Nursery Today December 2022

editor’s letter

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Welcome to the final issue of 2022 where we turn our focus to the award winners of the coveted Mother&Baby Awards (announced during a glitzy ceremony in November) and also take a look at the world of car seats.

the guidance is so much clearer now than it was even a few years ago. Both brands and retailers are now going out with a clear message which makes resources aligned and consistent, and with the removal of the R44 regulation in the future, these requirements will become even easier to understand.”

To give some level of clarity with regards to the two standards, the Baby Products Association previously stated that the sale of R44 car seats in the EU and NI will cease on 1st September 2023, although there is a proposal for a 12 month grace period for products already on the market. However, this does not infer that these are unsafe and consumers can continue to use an R44 seat for the foreseeable future. The legislation for this end date wasn’t adopted in Great Britain and therefore until announced, sales of R44 child restraints can continue in Great Britain beyond the 2023 date.

Looking for car seats – check out our feature starting on page 30

Now in their 39th year, the Mother&Baby awards have always been held in high esteem and are judged by an army of mums, all putting a spectrum of nursery product through their paces. For brands, winning a bronze, silver or gold accolade instantly brings consumer confidence in a product as these winning rosettes are proudly displayed on packaging and of course featured within consumer marketing campaigns and advertising. To check out the winners, simply turn to page 14.

Our car seats feature starting on page 30 illustrates that this category continues to be a great staple product for many retailers and this year we have seen new products and innovation coming through, while keeping safety at the fore.

This is also a category where knowledge really is king. At present we still have R44 alongside R129 (iSize) which might still be causing some level of confusion As Dorel’s Field Marketeer Nicola Colleti told us: “Car seat regulations are hard to understand,

If you are also looking for a great resource of information simply visit The Baby Product Association’s website, where you can download their ‘Child Car Seats: Ending the confusion’ booklet: www.b-p-a.org

This month we also taking time to celebrate the 21st anniversary of The Baby Show. From its birth in 2002 at Olympia London to the 2023 series by simply turning to page 42 you will find highlights of some of the iconic and game-changing products and brands who’ve exhibited at The Baby Show over the last 21 years.

Finally, while on the subject of exhibitions, if you are looking ahead to the start of 2023, why not pop a visit to Toy Fair into your diary. Held at Olympia London in Kensington on 24th-26th January, the 2023 show is completely sold out with over 250 incredible exhibiting companies and you will experience an array of pre-school and nursery companies, including (as an example) Just Play, Golden Bear Toys, Keel Toys, Orchard Toys, Zapf Creation, Rainbow Designs Ltd, Great Gizmos, Halilit, Tonies, Toynanics, Orange Tree Toys, VTech and Mood Bears. For more information turn to page 46.

The team here at Nursery Today would like to wish you all a fantastic festive period.

The Pebble Agency

The Mother&Baby 2023 Award Winners

Mothercare appoints new CEO

Mothercare is pleased to announce the proposed appointment of Daniel Le Vesconte as the group’s Chief Executive Officer. Daniel will join the Board in the new calendar year.

Dan brings a wealth of international brand experience in direct to consumer, franchise, wholesale and licensing, having held senior leadership roles for several globally recognised brands including Abercrombie and Fitch, Hollister and Gilly Hicks (A&F Corp) Dr Martens (Dr Martens PLC), the Wolverine Worldwide group of brands and Vans and Reef (VF Corp).

Commenting on the appointment, Clive Whiley, Chairman said “I am delighted that Dan is joining Mothercare as our CEO. Dan’s extensive experience in the retail direct-to-consumer, wholesale and licensing sector will be a great asset to the team and me as we focus upon restoring critical mass and driving the Mothercare brand globally over the next five years.”

Dan Le Vesconte, said “I am very excited to be part of the Mothercare team and look forward to working with our global stakeholders to spearhead the growth of the iconic Mothercare brand into the next generation.”

Harrogate confirms October date fix until 2025

Following another hugely successful Harrogate International Nursery Fair in October this year, the organising team want to underline that dates have been secured to ensure the show will continue to be staged in October on a 3-year plan from 2022 to 2024 to allow everyone to plan ahead.

All exhibitors and visitors should ‘save the dates’: – Sunday 15th to Tuesday 17th October 2023 and Sunday 13th to Tuesday 15th October 2024.

Rebooking will commence very soon and all of this year’s exhibitors will be given priority opportunity to reserve their existing space at the show or request a new stand location before space goes onto general sale.

This year’s 2022 exhibitors will be emailed in early December to advise that their priority booking for 2023 is open, so be sure to look out for that in the next 2 weeks!

For more information – or to discuss your requirements, contact Adrian Sneyd:  adrian@nurseryfair.com or call 01902 880906.

Clarion Events announce new Manchester show

The Baby Show, which is sponsored by Lidl GB, is currently held three times a year at ExCeL London in March, the NEC Birmingham in May and Olympia London in October. The introduction of the Manchester show on 14-16 April 2023 highlights continued growth for the show after 21 years, and further cements its position as the UK’s largest and best-loved pregnancy, baby and parenting event. The new location offers brands the perfect opportunity to reach a new geographical market in the North West and local suppliers of baby and parenting products.

With a wide variety of exhibitors from household names to independent designer-makers, The Baby Show enables visitors to try before they buy, take advantage of unbeatable offers and hear from the nation’s top parenting and baby experts. The three live events have become an integral part of new and parents-to-be’s journey and welcomes over 70,000 visitors to its shows across the year. This number will rise to more than 90,000 with the introduction of a fourth show with the new venue providing consumers with another prime location easily accessible to them.

Mallory Reynolds-Trout, Show Manager, The Baby Show, said: “The Baby Show has helped over one million parents over the past 21 years and it is important that we continue to build upon the premium live shopping experience we already offer.

“By expanding into the North West, we can bring The Baby Show experience to parents within this and surrounding regions and continue to help many more families feel confident when making those big-purchase decisions.

“The Baby Show offers those who join us a unique visitor experience and all aspects of what is much-loved about our current UK shows will be replicated at the Manchester Central venue. We give parents the chance to discover a range of products and brands in person, giving them the opportunity to try before they buy, speak with and hear from the industry’s leading parent and baby experts and feel safe in the knowledge that The Baby Show is there to support them on the exciting journey that stretches ahead of them.”

Headline Sponsor, Lidl GB, highlights: “For five years, we have been the proud Headline Sponsor of Clarion Events’ three consumer baby shows – Olympia London, ExCeL London and NEC Birmingham. We are delighted to expand our sponsorship and announce that we will also be headlining the launch of The Baby Show Manchester Central.”

For more information on The Baby Show please visit: www.thebabyshow.co.uk/manchester or email Ben.Myatt@clarionevents.com

Graco launch new car seat buying guide

The world of car seats can be tricky to navigate.  To help parents with this important purchase decision, Graco has launched an online buying guide.

Graco’s Car Seat Buying Guide provides parents with help and advice on what to look for at every stage from baby, toddler to child car seats.  The buying guide: Simplifies the law on car seat standards.

Provides information on the significance of ADAC ratings. Compares the R44 and R129/iSize standards.

Highlights the benefits between Isofix and vehicle belt installation.

The information is presented through an easy-to-navigate, user-friendly page, with videos that assist with explanations.

Commenting on its launch, Sharon Morrison, Graco Senior Product & Fashion Manager, said: “Car seats have always been the focal point of Graco’s range, so we understand very well the challenges parents have when keeping pace with the ever-changing rules and regulations. Parents put safety and comfort as paramount, so being faced with the variety of car seat options can be a daunting experience.  We hope our car seat buying guide will help parents to make informed and confident choices so they can travel, safe in the knowledge that their little one is protected, wherever their journeys take them.”

Graco’s Car Sat Buying Guide can be found at: www.gracobaby.eu/uk/car-seats/buyingguide

In memory of Rosemarie Askaroff, Simplantex Premier Baby

Lema Publishing (the home of Nursery Today) Chairman Malcolm Naish pays tribute to Rosemarie Askaroff.

It isn’t very often that I write an obituary of more than a couple of paragraphs, but such was the impact and history of Rosemarie Askaroff, who founded SIMPLANTEX in the early sixties and whom I contacted regularly when I was running the advertising of a former nursery product trade magazine ‘Pram & Nursery Trader’ through the sixties, seventies and early eighties.

Mrs. Askaroff passed away recently at her home in Eastbourne following a short illness at the age of 89. Rosemarie was a remarkable lady, speaking six languages fluently and made an immediate impression on everyone she met. I would regularly drive down to Eastbourne to have lunch with her and on occasions one of her six sons Simon.

Her mother Sheila was British and the daughter of the founder of the Savoy Hotel, marrying Johannes Faistauer and becoming trapped in Vienna when the Nazis walked in and as a young child Rosemarie could clearly remember the shiny boots of the Gestapo, who regularly detained her parents.

Along with her husband Igor, they were able to move to move to England, first living in London and later to Eastbourne. Rosemarie was a gifted seamstress and on one rainy day created a waterproof cover for her pram. Her husband very quickly realized the commercial potential and promptly patented the first

Footmuff and the first Top ‘n’ Tail changing mat.

This was hand sewn and stuffed with Kapok. It was the forerunner of the plastic changing mat that Eric White of East Coast Plastics perfected with his high frequency welding, resulting in Eric becoming a long and loyal supplier of Simplantex.

As fashions changed Simplantex created many other bedding accessories that included leading character licensing images such as Paddington Bear and Beatrix Potter all marketed under their ‘Premier Baby’ brand.

Rosemary loved those sixties and seventies shows that were run in London at the Russell and Bloomsbury hotels and a week later in Harrogate. Simplantex exhibited in the Bloomsbury Hotel and in Harrogate at the Old Swan.

She was a contemporary of Geoffrey Wilson of Silvercross, Howard Baveystock, Clifford Salter and the Atkins brothers of Atcraft.

She retired from the business in 1988 and became involved in a number of

Coffee Break

Nursery Today caught up with the Pebble Agency’s co-founder Catherine Haken to find out more about this new and innovative nursery PR company.

Who is behind the Pebble Agency?

I set up The Pebble Agency with Jo Studholme in August 2022. Jo and I have worked together on various projects for years, and although the agency is new, we are certainly not new to the nursery industry. Shortly before the Harrogate Nursery Fair, Leah Day joined the team.

Why did you decide to set up a PR & Marketing Agency?

I have worked in the nursery industry for around 27 years. I’d been approached a number of times regarding PR so it has been on my mind for a while. I was having a long-overdue catch-up with Jo and asked if she was interested in setting up an agency, she said YES! Jo has some amazing experience in areas I don’t.

What can you offer Nursery clients looking for some support?

We pretty much cover everything. Most can be done in-house with our extensive experience in the nursery industry and direct to consumer retail background. The three of us have different qualities to bring to the table. As well as all the usual PR services, we also offer design, influencer marketing, video, photography, copywriting, and web design and build. With the addition of Leah we are now well placed to confidently offer an expert digital service, Leah is the digital geek of the three of us!

In this current tough climate why is it important for brands to continue their Marketing & PR efforts?

Adapting our clients’ PR & Marketing Strategies is imperative in these uncertain times to ensure that their brand is the one that keeps their customers engaged. Suddenly halting marketing efforts can seriously impact long term goals and waste money previously invested.

How are you different from the other PR Agencies in the industry?

We did a lot of research to look at ways we could differ. We do have standard monthly packages, but we also have ‘additional’ services, which we have aptly named ‘Pebbles’. Flexibility is key - we are more than happy for brands to choose a couple of Pebbles each month to fit their business requirements. This initiative is going really well for us. We also have one ‘huge’ USP - Mumii.co.uk. We believe we are the only PR Agency in the industry to own a Consumer Media Platform. Perfect added value for our clients.

What are your plans for the future?

We will continue to build our clients for the agency alongside practising what we preach on the Mumii platform to ensure it becomes one of the top parenting publications in the UK!

If you would like further information about the services The Pebble Agency offers, please contact us today. info@thepebble.agency www.thepebble.agency

Fraupow are pumped looking back at a great year

2022 has certainly been a successful year for wireless breastpump brand Fraupow. In a short space of time since launching in 2021, they have built a large community of fans and loyal followers who feel empowered and supported by the brand.

