Nursery Today December 2024

The only car seat

Editor Penny Franks penny@lemapublishing.co.uk

Ad Manager Christine Contreras christine@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

Production Rick Vickers rick@lemapublishing.co.uk

Managing Director Mark Naish mark@lemapublishing.co.uk

Chairman Malcolm Naish malcolm@lemapublishing.co.uk

Pramland’s John Barker is re ecting on 2024 which has been a di cult trading year for many independent retailers, the overall impact of Black Friday, pro t margins and online discounting.

The Nursery Store’s Christy Foster is looking back at 2024 with gratitude, growth, and inspiration.

editor’s letter

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Here we are, December, the last month of 2024!

With high streets adorned with festive lighting, shop windows twinkling and retailers welcoming customers who (like me) might have left their shopping to the last possible opportunity to seek out Christmas gifts, while the all too familiar Christmas tunes play on automatic loops, which the general public I’m certain find cheery and festive. However, this might not be the same for staff in stores as Mariah comes on once again belting out her classic Christmas banger!

Looking back through the issues of Nursery Today, 2024 definitely experienced a great show of new product launches throughout the year, from car seats to pushchairs, monitors to breast pumps – and of course here at Nursery Today we highlighted many of these across the features we brought you throughout the year. I’m confident that brands will continue to keep on-trend and we will experience further great product launches throughout 2025.

Naturally those who visited Harrogate in October would have been able to touch, experience and receive those all-important demonstrations and of course see all

the new products that have come through and those that are on the horizon for the year ahead! Harrogate being in October was a great way to ‘round-off’ the year for those who were in attendance, take stock for the beginning of 2025 and of course catch up with everyone in the industry.

A quick glance back to the end of November, the coveted Mother & Baby Awards were announced. We bring you the full list of winners starting on page 30. These awards are great accolades for all winning products as the Mother & Baby logo on packaging can gain

fantastic consumer confidence in products as this is for so many an instantly recognisable symbol that can represent quality and really boost sales for all the winning brands across a plethora of nursery categories.

Furthermore, last month also represented ‘Black Friday’ – although as Pramland’s John Barker would say – Black November! As John states in his article “Black Friday must be the worst time of the year for all of us. Over the years we’ve all seen different version of it, but we seem

See the winners of the coveted Mother & Baby Awards by turning to page 30.

Check out our Car Seat feature over on page 12.

to have settled on Black November these days. Long gone are the single day barmy sales and instead we have month long promotions.” You can read his thoughts on difficulties for independent retailers during 2024 over on page 28, where John also reflects back on the overall impact of Black Friday, profit margins and online discounting.

As we get ready to embark on 2025, the first show to open their doors will be Toy Fair in January. If you’re thinking about adding (or increasing ranges in-store or online) toys then this is definitely the place to head to! Venture through the halls and let your own ‘inner child’ out! You

will find more on the show starting on page 46. Enjoy all the ‘fun of the fair’! On a final note, I would like to wish you all a very festive time from everyone here at Nursery Today.

Starting over on page 30 we round up pacifiers & soothers.

Love to Dream announce partnership with The Lullaby Trust

Love to Dream are partnering with The Lullaby Trust to champion the charity’s safer sleep advice and help all families give babies the best possible start in life.

Speaking about the partnership with The Lullaby Trust, Co-Founder of Love to Dream Hana Krawchuk, says: “At Love to Dream, we share The Lullaby Trust’s passion for promoting safer sleep practices, which is why we’re proud to support their work in the fight to end SIDs forever.  Our commitment as a partner is to help empower families with the knowledge and resources they need to rest easy.”

The Lullaby Trust advises that families can significantly reduce the chances of SIDs by following their safer sleep advice for babies until they are at least 12 months old.

The Love to Dream Stage 3 Sleep Bag and Sleep Suit ranges are suitable for babies aged 6m+ and align with The Lullaby Trust’s safer sleep advice.  By selecting products from the range, parents can avoid using loose blankets in the cot and reduce the risk of overheating by choosing a suitable TOG rating throughout the year. View the full collection at www.lovetodream.co.uk

British nursery brand unveils new home

Cheeky Chompers, the multi-awardwinning British nursery brand behind the iconic Neckerchew teething bib, has confirmed it is now owned by parent company Parentease Innovations Ltd. Continuing the brands mission to help make parents lives easier, Parentease will prioritise delivering and developing innovative baby products, to add to their current 10 strong, product range.

Continuing to work with a range of British retailers including John Lewis, Mammas & Pappas, Next and Waitrose, as well as many independent local retailers, Parentease looks forward to supplying trade customers across the UK.

Amy Livingstone adds:“The trading conditions over the last 4 years have been extremely challenging, however the brand of Cheeky Chompers is strong and loved by parents around the world.  We will continue to work really hard to grow the brand, develop innovative, intuitive products to help make parents lives easier.  Cheeky Chompers was developed out of a need as new parents ourselves, to find a teething solution that stayed attached to the baby. We strive to continue to develop award winning, practical, safe and stylish products designed through understanding that it’s the little things that make the biggest difference to help parents and babies.   We are so grateful to all of our trade partners who have, and who continue to support our UK brand and look forward to future growth with our partners.” www.cheekychompers.com

International growth for UK kids’ swimwear brand Splash About

The UK’s leading children’s swimwear brand Splash About has today announced international growth in both Australia and the USA.

The company, which is headquartered in Grimsby, has acquired its distribution partner Little Toggs in New South Wales, rebranding the business Splash About Australia Pty Limited, and for the first time the business has hired a team in the USA. The move into both continents will accelerate relationships with infant swim schools, retailers and facilitate distribution as demand for product increases.

Commenting on the Australian acquisition, Lesley Beach Joint Managing Director of Splash About International Ltd said, “The potential for growth in Australia is huge with over 1.8 million children currently learning to swim. We had a strong presence in the market working closely with Little Toggs, but the infant swimwear and accessories market has grown exponentially.”

Lesley continued, “Demand for our Happy Nappy swim nappy has soared due to its technical design which prevents faecal leaks. Unwelcome leaks are bad for business; pools need to close for cleaning and lessons must be cancelled, which results in unnecessary and avoidable expense. Insisting on a reusable Happy Nappy to prevent these accidents is a simple, proven cost-effective option, saving operational costs and in turn increasing revenues.”

To facilitate demand, Splash About has invested in state-ofthe-art warehouse facilities to quickly fulfil orders and maintain a high level of customer service. In Australia the business is based in New South Wales and will be spearheaded by Little Toggs founder Kylie Hadid and in America, Damien McDonnell is heading up business development in Texas.

In addition to swimwear and swim accessories, Splash About has devised a range of flexible Partnership Programmes to work with swim schools globally regardless of their size, which are aimed at helping them drive venue, operate efficiently, and decrease costs without increasing prices.

www.splashabout.com

Exciting News from My Carry Potty!

My Carry Potty is set to launch in Target USA this month! Their director, Amanda Jenner, is incredibly excited to bring this to fruition. Waiting for the perfect moment has paid off, and they believe now is the right time to expand their reach and bring their beloved characters to families across the USA.

As they continue to support children and parents through the potty training journey, they look forward to making a positive impact with their innovative products and launching their new website across the pond too. Stay tuned for more updates as My Carry Potty embark on this exciting new chapter! www.mycarrypotty.com

Ickle Bubba reports record-breaking

Black Friday Weekend sales

Stylish and a ordable nursery brand, Ickle Bubba, is celebrating ahead of the festive season with sales 33% up on previous Black Friday weekend records.

Commenting on the company’s record-breaking performance, Managing Director Ieuan Rowell, explains, “We’re thrilled to see continued improvements to our online shopping experience resulting in the highest ever grossing day on our website - an achievement that is becoming increasingly di cult to do as we scale, but one that the team keeps delivering on.”

As an omni-channel brand, Ickle Bubba has focussed on strengthening its relationships with UK nationals; exploring exclusive product ranges and leveraging their likeminded customer base through strategic partnerships. As a result of its e orts, the brand has seen exceptional growth across some of its key national partners, with triple digit growth reported on Boots, Argos and Very.co.uk as part of the brand’s commercial strategy.

Nursery retailer and wholesaler, Ickle Bubba, has launched a multitude of products over the past year, including the innovative Flip Magic Fold Highchair and the brand’s latest addition, the Virgo Tandem Travel System, these have all aided the expansion of its competitively priced range. Rowell goes on to explain, “The recent expansion of our product range is now delivering material, incremental growth. I’m thrilled to report company wide sales are up by 10% over the November trading period against previous year, showing that these additions to range are being instrumental in further growing the business in key trading periods.”

www.icklebubba.com

Cybex celebrates first flagship store in Paris

The new boutique, located in the heart of the city on the prestigious Rue Saint-Honoré 179, unveils a re ned modernity, recreating a familiar atmosphere that fully speaks to the brand’s core pillars of luxurious functionality and contemporary design.

The store showcases the complete CYBEX’s cutting-edge and innovative product range across two oors, and its modern aesthetic stands in striking contrast to the city’s architectural landscape.

Among those in attendance, Amy Jackson Westwick, Jeremy Scott, Julia Restoin Roitfeld, Joyce Jonathan, Fernanda Brandao, Jules and Agatha Trass, Alexia Niedzielski, Alexandra Van Houtte, Kym Ellery and Jeremy Rocher, Lana Petrusevych and Natascha Darty.

www.cybex-online.com

www.b-p-a.org

If your company is a member of the BPIA 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.

BPIA confirms UK Pavilion at Kind + Jugend 2025

The Baby Products Industry Association (BPIA) con rms that it will reintroduce its UK Pavilion for the rst time since 2019 at Kind + Jugend from 9th to 11th September 2025.

Having secured space at the show’s early bird rate, members participating in the UK Pavilion will bene t from an attractive all-inclusive package including early bird conditions and booth construction.

Marc Hardenberg, chair of the BPIA, comments: “Prior to covid the BPIA hosted the largest country speci c pavilion at Kind + Jugend, but unfortunately the pandemic put an end to this.

“However, many members have expressed an interest in reexploring international markets as a joint collective and Kind + Jugend is rst on the agenda. The UK Pavilion provides a great opportunity for members – in particular smaller companies who will be able to book smaller stands than would be permitted when booking direct, yet have a prominent presence under a UK umbrella. Our members will bene t from special packages, including the Early Bird discount. Participants

will deal directly with the BPIA and we also aim to o er additional bene ts such as meeting spaces, networking events and help with logistics. Additionally, tentative plans are being made to organise a meet and greet event with UK and International retailers and distributors.”

Jörg Schmale, director of Kind + Jugend, comments: “We are delighted to have such a strong partner at our side again with the BPIA after 2019. We know that many good baby and toddler products come from the UK and we are sure that this partnership will once again give the country the attention at Kind + Jugend that it absolutely deserves. The UK Pavilion will be a highlight that visitors to Kind + Jugend can already look forward to.”

The BPIA is in the process of putting together a UK Pavilion information pack and booking form which will be available soon. However, if you wish to register your interest prior to this or have an initial chat to discuss participation, please email Marcmarc@majuma.co

Subsidised hotels for BPIA members

exhibiting at Hong Kong Baby Products Fair

The Hong Kong Baby Products Fair takes place from 6th to 9th January 2025 at the Hong Kong Convention & Exhibition Centre and attracting more than 620 exhibitors and almost 28,000 trade buyers.

The BPIA has negotiated a special deal for members exhibiting at the 2025 show –HK$3000 (approximately £300) subsidy towards a hotel of their choice.

Marc Hardenberg, chair of the BPIA, said: “Whilst we are not in a position to organise a UK Pavilion at the 2025 show, we recognise that it o ers huge business potential for our members and this subsidy will certainly help with exhibiting costs.”

Companies wishing to exhibit and take advantage of this o er should contact Candy Kwong – candy.mk.kwong@hktdc.org

Introducing a BPIA member

Each month we introduce a BPIA member and share a little about their business and why they value membership of the industry trade association. We speak to Richard Bamforth of UPPAbaby.

What is your business – and what is your best-selling product?

