Nursery Today July 2023

the team

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

Circulation

Robert Thomas robert@lemapublishing.co.uk

p29

Contributors

32 Barking Mad

Pramland’s John Barker is reflecting on his article last month – with perhaps a change of heart and shares his thoughts.

40 SnapDragon

With Child Safety Week just passed, this raises the important conversation around counterfeit toys. So how can manufacturers and brands protect children against these risks? Mary Kernohan, head of nurture at SnapDragon Monitoring gives her viewpoint.

46 Retail Matters

Christy Foster, CEO and co-founder of Online4baby, sits down with Terri-Lee Rossiter, a seasoned buyer who has recently joined the Online4baby family.

editor’s letter

www.nurserytoday.co.uk | Instagram: nurserytoday | LinkedIn: Nursery Today

Welcome to the July issue, and apologies for the ‘thud’ through your letterboxes as this month we also bring you our Wheeled Goods Supplement! Due to the successful launch last year, we again highlight within the supplement pages a plethora of wheeled goods that are all available to order now to showcase to you customers, instore or via your websites.

Towards the end of last month (June), The Baby Products Association for the first time since pre-lockdown held their annual ‘face to face’ AGM and what an event it was! Can I congratulate the team at The BPA and the superb speakers who ensured this was incredibly worthwhile for all those who attended.

This prestigious event brought together nursery industry professionals and provided invaluable insights including a presentation by Erol Sukan from market research company GfK who outlined ‘The 4Ps for Nursery’ which gave insight into post pandemic trends from actual point of sale data and considerations for the industry in 2023 (www.gfk.com), while Asha Bhalsod of Etopia Consultancy (www.etopiaconsultancy.com) gave a concise explanation on Amazon selling platforms including superb advice on the appropriate route to market.

Also, for anyone who manufactures or supplies child car seats, Luke Burns of CYBEX explained what is changing with regards to the regulation in the EU and how this will affect your business.

The day concluded with drinks and nibbles and the chance to catch up with industry colleagues. For all those in attendance it proved to be a great opportunity to gain not only valuable knowledge,

but also to mix with like-minded people within our industry.

To find out more, or for information on how you can join and become a member of The Baby Products Association visit www.b-p-a.org

This month, our contributors also bring you articles of interest. Pramland’s John Barker (while on holiday with a copy of Nursery Today!), is reflecting on his article last month – with perhaps a change of heart and shares his thoughts, while Online4baby’s Managing Director, Christy Foster sits down with Terri-Lee Rossiter, a seasoned buyer with 14 years experience in the buying industry, who has recently joined the Online4baby family. And over on page 40, with Child Safety Week just passed, Mary Kernohan, head of nurture at SnapDragon Monitoring raises the important conversation around counterfeit toys. Finally our cover star this month is CuddleCo. If you’re looking for ‘everything you need, all in one place then simply turn to page 12 to find out more.

The Pebble Agency

Enesco secures four UKMums.TV Awards!

Contemporary gift supplier

Enesco is delighted to announce that they have won not one, but four awards across their licensed Mother and Baby gifting brands, Beatrix Potter, Scion Living and Disney. Awarded by UKMums.TV these are very special awards as they are judged by consumers, real mums who use the products every day.

Enesco collected gold awards in the Best Early Years

Feeding Products with Disney Baby Dinner Set and Best Decorative Items for the Nursery with Benjamin Bunny Large by Beatrix Potter. The silver awards were for Best Gifts for New and Expecting Parents with Flopsy Hooded Towel by Beatrix Potter and finally Best On the Go Products for Scion Living Pram Organiser  www.enesco.co.uk

Global Toy Brand VTech appoints family-specialist Agency Azaria for UK PR

VTech Electronics Europe PLC is thrilled to announce its appointment of family-specialist PR and digital marketing agency Azaria to handle its UK marketing activities across both VTech and LeapFrog brands.

Azaria comes on board after winning a four-way competitive agency pitch and will work closely with the in-house marketing teams to spearhead all product and brand initiatives for the upcoming year, 2023-24.

Rebecca Lazarus, UK Marketing Manager says; “Azaria were the first to pitch, within three weeks of being briefed, and impressed us from the start. They nailed their proposal; packing it full of fun, exciting and ambitious ideas, which everyone at VTech was immediately buzzing to see come to fruition in the year ahead.“

The engagement will see Azaria handling all core PR activities for both brands, including Press Office, influencer & celebrity relations and events, plus several big new product launches as well as range extensions.

Azaria Managing Director, Amber Steventon adds; “With all our family expertise, VTech and LeapFrog is a dream client for us. We connected with the team straight away and are all excited to get started on a fun calendar of activities in the months ahead.

Bring it on!”

Azaria is the point of contact for all VTech and LeapFrog Toys’ media enquiries, information, quotes, samples and images going forward.

Splash partnersAbout with Haven

Children’s swimwear specialist, Splash About has announced that Haven is the first Holiday Park in the UK to decide to solely sell its reusable Happy Nappy swim nappy for babies and toddlers under 3 years, in a bid to reduce disposable nappy use across its onsite swimming pools. This decision will save Haven 20 tonnes of waste annually, which is produced by single use disposable swim nappies across all 41 of its UK holiday resorts.

“Disposable swim nappy waste is a huge concern for holiday parks, the leisure sector and the environment, this is a bold and forward thinking move by Haven,” commented Bernadette Spofforth, Splash About’s Managing Director.

Lesley Beach, Finance and Operations Director at Splash

About added, “Disposable swim nappies are not effective at containing unwelcome accidents, and as a consequence, faecal leaks can result in pool closures for cleaning, refilling and reheating – affecting all pool users and causing unnecessary expense, which in the current economic climate, pools can ill afford to accommodate.”

Lesley continued, “This is compounded with significant fines for waste disposal and the environmental cost of millions of nappies ending up in landfill every year, where they can take up to 500 years to decompose.”

“Haven is committed to taking paper swim nappies out of its pools to end the cycle of waste from disposables, so much so that we are heavily subsidising the cost of the Happy Nappy in all our poolside retail outlets, to make it easier for holidaymakers to ditch the disposable swim nappy for good.” Said Simon Palmer, Head of Activities & Leisure at Haven.

“Not only will this have a positive effect on the environment with, we estimate, a reduction of 20 tonnes of waste to landfill, but it will also enable us to meet our strict environmental targets and ensure we have the cleanest water for all our swimmers.” Simon Palmer concluded. www.splashabout.com

Nanobébé Now Available at Baby Brands Direct

Nanobébé is an innovative brand within the baby feeding sector that provides multi-award-winning bottles.

Its iconic breast milk bottle is shaped to encourage baby to instinctively connect with it while it’s advanced anti-colic teat with triple-vented design for a perfect latch that reduces colic. Its Flexy Baby Bottles feature mum like softness, made with baby-safe silicone, the same triple vented teats and the option for snap on handles that little ones can hold as their motor skills develop, increasing the longevity of the durable bottles.

Operations Director at Baby Brands Direct comments, ‘With 5 awards in the space of 2 years for the Flexy Silicone Bottles, and coverage from Dr Ranj to My Baba magazine, we’re delighted to be able to offer this brand to the independent sector on an exclusive wholesale basis. Retailers can also access Nanobébé’s award winning breast milk storage bags, designed to hold milk in a shallow layer for benefits in heating and thawing, to their Flexy Soother, recently awarded Gold by Made for Mums 2023 for best soother!’

Tel: 0208 845 5000

www.babybrandsdirect.co.uk

Directorate change at Mothercare

Daniel Le Vesconte has stepped down from his role as Chief Executive Officer (“CEO”) and as a Director of the Board with immediate effect.

Clive Whiley, the Company’s Chairman and Andrew Cook, the CFO, will revert to leading the Operating Board, as was the case for the previous three years, until the process to find a replacement CEO is completed.

Clive Whiley said: “The Board believes that a change in CEO is in the best interests of the Company and its shareholders. The Board is fully committed to the Group’s successful long-term strategy and, further to last month’s pre-close Trading Update, the Company continues to perform in line with expectations. In addition we are progressing a number of options to refinance the Group’s debt facilities.  Working together with Mothercare’s senior management team I am confident that the Group’s successful, consistent strategy and culture will continue the Group’s profitable growth.”

BIBS Glass Bottle secures seal of approval

BIBS are extremely proud that the BIBS Baby Glass Bottle was awarded a Red Dot in Product Design, an internationally recognised seal of excellent design.

The recognition of the Red Dot Awards, not only positions BIBS as a leader in design and creativity but shows a commitment to a continued pipeline of innovation, exploring exciting new ways of bringing BIBS to more people and places. “The choice of material makes the BIBS Baby Glass Bottle an uncomplicated and durable companion in everyday family life,” said the jury. “We also like the clever modular design, which takes individual preferences into account.”

Contact: uktrade@bibsworld.com

VIEWPOINT The Power of Brand

Jamie Jillard ,Green Sheep Group’s Head of Marketing reflects on just how effective good branding can be

I truly believe that a great brand can have fantastic power that spreads far beyond a single product. Not only does a brand have the ability to attract a consumer to make an initial purchase but it can be the deciding factor between them choosing you or a competitor. This is especially true for our audience, as parents are looking for much more than a great product, they need a mark of trust.

The right brand adds immeasurable value which means consumers feel comfortable to increase their spending, their advocacy and ultimately their loyalty over months and even years. Simply put, your brand and its core values are worth investing in, nurturing, and staying true to.

There is an obvious style and face value to a brand, but it goes deeper than the visual and it certainly takes much more than glossy designs and a tagline to build a brand that truly resonates with consumers, and especially one that hopes to stand the test of time. To build solid foundations, as brand must invest in its DNA and respect it in all aspects of the business, including staff. Brand can have a big impact on internal culture, it should be something that resonates with the whole team and something they feel part of –ultimately, they are the brand guardians, so it is vital that they understand the brand and most importantly, the deeper purpose around why you do what you do.

Brands offer great value to retailers and vice versa via ‘reputation by association’. Stocking the must-have brands and being stocked in respected stores has a mutual benefit to both, so it is important that brands work closely with retailers to make sure their brand is represented in the best way possible in-store to add real value to the customer experience.

Very much practicing what I preach, I am extremely proud of the incredible presence we have nurtured as a trade brand and a much-loved sentiment around both our consumer brands.  We are now coming to the start of a new chapter which will see an evolution of the brands to further establish them in the market, elevate their presence and connect on a deeper level with consumers.

www.greensheepgroup.com

Stokke continues acquisition drive as sales climb 35%

Revenues at Stokke, the Norwegian manufacturer of children’s products, jumped to record levels in 2022 as it shrugged off a challenging economic backdrop of rising global inflation and slower consumer spending.

Sales revenue rose by 35% to NOK 3.15bn in 2022, a year where Stokke’s iconic Tripp Trapp chair also celebrated its 50th anniversary, whilst EBITDA profits rose 9% to NOK 718m in 2022.

The company, whose mission is to create products that bring parents closer to their children, announced that it is planning further acquisitions to strengthen its global position having acquired Evomove last May. The acquisition of the company behind the renowned Nomi chair was its fourth such deal since 2021 and followed the acquisitions of German baby carrier company Limas, Italian multi-activity play table brand Mukako and BABYZEN, makers of the popular YOYO all-in-one lightweight stroller.

Jacob Kragh, CEO, Stokke, said that 2022 had been a “solid year”, particularly in light of the global economic and political challenges that confronted all businesses over the past year.  “Our 35% growth means that more families around the world are using our products which are designed to bring children closer to their caregivers – most famously with the Tripp Trapp high chair. Connections between children and their caregivers are fundamental to a child’s development in their early years and this is why we continue to invest not only in products, but also in academic research in this area.”

Maxi-Cosi Shortlisted as Retailer of the Year

Maxi-Cosi, a global leader in child safety products, is proud to announce its shortlisting for Retailer of the Year in the highly regarded Which? Awards 2023.

Representing as the only nursery brand selected, and amongst numerous consumer favourites in the 12 award categories, Maxi-Cosi was recognised for its unwavering dedication to putting consumers at the heart of its mission.

The Which? Awards celebrate brands that go above and beyond for their customers. This recognition highlights those companies that have demonstrated exceptional commitment to consumers and set new standards of excellence in their respective industries.

Maxi-Cosi was selected as a finalist in the Which? Awards 2023, with the brand’s renowned child safety products making an impact with consumers and industry experts alike. The rigorous, impartial shortlisting process and final judging was conducted by Which? experts, ensuring that the recognition is a testament to Maxi-Cosi’s outstanding performance and commitment to consumer satisfaction.

Maxi-Cosi Marketing Manager of UK and Ireland, Debbie Wakefield, is thrilled with the nomination: “We are honoured to be recognised as a finalist for the Which? Awards 2023. This nomination is a testament to our unwavering dedication to the safety and well-being of children and families worldwide. At Maxi-Cosi, we are committed to innovation, quality, and exceptional customer service, and we look forward to continuing to provide parents with peace of mind through our range of premium child safety products.”

Cuddles at bathtime for the sweetest of dreams

The business behind the world renowned ewan the dream sheep sleep aid, has announced the acquisition of one of the UK’s original mum designed brands, Cuddledry. Having truly conquered the sleep space with its fast-growing collection of sleep innovations, the acquisition will now see Sweet Dreamers support families throughout the whole evening routine, making them the go to brand for bubbles and cuddles, as well as snuggles and snoozing!

Speaking about the significant development, Lynda Harding, founder of Sweet Dreamers said:  “I have always admired Cuddledry as a brand, it is one of the truly iconic and original mum made innovations and I am honoured we have been entrusted to take the business on.  The brilliant Cuddledry handsfree towel complements our existing range and fits perfectly into our portfolio of products to now support parents and carers during the bath time and bedtime hour!”

