

Social media has been a HUGE success for Jolly Tots. We have over 80,000 followers on Facebook. This number is constantly growing. We ship all across the UK. We run regular competitions, go live from the store and share videos. We are also on Instagram and we have recently launched a TickTock page which has been enormous fun. We get

Lastly, do you have any exciting plans on the horizon you would like to share with Nursery Today readers? We have BIG plans for Jolly Tots. Since re-joining the family busines nearly two years ago I have lots of ideas. My

Mum and Dad are very much still involved. They offer an enormous amount of support and wisdom. We are a team. My nephew is also part of the team along with six other amazing staff. We couldn’t do it without them. Two of them have been with us over 15 years. Jolly Tots has always been a family business and this is how we want it to continue. All I can say is watch this space.... We will continue to offer something for everyone’s budget.

Dorel Juvenile

Stars of 2021 As we look forward to next year and all that it brings, we wanted to celebrate some of the Dorel Juvenile products that helped make this year a success, from innovations in car seat technologies with Maxi-Cosi®, to elegant developmental toys with Tiny Love. Our 360 Family is the next generation rotating car seat system, providing total convenience and designed to grow with families’ needs from birth up to four years. Thanks to the innovative FlexiSpin rotation on the FamilyFix 360 base, the compatible Pebble 360, Pearl 360 and Coral 360 can be easily rotated using only one hand. With ClimaFlow temperature regulating technology, G-CELL superior side impact protection and an easy-in magnetic harness, the 360 Family makes each car journey that much easier. • • • •

Made to evolve with you

FamilyFix 360 RRP £199. Pebble 360 Available in Essential Black, Essential Graphite, Essential Grey and Essential Green, RRP £199 Coral 360 Available in Essential Black, Essential Graphite and Neo Green, RRP £239 Pearl 360 Available now in Authentic Black, Authentic Graphite, Authentic Grey, Authentic Cognac, Authentic Red, RRP £279

Mica Pro Eco Our latest update to the best-selling Mica is made using recycled fabrics for a more sustainable choice. Featuring the same innovative technologies as our 360 Family, Mica Pro Eco is a safe, comfortable and environmental option. For more details see our feature in the last issue of Nursery Today or on our website. Available in Authentic Black and Authentic Grey, RRP £319.99

Moa Moa is a stylish and functional piece of furniture that offers 8 different configurations designed to perfectly suit children’s needs over their first 5 years, to provide a comfortable seat from which to eat, learn and grow.

maxi-cosi.co.uk *

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Available in Beyond Graphite RRP £169

Dorel Juvenile

Cassia Cassia is a stylish, soothing swing, that’s suitable from birth to 9kg. Featuring smart motion sensors, nature sounds and melodies, it’s been designed to help reassure hard-working parents that baby is always kept comfortable, safe and entertained. With a chic minimalist design and space saving frame, it fits perfectly in any home. Available in Essential Graphite, RRP £189

Boho Chic Collection The beautiful Boho Chic collection has been expertly designed to engage and soothe as well as complement the décor of any home with its natural materials and chic style. This collection features cute new Tiny Love characters; Dave the Sloth, Marc the Koala and Janice the Toucan and is comprised of a gorgeous Luxe Gymini, Musical Mobile and 2-in-1 Rocker.

Dual mode rocker for cosy naps £99.99

Gymini featuring 20 stimulating activities RRP £109.99

Mobile with beautiful design and variety of electronic features RRP £54.99

5-in-1 Here I Grow Walk Behind and Ride-On The 5-in-1 Here I Grow Walk Behind & Ride-On™ with its unique multipurpose design allows baby to sit, stand, walk, ride or push for a full range of play options to match their growth and replaces the need for multiple mobility toys to help them to explore their world! This innovative and versatile new toy grows and adapts with each stage of a toddler’s mobility with 5 different modes, plus the feature-packed electronic activity panel promotes cognitive development and hand-eye coordination Available in Pink and Blue, RRP 59.99

To find out more, call sales on 02082360707 or email UK-sales@doreleurope.com

A new way forward

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cybex-online.com

Spotlight CAR SEATS AND ACCESSORIES Image courtesy Maxi-Cosi

Forever

evolving Car seats really are the mother of all invention. With brands continuing to improve and look at safety features, we are now seeing an increased level of innovation and even a nod towards sustainability. Here we find out more.

ith the car seat category continually evolving and a category where brands lead the way, it can however be a minefield for new parents who are navigating car seats for their first child (and even perhaps into the next stage seat after the infant carrier). Nursery Today asked Axkid’s General Manager, Jayne Caul if she feels that new parents have a better level of understanding of the various Groups and what they need at each stage of growth. “I think it is rather overwhelming for new parents to understand the different categories and tend to purchase their first stage seat with their travel system.” Said Jayne. Although Jayne does feel that perhaps it is the next stage after the infant carrier where consumers seek more information and guidance commenting: “It is the second stage car seat where they are seeking more information and this is when it can become confusing. The consumer must understand car seats are sold on length due to R129, but weight must not be ignored as each seat will have its own weight limit. Understanding when a seat is outgrown and when it is appropriate for a child to move to the next stage car seat is important, but also ensuring that the correct seat is selected at each stage taking into account various factors, i.e. the percentile of the child. I think there is still much work to be done here.” Nursery Today also asked independent retailer Sara Hubbard from Whites Farm Baby Barn for her thoughts. “It can be confusing for them. We think manufacturers play a large part in this as some are still advertising conflicting information. We try and explain the stages and tailor each sale specifically to the individual child and customer requirements.” That said, with easy access for the majority to online information, Cybex’s General Manager Luke Burns does feel that consumers are now more savvy and run online research prior to purchase. “Consumers have had more time to research car seats during lockdown, giving them a better understanding of the legislation and requirements for different groups and ages. They’re able to better understand technical information as there’s so much freely available car seat information online. Many respected platforms offer detailed product reviews, as well as top tips on

nursery today

purchasing options.” In-store advice from a specialist car seat retailer can also give valuable information via product demonstrations with Luke adding: “Consumers also have the option of discussing the relevant information with in-store specialists, who can offer advice with regards to the latest on car seat legislation. They can also now benefit from face-to-face demonstrations. These ensure consumers will be up to date with the latest information on car seat stages and how to fit and use them correctly.”

“Safety is a number one priority for parents when it comes to choosing a car seat, after this, parents consider functionality, ease of use and style.” Luke Burns, Cybex As an independent retailer on the front line, we also asked Sara on the type of research her customers are conducting, with her telling us “Our customers do research this category prior to their visit to us, but not necessarily in terms of test scores or safety features.“ Are brands however adding a level of confusion within their own direct to consumer information or are we now as an industry sending out the same message to the consumer on car seat legislation and requirements through the various age/height stages? We asked Cozy N Safe’s Global Sales & Marketing Manager Andrew Nicholas for his thoughts. “Not quite as it differs from brand to brand but however the recent work undertaken by the Baby Products Association to represent the industry must be commended. Their booklet “child car seats ending the confusion” gives clarity for the transition on a variety of topics. In our opinion the industry could work together collectively towards one common message.” Joie’s Product Development Manager Damon Marriot would agree commenting “There

continues to be some mixed messaging around, with various retail partners choosing different methods to illustrate the types/groups of seats within category sectors and this will continue to confuse until R129 is the only standard available, as many still choose to illustrate R129 seats within R44 group categories.” So what is currently driving the car seat sector? We asked Luke for his thoughts. “Safety is a number one priority for parents when it comes to choosing a car seat, after this, parents consider functionality, ease of use and style. Research also suggests that consumers want a car seat that is equipped with enhanced safety features; tested to the latest regulations and awarded for its outstanding performance by credible external organisations.” With sustainability and eco friendly products very much in the mind of the consumer, are car seat brands also now taking a closer look and focussing on this with regard the manufacturing process, fabrics and packaging used? “There is now a huge amount of focus. Leaving the world in a better place than we found it should be a priority for every brand.” Said Andrew. “Cozy N Safe have already made the decision to stop printing full colour on our boxes to make them more eco-friendly, using less internal plastic packaging and our R&D team are working hard to make the transition to more eco-friendly product materials in our car seats.” Nearly all car seat brands are now looking at this area with Luke stating: “We are constantly reviewing our sustainability as a company. Our Karolina Kurkova Collection was an entirely sustainable project, the collection is made with REPREVE certified recycled fibres. The yarn in each product utilizes up to 31 recycled plastic PET bottles creating an eco-conscious offering. Sustainable materials is area we will continue to develop and we are also exploring new sustainable manufacturing options, and how this can be applied to freight, transportation and logistics.” Brands are now also firmly focussed on the upcoming changes with the cessation of R44 car seats in the UK from September 2023 with the new R129 standard in mind. We highlight this further over in our Supplier Snapshot pages.

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Spotlight CAR SEATS AND ACCESSORIES

Always sure with

Graco

Graco brings to market EverSure, its first i-Size high back booster for children 100-150cm tall (approx. 3.5-12 years). TrueShield and Safety Surround Side Impact provide ultimate protection. Padded armrests, a memory foam cushion seat and a 10-position adjustable headrest and two retractable cupholders ensure little ones travel in comfort. Available online and in a number of retailers, EverSure i-Size is a great solution for superior safety standards and comfort, without an eye-watering price tag.