The business started in March 2010 as DCUK Ltd and we exhibited at Harrogate International Nursery Fair just seven days later.  We were the distibutors for UPPAbaby and Boon at launch.  The company was renamed UPPAbaby UK in November 2022 when UPPAbaby took a share in the company and from then on we have been part of the UPPAbaby organisation concentrating on the one brand.  We launched on day one with just one model, the VISTA, which is now in its third generation and still our best-selling product

Where are you based and how big is your team?

We are based in Halifax, West Yorkshire and run a lean team with eight sta .  However, we do use third party resources for warehousing and customer service. We also have the support of our colleagues in the USA and Canada for accounting, website development etc.

How long have you been a member of the Baby Products Association?

Almost from day one, June 2010

What was your main reason for joining?

As a start up company in the UK with limited resources we saw the value in the commercial partnerships that membership allowed us to tap into.

Do you participate in any of the Association’s committees and if so what?

I’m on the executive committee.

Do you use any of the free services provided (business support helpline, Trading Standards partnership, technical support etc)?

Yes, we have used these in the past and they have been helpful

Since joining the Association, what has been the main bene t of membership?

We had a lot of support from the BPIA a few years ago when we were dealing with a claim of noncompliance from a consumer magazine and with its help, were successful in proving our case.

Tell us one interesting fact about you or your business that would surprise your industry colleagues?

As a part of our environmental and social responsibility, all UPPAbaby packaging has been reviewed. As a result, we now use over 150,000 fewer plastic bags per year on VISTA packaging alone.

I also claim to be one of the last people on earth to learn that Elvis had died, but that’s another story…

Sitting comfortably

Infant car seats are an essential and mandatory item for new parents in the UK, with safety being the top priority.

UK law requires that children under the age of 12 or under 135 cm in height must use an appropriate car seat when travelling in a vehicle. This has made infant car seats a staple product category for many nursery retailers, as they combine the need for safety with evolving innovations that cater to the growing demands of modern parents.

Leading brands in the infant car seat market have made substantial strides in safety, incorporating advanced technologies and features that enhance protection in the event of a collision. Safety remains paramount, with the latest models focusing on side-impact protection, enhanced energy-absorbing materials, and improved harness systems. In addition, as an industry we have also now experienced the new seat from Cybex with inbuilt airbags that deploy in a crash to further cushion the baby’s head and neck, o ering peace of mind for parents, slidetech from Maxi-Cosi and infant carriers from both Nuna and Joie that include iso x as part of their structure, eliminating the need for iso x points.

In terms of innovation, some of the most exciting developments over time has included lie- at technology, which allows infants to lie completely at during travel. This feature is particularly important for newborns, as it provides better spinal support and reduces the risks associated with extended time in a semi-reclined position. Infant car seats with this ability have become a sought-after option for parents looking for the safest and most comfortable solution for their newborn.

With increasing emphasis on child car seat safety, Nursery Today asked BeSafe’s UK Country Manager, James Harrison how they foresee the market evolving in terms of technology, regulations, and consumer expectations. “There is much more awareness on rear facing and this is growing year on year. I think this will only get stronger in the coming years with more

education and visibility on social media platforms such as TikTok. Technology is advancing so fast and with AI, we are now in a new digital revolution.”

Another notable innovation over the years has to be the spin seat, which allows parents to rotate the car seat to face the car door, making it easier to place and remove the child. This feature, which has been introduced by many brands within their range, reduces the strain on parents’ backs and minimises the risk of injury while securing their child into the seat. Additionally, “slide tech” has also been introduced by Maxi-Cosi, which allows the seat to slide smoothly into the car’s base, ensuring a secure t with minimal e ort.

With this being a product category where safety is at the fore, is this a product category where brands play a pivotal role? Joie’s Head of Product Development, Damon Marriott would give an emphatic yes, telling Nursery Today: “100%consumers trust known brands. Child safety is at the top of most consumers agenda, and although price will play a part in which seats they can a ord, there are brands such as Joie that have no compromise on safety and o er feature rich products at a ordable prices. For many consumers they will not chance their baby with unknown or unproven brand names.”

Cozy N Safe’s Managing Director Harry Jhamat completely agreed when we asked him the same question stating: “Brand reputation is key in the car seat category. Parents are placing their trust in brands that have proven their dedication to safety, quality, and innovation. Cozy N Safe’s long-standing commitment to meeting the highest safety standards, coupled with rigorous testing, has made us a trusted brand for families. Recognisable brands also bring peace of mind to parents, knowing that the products they are purchasing come with extensive research, certi cations, and warranties.”

Is cost an issue for customers when we consider the current economic climate or is safety a higher priority compared to price. Independent Retailer Jolly Tots Managing Director Lorretta Owen gave Nursery Today her viewpoint commenting: “I feel that the cost-of-living crisis has a ected car seat sales less than that of other nursery products. As it’s a safety item we are nding that the customer still wants something very safe and well made. That’s not to say it avoids the googling in store and the request of price matching others if we are not the cheapest.” Said Lorretta adding: “The customer wants the ‘safest car seat but at the best price’. I’m often heard telling customers if budget is a big factor spend less on your wheeled item and spend as much as you can on your car seat. The car seat could save your child’s life in the event of an accident.”

With this being also a category where rst-time parents can feel overwhelmed, are car seat manufacturers sending out a universal message? We asked Damon for his thoughts. “There is still a slightly mixed message out on the street for the untrained consumer, with ECE R44 still legal and available, some brands who are primarily based in the EU have had no option but to discontinue and move fully onto ECE R129, thus the messaging can be mixed and not quite a universal message.” Adding “Obviously ECE R129 has made big improvements and lifted the overall safety of child restraints but good quality ECE R44 seats still o er exceptional safety. With a wider variety of belted seats on o er, ECE R44 can still o er the consumer value and longevity, which is why many retailers have reintroduced R44 options.”

Many parents view car seats as one of the most important purchases for their newborn, which further drives their prominence in the nursery retail sector. With safety, comfort, and ease of use being key priorities, it’s clear that infant car seats will continue to be a staple product category for years to come.

Designed for modern living

Venicci is excited to introduce the Tiago car seat, combining safety, comfort, and convenience for modern families.

i-Size compliant (ECE R129/03), the Tiago car seat is suitable for children 40–87 cm tall and up to 13 kg. With features like three handle positions, an extendable sun canopy, a ventilated shell, and a 3-point harness, the Tiago o ers both functionality and ease of use.

Weighing just 3.8 kg, it is compatible with most pushchairs. When paired with the Tiago 360° swivel Iso x base, installation is e ortless. The seat rotates towards the car door for easy access, reducing strain for parents.

The Tiago car seat in Beige and Black is now available for pre-order.

www.venicci.co.uk

Safety Comes Full Circle

Discover the i-Size safe Nuna PRUU convertible car seat.

Featuring 360° seat rotation for easy loading and unloading and integrated True lock base, making installation swift, simple and secure. The PRUU car seat provides secure rides for your newborn and adapts through 6 height-adjustable headrest positions to see your little one through their stages of growth.

Innovative safety remains at the forefront with the Smart-swivel lock feature that prevent the car seat from rotating during journey. The PRUU is i-Size safe, meets the highest R129 safety standards, including side impact testing, and promises a safe and secure t in i-Size approved vehicles.

The PRUU is available in Caviar.

www.nunababy.eu

This is what compact fit looks like. Discover peace of mind with the original rear-facing car seat from Axkid, launching 2025. Plus test approved and lasting all the way to 125cm and 36kg.

Birth to 12 years

Emerald 360 Pro is designed for all of childhood, from the rst trip home to 12 years of age.

The Emerald 360 Pro car seat from Maxi-Cosi eliminates the need for multiple car seats with its adjustable harness, headrest, and seamless transitions between harness and booster modes.

Featuring Maxi-Cosi’s SlideTech with 360° rotation, it simpli es getting child into the car with no head bangs or bumps. Safety is a priority, with G-CELL panels and AirProtect cushions ensuring side impact protection. The seat also o ers ve recline positions for comfort and ClimaFlow ventilation for temperature control, providing convenience, safety, and comfort for every journey.

Fully boosted

Designed for parents looking for a highback booster with exceptional safety features, the A x i-Size R129 meets R129 and i-Size safety standards and includes built-in ISOFIX connectors that keep the car seat xed safely in place.

Suitable for kids from 100 to 150cm (approximately 3.5 - 12 years old) this highback booster not only delivers on safety but is also packed full of features such as the premium padded seat and armrests, and two retractable cupholders that will keep your growing child comfortable for years to come. Available in Midnight.

www.gracobaby.eu

Pivoting perfection

Meet i-Spin 360, a 360° pivoting protector that spins rearward, forward and everywhere in between.

Now featuring i-Size security, plus Guard Surround Safety and Smart Ride lock o for built in safety and peace of mind. Turning baby towards you just got so much simpler with the Simple Swivel, the one hand turning activator positioned right where you naturally reach.

The powerfully protective Guard Surround Safety panels auto-engage when the harness is tightened, to surround baby with ultimate safety. Ready to rotate - Smart Ride lock o o ers smarter security, helping to keep baby rearward until it’s time to transition forwards.

uksales@joiebaby.com www.joiebaby.com

Award winning prinicples

From safety, innovation, awards and the future of car seat safety, it’s evident that Cybex have positioned themselves as one of the leaders within the car seat sector. With this in mind, Nursery Today takes time out with Cybex’s General Manager Luke Burns to nd out more.

How do you ensure your products resonate emotionally with parents, and what role does design and safety play in this connection?

Our aim at CYBEX is to develop products that make parents everyday lives easier whilst making children safer and more comfortable. Our D.S.F (Design, Safety, and Functionality) principles are at the heart of everything we do, every product goes through a stringent process to ensure they meet our three principles. Car seat safety is something we massively pride ourselves on and we’re proud that many of our seats are not only award-winning but have also been recognised by ADAC. Consumer awards are often a re ection of product quality and innovation. How have these accolades helped build credibility for Cybex, and how do they in uence consumer decisionmaking?

2024 has been a brilliant year for awards, from being recognised by ADAC for the safety of our car seats, to winning the Which? Baby and Child Brand of the year; the rst ever brand to win this award. This award was a real standout moment for me; Which? not only recognised our number of high-performing products, but they also recognised our thrive for innovation. Innovation plays a huge part in this day and age; we are living in a generation of new parents where technology is a part of their everyday life, so we need to continually adapt and build to give consumers what they want.

The awards give con dence to our consumers that they’re buying the best for their baby when they buy from CYBEX. It’s also important to our retailers to know that we’re striving for only the best.

Safety is paramount when it comes to infant car seats. What are some of the innovative technologies or features that Cybex has introduced to enhance the safety and comfort of your products?

We have a lot of ‘ rsts’ under our name including being the rst to have a lie at, rotating infant car seat and now we have our incredible new air bag technology in our Anoris T2 car seat; we genuinely believe this will be the norm across car seats in the future.

Innovation can be seen across the market, but it’s at the heart of everything CYBEX does, and we don’t see ourselves slowing down any time soon! What resources and training do you o er to nursery retailers to help them educate and assist parents in making informed decisions about Cybex products?

On the road every day we have our amazing in eld product specialists who visit stores daily to provide training and advice; this is a team that has seen growth over this last year and is continuing to grow in 2025. We also have Alice in our digital

team who shares all assets out to retailers to ensure they have everything they need for new product launches. We have easily accessible video tutorials on our products and features to ensure a smooth ease of use. On top of that, in 2024 alone we have run 3 Car Seat Safety Masterclasses to our retailers. The Masterclasses allowed us to educate further on car seat safety, and also on the CYBEX car seat product o ering.

How does Cybex gather and incorporate consumer feedback into the ongoing development of its products, and how has this shaped the evolution of your infant car seats?

Over in Bayreuth, Germany at our Global Head O ce, there is a team of product development experts who are continually striving for the best and making sure innovation and development is always front of mind. We are very grateful at CYBEX to have the creative air from Martin Pos instilled into us all…we often nd that the market does not always know what it does not know until we develop it! We have great team of sales representatives who are talking with both retailers and consumers every day, all this invaluable insight is shared back into our product development team!