Highlights of 2022 include celebrity endorsement by high profile Mums Maeva D’Ascanio, Malin Andersson and Ali Bastian.

Fraupow’s commitment to supporting feeding Mums goes beyond a marketing message. They proved their intention by partnering with Exeter shopping centre The Guildhall to open a luxurious Fraupow Feeding Space, filled with freebies and home comforts for Mums. They also launched their fmidwife live chat and video consultations, as well as an online community group for peer to peer support.

All of this activity supports the story of the hero product, the Fraupow Hands Free Breast Pump - which won Gold at the Dadsnet 2022 Awards. The Fraupow Pump and accessories have exceeded sales expectations in 2022, gaining new listings at Boots, JoJo Maman Bebe, Babies R Us and Fenwick.

So what will 2023 hold for Fraupow? The year will get off to a flying start as the products will launch at further High Street retailers, and NPD is on the way with a range expansion into feeding accessories and wellbeing.

For further information contact Fraupow’s distributor, Hippychick sales@hippychick.com www.fraupow.com

Happy anniversary Mary Meyer

Coming into their 90th year, Mary Meyer continue to design their baby and everyday toys in Townshend, Vermont, USA.

They are excited to be launching a new category, Cuddlebooks, new activities toys for baby.  These soft books feature unique characters, signature fabrics, and lots of room for imagination.  The unique design allows for all kinds of play and interaction. www.marymeyer.com

Migno is mums choice

The Migno doll’s pram from ABC Design has received the accolade of a Mum’s Choice Award, strolling away with silver in the ‘Best Toys for Children Aged 4-7 Years’ category.

The Migno doll’s pram is renowned for its unrivalled quality and functionality, with German engineering at the heart of its stylish design. The pram is made from sustainably recycled materials and is built to withstand years of play, making it the ultimate role-play experience for children and a sustainable choice for parents.

Having stolen the hearts and imaginations of children across the world, the Migno doll’s pram has been recognised as one of the best children’s toys for 2022 – just in time for Christmas!

Fiona Suffield, ABC Design UK and Ireland Country Manager commented: “We have always championed the Migno doll’s pram for its quality and affordability as the perfect children’s gift so we’re delighted to have been recognised with such a prestigious award from Mum’s Choice in this category. We hope that families across the UK will make memories to last a lifetime this festive season with the gift of a Migno on Christmas Day!” www.abc-design.de/uk

Catherine Haken

Jo Studholme

Leah Day

Here at HQ, it’s been a busy month with planning for Black Friday and the Christmas period! We’ve been out and about a lot more than last year and have had some great meetings with suppliers and industry specialists at various trade shows and awards. November has been a good trading period and we’re now shifting focus to 2023 and beyond!

At Online4baby, one of our key product categories is Car Seats. We have a large range with great brands and designs for parents to choose from. We offer price points from value car seats, all the way through to the luxury brands and most sought-after seats. Customers want to feel confident in the car seat they are choosing, whether it be for a newborn, toddler, or an older child. Consumers seek a lot of information before purchasing, such as suitability for different cars, which car seat is going to be most suitable for their required height/age group, safety information, fitting instructions, and guides. We pride ourselves on our customer service, and we are passionate about giving our customers the best advice and are always striving to build on this and grow for the future.

When looking for car seats, customers’ key requirements are comfort, and the main one, safety. Looking at sales, and feedback from customers – one of the most popular car seat groups is Group

0+123 / 40-150cm. Customers are choosing this category as it gives them peace of mind knowing they have a safe and secure car seat which will see them from their child’s first use when they are a newborn, to being a wriggling toddler, all the way up to 12 years old. It also helps to know that in the future you won’t have to splash out on another car seat, as we all know how times are hard at the minute.

At the moment, when looking at colour choices of car seats, there are a lot of new options coming onto the market. Pink, blues and bold patterns have been introduced and they are a great option for children, keeping them entertained whilst in the car and also encouraging them to sit in the car seat. The simple classic car seat colours such as Black and Grey still overtake the bold colour options and storm ahead to the top spots. Grey and black will always be the customers top choice, but black pips grey to the post and is still the top selling colour for us.

A huge factor when customers are choosing their car seat is the safety regulations that they conform to. We believe that there is going to be a big change in the next 1 to 2 years from the R44 Safety Testing on the R129 i-Size.

As the safety testing of car seats is something which customers are

Retail matters

This month Online4Baby’s Managing Director Christy Foster is taking a look at car seats, their importance to nursery retailers and of course the consumer and how this particular category performs for the business.

starting to compare, the i-Size car seats that we have available are becoming the most popular as customers want to ensure maximum safety of their children whilst in vehicles.

Big brands like Maxi Cosi, Joie and Cybex all have a large catalogue of i-Size and higher regulated car seats, however, the price to purchase them has increased significantly, and can be up to £100 more than an R44. We do believe that with the

Here at Online4baby, we pride ourselves on our Sales and Customer Service teams who have extraordinary knowledge within this category. We provide new and returning customers with help and advice, ensuring they choose the correct car seat for them, especially those who need a little bit of extra support. Some of our car seats are showcased on our Social Media Platforms which are run by our Social Media Executive, Chloe. This gives customers another view of the car seats from different angles, ensuring they can see exactly what they are purchasing and have peace of mind that they have made the right choice.

recession and cost of living crisis at the minute, these car seats will struggle to reach the top due to their price points. That being said, we are seeing more product development in this area, and, as such, hopefully retail will improve allowing a faster changeover to i-Size. While people will want to save money, many customers will not sacrifice safety over price and will be happy to invest in i-Size seat.

We are constantly investing in our platforms and our goal for the future is to continue offering great service, advice and build our community of parents.

Online4Baby are delighted to be a Which? Recommended Provider for Baby & Child Retailers 2021.

Nesta

Lasts a lifetime

Mica Pro Eco Care for today & tomorrow

Mica Eco

Every day made safe, easy & sustainable

The winners

Now in their 29th year, these coveted awards are the parenting award everyone wants to win. Products entered into these awards are tested by an army of parents and their babies, with every single product entered having been put through their paces – making the Mother&Baby awards one of the most prestigious parenting awards in the market.

As a recognised symbol that gains consumer confidence, parents look out for a Mother&Baby Awards rosette when choosing what to buy.

The winners were announced during a glitzy ceremony at the Westminster Park Plaza in London and the 2023 winners are:

Best

Best

SILVER:

Best Cot, Crib or Moses Basket

GOLD:

BRONZE:

BRONZE:

Best Bedding

GOLD:

SILVER:

BRONZE:

Best

GOLD:

SILVER:

BRONZE:

Best

GOLD:

SILVER:

SILVER:

BRONZE:

Best

SILVER: Enchanting Disney Baby Changing Back Pack

Best Baby Wipe

GOLD: Jackson Reece Kinder by Nature Water-Based wipes

SILVER: Mum & You 100% Biodegradable Baby Wipes

BRONZE: Aldi Mamia Sensitive Baby Wipes Biodegradable 60pk

Best Nappy Cream

GOLD: Aveeno Baby Daily Care Nappy Barrier Cream

SILVER: Childs Farm Nappy Cream Fragrance Free

BRONZE: Kit & Kin magic salve

Best Reusable Nappy

GOLD: Modern Cloth Nappies Pearl Pocket All-In-One Reusable Nappies

SILVER: TotsBots Bamboozle Night - Two Part Nappy System

BRONZE: Seedling Baby Multi-fit Pocket Nappy

Best Performance Nappy

GOLD: Pura Eco Nappies Newborn Size 1

SILVER: Aldi Mamia Newborn Nappy Range sizes 1, 2, 3

BRONZE: Abena Bambo Nature Nappies

Best

Value Nappy

GOLD: Aldi Mamia Nappy Range Sizes 4, 4+,5,5+,6,6+,7

SILVER: Aldi Mamia Newborn Nappy Range Sizes 1, 2, 3

BRONZE: Hello Bello Nappy Pants

Best Pregnancy/Maternity Product

GOLD: BABYGO Birthing Ball

SILVER: Modor & Bearn Warming Back Rub

BRONZE: Lansinoh HPA Lanolin Nipple Cream

Best New Mum/ Maternity Skincare Products

GOLD: Rock Me Momma Perineal Bits Mist

SILVER: Lansinoh HPA Lanolin Nipple Cream

BRONZE: My Expert Midwife Fantastic Skin Elastic

Best Breast Pump

GOLD: Lola&Lykke Smart Electric Breast Pump

SILVER: Elvie Stride Double

BRONZE: Lansinoh Silicone Breast Pump

Best Product for Breast Feeding (excluding Breast Pumps)

GOLD: Lansinoh HPA Lanolin Nipple Cream

SILVER: Lola&Lykke Breastfeeding Starter Kit

BRONZE: Natal Active Cosy Breastfeeding & Maternity Hoodie

Best Product for Bottle Feeding

GOLD: MAM Easy Start Anti Colic 2pk 260ml

SILVER: Milton Baby Bottle Cleaner

BRONZE: Tommee Tippee Perfect Prep Day & Night

Best Steriliser/ Sterilising Product

GOLD: Milton Sterilising Tablets

SILVER: Vital Baby NURTURE advanced pro UV steriliser & dryer

SILVER: MAM Easy Start Bottle & Microwave Steriliser Set

BRONZE: Nuby UV steriliser

Best Feeding Product for Weaning

GOLD: Joyto bamboo lion plate and bowl with 2 spoons bundle

SILVER: EasyTots EasyMat MiniMax

BRONZE: TUM TUM Baby Weaning Range

Best Baby Food Range/ Product

GOLD: Little Freddie Greek Style Yoghurt Range

SILVER: ASDA Little Angels Organic 10+ Months Tray Meals

BRONZE: V&ME Baby & Toddler Meals

Best Toddler (12 months+)

Food Range/ Product

GOLD: Nature & Nurture Baby & Child Vitamins

SILVER: Little Dish Fresh Kids Meals

BRONZE: Tilda Kids Cheese & Tomato rice

Best Highchair

GOLD: Kinderkraft Feeding chair LIVY & CALMEE

SILVER: Munchkin 360° Cloud High Chair

BRONZE: My Babiie Samantha Faiers Safari Premium Highchair

Best Potty Training Product (excluding disposable nappies)

GOLD: Pote Plus My First WC By Venture

SILVER: My Carry Potty Training Set

BRONZE: OK Baby Sofa Toilet trainer

Best Newborn Car Seat (Stage 0/0+)

GOLD: Joie i-Snug 2 with i-Base Encore

SILVER: Cybex Cloud Z2 i-Size

BRONZE: Maxi-Cosi Pebble 360 and FamilyFix 360 base

Best Baby/Toddler Car Seat (Stage 1/2)

GOLD: Maxi-Cosi Mica Pro Eco

SILVER: Joie i-Harbour with i-Base Encore

BRONZE: Axkid Minikid 3

Best Multi Stage Car Seat

GOLD: Nuna TODL next & BASE next

SILVER: RECARO Toria Elite

BRONZE: Chicco Seat3Fit

Best Travel System

GOLD: Joie finiti with calmi

SILVER: Venicci Tinum SE Stylish Black 3in1

BRONZE: Joie finiti with ramble and i-Level

Best Pushchair

GOLD: Out ‘n’ About Nipper Single

SILVER: Nuna TRIV

BRONZE: My Babiie Billie Faiers Grey Tie Dye Pushchair

Best Lightweight Buggy/ Stroller

GOLD: Joolz Aer

SILVER: Kinderkraft SIESTA umbrella stroller

BRONZE: Nuna TRVL

Best Multiple, Twin or Tandem Pushchair

GOLD: Out ‘n’ About Nipper Double SILVER: Out ‘n’ About GT Double Best Swimming Product

GOLD: Childs Farm 3 in 1 Swim Strawberry & Organic Mint

SILVER: Being Baby Luxury Hooded Fox Towel & Face Cloth Set

BRONZE:Splash About Happy Nappy DUO

Best Sun Protection Cream

GOLD: Childs Farm 50+SPF Roll-On Sun Lotion Fragrance Free

Best Travel Product Over £30

GOLD: Car Shades

SILVER: Venture Airpod Travel Cot

BRONZE: Doona Liki Trike S1

BRONZE: Graco FoldLite

Best Travel Product Under £30

GOLD: Splash About Happy Nappy Sunsuit

SILVER: MAM Easy Start Anti Colic Bottle

BRONZE: Vital Baby HYGIENE AQUAINT sanitising water

Best Eco-friendly

Product

GOLD: Baa Baby Pram and Buggy Style

Sheepskin Liner

SILVER: Muddy Puddles EcoLight Puddle Suit

BRONZE: Troll Lukas Cot Bed - Soft Grey/ Natural plus mattress

BRONZE: Pura Eco Nappy Pants

Innovation of the Year

GOLD: Joie Encore Spinning System

SILVER: Yoto Mini

BRONZE: Cubo Ai Sleep Safety Bundle

Supermarket of the Year: ASDA Retailer of the year: Amazon

From Shortlist to the Awards List:

CuddleCo Take Home 5 Awards!