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

Airbag technology Suitable from 15 months (76cm) to up approx 6 years (maximum 115cm and 21kg) CYBEX Anoris T is setting new industry standards in terms of safety. Thanks to its integrated airbag technology, the forward-facing seat offers approximately 50%1 more protection than conventional forwardfacing seats and is at least as safe as rear-facing car seats. Facing forward, the child enjoys much easier interaction with the driver. The Anoris T i-Size is simple to install and provides more comfort, legroom and easy entry into the seat. In a conventional front-facing car seat, a child is secured using a harness meaning that in a frontal collision the head is thrust forward. To combat this, the full body airbag integrated into the Anoris T i-Size’s impact shield protects both the fragile head and neck. The airbag is activated in milliseconds, opening to spread to a C-shape in front of the child. The airbag provides approximately 50% more protection in the event of a frontal collision than traditional forward-facing child seats with a harness system, while still offering the same degree of protection as rear-facing seats.

www.cybex-online.com

For every stage of the

journey The every stage FX, group 0+/1/2/3 is the ultimate transporter with easy install options and growth every way for every stage.

With four seats in one, this every stage seat grows with the child starting as a rearward facing seat from birth to 18kg, to a 9-18kg ISOFIX installed forward facing seat, then converting to a belted booster from 15-36kg. The every stage FX transforms to fit as kiddo grows. As the headrest adjusts up, AutoAdjust side wings expand to custom fit growing little ones all the way up to the tallest of 12 years old.

uksales@joiebaby.com www.joiebaby.com 20

nursery today

Safety plus

comfort

The new Pebble 360 can be used from birth up to approx. 15 months and rotates smoothly and easily on the FamilyFix 360 base (sold separately) using only one hand.

The FamilyFix 360 base is equipped with ISOFIX connectors and a support leg to provide the safest, easiest, and quickest way of installing the car seat. Thanks to the easy-in harness parents can get babies in and out quick and hassle-free and the super-comfy Baby-hugg inlay keeps them snug at all times. To ensure baby’s safety and comfort, the Maxi-Cosi Pebble 360 has ClimaFlow to help regulate baby’s temperature and G-CELL Side Impact Technology to keep baby protected from the forces of a side-on collision. The Maxi-Cosi Pebble 360 is part of the next generation rotating car seat system, the 360 Family. Consisting of a rotating FamilyFix 360 base and compatible Pebble 360 (until approx. 15 months) & Pearl 360 (until 4 years) car seats, it carries baby from newborn up to 4 years old.

www.maxi-cosi.co.uk

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i-Spin 360™

spins with ease 360 degrees

An i-Size certified, 360° pivoting protector usable rearward from birth to 19 kg, and forward facing from 15 months. Simple Swivel™ for one-hand smooth spins, auto-engaging Guard Surround Safety™ side impact protection and Smart Ride™ lock-off ensure the utmost safety and the easiest of function.

Share the joy at joiebaby.com For more information and all sales enquiries, please contact Joie on 01889 808 900 or email: uksales@joiebaby.com

Spotlight CAR SEATS AND ACCESSORIES

Set your standard on sustainability

Maxi-Cosi’s purpose has always been to care for precious life, but that care doesn’t end when children outgrow their products. Maxi-Cosi want to ensure a better and greener world for all the babies they’ve safely carried home. That’s why they’re introducing the Mica Pro Eco. With Eco Care, the Mica Pro Eco uses recycled fabrics that still have the same soft and breathable qualities that parents would expect from Maxi-Cosi. Built to the highest i-Size safety standards and suitable from birth to four years, Mica Pro Eco combines best-in-class comfort with planet-friendly innovation, to create the first sustainable car seat of its kind. With all the features you come to expect from Maxi-Cosi car seats including ClimaFlow, FlexiSpin, G-CELL and more, it is the perfect choice to care for our planet, and future generations.

www.maxi-cosi.co.uk

Rear-facing Swedish Safety

Rear-facing car seats have been proven to be up to five times safer for children compared to forwardfacing.

A rear-facing car seat’s biggest advantage is that it supports the child’s entire back, neck and head, distributing the crash forces over a larger area and therefore significantly reduces the forces imposed on the neck. Therefore, a rear-facing car seat gives your child better protection and reduces the risk of injury in the event of a collision. Axkid ONE is the only rear facing ISOFIX car seat in the world that is approved all the way up to approx. 7 years of age (125cm/23kg).

www.axkid.com

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One hand

rotation

Suitable from 3 months (a minimum 61cm or from 45 cm with newborn inlay) to approx 4 years (maximum 18kg).

The Sirona S2 i-Size car seat from Cybex features a genius onehand 360° rotation mechanism for a fast entry and exit, it allows for easy and comfortable boarding. The Sirona S2 i-Size lets the child sit rear-facing to improve safety in the event of a head-on collision. If it is switched to forward-facing, the Energy Reduction Technology makes the journey safer. The headrest and harness system transmits impact forces directly to the car seat providing optimum protection in whichever travelling direction.

www.cybex-online.com

Spotlight CAR SEATS AND ACCESSORIES

Simply swivel Meet i-Spin 360, a 3600 pivoting protector that spins rearward, forward and everywhere in between. Now featuring i-Size security, plus Guard Surround Safety and Smart Ride lock off for built in safety and peace of mind. Turning baby towards you just got so much simpler with the Simple Swivel, the one hand turning activator positioned right where you naturally reach. The powerfully protective Guard Surround Safety panels autoengage when the harness is tightened, to surround baby with ultimate safety. Ready to rotate - Smart Ride lock off offers smarter security, helping to keep baby rearward until it’s time to transition forwards.

Smooth

spin

Turn2Me, is Graco’s 360° rotating Isofix car seat, with high spec safety features and superb comfort. Offering extended rearward facing from 0-18kg (birth to approx. 4 years) and forward facing from 9-18kg (1 to 4 years), the car seat will grow with baby to child. Turn2Me smoothly spins 360° with just one hand, and in one smooth motion. The one-click Isofix, with an intuitive locking system, means the car seat installs easily and instantly with clear colour indicators. Side impact protection offers additional peace of mind and the five recline positions in both rearward and forward-facing modes, and improved neck and back support, is an unrivalled combination of comfort and safety.

uksales@allisonbaby.co.uk www.gracobaby.eu

uksales@joiebaby.com www.joiebaby.com

Reach the summit with the

Augusta i-Size Cozy N Safe combine safety, comfort and style without compromising on the price!

On the back of the success of their new i-Size range, Cozy N Safe are launching their latest model, the Augusta i-Size. Children grow up in the blink of an eye that’s why this seat has been designed so that children will be Cozy N Safe and will love their “big Seat” no matter their stature. Featuring a 10 position headrest, wide seating area with armrests and self-adjusting side cushions that can be easily removed to fit most children. The Augusta i-Size also features a super deep memory foam base and headrest, cup holder, added side impact protection and ventilated shell. The seat is sure to make the question “Are we there yet?” a thing of the past. Designed to be suitable for all children between 100 and 150cm (approx. 4 to 12 years old). Get your hands on the Augusta i-Size Jan/Feb of 2022.

For more information please contact: sales@cozynsafe.com, call them on 01902 494905 or visit www.cozynsafe.com

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Interview Maxi-Cosi

Going above and beyond

expectations As an established and leading car seat brand Nursery Today’s Editor Penny Franks had the pleasure to interview Maxi-Cosi’s UK & Irelands Marketing Manager Debbie Wakefield to find out more about this forward thinking car seat brand. Maxi-Cosi launched their first car seat in 1984 and you have certainly come a long way since then. How have you driven the brand to become a leading car seat manufacturer of today? It takes a lot of hard work and amazing teams all over the world, but I believe the fact that we have always been innovators in the car seat category by introducing technologies such as the first car seat with air bags, or the first rotating car seat has resulted in us becoming leaders in the industry. We are proud to provide options to suit every family’s needs and budget within our range.

The brand is synonymous with safety – what drives the company to always meet this criteria? We understand that being a parent is extremely challenging at times so at every point we ensure that our products are making parent’s lives easier. We ensure that our car seats are as safe as they possibly can be by using the latest innovations and following the most up-to-date regulations which ultimately provide peace of mind to parents. 24

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We ensure that our car seats are as safe as they possibly can be by using the latest innovations and following the most up-to-date regulations which ultimately provide peace of mind to parents.

How do you convey your key car seat safety message to the consumer? We always highlight the features that make our car seats so safe in our communications to consumers. By drawing attention to safety technologies such as G-CELL side impact protection and ClimaFlow that moderates babies’ temperature, we hope to help make parents understand all the various innovations we incorporate into each of our products and how they benefit their children; going above and beyond the now expected i-Size safety. We use a variety of ATL, TTL and BTL communications, which have the end goal of educating parents with relevant information on car seat safety. We also constantly test and improve our designs in partnership with organisations concerned with child car safety such as the United Test and Assembly Centre Ltd (UTAC), Transport Research Laboratory (TRL) and the European Commission.

Do you feel that as an industry all key car seat brands are sending out the same message to the consumer on car seat legislation and requirements through the various

age/height stages, or do you feel more can be done? All car seat brands have a duty of care towards consumers and the legislations can be difficult to understand for new and existing parents alike. At Maxi-Cosi we have prided ourselves on educating consumers and being the leading voice on regulatory changes. With the impending end of the R44 regulation to i-Size, car seat safety should be significantly clearer to the consumer which in turn, enables brands to communicate their car seat safety more effectively.

You state you were the first creators to bring to market an i-Size baby car seat – how important was this milestone to the business? The Pebble Plus was a defining moment in our history, winning countless awards. Since then, this bestselling platform has evolved into the Pebble Pro i-Size and more recently, the Pebble 360. However, all of our first-to-market products have been a proud moment for the business. It enables us to set the benchmark for others and show consumers that safety, innovation and ease of use come as standard with all our products.