Looking to the future, will we experience any upcoming launches of new products within this sector that you would like to share with Nursery Today readers?

At CYBEX we are always working to make parents lives easier; the recent launch of our Solution G2 folding car seat shows just this! The Solution G2 is a compact, lightweight car seat which does not compromise on safety. It can be folded to move from car to car which represents parent’s real everyday lives. We have some very exciting product launches coming up in 2025 which parents and retailers alike will love…watch this space!

www.cybex-online.com

Grows with little one

Introducing the new i-Pivot

Grow from Joie, a handy car seat that will grow with your little one all the way from birth to 10 years, giving long term value, convenience and peace of mind thanks to the highest level of safety standards.

Little ones can ride in absolute comfort thanks to the 5-position recline which is easy to adjust while you’re on the go from the rear and forward-facing positions. The Grow-with-me infant insert has three individual pieces to help create a customised t at every stage.

The built in, side and back ventilation, combined with the plush, deluxe cushioning and breathable fabrics give little passengers a comfortable ride no matter what.

Doona X clever storage solutions

Doona X o ers ultimate ease in every ride, e ortlessly transforming from car seat to stroller within seconds.

Its revolutionary design features three adjustable recline positions, smoothly transitioning from an upright sitting position to a full recline mode.

The all-in-one travel solution has two brand-new accessories designed speci cally to be used with Doona X while in stroller mode.

First up is the Doona X Pack & Go Basket, a 2-in-1 stroller basket and backpack that provides convenient storage on the go. Featuring a durable and easy-to clean plastic shell, its innovative structure protects your belongings from the outside elements. The second accessory is the Doona X Storage Basket, o ering parents additional storage when using the Doona X in stroller mode.

sales@cuddleco.co.uk

uksales@joiebaby.com www.joiebaby.com

Safe and snug

Ride in luxury and install with ease, whether on the go with the built in ISOFIX points, or paired with the i-Base Encore to add a 90o spin - this seat is ready any time anywhere.

Sprint meets the highest ECE R129/03 safety standard with mandatory side impact testing. The Tri-Protect headrest o ers security with three layers of protection inside the wings including patented Intelli-Fit memory foam. The three-point harness, with its shoulder and lower buckle covers, easily tightens with one pull motion, to keep little one safe and snug.

uksales@joiebaby.com www.joiebaby.com

Safe, comfortable,

convenient

The Pebble 360 Pro, part of Maxi-Cosi’s 360 Pro Family range, o ers safe, comfortable, and convenient travel from day one, especially when used with the FamilyFix 360 Pro base.

This base is the rst and only product of its kind that boasts one-hand rotation and slides toward the parents out of the car. The Maxi-Cosi Pebble 360 Pro has three recline positions, including a lie- at feature, and is approved for use on aircraft with TÜV certi cation, making it the perfect car seat for air travel.

In terms of safety, this seat conforms to the highest i-Size safety regulations, has G-CELL Side Impact Technology, and ClimaFlow for temperature regulation.   www.maxi-cosi.co.uk

3in1 Seat

The Turn2Me Grow i-Size R129 is the latest addition to Graco’s popular car seat range.

Suitable from 40-125cm, birth to approximately 7 years, this 3-in-1 car seat is designed to grow with the child. It can be used rearward facing up to 105cm, as well as forward facing from 76-105cm and in highback booster mode from 100-125cm (around 7 years old).

This must-have car seat has one-click ISOFIX installation and rotates 360° for absolute ease of getting littles ones in and out. It comes with a TrueShield side impact pod and Safety Surround side impact protection to keep little ones safe. It is available in Midnight. www.gracobaby.eu

Modern rides, reimagined

The PIPA urbn is the groundbreaking baseless car seat with integrated iso x connectors for 2-second installs.

It’s ultralight for on the go and compatible with all Nuna pushchairs for converting into the ultimate modern-day travel system.

The PIPA urbn is available in Caviar. www.nunababy.eu

Going above and beyond

The BeSafe Go Beyond infant seat sets a new standard in safety, comfort, and exibility.

Featuring a unique safe sleep function, allowing babies to lie at during car rides safely with the Active Lay Flat technology. Innovative details like hands-free operation, a peekaboo sun canopy, and a 5-point harness enhance convenience and safety. It can be installed using ISO x or a car belt. With rotation functionality for easy access and certi cation for airplane use, it’s designed for modern families. Achieving a “Very Good” safety score in the ADAC Autumn 2024 test, Go Beyond + base is the only lay- at seat o ering top-tier safety across all vehicle types. www.besafe.com

Significant tech advancements

The development of the revolutionary rearward facing Isofix Axkid One 3 signifies a significant advancement in car seat technology.

Building upon the success of its predecessor the Axkid One 2, approved for children up to 23kg, and 125cm, benefits from features aimed at enhancing safety and comfort for young passengers, such as: magnets in the harness, ensuring a secure fit with minimal hassle; an ergonomic recline adjuster to elevate comfort during journeys; and adaptable seat inserts, ensuring a perfect fit as children grow. Rigorously tested and surpassing safety benchmarks by undergoing and passing the demanding Swedish Plus Test, the One 3 offers unmatched flexibility and longevity. www.axkid.com

Turn to me

Graco’s parent favourite 360-degree rotating car seat just got even better with the Turn2Me DLX i-Size R129.

Featuring rotation lock buttons, it’s never been easier to safely turn your child’s car seat 360 degrees when transitioning from rearward to forward facing mode, and the one-click ISOFIX makes installing this car seat stress-free. Safety is a guarantee with this car seat thanks to its dual i-Size and R129 safety certifications, as well as enhanced comfort, thanks to its padded inserts and a 6-position no re-thread adjustable headrest.

Suitable from birth to approx. 4 years rearward facing (40-105cm) and 15 months to approx. 4 years forward facing (76-105cm), the Turn2Me DLX i-Size R129 is available in Midnight.

www.gracobaby.eu

retailer opinion Talking car seats

Nursery Today is talking car seats this month with Jolly Tots Managing Director, Lorretta Owen.

How do you effectively communicate the different types of car seats needed across the various developmental stages to your customers?

To communicate the different types of car seats that we have available instore we have them displayed within groups. As much as the space allows. Like most stores we make use of the great Ikea Kallax units. We display the groups together for example hand held car seats are displayed on one side. This helps show the customer a variety of car seat options that could fit their need without having to travel all over the store.

Each car seat also has a label on which gives a basic description of group, age and price. We find that these help with communicating to parents but we find that the majority of customers need lots of physical assistance and help when selecting a car seat.  We find that it’s the area that experiences the most confusion from conflicting advice, etc.

When looking at infant carriers, are you customers uncertain as to what they need or do they have a specific brand/product in mind?

Some customers come into store with a rigid mindset on what infant carrier they would like. These are the customers that have done their research or perhaps going on advice from family and friends.

Others are very much a ‘rabbit in the headlights’. An infant carrier will be the first car seat that first time parents will have come across and for them the selection process can be over whelming. We are there to talk them through the process of pros and cons and to work out what works best for their budget and lifestyle. We find the models that sell best for us are the Cybex Cloud T and base, Joie i-Level and rotating base and the Nuna Pipa Urbn. Customers are loving the Nuna Pipa Urbn as there is no need for an isofix base (clever stuff).

Do you feel you are given sufficient resources by car seat brands that you stock to assist in providing your customers with a better understanding when we consider the importance of the correct car seat selection for their child’s growth and safety needs or is there more they could do?

I feel that we are given adequate resources from brands with regard to car seat safety and car seat selection. I find the fit finder from Joie particularly helpful too.

Most of the car seat manufacturers we stock are very supportive with customer concerns. Even if it’s simply providing reassurance to a customer from a fit check picture. We all want to keep babies safe no matter what the customer budget is. We strive to be able to provide the safest car seat for the customer which is within their budget.

Do you utilise any of your online or social media platforms to help educate the consumer, such as product descriptions, instructional videos, or guides, which are accessible and informative for parents who are unsure about which car seat is best for their child?

We regularly share visuals and videos on our social media platform. In particular ones that show the advantages of rearward facing for longer. We find that this is especially important as certain generations can’t see the benefits of rearward facing for longer. We find videos and visuals really help get the message across.

In the colder months we regularly share the picture of the babies with and without padded clothing on when in a car seat. The difference with the harness between the two never ceases to amaze me and I think it is very good at reminding parents not to travel with infants in padded clothing in the colder months .

Is this a product category where brands play a pivotal role?

Brands play a pivotal role in various categories. Customers often come in with an idea of what brand they would like. Either influenced from friend’s recommendation, media advertisements or simply those brands that they feel are safer than others. We find that with car seats consumers prefer to stick with the more well-known brand often dismissing other brands as they “haven’t heard of them”.

With the current cost of living, are you experiencing a shift in the way that your customers are making this purchase. Is price a consideration?

I feel that the cost of living crisis has affected car seat sales less than that of other nursery products. As it’s a safety item we are finding that the customer still wants something very safe and well made. That’s not to say it avoids the googling in store and the request of price matching others if we are not the cheapest.

The customer wants the “safest car seat but at the best price”. I’m often heard telling customers if budget is a big factor spend less on your wheeled item and spend as much as you can on your car seat. The car seat could save your child’s life in the event of an accident and cost per use even the most expensive car seats are relatively cheap.

Do you feel that car seat manufacturers are sending out a universal message?

I don’t feel that car seat manufacturers are sharing a universal message as to be honest I think that this would be impossible. The car seat that each individual customer is looking for is unique to their own requirements. If there was to be a universal message, I feel that it should be “Let’s keep children and babies safe”.

What about innovation and new product launches. Have you experienced any good new product launches or innovation within car seats recently that you feel will be popular with your customers?

The introduction of the new Doona X has been a great success in both our stores. The reclining function has been a huge hit with our customers.

The infant carriers from Nuna Pipa Urbn and Sprint from Joie that don’t require a separate isofix base are also proving a popular choice with our customers. The addition of the Sprint to the Joie range has been very popular. A great quality car seat at an affordable price point. What isn’t there to love?

Are you experiencing any particular consumer trends when we look at car seats?

The consumer trend for us that continues is the spin car seat. Our customers love them. They can’t get enough of a spin car seat. It’s usually one of the first questions they ask us “does it spin?”. Our customers are also seeking out car seats that rearward face for longer.

How much emphasis do you place on car seats within your store. Is this a category that performs well for you?

Car seat sales are a huge part of our sales instore and online. We try and have as many different brands and models out on display in both stores. We offer to help fit and have car seats instore that the customer can use to try, fit the car seat and also experience with the child in.

We pride ourselves on providing something for everyone’s budget. We would all love to sell every customer a £500 car seat. But for most this just isn’t financially possible. We aim to educate our customers with the best advice that is out there. Then help them to make the safest choice within their budget.

Introducing the My Babiie Pro Bag

My Babiie’s newest launch in luxury accessories, launching Feb 2025

The My Babiie Pro Backpack is the ultimate luxury accessory for modern parenting, combining style, practicality, and versatility. This unisex bag is spacious enough for all baby essentials, with thoughtful features like two insulated bottle holders, elasticated pockets, and a dedicated laptop sleeve for busy parents on the go. Perfect for work, family outings, or the gym, it includes stroller clips for hands-free convenience and side slip

The Pro Backpack also comes with a removable wet clutch that doubles as a crossbody bag and a luxury padded changing mat for on-the-go diaper changes.

Durable metal feet, chunky YKK zips, and adjustable padded straps ensure premium quality and comfort. Available in striking Gunmetal and Bronze, the Pro Backpack is designed to keep you organised, stylish, and ready for

www.mybabiie.com

supplier snapshot

This month Nursery Today caught up with a number of leading car seat brands to nd out their thoughts on this important safety product category.

Rhiannon

James Harrison

UK COUNTRY MANAGER, BESAFE

providing resources for retailers to ensure parents

What role do you see manufacturers playing in providing resources for retailers to ensure parents understand the importance of correct car seat selection for their child’s growth and safety needs?