Ithink we can speak for everyone when we say the Mother&Baby Awards are the most prestigious parenting awards that everyone in the industry wants to win. These awards are recognised by parents everywhere and are highly regarded because they’re chosen and voted for by real mums.

So for us to be able to say we took home 5 out of the 7 awards we were shortlisted for is amazing! We’re thrilled that the parents who tried and tested our products loved them and believed they were worthy of a Mother&Baby Award!

The categories we were shortlisted for included Best Sleep Product, Best Cot, Crib or Moses Basket, Best Product for a Newborn 0-4 Months, Best Eco-Friendly Product and Best Travel Product Over £30.

The night itself was as brilliant as always, and it was great to celebrate everyone’s achievements with the industry’s finest.

Best Sleep Product

In this category, not one but two of our mattresses were shortlisted and went on to win! Our bestselling CuddleCo Lullaby Hypo-Allergenic Bamboo Mattress was awarded GOLD, with the CuddleCo Signature Hypo-Allergenic Bamboo Pocket Sprung Mattress being awarded BRONZE.

Parents searching for a mattress for their new arrival are faced with an important job, as the average newborn baby sleeps for around 17 hours a day. So finding one that’s comfortable and offers the correct support as baby grows and develops is vital.

The feedback we received from the testers for our award-winning mattresses was fantastic, with the dual mattress covers receiving lots of praise. Each cover is reversible, one side features an easy-clean waterproof training layer and the other a quilted hypoallergenic fabric layer made with ultra-soft bamboo fibres. The fabric also includes anti-microbial properties to ensure baby’s sleep environment is clean and free from germs.

One tester highlighted that this was a ‘fantastic selling point’ and went on to say that the Lullaby Mattress “Is an affordable mattress without having to compromise on the quality.”

Best Cot, Crib or Moses Basket

Our hero, Clara Cot Bed, was crowned SILVER in the Best Cot, Crib or Moses Basket category. It was a huge honour as we were up against some incredible products.

It was wonderful to hear what the testers thought about one of our most popular furniture pieces.

A common theme amongst the feedback from testers was how impressed they were with the product’s excellent quality. The majority emphasised how sturdy and durable the cot bed felt. With one stating Clara was a “Beautiful, sturdy cot bed that makes such a gorgeous feature in my little one’s nursery.” For us, this is a huge win – reinforcing why we test all our products to the highest standards, ensuring they stand the test of time.

Best Eco-Friendly Product

The demand for sustainable, eco-friendly nursery furniture and products will continue to grow with the new generation of parents being more ecoconscious than ever before. Our Troll Lukas Cot Bed - Soft Grey/Natural received BRONZE in this category,

confirming that we’re on the right path. The Troll Lukas Cot Bed is made of solid birchwood, painted with environmentally friendly, water-based paint and finished with natural uncoloured wax. Plus, the cot bed comes in packaging that’s widely recyclable.

Best Travel Product Over £30

The Doona Liki Trike S1 picked up BRONZE for the Best Travel Product Over £30. Several of the testers noted that the design of the Liki Trike was better than other trikes on the market – commenting specifically on the 4 different product stages to suit their growing child as well as ease of use.

Standout Service

Along with the fantastic feedback our products received, it was great to hear the testers were also happy with the delivery and customer service they experienced from start to finish. Many commented on the ‘quick, smooth delivery’ and ‘great customer service,’ with delivery to room of choice being a huge hit!

sales@cuddleco.co.uk

CuddleCo is thrilled to have taken home 5 awards, and here they tell us why.

Allison Baby Scoops 5 Golds At Mother & Baby Awards

Joie scooped 3 Golds, a Silver and a Bronze, while Nuna picked up 2 Golds as well as Silver and a Bronze while Graco bagged 2 Bronze awards, presented by comedian and actress Kerry Godliman.

Allison Baby’s first award of the night was Gold for the Nuna Cudl. Testers were impressed with the details Nuna had considered when creating Cudl, praising it for magnetic closures and integrated sun hood.

Joie’s first award of the evening was for the i-Snug with the i-Base Encore which bagged a golden gong in the best Newborn Car Seat category, clinching the top spot. Mother & Baby testers loved i-Snug’s sleek and smart design, as well as how easy it was to install. I-Base Encore was also praised with one tester saying that the rotating feature is now something she will look for in future car seats.

Nuna was also awarded a Gold for its Todl Next with Base Next in the Best Multi Stage Car Seat category. Todl Next was a big hit with testers thanks to its smooth operation and lightweight construction.

In the Best Travel System group, Joie walked away with no less than 2 awards, grabbing Gold for the finiti with calmi and Bronze for finiti with ramble and i-Level Recline all from the Joie Signature range.

Joie also scooped a Silver award for the i-Harbour with i-Base Encore in the Best Baby/Toddler Car Seat category.

The final Gold of the evening was awarded to Joie in the hotly anticipated Innovation of the Year category for the Encore Spinning System, the brand’s most recent launch, that has already proved to be a huge hit with parents.

Not to be left out Graco were also delighted to be awarded a Bronze award for their Side-By-Side crib in the Best Cot, Crib or Moses Basket Category as well as a Bronze award for the FoldLite in the Best Travel Product Over £30 category.

Joie Managing Director, David Welsh, said: “We are absolutely delighted to have these products recognised by such prestigious parenting awards. Mother & Baby is recognised and trusted by thousands of parents across the UK and the products in all of these categories have been tested by the parents who actually use them.

“To have their seal of approval gives our consumers added faith in our products so they can feel confident that they are getting the very best when they part with their hard-earned money. We also want to take the opportunity to thank all of our retailers for their support – we wouldn’t be the brand we are without them.”

www.uk.joiebaby.com

The Allison Baby team feeling proud at the awards ceremony

David Welsh and Steve Smith receiving their Nuna award

Joie scoops Innovation of year

Allison Baby was the company to beat at the Mother & Baby Awards, walking away with the most Gold awards of the night and a grand total of 11 awards across all three brands, at a glittering ceremony that saw guests treated to a lavish 5 course meal and entertainment from legendary boy band, Blue.

Keep them close

Customizable, four position baby carrier with ergonomic positioning keeps them close from day one through the toddler years.

Relaxed riding, secure fit

Convertible car seat that rotates 360° and designed to take them from day one through toddlerhood in style.

Travel gold for Splash About with its unique Happy Nappy Sunsuit

For the second consecutive year Splash About’s Happy Nappy Sunsuit scooped gold in the Best Travel Product under £30 category, at the Mother & Baby 2023 Awards.

A travel essential, the Happy Nappy Sunsuit is a unique combination of lightweight, stretchy Nylon Lycra body with UPF50+ sun protection and a leak-proof swim nappy. Scoring highly by parent judges because it protected baby’s delicate skin from the sun’s harmful rays, it was easy to take off when wet and best of all Splash About’s flagship Happy Nappy swim nappy could be relied upon to prevent any unwelcome leaks and negated the need for disposables – a bonus on holiday or at home!

Suitable from 3-24months. www.splashabout.com

Hubble Connected clinches victory

Hubble’s Nursery Pal Cloud monitor shines at 2023 Mother & Baby Awards, scores big on innovative features and intelligent insights securing a Gold in the Best Baby Monitor category.

The Nursery Pal Cloud monitor won the coveted Best Baby monitor award at the prestigious Mother & Baby awards.

The win is a testament to the winning capabilities of this baby monitor which comes equipped with an inbuilt sleep training feature and preloaded soothing sounds and lullabies, in addition to its 5” crystal clear monitor, and digital Pan Tilt & Zoom camera features. The monitor offers additional insights and capabilities when used with the HubbleClub app. ravi.chambers@binatoneglobal.com

4 Awards for MAM

MAM are delighted to have won 4 awards, including a gold for the much-loved Easy Start Bottles!

MAM’s Easy Start Anti-Colic Bottles won the coveted gold award in the Best Product for Bottle Feeding category. These much-loved bottles have been designed to make everyday baby life that little bit easier thanks to their unique selfsterilising function and anti-colic design. Featuring MAM’s SkinSoft silicone teat, these clever bottles are loved by parents and babies alike. The Easy Start Bottles also scooped up the silver in the category for Best Travel Product Under £30.

MAM’s Easy Start Bottles & Microwave Steriliser Set also won silver, and a further bronze award went to the MAM Comfort Soother. abbiechase@mamuk.com www.mambaby.com

Rock Me Momma

are a golden delight

The team behind Rock Me Momma are chuffed to bits to win GOLD at the Mother & Baby Awards 2023

Rock Me Momma are delighted to announce their Cooling Perineal Bits Mist has won best new mum/pregnancy skincare product at the Mother & Baby Awards 2023. Creating products that help new mums during pregnancy and postnatal recovery is their mission and this award is one step closer to busting those pregnancy taboos.

Their Perineal Bits Mist is designed for use during pregnancy and post birth recovery. It provides immediate cooling pain relief for the perineal area and helps with inflammation and swelling. The natural formula includes anti-inflammatory witch hazel, soothing aloe vera, antibacterial lavender and cooling cucumber essential oil.

The Cooling Bits Mist is available to buy separately or comes as part of our Signature Birth Recovery Box and Bits Box. info@rockmemomma.com www.rockmemomma.com

Breast milk is best for babies. However, when mums want to be a bit more flexible there’s the MAM Easy Start Anti-Colic bottle. The Easy Start is the ideal choice for switching between breast and bottle thanks to the symmetrical SkinSof t™ silicone teat, which feels familiar and allows a latch that is just like mum. This is confirmed by babies, with 94%* accepting the MAM SkinSof t™ teat.

Not only a great choice for combining with breastfeeding, the MAM Easy Start Anti-Colic bottle also takes care of little tummies. With MAM’s unique vented base, babies can feed undisturbed and in comfort as the pressure in the bottle remains even. This allows babies to swallow less air and helps reduce 80%** of colic symptoms.

The Easy Start is also the only bottle on the market which can be sterilised without a separate steriliser All you need is 20ml of tap water and 3 minutes in the microwave. Making it the perfect choice for the modern parent.

(*Market research 2009-2022, tested with 1,643 babies).

(**Field study, Austria 2011, tested with 73 mothers of babies with colic /Market research, USA 2010, tested with 35 mothers of babies with colic).

Gold standard of highchairs

Meet high chair LIVY – pure functionality enclosed in a modern form designed by well-known and valued Dutch designers.

Bas Otten and Camille de Vrede combined the latest interior design trends with well-thought functionality solutions and ergonomic standards.

It’s a high bouncer, a unique highchair, a chair for a toddler and adult in one – up to 110 kg of maximum weight! LIVY supports a child’s development from first in-home moments in a bouncer to the attempts to eat independently in a highchair and ending with passion development at the first desk.

LIVY will serve you a lifetime. It will allow you to participate actively in your child’s development for years.

+48 690127260

Marta.Gora@4kraft.com

Nuna wins GOLD

Nuna has been awarded GOLD in the Best Multistage Car Seat Category with the TODL next & BASE next.