Since then, how have you developed your range and conveyed these to the consumer and your retail partners?

in the UK from September 2023 – as a brand, can we expect to see new ranges being launched with R129 in mind?

Our focus has always been to improve on our products to make them the most comfortable and safe car seats on offer, but we also understand that various families have different needs and our range has been developed to reflect that. From i-Size and side impact protection, we have developed G-CELL, the easy-in harness is now a firm feature on our car seats as well as pushchairs and our most recent USP is ClimaFlow which moderates the temperature of children via air ventilation in the seat. We have an omni-channel marketing approach to cover all touchpoints for the consumer and we support our retailers with full launch packs including digital assets and in store materials.

The majority of Maxi-Cosi car seats are already i-Size, and we have been working on creating i-Size models of those that are R44 whilst also refining our range. For example, we are launching an i-Size version of our bestselling CabrioFix infant carrier and for older children, some of our key Group 2/3 seats are being updated to the latest i-Size regulations.

What about R&D, how much investment do you place into this? We invest significantly in R&D. Research and development is absolutely key to creating the safest and best possible products. It’s what has enabled us as a brand to be leaders in innovation and to have such benchmarks like creating the first rotating car seat. We will always continue to try and improve upon our products in this way.

As a business, what type of focus do you place on sustainability? Sustainability is a key focus for us as a brand as we continue to develop new products. We understand the desire for consumers to have more sustainable products from recycled fabrics to products that can be more easily recycled. With this focus in mind, we have recently launched our brand new Mica Pro Eco car seat. We are incredibly proud that 19 recycled plastic bottles are used to make the fabric on each seat. It is only a small step towards a fully sustainable car seat, but it is certainly a step in the right direction and one that we will be looking to expand on next year.

The sale of R44 car seats is to cease

How important is social media to the business to keep your car seat range in front of the consumer? As with any modern brand, social media has become a key part of our marketing strategy. Our Central digital team is working hard to create engaging and educational posts on Facebook and Instagram, plus we work with key influencers on a variety of channels. One of our big focuses this year (and beyond) has been user generated content, as we understand that our consumers want to see real people using our products in their daily lives.

As a brand, do you conduct consumer focus groups to understand what the modern parent is seeking? We have a team dedicated to consumer insights and market research who are always working to better comprehend the needs and wants of today’s parents. Now more than ever, with the business landscape undergoing global upheaval, understanding trends and buying behaviour has been key to the ongoing success of our business.

Do you look at various ways when developing new seats that ensure safety and comfort for a baby or young child, while ensuring ease of use for the parent/adult?

We understand the desire for consumers to have more sustainable products from recycled fabrics to products that can be more easily recycled. With this focus in mind, we have recently launched our brand new Mica Pro Eco car seat.

our products, but our third pillar of thought is always ease of use for parents. This is evident in our 360 Family, the main USP of which is the FlexiSpin technology built into the FamilyFix 360 base that allows all car seats in the family to be easily rotated using only one hand. When you’re a busy parent, it’s features like this and others such as an easy-in harness and memory buttons that become significant when you’re using a product every day.

What about accolades from recognised institutions/ associations – how important are these to you when we look at your car seat range? We’re proud to have earned many accolades across our range of products from internationally recognised bodies such as ADAC, STiWa and Which? We have also found success in multiple parenting awards across various categories. These are not only important to us as a brand, but important to the consumer when researching products such as car seats and pushchairs.

Finally, a look to the future – do you have any exciting announcements or news that you would like to share with Nursery Today readers? We’re really excited for what the New Year will bring in terms of our product launches, but we can’t reveal everything just yet! In the past, we have always launched multiple products across categories in one single year but going forwards, we will be focusing on refining our range, updating our i-Size offering and introducing a new brand to the Dorel Juvenile portfolio. (Well, we couldn’t make things too easy for ourselves could we)!

Safety and comfort of the child will always be the first considerations when it comes to developing nursery today

Spotlight CAR SEATS AND ACCESSORIES

Award Winning

Car Shades Parent’s favourite car sun blinds, voted Mother & Baby 2022 Best Travel Accessory Over £30.

Manufactured in the UK to fit over 800 of the most popular vehicles, Car Shades are the UK’s leading car sun blinds that help protect precious little eyes and keep everyone cool and calm on their journeys. Tailor-made to the exact size of each rear window including the boot, ensures all windows are covered perfectly leaving no dazzling gaps and rear windows can still be used when they are in place. Easy to install and fit at home, these are a fantastic travel accessory that’s easy to see why parents awarded these the Gold Mother & Baby Travel Accessory for 2022.

marketing@carshades.co.uk www.carshades.co.uk

Two great accessories Keeping little ones warm and protected Doona has it covered! Doona Winter Cover

Suitable from birth As part of the 360 Family, the Pearl 360 can be used from birth up to 4 years old. A perfectly comfortable and safe rotating car seat that is built for long-term use.

Designed to fit over the Doona Car Seat and Stroller to keep children protected and warm in colder weather. The water-repellent outside layer protects from wind and cold and the luxurious lining ensures maximum comfort. The snap collar is fully adjustable according to your needs

Doona Footmuff

Thanks to the 360˚ rotation handle on the base (sold separately), the Pearl 360 can be rotated smoothly and easily in any recline position. Super easy for parents, super comfortable for baby. A cosy from-birth inlay keeps babies snug and when little ones aren’t so little anymore, the Pearl 360 allows room to grow with an extra-spacious seat. At Maxi-Cosi they have carried over 50 million babies home from the hospital. For them, a child’s safety is Maxi-Cosi’s top priority. Pearl 360 is approved according to the latest European safety standard i-Size (R129/03) for the improved safety performance as part of this compliance. Designed with ClimaFlow fabrics and extra-protective G-CELL Side Impact Technology, this 360˚ rotating seat provides years of comfort and grows with families. The Maxi-Cosi Pearl 360 is part of the next generation rotating car seat system, the 360 Family. Consisting of a rotating FamilyFix 360 base and compatible Pebble 360 (until approx. 15 months) and Pearl 360 (until 4 years) car seats, it carries baby from newborn up to 4 years old.

Designed to keep a child warm and comfortable in colder weather. The beautiful, high-quality padded design features a removable luxuriously lined blanket. The footmuff is made with waterrepellent materials and is the ideal accessory for both Car Seat and Stroller during the winter. Product features: • Easy and safe attachment to Car Seat & Stroller • Designed to fit most car seats, strollers and joggers • Full-length zipper to easily place your child • Water-repellent, weather-proof materials • Removable blanket • Machine washable

www.maxi-cosi.co.uk

www.cuddleco.co.uk

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Spotlight CAR SEATS AND ACCESSORIES

Fashion &

function

The new i-Level Signature looks every inch the fashion statement with its plush and luxurious fabrics, cosy quilted details and vegan leather accents – but it’s not just a pretty face. Partner the i-Level with the i-Base lx for laid back luxury, and rest assured that your precious cargo is in safe hands with the exclusive Tri-Protect headrest featuring Intelli-Fit memory foam that has been specially engineered for optimal head and neck security. Alterations on the go are effortless with the i-Level, thanks to the headrest and harness that adjust simultaneously, while the easy to remove, full body insert keeps tiny travellers nestled in safety.

www.joiebaby.com

Grow with Maxi-Cosi The Maxi-Cosi Kore Pro i-Size is the first i-Size Group 2/3 car seat from Maxi-Cosi.

It 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

supplier snapshot This month we talk to some of the industry’s finest on their thoughts on the Car Seat sector.

Jayne Caul

GLOBAL SALES AND MARKETING MANAGER, COZY N SAFE

UK/IE COUNTRY MANAGER, AXKID Are consumers looking for any specific criteria when selecting? There will indeed be consumers looking for specific functions but ultimately this is a safety product and that will always take precedence. Comfort and ease of use are also important factors and are often considered. How do you convey your key car seat safety message to the consumer? All Axkid rear-facing car seats are Swedish Plus tested which we identify as the most rigorous crash test to pass. It is imperative our car seats pass this test as it is a further approval of the enhanced safety of our car seats. All communication we convey to the market focuses on this core message and our brand has become very well known within a key segment where safety is paramount. Do you feel that as an industry all key car seat brands are sending out the same message to the consumer on car seat legislation and requirements through the various age/height stages, or do you feel more can be done? More can be done, communication on regulation can be somewhat confusing for the consumer to understand, for example the difference between i-Size and R129. In addition, there are differing limits on child car seats, even in the same category, whether that be length or weight to which the consumer must be aware of to ensure the car seat is used to the correct limits for that seat. As we move away from group categories, the market needs to move away from this also as the combination of both can also be confusing for the end consumer. Sustainability and eco-friendly products are very much in the mind of the consumer. As a business, what type of focus do you place on sustainability? Sustainability plays a vital part in the development of our products. Axkid ONE has a long-life span of up to 7yrs resulting in fewer seats being required. The car seat comprises of reduced fossil plastic and materials with a high grade of recyclability. What type of support do you offer your retailers? We pride ourselves on our premium product, focused marketing strategy, enhanced margins and excellent customer service. Our retailers are our partners, that is incredibly important to Axkid and we will do all we can to support what we see as a very key industry. We wish for our retailers to have as much pride in our brand as we do as they are fundamental in our mission to drive awareness of safety in extended rear-facing car seats.