It is a key that as a brand we equip our retail partners with the resources needed to educate parents on selecting the correct car seat for their children growing into di erent stages. This includes providing comprehensive training and tools that will empower the store sta to con dently guide parents so that they have a full understanding of each stage of their child’s development and car seat requirements. Safety is paramount and our motivation to develop car seats that o er the highest levels of safety and comfort for children.

How do you ensure that your online platforms, such as product descriptions, instructional videos, or guides, are accessible and informative for parents who are unsure about which car seat is best for their child?

Our Marketing team delivers great content that we can share with our retailers. For example, recently we introduced innovative software from ARkid, allowing parents to view car seats in 3D with incredible detail. This cutting-edge technology also incorporates AR, enabling parents to visualise how the car seat ts within their own space. The feedback has been very positive, highlighting how parents can explore features and make informed choices from the comfort of their home.

With the current cost of living, are you experiencing a shift in the way that consumers are making this purchase. Is price a high consideration? Price is always an important element in the purchasing decision, however it’s not always the primary concern. Consumers are increasingly seeking products that o er exceptional value for money alongside trusted quality and safety.

Our Beyond concept and Stretch seats stand out because of their 15-year lifespan, making them an excellent long-term investment. When calculated on a per-year basis, value for money becomes highly competitive. Beyond is unique in that it is the only rotation seat from 61cm to 125cm, so it lasts an extra 2 years more than competitor seats. Customers want high quality and brands that they trust, especially when safety is concerned.

Do you feel that car seat manufacturers are sending out a universal message?

Not entirely. With so many brands with multiple seats in the market, it can become quite confusing. Each brand has its own identity, priorities, and messaging, which often leads to varied communications. As a result, there isn’t a cohesive, universal message that simpli es car seat selection for parents. This can make it challenging for consumers to navigate the options and fully understand what’s best for their child’s safety.

Are there any key safety features or innovations you’re currently focusing on to enhance the protection and comfort of infants in car seats, and if so, how should retailers communicate these advancements to parents?

Our latest infant carrier, the Go Beyond, has standout innovation in the Active Lay Flat technology, which allows the baby to recline fully at whilst in the car. However, in the event of a frontal collision, the seat glides back with ease into the safest upright position to ensure maximum protection for the baby.

Additionally, our bases feature Universal Level Technology, a spirit-level-inspired system that guarantees the optimal t and angle for the infant seat, regardless of the angel of the car it’s installed in. This ensures both safety and comfort across a wide range of vehicles. We are committed to going above and beyond in all our testing, not just meeting but exceeding the required standards. Retailers can e ectively communicate these innovations to parents through instore demos, POS and social media content we provide them with.

Britten

BRAND MANAGER, NUNA

How do you recommend nursery retailers effectively communicate the different types of infant car seats needed across various developmental stages to parents, both in-store and online?

Our media channels distribute resources in various formats regarding car seat usage and we have multiple sources of information available on our website.

We have dedicated team members who regularly visit stores that provide training on our products and assist with general training and updates. We also host larger training days throughout the year which showcase our products, which can also include car seat safety training.

What role do you see manufacturers playing in providing resources for retailers to ensure parents understand the importance of correct car seat selection for their child’s growth and safety needs?

Manufacturers play a key role in providing general guidance, especially for the products they supply. We take this seriously as a car seat is only safe when used as intended.

We strive to improve the resources we provide across all fronts, and we’re always interested in feedback from our partners. Is this a product category where brands play a pivotal role?

With car seats the number one concern is safety, so we think brands play an in ated role in the selection.

Credibility is incredibly important. At Nuna, we’re proud that so many parents have placed their trust in our car seats.

Do you feel that car seat manufacturers are sending out a universal message?

In the early days of R129, this wasn’t always the case. In our opinion the longer the standard has been in e ect the clearer the messaging has become.

It’s important it’s as clear as possible from as many brands as possible.

Are there any key safety features or innovations you’re currently focusing on to enhance the protection and comfort of infants in car seats, and if so, how should retailers communicate these advancements to parents?

We’re always working on innovation with car seats as it’s such a fast-moving category.

One of our recent innovations was the PIPA urbn. It was important to communicate the installation and safety to our customers. Receiving a 4-star ADAC score earlier this year has gone a long way in reassuring parents.

With increasing emphasis on child car seat safety, how do you foresee the market evolving in terms of technology, regulations, and consumer expectations, and how can retailers prepare to stay ahead of these trends?

We’re constantly keeping an eye on the market and communicating with customers and consumers alike, to stay on top of the wants and needs of the modern parent.

We’ll always be focused on safety when it comes to car seats.

Damon Marriott

HEAD OF PRODUCT DEVELOPMENT, JOIE

How do you recommend nursery retailers effectively communicate the different types of infant car seats needed across various developmental stages to parents, both in-store and online?

Instore is always a simpler scenario as the store sta are on hand to assist the consumer with talking through the pro’s and cons. Online it is a challenge to di erentiate the key di erence between models. We would usually split them into three categories - Baby (infant carriers), Toddler (products that cover the occupant up to at least 4 years), Child (Products that use the vehicle seat belt, so booster seats and cushions). Products that cover ranges between multiple categories are then listed within all the categories they can be used for. For example, the Joie i-Spin XL which can be used from birth all the way through to 12 years, show online in all three categories. If the website platform allows for subcategories within the three primary groups, then it is easier to split these variations further within the sub menu’s e.g. Baby, then as sub categories, infant carrier / Birth to 4 years / Birth to 12 years.

What role do you see manufacturers playing in providing resources for retailers to ensure parents understand the importance of correct car seat selection for their child’s growth and safety needs?

Their role is absolutely essential, as the manufacturer can provide the exact features and product usage information for the retailer to present the product to the consumer in the best light.

How do you ensure that your online platforms, such as product descriptions, instructional videos, or guides, are accessible and informative for parents who are unsure about which car seat is best for their child?

Our marketing team will provide all customers a full deck of information for each product. Not only images but text copy and all the marketing information desired including tment and feature videos too.

With the current cost of living, are you experiencing a shift in the way that consumers are making this purchase. Is price a high consideration?

Yes, price has taken a large part of the decision process for consumers and products such as the Joie Elevate R129 is proving particularly popular due to the high safety levels, longevity and comfort it o ers for the price. We have also taken down the RRP of some of our key product platforms to ensure the consumer doesn’t have to trade down to an unknown brand to get the best for their baby. For example, the i-spin 360 is available now at our lowest price ever, with no changes to the high levels of safety or features that has seen this become one of the industry’s best selling spinning car seats.

Are there any key safety features or innovations you’re currently focusing on to enhance the protection and comfort of infants in car seats, and if so, how should retailers communicate these advancements to parents? We have always developed our seats to maximise safety as the primary aim. Enhanced features and comfort are a huge part of the identity of the Joie car seats product range, but we have continued to add the spinning options to as many products as possible, as this is one of the most desirable features on the market at present.

With increasing emphasis on child car seat safety, how do you foresee the market evolving in terms of technology, regulations, and consumer expectations, and how can retailers prepare to stay ahead of these trends?

First and foremost, attendance to trade shows is critical for retailers to stay up to date on new product releases and regulatory changes. Most brands will also have sales teams that have great product knowledge, so it is essential to nd time to see them when they visit to allow them to get you and your sta up to date with all the latest releases and information. They will have some great selling tips and can help identify gaps within your product portfolio too.

Harry Jhamat

MANAGING DIRECTOR, COZY N SAFE

How do you recommend nursery retailers effectively communicate the different types of infant car seats needed across various developmental stages to parents, both in-store and online?

Nursery retailers can break down car seat stages by age, weight, and height clearly using visual guides, whether it’s through posters in-store or interactive charts online. Grouping car seats into stages like Infant, Toddler, and Child helps parents quickly see where their child ts. Demonstrating the bene ts of transitioning through each stage (such as enhanced safety, better t) is key, and trained sta or online tutorials can provide personalized advice to answer common questions. Cozy N Safe also o ers lea ets, online guides, and video content to help retailers present this information e ectively.

What role do you see manufacturers playing in providing resources for retailers to ensure parents understand the importance of correct car seat selection for their child’s growth and safety needs?

Manufacturers like Cozy N Safe have a critical role in providing clear, educational content for retailers. We create easy-to-understand brochures, in-depth product training for sta , and demo videos to showcase the features of each seat. Additionally, we o er user-friendly online tools, such as car seat selection guides based on child size and age, to help parents navigate options more con dently. Working closely with retailers, we ensure they are equipped with knowledge and materials to communicate these messages e ectively.

How do you ensure that your online platforms, such as product descriptions, instructional videos, or guides, are accessible and informative for parents who are unsure about which car seat is best for their child?

We ensure our online platforms are simple to navigate and rich with helpful content, including step-by-step guides and instructional videos for every product. Each car seat comes with a detailed product page, including age and height recommendations, installation instructions, and safety features explained in simple and easy to understand steps. Our goal is to reduce the uncertainty parents may feel by o ering clear descriptions and videos that visually explain features like Iso x installation, side-impact protection, and harness adjustment. With the current cost of living, are you experiencing a shift in the way that consumers are making this purchase? Is price a high consideration? There’s certainly been a shift with more parents looking for a ordable options without compromising on safety. While price is a factor, parents still prioritize safety and durability. Cozy N Safe o ers a range of price points to cater to di erent budgets while ensuring all seats meet the same rigorous safety standards. We’ve seen increased interest in seats that grow with the child, such as our i-Size models, which o er long-term value.

Do you feel that car seat manufacturers are sending out a universal message?

While the core message—keeping children safe—is universal, manufacturers di er in how they communicate it. At Cozy N Safe, we focus on simple yet powerful messages emphasising the importance of proper t, ease of use, and compliance with safety regulations like i-Size. We believe that the industry needs to continue working together to streamline communication, making it easier for parents to understand what features are non-negotiable for their child’s safety.

Are there any key safety features or innovations you’re currently focusing on to enhance the protection and comfort of infants in car seats, and if so, how should retailers communicate these advancements to parents?

We’re focusing on innovations like enhanced side-impact protection, memory foam padding for added comfort, and easier one-hand adjustments for headrests and harnesses. Cozy N Safe is also improving our Iso x systems to make installation even more secure. Retailers can emphasize these advancements by demonstrating how these features enhance both safety and comfort, particularly when parents are choosing between multiple options. In-store displays, as well as online video demos, help parents understand these bene ts visually.

With increasing emphasis on child car seat safety, how do you foresee the market evolving in terms of technology, regulations, and consumer expectations, and how can retailers prepare to stay ahead of these trends?

The market will continue to evolve towards smarter technologies, including sensors that detect proper installation and alert parents if the car seat is improperly tted. Regulations like i-Size will further emphasize extended rear-facing and side-impact testing. Cozy N Safe is staying ahead of these trends by investing in smart seat technology and continuously improving our range to meet evolving regulations. Retailers can prepare by staying updated on these changes, o ering training to sta , and ensuring they carry the latest compliant models to reassure parents of the best options for their child’s safety.

Barking Mad

Pramland’s John Barker is re ecting on 2024 which has been a di cult trading year for many independent retailers, the overall impact of Black Friday, pro t margins and online discounting.

Hello everyone and welcome to my little corner of the nursery industry. I hope you are all well and have fully recovered from Harrogate – good, because you’ve wondered slap bang into November and things are looking BLACK! Strap in for it peeps as this is one of those articles where I moan about everything like the miserable old man I am. I think it’s safe to say that universally we have all found 2024 to be di cult. Some have done better than others and we’ve all no doubt experienced times where trade has bucked the trend across the industry, either for better or for worse. Overall, we’ve all expressed that this year could have been better. Planned growth has been put to one side and instead we’ve all looked to limit the decline in business. A combination of a lack of consumer con dence in their nances teamed with a reduction in the national birth rates has made all our jobs harder. As a direct result of this we’ve all experienced pricing to make even the least business minded amongst us wince. And then to add insult to injury the recent budget was announced with a whole host of plans that will hit each

and everyone of us in the margin –the last thing we margin strapped retailers need right now. We need to not only maintain our margins more than ever, but we need to increase them, considerably or there will be casualties.

