21 minute read
Car Seats & Accessories
At the heart of safety
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
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).
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
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
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
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
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
New iSize Range from My 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
Nursery Today spoke to some of the industry’s finest to find out their thoughts on car seats.
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.
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
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
Recycled fabrics
The purpose at Maxi-Cosi has always been to care for precious life, but that care doesn’t end when children outgrow their products.
Maxi-Cosi want to ensure a better and greener world for all 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
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.