Luisa Svensson

ASSISTANT MARKETING MANAGER – GRACO UK

What do you feel is currently driving the car seat sector? Convenience, ease of use and longevity. It was apparent from the recent Baby Show that expecting and experienced parents are interested in the rotating base feature, with ability to use the same base from newborn to child stage. How do you convey your key car seat safety message to the consumer? It’s important for us to make the safety element as simple as possible, it can quickly become very technical for the consumer and so this year we launched our car seat safety campaign using real parents to convey simple messages in a relatable style. Are new parents understanding the various stages of car seats and have a clear knowledge 28

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Andrew Nicholas

of what they require at each age stage? We see both – new parents with no knowledge and in need of complete guidance and then there are the savvier parents that do extensive research and know what they want and need. The sale of R44 car seats is to cease in the UK from September 2023 – as a brand, can we expect to see new ranges being launched with R129 in mind? The R129 developments is a focus for us and we are excited to share our new products soon. Finally, do you feel we have ample innovation within this category? There is always room for more innovation. Car seat innovation takes time due to the complexity with safety standards, we should expect to see more in the next couple of years with the evolvement of standards.

What do you feel is currently driving the car seat sector? Customers are definitely savvier and more people are using the internet to find the best deals and information about the brand and seats. The way consumers interact with brands has shifted due to the pandemic, social media, aggressive viral marketing, live chat, emails, etc. Engagement between sector and consumer has more of a back and forth leading the consumer to make a more informed decision. How do you convey your key car seat safety message to the consumer? The Cozy N Safe motto is “Without Compromise”. Everything we do is without compromise from product development to comfort and this also applies to safety. Comfort and Safety are our main priorities. The company name is Cozy N Safe after all. The way we convey this is through all the regular channels such as social, email, blogs on our website, videos and more. We also focus our efforts promoting our safety message to our retailers. They are the ones talking to the customer and effectively become an extension of Cozy N Safe, so ensuring that retailers know our safety message and can accurately pass that on to customers whether that is online or face to face is very important. The sale of R44 car seats is to cease in the UK from September 2023 – as a brand, can we expect to see new ranges being launched with R129 in mind? Of course, it’s an exciting time to see what everyone in this industry can develop to the new regulations. Cozy N Safe have multiple new i-Size car seats on the horizon that we can’t wait to share with you, adding to our four i-Size models that we launched recently at the Harrogate fair, one of which the Cozy N Safe Morgan i-Size was voted Best New Product 2021 across the entire baby products industry. What type of support do you offer your retailers? We believe in building relationships with our retailers and recognise that each retailer is different. What worked for one might not suit another. We work closely with our retailers to understand their challenges, marketplace and customer to build a package bespoke to them from POS to bespoke digital assets, paid for advertising campaigns to drive traffic directly to them and more. Finally, do you feel we have ample innovation within this category? The cease of sales on R44 seats will drive everyone to innovate more, offering safer seats with more functions and features whilst staying within the i-Size regulations. I believe having a better dialogue between the car seat industry and automotive industry will help drive innovation further.

Luke Burns

GENERAL MANAGER, CYBEX

How do you convey your key car seat safety message to the consumer? We work closely with some of the most well-known and respected parenting titles and websites to ensure that our consumers have a real understanding of our products through independent unbiased press reviews. Customers also have access to a wealth of information online from publications and organisations such as ROSPA. We encourage external independent testing from organisations such as Which?, and we receive honest and credible feedback from real parents who rigorously test our car seats. We utilise our social media channels to convey safety messages, while emphasising the value of our product range. Do you feel that as an industry all key car seat brands are sending out the same message to the consumer on car seat legislation and requirements through the various age/height stages, or do you feel more can be done? The messaging is consistent, but product offerings vary so much that it can become confusing. Our range includes versatile seats such as the Sirona S2 i-Size that can be used from birth up until approximately 4 years old and the awardwinning Pallas G i-size which utilises our shield technology and grows with the child. It’s a great family investment as it can be used from 15 months up until approximately 12 years of age. We aim to offer as much clear information as possible so that our customers can make informed choices. We also feel that there is an industry wide responsibility and as such we are a key contributor to the recent Baby Products Association publication “Child car seats – ending the confusion” The sale of R44 car seats is to cease in the UK from September 2023 – as a brand, can we expect to see new ranges being launched with R129 in mind? Yes! We pride ourselves on our innovation, this month sees the launch of our brand-new car seat the Anoris T which is setting new industry standards in terms of safety. Thanks to its integrated airbag technology, the first of its kind, the forward-facing seat offers approximately 50% more protection than conventional forward-facing seats and when compared to conventional rear- facing child seats, the Anoris T has a better overall performance in terms of active and passive protection.

What type of support do you offer your retailers? We offer regular support to our retailers – our team of dedicated sales representatives frequently visit stores, ensuring that retailers have all the expert knowledge and training they need. It’s essential that our retailers understand our products thoroughly so that they can advise parents on the best car seat for their child. During lockdown, we also launched our online training academy which retailers could access from their mobiles. The academy offered demonstration videos and online training sessions. This is still proving to be a useful resource for our retailers, helping them access all the latest car seat product information at the touch of a button. Finally, do you feel we have ample innovation within this category? Yes absolutely, as I mentioned before the launch of our new Anoris T car seat will change the industry, it now offers children the same standard of air bags that were previously only available to adult. It utilises the latest technology with sensors that operate on algorithms based on over 1000 crash tests. We are constantly looking to innovate and improve, using the latest technology and research. The safety of a child is paramount and therefore continued innovation is essential. Our R & D team works extremely hard to ensure that Cybex can continue to enhance child safety even further, bringing the latest design and functionality to the sector. Our car seats are developed to meet our customers ‘lifestyle needs, whilst always offering the highest safety standards. Parents look for enhanced safety features and new product designs that offer superior protection, support and comfort at each stage of their child’s development. We recently launched the Pallas G i-Size impact shield car seat which provides over 40% less strain on the neck, thanks to its impact shield which helps reduce the risk of neck injuries in a frontal collision when compared to a harness system. With some parents needing to switch their toddler to a forward-facing car seat before being in a group 2/3 seat, this is an example of innovation that meets their individual needs.

Damon Marriot

HEAD OF PRODUCT DEVELOPMENT, JOIE

What do you feel is currently driving the car seat sector? The car seat sector is all about innovation and safety so we have seen a huge upsurge in the sales of spinning seats as more and more brands are now offering this type of product. How do you convey your key car seat safety message to the consumer? Rearward facing for longer is vitally important to us as a brand so we always have a huge emphasis on this message. We work closely with UNITAR and we always ensure that when we work with influencers on car seats, we make sure that that they are aligning with our values of every rearward day is a safer day. How important is social media to the business to keep your car seat range in front of the consumer? Social media certainly has its part to play but what we have learned is that our consumers are not swayed by celebrity endorsements - they find them ingenuine and unauthentic. We always aim to work with mums who genuinely believe in our brand and will use them in their day to day lives as this resonates more with our consumers. Are new parents understanding the various stages of car seats and have a clear knowledge of what they require at each age stage? Yes, there is plenty of guidance available to the new parent, but it can still sometimes be confusing to know which option is best. That is why we make

sure that our retailers have all the information they need to be able to help the consumers make a fully informed choice. Sustainability and eco-friendly products are very much in the mind of the consumer. As a business, what type of focus do you place on sustainability? We have just launched our Pure Joy campaign illustrating the behind scenes effort we take with manufacture of our products and will be offering eco-friendly products into the range during 2022 to further illustrate our commitment to a sustainable future. What type of support do you offer your retailers? We are continuing to support retailers directly via our training and merchandising team as well as providing a full array of digital assets for use online. Our marketing team work very closely with our retailers to ensure that campaigns are successfully driven and delivered allowing us to communicate effectively with our consumers. New launch items are independently reviewed by an external agency that we then share with our retailers. They can then share them on their digital platforms ensuring the consumer always has the latest information at their disposal. Finally, do you feel we have ample innovation within this category? Yes, safety is always driving innovation and we will see further integration with technology too, although at Joie we will continue to offer the full range of seats from value without compromise, through to luxury packed with innovation like our signature range.

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nursery matters JOHN BARKER Image source: Pexels.com

Barking Mad This month Pramland’s John Barker is taking a view on car seats with a look at invention, innovation and meeting current consumer trends, desires and demands.

i everyone, hope you are all well. I’m assuming like us you will have started to feel the effects of Black Friday and the Christmas period. The store feels quieter and customers are definitely more reluctant to part with the money they have in their wallets. Talking from my own point of view I don’t think Black Friday went too badly. We didn’t get inundated with price matches and we actually had a fairly good week considering how it can sometimes affect footfall etc. Not saying we didn’t come across any “silly” prices but we took a view on some and ended the week with our sanity fully intact. Stock issues have continued to cause problems here and there, but they’ve been the norm for so long now that we are simply adjusting our stock holding to offset the issues. So, there you go, November was basically business as usual for us. One exciting thing that did happen was the launch of the rather brilliant new seat from Cybex, the Anoris T! I have to admit that up to the point Cybex started dropping predicted ADAC score into the equation I wasn’t 30