Then along comes Mamas & Papas and their new little marvel – the Vardo. Just over a week ago Mamas & Papas invited some of us over to Manchester for the launch of their new set of wheels. Yes, it’s very nice. Yes. It pushes beautifully. But the thing that got the retailers in the room clapping and gasping was the news of what is the industry’s BEST wheels margin, plus an exclusive colour for us guys. Now, I’m not going to give any of M&P’s secrets away but the margin they are o ering on this fabulous new, everyday travel system is nothing short of astounding and I for one applaud them for it. As retailers we MUST get behind this product and support M&P with this crazy plan. If we do just this, we as retailers will win as we’ll be making more money. M&P will win as we’ll be elevating them to our top selling wheels list. But most importantly other brands will have to sit up and listen. If those, albeit few

I think it’s safe to say that universally we have all found 2024 to be difficult. Some have done better than others and we’ve all no doubt experienced times where trade has bucked the trend across the industry, either for better or for worse. Overall, we’ve all expressed that this year could have been better.

and far between brands that are happy for us to scrap around over 25/26% margins only to see that eroded by further online discounting don’t want to lose market share, they’ll need to do better themselves. Even brands that o er better margins into the mid 30’s will be scratching their heads on this one. I genuinely believe that what Salvatore and his team have pulled o could be the start of something revolutionary. But before I move on, please understand I really don’t want the margin thing to overshadow how nice and sellable the Vardo is anyway – a fantastic job all around.

Further to my comments above regarding how hard 2024 has been for most of us stores am I the only one

that feels that brands need to be helping us a little more at the moment? Cash ow is king and given the nature of our trade the bane of many of our lives too. With business being so inconsistent and days uctuating so dramatically I feel brands need to start o ering better credit terms to help. In many industries 60 days terms are common place, and this would have a considerable impact on many of our businesses. Yes, it will expose brands to higher risk, but it will also encourage stores to bring in more stock as it o ers much more time to sell it. I fully understand that many of our brands are exible, and they will always look to help when it is needed, like wise I appreciate that there are

Black Friday must be the worst time of the year for all of us. Over the years we’ve all seen different version of it, but we seem to have settled on Black November these days. Long gone are the single day barmy sales and instead we have month long promotions.

some stores out there that will take advantage of this but surely it should be a conversation with each store? Here’s hoping the nursery industry catches up with others out there one day. And now for the inevitable Black Friday part of my article. Black Friday must be the worst time of the year for all of us. Over the years we’ve all seen different version of it, but we seem to have settled on Black November these days. Long gone are the single day barmy sales and instead we have month long promotions. Both have their up sides and down sides. When Black Friday was just Black Friday it hurt sales during the duration of the month and to some degree October too. Customer chose not to shop in order to benefit from a potential saving at the end of the month. The end result, a below average three weeks followed by boom at the end of the month. Now that Black

November is a thing, we’ve spread the sales over the month but lost the impetus for the customer to buy there and then. If the events on all month, I’ll just come back later in the month. So, right here, right now is my request for all you Black November brands out there for Black November 2025. Next year I’m happy for everything to start on 1st November but can you please limit the availability of promo stock? If the customer knows it’s a “once it’s gone, it’s gone” situation the urgency is there again. Don’t buy and miss it – isn’t that the point of a sale anyway? It also means once the stock has all gone, we can all get back to selling at normal prices again. I’m sure what I have said has been debated around board tables across the land but from a retailer’s perspective we want sales but not at the expense of margin and certainly not when it drags out for too long.

Finally, I’m going to have a little moan about a subject I don’t normally moan about – online discounting. I’ve said previously that we don’t get many silly prices, and to be fair historically we don’t. If I’m honest we don’t go looking for them and I certainly don’t sit there monitoring online prices, but this past couple of months has seen some insane pricing! Items already

discounted for Black Friday discounted even further or not being excluded from voucher codes. My most recent price match resulted in a margin of just 11% after all the discount codes. Having spent over an hour with the customer I would rather earn something than nothing. Please online sellers look at your margins and consider the damage you are doing.

The Mother & Baby Awards 2025 winners revealed!

The Mother & Baby Awards celebrate the best products, stores, and brands, chosen exclusively by the parents who actually use them.

The Mother & Baby Awards - Sponsored by George at Asda, recognises and endorses the best products and services for new parents in the UK. Now in its 31st year, their acclaimed testing programme uses thousands of expectant mothers, and parents of babies and toddlers to put products to the test in their everyday lives. The main focus is to nd the best products on the market across various competitive categories, ranging from travel essentials, feeding tools, nursery and playtime accessories, toiletries, pregnancy and postnatal.

Each of the shortlisted products were tested thoroughly by an army of mums and dads (and their babies and toddlers of course!) to nd the best across a range of categories, from best travel products, to nappies, pushchairs and beyond!

After another successful annual awards evening celebrating the best in the industry, the awards were announced revealing this year’s Bronze, Silver and Gold winners for the Mother & Baby Awards 2025!

Here’s who won across a range of coveted categories. A huge congratulations to all the winners.

Retailer of the Year 2025

Amazon

Supermarket of the Year 2025

Asda

Best Baby Toy

GOLD: VTech First Steps Baby Walker

SILVER: Jellystone Designs, Baby Calm Down Bottle

BRONZE: Taf Toys Tummy-time Activity Gym

Best Toddler Toy

GOLD: Orchard Toys, Dotty Dinosaurs

SILVER: Ladybird, Ten Minutes to Bed: Little Wolf

BRONZE: CONNETIX 202 Piece Pastel Mega Pack

Best Pregnancy Product

GOLD: Penguin Random House, The Modern Midwifes Guide to Pregnancy, Birth and Beyond by Marie Louise

SILVER: The Positive Birth Company, The Hypnobirthing Pack

BRONZE: Lola&Lykke, Core Relief Pregnancy Support Band

Best New Mum/Maternity Skincare Product

GOLD: My Expert Midwife, Fantastic Skin Elastic

SILVER: Lansinoh, Cooling Serum

BRONZE: Lansinoh, Calming Bedtime Butter

Best New Mum/Postnatal Product

GOLD: My Expert Midwife, Spritz for Bits

SILVER: iL Tutto

BRONZE: Bumbles & Boo, Mum & BabyPlanet Loving, Mr Fox Gift Hamper

Best Baby Food Range/Product

GOLD: Sainsbury’s Little Ones meal pouches

7+ months

SILVER: Little Freddie, Dairy Free Coconut Yog*rts

BRONZE: Aptamil Follow on Milk Ready to Drink 200ml

Range/ Product

GOLD: Annabel Karmel’s Frozen Meals for Toddlers & Kids

SILVER: Nuby, Good Square Meal Tableware

BRONZE: ASDA Little Angels Banana & Mango Corn Cake Hearts 12m+ 30g Best Highchair

GOLD: My Babiie, MBHC9 Luxe Highchair

SILVER: hauck, Alpha+

BRONZE: Nuna, BRYN

BRONZE: Boori, Neat Highchair

Best Feeding Product for Weaning

GOLD: Aldi Mamia Organic Strawberries & Apples Fruit Pouch

SILVER: Aldi Mamia Organic Sweetcorn Rings

BRONZE: ASDA, Little Angels Flip Top Beaker 420ml

Best Product for Bottle Feeding

GOLD: Philips Avent, Natural Response Baby

Bottle with AirFree Vent, 260ml

SILVER: MAM, Easy Start Anti-Colic Bottles

BRONZE: Cow & Gate Follow-on Milk Ready to Drink, 200ml

Best Breast Pump

GOLD: Momcozy Mobile Flow Hands-Free Breast Pump | M9

SILVER: Lola&Lykke, Smart Electric Breast Pump

BRONZE: Aldi Mamia Ultra- t Swim Pants Size 5-6 All smiles with The Nursery Store

Best Toddler (12 months+) Food

BRONZE: MAM, Move Wearable Breast Pump

Best Product for Breastfeeding (excluding Breast Pumps)

GOLD: Natal Active, Cosy Breastfeeding and Maternity Hoodie

SILVER: Lola&Lykke, Breastfeeding Starter Kit

BRONZE: My Expert Midwife, No Harm Nipple Balm

Best Swimming Product

GOLD: Splash About, Happy Nappy

SILVER: Bambino Mio, Revolutionary Reusable swim nappy

The Allison Baby team celebrate a multitude of wins for Joie, Nuna and Graco

VTech gains Gold for their First Steps Baby Walker

scoops Gold for Best Baby Carrier/Sling or Back Carrier

Best Baby Monitor

GOLD: Nanit Pro Camera

SILVER: Owlet, Dream Sock

BRONZE: Momcozy, 1080P High - Performance Video Baby Monitor BM01 Best Bathtime Product

GOLD: Nala’s Baby, Vanilla Cloud Body Wash & Shampoo

SILVER: Baby Shark by Solution, Baby Shark Bath Buckets

BRONZE: Aldi Mamia Baby Shampoo

Best Cot, Crib or Moses Basket

GOLD: Joie, kubbie sleep

SILVER: Obaby, Maya Cot Bed

BRONZE: Shnuggle Air Lite Bedside Crib Best Bedding

GOLD: Kabode, Rolling Cloud Organic Cotton Fitted Sheet

GOLD: Com er Sleep, Bamboo Crib Mattress Protector

SILVER: Com er Sleep, Crib Fitted Sheets, 100%

Organic Cotton

BRONZE: Lynmark Potty Training Bed Pads Best Sleep Product

GOLD: Childs Farm SlumberTime 3-step routine

SILVER: Simba Hybrid Cot Bed Mattress

BRONZE: ergoPouch Cocoon Swaddle bag

Best Product For A Newborn – 0-4 months

GOLD: Nuby, RapidCool

SILVER: Love To Dream, SWADDLE UP Original

BRONZE: MAM, Original Soother Range Best Potty Training Product (excluding disposable nappies)

GOLD: Bambino Mio, Revolutionary Reusable potty training pants

SILVER: Toddler-Essentials, Easy-Pour Potty and Magic Sticker Set

BRONZE: Lynmark Potty Training Bed Pad Best Steriliser/ Sterilising Product

GOLD: Little Angels by ASDA 5 Microwave Sterilising Bags

TEETHER GIFT SET

SILVER: Nuby, Wrist Pal

BRONZE: Sophie la gira e Best Baby Wipe

GOLD: WaterWipes Original baby wipes

SILVER: Bambino Mio, Revolutionary Reusable Baby Wipes

BRONZE: Rascals Premium Biodegradable Sensitive Wipes

Best Reusable Nappy

GOLD: Bambino Mio, Revolutionary Reusable nappy Best Nappy Cream

GOLD: Kit & Kin Magic Salve

SILVER: AVEENO Baby Daily Care Nappy Cream (100ml)

BRONZE: Freddie’s First, Bots and Spots

Best Baby Skincare Range/Product

GOLD: Nala’s Baby, Full Range Bundle

SILVER: Mini U Toiletries Range for Baby & Child

BRONZE: Baby Bare Bubbles, Beautiful Baby Luxury Gift Set

Best Value Disposable Nappy or Nappy Range

GOLD: Pampers Baby-Dry Nappies

SILVER: Little Angels By ASDA Comfort & Protect Nappies Range

BRONZE: Rascals Premium Nappies

Best Performance Disposable Nappy or Nappy Range

GOLD: Pura Eco Nappies

SILVER: Aldi Mamia Ultra Fit / Newborn Nappies Size Range 1-7

BRONZE: Sainsbury’s Little Ones Newborn Nappies

Best Baby Carrier/Sling or Back Carrier

GOLD: RYLOOBABY

SILVER: Gaia Baby Soft Newborn+ Baby Carrier

BRONZE: Najell Wrap

BRONZE: MiniMeis G5

Best Newborn Car Seat (Stage 0/0+)

GOLD: Graco UK, SnugLite i-Size R129 with SnugTurn i-Size R129 base

SILVER: Doona X

SILVER: MAM, Easy Start Bottle & Microwave Steriliser Set

BRONZE: Nuby, 3 Minute UV Steriliser Best Baby Gift

GOLD: Nuby, Animal Adventures Nursery Range

SILVER: The Baby Gifting Company, Welcome Little One Gift Set

BRONZE: Panda Kids Bamboo Muslins

Best Safety Product

GOLD: Mini First Aid Hot & Cold Gel Pack

SILVER: Allis Baby Gato Learning Tower for Toddlers

BRONZE: LittleLife, Recycled Dinosaur Toddler Backpack with Rein Best Teething Product