Soon to be rebranded Cuddledry from Sweet Dreamers, the original and multi award winning baby bath towel makes baby bath time safe and stress free thanks to its clever apron design.

Speaking about handing the reins to Lynda and the team at Sweet Dreamers, Helen Woolridge, co-founder at Cuddledry said: “We are delighted that Cuddledry is now in the very safe hands of the team at Sweet Dreamers – the perfect combination of bath time and sleep time for babies and little ones.  We look forward to watching it grow and develop.  Exciting times!”

www.sweetdreamers.co.uk

At home with BabyStyle

The award-winning Oyster brand is making moves into the home with a collection of brand-new products, including two highchairs: the Oyster Bistro and Oyster 4-in-1 Highchair, along with the Oyster Rocker and Oyster Swinging Crib.  BabyStyle stockists can now pre-order the much-anticipated Oyster Home range, with first stocks arriving in late July/early August.

First shown at Harrogate, the team and BabyStyle have been working their magic to perfect each new product – even developing accessories for the 4-in1 Highchair, including a footboard and toy set to use in 360° Play Centre mode and an additional play chair for siblings or play dates to learn and interact together.

Contact your rep/agent or ladies in the office to pre-order or find out more.

01509 816444

info@babystyle.co.uk

JMDA announcedDesignas winner

In a black-tie event on the 15th June which was held at the Worcester Arena with 700 business leaders, JMDA Design were announced as the winners of the prestigious award which highlights excellence in international trade.

The annual business awards held by the Herefordshire and Worcestershire Chamber of Commerce receives hundreds of applications from across the two Counties so to become a winner is an outstanding achievement. Being honoured as The International Trade Business of the Year demonstrates the commitment of the company in all aspects of their business, working successfully on the global stage with clients, partners and colleagues.

Chris Raynor, Operations Director at JMDA Design is delighted with the win and says “The Chamber Awards night was filled with success stories where businesses came together to celebrate business excellence. Our team was overjoyed with the announcement that JMDA had won The International Trade Business of the Year!”

Trunki’s Rob Law appears on the Red Sofa

Founder and creator of Trunki, Rob Law MBE talks about his success since his appearance on BBC Dragons Den in 2006.

Rob Law was invited on to BBC Breakfast to sit on the red sofa with Sally Nugent and Jon Kay to talk about the success of the of the household brand Trunki after his appearance on BBC Dragons Den in 2006.

Speaking about his backstory, living with cystic fibrosis, his book 65 Roses and a Trunki: Defying the odds in Life & Business, the plan for US expansion, launching trunki.com July 2023,  Trunki scooters and the recent acquisition by Heroes – The industry experts in growing brands loved by families worldwide.

Tune in to iPlayer ~ Breakfast 27th June 1 hour 34 mins into the program

Acquisition enquires: rowan@makeheroes.co Sales enquiries: wholesale@makeheroes.co

Everything You Need,

The rollercoaster journey of pregnancy is filled with its fair share of ups and downs

From shifting hormones and numerous anti-natal appointments, to restless nights courtesy of a blossoming baby bump, expectant mothers navigate quite a ride.

Yet, mixed in with these challenging moments are plenty of unforgettable milestones. The awe-inspiring first scan, the joy of picking out the very first babygrow, and the excitement of designing a nursery that’s perfect for their new arrival.

Whether your customer is shopping for their first baby or third, making sure everything is prepared for when their little one makes an appearance can be a little overwhelming to say the least. Which is where CuddleCo come in! From furniture sets to nursery essentials, they have everything covered, along with quality service to match.

Nursery furniture for every style

Their expanding product catalogue means they have an abundance of choice when it comes to the nursery. With a variety of furniture designs to suit your customer’s style, space, and budget. For those looking for a contemporary classic they have their bestselling Clara range. This popular set features soft curves and a delicate two-tone colour palette that will never go out of style.

Rafi on the other hand is ideal for those who want to opt for a modern nursery. This bold furniture range is a hit with parents who have a keen eye for trends and prefer something more eye-catching.

Rafi

Nursery Set - Oak

All in One Place.

Then there’s Ada, modern and minimal, it provides expectant parents with the perfect blank canvas to style however they like with colourful nursery accessories and decor.

Another nursery staple is their Etta Nursing chair. A must-have for cosy cuddles, bedtime stories, and those inevitable midnight feeds. Available in five colours, including a neutral corduroy fabric, its contemporary style will work just as well elsewhere in the house as it does in the nursery. The latest addition to the range is an off-white, boucle fabric that makes an on-trend, chic addition to their little one’s room. These modern fabrics and contemporary style give the traditional rocking chair a stylish upgrade.

Award-winning mattresses

Compliment any nursery furniture range with one of their UK-made, awardwinning, hypoallergenic mattresses. Available at a range of price points and sizes, these mattresses come with glowing reviews. Made with natural bamboo fibres for optimised airflow, the mattresses contain anti-microbial properties that help provide a healthy sleep environment for their little one.

From furniture to finishing touches

When it comes to designing the nursery, the little things are just as important as the big things. Nursery accessories make the perfect finishing touches and are an easy way for your customers to add their own style to their baby’s room. CuddleCo’s range of Childhome nursery decor includes stylish storage baskets, cute wall art and stuffed animals, allowing your customer to create their dream space.

Quality you can count on

All furniture is tested to BS/EN (and where applicable FIRA) standards to offer peace of mind to you and your customers. They’re so confident in the quality of their furniture that it comes with an extended 5-year warranty*. So, if your customer does happen to experience a manufacturing defect, their customer service team is on hand to take care of it. Their UK-based team is here to support you and your customers, answering any questions as well as solving any issues they may have, freeing up your time and ensuring your customers receive the

best possible service.

You’ll also be happy to know that they’ve taken the hassle out of getting your customer’s furniture to them. With their premium ‘Room of Choice’ delivery service† for all large furniture ranges, your customers are in control. They get to pick a delivery date that suits them best, and they send a text the evening before with a convenient 2-hour delivery window. Plus, they’ll deliver up to three flights of stairs.

Furniture that grows with the family

As well as recognising the need for quality, long-lasting furniture, the team at CuddleCo also understand the value of furniture that grows with the family. Which is why all their cot beds convert to toddler beds or daybeds, their dressers have removable changing tops, and their wardrobes can easily be adjusted to keep up with growth spurts.

The nursery furniture pieces are flexible to fit your customer’s changing needs and robust enough to stand the test of time (and toddlers). So, whether they’re planning on having one child or more, CuddleCo furniture is a solid investment.

* Excludes Nola, Aria and Etta furniture ranges. † Fees for delivery apply.

Get in touch

If you have any questions or would like to find out more about CuddleCo products, drop them an email at sales@cuddleco.co.uk, and a member of their sales team will be happy to help.

Bright future for Jolly Tots

As an established Nursery retailer, you recently announced the opening of your new store. This is fantastic news! Can you tell us what the decision behind this was?

We have been looking for the right premises to open a second store for about two years now. We knew where we wanted to be located but just had to be patient and wait for the right premises.

Myself and my close family all live in Worcester so this was the main catalyst with us choosing the location along with a shortage of nursery stores in the area.

We also paid attention to the demographics of the current customers both instore and online to see where there was a potential gap in the market.  With the continued cost of living crisis, do you feel this might impact the business in any way?

We understand that the crisis will undoubtedly impact the business, but we are hopeful that this will be lessened with the company ethos of “providing something for everyone’s budget”. We pride ourselves on selling something for everyone. From the budget end to the luxury end and everything in between.  I think during these tough times this is even more important than ever.

What factors did you consider when selecting the location of your second store, and how does it differ from your first store’s location?

We love our Birmingham store and the customers. We wanted to create a second store with everything and more. Parking was hugely important during our search and we are thrilled to have 15 personal parking spaces onsite.

We also wanted the store to be a decent distance

away from the Birmingham branch as we want to attract customers from further afield that wouldn’t necessarily travel to the Birmingham store. The distance between the two is approx 35 miles.

The second store is located in a business park so is very different from the Birmingham stores busy main road location.

The showroom space is also a little larger at the new Evesham store. It is also arranged over two floors whereas the Birmingham store is across one floor.  What are some of the unique challenges you faced when setting up and organising a store specifically for nursery products?

Builders and time frames! We had an overall delay from our anticipated opening day of approximately three weeks. Which considering the huge renovations that took place we are pretty proud of.

Nursery Today had the pleasure to catch up with Jolly Tots Managing Director, Lorretta Owen to find out more about their recent expansion into their second store located in Evesham, Worcester.

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.

CHINA NURSERY CHINA

ENGLAND NURSERY TODAY

GERMANY BABY & JUNIOR

NETHERLANDS BABYWERELD

NORWAY BABY, HOBBY & LEKETØY

POLAND BRANŻA DZIECIĘCA

SPAIN PUERICULTURA MARKET

SWEDEN LEK & BABYREVYN BCMI President Daniele Caroli caroli@danielecaroli.biz bcmi@babycaremagazines.com www.babycaremagazines.com

The new store used to be a gym so was already a very spacious space. We just had to work out and agree how best to arrange this space.

As the space is over two floors we had to work out what would fit each floor best depending on sales, space taken up and lighting. There were lots of things to consider. Even deciding where to have the photo wall and till area took some deciding.

My Dad (Stephen Owen) poured his heart and soul into the new store and I couldn’t be any prouder of him. He project managed the whole thing and could even be found on his hands and knees painting skirting boards into the early hours of the morning.

How will you ensure the product selection in your second store caters to the needs and preferences of your target audience within the area?

I spent a lot of time in the local area looking at what brands people were using to help give us an indication as to what could potentially perform well in the Evesham location.

I have always been a fan of keeping things fluid. Changing the way we work depending on the market. I’m not a fan of set rules of we should stock and what goes where as I think the market is always evolving. I’m always willing to try new products, colours, display stands etc but ultimately it has to pay its way. “Floor space is money” as my mum always taught me.  If it doesn’t we will try something else in its place. I think this is also a good way of the store not looking stale and finding what works. Sometimes we are all pleasantly surprised.

Opening a new store was always going to be a challenge. We have gone in with a formula  that we thought would work and touch wood it has. We wanted to echo what we have in Birmingham by offering something for everyone from budget conscious brands such as the amazing Red Kite to luxury brands such as Nuna.

Have you utilised your website and social media to bring awareness to the new store?

We are really proud of our 93k followers on Facebook and this was instrumental with the advertising of the new store. We had a VIP event as a “soft open” and had all 40 VIP customers turn up on opening day. We are always over-whelmed at the customer support we recieve from amazing customers and wouldn’t be where we are without them.

Once the store was open, we also shared a completion to win an amazing Joie i-spin car seat which was very well received.

Tell us a little about the floorspace in the new store. When setting up the floorspace, did you find your suppliers helpful?

The beautiful new showroom is arranged over two floors. We have a modern white wall and oak flooring feel to it. With a lovely clean look.

The ground floor has all our travel systems proudly on display. From the budget conscious Miniuno Toura, Red Kite, Ickle Bubba, Cosatto,

Graco and Joie to the luxury brands such as Nuna, Silver Cross, i-Candy, Egg, Cybex, Venicci, Inglesina and Peg perago.

We also have a great display of swings, next to me cribs and around 20 car seats. There is a great selection of bedding on this level too.

The second floor has five beautiful nursery room sets. three from the amazing Phil at Little Acorns and two beautifully designed by Gill from CuddleCo.

There is a HUGE selection of strollers - approx 40 on this floor along with doubles.

At the rear is our outlet selection with amazing ex display bargains and more.

Are there any particular trends or emerging products that you have incorporated into your second store’s offerings?

We have noticed a huge increase in the sales of baby carriers at our new store. Especially the premium Cudl carrier from Nuna. Due to Evesham having a lot of countryside we have noticed a huge increase in the purchasing of larger more all terrain pushchairs and travel systems. Some customers opting for something suitable for farm life. This is somewhat different to the customers usually requirements in the Birmingham store.

Will you be looking to onboard additional brands or new products?

I’m so thrilled to have added a number of amazing brands to our new store. Egg has proved a massive success.  The guys at BabyStyle were amazing with their support. The product is outstanding.

Silver Cross , iCandy and Cybex are also new brands and they have performed exceptionally well.

I’m always looking for new brands to stock and still have my eye on a few of them...I’m really hoping to stock them soon. If you are reading this, drop me a message!

We have the full Nuna and Joie collection proudly on display and as always is performing fantastically well. Our new bespoke stand is being made as we speak and we can’t wait to see it.  Do you have any future plans for expansion and growth and how do you anticipate meeting the needs of your customers?

Never say never! We will continue to listen our customer’s needs and implement change as and when it is needed. We learn something new every day and it’s important to keep evolving.

I’m always looking for new brands to stock and still have my eye on a few of them...I’m really hoping to stock them soon. If you are reading this, drop me a message!

For the love of SLEEP!

The understanding that a good night’s sleep impacts the happiness of a parent and child is at the heart of everything Snüz creates.  Striving for excellence in safety, style and sleep-inducing features, the brand has specialised in helping families get all the sleep they need, significantly developing its offering since first launching in 2013 to now include pregnancy pillows, nursery furniture, sleeping bags, sleep aids and mattresses.

Snüz is dedicated to supporting parents through their sleep journey from birth and beyond, even starting during pregnancy with the recently launched SnüzCurve! From helping to keep baby close during the sleepy midnight feeds with SnüzPod, which pioneered a new product category when it launched nearly ten years ago, to helping create the cosiest of dens with the SnüzFino canopy, to support toddlers transition into a big bed; the brand is literally by parents’ side for every yawn, wriggle and dream!