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100% sold. As soon as they dropped that HUGE bombshell (if you know, you know, if you don’t – I won’t spoil Cybex’s surprise) I literally sat up with interest and I was fully onboard. In fact, I was sat next to Kevin (Paul Strides York) and he’s a real Car Seat geek. . . .he physically shifted in his seat and his excitement was visible. Now I’m not going to turn this into a free advertorial for Cybex (much to their disappointment I’m sure) but this brilliant product ties in nicely with what I wanted to discuss this month – Car seats. Car seats are one of the areas in our industry where you’ll find a constant flow of new inventions and innovations. As a sector car seats are probably the most important thing we sell. Our instore offerings (or online) must provide a good selection of seats to allow all customers to find something suitable for their vehicles, child and budget. Our selection needs to be as good as the knowledge and advice we provide each and every customer that asks for it. We have always operated with a curated

john@pramland.co.uk

range of seats from a very select group now is a great time, if you haven’t done so already to start the shift. From of brands. Brands that offer ranges to cover 99% of what is required. We then experience the vast majority of customers are not aware of either R44 plug any gaps with seats from brands or R129 and even those that are aren’t as and when we need them. Doing it familiar with the differences. Taking the this way, as opposed to offering every time to discuss the differences and seat from twenty brands allows us to explain the benefits reaps rewards. ensure the knowledge of the products Customers appreciate the advice and is as good as it can be. It also helps to feel genuinely happy that you’ve taken prevent customers from being the time to consider their child’s overwhelmed by choice. Finally it wellbeing and safety. A good example means we don’t have to carry as much of this would be our Venicci Tinum stock as our offering is more concise. sales. We sell both the R44 bundle and It also means that our range is more fluid than perhaps others items we sell. R129 bundle but the iSize seat accounts for 95% of our sales even if it We list and delist items regularly in is more expensive. I think sometime order to meet demands and trends in retailers worry about increasing prices, the industry. As something new hits they are almost apologetic about the market we can simply review our saying option a is this price but the range and drop something that we safer option b will add £XYZ to the feel will either be over looked given bundle. Why? It’s the customer’s choice the new product or simply delist and they aren’t going to storm out something that no longer sells for us. because you offered them choices. As innovation is constant in the car For a number of years now the seat sector it means the range is rotating group 0/1 seat has been the constantly freshened. king of the hill. I can fully understand For us we no longer display any why, the benefits of the rotating none iSize car seats other than those bundled with travel systems. Even then features are so easy to get your head around, especially if you’ve ever tried we find many customers are happy to to put an unhappy toddler in a car seat break up a bundle in order to benefit before. I can’t see this changing from the increased safety and features anytime soon as parents really do like of an iSize seat. We have got behind them. For us here in Hull we haven’t iSIze fully and feel it is the best seen a huge demand for them in order direction for the industry. With the DL B&XGGOH&RB17B1RYHPEHUB B 2 SGI for parents to have an extended rear days of R44 car seats being numbered

We have got beh ind iSI ze fully and feel it is the best direction for the industry . Wit h the day s of R4 4 car seats bein g num bere d now is a grea t time, if you haven’t don e so alre ady to start the shift. Fro m exp erience the vast ma jority of customers are not awa re of eith er R4 4 or R12 9 and even tho se tha t are aren ’t fa mil iar wit h the differen ces. Takin g the time to disc uss the differen ces and exp lain the ben efits reap s rew ard s facing option, they choose them because of the convenience of the rotating function. In fact I would say that the majority of our Pearl and Sriona Z sales result in parents immediately moving their child in to the forward facing position – despite our advice to the contrary. Overall I would definitely say that as a result of Mothercare closing we have seen an increase in next stage car seat sales. This is brilliant news and from conversations with many of our brands it would appear this is not something unique to us. In fact since Mothercare closed their doors it would appear that we independents have become that

first stop option for expectant parents. I guess in a way this is by default due to a lack of a true national retailer in the sector. Afterall not every city or town has a Mamas & Papas or John Lewis. It puts us at the forefront and in the driving seat (no pun intended – honest) and I hope that we all take the wheel with both hands to ensure we all remain top of the tree. So there you go that’s me done, I hope you all have a very successful December. I’ll be back next month with my annual look at my winners for 2021. I might even throw in a few losers too. . . .what’s that? John, you are the biggest loser! Charming.

&0<

nursery today 31

Feature MOTHER & BABY AWARDS

Mother&Baby Awards 2022 -

and the winners are...

For the second time in its 28year history, the Mother&Baby Awards hosted a virtual event.

treamed online at 4pm on Tuesday 23rd November, this year’s awards were hosted by Bauer Media UK’s Digital Group Editor, Stephanie Anthony and Award Winning Influencer, Author and mother of 2, Chaneen Saliee. Supported by ASDA George, the awards celebrate products, stores and brands chosen by Mother&Baby readers that are proudly tried and tested by real mums. The established accolade is highlycoveted by brands and trusted by mothers – it is the one parenting award everyone in the industry wants to win. 32

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The Gold & Silver winners were: Best Pregnancy/Maternity Product Gold: Post-Birth Wash Bottle, Lansinoh Silver: HPA Lanolin Nipple Cream, Lansinoh

Best New Mum/Maternity Skincare Products Gold: Organic Nipple Cream, Lansinoh Silver: HPA Lanolin Nipple Cream, Lansinoh

Best Product for a Newborn (0-4 months)

Best Bedding Gold: Rainbow Dreams 10 Piece Nursery Starter Set, Ickle Bubba Silver: ClevaFoam Support Baby Mattress, ClevaMama

Best Sleep Product Gold: MAM Night Soother, MAM UK Silver: Finest Mattress, Ickle Bubba

Best Performance Disposable Nappy or Nappy Range

Gold: Childs Farm Baby Moisteriser Mildly Fragranced, Childs Farm Silver: Luxe Padded Play Mat, Munchkin & Bear

Gold: Pampers Active Fit, Pampers Silver: Mamia Ultra Dry Air System Newborn size 1, Mamia, Aldi

Best Safey Product

Best Value Disposable Nappy or Nappy Range

Gold: Freedom Hands Free Magnetic Auto Close & Locking Stair Gate, Callowesse Silver: Groegg2, Tommee Tippee

Gold: ASDA Little Angels Comfort & Protect Nappies, ASDA Little Angels Silver: Pampers Baby Dry, Pampers

Best Cot, Crib or Moses Basket:

Best Reusable Nappy

Gold: Mamas & Papas Franklin 3 in 1 Cot Bed, Mamas & Papas Silver: Sleep by Me Crib, Nuby UK

Gold: Reusable One-Size Cloth Diaper with Fleece, Charlie Banana Silver: miosolo all-in-one reusable nappy, Bambino Mio

Best Baby Monitor:

Best Baby Wipe

Gold: Cubo Ai Plus Smart Baby Monitor, Cubo Ai Silver: Yoo Moov 360 Video Monitor, Babymoov

Gold: Extra Sensitive Baby Wipes, Mamia Aldi Silver: Water-based baby wipes, KINDER BY NATURE Jackson Reece

Best Nappy Cream Gold: Childs Farm Nappy Cream Aloe Vera, Childs Farm Silver: No Harm Bum Balm, My Expert Midwife

Best Sun Protection Cream Gold: Childs Farm 50+ Roll on Sun Lotion, Unfragranced, Childs Farm Silver: SunSense Kids SPF50+, Sunsense

Best Baby Skincare Range/Product Gold: Childs Farm Toiletries Range for Baby & Child, Childs Farm Silver: Aveeno Baby Daily Care Range, Aveeno Baby

Best Bathtime Product Gold: Luxury Hooded Panda Towel & Face Cloth Set, Being Baby Silver: Johnson’s Baby Bedtime range, Johnson’s Baby

Best Changing Bag Gold: Skip Hop Forma Backback in Navy, Skip Hop Silver: Bubble & Pop baby changing bag, Bubble & Pop

Best Breast Pump Gold: Lola&lykke Smart Electronic Breast Pump, Lola&Lykke Silver: MAM 2 in 1 Single Breast Pump, MAM UK

Best Product for Breast Feeding

Best Toddler (12 months+) Food Range/ Products Gold: Dish Set Porcelain Tiny Farmer Sheep & Goose, Lassig Silver: Chilled Meals for Toddlers and Children, Annabel Karmel

Best Potty Training Product Gold: mi-potty The Worlds Most Hygienic Potty, mi-products Silver: Pote Plus My First WC, Venture

Best Travel System Gold: EVERYDAY 3in1, Kinderkraft Silver: Eclipse i-Size Travel System with Mercury Car Seat and Isofix Base, Ickle Bubba

Best Travel Product Under £30 Gold: Joint Winners Splash About Happy Nappy Sunsuit, Splash About Family First Aid Kit, Mini First Aid Silver: Hygiene AQUAINT Sanitising Water, Vital Baby

Best Travel Product Over £30 Gold: Car Shades, Car Shades Silver: All Style Sheepskin Pram Liner, Baa Baby

Best Swimming Product

Best Product for Bottle Feeding

Gold: Joint Winners Reusable Swim Diaper with Snap, Charlie Banana Splash About Happy Nappy DUO, Splash About Silver: Childs Farm 3 in 1 Swim Strawberry & Organic Mint, Childs Farm

Gold: Kendamil Goat Follow on Milk, Kendamil Silver: MAM Easy Start Anti-Colic Bottles, MAM UK

Best Baby Carrier, Sling or Back Carrier

Gold: Made for Me Nipple Cream, Tommee Tippee Silver: Breastfeeding Cami Leak Proof, Modibodi

Best Steriliser/Sterilising Product

Gold: Baby Carrier Harmony, BabyBjorn Silver: HUG baby carrier, Kinderkraft

Gold: Philips Avent Premium Bottle Steriliser & Dryer, Philips Avent Silver: Portable UV Soother & Dummy Steriliser, Munchkin

Best Pushchair

Best Teething Product Gold (Joint winners): The Waterproof Bib, Bibbilyboo Kelani Sensory Teething Toy, Tommee Tippee Silver: Matchstick Monkey Ludo Lion Teething Starter Set, Matchstick Monkey