GOLD: Matchstick Monkey, MONKEY & BANANA

Best Lightweight Buggy/Stroller

GOLD: Joolz Aer+

SILVER: didofy Aster 2

SILVER: Graco UK, Myavo

BRONZE: Nuna, TRVL lx

Best Pushchair

SILVER: Nuna, PIPA urbn

BRONZE: Joie, Sprint and i-Base Encore

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

GOLD: Joie, i-Pivot 360

SILVER: Graco UK, SnugGo i-Size R129 with SnugTurn i-Size R129 base

Best Multi Stage Car Seat

GOLD: Nuna, PRUU

SILVER: Joie, i-Irvana

BRONZE: Kinderkraft, I-GROW

Best Multiple, Twin or Tandem Pushchair

GOLD: Out’n’About Nipper V5 Double Pushchair

SILVER: Nuna, DEMI next

BRONZE: iCandy Orange 4

GOLD: Nuna, TRIV next

SILVER: Joie, Vinca and Ramble XL

BRONZE: Kinderkraft, MITZY

BRONZE: Out’n’About Nipper V5

Best Travel System

GOLD: Joie, Finiti, Ramble XL, Sprint & i-Base Encore

SILVER: Nuna, MIXX next + ARRA next bundle

BRONZE: Graco UK, Near2Me DLX special bundle

Best Travel Product Under £30

GOLD: Splash About, Go Splash Swim Vest

SILVER: Lynmark Car Seat Protector

BRONZE: Milton, Antibacterial Hand Sanitiser

Best Travel Product Over £30

GOLD: Nuby, RapidCool

SILVER: Car Shades Full Rear Set

BRONZE: Trunki, Peppa Pig Party Bus

Best Changing Accessory/Product

GOLD: Gigil.com, Luxe 2.0 Changing Backpack

SILVER: Tiny to Tots Premium Wedge Mat

BRONZE: Splash About, Changing Mat

Best Eco Friendly Product

GOLD: Splash About, Happy Nappy DUO

SILVER: Splash About, Snippets

SILVER: Muddy Puddles, Waterproof Changing Robe Blue

BRONZE: Childs Farm OatDerma Baby Wash Innovation of the Year

GOLD: Nanit Pro Camera and Sound & Light Machine

SILVER: Joie, Sprint and i-Base Encore

BRONZE: Shady Car Sunshade

BRONZE: Owlet, Dream Sock

RYLOOBABY

Carrying home Gold

RYLOOBABY Sling Won Gold at 2025 Mother & Baby Awards!

RYLOOBABY is celebrating a major milestone as its popular baby sling has won GOLD at the prestigious Mother & Baby Awards 2025.

Tested and loved by real mothers, the sling was recognised for its comfort, safety, and exceptional value. Its lightweight and adjustable design ensures an ergonomic t for parents and babies, making it a practical and reliable choice for families.

The sling promotes close bonding while allowing parents to be hands-free. This honour re ects RYLOOBABY’s commitment to producing high-quality, a ordable baby products that parents can trust.  info@ryloobaby.com | www.ryloobaby.com

Golden travel

Scooping the gold award for Best Travel System is the niti with ramble XL, sprint infant carrier and the i-Base Encore, from Joie.

Featuring a classic, neutral pallet with on trend earth tones and statement block quilting, the niti’s deluxe fabrics and super soft knits will keep little one’s cosied up in the lap of luxury. Sprint is the perfect addition for your newborn – the slim, baseless pro le provides an easy backseat t for families with small vehicles or multiple children in car seats.

Sleek and stylish, sprint comes with all the Signature styling you would expect, as well as the most up to date R129 safety compliance, including side impact testing. Not only does sprint slot on to your back seat with its own ISOFIX connectors, but it is also compatible with the i-Base Encore, allowing parents the added advantage of a spinning seat, making those ins and outs even easier.

uksales@joiebaby.com www.joiebaby.com

Doona X wins Silver for Best Newborn Car Seat

Doona X o ers parents ultimate convenience as it seamlessly transitions from car seat to stroller in seconds.

Held to the highest safety standards, Doona X is R129 certi ed and incorporates an integrated harness and headrest for enhanced ease and safety.

It’s innovative design features three adjustable recline positions – Sit, Relax, and Lay Back. It smoothly transitions from an upright sitting position to a full recline mode. Along with three recline positions, Doona X boasts a new shock absorbent mechanism for a smoother ride, and a soft release system when moving from car seat to stroller. sales@cuddleco.co.uk

Nuna shines at

Mother & Baby

Nuna win Gold for Best Multi-Stage Car Seat.

Featuring 360° seat rotation for easy loading and unloading and integrated True lock base, making installation swift, simple and secure. The PRUU car seat provides secure rides for your newborn and adapts through 6 height-adjustable headrest positions to see your little one through their stages of growth.

Innovative safety remains at the forefront with the Smartswivel lock feature that prevent the car seat from rotating during journey. The PRUU is i-Size safe, meets the highest R129 safety standards, including side impact testing, and promises a safe and secure t in i-Size approved vehicles. www.nunababy.com

kubbieTM sleep

sleep tight, travel right birth - 15 kg

i-PivotTM 360

birth - 21 kg

safe spinner, smart price

Nuna’s TRIV next named Best

Pushchair

A golden city dweller. Morning strolls to the park or afternoons out and about are fuss-free with the TRIV next pushchair. It’s a natural city dweller that quickly converts to a travel system, packs up easily and stands on its own when folded, becoming the perfect sidekick to your everyday adventures with baby. Engineered for convenience and comfort, the all-wheel suspension, one-touch braking system, and large rear wheels promise easy maneuverability and cushioned smooth city strolls. www.nunababy.com

Graco Celebrates

Quadruple Victory at the Mother & Baby Awards 2025

Graco is delighted to announce a sweep at the Mother & Baby Awards 2025, where it participated in four categories and was recognised in each, securing a full suite of honours.

Graco’s triumph included a gold award for the Graco SnugLite i-Size R129 with SnugTurn i-Size R129 base in the highly sought-after Best Newborn Car Seat (stage 0/0+) category, further elevating the brand’s reputation for safety and innovation with testers commending it on its lightweight but reassuring quality at a great price. In addition to the top prize, Graco also earned two silver awards and one bronze award, demonstrating its all-around success and commitment to quality across its range of baby products.

www.gracobaby.eu/UK

Golden hat trick for Splash About!

Children’s swimwear designer Splash About celebrated with three gold wins at the 2025 Mother & Baby awards.

The brand’s agship Happy Nappy swim nappy, which is insisted upon by baby swim schools globally for its e ective leak-proof protection, won the coveted Best Swimming Product. While the Happy Nappy DUO with revolutionary silver lining scooped Best Eco-friendly Product.

The DUO is the only swim-school approved swim nappy which complies with the required ‘double nappy system’, negating the need for a disposable swim nappy.   Single-use disposables are one of the biggest contributors to land ll taking up to 500 years to decompose, Splash About’s Happy Nappy DUO is an e ective, sustainable option.

Info@splashabout.com  www.splashabout.com

Golden turn

Grabbing the gold award for Best Baby/ Toddler Car Seat was the i-Pivot 360, from Joie.

This i-Size safe, 360o turning traveller, spins rearward, forward and everywhere in between, making for easy ins and outs on every journey.

Suitable rearward facing from 40-105cm (birth to approx. 4 years) and forward facing from 76-105 cm (15 months – approx. 4 years) the i-Pivot 360 boasts a Tri-Protect headrest with three layers of foam, including Joie’s patented Intelli-Fit memory foam for optimal side protection. With a 360-degree spin, the i-Pivot has a super simple swivel for all round accessibility and e ortless rearward to forward transitions. There is a rotating activator on both sides of the seat to make life easier. uksales@joiebaby.com www.joiebaby.com

Joolz wins gold AGAIN!

Joolz has scooped the top prize for Best Lightweight Buggy/Stroller for the second year running at the iconic Mother & Baby Awards.

A highly competitive category, this award is a true mark of distinction, but with its many (many) features, it is no surprise the Aer+ has taken the top spot again!

The cabin approved lightweight stroller is fast becoming the must-have product for families on the go. Light as a feather (weighing just 6 kilos) with the ability to fold (and unfold) in just one second - one handed.

Other features include a large, extendable, ventilated SPF50 sun hood, a full lie- at ergonomic seat suitable from birth, a peek-a-boo window and 17L basket. It also ts perfectly in an overhead locker for travel mad families and has a super handy carry strap.

The Joolz Aer+ has been created with sustainability in mind. From the fabric of the buggy that is made from recycled PET bottles, the recyclable and reusable packaging and the unique 10-year transferable warranty, right through to the brand’s promise to plant a tree for every pushchair sold, this is a brand that is helping to build a better world for the next generation to inherit.

www.joolz.com

Golden sleep

Picking up the gold award for Best Cot, Crib or Moses Basket was the kubbie sleep from Joie.

This sweet retreat is designed to keep little one close and cradled in their own secure space through the night, whether at home or away. The lift and lower side makes for easy feeding, changing or cuddling – not to mention peace of mind during those rst newborn days. Kubbie sleep has a handy strap and clip attachment to secure the crib to the side of the best, keeping it nice and secure. The secure, full size bassinet is a breeze to remove and reattach, taking you seamlessly from night to day, from nap to play.

uksales@joiebaby.com

www.joiebaby.com

Gold standard of care

Mini First Aid’s Teddy Reusable Hot & Cold Gel Pack has won the Gold Award for Best Safety Product at the Mother & Baby Awards!

Teddy is the perfect nursery companion, o ering cold comfort for bumps, bruises, and sunburn, and warm relief for aches or chilly hands. It’s cute, child-friendly design eases pain and stops tears, while BPA-free, non-toxic materials ensure safe, reusable care.

Loved by parents and trusted by nurseries, Teddy makes rst aid fun and e ective, ensuring happy little faces every day.

Supplies@mini rstaid.co.uk

www.mini rstaid.co.uk

Celebrating 25 years of Hippychick

Renowned for their award-winning, back-saving Hipseat, Hippychick has been supporting parents through the challenges of parenthood for the last 25 years and is committed to remaining a constant presence in parents’ lives for years to come.

Hippychick, a family-run toy and nursery essentials company based in Somerset, is celebrating a major milestone this year – 25 years in business!

The story of Hippychick began back in 1999 when Julia’s rst son, Tom, was born.  Realising how challenging it was to carry an increasingly heavy toddler around on her hip, she had a lightbulb moment. Enter, the Hippychick Hipseat – a revolutionary baby hip carrier designed to provide comfort and support for both parent and child. With a padded seat for the child to sit on and a sturdy waistband, the Hipseat is endorsed and recommended by back professionals for its ability to reduce strain on the back and promote a healthier spine posture.  Recognising the potential of this innovative product, Julia devoted her working life to discovering truly helpful products for parents, just like her!

Twenty ve years later, the Hipseat remains as popular as ever with well over 20,000 Hipseats sold all over the world.  Hippychick has grown into a £4 million turnover business, with over 2,000 SKUs now complementing the Hipseat in the ever-expanding Hippychick portfolio. But despite this growth, Hippychick has remained true to its humble beginnings. The company is still family-run, with a strong commitment to its team and customers. With 25 years of expertise, they o er top-class customer service, and their products are loved by parents and children worldwide, designed to last generations.

Hippychick is also committed to giving back. From its earliest days the company has supported causes close to its heart at international, national and local levels. In their 25th year of trading, they are supporting Love Musgrove, the O cial Charity of Musgrove Park Hospital in Taunton, Somerset. Being a Somerset business, this charity is particularly meaningful to them, having supported so many of the team members and the local community over the years.