The TODL next is designed to make every journey as smooth as possible for parents – thanks to its protective design and ability to adjust to all your little one’s stages of growth. The sleek and sophisticated TODL next is suitable from birth right up to 18.5kg. With five recline positions and a shoulder harness that expands with each of the six headrest positions.

With everything from removable infant head and body inserts made from Merino wool and patented Tailor tech memory foam, to EPP energy-absorbing foam and a no-rethread five-point harness – the sleek TODL next makes sure little ones are safe and secure at all times.

The BASE next is made from resilient, shock-absorbing plastics to reduce force and keep babies safe. It is fitted with a low rebound bar for more legroom, True lock base installation technology, 13 ISOFIX positions (allowing a custom fit on your vehicle seat) and a button for 360° seat rotation. www.nunababy.com

Babymore scoop GOLD

Babymore is pleased to announce that the Babymore Air Motion Gliding Crib has won the GOLD award in the Mother & Baby Awards—a fabulous end to the year to add to the Made for Mums Award it scooped earlier this year too.

This cleverly designed crib is the answer to parents’ dreams. With its contemporary design, the crib will suit any modern-day nursery while providing a safe place for baby to sleep for the first six months.

With no compromise on quality, it is a costeffective solution for parents at a time when everyone is watching their spending.

The Babymore Air Glide Motion Crib is part of a large range of furniture solutions aimed at parents who love design, quality, and excellent value for money. www.babymore.co.uk

Award winning nappies

Founded in 2019 by Stephanie Revill, Modern Cloth Nappies has taken the nursery industry by storm securing its 4th award within just 3 years of trading for its reusable nappies.

Winning gold in this year’s Mother & Baby Awards 2023 for best reusable nappy, Stephanie said ‘The recognition within the industry has been incredible. Winning this many awards in such a short time just shows how much parents and carers love our nappies. Now we are working harder than ever towards making our reusable nappies & products mainstream.’

www.modernclothnappies.co.uk

The best lightweight buggy!

Joolz are thrilled to have won a Mother & Baby Gold Award for the Joolz Aer, in the category of Best Lightweight Buggy/Stroller.

Lightweight at only 6kg and with a compact, one second, one hand fold, the Joolz Aer is perfect for travel, it’s even airline approved.  But it’s not just a travel buggy, with the addition of the unique carry cot, or car seat adapters, the Joolz Aer is a complete travel system, and suitable from birth.

The innovative folding system means you don’t even need to detach the cot. Wherever you travel, near or far, baby will enjoy a comfortable ride.

With the incredibly easy, lightweight and compact folding Joolz Aer, the world is yours. www.joolz.com

AIR MOTION GLIDING CRIB

Recently awarded GOLD in the Mother & Baby Awards 2023!

Here’s what one of the testers had to say: ‘The per fect crib, we absolutely loved it!’

For more information email michaela@babymore.co.uk or visit www.babymore.co.uk

Barking Mad

Hello one and all! I hope you have all recovered from Black Friday and November was a successful month for you. If you remember last time I was talking about my time at the Harrogate Nursery Show and I said that I had so much to discuss I’d be splitting my article over the two months. Well guess what? Yep, this is your part two!

DAY 2 - Continued

Having left Dorel I headed over to Cybex for my next appointment. It was fabulous to see Cybex embracing the show once again and I think we would all miss them if they decided not to come back, so please make sure you’re a regular Cybex! This year it was all about Gold! Not the Spandau Ballet song or the often-overlooked wonder biscuit – but the Gold wheels range. Balios, Talos and Gazelle have all had a facelift and I must admit they look more fitting of a Cybex product than ever. I really loved the Beige fabrics – contender for best shopfloor colour without a doubt.

Leaving Cybex it was time to pop on to Joie. The usual wave of product tweaks and updates . . .all of them

overshadowed by something very clever. The Pippa Urban was a real wow moment for the entire show. What a simple idea – integrate the isofix points into the seat itself – genius. I, like so many of you, look forward to seeing how it performs test wise, but I sense this will be a popular product with parents to be.

My next appointment was with a brand we haven’t dealt with in a very long time – Peg Perego. The team where very welcoming and I was blown away by the sheer quality and attention to detail on the entire range. I had no intentions of restock them, but the product just appealed to me so much. I cannot wait for my display stock to arrive and for the team to start demoing their gorgeous range to parents to be.

Next was a whistle stop visit to Didofy and Hauck. The Didofy Aster is an award-winning stroller many of you will be familiar with and their new travel system is a nice option for parents looking for a quality, value for money product. As a brand it’s nice to see them making good, steady growth in the market. Hauck are coming from a different angle, after a

coming from a different angle,

Pramland’s John Barker continues his look back at Harrogate 2022.

Hauck are

after a long number of years as the industries go to budget brand many of their products have had a premium make over. The range has seen price increases but as a trade off the finish and quality has clearly been increased accordingly

john@pramland.co.uk

long number of years as the industries go to budget brand many of their products have had a premium make over. The range has seen price increases but as a trade off the finish and quality has clearly been increased accordingly. Hauck now offer a very nice range of wheels and homeware at very affordable prices with a quality you won’t find anywhere else.

And that was Day 2, another crazy day that ended with a party on Venicci and some more drinks somewhere else (I’d love to give extra detail but for some reason I can’t remember much).

DAY 3

My final day and a slightly later start than usual (I wonder why?). Headed into the show and made my way to my first appointment on Venicci.

The night before the Venicci stand was a completely different beast. Lights, music and some chap blowing his Saxophone louder and louder as the night went on. I also recall a fancy spinny thing with a camera too. This morning however everything seems a little bit more subdued and sombre, the only sign of last night’s antics were a few “skid marks” on the carpet (If I told you the reason for these A) you wouldn’t believe me and B) a certain person would be very cross with me. Venicci showed their new, and very nice furniture range along with a refresh of their “traditional” range as I

call it. Empire made another appearance as did a new Tinum special edition in green – again I liked this very much even if I’ve never heard of the celebrity that was responsible for it. A few coffees and lots of laughs later I was off to my next appointment at Mini Uno.

Mini Uno are a brand that have come out of nowhere and become a real go to brand for many of us. Since Harrogate 2021 their range has swelled beyond belief, and it is now home to some VERY popular products with customers. For 2022 Mini Uno showed revisions to existing products and some rather lovely new wheels all of which will, without any shadow of doubt be a huge success. Additions to their home range and the promise of even more to come left me smiling. If you don’t currently deal with team Mini Uno, ask yourself why not? They have an amazing range; the quality is fabulous and the entire team are wonderful to deal with. Thank you Mini Uno for being so brilliant! Oh, and thanks for letting me watch the Football with you on Saturday night too!

Final appointment of Harrogate 2022 next and it was finally time for BabyStyle. I’d spent most of the weekend with team BabyStyle on a social level but today was time for them to wow me - and they did! New Oyster colours and some tweaks to the

Capsule car seat was a nice starter course. New Egg 2 colours and a few new accessories was a delightful main course. But the cherry on the cake was the re-imagining of a stalwart of the industry – the BabyStyle Prestige. Wow, what a fabulous new version of one of our best-selling prams of all time. It’s been a sad decline for the Prestige as it’s brothers and sisters came along with clever folds and new, modern stylings. For too long the Prestige got a little love but not enough to make it flourish. This year Prestige took centre stage and boy have BabyStyle really knocked it out the park. I cannot wait for the 2023 Prestige to hit our shop floor. I will be amazed if we don’t see a huge surge in sales. I haven’t even mentioned BabyStyle’s venture into the home market either! I do have a very cute video of Ant playing Lego on the new highchair, he had zero idea I was recording him!

So, there you go, Harroagate 2022. What a fabulous weekend. On a business level it was hugely successful as it rekindled some old relationships, it saw new relationships burst into life and when the lights went down everything went a bit wobbly.

I’d love to say a MASSIVE THANK YOU to every brand that welcomed me on to their stand, your hospitality was amazing. Another MASSIVE THANK YOU to the organisers of the event – your hard work is really appreciated by the industry, and we hope this year’s success continues for years to come. Finally, I would like to say thanks to every person that took the time to chat with me. It’s so nice to meet you all and get to know each and every one of you and I look forward to our paths crossing again in the future.

Until next month – have a very MERRY CHRISTMAS and I’ll see you all in 2023!

Mini Uno are a brand that have come out of nowhere and become a real go to brand for many of us. Since Harrogate 2021 their range has swelled beyond belief, and it is now home to some VERY popular products with customers

Stars in Malta

You opened your doors in 2012, what was the inspiration behind opening your store?

I must say it was my wife. We noticed there was very little choice for the new parents, especially in the north area where we lived, so we had to travel all around Malta to get some bits here and some bits there for our first born. So having a one stop shop with a great selection was an obvious opportunity. Based in Malta, do you feel there is a difference in how you manage your business in comparison to nursery retailers here in the UK?

Yes, there definitely is. Here being a small island the competition is much closer than in the UK. Customers have all the shops within a few minutes’ drive. That is why we decided to go out of the box and bring top brands to our portfolio. I am proud to say that we have most major brands under our umbrella. This is what makes us unique.

Can you tell us a little about how you currently manage your floorspace?

When we first started out we had just 45square mts, we now have 186square mts, and coming February next year will have 480square mts. It is so easy to grow out of the space, especially as everyone knows our stock is mostly bulky. Obviously best floor space is given to the

nursery

best money maker items, but we still give full attention to all our brands. What are you currently doing as a store that sets you apart from your competitors?

As I have already said we had to think out of the box. Here on the island everyone is more like a dealership, one has Cam, the other Hauck and so on. I wanted to change that so we went after the top brands, out first was BabyStyle.

I remember receiving the first set by post, now we have Dorel Group, Bugaboo, Oyster, Egg, Lionelo, MoMi, Babygo, Jane, ErgoBaby, Snuz, Green Sheep, Axkid, Babyjem, Bebeconfort Cuddles, and many others that in a very short period of just over ten years I worked hard to get and maintain.

Little Stars is also famous for our customer service, we were the first shop in Malta not just selling car seats but also educating on car safety, same with baby wearing, we don’t just introduce the product to the market but educate, encourage and support parents.

What was the driving force behind making this change to the nursery retail landscape in Malta?

I wanted something different; I have in my years worked in many fields, but I must say this is one of the most satisfactory line of work I have had the

pleasure to experience. The trade is always changing and at times it is even hard to keep up with, so perhaps visiting trade shows has helped me staying up to date.

Do you also have customers that travel to visit your store?

Not so many, but because we also offer hire service to those visiting on holidays we do have the occasions when foreign customers visit us. It is also a pleasure to hear when they talk positively about our setup at Little Stars.

Since first opening what would you say has been your largest challenge and also what has been your biggest success?

Obviously, my biggest challenge must have been to learn the trade, as an example I honestly had no idea of the different kind of teets for a bottle or why there are so many different dummies. I remember using free time to read about the different products, and learning how to understand each customer’s individual needs, I was alone in the start-up and I think being a male trying to serve a pregnant women was not easy.

My biggest success must be when I introduced the Oyster to the Island, then the Oyster 1 - it is a success story on it’s own, a top seller from the very start. I can almost guarantee that there

is more Oysters going around on the island than any other brand. Are your customers brand focussed and how important are brand names to your business?

Yes, here Brand names are important, that is why I had to search and bring top brands into our portfolio. Brands that were already known were not hard to introduce, for example Maxi Cosi and Ergobaby to name some, but I was ready for the challenge and had to bring in new brands and give it a go.

Is there a particular nursery product category that performs well for you and can this change year on year?

Travel systems are the top performers for us. We offer all travel systems equally to all customers, again our top performer is Oyster3 and of course the Oyster Gravity. We also do well with nursery furniture, we always have 4 to 5 sets on display. BabyStyle, Pali and Snuz do well for us.

At present, is there a particular product that your customers are viewing as a must have essential?

Yes, I do see a change in what customers are looking for especially when it comes to detergents. We see that most are looking for Vegan and fragrance free products. Organic products are also on the rise, but at

Nursery Today’s Editor Penny Franks had the pleasure to catch up with Malta’s independent retailer Little Stars Malta’s owner Edward Bugeja while visitng Harrogate Int. Nursery Fair. Here we find out more on his business and how Little Stars Malta provide a point of difference compared to other retailers on the island.

most times tends to be more in the expensive side.