Delivering Sleep Innovations…

Thanks to its iconic designs, superior quality, unrivalled features, attention to detail and meticulous safety standards, Snüz has undoubtedly carved itself as leaders within the baby sleep category - becoming renowned for making products that make a real difference in helping provide better sleep.

Initially conquering the baby sleep category, a decade ago with SnüzPod. The much-loved bedside crib has enabled well over half a million parents worldwide to be by their baby’s side through the night, to feed, soothe, and be closer for a safe bonding experience. Now in its 4th generation, the forward-thinking SnüzPod⁴, is bursting with innovative features and has safety at its core.

Since then, Snüz has remained focussed and passionate about sleep with other highlights including SnüzBaskit, the brands striking reinvention of the traditional Moses basket. This innovation  also marked the arrival of KinderFelt, an exclusive, responsibly sourced material developed especially for Snüz from 100% recycled materials. Stylish and soft to touch, the material not only gives the Moses Basket a contemporary look but is certified free from over 100 harmful substances.

Now with two distinctive nursery furniture sets, Snüz also

provides support throughout toddlerhood (and beyond)! The dynamic Skandi SnüzKot is a statement piece of furniture that transforms into a toddler bed for up to 4 years, and up to 10 years of age with an additional junior bed extension kit - longer than most cot beds on the market. Leaning towards the more minimalist style, SnüzFino is a thoughtfully designed, cot bed that converts into a toddler bed for little ones up to 4 years. The true highlight, however, is the unique canopy design (extension kit bought separately), promising to create the coolest den for little ones to cosy up in.

Tying a lot of the range together the SnüzSurface collection provides enhanced mattress technology and tailored support.  The innovative range of 4 mattresses, which are available in standard sizes boast multiple features, but each one has a unique 3D breathable surface, with waterproof membrane and removable cover – keeping sleep as stress free as possible.

“Snüz is the signpost for the sleep category, but we will not rest on our laurels. We remain dedicated to further developing current and new products to retain our category leading position.”

Mitch

Levene,

COO at The Green Sheep Group

Truly passionate about nurturing parents and little one’s sleep habits from day one, the design team realised the need to support even earlier, during pregnancy.  Developed with the support of a team of respected health experts, the innovative SnüzCurve not only makes sure women are sleeping comfortably, but also encourages expectant women to sleep in the correct position, which is vital for the health of mum and baby.

From its clever accessories such as the SnüzPouch with nappy changing zip – to the iconic SnüzPod keeping baby and parents safely side by side through the night, and the stunning 3-piece furniture sets to complete the nursery, Snüz has sleep sorted. 01789 734 022    trade@greensheepgroup.com  www.snuz.co.uk

Iconic Nursery brand is by parents’ side for every yawn, wriggle and Snüz!

Bottle fed

When parents consider purchasing products within the bottles and accessories category, they have specific needs and requirements in mind. Understanding these needs and catering to them can lead to increased sales and customer satisfaction. We asked BIBS Trade Marketing Co-ordinator Chiara Padoan for her thoughts on what she feels parents are currently researching when they are looking to purchase baby bottles? “A stylish and practical design that both looks good and is easy to use and clean. Parents are also researching baby bottles that prioritise safety and are free from harmful chemicals.”

Parents are seeking various qualities when looking at baby bottles. Firstly, they prioritise the safety and health of their infants. They want products that are free from harmful substances and ensure the hygiene of the bottles. This is where innovation has played a significant role. The development of BPA (bisphenol A) free bottles has revolutionised the market. BPA is a chemical commonly used in plastic products, including baby bottles, and has been linked to potential health risks. For this reason, we no longer as an industry produce bottles that contain BPA. Hannah Juniper, Brand Development Manager at Vital Baby told Nursery Today: “Parents are more conscientious now than ever, and with sustainability also being a hot topic, they are doing a lot more research and asking many more questions. As a brand, all our

products meet the highest standards to ensure the safety and suitability of the materials we use. We’re also constantly looking into more sustainable materials for both product and packaging, to be the best for families and the planet.”

Additionally, there has been a growing desire for glass or steel baby bottles. Glass bottles offer several advantages, including the absence of potentially harmful chemicals found in some plastics. They are also durable and easier to clean. Steel bottles, on the other hand, are lightweight, unbreakable, and have excellent heat retention properties. These alternatives have gained popularity among parents seeking eco-friendly and sustainable options. Retailers can tap into this trend by stocking a diverse range of bottle materials to cater to different preferences and needs.

With this in mind, as BIBS are one of the leaders when we look at glass bottles, we also asked Chiara how much importance do parents place on the materials the bottles are made from? “Parents place particular importance on the materials used in baby bottles.” Commented Chiara. “They seek bottles made from safe and non-toxic materials, such as BPA-free plastics or glass, to ensure the well-being of their infants. The choice of materials also impacts durability and ease of cleaning, making it a crucial factor in their purchasing decision. Therefore, glass is a good choice as it’s sustainable, does not emit microplastics into the milk and is easy to clean.”

6 in 1 6 innovative functions in 1 device

1. Microwave sterilising

2. Electric sterilising

3. Express bottle war ming

4. Gentle bottle war ming

5. Defrost & food war ming

6. Keep war m function

Shape and overall design are also considerations for parents when selecting baby bottles. The ergonomic design ensures a comfortable grip for both the baby and the caregiver. “The overall design determines the overall performance of the bottle.” Commented Michelle Probert from bottle manufacturer BORRN. “BORRN silicone bottles are specially designed with a unique ultra-wide neck, 2-piece design for instant assembly and breast like silicone teats to help with the overall comfort for both parent and baby.”

Bottles with wide necks make them easier to clean and fill, while anti-colic features help reduce the ingestion of air during feeding. Many parents also consider the compatibility of bottle nipples with breastfeeding, as they may want to transition smoothly between breast and bottle feeding. Retailers should offer a variety of designs and shapes to accommodate different preferences and provide options that cater to specific needs.

Elec tr ic St eriliser

MAM Elec tr ic St erilise r & Express Bott le Wa rmer:

All in 1 sterilising & heat ing solu tion.

Wa rmin g an d sterilising have neve r been this easy The MA M El ectr ic Steriliser an d Expres s Wa rmer fe atures 6 innova ti ve fu nc ti on s in 1 device an d sa ve s yo u precious time an d space. It ca n be us ed fo r both electr ic an d microwave sterilising an d it disinfec ts ma ny items in one co nven ie nt space saving device There are four di e re nt warmin g fu nc tions to always o er yo u the best solution - from expres s to gentle warming, which is idea l fo r breastmilk an d formula. The co mpac t design sa ve s ki tche n space an d pe rfectl y ro unds o th is prac tica l innovation. 85%* of user s woul d recommen d the MA M El ectr ic Steriliser & Expres s Bott le Wa rmer to othe r pa re nts.

To fin d ou t mo re visi t mambaby.co m

*M ar ket re search UK 2016, te sted by 96 part icipants

DEVELOPED WITH MEDICAL EXPERTS

UV sterilisers have also emerged as a sought-after product category. These sterilisers utilise ultraviolet light to kill bacteria and germs on baby bottles, pacifiers, and other items. One of the leaders within this sector is Vital Baby with Hannah commenting “Innovation and technology have changed the face of sterilising in the past 4 or 5 years, particularly with the introduction of UV sterilisation. UV sterilisers can be more efficient at killing germs, viruses and bacteria, and also offer more convenience, than other methods. Unlike more traditional methods like steam and cold water sterilisation, UV offers a water, chemical, heat and steam free alternative to sterilising, and most of them dry the contents for you too! Our multi-award-winning NURTURE advanced pro UV steriliser can dry and sterilise up to 4 bottles in just 29 minutes, and our NURTURE advanced pro UV mini can sterilise almost anything that will fit, anytime, anyplace, on the go or at home.”

parts are free from BPA and BPS.

Retailers can capitalise on the demand for baby bottles and sterilising systems by understanding the needs and desires of parents. By staying abreast of the latest innovations and trends in this market, you can position yourself as reliable sources for parents seeking high-quality, safe, and practical baby feeding and sterilising products. “If you’re a nursery retailer or you have a nursery department in your store, you don’t want to be missing out on the sales that bottles & feeding can deliver.” Concludes Hannah. “For stores that have historically focused on bigger purchase items, bottles & feeding can deliver easy incremental sales opportunities. There are lots of choices out there, so be sure to make your selection stand your store or section out from the crowd, giving you that critical point of difference to your competitors.”

Stocking baby bottles and sterilising systems can be highly beneficial for retailers due to the continuous demand from parents and caregivers.

BREAST-LIKE NIPPLE

Designed to avoid nipple confusion

ANTI-COLIC DESIGN

Designed to reduce colic, gas and reflux

DURABLE GL ASS

Heat and shock resistant

AWARD- WINNING

Lansinoh’s NEW Stackable BreastMilk Storage Bottles

Designed to connect easily to all Lansinoh

breast pumps

These new Breastmilk Storage Bottles from Lansinoh are a safe and convenient solution for collecting milk whilst expressing, and easily storing breast milk ready for the next feed. With a new stackable lid, they store simply in the fridge or freezer, completely leak free ready for the next feed.

Plus, the Lansinoh NaturalWave Teats attach directly, allowing you to feed your baby expressed breastmilk directly from the bottle.

www.lansinoh.co.uk/contact-us

Award Winning Baby Glass Bottle

The BIBS Baby Glass Bottle is an uncomplicated and durable companion in everyday family life in a clever modular design.

The BIBS Baby Glass Bottle is based on a mix-and-match concept thanks to separately available sets. It can be used with different nipples and colours without having to buy a new bottle. The bottle is made of borosilicate glass, which can withstand rapid temperature changes, has a high resistance to thermal shock and does not release microplastics or other harmful substances.

The natural rubber nipple is the same shape and material as BIBS’ iconic COLOUR pacifier. The ‘Complete Set’ gives you all you need to get started with bottle feeding consisting of a glass bottle in either 225 ml or 110ml, cap, one nipple, milk lock, screwcap, and a foldable funnel making it easy to fill up the bottle fast and easily with less milk/formula waste. And to accommodate preferences and different sucking techniques our range of bottle nipples offers different flow rates and are equipped with an anti-colic valve.

uktrade@bibsworld.com

Tried and tested

Dr. Brown’s is a long-established, tried and tested bottle brand.

The specially designed Options+ Anti-Colic Bottles can help prevent colic - and we all know prevention is better than cure! These bottles are clinically proven to reduce windy colic due to the brand’s unique 100% vacuum- free vent system. This system reduces the amount of air swallowed during feeds by cleverly channelling air away from baby’s feed, lessening gas bubbles in the stomach, and slowing down food intake.

The new, Flora & Fauna designed bottle collection, featuring delightful designs including Woodland rabbits and foxes; jungle elephants and tigers; ocean adventures with octopuses and whales. With eyecatching paw prints, flowers, sea life, leaves and trees, they’re set to enchant little eyes and make these bottles a favourite.

The designer edition bottles have the same great shape as the rest of the Dr. Brown’s wide-neck bottle range, but with slightly sleeker vessel walls that allow the beautiful printing of the designs to be extend around the sides.

www.centralmedical.co.uk

Simple to use

BORRN is about the birth of the parent-child relationship. Every birth is a story – a unique, lifelong parent-child story for each family.

Parenting is a big but joyful mission and borrn is devoted to delivering the best support along this journey; they care for both child and parent. BORRN celebrates parenthood and is born to be a part of your family stories. Born with a sharp look and bright in colours, BORRN’s soft and squishy silicon bottles are hard to put down.

BORRN’s bottles are toxic free because it is 100% sealed with silicone, therefore no milk would make contact with plastic. The ultra-wide neck 2-piece design save time and effort to clean, easy breezy!

www.borrn.com

Vital Baby - Leading the way in UV Sterilisation

Vital Baby leads the way in at home and on-the-go sterilisation, with their maxi – and now mini - UV sterilisers.

Forget water, heat and chemicals, UV is the answer! Using the latest UV LED technology and design innovation, the award-winning NURTURE advanced pro UV steriliser & dryer range from Vital Baby kills 99.99% of bacteria and viruses in just 7 minutes - blowing competitors out of the water with a sterilise and dry time of just 27 minutes. This award-winning product sits neatly on any counter-top and is efficient, versatile - suitable for use with a wide range of items – from bottles, teats, soothers, toys and breast pumps to small accessories, mobile phones, keys, cosmetic brushes and more…

And now here comes the brand NEW advanced pro UV mini steriliser makes germbusting on-the-go easy! A mini version of the brand’s counter-top steriliser, this pocketsized device has a ‘grab and go’ strap which can be attached to a pushchair or bag and will kill 99.99% of bacteria, viruses, and mould in just 49 seconds! It takes just 50 minutes to fully charge the internal battery and will then work for 130 sterilising cycles before it needs recharging. It is also energy efficient, with long-lasting UV LEDs. This mighty but mini product is all set to this year’s must-have travel and family fun accessory!

The Power of UV:

Both products use the latest in UV technology; a diamond reflective surface housed in the lid, which helps bounce the UV light effectively for ultra-fast sterilisation. It uses no water, no chemicals and no heat and is proven to be an effective way to kill 99.99% of bacteria, mould and viruses without the fuss of conventional sterilisers.

www.vitalbaby.co.uk

Vital Baby NURTURE advanced pro UV steriliser & dryer

NURTURE advanced pro UV mini steriliser

Developed by experts

MAM has over 45 years of expertise in research and development and is committed to the wellbeing, health and safety of babies.