Best Baby Toy Gold: Snuggle Me Penquin Tummy Time Gym, Playgro Silver: Bea the Banana, Lamaze

Best Toddler Toy Gold: 2-in1 Zebra Themed Balance Bike, Hooga Playroom Silver: First Sounds Lotto, Orchard Toys

Best Highchair Gold: Lastree 2-in-1 High Chair, Kinderkraft Silver: Multiply 6in1, Joie

Best Feeding Product for Weaning Gold: Bibado Coverall Weaning Bib, Bibado Silver (Joint Winners): Flip It First Sipper, Nuby UK/First Complete Cutlery Range from Baby to Child, Nana’s Manners

Best Baby Food Range/Products

Gold: GetGo, Micralite Silver: TRIG Stroller, Kinderkraft

Best Lightweight Buggy/Stroller Gold: Cheerio, Chicco Silver: city tour 2, Baby Jogger

Best Multiple, Twin or Tandem Pushchair Gold: Nipper Double, Out n About Silver (Joint Winners): Demi Grow, Nuna/Gazelle S Cybex

Best Newborn Car Seat (Stage 0/0+) Gold: Pebble 360 with FamilyFix 360 Base, Maxi-Cosi Silver: i-Level, Joie

Best Baby/Toddler Car Seat (Stage 1/2) Gold: i-Spin Grow, Joie Silver: Pearl 360 Family/Fix 360 Base, Maxi-Cosi

Best Multi Stage Car Seat Gold: Motion All Size 360, Silver Cross Silver: Pallas G i-Size, Cybex

Innovation of the Year: Gold: Nurture Advanced Pro UV, Vital Baby Silver: Cubo Ai Plus Smart Baby Monitor, Cubo Ai

Gold: Mamia Junior’s Mini Rice Cakes, Raspberry Blueberry, Mamia Aldi Silver (Joint Winners): Little Freddie Stage 2 Meals, Little Freddi/Little Freddi Smoothies, Little Freddie nursery today

Feature MOTHER & BABY AWARDS

Splash About scoops two gold gongs

For the fifth consecutive year, Splash About has taken gold for Best Swimming Product; this year it won with its ground-breaking reusable swim nappy, the Happy Nappy DUO. The brand’s Happy Nappy Sunsuit also scooped gold in the fiercely contested Best Travel Product under £30 category. Backed by scientific research and a four-year period of intensive testing, the DUO has a unique Silver Lining which destroys any faecal bacteria, responsible for nasty tummy bugs, before it leaks into pool water. Tried and tested by parents the DUO hits all the right notes; value, effectiveness, safe and environmentally friendly; parents can now ditch the disposables with this swim-school approved reusable nappy.

Bibado wins GOLD for Best Baby Weaning Product Coverall Weaning Bib secures a gold in the Mother & Baby Awards 2022 The Mother & Baby Awards are one of the UK’s most prestigious and recognised nursery industry awards. In its 28th year, it provides extra reassurance to parents, since products are ‘tried, tested and trusted’ by real UK Mums. Founder and Mum of twins Rachel says “We’re honoured to win this award, and delighted to hear that judges said that the Coverall is ‘easily the best weaning product I have used for my children’ and is ‘an absolute game-changer’.” Who knew that the Coverall would end up being an essential and much-loved part of the weaning adventure for over 1 in 6 UK households!

enquiries@bibado.co.uk | www.bibado.co.uk

info@splashabout.com | www.splashabout.com

Six is a magic number!

Lansinoh, who have been dedicated to supporting new mums for nearly 40 years, is celebrating success following 6 award wins at the Mother & Baby 2022 awards. The brand won GOLD for their Post-Birth Wash Bottle in the ‘Best Pregnancy / Maternity Product’ category. Lansinoh also scooped GOLD for its Organic Nipple Balm in the ‘Best New Mum / Maternity Skincare Product’ category! HPA Lanolin Nipple Cream won silver in both categories, along with silver in the ‘Best

nursery today

Product for Breast Feeding‘ (excluding Breast Pumps)’. The 2in1 Double Electric Breast Pump also won bronze in the ‘Best Breast Pump Category’.

www.lansinoh.co.uk

THE AWARD WINNING RANGE The Nipper Double - GOLD winner of the Best Multiple, Twin or Tandem Pushchair category! Tester’s said: ‘It’s well made, really robust and both my girls are comfortable in it for long periods of time. I’d definitely recommend it.’ ‘The buggy is very easy to push and has a good suspension so when ‘off-road’ it still feels smooth for baby and child.’

www.outnabout.com

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Feature MOTHER & BABY AWARDS

Back to Back LÄSSIG’s Tiny Farmer

is a gold collection Eat like the Grown-ups: Eating is lots of fun with LÄSSIG’s porcelain children’s tableware set from their Tiny Farmer collection. Small fluffy sheep and waddling geese decorate the beautiful farm-themed porcelain set for children. The special highlight: For a better grip on the table, silicone non-slip grips are attached to the underside of the tableware. They can easily be removed when not required. Porcelain is ideal for children’s tableware because it stores heat well, is tasteless, odorless and scratch-resistant. The porcelain set includes a plate, a bowl and a cup and it’s ideal for children from 3 years of age.

www.laessig-fashion.de

Mother&Baby Awards for Snüz Mattresses Much loved nursery brand takes home bronze. The team at Snüz are thrilled to have been awarded a trophy in the highly acclaimed Best Sleep Product category at the Mother & Baby Awards 2022, for the second year in a row. The trusted sleep brand was presented with a Bronze award for its innovative Snüz Surface Pro Mattress during the virtual ceremony. Earning the name Pro thanks to its clever triple-layered internal structure, the pocket sprung SnüzSurface Pro cot and cot bed mattress will support from birth, all the way through to 7 years. The unique design allows parents or carers to change the level of firmness as their child grows, through 3 stages, thanks to the easily changeable inner layers. Adaptive and durable, this mattress is a real hero, providing babies with the best support as they sleep. It also boasts a 3D breathable mesh cover with a waterproof membrane, seeing little ones through the potty-training years and with an anti-dust mite barrier and removable, machine washable cover, Speaking about the award win, Nix Jain, Head of Marketing at Snüz said: “We take sleep seriously here at Snüz and are constantly working to design products that promote sleep at the formative stage. We are confident that our SnüzSurface Pro offers unrivalled comfort and support from birth to 7 years, and are thrilled the Mother & Baby testers clearly agree.”

01789 734022 | trade@greensheepgroup.com

Ickle Bubba’s

Rainbow Dreams collection strikes gold Bringing fun, bright colours to baby’s first bedroom, Ickle Bubba’s Rainbow Dreams Nursery Collection is full of exciting style and perfect for providing stimulation to bubba’s senses. With a hand-drawn rainbow-themed print, it’s a playful collection which creates a colourful place to play and rest. Available as a 6 or 10 piece starter set, individual items are crafted from 100% cotton fabrics which are soft and breathable for baby’s bedtime. With individual pieces now available to buy separately, items include the light and sound cuddly sleep aid; bunting, musical mobile and coordinating soft furnishings.

Email: Dominique.fennell@icklebubba.com 36

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THE

RAINBOW DREAMS collection

Tried, tested & trusted by parents.

The Rainbow Dreams collection, available as a 10 Piece or 6 Piece Nursery Starter Set. Selected items also sold separately. icklebubba.com

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Feature MOTHER & BABY AWARDS

It’s a Gold for The

Nipper Double The team at Out ‘n’ About are ecstatic after winning GOLD at this year’s Mother & Baby Awards! The Nipper Double scooped the Gold award in the Best Multiple, Twin or Tandem Pushchair category. With the Mother & Baby award logos recognised globally, knowing the Nipper Double was tried and tested and selected as the testers favourite in such a strong category, really is an incredible accolade for the brand. The Nipper Double is a sought-after side by side double buggy and winning this award truly gives the Nipper Double the recognition it deserves.

www.outnabout.com

Mum’s

Favourite Car Shades The award winning car sun blinds hand-made to fit all rear car windows perfectly. Voted Mother & Baby 2022 Best Travel Accessory Over £30, Car Shades are vehicle specific car sun blinds that cover all rear windows of a car even the boot, leaving no dazzling gaps to stop the sun from getting into precious little eyes in the back and helping to create stress free journeys for everyone. A perfect edge-to-edge fit compared to alternative sun blind solutions, they fit to the window frame instead of the glass so that they don’t fall off and still allow full operation of the rear passenger window to get fresh air into the car when needed.

Marketing@carshades.co.uk www.carshades.co.uk 38

nursery today

Being Baby

win Best Bathtime Product The Being Baby Luxury Bamboo Hooded Panda Towel and Face-cloth Set won GOLD at the 2022 Mother & Baby Awards for Best Bathtime Product propelling the Northern Irish company alongside some of the best baby brands in the UK, Ireland and Europe. Unlike many newborn products, the Panda Towel Set is suitable from birth through to early childhood, measuring 90cm x 90cm, much larger than standard baby towels. Made from bamboo cotton, chosen for its organic, soft fibres which last wash after wash, the thickness, size and double-edged stitching makes the luxurious towel a high quality, long lasting choice for parents. Both the Luxury Bamboo Hooded Panda and Fox Towel Sets come beautifully gift boxed making the perfect present for new parents, Christenings, Baby Showers, Christmas, Birthdays and beyond.