Do you feel you are a specialist nursery retailer within a particular product category?

I am a specialist with all that i do, we have to be the representatives of all the products that we carry, knowledge of the products are of most important. We represent the brands that we sell ,our customers know us and not the importers, we are their bible.

You offer a ‘rental’ service to your customers, how does this work for you and the business?

Our rental service started a while back. Customers can use our website to book ahead for what ever item they need –more so if they are travelling to Malta. It is just a quick form on the website and we will get back to them in a short period.

This we have found to be a good source of extra income. However, we do not deliver to the airport due to delays, but clients usually find their booked items at their chosen hotel once they arrive. You recently visited Harrogate Int. Nursery Fair. Is this a regular routine in your yearly calendar and what is the main reason you attend?

Yes, I love the Harrogate Fair and have visit for the past 8 times, Harrogate gives me the opportunity to see new

products, make new deals, see what I have to compete with, and of course make new friends, some even took the time to visit us in Malta. Harrogate makes more sense to me than the Koln Fair in Germany.

Did you find any new brands or products that you have onboarded from the show at Harrogate?

Yes, we did this year as well. One that we are just waiting to place the first order is Bizzi Growin. Great people. Are your customers seeking products that carry some level of ecocredentials?

Yes, as I already mentioned Organic is the new way, just wish that prices are slightly more affordable. Customers are looking for more sustainable ecofriendly products thinking of both the wellbeing of their precious little babies as well as the environment around us.

What about your own carbon footprint, do you consider this also within your own business?

Yes I do and I also respect some of our suppliers that are, for example, putting more than one car seat in a carton.

Other than that, we do our very best to recycle properly. We also introduce reuse when we can.

Do you feel that we have sufficient innovation within our industry? It is hard to overestimate the

importance of innovation in every industry. Modern parents are looking for a lot of customization to fit their own lifestyle and making sure the baby products reflect their own unique views on parenthood so we cannot continue selling old-school items that our grandmas swear they are the best. Technology, personalisation and sustainability are great areas where there is still a lot of potential for innovation.

How important is your website to the business? Do you sell the same items online that you do instore? We’ve always tried to be ahead of the competition here when it comes to the online presence, so our website is definitely an important tool for us. The selection is the same, we want to make sure neither online, nor instore customers are missing out on any great deals, but we use different marketing with online and instore offers.

And does social media also play an important role for your business? Being a small island, in Malta people like to be closely connected through social media and for us it is always a great opportunity to collect some feedback from our customers, launch new products, test some special offers and generally be connected with our precious customers.

is there any exciting news on the horizon that you would like to share with our readers?

2023 will be an exciting year for Little Stars Malta! We are expanding our store and bringing some new exciting brands and products to the market. I am also working on a new concept that will allow us to bring the shop even closer to the customers, both literally and figuratively, so there are a lot of great things for us to look forward for. I would like to welcome all your readers to visit our store if in Malta and wish everyone a happy holiday season.

Finally,

At the heart of safety

Car seats for many retailers are a staple nursery product category as these are required by law. However, this is also a category that can cause confusion for many new parents as there is so much information readily available to digest. We asked Dorel’s Field Marketeer Nicola Colleti if she felt that parents have ample resources to ensure they understand what they will require throughout the various age stages. “Car seat regulations are hard to understand, the guidance is so much clearer now than it was even a few years ago.

“Both brands and retailers are now going out with a clear message which makes resources aligned and consistent, and with the removal of the R44 regulation in the future, these requirements will become even easier to understand.” Joie’s Head of Product, Damon Marriot agrees adding: “There is a wide variety of resources for parents, making it easy to access all the information they need to make an informed decision on the type of car seat their child needs. Resources range from government websites to brands own web pages as well as retail partners, both in store and online.”

You can find a further great source of information available from The Baby Products Association, Child Car Seats – Ending the Confusion and this booklet can be downloaded from the Association’s website at www.b-p-a.org With the current cost of living, some parents may be tempted to turn to purchasing a secondhand car seat without recognising the dangers behind making this type of purchase. Are brands tackling the issue of second-hand car seats and the potential dangers of these? “There isn’t enough said about second-hand seats.” States Nicola. “There are no strict rules in place by a recognised organisation so it is down to the brand to share the dangers of using them. We always ensure that our content highlights the potential dangers of second-hand seats and would always recommend that consumers do not purchase these.” Damon also commented stating: “Most brands maintain a consistent message regarding the use of second-hand car seats and the hidden dangers of purchasing these from unknown sellers. This places further emphasis on

brands offering good value seats within their product line up. The transition to R129 ensures that there are safe belted options available to consumers, making safe seats accessible to all and reducing the need to search the second-hand market.”

When we do consider the cost of car seats, as Damon states above brands are ensuring that seats are available in a variety of options which all comply to the strict safety standards to hopefully lesson those who may turn to second hand purchases, with Nicola adding: “Car seats are an expensive and considered purchase, but we are proud to have products in our range at various price points that can help consumers so they don’t have to buy second-hand seats.”

More recently we have also seen a spike in interest in 360° spin car seats. Nicola told Nursery Today: “We are seeing massive growth in consumers wanting 360° spin car seats, especially within toddler seats. Getting a toddler in and out of the car can be challenging at the best of times, so the 360° spin can really help parents! We launched the first rotating car seat with the Axiss and have been developing this technology ever since.” With

Graco’s Consumer and Trade Marketing Manager Luisa Svensson agreeing adding: “Our 360 degree swivel car seat, Turn2Me has been incredibly successful since launch. Parents are always on the lookout for products that will make their lives easier and particularly those that can assist mums with physical healing after birth.”

And it would appear that eco-credentials are also now starting to appear within this category, with brands now focussing on the fabrics used. Nicola informed us “We are also seeing more eco conscious buying behaviours within the category. Caring for the planet and for our children’s future is a huge part of our lives, so this should be considered in our purchasing of car seats. Our Mica Pro Eco uses 100% recycled fabrics in the seat made from 19 plastic bottles. While it is only a small step to sustainability within car seats, it is an important one.”

Finally, we asked Damon what are the retailer benefits to those who stock car seats? “As the use of a child restraint is a legal requirement from birth through until 135cm/12 years, those who stock, sell and importantly offer fitting advice can gain a potential customer for many years to come.”

R44 sales can currently continue in the UK beyond September 2023

Information published by The Baby Products Association states that the legislation to cease sales of R44 car seats in the EU and NI from 1st September 2023 has not been adopted in Great Britain, and as this situation stands, R44 car seats can continue to be sold here beyond this date.

It is important to bear in mind that whilst R44 is being phased out in the EU, it does not infer that these car seats are unsafe; but R129 (often referred to as i-Size) legislation raises the minimum standard. Consumers can confidently continue to use R44 car seats for the foreseeable future.

The main difference is as follows:

R44 car seats are chosen according to the child’s weight only. There are five pre-defined weight groups (Groups 0, 0+, 1, 2 and 3) that each seat must be approved to. It may be possible to choose more than one type of car seat in each weight group. Furthermore, each seat can be approved for more than one group.

R129 car seats are chosen according to the child’s height (an upper weight limit is also given for ISOFIX seats). There are no pre-defined groups: the car seat manufacturer can approve the seat for any height range. However, the height range will determine the car seat type (and the way the child must be restrained within it).

Car seats are a legal requirement, but what is currently driving this category forward and how are consumers sourcing product during the current ‘cost of living’ crisis.

Image courtesy of Graco

Safer journeys, longer naps

Meet the NEW lightweight and innovative BABY-SAFE 5Z

by Britax Römer

The NEW BABY-SAFE 5Z from Britax Romer at 3.9kg is their lightest most innovative infant carrier yet. It features Ergo Recline, offering your baby a flatter, healthier position. It can be used both inside and outside of the car, so your baby can sleep safe and sound on any journey.

The BABY-SAFE 5Z accompanies your baby from birth up to 15 months and can be installed on the BABY SAFE FLEX BASE, or on a variety of wheeled goods.

Speak to the Britax Römer team today. customerservice.uk@britax.com

Looking Ahead to 2023

New Products, New Ranges, New Customers, New Offices, Same Old Cozy N Safe

Cozy N Safe have experienced amazing growth in 2022 and they are not slowing anytime soon. They showcased their new i-Size range at Harrogate and pleased to say their new products will be available from the beginning of 2023, giving them one of the largest i-Size ranges.

Their new strollers will also be available early next year and watch this space for even more new ranges such as highchairs and more! 2023 will also hold continued growth for Cozy N Safe as they launch their new Holland branch.

Having this new European office will allow them to take the continent by storm and continue their global growth plans. Andrew Global Sales Manager “Our growth has been amazing this year and we can’t wait until next year. It is the same old Cozy N Safe team values, which will not change. We will still offer the same great service & products at affordable prices without compromising on anything.” enq@cozynsafe.com www.cozynsafe.com

Safety on every adventure

Introducing the Bugaboo Owl by Nuna car seat, the latest addition to the Bugaboo family allowing your child to travel comfortably and safely on every adventure.

Suitable from birth to 18kg (approx. 4 years) the Bugaboo Owl by Nuna is complete with six headrest positions and five recline positions to allow your tiny copilot to grow and a 360 degree rotation offers ultimate convenience when moving in and out of the car.

The Bugaboo Owl by Nuna car seat has been designed using bamboo and merino wool fabrics to add a touch of luxury and two timeless colours; mineral washed black and mineral grey will look great in any vehicle!  www.bugaboo.com

Dreaming of a Gold Christmas?

The Doona Gold Limited Edition Car Seat and Stroller offers the same convenience you love in a new elevated package.

Its eye-catching silhouette showcases luxurious touches of gold, including a gold splash canopy and gold aluminum profiles throughout. Other upgraded touches include a removable black faux-leather handlebar cover and a bold diamond shaped pattern fabric inside the car seat. Plus, it comes with a Gold Essentials Bag! These distinctive features give the iconic design a complete style upgrade making the Doona Gold Limited Edition a must-have.

The Gold Limited Edition Car Seat and Stroller is back in stock, just in time for the gifting season!

sales@cuddleco.co.uk

Swedish Plus Test approved

Kiddo’s can now ride in the ultimate safety, up to 7 years old thanks to the i-Prodigi from Joie, which comes with the highly regarded Swedish Plus Test certification.

The simple to use ISOFIX connectors keep a tight grip on safety by locking the seat firmly to the vehicle’s anchor points, for an easy one time install.

The extendable rebound bar means that kids of any size can cruise comfortably with plenty of space to stretch out as they grow, but the sleek frame, measuring 44cm wide means that i-Prodigi will fit easily on the back seat.

uksales@joiebaby.com

Ultimate travel solution

Meet the Maxi-Cosi 360 Family rotating car seat system: The ultimate travel solution for busy parents juggling family life.

This award-winning family of rotating car seats, suitable from birth up to 4 years, is designed to help parents get their children into their car seats quickly and easily as the needs of their children evolve.

The FamilyFix 360 base allows for quick and easy installation of the award-winning Pebble 360, Pearl 360 and Coral 360 car seats. The convenient, one-handed mechanism of the rotating base makes life simpler for parents when getting their child in and out of the car up until the age of four. Pebble 360 can be used from birth to approximately 15 months and Pearl 360 can be used from-birth up to 4 years.

These spacious car seats both come with a cosy from-birth inlay to keep tiny babies snug, secure and safe, and Maxi-Cosi’s ClimaFlow technology ensures that children are kept comfortable and at the right temperature at all times. Both seats also offer the confidence of G-CELL Side Impact Technology, meaning that little ones are extra protected from side-on collisions. www.maxi-cosi.co.uk

‘Tis the Season for Winter Accessories

As the temperature drops, CuddleCo has got you covered for all the winter accessories the Doona Car Seat and Stroller requires.

From seasonal shopping sprees to strolls around the Christmas Markets, these winter accessories prevent any disruption to family festive plans.