Alongside the reliable Hipseat, Hippychick o ers other revolutionary products such as their award-winning waterproof puddle suits, bed protectors, and their innovative 3-in-1 feeding pillow - a must-have for every new parent. In addition to their own products Hippychick is a highly successful distributor of some of the best nursery and toy brands in the market, including brands like Wheely Bug, Classic World, Moby and Bumbo to name a few. They take pride in hand-picking only the nest products to ensure that every item is of the highest quality for their customers.

Some brands, like the iconic Wheely Bug - the original, fun bug-shaped ride on – have been with them since the very beginning.  This year marks 20 years of their distribution partnership. But that hasn’t stopped Hippychick’s continued growth with new brands regularly joining the portfolio. The latest addition is BS Toys, a highly successful toy brand from the Netherlands, specialising in a range of indoor and outdoor toys, designed to promote active play.

To celebrate this remarkable milestone of 25 years in business, the Hippychick team embarked on a 25km walk across the Quantocks Hills in Somerset, raising over £2.3k for Love Musgrove, their Charity of the Year. They also visited the Maternity Unit where they shared their birthday with the babies of Musgroveevery baby born on 21st October was given a special newborn bundle to welcome them into the world! Hippychick also o ered special discounts for the whole birthday week for their customers as a thank you for supporting them for 25 years.

TEL: 01278 434440

sales@hippychick.com

www.hippychick.com

Before I give my thoughts on the year as a whole, I want to wind the clock back just a few weeks. Last month, we had the honour of attending two prestigious events—the Mother & Baby Awards and the Progressive Preschool Awards in London. To be nominated for these awards and recognised alongside some of the biggest and most respected brands in the industry is deeply gratifying. It’s a true testament to the hard work, dedication, and passion of my team, who have played such a vital role in bringing our vision to life and driving us forward as a brand.

November also brought the retail extravaganza that is Black Friday. With the

main event landing so late in the month, we noticed a unique shopping pattern this year. Many customers waited for the big day to make their purchases, and with Cyber Monday spilling into December, the momentum felt different—but no less exciting. One notable trend? A surge in demand for baby toys and play items, which added a fun twist to the season’s sales.

A year of transformation

With only a few more weeks of 2024 remaining, it’s the perfect moment for me to reflect on what’s happened this year.

Because our industry is constantly evolving, it’s often difficult to appreciate how much

Retail matters

The Nursery Store’s Christy Foster is looking back at 2024 with gratitude, growth,

we’ve accomplished because we’ve always got one eye on the next big project. But when I look back on this year and realise how much we’ve actually achieved, I’m overwhelmed with pride.

For us, 2024 was nothing short of transformative. In September, we proudly rebranded from Online4Baby to The Nursery Store, marking a pivotal shift in how we connect with our customers and the industry. This wasn’t just a change in name; it was a complete reimagining of our identity.

The feedback has been incredible— from retail and trade partners alike— but it’s especially heartening to get positive feedback from the most important voices of all; our customers. Seeing the brand come to life and receive this overwhelming support has reaffirmed to me why we do what we do: to make those early years easier and more joyful for families.

But the transformation didn’t stop there. This year, we embraced new technologies to streamline our operations and elevate the online shopping experience. These initiatives are already driving change, setting the foundation for an even more successful 2025.

None of this would have been possible without my incredible team. With several new key hires, we’ve grown The Nursery Store family and strengthened every department. I want

and inspiration

to publicly thank each and every team member for their dedication, positivity, and hard work, and I can’t wait to celebrate with them at our Christmas river cruise later this month!

Looking ahead to 2025

As we set our sights on 2025, it’s clear the year ahead will be just as dynamic. Like many in the industry, we’re hopeful for some stability in freight costs after another unpredictable year and are eager to deepen our collaborations with fantastic partners. Our roadmap is packed with exciting projects that’ll bring us closer to our vision of becoming the UK’s leading baby and nursery retailer.

For now, though, we’re enjoying the magic of the festive season.

To our customers, partners, everyone in the industry and everyone reading this article: thank you for being an integral part of our journey this year. I wish you all a very Merry Christmas and a happy, healthy, and prosperous New Year.

Christy Foster, Managing Director

The Nursery Store team enjoying their time at the 2025 Mother & Baby Awards

Soothing success

Paci ers and soothers come in many forms, whether a dummy, teether or comforter the industry is here to help your customers keep their littles one settled and calm. Here we shine the light on products that are available to order now to assist.

Matchstick

Monkey’s All

In One Soother & Comforter

This Matchstick Monkey 3-in-1 product functions as a soother, teether, and comforter.

Suitable from 0+, the orthodontic teat ts comfortably in baby’s mouth and the soft and exible silicone plate with teething bumps help to alleviate baby’s teething pain. It is made of non-toxic food grade silicone, BPA free and FDA approved. It also contains Biocote Antimicrobial Protection, keeping microbes and germs at bay. The detachable Comforter is made with organic cotton making it machine washable. Choose from three gorgeous animal designs: Zippy Zebra, Teddy Tiger and Gigi Gira e.   info@matchstickmonkey.com | www.matchstickmonkey.co.uk

MAM’s Award-Winning Original Soothers

Winning bronze at the coveted Mother & Baby Awards, the MAM Original Soothers are loved by babies and parents alike.

Accepted by 94%* of babies, the orthodontic teat, designed by dentists, supports healthy oral development while satisfying baby’s natural sucking needs, and the SkinSoft silicone material of the teat feels just like mum. The soother shield is designed to provide enough room for little noses and its symmetric shape ensures it always ts correctly in baby’s mouth.

These much-loved soothers are conveniently packaged in a handy self-sterilising box, meaning busy parents can sterilise the soothers in the microwave without the need of a separate steriliser.

The Original soothers are also available in a glow in the dark Night version, making it easy for parents to nd them at nighttime. Available in four di erent sizes and a variety of colours and designs, there’s an Original Soother for every baby.

* Market Research 2010-2023, tested with 1,588 babies. For sales enquiries contact Kathleen Lally on the below.

KathleenLally@mamuk.com

Patented product

Designed by a paediatric dentist, the Dr. Brown’s PreVent Soother’s 100% silicone bulb features a patented suction-free air channel and thin bulb stem. This clever design reduces pressure inside baby’s mouth, helping avoid dental issues such as posterior crossbite in later life.

PreVent Soothers have a size for most ages, ranging from 0 to 18 months old. The bulb is taste-free, odourless, and keeps its unique sha pe over time. The Contoured Shield curves away from baby’s face to reduce the risk of soother rash on little cheeks and noses. PreVent Soothers are easy to clean and are dishwasher (top rack) and steriliser safe. They come in a gorgeously cute range of designs including glow in the dark, animals and insects, and even starry nights, which means they’re set to be loved by babies and parents alike!

For more information contact Phil Bosher on the below. Phil.Bosher@babycentral.co.uk

Dr. Brown’s soothing solutions!

Trusted by Parents, Loved by Babies

Dr. Brown’s Soothers are thoughtfully designed to meet the needs of both babies and parents. Crafted with BPA-free medical-grade silicone and featuring a contoured shield for ultimate comfort, they promote healthy oral development while soothing little ones. From simple yet functional silicone soothers (available in multipacks), to enlightening Advantage Glow in the Dark (various designs, 2-pack), or the award winning orthodontic-friendly PreVent range (various designs, 2-pack), Dr. Brown’s soothers o er supreme comfort, safety, and support for babies at every stage of development.

As a trusted brand for almost three decades, Dr. Brown’s continues to innovate and provide premium quality, reliable products, created with the input of healthcare professionals and parents alike.

For further information please contact Phil Bosher on the below.

Phil.Bosher@babycentral.co.uk

Licensed to soothe

Rainbow Designs’ extensive licensed nursery and preschool collections include an array of licensed baby soft comforters and soothers, with some exciting new additions for 2025 featuring some of the most adored playtime characters.

New for Q4 is the enchanting Wizarding World collection of adorable nursery toys and gifts featuring the world’s most famous young wizard and his friends. The magical range includes baby soft Comforters featuring Harry Potter; Hedwig, Harry’s pet Snowy Owl; and the much-loved free elf, Dobby, as well as Hogwarts house comfort blankets for Gry ndor, Slytherin, Hu epu and Ravenclaw.

Available from Spring 2025 will be the rst collection from Sri Lankan-based Tikiri Toys. The My First Safari Collection of organic rubber teethers and comforters, created from the latex of the Hevea tree and cotton materials, are perfect for the smallest of hands to explore and includes characters such as Gerald the Gira e,

Ernie the Elephant and Ethan the Hedgehog.

Other exciting new additions include new Silicone Teethers and Muslin Comforters for both the high end Signature Peter Rabbit and Disney Winnie the Pooh Always and Forever collections. There will also be a new Nutbrown Hare Soft Toy with silicone Teether and a beautiful star-shaped comforter joining the Guess How Much I Love You collection, as well as a vibrant silicone caterpillarshaped Teether joining The Very Hungry Caterpillar range. www.rainbowdesigns.co.uk

BIBS Soothers: Choice & Comfort

Premium soothers in natural rubber and silicone, o ering symmetrical, anatomical, and round nipple shapes— supporting every baby’s comfort needs.

BIBS is a trusted name in baby essentials, o ering a versatile range of premium soothers designed to support baby comfort and natural re exes. Proudly made in Denmark, BIBS soothers are available in both natural rubber latex and durable, medical-grade silicone. With options for round, symmetrical, and anatomical nipple shapes, each soother is thoughtfully crafted to meet the diverse needs of babies.

BPA-free and phthalate-free, BIBS soothers o er safety alongside a classic Scandinavian style that appeals to parents worldwide.

With over 40 years of expertise, BIBS has become a multi-nipple brand of choice, ideal for retailers seeking quality baby products that deliver both soothing comfort and style.

uktrade@bibsworld.com www.bibsworld.com

Bella Bunny Teether Rattle

Crafted with utmost attention to detail, this adorable Bella Bunny is made from super soft fabric.  Her snowy white fur adds a touch of purity, while the modern pink oral print brings a splash of vibrant.

Whether for playtime or a cozy bedtime snuggle, this bunny is designed to be a delightful companion for baby. Its oppy ears and expressive eyes are sure to capture hearts and bring smiles to baby’s face.

What’s to love:

– Bunnies are a year-round best seller

– Luxurious super soft white fabric

– Mary Meyer

exclusive modern oral print fabric

– Sweet detailed embroidery and blush cheeks

A rattle on the inside, and a silicone teether on the outside make this critter both stimulating and soothing.

www.marymeyer.com

Skippy Snail

Crinkle Teether

A soothing activity toy for curious babies.  Teether, squeaker, and crinkle sound all in one baby toy.  Includes exible loop for hanging. BPA, PVC, and phthalate free.

A true standalone item – part soother, part activity toy. A soothing activity toy for curious babies. Simple activity toy with sewn in teether and embroidery. Each Crinkle Teether has fun character appliques and colourful patterns. Baby safe embroidered details.

Mother Nature gives us a peek onto the forest oor with earthy, natural colours and characters. An adorable smiling snail and a fanciful mushroom in textured fabric provide a tactile experience that encourages exploration and sensory development.

What’s to love:

– Earthy tones and characters are a shout-out to Mother Nature

– Lots of di erent textures for baby to explore

– Mushrooms are on trend

www.marymeyer.com

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

BABY CARE INDUSTRY STRATEGIC MAP

Do you want to be visible on foreign markets? We recommend those with whom you can talk business. Get in touch with the representatives of the best nursery trade magazines.

bcmi@babycaremagazines.com www.babycaremagazines.com

All the fun of the fair!

Celebrating innovation at Toy Fair 2025: A beacon for Preschool Toys (21st – 23rd January, Olympia Events London).

Toy Fair 2025, the largest trade show in the UK dedicated to toys, games, and hobbies, opens on the 21st January 2025, at Olympia Events London. This three-day annual showcase not only presents favourite brands like Spin Master Toys, Golden Bear, and Playmobil but also highlights emerging talents within the Gold Zone. Joining them on the show oor will be other well-known brands including Casdon, Character Options, Bigjigs and Rainbow Designs while also welcoming back familiar faces and newcomers like Peg Perego, and Igloo Books. Toy Fair o ers a unique look at the latest toy trends, with a great range of nursery age products on display. From plush toys, board games and puzzles, to construction toys, arts and crafts and vehicles, there’s something for everyone at Toy Fair.