Email: hello@beingbaby.net www.beingbaby.net

Luxury Bamboo

Hooded Panda Towel

Get in touch today to stock our award winning product

www.beingbaby.net

DISH SET PORCELAIN

Tiny Farmer LAESSIG-FASHION.COM

Feature Good PR

Jane Pavia-Davis

25 years in PR

As Vista PR turns 10 years old, Vista’s MD, Jane Pavia-Davis reflects on her 25 years in the PR industry, how it has changed and how important a discipline it is for business today.

his year marks my 25th year in PR and my own PR firm, Vista celebrating 10 years in business. Over the quarter century, communication platforms have changed a lot, but the essence and the craft of public relations has endured and right now, has never been more important. I’ve done my fair share of stunts and celebrity endorsements. Coming from a foundation in Brands Marketing, I’ve dressed Ricky Tomlinson in purple lycra and directed what I believe is still the best video on YouTube (search Ricky Tomlinson Daz Dance), I’ve sent Denise Welsh and Michelle Collins hurtling round a rollercoaster called Rattlesnake and I’ve sat in press conferences in Moscow with Lewis Hamilton and Buckingham Palace with Nicholas Witchell. But my proudest moments are most definitely with Vista. And of course, there is a lot more to PR than grabbing attention. What has also changed markedly is the acceptance of PR as a business discipline in the boardroom. When I started as a grad trainee in an international PR firm in Holborn, back in 1996, media was print and broadcast, we searched circulation numbers and contact details in a giant book called PIMMS, social media would have included drinks and our creds docs started with a page entitled ‘What is PR’. As the world has changed, marketing disciplines have merged and ‘persuasion’ is less of a dark art. Most businesses now demand the founding principle of PR – persuading a trusted third party to advocate them. Who would be your ultimate advocate? A newspaper? A Kardashian? A national retailer? Believe me, it’s none of those. It’s Google and Google demands a business has great PR. Google feeds off third party endorsement, leadership

nursery today

As the world has changed, marketing disciplines have merged and ‘persuasion’ is less of a dark art. Most businesses now demand the founding principle of PR – persuading a trusted third party to advocate them.

opinion, alignment to experts and ‘click to buy’ links. If someone starts a search on Google, you need Google to rank you as a trusted resource. The first time someone suggested I use ‘Google’, was in 2002. Almost twenty years later, I must be an expert on Google and Google is advocating businesses employ PR techniques to disrupt, what it coins the ‘messy middle’, of consumer search. Framing it as ‘behavioural science’ Google advises brands to: 1. Social proof: provide reviews, recommendations. Prove your popularity. 2. Deliver advocacy: work with experts and trusted sources to endorse your product. 3. Create purpose: provide meaningful connection to your business. 4. Re-frame value: find additional value your business or brand brings to customers. Where some will still associate PR with stunts and parties, in my opinion, Public Relations is the beating heart of the marketing mix. It is the intelligent, intuitive, intangible force that makes a great brand really desirable. Positioning, framing, narrative, association, influence, PR is a sophisticated network of advocacy. It takes a product or service (or person) and frames a story around it that attaches to someone’s needs and desires. PR practitioners position brands, give them a voice, a relevance. We find empathy and connection with the target audience. We surround businesses with positivity and a viewpoint. It is why a PR agency is so perfectly placed to run social media. PRs have always sought to connect to an audience on a more personal level and social media consumption is a highly personal activity. My advice to clients considering PR support?

Embrace collaboration. The best work we deliver is when the client believes in us, backs our ideas, leverages them internally (globally sometimes) and continually challenges us. And what of the future of PR? Covid 19 accelerated an extraordinary ascendency of digital search and data which has everyone in a spin, clamouring to understand personalisation, macro choice, deriving meaning from intuitive behaviours, streaming, data privacy, responsive personalised communication. The future will be challenging, but incredibly exciting. And back to ‘What is PR?’ Those creds back in

My 10 guiding principles from 10 years running a PR firm: Embrace change. Trust people. Collaborate. Work with businesses you believe in. Put people first. Say no if you don’t agree. Hustle. Go with your gut. Trust chemistry. If you don’t feel it, they won’t either. Remain inquisitive. 1996 opened with this adage: A woman walks into a bar. A man approaches her and tells her how good he is and why she needs him. That’s advertising. Another man keeps interupting this conversation buying drinks, being distracting with big numbers on why she needs him. That’s direct marketing. A second woman walks over. She points to a man sitting alone at a table and says – you need him. That’s PR.

For more information contact Jane Pavia-Davis. Email: JPD@vistapublicrelations.com www.vistapublicrelations.com

VISTA PR Celebrating 10 years working with family brands

vistapublicrelations.com

Spotlight SLEEP TIME

Sleep soundly with The Little Green Sheep

for Natural Sleep Parents can create the most natural sleepy setting from birth with The Little Green Sheep.

Ickle Bubba

Ickle Bubba’s new range of light and sound sleep aids are perfect for cuddles at bedtime.

Available in a loveable array of designs, parents can choose from the Sunshine, Bunny, Elephant or Panda character. Each come with two sounds, one a soothing lullaby, the other is a soft white noise, both of which should help little ones drift off to sleep in no time. Made from soft, cuddly fabrics, each design has a tactile feel with textured materials, and a light-up function. The handy Velcro-release loop allows parents to hang it from their little one’s cot, to help keep them company at bedtime. Designed to complement Ickle Bubba’s various nursery schemes, each can be bought individually to complete the look.

Email: Dominique.fennell@icklebubba.com

From its iconic natural and organic mattresses made with coconut coir, to the stunning knitted and quilted Moses baskets made from palm, as well as super soft organic bedding, sleeping bags, blankets and sheepskin rugs. With this adored British brand, parents can cocoon their little ones in luxurious organic goodness and create the very best natural environment for their little ones to sleep in. Designing beautifully natural and timeless nursery essentials to support little ones sleep in the most natural way, that are free from any nasties and are the very best they can be, is the brands number one priority.

Make bedtimes the best times

01789 734 022 | trade@greensheepgroup.com www.thelittlegreensheep.co.uk

Adjusting to a new baby is always a joyous time, but for many getting into a regular sleep time routine can be a little tricky whilst also being a particularly anxious part of the day for parents. For the last 20 years, the Angelcare Baby Movement Video & Sound Monitors have been making the sleep time routine a more simple, safe, and secure environment for both parents and babies. Being the original baby movement monitor brand, the Angelcare Monitors have the latest technology and features which have been expertly developed and improved over the years. All the Monitors in the collection benefit from the award-winning sensor pad technology which monitors baby at all times.

Glide to

sleep

The roomie glide gives that side-by-side closeness without the worry.

With its lightweight aluminium frame roomie glide features a simple to use sliding side panel that lifts and lowers easily with just one hand. Soothing little one in the night is child’s play with the gentle gliding motions of roomie glide – and when they are settled, simply secure the glide into place with the one touch lock. With 10 tummy tilt positions roomie glide incline helping little one to comfortably digest their bedtime snack.

www.joiebaby.com

Providing reassurance at sleeptime with Angelcare monitors.

www.angelcarebaby.com

Iconic design and

innovative features Its dual-view mesh windows and zip-down wall for bedside use, undoubtedly give the much-loved SnüzPod⁴ its edge.

Praised for its genius ComfortAir system with unique surface-level air-flow vents, an air-permeable mesh liner, and improved base ventilation, the SnüzPod⁴ is super breathable. The SnüzPod⁴ not only fits more beds than any other bedside crib thanks to its new extended height feature, it also boasts many much-loved features, such as the lightweight removable bassinet and reflux incline. It comes in a stunning collection of classic and on trend colours including Dove, Navy and Rose White and Urban, which is Exclusive to Independent Retail Partners. Striking Styled bedding and accessories including the SnüzMobile and SnüzCloud, are also available to complete the look.

01789 734 022 trade@greensheepgroup.com www.snuz.co.uk

nursery today

Focus TEETHING & WEANING

Weaning is a doddl 2021 was a busy year for doddl with a brand refresh and new product launch!

With a brand refresh, new colours across their iconic cutlery range, launches in the US and Singapore and significant growth in the UK and Japan, doddl also launched their new plate at Harrogate. Tim Dowds Doddl’s Head of Sales said ‘After a year away from shows, it was great to be back face to face with buyers. A key aim for the end of this year and in to 2022 is for us to build on the momentum we’ve seen in the UK market, we’re especially excited to be able to offer our customers doddl products in-store.” Catherine Dodd, doddl founder commented, “The addition of our plate to the doddl family is huge for us, our cutlery has really shown the innovation and functionality our products deliver. Adding our clever plate really adds to our ability to help make mealtimes easier and more enjoyable for parents and young children.”

Email: Tim@doddl.com www.doddl.com

Look less mess!

Weaning is a huge milestone in every child’s mealtime journey.

Exploring, learning, trying…and of course making mess in the process! That’s why 1 in 6 UK weaning families now own a Bibado Coverall Weaning bib – it’s easy-wipe 100% waterproof and stain-resistant fabric is comfortable to wear, with adjustable straps to fix on the highchair, pushchair or table, keeping little ones perfectly clean and dry underneath. It makes cleaning up a doddle, reducing stress and mess at mealtimes. No wonder it’s already scooped a number of awards, including Gold from Mother & Baby in the Best Feeding Product for Weaning 2022 category most recently.

Email: enquiries@bibado.co.uk www.bibado.co.uk

The home of

baby weaning

Do you know the Taggies Secret? Discover the secret too!

Weaning can be a little overwhelming to say the least - Vital Baby is here to help.

As parent’s themselves the team at Vital Baby have been on the weaning journey a few times and through personal experience have developed their NOURISH weaning and feeding range to help tackle all the bumps in the road that they faced. Vital Baby NOURISH is the home of baby weaning, including all the latest developments for every stage of a child’s development. With a fair few awards under its belt and designed for progression, there’s a product for every stage and age, from first purees through to independent feeding.