The Doona Footmuff, Winter Cover and Rain Cover are all must-haves for keeping baby protected from the elements during the autumn and winter months. The footmuff and winter cover are made with waterrepellent materials ensuring baby stays dry in any unexpected rain showers. All of the Doona Car Seat and Stroller accessories are easy to attach and remove while on the go. sales@cuddleco.co.uk

180o ‘lie flat’ position

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

Tested against the tough R129 standards, the calmi R129 provides increased side impact protection by positioning baby’s head at the safest point in the vehicle. Calmi R129 keeps baby in the safest, 180o ‘lie flat’ position and has a cosy insert to keep newborns properly positioned at all times, supporting little necks and spines so you can journey for longer whether you are in the car or out for a stroll.

Calmi R129 pairs easily with Joie’s aeria and finiti pushchairs using adapters. Just pop calmi R129 off the base and on to your pushchair frame and off you stroll. Calmi R129 pairs with Joie’s i-Base Encore. uksales@joiebaby.com

Babiie

My Babiie are excited to announce the arrival of their new iSize car seat range launching January 2023.

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

One of our favourites is their iSize Extended Rear Facing Spin Car seat which is suitable from birth right up to 150cm. Is has easy installation using Isofix and support leg, has side impact protection, a removable newborn insert and 5 recline positions. And in true My Babiie style it comes in 3 stunning fashions! hello@mybabiie.com www.mybabiie.com

supplier snapshot

Damon Marriot

HEAD OF PRODUCT MANAGEMENT, JOIE

Is the industry working together to maintain a harmonious safety message within this category?

As a general rule yes, however there will always be the odd technical errors found if comparing copy from various sources, albeit the core safety messages are consistent enough, so not a large concern for our industry as a whole

Would you say that we have ample innovation when we look at car seats?

Innovation is at the core of development in this category. Brands are constantly striving to improve safety as well as looking to develop the features that will make the products easier to use for the consumer.

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

A 360o spin is certainly the most desired feature at this moment, with the recent addition of this feature into the infant carrier category. This gives consumers the convenience of the 360o spin, right from those early days. They can the purchase the next stage, giving them that convenience right up until their child is 105cm. There is an increased desire for lie flat car seats, so following on from the success of the i-Level recline, we have expanded on this desire by creating the calmi R129, Joie’s first ever lie flat car cot.

What about the issue of recycling – is this something that you feel brands are now more onboard with, or perhaps looking at the various components within manufacture or packaging?

This is a topic on many consumers minds, so brands and retail partners have started to address sourcing alternative materials for packaging. However, this can lead to an increase in costs so it needs to be a strategic decision on when and how this is implemented.

Luisa Svensson

CONSUMER AND TRADE MARKETING MANAGER, GRACO UK

Do you feel that parents have ample resources to ensure they are aware of car seat requirements through the various stages?

There are many different resources but parents can still get confused by the different safety standards. Social media platforms can also be a hive for misinformation, so it’s important parents do their own research from trusted resources. We have just launched a Car Seat Buying Guide which leads parents through the different legal requirements and safety standards for every stage, then signposts parents to the right seat for them. Retailers such as Halfords are also highly trained and a great resource instore.

Does social media assist within this category or can this also bring incorrect information (perhaps via bloggers, vloggers, influencers, etc.)?

In our experience influencers are well educated in the car seats that they review. At Graco, we are particularly careful with the information our influencers put out, checking all copy and images prior to release, to ensure that the right messages get through. We do see some misinformation being spread between parents, so it’s important that every brand and retailer plays its part to educate correctly.

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

Parents take their child safety very seriously so yes, there is a huge amount of research undertaken prior to purchase. We hope that our new Car Seat Buying Guide will go some way towards supporting parents to make the right choice.

Nicola Coletti

FIELD MARKETEER DOREL JUVENILE

Is the industry working together to maintain a harmonious safety message within this category?

I think we are now more than ever. Previously, brands have used terminology that is confusing for new parents. As an industry, we are seeing more consistency around safety messaging and regulations which is positive.

Would you say that we have ample innovation when we look at car seats?

Car seats are constantly evolving. While this may not be huge innovation all the time, we see new elements added constantly that make parents lives easier and babies safer and more comfortable.

We have been leading the way in innovation since 1984 and we plan on continuing to do so for many more years to come.

Do you feel that we are experiencing an enhanced level of the use of technology when we look at the development of car seats?

The complex technology integrated into car seats continues to develop across the category with significant advances in side impact protection and comfort. It is important when integrating additional technologies that safety continues to be the priority.

Does social media assist within this category or can this also bring incorrect information (perhaps via bloggers, vloggers, influencers, etc.)?

Yes it does assist when it is done properly. Consumers can very easily access the information on social media in the forms of short, direct videos now, rather than searching the internet for articles and longer video advice.

It is easy for misinformation to be spread and incorrect advice shared, but it is down to the brand to ensure that the content that is shared is correct, informative and helpful.

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

Yes. Buying your first car seat is so overwhelming so research online is usually the first step for parents-to-be. We typically see that to aid purchase decisions, consumers are not only using websites, but also going in store, using reviews and seeking advice on social media.

Because of this, we always ensure that our websites and social channels are helpful and informative, and our retail partners have the best training to aid those decisions.

Nursery Today spoke to some of the industry’s finest to find out their thoughts on car seats.

Ready to upgrade

Maxi-Cosi CabrioFix i-Size is an upgrade on the brand’s best-loved infant carrier car seat to ensure that it’s in line current i-Size regulations.

As an affordable, extremely lightweight i-Size infant carrier, CabrioFix i-Size doesn’t compromise on safety. Weighing in at just 3.2kg, it is suitable for use from birth up to 12 months and has been designed for both safety and convenience for parent and baby. Complying with the latest i-Size (R129) car seat legislation, CabrioFix i-Size contains impact-absorbing materials within the seat offering increased safety in the event of a side impact collision. Thanks to the comfortable inlay, parents have the peace of mind that their little one is in a cosy environment with optimum safety. Used with the CabrioFix i-Size Base (RRP £139.99), CabrioFix i-Size can be installed with ISOFIX for a simple click-and-go system on the move. Parents can also use the CabrioFix i-Size with Maxi-Cosi’s capsule pushchair collection to form part of a convenient travel system. www.maxi-cosi.co.uk

All round protection

Steadi R129 is a protective partner that will allow little one to rearward face up to 105cms.

A Side Impact Certified seat, steadi R129 will ensure the best head, neck and all over protection for travelling kiddos – seats that were classified under the previous R44 standard did not include mandatory side impact protection.

The steadi R129 also encourages rearward facing for longer, with mandatory rearward facing up 15 months, allowing for baby’s neck to develop and strengthen ready for forward facing travel. uksales@joiebaby.com

Recycled fabrics

ADAC approved

SnugEssentials i-Size is Graco’s ADAC approved infant car seat suitable from birth to approximately 12 months (approx. 40-75cm).  Baby will be in the safest of hands with this car seat that meets i-Size safety standards.  Super lightweight at 3.66kg the seat is travel system compatible with all Graco strollers that are Click Connect compatible.

Available in Midnight Black www.gracobaby.eu/uk

Maxi-Cosi want to ensure a better and greener world for all of the babies they’ve safely carried home. That’s why Maxi-Cosi have introduced the Mica Pro Eco. With EcoCare, the Mica Pro Eco uses 100% recycled fabrics made from 19 plastic bottles each, 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 of 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

The purpose at Maxi-Cosi has always been to care for precious life, but that care doesn’t end when children outgrow their products.

Superb side impact protection

EverSure i-Size is Graco’s first i-Size highback booster car seat with TrueShield Safety Surround side impact protection.

A forward-facing car seat for children who are between 100-150cm tall (suitable for approx. 3.5 to 12 years), this seat is lightweight at 5kg and features a 10 position headrest, memory foam padding and retractable cupholders.

Available in Iron

EverSure’s top 5 features and benefits:

• Lightweight at only 5kg

• Safety Surround Side Impact protection

• TrueShield Side Impact Protection

• isoCatch connectors for extra safety and stability

• One-hand, 10 position height adjustable headrest www.gracobaby.eu/uk

Smooth rotation

Turn2Me is Graco’s Isofix rotating car seat that swivel’s 360° with just one hand, and in one smooth motion.  Offering extended rearward facing from 0-18kg (birth to approx. 4 years) and forward facing from 9-18kg (approx. 1 to 4 years), this car seat will grow from baby to child.  Providing peace of mind the one-click Isofix with an intuitive rearward/forward facing locking system means the car seat installs easily and instantly, with the added benefit of an integrated colour-coded indicator. With a 12-position loadleg parents can find the very best fit for their car. The seat also features side impact protection for additional peace of mind and ensures the child has powerful head and body protection at each stage of use.

Turn2Me offers five recline positions in both rearward and forward-facing modes, and improved neck and back support for ultimate relaxation. The no-rebound bar means there is extra legroom when in rear-facing mode so the child will be comfortable as they grow.

Luxury padding from top to bottom bringing comfort to every inch of the seat, on the headrest, newborn insert, harness and buckle covers. The headrest and harness are easily adjusted together as your child grows. The no re-thread harness always ensures a correct fit and built-in side ventilation helps to keep baby cosy through the changing seasons.

Available in black. www.gracobaby.eu/uk

Snug and safe

I-Harbour will keep little one snug and safe from birth to four years, thanks to the Tri-Protect headrest, padded with Intelli-Fit memory foam for optimal head and neck security.

Tiny travellers can snooze soundly thanks to the 5-position recline for comfort that’s both luxurious and fuss free, while the Grow-Together headrest and harness system adjust simultaneously making those on-the-go alterations a breeze.

I-Harbour has a lightweight shell, making it easy to transfer from vehicle to vehicle, but with reinforced steel at its core, this is a super strong seat crafted for utmost resilience. I-harbour pairs with the i-Base Encore to create a spinning solution that will make loading and unloading a breeze.

uksales@joiebaby.com

Looking ahead

This month Etopia’s Managing Director, Asha Bhalsod is looking at

in 2023

Managing Director, Asha Bhalsod

As 2022 is rapidly drawing to a close and the final sales of the year conclude, focus no doubt will shift to 2023 and beyond. 2022 has been a tough trading year and there is no doubt 2023 will be equally challenging. With the constant economic challenges and changes we’re all facing, it’s become increasingly difficult to drive profitable sales across any channel. Amongst the challenges in retail, 2023 has been challenging for Amazon too. Expectations were not met with their retail sales targets and there has been several reports of Amazon undergoing cost cutting exercises. This means Brands trading through a Vendor relationship with Amazon will be under increased pressure to increase terms in January.

The impact of the economic climate on Amazon

News of layoffs, inflation, a looming recession, rising raw material prices, and ongoing logistics pricing challenges are all factors beyond our control, yet impactful on so many levels. Manufacturers will surely want to implement a Cost Price Increase (CPI) with Amazon. And if you’ve successfully managed to implement your CPI with Amazon, you’ll know that your Vendor Manager needs to be informed, giving them 30 days’ notice. Even with this forward notice, don’t expect Amazon to

start buying stock at your new price. A CPI is known to be a laborious experience; often tied to trading term negotiations. Amazon will request you to load your new CPI into Vendor Central, however, expect the “system” to reject these. Consequently, you’ll have to wrap CPI into your terms. Get ready for lengthy to-and-fro discussions with Amazon! These will take up a significant amount of your time, so make sure that you manage expectations on how Amazon processes CPI internally.

PAN EU / VSP

An ongoing strategy has been to move brands over to harmonised trading terms across Europe. It makes it easier to assess terms simultaneously across marketplaces by pooling their resources. If you’re not already part of the Pan-EU model and your business has seen significant growth on Amazon over the past 12 months, expect Amazon to press upon you to make the move. As all EU markets are different, your retail model will differ across markets, so don’t be surprised when Amazon asks for different terms across individual markets. If you don’t understand what drives Amazon’s Net Pure Product Margin (PPM), you’ll not be able to make the right decisions around which terms to drive to reach a win-win solution for both parties.