MAM bottles highlight clever product design and high-quality features. Developed with medical experts, the well-loved MAM SkinSoft Silicone teat is accepted by 94% of babies.

The Easy Start Anti-Colic bottles have a vented base to allow for a smooth flow designed to reduce colic, alongside a unique selfsterilising function. Alternatively, the MAM 6 in 1 Electric Steriliser can be used to keep items sterile for up to 48 hours.

www.mambaby.com

The safest way to warm breast milk and formula

The Baby Brezza Bottle & Breast Milk Warmer is the only warmer with two settings that safely and evenly warms both breast milk and formula.

Protecting the precious nutrients in breast milk with the unique warm water bath setting, unlike other traditional warmers that use steam which is too hot and destroys the proteins in breast milk.

This warmer also offers a steam heat option to rapidly warm formula, with a warming basket that fits most bottle brands/types, storage bags (frozen or thawed) and plastic/glass food jars.

www.cheekyrascals.co.uk

Vital Baby NURTURE breast like feeding bottle

Whether parents choose to bottle feed or to combine both bottle and breast feeding, the NURTURE breast like feeding bottle is a natural choice for mother and baby.

Expertly designed to mimic mum’s breast, the teat feels and flexes like in breastfeeding – it is designed in the image of the natural shape of mum’s nipple whilst baby feeds. They also have an easy latch teat and an advanced triple anti-colic valves to reduce air intake to prevent uncomfortable little tummies. Plus, the wide bottle necks make them easy to clean and the silicone is soft and smooth against baby’s delicate face.

www.vitalbaby.co.uk

Nanobébé Available at Baby Brands Direct

Nanobébé is an innovative brand within the baby feeding sector that provides multi-award-winning bottles.

Its iconic breast milk bottle is shaped to encourage baby to instinctively connect with it while it’s advanced anti-colic teat with triple-vented design for a perfect latch that reduces colic. Its Flexy Baby Bottles feature mum like softness, made with babysafe silicone, the same triple vented teats and the option for snap on handles that little ones can hold as their motor skills develop, increasing the longevity of the durable bottles.

Operations Director at Baby Brands Direct comments, ‘With 5 awards in the space of 2 years for the Flexy Silicone Bottles, and coverage from Dr Ranj to My Baba magazine, we’re delighted to be able to offer this brand to the independent sector on an exclusive wholesale basis. Retailers can also access Nanobébé’s award winning breast milk storage bags, designed to hold milk in a shallow layer for benefits in heating and thawing, to their Flexy Soother, recently awarded Gold by Made for Mums 2023 for best soother!’

TEL: 0208 845 5000

www.babybrandsdirect.co.uk

Looking for bedding or infant sleep bags?

Traditional and contempary patterns

Silvercloud are known for their beautiful blankets and shawls. Perfect for chilly days out, or cuddles on the sofa.

Available in a selection of traditional and contemporary patterns, in gender neutral colours, which are designed to complement your pushchair or nursery. All of their blankets and shawls are knitted from 100% cotton, and are beautifully packed with a ribbon, making them a perfect gift for a new baby. Discover matching bedding and nursery accessories, exclusively designed in the UK.

Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802

nursery@east-coast.co.uk

www.eastcoastnursery.co.uk

Award winning sleeping bag

Organically soft

The brand prides itself on offering all the baby bedding parents and carers will need for the nursery. From bed sheets and baby blankets to sleeping bags.   All cots and crib items are offered in an array of natural, earthy tones and delicate prints. Made using only the best certified organic cotton, every piece of bedding from The Little Green Sheep is carefully crafted to offer a breathable soft layer ideal for your baby’s delicate skin and a natural safe sleep environment away from harmful chemicals.

Tel: 01789734022

trade@greensheepgroup.com

www.thelittelgreensheep.co.uk

Thoughtfully designed with an innovative twist, SnüzPouch is the award-winning baby sleeping bag that promises to reduce night-time disturbances for babies (and parents) thanks to its genius nappy change zip, which has been seamlessly integrated into the design. Nappy changes in the small hours are now quick and easy thanks to the unique SnüzPouch design. A truly original nursery essential, SnüzPouch is made with super soft cotton and available in a range of stylish prints. The unique SnüzPouch is now available in two sizes, 0-6 months and 6-18 months. The double shoulder and perfect-fit underarm poppers create a safe and secure sleeping environment for extra comfort, ensuring babies can happily ‘Snüz’ for hours!

Tel: 01789734022  trade@greensheepgroup.com www.snuz.co.uk

Here we shine the light on products available to order now.

Bedding from The Little Green Sheep is made from beautifully soft organic cotton to create the very best environment for little ones to enjoy a good night’s sleep, naturally.

All Natural Mattress

Co-ordinated solution

The Treetops collection from Silvercloud has been specially designed to help create an individual themed nursery, using 100% cotton with soft-touch fabrics, it features adorable forest animal friends in a gentle, unisex colour palette.

Discover a matching 3 piece bedding set, sleeping bag, changing mat and cosy hooded cuddle robes, along with beautifully packaged knitted blankets that make perfect baby shower gifts.

The Treetops collection was exclusively designed in the UK with love.

Silvercloud is the bedding brand of East Coast Nursery: a family-run business for over 60 years, supplying award-winning products for babies.

Tel: 01692 408802 nursery@east-coast.co.uk www.eastcoastnursery.co.uk

Organic brushed cotton

The Little Green Sleeping bags are a must for families looking for a naturally super soft option for bedtime.

Created with 100% organic brushed cotton, every Little Green Sheep sleeping bag is ideal for baby’s delicate skin and promises a truly luxurious sleeping environment. The luxury organic sleeping bags are available in a selection of natural tones and delicate prints, 1.0 and 2.5 tog options with a comfortable quilted design.  Under arm poppers create the perfect snug fit for baby and a side zip for easy nappy changes.

These sleeping bags are naturally brilliant, creating the perfect environment for sleep that is  free from all nasties!

Tel: 01789 734022

trade@greensheepgroup.com  www.thelittlegreensheep.co.uk

Stylish twist on prints

The Snüz range of baby and toddler bedding promises striking, unique designs that are full of fun and bursting with colour.

With the stunning range of printed baby bed sheets, baby blankets, bedding sets, Snüz offers everything a family needs to give their cots and cot beds a stylish twist with prints featuring stars, rainbows, spots and clouds, there is a design for everyone. Reversible duvet covers and pillowcases are created using 100% soft jersey cotton for a comfy and breathable sleep environment, while the 100% cotton printed sheets are super soft, lightweight and perfect for newborn skin.

01789 734022

trade@greensheepgroup.com www.snuz.co.uk

Pregnancy for the vast majority is a wonderful time, however it can highlight several problems. For example, restless nights as the baby bump grows, discomfort for some while driving, and a natural anxiety about the growing baby. It doesn’t end there, there is also perhaps a time pre-birth while being

Mother&Baby Maternity Must-Have

The Mother&Baby Organic Cotton 12ft Deluxe Body Support Pillow from CuddleCo is a sleep essential for mums to be.

A growing baby bump, along with the aches and pains of pregnancy can make it nearly impossible to find a comfortable sleeping spot. This super-sized pregnancy pillow has 12ft of cushiony softness, specifically designed to support a pregnant women’s changing body and help them feel as comfortable as possible while sleeping.

The pillow even comes in handy post-pregnancy and can be used as a feeding support, for tummy time and as a seating aid for baby.

sales@cuddleco.co.uk

Comfortable and stylish

At MAMALICIOUS, their motto is ‘Live, Care, Love’. Helping expectant mothers LIVE their lives freely during pregnancy by making clothes that are comfortable and stylish and fit her growing body. Providing CARE by having a collection that heavily focuses on using sustainable materials to create a better future for our children. Creating cool, easyto - wear styles that allow freedom of thought so all the LOVE can go on the baby.

www.mamalicious.com

pregnant when mums will also turn to breastfeeding bra’s early and clothing that will offer support to their growing stomach for day-to-day comfort, coupled with built in clever design to enable breastfeeding once baby has arrived!

PETER RABBIT™ © Frederick Warne & Co. 2023

Expectant mums today are savvy when it comes to products that offer assistance during and after pregnancy and will seek out products that are promoted well and will consider a products function even after birth.

Ubere Mama enters the world of Beatrix Potter

Ubere Mama’s collaboration with the World of Beatrix Potter has created a timeless and co-ordinated breastfeeding lounging range for women.

The range incorporates cosy Hoodies, tops, vests, nightwear, PJs. Co-ordinated pieces for both indoors or for the relaxed outdoors mixing different prints and colours iconic to Peter Rabbit and friends.

Ubere Mama stands for sustainability with designs that are made in Britain - all from organic or recycled yarns. Caring for the environment and the future generations of our children

This range will be available online and in stores from 4th September 2023.

sj@uberemama.co.uk

www.uberemama.co.uk

Comforting sleep

Snüz has pulled on its expertise in sleep to support mums-to-be with its recently launched pregnancy pillow.

The innovative SnüzCurve has been meticulously designed by a team of respected health experts including Midwives, Chiropractors, Health Visitors and Physios, to ensure pregnant women are sleeping correctly and comfortably. The uniquely shaped pillow seamlessly curves around the pregnant figure and growing bump, and thanks to its innovative KneeBlade design, guides mums-to-be into the correct sleeping position. Taking the pressure off hips, legs and ankles, it also supports the upper body, creates a neutral spine posture, relieves pressure on the bump and ultimately keeps mums-to-be comfy.

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

Lansinoh supports vulnerable new mums

Lansinoh announce their support of UK-based charity Baby Basics to help vulnerable new mums get the hygiene products they need after giving birth.

As part of the launch of their new Maternity Pads, an extension of their award winning Birth Preparation & Recovery range, Lansinoh have donated 16,500 Maternity Pads to the charity which will be distributed across the UK via the Baby Basics network.

Cat Ross, CEO for Baby Basics said: “When Baby Basics first began 14 years ago, we heard stories of mums in hospital without maternity pads and being shamed for it. We committed then to ensure that every mum referred to us would be provided with Maternity Pads to ensure that they had the essentials needed for themselves as well as their babies.”

Lisa Craven, Senior Marketing Manager for Lansinoh said: “All women experience bleeding after the birth of their baby. For many women, postpartum bleeding is heavier than a typical menstrual period, particularly in the first 2 weeks requiring a degree of protection not offered by traditional menstrual or bladder leakage pads. Our brand mission is to ‘Stand with the Mothers’ – that means all mothers, regardless of status or situation, and we hope that by shining a light on this issue, we can pull together as a community to support those struggling when they need it the most.”

www.lansinoh.co.uk

Jubblies Announces First Strategic Partnership

Jubblies, a trusted reusable bamboo nursing pad brand with multiple gold and silver Made for Mums awards, announces its partnership with Tiddley Pom, a natural skincare product company.

Established as a go-to brand for eco-friendly nursing supplies, Jubblies seeks to expand its offerings in the sustainable family product space through  alliances.  “We want to speak with other eco-friendly brands and retailers about collaborations to scale,” says CMO Laura Waller.  “When sustainable products perform, everyone wins.”

To learn more about working with Jubblies, contact the below. admin@familycoop.co.uk www.jubblies.co.uk

Barking Mad

john@pramland.co.uk

Hello everyone and welcome once again to my corner of nursery today. It’s been a busy month since my last article was published and I’ve received a lot of input from fellow retailers and brands about the words I wrote. Those of you that know me know that I don’t use my article as a place to view my political opinions. I like to keep what I write light and of a useful nature. I always ask myself the question – if I was another store reading this would I find something of use? Does it scratch an itch that’s been driving me mad for a while? Does it validate (boy do I hate that expression!) my opinions or my experiences on a day-to-day basis. For me to get political and discuss “big issues” in these pages is a departure from the norm.

I chose to write the article as I sincerely feel our industry is at a fork in the road and the actions of us all will dictate which road we’ll take. As retailers we must choose which brands we want to represent, picking those that share our values and ethos on trading in a mutually beneficial manner. As brands you need to choose those retailers that will respect your

brands products and values, represent you in any way you’d wish to be represented and most importantly those that want to sell your products – consistently in order to increase sales.

Historically our industry was very different. I’ve been in the “pram game” for the best part of 20 years now (stop it, stop it! I know I don’t look old enough!) and when I saddled up, the industry was ruled by hundreds of independents all doing their own thing oblivious to what everyone else was doing. On the nationals front we had Mothercare, Toys R Us, Halfords and a hand full of others. The internet was still in its infancy and more importantly I had a little hair left. When you look at the industry now it’s a huge shift, the number of independents has shrunk to an all time low, many of the nationals listed above are no more and the others walked away from wheels (or should that be pushed?) years ago. In the place of these omissions we have online retailers and consumer shows. How many more independents can the industry stand to lose? There is an argument that as one store closes those in the surrounding areas simply

weather the coming storm will be stronger for it. As independents we need to accept the inevitable and move with the change or we risk becoming another statistic ourselves.

grow stronger and I do believe those of us that weather the coming storm will be stronger for it. As independents we need to accept the inevitable and move with the change or we risk becoming another statistic ourselves.

Since last month I had a very productive meeting with the MD of a leading brand, we had a good long chat about various things and it was interesting to get his input from the eyes of a brand. Among the many things we discussed he brought up the cost of stands and how we independents constantly demand stands and point of sale items. All these cost money and he all but said

that he has a number of stockists with stands that cost thousands of pounds to design, build and install and the retailers simply aren’t generating sufficient turnover to balance the books. He admitted that some of these installations had happened prior to him taking the reins and did say going forward he would be certainly ensuring only stores producing the business or showing signs of significant growth will be given them. I encourage this completely, you don’t get anything in life for free after all. If a brand has taken the time, effort and resources to invest in my shopfloor with stands then I’ll reciprocate with

This month Pramland’s John Barker is reflecting on his article last month – with perhaps a change of heart and shares his thoughts.