Nursery Today caught up with their Senior Communications & Events Manager, Rebecca Deeming-Mitchell to nd out more.

Can you shed light on the signi cance of the under- ve age group at the Toy Fair?

The under- ve category is central to Toy Fair as it’s a crucial developmental phase. Exhibitors include industry giants VTech, LeapFrog and Bigjigs, and newcomers such as Little Dutch who all bring educational and interactive products speci cally designed for this age group to promote cognitive skills, motor development and problem-solving

abilities. It’s about nding the balance between fun and developmental value. Showcasing products for this age group highlights Toy Fair’s support of early childhood development through creative and engaging play.

How has BTHA’s 80-year history in uenced Toy Fair today?

This year, we celebrated the 80th anniversary of the BTHA, alongside the 70th anniversary of Toy Fair. In that time, we’ve watched the industry evolve from more simple, traditional toys to the high-tech innovations of today, re ecting the changing needs and desires of families. Toy Fair, along with the toy industry, has shown resilience and the ability to adapt, meeting the evolving needs of children and families, and we are very grateful to our exhibitors and attendees who continue to support the show and are looking forward to the 71st Toy Fair in January.

Can you tell us more about the signi cance of the Gold Zone this year?

Marking its 20th year as a feature at Toy Fair, The Gold Zone, formally known as the Greenhouse, demonstrates our commitment to supporting smaller and up and coming toy companies. It has been rebranded to highlight its history of supporting the incredible talent and creativity of smaller toy companies in this area. It’s here that Micro Scooters made their appearance, revolutionising the concept of mobility for young children and now standing as a household name today. This area is a hub for retailers seeking the next big thing, o ering a platform for up and coming brands to showcase their potential to a global audience. The Gold Zone o ers attendees the perfect opportunity to discover hidden treasures and unique products, all within a dedicated space that is crucial to the Toy Fair experience. Keep an eye on Little Pledgers, Robert Fredrick, Cyan Creative, Buddy and Barney, and more, who are all poised to showcase their new products.

The Hero Toy Awards have been a highlight at Toy Fair. What can we expect this year?

The Toy Fair’s Hero Toys are a particular highlight at Toy Fair, celebrating exceptional quality and innovation in toys for all ages, from newborns to adults. Thanks to the independent panel of retailers judging hundreds of entries, we look forward to the

reveal of the winning toys.

The awards have previously highlighted a range of innovative products, from toys promoting sustainability to advanced educational toys that combine technology with play. As a key resource for retailers, these awards provide valuable insights into the trends for 2025, helping retailers stay informed about this year’s must-have items.

Could you share what your Toy Fair highlights are and what visitors absolutely shouldn’t miss?

Toy Fair TV is a highlight each year. Capturing the vibrant energy from the show floor, it features lively interviews and demonstrations, showcasing the spirit of the event. Another highlight of Toy Fair is the celebrity guests who attend, bringing extra excitement to the event. Earlier this year we welcomed appearances from TV personalities Michael McIntyre, Richard Hammond and Stephen Mulhern, as well as notable contestants from reality shows such as Ash and Antony from The Traitors. Their presence not only brings a buzz but also highlights the broad appeal of the toy industry. From the excitement of the Hero Toy Awards and celebrity appearances, to the exciting demonstrations and new launches, coverage by Toy Fair TV really helps the show come to life.

My main tip for visitors is to plan your visit in advance. There are more than 250 exhibiting companies on show so planning your time wisely is essential to ensure you don’t miss out on seeing any exhibitors. The Toy Fair website provides a details exhibitor list and interactive oor plan to help make the planning process easier.

For more information on the 2025 event simply visit: www.toyfair.co.uk

New Year, New Simply Scandi Toys

STAND: Bigjigs Toys – G39

Discover the new sustainable wood and silicone range from Bigjigs Toys.

Shaking up sensory play, Bigjigs Toys’ fresh lineup of wood and silicone toys is set to join its award-winning Simply Scandi range in the new year. Making a splash in 2025, the new bath sets and fidget toys are made from 100% food-grade silicone and are specially designed for babies and toddlers.

Dive into storytime with the new Bath Book or switch things up with the Sensory Bath Set! Playful and practical, the new Pull, Push and Pop Toy is a must for curious little hands, while the Bear Teether Set features two teething toys to soothe sore gums.

Bigjigs Toys is also introducing new eco-friendly wooden toys, including a Montessori-style Busy Board, Shape Sorter House, and Jungle Music Bench. And plush toys will be making a comeback, too!

These new arrivals promise a sensory-rich experience for little learners, with soft colours and stylish designs sure to enhance shelf appeal.

To find out more, email the below. orders@bigjigstoys.com www.bigjigstoys.com

Full of character

STAND: Rainbow Designs – B21

Don’t miss Rainbow Designs at the London Toy Fair this January!

Showcasing their entire 2025 collection, there will be some exciting new brand launches and product additions unveiled, alongside Rainbow’s prestigious collection of beautiful licensed character ranges of nursery toys and playtime essentials, that include: Paddington, Peter Rabbit, Disney’s Winnie the Pooh, Harry Potter Wizarding World and Guess how Much I Love You.

In an exciting new strategic distribution partnership for 2025, the leading nursery, toy and gift manufacturer, are joining forces with Sri Lankan family-run nursery toy company, Tikiri Toys, to offer a unique collection of Soft Dolls and handcrafted toys. Available from the Spring will be the Tikiri My First Safari Collection of organic rubber teethers and comforters, created from the latex of the Hevea tree and cotton materials. In addition, to an extensive range of timeless and classic Bonnika Soft Dolls, these traditional and contemporary soft huggable dolls, have been created from the most beautiful fabrics.

Back by popular demand, in a dedicated range for 2025, is the new Disney Baby My First Dumbo Range featuring an adorable My First Dumbo Soft Toy, baby soft Comforter and Ring Rattle. There will also be new additions to the popular Guess How Much I Love You collection including an engaging Soft Activity Cube as well as a Muslin Gift Set and a Memory Cards Gift Set both including an adorable Nutbrown Hare Soft Toy. www.rainbowdesigns.co.uk

Roaring with newness

STAND: Ravensburger N13

The action for the BRIO World dino theme is set to continue this spring. To be showcased at Toy Fair, the Dinosaur Deluxe Set with 45 pieces packaged in a handy storage box that unfolds into a themed playmat.

The set includes eight colourful dinosaur gures and is complete with a volcano that erupts with lights, sounds and realistic steam-e ect.   Among autumn launches to be highlighted at the Fair, the BRIO World Mega Spiral Set, which enables children to construct their tracks to new heights.

Ravensburger will also showcase additions to the recently launched Play+ infant and toddler brand, adding to the collection that includes ITV This Morning Top Toys 2024 pick, the 4-in-1 Colour & Shape Sorter Chameleon.

www.ravensburger.co.uk

Zoom into play

STAND: VTech N9

VTech are showcasing over 80 new products at Toy Fair, and Spring/ Summer 2025 will see some great new additions to the VTech range with brand new products joining the VTech Baby and Toot-Toot Drivers ranges, plus much more!

Baby can explore it all with the Animal Discoveries Ball! Learn about Cow, shapes and colours by pressing the buttons. Develop motor skills, hand-eye-coordination, tactile and auditory stimulation by sliding and twisting the duck and frog, and spinning and shaking the ball. Textured patterns and ribbons activate the discovery of tactile stimulation.

Zoom into the play zone with the Toot-Toot Drivers Repair Centre by VTech! The playset comes complete with SmartPoint Car, moveable repair claw, tyre roller and carwash! SmartPoint locations trigger fun phrases as the Car drives over them.

VTech have so many new and innovative products to see at Toy Fair 2025, it really is best for retailers to visit the VTech stand, N9, to see for them themselves.

For more information, please contact Mike Lynch on the below.

Animal Discoveries Ball: Ages 3-24 months.

Toot-Toot Drivers Repair Centre: Ages 1-5 years.

TEL: 01235 555545 | Mike.Lynch@vtecheu.com www.vtech.co.uk

Quality play

STAND: Orchard Toys E10

Orchard Toys unveils its new Baby and Toddler collection at Toy Fair 2025. The Baby and Toddler range features all the trusted quality and value of an Orchard Toys product but for little ones from 9mths+. In soft pastel colours, the pack and product design of the four skus in the range delivers shelf stand out, while di erentiating Baby and Toddler from Orchard Toys core ranges.  Leading the collection is beautifully illustrated Under the Sea, the unique wooden nesting puzzle champions the quality and educational fun that is synonymous with

Orchard Toys. There’s also Match and Feel two-piece puzzles, See and Sound giant ashcards, and Woodland Puzzle.

TEL: 01953 859539 sales@orchardtoys.com www.orchardtoys.com

AMG GT²

- Expect the unexpected!

AMG presents its rst baby carriage collection, inspired by iconic automotive design. In collaboration with the Mercedes-Benz Design Team and Hartan, AMG has developed the AMG GT², a unique model that blends sportiness, exibility, and premium comfort.

The AMG GT² stroller folds down to an ultra-compact 69 x 58.5 x 31 cm. It features swivel wheels that handle all terrains e ortlessly and stylish cross-spoke rims in the original AMG design. The seat unit is reversible with a multi-adjustable backrest, including a reclining position for ultimate comfort. The new colour - White Crystal is now available.

Other features include a height-adjustable footrest, fold-out canopy with climate zone, a safety bar with step-in function, and a heightadjustable push handle with premium decorative stitching. Compatible with baby car seats via an optional adapter, the AMG GT² also comes standard with a handbrake and 5-point safety harness for maximum safety.

TEL: 01902 494905

enq@cozynsafe.com www.cozynsafe.com

The brand that parents trust sales@clippasafe.co.uk

Cosy From Toes to Nose

Nuna launch their winter stroller sets in new Biscotti and Cedar fashions.

The ultra-plush merino wool-lined footmu and matching adult mittens are the perfect accessory for cold weather luxury. The set also includes a carry bag with a handle for easy strolling.

The sets fit any Nuna stroller and level up winter strolls – it’s a wearable hug for baby and parent. Now available in new fashions – Biscotti and Cedar – and Caviar. www.nunababy.eu

Tummy Time Roller

Following on from the positive response at Harrogate Red Kite are excited to launch their new Tummy Time Roller’s, available in Rose & Ivy and Woodland Walks. These have arrived just in time for Christmas sales and o er a perfect gift option within the nursery category. The new Tummy Time rollers are lled with lots of fun play activities whilst baby will be learning vital skills. Encouraging babies to be on their tummy will help develop back and neck strength and support their necks. www.redkitebaby.co.uk

Licensed to entertain

Rainbow Designs’ extensive collection of licensed preschool and educational toys focuses on the sensory and developmental needs of infants and early preschool.

Joining the award-winning Disney Baby Lion King range next year, will be a fun and educational Soft Activity Cube featuring multiple textures and a peek a boo mirror, and baby soft Simba Stacking Rings, to encourage early counting as well as hand eye coordination.

A recent addition to Rainbow’s portfolio is the new Harry Potter Wizarding World collection of infant toys. This range includes the fun Harry Potter On the Go Activity Toy that has been designed to stimulate baby’s senses and encourage early developmental play. Harry’s trusty Firebolt broomstick makes a gentle crinkle sound, his loyal companion Hedwig squeaks when pressed, and with a hook for easy attachment to a buggy or car seat this educational toy conjures up some magical moments on the go!

www.rainbowdesigns.co.uk

Precious Toys from Kaloo

Creators of the most charming and timeless super soft toys, Kaloo is delighted to o er the perfect gifts.

A special gift for a mum-to-be patiently awaiting little one’s arrival, or a new best friend for a little one to meet on Christmas morning, the thoughtfully designed collection of keepsake toys is sure to be treasured and loved for many years to come. From the cutest wintery penguin pals to the sweetest sensory Stimuli collection, the adorable tendresse dolls and eco-friendly Carré Douceur range –Kaloo certainly has something truly precious for any occasion. www.kaloo.com