Always be aligned internally on the

strategies you need to implement to drive growth across individual territories, even though the lead market is managing the relationship with Amazon. Marketplace strategies should be lined up with the individual market conditions; setting KPIs will ensure that you never treat any of your markets as an afterthought. If your account is part of the Vendor Success Programme or VSP, lean on your vendor manager; they know the negotiation process intimately. Reject agreements in time (as they often auto renew) and set time aside to counter Amazon’s demands.

Supply Chain – it’s time to do a full review

Operations in Amazon is an area that’s often overlooked. Before negotiations for 2023 begin, do a deep dive into your Amazon supply chain; this could result in reducing your cost to serve Amazon by up to 70%.

PICS, Pallet Ordering, and Vendor Flex are some of the programmes available to Vendors. And a having a solid relationship with your Vendor Manager, will aid entry into these programmes. Once you’ve conducted a meticulous analysis of your current business operations, you’ll have a clear picture of what’s working and what’s not. Assess chargebacks you’ve seen throughout the year as well as the common causes. This will help you identify the most beneficial

Etopia’s

the challenges of Amazon and what’s to come

programmes to your business. Over and above aiming to drive incremental growth, part of your Joint Business Plan with Amazon should be focused on how to improve the supply chain.

023…

Due to the current economic climate, Amazon may extend its staff layoffs into the new year. It certainly hints at the fact that Amazon might be bracing for a tougher economic downturn than we expect. It’ll be interesting to see how cutting staff will impact the number of vendors Amazon are able to service. Brands will need to recruit skilful and tenacious teams to step in and handle communications with Amazon Support. Their support services will in all likelihood be scaled down, so a certain level of grit will be needed to solve cases and get to the bottom of things.

There’s been a notable push towards automating processes in the warehouse, and the introduction of robotics has helped to reduce manual labour on repetitive tasks. With costs rising across the board, a ‘hands-off-the-wheel’ approach is a very sensible strategy to follow. Changing how warehouse space is utilised is another tactical decision from Amazon to capitalise on the benefits that fast-moving products bring.

Purchase orders have become significantly smaller. Less forward orders will

be accepted in 2023, and do not be surprised if Amazon implement a real-time ordering system. Heavily reduced shipment windows will massively impact the logistics processes at brand level – a lot more orders will be going out the doors (more frequently), and if you don’t keep a close eye on orders and delivery windows, Amazon will implement penalties. Don’t forget to make allowances in your budget for reduced shipment windows as it’ll cost more if you can no longer ship in bulk.

In 2023 you’ll have to zoom out and look at all the costs to serve Amazon holistically. This includes advertising spend. Brands will have to pay (more) to play on Amazon next year! The cost per click will increase, and advertising spend will come in at a higher percentage of sales. Deeper pockets and strategic investment in advertising will be necessary. On the flip side, when investment spikes, organic sales may spike, so there may just be a positive domino effect.

Then there’s the thorny issue of profitability; bottom line is that it’ll be impacted significantly. Which in turn will have a jolting effect on trade term negotiations. It’ll be best to shift to a robust hybrid model to help navigate the possible drawbacks a singular vendor or seller approach might have.

Judging by the fact that a second Prime Day took place in October and that Black

Friday started a week earlier this year, we should expect a shake-up in Amazon event formats in 2023. Innovation is always at the forefront of what Amazon does.

Final thoughts…

Shopper confidence is at an all-time low right now, and Amazon will have to work harder to sustain the traffic they historically have captured. By offering schemes like subscribe & save and buy now pay later on items over £100, it may just aid in driving conversion in the next 12 months. Since Prime subscription increased earlier this year, I expect Amazon to add a few more benefits in the new year to entice shoppers to remain on the platform. In the current economic climate, it will become crucial to

keep customers sweet by driving additional value and shopper benefits across the board.

When kicking off planning for 2023, ensure your teams understand the fundamental reasons behind the profit performance of your product listings in 2022. Never accept Amazon’s first proposal and take control of the discussion by providing feedback promptly. Spending the closing months of 2022 being extra savvy and embracing the opportunities Amazon has to offer, will create an ideal segue into 2023; not to mention those dreaded Terms negotiations with Amazon!

For more information, reach out to Asha - asha@etopiaconsultancy.com

Celebrating 21 years of The Baby Show

From its birth in 2002 at Olympia London to the 2023 series, we look back at some of the product highlights and innovations that launched or trended at The Baby Show.

The UK’s largest and longest running pregnancy, baby and parenting event, The Baby Show, now sponsored by Lidl GB is synonymous with connecting leading and boutique brands in the baby industry with eager expectant and new parents, ready to discover and buy products for their new arrival.

Baby products certainly looked a lot different now to what they did in 2002. We take a look at some of the iconic and game-changing products and brands who’ve exhibited at The Baby Show over the last 21 years, many choosing to use the events as a launch pad into the consumer market.

2002 – Grobag – the original Grobag, launched in 2000, but seen at The Baby Show for the first time in 2002, revolutionising the way babies sleep forever.

2003 - Stokke® Xplory® – this iconic pushchair launched, bringing babies closer to communicate and bond. Most recently launched the Stokke® Xplory X® Signature.

2004 – Fisher Price Jumperoo – this amazing, multi-sensory entertainment centre launched, meaning parents

everywhere could grab a quick tea break, knowing their little one was safely having fun.

2005 – Bugaboo Cameleon – new to The Baby Show this pushchair revolutionised the pushchair market and still remains a favourite today.

2006 – Cuddledry – their awardwinning apron towel had its first showing at The Baby Show in 2006 and has been a regular ever since. The perfect gift for any new parent.

2007 – Trunki – famously rejected by Dragon’s Den, Trunki went on to become a huge success, with this bright coloured suitcases becoming a must-have travel accessory.

2008

– Manduca Baby Carrier – this optimum ergonomic baby carrier was first introduced to the UK via Cheeky Rascals at The Baby Show.

2009 – Ewan the Dream Sheep launched, helping babies (and parents!) get some much-needed sleep. Ewan has been a regular at The Baby Show since he was born.

2010 – Snoozeshade launched and has become the UK’s favourite sun and sleep shade, keeping babies sleeping safely on the go ever since.

Chicco Next2Me crib 2014

Stokke® Xplory X ®2003

Fisher Price

Jumperoo 2004

2011 – Snugglebundl launched. Another genius invention which enables parents to move their baby whilst asleep without waking them.

2012 – Joie launched their own nursery products after manufacturing products for nursery retailers for many years.

2013 – Tommee Tippee Perfect Prep Machine – this was a true gamechanger to bottle-feeding parents, enabling them to prepare the perfect bottle of formula in just 2 minutes.

2014 - Chicco Next2Me Crib – the first side sleeper to launch in the UK, and has become one of the most popular products sold at The Baby Show, enabling parents to safely co-sleep with their babies and keep them close by during the early months.

2015 – Doona – this amazing innovation launched, a car seat that can shoot out its wheels to become an infant stroller in a matter of seconds. A celebrity favourite!

2016 – My Expert Midwife launched their award-winning midwife researched and designed a range of natural health products including Spritz for Bits.

2017 – RockitRocker launched this revolutionary accessory at the Olympia show in 2017 and quickly became a regular at shows and a must-have accessory that keeps babies moving and snoozing.

2018 – Elvie Breastpump launch – the first wearable breast pump to hit the UK market via The Baby Show, a game-changing hands-free pump allowing nursing mums to be able to express any time, anywhere.

2019 – Cybex launched their first motorised electric pushchair, the ground-breaking e-priam.

2020 – Joolz released their new Aer lightweight pushchair.

2021 – Silvercross launches Dune & Reef.

2022 – iCandy Core launches at The Baby Show Olympia.

Elvie 2018

Trunki 2007

Rockit 2017 My Expert Midwife 2016

The perfect sleep aid

Jaspar The Dreamy Elephant is a Sleep Aid with a significant difference! Unlike conventional sleep aids that just play white noise for helping children to be soothed to sleep, Jaspar also has a re-recordable voice recording function that allows up to 20 minutes of recording time!

The comforting sound of a parent’s voice in the form of a sound, song, story or a lullaby helps babies and toddlers to build a stronger bond with them, helps ease separation anxiety and feel soothed and comforted especially when their parents are not nearby. prakash@thedreamyelephantcompany.com www.thedreamyelephantcompany.com

Support all the way

The Evolve Home Collection is a new category of Ergobaby products, created to simplify parents and carers’ lives, and grow with baby from day one. The first product in the new collection is the Evolve 3-in-1 Bouncer. From a cosy newborn lounger, to a calming infant bouncer, to a fun toddler seat, Evolve is suitable from birth (5lb 8oz/2.5kg) to toddlerhood (29 lbs/13.2kg).

Developed with guidance from a paediatric orthopaedist, the bouncer comes with a removable ergonomic newborn insert and supports baby from head to hips, creating an ergonomic M-shaped positioning in baby’s hips and helping to prevent flat head syndrome. service@ergobaby.co.uk www.ergobaby.co.uk

Aid for teething troubles

Mary Meyer have a superb selection of teethers developed to assist to sooth.

Super cute silicone teethers are permanently attached to matching soft loveys.  Each features a custom designed print and knotted corners for added stimulation. www.marymeyer.com

Pacifiers and Soothers come in many forms, whether it’s a dummy, comforter or rocker the industry is here to help your customers keep little ones settled and calm. We shine the light on products that are available to assist.

MAM debunking myths

As one of the leaders in the soother category, MAM made it their mission to change the perception of soothers through their #Soothement campaign.

Working alongside Tigerbond, the campaign was set to debunk myths about soother usage, educate on soother benefits and liberate parents on their choice to use a soother. MAM celebrates Christmas 2022 with the news that the soother market has grown and that they now have a market share of 37.2% in volume and 46% in value*.

2023 will bring more exciting milestones! But for now, a Merry Soothing Christmas from the MAM team.

* GfK Market Intelligence: Sales Tracking; Soothers; Volume & Value Sales, GB; Oct- Sep 2022 abbiechase@mamuk.com www.mambaby.com

Great partnership for pacifiers

Award Winning Teething Brand Matchstick Monkey is delighted to announce its UK partnership with Babybase Wholesale. Matchstick Monkey is a firm favourite amongst families thanks to its ingenious silicone teethers and more recently it’s successful launch of Bathtime, Mealtime and Playtime. Natasha Leviton Head of Sales has said “Babybase represents some of the best baby brands in the business where retailers have the benefits of buying several brands in one order from a trusted wholesaler with low MOQ’s and short lead times. We are thrilled our products will be offered to some of the UK’s leading independent retailers through Babybase.” Tel: 01886887758 babybase.limited@talk21.com

Quiet discovery that’s soft & sweet! Putty Nursery Cuddlebook

Natural soothes best

That is why NUK use more than 98% natural raw materials for their NUK for Nature soother.

NUK use sustainable plastic for the firm parts*. The soft teat is made of pure natural rubber or sustainable silicone

NUK also pack it in 100% FSC-certified paper that can be easily put in the paper recycle bin. And to make the carbon footprint even smaller, everything from its raw materials to its production using renewable energy is optimized to be climate friendly.

* This plastic is 100% linked to renewable raw materials. Compliant with the mass balance approach and certified by ISCC PLUS. www.nuk.co.uk

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

Toying around at Toy Fair

Toy

Fair returns next year on the 24-26th of January 2023 at Olympia London in Kensington!

With the 2023 show completely sold out this is a fantastic opportunity for retailers and buyers to meet with over 250 incredible exhibiting companies, all under one roof.

There will be a vast array of preschool and nursery products on display at Toy Fair 2023, from a great range of new as well as returning exhibiting companies, including: Just Play, Golden Bear Toys, Keel Toys, Orchard Toys, Zapf Creation, Rainbow Designs Ltd, Great Gizmos, Halilit, Tonies, Toynanics, Orange Tree Toys, VTech and Mood Bears. Toy Fair is also excited to welcome back 8th Wonder, who celebrated their 25th anniversary recently and who will be showcasing some fantastic wooden and plush toys at the show.