How many more independents can the industry stand to lose? There is an argument that as one store closes those in the surrounding areas simply grow stronger and I do believe those of us that

sales. It also means that stores doing well or are growing are getting the investment they need and deserve whereas those “playing at being a stockist” don’t waste valuable resources.

I guess I’d never looked at it from the viewpoint of the brands and it will certainly make me appreciate the displays we are given a lot more.

Another point we discussed was the unenviable task of trying to please all channels – all the time. As a retailer that decided many years ago to stay well clear of online selling I have one channel I have to worry about – in store. All my activity is focused on that sole channel and I have to tailor my proposition and handling of promotional periods accordingly. In addition to this, as an in store only retailer I am mindful that the vast majority of my customers use our lay-by scheme (old school I know but it’s worked for all these years why change it – and let’s be honest for most of us this is our bread and butter during quieter times). As a result of this, and my customers need to spread their purchase, the need for constant “save money now” if you order promos is reduced – most of my customers just can’t pay for their pram there and then. If, however I had to service a channel such as online sales I’d be saying the

opposite. I need regular money saving promos to allow me to sell units and reinvest in more stock. It’s very different angle. Add to this the fact that many of our brands also distribute to nationals and their very different requirements for margin and distribution – things are now starting to get awkward. So, when a brand chooses to add selling direct to the mix it starts becoming as difficult as juggling with jelly! Many of you reading this now will say “it’s simple, don’t sell direct and it’s one less channel!”. In reality the margins that direct sales allow the brands to make actually mean they have additional funding to pay for stands and in store promotions. To put it simply if you can earn more off your own channel than another you are in theory averaging out your margins. This is simple and effective and makes complete sense. But, and there is a but here, with all these channels comes various issues as we have all seen. If you juggle jelly for too long, you’ll just end up with a mess on the floor.

But you’ve just argued against everything you said last month I hear you shout. And in a way I guess I have but does that mean I’m happy about it? No. Do I accept it? Yes, we have to as it’s the way it is. As I said above, we are

heading to a fork in the road and we are all part of deciding which way we turn.

And that just about wraps it up for another month. I have to leave you now as I’m currently sat on a BA A380

cruising at 34,000ft above the Atlantic on my way to Miami for a much needed holiday. Hopefully I won’t get slapped by Will Smith or burnt to badly on my first day! Until next time so long for now!

If a brand has taken the time, effort and resources to invest in my shopfloor with stands then I’ll reciprocate with sales. It also means that stores doing well or are growing are getting the investment they need and deserve whereas those ‘playing at being a stockist’ don’t waste valuable resources.

Rest assured

Baby

In today’s fast-paced world, ensuring the safety and well-being of infants is a top priority for parents and as such baby monitors have become a ‘must have’ nursery product.

Over the years the baby monitor market has witnessed significant technological advancements. For example, traditional audio monitors evolved into video monitors with real-time streaming capabilities and Wi-Fi connectivity now allows parents to view their baby from anywhere using smartphones or tablets, offering greater flexibility and convenience.

Furthermore, we are also now experiencing monitors with smart home systems enabling seamless control and monitoring using voice commands or mobile apps. This innovation is now revolutionising the way parents interact with their baby’s environment. And let us not forget, that advanced baby monitors now come equipped with sensors that detect vital signs, such as heart rate, oxygen levels, and sleep patterns.

As this in an incredibly emotive nursery product sector, before investing in a baby monitor parents will often research products to make an informed decision. Some key factors parents might consider prior to purchase could include them looking for monitors with a long range and strong signal quality to ensure uninterrupted monitoring even from a distance or across multiple floors. High-resolution video quality and night vision capabilities that allow parents to clearly see their baby day or night, ensuring optimal monitoring. And with the rise in connected devices, parents might also prioritise monitors with robust security features to protect their privacy and prevent unauthorised access.

We highlight a variety of monitor options that are all available to order now.

Smart monitoring

The Owlet Smart Sock Duo Monitor is a revolutionary baby monitoring system designed to provide parents with peace of mind and real-time insights into their baby’s well-being.

The monitor consists of a wearable sock that securely fits on the baby’s foot and a base station that connects to the parents’ smartphones. Using pulse oximetry technology, the Smart Sock Duo continuously tracks the baby’s heart rate and oxygen levels, alerting parents if any irregularities are detected. With a range of up to 100 feet, parents can monitor their baby’s vitals from anywhere in their home. The intuitive app provides detailed sleep tracking and trends, ensuring a deeper understanding of the baby’s sleep patterns. The Owlet Smart Sock Duo Monitor is a game-changer for parents seeking a reliable and comprehensive baby monitoring solution.

Contact sales@cheekyrascals.co.uk for more information.

www.cheekyrascals.co.uk

See, talk, hear

Hubble Nursery Pal Deluxe – The Ultimate Smart Video Baby Monitor

The Hubble Nursery Pal Deluxe Smart Video baby monitor has a large 5” HD Touch screen with a pan, tilt zoom camera for local viewing or connect remotely via the Hubble App. The parent unit can entertain a child with pre-loaded videos and fun games. IR night vision, temperature and humidity sensors on the camera ensure optimal nursery conditions. Seamlessly integrate with the HubbleClub App and see, talk and hear your baby from anywhere using your smartphone or tablet. Experience peace of mind and redefine childcare with our full Hubble Connected range.

www.hubbleconnected.co.uk

Monitors play an essential role and can provide many benefits for nursery retailers.

REASSURES, NOTIFIES AND TRACKS

The Dreamsense baby monitor that senses everything but only communicates what matters to you helping you to relax, get on with your day and get more restful sleep.

Featuring an HD, pan and tilt night-vision camera for a wide-angle view of your baby’s sleeping environment with inbuilt sensors to detect sound, temperature and light.

The wireless and rechargeable parent pod communicates with the baby monitor and notifies you of changes in baby’s sleeping environment through audio and coloured lights.

Live-stream crystal clear colour video and audio from your baby’s room directly to your smartphone or tablet, configure your comfort zones and track baby’s sleep patterns.

WANT TO KNOW MORE?

For more information about Tommee Tippee Dreamsense monitor, please email us at UKNAMS@mayborngroup.com or head to tommeetippee.com

BABY UNIT

PARENT POD

SMART APP

Safe and secure with Angelcare

As the original baby movement monitor brand, the Angelcare monitors have the latest technology and features which have been expertly developed and improved over the last 25 years.

The advanced SensAsure technology in Angelcare’s Movement, Video and Sound Monitors track the movements of baby’s chest whilst is rises and falls as well as every wriggle of the baby across the surface of the whole mattress. The brand pride themrselves on non-contact monitoring which means that the wireless Movement Sensor pad is placed safely under the mattress at the time of installation, so there is no need for itchy or intrusive equipment to be placed on to your baby each time they sleep. The alarm from the parent unit will only sound if no movement is detected after 20 seconds so you can try to relax knowing that your baby is sleeping safely.

www.angelcare.com

Reassures, notifies and tracks!

Easing nighttime stresses using smart tech. Less stress for mums and dads, and a night of restful sleep for everyone.

Parents want reassurance 24/7 and it can be hard for them to relax. The Dreamsense monitor reassures, notifies, and tracks. It senses everything, but only shares what matters most, so there’s no need to constantly watch a screen.

The baby unit (an HD camera with two built-in microphones) monitors sound, light, temperature, and humidity. The wireless parent pod communicates with the baby unit and notifies parents of changes in baby’s sleep or environment using sound and light, so they get a break from constant monitoring.

The app streams video and audio, monitors baby’s environment, spots disturbance patterns, and can be used to set comfort zones and track sleep patterns. If baby does stir, the monitor plays pre-set lullabies, and parents can use the two-way talk-back feature or even record their own personalised message.

For more information about Dreamsense and the other Tommee Tippee monitors, email the below.

UKNAMS@mayborngroup.com

www.tommeetippee.com

Stocking the right brands for your customers

Investing in a good baby monitor is an important decision for any parent, and choosing the right brand can make all the difference. If you’re a retailer or distributor looking for baby monitor brands to sell in your store or online shop, LeapFrog and V-tech are excellent choices to consider.

These brands are well-known and trusted by parents worldwide and offer a range of options that cater to different needs and budgets. By offering these brands in your store, you can provide parents with a wide choice of products, knowing they are reliable, easy to use and packed with features to help them monitor their little ones. Additionally, both LeapFrog and V-tech are committed to safety, ensuring their products meet the highest industry standards with excellent warranties and customer service.

Available from Murrays Health and Beauty.

www.murrayshealthandbeauty.com

Keep connected with Maxi-Cosi

Maxi-Cosi Connected Home is a stylish range of smart sensory nursery products that connect via one easy-to-use Maxi-Cosi Connected Home App. Smart technology designed to watch over, comfort and soothe baby, giving parents peace of mind. Sleek, modern, and packed with advanced automated routines and personalised features, the range of reassuring nursery products includes a baby monitor, a light and sound machine, a humidifier, and an under-crib light and will soon feel like part of the family. Safe and secure, streaming data is fully encrypted so family moments remain private.

This smart sensory range to aid both babies and parents includes: See Baby Monitor – Parents can watch their little one live with HD streaming in the palm of their hand. See allows them to keep a close eye on baby anytime with day and night vision and remote-controlled pan, tilt and zoom. It also notifies parents of any changes directly to their phone and plays lullabies and white noise sounds to calm and soothe.

Breathe Humidifier - With a generous 3.8 litre tank capacity, Breathe Humidifier can run uninterrupted for 24 hours. When water levels are low, parents are alerted on their phone via the Connected Home app. Designed to fit into the modern and stylish home, it can also be used with essential oils as a diffuser, catering for the whole family.

Soothe Light and Sound – Soothe Light & Sound creates the perfect sensory experience for a calm, relaxed nursery. Parents can personalise baby’s sleep routines with soothing lights, sounds and sleep-inducing lullabies. As the child grows from newborn to toddler, parents can help teach them with personalised time-to-rise settings. Via the app, parents can control, programme, and adjust music, light and colour brightness and create their own sensorial nursery scenes.

Glow Under Crib Light – A low level under-crib light, Glow allows parents to

be able to see when going into the room to check on baby without the risk of waking them. It has a smart motion detector which turns on soft lights when parents approach the crib and automatically dim as they leave. It’s easy to install and is held in place with self-adhesive fastenings and the wires can be clipped under the crib to keep them safely out of the way.

www.maxi-cosi.co.uk

Tracking baby’s movements

Nanit’s awardwinning, cutting-edge Pro Camera tracks baby’s movements.

The Nanit Pro Camera delivers parents a crystalclear picture of almost everything that happens in and around the cot. While patented technology analyses their sleep patterns to give parents personalised tips and expert coaching that improves sleep quality.

Nanit captures your baby’s nest moments and milestones automatically in our app. Celebrate their growth every step of the way and share with loved ones.

The breathing wear bands comes boxed as standard, as with it your Nanit can see your baby’s chest as they breathe. Get real time alerts if they need you and feel more confident leaving them in their crib overnight. sales@kooltrade.co.uk

The Rise of Baby Monitors within Smart Home Systems:

Fulfilling Consumer Demands for Convenience, Control, and Safety

The increasing popularity of smart home systems and lifestyles reflects the growing demand for comprehensive monitoring solutions that prioritize convenience, safety, and connectivity. These innovative baby monitors have gained significant recognition due to their advanced features, including mobile apps, coloured night vision, temperature alerts, and recording capabilities. These functionalities provide parents with essential tools to ensure their baby’s well-being while seamlessly integrating into their modern, connected lives.

In such a fast paced market, it is vital for retailers to stock these types of monitors to meet the demands of parents who seek such devices. Among the leading brands in this technology are VTech, who offer a range of options that seamlessly fit into smart home systems.

www.murrayshealthandbeauty.com

Bedtime bliss with Rainbow Designs

Bedtime cuddles and story time is an important component in helping to establish a good bedtime routine and sleep habits, and Rainbow Designs’ collection of ever-popular cuddly characters, coupled with the adored character storybooks, makes a wonderful combination for a those special bedtime cuddles and stories. Cuddly character and storybook ranges included Beatrix Potter’s Peter Rabbit, Disney’s Winnie the Pooh, Guess How Much I Love You, Elmer and We’re Going on a Bear Hunt, along with new additions for 2023, Maisy and Giraffes Can’t Dance. According to Dr Amanda Gummer, Child Development Expert and Founder of The Good Play Guide, “Snuggling up with a high-quality soft toy for bedtime is a great opportunity for children to develop reassuring emotional attachments and create their own sense of ease for their all-important sleep.”

Also arriving this summer are the Peter Rabbit and Paddington Bear Bedtime Cuddle Nightlights. The super cuddly soft toys respectively hold a soft, detachable lattern and marmalade pot, that illuminate to provide a mesmerising light pattern and soft nightlight, whilst playing a soothing lullaby. Created especially for baby to comfort and soothe baby at bedtime, is the unique and stylish Safe & Soft Collection. The patented range features beautiful My First and Baby Comfort Toys created from specially treated antibacterial and hypoallergenic materials, to deliver the ultimate in hygiene protection for Baby.

Tel: 01329 227300

www.rainbowdesigns.co.uk

Establishing good sleep patterns is important for not only a happy and healthy baby but rested parents too.

supplier snapshot

Ravi Chambers

SALES DIRECTOR UK/EMEA – BINATONE ELECTRONICS (HUBBLE CONNECTED)

How has technology moved forward when we look at monitors?