01707 262200 |info@vitalgroup.co.uk www.vitalbaby.com

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Reach out to your local Mary Meyer agent or contact us at orders@whitepebbleint.com

Exploring Taggies textured tags can provide tactile stimulation that babies crave. They also have an amazing calming effect on little ones.

new!

Sponsored by The brand that parents trust www.clippasafe.co.uk

Introducing Béaba’s new kitchen buddy

The Béaba Dry ‘n’ Snack food dehydrator is the perfect product for busy parents who want to make fuss-free batches of healthy, inexpensive dehydrated purees, yoghurts and snacks for the whole family (from 6-months+). Dehydrating food preserves vitamins and minerals better than cooked or boiled foods and this energy-efficient product will prolong the life of foods that spoil easily. Parents can turn fruit, vegetables, fish or meat into convenient, nutritious and long-lasting snacks or purees, which can be rehydrated when needed. It’s sure to become the go-to gadget for making everything from ground fruit - to mix with water or add to porridge or yogurt - to dried banana chips, strawberry flakes, vegetable crisps, flavour-packed ‘sun-dried’ tomatoes and freshly dried herbs. And for the more adventurous - macaroons, crackers and granola bars - the possibilities are endless! For trade enquires or sales please contact natalie.jackson@beaba.com www.beaba.com

Unique Clip-It bib from award-winning Bibado

From the home of the award-winning Coverall Wea ning bib, comes Bibado’s unique Double Dribble ClipIt bib featuring an integrated dummy strap.

enquiries@bibado.co.uk www.bibado.co.uk

Perfect for parents who are constantly picking up little ones dummies - as the strap keeps it close at hand and hygienic too! Awarded Silver by BizzieBaby, babies and parents alike love the reversible designs and the double layers of super absorbent bamboo towelling. The naturally antibacterial and hypo-allergenic fabric reduces soreness caused by dampness, keeping dribbly and teething babies dry and comfortable all day long. Plus, there’s a clever unique hidden internal face cloth to keep messy faces tidy.

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Washable books for babies Mary Meyer offers seven different Taggies soft books designed to stimulate and soothe babies.

These washable books are a winning combination of stimulation with squeaker and crinkle paper inside and soothing ribbons sewn into the fun, fabric pages. Mary Meyer carries the official Taggies license and creates a whole range of Baby toys that feature super soft fabrics, Taggies ribbons and one of a kind, adorable designs. For 88 years, family-owned Mary Meyer Stuffed Toys has brought award winning toys and gifts to babies and children everywhere. Based in Vermont, USA. orders@whitepebbleint.com www.marymeyer.com

Ickle Accessories for Parents and Bubba

British nursery brand, Ickle Bubba, is thrilled to introduce their all-new travel accessories, a must to keep little ones and parents alike snuggled up this winter.

With the range comprising six new products suitable for the chilly season ahead, the collection is set to be a popular addition for on-the-go parents. Commenting on the travel accessories launch, Product Director at Ickle Bubba, Aneesa Beasley, said: ‘Here at Ickle Bubba, we remain committed to designing functional and stylish products at exceptional prices and we are thrilled to now be able to offer a collection of travel accessories, so parents can get all of their essentials in one place.” For more information on this new range of accessories, contact Gary West at Ickle Bubba.

gary.west@icklebubba.com www.icklebubba.com

RETAIL MATTERS

Retail matters

This month Online4Baby’s Managing Director Christy Foster and her team are putting their best foot forward, rising to new challenges and getting creative with their marketing mix.

“

I sat back in O4B’s boardroom and watched with pride as the creativity and talent of my new team bounced off the walls, I could tell we were going to end this calendar year with a bang!

s Black Friday comes to an end, we see Christmas and Boxing Day fast approaching. What a month it has been. We have seen five successful campaigns take place across the last month as I decided to utilise my brilliant new team to its full extent by highlighting their key strengths. We focused on delivering interactive and reactive campaigns, analysing all aspects of the market and customer journey to make sure we put our best foot forward and created some excitement and buzz around O4B and the current retail season. This stemmed from a mix of marketing strategies, lightbulb ideas and eureka moments. I sat back in O4B’s boardroom and watched with pride as the creativity and talent of my new team bounced off the walls, I could tell we were going to

end this calendar year with a bang! From paid social campaigns with beautiful design, punchy video content and strong messaging to a new and refined TikTok influencer strategy in order to reach a brand new demographic of consumers we had previously missed, we were off to a great start. It is clear to see that the Online4Baby brand is finally getting the recognition it deserves and is shining brighter than ever! Although our rebrand is drawing near, and many would wait on any big activity until after the launch date, we collectively refused to fall behind during the most important time period of the year. We set high targets and skyrocketed right past them with an 125% uplift in ad recall across our paid social channels, and we definitely did not fall behind this crucial November month. It does go to show, giving that extra bit of attention to brand activations and campaigns really does pay-off in the long-run, it is essential to invest in your brand to truly facilitate growth in your business. Keep an eye out this month and January for some brilliant campaigns on site, we are looking forward to giving our customers some well-deserved treats including exciting sale events and competitions. We will definitely be emanating new year, new brand in 2022 for Online4Baby, as everything we have been working and planning for takes shape, it is going to be a year of growth and innovation as the brand transforms and lifts the business to new heights. As forementioned, this will include a new website, a fresh rebrand and a very important new hire. All will be revealed in due course, but what I can say for now is, watch this space!

“

Online4Baby are delighted to become a Which? Recommended Provider for Baby & Child Retailer 2021!

Online4Baby are over-the-moon to have been awarded the Which? Best Child and Baby Retailer Award for 2021 and become a Which? Recommended Provider

nursery today

BPA

notice board Government announces new TAP programme

Robert Anslow M anaging Director

If you r company is a me mb er of the Bab y Pro duc ts Ass ocia tion and you are not cur rently receivin g me mb ers ’ e-bulletins wit h industry upd ates , but would like to, ple ase em ail juli e@ b-p -a. org wh o will add you to the databa se.

www.b-p-a.org

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The Government launched an ambitious new ‘Made in the UK, Sold to the World’ plan in November to help businesses across the UK double exports and sell their world-class products around the globe. The Department for International Trade (DIT) claims that the 12-point strategy will give businesses the tools they need to become a nation of exporters and reap the benefits of free trade deals. Secretary of State for International Trade, Anne-Marie Trevelyan MP, claims: “Our export strategy will help more businesses start exporting and help those who already export to sell more products to more countries. Reaching £1 trillion worth of exports by the end of this decade means more jobs, more opportunities and higher wages helping the UK to level up and build back better.” The strategy also promises ‘A new UK Tradeshow Programme that will be bigger and better targeted to give UK companies, especially SMEs, a leg-up to exhibit their first-class products at the world’s biggest trade shows. During the covid pandemic, DIT announced the end of the existing Trade Access Programme (TAP) which has benefitted numerous UK companies over the years providing financial support to attend international trade shows. This programme was implemented in partnership with numerous industry trade associations representing almost every UK industry sector (Trade Challenge Partners) and the Baby Products Association is now in alliance with these to ensure the best outcomes for its members. Paul Alger of the UK Fashion & Textiles Association which heads the trade association alliance is meeting with Mike Freer, Minister for Exports, later this month and will report back on how the new strategy will impact businesses across the board.

The full strategy can be viewed online – www.gov.uk/ government/news/made-inthe-uk-sold-to-the-world-newstrategy-to-boost-exports-to-1trillion. However, the Baby Products Association will keep its members informed about how they can benefit from the scheme once this has been clarified.

Robert Anslow receives recognition for ‘exceptional contribution to standards’ at the 2021 BSI Awards

Robert Anslow, managing director of both the Baby Products Association and Harrogate International Nursery Fair was honoured by the British Standards Institute (BSI) yesterday as he was presented with The Wolfe Barry Medal at its annual industry awards. This prestigious award is a ‘lifetime achievement award’ recognising outstanding and sustained impact in a life preserving area of standardisation. The judges remarked on Robert’s longstanding and dedicated career developing numerous British and European standards with many years as Chair of a number of BSI committees –on the safety of child use and childcare products. He has become a highly regarded and sought-after expert in child safety and has served with distinction on many other CEN and ISO committees and sub-committees. Passionate about this topic, he has a deep understanding of child behaviour and the associated risks, developing new standards or amending existing standards to mitigate these risks as far as possible. Robert is an exceptional ambassador and contributor to standards and standards making and guides the committee in its work with an inclusive attitude. He is dedicated to creating safety standards that are fit for purpose and has been involved in the development of many test methods that are still used in a plethora of current standards, both British and European. On receiving this prestigious award, Robert comments: “I would like to thank BSI for this award. It was unexpected – but I have been working in standardisation for a very long time. I remember my very first meeting as a young lad. I turned up late and the secretary at the time told me, ‘You are late, so you have been elected as chairman of the committee.’ Now many years and numerous committees later, I am one of just three surviving members of the first CEN childcare committee; and am heavily involved in International Standardisation under ISO. Child safety is hugely important to me, and I am passionate about the work that we are doing. I love being part of the committees, I enjoy working with all of the managers of the committees – it’s great fun whilst being very serious work too.”

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Nursery Today December 2021

Articles inside

The Green Sheep Group

Sleeptime

Teething & Weaning

Barking Mad

News 12 Retailer Profile 28 Supplier Snapshot 44 New Products 46 The Baby Products Association