Visitors can expect to get hands-on with the thousands of brand new toys and games launching in 2023 and get the first look at the predicted trends for the year ahead. The preschool products on display will vary from plush toys, to wooden toys, to games, to books, to characters and more - there is something for everyone!

In addition to learning about all the exciting new toys and trends, there will also be exclusive on site retail offers available for visitors who attend the show.

Preschool buyers and retailers should also look out for Toy Fair’s coveted Hero Toys which will be on display outside of the Press Office for the duration of the show. Be sure to check out the 25 selected best toys, to see if any new, exciting preschool toys feature!

Another “must visit” at the show is the Greenhouse area, which is full of new, up and coming brands. Rebecca Deeming from the BTHA commented: “The Greenhouse area is the perfect place on the show floor to discover the next big thing! Nursery buyers and retailers can head there to meet new exhibiting companies like movies inc, which is a new, innovative brand for preschool toys!”

Registration for Toy Fair 2023 is open! Make sure you register to confirm your attendance, to avoid disappointment!

Register now for your free visitor pass: www.toyfair2023.eventreference.com/register

New ranges with Orange Tree Toys

Orange Tree Toys: Stand: F65

The team at Orange Tree Toys are very excited to show off the new products for 2023 at London Toy Fair!

Visit their stand where Orange Tree Toys are launching a beautiful Woodland Animals range in wonderful autumnal colours, as well as adding to their London collection, and some brand new Scotland lines. There is also a great selection of pocket money toys being introduced across their ranges.

You will also find additions to their licensed collections, including some gorgeous new lines to the Disney Winnie the Pooh range, and a small brand new range of Peter Rabbit TV products. sales@orangetreetoys.com

Nostalgic collection from Rainbow Designs

Rainbow Designs – Stand B21

Nursery toy specialist, Rainbow Designs will be kicking off 2023 at Toy Fair with a bang as they add a celebratory new Disney collection to their best-selling classic character ranges of inspiring, forever infant toys. 2023 will see Disney mark 100 Years of Wonder, and to celebrate the momentous centenary milestone, Rainbow Designs are launching two dedicated infant collections. Available this spring, the ranges commemorate Mickey Mouse, one of the most famous global cartoon characters of all time, and his adorable girlfriend, Minnie Mouse.

Igniting nostalgic imaginations, the new Disney’s Mickey Mouse Memories range is a beautiful, luxury range of fun forever toys and gifts created for newborns and little ones. Delivered in stunning, nostalgic packaging featuring the iconic Mickey Mouse vintage artwork, the range includes a Mickey Mouse Wooden Ring Rattle and super soft Comfort Blanket, both with exceptional attention to detail, as well as a Mickey Mouse Activity Toy, featuring multiple textures, a chime rattle and star-shape teether to encourage sensory exploration through play. The range is completed with an adorable Lullaby Mickey Mouse Toy, this super cuddly, musical soft toy helps to encourage sleep time as it plays a soothing lullaby, and comes in a beautiful keepsake gift box, perfect for storing those special early years trinkets.

The new vibrant Mickey Mouse and Friends range, is a fun baby toy collection featuring both Mickey Mouse and his girlfriend, Minnie Mouse. Created in the synonymous striking red and black colour palette associated with this much loved duo, this collection includes Ring Rattles, Comfort Blankets and Activity Toys of both characters.

Tel: 01329 227300 www.rainbowdesigns.co.uk

A nostalgic gifting range to celebrate shared mem ies with Mickey Mouse

What we’ve discovered talking to parents about the cost of living crisis

The cost of living crisis is a reality for so many families across the UK. But we wanted to find out what brands could do to support them during such a tough time.

So we asked thousands of Your Baby Club members what they wanted most from brands heading into 2023, with some interesting results… What parents are saying UK families are hugely uncertain about their outlook for the foreseeable future. An overwhelming 97% have already had to cut back, with only 12% feeling like they’d be back to normal within a year. Even more troubling is that almost half have seen their household income actually decrease over the last year.

Clearly, this financial turmoil is starting to impact people across all income brackets. And as people are feeling the pinch, they’re clamouring for support wherever they can get it. As a brand, you can’t fix the problem, but you can offer them tangible changes that reflect your customer’s needs, whilst also building up long-term brand loyalty.

How to adapt your offering

A huge majority of parents said they recognised that price changes would happen, but they just want transparency from brands. In fact, 70% would be more likely to buy if they felt that brands communicated this openly. And at the heart of that

sentiment, is the idea that parents just want to be able to trust brands. This sits in a similar theme as parents overwhelmingly appreciating any brands that actively help them to find the best deal (90%).

So as a brand, there are clear and obvious ways parents want to be supported. And this doesn’t mean going overboard about every deal and price change, but rather embodying the sentiment behind it all - of being on their side. After all, this is a tough time and they will remember the brands that help them get through it.

Tangible Steps

As well as more sentiment-driven changes, there are lots of tangible changes that parents value during this time.

Free samples  represent a key way to entice parents to try something new. Which is especially important if your brand is bringing out new products or trying to reignite a consumer base that’s looking elsewhere.

And that is a challenge many will face, with 84% of customers having to cut back on brands that they’d ideally keep using. Even if you have a great product that parents want to use, they just might need a little push to demonstrate the value your brand can offer.

And if your brand wants to retain customers, a good strategy could be

to encourage your own unique take on a loyalty scheme, which 73% of parents felt would encourage them to buy. Combined with online marketing opportunities, you could strategically encourage customers to visit your online store or to take other ‘top of the funnel’ actions, helping build awareness of your full range of products.

A delicate balance There’s a delicate balance between short-term gain and long-term strategic marketing at this time. It’s worth remembering that your customer base is dynamic and they are having to make decisions that they wouldn’t normally make. And in order to retain and attract customers, you have to follow suit.

With a crisis affecting basically everyone, it makes sense to position your business around the values they truly care about, such as transparency and fairness, in order to cement your brand for a lifelong relationship with families across the UK.

Ultimately as a brand, you aren’t in a position to fix the issues caused by a cost of living crisis, and parents know that. But what you can help with is embodying the values that would help any family through a tough time, and reflecting that in your business practice and marketing. Tailoring your service around the things that they need in the short term will strategically position yourself for longer-term success.

Brands and retailers can try FanFinder’s pay-on-results partnership marketing to mums with a no-risk, no-obligation one-month trial.

FanFinders is a performance marketing company that connects brands with parents via Your Baby Club in the UK and US. Find out more at fanfinders.com or contact info@fanfinders.com

FanFinders have been digging into how brands can retain and even attract new customers, despite many consumers feeling the pinch.

The brand that parents www.clippasafe.co.uktrust

Evolve with Ergobaby

The Evolve Home Collection is a new category of Ergobaby products, created to simplify parents and carers’ lives, and grow with baby from day one.

The first product in the new collection is the Evolve 3-in-1 Bouncer. From a cosy newborn lounger, to a calming infant bouncer, to a fun toddler seat, Evolve is suitable from birth (5lb 8oz/2.5kg) to toddlerhood (29 lbs/13.2kg).

Developed with guidance from a paediatric orthopaedist, the bouncer comes with a removable ergonomic newborn insert and supports baby from head to hips, creating an ergonomic M-shaped positioning in baby’s hips and helping to prevent flat head syndrome. service@ergobaby.co.uk www.ergobaby.co.uk

Laid back luxury

The new i-Level Recline 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 Recline with the i-Base Encore for a spinning system with laid back luxury. Parents can rest assured that their 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 Recline, thanks to the headrest and harness that adjust simultaneously, while the easy to remove, full body insert keeps tiny travellers nestled in safety. i-Base Encore Sold Separately uksales@joiebaby.com

Fast and eco-friendly food prep

Innovative parenting brand Béaba has done it again! Adding to its revolutionary Babycook range, the NEW Babycook Solo Express has arrived.

Parents who are looking for the fastest Baby Food Steamer Blender on the block, but are also mindful of the environment, need look no further. The Babycook Solo Express by BÉABA has both Express and Eco-cooking mode. With its large bowl and patented paddle within the steaming basket, which rotates every 30-seconds for faster cooking. Parents can steam, blend, defrost and reheat baby food to create delicious and nutritious meals within minutes.

For trade enquiries contact the below: natalie.jackson@beaba.com

Robert Anslow Managing Director

Is a member of staff giving you a headache?

December should be full of joy – out comes the Christmas tree and mince pies – but for many companies, it is also an incredibly busy time trying to fulfil orders before everyone puts up their feet for the festivities. So whilst the majority of the team is pulling its weight and making it happen, what if you have one spanner in the works? One person who for whatever reason simply isn’t performing?

In a webinar presented by Hema Mistry, director of Quest, she explains an employer’s responsibility not only to its failing member of staff, but also to the people working around them who might also be affected. Hema explains: “We had a situation where a company was losing staff at an unprecedented rate. It appeared a good place to work, but for some reason, great people just didn’t want to stay. On further investigation, it turned out that one member of staff was under-achieving and the brunt of their responsibilities was being offloaded making work life untenable.”

Hema explained that when a member of staff is underachieving, it is the employer’s responsibility to help that person improve, stating: “It is important to distinguish between poor performance and laziness. For example, poor performance is a can do, but can’t do situation – i.e. they don’t have the knowledge or skills to carry out the task. Laziness is a can do, but won’t do situation (for example, continually arriving to work late with no justifiable reason). In this case it is a conduct matter.

If your company is a member of the Baby Products Association and you are not currently receiving members’ e-bulletins with industry updates, but would like to, please email julie@b-p-a.org who will add you to the database.

Companies can find themselves in deep water when it comes to unfair dismissal claims, so getting it right is imperative. The Advisory, Conciliation and Arbitration Service (ACAS) applies to performance matters so managing poor performance at an early stage is hugely important. If it is ignored, it could be argued that the employer tolerated the performance and allowed it to continue, leading the employee to believe it was acceptable. Managers who avoid dealing with performance issues can face confrontation, time consuming procedures and potential impact on the morale and motivation of their entire team.

Hema said: “It is important to begin monitoring staff performance from the very beginning. Even if a new member of staff is on probation, any conversations regarding their performance and how they can improve should be noted. It would be unfair for someone to consistently underachieve during their three month probation period, but no mention be made on how they can improve and do better until they are asked to leave.

“Communication is key. Managers should set the scene for

performance standards and expectations from the beginning. If a member of staff is not reaching those standards, then it is the responsibility of the employer to provide additional support in terms of training – this could perhaps be in the form of shadowing a colleague with more experience.”

Once a performance issue has been identified, the employer must allow a reasonable time to improve before progressing to formal procedures. This could include an action plan outlining improvement needed and timescales and also the consequences of failing to meet the required performance standards. ACAS will require at least one opportunity to improve, so it is imperative to record support and training offered and to regularly review the employee’s progress.

Performance management can be daunting, but Baby Products Association members don’t have to go it alone as they have 24/7 access to Quest’s FREE support line. Hema explains: “If you have a member of staff you are concerned about, the highly experienced Quest team is on the end of a phone to help you. We can talk you through procedures and help you plan your action. This service will be ongoing right from the beginning when the problem is identified until it is resolved.”

If you are an Association member, you can access the Quest helpline by calling 0116 243 7605 and giving your membership details.

Urgent Safety Alert issued for baby self-feeding pillows

The Baby Products Association has been advised by the Office for Product Safety and Standards of an urgent safety alert for baby self-feeding pillows and urges the public to stop using these products immediately and dispose of them safely.

Businesses selling these products must immediately remove them from the market as they cannot comply with the safety requirements under the General Product Safety Regulations 2005.

Baby self-feeding pillow products are designed to be attached to a bottle so that the baby may be positioned on its back to self-feed without the assistance of a caregiver holding the bottle and controlling the feed.

This is inconsistent with NHS guidance in relation to safe bottle feeding. When used as intended, even whilst under the supervision of a caregiver, it could lead to immediate, serious harm or death from choking or aspiration pneumonia.

Consumers, local authority trading standards services and businesses are asked to take specific action to cease use or remove these products from the market.

To read the full article visit: https://www.gov.uk/product-safety-alerts-reportsrecalls/product-safety-alert-baby-self-feeding-pillows-slash-prop-feeders-psa3