There’s a huge difference, especially in terms of security, convenience and innovation. Traditional video or non smart monitors do not offer the option of remote monitoring like we do today, and real-time video monitoring on-the-go is a must-have to alleviate anxiety in new parents. Hubble Connected nursery ecosystems provide smart home integration that lets you access all our devices and data in one place via the HubbleClub App- so you have access to the data you need, when you need it. Another important feature that monitors offer are new A.I insights. Monitors can no longer be relegated to just being an accessory in the nursery. The right smart monitor can be a helpful tool to simplify the parenting journey, especially for first-time parents. Do you feel consumers are seeking out smart home systems that include apps, voice control, etc.?

For sure. There’s a paradigm shift towards an increase in app-first monitoring in the market where an app can transform your phone into a baby monitor. What’s more, one doesn’t need to lug around multiple devices because most people carry their phone with them. Features like live-streaming are a given, additionally parents are actively seeking out tools that help enhance baby safety, track growth

Debbie Grant

SALES DIRECTOR - CHEEKY RASCALS

With the current cost of living crisis, does price vs. function play a pivotal role?

Rising costs of living is straining household budgets, leading parents to look for more affordable options when purchasing baby monitors. They may opt for models that offer essential monitoring functions without the added cost of advanced features, although while price is a significant consideration, parents may also factor in the longevity and durability of a baby monitor. Investing in a higher-quality, durable monitor that can last through multiple children or for an extended period may be seen as a cost-effective decision in the long run

Does social media have an active role in generating awareness to products that are currently available?

Yes, social media platforms actively contribute to generating awareness about currently available baby monitor products. Brands leverage social media channels to showcase their products, share informative content, and engage with their target audience. Influencers and parenting communities also play a role by sharing their experiences and recommendations. Social media allows for direct communication between brands and potential customers, providing updates, addressing queries, and sharing user-generated content. Additionally, targeted advertising on social media platforms helps reach relevant audiences. Overall, social media serves as a powerful tool for creating awareness, fostering discussions, and influencing purchasing decisions regarding baby monitor products.

As monitors are a very tech product, does dad become involved more in the buying process?

Yes, the involvement of dads in the buying process of baby monitors has increased. With the prominence of technology and the importance of ensuring the baby’s safety, dads are actively participating in researching and selecting baby monitors, considering features, reviews, and technology-related aspects to make informed purchasing decisions.

What benefits do you feel retailers can gain by stocking monitors in-store or via their websites?

Retailers can benefit from stocking baby monitors by attracting customers seeking these popular products, expanding their product range, creating cross-selling opportunities, and potentially achieving higher margins and profitability due to the demand for these essential baby care items.

and development patterns, provide insights into sleep and wake patterns and more. Tools that integrate with voice assistants like the handsfree function on our HubbleClub app are also very popular with our customers.

Typically, what do you feel are standard features that parents or carers now look for?

The standard monitoring must-haves are real-time video monitoring, remote pan and tilt functions, sound and two-way communication. In addition, wireless connectivity, offering video storage to backup important footage, smart tools to track baby’s growth and development, room temperature display, night vision, and tools that offer some form of soothing for an infant till a caregiver can reach them, are seeing an increasing demand, including lullaby libraries, custom nightlights and more.

Do you feel that we will experience any further/future innovation in this category?

Future innovation in the baby monitor category is likely, driven by advancing technology. Expected advancements include improved connectivity options, integration with AI for automated sleep tracking and personalized recommendations, health monitoring for additional parameters, AR overlays for real-time feedback, VR for immersive monitoring experiences, and enhanced security features. Manufacturers will continue to explore these possibilities, providing parents with more advanced and personalized monitoring solutions to meet their evolving needs.

This month Nursery Today spoke to a number of the industry’s finest to find out their thoughts on the ever evolving monitor product category.

Protecting Children Against Counterfeit Toys

By Mary Kernohan, head of nurture at SnapDragon Monitoring

With Child Safety Week just passed, this raises the important conversation around counterfeit toys. So how can manufacturers and brands protect children against these risks?

This year, Child Safety Week ran from the 5th to 11th June. The event is the Child Accident Prevention Trust’s annual campaign to raise awareness and instigate dialogues on child safety, and one important conversation that closely aligns with the event is around the increasing presence of counterfeit toys available today that jeopardise the safety of children.

In 2020 it was estimated that the global toy market was worth a staggering $94.7 billion, experiencing a growth of 13% since 2010. This immense figure turns the toy industry into one of the world’s most profitable markets, so it’s not surprising that criminals have set their sights on the industry, seeking a slice of the lucrative pie.

Today, fraudsters will regularly hijack on the popularity of toys, making their own counterfeit imitations in a bid to make money and trick consumers into thinking they are purchasing a genuine article, while enticing them with significantly discounted pricing.

However, these counterfeit toys pose serious risks to the health and safety of children.

Unlike legitimately-manufactured toys, counterfeits never go through any health and safety tests, so they present a real risk to their users. There is a

possibility they may contain toxic chemicals, such as lead and phthalates. They may be a be a choking hazard or lack age-appropriate warnings. If the toy contains electrical components there is the threat of a fire hazard or electrocution.

While legitimate products will be rigorously tested by manufacturers to meet government safety regulations, and to make sure toys are safe for the age grade they are given, counterfeit items are often made in sweatshops where workers are exploited on low wages and poor working conditions, and the primary focus for their sellers is to make money as quickly, and unethically, as possible.

The biggest risk for consumers is the difficultly it takes to detect a genuine item and from a copy-cat. Knock-off toys use brand names and similar trademarks to trick the consumer into believing they are purchasing an authentic product. Their discounted price tags can also be attractive to consumers as they aim to cut costs while their other financial commitments continue surge. But the risks of counterfeits significantly outweigh the monetary savings.

When it comes to toy manufactures, counterfeits can also have a negative impact on their brands. Any exposure to counterfeit products can adversely affect trust in a brand and research shows both consumers who knowingly, and unwittingly, have bought a knock-off product think less of a brand that is associated with forgeries.

As a result, it is vital that the toy

industry shines a spotlight on the risks posed by counterfeits and takes steps to protect their customers from the threat.

So, what are the best steps manufacturers can take to protect their brand and, most importantly, their young users against counterfeits?

When it comes to protecting against counterfeit toys, there are several options available to manufacturers.

First, and most importantly, it all comes down to communication. This includes putting information on websites around the ecommerce platforms and locations where products can be purchased, while also communicating on any counterfeits that are currently being marketed and informing customers where these fakes circulate and the risks they can carry to users.

Manufacturers can also enlist brand protection specialists to help them monitor and identify fakes of their products that are being advertised online. These brand protection specialists can utilise innovative AI technology to scan the web for fake products and then work to have them removed before they can harm. If a fake is found, brand protection

specialists can act on the behalf of a toy manufacturer and contact the sites with illegitimate listings asking for fakes to be removed.

Businesses are also advised to register their intellectual property in every region they trade in and to trademark their logos, word marks, brand names and design elements. This helps protect their products from infringements and gives them the legal authority to take action against illicit sellers.

With counterfeit toy trade growing every day, it is essential that the toy industry takes steps to stand up against this illegal trade. By taking steps to monitor for counterfeits and communicating with customers on the risk fakes can pose, this will help protect customers against the threat while, most importantly, keeping children safe.

www.snapdragon.ip.com

Loved by Parents

The UK’s Loved by Parents awards have become a significant recognition in the realm of nursery products, boosting their value, trust, and consumer confidence. These accolades are highly regarded by parents and industry professionals alike, play a vital role in guiding consumers towards high-quality and reliable products for their little ones.

The Loved by Parents awards provide a stamp of approval from a trusted source. When parents see a nursery product bearing this accolade, it signals that the item has been rigorously tested, evaluated, and deemed exceptional by a panel of experts and real-life parents. This validation instils confidence in consumers, assuring them that the product meets stringent standards of safety, functionality, and overall quality.

Moreover, these awards help parents navigate the vast array of options available in the nursery product market. With countless choices to consider, it can be overwhelming for parents to make informed decisions. The Loved by Parents awards serve as a reliable guide, showcasing products that have been recognised for their excellence. This simplifies the decision-making process for parents, saving them time and effort in researching and comparing various options.

Congratulations to all the winners – here we list the Platinum Awards 2023 Winners – for the full list visit www.lbpawards.com

Playtime

Best Doll

L.O.L. Surprise! Sunshine Makeover

O.M.G. Fashion doll

Best Soft Toy

BABY Born Bear

Best Baby Toy

Ewan Deluxe

Best Pre School Toy

Toniebox

Best Toddler Toy

Mookie Scuttlebug

Best Educational Toy

FABA Starter Set

Best Activity Toy 1-3 yrs,

Chelston Bikes Minidutch Balance

bike ,

Best Activity Toy 3-6yrs

Little Tikes Fountain Factory Water

Table – Platinum

Best Outdoor Toy 7+

Yvolution Y Fliker Pro

Best Interactive Toy 3-6 yrs

FABA Starter Set

Best Interactive Toy 6+

L.O.L. Surprise! Sunshine Makeover

Big Surprise

Best Toy Design

GLTC Meadow View 360° Children’s

Doll House & Garden

Best Ride On 1-3 yrs

Micro Scooters Mini Micro 4 in 1

Mini to Grow Scooter

Best Ride On 3-6 yrs

Yvolution Y Velo Trike

Best Role Play Toy

Playmobil 71202 City Life

Ambulance with Lights and Sound

Best Outdoor Toy 1-3 yrs

Chelston Bikes Minidutch Balance

bike

Best Stimulative Toy 3-6 yrs

FABA Starter Set

Best Construction Toy 3-6 yrs

Connetix 202 Piece Pastel Mega Pack

Best Wooden Toy 3-6 yrs

GLTC Meadow View 360° Children’s

Doll House & Garden

Best Eco Friendly Toy

Jaques Of London Wooden Tractor

- Farm Toy

Best Electronic Toy 3-6 yrs

Toniebox

Best Innovative Toy 2023

GLTC Meadow View 360° Children’s

Doll House & Garden

Home

Best Home Cleaning Product

Milton Antibacterial Surface Wipes

Best Household Appliance

My Henry George

Best Innovative Home Product

Venture All Stars DUO

Best Time Saving Product

My Henry George

Best Innovative Safety Product

Misty the Smart Cloud

Best Baby Friendly Detergent

Almat Super Concentrated Laundry

Liquid Non-Bio

Best Baby Friendly Fabric

Softener

Almat So Soft Fabric Conditioner

Best Laundry Product

Almat So Soft Fabric Conditioner

Best Cleaning Product

Oxi Stain Remover Assortedcolour

Feeding Products

Best Portable Feeding Product

Baby Nom Waterproof Weaning Bib

Best Feeding/Support Pillow

DreamWizard Memory 3D

Best Innovative Product for Feeding

Nohla Eco-Friendly Dinnerware for Babies & Toddlers

Bibado Dippit

Best Feeding Equipment Set

Munchkin Bambou Feeding Range

Best Drinking Cup

Munchkin 7oz Click Lock Tip n Sip

Trainer Cup

Best Sippy Cup

Munchkin 10oz Simple Clean Straw Cup

Best Transition/Training Cup

Munchkin 7oz Click Lock Tip n Sip

Trainer Cup

C’est Silicone! Training Cup with Removable Lid and Straw

Best Innovative Cup

Munchkin 7oz Click Lock Tip n Sip

Trainer Cup

Best Baby Accessory

C’est Silicone! Training Cup with Removable Lid and Straw

Best Baby Steriliser

Nanobébé microwave steam

steriliser

Best Weaning Product

Chomp Panda Weaning Set

Best Product for Bottle

Feeding

Lansinoh Glass Feeding Bottle

Best Product for Breast

Feeding

Lansinoh HPA Lanolin Nipple

Cream

Lansinoh Washable Breast Pads

Best Highchair/ Seat/Booster

KAOS Klapp high chair

Best Feeding Accessory

Baebea Foodie Feeder

Best Manual Breast Pump

Lansinoh Manual Breast Pump

Best Electronic Breast Pump

Medela Freestyle Hands-free Breast

Pump

Pippeta LED Wearable Hands- Free

Breast Pump

Best Innovative Breast Pump

Pippeta Classic Led Dual & Hands

Free Breast Pumping

Lansinoh 2 in 1 Double Electric

Breast Pump

Nursery & Accessories

Best Sleep Aid

ewan Deluxe

Best Sleep Solution

Rockit Rocker

Best Nursery Innovation

Bababing Bedside & Travel Crib

Best Night Light

ZAZU Breathing light Emmy the

elephant

ZAZU Sleeptrainer, nightlight and soundmachine BRODY

Best Cot

Venture Hush Bedside Crib

Best Nursery Bedding

Silentnight Safe Nights Baby Sleep Bag

Best Nursery Bedding Design

Sweet Dreamers sleep swaddle bag

Best Nursery Design

Enchanted Interiors Sleeping Sloth Branch

Best Nursery Accessory

Venture All Stars DUO

Best Baby Monitor

CuboAi Smart Baby Monitor

Best Video Monitor

VTech RM7766HD

Best Innovative Baby Monitor

Leapfrog LF2936HD

Best Side by Side Sleeper

Mamas & Papas Lua Bedside Crib

Best Baby Swing

Munchkin Bluetooth Enabled

Lightweight Baby Swing

Best Baby Rocker

Munchkin Bluetooth Enabled

Lightweight Baby Swing

Best Bouncy Chair

BabyBjörn Baby Bouncer Bliss

Bathtime

Best Baby Product

HiPP Head to toe baby wash

Best Innovative Bath time

Product

Cherish Baby Nail Trimmer

Best Bath Time Product

HiPP Sleep well baby bath

Lupilu Baby Bath - Silver

Best Baby Shampoo

Lupilu Baby Shampoo

Best Toddler Bath time

Product

Brush-Baby WildOnes Rechargeable

Electric Toothbrush

Travel

Best Baby Carrier

Boba Bliss V2

Best Organic Baby Carrier

Boba Serenity Wrap

Best Baby Wrap

Boba Serenity Wrap

Best Changing Bag under £150

Baby Uma Changing Bag

Best Pushchair over £700

Bugaboo Fox 5

Best Pushchair under £700

Bugaboo Butterfly

Best Innovative Pushchair

Bugaboo Butterfly

Best Pushchair Design

Bugaboo Fox 5

Best Travel System over £700

Bugaboo Fox 5

Apramo modül - Gold

Best Travel System under £700

My Babiie MB500+ Dani Dyer Rose Gold

Marble Travel System

Best Innovative Travel System

Apramo modül

Best Innovative Stroller

Bugaboo Butterfly

Best Lightweight Stroller

Bugaboo Butterfly

Best Innovative Travel Product

Splash About Happy Nappy Sunsuit

Best Innovative Pushchair Accessory

Eyas The Wedge

Best Innovative Travel Cot

Venture Airpod

Best Travel Invention

Splash About Happy Nappy DUO

Babiators

Best Multi-stage Car Seat

Billie Faiers iSize Quilted Black Spin Car Seat

Best Travel Product Over £50

Venture Airpod

Best Rearward Facing Car Seat

Axkid Spinkid

Best Innovative Car Seat 2023

Axkid Spinkid

Best Pushchair/Buggy Accessory

Eyas The Wedge

Best Swimming Aid

Babiators

Best Travel Product Under £50

Little Wild Cubs Travel Mat

Best Swimming Product

Splash About Happy Nappy Sunsuit

Creative

Best Baby Gift

Bumbles & Boo Baby Shower Basket

The Baby Gifting Company Luxury

Cashmere Cable Knit Blanket and Beanie

Best Baby Keepsake

Niimo Hand Casting Kits

Best Baby Shower Present

Bumbles & Boo Baby Shower Basket

Best Personalised Gift

The Baby Gifting Company Luxury

Cashmere Cable Knit Blanket and Beanie

Best Children’s Story 3-5 years

Where Does My Food Come From by

Annabel Karmel

Best Innovative Gift

Bibado Dawn the Dinosaur™ Teether

Best Gift for New Mum/Dad

Onoco App

Babycare

Best Value Disposable Nappy

Lupilu Soft & Dry Nappies - Size 1

Best Nappy Range 2023

Bambo Nature Eco-Nappies

Best Disposable Nappy Design

Mamia Size 7 Nappies

Best Disposable Nappy Newborn

Stage 1

Mamia Size 1 Nappies

Best Disposable Nappy Newborn

Stage 2

Eco by Naty Stage 2

Best Disposable Nappy Stage 3

Lupilu Soft & Dry Nappies - Size 3 -Platinum

Best Disposable Nappy Stage 4

Lupilu Soft & Dry Nappies - Size 4 Platinum

Best Disposable Nappy Stage 4+

Lupilu Maxi Nappies Plus Size 4+

Best Disposable Nappy Stage 5

Mamia Nappies — Size 5

Best Disposable Nappy Stage 5+

Lupilu Junior Nappies Plus  Size 5+

Best Disposable Nappy Stage 6

Mamia Nappies - Size 6

Best Disposable Nappy Stage 7

Mamia Size 7 Nappies

Best Nappy Pants Size 4

Eco By Naty Pull on Pants Size 4

Best Nappy Pants Size 5

Mamia Size 5 Nappy Pants

Best Nappy Pants Size 6

Lupilu Soft & Dry Pants - Size 5

Best Nappy Pants Size 7

Mamia Size 7 Nappy Pants

Best Innovative Nappy Range

Bambo Nature Eco-Nappies

Best Nappy Pants Design

Mamia Nappy Pants

Best Value Disposable Nappy Pants

Mamia Nappy Pants

Best Reusable Nappy Brand

Kit & Kin reusable cloth nappy

Best Reusable Nappy Design

Green Sprouts Eco Snap Swim Diaper

Best Reusable Nappy

Kit & Kin reusable cloth nappy

Best Pull Up Pants Range

Eco By Naty Pull on Pants

Best Swim Nappy

Green Sprouts Eco Snap Swim Diaper

Best Newborn Baby Wipes

WaterWipes original baby wipes

Mamia Baby Wipes Extra Sensitive

Best Sensitive Baby Wipes

WaterWipes® original baby wipes

Best Fragranced Baby Wipes

Lupilu Baby Wipes - Comfort

Best Eco Friendly Baby Wipes

Naty sensitive wipes

Best Ethical Baby Care Product

Eco by Naty Stage 2

Best Eco Friendly Baby Care Product

Eco Pourty Potty

Best Bedtime Baby Care Product

HiPP Sleep well baby bath

Best Innovative Baby Care Product

2023

BibbilyBoo Waterproof Teething Bib

Best Nappy Cream

Bepanthen Nappy Care Ointment

Best Nappy Changing Accessory

Cradle Star Diaper Caddy

Best Baby Care Product

BibbilyBoo Waterproof Teething Bib

Best Toilet/Potty Training Product

Venture Pote Plus My First WC

Best Newborn Soother 0+

Air.55

Best Baby Soother 6months+

Air.55

Best Children’s remedy

Ashton & Parsons Teething Gel

Best Teething Product

Ashton & Parsons Teething Gel

BibbilyBoo Waterproof Teething Bib

Best Teething Aid

Ashton & Parsons Teething Gel

Best Children’s Healthcare Product

Nature & Nurture Baby & Child Vitamins

Clothes & Outdoor Wear

Best Baby Fashion Brand

Lilly + Sid Childrens Organic Clothing

Best Toddler Fashion Brand

Lilly + Sid Childrens Organic Clothing

Best Junior Fashion Brand

Lilly + Sid Childrens Organic Clothing

Best Baby Sleepwear Brand

Superlove Merino

Best Toddler Sleepwear Brand

Superlove Merino

Best Organic Baby Fashion Brand

Toby Tiger Organic Baby & Children’s

Clothing

Best Organic Toddler Fashion Brand

Toby Tiger Organic Baby & Children’s

Clothing

Best Organic Junior Fashion Brand

Toby Tiger Organic Baby & Children’s Clothing

Best Maternity Fashion Brand

BABYGO Maternity Leggings

Maternity

Best Maternity Product

Lansinoh Washable Breast Pads

Best Feeding Top BABYGO Maternity Bra

Best Maternity Skincare Product

Lansinoh Organic Post Birth Relief Spray

Best Innovative Maternity Product Butterbean

Best Pregnancy Pillow

Niimo Alpha XXL Pillow

Best Maternity Innovation 2023

First Days Maternity Silicone Scar Patches

Best 4th Trimester Innovative Product

Lansinoh Organic Post Birth Relief Spray

Special Awards

Best Family Brand 2023

Mamas and Papas

Best Online Retailer Of The Year

2023

Natural Baby Shower Ltd

Best Independent Retailer Of The Year 2023

Natural Baby Shower Ltd

Best Parenting Brand Of The Year

2023

Piccolo

Best New Product to Market 2023

Eco Pourty Potty

Best Innovative Idea

CuboAi Smart Baby Monitor

Best Baby Class

Music Bugs Baby and Toddler Classes

Best Toddler Class

Music Bugs Baby and Toddler Classes

Best Ethical Brand

Kit & Kin

Best Ethical Product

Merino All Season Sleeping Bags

Supermarket Of The Year 2023

Aldi

Best Grocery Product 2023

Little Dish Fresh Kids’ Meals

Best Buy Product of the Year 2023

Lupilu Biodegradable Pure Wipes

Pippeta Compact Led/Handsfree Breast

Pump

ZAZU secures two awards

Two sleep products secure Platinum accolades from ZAZU.

Emmy the elephant – Zen light

The power of breathing is the most natural, proven and effective way to calm your mind and sleep better. Backed up by studies of sleepexperts, ZAZU has created a revolutionary sleep device; Emmy the elephant. Emmy easily guides children into deeper sleep with her unique breathing technique, combined with gentle soothing RED light, which encourages the production of melatonine. With Emmy’s intelligent cry sensor technology, tranquility is restored automatically during nightly wakings, ensuring peaceful nights for both children and parents.

Multi-adaptable ride-on

As the inventors of the original aluminium scooter and the revolutionaries of the school run, B Corp-certified Micro Scooters have over 20 years of experience designing and engineering scooters that are built to last.

All their know-how has been poured into the all-NEW 4in1 Mini 2 Grow Scooter. A multi-adaptable ride-on that evolves: stage one adult push-along, stage two trike, stage 3 toddler scooter, and finally, converting into the iconic Mini Micro scooter that kids know and love. Perfectly attuned to complement each stage of a child’s development.

The Platinum award-winning 4in1 Mini 2 Grow Scooter has been designed to withstand thousands of adventures and built with replaceable parts for years and years of scooting adventures. It is the perfect travel companion for children aged 1 to 6.

www.micro-scooters.co.uk

Brody the bear –Sleeptrainer

Parents want their child to stay in the bed in the early morning. Brody is a soft cuddly Bear with a ZAZU sleeptrainer module in his belly. The colour of Brody’s belly changes like a stoplight to indicate when it is time to sleep, almost time to get up and OK to rise. Brody also plays different sounds such as white noise, nature sounds and lullabies to help little ones unwind before sleep. If tears disrupt the night, Brody’s glowing tummy and comforting sounds will ease them back to sleep. Brody is the ultimate night companion for children and their parents.

www.zazu-kids.nl

British by design

Nohla is a small British brand created by parents with a passion for sustainability.

They offer high-quality, safe, and eco-friendly products for children. Nohla’s 100% natural, organic, and biodegradable bamboo dinnerware, including animal-themed plates and soft-tip silicone spoons, is designed without plastic, toxins and pesticides. Their products promote exploration and ease during the weaning process, with FDA-approved silicone tips for gentle feeding. The innovative silicone suction base prevents spills, making mealtime stress-free. Nohla is dedicated to providing trust and delivering truly sustainable products for beloved little ones. With organic bamboo, British design, and a commitment to a greener future, nohla brings joy and sustainability to families.

www.nohla.co.uk

Hat trick

Pippeta wins a hat trick of awards!

These accolades include the prestigious Platinum Award for Best Buy in 2023, Platinum Award for Best Electric Breast Pump 2023 and Platinum Award for Best Innovative Breast Pump 2023. Pippeta has been recognised for its exceptional quality, innovative design, and outstanding value. This recognition is a testament to their commitment to providing premium breast pumps that meet the needs of new mothers. Whether you’re looking to increase milk supply or enhance your breastfeeding journey, Pippeta is the trusted brand that stands out from the rest. Congratulations to Pippeta on this well-deserved accomplishment!

www.pippeta.co.uk

It’s Triple Platinum for Splash About at the LovedByParents Awards!

With thoughts of summer holidays on the horizon, look no further than Splash About’s award-winning children’s travel products.

The Happy Nappy Sunsuit scooped Platinum at the LovedByParents Awards for both Best Swim and Best Innovative Travel Product. A unique combination of sun protection rash top and leak-proof swim nappy bottom, this sunsuit protects little ones in and out of water.

The brand’s flagship Happy Nappy DUO also took Platinum for Best Travel Invention. This reusable swim nappy is a travel essential; it’s eco-friendly with no disposables needed, is made from non-fade, quick dry neoprene with UPF50+ sun protection and it prevents unwelcome leaks for stress-free pool time!

www.splashabout.com

Rock to success with Rockit

Rockit wins Platinum for Best Sleep Solution

The new rechargeable Rockit Rocker has won another top award, this time at the Loved by Parents Awards. It also picked up Gold in the ‘Best Pushchair Accessory’ category. Matt Dyson (Rockit co-founder) said. “The Loved by Parents Awards are one of the largest and most trusted parenting awards, so we are delighted to have picked up two this year. We are constantly looking at how we can improve our products and stay at the cutting edge of baby sleep tech. The validation from the judging panel and a public vote is really important to us.”

www.rockitrocker.com

Three wins for Axkid

The team at Axkid are thrilled to announce that Axkid Spinkid has received recognition by being awarded not one, but two Platinum Awards from Loved by Parents: Best Innovative Car Seat and Best Rearward Facing Car Seat! This recognition highlights their commitment to providing the utmost safety and innovative solutions for families.

The Axkid Spinkid is designed to make everyday life easier for parents, with its 180-degree swivel function and advanced safety features. You can easily, with just one hand, rotate the car seat towards you for easy access of your child when going in or out of the car seat. Axkid always recommend rear-facing for as long as possible as it is safer.

www.axkid.com

Platinum gifting

Bibado proves that memorable baby shower and newborn gifts don’t have to cost the earth with two bestselling developmental products under £10 scooping platinum in 2023 Loved by Parents Awards.

The adorable Dawn The Dinosaur, a multi-sensory teether designed to strengthen little mouth muscles for safe and successful feeding, won in the Best Innovative Gift category. Meanwhile, Dippit, the weaning spoon and dipper in one, was awarded Best Innovative Product in Feeding. Innovation is clearly an area of excellence for the team behind the No.1 Coverall Weaning Bib. Earlier this year, they won an inaugural KIng’s Award for Enterprise in Innovation.

www.bibado.co.uk

Retail matters

This month, Christy Foster, CEO and cofounder of Online4baby, sits down with Terri-Lee Rossiter, a seasoned buyer who has recently joined the Online4baby family. With 14 years of experience in the buying industry, Terri brings a wealth of knowledge and a passion for nursery products.

Christy Foster: Terri, welcome to the Online4baby family! Please tell us a bit about yourself and your professional background.

Terri-Lee Rossiter: Thank you for having me! I’m Terri, and I’ve been involved in buying for the past 14 years. I started as a buying assistant and eventually worked my way up to become a buyer at Studio retail. During my time there, I had the opportunity to work on various categories,

ranging from Christmas to fragrances. However, it was my experience with the nursery and preschool range that sparked my love for nursery products.

CF: What led you to join Online4baby as a buyer?

TLR: I had always admired Online4baby from afar. The company’s direction, driven team, and innovative approach resonated with me. So, I took a chance and sent a cheeky email to their HR department. To my delight, it led me to where I am today, and I’m thoroughly enjoying every minute of being a part of the Online4baby family.

CF: As a buyer, having a wide range of product knowledge is crucial. How do you stay up-todate with the latest baby products and trends?

TLR: Staying up-to-date is essential in our line of work. We attend multiple trade shows, supplier meetings, and even visit China to explore emerging trends and discover new products. Market research plays a vital role as well. However, I find that being passionate about the products themselves makes it easier to stay informed and come up with fresh ideas. Additionally, having a child of my own provides valuable insights into the needs and preferences of parents.

CF: What types of products will you primarily be responsible for selecting and purchasing as the new buyer at Online4baby?

TLR: Currently, my focus is on selecting and purchasing own branded products. This includes a diverse range of items,

from rockers to strollers. We’re also planning some exclusive deals with external brands. As we move forward, the assortment of products we offer will continue to expand. There’s lots to look forward to!

CF: What do you find to be the most challenging part of being a buyer in the baby & nursery industry?

TLR: The most challenging aspect of my role is ensuring that we provide the best quality products at the best prices. Since we operate as an online store, we don’t have the luxury of physically showcasing the product’s quality to customers. It requires a lot of back-and-forth negotiation with our factories to ensure we deliver outstanding value without compromising on quality, even when our prices seem too good to be true.

CF: How important is customer feedback to your role, and how does it influence your purchasing decisions?

TLR: Customer feedback is of utmost importance to us. As parents ourselves, we draw heavily on our own experiences to develop products that meet the needs and expectations of our customers. Customer feedback not only influences our purchasing decisions but also plays a role in improving our offerings and addressing any concerns.

CF: Given the rapidly evolving landscape of e-commerce, how do you envision your role as a buyer changing in the next few years?

TLR: I anticipate that my role as a buyer will become even busier in the coming years! As a business, we have significant growth potential, and there are many untapped areas we can explore. The e-commerce landscape is constantly evolving, and our focus will be on staying ahead of the curve, adapting to new technologies and consumer preferences, and continuously innovating our product offerings.

CF: Thank you, Terri! We can’t wait to see the great things you achieve at Online4baby.

Terri-Lee Rossiter

New Orthodontic Soothers

Safe soothing has never been smarter with the launch of Dr. Brown’s NEW PreVent Soothers, which are as cute, as they are effective.

Designed by a paediatric dentist, these new soothers feature a 100% silicone bulb, with a patented suction-free air channel and thin bulb stem. These two key features cleverly help to reduce pressure inside baby’s mouth, helping prevent dental issues, such as posterior crossbite in later life.

The bulb is taste-free, odourless, and keeps its unique shape over time. The Contoured Shield curves away from baby’s face to reduce the risk of soother rash on little cheeks and noses. Available in range of gorgeously cute patterns, ranging from 0 to 18-months old.

A sub-range of the Soothers is also available with glow-in-thedark technology to helpfully allow little ones to find their lost soother at night!

Enquires Rebecca Atkinson rebecca.atkinson@babycentral.co.uk

Axkid launch new rear-facing car seats

Sell: May saw a passionate drive for rear-facing awareness from Swedish brand Axkid, who are paving the way for a safer Europe with their advanced, innovative range of car seats. With studies proving that rear-facing travel is up to five times safer than forward-facing, Axkid is on a mission to get parents across Europe opting for rear-facing car seats for longer.

The first of the three new rear-facing car seats is the Axkid Spinkid. This 180 swivel seat offers parents easy and practical access to little ones in the car, rotating at the simple press of a button. The Spinkid is packed full of features to ensure maximum safety and comfort from birth to 4 years old.

Following the launch of the Spinkid is the exciting successor to the award-winning Minikid - the Minikid 4. Key updates to the new design include a new comfort backpad, updated toddler support cushion, an improved headrest and passed the world’s toughest crash test - the Swedish Plus Test.

Last but by no means least, the Axkid Nextkid is the third in this incredible line-up of car seats. Safe, comfortable and adaptable, this high back booster seat will grow with the child all the way up to 12 years of age, supporting rear-facing up to 125cm.

Visit the Axkid website for further information. www.axkid.com/uk

Keeping ventures in vogue

Meet the new addition to the Joie Signature collection. Vinca is a luxurious way to stroll, keeping little one in the lap of comfort right the way from birth to big kid – and with four ways to roll, the opportunities are endless.

Vinca combines carry cot, infant carrier and forward or rearward facing seat all in one stylish ride, for a multi-tasker that is crafted for every adventure. Thanks to Joie’s Flex comfort ride seat suspension, vinca can take on every terrain with ease, absorbing energy from every bump in the road to give little one a smoother ride. Whether trekking on grass, cobbles or gravel, Joie’s PunctureProof tyres are foam filled to ensure the smoothest of rides.

Vinca raises the game thanks to the adjustable seat height that keeps any tiny traveller close, making it simple to soothe those mid-walk upsets. The spacious, easy access keeps everything little one needs close at hand, and there’s a partial cover to keep valuables out of sight but always in reach.

Vinca comes with all the extras you’ve come to expect from Joie, from their ShoeSaver brakes, easy folding mechanism, and full coverage UPF50+ hood to the plush and protective 5-point height adjustable harness. It even comes with a ramble XL carry cot included – making it even easier to get out and about in those early newborn days. uksales@joiebaby.com www.joiebaby.com

Mini me!

Dolls prams continue to grow in popularity. These miniature versions have captivated the hearts of young children for many years, encouraging imaginative play, creativity, empathy and role-playing skills. These ‘pint sized’ products come in various designs, from classic vintage styles to modern, sleek models - there really is something for all those ‘mini me’s’!

Perfect miniature version

Roma’s dolls pram collection is designed to shine. Each model will grow with the child, and have lots of fun features to play with. Across the various fabric collections there are single and twin versions as well as accessories such as a car seat, highchair and parasol. All are designed to coordinate with stunning fabrics and a high polished chrome finish.

New to the collection is the egg Dolls Pram, a miniature version of the beautiful egg2. Finished on a gloss champagne chassis with cocoa leatherette hand-stitched handle bar, the egg dolls pram is as premium as the egg itself. With 2 in 1 fabrics, the egg Dolls Pram carry cot converts into a seat unit with simple poppers. The seat unit has a 3 point harness, suitable for dollies of all ages!

For new stockist enquiries, please contact the below.

hello@romaprams.co.uk

Imaginative play

Bébécar dolls’ prams are beautiful, quality pieces that work just like a real pram.

The chassis has sprung suspension and an adjustable-height handle, for supercomfortable pushing. There is a storage basket underneath and a matching bag that fixes with poppers onto the handle. The carrycot and wheels can be removed, and the carrycot and chassis can be folded away for storage.

Suitable for children from 3 years old, Bébécar dolls’ prams provide hours of imaginative play. They are available in a stunning selection of high-quality fabrics, with realistic Bébécar trim details.

Bébécar UK is part of the East Coast Group.

Tel: 01692 408801

sales@bebecar.co.uk

www.bebecar.co.uk

Cosatto Giggle Quad

Dolls Pram

Little ones can be just like Mum now with the Cosatto Giggle Quad Dolls Pram to take their dolls with them wherever they go.

It has a lightweight easy-fold frame for handy storage, an integrated hood, four sturdy easy-to-manoeuvre wheels, a tray for their bits and bobs plus a matching car seat and bag to accessorise. Both child and their dolly will have everything they need.

Coming in the beautiful print of Fairy Garden Rose, it’s suitable for dolls up to 60cm and matches the real Giggle Quad, even down to the miniature car seat which clips on to the chassis. A changing bag is also included so that children can be just like mum and pack their bag for dolly too. The carrycot also converts into a seat unit and will face in both directions. Plus, it folds with ease so parents can pop it in the boot of the car and take it to the park.

www.cosatto.com

Superb replicas

As a market leader in the dolls’ prams and pushchair toy sector, HTI Toys are constantly evolving their licensed ranges to meet consumer needs.

HTI’s Joie range of toy nursery products has plenty to shout about this new season, with new on trend fabrics, replica products and additional new lines.

The Joie Sleep and Dream Cot inspired by the real-life Joie Excursion, features a detachable changing unit as well as mesh sides, to keep an eye on sleeping baby. And the Joie Junior Evalite Twin Pushchair, perfect for those that wish to take two dolls on one journey, features nine play patterns with multiple seat options.

There are 10 exciting lines in HTI’s Joie line-up, including a replica of the award winning i-Gemm Car Seat, providing numerous roleplay patterns for all fans of dolls and prams.

www.htitrade.co.uk

www.joiebaby.com

Robert Anslow Managing Director

Great turn out for the AGM

The Baby Products Association was delighted to welcome more than 60 delegates to its Annual General Meeting and Networking event in London in June, its first face-to-face event since before the pandemic.

Robert Anslow, managing director, commented: “It was great to see so many members and also a large turnout of non-members attracted by the pertinent topics presented in the seminar programme. Hopefully, many of these will realise the immense benefits of being part of their industry trade association and certainly hope to welcome them into membership in the future.”

The AGM agenda was presented by the Association’s chair, Marc Hardenberg, who explained the importance of the work of the technical and executive committees. These sit on many European panels which shape safety standards for nursery products throughout Europe

The 4 Ps for nursery

Erol Sukan of leading market research company GfK presented post-pandemic trends and considerations for the industry in 2023 with some interesting observations.

The four Ps:

Place - where are consumers purchasing?

Product - what product trends and innovations are consumers investing in?

Price - how much are consumers willing to pay?

Promotion - is promotional behaviour important for this sector?

Erol pointed out that the number of bricks and mortar shops selling baby products has declined significantly since 2015 and the number of brands and products sold dropped too. He also pointed out that the birth rate declined steeply between 2015 and 2020 but rose slightly in 2021. The government figures have not been released for 2022 yet to see if this rise will continue.

Obviously, during the covid pandemic a huge percentage of baby products were purchased online, but interestingly, parents are now returning to bricks and mortar stores, particularly for larger items such as strollers, travel systems and car seats. It was also noted that in-store promotions appear to attract sales and that consumers are willing to pay a premium for shopping instore rather than online.

Of all of the product groups tracked by Gfk the following areas saw a decrease in sales: bottle warmers and sterilizers, breast feeding accessories, high chairs and monitors; whilst sales increased for bottles and teats, car seats, soothers, strollers, tableware and teethers. In fact, one huge area of growth has been sustainable products with sales of bamboo tableware increasing by almost 60% and wood and wood + silicone teethers by almost 650%.

and ensure safe products and a fair trading platform for the entire nursery industry. He encouraged non-members to seriously consider joining the trade association, not only for the many partner benefits on offer, but to continue this important work that profits all.

www.b-p-a.org

Overall, the baby products market remains strong and whilst other consumer areas such as tech, consumer electronics, IT, major domestic appliances, DIY and gardening, telecoms and office equipment all dipped significantly, sales of baby products rose by 5% in the last year, whilst small domestic appliances increased by 12%.

Association members will receive a copy of GfK’s presentation with copies of the AGM minutes.

R44 and R129 – what it means for business in the UK

There has been much confusion about the changes in law regarding R44 and R129 car seats and what this means for businesses manufacturing and selling them. Luke Burns of Cybex gave an update and an understanding of how this affects us in the UK.

Since leaving the European Union in January 2020, the UK is no longer governed by the same laws as those in the EU. In the EU, R44 car seats will be discontinued from September 2023 – however, those already placed in the marketplace can continue to be sold until September 2024. This does not apply to the United Kingdom, where R44 car seats can continue to be sold until the law says otherwise.

Luke was also keen to point out that R44 car seats remain safe for use. Parents should not be concerned about compromising their child’s safety as whilst R129 testing uses improved techniques, the R44 testing is extremely robust and statistics show that children travelling in this type of seat have a significantly reduced risk of injury in the event of an accident, than those not secured in a car seat.

Luke’s full presentation is available for Association members.

Understanding the Amazon Platform

Over 66% of all product searches start on the Amazon platform (rather than Google) and it owns over 32% of the UK’s online market share. In fact, 1.5 thousand products sell on Amazon every minute with over 281 thousand sellers profiting from those transactions.

Hardly surprising that the majority of businesses want to join the Amazon club, but whilst Amazon is huge – working with it is far from easy. Asha Bhalsod of The Etopia Consultancy explained the challenges of working with Amazon, particularly as everything is moving to virtual management and account managers are being phased out. Asha also explained the importance of investing in Amazon advertising and sponsored posts as without them businesses are unlikely to achieve the level of sales expected.

This presentation will also be available for Association members. For more information about the Baby products Association and how to join, visit www.b-p-a.org

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